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Questions and Answers
The controllable factors in strategic marketing consist of the Four Ps: Product, Price, Place, and Promotion.
The controllable factors in strategic marketing consist of the Four Ps: Product, Price, Place, and Promotion.
True
Economic and technological factors are considered controllable factors in strategic marketing.
Economic and technological factors are considered controllable factors in strategic marketing.
False
Health care marketing management focuses solely on consumer behavior.
Health care marketing management focuses solely on consumer behavior.
False
Segmentation refers to the process of choosing specific market segments to target.
Segmentation refers to the process of choosing specific market segments to target.
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A marketing plan is a written document that guides marketing initiatives over a short-term basis.
A marketing plan is a written document that guides marketing initiatives over a short-term basis.
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Social marketing aims to influence behavioral change to promote public health benefits for society.
Social marketing aims to influence behavioral change to promote public health benefits for society.
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Cause-related marketing connects a non-profit organization with a for-profit company to benefit society.
Cause-related marketing connects a non-profit organization with a for-profit company to benefit society.
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Marketing existed in health care before the 1980s.
Marketing existed in health care before the 1980s.
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The American Marketing Association defines marketing as a set of activities aimed at creating value for various stakeholders.
The American Marketing Association defines marketing as a set of activities aimed at creating value for various stakeholders.
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A market-oriented organization focuses on short-term customer relationships for better performance.
A market-oriented organization focuses on short-term customer relationships for better performance.
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Strategic management and health care marketing are connected by their critical link in organizational success.
Strategic management and health care marketing are connected by their critical link in organizational success.
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The decision-maker, ultimate consumer, and payer can all be considered customers in health care.
The decision-maker, ultimate consumer, and payer can all be considered customers in health care.
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Marketing mix is irrelevant to health care marketing strategies.
Marketing mix is irrelevant to health care marketing strategies.
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Health care managers can ignore ethics when creating marketing strategies.
Health care managers can ignore ethics when creating marketing strategies.
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Consumer behavior does not play a role in the marketing management process in health care.
Consumer behavior does not play a role in the marketing management process in health care.
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Study Notes
Chapter 6: Healthcare Marketing
- Healthcare marketing is a critical management function in healthcare organizations.
- Marketing involves creating, communicating, and delivering value to customers.
- Marketing is a process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
- Market-oriented healthcare organizations focus on creating long-term relationships with customers to ensure superior performance.
- Strategic marketing in healthcare involves strategic planning, market analysis, and the implementation of a marketing plan.
Chapter Objectives
- Define marketing and the progression of becoming a market-oriented organization.
- Explain the link between strategic management and healthcare marketing.
- Explain the major marketing management functions.
- Define marketing terms (segmentation, target marketing, marketing mix, positioning).
- Evaluate consumer behavior in healthcare and differentiate marketing approaches.
- Explain how healthcare managers can integrate ethics and social responsibility into their marketing strategies.
- Create marketing tactics, including social media use, aligned with organizational goals.
Key Concepts
- Strategic marketing is a critical process in healthcare.
- Marketing is a critical management function for organizations.
- Managers use various approaches to create, communicate, and deliver value to customers.
- Marketing mix and marketing plan are essential components of healthcare marketing.
Who is the Customer?
- The customer is the purchaser of products, services, and ideas.
- In healthcare, the customer can be the decision-maker, ultimate consumer, or payer.
Historical Perspective
- Before the 1980s marketing did not exist in the healthcare sector.
- Historical reasons question the ethics, consumer-driven nature, and potential demand creation aspects of marketing in healthcare.
What is Marketing?
- The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What is Marketing (Cont'd.)
- Marketing plays a central role in satisfying customer needs.
- Marketing activities center on building a sustainable value-driven system for customers, stakeholders, and society.
- Market-oriented organizations focus on creating long-term customer relationships.
Strategic Marketing Factors
- Controllable factors (the four Ps): product, price, place (distribution), and promotion.
- Uncontrollable external factors: political, economic, social and cultural, technological, regulatory, and competitive forces.
Key Stakeholders (and Uncontrollable Environment)
- Key stakeholders in healthcare include customers, board of directors, suppliers, physicians, employers and society at large.
- Uncontrollable factors include political, economic, social, cultural, technological, regulatory and competitive ones.
Strategic Marketing Strategy Process Framework
- The framework shows how organization purpose, industry analysis, and core strategy combine with target market analysis and competitive positioning to form objectives and differential advantage.
- A continual implementation and evaluation process leads to continuous improvement and optimal marketing mix development.
Marketing Management
- Healthcare marketing management is the art and science of selecting target markets, creating communicating, and delivering value to customers to provide sustainable and differentiated competition.
Segmentation, Targeting, and Positioning (STP)
- Segmentation divides the market into groups with similar needs for products and services.
- Targeting involves choosing a market strategy (concentration or multisegment).
- Positioning is the process of creating and maintaining an image for the brand in the minds of target customers.
Organizational vs. Consumer Focus
- Organizational behavior focuses on organizational buyers, such as employers.
- Consumer behavior involves decisions related to acquiring, consuming, and disposing of goods, services, time, and ideas (like choosing a surgeon).
Marketing Plan
- A written document that guides marketing initiatives.
- A part of a broader strategic plan with a long-term horizon.
- Includes specific tactics to achieve short-term goals.
- Typically developed annually or biannually.
Social Marketing and Cause-Related Marketing
- Social marketing applies commercial marketing principles to influence behavior changes, often related to public health.
- Cause-related marketing connects a for-profit company's offerings to a societal issue to enhance brand image and profits.
Ethics and Social Responsibility
- Healthcare marketing should consider outcomes at three levels: individual, organizational, and societal.
- What is the moral responsibility of the healthcare manager in their marketing efforts.
A Sampling of Research Sources
- This provides a brief list of potential resources for more detailed research on healthcare marketing topics in detail.
Conclusion
- Healthcare marketing builds mutually beneficial relationships to deliver value to customers.
- Healthcare managers should leverage expertise from marketing specialists, strategic planners, advertising agencies, public relations firms, and other consultants.
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Description
This quiz covers the essential concepts of healthcare marketing as outlined in Chapter 6. It delves into the importance of strategic planning, market analysis, and understanding consumer behavior to foster long-term relationships in a healthcare context. Test your knowledge on key marketing terms and the functions of marketing management.
