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Health Service Marketing

Q1. The element of quality that forms the first impression about the facility is
a. Access
b. Amenities
c. Service
d. Technology available

Q2. The optimum definition of health is ” the state of complete physical, mental, and social well-being”
a. true
b. false

Q3. Almost every purchase is likely to lead to some post-purchase discomfort, at some level.
a. true
b. false

Q4. Public relations persons are trained in economic analysis and social science.
a. true
b. false

Q5. Internal rivalry is competition between corporate departments.
a. true
b. false

Q6. The financial and clinical accountability aided by enhanced coordination of services is what differentiates managed care from fee-for-service care.
a. true
b. false

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
a. Product
b. Service
c. Consumer
d. Positioning

Q9. Geographical variations in health services utilization are due to variation in illness patterns.
a. true
b. false

Q10. The Health Belief Model is an example of which psychological process affecting consumer response to marketing stimuli?
a. Motivation
b. Perception
c. Learning
d. Memory

Q11. Wheelchairs are classified under which category?
a. Therapeutics
b. Durable medical equipment
c. Prosthetics
d. Disposables

Q12. The mission statement must be reviewed after an organization has evaluated its environment and assessed its strategic options.
a. true
b. false

Q13. Sales promotion includes advertising.
a. true
b. false

Q14. A market segment consists of a group of customers who share a similar set of needs and wants.
a. true
b. false

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
b. Pricing
c. Advertising
d. Sales promotion

Q17. The marketing manager’s role is to ensure the organization has a strong marketing presence in the community.
a. true
b. false

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.
a. true
b. false

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.
a. true
b. false

Q22. Most health care systems are market driven.
a. true
b. false

Q23. The consumer responses exhibited in Stages of Change is a learning psychological process.
a. true
b. false

Q24. The main demographic force that marketers monitor is economics.
a. true
b. false

Q25. Roemer’s model adds the political dimension to Andersons economic for undertaning health care systems.
a. true
b. false

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?
a. Strength
b. Weakness
c. Opportunity
d. Threat

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.
a. true
b. false

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
b. Functional
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.
a. true
b. false

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?
a. Age
b. Gender
c. Education
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.
a. true
b. false

Q35. Marketing is applied in all areas of health care.
a. true
b. false

Q36. A small number of usually large firms producing offerings that range from highly differentiated to standardized is called a(n)
a. Monopoly
b. Oligopoly
c. Monopolistic competition
d. Vertical integration

Q37. Image is the way the public perceives the company or its products.
a. true
b. false

Q38. Competitive points-of-parity are designed to negate competitors’ point of difference.
a. true
b. false

Q39. Which health care group would want to increase health care demand?
a. Insurance payers
b. Medical groups
c. Pharmaceutical benefit management companies
d. Providers

Q40. A customer is one who uses the product or service purchased.
a. true
b. false

Last Updated on March 11, 2018

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