Deck 7: Step 4: Determining Marketing Actions

Question 1

The major tactics that managers can employ in launching a marketing effort are referred to as:

A) the marketing tactics
B) the four P's
C) the five forces of competition
D) none of the above

Answer 1

B

Question 2

The central part of the marketing mix is the:

A) product
B) price
C) promotion
D) distribution

Answer 2

A

Question 3

With the increasing transparency by health care organizations, consumers are now able to judge healthcare providers by using:

A) qualitative data
B) sentiment analysis
C) quantitative data and qualitative data
D) all of the above

Answer 3

C

Question 4

The key to having a good service is:

A) being transparent to the marketplace
B) ensuring that the ratings in third party platforms are excellent
C) exceeding the customers' expectations
D) delivering a service at below the price expectations

Question 5

Which of the following is a dimension by which consumers have been found to not judge services?

A) assurance
B) reliability
C) responsiveness
D) redundancy

Question 6

In developing loyalty, it has been found that patients make judgments:

A) relative to what they have read on social media sites like Facebook and blog posts
B) based on their expectations to their experience
C) relative to what their friends and family told them their experiences were like
D) in terms of how the doctor related to them interpersonally

Question 7

When employees are knowledgeable and courteous, this attribute is one of ____ by which consumers use to judge services:

A) assurance
B) reliability
C) responsiveness
D) redundancy

Question 8

Loyalty of patients was found to be highly correlated to two key attributes:

A) assurance and responsiveness
B) responsiveness and tangibles
C) tangibles and reliability
D) reliability and assurance

Question 9

When a service declines in its life cycle:

A) it is always a function of strategy
B) it can be the result of factors beyond the control of the manager
C) price changes can usually correct the decline
D) looking for a market niche can help stem the decline

Question 10

Program modifications can be accomplished by one of two ways:

A) Feature modifications or price changes
B) Feature modifications or distribution changes
C) Program modifications or feature additions
D) Feature additions or distribution alterations

Question 11

Quality has two dimensions:

A) perceptual and absolute
B) absolute and variable
C) variable and determinant
D) clinical or technical and perceptual

Question 12

Which if the following is not a component of a great brand?

A) brands have a long term carry over affect
B) brand have financial value
C) brands have awareness and esteem
D) brands have high recognition

Question 13

The total accumulated value or worth of a brand is referred to as the:

A) Brand asset
B) Brand value
C) Brand equity
D) Brand goodwill

Question 14

The Mayo Clinic using their name on a health newsletter is an example of a:

A) Multi-brand strategy
B) Brand extension
C) Name awareness
D) Reseller brand

Question 15

Family branding often occurs when:

A) the organization has many related brands
B) many of the companies within the organization are owned by relatives
C) there is positive brand equity
D) it is a family owned or private company

Question 16

A consistent level of service deliver is essential when the company follows a ____ branding strategy:

A) multiservice
B) brand extension
C) reseller
D) blanket

Question 17

MD Anderson promotes their cancer services at Orlando Regional Medical Center in Florida. This is an example of which branding strategy.

A) co-branding
B) cooperative branding
C) joint branding
D) reseller branding

Question 18

Which of the following is not a benefit commonly associated with the middle levels of the channel of distribution:

A) access
B) grading
C) consolidation
D) construction

Question 19

Being available when the consumer needs or wants the product or service is represented by which value provide by middle levels of the channel of distribution?

A) Access
B) Time savings
C) Economy
D) Flexibility

Question 20

When the service provider deals with the end user, that channel of distribution could be called:

A) direct
B) one stage
C) simple
D) provider centric

Question 21

Which of the following is not a major trend affecting channels today?

A) structure
B) interdependency
C) integration
D) structure

Question 22

Disintermediation in the channel refers to:

A) the elimination of the middleman
B) the breaking apart of the traditional channel
C) bypassing the referral source
D) Intervening in the channel processes by utilizing power sources

Question 23

Reintermediaiton in the channel is:

A) utilizing power to control the channel relationships
B) reentering the channel with urgent care centers
C) intervening when there is channel conflict
D) the appearance of specialized intermediaries linking buyers and providers

Question 24

An indirect channel exists when:

A) A consumer has to return to the service provider more than once for care
B) The service provider needs the assistance of an intermediary
C) There is no direct way to get care
D) There are no indirect channels

Question 25

A retail medical clinic would be classified as a:

A) two stage channel
B) direct channel
C) indirect channel
D) primary channel

Question 26

Tertiary medical centers that have relied on referrals from primary care physicians could be said to have historically used what type of channel?

