HSM 430 WEEK 4 MIDTERM Question 1 2.75 / 2.75 pts Which of the following is a Stage in the History of Marketing? The Rise of Product Differentiation and Consumerism Shifting roles of Sales Emergence of the Consumer’s Poi
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HSM 430 WEEK 4 MIDTERM Question 1 2.75 / 2.75 pts Which of the following is a Stage in the History of Marketing? The Rise of Product Differentiation and Consumerism Shifting roles of Sales Emergence of the Consumer’s Point of View of the Service Economy The Rise of Electronic Age All of the above Correct IncorrectQuestion 2 0 / 2.75 pts Which of the following is NOT part of the emergence of the Healthcare Institution? Rise of health care Rise of scientific medicine Societal trends Shifts in values Consumer trends Incorrect Question 3 2.75 / 2.75 pts Which of the following periods identified the “Increased role of electronic Media”? 1950’s 1960’s 1970’s 1980’s Correct Question 4 2.75 / 2.75 pts Which of the following periods identified the “Enhancement of market share, rise of service line marketing? 1970’s 1980’s 1990’s Twenty first century Correct Question 5 2.75 / 2.75 pts Involvement of Non Profit organizations are characteristics of which of the following? Healthcare industry Healthcare organizations Healthcare products Health Professionals Healthcare consumers Correct Question 6 2.75 / 2.75 pts The Emergence of Medical Ethics are characteristics of which of the following? Healthcare industry Healthcare organizations Healthcare products Health Professionals Healthcare consumers Correct Question 7 2.75 / 2.75 pts Which of the following is not an “Initial Barrier to Healthcare Marketing? No real or perceived need Resistance to Business Aspects of Healthcare Concerns of Management costs Concerns of Marketing costs Ethical and Legal Constraints Correct Question 8 2.75 / 2.75 pts Which of the following are reasons why healthcare marketing requires a unique approach? Health services are more of a challenge to market than goods Demand for many health services is relatively rare and highly unpredictable Healthcare end user may not be the target for the marketing campaign Not all prospective customers for a health service are considered desirable Outcome of health services is difficult to measure All of the above Correct Question 9 2.75 / 2.75 pts Which of the following is NOT a Development in Encouraging Healthcare Marketing? Introduction of a retail component Exit of entrepreneurs Entry of entrepreneurs Service-line development Mergers and acquisitions Need for social marketing Correct Question 10 2.75 / 2.75 pts Which of the following is NOT a reason why health services should be marketed? It Builds awareness It Enhances visibility and image It Improves market penetration It Increases prestige It Does not Attracts medical staff and employees It Serves as an information resource Correct Question 11 2.75 / 2.75 pts _____________ is a Multifaceted process that involves research, planning, strategy formulation, and other activities. Marketing Marketing Campaign Products Goods Services Market Correct Question 12 2.75 / 2.75 pts _____________ are tangible products typically purchased in impersonal setting on a 1 at a time basis. Marketing Marketing Campaign Products Goods Services Market Correct Question 13 2.75 / 2.75 pts _______________ is the actual or desired area from which organizations draw or intend to draw customers. This is also known as service area Goods Services Market Market Area Correct Question 14 2.75 / 2.75 pts _________________ are the most expansive marketing operations affecting the entire enterprise. Enterprise functions Operational functions Educational functions Promotional functions Correct Question 15 2.75 / 2.75 pts Educating patients and the general public, Providing information and referral resources, Enhancing visibility and corporate image, and Differentiating the organization and its services are components of which of the following functions? Enterprise functions Operational functions Educational functions Promotional functions Correct Question 16 2.75 / 2.75 pts Which of the following is NOT a component of Promotional functions? Influencing consumer decision making Improving market penetration Increasing profit Winning awards vs being effective Enhancing visibility and corporate image Correct Question 17 2.75 / 2.75 pts Which of the following are components of Marketing Techniques? Public relations Community outreach Sales promotion Personal sales Customer relationship marketing All of the above Correct Question 18 2.75 / 2.75 pts _____________ is an Approach that targets the total population typically through network TV or newspapers. Mass Marketing Target Marketing Micromarketing All of the above Correct Question 19 2.75 / 2.75 