Question 1

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. 
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. B

Question 2

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 value 
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 value D

Question 3

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 center 
A)  Full-service community hospital 
B)  Children's hospital 
C)  Center for bariatric excellence 
D)  University hospital 
E)  Cancer specialty center B, C, E

Question 4

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

Accepted Answer

A)  product 
B)  price 
C)  place 
D)  promotion 
A)  product 
B)  price 
C)  place 
D)  promotion

Question 5

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)  Promotion 
A)  Product 
B)  Place 
C)  Price 
D)  Promotion

Question 6

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

Accepted Answer

A)  TJC 
B)  Thomson Reuters 
C)  Beacon 
D)  Planetree 
A)  TJC 
B)  Thomson Reuters 
C)  Beacon 
D)  Planetree

Question 7

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. 
A)  positioning. 
B)  targeting. 
C)  competition. 
D)  marketing.

Question 8

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

Question 9

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 satisfaction 
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 satisfaction

Question 10

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 survey 
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 survey

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)  Awareness 
A)  Acceptability 
B)  Accreditation 
C)  Affordability 
D)  Accessibility 
E)  Awareness

Question 12

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

Question 13

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)  services 
A)  distinctions 
B)  nursing 
C)  physicians 
D)  services

Question 14

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. 
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.

Question 15

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. 
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.

Question 16

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. 
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.

Question 17

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. 
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.

Question 18

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. 
A)  exchange. 
B)  mix. 
C)  research. 
D)  study.

Question 19

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

Question 20

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

Exam 27: Marketing

Target audiences for health care organizations are:

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

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

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

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?

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

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:

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.)

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

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

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.)

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

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

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

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

The marketing mix of an organization is:

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

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

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:

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

Leadership and Management Principles

Change and Innovation

Organizational Climate and Culture

Managerial Decision Making

Managing Time and Stress

Legal and Ethical Issues

Communication Leadership

Team Building and Working With Effective Groups

Delegation in Nursing

Power and Conflict

Workplace Diversity

Organizational Structure

Decentralization and Shared Governance

Strategic Management

Professional Practice Models

Case and Population Health Management

Evidence-Based Practice: Strategies for Nursing Leaders

Quality and Safety

Measuring and Managing Outcomes

Prevention of Workplace Violence

Confronting the Nursing Shortage

Staffing and Scheduling

Budgeting, Productivity, and Costing Out Nursing

Performance Appraisal

Emergency Management and Preparedness

Data Management and Clinical Informatics

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