Healthcare Marketing Exam Review
Course Introduction
Healthcare Marketing explores the specialized field of marketing within the healthcare industry, addressing the unique challenges and opportunities faced by healthcare organizations, providers, and related businesses. The course covers key marketing principles including market segmentation, targeting, branding, digital marketing, patient relationship management, and the ethical and regulatory environment of healthcare marketing. Students will learn how to develop and implement effective marketing strategies that enhance patient engagement, improve organizational reputation, and drive growth, while maintaining compliance with healthcare standards and respecting patient privacy. Practical case studies and real-world examples provide insight into current trends and best practices in the rapidly evolving healthcare marketplace.
Recommended Textbook
Services Marketing 6th Edition by Valerie Zeithalm
Available Study Resources on Quizplus 16 Chapters
1279 Verified Questions
1279 Flashcards
Source URL: https://quizplus.com/study-set/2606
Page 2
Chapter 1: Introduction to Services
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51915
Sample Questions
Q1) A hotel manager is studying other hotels to see how they achieve and maintain service quality.The manager has spent some time paying attention to the actions,interactions,and appearance of front desk clerks,housekeepers,spa attendants and restaurant staff.With which element of the services marketing mix is the hotel manager concerned?
Answer: People.
Q2) Two roommates both registered for an introduction to business class.At midterm,one roommate found his instructor so boring that he was thinking of changing his major to history.The other roommate had a charismatic teacher and looked forward to going to class.This heterogeneity of instruction demonstrates:
A) How difficult it is to synchronize supply and demand with service
B) That customer service depends on employee actions
C) How customers affect each other
D) The fact services cannot be readily communicated or displayed
E) Why services cannot be inventoried
Answer: B
Q3) What do tax preparation services,law offices,dental practices and architects have in common?
Answer: They are all industries classified as part of the service sector.
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Conceptual Framework of the Book: The GAPS
Model of Service Quality
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51914
Sample Questions
Q1) Provider gap 2 is the difference between development of customer-driven service standards and actual service performance by company employees.
A)True
B)False
Answer: True
Q2) In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong.This day is deemed lucky.In 2005,almost 15,000 couples in New Delhi had their wedding on December 25,the day astrologers announced would be the best day for a wedding.It is very likely that wedding planners in New Delhi have difficulty narrowing provider ______ of the gaps model of service quality due to their inability to match supply and demand.
A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4
Answer: C
Q3) On which of the provider gaps are deficiencies in human resources management policies most likely to have the greatest impact?
Answer: Provider gap 3.
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Customer Expectations of Service
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/51913
Sample Questions
Q1) Tom Grantham,a U.S.citizen,decided to outsource the preparation of his personal income taxes to a company in India.After he emailed his earnings and scanned receipts,his tax return was completed in two days at a cost of $50 - about one-third of what a U.S.firm like H&R Block charges.However,he had to file his return as "self-prepared," since it was not prepared by a U.S.accountant.Using a foreign service provider may require customers to reset their:
A) Attitudes
B) Judgments
C) Expectations
D) Perceptions
E) Performances
Answer: C
Q2) Derived service expectations occur when customer expectations are driven by another person or a group of people.
A)True
B)False
Answer: True
Q3) What is a consumer's "wished for" level of performance?
Answer: Desired service.
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Customer Perceptions of Service
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51912
Sample Questions
Q1) In a __________ encounter,both verbal and non-verbal behaviors are determinants of quality,as are tangible cues such as employee appearance and informational brochures.
A) Face-to-face
B) Public
C) Personal
D) Symbiotic
E) Customer-controlled
Q2) Service researchers have suggested that consumers judge the quality of services based on their perceptions of the technical outcome provided,the process by which that outcome was delivered and the quality of the physical surroundings in which the service was delivered.
A)True
B)False
Q3) The most important determinant of perceptions of service quality among U.S.customers is reliability.
A)True
B)False
Q4) Discuss the following statement: "The terms satisfaction and quality can be used interchangeably".
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Listening to Customers Through Research
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51911
Sample Questions
Q1) A week after Kim cancelled her First USA MasterCard,she received a survey in the mail asking questions about First USA's service quality,its performance versus other credit card companies,her level of satisfaction with different dimensions of First USA's service and her reasons for canceling her account.Which of the following types of research did First USA conduct?
A) Complaint solicitation
B) Critical incidents studies
C) Relationship survey
D) Trailer calls
E) Lost customer research
Q2) Process checkpoint evaluations are commonly used in service industries in which the services are provided quickly on a one-time only basis.
