Podcast
Questions and Answers
Indirect costs are those that cannot be tied to any patient care service line.
Indirect costs are those that cannot be tied to any patient care service line.
True
Volume variance is the difference between targeted and actual performance levels of a service.
Volume variance is the difference between targeted and actual performance levels of a service.
False
In a full costing approach, direct and variable costs are assigned to the service unit.
In a full costing approach, direct and variable costs are assigned to the service unit.
False
The media effectiveness ratio is a reflection of the number of people aware of the product or service in the total population.
The media effectiveness ratio is a reflection of the number of people aware of the product or service in the total population.
Signup and view all the answers
The service effectiveness ratio relates to whether the strategy drove a certain number of people to trial.
The service effectiveness ratio relates to whether the strategy drove a certain number of people to trial.
Signup and view all the answers
Organizations are finding it more difficult to track digital expenditures than traditional media expenditures.
Organizations are finding it more difficult to track digital expenditures than traditional media expenditures.
Signup and view all the answers
Inbound marketing efforts must be tracked along the two dimensions of source and flow.
Inbound marketing efforts must be tracked along the two dimensions of source and flow.
Signup and view all the answers
The volume of mentions of a brand in the digital environment is referred to as hits.
The volume of mentions of a brand in the digital environment is referred to as hits.
Signup and view all the answers
Engagement occurs when an individual takes some action beyond just reading a posting or a web page on the healthcare institution's website.
Engagement occurs when an individual takes some action beyond just reading a posting or a web page on the healthcare institution's website.
Signup and view all the answers
To be influential on social networks, a person must talk about the health system and influence many others.
To be influential on social networks, a person must talk about the health system and influence many others.
Signup and view all the answers
An effective marketing evaluation system should have more depth than breadth in terms of its components.
An effective marketing evaluation system should have more depth than breadth in terms of its components.
Signup and view all the answers
Healthcare organizations should conduct a marketing audit prior to hiring a marketing director.
Healthcare organizations should conduct a marketing audit prior to hiring a marketing director.
Signup and view all the answers
A major advantage of the percentage variable contribution margin (PVCM) approach over a full cost approach is that it allows a marketer to:
A major advantage of the percentage variable contribution margin (PVCM) approach over a full cost approach is that it allows a marketer to:
Signup and view all the answers
Comparing actual performance to pre-established targets is referred to as:
Comparing actual performance to pre-established targets is referred to as:
Signup and view all the answers
Volume variance is an examination of the:
Volume variance is an examination of the:
Signup and view all the answers
A company analyzes its data and assesses that because of price increases in some products, customers shifted their product purchases to products that differed from what was originally forecasted. Ultimately, the products that were purchased had lower margins. As a result, the company experienced lower end-of-the-year profitability. What type of analysis is this?
A company analyzes its data and assesses that because of price increases in some products, customers shifted their product purchases to products that differed from what was originally forecasted. Ultimately, the products that were purchased had lower margins. As a result, the company experienced lower end-of-the-year profitability. What type of analysis is this?
Signup and view all the answers
Before allocating dollars to a particular project, most organizations will:
Before allocating dollars to a particular project, most organizations will:
Signup and view all the answers
Sales force control is often easier than other aspects of marketing because:
Sales force control is often easier than other aspects of marketing because:
Signup and view all the answers
Which type of sales position often requires input within the evaluation process with feedback from the customer?
Which type of sales position often requires input within the evaluation process with feedback from the customer?
Signup and view all the answers
The sales/expense ratio is a useful metric for assessing salesperson performance because:
The sales/expense ratio is a useful metric for assessing salesperson performance because:
Signup and view all the answers
Monitoring advertising is easy if:
Monitoring advertising is easy if:
Signup and view all the answers
In the share of voice metric, a marketer considers:
In the share of voice metric, a marketer considers:
Signup and view all the answers
The consumer's share of voice resulting from experience originates from which source?
The consumer's share of voice resulting from experience originates from which source?
Signup and view all the answers
Network centrality theory suggests which of the following?
Network centrality theory suggests which of the following?
Signup and view all the answers
Bounce rate is a metric of:
Bounce rate is a metric of:
Signup and view all the answers
Which of the following was not cited as an important dimension of an effective marketing evaluation system?
Which of the following was not cited as an important dimension of an effective marketing evaluation system?
Signup and view all the answers
The ability to track multiple elements of marketing investments is what dimension of a marketing evaluation system?
The ability to track multiple elements of marketing investments is what dimension of a marketing evaluation system?
Signup and view all the answers
To obtain a complete picture of the effectiveness of marketing investments, a system should have multiple measures, which implies that it should have:
To obtain a complete picture of the effectiveness of marketing investments, a system should have multiple measures, which implies that it should have:
Signup and view all the answers
On which particular dimension do consumer products companies have a distinct advantage over most hospitals and medical groups in terms of tracking the effectiveness of their marketing investments?
On which particular dimension do consumer products companies have a distinct advantage over most hospitals and medical groups in terms of tracking the effectiveness of their marketing investments?
Signup and view all the answers
Reviewing all aspects of the marketing operations is referred to as a marketing:
Reviewing all aspects of the marketing operations is referred to as a marketing:
Signup and view all the answers
Which of the following is not a purpose of the marketing audit?
Which of the following is not a purpose of the marketing audit?
Signup and view all the answers
Study Notes
True/False Questions
- Indirect costs cannot be linked to specific patient care services. (True)
- Volume variance is the difference between planned and actual service performance. (False)
- Full costing assigns direct and variable expenses to the service unit. (False)
- Media effectiveness ratio shows the number of people aware of a product. (True)
- Service effectiveness ratio indicates whether a strategy led to a certain number of trials. (False)
- Tracking digital expenses is more challenging than traditional media. (False)
- Inbound marketing should be tracked by source and flow. (True)
- Brand mentions in the digital space are known as "hits." (False)
- Engagement implies more than simply reading website content. (True)
- Influencing others is essential for website influence. (True)
- An effective marketing evaluation system should prioritize breadth over depth. (False)
- Healthcare organizations should conduct a marketing audit before hiring a marketing director. (False)
Additional Questions
- Comparing actual performance to targets is called variance analysis. (True)
- Volume variance analysis examines expected and realized sales units. (True)
- Companies experiencing lower profitability may have shifted customer purchases to products with lower margins due to price increases. (True)
- Pre-project cost allocation often involves establishing a target Return On Investment (ROI). (True)
- Sales force control is usually easier than other aspects of marketing due to direct compensation ties to performance. (True)
- Sales position input is often dependent on feedback from the customer. (True)
- Sales/expense ratio is beneficial to assess salesperson performance because it considers both inputs and outputs. (True)
- Effective advertising monitoring requires pre-campaign objectives and use of website tracking. (True)
- The share of voice metric considers mentions of a brand. (True)
- Consumer's share of voice from experience originates from various sources. (True)
- Network centrality theory indicates user influence is linked to connections and message spread. (True)
- The bounce rate is determined by users leaving the site after viewing only one page. (True)
- Evaluation system elements such as depth, breadth, and reliability are crucial for marketing investment assessment. (True)
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Test your knowledge on healthcare marketing concepts with this true/false quiz. Each question challenges your understanding of indirect costs, marketing ratios, and evaluation systems. See how well you grasp these important principles!
