Questions and Answers of Essentials Of Marketing

The following list presents the alternative samples obtained by a health care market- ing research firm for its clients. Describe the type of sample each represents. (a) Ten people sitting in the
A nursing home has decided to conduct a short survey to assess whether the family. members who are responsible for an elderly resident are satisfied with the care being given. A portion of the survey
Assume that a multispecialty medical group has decided to segment the market in the community by income level. The group has decided to target a small niche of middle-aged, white-collar professionals
A women's health clinic has recognized the need to segment its market. Identify three bases by which this clinic might segment the female market, and identify the manner in which the "product" com-
A health system has established an ACO and now has assumed risk for a substantial number of patients who have been attrib- uted to this ACO. As a result it is important that the organization now
A neurology group practice recently ana- lyzed its level of patient referrals and referral sources. This analysis showed that 60% of all referrals came from 35% of all the physicians who referred to
Bethesda Hospital has recently developed an occupational medicine program. It wants to target employers in the Baltimore metropolitan area. The director of the pro- gram has a range of services
A new group of primary care physicians has decided to locate in a suburb of Wash- ington, D.C. After conducting some pri- mary market research on the area, the group's research firm has characterized
Most medical specialty groups historically have relied on primary care physician practices for referrals. At a recent society meeting, the senior partner returned with a renewed perspective in terms
For many years, health care organizations, as well as traditional businesses, have been frustrated that high customer satisfaction. scores do not necessarily lead to higher levels of profitability or
Recently, a surgical group in Manhattan posted a website that includes a page that refreshes every 10 minutes and shows how close the doctors are following their "scheduled appointment" times. In
A large 50-person multispecialty group held a semiannual retreat on a Saturday to review the group's operating progress and to assess financial targets, staffing issues, and any patient issues that
An orthopedic group in Virginia has decided to conduct a survey of referral physicians. The results, which are posted on the group's website, indicate the level of customer satisfaction. The group
A large academic medical center was interviewing candidates for the position of marketing director. One interviewee was a vice president of marketing for a large consumer food product firm. During
How would you array the following organizations in terms of the depth and breadth of their product lines: (a) a solo- practice family practitioner who does not deliver babies, (b) a multispecialty
Listed here are three different organizations at various stages of the product life cycle. Explain the strategy considerations they might undertake for the specific mar- keting mix variable listed.
An accountable care organization (ACO) is entering the Flint, Michigan, market. and is trying to generate initial demand through a series of magazine advertisements. The ACO is the first of its kind
Stanford Medical Center is a well-known and well-respected academic medical cen- ter. It has been approached by the govern- ment of Vietnam to develop an affiliation with its major national hospital
You are part of a strategic planning and marketing committee in a large health care system. You have been asked to make a presentation to the board of trustees because they are considering their
Eclypsis sells electronic health record systems. The company's marketing and sales division is having its annual meeting to set goals for the coming years. At the beginning of the meeting, they
Explain how a pharmaceutical company's pricing for a nonproprietary drug might change if the objective was (a) profitability, (b) sales volume, or (c) market share.
Two medical organizations have recently examined their cost structures. The first group is a radiology practice with a significant investment in diagnostic imaging equipment. The second group is a
A managed care organization (MCO) marketing manager reduced the MCO's premium by 10% and saw a 20% increase in the number of subscribers. He then thought that if the premium was reduced by another
Conduct a competitive analysis of two health care markets-Las Vegas and Bogota, Colombia, for plastic surgery. Examine the pricing strategy for neck-lift surgery and for eyelid procedures. Check the
An ophthalmology practice is deciding whether to offer prescription eyeglasses for sale in-house. The new service would require the training and hiring of additional personnel, inventory for glasses
Assume that in Problem 5 the total market for eyeglasses in this community is 2,400 pairs. What are the market share implications of a $100 price? A $200 price?Problem 5An ophthalmology practice is
A health club decided to offer a yearly membership. Separate fees were to be charged for nutrition counseling, tennis court usage, and aerobic instruction. How might this organization implement: (a)
A dentist in Mexico City, Mexico, has decided to target adult orthodontia patients in the Southwestern United States. He offers the Invisalign braces, invisible braces that are rather high priced
Mary Johnson recently returned from a weeklong ski vacation at Jackson Hole.. Her last ski run was a double black dia- mond that was way beyond her ability. She has injured her meniscus and needs.
