CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUAPR15
ASSESSMENT_CODE MH0056_SMUAPR15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
11163
QUESTION_TEXT Mention the different stages of marketing strategy formulation.
SCHEME OF
EVALUATION
Marketing strategy formulation comprises the following stages:
1.Set definite marketing goals to accomplish marketing objectives.
For example, shift patient mix from 5 percent paediatric to 25 percent
paediatric and adolescent.(2.5 marks)
2.Review marketing activities, conduct market research to evaluate
value of existing and new products and services of competitors
Conduct in- depth analysis of consumer feedback to define consumer
expectations. This is known as marketing audit, research, and
analysis. (2.5 marks)
3.Identify target audience and marketing budget and develop cost
effective strategies like guidelines for friendly staff behaviour.
Provide value additions like patient appointment scheduler online,
post- appointment surveys, and interviews to judge effective policy
implementation.(2.5 marks)
4.Review your plan periodically to compare progress with the
implementation schedule. Develop implementation schedules and
evaluation processes. Implementation schedules must consider how
new strategies affect current operations which depend on the
availability of resources (staff, time, and money) to implement the
marketing activities.(2.5 marks)
TOTAL- 10 marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
11164
QUESTION_TEXT What are the methods to promote public relations?
SCHEME OF
EVALUATION
A firm can contribute either time or money to a charitable cause
or they can arrange charity events to raise fund for particular
reasons. The hospital can arrange events like blood donation
camps, free eye checkups and so on. Example, recently Apollo
hospitals organised blood donation camp, first aid and basic life
support training programs .( 2.5 marks)
The firms can have a representative speak at healthcare
conferences or give seminars. The speaker can answer all the
firm related queries and also announce the future plans of the
firm that will be implemented and get a glimpse of the impact of
those developments .( 2.5 marks)
Another option is the press release. The public relations
personnel must write a press release in such a way that it reaches
the public and creates a positive impact. And the public is aware
of the developments in the firm. Press releases are much cheaper
when compared to other forms of advertising .( 2.5 marks)
The pharmacy companies can get shelf space through doctors to
promote their products. As people value doctor's advice more
than the commercial advertisements .( 2.5 marks)
TOTAL- 10 marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
11166
QUESTION_TEXT
What are the different challenges faced by international health care
marketing?
SCHEME OF
EVALUATION
The challenges faced by international health care marketing
are:
Creating support for product improvement and growth.
Guiding customer behaviour by providing new ways to earn
attention and trust.
Engaging in a strategy to reach the right people with the right
information the right way.
Remanufacturing efforts to restore worn out products to likenew products is an important strategy for a nation that cannot
afford to buy now products.
Maintaining local presence to provide services.
Coping with local industries, economic conditions, geographic
characteristics and legal restrictions.
Developing a unique feedback mechanism that ensure that
results are met.
(Approximately 1.5 marks for each point)
TOTAL- 10 marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72602
QUESTION_TEXT
Explain the factors attracting Corporates to healthcare sector.
SCHEME OF
EVALUATION
Ans: Factors that attract Corporate to Healthcare: The following are
some of the factors that are attracting corporate healthcare sector:
∗ Recognition as an industry
∗ Socio-economic changes
∗ Brand development
∗ Extension to related business
∗ Opening of the insurance sector
(3 marks)
Recognition as an industry
The healthcare sector was recognizing as an industry during the mid
-80’s. This helped the hospitals to obtain long-term funds from
various financial institutions. In order to motivate the health sector
the government also reduced import duties on medical equipment’s
and technology.
(5 marks)
Socio-Economic Changes
The rise in literacy rate led to higher levels of income and increased
awareness through the media channels. With this, the health sector
started gaining importance. Regular health checkups became
necessary with the increase in the members of the
family.
(7 marks)
Brand Development
Charity Hospitals and super specialty hospitals started emerging in
large numbers. They were a part of family business, which earned
them a good name in the market and improved the brand image of
the products from their other business.
(9 Marks)
Extension to Related Business
Some pharmaceutical companies like wockhardt and MAX India have
entered this sector, as it is a direct extension to their current line of
business. (10 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72604
QUESTION_TEXT
Explain the research technique implemented in International
Marketing Research.
