Multiple chooice:
Part 1
1. Today's healthcare marketers are operating in an environment characterized by _____.
a limited role for healthcare consumers
access to much better consumer data
declining numbers of marketing experts
a focus on marketing directly to physicians
2. Current demographic trends suggest _____.
an increase in the demand for gerontological services
an increase in demand for men's services
an increase in demand for children's services
an increase in demand for obstetrics services
3. In the _____ stage of the healthcare consumer decision making process, the healthcare consumer assesses the level of satisfaction with the service provided by the healthcare organization
problem recognition
initial awareness
knowledge awareness
post-purchase behavior
4.In ______ segmentation, the market is segmented by the extent of use of a particular service.
geographic
psychographic
usage
demographic
5.A _______ strategy aims to indicate to customers how the company differs from current or potential competitors.
positioning
preemptive
brand image
distribution
6.The growth of urgent care centers and freestanding diagnostic and surgery centers can be attributed in part to
emerging consumerism.
employer and business coalitions pushing for convenience.
increasing competition.
All of the above are correct.
7.Southwest Clinic, in response to an increasing number of working families in their market area, has decided to expand the hours of operation on Thursdays and Saturdays. This represents a decision related to which element of the marketing mix?
Product strategy
Distribution strategy
Pricing strategy
Promotional strategy
8. Using _____ marketing, healthcare marketers work to effectively train and motivate customer service and support staff to generate customer satisfaction.
relationship
direct-to-consumer
internal
concierge
9. The Marketing Director of Mercy Hospital is considering a promotional technique that provides broach reach, low costs, and a short lead time. The best option would be
public relations.
advertising.
personal sales.
direct marketing.
10.The Marketing Director of Mercy Hospital is exploring a variety of media choices for an upcoming advertising campaign. Using _____ allows for multiple exposures to the target audience and has consumer appeal, yet has a high relative cost, short shelf life, and faces a lot of competing ads.
television advertising
radio advertising
newspaper advertising
Internet advertising
Part 2
1._______ data are those that are owned by someone else, typically free or inexpensive, that have potentially unknown quality.
Secondary
Primary
Internal
External
2. A number of demographic factors have been shown to impact healthcare utilization. For example, _____ are more aware of available health services and are quicker to turn to health professionals when symptoms arise.
Latinos
the elderly
men
women
3. South Baptist Healthcare Center is monitoring declining revenue as a result of lower utilizations tied to higher unemployment. This trend is part of the _____ component of the external environment analysis.
competitive
legal/regulatory
economic
technological
4. Data collected through the external audit include such things as _____.
consumer characteristics
profitability by service
referral sources
existing marketing initiatives
5. In order to answer the research question regarding the level of interest in community wellness center, Northeast Hospital assembles a group of people to answer questions posed by a trained moderator. This primary data collection method is known as a(n) ______.
personal interview
focus group
survey
observation
6. Advantages of a ______ survey is that it is a relatively quick way to acquire information and generally results in a higher response rate.
mail
phone
computerized
personal
7. _____ planning involves the highest level of the organization, and is done on a less frequent basis than lower level planning.
Strategic
Business
Marketing
Operational
8. In the ______ stage of the marketing planning process, healthcare marketers use creativity to determine how best to reach the targeted markets.
environmental analysis
goal and objective development
strategy development
evaluation
9. In the development of the _______ , the healthcare marketer reviews the social, economic, and political environment to identify trends of significance to the healthcare organization.
internal audit
external audit
marketing evaluation
marketing budget
10. Using the _____ budgeting method, the healthcare marketer would utilize sales figures from the previous year to develop projections for the current year's budget.
competitive parity
percentage of sales
objective and task
all you can affor