In twelve pages this paper considers how to enhance the marketing of Dr. Finch's British Columbia, Canada dental practice. Five sources are cited in the bibliography.
Name of Research Paper File: CC6_KSmktgDrFinchBas.rtf
Unformatted Sample Text from the Research Paper:
countless "old" businesses around: coffee, sugar, home building, furniture, TV sales, video rental stores. Conventional wisdom says that in starting a new business, it is necessary to find
something new that has at least short-term potential to stay ahead of the competition. However, there is a reason that the "old" businesses remain viable. People want the
goods and services they offer. An advantage to entering an "old" business is that there are well-defined plans for success and myriad descriptions
of failure. Unlike the new technology or service that may or may not have a market, the business of supplying professional dental services is a proven one, one that
has been documented for years as being successful - or at least carrying the potential for success. As with any other business, the proof of success is in the
bottom line. In the business of providing dental services, management of the business and of targeting appropriate customer segments can prove to be the defining point of success or
failure. Guiding Principles The organization is the dental practice of Dr. Sandra Finch, one of 20 dentists in the vicinity of White Rock,
British Columbia. White Rock is near the US-Canadian border, and Dr. Finch has several US patients. She is the only solo female dentist in the area.
Dr. Finch is a dentist and necessarily is attuned to dental health. Many individuals "know" that they "should" visit a dentist regularly but do
not, for whatever reason. Time is short, money is short, they simply fail to make and keep that first appointment. One of the driving forces that will urge