Multiple choice questions:
Question 1
1 In the non-market-driven planning process, a key step that is missing is:
A Mission formulation
B Market research
C Implementation
D Strategic planning
Question 2
1 True or False? The patient is at the center of the clinical micro system approach
True
False
Question 3
1 In the traditional industry structure of health care, the primary focus of marketing efforts was on the:
A Third party payers
B Focusing on physician relations
C Controlling costs
D Investing in new technologies
Question 4
1 In order to control health care costs, companies are increasingly:
A adding medical clinics within their own facilities
B no longer providing health insurance
C deciding to become an insurance company themselves
D all of the above
Question 5
1 A critical link in creating customer loyalty is:
A The employee in the organization
B Delivering the product or service in a 24/7 fashion given today's demands on patients and consumers
C Pricing the product or service below the competitor
D Having a good product
Question 6
1 A non-market-driven planning approach can best be described as a :
A An external to internal approach
B External to internal to external approach
C A bilateral approach
D An internal to external approach
Question 7
1 In a non-market-driven planning approach, the key challenge is to:
A Find a market
B Find a differential advantage
C Form a planning committee
D Find someone to blame when the product fails
Question 8
1 True or False? The four P's of marketing are product, price, place, publicity
True
False
Question 9
1 True or False? For marketing to occur tow parties must have unfulfilled needs
True
False
Question 10
1 The advantage of a market oriented organization is to tailor the organization in light of the fact that each group of customers is:
A Each group of customers seek solutions to specific problems rather than specific programs or products
B Often geographically dispersed
C Marketing requires an orientation to markets
D Buyers want to deal with a different type of salesperson
Question 11
1 True or False? In the definition of marketing, exchange is represented by price
True
False
Question 12
1 True or False? A market driven approach guarantees success for new service introductions
True
False
Question 13
1 True or False? In the traditional paradigm, quality, cost, and service delivery are key drivers of organizational success
True
False
Question 14
1 True or False? A condition in which a patient desires something is a need
True
False
Question 15
1 True or False? Central to the definition of marketing is the organization or the company
True
False
Question 16
1 True or False? The group of organizations which the organization wishes to attract is the desired market
True
False
Question 17
1 Clinical Microsystems and marketing are in many ways similar because at the core of each philosophy is the:
A The patient or the customer
B Ultimate quality of the product or service being delivered
C The needs of the organization or health system to exist to provide a product or clinical service
D The importance of providing what is required by the patient or the customer
Question 18
1 In a market driven health care organization, which service might be offered in the service line of a hospital or health system?
A Any of these might be considered within the service mix
B A cardiac surgery center
C A fitness center
D An Integrative Health Center
Question 19
1 "We have a high quality surgi-center, we must attract physicians in the community who want to do their surgical cases here on a block scheduling basis" This philosophy would be representative of which type of philosophy?
A Sales-driven
B Physician-driven
C Production-driven
D Market-driven
Question 20
1 True or False? Physicians can never be stakeholders for a hospital
True
False
Question 21
1 True or False? Product line managers have no control over many operational details of their product lines
True
False