Bill Higgins, the hospital administrator, approaches Alicia and informs her that the hospital is having serious financial troubles. He lets her know that costs need to be reduced and revenues need to be increased in her department and several others if the hospital is to continue to operate. Alicia points out to Bill that food costs have come down considerably after the department implemented many of the recommendations of the management consultant.

Bill pats Alicia on the back and tells her that he appreciates her good work but that revenues need to increase as well if layoffs are to be avoided. Alicia pulls her management team together and asks them to draw up a marketing plan for increasing revenues.

1. 1) What marketing opportunities exist in this operation?
2. 2) Select a marketing opportunity and develop a marketing plan. Include the 4 p's (PRODUCT, PRICE, PROMOTION, PLACE) of marketing?