Chapter 6 Quiz Flashcards
The marketing plan should be written prior to the development of the organization’s strategic plan.
False
The purchaser of products or services in health care may not be the decision-maker, the consumer, or even the payer.
True
Strategic health care marketing seeks to satisfy customer needs through profitable relationships by creating, communicating, and delivering ________ in selected markets.
Customer value
All marketing activities should center on building a long-term relationship with the customer.
True
Marketing in health care has lagged other industries because:
Some physicians believe that it is inappropriate or even unethical; consumers have imperfect knowledge about costs of services, so this constrains consumer decision-making; and the characteristics of all buyers and sellers are not the same
Jorge is gaining a deeper understanding of marketing in health care by examining how it is different from other industries. According to our text:
- Health care professionals scorned marketing based on the belief that, while suitable in non-health care entities, it was inappropriate and unethical for health care organizations
- The American Medical Association once declared marketing activities as unethical
- Health consumers typically are not responsible for paying all the associated costs of medical treatment
The controllable variables of the organization are referred to as the:
4 P’s
A health care service is best described as the product component of the marketing mix.
True
When marketing-savvy medical practices divide the total market into groups that have relatively similar health care needs, they are implementing:
Market segmentation
For health care marketing to be socially responsible:
It must not induce demand for unnecessary procedures, it must be developed to promote individual well-being, and it must not target advertising at vulnerable populations
