Q1. The element of quality that forms the first impression about the facility is
d. Technology available
Q2. The optimum definition of health is ” the state of complete physical, mental, and social well-being”
Q3. Almost every purchase is likely to lead to some post-purchase discomfort, at some level.
Q4. Public relations persons are trained in economic analysis and social science.
Q5. Internal rivalry is competition between corporate departments.
Q6. The financial and clinical accountability aided by enhanced coordination of services is what differentiates managed care from fee-for-service care.
Q7. Analyzing access is which component of the Five Forces Analysis?
a. Internal Rivalry
b. Threat of New Entrants
c. Threat of Substitute Products
d. Buyer Power
Q8. The purpose of the “modern marketer” is
Q9. Geographical variations in health services utilization are due to variation in illness patterns.
Q10. The Health Belief Model is an example of which psychological process affecting consumer response to marketing stimuli?
Q11. Wheelchairs are classified under which category?
b. Durable medical equipment
Q12. The mission statement must be reviewed after an organization has evaluated its environment and assessed its strategic options.
Q13. Sales promotion includes advertising.
Q14. A market segment consists of a group of customers who share a similar set of needs and wants.
Q15. Which positioning strategy offers a cost advantage to customers?
a. Product leadership
b. Customer intimacy
c. Operational excellence
d. Buyer power
Q16. Incentives to stimulate trial or purchase of a product or services is which marketing skill?
a. Marketing research
d. Sales promotion
Q17. The marketing manager’s role is to ensure the organization has a strong marketing presence in the community.
Q18. The current approach to reducing health care costs is aimed at making customers more prudent bout the types and amounts of health care they purchase.
Q19. To outsource marketing research, which category would be the best provider for research studies based on specific needs?
a. PATH model
b. Syndicated service research firms
c. Custom marketing research firms
d. Specialty-line marketing research firms
Q20. Which core business process focuses on developing strong partners on the supply and distribution side of business?
a. Market sensing
b. Channel bonding
c. Customer acquisition
d. Customer relationship management
Q21. Consumer and business markets are segmented similarly.
Q22. Most health care systems are market driven.
Q23. The consumer responses exhibited in Stages of Change is a learning psychological process.
Q24. The main demographic force that marketers monitor is economics.
Q25. Roemer’s model adds the political dimension to Andersons economic for undertaning health care systems.
Q26. A pharmaceutical company is an example of which type of organizational market?
a. Individual market
b. Business market
c. Institutional market
d. Government market
Q27. Reviewing intensive growth falls under which aspect of the SWOT analysis?
Q28. If the organization’s executives want a perceptual map of competitive products or brands, the marketing manager would use which type of analysis?
a. Multiple regression
b. Factor analysis
c. Conjoint analysis
d. Multidimensional scaling
Q29. All organizations must take profitability into account.
Q30. What is the term to describe activities that encourage such practices as safer driving, tobacco cessation, life-long exercise and other similar activities?
a. Health promotion
c. Social marketing
d. Health advocacy
Q31. Opportunism is a concern because firms must devote resources to oversight that otherwise could be allocated to more productive purposes.
Q32. The best person to generate good news about the hospital and defend it against bad news is the
a. Director of marketing
b. Vice president of marketing
c. Public relations person
d. Marketing person
Q33. What influences the likelihood that an individual will seek care?
d. All of the above
Q34. The unsatisfactory performance of the U.S. health care system is due to the fact that it is largely in private hands and relies on competition to create positive health outcomes.
Q35. Marketing is applied in all areas of health care.
Q36. A small number of usually large firms producing offerings that range from highly differentiated to standardized is called a(n)
c. Monopolistic competition
d. Vertical integration
Q37. Image is the way the public perceives the company or its products.
Q38. Competitive points-of-parity are designed to negate competitors’ point of difference.
Q39. Which health care group would want to increase health care demand?
a. Insurance payers
b. Medical groups
c. Pharmaceutical benefit management companies
Q40. A customer is one who uses the product or service purchased.