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Certificate in Pharmaceutical Marketing
Intake II 2018 – March 16th, 2019 – Examination
Candidate’s Registration Number
(As per in the examination admission form / Student
ID)
0 0 0 0 0
For Examiner’s use only
Examiner’s Comments
Second Examiner’s Comments
Part One 1st Marker 2nd Marker Final Marks
Question 01
Part Two
Question No.
Question 02
Question 03
Question 04
Question 05
Question 06
Question 07
Question 08
Question 09
Question 10
Question 11
Question 12
Question 13
Question 14
Question 15
Question 16
Question 17
Question 18
Question 19
Question 20
Question 21
Total
Page 2 of 18
Instructions to Candidates
)
Time: 0900 Hrs – 1200 Hrs Duration: Three (03) Hrs
Total marks for this paper is 100 marks.
There are three parts in this question paper. All questions in Part One and Part Two are
COMPULSORY.
Part One includes 30 Compulsory multiple choice questions.
Select the most appropriate answer from the given choices and mark it in the given space in the
answer book.
Part Two includes 20 Compulsory short answer questions.
Instructions to candidates
1. State your Registration Number on the front cover of the answer book and on each and
every additional paper attached to it. Your name must not appear anywhere in the answer
book or answer scripts
2. Always start answering a question on a new page
3. You are reminded that answers should not be written in pencil or red pen except in
drawing diagrams
4. Answer the questions using:
Effective arrangement and presentation
Clarity of expression
Logical and precise arguments
Clear diagrams and examples where appropriate
5. Illegible hand writing and language errors will be penalised
Page 3 of 18
PART ONE
Read the question and select the most appropriate answer out of the four given
choices.
Tick your choice in the given space in the answer booklet.
Question 01
Question 01.1
All of the following are features of the large intestine, except:
a) Large intestine secretes acidic mucus which helps in formation of stools
b) It is a site of mucocutaneous junction
c) Its epithelium contains goblet cells in large numbers
d) Absorbs salt and water
Question 01.2
Iatrogenic diseases means:
a) Illness causes by drugs
b) Illness causes by overdosing drugs
c) Illness causes by addiction to certain drugs
d) None of the above
Question 01.3
Superior means:
a) Above
b) Below
c) In front of
d) In the back of
Question 01.4
The major neurotransmitter secreted in substantia nigra is:
a) Dopamine
b) Serotonin
c) Noradrenalin
d) Gamma amino butyric acid
1.
a)
a)
a)
Page 4 of 18
Question 01.5
Which is not a function of the skin?
a) Protection
b) Sensory reception
c) Vitamin D production
d) Protein absorption
Question 01.6
Bone cells are:
a) Osteogenic cells
b) Osteoblasts
c) Osteoclasts
d) All of the above
Question 01.7
What is hematopoiesis?
a) Blood cell formation
b) Formation of RCB
c) Formation of haemoglobin
d) Destruction of RCB
Question 01.8
Urea is reabsorbed at the following parts of a nephron:
a) Proximal convoluted tubule
b) Distal convoluted tubule
c) Loop of Henle
d) Collecting Duct
a)
a)
a)
a)
Page 5 of 18
Question 01.9
Carbon-13 atom has _______________.
a) 6 electrons, 6 protons, 7 neutrons
b) 6 electrons, 12 protons, 6 neutrons
c) 12 electrons, 6 protons, 6 neutrons
d) 18 electrons, 6 protons, 6 neutrons
Question 01.10
Distal means:
a) Further away from the shoulder joint or the hip
b) Closer to the heart
c) Closer to the shoulder joint or the hip
d) Farther from the heart
Question 01.11
Rest and the digest is controlled by:
a) Parasympathetic nervous system
b) Sympathetic nervous system
c) Central nervous system
d) All of the above
Question 01.12
A vaccination provides:
a) Naturally acquired immunity
b) Artificially acquired immunity
c) Cellular immune response
d) None of the above
a)
a)
a)
a)
Page 6 of 18
Question 01.13
Most enzymes are:
a) Lipids
b) Proteins
c) Carbohydrates
d) Fats
Question 01.14
The time taken for the drug’s plasma concentration to fall by 50% is called:
a) Bioavailability
b) Biological half life
c) Biological dose
d) Effective dose 50
Question 01.15
What do pulmonary veins carry?
a) Oxygenated blood to the heart
b) Oxygenated blood to the lungs
c) De- oxygenated blood to the heart
d) De- oxygenated blood from the lungs
Question 01.16
Theophylline is:
a) Antimuscarinic
b) Xanthine derivative
c) β2-agonist
d) β1-agonist
a)
a)
a)
a)
Page 7 of 18
Question 01.17
There are many factors influence the behaviour of consumers. Having considered all, select the
most suitable factor/factors that influence consumer behaviour on buying and consumption.
a) Cultural factors
b) Social factors
c) Personal factors
d) All of the above
Question 01.18
What are the sub cultures?
a) Nationalities
b) Religion
c) Racial groups
d) Personal groups
Question 01.19
What are the social factors?
a) Family
b) Social group
c) Answer 1 is correct
d) Answers 1 and 2 are correct
Question 01.20
What are personal factors?
a) Self-concept, life style and personality
b) Value and Age
c) Life cycle stage, wealth and occupation
d) All of the above
a)
a)
a)
a)
Page 8 of 18
Question 01.21
Which one is NOT a motivation theory?
a) Freud’s Theory
b) Maslow’s Hierarchy of Needs
c) Herzberg’s Two-Factor Theory
d) BCG matrix
Question 01.22
There are many people involved in organizational buying which we identify as an organizational
buying centre. Who are the members of a buying centre?
