HEALTHCARE MARKETING TEST
QUESTIONS WITH CORRECT SOLUTIONS
A good target market is one that:
is as homogeneous as possible.
A nonmarket-driven planning approach can best be described as:
internal to external.
How does the market-driven approach help minimize costs?
The organization does not spend resources on services that are not likely succeed.
In a market-driven planning approach, market research occurs at what two points in the
process?
Needs assessment and pretest
A pharmaceutical vice president has decided to gradually withdraw marketing and
promotional support from a particular drug. She has instructed her sales force to no longer
spend any time with physicians discussing this particular script, nor will any promotional
support be provided. The number of generics competing against this formulary has
increased, and the margins have declined precipitously. This is an example of:
harvesting
A product would be considered a cash cow if:
the product's market has matured, but the organization was able to retain its market share through
the life cycle.
, In a backward integration strategy, an organization becomes:
its own supplier
In the BCG matrix, a marketing person can affect one of the two dimensions of this matrix
as a function of their strategy. Which dimension could they possibly affect?
Market share
Increasingly, many hospitals are having to close service lines when the market is too small
or costly to serve, such as the case in mental health. This is an example of which type of
strategy?
Pruning
Many women's hospitals are now offering specialized programs for men. This approach is
an example of what type of strategy?
Market development
Scott & White Clinic in Texas and Aultman Hospital in Ohio have developed their own
insurance products. These organizations have decided to pursue a strategy of:
product development.
Suppliers can become a significant threat when they are able to:
forward integrate.
True or False? A market penetration strategy can occur through a more aggressive pricing
strategy or distribution strategy than a competitor.
True
QUESTIONS WITH CORRECT SOLUTIONS
A good target market is one that:
is as homogeneous as possible.
A nonmarket-driven planning approach can best be described as:
internal to external.
How does the market-driven approach help minimize costs?
The organization does not spend resources on services that are not likely succeed.
In a market-driven planning approach, market research occurs at what two points in the
process?
Needs assessment and pretest
A pharmaceutical vice president has decided to gradually withdraw marketing and
promotional support from a particular drug. She has instructed her sales force to no longer
spend any time with physicians discussing this particular script, nor will any promotional
support be provided. The number of generics competing against this formulary has
increased, and the margins have declined precipitously. This is an example of:
harvesting
A product would be considered a cash cow if:
the product's market has matured, but the organization was able to retain its market share through
the life cycle.
, In a backward integration strategy, an organization becomes:
its own supplier
In the BCG matrix, a marketing person can affect one of the two dimensions of this matrix
as a function of their strategy. Which dimension could they possibly affect?
Market share
Increasingly, many hospitals are having to close service lines when the market is too small
or costly to serve, such as the case in mental health. This is an example of which type of
strategy?
Pruning
Many women's hospitals are now offering specialized programs for men. This approach is
an example of what type of strategy?
Market development
Scott & White Clinic in Texas and Aultman Hospital in Ohio have developed their own
insurance products. These organizations have decided to pursue a strategy of:
product development.
Suppliers can become a significant threat when they are able to:
forward integrate.
True or False? A market penetration strategy can occur through a more aggressive pricing
strategy or distribution strategy than a competitor.
True
