Hlth 4585 Final Pt. 1

Front 1

Central to the definition of marketing is the focus on:

Back 1

The Consumer

Front 2

The four P's of marketing are:

Back 2

Product, Price, Place, and Promotion

Front 3

A non-market-driven planning approach can best be described as:

Back 3

An internal to external approach

Front 4

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

Back 4

An example of marketing myopia

Front 5

Which of the following criteria is not a barrier to entry?

Back 5

All of the above are potential barriers to entry

Front 6

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?

Back 6

Since both groups have the same in terms of being board certified, it is not unique

Front 7

A unique source of a differential advantage for health care organizations is:

Back 7

Trust

Front 8

Trying to increase sales of present services within existing markets that the organization already serves is an example of which type of growth strategy?

Back 8

Market penetration

Front 9

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:

Back 9

Product development

Front 10

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?

Back 10

Market share

Front 11

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:

Back 11

It is an organization that is mature, and has not developed enough new services

Front 12

Mass marketing is when an organization decides to treat the entire market as:

Back 12

A group of patients who want to purchase the same services

Front 13

In health care, it has been found that hospitals with higher profitability tend to be those with:

Back 13

Higher market share

Front 14

Compared to other western economies, the United States, spends:

Back 14

Over 50% more on health care on a per capita basis

Front 15

The US population in terms of age is become significantly:

Back 15

Older

Front 16

When examining the trend within the US acute care hospital industry the past twenty five plus years has seen:

Back 16

Hospital inpatient days have steadily declined

Front 17

Aligned providers following clinical protocols and a health care entity responsible for a health population describes a:

Back 17

Accountable Care Organization

Front 18

Medical tourism refers to the growing trend of:

Back 18

Individuals who visit foreign destinations for medical care

Front 19

The Joint Commission has taken a stance with regard to hospitals outside the United States that has affected medical tourism. The Joint Commission has:

Back 19

Has not provided international accreditation of hospitals

Front 20

Under HIPAA, which communication is allowed without patient approval?

Back 20

All of these can be communicated without prior patient consent

Front 21

Which of the following is not used in the stage of external search?

Back 21

All can be used

Front 22

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

Back 22

Tangible and intangible

Front 23

*In assessing post purchase satisfaction, health care organizations should measure two elements:

Back 23

Importance of each service element and expectation with the service element

Front 24

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?

Back 24

The employees are experiencing the construct of decision freedom

Front 25

Purchases such as the selection of a neurosurgeon that involve significant risk are typically referred to as

Back 25

High involvement

Front 26

*Maslow developed his hierarchy to help:

Back 26

help explain why people behave differently

Front 27

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:

Back 27

Selective retention

Front 28

Interpreting information from advertisements in a manner that is consistent with one's beliefs is a process referred to as:

Back 28

Selective comprehension

Front 29

The first step in the market research process is:

Back 29

Problem recognition

Front 30

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

Back 30

Primary data

Front 31

A major disadvantage of primary data is that it is:

Back 31

Cost of collection of the data can be a problem

Front 32

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

Back 32

Data mining

Front 33

Using a mystery shopper to try to the hospital's phone system would be an example of which data collection method?

Back 33

Observational

Front 34

A major limitation to experimental research is:

Back 34

There is the issue of transferability to the real world

Front 35

In marketing, a test market is a common form of a:

Back 35

Quasi-experiment

Front 36

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

Back 36

Telephone interviews

Front 37

*Focus group data are:

Back 37

Synergistic

Front 38

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:

Back 38

Mail surveys

Front 39

When an organization collects data from everyone in the population, this is defined as a:

Back 39

A census

Front 40

Assuming everyone in the market want the same product is the principle underlying the:

Back 40

Mass marketing approach

Front 41

*A major advantage of the mass marketing strategy is:

Back 41

It is the most cost efficient

Front 42

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

Back 42

Any of the listed elements of the mix

Front 43

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

Back 43

Concentration strategy

Front 44

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?

Back 44

Niche

Front 45

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?

