HSA 358 exam 2 ACTUAL UPDATED
QUESTIONS AND CORRECT ANSWERS
Define marketing and healthcare marketing - CORRECT ANSWERS - The activity set
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners and society at large.
-the kinds of activities of firm uses to satisfy customer needs; the approaches managers pursue to
create, communicate, and deliver value in selected markets; and that means of capturing value in
return
describe marketing's unique application in healthcare - CORRECT ANSWERS -personal
and possibly life-altering products and services
-Altruistic focus
-weak consumer- driven system
-patients don't have critical information to make decisions.
Why were health care organizations slow to integrate marketing principles and practices in the
past as compared to other industries? Why has it come under scrutiny again? - CORRECT
ANSWERS Healthcare marketing was considered unethical because the concept of
marketing was considered exploitative. The stakeholders did not attach much value to marketing
and as a result, there were no books to give guidance about the same. The physicians of before
did not accept to consider healthcare as a market. Today it is still under scrutiny because there
are arguments that marketing takes away value focus.
Define customer value - CORRECT ANSWERS Value is created by meeting the needs and
demands of the customers through the delivery of cost-effective, high-quality healthcare services
that are easily accessible and meet with high patient satisfaction.
Identify and define the types of marketing in healthcare - CORRECT ANSWERS
, What is marketing's relationship with strategic planning? - CORRECT
ANSWERS Organizations can formulate an effective marketing strategy within the
context of the organizations strategic plan; the missions, vision, and value statements dictate the
broad direction for the organization
what is the role of ethics and social responsibility in creating health care marketing and digital
campaigns? - CORRECT ANSWERS Ethics tends to focus on the individual or marketing
group decision, while social responsibility takes into consideration the total effect of marketing
practices on society.
Identify and define the 3 lvls of marketing strategy - CORRECT ANSWERS Corporate
level strategy: This level answers the foundational question of what you want to achieve. Is it
growth, stability, or retrenchment?
Business unit level strategy: This level focuses on how you're going to compete. Will it be
through customer intimacy, product or service leadership, or lowest total cost? What's the
differentiation based on?
Market level strategy: This strategy level focuses on how you're going to grow. Will it be through
market penetration, market development, product or service development, or diversification?
Define health care management - CORRECT ANSWERS the efforts involved in planning,
directing, and coordinating nonclinical activities within health care systems, organizations, and
networks.
Define market - CORRECT ANSWERS a group of buyers and sellers of a particular good
or service
What is segmentation, target and positioning? - CORRECT ANSWERS -process of
dividing the total market into groups or segments that have relatively similar needs for products
and services
-Targeting
Choosing market using concentration strategy or multi-segment strategy
-the various techniques used by health care organizations to position the brand image and
offerings in the mind of the target market
QUESTIONS AND CORRECT ANSWERS
Define marketing and healthcare marketing - CORRECT ANSWERS - The activity set
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners and society at large.
-the kinds of activities of firm uses to satisfy customer needs; the approaches managers pursue to
create, communicate, and deliver value in selected markets; and that means of capturing value in
return
describe marketing's unique application in healthcare - CORRECT ANSWERS -personal
and possibly life-altering products and services
-Altruistic focus
-weak consumer- driven system
-patients don't have critical information to make decisions.
Why were health care organizations slow to integrate marketing principles and practices in the
past as compared to other industries? Why has it come under scrutiny again? - CORRECT
ANSWERS Healthcare marketing was considered unethical because the concept of
marketing was considered exploitative. The stakeholders did not attach much value to marketing
and as a result, there were no books to give guidance about the same. The physicians of before
did not accept to consider healthcare as a market. Today it is still under scrutiny because there
are arguments that marketing takes away value focus.
Define customer value - CORRECT ANSWERS Value is created by meeting the needs and
demands of the customers through the delivery of cost-effective, high-quality healthcare services
that are easily accessible and meet with high patient satisfaction.
Identify and define the types of marketing in healthcare - CORRECT ANSWERS
, What is marketing's relationship with strategic planning? - CORRECT
ANSWERS Organizations can formulate an effective marketing strategy within the
context of the organizations strategic plan; the missions, vision, and value statements dictate the
broad direction for the organization
what is the role of ethics and social responsibility in creating health care marketing and digital
campaigns? - CORRECT ANSWERS Ethics tends to focus on the individual or marketing
group decision, while social responsibility takes into consideration the total effect of marketing
practices on society.
Identify and define the 3 lvls of marketing strategy - CORRECT ANSWERS Corporate
level strategy: This level answers the foundational question of what you want to achieve. Is it
growth, stability, or retrenchment?
Business unit level strategy: This level focuses on how you're going to compete. Will it be
through customer intimacy, product or service leadership, or lowest total cost? What's the
differentiation based on?
Market level strategy: This strategy level focuses on how you're going to grow. Will it be through
market penetration, market development, product or service development, or diversification?
Define health care management - CORRECT ANSWERS the efforts involved in planning,
directing, and coordinating nonclinical activities within health care systems, organizations, and
networks.
Define market - CORRECT ANSWERS a group of buyers and sellers of a particular good
or service
What is segmentation, target and positioning? - CORRECT ANSWERS -process of
dividing the total market into groups or segments that have relatively similar needs for products
and services
-Targeting
Choosing market using concentration strategy or multi-segment strategy
-the various techniques used by health care organizations to position the brand image and
offerings in the mind of the target market
