Question 1

The marketing mix of an organization is:

Accepted Answer

A)   an individualized blend of tactics used to achieve goals.
B)   guidelines that outline plans to market specific services.
C)   patient education materials that also highlight services.
D)   various television commercials used to advertise goods.E) C) and D)
F) A) and D)

Question 2

Marketing mix from a seller's point of view includes:

Accepted Answer

A)   client service, charges, comfort, and connecting.
B)   customer solution, cost, convenience, and communication.
C)   patient, physicians, perfection, and publicity.
D)   product, price, place, and promotion.E) B) and C)
F) All of the above

Question 3

Which of the following phrases best describes the focus of health care marketing?

Accepted Answer

A)   Delivery of high-quality patient care
B)   Pursuing a high level of patient satisfaction
C)   Recruitment and retention of nurses
D)   Creating and delivering superior customer valueE) B) and D)
F) A) and B) D

Question 4

What are the overarching goals of marketing? (Select all that apply.)

Accepted Answer

A)   Attracting new customers
B)   Satisfying customer needs and wants
C)   Growing current customers
D)   Creative advertising techniques
E)   Delivering something of valueF) A) and C)
G) A) and D)

Question 5

Which of the following marketing strategies are examples of niche marketing? (Select all that apply.)

Accepted Answer

A)   Full-service community hospital
B)   Children's hospital
C)   Center for bariatric excellence
D)   University hospital
E)   Cancer specialty centerF) C) and E)
G) None of the above B, C, E

Question 6

The process of obtaining and analyzing data, which will be used to refine strategic or operational plans, is known as market:

Accepted Answer

A)   exchange.
B)   mix.
C)   research.
D)   study.E) None of the above
F) A) and D)

Question 7

The primary hospital _____ is the care that is delivered by nursing staff.

Accepted Answer

A)   product
B)   price
C)   place
D)   promotionE) All of the above
F) A) and D)

Question 8

Nursing leaders and managers participate in marketing by promoting the value nursing brings to the organization. This level of market planning is:

Accepted Answer

A)   corporate strategic planning.
B)   strategic marketing.
C)   strategic service.
D)   marketing management.E) A) and B)
F) A) and C)

Question 9

A patient with pulmonary fibrosis is visiting a large metropolitan institution for treatment of her disease. An employee with a wheelchair and tank of oxygen greets her at the door and gives her instructions on how to find the pulmonology clinic. This is an example of:

Accepted Answer

A)   client courtesy.
B)   patient-centeredness.
C)   patient advocacy.
D)   strategic service.E) A) and B)
F) C) and D)

Question 10

What unique challenges in the health care setting can be promoted through marketing? (Select all that apply.)

Accepted Answer

A)   High-quality patient-centered care
B)   Hospital mortality rates
C)   Design of a healthy work environment
D)   Hiring and retention of new graduate nurses
E)   Practices aimed at patient satisfactionF) All of the above
G) A) and B)

Question 11

What terms are considered to be the four As that influence a buyer's decision to purchase a product or service? (Select all that apply.)

Accepted Answer

A)   Acceptability
B)   Accreditation
C)   Affordability
D)   Accessibility
E)   AwarenessF) B) and E)
G) A) and B)

Question 12

Which model of patient care is based on a strong philosophy of patient-centeredness?

Accepted Answer

A)   TJC
B)   Thomson Reuters
C)   Beacon
D)   PlanetreeE) A) and B)
F) A) and D)

Question 13

A patient calls into the customer service department to complain about the long wait times she experienced in the emergency department. She feels that her charges were excessive compared with the time that it took to receive attention. What is the primary focus of her complaint?

Accepted Answer

A)   Product
B)   Place
C)   Price
D)   PromotionE) A) and C)
F) All of the above

Question 14

What are four critical concepts that are essential to understanding and becoming fluent in the language of marketing? (Select all that apply.)

Accepted Answer

A)   Segmentation and targeting clarify how customers will be served.
B)   Segmentation breaks down the mass market into submarkets.
C)   Targeting takes into account the whole market that can be considered in terms of smaller market segments.
D)   Differentiation calls for the creation of superior value.
E)   Positioning the product is completed in a manner where customers perceive it to be distinctive and desirable.F) A) and E)
G) B) and E)

Question 15

Target audiences for health care organizations are:

Accepted Answer

A)   nurses and physicians.
B)   clients, physicians, payer, and employees.
C)   regulatory agencies such as The Joint Commission (TJ
C)   and the Centers for Medicare & Medicaid Services (CMS) .
D)   insurance companies.E) B) and C)
F) A) and B) B

Question 16

Hospitals in recent years have become more motivated to focus their marketing strategies on patient care excellence. What are some of the drivers of this focus? (Select all that apply.)

