Answer To: Week 8 Assignment 2 Submission If you are using the Blackboard Mobile Learn iOS App, please click...
Robert answered on Dec 22 2021
SENOGRAPHE
SENOGRAPHE 1
GENERAL ELECTRIC: SENOGRAPHE
First Name, Last Name
Name of College/Institution
Professor/Instructor
Course, Year
MARKETING MANAGEMENT
SENOGRAPHE 2
ABSTRACT
Product repositioning refers to shifting a brand's status in contrast to that of the contending
brands. Repositioning is consequence generally through altering the marketing mix in rejoinder
to transformations in the market place, or owing to a malfunction to accomplish the brand's
marketing purposes. In study of marketing, positioning is the progression by which marketers
endeavor to craft an illustration or distinctiveness in the minds of their target market for its
merchandise, brand, or organization. Re-positioning comprises changing the distinctiveness of
merchandise comparative to the uniqueness of contending products.
SENOGRAPHE 3
GENERAL ELECTRIC
The Medical Systems allotment of General Electric has a commitment to the medical community
to proffer the most recent technological progress in the quickest approach potential in order to
promote the furthermost number of people. GE was at the vanguard of digital technology in the
field of mammography, and prolongs this prototype with the prologue of the Senographe. The
Senographe takes the most recent modernizations in digital imaging and unites them with
synchronized diagnostic paraphernalia to proffer women global the assistance of faster retorts to
prospective life-changing queries. Employ of the Senographe will endow with the patient base
with a steadfast outline of concurrent radiological psychoanalysis devoid of the wait that is
linked with conventional consequences. With the preamble of the latest product, the Senographe,
GE Medical Systems will prolong to leverage its place as the worldwide leader in efficiency,
information, and technological elucidations in the healthcare business. GE’s vision is to develop
as a worldwide leader in eminence, efficiency, information & technology elucidations in the
healthcare industry. GE focuses on providing with advanced products and services conveyed by
employees who vigorously congregate promises for the company, clientele and each other. GE’s
objective is to again and again elevate the principles of superiority and effectiveness, to endow
with the eventual in consumer and patient contentment (Thomas F. O'Boyle (Sep 7, 1999).
MARKET DEMOGRAPHICS
Assessing the market demographics of GE’s device’s target market entails a bilateral approach
owing to the affiliation among the eventual end user and the supplier of their mammography
device i.e. service. The chart below characterizes market segmentation according to the end user
that particulars the demographics of that populace whom it is recommended ought to obtain a
SENOGRAPHE 4
mammogram yearly. Working rearwards from this base market segmentation GE has recognized
numerous target markets that they ought to market their product to in order to service the end
user cluster distinct below. As mammogram devices are characteristically costly in total dollars,
their device will be restricted to those amenities with the existing capital with which to procure
the Senographe. These amenities incorporate classified hospitals, government hospitals and area
of expertise practices with a great number of homogenous patients that fall into their end user
cluster characterization. Furthermore, GE will necessitate to market their product to those
surgeons who even though not able to meet the expense of a device for their practice will be in
consequence articulating their patients by recommendation to a facility GE has acknowledged as
a convenient bringer of their product (Thomas F. O'Boyle (Sep 7, 1999).
Target Market Analysis
Market Segments Sex Age Income Education Residence
Target Market 1 Female 50 Above
Poverty
Higher Urban
Target Market 2 Female 50 Above
Poverty
Lower Urban
Target Market 3 Female 50 Above
Poverty
Higher Rural
Target Market 4 Female 50 Above
Poverty
Lower Rural
Target Market 5 Female 50 Below
Poverty
Higher Urban
Target Market 6 Female 50 Below
Poverty
Lower Urban
Target Market 7 Female 50 Below
Poverty
Higher Rural
Target Market 8 Female 50 Below
Poverty
Lower Rural
Target Market 9 Female 40-49 Above
Poverty
Higher Urban
Target Market 10 Female 40-49 Above
Poverty
Lower Urban
Target Market 11 Female 40-49 Above
Poverty
Higher Rural
Target Market 12 Female 40-49 Above
Poverty
Lower Rural
Target Market 13 Female 40-49 Below
Poverty
Higher Urban
Target Market 14 Female 40-49 Below
Poverty
Lower Urban
SENOGRAPHE 5
Target Market 15 Female 40-49 Below
Poverty
Higher Rural
Target Market 16 Female 40-49 Below
Poverty
Lower Rural
Target Market 17 Female 20 to 39 n/a n/a n/a
RESEARCH METHODOLOGY TO REPOSITION SENOGRAPHE
Qualitative methods incorporate focus huddles, profundity interviews and ethnography which
are indispensable in the premature stages. GE focused on getting acquainted with what do
consumers be familiar with, and what do they are not conscious of. GE spotlighted on acquiring
knowledge concerning what lingo, associations, metaphors and descriptions do consumers
employ in talking concerning the category. GE also focused on gaining knowledge concerning
consumer’s brand perception regarding various brands. GE also focus on acquiring information
concerning what are the foremost channels of distribution and the way the channel correlate to
perceptions and utilization of the brands. GE needs to demeanor focus groups with radiologists
and/or radiologist technicians that can facilitate commune to them how their product has assisted
them in...