Total No. of Questions [Total No. of Pages 02
M.B.A. YEARS) DEGREE EXAMINATION, MAY 2017
First Year
HOSPITAL ADMINISTRATION
Marketing Management Marketing of Services
Time 3 Hours Maximum Marks 70
Section A
Answer any three × 5 15]
Q1) Process service quality
Loyalty ladder
Quantity differentiation
Accreditation by quality council of India
Positioning strategy
Branding
Section B
Answer any three of the following × 15 45]
Q2) Discuss the scope and significance of services marketing.
Q3) Discuss the essentials of initiating response to price changes.
Q4) What do you mean by customer relationship management? Explain the barriers for
effective CRM.
Q5) Discuss the different components of promotion mix in service sector.
Q6) What is market research? How does the market research help the marketers in decision
making.
Q7) What do you mean by branding? Explain the functions of Brand management.
Section C
Compulsory
Q8) Case study (separate sheet enclosed)
Midwife The Ancient Concept
The Sushruta Samhita, an ancient Indian Ayurvedic text, insists that women, "who
have children, are good hearted, possessing strong character. are experienced in
conducting labor, affectionate in nature, free from grief, with good endurance and able
to make the expectant woman happy", be present at birth. It is women's hands, which
have traditionally done the work of birth.
Household women and midwives prepare a concoction of herbs or milk and ghee
(clarified butter) for the would-be mother and help her sip this between labor pains: it
is also women's hands which massage her body, press her back and manipulate the
position of the baby. Midwives often know the pressure points (Marma Chikitsa).
which are useful for alleviating pain and hastening the birth. They also support the
woman's body while she is pushing the baby out through the birth canal.
Questions
Discuss the case in detail and bring out. What the author of the case is trying to
describe why?