Marketing Health Services, 4e Richard K. Thomas Test bank
Marketing Health Services, 4th Edition by Richard K. Thomas Test Bank. This verified and comprehensive test bank is an essential resource for mastering marketing concepts and strategies tailored for healthcare services. It includes p...
b. did not emerge until the last decade of the twentieth century
*c. is a particularly American concept
d. was spawned by the industrial economy
2. Prior to the emergence of modern marketing in the last half of the twentieth century, ?marketing?
activities can best be described as ________.
a. advertising
*b. sales
c. networking
d. none of the above
3. The development of modern concepts of both healthcare and marketing were given impetus by
the changing _______ in American society in the second half of the twentieth century.
*a. values
b. economy
c. political system
d. defined benefits
4. ?Sales? differ from modern concepts of marketing in that sales ________.
,a. involve interaction between a buyer and seller
b. attempt to increase the volume of business
*c. focus on transactions with existing customers
d. use trade shows to promote products
5. Which of the following did not contribute to the emergence of marketing after World War II?
a. Pent-up demand for goods and services
b. Expansion of the variety of products available
c. Increased discretionary income
*d. A shrinking middle class
6. Prior to the emergence of healthcare marketing as a separate function, virtually all healthcare
organizations used ________.
a. advertising
b. telemarketing
*c. public relations
d. social marketing
7. Hospitals that believed ?if you build it they will come? were most closely associated with which
phase?
, *a. Production phase
b. Sales phase
c. Marketing phase
d. None of the above
8. For healthcare, the 1960s and 1970s were periods of ________.
a. restructuring
*b. rapid expansion
c. declining patient volumes
d. distrust of physicians
9. By the 1980s, healthcare was becoming a(n) ________ market.
*a. buyer?s
b. seller?s
c. producer?s
d. advertiser?s
10. One of the major developments in healthcare that made marketing essential was ________.
a. monopolistic tendencies
b. fragmentation of services
*c. introduction of competition
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