Deck 15: Controlling and Monitoring

Question 1

Indirect costs are those that cannot be tied to any patient care service line.

Answer 1

False

Question 2

In monitoring advertising, the media effectiveness ratio is a reflection of the number of people aware of the product or service in the total population.

Answer 2

True

Question 3

The service effectiveness ratio relates to whether the strategy drove a certain number of people to trial.

Answer 3

False

Question 4

Organizations are finding it more difficult to track digital expenditures than traditional media expenditures.

Question 5

Inbound marketing efforts must be tracked along the two dimensions of source and flow.

Question 6

The volume of mentions of a brand in the digital environment is referred to as hits.

Question 7

Engagement occurs when an individual takes some action beyond just reading a posting or a web page on the healthcare institution's website.

Question 8

To be influential on social networks, a person must talk about the health system and influence many others.

Question 9

An effective marketing evaluation system should have more depth than breadth in terms of its components.

Question 10

Healthcare organizations should conduct a marketing audit prior to hiring a marketing director.

Question 11

A major advantage of the percentage variable contribution margin (PVCM) approach over a full cost approach is that it allows a marketer to:

A) know the incremental value of a sale.
B) calculate the incremental value of directing additional resources to a particular service line.
C) estimate the dollars generated to overhead from one more unit of business.
D) provide an estimate of fixed costs covered and indirect costs that can be covered with one more dollar in sales gained for a unit of investment.

Question 12

Comparing actual performance to preestablished targets is referred to as:

A) comparative analysis.
B) budget scenario analysis.
C) variance analysis.
D) pre/post analysis.

Question 13

Volume variance is an examination of the:

A) difference between the number of potential customers and the number of predicted customers.
B) expected and real units of sales.
C) volume of costs and the desired unit level of costs.
D) volume of revenue relative to the volume of capacity.

Question 14

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) Net profit analysis
B) Product mix variance
C) Contribution margin variance
D) Customer mix variance

Question 15

Before allocating dollars to a particular project, most organizations will:

A) establish the project's indirect costs.
B) assume that the fixed costs are a function of the total costs and the indirect costs over time.
C) use a threshold ROI level.
D) establish a base level of utilization by the physicians.

Question 16

Sales force control is often easier than other aspects of marketing because:

A) the compensation system is often directly tied to the performance that is desired.
B) salespeople can be dismissed if their performance is unsatisfactory.
C) performance evaluations are done on salespeople.
D) All of these are correct.

Question 17

Which type of sales position often requires input within the evaluation process with feedback from the customer?

A) Technical
B) Consultative
C) Trade
D) Missionary

Question 18

The sales/expense ratio is a useful metric for assessing salesperson performance because:

A) it considers the salesperson's expenses.
B) sales are directly considered.
C) it has both an input and output measure.
D) it is a simple ratio that can be easily tracked.

Question 19

Monitoring advertising is easy if:

A) objectives are set prior to the beginning of any promotional campaign.
B) the Web is used to track the number of hits.
C) there is a direct response form used in the advertisement.
D) None of these is correct.

Question 20

In the share of voice metric, a marketer considers:

A) all mentions of the brand.
B) only positive mentions of the brand.
C) all mentions of the brand divided by negative mentions of the brand.
D) positive mentions of the brand by discrete users over the past 30 days.

Question 21

The consumer's share of voice resulting from experience originates from which source?

A) Experiential sources
B) Consequential sources
C) Intentional sources
D) All of these are correct.

Question 22

Network centrality theory suggests which of the following?

A) User engagement is central to an organization's effectiveness online.
B) Stickiness on the Web requires a high user volume.
C) The influence of a user is a function of the number of people they are connected with and their decision to spread the message.
D) The content of the hospital website must address the individual's value system.

Question 23

Bounce rate is a metric of:

A) how many users visit the website and the site is not available.
B) the number of incorrect links on a website.
C) when a user opens a single page on a website and then exits without triggering any other request to the server.
D) the number of times a website refreshes during a single user session.

Question 24

Which of the following was not cited as an important dimension of an effective marketing evaluation system?

A) Depth
B) Breadth
C) Reliability
D) Time

Question 25

The ability to track multiple elements of marketing investments is what dimension of a marketing evaluation system?

A) Depth
B) Breadth
C) Reliability
D) Time

Question 26

To obtain a complete picture of the effectiveness of marketing investments, a system should have multiple measures, which implies that it should have:

A) depth.
B) breadth.
C) reliability.
D) time.

Question 27

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?

A) Depth
B) Breadth
C) Reliability
D) Time

Question 28

Reviewing all aspects of the marketing operations is referred to as a marketing:

A) oversight.
B) assessment.
C) audit.
D) analysis.

Question 29

Which of the following is not a purpose of the marketing audit?

A) It aims for prognosis as well as diagnosis.
B) It practices preventative as well as curative marketing practices.
C) It centers on the evaluation of objectives and policies and the assumptions that underlie them.
D) All of these are correct.