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2. Time Management: You have a specific amount of time to complete the exam.
Keep an eye on the clock and pace yourself.
3. Allowed Materials: Only use materials that are explicitly allowed. Unauthorized
materials can lead to disqualification.
4. ANS Format: Follow the required format for your ANS. For example, multiple-
choice questions might need you to select the best ANS, while essay questions
require detailed responses.
5. Academic Integrity: Adhere to the university's honor code. Any form of cheating or
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7. Submission: Submit your ANS before the time expires. Late submissions might
not be accepted.
,1. Which of the following best describes the primary goal of
healthcare marketing?
- A. Conducting market research
- B. Creating value for patients and building strong patient
relationships
- C. Developing new software applications
- D. Managing daily business operations
- ANS: B
- Rationale: The primary goal of healthcare marketing is to
create value for patients and build strong patient relationships,
ensuring long-term success and patient satisfaction.
,characteristics, or behaviors, allowing for targeted marketing
strategies.
Fill-in-the-Blank Questions
3. The __________ model describes the stages a patient goes
through in the process of adopting a new healthcare service.
- ANS: adoption
- Rationale: The adoption model describes the stages a
patient goes through in the process of adopting a new healthcare
service, including awareness, interest, evaluation, trial, and
adoption.
4. In healthcare marketing, __________ refers to the unique set
of benefits and features that a healthcare service offers to patients.
- ANS: value proposition
- Rationale: The value proposition refers to the unique set of
benefits and features that a healthcare service offers to patients,
differentiating it from competitors.
, - Rationale: Effective branding involves creating a strong,
positive perception of a healthcare organization and its services in
the minds of patients, building brand loyalty and recognition.
6. The primary focus of the marketing mix is to manage daily
business operations.
- ANS: False
- Rationale: The primary focus of the marketing mix is to
develop and implement strategies for product, price, place, and
promotion, ensuring that the marketing efforts align with the
target market's needs and preferences.
Multiple Response Questions
7. Which of the following are common elements of the
marketing mix in healthcare? (Select all that apply)
- A. Product
- B. Price
- C. Place
- D. Inventory turnover
- ANS: A, B, C
- Rationale: Common elements of the marketing mix in
healthcare include product, price, and place. Inventory turnover is
not an element of the marketing mix.
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