4 Written Questions
3 Multiple Choice Questions
- 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.
- 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.)
- 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.
3 True/False Questions
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
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.
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