Marketing Flashcards
Advertising
Communication that uses various forms of media to influence or persuade an audience.
Analytics
The review of data, typically looking for trends. Helpful in business decisions such as marketing and strategic planning.
Business Image
This is what the public is supposed to see when the company is mentioned or comes to mind.
A company’s reputation
Call To Action
Persuasive words that urge the reader, listener or viewer to take a specific action. Most frequently used in marketing. Ex: Call Now!
Compliance
Measure of whether pets actually receive the care that has been recommended by their vet.
Direct Marketing
A type of advertising campaign that seeks to elicit an action - such as an order, a visit to a store or web site, or a request for further info - from a selected group of consumers in response to a communication from the marketer.
Diversity Marketing
Promoting new products or services to new markets
External Marketing
Written or verbal communication that is aimed at attracting new clients
Focus Group
A group of clients who are asked to participate in a discussion about a particular topic or issue. The info from the group is used to develop programs, improve service, or solve problems at the practice.
Four P’s of Marketing
These are the categories that can be controlled in the marketing of a good or service: Product, Price, Place, Promotion (sometimes a fifth: Position)
HTML Hypertext Markup Language
The set of mark-up symbols or codes inserted in a file intended for display on a World Wide Web browser. The mark-up tells the web browser how to display a web page’s words and images for the user
Indirect Marketing
A marketing strategy that focuses on channels where there is no direct communication with customers by the companies.
Internal Marketing
Efforts to increase utilization of services by existing clients, and efforts by the practice to train and motivate staff to work together as a team to better meet the needs of clients.
Marketing Mix
This Helps you define the marketing elements for successfully positioning your market offer. One of the best known models is the 4P’s of Marketing, which helps you define your marketing options in terms of product, place, price and promotion.
Meta-tags
Pieces of HTML code that are imbedded in a website, but not visible with web browsers
PPC Pay Per Click
Online advertising payment model in which advertisers are charged each time a user clicks a specific link
Public Relations -
The art of developing reciprocal understanding and good will between a business and the public
SEO Search Engine Optimization -
The process of affecting the visibility of a website or a web page in a search engine’s unpaid results - often referred to as ‘natural’, ‘organic’, or ‘earned’ result
Target Marketing
Identifying select consumers in order to direct marketing efforts specifically towards those consumers.
Demographics
Defined as those characteristics of a population, nation, city, town or neighborhood for example, as it relates to number of people, gender mix, growth rate, population density and distribution, birth rate, married versus common law versus unmarried families, education, occupation, ethnicity, average age and death rate.
e. External Marketing
A marketing technique that targets potential clients:
a. Target Marketing
b. Marketing Mix
c. Internal Marketing
d. Indirect Marketing
e. External Marketing
f. Diversity Marketing
g. Direct Marketing
a. Target Market
A type of marketing in which a particular segment is picked to receive a specific marketing plan:
a. Target Marketing
b. Marketing Mix
c. Internal Marketing
d. Indirect Marketing
e. External Marketing
f. Diversity Marketing
g. Direct Marketing
g. Direct Marketing
The most popular form of marketing and has been around for years. The yellow pages are a classic example.
a. Target Marketing
b. Marketing Mix
c. Internal Marketing
d. Indirect Marketing
e. External Marketing
f. Diversity Marketing
g. Direct Marketing
d. Indirect Marketing
A marketing technique that is used by practices on a daily basis; clean facilities, genuine service, and excellent customer care are a few examples.
a. Target Marketing
b. Marketing Mix
c. Internal Marketing
d. Indirect Marketing
e. External Marketing
f. Diversity Marketing
g. Direct Marketing
c. Internal Marketing
A marketing technique that targets current or existing clients for services offered within the practice:
a. Target Marketing
b. Marketing Mix
c. Internal Marketing
d. Indirect Marketing
e. External Marketing
f. Diversity Marketing
g. Direct Marketing
b. Emotion, Value, Virtual, Excel, Experience
What are the elements of realistic or emotional marketing?
a. Product, price, place, position, promotion
b. Emotion, Value, Virtual, Excel, Experience
c. Price, Value, location, Space, Experience
a. Emotion
Which realistic / emotional marketing technique give clients comfort?
