Unit 1: Service Marketing Learning Objectives
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Questions and Answers

What is the simplest form of marketing?

  • Distributing free gifts and services only
  • Determining consumer needs and developing programs to satisfy those needs (correct)
  • Advertising products and services
  • Improving public relations only

    • Which of the following is a common myth about marketing?

  • Marketing is all about product promotion
  • Marketing involves giving free gifts and services only
  • Marketing focuses on improving public relations only
  • Marketing aims at pushing sales only (correct)

    • What does the marketer's job involve according to the text?

  • Improving public relations for hospitals
  • Distributing free gifts and services to consumers
  • Discovering consumer needs and formulating products and services to satisfy those needs (correct)
  • Advertising products and services to consumers

    • What is the main focus of marketing in hospitals according to a common myth?

    <p>Improving public relations</p> Signup and view all the answers

    In its simplest form, what does marketing involve according to the text?

    <p>Formulating products and services consumers will buy to satisfy their needs</p> Signup and view all the answers

    What is the primary role of the marketer according to the text?

    <p>Determining consumer needs and formulating products and services to satisfy those needs</p> Signup and view all the answers

    What is the central focus of marketing, as mentioned in the text?

    <p>Creating and delivering value to the customer</p> Signup and view all the answers

    According to the American Marketing Association, what is marketing responsible for?

    <p>Creating and delivering superior customer value</p> Signup and view all the answers

    When was the term 'marketing' first used to refer to what would be called sales today?

    <p>Around 1910</p> Signup and view all the answers

    What contributed to the emergence of marketing during the postwar period?

    <p>Demand for a growing array of goods and services by newly empowered consumers</p> Signup and view all the answers

    According to Philip Kotler, what is marketing an art and a science of?

    <p>Creating, delivering, and communicating superior customer value</p> Signup and view all the answers

    According to the Institute Of Marketing, what is marketing responsible for?

    <p>Creating value for customers and capturing value in return</p> Signup and view all the answers

    What does marketing deal with according to the text?

    <p>Understanding who is your customer</p> Signup and view all the answers

    What does marketing emphasize on according to the text?

    <p>Identifying, anticipating, and satisfying customer's requirements profitably</p> Signup and view all the answers

    What is the GAP Model used for in the context of healthcare marketing?

    <p>Measuring the gap between customer expectations and perceptions of service quality</p> Signup and view all the answers

    What is the main purpose of the SERVQUAL Model in healthcare marketing?

    <p>To assess service quality based on customer expectations and perceptions</p> Signup and view all the answers

    What is the focus of developing a comprehensive marketing plan for hospitals and the healthcare industry?

    <p>To create a strategic approach to promoting healthcare services</p> Signup and view all the answers

    Why is healthcare marketing considered different from marketing in other industries?

    <p>Due to the highly specialized nature of healthcare services</p> Signup and view all the answers

    What are hospitals encouraged to focus on, according to the text, for improving service quality?

    <p>Emphasizing patient satisfaction and feedback systems</p> Signup and view all the answers

    What is the primary goal of customer relationship management (CRM) in healthcare marketing?

    <p>Building customer satisfaction and loyalty</p> Signup and view all the answers

    What is one of the elements that dominate the health care delivery system?

    <p>Primary health care</p> Signup and view all the answers

    What is the worth of the Indian healthcare industry?

    <p>Rs. 100,000 crores</p> Signup and view all the answers

    Which industry employs about 80 lakh people directly and indirectly in India?

    <p>IT industry</p> Signup and view all the answers

    What has become a dominant feature of the healthcare industry financing?

    <p>Managed care</p> Signup and view all the answers

    What kind of information does today's consumer have better access to than ever before?

    <p>Competition information</p> Signup and view all the answers

    What does healthcare marketing strive to meet?

    <p>Needs and wants of patients</p> Signup and view all the answers

    In which setting did the delivery of care primarily shift to during the last two decades?

    <p>Home-based setting</p> Signup and view all the answers

    What is a significant trend affecting society during the second half of the twentieth century?

    <p>Healthcare developments</p> Signup and view all the answers

    What is the value of revenues in the healthcare industry?

    <p>$3 trillion</p> Signup and view all the answers

    'Effective health care marketing strives to meet the needs and wants of patients by strategically planning and executing processes based on the analysis of products, services, pricing, location, methods of promotion, and more.' What is an example of the strategic planning mentioned in this sentence?

    <p>Analysis of products</p> Signup and view all the answers

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