All Matches

Solution Library

Expert Answer

Textbooks

Search Textbook questions, tutors and Books

Oops, something went wrong!

Change your search query and then try again

Result Not Found

Books FREE
Tutors
Study Help
Hire a Tutor
AI Study Help New

Search
Sign In
Register

study help
business
strategic marketing

Questions and Answers of Strategic Marketing

3. Hospital media advertising spending in Boston had traditionally been low compared with other markets. From 2005 to 2006, however, it jumped 68 percent.Assume that you are a Boston hospital
2. A pediatric patient has tragically died at a medical center due to an administrative mistake. As the director of public relations for the medical center, what recommendations do you have for how
1. Many physicians think that “marketing” is another word for advertising or sales.They can react negatively to all three words in the context of health care. How would you open the mind of a
6. How can the organization develop an effective integrated marketing communications program?
5. What are the major communication tools making up the communications mix?
4. What are the alternative methods of setting the communications budget?
3. What are the eight major steps in developing effective communications?
2. What are the major elements making up the marketing communications process?
4. Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors, but your vice president of marketing has recommended adding a direct
3. You are the marketing vice president for an excellent hospital in India that is targeting U.S. and European patients. You understand that it is imperative to have a distribution plan that takes
2. The number of retail store-based basic primary care clinics is increasing. This health care distribution innovation is simple, and there are low barriers of entry into this market. Why was this
1. Critics of rising health care costs often criticize the large number of channel intermediaries, claiming they cause higher prices for goods and services. Do intermediaries increase or reduce the
5. How should channels be integrated and channel conflict managed?
3. How should effective health care delivery channels be designed?
2. What functions and flow are performed by marketing channels?
3. Pharmaceutical companies have received negative publicity for setting the prices of their medicines for life-threatening diseases as much as twenty or more times the cost of production. Luxury
2. Academic medical centers often compete with neighboring community hospitals for routine patient care services. What price-quality assumptions about health services do consumers make in deciding
1. You are the chief marketing officer of a market-leading, nonprofit health plan.The CFO and the head of risk assessment think that premium prices should be increased, but you want to first examine
6. What influence do government and private payers have on pricing decisions?
5. How should an organization respond to a competitor’s price change?
4. When should an organization initiate a price change?
3. How should prices be adapted to meet varying circumstances and opportunities?
2. What are the different methods and seven steps for setting an initial price for a product or service?
1. How do health care consumers, providers, and companies process and evaluate prices?
4. You are working in the marketing department of a health plan that seeks to increase penetration in the Hispanic market segment. You need to decide if it would be better to market a new line under
3. Brands can clearly indicate to their target markets that they are in a particular category. Explain three ways in which they accomplish this goal and provide examples for a business-to-consumer
2. Health information systems companies have earned a reputation for marketing new products that do not always perform as promised. Would you classify this perception as new product failure? Why or
1. A hospital introduced an annual health testing service geared to executives. How can the hospital marketer identify the four PLC stages for this product line as it evolves? What would be the signs
■ It should be distinctive. Example: Aircast, a manufacturer of orthopedic support supplies.
■ It should be easy to pronounce, recognize, and remember. Example: BluePerks, the health service discount program from Blue Cross Blue Shield of Tennessee.
■ It should suggest product qualities. Example: HealthStream Express, an online training solution designed to meet the needs of smaller health care organizations.
■ It should suggest something about the product’s benefits. Example: Hemopure, a human blood substitute from Biopure, a company that manufactures artificial blood.
■ Will the new product deliver the expected sales volume, sales growth, and profit?
■ Does the company have the necessary know-how and capital to develop, produce, and launch it?
■ Can it be distinctively advertised?
■ Would it offer superior value?
■ Does the product meet a need? If so, how well?
4. What are the main stages of the product life cycle and how do they help management understand the behavior of health care products and services over time?
3. How can a company build a strong brand around its offering?
2. What are the nine steps in effectively developing and launching a new product?
1. Why is it important to develop new health care products in spite of the risks?
4. Research studies show that surgery patients in rooms with much natural light require less pain medication and have drug costs 21 percent less than for equally ill patients assigned to darker
3. When drug maker GlaxoSmithKline PLC launched Requip for restless-legs syndrome, few consumers had heard of the problem, and some physicians were skeptical that it even existed. Despite these
2. The basic, expected, augmented, and potential product levels revolve around a core product benefit. You are advising a family medicine physician on making his practice market-driven. Develop a
1. Marketers who specialize in health care services often consider service marketing to be fundamentally different from product marketing. Marketers who specialize in health care products take
4. How can a health care organization differentiate and market its service offerings?
3. What are the major tools for distinguishing your product offerings from competitor offerings?
2. How can a health care organization build and manage its product mix and product lines?
1. What are the differentiating characteristics of products and services?
4. A group of community-based physicians competes with an academic medical center (AMC) in the same market to offer endoscopy services. The physician group charges patients and third-party payers
