Question 1

Which components of the SWOT strategy involves reimbursement for physical therapy services?&#10;A) S and W&#10;B) W and O&#10;C) O and T&#10;D) S and T

Accepted Answer

Reimbursement is an external factor that can be an Opportunity or a Threat. Strengths and Weaknesses involved internal organizational factors. W and O and S and T are contradictory combinations.

Question 2

When developing marketing plans, which of the following considerations is most important?&#10;A) Coercion&#10;B) Education&#10;C) Reducing costs&#10;D) Persuasion

Accepted Answer

There are potential ethical concerns associated with coercion and persuasion. Although some marketing efforts are relatively inexpensive, most efforts require a generous budget (including fees for marketing consultants). Risks associated with marketing are typically reduced when efforts focus on education.

Question 3

Which of the following is the best reason for managers to know their competition?&#10;A) Duplicate advertising methods&#10;B) Share business strategies&#10;C) Establish partnerships&#10;D) Identify a unique market niche

Accepted Answer

The better managers know the competition, the greater the chances they will be able to identify a unique target market or service to increase business. Managers would want to only duplicate advertising methods that are known to work, but those actions that would set them apart from the competition would be preferred. Competitors are unlikely to share their business strategies. Although there may be partnership opportunities, the process for sharing information would be a formal business negotiation rather than one-sided information gathering.

Question 4

Which of the following attributes is characteristic of a target market?&#10;A) Broad, generalizable needs&#10;B) Derived through a consensus process&#10;C) Based on demographic data&#10;D) Number of members is unpredictable

Accepted Answer

Identification of a target market is dependent on demographic data. Target markets are defined by very specific, limited needs of a specified number of people in a clearly defined group. The needs are determined through data collection through a variety of means that is then analyzed rather than agreed upon through consensus.

Question 5

How is social marketing different from commercial marketing?&#10;A) Social marketing targets a variety of groups while commercial marketing targets specific groups&#10;B) Social marketing has immediate effects while commercial marketing takes longer&#10;C) Social marketing involves changing behavior while commercial marketing reinforces behavior&#10;D) Social marketing uses traditional tools while commercial marketing is more innovative tools

Accepted Answer

Social marketing uses commercial outbound marketing techniques to influence target groups to change high-risk behaviors that negatively impact them personally or society in general. The approach is to segment the market and design very specific tools to reach them and convince them to change negative behaviors. Because change is difficult, social marketing must have a long range plan and persistence in order for people to change behaviors.

Question 6

Which of the following outbound marketing tools is the most consumer driven?&#10;A) Blogs&#10;B) Branding&#10;C) Backing a sports team&#10;D) Billboard advertising

Accepted Answer

All choices but blogs are conventional marketing tools that are not easily measured to determine their effectiveness, and they are not consumer driven.

Question 7

Which of the following phrases best describes marketing?&#10;A) An exchange of offerings&#10;B) Requires professionals to implement&#10;C) Drives profits and reduces costs&#10;D) Foundation of patient satisfaction

Accepted Answer

An exchange of offerings is part of the definition of marketing. Often marketing professionals are involved, but programs are implemented by others in organizations. The desire is that marketing will facilitate increased profits but it is not the driver and it typically adds to the costs of an organization. Patient satisfaction is a successful outcome of marketing but not the foundation.

Question 8

Which of the Four P's of marketing would include patient satisfaction?&#10;A) Product&#10;B) Price&#10;C) Place&#10;D) Promotion

Accepted Answer

Product is defined as goods, services, and ideas offered by an organization. A lasting, loyal relationship is often considered the product of healthcare for marketing purposes.

Deck 7: Responsibility for Marketing