DISTANCE EDUCATION
M.B.A. DEGREE EXAMINATION, DECEMBER 2017.
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. Identify the different ways by which services can be
classified? Discuss any two.
2. Write about various steps in the planning process for
marketing of hospital services.
3. Enumerate the components of service product mix.
Explain them briefly.
4. What influence do government and private payers have
on pricing decisions?
5. How hospitals can initiate and respond to price changes
in the market?
6. Critically discuss the relevance of marketing
communication for healthcare service organisations.
Sub. Code
36
DE-2632
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sp3
7. Discuss the role of hospital service personnel play in
creating or destroying customer loyalty.
8. Ascertain the significance of signs, symbols and artifacts
in service environment? Explain.
SECTION B — × 15 60 marks)
Answer any FOUR questions.
9. What are the major areas in health care in which
marketing is regularly applied and practiced?
10. Discuss the role of vision and mission in providing
direction to a hospital organisation.
11. Evaluate the decisions that need to be taken when
branding hospital services.
12. Discuss the applicability of skimming and penetration
price for new hospital service pricing strategy.
13. Critically examine the implications of mobile advertising,
social media and mobile apps in marketing
communication of hospital services.
14. What is internal marketing? Discuss the role of training
and development of hospital staff for effective hospital
service delivery.
15. Explain the impact of physical evidence, particularly the
servicescape, on customer perceptions and experiences.