HSA 3160 Ch. 14 Exam Questions
With Accurate Answers
True or False? To be influential on social networks, a person must talk about the
health system and influence many others. - ANSWER True
True or False? In monitoring advertising, the media effectiveness ratio is a
reflection of the number of people aware of the product or service in the total
population. - ANSWER True
True or False? Health care organizations should conduct a marketing audit prior
to hiring a marketing director. - ANSWER False
True or False? Organizations are finding it more difficult to track digital
expenditures than traditional media expenditures - ANSWER False
True or False? Inbound marketing efforts must be tracked along the two
dimensions of source and flow. - ANSWER True
On which particular dimension do consumer products companies have a distinct
advantage over most hospitals and medical groups in terms of tracking the
effectiveness of their marketing investments? - ANSWER Time
Comparing actual performance to pre-established targets is referred to as: -
ANSWER variance analysis.
A company analyzes their data and assesses that because of price rises in
supply, customers shifted to a different composition of products that they
purchased from what was originally forecasted. Ultimately the products that
were purchased had lower margins. As a result, the company experienced lower
end-of-the-year profitability. This type of an analysis would be referred to as
which of the following? - ANSWER Product mix variance
True or False? An individual taking some action beyond just reading a posting or
a Web page of a health care institution is referred to as engagement. - ANSWER
True
True or False? The service effectiveness ratio relates to whether the copy
strategy drove X number of people to trial. - ANSWER False
, True or False? To be influential on social networks, a person must talk about the
health system and influence many others. - ANSWER True
True or False? Organizations are finding it more difficult to track digital
expenditures than traditional media expenditures. - ANSWER False
Reviewing all aspects of the marketing operations is referred to as a marketing:
- ANSWER
Network centrality theory suggests which of the following? - ANSWER
In a competitive market, which indicator may give the earliest signal that an
organization may need to change its strategy the earliest? - ANSWER market
share
The percentage of each additional sales dollar available to cover fixed costs is
the metric provide by: - ANSWER Percentage variable contribution margin
A major question in the cost allocation of a full costing approach is: - ANSWER
The basis for the allocation of indirect costs
True or False? The formula for Percentage variable contribution margin
is:Average unit price - unit direct cost/ unit price - ANSWER False
Reviewing all aspects of the marketing operations is referred to as a : - ANSWER
Marketing audit
Monitoring advertising is easy providing: - ANSWER Objectives are set prior to
the beginning of any promotional campaign
A major advantage of the PCVM(percentage variable contribution margin)
approach over a full cost approach is that it allows a marketer to: - ANSWER
Calculate the incremental value of directing additional resources to a particular
service line
The ability to track multiple elements of marketing investments is what
dimension of a marketing evaluation system? - ANSWER Breadth
In order to get a complete picture of the effectiveness of marketing investments,
a system should have multiple measures, implying it should have: - ANSWER
Depth
True or False? Market share is a measure of relative rather than absolute
performance in the market. - ANSWER True
With Accurate Answers
True or False? To be influential on social networks, a person must talk about the
health system and influence many others. - ANSWER True
True or False? In monitoring advertising, the media effectiveness ratio is a
reflection of the number of people aware of the product or service in the total
population. - ANSWER True
True or False? Health care organizations should conduct a marketing audit prior
to hiring a marketing director. - ANSWER False
True or False? Organizations are finding it more difficult to track digital
expenditures than traditional media expenditures - ANSWER False
True or False? Inbound marketing efforts must be tracked along the two
dimensions of source and flow. - ANSWER True
On which particular dimension do consumer products companies have a distinct
advantage over most hospitals and medical groups in terms of tracking the
effectiveness of their marketing investments? - ANSWER Time
Comparing actual performance to pre-established targets is referred to as: -
ANSWER variance analysis.
A company analyzes their data and assesses that because of price rises in
supply, customers shifted to a different composition of products that they
purchased from what was originally forecasted. Ultimately the products that
were purchased had lower margins. As a result, the company experienced lower
end-of-the-year profitability. This type of an analysis would be referred to as
which of the following? - ANSWER Product mix variance
True or False? An individual taking some action beyond just reading a posting or
a Web page of a health care institution is referred to as engagement. - ANSWER
True
True or False? The service effectiveness ratio relates to whether the copy
strategy drove X number of people to trial. - ANSWER False
, True or False? To be influential on social networks, a person must talk about the
health system and influence many others. - ANSWER True
True or False? Organizations are finding it more difficult to track digital
expenditures than traditional media expenditures. - ANSWER False
Reviewing all aspects of the marketing operations is referred to as a marketing:
- ANSWER
Network centrality theory suggests which of the following? - ANSWER
In a competitive market, which indicator may give the earliest signal that an
organization may need to change its strategy the earliest? - ANSWER market
share
The percentage of each additional sales dollar available to cover fixed costs is
the metric provide by: - ANSWER Percentage variable contribution margin
A major question in the cost allocation of a full costing approach is: - ANSWER
The basis for the allocation of indirect costs
True or False? The formula for Percentage variable contribution margin
is:Average unit price - unit direct cost/ unit price - ANSWER False
Reviewing all aspects of the marketing operations is referred to as a : - ANSWER
Marketing audit
Monitoring advertising is easy providing: - ANSWER Objectives are set prior to
the beginning of any promotional campaign
A major advantage of the PCVM(percentage variable contribution margin)
approach over a full cost approach is that it allows a marketer to: - ANSWER
Calculate the incremental value of directing additional resources to a particular
service line
The ability to track multiple elements of marketing investments is what
dimension of a marketing evaluation system? - ANSWER Breadth
In order to get a complete picture of the effectiveness of marketing investments,
a system should have multiple measures, implying it should have: - ANSWER
Depth
True or False? Market share is a measure of relative rather than absolute
performance in the market. - ANSWER True
