IIBM – Pharmaceutical Marketing Answer sheet

Multiple Choices:

1. What is the full form of „IPR‟?

1. Intellectual property rights

1. Intellectual patent rights

1. Intellectual process rights

1. International patent rights

1. The environment that poses tremendous opportunities for new products and services to alert marketers is an _________ environment.

1. Ecological

1. Social

1. Technological

1. Competitive

1. Arrange these market opportunities analysis step by step:

1. Evaluate new opportunities in new segments

1. Build on your strengths

iii. Explore new market opportunities

1. Analyze your existing markets

1. i, ii,iii,iv

1. ii,iv,i,iii

1. iv,ii,iii,i

1. i,iii,iv,ii

1. Marketing virtually the same product with two or more brand names is a strategy of_______

1. Family brand strategy

1. Multiple brand strategy

1. Individual brand

1. Private brand

1. The pricing that deals with the judgmental or subjective elements of pricing is a_______

1. Cost-based pricing

1. Petition based pricing

1. Market-based pricing

1. Demand-based pricing

1. Which of the following is not a member of the distribution channel?

1. The Physician

1. Manufacturer

1. The consumer

1. The transporter

1. Arrange the communication process in order:

1. Medium

1. Feedback

iii. Sender

1. Receiver

1. Message

1. a) ii,iv,v,i,iii

1. b) iii,v,i,iv,ii

1. c) iv,i,iii,v,ii

1. d) iii,ii,iv,i,v

1. The strategy used to create a demand for a product within a channel of distribution by appealing directly to the consumer is a________

1. Pull strategy

1. Push strategy

1. Combination strategy

1. Competitive strategy

1. 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_______

1. Franchise power

1. Integration power

1. Niche power

1. Coalition power

1. Which of the following „R‟ is not a part of good management principles?

1. Resources

1. Recognition

1. Responsibility

1. Reward 

 Part Two:

1. Define the term “Marketing Communication”.

1. Differentiate between „Product Item‟ and „Product Mix‟.

1. Differentiate between „Cost Based Pricing‟ and „Demand Based Pricing‟.

1. Describe “Boston Matrix”.

Case let 1

1. If you were in the position of Swami, what would have been your decision? Justify keeping  qualitative aspects in mind.

1. Discuss the various other factors, which should be considered while making capital investment  decision.

Case let 2

1. Explain the terms in the context of the “Pharmaceutical Marketing” :

1. Brand

1. Trademarks

1. Product line

1. Explain the important point that should be considered, while packaging Also list the various dimensions of the pharmaceutical market.

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