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Question 1 When a primary care physician takes care of a patient, this might be referred to as what type of channel?
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.
4 points
Question 23- The step in the sales process in which the salesperson identifies qualified prospects is referred to as
- prospecting.
- pre-approach.
- approach.
- presentation.
4 points
Question 24- Academic detailing involves
- academicians calling on practicing physicians.
- trained health care practitioners calling on physicians.
- a restriction placed on detailing by sales representatives in academic medical centers.
- the limitation of detailing by sales representatives in academic institutions unless they pre-notify the institution and call at selected hours.
4 points
Question 25- Which of the following is not a form of e-detailing?
- Virtual live e-detailing
- Online portal
- Live learning portal
- Scripted e-detailing