Marketing Promotion and Advertising

Write a 5-6-page paper in APA format (not including the cover page and reference page).  Begin by reading the following background information:

A large national MCO recently entered a major Southwestern metropolitan market. The managed care plan anticipated that, with an intensive advertising campaign and sales effort, it would have 75,000 subscribers after two years. It planned on charging a premium of $1,800 per subscriber. Marketing and personnel costs directly related to this effort were anticipated to be $250 per subscriber. Before the MCO’s entry into the market, two of the extensive tertiary facilities in the region began to offer their own managed care plans in a PHO arrangement with their medical staffs. The result was aggressive discounting of the managed care premiums. The national MCO chain dropped its premium to $1,400 per subscriber. Direct costs remained the same, yet because of the competition, the national MCO was only able to enroll 45,000 subscribers.
However, was their effort a success?  For this essay, calculate the following values and use them as part of an argument to justify whether their efforts were successful:

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•    Calculation #1: What was the variance because of the failure to get the gross marketing contribution?
•    Calculation #2: What was the variance due to the lack of enrollment success?

Essay requirements.  Write a 5-6-page paper in APA format (not including the cover page and reference page).  Your essay must use the background information, calculations, and at least FIVE PEER-REVIEWED journal articles from LIRN to address the following:

Argue whether the MCO’s enrollment campaign was a success.

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Marketing Promotion and Advertising


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