Exam (elaborations)
BUSI 311 Quiz Healthcare Marketing2023
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BUSI 311 Quiz Healthcare Marketing2023
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Quiz Healthcare MarketingQuestion 1
pts
In wisely selecting a target market, positive attributes should include:
Identifiable, divisible, accessible, with enough revenue potential
Multiple competitors, large size, geographic proximity
Psychographic, small size, many choices for consumers
Enough revenue potential, diffuse targets, turbulent changes
Question 2
pts
Direct-to-consumer advertising:
Is defined as marketing directly to the end user of health care products and
services
May adversely impact the physician-patient relationship
Is questioned regarding whether it induces inappropriate resource utilization
Received scrutiny as to whether it changes prescribing behaviors
All of these are correct.
,Question 3
pts
The controllable variables of the organization are referred to as the:
VALS
4Ps
Cross-functional teams
Continuous improvement factors
Question 4
pts
Marketing in health care has lagged other industries because:
There has never been competitive rivalry
Some physicians believe that it is inappropriate or even unethical
Consumers have imperfect knowledge about costs of services, so this
constrains consumer decision-making
The characteristics of all buyers and sellers are not the same
Some physicians believe that it is inappropriate or even unethical;
consumers have imperfect knowledge about costs of services, so this
, constrains consumer decision-making; and the characteristics of all buyers
and sellers are not the same
Question 5
pts
The marketing strategy and plan for any health care organization is derived
from:
Mission, vision, values
The strategic plan
Examining the external environment and internal organizational capabilities
Collaboration with other functional areas
All of these are correct.
Question 6
pts
Business-to-business (B2B) health care marketing concentrates on
organizational buyers. Which of the following examples does not represent a
B2B application?
Google purchases health insurance coverage for employees.
Local, state, and national governments hire marketing consultants.
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