A) primary
B) secondary
C) direct
D) indirect

Question 27

In a push strategy the organization tries to control the channel by:

A) advertising to end users
B) building loyalty of members of the channel
C) eliminating the middlemen in the channel
D) none of the above are correct

Question 28

In recent years, pharmaceutical companies have done an increasing amount of direct-to -consumer advertising to encourage them to ask physicians for particular pharmaceuticals by name that requires a doctor's script. This is an example of a:

A) pull strategy
B) illegal activity
C) coercive tactic
D) promotional push approach

Question 29

Which of the following has not been cited as source of power to control the channel?

A) Coercive
B) Reward
C) Legitimate
D) Irrelevant

Question 30

When a health care system or medical group is well known in the marketplace, its power may be referred to as:

A) reward
B) legitimate
C) identification
D) coercive

Question 31

In recent years, many tertiary academic medical centers have opened primary care satellites. This could be described as:

A) Horizontal integration
B) Primary integration
C) Forward integration
D) Backward integration

Question 32

Price shopping in health care may take place when all but the following conditions tend to occur:

A) The services are not complex
B) The service need is not urgent
C) Bundled prices are the norm
D) All of these are conditions that must be present

Question 33

When price is presented in a clear and easy to understand manner, consumers have been found to:

A) still follow their doctors advice as to where to seek care
B) be willing to trade-off hospital brand name and distance if it will save them money
C) trade off brand name of the hospital if it is within ten miles
D) check the quality ratings of the hospital and ask their doctor

Question 34

The higher the technology required, the higher there is the potential for:

A) penetration pricing
B) price bundling
C) skim pricing
D) elasticity pricing

Question 35

Charging different amounts for hospital parking by time of day is an example:

A) Skim pricing
B) Elasticity pricing
C) Price maximization
D) Penetration pricing

Question 36

Global pricing is similar to:

A) cost plus pricing in health care
B) price elasticity
C) skim pricing
D) price bundling

Question 37

Price can play an active or passive role in positioning. In an active role, price is:

A) a visible part of the strategy whether it is high or low
B) price is visible and is lower than the competition
C) price is visible and higher than the competition
D) price is actively changed as competitors enter.

Question 38

When a company pays a predetermined amount for coverage towards a medical service or procedure this is referred to as:

A) global pricing
B) skim pricing
C) reference pricing
D) center of excellence contracting

Question 39

In a high/ passive positioning position in terms of price:

A) the price is high and is very key to promotion
B) the price is high but other attributes of the service are focused upon in promotion
C) the service is positioned relative to the price and key service attributes
D) neither the price nor service attributes are discussed in advertising

Question 40

In a competitive market, the pricing position that makes the least sense is:

A) high /passive
B) low/passive
C) high/active
D) low/active

Question 41

In a volume sensitive business, the ratio of costs is:

A) high fixed cost to total cost
B) high fixed costs to variable costs
C) high variable costs to total costs
D) high variable costs to fixed costs

Question 42

Margin sensitive businesses have a cost structure that is:

A) high fixed cost to total cost
B) high fixed costs to variable costs
C) high variable costs to total costs
D) high variable costs to fixed costs

Question 43

In margin sensitive organizations, a small increase in price can lead to:

A) a large increase in sales
B) a large increase in earnings
C) a decrease in costs
D) none of these are correct

Question 44

Integrated marketing communications can be best viewed as:

A) consistent implementation of consistent content under one strategy
B) integrating all pricing and distribution within a total marketing effort within communications holistically
C) integration of all marketing staff with a communication objective both to internal and external stakeholders
D) none of the above adequately represents integrated marketing communications

Question 45

Owned media are:

A) media that are owned by third parties such as major media companies
B) media owned by individuals such as peole who post opinions on social media sites
Media
C) owned by the company or health care organization
D) all of the above can be considered owned media

Question 46

Which of the following is not one of the elements of promotion?