pts ___________ is an Approach that breaks the market down to the household or the individual level to target those most likely to consume a product Mass Marketing Target Marketing Micromarketing All of the above Correct Question 20 2.75 / 2.75 pts Ideas, Goods, and Services are components of which of the following? Products Users The Four P’s of Marketing All of the above Correct Question 21 2.75 / 2.75 pts ______________ is the combination of product, price, place, and promotion used to influence the target market. Marketing mix Product Price Place Promotion Correct Question 22 2.75 / 2.75 pts _____________ is Any means of informing the marketplace that the organization has developed a response to meet its needs. Marketing mix Product Price Place Promotion Correct Question 23 2.75 / 2.75 pts __________ is the process and training and motivating customer service employees and support personnel to work as a team to generate customer satisfaction Marketing Planning Internal Marketing Marketing Management Marketing research Correct Question 24 2.75 / 2.75 pts ___________ is the analysis, planning, implementation and control of marketing programs. Marketing Planning Internal Marketing Marketing Management Marketing research Correct Question 25 2.75 / 2.75 pts Which of the following are Factors Affecting the Adoption of Marketing? Growth in competition Emergence of Employers as Major Consumers Increased Consumer Focus-Use of Report Cards Changing Decision Maker Accommodating the Unique Attributes of Healthcare All of the above Correct Question 26 2.75 / 2.75 pts Which of the following are components of Nursing Homes and Assisted Living Facilities when it comes to Organization Specific Marketing Experiences and Activities? The Need for long term care Using Word of Mouth Noting the Prospects All of the above Correct Question 27 2.75 / 2.75 pts _____________ is noted as the practice of one entity sending a customer to another entity for specialized or additional good or service Use of referral Referral relationship Incentives Physicians and Other Clinicians Correct Question 28 2.75 / 2.75 pts Not directly involving healthcare consumers, but necessitating interacting with the public is a component of which of the following? Behavioral Health Providers Specialty Care Providers Public Health Agencies Suppliers Consumer Health Product Companies Correct Question 29 2.75 / 2.75 pts Which of the following are components of Consumer Health Product Companies in regards to Organization Specific Marketing Experiences and Activities? Use of Cosmeceuticals Nutraceuticals Both a and b None of the above Correct Question 30 2.75 / 2.75 pts Sales were approximately _________ while approximately __________ was spent on Pharmaceuticals. $350 billion; $50 billion $291 billion; $27 billion $191 billion; $17 billion $91 billion; $7 billion Correct Question 31 2.75 / 2.75 pts More than ________________ make tens of millions of office visits to doctors annually. 10,000 detailers 20,000 detailers 30,000 detailers 40,000 detailers Correct Question 32 2.75 / 2.75 pts Which of the following is NOT a component of Insurance Companies? Managed Care and Defined Contribution Plans Self Insurance Government Sponsored Insurance State Sponsored Insurance Correct Question 33 2.75 / 2.75 pts Which of the following is NOT a component of Defining Markets? “Market” means different things to different organizations It Usually means the geographic area served by a healthcare organization For-profits typically serve a “market area” Not-for-profits typically serve a “geographic area” Correct Question 34 2.75 / 2.75 pts ____________ is a bounded, geographic area formally defined for administrative purposes such as a state, county, municipality, or school district. Geographic Unit Political or Administrative Unit Statistical Unit Functional Unit Correct Question 35 2.75 / 2.75 pts ____________ is a bounded or geographic area formally defined for data collection purposes such as the geographic units developed by the Census Bureau. Geographic Unit Political or Administrative Unit Statistical Unit Functional Unit Correct Question 36 2.75 / 2.75 pts ____________ are markets conceptualized in terms of population segments that can be broad or narrow. Population segment Consumer demand Opportunities Markets without walls Correct Question 37 2.75 / 2.75 pts ___________ are Markets that may not be defined by geographic units or population segments. Population segment Consumer demand Opportunities Markets without walls Correct Question 38 2.75 / 2.75 pts ________________ is defined as when a portion of the potential business within a market area believed to be suitable for cultivation while __________ is the Calculation of a figure in a current or past period using a statistical