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Wednesday 17 July 2013

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Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 8
IIBM Institute of Business Management
Examination Paper MM.100
Indian Pharmaceutical Industry
Section A: Objective Type (30 marks)
•This section consists of Multiple Choices/Fill in the blanks & 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. Adding related products to a brand that is well established is called:
a. Extending the brand to another form of the same product
b. Product line extension
c. Line extension
d. Brand extension
2. It is the concept of introducing products with new brand names in the same category.
a. Brand proliferation
b. Brand name
c. Reaching out to a new category
d. None of the above
3. The _____________ can be made from food-grade materials such as cellulose or gelatin.
a. Taggant
b. Tracers
c. 2D- Encryption
d. None of the above
4. This product is the innovation of Amrutanjan Herbal Research & Development team and has been
formulated & produced by them.
a. Amrutanjan Diakyur
b. Amrutanjan Mridul
c. Amrutanjan Xpert
d. Agni Energizing capsules
5. ___________ Concept is a useful tool for analyzing a products position & applying marketing
decisions.
a. PLC
b. OTC
c. Brand
d. Positioning
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 9
6. __________ selling is a major promotional tool in the pharmaceutical industry.
a. Personal
b. Personnel
c. Marketing
d. None
7. DPCO stands for ______________________.
8. IDMA stands for ______________________.
9. NPPA stands for _______________________.
10. FMCG stands for _______________________.
Part Two:
1. What are the functions of the National Pharmaceutical Pricing Authority?
2. Write down the advantages which are offered by India in CRAMS & Clinical Trials Domain.
3. State the guidelines for implementation of Target-Maintenance-Exposure Product Model.
4. Write a sort note on Radio-Frequency Identification (RFID).
Section B: Caselets (40 Marks)
•This section consists of Caselets.
•Answer all the questions.
•Each case let carries 20 marks.
•Detailed information should form the part of your answer (Word limit 150 to 200 words).
Caselet 1
For the Indian Pharmaceutical Industry which has been presenting a robust performance during the last
few years, the internet is a powerful tool. Web-enabling leverages the pharmaceutical firm’s existing
investment in IT. Customer Relationship Management (CRM) and Sales Force Automation (SFA)
systems can be web-enabled to cost of operations, and on being effectively used, they establish immense
customer goodwill.
The speed, efficiency and accuracy of a pharmaceutical company’s response to customer queries
determine the extent of customer satisfaction. About 200,000 doctors will be contacted by a typical midsized
pharmaceutical company, on a regular basis. It is crucial that these doctors are kept abreast of
product profiles, new introductions etc. also, during the sales calls made by the field force queries are
raised by the doctors, which need to be addressed quickly. By possessing a comprehensive medical
information system, pharmaceutical companies are able to fulfill their obligations, and, at the same time,
END OF SECTION A
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 10
lend support to their sales and business partnerships. A good CRM system incorporates features that
enable information sharing and identification of trends in the market; at the same time, to accommodate
growth, it runs on a scalable platform.
A good CRM system is characterized by two key functions:
•Tracking, organizing, prioritizing and responding to callers; and
•Automating quick responses through letter, fax or e-mail, using a comprehensive data
base.
The CRM system can help make urgent responses. It will also have a system of archiving call sheets.
The benefits of a good CRM system include a facility to handle a large number of medical queries
efficiently; tracking customer correspondence/exchanges; retrieval and dissemination of the latest medical
information; providing statistical reports for the re-assessment of product profiles. A good CRM system
arms the company with tools to implement measures for continuous improvement of its business
practices; it can be an invaluable aid to the sales force in understanding the interests and concerns of
medical practitioners.
Sales Force Automation (SFA) is a system related to the CRM system. This tool enables a company to
manage a vast field force. The system provides up-tp-date information to the field force while they are on
the field; it provides the managers with a facility to keep a tab on field force’s activities and ensure they
are going according to plan.
A good SFA system incorporates features as under:
•Customer Profiles: by maintain up-to-date, detailed profiles of customers, the system
facilitates tailoring of the profile base for different needs; a comprehensive view on
important business opportunities and important customer is generated.
•Hospital Profiles: detailed hospital profiles maintained helps in implementing focused
strategies.
•Activity Planning: planning of activities by each member of the team is made possible
by the SFA system.
•Promotion/Call Reporting: detailed information about a particular promotion, and each
sales call are made available; this enables planning of future activities that focus on
specific needs.
•Online Submission: daily call reports can be submitted online; call coverage reports and
record of monthly target achievement can be maintained.
•Analysis and Reports: to facilitate better planning and strategy formulation, the SFA
system provides detailed statistics.
If the traditional applications and expertise of pharmaceuticals companies can be leveraged by webenabling
them, then major benefits are in store for them. The companies can cut down costs, manage their
markets with more effectiveness and also enter into new markets.
The following are some of the CRM/SFA systems available in the market for the pharmaceutical industry.
•FFReporting of Sarjen Systems Pvt. Limited.
•CrissSmart SFA/CRM of Oasis Infotech.
•Online MR Reporting Software of Marg Compusoft Pvt. Limited.
•Siebel-based Pharma CRM Implementation Kit of Infosys Technologies Limited.
•Pharma Pulse of TVS-electronics.
•Talisma of Talisma Corporation.
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 11
Questions:
1. Briefly explain the concept of CRM & SFA systems.
2. State the features of a Good SFA system.
3. Write down some CRM/SFA systems which are available in the market for Pharmaceutical
Industry.
4. What are the benefits of CRM system?
Caselet 2
Glenmark Pharmaceuticals uses a web-based tool for sales force automation. The tool helps the sales
force in adding new contacts/accounts, deciding upon the appointments, planning their tour, planning
joint working, submitting their daily call reports, submitting request for samples, promotional articles etc.
based on the actual travel, the tool also calculates te necessary expenses to be paid to the field sales
officer. The sample management and promo management modules in the software keep a complete track
of samples and promo items. Te entire leave management system for the field sales staff runs on this
software. A part from this , the software has multiple reports such as missed call report; call average
report etc, which helps the entire sales force hierarchy to be aware of the developments and act
accordingly.
Majority of the above features and functionalities are available on the mobile interface of the application
as well. The software also allows the field force to capture certain important remarks made by the
customers. The CRM team/medical support team can make the best utilization of this data gathered.
These systems are upgraded on need basis. A part from the pure technical upgrades, the enrichment of
features and functionalities happen through the new version release of the software. The sales force
automation tool is in the form of portal. The portal has two components in terms of content- static Content
and Dynamic content. The transactions happen on the dynamic content side, where as any circulars,
information to the field force, product related FAQs, Manuals etc. are posted on the static content side.
This section really helps to keep in touch with the field force. Any product information which would help
the field force to upgrade the product knowledge can be posted here. Going forward, Glenmark also plans
to have CBT (computer based training) programs to be made online on this portal. These types of
interactive programs will really boost the process of learning for the field sales force.
Questions:
1. Explain the working of a Glenmark Pharmaceuticals.
2. State the features of a Glenmark Pharmaceuticals.
END OF SECTION B
Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 12
Section C: Applied Theory (30 Marks)
•This section consists of Applied Theory Questions.
•Answer all the questions.
•Each question carries 15 marks.
•Detailed information should from the part of your answer (Word limit 200 to 250 words).
1. Explain the concept of “The Product Patent Regime”.
2. What is Gray Market? Explain the drivers which are behind the formation of Gray Market.
S-2-210311
END OF SECTION C

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