Healthcare Marketing Practice Exam
Course Introduction
Healthcare Marketing explores the unique challenges and strategies involved in marketing within the healthcare industry. This course covers fundamental marketing concepts as they pertain to healthcare products, services, and organizations, including hospitals, clinics, pharmaceutical companies, and public health institutions. Students will analyze the regulatory, ethical, and cultural considerations inherent to healthcare marketing, and examine consumer behavior, branding, market research, digital marketing, and relationship management. Through case studies and practical assignments, students learn how to develop effective marketing plans that address the needs of diverse patient populations while adhering to industry regulations and promoting health outcomes.
Recommended Textbook
Services Marketing Concepts Strategies and Cases 5th Edition by K. Douglas Hoffman
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Page 2
Chapter 1: An Introduction to Services
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Sample Questions
Q1) General Motors,the manufacturing giant's,largest supplier is:
A)Blue Cross-Blue Shield Insurance
B)GMAC Financing
C)a parts supplier
D)a legal firm
E)a trucking company
Answer: A
Q2) According to the servuction model,factors that influence the customer's service experience include all of the following except:
A)price.
B)contact personnel/service providers.
C)other customers.
D)servicescape.
E)organization and systems.
Answer: A
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Page 3
Chapter 2: The Services Sector: Supersectors and Ethical
Considerations
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Sample Questions
Q1) All of the following are beliefs of materialismic snobs except:
A)only manufacturing can create real wealth.
B)all nonmanufacturing sectors of the economy are parasitic and/or inconsequential.
C)without manufacturing,there will be little for people to service.
D)the continued shift to a service economy will jeopardize the American way of life.
E)the increase in service jobs will increase the standard of living in the United States.
Answer: E
Q2) Formal standards of conduct that assist in defining proper organizational behavior are called:
A)a code of ethics.
B)standards of conduct.
C)employee socialization.
D)rules for ethical conduct.
E)conduct regulations.
Answer: A
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Page 4
Chapter 3: Fundamental Differences Between Goods and Services
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Sample Questions
Q1) A perishability-related strategy that increases the supply of services by forming a co-op with other service providers is referred to as:
A)complimentary service sharing.
B)capacity sharing.
C)expansion preparation.
D)third-party utilization.
E)nonpeak demand development.
Answer: B
Q2) The demand strategy in which service providers utilize their downtime by marketing to different segments with different demand patterns is associated with which of the following:
A)the use of creative pricing strategies
B)the use of reservation systems
C)capacity sharing
D)developing complementary services
E)developing nonpeak demand
Answer: E
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Page 5
Chapter 4: Serviced Consumer Behavior
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Sample Questions
Q1) During the evaluation of alternatives stage,consumers sometimes rely on their "gut-level feelings." This type of decision making is called:
A)the lexicographic approach.
B)a systematic evaluation.
C)a nonsystematic evaluation.
D)the linear compensatory evaluation.
E)the evoked set approach.
Q2) Explain why consumers of services tend to be more brand loyal.
Q3) The reason services have few search attributes is primarily attributed to:
A)inseparability.
B)heterogeneity.
C)intangibility.
D)perishability.
E)nonstandardization.
Q4) Describe models that attempt to explain the consumer's postpurchase evaluation.
Q5) Discuss the special considerations about services during the prepurchase stage of the consumer decision process.
Q6) Discuss the special considerations about services during the postchoice stage of the consumer decision process.
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Chapter 5: The Service Delivery Process
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Sample Questions
Q1) Strategies to increase the efficiency of service operations include all of the following except:
A)buffering.
B)smoothing.
C)anticipating.
D)rationing.
E)allocating.
Q2) Refer to Exhibit 5-1.What is the process time for Counter E?
A)10 seconds
B)15 seconds
C)20 seconds
D)30 seconds
E)60 seconds
Q3) Customers ultimately determine:
A)the type of demand.
