Understanding Customer and Marketing in Health Care
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Questions and Answers

What is the definition of a customer in the context of healthcare?

  • The payer of healthcare services
  • The ultimate consumer of healthcare services
  • The decision maker of healthcare services
  • The purchaser of product, services, and ideas (correct)

What is unique about marketing in healthcare?

  • Personal and possibly life-altering products and services (correct)
  • High competition between providers
  • Patients always have critical information to make decisions
  • Strong consumer-driven system

What is the purpose of segmentation in marketing?

  • To establish a brand image
  • To divide the total market into groups (correct)
  • To differentiate offerings
  • To create a target market

What is the primary focus of organizational buying behavior?

<p>Business buyers and nonprofit organizations (A)</p> Signup and view all the answers

What is positioning in marketing?

<p>Establishing a brand image in the target market's mind (A)</p> Signup and view all the answers

What is the marketing plan in healthcare?

<p>A written document guiding marketing initiatives (C)</p> Signup and view all the answers

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