Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 8

With the population aging and patients who dread sitting in a sterile dental office, dentists are finding an opportunity in dental house calls. The Blende Dental Group has taken its service on the road in San Francisco and New York City, performing every-thing from routine exams and cleanings to root canals. Some patients are wealthy and prefer the personal service, whereas others are elderly homebounds who cannot get out to the dentist's office. Recreating a dental office in a home requires additional equipment, such as a portable X-ray machine that looks like a ray gun, sterile water tanks, a dental drill, lights, and a laptop. A portable X-ray machine alone costs $8,000. Refer to Appendix 3: Marketing by the Numbers to answer the following questions.
What other factors must a dentist consider before offering this service in addition to his or her in-office service? (AACSB: Communication; Reflective Thinking)