JNTU
JNTU B.Pharmacy IV PHARMACEUTICAL MARKETING Previous Question Paper (July - 2023 - R17)
Note: i) Question paper consists of Part A, Part B. ii) Part A is compulsory, which carries 25 marks. In Part A, answer all questions. iii) In Part B, Answer any one question from each unit. Each question carries 10 marks and may have a, b as sub questions.
Part A
(25 Marks)
Contrast consumer and industrial buying behavior.
Answer
Consumer buying behavior involves individuals purchasing goods for personal consumption, often driven by emotional needs and impulse. Industrial buying behavior involves organizations purchasing goods for business production or operations, characterized by professional decision-making, formal procurement processes, and rational, long-term relationships.
What factors influence patient’s choice of a physician?
Answer
Patients choose physicians based on factors such as professional reputation and clinical expertise, accessibility and location of the clinic, affordability and insurance coverage, and interpersonal communication skills or bedside manner.
Define branding.
Answer
Sign in to view the complete answer paper.
Choose variables involved in packaging of pharmaceutical products.
Answer
Sign in to view the complete answer paper.
Interpret the importance of sampling in pharmaceutical industry.
Answer
Sign in to view the complete answer paper.
Infer whether direct mail is an effective method of pharmaceutical promotion.
Answer
Sign in to view the complete answer paper.
Relate inventory management and control as a part of physical distribution.
Answer
Sign in to view the complete answer paper.
List factors that motivate a professional sales representative.
Answer
Sign in to view the complete answer paper.
Outline objectives of DPCO and NPPA.
Answer
Sign in to view the complete answer paper.
Summarize Rural marketing.
Answer
Sign in to view the complete answer paper.
Part B
(50 Marks)
Compare and contrast selling and marketing. Interpret factors that motivate a physician to prescribe a medicine and brand.
Answer
Sign in to view the complete answer paper.
Illustrate steps in consumer buying decision process. Write a short note in marketing research highlighting role of primary and secondary data.
Answer
Sign in to view the complete answer paper.
Differentiate product mix and product line. List elements of product mix and add a note on product management in pharma sector.
Answer
Sign in to view the complete answer paper.
Elaborate and schematically present Product Life Cycle and role of promotion mix elements at each stage of PLC.
Answer
Sign in to view the complete answer paper.
What methods are used to decide promotion budget for the pharmaceutical sector? Explain.
Answer
Sign in to view the complete answer paper.
Discuss advertising, sales promotion, public relations, direct marketing and personal selling with reference to promotion.
Answer
Sign in to view the complete answer paper.
Explain functions of C&F Agent, Super Stockiest, Stockiest, Wholesalers and Retailers in pharmaceutical distribution.
Answer
Sign in to view the complete answer paper.
Justify role of detailing and sampling in pharmaceutical promotion by Professional Sales Representative (PSR). Illustrate measures considered while selecting and training PSR.
Answer
Sign in to view the complete answer paper.
Highlight formula to calculate price of pharmaceutical product according to DPCO 2013. Elaborate on various pricing methods.
Answer
Sign in to view the complete answer paper.
Distinguish Vertical and Horizontal Marketing with relevant examples.
Answer
Sign in to view the complete answer paper.