Read Case 6.1 in your textbook and reflect on your own experience with urgent care centers or interview a friend or family member about their experience. Address the following questions: 1. Based on their market research, did the entrepreneurs find that the urgent care center model would appeal to the general population or that some segments of the population would find it more attractive than others?

Read Case 6.1 in your textbook and reflect on your own experience with urgent care centers or interview a friend or family member about their experience. Address the following questions: 1. Based on their market research, did the entrepreneurs find that the urgent care center model would appeal to the general population or that some segments of the population would find it more attractive than others?

3-1 Journal: Establishing Context with Urgent Care Centers 1.Based on their market research, did the entrepreneurs find that the urgent care center model would appeal to the general population or that some segments of the population would find it more attractive than others? Most of the prospective clients fell into the middle-to-upper middle-class income brackets; the wealthier were not interested, while those who lived on the lower scales were intimidated by this practice model and concerned about upfront payments. 2.What was the profile of the customers most likely to use the urgent care center? People who attend this urgent care clinic tend to be 25- to 45-year-old men and women who are highly mobile, well educated, and often from two-income families without children. In comparison to nonwhites, whites appeared to be more open to the idea. 3.How did knowledge of the characteristics of the best prospects contribute to an effective marketing campaign? Using this information, the developers confirmed their intuition about locating these centers in newly emerging affluent suburbs, and they set out to market the service to them. By utilizing various data sources, developers were able to target households with the desired characteristics within five miles of each site. Five urgent care centers were successful, while two significantly underperformed. The only discernible difference between the successful and unsuccessful ones was lower visibility and lower drive-by traffic