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Laboratory Management > Marketing > Flashcards

Marketing Flashcards

1
Q

a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services in order to create exchanges that satisfy individual and organizational goals

A

Marketing

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2
Q

Marketing management is art and science of choosing

A

target market

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3
Q

Marketing management is (G,K,GC)

A

getting, keeping and growing customers

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4
Q

through creating, delivering, and communicating superior customer value

A

marketing management

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5
Q

Laboratory-Customers Relationship
- Managers focus on operations

A

Before

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6
Q

Laboratory-Customers Relationship
- They generate business in addition to maintaining the clientele.

A

Today

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7
Q

The _____ Philosophy
- Strategic process of attracting and maintaining a customer

A

Marketing

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8
Q

The _______ Philosophy
- Has to do with how the laboratory deals with the new reimbursement

A

Marketing

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9
Q

The _____ Philosophy
- mechanisms and restructuring of laboratory delivery system

A

Marketing

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10
Q

A communication tool designed to influence public attitudes toward the organization.

A

Public Relations

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11
Q

Marketing Philosophy a _____ that becomes a part of all the work that a marketing department accomplishes for a company or organization.

A

foundational idea

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12
Q

Marketing Philosophy is E____, O____, R__ taking and P__ knowledge.

A

Exploration
Openness
Risk
Practical

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13
Q

Marketing Philosophy is ability to ___ and ____ market opportunities (I&P)

A

Identify and Pursue

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14
Q

represents a mix between the internal and external forces which surround an organization and have an impact upon it, especially their ability to build and maintain successful relationships with target customers.

A

Market Environment

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15
Q

Macro Environmental Factors include events outside the organization, Total ____ population
, P___ habits,
C____

A

Patient
Purchasing
Competition

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16
Q

forces closely influencing the company and directly affect the organization’s relationships.

A

Micro Environment Factors

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17
Q

Micro Environment Factors
A. C____ and it’s current e___

A

Company
Employees

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18
Q

Micro Environment Factors
B. S____, M___ intermediaries, C____, C___

A

Suppliers
Marketing
Competitors
Customers

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19
Q

anyone who is in the market looking at a product/service for attention, acquisition, use or consumption that satisfies a want or a need.

A

Customer

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20
Q

Two basic groups of purchasing decision makers
- customers whose tests must be performed by the hospital laboratory

A

Captive Users/ Captive Markets

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21
Q

Two basic groups of purchasing decision makers
- entity that decides where a service is performed

A

Discretionary Buyers

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22
Q

Customer Expectations
- most sophisticated and specialized laboratory procedure

A

Best total product

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23
Q

Customer Expectations
- complete package of services

A

Best total solution

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24
Q

Customer Expectations
- volume and price

A

Best total cost

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25
Q

First step of Core Concepts of Marketing
-N,W,D

A

needs
wants
demands

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26
Q

2nd step of Core Concepts of Marketing
- P

A

products

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27
Q

3rd step of Core Concepts of Marketing
- U, V, S

A

utility
value
satisfaction

28
Q

4th step of Core Concepts of Marketing
- E, TR

A

exchange
transaction relationships

29
Q

5th step of Core Concepts of Marketing
- M&M

A

marketing and marketers

30
Q

6th step of Core Concepts of Marketing
- M

A

markets

31
Q

food (is a must)

A

need

32
Q

pizza, burger, French fries (translation of a need as per our experience)

A

wants

33
Q

burger (translation of a want as per our willingness and ability to buy)

A

demands

34
Q

have a burger in a five-star hotel

A

desire

35
Q

Marketing Triangle
-CCC

A

Customers
Company
Competition

36
Q

As a priority, we must bring to our customers

A

what they need

37
Q

We must be in a position to understand their problems Or in a new situation to give them a chance to avoid the problems

A

Customers - Problem solution

38
Q

Customers look for value

Value =

A

Value = benefits/cost

39
Q

Customer looks for value
Benefit =

A

Benefit = Functional Benefit + Emotional Benefit

40
Q

Customer looks for value
Cost =

A

Cost = Monetary Cost + Time Cost + Energy Cost + Psychic Cost

41
Q

The 4 Ps and PCs

A

Product - Customer Solution
Price - Customer
Promotion - Communication
Place - Convenience

42
Q

anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need

A

product

43
Q

Types of products (3)

A

Consumer
Service
Industrial

44
Q

marketing is responsible for establishing the price of their service/product

A

price

45
Q

must consider the costs of all the inputs (materials, labor, etc.)

A

price

46
Q

how much profit do you want to make on every product/customer

A

mark-up price

47
Q

basing your prices on those of the competition

A

competition

48
Q

making your price low while new just to get some business

A

penetration

49
Q

putting the product/service with another item and bundling the prices

A

bundle

50
Q

making the price say something about the quality of your product

A

psychological

51
Q

refers to how & where you are going to sell the product to the consumer

A

place

52
Q

selling your product directly to the consumer

A

direct distribution

53
Q

sold through a 3rd party

A

indirect distribution

54
Q

What retailers are the best for reaching your Target Market?

example: selling autoanalyzer: where do I sell?

A

Sold 3rd party

55
Q

Where are you going to locate in order to best reach your target market
EXAMPLE: “Where should I put-up my laboratory?”

A

for a service

56
Q

Your target market frequents
Says something about your business

A

you want to be in an area

57
Q

a successful product or service means nothing unless the benefit of that product/service can be communicated to the target market.

A

promotion

58
Q

Promotion are many ways to get the

A

word out

59
Q

a written document that acts as a guidebook of marketing activities for the marketing manager

A

the marketing plan

60
Q

The marketing plan a formal strategy for m,i, a c

A

maintaining
identifying
attracting customer

61
Q

Marketing Proposal Format (SOMPA)

A

Swat analysis (strength, weakness, analysis, tactics)
Opportunities
Market overview
Purpose
Approval for implementation

62
Q

the systematic and objective process of generating information for aid in making marketing decisions

A

marketing research

63
Q

Marketing research is a

A

Tool

64
Q

Marketing research system (IRMIMRAM)

A

Internal Record System
Marketing Intelligence System

Marketing Research System

Analytical Marketing System

65
Q

It assists marketing managers in their decision making

A

Marketing Research Tool

66
Q

It is not a replacement for managerial judgment.

A

Marketing research tool

Laboratory Management (4 decks)

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