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 the interview, the interviewee was asked what skills he had for the position. He responded, "I've sold products all my life and have been successful. Marketing a food product is no different than marketing a hotel, airline, or hospital."

1. Is this view naïve? Why or why not?
2. How is health care marketing similar to marketing other products or services?
3. How is it different?