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A large community hospital, River Valley, has recently begun to acquire physician practices. At issue is whether to rename each acquired practice “River Valley Associates” or to leave each name alone.

1. What are the trade-offs River Valley should consider in this decision?

A pharmaceutical company is trying to determine what pricing it will use for a nonproprietary drug.

2. Explain the pricing strategy the company could use if the objective was: (a) profitability, (b) sales volume, (c) market share.

Explain both a forward and backward vertical integration option for the following providers:

3. A major academic medical center such as the University of Iowa.

4. A five-person general surgery group.

5. A manufacturer of durable medical equipment.

In recognition of the post-purchase role of promotion, what strategies would you recommend for:

6. A busy hospital emergency room.

7. An executive fitness program that provides health screening and fitness evaluation.

8. An occupational medicine program that contracts its services to companies

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    7. Explain the vertical integration options and directions for the following providers: (a) a major academic medical center such as the University of Iowa, (b) a five-person general surgery group, and (c) a manufacturer of durable medical equipment

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