Rajiv Gandhi University of Health Sciences
I Semester M.H.A Degree Examination
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[Time: 3 Hours] [Max. Marks: 100]
HOSPITAL ADMINISTRATION
MARKETING MANAGEMENT IN HEALTHCARE
Q.P. CODE: 8723
Your answers should be specific to the questions asked.
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Draw neat, labeled diagrams wherever necessary.
LONG ESSAY 1 X 20 = 20 Marks
- Discuss the need for segmenting markets and briefly explain the major variables used to segment consumer markets.
SHORT ESSAY (Answer any Seven) 7 X 10 = 70 Marks
- Discuss various methods of controlling the sales forces in Healthcare Organizations
- Write short notes on the role of regulatory authority in supervising promotional activities in marketing of services.
- Briefly explain the elements of insurance marketing. Discuss the characteristics of insurance markets and the distribution channels of selling insurance.
- Customer Relationship Management and its relevance in healthcare.
- What are the alternative pricing strategies available to the marketer who wants to introduce a new service in a highly competitive market?
- Discuss the components of marketing Mix and its significance in healthcare
- What are the 4 Ps in product marketing?
- What is sales management? Distinguish between sales management and marketing management.
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SHORT ANSWERS (Answer any Five) 05 X 02 = 10 Marks
- What is expectation management?
- Penetration pricing.
- Define service marketing.
- Define customer delight.
- What is undifferentiated marketing?
- What is marketing information system?
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This download link is referred from the post: RGUHS MHA Last 10 Years 2011-2021 Question Papers (1st Sem, 2nd Sem, 3rd Sem And 4th Sem)
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