HCA chapter 4,5,6

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oscarpope
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HCA chapter 4,5,6
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2012-10-15 20:54:15
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  1. What are the 6 stages of the consumer decision making process?
    • problem recognition
    • internal research
    • external   " " "
    • alternative evluation
    • purchase
    • post-purchase evaluation
  2. WHAT IS A MAJOR POINT OF EACH STAGE?
    • CONSUMER PERCEIVES A DIFFERENCE
    • SEEKING A SOLUTION TO PERCEIVEED PROBLEM
    • SEEKING INFO FROM ONE OR MORE SOURCES
    • COMPARES VARIOUS CHOICES THAT BEST MEETS INDIVIDUALS NEEDS.
    • SELECTING ONE BRAND OR ALTERNATIVES OVER OTHERS.
    • SPENDING TIME EVALUATING THAT CHOICE
  3. TANGIBLE CRITERIA
    THE COST OF JOINING A HEALTH PLAN IN TERMS OF HOW THEY TREAT CHILDREN WITH ASTHMA OR WOMEN IN TERMS OF BREAST CANCER SCREENING
  4. INTANGIBLE CRITERIA
    OFFICE AMBIENCE, THE WAY THE PATIENT IS GREETED ( PERSONAL EXPERIENCE)
  5. WHAT IS THE IMPORTANCE OF THE POST-PURCHASE EVALUATION?
    MEASURES THE SATISFACTION OF THEIR PATIENTS OR THEIR REFERRAL SOURCES
  6. WHAT IS THE RATIONALE FOR HEALTHCARE ENTITIES TO MEASURE POST PURCHASE SATISFACTION?
    BE ABLE TO FOCUS MANAGEMENT ATTENTION ON AREAS OF SERVICE THAT NEED IMPROVEMENT.
  7. COGNITVE DISSONANCE
    WHAT OCCURS AFTER THE CHOICE IS MADE
  8. DECISION FREEDOM
    AFFECTS DICISION MAKING WHEN THE INDIVIDUAL'S CHOICE IS CONSTRAINED
  9. WHAT WILL CONSUMER DO TO RELIEVE TENSION OR ANXIETY OVER THEIR CHOICE?
    CONSUMER WILL ENGAGE IN SEARCH BEHAVIOR, IE. REINFORCE CORRECTNESS OF THEIR DECISION.
  10. INVOLVEMENT REFERS TO....
    LEVEL OF THE CONSUMERS PERSONAL INVESTMENT IN THE PURCHASE.
  11. ROUTINE DECISION MAKING INVOLVES 
    REPETITIVE PURCHASING`
  12. BRAND LOYALTY REFERS TO
    A LOYALTY DEVELOPED TO THE PROVIDER
  13. EXAMPLE OF LIMITED DECISION MAKING
    WHEN A CONSUMER BUYS OVER THE COUNTER PHARMACEUTICALS.
  14. MOTIVATION
    ENCPOMPASSES THE GOALS OR NEEDS THAT PROPEL A CONSUMER TO ACTION.
  15. HOW IS MASLOWS HIERACRCHY OF NEEDS FRAMEWORK USEFUL TO MARKETERS.
    IT IS USEFUL IN CONSIDERING THE POSITIONING OF PRODUCTS OR SERVICES.
  16. MEASURING CONSUMER ATTITUDES TOWARD A PRODUCT OR SERVICE IS ALWAYS A MEASURE OF PURCHASE INTENTION
    FALSE: NOT NECESSARILY
  17. ATTITUDE
    PRESENTS A CONSUMER'S ENDURING COGNITIVE EVALUATIONS FEELINGS, OR ACTION TENDENCIES TOWARD SOME PERSON, OBJECT OR IDEA
  18. WHAT IS LIFESTYLE?
    THE MANNER HOW PEOPLE LIVE AS DEMONSTRATED BY HOW THEY SPEND THEIR TIME, WHAT THEY THINK, AND THE INTERESTS THEY HAVE
  19. WHAT IS AN AIO (ATTITUDES, INTERESTS, OPINIONS)
    I ENJOY EXERCISING WHENEVER I GET A CHANCE.
  20. VALS ( VALUES AND LIFESTYLES) ARE CATEGORIZED INTO WHAT DISTINCT GROUPS?
    • INNOVATORS 
    • THINKERS
    • BELIEVERS
    • ACHIEVERS
    • STRIVERS
    • EXPERIENCERS
    • MAKERS AND SURVIVORS
  21. HOW HAVE VALS PROVEN TO BE USEFUL?
    FOR UNDERSTANDING CONSUMER PREFERENCES IN MEDIA ELECTRONICS, TRAVEL AND LODGING...ETC,...
  22. WHAT S PRIZM ( POTENTIAL RATING BY ZIP MARKETING
    A PROGRAM THAT EXAMINES CENSUS DATA AND CONSUMER LIFESTYLE BY ZIP CODE TO DEVELOPE A GEODEMOGRAPHIC PROFILE.
