Question 1

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

Price is described as the amount of money customers pay to obtain the product. Customers consider the cost in terms of reasonableness. However, in a broader sense, cost is more than the money that is exchanged. Customers place value on products and services not only according to financial issues, but also according to psychosocial and emotional concerns.

Question 2

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

Accepted Answer

Planetree is a designation that differentiates a hospital on the basis of excellence in patient- and person-centered care. The Planetree philosophy reveals a simple view of what it means to be patient-centered: "Care should be organized first and foremost around the needs of patients."

Question 3

Target audiences for health care organizations are:

Accepted Answer

Clients, physicians, payers, and the employees are the target audiences for health care organizations.

Question 4

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

Accepted Answer

The focus in health care marketing is not only on developing a brand and attracting customers but also on "creating and delivering superior customer value." More simply, marketing is focused on establishing customer relationships and satisfying customer needs and wants.

Question 5

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

Accepted Answer

Nursing executive leadership generally would be involved in corporate strategic planning and strategic marketing. Nurse leaders and managers then implement corporate strategies at the marketing management level by promoting the value nursing brings to the organization and managing the implementation of the marketing mix.

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

Market research applies a scientific approach to ascertain insights in and information about customers and potential target markets. Steps in this approach begin with defining the problem and research objectives, proceeding to data collection and analysis, and ending with interpretation of findings relevant to a specific marketing situation or decision making (Kotler & Keller, 2016).

Question 7

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

Accepted Answer

Product, price, place, and promotion are the four Ps of the marketing mix that apply to the seller.

Question 8

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

Attributes in patient-centeredness include patient satisfaction, the patient experience of care, patient engagement, and shared decision making.

Question 9

Nurses and other health care professionals tend to gravitate toward hospitals that showcase the positive aspects of the hospital to differentiate themselves from their competitors. Some of the most enticing marketing plans include showcasing:

Accepted Answer

Receipt of nationally recognized awards such as the American Nurses Credentialing Center Magnet Recognition Program or the marketing of high accreditation scores from The Joint Commission (TJC) often is used as part of a marketing plan to differentiate hospitals from their competitors. This tends to attract nurses, physicians, patients, and other health care professionals.

Question 10

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

Accepted Answer

Expectations and satisfaction depend significantly on the quality of the relationship between the brand and its customers. Social psychologists describe two broad categories of human relationships: exchange relationships in which we trade for mutual benefit and communal relationships, which are based on mutual caring and support (Barro, 2015). Health care is caught between these two kinds of relationships. In its strictest sense, the business of health care is transactional and is an exchange relationship. However, the practice of health care is more like a communal relationship.

Question 11

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

Accepted Answer

Advertising messages (promotion) about nurses and nursing care can reinforce a positive image of nursing to internal and external markets. One opportunity for promotion of nursing to all markets is to have a nursing focus on the hospital's website. Nurse leaders can ensure the promotion of nursing and nursing roles in as many venues as possible to communicate the importance of nursing, nursing practice, or nursing care to potential target markets (Ten Hoeve et al., 2014; Walker, 2014).

Question 12

A hospital organizational culture that assumes customer needs and wants should determine the quality, price, and availability of a product. This type of orientation is:

Accepted Answer

Marketing orientation is an organizational culture that assumes the customer's needs and wants should determine the quality, price, and availability of the product.

Question 13

What value propositions are important to offer when nurse leaders market to increase nursing retention and recruitment? (Select all that apply.)

Accepted Answer

When considering nurse retention and recruitment, leaders consider what value proposition (product) the nursing department or unit offers to nurses. Highlighting department or unit characteristics deemed important, such as shared governance and professional development opportunities, provides details about the product. Leaders can give attention to the unit (place) where nurses provide service. Consideration of the physical layout and whether the unit design is conducive to an efficient and effective work flow is important. Nurse leaders can ensure that nurse salaries are competitive and that nurses do not feel underpaid and undervalued (Evans, 2013).

Question 14

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

Accepted Answer

Not only are nurses at the center of care delivery, but nurse leaders are accountable for the workforce who provide that service. Marketing initiatives that focus on care delivery, customer satisfaction, and recruitment and retention of the nursing workforce are not uncommon in hospitals. Marketing initiatives can be designed and implemented to help meet the challenges of the delivery of high-quality patient-centered care; recruitment and retention of a culturally diverse, competent workforce; promotion of a positive and inspiring image of nursing; design of a healthy work environment; and practices to satisfy patients and improve outcomes.

Question 15

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

Accepted Answer

The primary hospital product is the care delivered by nurses. A product is the basis of any business and is the focus of exchange between the provider and customer.

Question 16

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

Targeting is identifying which segment is most relevant or presents the greatest opportunity for a given business (Kotler & Keller, 2016).

Question 17

A center of excellence for geriatric care is put in place in a large retirement community. This is an example of which of the following marketing concepts?

Accepted Answer

Product differentiation occurs when the market offers to create superior customer value.

Question 18

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

Accepted Answer

Marketing strategy is based on how target markets are defined. Markets are both broad and narrow. Niche marketing is a narrower view and focuses on capturing a small but important part of the market. A children's hospital and those specializing in bariatrics or cancer treatment are considered to be targeting very specific customers.

Question 19

The marketing mix of an organization is:

Accepted Answer

Marketing mix is the individual blend of tools and tactics used to achieve the goals of an organization.

Question 20

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

Accepted Answer

Marketing goals are incorporated in the organizational strategic plan. These goals focus on satisfying and creating value with respect to customers. They also may be focused on attracting new customers or increasing volume to enhance financial viability. Nursing is affected by such strategies and also can have an impact on goal achievement.

Quiz 27: Marketing