Accepted Answer

A)   Heightened patient scrutiny
B)   Heightened media scrutiny
C)   Organizational transparency about error reporting
D)   Frequent media accounts of medical errors
E)   Increased litigationF) A) and D)
G) B) and D)

Question 17

A registered nurse wants to start a primary care clinic in a rural area. Determining the segment of the population that is most likely to use her business is important to consider before she establishes her clinic. This is an example of:

Accepted Answer

A)   positioning.
B)   targeting.
C)   competition.
D)   marketing.E) B) and D)
F) A) and D)

Question 18

The presence of _____ on the hospital's website will promote nursing to current staff and prospective new hires.

Accepted Answer

A)   distinctions
B)   nursing
C)   physicians
D)   servicesE) A) and D)
F) A) and C)

Question 19

Which of the following distinctions may be utilized in the marketing of a health care organization? (Select all that apply.)

Accepted Answer

A)   TJC accreditation for meeting performance standards
B)   Malcolm Baldridge National Quality Award for performance excellence
C)   Beacon Award for Excellence in critical care nursing
D)   Truven Health Analytics 100 Top Hospitals Award
E)   Four-star ranking on internal surveyF) C) and D)
G) None of the above

Question 20

How is the business of health care different from the practice of health care? (Select all that apply.)

Accepted Answer

A)   The practice of health care is an exchange relationship.
B)   The business of health care is transactional.
C)   The business of health care is based on mutual caring and support.
D)   The practice of health care is based on trade for mutual benefit.
E)   The practice of health care is like a communal relationship.F) All of the above
G) None of the above

Exam 27: Marketing

The marketing mix of an organization is:

Correct AnswerverifiedShow Answer

Marketing mix from a seller's point of view includes:

Correct AnswerverifiedShow Answer

Which of the following phrases best describes the focus of health care marketing?

Correct AnswerverifiedD

What are the overarching goals of marketing? (Select all that apply.)

Correct AnswerverifiedShow Answer

Which of the following marketing strategies are examples of niche marketing? (Select all that apply.)

Correct AnswerverifiedB, C, E

The process of obtaining and analyzing data, which will be used to refine strategic or operational plans, is known as market:

Correct AnswerverifiedShow Answer

The primary hospital _____ is the care that is delivered by nursing staff.

Correct AnswerverifiedShow Answer

Nursing leaders and managers participate in marketing by promoting the value nursing brings to the organization. This level of market planning is:

Correct AnswerverifiedShow Answer

A patient with pulmonary fibrosis is visiting a large metropolitan institution for treatment of her disease. An employee with a wheelchair and tank of oxygen greets her at the door and gives her instructions on how to find the pulmonology clinic. This is an example of:

Correct AnswerverifiedShow Answer

What unique challenges in the health care setting can be promoted through marketing? (Select all that apply.)

Correct AnswerverifiedShow Answer

What terms are considered to be the four As that influence a buyer's decision to purchase a product or service? (Select all that apply.)

Correct AnswerverifiedShow Answer

Which model of patient care is based on a strong philosophy of patient-centeredness?

Correct AnswerverifiedShow Answer

A patient calls into the customer service department to complain about the long wait times she experienced in the emergency department. She feels that her charges were excessive compared with the time that it took to receive attention. What is the primary focus of her complaint?

Correct AnswerverifiedShow Answer

What are four critical concepts that are essential to understanding and becoming fluent in the language of marketing? (Select all that apply.)

Correct AnswerverifiedShow Answer

Target audiences for health care organizations are:

Correct AnswerverifiedB

Hospitals in recent years have become more motivated to focus their marketing strategies on patient care excellence. What are some of the drivers of this focus? (Select all that apply.)

Correct AnswerverifiedShow Answer

A registered nurse wants to start a primary care clinic in a rural area. Determining the segment of the population that is most likely to use her business is important to consider before she establishes her clinic. This is an example of:

Correct AnswerverifiedShow Answer

The presence of _____ on the hospital's website will promote nursing to current staff and prospective new hires.

Correct AnswerverifiedShow Answer

Which of the following distinctions may be utilized in the marketing of a health care organization? (Select all that apply.)

Correct AnswerverifiedShow Answer

How is the business of health care different from the practice of health care? (Select all that apply.)

Correct AnswerverifiedShow Answer

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D

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B, C, E

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B

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