BUS337

Market segmentation can be accomplished with which element of the marketing mix? Product Price Place All of these are correct.

All of these are correct.

Which of the following is true? An organization's served market share is always larger than its total market share.An organization's total market share is always larger than its served market share.An organization's relative market share is always greater than its served market share.An organization's served market share is always greater than its relative market share.

An organization's served market share is always larger than its total market share.

A health network that offers in facility health care, home care, durable medical equipment sales, and credit, offers it own insurance, and all providers are part of the network is an example of what type of marketing system? Forward vertical integration system (false) Closed healthy system (correct) Horizontal integration system Administered vertical system (false)

Closed healthy system?

Which product-based advertisements are typically persuasive in nature?

Competitive

A condition in which a patient desires something is a need.

False ------Explanation- in condition in which a patient desires something is a will, when a patient is required some medicines or some medicinal support is called the need period.

In order to conduct a profitability analysis, one must determine costs by either one of two methods. What are the two costing methods?

Full costing and direct costing

Which of the following is not a form of product advertising? Group of answer choices Help seeking Reminder Competitive Identification

Identification

Which of the following is not one of the attributes of today's Web 2.0 environment? Group of answer choices Personalization Social connection Active participation Identification

Identification

Compared to other Western economies, the United States spends more on health care. Which of the following is the result of this?

Life expectancies are lower than average compared to other OCED states.

Which of the following is not a form of e-detailing? Virtual live e-detailing Online portal Live learning portal Scripted e-detailing

Live learning portal

Tele-radiology services represent today's dynamic example of which element of the marketing mix?

Place

There are three key reasons cited why loyalty is a major strategic challenge for health care. Which of the following has not been cited? Group of answer choices The increasing number of mergers requires capturing patient loyalty. The challenge of health care reform The challenge of pay-for-performance accounts HCAPS will financially penalize hospitals so relationships with patients, if not patient loyalty, is important.

The increasing number of mergers requires capturing patient loyalty.

Profitability analysis focuses on the profitability of:service lines. customers. salespeople. All of these are correct.

all of these are correct

The major difference between secondary and primary data is that secondary data: are usually more costly. have more respondents in the data set since they are national samples. are collected by government agencies. are collected for another purpose than that under study.

are collected for another purpose than that under study.

Compared to products, service marketing is more challenging because:

are more variable

A Web-based interaction with a doctor for a consult is an example of a _____ interaction. synchronous indirect (false) direct asynchronous (correct)

asynchronous

By engaging with stakeholders and embedding a stakeholder orientation, organizations increase the probability of:

avoiding the likelihood of myopia.

The majority fallacy may best be defined as:

believing the largest segment is the most profitable.

In the language of an economist, the strategy of market segmentation has been described as the: bending of demand to the will of supply. (false) increase of demand to the lowering of price. bending of supply to the will of demand. lowering of price to meet the will of demand.

bending of supply to the will of demand.

Under which health care system does risk lie with the health care system to manage the care of the individual over the contractual period?

capitation

Consumers are price inelastic when a percentage:

change in demand does not exceed a percentage change in price.

In choosing from an array of alternative health care providers, trading one attribute off of another is a type of situation where the consumer is using a:

compensatory model

Which form of advertising has been seen less often in health care?

competitive

Targeting to just one segment of the market is referred to as a: Group of answer choices

concentration strategy

Products that are frequently purchased with little deliberation by the shopper are termed:

convenience goods

A major disadvantage of primary data is that: Group of answer choices currency of the data is often a problem.confidentiality of respondents can be compromised, which can be a HIPPA issue.cost of collection of the data can be a problem.All of these are correct.

cost of collection of the data can be a problem

The one bond that the vast majority of health care organizations has not been able to achieve through their standard website is:

customization

Extracting information from large amounts of data is referred to as:

data mining

In order to develop an effective strategic plan, an organization must first:

define its mission

The amount of money a consumer has left after paying for food, clothing, and shelter is referred to as: gross income. discretionary income. -incorrect defined income. disposable income.

