HSM 338 (questions well answered)
graded A+
What differentiates healthcare marketing from other marketing fields? - correct answer
✔✔Third party payers are involved
What characteristics unique to the healthcare industry served as a barrier to the development
of marketing? - correct answer ✔✔Ethical concerns over marketing, particularly advertising
3 reasons health services should be marketed - correct answer ✔✔1.To be seen in good light
among consumers
a.Build awareness
b.Enhance visibility and image
c.Improve market penetration
2.To be seen in a good light in the industry:
a.Enhance visibility and image
b.Increase prestige
c.Attract medical staff and employees
3.To assist consumers entering this market:
a.Serve as an information resource
b.Influence consumer decision making
c.Offset competitive marketing
The 4 functions of marketing: - correct answer ✔✔enterprisewide
,operational
educational
promotional
enterprisewide function of marketing - correct answer ✔✔a."conceptualizing the market"
b."determining strategic direction
c.supporting business goals
d.establishing reputation
operational function of marketing - correct answer ✔✔a."performing marketing research"
b. "developing marketing plan"
c."coordinating enterprise promotional efforts"
d. "developing relationship"
e."creating a marketing organization"
educational function of marketing - correct answer ✔✔a."educating patients and the general
public"
b."providing info and referral resources"
c."enhancing visibility and corporate image
d.differentiating the organization and its services
promotional function of marketing - correct answer ✔✔a.influencing consumer decision making
b.improving market penetration
c.increasing profit
d.winning awards versus being effective
, 3 traditional marketing techniques - correct answer ✔✔communicating
connecting
selling
communicating marketing technique - correct answer ✔✔public relations, communications
communications - correct answer ✔✔process of conveying information to internal and external
audiences
public relations - correct answer ✔✔management of communication that uses publicity and
other persuasive techniques to influence feelings, opinions, or beliefs
connecting marketing technique - correct answer ✔✔community outreach, government
relations, networking
community outreach - correct answer ✔✔presentation of an organizations programs and
services to the community to establish a relationship
government relations - correct answer ✔✔organizational liaison with government agencies that
enact regulations, determine reimbursement levels, provide funding, and monitor activities
networking - correct answer ✔✔process of establishing and nurturing relationships that may
result in a mutual benefit
selling marketing technique - correct answer ✔✔sales promotion, advertising
sales promotion - correct answer ✔✔process of highlighting the value of a product to induce a
purchase
graded A+
What differentiates healthcare marketing from other marketing fields? - correct answer
✔✔Third party payers are involved
What characteristics unique to the healthcare industry served as a barrier to the development
of marketing? - correct answer ✔✔Ethical concerns over marketing, particularly advertising
3 reasons health services should be marketed - correct answer ✔✔1.To be seen in good light
among consumers
a.Build awareness
b.Enhance visibility and image
c.Improve market penetration
2.To be seen in a good light in the industry:
a.Enhance visibility and image
b.Increase prestige
c.Attract medical staff and employees
3.To assist consumers entering this market:
a.Serve as an information resource
b.Influence consumer decision making
c.Offset competitive marketing
The 4 functions of marketing: - correct answer ✔✔enterprisewide
,operational
educational
promotional
enterprisewide function of marketing - correct answer ✔✔a."conceptualizing the market"
b."determining strategic direction
c.supporting business goals
d.establishing reputation
operational function of marketing - correct answer ✔✔a."performing marketing research"
b. "developing marketing plan"
c."coordinating enterprise promotional efforts"
d. "developing relationship"
e."creating a marketing organization"
educational function of marketing - correct answer ✔✔a."educating patients and the general
public"
b."providing info and referral resources"
c."enhancing visibility and corporate image
d.differentiating the organization and its services
promotional function of marketing - correct answer ✔✔a.influencing consumer decision making
b.improving market penetration
c.increasing profit
d.winning awards versus being effective
, 3 traditional marketing techniques - correct answer ✔✔communicating
connecting
selling
communicating marketing technique - correct answer ✔✔public relations, communications
communications - correct answer ✔✔process of conveying information to internal and external
audiences
public relations - correct answer ✔✔management of communication that uses publicity and
other persuasive techniques to influence feelings, opinions, or beliefs
connecting marketing technique - correct answer ✔✔community outreach, government
relations, networking
community outreach - correct answer ✔✔presentation of an organizations programs and
services to the community to establish a relationship
government relations - correct answer ✔✔organizational liaison with government agencies that
enact regulations, determine reimbursement levels, provide funding, and monitor activities
networking - correct answer ✔✔process of establishing and nurturing relationships that may
result in a mutual benefit
selling marketing technique - correct answer ✔✔sales promotion, advertising
sales promotion - correct answer ✔✔process of highlighting the value of a product to induce a
purchase