In recent years, two nationally known health care providers have established satellite facilities a great distance from their main clinic locations. The Mayo Clinic of Rochester, Minnesota, has
Explain the vertical integration options. and directions for the following providers: (a) a major academic medical center such as the University of Iowa, (b) a five-person general surgery group, and
In a recent contract negotiation session between a group of physicians and a man- aged care health plan, the parties dis- agreed about the level of reimbursement. that the physicians would receive
For each of the following scenarios, describe the type of conflict that is being represented:a. Hadley Primary Care Group in John- son, Vermont, has been in the community for 35 years. The senior
Examine Figure 10-9 and explain how the community hospital in its present position. (quadrant 3) could reposition itself to quadrant 2 and to quadrant 1. Breadth of product line Broad Narrow High
Use the wheel of retailing concept to explain the evolution in market growth of a neighborhood urgent care medical center that treats minor emergencies.
After a recent presentation of health plans at her company, Julia Brouck joined ABC PPO. The next week, she made a visit to a pediatrician in the plan with her son, Arthur, and daughter, Emmy Lou.
At a local hospital, a decision was made to downsize the nursing staff. The local television station sent a reporter and camera crew to interview the administra- tor regarding the impact of this
Explain the relative emphasis that would be placed on advertising or personal selling in each of the following situations: (a) a manufacturer of an infusion pump therapy kit for use in hospitals, (b)
In recognition of the post-purchase role of promotion, what strategies would you suggest for the following: (a) a busy hos- pital emergency room, (b) an executive fitness program that provides health
View the direct-to-consumer YouTube advertisements at the following link (you will need to type this into your web browser). These contain a sample of ads for a wide array of pharmaceutical adver-
Jim Donaldson was recently hired as a sales representative for Mitleson Pharmaceutical. In his first week on the job, he is calling on a medium-sized academic medical center. His major focus is in
The University of Chicago Hospitals recently ran an advertisement in the Chicago Tribune showing an intensive care nurse employed at the hospital saying, "Personally, I'd be concerned if my health
Mary Hayes is the Director of Patient Engagement in a relatively large upper- Midwestern city. In a strategic planning i committee meeting, the marketing director had presented an overview of the
Outline the advertising copy an account- able care organization would use in advetisements that are (a) competitive, product-based, (b) pioneering institutional, and (c) reminder institutional.
Write an awareness objective for a newly formed adolescent chemical dependency program whose target market consists of judges and social workers who refer to the facility. How would this objective
Look at the Stand p to Stigma video on YouTube (www.youtube.com/watch?v =pn8p2q6WcgU). Assume you are the marketing director at the Brattleboro. Retreat, and you want to affect individuals in the
As the newly hired hospital marketing director, you have your first meeting with the administrator. "Okay," he says, "we need to advertise our physical rehabilita- tion program. I'll give you a
Recently, the physician marketing task force at State University Medical Center developed a physician referral directory and advertisement. The target was pri- mary care physicians in the region who
The director of a cardiac rehabilitation program was recently approached by a sales representative from the community newspaper selling advertising space. The sales representative underscored the
Robbinsdale Hospital is one of two hospi- tals among the six facilities in the city to have an intensive care (Level III) nursery. This facility is tailored to treat infants suf-. fering from severe
What type of sales position would you recommend for each of the following?a. A four-person gastroenterology practice that wants to maintain strong ties. to its primary care referral physiciansb. A
For each of the following sales positions, state whether an e-detailing solution is appropriate. Provide your reasoning.a. A representative of a company that sells implantable knee joints. The com-
Develop a short sales presentation about a chemical dependency program that you would make to an employee assistance professional of a large company. Show how the presentation would change using (a)
Which method of sales force organization would be most appropriate for (a) a national company that sells a computer- ized billing system for small physician manufacturer of adhe- practices and (b) a
A major tertiary care medical center has decided to establish a sales force to call on physicians practicing in the medical center's three-state region. The marketing director has classified the
A manufacturer of prosthetic devices has decided to review his company's sales com- pensation system. Historically, salespeople were paid on straight salary. Although the company has grown in recent
At a recent strategic planning retreat of a 40-person multispecialty group, the administrator made a presentation that focused on the coming year's plans to establish the organization's first two
The administrator of a small, acute care hospital is faced with his first managed care contract. He meets with representa- tives from the prepaid plan to discuss the amount to be paid to the