disposable income

YELP now provides a rating service for physicians. This type of information can potentially help consumers in which stage of the consumer decision-making process? External search Post-purchase evaluation Problem recognition Internal search

external search

Advertisements promoting a specific hospital's nurse information line are classified as institutional.

false

An organization is trying to determine how many hospitals will buy a new Lasik machine for their eye centers in the next fiscal year under health care reform. They previous studies of past buying habits of similar size towns. This type of market research study is predictive research.

false

By the end of this decade, health care spending will reach almost 50 percent of the gross domestic product in the United States.

false

Data that was collected for another purpose is referred to as primary data.

false

HCAPS is an example of a capitated payment system.

false

Having the people within the organization focus on defining the value of the service becomes the key aspect of relationship marketing.

false

Health care spending in the United States is higher than all Western countries except Germany.

false

In a capitated health care environment, the risk was on the patient to ensure that they had enough dollars to cover the cost of care for their family or the "covered lives" in their household.

false

In conducting a sales analysis, it is best to do it for an organization at the level of gross sales to get the most macro perspective on organization performance.

false

In health care, males have been found to be more credible communicators than females.

false

In nondurable goods, personal sales are often a critical part of the promotional strategy.

false

In order to respond to the opportunities and challenges of the marketplace, organizations engage in a process of market planning.

false

In the communication model, the source of the message is often referred to as the spokesperson.

false

In the fee-for-service health care system, the major marketing challenge was more one of cost reduction than capturing patients.

false

Institutional advertisements are never competitive, unlike product advertisements, which often are. Group of answer choices

false

Many health care professional societies often run adverting campaigns that are classified as organizational advertising rather than product advertising.

false

Missions must always be broad to allow organizations to evolve with the changing market.

false

Psychographic data is useful to understand the psychological make up of a target group, i.e depressed, anxious, normal.

false

The "positioning mix" is not that critical. Just offer good service and patients will come.

false

The Physician Masterfile identifies the prescription ordering behavior of doctors, but all states have now banned access to that information to marketing firms.

false

The code of behavior that defines an organization's operation is the organization's self-concept.

false

The inconsistency of services relates to the fact that services are often demand sensitive yet it is often unpredictable when individuals may decide to access the service.

false

The major advantage of a mass market strategy is recognizing people's differences in shopping patterns.

false

When the AMA constraints against advertising were struck down by the federal courts in 1957, the basis for the judgment was the Commerce Act prohibiting unfair trade practices.

false

The acquisition and use of information about events, trends, and relationships in the environment is referred to as environmental assessment.

false (the true answer is environmental scanning)

When a primary group of family practitioners decides to become a multispecialty clinic, this can produce vertical conflict.

false - horizontal conflict

Focusing on service elements is a component of relationship marketing.

false - it is customer value

A key consideration in conducting a profitability analysis is the determination of full costs and variable costs.

false - its full costs and redirecting costs

When a salesperson scrubs in with the surgeon to enter the operating room in order to ensure a medical device works correctly, this is an example of a missionary sales function.

false - its technical selling

When the customer can interact directly with the sales representative via a Web camera on a PC, this form of an e-visit is referred to as an online portal.

false - its virtual live e-detailing

The four components of the promotional mix are personal selling, advertising, publicity, and the Web.

false - they are - Advertising - Personal selling - Publicity - Sales promotion • Communication is at the heart of all these tools.

Segmentation can be accomplished only with the product or serviced element of the marketing mix to be really effective.

false --- The statement is False as the market segmentation can be accomplished by any element of marketing mix to be effective.

When the consumer tries to close the gap between the desired state and the actual state, this is called search acquisition.

false --------Note : Desired state is referred to problem recognition while the actual state referred to need recognition which cannot be determined by search acquisition

Under which reimbursement system is driving for market share a primary concern, as payment is based on a volume-driven perspective? Cost-based reimbursement Fee-for-service Pay for performance (wrong) Capitation

fee-for-service

When a rehab hospital has the capacity to redesign orthotic devices for a patient, it is providing which type of utility?

form

It is important to recognize that the middleman can always be eliminated but the: function will shift to the end user. functions can never be eliminated. middleman just assumes another position in the channel. channel just reconfigures and the middleman reappears.

functions can never be eliminated.

