Ch4 Test Bank + Answers External Environmental Assessment - - Test Bank | Health Biz Strategy 2e Moseley by George B. Moseley. DOCX document preview.
CHAPTER 04 TEST BANK
Chapter 4. External Environmental Assessment: Market and Customers
1. Pick a health care organization with which you are familiar. It may be a health plan you belong to, a physician practice you visit, or a biotechnology business you have read about. Define its overall market – that is, the entire universe of customers who might be interested in purchasing its goods or services. Then, define at least seven meaningful segments into which that market could be divided.
2. Define the term “market segment” and explain their significance in formulating an organization’s strategies.
3. List ten variables or characteristics by which a medium-size physician group practice could divide its overall market into segments.
4. Describe five criteria that a medium-size physician group practice might use to choose which market segments on which to focus its strategies.
5. Identify five possible categories of “customer” that a medical device vendor might think about in planning strategies to increase sales of its products.
6. What is the difference between “threshold” attributes that customers value and attributes that constitute “critical success factors”?
7. Describe some techniques that a pharmaceutical company might use in learning about the qualities or attributes that customers value in its products.
8. What can an organization do with the information it acquires about customer value preferences? Describe some strategic initiatives for taking advantage of that knowledge.
9. Think about the last time you visited a physician or imagine what it would be like if you have never seen one before. On what features or aspects of the entire experience would you place the greatest value? Which elements of a visit to a doctor’s office are less important to you?
10. If the movement toward “consumer-driven health care” continues to advance, speculate on how a health plan may want to improve the way that it assesses and interacts with its market and customers.
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