Download Pharmaceutical Marketing

Pharmaceutical Marketing
Student name:
Mid term exam
Student No.:
a.
b.
c.
d.
e.
 In QA department, you analyze substances to:
Accept
Hold
Reject
All of the above
None of the above
a.
b.
c.
d.
e.
 Unit dose is
a community pharmacist duty
a description of an inpatient pharmaceutical dispensing
packaging drugs in the production department
a hospital pharmacist job in an outpatient clinic
a clinical pharmacist job in an outpatient clinic

a.
b.
c.
d.
e.
Process validation is
A marketing services manager is responsible for
training medical representatives
supervising sales force
accounting procedures
collection follow up
registration and regulatory affairs

a.
b.
c.
d.
e.
Section:
a preformulation step
a stability study
a GMP requirement
needed for registration files
part of bioequivalence studies

a.
b.
c.
d.
e.
Summer- July 2009
Customers decide to satisfy needs and wants through exchange. What occurs at this
point?
selling
customer service
marketing
transaction pricing
satisfaction
1

a.
b.
c.
d.
e.
find
understand
explore
seek
any of the above

a.
b.
c.
d.
e.
One of the following options describe markets
A set of people who have common interest
A set of companies that offer various products
A set of potential buyers of a product
A set of buyer of a product
None of the above

a.
b.
c.
d.
e.
Demands are
States of felt deprivation that are backed by a buying power
Human needs that are shaped by culture and individual personality
Unmet needs of potential buyers.
All of the above
None of the above

a.
b.
c.
d.
e.
Marketing is
A process by which companies create value for customers
Building customer relationships
Selling and advertising
a+b
None of the above

a.
b.
c.
d.
e.
Which word is missing from the following statement? Marketers need to _____,
create, communicate, and deliver real value to customers.
Marketing to reduce demand only temporarily is:
Differentiation.
De-marketing
Positioning
A &B
None of the above
2

a.
b.
c.
d.
e.
Demand > Supply is shared in all the following except:
De-marketing.
Selling Concept.
Production Concept.
A&B
All of the above.
 Pharmaceutical company (A) has faced an urgent over stock problem of product x, the
marketing department at the company decided to direct its efforts toward promotional
campaigns and sales offers in order to solve such situation. The company succeeded this way
and the problem was solved. After reading this, answer the following 3 questions:

a.
b.
c.
d.
e.
Production concept
Product concept
Marketing concept
All of the above.
None of the above.

a.
b.
c.
d.
e.
What kind of marketing management orientations that company (A) has followed in
the case above?
What was the primary objective for the company in this situation
To sell what it has in line with what the market wants.
To improve its promotional campaigns
To sell what meets customers’ needs on the marketplace.
A&B.
None of the above
3

a.
b.
c.
d.
e.
Marketing Myopia.
Losing Customer relationships building.
Losing its well established competitive edge.
All of the above.
None of the above.

a.
b.
c.
d.
e.
Which of the following marketing management orientations does not lead to
marketing myopia
Production concept
Product concept
Selling concept
Holistic marketing concept
None of the above

a.
b.
c.
d.
e.
Companies that are applying green marketing are practicing which one of the
following marketing management orientations
Production concept
Product concept
Selling concept
Marketing concept
Holistic marketing concept

a.
b.
c.
d.
e.
The negative impact on company (A) as a result of adopting such Marketing
management concept at this situation is:
A company that takes in to consideration: community, social events , employees,
customers and partners along the supply chain, as well as the environment is
practicing
The production concept
The product concept
The marketing concept
The holistic marketing concept
The societal marketing concept
4

a.
b.
c.
d.
e.
Perceived Value.
Satisfaction.
Loyalty.
A&B
All of the above.

a.
b.
c.
d.
e.
A loyal customer always buy from a company that:
Offers the highest value for its customers
Offers superior customer’s perceived value.
Gives inferior customer value
All of the above
None of the above

a.
b.
c.
d.
e.
Expectations = Performance is:
Pharmaceutical company (x) has a number of hospitals that represent its major
customers. One of these hospitals decided to shift to another company and to
initiate business with it. This hospital used to spend 10,000 JD per month each year
on products from company (x) and it was expected to keep buying from company (x)
for the next 5 years. Calculate the lost customer life time value
10,000
120,000
There is no lose
600,000
100,000

a.
b.
c.
d.
e.
Your firm is attempting to divide up the total market to determine the best segments
it can serve. Which is the correct order of doing so?
market segmentation, target marketing, market positioning
target marketing, market positioning, market segmentation
market positioning, market segmentation, target marketing
market segmentation, market positioning, target marketing
mass marketing, demographic segmentation, psychographic segmentation
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1. Discuss the holistic marketing concept and explain briefly why companies are moving
toward this concept.
Mentioning the 4 components with brief description for each.
Reasons: Changes in the marketplace/marketing environment.
More firm and restricted regulations.
Environment and social responsibility are highly stressed by global economy and business
arena.
2. What are the main steps included in creating/establishing a marketing strategy for any
company on the market.
STP & Mkg Mix
Definition and brief description of:
Segmentation
Targeting
Positioning
4Ps.
3. Compare between the marketing and selling concept and discuss why the marketing
concept evolved as a modern concept in the business arena
- The table provided to students on the class.
- Reasons:
Aggressive competition: Direct, indirect and substitution risk.
Highly demanding customers.
Intended Global presence and success.
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