HSM 430-Today’s healthcare marketers are operating

28 Jun HSM 430-Today’s healthcare marketers are operating

Question
Question 1.1. (TCO 1) Today’s healthcare marketers are operating in an environment characterized by _____. (Points : 5)

a limited role for healthcare consumers

access to much better consumer data

declining numbers of marketing experts

a focus on marketing directly to physicians

Question 2.2. (TCO 1) The consumer movement in healthcare has been driven by a number of factors, including _____. (Points : 5)

the growth of the baby boom cohort as the dominant healthcare consumer group

the growth of managed care

limited competition among healthcare organizations

the homogenization of the population in terms of demographics, lifestyles, and health behavior

Question 3.3. (TCO 2) In the _____ stage of the healthcare consumer decision making process, the healthcare consumer begins to understand how the product/service addresses their health problem. (Points : 5)

problem recognition

initial awareness

knowledge awareness

alternative evaluation

Question 4.4. (TCO 2) In ______ segmentation, the market is segmented by the extent of use of a particular service. (Points : 5)

geographic

psychographic

usage

demographic

Question 5.5. (TCO 3) A _______ strategy aims to indicate to customers how the company differs from current or potential competitors. (Points : 5)

positioning

preemptive

brand image

distribution

Question 6.6. (TCO 3) The _____ strategy in healthcare typically refers to the location where services are rendered. (Points : 5)

product

place

promotion

price

Question 7.7. (TCO 4) In an effort to serve a segment of the population facing mobility issues, Southwest Health Center has developed a mobile health unit that is able to provide health screenings at a number of community sites. This represents a decision related to which element of the marketing mix? (Points : 5)

Product strategy

Distribution strategy

Pricing strategy

Promotional strategy

Question 8.8. (TCO 4) Using _____ marketing, a healthcare organization is able to work towards their goals of keeping customers happy, ensuring repeat business, and realizing the revenue potential of long-term relationships. (Points : 5)

relationship

direct-to-consumer

internal

concierge

Question 9.9. (TCO 5) 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 (Points : 5)

public relations.

advertising.

personal sales.

direct marketing.

Question 10.10. (TCO 5) The Marketing Director of Mercy Hospital is exploring a variety of media choices for an upcoming advertising campaign. Using _____, the marketer is able to attain frequent exposure at a low unit cost, yet it has a short shelf life. (Points : 5)

television advertising

radio advertising

newspaper advertising

Internet advertising