Health Service Marketing 2

Q1. A marketing controller is hired to improve which type of efficiency control?
a. Sales-force efficiency
b. Advertising efficiency
c. Sales-promotion efficiency
d. Distribution efficiency

Q2. What is a pop-up advertisement between changes on a Web site?
a. Banner ad
b. Sponsorship
c. Interstitials
d. Search-related ads

Q3. Branding that relies heavily on product or price is
a. Functional branding
b. Image branding
c. Experiential branding
d. Co-branding

Q4. Using allocating, organizing, and interaction skills is which level of marketing skills?
a. Diagnostic skills
b. Identification of organization level
c. Implementation skills
d. Evaluation skills

Q5. Rivals coping a new products features and benefits is an example of which new product risk?
a. Fragmented markets
b. Cost of development
c. Faster required development time
d. Shorter product life cycles

Q6. Senior leadership in the organization’s public relations staff should be highly considered for the role of marketing vice president.
a. true
b. false

Q7. A product mix is a group of diverse but related items that function in a compatible manner.
a. true
b. false

Q8. Management by objectives is the heart of which marketing control?
a. Annual-plan control
b. Profitability control
c. Efficiency control
d. Strategic control

Q9. Cost represents the “voice” of the brand.
a. true
b. false

Q10. Consumers buy product concepts.
a. true
b. false

Q11. Price communicates the company’s value and positioning of its product or brand.
a. true
b. false

Q12. Marketers play a key role in the new-product development process.
a. true
b. false

Q13. Senior managers must be customer focused.
a. true
b. false

Q14. Sales promotion is a variety of short-term incentives to encourage trial of a product.
a. true
b. false

Q15. Which sales force team furnishes analytical reports and expedites orders?
a. Top management
b. Technical people
c. Customer service representatives
d. Office staff

Q16. Which term is the amount the consumer pays before insurance starts to cover charges?
a. Premium
b. Deductible
c. Coinsurance
d. Co-payment

Q17. Product differentiation takes place in which level?
a. Core benefit
b. Expected product
c. Augmented product
d. Potential product

Q18. Using physicians to market products of services by word-of-mouth is taking advantage of which people category?
a. Opinion leader
b. Marketing maven
c. Influential
d. Product enthusiast

Q19. Communication effectiveness depends primarily on the content of the message.
a. true
b. false

Q20. Asking if the consumer if other products meet their needs measures which product concept?
a. Need level
b. Gap level
c. Perceived value
d. Purchase intention

Q21. Growth alleviates the need for marketing of services.
a. true
b. false

Q22. A brand identifies attributes of the product.
a. true
b. false

Q23. Price is the single marketing element that results in revenue.
a. true
b. false

Q24. Which price-adaptation strategy accommodates differences in customers, products, and locations?
a. Geographical pricing
b. Price discounts and allowances
c. Promotional pricing
d. Differentiated pricing

Q25. The primary role of marketing staff is to develop the marketing plan.
a. true
b. false

Q26. In channel conflict using a neutral third party skills in conciliating the two parties’ interests is
a. Diplomacy
b. Mediation
c. Arbitration
d. Litigation

Q27. It is legal to set artificially high regular prices and ten announce a sale at prices close to previous everyday prices.
a. true
b. false

Q28. Hospital staff always understand their patients and their needs.
a. true
b. false

Q29. Marketing functions are more basic and stable than the institutions that perform them.
a. true
b. false

Q30. Which communication objective determines whether a particular brand might meet a currently relevant consumer need?
a. Category need
b. Brand awareness
c. Brand attitude
d. Brand purchase intention

Q31. Many producers lack the financial resource to carry out direct marketing.
a. true
b. false

Q32. Alka-Seltzer’s “plop, plop, fizz, fizz” used which technique to stimulate personal influence channels?
a. Create opinion leaders
b. Develop high conversation value advertising
c. Use word-of-moth referral channels
d. Use viral marketing

Q33. A product is more than a tangible offering.
a. true
b. false

Q34. What process must be overcome when the consumer filters messages to avoid sensory overload?
a. Selective attention
b. Selective distortion
c. Selective retention
d. Selective overload

Q35. An effective marketing channel will remain effective over the whole product life cycle.
a. true
b. false

Q36. Only exciting new products can generate “buzz”.
a. true
b. false

Q37. The marketing channel service output that look at the assortment breadth provided is
a. Lot size
b. Spatial convenience
c. Product variety
d. Service backup

Q38. An organization should design the supply chain and then think of the target market.
a. true
b. false

Q39. A facelift is an example of which characteristic?
a. Nondurable good
b. Durable good
c. Intangible service
d. Perishable service

Q40. Marketers need to focus less on the side of the value network that looks towards the customer.
a. true
b. false

Last Updated on March 11, 2018 by Essay Pro