HEALTHCARE MARKETING FINAL EXAM
QUESTIONS WITH CORRECT SOLUTIONS
One of the major developments in healthcare that made marketing essential was?
the introduction of competition
In what way is healthcare different from other industries?
customers often do not know the price of the services consumed
Which of the following is a unique characteristic of the healthcare industry?
third parties often come between the seller and the buyer
What characteristic unique to the healthcare industry served as a barrier to the
development of marketing?
Ethical concerns over marketing, particularly advertising
Which of the following is one of the enterprise wide functions that marketing performs?
Determining strategic direction
Which of the following is an example of the educational function of marketing?
Differentiating the organization and its services
Compared to organizations in other industries, which of the following functions of
marketing may be less emphasized in healthcare?
Increasing the profit margin
,Prior to the emergence of marketing as a healthcare function, what type of promotional
activity did most hospitals perform?
Public relations
Which of the following entities spend the largest share of their budget on marketing?
Pharmaceutical companies
he 1990s saw a major shift in pharmaceutical marketing toward ____________.
direct-to-consumer
Which of the following entities have been most affected by the implementation of the
Affordable Care Act?
Insurance companies
The federally supported health insurance program for low-income populations is
____________.
Medicaid
Which of the following types of services is most likely to be aggressively marketed?
Elective procedures
A census tract is an example of a(n) ________ unit.
Statistical
In healthcare' unlike other industries' consumption decisions usually are not influenced by
________.
, Price
Because group insurance plans are common, _______ have a major influence on the
consumption of health services.
employers
Healthcare does not operate like a market in the same manner as other industries because
________.
consumers often do not know the price of the services they consume
One method marketers use to better understand a market is _______.
segmentation
According to Assael and Rogers, the segment of the population that is slowest to adopt an
innovative service is ________.
laggards
Psychographic segmentation emphasizes the importance of ________.
lifestyles
Which of the following geographic areas relates most closely to the marketing effort?
Area of dominant influence
One way in which healthcare consumers are different from other consumers is ________.
they may not be the ones making the purchase decision
QUESTIONS WITH CORRECT SOLUTIONS
One of the major developments in healthcare that made marketing essential was?
the introduction of competition
In what way is healthcare different from other industries?
customers often do not know the price of the services consumed
Which of the following is a unique characteristic of the healthcare industry?
third parties often come between the seller and the buyer
What characteristic unique to the healthcare industry served as a barrier to the
development of marketing?
Ethical concerns over marketing, particularly advertising
Which of the following is one of the enterprise wide functions that marketing performs?
Determining strategic direction
Which of the following is an example of the educational function of marketing?
Differentiating the organization and its services
Compared to organizations in other industries, which of the following functions of
marketing may be less emphasized in healthcare?
Increasing the profit margin
,Prior to the emergence of marketing as a healthcare function, what type of promotional
activity did most hospitals perform?
Public relations
Which of the following entities spend the largest share of their budget on marketing?
Pharmaceutical companies
he 1990s saw a major shift in pharmaceutical marketing toward ____________.
direct-to-consumer
Which of the following entities have been most affected by the implementation of the
Affordable Care Act?
Insurance companies
The federally supported health insurance program for low-income populations is
____________.
Medicaid
Which of the following types of services is most likely to be aggressively marketed?
Elective procedures
A census tract is an example of a(n) ________ unit.
Statistical
In healthcare' unlike other industries' consumption decisions usually are not influenced by
________.
, Price
Because group insurance plans are common, _______ have a major influence on the
consumption of health services.
employers
Healthcare does not operate like a market in the same manner as other industries because
________.
consumers often do not know the price of the services they consume
One method marketers use to better understand a market is _______.
segmentation
According to Assael and Rogers, the segment of the population that is slowest to adopt an
innovative service is ________.
laggards
Psychographic segmentation emphasizes the importance of ________.
lifestyles
Which of the following geographic areas relates most closely to the marketing effort?
Area of dominant influence
One way in which healthcare consumers are different from other consumers is ________.
they may not be the ones making the purchase decision
