Deck 1: The Meaning of Marketing

Question 1

The sequence of the market-driven planning approach can best be summarized as:

A) inside to outside to inside.
B) outside to inside.
C) inside to outside to outside.
D) outside to inside to outside.

Answer 1

D

Question 2

In a market-driven planning approach, market research occurs at what two points in the process?

A) Mission review and pretest
B) Needs assessment and pretest
C) Needs assessment and strategy formulation
D) Market research is an ongoing process in a market-driven approach.

Answer 2

B

Question 3

A nonmarket-driven planning approach can best be described as:

A) external to internal to external.
B) internal to external.
C) external to internal.
D) bilateral.

Answer 3

B

Question 4

In a market-driven planning approach, the differential advantage is determined:

A) by the planning committee.
B) by strategy formulation.
C) in the pretest stage.
D) by market research.

Question 5

In which stage of marketing evolution is the primary goal to ensure that the market recognizes the high-quality services an organization provides that provide great value to the community?

A) Sales
B) Quality
C) Production
D) Marketing

Question 6

How does the market-driven approach help minimize costs?

A) The organization only surveys a limited number of consumers.
B) The organization ensures that few people are allowed to sell their ideas internally.
C) It does not minimize costs due to the large financial investment in market research.
D) The organization does not spend resources on services that are not likely succeed.

Question 7

A good target market is one that:

A) is as heterogeneous as possible.
B) is as large as possible.
C) contains a lot of young and older consumers who can be a broad patient base.
D) is as homogeneous as possible.

Question 8

Which of the following is the most challenging stakeholder group for an organization to identify?

A) Functional
B) Normative
C) Diffused
D) Enabling

Question 9

Groups that provide necessary infrastructure, such as the media, but that do not engage in transactions with an organization are considered:

A) tertiary stakeholders.
B) external stakeholders.
C) constituent stakeholders.
D) secondary stakeholders.

Question 10

What is a major disadvantage when hospitals organize in a product line management approach?

A) The product line manager cannot focus on the planning as well as the operations.
B) The product line manager must supervise the staff and develop marketing plans at the same time.
C) Budget responsibilities often take the focus away from marketing strategy.
D) The product line manager has no direct operational control over how the service is delivered.

Question 11

In a clinical co-management structure, a hospital contracts with a group of physicians to provide daily management for an inpatient or outpatient component of a particular service line. What is the benefit of this type of structure?

A) Hospitals have physicians in place to provide the particular clinical service.
B) It helps to reduce clinical costs.
C) It solves the challenge of aligning physicians with organizational goals.
D) It helps reduce clinical costs and also solves the challenge of aligning physicians with organizational goals.

Question 12

A hospital that develops a structure that is organized around referral physicians, corporations, and employee assistance personnel:

A) has a customer-focused design.
B) is a market-oriented organization.
C) is a corporate organization.
D) is a multitiered organization.

Question 13

What is one of the hallmarks of a market-driven culture?

A) It tends to focus on the employees.
B) There is an awareness of the competition.
C) Data drives all decisions.
D) All of these are correct.

Question 14

An engaged customer offers multiple benefits to an organization. Which of the following is not a benefit?
Referring other prospects to the organization
Engaging in fewer online searches for other providers of similar services
C) Encouraging others to buy from the organization
D) Providing feedback to the organization

Question 15

In the relationship paradigm versus the traditional marketing paradigm, the sales focus is on:

A) clinical skills versus process skills.
B) exceeding expectations versus meeting expectations.
C) customer retention versus the individual sale.
D) clinical efficiency versus seamless service.

Question 16

Some marketing experts have suggested that there is a fifth P to marketing, which is:

A) People.
B) Public relations.
C) Productivity.
D) Any of these could be considered a fifth P.