Laserna, Kris Marie R.
Exserves| Dr. Beckett’s Dental Office Case
Study Questions: 1. Which of the eight elements of the services marketing mix are addressed in this case? Give examples of each ‘P’ you identify.

a) Price
Dr. Beckett charges higher fees than competitors for better quality of service and refused to become an HMO provider as she feels that it wouldn’t allow her to give the quality she aims to deliver. b) Product their goal as indicated on their mission statement is to “provide superior dentistry in an efficient, profitable manner within the confines of a caring, quality environment”. They offer a wide and complete range of dental services for all possible markets. c) Place and Time
Dr. Beckett hired an
Beckett since she gives visuals and informal education to her patients about dental problems and information. It is her goal too to provide quality service that the customers will notice. About the noise and the smell, her place; the dental clinic is as good as new and is designed modernly to differentiate the ambience of her clinic to her competitors’.

3. How do Dr. Beckett and her staff educate patients about the service they are receiving? What else could they do?

They use VCR to show patient educational films about different dental procedures. Else they can do is to provide flyers of the procedures that are being availed on a particular customer, they can also have a consultation time while waiting for the procedure like the front people can be approached for further questions or these employees will voluntarily approach the patients and give orientation about the services they render.

4. What supplementary services are offered? How do they enhance service delivery?
Information - Dr. Beckett dental service offers high quality dental service by providing high level services. They have good environment architecture; there is an entertainment area while waiting. Her goal is to provide superior dentistry in an efficient, profitable manner within the confines of a caring and quality environment.
Order-taking - Patients should be kept waiting not longer 20 minuteswithout giving option for rescheduling. These enhance the servicequality of her business