Back 45

Multi-segment

Front 46

The ideal market segment should always be:

Back 46

As homogeneous as possible

Front 47

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

Back 47

Socio-demographic

Front 48

Psychographic segmentation refers to segmenting the market by:

Back 48

Lifestyle and social class

Front 49

In usage segmentation, it has been found that:

Back 49

A small percent of the market, often accounts for a disproportionate amount of a product's sales

Front 50

The major marketing objective with the heavy half market segment is to:

Back 50

Maintain their loyalty

Front 51

A strong component of brand loyalty has been:

Back 51

Trust

Front 52

Grouping people together by a set of events that shape their values is referred to as:

Back 52

Cohort segmentation

Front 53

The key difference between a generation and a cohort is the events that shape a cohort:

Back 53

Cohorts maintain their attitudes and values even as they age

Front 54

*The value to segmenting only exists when:

Back 54

It leads to a differential response among customers

Front 55

*The ideal way to segment is:

Back 55

Behaviorally

Front 56

*Loyalty is increasingly recognized as an important objective because:

Back 56

Retention can lead to increases in profitability

Front 57

*In a relationship view, a group practice would have as its goal with a patient to:

Back 57

Be the provider of choice

Front 58

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

Back 58

Product or service that is being produced

Front 59

There are two components to customer loyalty:

Back 59

Share of customer purchase and retention

Front 60

The zone of tolerance may be described as:

Back 60

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

Front 61

In defining the value equation, there are four components. Which of the following is not one of the variables?

Back 61

Process excellence

Front 62

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

Back 62

Service Acquisition

Front 63

In a customer contact audit, an organization:

Back 63

Flow charts every step in the delivery of the service

Front 64

*Moments of truth have often been referred to where:

Back 64

The most critical points in the service delivery process

Front 65

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

Back 65

Customer recovery system

Front 66

Research has found that dissatisfied customers compared to satisfied customers:

Back 66

engage in greater word of mouth

Front 67

When a customer views a service delivery failure to be systemic to the organization than recovery is:

Back 67

Service recovery is difficult

Front 68

Effective recovery has been found to enhance:

Back 68

Trust

Front 69

In a market driven health care organization, which service might be offered in the service line of a hospital or health system?

Back 69

Any of these might be considered within the service mix

Front 70

In a non-market driven planning process, a key step that is missing is:

Back 70

Market research

Front 71

One of the strongest rationales for a market driven approach to planing in health care is that:

Back 71

A market driven approach may minimize the cost of failure in the allocation of financial resource allocation decisions

Front 72

A critical link in creating customer loyalty is:

Back 72

The employee in the organization delivering great customer service

Front 73

*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:

Back 73

A market development strategy

Front 74

The major reason a product or service is often a cash cow is because:

Back 74

The market has matured, but the organization was able to retain its market share through the life cycle

Front 75

A major advantage of the GE matrix over the BCG matrix is that:

Back 75

It considers more factors in its model than the BCG matrix

Front 76

When price levels rise faster than income:

Back 76

It is referred to as inflation

Front 77

Consumer income is composed of:

Back 77

Gross, discretionary, and disposable income

Front 78

The largest minority group in the United States is now:

Back 78

Hispanic

Front 79

Because of the greater diversity in the United States, health care organizations have responded with the recognition of:

Back 79

Sensitizing staff in cultural competencies

Front 80

The stage where the consumer perceives a difference between the desired state and the actual state is:

Back 80

Problem recognition

Front 81

Which of the following is not a stage in the consumer decision making process?

Back 81

Problem evaluation

Front 82

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?

Back 82

External search

Front 83

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:

Back 83

Cognitive dissonance

Front 84

In health care, limited decision making often occurs in what type of purchase situations?

Back 84

Purchasing an over-the-counter pharmaceutical product

Front 85

*In health care, taking medications for treatment of epilepsy has been a problem and relates directly to the concept of:

Back 85

NOT physical risk

Front 86

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:

Back 86

Quasi-experimental design

Front 87

*One of the least expensive ways to collect market research data are by:

Back 87

Focus groups

Front 88

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

Back 88

Any of the listen elements of the mix

Front 89

Social class is often as a basis for psychographic segmentation because individuals within the same social class:

Back 89

Have similar attitudes and similar purchasing patterns

Front 90

*In order to control health care costs, companies are increasingly:

Back 90

All of the above

Front 91

Which of the following would be the stakeholder for a hospital?

Back 91

All of the above are stakeholders for a hospital

Front 92

In a market driven planning approach, the differential advantage is determined by:

Back 92

Market research

Front 93

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

Back 93

Define its mission

Front 94

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:

Back 94

Diversification

Front 95

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:

Back 95

Market concentration strategy

Front 96

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:

Back 96

Single parent households or couple without children

Front 97

High involvement and extended search is referred to as which type of decision making process?

Back 97

Complex

Front 98

In health care, limited decision making often occurs in what type of purchase situation?

Back 98

Purchasing an over-the-counter pharmaceutical product

Front 99

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?

Back 99

Hypothesis testing