A)True
B)False
Q3) In business-to-business situations in which large accounts are involved,senior members of the account team commonly conduct service expectation meetings and reviews.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Building Customer Relationships
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51910
Sample Questions
Q1) The development of strong customer relationships is strongly influenced by:
A) Legal barriers to loyalty programs
B) The composition of the buying center
C) Barriers the customer faces in leaving a relationship
D) Differences in organizational cultures
E) All of the above
Q2) _____ marketing focuses on keeping and improving current customers,rather than concentrating on acquiring new customers.
A) Transaction
B) Expansion
C) Relationship
D) Strategic
E) Benefit
Q3) The ability to segment customers narrowly based on profitability implications may raise questions of privacy for customers.
A)True
B)False
Q4) Which retention strategy relies primarily on financial incentives?
Q5) Why are Level 4 retention strategies the most difficult to imitate?
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Service Recovery
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51909
Sample Questions
Q1) What is the best way to conduct lost customer research?
Q2) Which of the following is NOT an example of a commonly used service recovery strategy?
A) Learn from recovery experience
B) Respond quickly
C) Encourage and track complaints
D) Implement the service paradox
E) Learn from lost customers
Q3) An example of outcome inequity occurred when Logan was rudely told he could not golf at a particular course because his clubs were not sanctioned by the U.S.Golf Association.
A)True
B)False
Q4) Which type of complainer has an above-average propensity to complain and will gladly complain to anyone or anything that will listen?
Q5) Formal market research of lost customers' motivations is a waste of resources.
A)True
B)False
Q6) What is service recovery?
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Service Innovation and Design
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51908
Sample Questions
Q1) During which stage of the service innovation and development process are demand analysis,revenue projections,cost analyses and operational feasibility assessed?
A) Commercialization
B) Business analysis
C) Market testing
D) Service development and evaluation
E) Post introduction evaluation
Q2) In a Federal Express overnight delivery service blueprint,which of the following is an example of an onstage contact employee action?
A) Package is flown to destination
B) Federal Express driver picks up package from customer
C) Federal Express driver drops off package at airport
D) Customer prepares package for Federal Express driver
E) Federal Express telephone service representative receives order from customer
Q3) New service development is typically a linear process.
A)True
B)False
Q4) What is the first step in the new-service development process?
Q5) What are the four risks incurred when services are described in words alone?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Customer-Defined Service Standards
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51907
Sample Questions
Q1) New owners of the Atlanta Falcons wanted to increase attendance by giving customers want they wanted,such as an online site to purchase tickets,clean restrooms,more opportunities to interact with the players and family-oriented halftime shows.The first step to developing these customer-defined standards was to:
A) Translate customer requirements into hard measures
B) Create an action program that contained every possible service encounter
C) Identify the existing service encounter sequence
D) Develop continual feedback mechanisms
E) Brainstorm
Q2) What is the final step in the process for setting customer-defined standards?
Q3) The first step in the process for setting customer-defined standards is to translate customer expectations into behaviors and actions for each service encounter.
A)True
B)False
Q4) Companies that have been successful in delivering consistently high service quality do not have formal standards to guide employees.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
11
Chapter 10: Physical Evidence and the Servicescape
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51906
Sample Questions
Q1) An elaborate interpersonal service faces the most complex servicescape decisions.
A)True
B)False
Q2) All of the following are elements of a hotel's servicescape EXCEPT:
A) Business center for checking e-mail and sending faxes
B) Lobby
C) Convention facilities
D) Swimming pool
E) Housekeeping staff
Q3) Another name for human factors design is _____,which could lead to the creation of airline passenger seats that provide adequate back support and leg room.
A) Bioengineering
B) Physiological tooling
C) Physical factors design
D) Holistic design
E) Ergonomics
Q4) What is a service's physical evidence?
Q5) Name an elaborate self-service servicescape.
Q6) The servicescape can play many strategic roles simultaneously.List them.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Employees Roles in Service Delivery
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51905
Sample Questions
Q1) A state auditor who is expected to deliver quality,individualized service to state offices and departments while at the same time finishing jobs as quickly as possible is experiencing a(n)_____ tradeoff:
A) Demand/supply
B) Client/organization
C) Customization/standardization
D) Inclination/competency
E) Quality/productivity
Q2) When Abu went to open a bank account at First National Bank,he was greeted by a friendly account representative who explained the different types of savings and checking accounts,as well as other banking services (e.g.,ATM,direct deposit,credit cards,and consumer loans)that were available.According to the service marketing triangle,the actions by the account representative are a form of _____ marketing.