method. Primary data; Secondary techniques Vanity services; Alternative therapy Effective market; Estimate Estimate; Effective market Correct Question 39 2.75 / 2.75 pts _____________ is Data generated directly through surveys, focus groups, observational methods, and other techniques while __________ is Data collected through primary data collection and used for some other purpose such as market research. Primary data; Secondary techniques Vanity services; Alternative therapy Effective market; Estimate Estimate; Effective market Correct Question 40 2.75 / 2.75 pts __________ are Health services, usually elective, intended to improve physical appearance or functioning while _________ are Therapeutic modalities used as alternatives or as complements to conventional allopathic medicine Primary data; Secondary techniques Vanity services; Alternative therapy Composition; Psychographic or lifestyle segmentation Estimate; Effective market Correct Question 41 2.75 / 2.75 pts ________ is defined as a Number of new cases of a disease, disability, or other health related phenomenon in a population during a specified period while _______ is the total number of cases of a disease, disability, or other health related condition at a particular point in time. Primary data; Secondary techniques Vanity services; Alternative therapy Composition; Psychographic or lifestyle segmentation Incidence; Prevalence Correct Question 42 2.75 / 2.75 pts _________ is known as Translating health conditions affecting a population into demand for health services. Health Status Health Services Demand Availability of Resources All of the above Correct Question 43 2.75 / 2.75 pts Which of the following are Components of going from Mass Marketing to Micromarketing? Mass marketing involves developing generic messages and broadcasting them in a wide, untargeted manner to the entire service area Using the Media which involves print or electronic modes of delivering a promotional message Messaging that is known as Information the marketer is trying to convey, the content of a promotional piece Micromarketing which involves identifying and soliciting specific individuals or households All of the above Correct IncorrectQuestion 44 0 / 2.75 pts Which of the following is NOT a component in Determining the Effectiveness of the Market? Payer mix is a combination of payment sources characterizing a population; basis for payer segmentation For the Payer in healthcare, the individual or organization is responsible for medical expenses Reimbursement-Compensation paid by a 3rd party payer to a provider or customer for the cost of services rendered/received One method in assessing competition is identifying the number of cases recorded for the organization/total instances of that phenomenon for the market area Competition is the federal agency charged with monitoring morbidity and mortality in the United States Incorrect Question 45 2.75 / 2.75 pts Which of the following is a components in the Changing Nature of Healthcare Markets? Increasing instability and unpredictability Demographic trends Changing consumer attitudes Evolving competitive situation All of the above Correct Question 46 2.75 / 2.75 pts Which of the following is NOT reason for healthcare consumers being different from other consumers? Healthcare purchases are largely nondiscretionary in that serious consequences could result if no action is taken Health professional typically orders services for the good of the doctor Healthcare consumers often do not know the price of the services they consume Healthcare consumers have little knowledge about the operation of the healthcare system and may have little o no direct experience with it Most healthcare episodes have an emotional component not present in other consumer transactions Correct Question 47 2.75 / 2.75 pts ________ is the Purchase of a good or service that is elective rather than required while ________ is the tendency of demand to rise and fall in response to factors inside and outside the industry Healthcare Consumers; Non Healthcare consumers Discretionary purchase; Elasticity Elasticity; Discretionary purchase Primary data; Secondary techniques Correct Question 48 2.75 / 2.75 pts Which of the following are reasons in how healthcare consumers are similar to other consumers? There is elasticity in the level of demand for healthcare good and services Demand for health services can be manipulated Ability to pay for care is a major consideration affecting demand for healthcare goods and services All of the above Correct Question 49 2.75 / 2.75 pts Which of the following is NOT a category of the Individuals in regards to the Variety of Healthcare Consumers? Someone requiring life saving services Life-threatening situations Customers who desire elective goods and