CH 6

Highly successful organizations know that if they focus on creating long-term customer relationships they will generally achieve _________.

A. profits
B. market share
C. competitive prices
D. superior service
E. A and B

E. A and B
A health care service is best described as the product component of the marketing mix.
true
Advertising, public relations, and campaigns are best described as the promotion component of the marketing mix.
true
According to our text, addressing the dark side of marketing is primarily a government responsibility.
Selected Answer:
false
Judy set up a health savings account (HSA) at her financial institution and contributed consistently for future medical expenses after retirement. Upon eligibility, she had to travel many miles across the country to see a specific dermatologist, but it was worth it to her because she believed the treatment would make her feel healthier. The difference between the benefits Judy perceived and the costs to receive the benefits explain her_______.

A. lack of confidence
B. customer motivation
C. aspirations
D. customer value
E. expectations

D. customer value
According to the text, a marketing oriented healthcare organization focuses on ___.

A. achieving organizational goals by generating volume and filling beds and marketing concept adoption is moderate
B. achieving organizational goals through product and clinical quality and marketing adoption is moderate
C. achieving organizational goals through product and clinical quality and marketing adoption is high
D. achieving organizational goals by generating volume and filling beds and marketing concept adoption is low
E. achieving organizational goals by identifying health care needs, creating, communicating, delivering value and marketing concept adoption is high

E. achieving organizational goals by identifying health care needs, creating, communicating, delivering value and marketing concept adoption is high
Noche is a healthcare marketer who needs to determine if a specific market is identifiable, divisible, accessible, and has enough potential to justify the allocation of organizational resources. What is the next step in the marketing segmentation process?

A. developing the value proposition
B. determining which segmentation variables to use
C. identifying the consumer decision making process
D. conducting marketing research
E. A and B

B. determining which segmentation variables to use
Business-to-business (B2B) healthcare marketing concentrates on organizational buyers. Which of the following examples does not represent a B2B application?

A. Local, state and national governments hire marketing consultants.
B. Medical devices, pharmaceuticals, and medical surgical supplies comprise a large share of virtually every hospital’s total expenditures.
C. Google purchases health insurance coverage for employees.
D. Hospital buying centers contract enterprise-wide electronic records solution providers.
E. A family decision making unit chooses an inclusive medical package from a long term assisted living offering.

E. A family decision making unit chooses an inclusive medical package from a long term assisted living offering.
The practice of selecting target markets, and creating, communicating, and delivering value to selected customers in a manner that is both sustainable and differentiated from the competition is called______.

A. marketing management
B. competitive positioning
C. segmentation
D. market intelligence
E. A and B

A. marketing management
By understanding how people make decisions and the associated internal and external influences on the consumer decision-making process, a healthcare manager can anticipate consumer needs and develop solutions for those needs.
TRUE
Marketers should view customers as decision-makers.
Selected Answer:
TRUE
Marketing is a management orientation centered on customer satisfaction and an organizational function that is integrally related to the entire organization’s mission, objectives, and resources.
TRUE
Internal influences include consumers’ family and friends, reference groups, situational factors, culture and subculture, and marketing stimuli.
false
Derived demand is the term given to indicate that the demand for goods, services, and ideas in organizations is derived from consumer wants and needs. Which of the following example(s) represent derived demand?

A. Employers purchase health insurance coverage for employees.
B. Local, state and national governments hire marketing consultants.
C. Hospital buying centers contract enterprise-wide electronic records solution providers.
D. Medical devices, pharmaceuticals, and medical surgical supplies comprise a large share of virtually every hospital’s total expenditures.
E. All of the above.

E. All of the above.
According to the text, a production oriented healthcare organization focuses on ___.

A. achieving organizational goals through product and clinical quality and the marketing adoption is moderate
B. achieving organizational goals by generating volume and filling beds and the marketing concept adoption is low
C. achieving organizational goals by generating volume and filling beds and the marketing concept adoption is moderate
D. achieving organizational goals through product and clinical quality and the marketing adoption is low
E. achieving organizational goals through product and clinical quality and the marketing adoption is high

D. achieving organizational goals through product and clinical quality and the marketing adoption is low
Strategic healthcare marketing seeks to satisfy customer needs through profitable relationships by creating, communicating, and delivering ________ in selected markets.

A. superior performance
B. superior service
C. return on investment
D. customer value
E. competitive offerings

D. customer value
Marketing is the process of _____________.

A. facilitating exchange relationships with strategic partners and focusing on customer wants and needs
B. creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
C. knowing the wants and needs of target markets and satisfying them relative to the competition
D. creating, promoting and delivering products, services and ideas to achieve organizational goals
E. promoting, advertising and personal selling to enable lifetime stakeholder relationships in a complex marketplace

B. creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Jill, a manager in healthcare, is leveraging marketing strategies and tactics that will alter or create behaviors that have a positive effect on the targeted individuals or society as a whole. Jill is implementing_______.

A. ethical marketing
B. social marketing
C. traditional marketing
D. regulatory marketing
E. target marketing

B. social marketing
Drucker, a leading management theorist, argues that the purpose of an organization is to create a customer and has only two basic functions which are_______.

A. opportunity and costs
B. customer value and satisfaction
C. marketing and innovation
D. core benefit value and brand equity
E. none of the above

C. marketing and innovation
External influences include consumers’ motivation, attitudes, perceptions, learning, memory and retrieval, personality, values, emotions, and behavioral intentions.
false