A large national MCO recently entered a major Southwestern metropolitan market. The managed care plan anticipated that, with an intensive advertising campaign and sales effort, it would have 75,000
After several years of spending many dol- lars on increasing the health care system's digital presence in terms of its website as well as sites on Pinterest, Facebook, and several blogs, the CEO of
The director of a large regional reference laboratory was reviewing the service's per- formance over the past year. The labora- tory had gross revenues of $3,500,000. Some of the business was to
A medical group recently conducted an advertising campaign for its new pediatric orthopedics department. After 4 weeks, a telephone survey found that 42% of the families with children under the age
Several prerequisites are necessary for marketing to occur. Identify each prerequisite in the following examples: (a) a politician running for political office, (b) a consumer seeking physical
At a hospital planning meeting, the marketing director reports on consumer interest in a women's health center.Hearing strong interest, the planning committee endorses the concept. A group of
An orthopedic group practice has decided to develop a pediatric sports medicine program.Identify potential target markets for this new service. Describe the approach the group might take to assess
In developing the new pediatric sports medicine program (described in question 3), what uncontrollable environmental factors should be considered? This group practices in a large metropolitan
A major concern for many physicians is the belief that marketing "creates" needs.Explain the complexity of this issue.Assume you have been invited to a conference and will participate in a debate on
After reviewing the volume of subscribers to the managed care plan, the executive director is dismayed. Projected enrollment is far below the forecasted level for the targeted time period. A decision
Explain the differences among existing customers, target markets, and stakeholders for an acute care county hospital.That hospital has historically taken care of those individuals who are less well
You have just been named the first-ever marketing director of the Bay Area Regional Accountable Health System. For 15 years, you served as the marketing and strategic planning director at Oakland
Facebook began as an idea for connecting students at Harvard University. A young Mark Zuckerberg, a second-year student at Harvard, developed a program that would allow students to compare pictures
Nike is an American-owned manufacturer of sports clothing, and is best-known for its sports footwear. The company has relatively few physical assets: its manufacturing is subcontracted to 140
Why should firms innovate?
Why is it important for companies to develop and maintain brands?
What are the potential problems with relationship marketing?
How would you go about establishing a code of ethics?
Marketers ignore ethics at their peril.’ Critically evaluate this notion.
Why might transaction marketing be less effective than relationship marketing in the long run for, say, a car manufacturer?
How is ‘Big Data’ changing the way organisations build customer relationships?
What reasons might a firm have for consulting environmentalists about strategy?
Why has ethics become an increasingly important consideration when developing marketing strategies and campaigns?
What factors must a marketer consider when developing a global marketing campaign?
Lush Cosmetics is a manufacturer of ethically sourced, environmentally friendly cosmetics. Based in Poole, Dorset, the company has manufacturing facilities (or ‘kitchens’ as the company calls
In a situation where supply exceeds demand, which orientation would you expect most firms to have?
Marketing is a crucial part of every business.’ Evaluate this notion.
Why might a consumer feel that paying £150 for a pair of designer jeans represents good value for money?
It is often thought that marketing has evolved over the years, through a number of orientations (production, product, sales, etc.). To what extent are these orientations valid and what might be the
What needs are met by buying fashionable clothes?
What needs might a parent meet by buying a child sweets?
Why should marketers always refer back to the consumer when making decisions?
Samsung was founded in 1938 in what is now South Korea. The company, whose name means ‘Three Stars’, was originally a simple trading company, dealing in dried fish, groceries and noodles. During
Why is the external environment impossible to control?
Critically evaluate the importance of understanding the external environment when developing a marketing campaign.
What can SWOT analysis tell a firm about its environment?
Socio-cultural change is of no importance to marketers. Evaluate this statement.
Given that businesses are made up of people, how is it that the same people are included as part of the firm's internal environment?
The exponential growth and development of technology has been instrumental in changing culture. Critically assess this notion.
Chic is a small company making mid-range leather bags for both men and women. It is based in a small town in the north-west of England. It is run by a husband and wife team. Business is doing well,
What are the most important factors making up the micro-environment?
What are the main problems faced when dealing with the macro-environment?

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