services that are not considered medically necessary Those involved in doctors care Correct Question 50 2.75 / 2.75 pts Which of the following is NOT a category of Health Professionals and Facilities in regards to the Variety of Healthcare Consumers? Physicians Other Clinicians Hospitals and Other Institutions Employers Health Professors Correct Question 51 2.75 / 2.75 pts ______ is the process for grouping individuals or households who share similar characteristics for the purpose of target marketing while __________ is a component of a population or market defined on the basis of some characteristics relevant to marketers. Healthcare Consumers; Non Healthcare consumers Discretionary purchase; Elasticity Segment; Market segmentation Market segmentation; Segment Correct Question 52 2.75 / 2.75 pts To be useful as a marketer, a segment should be which of the following? Measurable Accessible Substantial Meaningful All of the above Correct Question 53 2.75 / 2.75 pts Having a Market based on demographics best known approach in identifying target markets is identified with which of the following? Demographic Segmentation Geographic Segmentation Psychographic Segmentation Health Risk Segmentation Usage Segmentation Urgent care Correct Question 54 2.75 / 2.75 pts Which of the following is NOT a way that you can segment a population through geographic segmentation? Identifying geographic areas that constitute the market area for an organization Segmenting by type of personality Relating other variables to particular geographic area None of the above Correct Question 55 2.75 / 2.75 pts Involving partitioning the population by level of health risk is identified with which of the following? Demographic Segmentation Geographic Segmentation Psychographic Segmentation Health Risk Segmentation Usage Segmentation Urgent care Correct Question 56 2.75 / 2.75 pts A Common method of dividing a target audience on the basis of historical utilization of a product or an organization is identified with which of the following? Demographic Segmentation Geographic Segmentation Psychographic Segmentation Health Risk Segmentation Usage Segmentation Urgent care Correct Question 57 2.75 / 2.75 pts __________ Involves targeting a segment on the basis of their payer categories while _______ is a method of dividing the target audience according to the benefits it seeks from a good or service Segment; Market segmentation Consumer Behavior; Purchase decision Payer Segmentation; Benefit Segmentation Benefit Segmentation; Payer Segmentation Correct Question 58 2.75 / 2.75 pts __________ refers to a customer’s pattern of consumption of goods and services while _______ is a Consumer’s commitment to buy a good or service. Segment; Market segmentation Consumer Behavior; Purchase decision Payer Segmentation; Benefit Segmentation Benefit Segmentation; Payer Segmentation Correct Question 59 2.75 / 2.75 pts Which of the following is NOT a Categories of Audiences? Influencers Gatekeepers Decision Makers Buyers Purchasers Correct Question 60 2.75 / 2.75 pts Which of the following are Steps in Healthcare Decision Making? Problem recognition Initial awareness Alternative evaluation Preference assignment Post purchase behavior All of the above Correct Question 61 2.75 / 2.75 pts Which of the following is a primary distinction between goods and services? Their price Their tangibility or the extent to which the product can be examined, touched or experienced their durability Their availability Their location Correct Question 62 2.75 / 2.75 pts ___________ are products consumers compare to competing brands before purchasing while __________ is a product often expensive that carries a brand name. Convenience goods; Shopping goods Shopping goods; Specialty goods Specialty goods; Shopping goods Goods; Services Correct Question 63 2.75 / 2.75 pts ____________ are Products purchased for the use in the manufacture of other products which will at some point be purchased by the ultimate consumer while _______________ is a product used to supply or support the provision of goods and services. Shopping goods; Specialty goods Specialty goods; Shopping goods Industrial goods; Support goods Support goods; Industrial goods Correct Question 64 2.75 / 2.75 pts _________ are Products used once or a few times and then disposed of while _____ are Product used repeatedly over an extended period. Industrial goods; Support goods Support goods; Industrial goods Nondurable goods; Durable goods Durable goods; Nondurable goods Correct Question 65 2.75 / 2.75 pts ______________ is a bundle of unique related services while ___________ is the Presentation of the physical attributes or the positioning of a good or service. Nondurable goods; Durable goods Durable goods; Nondurable goods Service Line; Packaging