B)the levels of marketing effectiveness and operational efficiency.
C)the cycle of demand.
D)the length of the service experience.
E)all of the these.
Q4) Discuss the strategies available for new service development.
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Chapter 6: The Pricing of Services
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Sample Questions
Q1) The pricing strategy that is a form of relationship pricing is:
A)activity-based costing.
B)price bundling.
C)benefit-driven pricing.
D)flat-rate pricing.
E)efficiency pricing.
Q2) Total customer cost consists of all of the following components except _____ cost.
A)monetary
B)social
C)time
D)psychic
E)energy
Q3) Costs that are planned and are accrued during the operating period regardless of the level of production and sales are called _____ costs.
A)fixed
B)direct variable
C)average
D)marginal
E)future
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Page 8
Chapter 7: Developing the Service Communication Strategy
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Sample Questions
Q1) Service staff who are required to deal with customers quickly and effectively in "once only" situations where large numbers of customers are present are considered:
A)type 1 service staff.
B)type 2 service staff.
C)type 3 service staff.
D)type 4 service staff.
E)type 5 service staff.
Q2) Which of the following is NOT a recommended guideline for developing service communications?
A)Tangibilize the intangible.
B)Promise what is possible.
C)Reduce consumer fears about variation in performance.
D)Make the service more abstract.
E)Feature the working relationship between provider and customer.
Q3) What conflicts often arise in turning professional service providers into proactive marketing personnel?
Q4) Discuss the special challenges of professional service providers.
Q5) Discuss the steps necessary to manage the firm's service communication strategy effectively.
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Chapter 8: Managing the Firms Physical Evidence
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Sample Questions
Q1) A(n) ____ is the customer's composite of mental images of the service firm's physical facilities.
A)internal response moderator
B)perceived servicescape
C)cognitive response
D)emotional response
E)physiological response
Q2) Which of the following is NOT an advantage of requiring employees to wear uniforms?
A)Uniforms identify the firm's personnel.
B)Uniforms help in controlling deviant members.
C)Uniforms provide price expectations to customers.
D)Uniforms imply a coherent group structure.
E)Uniforms present a physical symbol that embodies the group's ideals and attributes.
Q3) Discuss the physical environmental dimensions of the servicescapes model.
Q4) One of the primary roles of a service firm's physical evidence is to package the service.Explain the managerial implications of "packaging the service."
Q5) List the stages of a servicescape development plan.
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Chapter 9: People As Strategy: Managing Service Employees
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Sample Questions
Q1) Initially,bank tellers were uncomfortable with their new task of selling services to customers.They viewed themselves as bank tellers and not salespersons.This is an example of which type of conflict?
A)precise-duty conflict
B)channel conflict
C)organization/client conflict
D)inter-client conflict
E)person/role conflict
Q2) Which of the following is a type of conflict experienced by boundary-spanning personnel?
A)precise-duty conflict
B)channel conflict
C)organization/client conflict
D)inter-client conflict
E)organization/client and inter-client
Q3) Discuss the methods in which marketing can reduce the sources of conflict felt by its employees.
Q4) Discuss the customer profiles developed to assist customer contact personnel in dealing with "customers from hell."
11
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Chapter 10: People As Strategy: Managing Service Customers
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Sample Questions
Q1) Discuss the old and new models for the end-to-end process of taking an airline trip.
Q2) Which of the following 15-minute waits likely feels the shortest?
A)A man waits in line at the bank.
B)A group of friends chat while waiting to be allowed into the theater.
C)A woman waits for the doctor to come into the examining room.
D)A teen waits for test results.
E)A driver waits in a traffic jam.
Q3) A useful metaphor for the service encounter is that of a(n):
A)theatrical drama.
B)medical practice.
C)college admission.
D)amusement park.
E)fencing duel.
Q4) An individual who has expertise in the choice process of buying is called a(n):
A)expert customer.
B)expert consumer.
