Marketing

Question 1

Market

Answer 1

potential customers who
Want or need a service or product
Have the resources and authority to make the purchase

Question 2

Marketing

Answer 2

a process that includes
Planning
Design and development of services and products
Sales

Question 3

Two perspectives

Answer 3

selling orientation

market orientation

Question 4

Selling orientation

Answer 4

Marketing efforts should be directed toward selling what the organization has to anyone likely to make the purchase

Question 5

Market orientation

Answer 5

Marketing efforts should be directed toward creating new customers and retaining existing customers.

Question 6

Target market:

Answer 6

Individuals who need and are able to purchase what the business supplies

Question 7

Characteristics for segmenting the potential market for a specific service include

Answer 7

Age
Geography 
Lifestyle 
Purchasing habits 
Social class

Question 8

Advantages of market segmentation

Answer 8

Allows alignment the organization’s efforts toward the meeting of unique needs and characteristics of the most favorable market segment(s

Question 9

Niche:

Answer 9

very specific target market
A limited number of potential customers
The market (customers) have unique needs

Question 10

Growth

Answer 10

More targeted customers for existing services
New services for current customers
New services for a new target market

Question 11

Retention

Answer 11

Keep existing and past customers

Question 12

Seven P’s

Answer 12

Product/service (benefit)
Price (value)
Place (delivery environment)
Promotion (attract attention)
Physical Evidence  (quality)
Processes  (efficiency)
People  (expertise/personalities)

Question 13

4 P’s

Answer 13

Product/service (benefit[s])
Price (value)
Place (delivery environment)
Promotion (attract attention)

Question 14

3 P’s for health care services:

Answer 14

Physical evidence (a quality indicator)
Processes (efficiency)
People (quality/expertise)

Question 15

Product:

Answer 15

or service) includes:

The special characteristics of what is being offered for sale

Question 16

Characteristics of product:

Answer 16

Image
How it is presented (packaged)
Features
Name brands

Question 17

Price approaches include:

Answer 17

Cost-based pricing (price relative to costs)
Competition-based pricing (price like competitors)
Demand-based pricing (e.g., prestige, high price = high quality)

Question 18

Place includes:

Answer 18

Accessibility
Décor
Hours of operation
Service location

Question 19

Promotion:

Answer 19

various methods used to inform the public about the service and to sell it

Question 20

Promotion includes what markets?

Answer 20

Current target market
New targeted market
Previous customers

Question 21

Promotion tools:

Answer 21

advertising
direct marketing
personal selling
public relations

Question 22

Desired effects of promotion:

Answer 22

Be aware of and become informed about the service
Understand how this service differs from similar offerings
Support comparisons that favor the promoted service
Show preference by buying the promoted service

Question 23

How can customers infer quality and effectiveness?

Answer 23

by observing:
Clarity and accuracy of pretreatment communications
Occurrences at the business location and in the clinic
Age and condition of equipment
Staff interactions, responses, reactions
How other customers are treated

Question 24

Process:

Answer 24

refers to the way business activities flow and are coordinated

Question 25

Examples of process:

Answer 25

Customers recognize if there are consistencies in the operations or not
Ease of setting appointments
Diligence in pursuing accurate information
Timeliness of communications

Question 26

People

Answer 26

includes all members of a business a customer and their caregivers notice or interact with

Question 27

Stages of marketing

Answer 27

introduction
growth
maturation
decline

Question 28

Introduction stage

Answer 28

a new service is brought to a market sales are low,

expenses are high, and there are financial losses

Question 29

Growth stage

Answer 29

profits and sales increase rapidly.

This is likely to attract competition

Question 30

Marketing options in growth stage:

Answer 30

Doing nothing

Reinvesting profits into substantial marketing efforts

Question 31

Maturation stage:

Answer 31

high volume and profit with little additional investment in promotion

Question 32

Marketing option in maturation stage:

Answer 32

Marketing option is to do nothing more

Question 33

Decline stage:

Answer 33

characterized by decreasing popularity and market share

Question 34

Marketing in decline stage:

Answer 34

Marketing option is to terminate support