SCHEME OF
EVALUATION
Ans: Some of the marketing research techniques are as follows:∗ Explanatory Research: Explanatory research is performed using
a literature research, surveying certain group of people(patient)
about their experiences with particular technologies ( for example,
computerized eye testing v/s manual eye testing) The aim of an
exploratory research is to formulate problems more accurately,
clarify the concepts, gather explanations and form theories. This
approach is known for its flexibility.
(3 marks)
∗ Descriptive Research: It is more rigid when compared to the
exploratory technique. It is more concerned with the users of a
product. It determines the number of users of the product, and
predicts the demand for the product in future. In simple words,
descriptive research approach defines the “who, why, when, what,
which” aspect of the research. There are two types of descriptive
techniques namely, longitudinal and cross-sectional studies.
Longitudinal studies deal with the time series analyses that study the
same individuals and make measurements repeatedly. On the other
hand, cross sectional study refers to the study of sample population
making measurements at particular point in time .Example, increase
in the production of anti-cold products during monsoon and winter
season. Cohort analysis is a form of cross sectional analysis. It takes
the aggregate of the group of individuals who experience same
event in same time interval. They are useful in predicting future
demand of product.
(7 marks)
∗ Casual Research: Casual Research deals with the analyzing the
impact of specific change that affects the existing standard and
enables market researchers foresee hypothetical scenarios based on
which a business plan can be made. This goal is achieved by
laboratory and field experiments.
10 marks)
QUESTION_
DESCRIPTIVE_QUESTION
TYPE
QUESTION_
124589
ID
QUESTION_
Explain the components of controlling marketing performance.
TEXT
Controlling Marketing Performance: Sales and marketing control monitor
sales, marketing plan progress and make suitable adjustments where
necessary .Marketing controls require the organization to set performance
standards. Control also requires accurate measurement and, timely
evaluation and
monitoring.
(2marks)
Sales Control: Sales control involves control of sales functions and the sales
force in particular. Sales control is an important category of marketing
control. Sales control involves the use of various tools such as budgeting,
sales targets, reporting, cost control, performance based evaluation and
incentives. The marketing manager can then compare actual progress against
the standards. If sales and marketing plans have not performed well and met
SCHEME OF the minimum benchmark criteria, corrective action must be taken. If
EVALUATIO corrective action is required, investigations are needed to know the reason
the marketing plan did not perform as
N
expected.
(4 marks)
Marketing Control: Marketing is planning, execution and performance
control. There are four kinds of marketing control. These types are:
Strategic Control
It involves evaluation of organizational strategies with a focus on the
performance and results of the activities undertaken.
It can be further classified into four types, premise control, special alert
control, strategic surveillance control and implementation
control.
(6 marks)
Profitability Control:Marketing profitability can be defined as the profit or revenue generated due
to the performance of marketing activities in particular. This can be
calculated based on the investment made in each of these activities. Some of
the techniques used for profitability control are strategic profit modeling,
segment margin report and activity based costing.
Efficiency (productivity) control
Efficiency or productivity control is a quantitative control method. It deals
with the efficiency with which the marketing activities are directed towards
the achievement of the healthcare organizational mission and marketing
goals. As the name suggest, productivity controls focuses mainly on
measuring the organization’s productivity with the measures like sales
volume, number of patients seeking treatment in each specialty and so on.
Effectiveness control is an extension of efficiency control. It is a qualitative
efficiency control. It is a qualitative efficiency control method used to
improve the effectiveness of the marketing plans. The marketing
effectiveness of any organization can be judged through its market share,
profitability and customer satisfaction.
(8 marks)
Annual Plan Control
Annual plan control uses annual targets to set minimum marketing
performance standards,. Projected market share, profits and sales volumes
are examples of performance standards under annual plan control. These can
be set and monitored on a monthly, quartley and yearly basis. Thereby, it
allows sales managers to reassess marketing performance and strategies.
Variance analysis and marketing expenses-to-sales analysis can be used to
track progress and can be compared with the standards.