Question 1

1. Central to the definition of marketing is the focus on:

Accepted Answer

C. The consumer

Question 2

2. The four P\'s of marketing are:

Accepted Answer

B. Product, price, place, and promotion

Question 3

3. In a market driven health care organization, which service might be offered in the service line of a hospital or health system?

Accepted Answer

D. Any of these might be considered within the service mix

Question 4

4. In the non-market-driven planning process, a key step that is missing is:

Accepted Answer

B. Market research

Question 5

5. In a non-market-driven planning approach, the key challenge is to:

Accepted Answer

C. Find a market

Question 6

6. In a market driven planning approach, the differential advantage is determined by

Accepted Answer

D. Market research

Question 7

7. On of the strongest rationales for a market driven approach to planning in health care is that:

Accepted Answer

A. A market driven approach may minimize the cost of failure in the allocation of financial resource allocation decisions

Question 8

8. A hospital that develops a structure in which it is organized around referral physicans, corporations, Employee Assistance Personnel would have structured itself in:

Accepted Answer

B. A market oriented organization

Question 9

9. The advantage of a market oriented organization is to tailor the organization in light of the fact that each group of customers is:

Accepted Answer

C. Each group of customers seek solutions to specific problems rather than specific programs or products

Question 10

10. Which of the following is not a pre-requisite for marketing success:

Accepted Answer

B. Pressure to succeed

Question 11

11. A critical link in creating customer loyalty is:

Accepted Answer

D. The employee in the organization

Question 12

12. In the traditional industry structure of health care, the primary focus of marketing efforts was on the:

Accepted Answer

D. Focusing on physician relations

Question 13

13. In order to control health care costs, companies are increasingly:

Accepted Answer

A. adding medical clinics within their own facilities

Question 14

14. In the Accountable Care Organization, the system is responsible for:

Accepted Answer

C. All the medical needs

Question 15

1. In order to develop an effective strategic plan, an organization must first:

Accepted Answer

C. Define its mission

Question 16

2. The tone for an organization and the broad set of directions set by:

Accepted Answer

D. The mission statement

Question 17

3. Which of the following criteria is not a barrier to entry:

Accepted Answer

D. All of the above are potential barriers to entry

Question 18

4. Two multi-specialty groups are direct competitors in the same community. Both groups recruit board certified physicians in their specialties and tout that fact within their advertising and on the web site. Neither group has been above to gain a significant advantage over the other group with this recruiting strategy. Why is this approach failing?

Accepted Answer

C. Since both groups have the same in terms of being board certified it is not unique.

Question 19

5. A unique source of a differential advantage for health care organizations is:

Accepted Answer

B. Trust

Question 20

6. The principal/ agent relationship states that:

Accepted Answer

C. One person trusts another to make their decisions in their best interests and not exploit their vulnerabilities

Question 21

7. Which of the following sources of a differential advantage is most susceptible to being impacted by technology?

Accepted Answer

B. Cost

Question 22

8. Invisible value may be best defined as:

Accepted Answer

C. The value that a producer builds into a product or service that the customer cannot see

Question 23

9. Trying to increase sales of present services within existing markets that the organization already serves is an example of which type of growth strategy:

Accepted Answer

B. Market penetration

Question 24

10. In a market development strategy the organization attempts to:

Accepted Answer

A. Increase sales of existing products or services in new markets

Question 25

11. Johns Hopkins a major academic tertiary facility in the United States manes the Al Corniche Hospital in Abu Dhabi. This strategy is an example of :

Accepted Answer

D. A market development strategy

Question 26

12. Scott ; White Clinic in Texas has developed their own insurance product similar to Aultman Hospital in Canton, Ohio. Both of these organizations have decided to pursue a strategy of:

Accepted Answer

C. Product development

Question 27

13. When growth in existing markets are slow or regulatory changes make it risky to remain in existing markets, organizations tend to pursue which of the following growth strategies:

Accepted Answer

A. Diversification

Question 28

14. The University of Pittsburgh Medical Center developed a joint agreement with Italian officials to develop a research institute. This approach is an example which type of growth strategy.

Accepted Answer

D. Diversification

Question 29

15. Strategic alliances in which both corporate entities hold an equity position are:

Accepted Answer

D. Are defined as joint venture businesses

Question 30

16. When there is a weak fit between a core business and a particular business line, organizations will typically follow what particular strategy?

Accepted Answer

B. The organization will attempt to divest the weak line

Question 31

17. Increasingly many hospitals are facing the decisions to close obstetrical programs due to declining volume in their particular market areas. This was the decision faced by Sentara at one their hospitals in the Hampton, Virginia region. When a decision such as this is made it reflects which of the following type of strategy?

