lOMoAR cPSD| 47061011
Chapter 27: Marketing
Huber: Leadership & Nursing Care Management, 6th Edition
MULTIPLE CHOICE
1. Which of the following phrases best describes the focus of health care marketing?
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
ANS: D
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.
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
2. 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.
ANS: A
Marketing mix is the individual blend of tools and tactics used to achieve the goals of an
organization.
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
3. 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: a. product.
b. selling.
c. marketing.
d. holistic.
ANS: C
, lOMoAR cPSD| 47061011
Marketing orientation is an organizational culture that assumes the customer’s needs and
wants should determine the quality, price, and availability of the product.
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
4. 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: a. positioning.
b. targeting.
c. competition.
d. marketing.
ANS: B
Targeting is identifying which segment is most relevant or presents the greatest opportunity
for a given business (Kotler & Keller, 2016).
DIF: Cognitive Level: Apply (Application) TOP: Nursing Process: Planning
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
5. 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.
ANS: C
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).
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
6. Target audiences for health care organizations are:
a. nurses and physicians.
b. clients, physicians, payer, and employees.
c. regulatory agencies such as The Joint Commission (TJC) and the Centers for Medicare &
Medicaid Services (CMS).
d. insurance companies.
Chapter 27: Marketing
Huber: Leadership & Nursing Care Management, 6th Edition
MULTIPLE CHOICE
1. Which of the following phrases best describes the focus of health care marketing?
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
ANS: D
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.
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
2. 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.
ANS: A
Marketing mix is the individual blend of tools and tactics used to achieve the goals of an
organization.
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
3. 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: a. product.
b. selling.
c. marketing.
d. holistic.
ANS: C
, lOMoAR cPSD| 47061011
Marketing orientation is an organizational culture that assumes the customer’s needs and
wants should determine the quality, price, and availability of the product.
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
4. 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: a. positioning.
b. targeting.
c. competition.
d. marketing.
ANS: B
Targeting is identifying which segment is most relevant or presents the greatest opportunity
for a given business (Kotler & Keller, 2016).
DIF: Cognitive Level: Apply (Application) TOP: Nursing Process: Planning
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
5. 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.
ANS: C
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).
DIF: Cognitive Level: Remember (Knowledge)
TOP: Nursing Process: Assessment
MSC: Client Needs: Safe and Effective Care Environment: Management of Care
6. Target audiences for health care organizations are:
a. nurses and physicians.
b. clients, physicians, payer, and employees.
c. regulatory agencies such as The Joint Commission (TJC) and the Centers for Medicare &
Medicaid Services (CMS).
d. insurance companies.