C)novice consumer.
D)novice customer.
E)consumer performer.
Page 12
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Chapter 11: Defining and Measuring Customer Satisfaction
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Sample Questions
Q1) Which of the following are service quality measures?
A)customer satisfaction
B)desired service
C)perceived service superiority
D)perceived service adequacy
E)perceived service superiority and perceived service adequacy
Q2) Discuss the benefits of customer satisfaction surveys.
Q3) The primary contribution of Babich's customer satisfaction models is that it stresses the importance of knowing _____ satisfaction ratings.
A)customer
B)supplier
C)employee
D)competitor
E)stock holder
Q4) Identify 5 common criticisms of customer satisfaction research.
Q5) What factors should be considered before a firm allocates resources towards improving its customer satisfaction ratings?
Q6) What are the drawbacks of listening to customers and assessing customer satisfaction?
Page 13
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Chapter 12: Defining and Measuring Service Quality
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Q1) ____ is an attitude formed by a long-term,overall evaluation of a firm's performance.
A)Customer satisfaction
B)Negative disconfirmation
C)Positive disconfirmation
D)Service quality
E)Customer retention
Q2) Explain why the productivity of education and government services is notoriously difficult to measure.
Q3) Management's inability to translate what consumers want into a written business plan will increase the size of the _____ gap.
A)knowledge
B)standards
C)delivery
D)communications
E)confirmation
Q4) Provide a brief description for each of the five gaps within the conceptual model of service quality.
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Chapter 13: Complaint and Service Recovery Management
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Sample Questions
Q1) a customer who locks himself out of his hotel room
A)core service failures
B)failures relating to customerneeds and requests
C)failures relating to unprompted/unsolicited employee actions
Q2) ____ refers to the situation in which the customer rates performance higher if a failure occurs and the contact personnel successfully recover from it than if the service had been delivered correctly the first time.
A)Service recovery paradox
B)Service recovery
C)Critical incident
D)Moment of truth
E)The critical incident technique
Q3) ____ complaints are registered for the expressed purpose of altering an undesirable state of affairs.
A)Ostensive
B)Instrumental
C)Reflexive
D)Noninstrumental
E)Critical
Q4) Discuss the reasons many customers never complain.
Page 15
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Chapter 14: Customer Loyalty and Retention
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Q1) Define the concepts and explain the relationship between customer loyalty and customer retention.
Q2) Discuss the concepts of frequency marketing,relationship marketing,and aftermarketing.
Q3) ____ refers to focusing the firm's marketing efforts toward the existing customer base.
A)Customer retention
B)Frequency marketing
C)Aftermarketing
D)Relationship marketing
E)Conquest marketing
Q4) Experts in the area of guarantees believe that guarantees are most effective for professional service providers under which of the following conditions?
A)Prices are high.
B)The costs of a negative outcome are high.
C)Buyer resistance is high.
D)Brand recognition is difficult to achieve.
E)All of these conditions apply.
Q5) Under what conditions is it no longer worthwhile to keep a customer?
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Chapter 15: Pulling the Pieces Together: Creating a World
Class Service Culture
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Sample Questions
Q1) Discuss the importance of internal logics.
Q2) Within the industrial management model,firms focus on:
A)operations and management.
B)customers satisfaction and sustainable profits.
C)customer expectations.
D)revenues and operating costs.
E)marketing and production.
Q3) Each department within an organization is driven by its own internal logic.Which of the following statements most accurately reflects operations logic?
A)Cost reduction can be obtained through mass production.
B)"Families" of personnel should reinforce one another on the job.
C)Personnel should be able to break organization rules in the context of serving the customer.
D)Customers should be provided with options that enable them to meet their individual needs.
E)Recruiting and training are essential in developing existing personnel.
Q4) Discuss the importance of organizational culture
Q5) Discuss the major objectives of a service audit.
Q6) Discuss the concept of seamlessness.
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