Packaging; Service Line Correct Question 66 2.75 / 2.75 pts Which of the following are components of Primary Care? It is defined as Basic health services(i.e. general examination or physical, taking medical history, physician consultation, preventive services) and the treatment of minor, nonurgent problems It can also include some self care and services on non-physician health professionals It is generally provided by physicians who have been trained in family practice, general internal medicine, obstetrics/gynecology and pediatrics It is generally delivered in physician’s office or in some type of clinic All of the above Correct Question 67 2.75 / 2.75 pts __________ is known as Emergency treatment or services in response to an urgent medical need while ___________ are services for conditions that are moderately complex and need a moderate level of resources and skills. Emergency Care; Secondary care Secondary care; Emergency care Tertiary Care; Quarternary Care Quaternary Care; Tertiary Care Correct Question 68 2.75 / 2.75 pts __________ are Services for conditions that are highly complex or serious and need specialized clinicians, equipment, and facilities while _________ are Specialized services provided in large medical centers for complex conditions such as Organ transplantation. Emergency Care; Secondary care Secondary care; Emergency care Tertiary Care; Quarternary Care Quaternary Care; Tertiary Care Correct Question 69 2.75 / 2.75 pts Which of the following is NOT part of the classification for Health problems? Routine Inpatient Care Urgent Emergent Correct Question 70 2.75 / 2.75 pts ___________ is Medical care provided by a hospital to patients who are admitted for at least one night while ___________ is Medical care provided outside a hospital or an inpatient facility; also known as ambulatory care. Tertiary Care; Quarternary Care Quaternary Care; Tertiary Care Inpatient care; Outpatient care Outpatient care; Inpatient care Correct Question 71 2.75 / 2.75 pts Which of the following involve treatments based primarily on drug therapy and are carried out by internists and internal medicine specialists? Medical procedures Surgical procedures Diagnosis procedures Treatment Correct Question 72 2.75 / 2.75 pts Which of the following are used to assess health status and to test for the present and most are routine and administered at regular intervals to asymptomatic individuals; referred to as screening tests? Medical procedures Surgical procedures Diagnosis procedures Treatment Correct Question 73 2.75 / 2.75 pts Which of the following are Services that complement their clinical services and include valet parketing, food services for nonpatients, and senior discount programs? Clinical services Nonclinical services Elective Procedures Non-elective procedures Correct Question 74 2.75 / 2.75 pts Which of the following are clinical services not considered medically necessary and obtained at the discretion of the consumer and include nontherapeutic abortion, laser eye surgery, face lifts, and hair transplantation? Clinical services Nonclinical services Elective Procedures Non-elective procedures Correct Question 75 2.75 / 2.75 pts The phase of a product’s life cycle in which the product or industry gains dominance in the market is defined as which of the following? Introductory stage Growth stage Maturity stage Decline stage Correct Question 76 2.75 / 2.75 pts The phase of a product’s life cycle in which the product or industry decreases in importance and is supplanted by another is defined as which of the following? Introductory stage Growth stage Maturity stage Decline stage Correct Question 77 2.75 / 2.75 pts Having things such as medication, food, home monitoring kits, and sundry supplies and selling goods through a gift shop, resource library or another retail type enterprise are components of which of the following? Categories of goods Categories of services Maturity stage Decline stage Correct Question 78 2.75 / 2.75 pts _____________ is the Standard Coding System medical practitioners used to classify diseases while _______ is Coding system used to classify inpatient diagnoses and procedures. ICD; CPD ICD; DRG CPT; DRG DSM; CPT Correct Question 79 2.75 / 2.75 pts _____________________ are the most common type of practitioner the public encounters when seeking health services Hospitals Nursing homes Residential treatment centers Physicians Correct Question 80 2.75 / 2.75 pts ______________ offer services that take diverse therapeutic approaches to health problems such as acupuncture, massage therapy, homeopathy, naturopathy, and other nonmainstream Nonphysician practitioners Mental health providers Alternative therapy providers Social service organizations
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