Consumer income is composed of: Group of answer choices

gross, discretionary, and disposable income.

Source credibility is whether: Group of answer choices the message can be believed.there is a sufficient trust in the message that is communicated.the sender has trust, knowledge, or expertise.the receiver has the knowledge or believability to receive the information.

he sender has trust, knowledge, or expertise.

The ideal market segment is: homogeneous. large. heterogeneous. consistent. (false)

homogeneous.

Because of the intangibility of services, the promotional challenge is to show:

how they really are tangible(incorrect) the value of the savings in using the service. the tangible benefits of the service if used. (correct) All of these are correct(incorrect)

Which of the following is not one of the five Is of services?

inconvenience

In the new world of WEB 2.0, the communication challenge is to get the message:

into the constellation of the conversation of messages.

In recent years, hospitals have moved to paying shift differentials for peak times in the operating room. This is an attempt to manage which of the following five Is of services?

inventory

Health care costs as a percent of the gross domestic product (GDP): Group of answer choices

is a significant proportion of the total GDP.

When price levels rise faster than income:

it is referred to as inflation.

A medical group has decided that they would not offer acupuncture services within their clinic. This decision might be considered an example of:

marketing myopia.

The tone for an organization and the broad set of directions is set by the:

mission statement

The two key dimensions of advertising that distinguish it from publicity and personal selling are: mass media and paid. nonpersonal and ongoing in messaging. expensive and targeted. nonpersonal and paid.

nonpersonal and paid.

In recent years, the vast majority of advertising dollars in health care was directed toward:

physicians

When a middleman allows a consumer to pay for an item on credit, what type of utility is being provided? Group of answer choices

possession

When the percentage change in demand for a product or service exceeds the percentage change in price, then the consumer demand is said to be:

price elastic

When the percentage change in demand does not exceed the percentage change in price, then consumer demand is said to be:

price inelastic

Which of the following is not one of the categories of pay-for-performance (P4P) models?

procedural measures

In a production-driven organization, the focus of the organization is on:

producing a high-quality product

The step in the sales process in which the salesperson identifies qualified prospects is referred to as:

prospecting

When a hospital develops a patient alumni program, it is done as a way to reduce what type of risk?

psychological

Historically, prior to the world of WEB 2.0, the communication model was to: rely heavily on print advertising .push the message to the targeted market.use a pull strategy to get patients.rely mostly on physicians to bring in revenue.

push the message to the targeted market

empirical data is

quantitative

An indicator of the market share compared to the largest competitor is the: comparative market share. relative market share. total market share. served market share.

relative market share

If you were to drive around a major metropolitan area and see an abundance of hospital billboards all touting each hospital's great care and then see a large number of hospital television advertisements at the hotel you're staying at that has similar themes, what era might you assume this hospital market is in with regard to the evolution of marketing?

sales

We have a high-quality surgi-center, and we must attract physicians in the community who want to do their surgical cases here on a block scheduling basis. This philosophy would be representative of which type of philosophy?

sales-driven

A spine clinic is an example of what type of distribution? Intensive Customary Exclusive Selective

selective

The measure of an organization's sales as a percentage of the total sales of all the buyers who are able and willing to buy the service represents the:

served market share

Customer relationship management focuses on both: -software applications and financial assessment of customer value. -software application and business strategies. -marketing strategies and financial assessment of customer value.(false) -marketing strategies and computerized competitive analysis.

software application and business strategies.

In the alternative evaluation stage of consumer decision-making, consumers use evaluative criteria, which can be both:

tangible and intangible.

A mission statement must contain a:

target market, verb, and an outcome to measure.

