Marketing

Question 1

3 Components of Indirect Marketing

Answer 1

1. Client Education
2. Cleanliness of Practice
3. Superb Customer Service

Question 2

Examples of Direct Marketing

Answer 2

1. Webpages
2. Blogs
3. Advertisements

Question 3

Examples of Internal Marketing

Answer 3

1. Reminders
2. Postcards
3. Recalls
4. Client Education (Internal and Indirect)

Question 4

What % of revenue should be used on marketing?

Answer 4

%2-3

Question 5

What is more important, direct or indirect marketing?

Answer 5

indirect

Question 6

What is the key to external marketing?

Answer 6

Determining prospective clients and patients

Question 7

Professional endorsements by veterinarians are considered unethical unless:

Answer 7

1. Must be a bonafide user of product or service
2. Must be adequate evidence it works
3. Any financial business or relationship between the endorser and product must be fully disclosed

Question 8

A successful marketing plan includes:

Answer 8

1. Gather your data
2. Define you goal
3. Implement a strategy
4. Create a written action plan
5. Execute the plan and measure results

Question 9

Measuring Marketing Plan Success

Answer 9

1. Cost per client=gross revenue/# of clients X % of cost
2. Revenue
   -Average transaction fee X invoices per DVM
   -Average expenditure per client per year x # active clients

Question 10

The 6 C’s of Client relationship management

Answer 10

1. Consistency
2. Compassion
3. Customer Service
4. Convenience
5. Competence
6. Cost

Question 11

Three R’s of client Rentention

Answer 11

1. Recall
2. Reappointment
3. Reminder

Question 12

The marketing matrix or 4P’s- The traditional theory that believes although we cannot control consumer habits, we can control the 4P’s that help us meet the perceived need.

Answer 12

1. Product
2. Price
3. Promotion
4. Place (distribution)

Question 13

Resistance Principle

Answer 13

Describes the fact that for any price there will be resistance.
Products and services should have a %15-20 resistance

Question 14

Compliance Formula

Answer 14

Compliance=Recommendation+agreement+ Follow Through

Question 15

Considerations for Retail Marketing

Answer 15

1. Vision
2. Image
3. Space
4. Assign a designated Driver
5. Staff Training
6. Needs of the facility
7. Veterinary Recommendations
8. Assumptive Sale (assume the client will buy a product or service instead of asking)
9. Advertising promotion
10. Unique retailing
11. Actively market
12. Accommodate children
13. Show products in use
14. Return policy
15. Know your pricing advantage
16. Display strategies