3. All six hospitals in a major market use the benefit of “high-quality care” as the basis of their positioning strategy. As a new marketing consultant to one of these hospitals, what other
2. Clinipace, a small clinical software company, wants to choose a major pharmaceutical company to sell its software. What criteria might Clinipace use to choose a Fortune 500 company to initially
1. The CEO of your medical transcription service company feels that the company sells a commodity. He believes that the only point of differentiation from competitors is price. How would you design a
5. How can the organization analyze the competitors’ strategies, objectives, strengths, and weaknesses?
4. How can an organization choose and communicate an effective positioning in the market?
3. How can an organization choose the most attractive target markets?
2. How can a health care organization divide a market into segments?
4. On-line marketing research surveys are becoming more common. What are the pros and cons of using the Web to conduct a focus group? How does the statistical validity and reliability of a
3. You are the chief marketing officer of a pharmaceutical company. Your company has received FDA approval for a new prescription-only drug to treat early signs of Alzheimer’s disease. How would
2. Senior executives may view marketing research as overly complex, too expensive, or offering no new insights. As a marketing manager, how could you structure a marketing research recommendation to
1. Popular marketing metrics such as customer acquisition, satisfaction, and retention can sometimes turn out to be poor indicators of customers’ true perceptions and, ultimately, marketing
5. How can a health care organization improve its research tools and sources?
4. What are the main methods for conducting reliable marketing research?
3. What methods can health care organizations use to gather and respond to marketing intelligence on opportunities and threats?
2. What systems help health care organizations maintain and use their internal records?
1. What are the main components of a health care marketing information system?
4. Pharmaceutical companies hire contract research organizations (CROs) to outsource portions of their clinical research functions. Many of the large “big pharma” companies prefer making provider
3. Media stories have recently focused on the obesity epidemic in the United States.If most health behavior is learned, how would you recommend that consumers learn to (a) avoid becoming obese in the
2. Most needs for health care services and products seem tied to the physiological and safety needs shown in Maslow’s hierarchy of needs pyramid. Describe the types of health care needs that could
1. The Kate B. Reynolds Foundation made a three-year grant to establish a clinic in a medically underserved, low-income neighborhood. What can be done to draw in low-income people to use this clinic,
■ “It may be the result of living a full and active life. Not everybody dies from it.”
■ “It’s too expensive to go to the doctor just to get my blood pressure checked.”
■ “Medications can have undesirable side effects.”
■ “My blood pressure varies so much, it’s probably not accurate.”
■ “My blood pressure is difficult to control.”
■ “It is hard for me to change my diet and to find the time to exercise.”
2. What are the main characteristics, roles, and stages influencing the organization’s buying process?
1. What are the main stages in the consumer buying decision process?
3. Choose a medical device, such as a home diagnostic machine, coronary artery stent, or wheelchair, and describe the industry structure using Porter’s model.
2. A competitor of your pharmaceutical company is about to launch a product that will challenge one of your very profitable medications. At a marketing strategy meeting, one colleague recommends a
1. Academic medical centers (AMCs) have in their mission statements purposes that include research, teaching, and patient care. Can you think how each component may complement and conflict with the
■ How high is the cost of switching from one supplier to another?
■ How many similar supplier competitors are there?
■ How important is the product or service that the supplier provides?
5. Goal setting must include a target time by which they must be achieved. Goals must move from abstract concepts into something more tangible. Deadlines for goal achievement can specify either a
4. Goals must be prioritized. There are three reasons for such prioritization. First, some goals are obviously more important than others. Given its mission, values, and resource constraints, an
3. Goals must be measurable. Firms must be able to assign a numerical value to achievement of milestones in order to assess whether they are being reached.For example, profitability can be evaluated
2. Goals must be clearly defined. Organizations should avoid such vague statements as “we want to be the best hospital in our area.” More clearly defined goals might be to maximize profitability
1. Goals must be clearly tied to the mission statement. For example, if a mission states that a medical group will improve quality of care as perceived by its patients, a goal should be to
4. What contents must be included in a marketing plan?
3. How can SWOT analysis and Five Forces Analysis enrich the strategic planning process?
2. What goes into conducting an environmental analysis?
1. What are the main steps in building a strategic plan for a health care organization?
3. You are a territory manager for the cardiology division of a major medical device company. You notice that among the five largest cardiology groups in your area there is a threefold difference
2. A newly popular type of insurance is a “consumer-directed health plan,” where individuals have large deductibles to encourage prudent purchasing. Who is likely to sign up for these plans? From
1. You are the marketing manager for a national laboratory that has just come out with a blood test to screen for a rare genetic disease in fetuses of pregnant women. Because the test involves
5. How do health care coverage and incidence vary geographically?
4. What are the main factors that tend to increase the demand for health care?
3. What are the main factors and forces that reduce the demand for health care?
2. How are people influenced by their personal characteristics (such as age, gender, race, income and education) in seeking health care?

Showing 1500 - 1600 of 2555

First
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Last

Services

Sitemap
Fun
Definitions
Become Tutor
Study Help Categories
Recent Questions
Expert Questions

Company Info

Security
Copyrights
Privacy Policy
Terms & Conditions
SolutionInn Fee
Scholarship

Get In Touch

About Us
Contact Us
Career
Jobs
FAQ
Campus Ambassador

Secure Payment

Download Our App

© 2024 SolutionInn. All Rights Reserved