Healthcare Marketing Ch1-18 Exam
UPDATED QUESTIONS AND CORRECT
ANSWERS
In what way is healthcare different from other industries? - CORRECT ANSWER Customers
often do not know the price of the services consumed.
Conducting health fairs and sponsoring community events are examples of _______. - CORRECT
ANSWER community outreach
Developing a marketing plan represents which of the following functions of healthcare marketing? -
CORRECT ANSWER Operational function
In which of the following ways does healthcare not act like a normal market? - CORRECT ANSWER
Customers often do not make their own purchase decisions.
Which of the following is not an attribute of a service? - CORRECT ANSWER Can be
warehoused until needed
What characteristic unique to the healthcare industry served as a barrier to the development of
marketing? - CORRECT ANSWER Ethical concerns over marketing, particularly advertising
Which of the following is a unique characteristic of the healthcare industry? - CORRECT ANSWER
Third parties often come between the seller and the buyer.
A form of segmentation unique to healthcare is ________. - CORRECT ANSWER payer
segmentation
In healthcare, unlike other industries, the amount of services consumed is likely to be influenced by
________. - CORRECT ANSWER insurance coverage
Because group insurance plans are common, _______ have a major influence on the consumption of
health services. - CORRECT ANSWER employers
, In healthcare, a "consumer" is ________. - CORRECT ANSWER anyone with the potential to
use health services
The higher up consumers are within the hierarchy of healthcare needs, the more likely they will
demand ________. - CORRECT ANSWER elective services
Elective procedures are more likely to be aggressively marketed because ________. - CORRECT
ANSWER they represent discretionary purchases
Goods differ from services in that services are considered to be ________. - CORRECT ANSWER
less tangible
Which of the following can be considered a product? - CORRECT ANSWER idea, good,
services
Which of the following influences the demand for health services? - CORRECT ANSWER
healthcare wants, healthcare needs, recommendations
Which of the following is an example of alternative therapy? - CORRECT ANSWER
Acupuncture
An approach to marketing in which promotions are customized to the needs of market segments is
________. - CORRECT ANSWER target marketing
One method marketers use to better understand a market is _______. - CORRECT ANSWER
segmentation
The territory or population served by a healthcare organization is referred to as a(n) ________. -
CORRECT ANSWER market area
Forecasts are similar to projections but are likely to ________. - CORRECT ANSWER take
more factors into consideration
UPDATED QUESTIONS AND CORRECT
ANSWERS
In what way is healthcare different from other industries? - CORRECT ANSWER Customers
often do not know the price of the services consumed.
Conducting health fairs and sponsoring community events are examples of _______. - CORRECT
ANSWER community outreach
Developing a marketing plan represents which of the following functions of healthcare marketing? -
CORRECT ANSWER Operational function
In which of the following ways does healthcare not act like a normal market? - CORRECT ANSWER
Customers often do not make their own purchase decisions.
Which of the following is not an attribute of a service? - CORRECT ANSWER Can be
warehoused until needed
What characteristic unique to the healthcare industry served as a barrier to the development of
marketing? - CORRECT ANSWER Ethical concerns over marketing, particularly advertising
Which of the following is a unique characteristic of the healthcare industry? - CORRECT ANSWER
Third parties often come between the seller and the buyer.
A form of segmentation unique to healthcare is ________. - CORRECT ANSWER payer
segmentation
In healthcare, unlike other industries, the amount of services consumed is likely to be influenced by
________. - CORRECT ANSWER insurance coverage
Because group insurance plans are common, _______ have a major influence on the consumption of
health services. - CORRECT ANSWER employers
, In healthcare, a "consumer" is ________. - CORRECT ANSWER anyone with the potential to
use health services
The higher up consumers are within the hierarchy of healthcare needs, the more likely they will
demand ________. - CORRECT ANSWER elective services
Elective procedures are more likely to be aggressively marketed because ________. - CORRECT
ANSWER they represent discretionary purchases
Goods differ from services in that services are considered to be ________. - CORRECT ANSWER
less tangible
Which of the following can be considered a product? - CORRECT ANSWER idea, good,
services
Which of the following influences the demand for health services? - CORRECT ANSWER
healthcare wants, healthcare needs, recommendations
Which of the following is an example of alternative therapy? - CORRECT ANSWER
Acupuncture
An approach to marketing in which promotions are customized to the needs of market segments is
________. - CORRECT ANSWER target marketing
One method marketers use to better understand a market is _______. - CORRECT ANSWER
segmentation
The territory or population served by a healthcare organization is referred to as a(n) ________. -
CORRECT ANSWER market area
Forecasts are similar to projections but are likely to ________. - CORRECT ANSWER take
more factors into consideration
