HSA3160 HEALTH CARE MARKETING CH.8

The SIC code is a classification system based upon what?

A Federal Government Classification accord gin to the major business activity or service within which the firm operates.

When an organization collects data from everyone in the population this is defined as what?

A census

The major difference between secondary and primary data is that secondary data are?

Are data collected for another purpose than that under study

What is the ideal way to segment?

Behaviorally

Targeting to just one segment of the market is referred to as what?

Concentration Strategy

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

Convenience goods

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

Data mining

Which data collection method has the least relevance in health care?

Experimental design

T/F A company must target only one market segment to be effective.

False

T/F A health system buys physician practices in many different regions and several smaller hospitals. It lets each entity retain its own name. This organization is following a reseller strategy

False

T/F A key goal in the introduction stage of the life cycle is to generate selective demand for the new product

False

T/F A product that can be consumed in some defined period of time is a durable good

False

T/F All stratified samples are proportionate

False

T/F Data that was collected for another purpose is referred to as primary data

False

T/F Focus groups are used in two aspects of the research process; problem generation and hypothesis testing

False

T/F Focusing on service elements is a component of relationship marketing

False

T/F Henry Ford was remembered for saying "You can have any color car you want as long as it is black," this is an example of a niche strategy

False

T/F In many customer/ company interactions, loyalty and satisfaction are the same

False

T/F In nondurable goods, personal sales are often a critical part of the promotional strategy

False

T/F In terms of the heuristic of segmentation, the lowest level would be preferences

False

T/F In the conduct of a gap analysis, one gap that is commonly referred to as the "walks the talk" gap is the one that occurs between expectations of service quality and management perceptions of those expectations

False

T/F It has been found that if customers are really satisfied they will maintain their loyalty to an organization

False

T/F Lifestyle and class is a form of AIO segmentation.

False

T/F Mystery shoppers have been used by hospitals in the emergency room as a form of survey research.

False

T/F Over the course of the product life cycle, prices for a product or service tend to stabilize as competition enters

False

T/F Products that have a very protracted introductory period before reaching the growth phase are referred to as extended learning products

False

T/F Robotic surgery has been affected in terms of its adoption because it is not compatible with values

False

T/F Shifting the organization's thinking to focus on each individual transaction is the foundation of relationship marketing

False

T/F Systematic benefit segmentation has been found to be successful when used on an intermittent basis by an organization in conjunction with loyalty segmentation schemes

False

T/F The Physician Master file identifies the prescription ordering behavior of doctors but all states have now banned access to that information to marketing firms

False

T/F The SIC code (Standard Industrial Classification) of the Federal Government is a system that describes the major purchasing categories of each company for bidding purposes

False

T/F The first step in the market research process is to identify the research objectives

False

T/F The majority fallacy is when all competitors focus on the same segment of the market

False

T/F The objective of database marketing is to gather information to use for refining profit on service lines

False

T/F When an organization assesses customer feedback it always must improve service in any contact point where it does not exceed expectations.

False

T/F When doing sampling and starting with a random starting point and then taking every "kth" unit, that approach is referred to as a simple systematic sample

False

T/F When no new competitors enter the market that is the key sign that the product life cycle is now in the mature phase

False

Adoption increases when the group of people considering the new technology is more similar. This is referred to as the dimension of:

Homophilious

"Are the data objectively collected?" is which of the following criterion to consider in using secondary data?

Impartial

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 I's of services?

Inventory

One of the least expensive ways to collect market research data are by what?

Mail surveys

A multi-specialty clinic has established a surgi center, a rehab group, and a durable medical equipment company. All of these entities are under the name of the multi-specialty practice. This branding strategy would be?

Multi-product

Exploratory research objectives are specified in the research process when an organization

Needs to determine the cause of a problem

Personal sales are more often used for ______, while advertising is more common for ____ goods.

Nondurable, durable

Information specifically collected to address a specific research question is referred to as what?

Primary data

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

Product or service that is being produced

In marketing, a test market is a common form of what?

Quasi-experiment

Relationship marketing should be more effective in health care than many other industries because?

Research shows relationship marketing is more effective when relationships are more critical to customers

Loyalty is increasingly recognized as an important objective because?

Retention can lead to increases in profitability

With regard to health care, the Boomers compared to either the Post War cohort of the World War II cohort have been found to do what?

Seek out additional information about their care and treatment

The ease with which a customer can access a clinic is represented by which variable in the customer value equation?

Service acquisition cost

An Accountable Care Organization provides a local employer with quarterly health status reports of the individuals who are employed by the company but covered for their health care by cost the ACO. While the individuals identities are not revealed the ACO provides general health status reports regarding smoking cessation participation, diabetes monitoring and blood pressure as well as the mammogram compliance for female employees who are of eligible age. This proactive approach is an example of what?

