Essentials of Marketing 14th Edition by William Perreault, Joseph Cannon,Jerome McCarthy

Exercise 1

The Marketing Plan Coach software on the text website includes a sample marketing plan for Hill side Veterinary Clinic. Hillside decided to focus on final consumers and their pets rather than include organizational customers who might need veterinary care for animals. Such customers might range from dog breeders and farmers to animal protection shelters and law enforcement agencies who 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.