BASIC MARKETING 18th Edition by Jerome McCarthy William Perreault, Joseph Cannon

Exercise 12

The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Hillside decided to focus on final consumers and their pets rather than include organizational customers that might need veterinary care for animals. Such customers might range from dog breeders and farmers to animal protection shelters and law enforcement agencies that work with dogs. Would it be easy or hard for Hillside to expand its focus to serve customers who are not final consumers? Explain your thinking.