  23. WHAT IS THE FOUNDATION OF PRIZM?
    DEMOGRAPHICS COMBINED WITH CONSUMPTION
  24. PERCEPTION
    THE PROCES BY WHICH INDIVIDUALS ORGANIZE, SELECT, AND INTERPRET INFO
  25. WHAT IS PERCEIVED RISK?
    THE CONCERNS OR ANXIETIES A CONSUMER ANTICIPATES REGARDING A PRODUCT OR SERVICE PURCHASE
  26. FAMILY LIFE CYCLE
    THE TYPICAL STAGES A CONSUMER PASSES THROUGH FROM CHILDHOOD TO DEATH OF A SPOUSE
  27. WHAT ARE THE 2 DECISION MAKING PATTERNS THAT EMERGE IN FAMIIES?
    • SYNCRATIC
    • AUTONOMOUS
  28. WHAT IS THE ROLE OF THE REFERENCE GROUP.
    A GROUP THAT INFLUENCES AN INDIVIDUALS THOUGHTS OR BEHAVIOR
  29. WHAT IS MASS MARKETING
    AN APPROACH IN WHICH AN ORGANIZATION DEVELOPS ITS MARKETING MIX TO APPEALTO THE BROADCAST GROUP.
  30. WHAT IS THE UNDERLYING RATIONALE OF MASS MARKETING?
    THAT EVERYONE IN THE MARKET WANTSTHE SAME PRODUCT-DELIVERED, PRICED, AND  PROMOTED THE SAME WAY
  31. WHAT IS MARKET SEGMENTATION?
    THE PROCESS OF GROUPING INTO CLUSTERS CONSUMERS WHO HAVE SIMILAR WANTS OR NEEDS
  32. MARKETING SEGMENATION FALL INTO WHAT 2 CATEGORIES?
    • CONCENTRATION 
    • MULTISEGMENT STRATEGIES.
  33. WHAT ARE SOME BENEFITS OF SEGMENT MARKETING
    HELPS ADDRESS DIVERSITY, IDENTIFY DISTRIBUTION CHANNELS, IDENTIFY HOMOGENOUS CONCENTRATIONS
  34. CONCENTRATION STRATEGY
    TARGETING ONE SEGMENT OF THE MARKET.
  35. WHAT ARE THE 2 PROBLEM/LIMITATIONS WITH CONCENTRATION STRATEGY?
    • MAJOR FALLACY
    • REPUTATION THAT LIMITS EXPANSION
  36. WHAT IS THE NICHE STRATEGY?
    TARGETING A VERY SMALL MARKET WITH SPECIALIZED PRODUCTS OR SERVICES
  37. A STRATEGY OF ALTERING ONE OR MORE MARKETING MIX ELEMENTS TO RESPOND TO WANTS AND NEEDS
    PRODUCT DIFFERENTIATION
  38. WHAT CRITERIA SHOULD  MARKETING SELECTION BE BASED ON?
    • IDENTIFIABLE
    • ACCESSIBLE
    • INCLINATION
    • PROFITABLE 
    • DESIRABILTY
    • CONSISTENCY
    • AVAILABILITY
  39. SOCIAL AND DEMOGRAPHIC VARIABLES USED FOR MARKT SEGMENTATION
    • AGE
    • GENDER
    • ETHNICITY
  40. BLUE CROSS BLIE SHIEILD GROUPED THEIR MEMBERS INTO WHAT 3 CATEGORIES
    • THE FAITHFUL 25%
    •  THE FICKLE 13%
    • THE PRUDENT 62%
  41. COHORT
    A GROUP OF PEOPLE BOUND TOGETHER IN HISTORY BY A SET OF EVENTS
  42. HOW CAN RELATIONSHIP MARKETING BE DEFINED?
    AN ORGANIZATION'S ATTEMPT TO DEVELOP A LONG-TERM, COST EFFECTIVE LINK WITH A CUSTOMER FOR THE BENEFIT OF BOTH.
  43. WHAT IS USAGE SEGMENTATION
    GROUPING PEOPLE BASED ON PRODUCT USAGE OR PURCHASE
  44. IN RELATIONSHIP MARKETING THE FOCUS IS SHIFTED TO...
    ESTABLISHMENT OF A LONGER TERM RELATIONSHIP
  45. WHAT IS THE CORE OF AN EFFECTIVE RELATIONSHIP MARKETING STRATEGY?
    CUSTOMER RELATIONSHIP MANAGEMENT
  46. LOYALTY IS THE END STATE MARKETERS LOOK TO ACHEIVE?
    TRUE NOT SATISFACTION INTEREST OR REPEAT PURCHASE
  47. WHAT ARE THE STEPS IN CUSTOMER LOYALTY PYRAMID?
    • AWARENESS
    • INTEREST
    • EVALUATION
    • TRIAL
    • SATISFACTION
    • REPEAT PURCHASE
    • LOYALTY
  48. WHAT IS THE EQUATION OF HEALTHCARE SERVICE VALUE?
    VALUE = CLINICAL QUALITY PROVIDED+ PROCESS QUALITY- (PRICE+ SERVICE AQUISITION COST)
  49. PROCESS QUALITY
    THE EASE AT WHICH THECUSTOMER CAN ACCESS THE CLINICAL QUALITY
  50. CUSTOMER RECOVERY SYSTEM
    A SYSTEM THAT ANTICIPATES SERVICE DELIVERY FAILURES OR PROBLEMS
  51. WHAT ARE THE CRITICAL COMPONENTS FOR A SUCCESFUL CRS?
    • TRAINING
    • STANDARDS EXIST
    • EASY TO COMPLAIN TO
    • EMPLOYEES MUST SEE THEMSELVES AS PART OF THE SYSTEM
    • "     "        "BELIEVE THEY ARE PART OF THE QUALITY-CONSCIOUS ORGANIZATION
  52. WHY DO CUSTOMERS LEAVE
    • COMPLAINTS WERE NOT HANDLED
    • COMPETITION
    • RELOCATION
    • NO REASON- BENIGN NEGLECT

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