Deck 11: Marketing: Developing Programs That Respond to the Wants and Needs of the Priority Population

Question 1

Key marketing principles that apply to social marketing in health include all of the following EXCEPT

A) offer a benefit that the consumer values.
B) offer the product at "upper end" prices to make it more desirable.
C) continually focus on consumer wants.
D) promote the product in a consumer-attracting way.

Answer 1

offer the product at "upper end" prices to make it more desirable.

Question 2

In contrast to a tangible price of money for marketing, the intangible price in social marketing is

A) ongoing choices to do a behavior.
B) other behaviors that give satisfaction.
C) time, effort, discomfort, etc.
D) behavior.

Answer 2

time, effort, discomfort, etc.

Question 3

Measurable, substantial, accessible, differentiable, and actionable are criteria to consider when determining

A) segmentation.
B) diffusion.
C) market demand.
D) social support.

Answer 3

segmentation.

Question 4

All the following are ways to segment a population, EXCEPT by

A) geographics.
B) demographics.
C) personality types.
D) behavioral.

Question 5

Feeling good about yourself is an example of a(n)

A) illusion.
B) augmented product.
C) core product.
D) incentive.

Question 6

Which of the following would be an example of a core product?

A) Helmet
B) Contraceptives
C) Recycle container
D) Peace of mind

Question 7

For the purposes of program planning, the people who make up the market are the

A) innovators.
B) stakeholders.
C) priority population.
D) sample groups.

Question 8

In order for planners to develop effective message strategy, they must know

A) what budget items can be deleted.
B) what may be motivating the priority population.
C) how many people they will reach.
D) how many workers will be on their planning team.

Question 9

The four "P's" of marketing are

A) product, price, priority, principle.
B) principle, place, product, promotion.
C) promotion, product, price, place.
D) place, promotion, price, priority.

Question 10

Which the following promotional strategies includes increasing product awareness to the consumer?

A) Inform
B) Persuade
C) Reinforce
D) Differentiate

Question 11

Which the following promotional strategies includes reminding the consumer that the product exists?

A) Inform
B) Persuade
C) Reinforce
D) Differentiate

Question 12

Which routes of promotion would include health care workers talking to patients about controlling high blood pressure with medicines?

A) Direct marketing
B) Personal selling
C) Sales promotions
D) Public relations

Question 13

All of the following are synonymous with priority population EXCEPT

A) consumer.
B) target audience.
C) market.
D) seller.

Question 14

Saving money on the electrical bill is an example of which of the four Ps for social marketing?

A) Product
B) Price
C) Place
D) Promotion

Question 15

A consumer-based health education program is designed around the priority population's wants, needs, desires and preferences.

Question 16

It is acceptable practice for planners to segment groups within a population either before or after surveying them.

Question 17

Audience segmentation is one small part of overall market segmentation.

Question 18

Segmenting a population by things such as social class, lifestyle, and attitudes is known as behavioral segmentation.

Question 19

It is best to charge for all programs so that participants feel ownership.

Question 20

Marketing is the planned attempt to influence the characteristics of voluntary exchange transactions.

Question 21

To successfully facilitate a product exchange, planners must have an understanding of the consumers.

Question 22

Price is the same thing as barriers.

Question 23

Pretesting can be completed in two phases.

Question 24

Consumer orientation means that all marketing-related program decisions are based on what planners know about the priority population and their preferences.

Question 25

List five considerations planners should take into account when developing communication message and flow.

Question 26

Name three distinct functions of the marketing process as they relate to the health care field.

Question 27

What are four things planners should determine when considering the amount to be charged for a program?

Question 28

List the four factors to consider when choosing pretesting methods.