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Central to the definition of marketing is the focus on

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The Consumer

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The Four Ps of Marketing are

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Product Price Place Promotion

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In the non-market-driven planning process, a key step that is missing is

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Market Research

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In a non-market-driven planning approach, the key challenge is to

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Find a market

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In a market-driven planning approach, the differential advantage is determined by

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Market research

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One of the strongest rationales for a market driven approach to planning in health care is that

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A market driven approach may minimize the cost of failure in the allocation of financial resource allocation decisions

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A critical link in creating customer loyalty is

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The employee in the organization (especially the receptionist)

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In order to control health care costs, companies are increasingly

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adding medical clinics within their own facilities

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In order to develop an effective strategic plan, an organization must first

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Define its mission

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The tone for an organization and the broad set of directions are set by

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the Mission Statement

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Two multi-specialty groups are direct competitors in the same community. Both groups recruit board certified physicians in their specialties and tout that fact within their advertising and on the web site. Neither group has been above to gain a significant advantage over the other group with this recruiting strategy. Why is this approach failing?

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Since both groups have the same in terms of being board certified it is not unique.

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A unique source of a differential advantage for health care organization is

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Trust

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Invisible value may be best defined as

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The value that a producer builds into a product or service that the customer cannot see

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Strategic alliances in which both corporate entities hold an equity position are

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Are defined as joint venture businesses

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Mass Marketing is when an organization decides to treat the entire market as

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A group of patients who want to purchase the same services

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Boutique medical practices in which patients pay a significant amount of dollars up front to ensure they have personalized concierge service with their doctor is an example of a:

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Market concentration strategy

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In health care it has been found that hospitals with higher profitability tend to be those with:

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Higher Market Share

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When price levels rise faster than income

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Inflation

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Compared to other western economies, the United States spends

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Over 50% more on health care on a per capita basis

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Consumer income is composed of

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Gross, Discretionary, and disposable income

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The amount of money a consumer has left after paying for food, clothing and shelter is referred to as

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Disposable

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Discretionary income is the money a consumer has left after paying for

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Income left for paying for taxes and necessities

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The US population in terms of ages is becoming significantly

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older

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The traditional family unit of a man and a woman being responsible for one or more children has changed significantly in the United States. Today's family unit may more like be represented by a

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Single parent households or couples without children

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The largest minority group in the United States is now

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Hispanic

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Because of the greater diversity in the United States, health care organizations have responded with the recognition of

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Sensitizing staff in cultural competencies

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Women are increasingly entering the health professions and the percentage of women entering nursing schools is

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Has been decreasing as women have turned to medical and dental school

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It has been hypothesized that one of the major reasons older people's use of CAM tends to decline with age may be that

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The Federal Government does not reimburse for CAM under Medicare except for chiropractic care

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A competitive environment in which every provider or company has the same service or product is defined as

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pure competition

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There is a community where there are many primary care practices and they all have similar office hours and the same service mix. The people in the community are mostly employed by two major employers who offer high deductible health plans. Thus, the people pay a large portion of their health care costs for the first $5000 or $10,000. Small price changes might lead to consumers shifting from one primary care practice to another. This competitive situation would be described as

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Monopolistic competition

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In a major metropolitan area there are two major academic centers that have formed large health systems in the past five years. There is one other additional major hospital in the community. While there are some small local hospitals, these three provider organizations are the major provider entities. This competitive environment would be described as a(n)

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Oligopoly

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Medical tourism refers to the growing trend of

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individuals who visit foreign destinations for medical care

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Under HIPPAA which communication is allowed without patient approval

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A. Communication regarding services describing the patient's individual's treatment B. Communication for treatment or care coordination C. Communication regarding a service offered by the provider or benefit included in the plan D. All of these can be communicated without prior patient consent (D is correct)

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The stage where the consumer perceives a difference between the desired state and the desired state is

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Problem recognition

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In what type of industries is the internal search process often sufficient for the consumer to move on to the purchase stage

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Products that are frequently purchased

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Angie's list now provides a rating service for physicians. This type of information can potentially help consumers in which stage of the consumer decision making process?

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External search

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Leverage opportunities for an organization in a satisfaction assessment are those which

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are much better than expected and very important

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A couple who were new to a community have two young children ages five and ten. Two different friends recommended two different pediatric groups for them to take their children to as their care provides. The couple chose one particular group. After their first visit, they wondered if they made the right choice. This couple is experiencing

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Cognitive dissonance

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High involvement and extended search is referred to as which type of decision-making process?

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Complex

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Purchases such as the selection of a neurosurgeon that involve significant risk are typically referred to as

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high involvment

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The goals or needs that propel an individual to action are referred to as

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motivations

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Maslow developed his hierarchy to help

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Help explain why people behave differently

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Learning is the result of which five factors?

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Drive stimulus cue response reinforcement

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Interpreting information from advertisements in a manner that is consistent with one's beliefs is a process known as

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selective comprehension

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In the traditional family life cycle, over time, family decision making becomes

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husband dominant or wife dominant in areas of specialization

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In the traditional family life cycle, as the wife's income rises her influence in family decision making tends to

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Increase with her income outside the home

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The more necessary a product is

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The less important reference group influence is

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A major complexity of trying to market a product or service to an organization with a buying center is that

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Each person in the buying center has a different set of criteria on which they are judging the product or service

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The first step in the market research process is

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problem recognition

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A marketing director at a hospital wants to determine what impact a free screening clinic offer on the Web site might have in terms of generating calls into the scheduling center. This is which of the following research objective?

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Hypothesis testing

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Information specifically collected to address a specific research question is referred to as

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Primary data

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A major disadvantage of primary data is

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the cost of collection of data can be a problem

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The major difference between secondary and primary data is that secondary data are

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Are data collected for another purpose other than study

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Extracting information from large amounts of data is referred to as

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data mining

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using a mystery shopper to try the hospital's phone system would be an example of which data collection method?

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observational

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In marketing, a test market is a common form of a

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quasi-experiment

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One of the quickest ways to gather data from individuals is

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Telephone interviews

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When an organization collects data from everyone in the population this is defined as a

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a census

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A Hospital Marketing Manager tells the patient coordinator to hand out on discharge the patient satisfaction survey to every twentieth patient who leaves the urgent care facility for the next week. This approach is using what sampling method

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systematic sampling

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Assuming everyone in the market want the same product is the principle underlying the

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mass marketing approach

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a major advantage of the mass marketing strategy is

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it is the most cost efficient

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market segmentation can be accomplished with which element of the marketing mix

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A. Product B. Price C. Place D. Any of the listed elements of the mix (D is correct)

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Targeting to just one segment of the market is referred to as

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concentration strategy

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Boutique medical practices that target wealthy clientele willing to pay for significant time with physicians when they need medical services are an example which type of a segmentation strategy?

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Niche

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A strong component of brand loyalty has been

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trust

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grouping people together by a set of events that shape their values is referred to as

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cohort segmentation

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the key difference between a generation and a cohort is the events that shape a cohort

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Cohorts maintain their attitudes and values even as they age

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