a. Emotion
b. Value
c. Virtual
d. Excel
e. Experience
e. Excel
Which realistic / emotional marketing technique that creates an extraordinary experience for every client with every visit. The consumer is searching for those who can provide animal care in new and better ways - mostly through technologies
a. Emotion
b. Value
c. Virtual
d. Excel
e. Experience
Specific
Measurable
Achievable
Realistic
Time dependent
Regarding goal setting, what does SMART stand for
b. Measurable
Which SMART segment Creates a baseline and a system for measuring results
a. Specific
b. Measurable
c. Achievable
d. Realistic
e. Time dependent
e. Time dependent
Which SMART element asks for a target start and end date?
a. Specific
b. Measurable
c. Achievable
d. Realistic
e. Time dependent
a. Specific
Which SMART segment lists specific elements?
a. Specific
b. Measurable
c. Achievable
d. Realistic
e. Time dependent
c. Indirect Marketing
This is how the client “feels” when they visit the practice
What type of marketing technique uses the following:
Client Education, clean/organized and odor free building, profession, clean and friendly employees, client / staff relationships
a. Direct Marketing
b. Internal Marketing
c. Indirect Marketing
d. External Marketing
Internal Marketing
Anything that makes the client/patient experience better
What type of marketing technique uses the following:
Recalls/callbacks, Reminders via mail or email, Newsletters, welcome cards, report cards, Telephone etiquette, warm greeting, running appts on time, staff enthusiasm, Client Ed.
a. Direct Marketing
b. Internal Marketing
c. Indirect Marketing
d. External Marketing
d. External Marketing
Key is to determine the prospective clients and patients and determine the best method to attract them.
What type of marketing technique uses the following:
Social Media, Websites, outdoor signage, Open House, Hosting community classes, Office tours:
a. Direct Marketing
b. Internal Marketing
c. Indirect Marketing
d. External Marketing
All the above
A clinics website allows for which marketing techniques?
a. Direct Marketing
b. Internal Marketing
c. Indirect Marketing
d. External Marketing
e. Target Marketing
Using the following information is what type of marketing technique?
Specific breed conditions or treatments
Species focus
Disease or conditions
Ages; puppies/kittens, seniors
Environments; outdoor pets, indoor only pets, kennels, boarding barns, urban
a. Direct Marketing
b. Internal Marketing
c. Indirect Marketing
d. External Marketing
e. Target Marketing
a. 1-3%
What percentage of revenue should be spent on advertising retail products?
a. 1-3%
b. 2-6%
c. 3-6%
c. 15-20%
The resistance Principle - this describes the fact that for any price, there will be resistance. What is the sweet spot of resistance from clients?
a. 5-10%
b. 10-15%
c. 15-20%
d. 20-30%
All of the above
What are some of the SEO’s (Search Engine Optimization) a clinic should use?
a. Keywords
b. Internal Hyperlinks
c. Inbound Hyperlinks
d. External Hyperlinks
e. Updating webpage content frequently
False
Your response should include empathy and an apology for their experience, as well as an invitation to discuss the grievance. Never attempt to explain or solve a complaint via the review response.
True / False
You should never apologize to a client in response to a negative on-line review. Instead, attempt to explain or solve a complaint.
b. Strength, Weakness, Opportunities, Threats
What is a SWOT Analysis
a. Strength, Weakness, Objects, Time
b. Strength, Weakness, Opportunities, Threats
c. Specific, Wealth, Omission, Timeliness
d. Specific, Work ethic, Open-minded, Team Building
a. SWOT
When designing a Marketing plan, what type of analysis should you perform?
a. SWOT
b. Budget
c. Implementation
d. Client response
d. Measuring the Results
What is the final and most critical step in creating the marketing plan?
a. Budget
b. Gathering Data
c. Execution
d. Measuring the results
c. 13%
Only ____% of shoppers are directly concerned about price. The rest are looking for the best vet to take care of their pets.
a. 5%
b. 9%
c. 13%
d. 29%
e. 24%
True
True / False
Advertising - Creates and places paid media messages
Marketing - matches products/services to consumer needs.
a. product/service attributes
b. Marketing communications
c. Market research
d. Customer service
e. Sales management
What are The five basic components of marketing?
a. product/service attributes
b. Marketing communications
c. Market research
d. Customer service
e. Sales management
f. Public Relations
c. Public Relations
This approach involves The art of developing reciprocal understanding and good will between a business and the public.
