Question 1.1. (TCO 1) Today’s healthcare marketers are operating in an environment characterized by _____. (Points : 5)a limited role for healthcare consumersaccess to much better consumer datadeclining numbers of marketing expertsa focus on marketing directly to physiciansQuestion 2.2. (TCO 1) The consumer movement in healthcare has been driven by a number of factors, including _____. (Points : 5)the growth of the baby boom cohort as the dominant healthcare consumer groupthe growth of managed carelimited competition among healthcare organizationsthe homogenization of the population in terms of demographics, lifestyles, and health behaviorQuestion 3.3. (TCO 2) In the _____ stage of the healthcare consumer decision making process, the healthcare consumer begins to understand how the product/service addresses their health problem. (Points : 5)problem recognitioninitial awarenessknowledge awarenessalternative evaluationQuestion 4.4. (TCO 2) In ______ segmentation, the market is segmented by the extent of use of a particular service. (Points : 5)geographicpsychographicusagedemographicQuestion 5.5. (TCO 3) A _______ strategy aims to indicate to customers how the company differs from current or potential competitors. (Points : 5)positioningpreemptivebrand imagedistributionQuestion 6.6. (TCO 3) The _____ strategy in healthcare typically refers to the location where services are rendered. (Points : 5)productplacepromotionpriceQuestion 7.7. (TCO 4) In an effort to serve a segment of the population facing mobility issues, Southwest Health Center has developed a mobile health unit that is able to provide health screenings at a number of community sites. This represents a decision related to which element of the marketing mix? (Points : 5)Product strategyDistribution strategyPricing strategyPromotional strategyQuestion 8.8. (TCO 4) Using _____ marketing, a healthcare organization is able to work towards their goals of keeping customers happy, ensuring repeat business, and realizing the revenue potential of long-term relationships. (Points : 5)relationshipdirect-to-consumerinternalconciergeQuestion 9.9. (TCO 5) The Marketing Director of Mercy Hospital is considering a promotional technique that provides broach reach, low costs, and a short lead time. The best option would be (Points : 5)public relations.advertising.personal sales.direct marketing.Question 10.10. (TCO 5) The Marketing Director of Mercy Hospital is exploring a variety of media choices for an upcoming advertising campaign. Using _____, the marketer is able to attain frequent exposure at a low unit cost, yet it has a short shelf life. (Points : 5)television advertisingradio advertisingnewspaper advertisingInternet advertising
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