Total No. of Questions 08] [Total No. of Pages 02
M.B.A. DEGREE EXAMINATION, MAY 2018
First Year
HOSPITAL ADMINISTRATION
Marketing Management Marketing of Services
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) 4P's in marketing.
Customer life cycle.
Value pricing.
Medical tourism.
Internet medicine.
Branding.
SECTION B
Answer any three questions. x 15 45)
Q2) What is market segmentation? Explain the basis for segmentation.
Q3) What is customer relationship management? Explain factors influencing
customer relations.
Q4) Explain various pricing methods in detail.
Q5) Discuss challenges and opportunities available to medical tourism.
Q6) Explain promotion methods in service sector.
Q7) What is internal marketing? Explain its importance.
SECTION C
(Compulsory)
Q8) Case Study:
You are the Chairman of a 50 year old Private sector Bank functioning with
conservative approach. Your 200 branches are located mostly in Tamil Nadu.
Your bank faced a few take-over threats in the past. The Ministry of Finance,
Government of India is insisting merger of banks for viability and to face the
competition from foreign banks. Automation is the order of the day. But the size
of the bank does not permit huge investment on mechanization. Your product
portfolio requires a change to woo new customers and to retain existing
customers. The Board is expecting from you a thorough overhaul of marketing
mix. How can you modify? Substantiate your approach.