MARKETING THE LONG TERM CARE FACILITY;THE TURN OF MARKETING;THE MARKETING OF HEALTH CARE; DEVELOPING A MARKETING STRATEGY

Question 1

Like many hospitals, nursing homes are increasingly turning to ___ to maintain satisfactory income.
1. Corporate bonds
2. Filling a market niche
3. Stock offerings
4. Increasing the profit margins achieved
233

Answer 1

Filling a market niche

Question 2

When a facility has achieved the premier status as the best caregiver in the community, experience suggest that it will likely ___.
1. Retain that position over time
2. Lull itself into complacency
3. Make an even greater effort to retain its position
4. Seek additional ways to maintain that position
234

Answer 2

Lull itself into complacency

Question 3

In today's competitive market, good nursing facilities \_\_\_.
1. Abound
2. Are scarce
3. Seldom are identifiable
4. Have disappeared
235

Answer 3

Abound

Question 4

The downside of being a good nursing facility is that it ___.
1. Causes staff to stop trying
2. Is difficult to maintain
3. Is not recognized by the public
4. Only puts you with the rest of the pack
236

Answer 4

Only puts you with the rest of the pack

Question 5

Several years ago the US Supreme Court \_\_\_ self-imposed restrictions by health and other professionals against advertising services or prices that have the result of keeping the public ignorant or inhibiting free flow of information.
1. Ruled as permissible
2. Discouraged, but did not rule illegal
3. Ruled illegal
4. Permitted
237

Answer 5

Ruled illegal

Question 6

Competition occurs when two or more organizations seek to serve \_\_\_ in an exchange process.
1. Two or more groups 
2. Fours or more groups
3. Numerous individuals
4. The same individual or group
238

Answer 6

The same individual or group

Question 7

The audit, market segmentation, choosing a market mix, implementing the plan, evaluation of results, and control are the steps in \_\_\_.
1. Managing by objectives
2. Total quality management 
3.  Marketing
4. Good management
239

Answer 7

Marketing

Question 8

The marketing of the nursing facility is in a special context because of ___.
1. Special laws covering nursing facility marketing
2. Public ambivalence toward the nursing facility
3. Special costs to the nursing facility not borne by other providers
4. Restrictive legislation governing nursing facility marketing practices
240

Answer 8

Public ambivalence toward the nursing facility

Question 9

Selecting a target market or markets, choosing a competitive position, and developing an effective marketing mix to reach and serve the identified customers is ___.
1. Unnecessary for the typical nursing facility
2. Necessary only in states where no certificate of need exists
3. Developing a marketing strategy
4. Implementing good planning and directing
241

Answer 9

Developing a marketing strategy

Question 10

A marketing strategy includes \_\_\_.
1. Excessive sums of money
2. Hiring an outside firm
3. Hiring a marketing person
4. Selecting a target
242

Answer 10

Selecting a target

Question 11

The administrator asks a committee to engage in the process of identifying, collecting, and analyzing information about the external environment.  In marketing terminology the administrator is seeking a/an \_\_\_.
1. Environmental analysis
2. Audit
3. Segmented market
4. Multiple market
243

Answer 11

Audit

Question 12

The total percent of all residents whose medical conditions were being treated as a medical condition requiring special care is \_\_\_.
1. 10%
2. 15%
3. 18%
4. Nearly half
244

Answer 12

Nearly half

Question 13

When the administrator decides to serve only longer-term residents.  Medicare residents, and Alzheimer's residents, in marketing terminology, the administrator has selected the \_\_\_.
1. Product mix 
2. Target
3. Goals
4. Opportunities
245

Answer 13

Product mix

Question 14

The percent of residents whose health conditions were being treated as a medical condition requiring tube feeding is \_\_\_.
1. Under 1%
2. 5%
3. 45%
4. 75%
246

Answer 14

5%

Question 15

The steps of problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation are, in marketing texts, identified as the steps in ___.
1. Consumer decision making
2. Facility market segmentation decisions
3. Health care marketing practices
4. Government rule making
247

Answer 15

Consumer decision making

Question 16

Factors such as general appearance of the facility, absence of odors, and the appearance of the patients may be factors of which the decision maker may not be consciously aware in visiting a facility into which to place a relative.  These are referred to as \_\_\_ factors.
1. Key
2. Special
3. Usual
4. Subliminal
248

Answer 16

Subliminal

Question 17

Normally, one of the most effective marketing tools is \_\_\_.
1. Advertising
2. Self recommendations
3. A tour through the facility
4. Hiring a consultant
249

Answer 17

A tour through the facility

Question 18

Cognitive readiness, affective readiness, and behavioral readiness are \_\_\_.
1. A complex marketing theory
2. The steps in marketing
3. The goals of advertising
4. Often not cost effective
250

Answer 18

The goals of advertising