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