Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Examination Paper MM.100
Pharmaceutical Marketing
Section A: Objective Type (30 marks)
•This section consists of Multiple Choice questions & short notes type questions.
•Answer all the questions.
•Part one questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. What is the full form of IPR?
a. Intellectual Property Rights
b. Intellectual Patent Rights
c. Intellectual Process Rights
d. International Patent Rights
2. The environment that poses tremendous opportunities for new products and services to alert
marketer is an _________ environment.
a. Ecological
b. Social
c. Technological
d. Competitive
3. Arrange these market opportunities analysis step by step:
I. Evaluate new opportunities in new segments
II. Build on your strengths
III. Explore new market opportunities
IV. Analyze your existing markets
a. i, ii,iii,iv
b. ii,iv,i,iii
c. iv,ii,iii,i
d. i,iii,iv,ii
4. Marketing virtually the same product with two or more brand names is a strategy of:
a. Family brand strategy
b. Multiple brand strategy
c. Individual brand
d. Private brand
5. The pricing that deals with the judgmental or subjective elements of pricing is a:
a. Cost-based pricing
b. Petition based pricing
c. Market based pricing
d. Demand based pricing
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 2
6. Which of the following is not a member of distribution channel?
a. The Physician
b. Manufacturer
c. The consumer
d. The transporter
7. Arrange the communication process in order:
i. Medium
ii. Feedback
iii. Sender
iv. Receiver
v. Message
a. ii,iv,v,i,iii
b. iii,v,i,iv,ii
c. iv,i,iii,v,ii
d. iii,ii,iv,i,v
8. The strategy used to create a demand for a product within a channel of distribution by appealing
directly to the consumer is a:
a. Pull strategy
b. Push strategy
c. Combination strategy
d. Competitive strategy
9. Toward off a competitive threat or to create an entry barrier, some companies from different
power blocks may temporarily form a cartel it is termed as:
a. Franchise power
b. Integration power
c. Niche power
d. Coalition power
10. Which of the following ‘R’ is not a part of good management principle?
a. Resources
b. Recognition
c. Responsibility
d. Reward
Part Two:
1. Define the term Marketing Communication.
2. Differentiate between Product Item and Product Mix.
3. Differentiate between Cost Based Pricing and Demand Based Pricing.
4. Describe Boston Matrix.
END OF SECTION A
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 3
Section B: Caselets (40 Marks)
•This section consists of Caselets.
•Answer all the questions.
•Each Caselet carries 20 marks.
•Detailed information should form the part of your answer (Word limit 150 to 200 words).
Caselet 1
Apex Pharma was one of the Leading pharmaceutical companies with manufacturing plants spread all
over India. Initially, the company produced bulk drugs as the activities expanded, the company started
manufacturing formulation. The first formulation plant was commissioned at Mandideep, Bhopal in 1983.
This plant was exclusively catering to the overseas demand in various countries including the US, South
Africa, Australia and the UK....
Questions:
1. If you were in the position of Swami, what would have been your decision? Justify keeping
qualitative aspects in mind.
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 5
2. Discuss the various other factors, which should be considered while making capital investment
decision.
Caselet 2
Geetha Laboratories Pvt. Ltd. Was established by Mohan Ramnath in 1985 at Chennai. He was a PhD in
Chemistry, a soft spoken gentleman who did not believe in working under pressure. The company was a
small scale unit manufacturing non-patented anti-malarial medicines. The company worked 6 days per
week and was running smoothly. In 1978, CITU supported union came into existence. Industrial relations
started deteriorating making it difficult for the company to service. In 1983, Ramnath decide to enter into
partnership with three other partners, Chandan Keshav, Bharat Pathak and Veenu Ramachandan to
overcome the difficulties faced by him. The company came to be known as Geetha Laboratories Ltd.
Even after this, industrial relations did not improve till 1990 and it was during this period that 14 workers
were sacked. In 1990, Ramnath d
Questions:
1. Was it right for V.D. Agarwal to withdraw half way during negotiations?
2. In view of the information given in the case, suggest the strategies for making IMPLA
Pharmaceuticals a more progressive organization.
END OF SECTION B
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 7
Section C: Applied Theory (30 Marks)
1. Pharmaceuticals promotion covers a very large area of operations. Describe all those areas in
detail which plays a vital role for the promotion of pharmaceutical products.
2. Explain the terms in the context of the Pharmaceutical Marketing :
a. Brand
b. Trademarks
c. Generic brand
d. Product line
END OF SECTION C
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Examination Paper MM.100
Pharmaceutical Marketing
Section A: Objective Type (30 marks)
•This section consists of Multiple Choice questions & short notes type questions.
