Hlth 4585 Final Pt. 2

The major distinction between products and services is that:

Personal sales are more often ___, while advertising is more common for ___ goods.

Which of the following is not one of the five I's of services?

Products that are frequently purchased with little deliberation by the shopper are termed:

For many years, the Mayo Clinic was only located in Rochester, Minnesota. Patients would travel from all over the world to seek out their specialized expertise. Many of these individuals and family members return over multiple years. The Mayo Clinic might be viewed as a:

A hospital has a vast number of services such as cancer, orthopedics, women's health, neonatology, a vast primary care network, cardiology, a heart center, and a major truma center. In terms of its product mix, this hospital would be said to have a:

A hospital has a heart center with cardiologists, cardiovascular surgeons, rehab services, psychiatrists, and durable medical equipment as needed. This heart center might be said to have a:

In the Introduction stage of the product life cycle, the major concern for the organization is:

In a skimming price strategy, the organization tends to:

Generating primary demand is the major objective in which stage of the product life cycle?

When competitors enter the market then an organization now should recognize that they have entered which stage of the product life cycle?

In the mature stage of the product life cycle, a key objective becomes one of:

In the decline stage of the product life cycle, many organizations struggle with dropping an unprofitable service or product because:

There is one product life cycle that has only two stages: introduction and decline. Which of the following is that life cycle?

A major criticism of the product life cycle concept has been:

*Brand equity is:

Focusing on a very narrow segment of the market is a definition of a:

A hospital has decided to acquire practices throughout its primary and secondary service area. As it acquires each practice, it allows each group to retain the name of the group. However, under the practice's name, it places the name of the health system. This is an example of:

The diffusion of innovation describes:

The major difference between innovators, early adopters, early majority, late majority, and laggards is:

Because of the intangibility of services, the promotional challenge is to show:

Price can be described as:

When a product is in greater demand, the pricing tends to be:

If an organization wants to minimize or discourage competitors from entering the market, then pricing ___ would be the preferred approach:

A major limitation to profit maximization as a pricing objective is:

In industries that are mature, a common pricing objective would be: :

Setting a high price relative to the competition or the true cost of a product is referred to as:

When the percentage change in demand for a product or service exceeds the percentage change in price, then the consumer demand is said to be:

*The higher the quality a provider is perceived by the marketplace, the more likely the demand for that provider would be:

Costs that do not change with the volume produced are referred to as:

When an organization sets a selling price that represents the total cost plus some additional amount for profit, it is using the:

Breakeven point is the point where

Giving consumers a perception that there are distinct differences between products referred to as 'Good,' 'Better,' and 'Best,' is an example of:

Item budget theory suggests that a consumer:

As medical tourism grows, hospitals outside the US are promoting services that include the surgery, doctors' fees, and recuperative stays in resorts for one price. This pricing strategy is:

When price is active in the positioning, it is:

When price is passive, the focus is:

The path a product takes as it moves from producer to end user is referred to as:

When a primary care physician takes care of a patient, this might be referred to as what type of channel?

When there are several intermediaries between the producer and the ultimate consumer, this is referred to as which type of channel?

Making a service more accessible is which value provided by an intermediary?

When hospitals keep durable medical equipment inventory for when it is needed by the patient, they are providing which utility?

When a middleman allows a consumer to pay for an item on credit that is providing which type of utility?

When a rehab hospital has the capacity to redesign orthotic devices for a patient, it is providing which type of utility?

It is important to recognize that the middleman can always be eliminated but,

Consumer goods manufacturers typically follow what level of distribution intensity?

Makers of luxury goods follow which form of distribution intensity?

A channel where the functions are performed at the level that is most efficient is referred to as:

When a tertiary care organization opens primary care satellites, it can be said to integrate:

The organization or entity in the channel who can dictate policies to others in the channel is referred to as the:

Manufacturers tend to be channel commanders when:

*Walmart tends to be a channel commander because it has:

M.D. Anderson is well known in the diagnosis and treatment of cancer. In this instance, the organization might be said to have which form of power?

Which of the following is not one of the tools that companies use to communicate their message to the marketplace?

Encoding is the process in communication whereby the message is:

Noise is:

The source in the communication process is:

Source credibility is:

Historically, prior to the world of WEB 2.0, the communication model was to:

In the new world of WEB 2.0, the communication challenge is to get the message:

Humor is often used in advertising, but the challenge with this promotional appeal is that this emotion is:

The major difference in channels is:

For communication to be effective,

Advertising is distinguished from other promotional tools in that it is:

When an advertiser pays for a message they have control. Which element is not a factor over which they have control?

The major strength of personal selling is:

Personal selling is more often used in which product:

The greatest advantage to publicity of over advertising as a promotional tool is that it is:

Which form of sales promotion is common in the pharmaceutical industry?

Maintaining the existing buyers that an organization serves is the promotional objective of which stage of the product life cycle?

Increasingly in recent years, pharmaceutical companies are advertising their medications on mass media to patients even though these products require physicians prescribing the product. This approach is an example of which type of promotional strategy?

Only two countries in the world allow direct to patient advertising for pharmaceuticals: United States and:

The two key dimensions of advertising that distinguish it from publicity and personal selling is that it is:

The American Academy of Orthopedic Surgeons ran a campaign on site marking prior to surgery. This campaign was an example of which form of advertising?

The hierarchy of effects refers to:

Advertising can only move a person to which level of the hierarchy?

The promotional budgeting method that aligns budgeting to the hierarchy of effects model is:

Advertising messages that are directed at distinct functional aspects of the product or service are described as:

The form in which the message is to be delivered is referred to as the:

The unduplicated audience that is covered in a promotional campaign is referred to as:

The people who see the messages of an advertiser, but are not in the target market are referred to as:

The number of times the same person receives a message from a promotional or advertising campaign is referred to as:

The medium that receives the most advertising dollars is:

*One of the most targeted media choices available to marketers is:

A major advantage to on-line advertising is the ability to:

The most difficult aspect of a salesperson's responsibility is:

When the primary goal is to maintain business from existing customers, this is referred to as:

The step in the sales process in which the salesperson identifies qualified prospects is:

The step when the actual selling occurs is referred to as:

Positive conversion is when:

When the salesperson leads the buyer through a canned presentation, then there is the expectation of a response (a purchase). This method is the:

The advantage of the Stimulus-Response approach to selling is that it:

The most marketing oriented sales presentation approach may well be:

The simplest way to organize a sales force is by:

The major advantages of geographic organization to the sales force structure is:

The advantage of market share as a metric in monitoring organizational performance is that it is:

A company can see its sales growing while its market share is declining because:

Profitability analysis focuses on the profitability of:

Comparing actual performance to pre-established targets is referred to as:

Reviewing all aspects of the marketing operations is referred to as a: