IMP

Question 1

marketing mix
4P:

Answer 1

– **Product **(i.e. the product or service itself)
– Place (place of sale, availability, distribution
channels)
– Price (pricing strategy)
– Promotion (marketing communication:
advertising, PR, personal selling and sales
promotion)

The marketing mix refers to the variables that a
business uses to influence customer decisionmaking

Question 2

Marketing mix
7P:

for service marketing:

Answer 2

–People (all the people involved in selling on
either side: your colleagues and your target
audience)
– Process (product-creation and service)
– Physical evidence (everything that indicates
that a deliverable has been completed: package
delivered, new hair at the hairdresser,
downloaded pdf, etc.)

Question 3

Five golden rules of complaint
management

Answer 3

1. The principle of precaution
2. The principle of perception
3. The principle of preparedness
4. The principle of competence
5. The principle of compensation

Question 4

Durable goods

Answer 4

All the things that will be used in the clinic for a
long period belong to this category

> 1 year

For example:
– The building where the clinic will be located
– The equipment that are needed for the clinic
to run (x-ray machine, surgery tables,
ultrasound machine, etc.),
– The office furniture and computers

Question 5

Non-durable goods

Answer 5

goods that will serve the clinic only for short period.

<1 year

For example:
– Drugs and vaccines,
– Surgery materials,
– Bandages and disinfectants,
– Clothes.

Question 6

The parts of a business plan

*Red mark slide *

Answer 6

• Introduction (legal data and basic information)
• **Summary **(major figures, 1-2 pages)
• Sector analysis
• Layout of the enterprise
• Initial capital needs and investment plan
• Marketing plan
• Risk analysis
• Financial plan (profit and loss plan)
• Capital budgeting
• Appendix (contracts , license etc..)

Question 7

Risk analysis

Answer 7

**SWOT analysis: **strengths, weaknesses, opportunities, threats;

PEST analysis: political, economic, social and technological