a. Advertising
b. Marketing
c. Public Relations
a. Advertising
This approach involves Creating and placing paid media messages
a. Advertising
b. Marketing
c. Public Relations
b. Marketing
This approach is used to match products/services to consumer needs. Attempts to forecast which products or services should be aggressively promoted, which should be maintained, and which should be dropped.
a. Advertising
b. Marketing
c. Public Relations
all of the above
The advantage of using Public Relations are:
a. Paves the way for the sale of services and products, but more importantly can increase moral, build productivity and job satisfaction by empowering employees to ‘give back’ to the community
b. Provides an early warning system via sound relationships with the community, that avoid disruptions that could occur when a single surprise issue arises
c. Can help protect long-developed reputations when an organization is under attack
The Fear Free Experience
Its Mission is to alleviate fear, anxiety, and stress in patients.
True
True / False
The guiding principle of Fear Free is that pets need vet professionals to look after not only their physical well-being but their emotional well-being also.
Client Complaint
An expression of dissatisfaction on a consumer’s behalf to a responsible party.
Client Correspondence
Communication between a client and a vet professional including letters, email, newsgroups postings, internet forums and blogs
Client Survey
Customer polling to identify their level of satisfaction with an existing product, and to discover their express and hidden needs and expectations for new or proposed products and services.
Demographics
Description of the vital statistic or objective and quantifiable characteristics of a population
Pareto Principle
80/20 rule - 80% of effects result from 20% of the causes. Example; 80% of your revenue comes from 20% of your clients. 20% of your inventory accounts for 80% of the sales revenue.
Customer Experience
the sum total of all the following ingredients that clients experience as they interact with your practice and your team.
all of the above
Which of the following contributes to Creating memorable client experiences:
a. The initial phone call
b. The Reception counter
c. The Facility
d. The services provided
e. Patient Care
f. Meeting client needs
g. Follow up
CEM Customer Experience Management
a proactive process of creating an experience that is positive and memorable
CRM Customer Relation Management
a proactive process of gathering data about client preferences and activities to better target our services and products to clients needs.
CRM Customer Relationship Management
A strategy for manageing all a practice’s relationships and interactions with customers and potential customers. It helps to improve a practices profitability. Examples of such platforms include PMS, practice website, direct mail, social media.
a. CEM Customer Experience Management
b. CRM Customer Relation Management
True
True / False
CRM can be used to enhance CEM; if CRM tells us clients prefer afternoon appts, we can anticipate the need and provide afternoon appts, which is CEM
All of the above
What are some of the items / ways that can create customer service standards?
a. Virtual tours
b. Mood
c. Odors
d. Smile
e. Noise
f. Uniforms
e. Client Library
b. Consistency, Compassion, Customer Service, Convenience, Competence, Cost
What are the 6 C’s of Client Relationship Management
a. Consistency, Cost, Compassion, Care, Creativity, Community
b. Consistency, Compassion, Customer Service, Convenience, Competence, Cost
c. Compassion, Convenience, Coaching, Clients, Competition, Compliance
d. Capital, Care, Change, Communication, Community, Conduct
Hi Touch Practice
this refers to high quality service and ambiance that leaves a lasting impression on clients. Benefits include
Often retains more clients
Offers client options in decision making concerning patient care
Creates a comfortable space for client and patient
Respect client’s wishes, fears and feelings
High Tech Practices
These are highly technical practices, seem way above the ordinary and attractive to clients who want the absolute best for their pets. Includes things like advanced diagnostics, high end computer systems, cameras, video equip.
Client Retention
a key performance indicator determining the number of clients that are retained in a practice between two set dates
a. 10-15%, 70-75%
In general a small animal practice will lose ____% of their clients every year, and the goal should be to retain_____% over a 3 year period.
a. 10-15%, 70-75%
b. 10-15%,, 50-60%
c. 15-20%, 65-70%
d. 20-22%, 70-80%
After-hours program
A plan or schedule of activities taking place after the normal business or legal closing time for business.
