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99 Cards in this Set
- Front
- Back
Central to the definition of marketing is the focus on: |
The Consumer |
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The four P's of marketing are: |
Product, Price, Place, and Promotion |
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A non-market-driven planning approach can best be described as: |
An internal to external approach |
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A medical group has decided that they would not offer acupuncture services within their clinic. This decision might be considered an example of: |
An example of marketing myopia |
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Which of the following criteria is not a barrier to entry? |
All of the above are potential barriers to entry |
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Two multi-specialty groups are direct competitors in the same community. Both groups recruit board certified physicians in their specialties and about that fact within their advertising and on the web site. Neither group has been above to gain a significant advantage over the other group with this recruiting strategy. Why is this approach failing? |
Since both groups have the same in terms of being board certified, it is not unique |
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A unique source of a differential advantage for health care organizations is: |
Trust |
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Trying to increase sales of present services within existing markets that the organization already serves is an example of which type of growth strategy? |
Market penetration |
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Scott & White Clinic in Texas has developed their own insurance product similar to Aultman Hospital in Canton, Ohio. Both of these organizations have decided to pursue a strategy of: |
Product development |
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In the BCG matrix, a marketing person can affect one of the two dimensions of this matrix as a function of their strategy. Which dimension could they possibly affect? |
Market share |
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An organization audits its service mix relative to the BCG matrix. The result shows the following distribution: 60% cash cows; 15% stars; 15% problem children; 10% dogs. The challenge for this organization is: |
It is an organization that is mature, and has not developed enough new services |
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Mass marketing is when an organization decides to treat the entire market as: |
A group of patients who want to purchase the same services |
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In health care, it has been found that hospitals with higher profitability tend to be those with: |
Higher market share |
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Compared to other western economies, the United States, spends: |
Over 50% more on health care on a per capita basis |
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The US population in terms of age is become significantly: |
Older |
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When examining the trend within the US acute care hospital industry the past twenty five plus years has seen: |
Hospital inpatient days have steadily declined |
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Aligned providers following clinical protocols and a health care entity responsible for a health population describes a: |
Accountable Care Organization |
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Medical tourism refers to the growing trend of: |
Individuals who visit foreign destinations for medical care |
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The Joint Commission has taken a stance with regard to hospitals outside the United States that has affected medical tourism. The Joint Commission has: |
Has not provided international accreditation of hospitals |
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Under HIPAA, which communication is allowed without patient approval? |
All of these can be communicated without prior patient consent |
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Which of the following is not used in the stage of external search? |
All can be used |
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In the alternative evaluation stage of consumer decision making, consumers use evaluative criteria which can be both: |
Tangible and intangible |
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*In assessing post purchase satisfaction, health care organizations should measure two elements: |
Importance of each service element and expectation with the service element |
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A company has had to limit the umber of insurance plans it offers to its employees in order to control costs yet still be able to provide a reasonable health benefit package. In spite of this attempt at maintaining some benefit level, employee satisfaction levels has declined at a far greater level than management expected even though the two plans being offered to the employees were the two most popular plans selected by the employees in the prior years from the five that were offered. What is occurring? |
The employees are experiencing the construct of decision freedom |
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Purchases such as the selection of a neurosurgeon that involve significant risk are typically referred to as |
High involvement |
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*Maslow developed his hierarchy to help: |
help explain why people behave differently |
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Consumers are exposed to a large number of messages but do not attend to all of them. This is the result of a process called: |
Selective retention |
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Interpreting information from advertisements in a manner that is consistent with one's beliefs is a process referred to as: |
Selective comprehension |
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The first step in the market research process is: |
Problem recognition |
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Information specifically collected to address a specific research question is referred to as: |
Primary data |
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A major disadvantage of primary data is that it is: |
Cost of collection of the data can be a problem |
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Extracting information from large amounts of data is referred to as: |
Data mining |
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Using a mystery shopper to try to the hospital's phone system would be an example of which data collection method? |
Observational |
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A major limitation to experimental research is: |
There is the issue of transferability to the real world |
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In marketing, a test market is a common form of a: |
Quasi-experiment |
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One of the quickest ways to gather data from individuals is: |
Telephone interviews |
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*Focus group data are: |
Synergistic |
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If an organization is trying to collect data on a topic where there may be a concern for interviewer bias, the best methodology to employ would be: |
Mail surveys |
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When an organization collects data from everyone in the population, this is defined as a: |
A census |
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Assuming everyone in the market want the same product is the principle underlying the: |
Mass marketing approach |
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*A major advantage of the mass marketing strategy is: |
It is the most cost efficient |
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Market segmentation can be accomplished with which element of the marketing mix: |
Any of the listed elements of the mix |
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Targeting to just one segment of the market is referred to as a: |
Concentration strategy |
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Boutique medical practices that target wealthy clientele willing to pay for significant time with physicians when they need medical services are an example of which type of a segmentation strategy? |
Niche |
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An insurance company has developed several products and markets them to individuals on their web sites and with related promotional materials as suitable to people depending on what stage they are in their life cycle (Single; in a long term relationship; responsible for dependents' retired, etc.). This strategy is an example of what form of segmentation? |
Multi-segment |
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The ideal market segment should always be: |
As homogeneous as possible |
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Developing strategies in which the market is segmented by ethnicity is using what form of segmentation? |
Socio-demographic |
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Psychographic segmentation refers to segmenting the market by: |
Lifestyle and social class |