•Answer all the questions.
•Part one questions carry 1 mark each & Part Two questions carry 5 marks each.
Part One:
Multiple Choices:
1. What is the full form of IPR?
a. Intellectual Property Rights
b. Intellectual Patent Rights
c. Intellectual Process Rights
d. International Patent Rights
2. The environment that poses tremendous opportunities for new products and services to alert
marketer is an _________ environment.
a. Ecological
b. Social
c. Technological
d. Competitive
3. Arrange these market opportunities analysis step by step:
I. Evaluate new opportunities in new segments
II. Build on your strengths
III. Explore new market opportunities
IV. Analyze your existing markets
a. i, ii,iii,iv
b. ii,iv,i,iii
c. iv,ii,iii,i
d. i,iii,iv,ii
4. Marketing virtually the same product with two or more brand names is a strategy of:
a. Family brand strategy
b. Multiple brand strategy
c. Individual brand
d. Private brand
5. The pricing that deals with the judgmental or subjective elements of pricing is a:
a. Cost-based pricing
b. Petition based pricing
c. Market based pricing
d. Demand based pricing
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 2
6. Which of the following is not a member of distribution channel?
a. The Physician
b. Manufacturer
c. The consumer
d. The transporter
7. Arrange the communication process in order:
i. Medium
ii. Feedback
iii. Sender
iv. Receiver
v. Message
a. ii,iv,v,i,iii
b. iii,v,i,iv,ii
c. iv,i,iii,v,ii
d. iii,ii,iv,i,v
8. The strategy used to create a demand for a product within a channel of distribution by appealing
directly to the consumer is a:
a. Pull strategy
b. Push strategy
c. Combination strategy
d. Competitive strategy
9. Toward off a competitive threat or to create an entry barrier, some companies from different
power blocks may temporarily form a cartel it is termed as:
a. Franchise power
b. Integration power
c. Niche power
d. Coalition power
10. Which of the following ‘R’ is not a part of good management principle?
a. Resources
b. Recognition
c. Responsibility
d. Reward
Part Two:
1. Define the term Marketing Communication.
2. Differentiate between Product Item and Product Mix.
3. Differentiate between Cost Based Pricing and Demand Based Pricing.
4. Describe Boston Matrix.
END OF SECTION A
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 3
Section B: Caselets (40 Marks)
•This section consists of Caselets.
•Answer all the questions.
•Each Caselet carries 20 marks.
•Detailed information should form the part of your answer (Word limit 150 to 200 words).
Caselet 1
Apex Pharma was one of the Leading pharmaceutical companies with manufacturing plants spread all
over India. Initially, the company produced bulk drugs as the activities expanded, the company started
manufacturing formulation. The first formulation plant was commissioned at Mandideep, Bhopal in 1983.
This plant was exclusively catering to the overseas demand in various countries including the US, South
Africa, Australia and the UK....
Questions:
1. If you were in the position of Swami, what would have been your decision? Justify keeping
qualitative aspects in mind.
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 5
2. Discuss the various other factors, which should be considered while making capital investment
decision.
Caselet 2
Geetha Laboratories Pvt. Ltd. Was established by Mohan Ramnath in 1985 at Chennai. He was a PhD in
Chemistry, a soft spoken gentleman who did not believe in working under pressure. The company was a
small scale unit manufacturing non-patented anti-malarial medicines. The company worked 6 days per
week and was running smoothly. In 1978, CITU supported union came into existence. Industrial relations
started deteriorating making it difficult for the company to service. In 1983, Ramnath decide to enter into
partnership with three other partners, Chandan Keshav, Bharat Pathak and Veenu Ramachandan to
overcome the difficulties faced by him. The company came to be known as Geetha Laboratories Ltd.
Even after this, industrial relations did not improve till 1990 and it was during this period that 14 workers
were sacked. In 1990, Ramnath d
Questions:
1. Was it right for V.D. Agarwal to withdraw half way during negotiations?
2. In view of the information given in the case, suggest the strategies for making IMPLA
Pharmaceuticals a more progressive organization.
END OF SECTION B
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 7
Section C: Applied Theory (30 Marks)
1. Pharmaceuticals promotion covers a very large area of operations. Describe all those areas in
detail which plays a vital role for the promotion of pharmaceutical products.
2. Explain the terms in the context of the Pharmaceutical Marketing :
a. Brand
b. Trademarks
c. Generic brand
d. Product line
END OF SECTION C
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