A) Internal
B) Interactive
C) Integrated
D) Strategic
E) External
Q3) Discuss the four sources of conflict for boundary-spanning service workers.
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Customers Roles in Service Delivery
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51904
Sample Questions
Q1) When Alicia went to talk to a cleaning service about having the carpets in her apartment shampooed,she was told that if she would rent the service's equipment and do it herself,it would cost her 50 percent less and be done much sooner because the service's personnel were booked solid for the next two weeks.The cleaning service is:
A) Rewarding customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers
Q2) Restaurants with salad bars view customers as productive resources.
A)True
B)False
Q3) How can customers contribute to quality service delivery?
Q4) Virginia wanted to skydive from an airplane for her birthday.She paid $125 to attend a 30-minute ground school to learn the process and her role in the jump.She was then taken up in an airplane,where she was strapped to a skydiving instructor and they did a tandem dive.She enjoyed the view and the instructor pulled the cord to open the parachute.Which customer roles did Virginia play in this service encounter?
To view all questions and flashcards with answers, click on the resource link above.
Page 14
Chapter 13: Managing Demand and Capacity
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51903
Sample Questions
Q1) What kind of demand fluctuation for janitorial services resulted from the 2004 hurricane season in Florida?
Q2) The primary capacity constraint on service production for an interior decorator is time.
A)True
B)False
Q3) Peak demand regularly exceeds capacity in all of the following service businesses EXCEPT:
A) Hotels
B) Public transportation systems
C) Restaurants
D) Insurance companies
E) Tax accountants
Q4) The primary constraint on service production for a lawyer is:
A) Equipment
B) Utility C) Money
D) Facilities
E) Time
Q5) What are the challenges and risks in using yield management?
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Integrated Service Marketing Communications
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51902
Sample Questions
Q1) When Sarah opened her savings and checking accounts at First National Bank of Chicago,she was given a brochure entitled "How to Lose Wait" that gave her advice on how to avoid delays at the bank and listed her branch's busiest and slowest times.By giving Sarah the "How to Lose Wait" brochure,First National Bank of Chicago is ________ to match service promises with delivery.
A) Offering a service guarantee
B) Leveraging social media
C) Managing customer education
D) Managing horizontal communications
E) Using viral marketing
Q2) Which of the following is NOT a strategy a service provider would use if its goal were to manage customer expectations?
A) Create tiered-value service offerings
B) Negotiate unrealistic expectations
C) Communicate criteria for service effectiveness
D) Teach customers to avoid peak demand periods and see slow periods
E) Offer choices
Q3) What do servicescapes,personal selling and service encounters have in common?
Q4) Give three examples of external marketing communications.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Pricing of Services
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51901
Sample Questions
Q1) A day after US Airways announced its new low fares for the autumn on travel from New York (i.e.,Newark and LaGuardia Airports)to selected cities in the U.S.and Canada,American Airlines matched their fares.American Airlines is using a _____ strategy.
A) Value pricing
B) Price signaling
C) Demand-based pricing
D) Going-rate pricing
E) Price trimming
Q2) In talking to a travel agent,T.J.Matthews learned that he would have to pay the same amount of money for a three-day/two night package right outside the gates of Walt Disney World for his family of four as he would for a five-day/four-night stay at a hotel that was about fifty miles away from Walt Disney World.Matthews decided the farther hotel was a much better value.Matthews defined value as:
A) All that I get for all that I give
B) Whatever I want in a service
C) Low price
D) Reliable service
E) The quality I get for the price I pay
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 16: The Financial and Economic Impact of Service
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/51900
Sample Questions
Q1) Guests who stay at a Walt Disney World resort hotel are asked to complete a comment card when they checkout.In one section of the comment card,guests are asked if they would recommend the hotel they stayed at to a friend and if they would return to the same hotel.These two behavioral intention questions are focusing on the _____ perspective of its balanced performance scorecard.
A) Competitive
B) Customer
C) Financial
D) Innovation and learning
E) Operational
Q2) All of the following are measurement areas contained in a balanced performance scorecard EXCEPT:
A) Competitor measures
B) Customer perceptual measures
C) Financial measures
D) Innovation and learning
E) Operational measures
Q3) Defensive marketing can be used to reduce customer defection.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 18