After an extensive campaign to ensure that the community surrounding P

QUESTION

After an extensive campaign to ensure that the community surrounding Pacific Hospital has been exposed to the emphasis of excellence in clinical care that occurs through the use of evidence,

the marketing team finds that the public perception has changed little. This determination is made possible through:

a. Marketing surveys.
b. Focus groups.
c. Informal feedback.
d. Comparison of data against benchmarks.

ANSWER:

ANS: D
Developing benchmark data at the beginning of a project enables comparison of later data against the benchmark to determine if a marketing plan has met its objectives.