Mkt421 Week 2 Essay

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Introduction
Marketing may be one of the most important elements to discuss when implementing a business proposal.   Whether it may be a new business, or a seasoned corporation, marketing dollars can be the wisest dollars spent by a company.   There is a reason that marketing is a specialized degree in itself.   It takes a knowledgeable person or department to determine how each of the four elements of the marketing mix can affect company success and also to define the strategy and choose the tactics that will create the most overall success for the company.

Identify your selected organization and the industry in which it exists

“One of the leading dental service organizations in the United States with over 377 affiliated practices in 19 states, Heartland Dental Care provides dentists and team members’ leadership and support through continuing education and services such as staffing, human resources, purchasing, marketing, administration, financial and information technology.” (Hearlanddentalcare.com, 2013).   Heartland Dental Care started as the brainchild of Dr. Rick Workman in 1980.   Heartland provides a comfortable atmosphere and superb dental care for patients and competitive career opportunities with room for future growth within the corporation for all team members. Many hours of continuing education and extensive training are required to assure that each team member is at mastery level within their position, from the business assistants (front desk receptionist) to the dentist him/herself.   Heartland Dental Care had earnings of over 550 million in 2012, and with new affiliations coming soon, a goal of 700 million in 2013.   With a marketing budget of 5%, HDC has a team of marketing experts with 27.5 million dollars to spend company wide.   Heartland Dental Care has a projected budget for purchasing affiliation offices of 60 million dollars for 2013.   The dental industry is quite competitive just like most industries.   It seems there is a dentist on every...

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