Midterm HC 755 Marketing-Chapter 1 Questions
About this set
Created by:
camfay Plus on July 20, 2011
Description:
The Meaning of Marketing
Classes:
BU Health Care Marketing HC 755
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10 terms
Terms | Definitions |
|---|---|
 Describe the evolution of marketing | Production Era-focus on creating a high quality product (hospital = high quality medicien) Sales Era-focus on selling (hospital provides services, attract doctors to admit) Marketing Era-focus on customer (address consumer needs-IHS, wellness services,etc.) |
| Describe the five elements of a marketing culture. | 1) customer orientation 2) competitor orientation 3) interfunctional coordination 4) long-term focus 5) profitability |
| What type of planning process does this represent: mission and goals--strategy formulation--implementation--market | a non-marketing driven planning process as traditionally seen in a hospital. |
| Compare and contrast internal to external methodology and external to internal methodology. | Internal to external=members inside organization try to foretell or dictate what the market wants. Comes from a non-market driven planning process. External-to-internal=assess what market wants, then the organization responds. Minimizes probability of failure. |
| An organization must develop a marketing strategy that is sensitive to what three factors? | stakeholders, environmental factors, society at large |
| Describe the advantages and disadvantages of a product-orientated organization. | Most Common in HC-Uses strategic business units-Advantages-having someone responsible for all aspects of a product line helps to refine service area and meet needs more easily (combines services and benefits for customer) and packaging related products into service lines helps contribute to continuous planning Disadvantages-product managment structure has no direct control over many operational details, marketing inefficiency or customer resistance if all different product line reps call upon them |
| Describe the advantages of becoming a market oriented organization. | Each distinct major market has its own marketing org, ex. around its major customer groups (referral physicians, MC buyers,etc.) Advantages-focus on customers who have different buying structures and purchasing procedures so supporting marketing activities can be serviced by the manager of each major market group. |
| What are the necessary prerequisites for developing an effective marketing orientation? | pressure to be market-oriented capacity to be market-oriented a clear shared vision of the market actionable first steps |
| What is the best way to increase the effectiveness of the marketing function? | To move toward a more customer focused organizational structure. The goal is to focus on solving customers' problems rather than on products and strategic business units. In health care, to move from a transactional focus to a customer retention focus |
| Who are the three main customers in the health care industry? | corporations, MCO's, and consumers (new health insurance options like health savings accounts and accountable care systems) |
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