A) advertising
B) personal selling
C) public relations
D) these are all elements of promotion

Question 47

In the pre-WEB 2.0 world communication could be described as:

A) informative
B) multimedia
C) uni-directional
D) none of these are correct

Question 48

The promotional challenge in a WEB 2.0 environment is for an organization to:

A) to be able to communicate on the internet
B) to pre-test effectively
C) to participate in the constellation of the conversation
D) to be able to use all media vehicles along with the web effectively

Question 49

Advertising decisions for organizations revolve around two central decisions:

A) Media selection and web tracking
B) Web pod casting and media section
C) Media selection and copy strategy
D) Copy strategy and media selection

Question 50

Common post-testing procedures for advertising are:

A) recognition and awareness
B) recognition and recall
C) recall and understanding
D) recall and knowledge

Question 51

A major advantage to newspaper advertising has been:

A) speed of competitive response
B) cost
C) selectivity
D) all of these are advantages

Question 52

To reach targeted audiences, one of the best media vehicles might be:

A) newspapers
B) television
C) magazines
D) billboards

Question 53

Maximum selectivity is provided with which medium?

A) direct mail
B) billboards
C) television
D) radio

Question 54

In healthcare, the media vehicle found to play an important role for reinforcement and reminder is:

A) television
B) radio
C) direct mail
D) billboards

Question 55

Cost per thousand is a useful tool for choosing between:

A) broadcast media
B) all media vehicles
C) only print media
D) web alternatives

Question 56

The preferred, preferred performance -based approach preferred particularly by affiliate marketing programs is:

A) cost per mille
B) cost per click
C) cost per affiliate
D) Cost per action

Question 57

A content-based metric in advertising is:

A) cost per mille
B) cost per click
C) cost per affiliate
D) cost per action

Question 58

The budgeting that assumes the relationship is inverse between promotion and sales is:

A) competitive parity
B) all you can afford
C) percent of revenue
D) objective and task

Question 59

The method of budgeting for promotion that requires the most planning is:

A) all you can afford
B) percent of sales
C) competitive parity
D) objective and task

Question 60

Missionary activity of a sales force is primarily:

A) Sales
B) Cross-selling
C) Good will building
D) encompasses all three activities

Question 61

In the pre-purchase stage, typically the more important promotional variable is:

A) sales
B) advertising
C) couponing
D) none of the above

Question 62

In the post-purchase stage, a buyer is more satisfied if:

A) There is more personal contact
B) There is follow-up advertising messages that are personalized
C) There is a patient portal that the buyer can link into to communicate to the provider
D) It always depends on the industry

Question 63

Step 4 in the process of developing competitive marketing plans involves translating marketing objectives into specific actions.

Question 64

The major tactics that managers can employ in launching a marketing effort are referred to as the four Ps.

Question 65

Action can be divided into two components: the general component and the measurable component.

Question 66

The marketing plan flows from the pricing strategy that is selected.

Question 67

In recent years, the Federal government has provide the largest data base for transparency on healthcare.

Question 68

The key to good service is to exceed the customer's expectations.

Question 69

The quality of a product or service is best defined by the customer.

Question 70

In defining the quality of a service, a major dimension used by consumers is whether the employees were knowledgeable and courteous.

Question 71

In a study within one large multi-specialty group, reliability and responsiveness was found to be two major determinants to patient loyalty.

Question 72

In a study within one large multi-specialty group, reliability and responsiveness was found to be two major determinants to patient loyalty.

Question 73

Service delivery extends beyond the clinical components of the offering and must be effectively managed.

Question 74

In looking for program modifications, there are two ways to accomplish this challenge: by adding features or by reducing the price.

Question 75

What consumers want from a health care service is very different than from other service providers.

Question 76

If a hospital provides outstanding technical service it is less important to provide great customer service

Question 77

When competition intensifies, differentiation can often be achieved by improving quality.

Question 78

As long as there is outstanding technical quality, even with less than good service delivery, a health care provider can succeed in a competitive market.

Question 79

Brand loyalty is a way in which organizations can create barriers to entry from competition.

Question 80

Brand association is what links a consumer's memory to a company's image.