Accepted Answer

C. Retrenchment

Question 32

18. Mass marketing is when an organization decides to treat the entire market as:

Accepted Answer

C. A group of patients who want to purchase the same services

Question 33

19. Boutique medical practices in which patients pay a significant amount of dollars up front to ensure they have personalized concierge service with their doctor is an example of a:

Accepted Answer

C. Market concentration strategy

Question 34

20. In health care it has been found that hospitals with higher profitability tend to be those with:

Accepted Answer

B. Higher market share

Question 35

1. When price levels rise faster than income:

Accepted Answer

C. It is referred to as inflation

Question 36

2. Compared to other western economies, the United States, spends:

Accepted Answer

A. Over 50% more on health care on a per capita basis

Question 37

3. Consumer income is composed of:

Accepted Answer

D. Gross, discretionary, and disposable income

Question 38

4. The amount of money a consumer has left after paying for food, clothing and shelter is referred to as:

Accepted Answer

D. Disposable

Question 39

5. Discretionary income is the money a consumer has left after paying for:

Accepted Answer

B. Income left after paying for taxes and necessities

Question 40

6. The U.S population in terms of age is becoming significantly:

Accepted Answer

A. Older

Question 41

7. The traditional family unit of a man and a woman being responsible for one or more children has changed significantly in the United States. Today\'s family unit may more like be represented by a:

Accepted Answer

C. Single parent households or couples without children

Question 42

8. The largest minority group in the United States is now:

Accepted Answer

A. Hispanic

Question 43

9. Because of the greater diversity in the United States, health care organizations have responded with the recognition of:

Accepted Answer

B. Sensitizing staff in cultural competencies

Question 44

10. Women are increasingly entering the health professions and the percentage of women entering nursing schools is:

Accepted Answer

C. Has been decreasing as women have turned to medical and dental school

Question 45

11. It has been hypothesized that one of the major reasons older people\'s use of CAM tends to decline with age may be that:

Accepted Answer

D. The Federal Government does not reimburse for CAM under Medicare except for chiropractic care.

Question 46

12. A competitive environment in which every provider or company has the same service or product is defined as:

Accepted Answer

B. Pure competition

Question 47

13. There is a community where there are many primary care practices and they all have similar office hours and the same service mix. The people in the community are mostly employed by two major employers who offer high deductible health plans. Thus, the people pay a large portion of their health care costs for the first $5000 or $10,000. Small price changes might lead to consumers shifting from one primary care practice to another. This competitive situation would be described as:

Accepted Answer

C. Monopolistic competition

Question 48

14. In a major metropolitan area there are two major academic centers that have formed large health systems in the past five years. There is one other additional major hospital in the community. While there are some small local hospitals, these three provider organizations are the major provider entities. This competitive environment would be described as a(n):

Accepted Answer

B. Oligopoly

Question 49

15. When examining the trend within the U.S. acute care hospital industry the past twenty five plus years has seen:

Accepted Answer

D. Hospital inpatient days have steadily declined

Question 50

16. Aligned providers following clinical protocols and a health care entity responsible for a health population describes a:

Accepted Answer

A. Accountable Care Organization

Question 51

17. Medical tourism refers to the growing trend of:

Accepted Answer

C. Individuals who visit foreign destinations for medical care

Question 52

18. Contracts or contracts that prevent or inhibit competition are prohibited under the:

Accepted Answer

A. Sherman Anti-trust Act

Question 53

19. When the Federal Government issued their report in 2004 entitled \"Improving Health Care Competition\" a key conclusion was:

Accepted Answer

D. When there was less health care competition, health care prices tended to be higher

Question 54

20. When a company\'s name is declared generic, the company now.

Accepted Answer

C. The company loses all proprietary right to the name as it applies to the product class

Question 55

21. Different prices can be offered to different buyers providing:

Accepted Answer

B. There is a cost difference to serve each buyer

Question 56

22. A supplier of syringes to a hospital is talking to a particular hospital material manager. He says, \"I can give you a good deal on these syringes but in order to do so you must also buy these needles from me.\" This statement has just violated which law:

Accepted Answer

B. Clayton Act

Question 57

23. Marketers may most be affected by HIPAA compliance in the area of:

Accepted Answer

A. Database management

Question 58

24. Under HIPPAA which communication is allowed without patient approval?

Accepted Answer

A. Communication regarding services describing the patient\'s individual\'s treatment

Question 59

1. The stage where the consumer perceives a difference between the desired state and the desired state is:

Accepted Answer

B. Problem recognition

Question 60

2. Which of the following is not a stage in the consumer decision making process?

Accepted Answer

A. Problem evaluation

Question 61

3. In what type of industries is the internal search process often sufficient for the consumer to move on to the purchase stage:

Accepted Answer

D. Products that are frequently purchased

Question 62

4. Which of the following is not used in the stage of external search?

Accepted Answer

D. All can be used

Question 63

5. Angie\'s list now provides a rating service for physicians. This type of information can potentially help consumers in which stage of the consumer decision making process?

Accepted Answer

A. External search

Question 64

6. In assessing post purchase satisfaction, health care organizations should measure two elements:

Accepted Answer

A. Importance of each service element and expectation with the service element

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