intermediaries between
Question
Question 1
When a primary care physician takes care of a patient, this might be referred to as what type of channel?
A simple channel
A unilevel channel
A direct channel
A noncomplex channel
4 points
Question 2
When there are several intermediaries between the producer and the ultimate consumer, this is referred to as which type of channel?
Indirect
Complex
Multilevel
Multiorganizational
4 points
Question 3
Making a service more accessible is which value provided by an intermediary?
Time
Possession
Place
Form
4 points
Question 4
When pharmaceutical companies keep durable medical equipment inventory for when it is needed by the patient, they are providing which utility?
Time
Possession
Place
Form
4 points
Question 5
A Web-based interaction with a doctor for a consult is an example of a _____ interaction.
synchronous
indirect
direct
asynchronous
4 points
Question 6
The source in the communication process is
the entity that receives the message.
the entity in the channel that facilitates the delivery of the message.
often the entity that causes the noise.
the sender of the message.
4 points
Question 7
Source credibility is whether
the message can be believed.
there is a sufficient trust in the message that is communicated.
the sender has trust, knowledge, or expertise.
the receiver has the knowledge or believability to receive the information.
4 points
Question 8
Which of the following is not one of the attributes of today’s Web 2.0 environment?
Personalization
Social connection
Active participation
Identification
4 points
Question 9
In health care, the more effective communicator has been found to be
male.
female.
male or female, depending on the patient’s gender.
inconclusive.
4 points
Question 10
In recent years, the vast majority of advertising dollars in health care was directed toward
patients.
employers.
physicians.
third-party payers.
4 points
Question 11
The two key dimensions of advertising that distinguish it from publicity and personal selling are
mass media and paid.
nonpersonal and ongoing in messaging.
expensive and targeted.
nonpersonal and paid.
4 points
Question 12
Which form of advertising has been seen less often in health care?
Informational
Competitive
Institutional
Emotional
4 points
Question 13
Which of the following is not a form of product advertising?
Help seeking
Reminder
Competitive
Identification
4 points
Question 14
Because of the intangibility of services, the promotional challenge is to show
how they really are tangible.
the value of the savings in using the service.
the tangible benefits of the service if used.
All of these are correct.
4 points
Question 15
Which of the following is not one of the five I’sof services?
Inconsistency
Inconvenience
Intangible
Inconsistency
4 points
Question 16
In recent years, hospitals have moved to paying shift differentials for peak times in the operating room. This is an attempt to manage which of the following five I’s of services?
Inconsistency
Intangible
Inventory
Inseparability
4 points
Question 17
Compared to products, service marketing is more challenging because
services are more variable.
it is harder to see the true value in the service.
services do not contain a core value.
services are less transparent.
4 points
Question 18
Under which reimbursement system is driving for market share a primary concern, as payment is based on a volume-driven perspective?
Cost-based reimbursement
Fee-for-service
Pay for performance
Capitation
4 points
Question 19
Under which health care system does risk lie with the health care system to manage the care of the individual over the contractual period?
Cost-based reimbursement
Fee-for-service
Capitation
Pay for performance
4 points
Question 20
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
demand sensitive.
price elastic.
price inelastic.
demand insensitive.
4 points
Question 21
Technical selling is increasing among sales forces in health care companies primarily because
physicians are not well trained in how to use devices.
the technologies being introduced are ever more complex.
there is an increasing cost requiring a harder sales push to get a buyer convinced the new product is worth purchasing.
All of these are correct.
4 points
Question 22
E-detailing has come into play for many organizations because of
customers having greater use of the Internet.
the high cost of technical selling and detailing.
the greater reluctance for customers to see sales representatives in their office.
the ability to track customer response over the Web.
