DISTANCE EDUCATION
M.B.A. (H.M.) DEGREE EXAMINATION, MAY 2018.
Third Semester
MARKETING OF HOSPITAL SERVICES
(Upto 2012-13 Academic Year and 2013 Calendar Year)
Time Three hours Maximum 100 marks
SECTION A — x 8 40 marks)
Answer any FIVE questions.
1. What is the significance of marketing to hospital
services? Explain.
2. Specify the prerequisites for the success of a hospital
service brand.
3. Give a brief note on service modification, diversification
and elimination processes.
4. State the pricing objectives for hospital services.
5. Explain how hospital service distribution differs between
government and private players.
6. Discuss the relative effectiveness of brochures, mobile
apps and websites for various hospital services.
7. Critically evaluate the importance of service quality for
hospitals for their business success.
8. Compare and contrast the strategic and functional roles
of hospital service environment.
Sub. Code
36
DE-3732
2
wk10
SECTION B — × 15 60 marks)
Answer any FOUR questions.
9. Describe the criteria for segmenting the market for
health care services.
10. How marketing mix is extended for services? Explain the
components of services marketing mix.
11. What do you mean by new product development? How
would you develop a new product for the health care
industry in India?
12. Deliberate how franchising method of service distribution
work out in hospital services. Discuss the modalities in it.
13. Illustrate the role of personal selling and public relations
in hospital service communication.
14. State the role of blueprinting in designing, managing,
and redesigning hospital service processes?
15. Explain the dimensions of hospital ambience conditions
and how each can influence patient responses to the
hospital environment.
—————