Deck 27: Marketing

Question 1

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

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.

Answer 1

product, price, place, and promotion.

Question 2

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:

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

Answer 2

customer-centeredness.

Question 3

Which of the following phrases best describes the concept of marketing?

A) Advertising a product or good
B) Number of products sold in 1 year
C) Purchasing of goods and services
D) Stimulating and meeting consumer demand

Answer 3

Stimulating and meeting consumer demand

Question 4

A local hospital advertises an emergency department waiting time of 10 minutes or less. This advertising takes into account the marketing:

A) exchange.
B) mix.
C) orientation.
D) strategy.

Question 5

Nursing leadership and management implications in marketing include being able to articulate clearly the value of the nursing product to:

A) clients.
B) nurses.
C) other health care providers.
D) the entire community.

Question 6

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?

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

Question 7

Key customers for nurses are:

A) centralized pharmacists, laboratory technicians, and pathologists.
B) clients, physicians, and the employing organization.
C) nurse's aides, human resources recruiters, and dietary workers.
D) respiratory therapists, oxygen distributors, and scrub technologists.

Question 8

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

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

Question 9

A registered nurse wants to start a clinic for the underserved in a rural area. Determining the number of clients who are available to be seen and the number of facilities that are currently seeing these types of clients is important to consider before she establishes her clinic. This is an example of measuring the:

A) demographic base.
B) market share.
C) potential clientele.
D) uninsured population.

Question 10

Which of the following accurately reflect the needs of nurses when considering employment within an organization (select all that apply)?

A) Competitive salary
B) Continuing education for competency
C) Uniform allowances
D) Access to evidence-based practice guidelines
E) Flexible work hours

Question 11

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

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

Question 12

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

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

Question 13

How are services differentiated from products (select all that apply)?

A) Services can be stored for later use.
B) Service denotes action.
C) Services are tangible items.
D) Services result in the ownership of something.
E) A product may be an idea, a good, a service, or a combination.

Question 14

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

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

Question 15

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:

A) competitive hourly reimbursement for services.
B) profitability margins and payer ratios.
C) receipt of nationally recognized awards.
D) vacation and holiday benefits.

Question 16

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

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 17

The marketing mix of an organization is:

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 18

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

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

Question 19

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?

A) Segmentation
B) Targeting
C) Product differentiation
D) Positioning

Question 20

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

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

Question 21

A nurse leader is attempting to attract experienced nurses to her unit. Which of the following marketing strategies should she use (select all that apply)?

A) Disciplinary actions
B) Professional development opportunities
C) Workplace fun
D) Shared governance
E) Physician champions

Question 22

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)?

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 23

What are some important variables that are used in patient satisfaction scores, according to the Pulse Report (select all that apply)?

A) Response to concerns and complaints made during the hospital stay
B) Courtesy of the doctors
C) Quality of the food
D) Promptness in responding to the call button
E) How well the nurses kept patients informed

Question 24

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

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 25

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

A) Customer needs and wants
B) Certification of product
C) Cost
D) Convenience
E) Communication

Question 26

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

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) Thomson Reuters 100 Top Hospitals Award
E) Four-star ranking on internal survey