Service process quality

There are two components to customer loyalty are?

Share of customer purchase and Retention

Customer relationship management focuses on both:

Software application and business strategies

When sales representatives call on physician practices to inform referral physicians of potential alternative practices that may meet their referral needs, they are helping with what type of "product"?

Specialty

For many years the Mayo Clinic was only located in Rochester, Minnesota. Patients would travel from all over the world to seek out their specialized expertise. Many of these individuals and family members would return over multiple years. The Mayo Clinic might be viewed as a:

Specialty good

One of the quickest ways to gather data from individuals is?

Telephone interviews

Brand equity is?

The association a consumer places in a brand with an organization

Usage segmentation in health care has been applicable in what situations?

The efficacy of a pharmaceutical drug can be used in alternative ways

The major limitation to mail surveys is?

The issues of response rate and who returns the survey

In conducting a sample, the sampling frame is the what?

The means of representing the sampling population

The zone of tolerance may be described as?

The range of forgiveness a loyal customer gives an organization for service lapses

The major difference between innovators, early adopters, early majority, late majority and laggards is?

The time when they adopt a new product or service

T/F A major reason the majority of customers leave a business is because of benign neglect by the organization

True

T/F A medical group and a hospital have decided to partner in a health promotion program in the community. They market this program with both organizations names prominently mentioned in all materials. This is an example of co-branding

True

T/F A skimming strategy tends to encourage competitors to enter the market

True

T/F A telephone directory that is used to select people in a survey would be the sampling frame

True

T/F All elements or people of interest to a researcher are called the population in sampling design

True

T/F Being a provider of choice is at the core of relationship marketing

True

T/F Cohort segmentation segments consumers based on the defining events that occurred in their lifetime that shape attitudes and values

True

T/F Developing a long term link with a customer for the benefit of the customer and the organization is relationship marketing

True

T/F Food products would be classified as nondurable goods

True

T/F Having each service provider at each level of service delivery use a defined script in dealing with a customer problem is a key component of an effective Customer Recovery System

True

T/F Individuals more socially connected, are more likely to adopt innovations.

True

T/F Loyalty rather than satisfaction is the key end state for marketers and organizations to achieve with customers

True

T/F MedCath Hospitals develops and establishes heart hospitals across the country. This approach is an example of a niche strategy

True

T/F Purposive samples in which experts judgments are used for unit section are non-probability samples

True

T/F The heavy half phenomenon refers to a small group of consumers who consume a disproportionate share of a product's usage

True

T/F The loyalty of customers who have a problem but experienced a successful recovery experience is greater than those who never had a problem

True

T/F The major limitation to a mass market limitation is competitive considerations

True

T/F To conduct lifestyle segmentation, market researchers use attitude, interest, and opinion questions

True

T/F Topamax was a pharmaceutical product found to be effective for the treatment of epilepsy and migraines. This may lead to a type of usage segmentation strategy

True

T/F When a perfect sampling frame exists, then there a single stage sample can always be conducted

True

T/F When an organization needs to determine the cause of the problem that is exploratory research

True

A strong component of brand loyalty is?

Trust

Effective recovery has been found to enhance what?

Trust

For profit organizations will evaluate market segments in terms of whether they are profitable as an important criterion, while not for profits will consider a market segment in terms of what?

Whether the segment can help contribute to depreciation or fund balance

Developing a system of an organized script for people to address service delivery failures with customers is referred to as what?

customer recovery system

A hospital has a heart center with cardiologists, cardiovascular surgeons, rehab services, psychiatrists, and durable medical equipment as needed. This hear center might be said to have a:

deep product line

The difference between a durable and nondurable good is that the latter is consumed in a

defined time period

Research has found that dissatisfied customers compared to satisfied customers

engage in greater word of mouth

In a customer contact audit, an organization does what?

flow charts every step in the delivery of the service

Psychographic segmentation refers to segmenting the market by what?

lifestyle and social class

The major marketing objective with the heavy half market segment is to do what?

maintain their loyalty

In the Gap analysis the "walk the talk" gap often occurs when?

management perceptions of customer expectations and service quality specifications

Off label uses of pharmaceutical products would be considered an example of?

market stretching

Assuming everyone in the market want the same product is the principle underlying which market segmentation approach?

mass marketing approach

Boutique medical practices that target wealthy clientele willing to pay for significant time with physicians when they need medical services are an example which type of a segmentation strategy?

niche

Market segmentation can be accomplished with which element of the marketing mix?

product, place, price, promotion

Developing strategies in which the market is segmented by ethnicity is using what form of segmentation?

socio-demographic