Examination Paper: Pharmaceutical Management
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Examination Paper MM.100
Pharmaceutical Marketing
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
....................
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.
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.
The demand in pharmaceutical industry is not evenly spread throughout the year. There were months
when the company operated at 50%-60% of its capacity, ...........
was placed in March 2000, with a delivery period of four months, and the machine was to be made
operational in July, 2000. The payment was released in April, 2000. The machine was received in July,
2000 but it could not be made operational due to damage in the transit. The machine was finally made
operational in October, 2000. The company was not able to generate revenues from that machine for the
same period. Apex finalized its balance sheet on June, 30 every year.
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. ....................
pay system leading to less average per day and in Chennai plant it was to be given for 26 days leading to
higher average per day. Second, the milk allowance given for overtime at Chennai unit was higher than
other units. it took Shrivastav and Rajkumar two months to convince Shriman about the agreement,
thereafter implementing the same. Rs. 14 to 15 lakhs were given to all the 160 workers within a week as
arrears and the issue was settled.
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.
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
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Examination Paper MM.100
Pharmaceutical Marketing
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
....................
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.
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.
The demand in pharmaceutical industry is not evenly spread throughout the year. There were months
when the company operated at 50%-60% of its capacity, ...........
was placed in March 2000, with a delivery period of four months, and the machine was to be made
operational in July, 2000. The payment was released in April, 2000. The machine was received in July,
2000 but it could not be made operational due to damage in the transit. The machine was finally made
operational in October, 2000. The company was not able to generate revenues from that machine for the
same period. Apex finalized its balance sheet on June, 30 every year.
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. ....................
pay system leading to less average per day and in Chennai plant it was to be given for 26 days leading to
higher average per day. Second, the milk allowance given for overtime at Chennai unit was higher than
other units. it took Shrivastav and Rajkumar two months to convince Shriman about the agreement,
thereafter implementing the same. Rs. 14 to 15 lakhs were given to all the 160 workers within a week as
arrears and the issue was settled.
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.
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
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