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CVPM Practice Questions by SB > Marketing > Flashcards

Marketing Flashcards

1
Q

Advertising

A

Communication that uses various forms of media to influence or persuade an audience.

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2
Q

Analytics

A

The review of data, typically looking for trends. Helpful in business decisions such as marketing and strategic planning.

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3
Q

Business Image

A

This is what the public is supposed to see when the company is mentioned or comes to mind.
A company’s reputation

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4
Q

Call To Action

A

Persuasive words that urge the reader, listener or viewer to take a specific action. Most frequently used in marketing. Ex: Call Now!

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5
Q

Compliance

A

Measure of whether pets actually receive the care that has been recommended by their vet.

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6
Q

Direct Marketing

A

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.

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7
Q

Diversity Marketing

A

Promoting new products or services to new markets

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8
Q

External Marketing

A

Written or verbal communication that is aimed at attracting new clients

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9
Q

Focus Group

A

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.

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10
Q

Four P’s of Marketing

A

These are the categories that can be controlled in the marketing of a good or service: Product, Price, Place, Promotion (sometimes a fifth: Position)

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11
Q

HTML Hypertext Markup Language

A

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

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12
Q

Indirect Marketing

A

A marketing strategy that focuses on channels where there is no direct communication with customers by the companies.

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13
Q

Internal Marketing

A

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.

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14
Q

Marketing Mix

A

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.

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15
Q

Meta-tags

A

Pieces of HTML code that are imbedded in a website, but not visible with web browsers

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16
Q

PPC Pay Per Click

A

Online advertising payment model in which advertisers are charged each time a user clicks a specific link

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17
Q

Public Relations -

A

The art of developing reciprocal understanding and good will between a business and the public

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18
Q

SEO Search Engine Optimization -

A

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

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19
Q

Target Marketing

A

Identifying select consumers in order to direct marketing efforts specifically towards those consumers.

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20
Q

Demographics

A

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.

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21
Q

e. External Marketing

A

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

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22
Q

a. Target Market

A

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

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23
Q

g. Direct Marketing

A

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

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24
Q

d. Indirect Marketing

A

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

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25
Q

c. Internal Marketing

A

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

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26
Q

b. Emotion, Value, Virtual, Excel, Experience

A

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

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27
Q

a. Emotion

A

Which realistic / emotional marketing technique give clients comfort?
a. Emotion
b. Value
c. Virtual
d. Excel
e. Experience

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28
Q

e. Excel

A

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

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29
Q

Specific
Measurable
Achievable
Realistic
Time dependent

A

Regarding goal setting, what does SMART stand for

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30
Q

b. Measurable

A

Which SMART segment Creates a baseline and a system for measuring results

a. Specific
b. Measurable
c. Achievable
d. Realistic
e. Time dependent

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31
Q

e. Time dependent

A

Which SMART element asks for a target start and end date?
a. Specific
b. Measurable
c. Achievable
d. Realistic
e. Time dependent

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32
Q

a. Specific

A

Which SMART segment lists specific elements?
a. Specific
b. Measurable
c. Achievable
d. Realistic
e. Time dependent

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33
Q

c. Indirect Marketing
This is how the client “feels” when they visit the practice

A

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

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34
Q

Internal Marketing
Anything that makes the client/patient experience better

A

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

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35
Q

d. External Marketing
Key is to determine the prospective clients and patients and determine the best method to attract them.

A

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

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36
Q

All the above

A

A clinics website allows for which marketing techniques?
a. Direct Marketing
b. Internal Marketing
c. Indirect Marketing
d. External Marketing

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37
Q

e. Target Marketing

A

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

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38
Q

a. 1-3%

A

What percentage of revenue should be spent on advertising retail products?
a. 1-3%
b. 2-6%
c. 3-6%

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39
Q

c. 15-20%

A

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%

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40
Q

All of the above

A

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

41
Q

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.

A

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.

42
Q

b. Strength, Weakness, Opportunities, Threats

A

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

43
Q

a. SWOT

A

When designing a Marketing plan, what type of analysis should you perform?
a. SWOT
b. Budget
c. Implementation
d. Client response

44
Q

d. Measuring the Results

A

What is the final and most critical step in creating the marketing plan?
a. Budget
b. Gathering Data
c. Execution
d. Measuring the results

45
Q

c. 13%

A

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%

46
Q

True

A

True / False
Advertising - Creates and places paid media messages
Marketing - matches products/services to consumer needs.

