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HSAD 332
Health Care Marketing
Q & A w/ Rationales
2024
- What is the definition of health-care marketing
according to Kotler and Keller (2016)?
a) The process of creating, communicating, and delivering
health-related information and interventions to consumers and other stakeholders.
b) The process of planning and executing the conception,
pricing, promotion, and distribution of health-related products and services to create exchanges that satisfy individual and organizational objectives.
c) The process of identifying, anticipating, and satisfying
the needs and wants of health-care consumers and providers through the exchange of value.
d) The process of developing and maintaining a strategic fit
between the health-care organization's goals and capabilities and its changing market opportunities.
Answer: B. This is the definition given by Kotler and
Keller (2016) in their book Marketing Management, which is widely used as a reference for health-care marketing. The other options are either too broad, too narrow, or not specific to health-care.
- What are the four Ps of the marketing mix in health-
care?
a) Product, price, place, and promotion.
b) Product, people, process, and physical evidence.
c) Product, price, positioning, and public relations.
d) Product, price, place, and policy.
Answer: A. The four Ps of the marketing mix are product,
price, place, and promotion. These are the elements that a
marketer can control to influence the demand for a health- care product or service. The other options are either not applicable to health-care or not part of the marketing mix.
- What is the difference between a market segment and a
target market in health-care marketing?
a) A market segment is a group of potential customers who
share similar characteristics, needs, or preferences, while a target market is a specific segment that a marketer chooses to focus on and serve.
b) A market segment is a group of existing customers who
have purchased or used a health-care product or service, while a target market is a group of potential customers who have not yet purchased or used it.
c) A market segment is a group of health-care providers
who offer similar products or services, while a target market is a group of health-care consumers who demand them.
d) A market segment is a group of competitors who have
similar strategies or positions in the health-care market, while a target market is a group of customers who are loyal to a particular brand or organization.
Answer: A. A market segment is a subgroup of the total
market that has common characteristics that affect their buying behavior. A target market is one or more segments that a marketer decides to pursue with a specific marketing strategy. The other options are either incorrect or confusing.
- What are the three levels of product in health-care
marketing?
a) Core product, actual product, and augmented product.
b) Generic product, branded product, and differentiated
product.
c) Tangible product, intangible product, and experiential
product.
d) Physical product, service product, and social product.
Answer: A. The three levels of product in health-care
marketing are core product, actual product, and augmented product. The core product is the fundamental benefit or solution that the customer seeks from the health-care product or service. The actual product is the specific features, design, quality, brand name, and packaging of the health-care product or service. The augmented product is the additional services or benefits that enhance the value of the core and actual product, such as warranty, delivery, installation, training, financing,
B:
Question 1:
Which of the following best represents the concept of segmentation in health-care marketing?
a) Promoting a new medication through social media
platforms
b) Tailoring health education materials to different age
groups
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