Which of the following is not a factor that affects the search process? The locus of control The gender of the individual The cost benefit of the search The actual and perceived risk

the gender of the individual ---------Note : Search process is affected by the cost of search, actual and perceived risks, locus of control and type of product.

E-detailing has come into play for many organizations because of:

the high cost of technical selling and detailing.

In a transactional focus, the organization's attention is on:

the product or service that is being produced.

The source in the communication process is: Group of answer choices the entity that receives the message.the entity in the channel that facilitates the delivery of the message.often the entity that causes the noise.the sender of the message.

the sender of the message.

Technical selling is increasing among sales forces in health care companies primarily because:physicians are not well trained in how to use devices. the technologies being introduced are ever more complex. there is an increasing cost requiring a harder sales push to get a buyer convinced the new product is worth purchasing. All of these are correct.

the technologies being introduced are ever more complex.

The common definition of big data is: the utilization of multiple data sets from across organizational departments to improve management decisions. the collection of both internal and external information, including from social media for analysis for decision-making. the analysis of organizational information for both clinical and nonclinical decision-making using sophisticated statistical analysis. There is no common definition for "big data."

there is no common definition for "big data."

When pharmaceutical companies keep durable medical equipment inventory for when it is needed by the patient, they are providing which utility?

time

Academic detailing involves:

trained health care practitioners calling on physicians.

A contribution analysis considers the contribution of profit to fixed costs or overhead of an organization.

true

A form of advertising unique to pharmaceuticals is referred to as product-claim marketing.

true

A product that lasts over an extended period of time is a durable good.

true

Advertisements on a specific disease or condition are referred to as help seeking.

true

An organization's mission outlines the organization's fundamental purpose for existing.

true

At the partnership level, individuals are committed to the organization.

true

Being a provider of choice is at the core of relationship marketing.

true

Costs that cannot be related to any particular service line within a hospital are referred to as indirect costs in a profitability analysis.

true

Essential to a successful mission statement is recognizing what the business is and the customer wants.

true

Government data used by a hospital in answering market research questions is secondary data.

true

Health information organizations are data-mining companies often used in the pharmaceutical industry to broker prescription ordering information.

true

Higher health care expenditures in the United States are attributed to technology, the fragmented health insurance system, and pharmaceutical costs.

true

In a P4P system, providers are rewarded based on defined quality and efficiency metrics.

true

In industries where relationships are more critical to the customer, relationship marketing has been found to be more effective.

true

In the definition of marketing, exchange is represented by price.

true

Intermediaries are important to help align the supply and demand side of health care.

true

Internal search is the stage in the decision-making process where the consumer tries to remember what they know or recall about a problem.

true

Market segmentation can be described as bending supply to the will of demand.

true

Missionary sales positions actually involve little real direct sales.

true

One component of source credibility of a source is whether they are viewed as likeable or not by the audience.

true

Products can represent goods, services, or ideas.

true

Profitability analysis is closely tied to the concept of the heavy half. Group of answer choices

true

Restrictions being placed on sales calls by physician organizations are increasing the number of e-visits by sales reprentatives.

true

Salespersons are often a good source of external information in the consumer decision-making process.

true

The "bedside manner" of the physician underscores the inseparability aspect of services as a difference compared to products.

true

The decline in buying power when prices rise faster than income is called inflation.

true

The first step in the consumer decision-making process is problem recognition.

true

The hours a clinic is open to see patients for treatment is the place component of the marketing mix.

true

The intangible nature of services requires that promotion often requires showing their end use benefits.

true

The major limitation to a mass market strategy is competitive considerations.

true

The pharmaceutical detail person might serve more of a technical sales function than a trade sales function.

true

The target of any communication is the receiver in the communication process. Group of answer choices

true

Under cost-based reimbursement systems, the provider of medical services was paid for the costs incurred.

true

YELP and Healthgrades are very highly trusted sources by consumers when searching for health information.

true

Individual relationship-building strategies have been shown to work most effectively for population health management for which market segment?

younger cohorts