Behavior Programs
Vet services that revolve about pet behavior
Client Education
The process by which health professionals and others provide info to clients to expand their knowledge base so they can make informed decisions about their pet’s healthcare
Dietary
A regulated daily food allowance
Grief Counseling
A means by which an owner is assisted in coping with the loss of their pet
Hospital Tour
The act of walking an existing or potential client through the vet practice, highlighting the services available, along with the facilities
Point of sale interaction
the location a sales transaction is completed such as the reception counter. Technology is often used to process transactions at the point of sale, such as credit card terminal
Public Health
The health of the population as a whole, esp as monitored, regulated, and promoted by the state
Veterinary Paraprofessional
A person to whom a particular aspect of a professional task is delegated, but who is not licensed to practice as a fully qualified vet professional.
All of the above
What are at least three ways to increase search engine optimization on your website?
a. Keywords
b. Internal Hyperlinks
c. Inbound Hyperlinks
d. External Hyperlinks
e. Updating webpage content frequently
f. Increase webpage traffic
d. Communication
When it comes to marketing; what is “the key” to increasing compliance and retention?
a. Website traffic
b. Word of Mouth
c. Advertising
d. Communication
a. Marketing
According to JD Stowe, how we tell people, what we promise to give them each and every time they visit our practice is called ___________.
a. Marketing
b. Advertising
c. Customer Service
b. External
Social media, open house, community classes and websites are an example of what kind of marketing?
a. Internal
b. External
c. Mass
d. Word of Mouth
d. Value Based
In regards to knowing your retail pricing advantage; the four basic strategies are Value-Added, Unique, Volume, and _____________.
a. Image
b. Design
c. Vision
d. Value Based
b. Customer Experience
The sum total of all the ingredients that clients experience as they interact with your practice and your team is called _____________________?
a. Internal Marketing
b. Customer Experience
c. Customer Service
d. Client perception
a. Customer Relation Management
________________is a pro-active process of gathering data about client preferences and activities to better target products and services relevant to their needs.
a. Customer Relation Management
b. Customer Experience Management
a. Customer Service Standards
Involve the entire team in mapping the current customer experience every step of the way, then strategize on how to improve that experience, train on the updates until they are automatic, and then perform the process over again as time goes on – is instrumental in creating what?
a. Customer Service Standards
b. Customer Experience Management
c. Customer Relations
b. 10 - 15%
In general, a small animal practice will lose ____% to ____% of their clients every year.
a. 5-10%
b. 10 - 15%
c. 15-20%
b. Internal Marketing
Client acknowledgment, reminders, staff identification, telephone etiquette, professional appearance, clean and pleasant smelling office, and timely replies to client requests are all examples of;
a. External Marketing
b. Internal Marketing
c. Advertising
d. Mass Media Marketing
b. Product, price, promotion, place.
What are the Four Ps of Marketing?
a. Product, profit, promotion, place.
b. Product, price, promotion, place.
c. Product, preparation, price, place.
a. 5000
What is a reasonable beginning goal for number of transactions per year per doctor?
a. 5000
b. 5500
c. 7000
a. 6:1
What Net to New Clients ratio indicates healthy growth of the practice?
a. 6:1
b. 8:1
c. 10:1
b. Customer Relation Management
_______ is a proactive process of gathering data about client preferences and activities to better target their services and products to client needs.
a. Customer Experience Management
b. Customer Relation Management
c. Customer Preservation
a. Recall, reappointment, reminder
Each client who presents to the practice should be scheduled for at least one of the 3 follow-up events so that the practice automatically contacts each client In the future.
a. Recall, reappointment, reminder
b. Recall, reminder, recheck
c. Reminder, reappointment, referral
a. 20%
Clients retain only ________% of what they hear.
a. 20%
b. 25%
c. 15%
b. 5
The average person needs to hear about a product or service around ____ times before they purchase it.
a. 10
b. 5
c. 7
False
True / False
Client reference and education materials should always be branded with the mission of the practice.
b. Merchandising, sterility, cleanliness, and function
To maintain the internal hospital image, a complete list of each physical room with in the premises should be provided and a standard set for merchandising, sterility, cleanliness, and function
Which focus areas should be included in the written standards of care for the internal hospital image?
a. Merchandising, public restrooms, hallways, and exam rooms
b. Merchandising, sterility, cleanliness, and function
c. Reception area, waiting room, exam rooms, and surgery rooms
d. Waiting room, reception area, public restrooms, and hallways
