Mar 3712-when a primary care physician takes care




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?





4 points 

Question 3

Making a service more accessible is which value provided by an intermediary?





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?





4 points 

Question 5

A Web-based interaction with a doctor for a consult is an example of a _____ interaction.





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?


Social connection

Active participation


4 points 

Question 9

In health care, the more effective communicator has been found to be



male or female, depending on the patient’s gender.


4 points 

Question 10

In recent years, the vast majority of advertising dollars in health care was directed toward




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?





4 points 

Question 13

Which of the following is not a form of product advertising?

Help seeking




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?





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?





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


Pay for performance


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



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





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


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