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In usage segmentation, it has been found that: |
A small percent of the market, often accounts for a disproportionate amount of a product's sales |
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The major marketing objective with the heavy half market segment is to: |
Maintain their loyalty |
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A strong component of brand loyalty has been: |
Trust |
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Grouping people together by a set of events that shape their values is referred to as: |
Cohort segmentation |
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The key difference between a generation and a cohort is the events that shape a cohort: |
Cohorts maintain their attitudes and values even as they age |
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*The value to segmenting only exists when: |
It leads to a differential response among customers |
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*The ideal way to segment is: |
Behaviorally |
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*Loyalty is increasingly recognized as an important objective because: |
Retention can lead to increases in profitability |
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*In a relationship view, a group practice would have as its goal with a patient to: |
Be the provider of choice |
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*In a transactional focus, the organization's attention is on the: |
Product or service that is being produced |
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There are two components to customer loyalty: |
Share of customer purchase and retention |
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The zone of tolerance may be described as: |
The range of forgiveness a loyal customer gives an organization for service lapses |
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In defining the value equation, there are four components. Which of the following is not one of the variables? |
Process excellence |
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The ease with which a customer can access a clinic is represented by which variable in the customer value equation? |
Service Acquisition |
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In a customer contact audit, an organization: |
Flow charts every step in the delivery of the service |
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*Moments of truth have often been referred to where: |
The most critical points in the service delivery process |
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Developing a system of an organized script for people to address service delivery failures with customers is referred to as a: |
Customer recovery system |
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Research has found that dissatisfied customers compared to satisfied customers: |
engage in greater word of mouth |
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When a customer views a service delivery failure to be systemic to the organization than recovery is: |
Service recovery is difficult |
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Effective recovery has been found to enhance: |
Trust |
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In a market driven health care organization, which service might be offered in the service line of a hospital or health system? |
Any of these might be considered within the service mix |
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In a non-market driven planning process, a key step that is missing is: |
Market research |
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One of the strongest rationales for a market driven approach to planing in health care is that: |
A market driven approach may minimize the cost of failure in the allocation of financial resource allocation decisions |
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A critical link in creating customer loyalty is: |
The employee in the organization delivering great customer service |
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*John Hopkins, a major academic, tertiary facility in the United States, manes the Al Corniche Hospital in Abu Dhabi. This strategy is an example of: |
A market development strategy |
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The major reason a product or service is often a cash cow is because: |
The market has matured, but the organization was able to retain its market share through the life cycle |
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A major advantage of the GE matrix over the BCG matrix is that: |
It considers more factors in its model than the BCG matrix |
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When price levels rise faster than income: |
It is referred to as inflation |
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Consumer income is composed of: |
Gross, discretionary, and disposable income |
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The largest minority group in the United States is now: |
Hispanic |
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Because of the greater diversity in the United States, health care organizations have responded with the recognition of: |
Sensitizing staff in cultural competencies |
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The stage where the consumer perceives a difference between the desired state and the actual state is: |
Problem recognition |
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Which of the following is not a stage in the consumer decision making process? |
Problem evaluation |
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Angie's list 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 |
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A couple who were new to a community have two young children ages five and ten. Two different friends recommended two different pediatric groups for them to take their children to as their care providers. The couple chose one particular group. After their first visit, they wondered if they made the right choice. This couple is experiencing: |
Cognitive dissonance |
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In health care, limited decision making often occurs in what type of purchase situations? |
Purchasing an over-the-counter pharmaceutical product |
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*In health care, taking medications for treatment of epilepsy has been a problem and relates directly to the concept of: |
NOT physical risk |
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A hospital sets up a billboard for its referral line in one city and in a second city, it runs newspaper ads for its referral line in order to determine which media approach generates more telephone calls. This research method would be categorized as a: |
Quasi-experimental design |
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*One of the least expensive ways to collect market research data are by: |
Focus groups |
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Market segmentation can be accomplished with which element of the marketing mix: |
Any of the listen elements of the mix |
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Social class is often as a basis for psychographic segmentation because individuals within the same social class: |
Have similar attitudes and similar purchasing patterns |
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*In order to control health care costs, companies are increasingly: |
All of the above |
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Which of the following would be the stakeholder for a hospital? |
All of the above are stakeholders for a hospital |
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In a market driven planning approach, the differential advantage is determined by: |
Market research |
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In order to develop an effective strategic plan, an organization must first: |
Define its mission |
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When growth in existing markets is slow or regulatory changes make it risky to remain in an existing market, organizations tend to pursue which of the following growth strategies: |
Diversification |
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Boutique medical practices in which patients pay a significant amount of dollars up front to ensure they have personalized concierge service with their doctor is an example of a: |
Market concentration strategy |
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The traditional family unit of a man and a woman being responsible for one or more children has changed significantly in the US. Today's family unit may more be likely be represented by a: |
Single parent households or couple without children |
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High involvement and extended search is referred to as which type of decision making process? |
Complex |
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In health care, limited decision making often occurs in what type of purchase situation? |
Purchasing an over-the-counter pharmaceutical product |
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A marketing direct at a hospital wants to determine what impact a free screening clinic offer on the web site might have in terms of generating calls into the scheduling center. This is which of the following research objective? |
Hypothesis testing |