Homework Chapter 12
Open-Ended Questions 1. Describe how MinuteClinic puts the following promotion strategies to work for them: stressing tangible cues, using personal information sources, creating a strong organizational image, and engaging in post-purchase communication. What else could they try?

MinuteClinic has managed to implement a variety of promotional strategies along time. Within the tangible cues we can find the physical evidence of the service such as the team of experts who are the nurse practitioners and physician assistants. Also they created a children’s area during the flu crisis of Minnesota and implemented to their facilities televisions, coloring books, and videos. The personal information source in this case …show more content…
They have successfully located themselves in one of the most biggest and famous pharmacy, CVS, in the US, assuring their long run success. * Product: They have found a need and came up with a solution. By offering medical care services with standardized prices and quick assistance, MinuteClinic has accomplished success. * Promotion: they have promoted the efficiency of their workers to create a reliable and credible environment.
True or False questions 1. A key factor influencing the selection of a retail-based health clinic is convenience. T

2. The demand for health services in the United States is expected to drop off sharply within the next ten years as Baby Boomers age. F

3. Health services such as those provided by MinuteClinic tend to exhibit more experience and credence qualities than goods sold in the drugstore. T

4. MinuteClinic’s services are sold, produced, and consumed at the same time, which is an example of the heterogeneity of its services versus goods. T

5. When nurse practitioners follow up with patients with postcard surveys, telephone calls, or brochures, they are engaging in postpurchase communication. T

MULTIPLE CHOICE 1. The basic difference between