Question No 01

Which of the seven element of the service Marketing Mix are addressed in this case? Give
examples of each “P” you identify?

Product: The product is dental care service provided by Dr. Beckett and her assistants.

Price: Dr.Beckett’s dental office service price is higher than from other. But she did not
compromise the quality of service to her patients. Sometime she faces challenges because of
higher prices.

Place: The place where services provided in the Dr.Beckett’s dental office.

Promotion: She did no advertising; because of her new business came from positive word of
mouth by current patients.

People:Eight employees involve in the dental practice, including Dr.Beckett who was the only
dentist. Employees and staff member are a vital part of the service delivery. All employees are
skillful and trained.

Process: One of the main goals was to standardize some of routine procedure so that error was
reduced and all patients would receive the same level of care. Specific times allotted for every
patient. Office policy specified that patients are waiting no more than 20 minutes, if some delay
in appointment than tell the patient in advances.

Physical Environments: Dr.Beckett new office was Scandinavian in design. Different facilities
give to customers who are waiting for their appointment. Literature review available for the
patients how to maximize the benefits of their treatment outcomes. The chair in the examining
rooms is very comfortable. Headphones were available with a wide selection of music. The
entire back staff wore uniforms in cheerful shades of pink, purple, and blue that matched the
office décor.

Question No 02

Why do people dislike going to the dentist? Do you feel Dr.Beckett has addressed this
problem effectively?

Most of people dislike going to dentist or felt that it was an inconvenience because of many
patients have physical and psychological issue such as dental phobia, fear, nervousness and pain.

Yes, because Dr.Beckett tried to reinforce the idea of that quality dental care depended on a
positive long term relation between patients and the dental team. She describe in mission
statement that, we are a caring, professional dental team serving motivated, quality-oriented
patients interested in keeping healthy smiles for a lifetime. Our goal is to offer a progressive and
educational environment.

Question No 03

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

Dr. Beckett and her staff educate patients about the service they are receiving through a DVD
player that was used to show patients educational films about different dental procedures and
Literature was available to explain what a patients needed to do to maximize the benefits of their
treatment outcomes. It could do some educational sessions about dental care and detailed
promotion of dental care through advertising. They also make website and enter all information
about dental care on website where customer can get all information easily.

Question No 04

What supplementary services are offered? How do they enhance service delivery?

In Dr.Beckett’s clinic provide sample and complex procedure of teeth examine and other
supplementary services comfort waiting room, good environment through live plants and
flowers, provide high quality service, conference room with toys children, comfortable chair in
examining room, a wide selection of music; educate patients about procedure through
educational films and literature review.

Enhance service delivery:

 Appointed more dentists

 Provide high quality with less prices
 Gives all information to customers about after treatment outcomes
 Hired more skillful and experienced people
 To reduce the error in routine examining

Question No 05

Contrast your own dental care experiences with those offered by Dr.Beckett’s practice.
What differences do you see? Based on your review of this case, what advice would you
give (a) to your current or former dentist, and (b) to Dr.Beckett?

When I was visited an dental care my experienced is that there was an small examining room
with not comfort chair, less waiting area where patients are waiting for their treatment and
difficult for patients to stay here for long time , no entertainment like music. There are no office
policy specified that patients should kept waiting for his treatment and not tell about in advance
in case of delay. Equipment that is used for treatment was old.

My suggestion to my dental care to make the environment clean and comfortable, large waiting
area, newspaper and different magazine in waiting area, some entertainment to patients like
music, conference room with toys for patient children, educational films and literature review
about treatment.

My suggestions to Dr.Beckett to hire more employees in the his office, hire more dentists,
updated equipment’s of treatment, to reduce the error in routine examining, less prices of
services.