47
Q

a. product/service attributes
b. Marketing communications
c. Market research
d. Customer service
e. Sales management

A

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

48
Q

c. Public Relations

A

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

49
Q

a. Advertising

A

This approach involves Creating and placing paid media messages
a. Advertising
b. Marketing
c. Public Relations

50
Q

b. Marketing

A

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

51
Q

all of the above

A

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

52
Q

The Fear Free Experience

A

Its Mission is to alleviate fear, anxiety, and stress in patients.

53
Q

True

A

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.

54
Q

Client Complaint

A

An expression of dissatisfaction on a consumer’s behalf to a responsible party.

55
Q

Client Correspondence

A

Communication between a client and a vet professional including letters, email, newsgroups postings, internet forums and blogs

56
Q

Client Survey

A

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.

57
Q

Demographics

A

Description of the vital statistic or objective and quantifiable characteristics of a population

58
Q

Pareto Principle

A

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.

59
Q

Customer Experience

A

the sum total of all the following ingredients that clients experience as they interact with your practice and your team.

60
Q

all of the above

A

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

61
Q

CEM Customer Experience Management

A

a proactive process of creating an experience that is positive and memorable

62
Q

CRM Customer Relation Management

A

a proactive process of gathering data about client preferences and activities to better target our services and products to clients needs.

63
Q

CRM Customer Relationship Management

A

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

64
Q

True

A

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

65
Q

All of the above

A

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

66
Q

b. Consistency, Compassion, Customer Service, Convenience, Competence, Cost

A

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

67
Q

Hi Touch Practice

A

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

68
Q

High Tech Practices

A

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.

69
Q

Client Retention

A

a key performance indicator determining the number of clients that are retained in a practice between two set dates

70
Q

a. 10-15%, 70-75%

A

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%

71
Q

After-hours program

A

A plan or schedule of activities taking place after the normal business or legal closing time for business.

72
Q

Behavior Programs

A

Vet services that revolve about pet behavior

73
Q

Client Education

A

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

74
Q

Dietary

A

A regulated daily food allowance

75
Q

Grief Counseling

A

A means by which an owner is assisted in coping with the loss of their pet

76
Q

Hospital Tour

A

The act of walking an existing or potential client through the vet practice, highlighting the services available, along with the facilities

77
Q

Point of sale interaction

A

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

78
Q

Public Health

A

The health of the population as a whole, esp as monitored, regulated, and promoted by the state

79
Q

Veterinary Paraprofessional

A

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.

80
Q

All of the above

A

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

81
Q

d. Communication

A

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

82
Q

a. Marketing

A

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

83
Q

b. External

A

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

84
Q

d. Value Based

A

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

85
Q

b. Customer Experience

A

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

86
Q

a. Customer Relation Management

A

________________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

87
Q

a. Customer Service Standards

A

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

88
Q

b. 10 - 15%

A

In general, a small animal practice will lose ____% to ____% of their clients every year.
a. 5-10%
b. 10 - 15%
c. 15-20%

89
Q

b. Internal Marketing

A

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

90
Q

b. Product, price, promotion, place.

A

What are the Four Ps of Marketing?
a. Product, profit, promotion, place.
b. Product, price, promotion, place.
c. Product, preparation, price, place.

91
Q

a. 5000

A

What is a reasonable beginning goal for number of transactions per year per doctor?
a. 5000
b. 5500
c. 7000

92
Q

a. 6:1

A

What Net to New Clients ratio indicates healthy growth of the practice?
a. 6:1
b. 8:1
c. 10:1

93
Q

b. Customer Relation Management

A

_______ 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

94
Q

a. Recall, reappointment, reminder

A

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

95
Q

a. 20%

A

Clients retain only ________% of what they hear.
a. 20%
b. 25%
c. 15%

96
Q

b. 5

A

The average person needs to hear about a product or service around ____ times before they purchase it.
a. 10
b. 5
c. 7

97
Q

False

A

True / False
Client reference and education materials should always be branded with the mission of the practice.

98
Q

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

A

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

CVPM Practice Questions by SB (7 decks)

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