specialized Health Care MBA program

Part I: Essay Questions (40%) Chapters 7, 8, 9, 10 (pp. 220-224), 12, 13, 14 (15 & 17 not on exam)
Please answer all essay questions in a full and complete manner (1/2 to 1 full page answers for each
question). All answers must be typed and submitted at the time of our final exam (0% if late). Answers
must be in your own words unless providing footnotes and quotation marks.

1. Describe how one would use the 5 step marketing research process to analyze how

effective or ineffective a new specialized Health Care MBA program is likely to be for
University of Massachusetts Boston.
2. Compare market segmentation with product positioning.
3. Compare and contrast:
a. Product items;
b. Product lines;
c. Product Mixes.
4. Compare traditional marketing channels, electronic marketing channels and the
different types and vertical marketing channels.

5. Explain how the wl’ieel_of retailing works. And, describe the retail life cycle.

6. Compare and contrast one way and two way communication.

7. How is today’s integrated marketing communication efforts different from advertising

and promotional efforts from decades ago? °-E
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