a) Gatekeepers, influencers, buyers, users, deciders
b) Parliamentarian, ministers, directors, councillor
c) Influencers, wicketkeeper, users, buyers
d) Sales manager, accountant, factory engineer, customer, marketer
Question 01.23
Marketer can use many parameters to segment the market. Select the segmentation variable/s
a company can use to group a market.
a) Geographic
b) Demographic
c) Psychographic
d) All of the above
Question 01.24
What is the key factor of a demographic?
a) Sales
b) Gender
c) Location
d) Usage
a)
a)
a)
a)
Page 9 of 18
Question 01.25
Which one is the correct order of consumer buying process?
a) Problem recognition> information search> evaluation> purchase decision> post
purchase behaviour
b) Problem recognition> information search> post purchase> evaluation> purchase
decision behaviour
c) Behaviour> problem recognition> information search> evaluation> purchase
decision> post purchase
d) Problem recognition> post purchase> information search> evaluation> purchase
decision> behaviour
Question 01.26
What are the two factors of Herzberg Theory?
A. Hygiene Factors B. Motivation Factors C. Satisfaction Factors
a) A and B
b) A and C
c) B and C
d) A, B and C
Question 01.27
Pharmaceutical products can be augmented by adding many values. The augmented product
refers to:
a) The additional services and benefits that surround the core and formal product
b) The physical attributes that surround the core and formal product
c) Medical drugs that consumers do not actively seek in purchasing
d) Goods purchased by organizations for further processing
Question 01.28
With reference to distribution strategies, an ideal distribution strategy for an organization that
operates in a pharmaceutical industry would be:
a) Selective distribution
b) Exclusive distribution
c) Intensive distribution
d) Physical distribution
a)
a)
1.
a)
Page 10 of 18
Question 01.29
An advertising objective is a specific communication task to be accomplished with a specific
target audience during a specific period of time. The three possible advertising objectives can be
considered in Pharmaceutical marketing:
a) Informative, creative and reminder advertising
b) Informative, persuasive and creative advertising
c) Creative, persuasive and reminder advertising
d) Informative, persuasive and reminder advertising
Question 01.30
Public relation is one of the significant communication tools used in the pharmaceutical sector.
Building and maintaining relations with legislators and government officials to influence
legislation and regulation with reference to a public relations strategy is known as:
a) Political relationship
b) Prospecting
c) Lobbying
d) None of the above
(Total 60 Marks)
a)
a)
Page 11 of 18
PART TWO
This part includes TWENTY compulsory short answer questions.
Answer all questions.
Question 02
Explain what is segmentation with main bases/variables.
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........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
(02 Marks)
Question 03
Describe two factors of Herzberg – hygiene factors.
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
(02 Marks)
Question 04
New products are high on demand in the pharmaceutical industry to meet various medical
demands. List steps of a new product development process that can be implemented to launch
an innovative product to the market.
(02 Marks)
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Page 12 of 18
Question 05
How do you define brand positioning and what are the major advantages of positioning?
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(02 Marks)
Question 06
Explain targeting strategies and how an organization is benefited with targeting in a business?
........................................................................................................................................................................
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(02 Marks)
Question 07
Describe motivation factors of Herzberg factors?
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
(02 Marks)
Question 08
Marketing communication mix strategies are implemented in pharmaceutical industry with both
an ethical and legal background. What do you understand by integrated marketing
communication?
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
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Page 13 of 18
a) List all the integrated marketing communication mix elements a company can use to
achieve communication objectives.
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
(02 Marks)
Question 09
Explain the Government “Buy Back” policy for local pharmaceutical manufacturers.
………Buy Back policy is the policy of the ministry of health by which the government guarantees
the local pharmaceutical manufacturers the purchase of the total quantity of a locally
manufactured pharmaceutical product required by the MSD……
........................................................................................................................................................................
........................................................................................................................................................................
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(02 Marks)
Question 10
Briefly describe the three main distribution strategies a company can use to distribute its
products in the market. Use one example for each. Justify the most suitable strategy for a
company that operates in the pharmaceutical industry selling common inhalers used for Asthma.
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(02 Marks)
Page 14 of 18
Question 11
Briefly explain what MIS (Marketing Information System) is and how MIS supports decision
making.
........................................................................................................................................................................
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........................................................................................................................................................................
........................................................................................................................................................................
(02 Marks)
Question 12
Explain the function of below organelles inside the animal cell:
a) Endoplasmic reticulum
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
b) Mitochondria
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(02 Marks)
Question 13
List the functions of the skin.
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(02 Marks)
Page 15 of 18
Question 14
Describe the blood oxygenation process using a diagram.
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(02 Marks)
Question 15
“The endocrine system regulates, coordinates and controls”
Explain this statement with examples.
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(02 Marks)
Page 16 of 18
Use the below diagram to answer question no 16, 17 and 18.
Question 16
Label the parts from the above diagram.
a) ............................................................................................................................
b) ............................................................................................................................
c) ............................................................................................................................
d) ............................................................................................................................
e) ............................................................................................................................
(02 Marks)
Question 17
Describe the function of each part.
a) .............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
b) .............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
c) .............................................................................................................................................
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Page 17 of 18
d) .............................................................................................................................................
..............................................................................................................................................
..............................................................................................................................................
e) .............................................................................................................................................
..............................................................................................................................................
..............................................................................................................................................
(02 Marks)
Question 19
Explain in brief:
a) Pharmaco Dynamics
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
b) Invitro Studies
........................................................................................................................................................................
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(02 Marks)
Question 20
Define the following:
a) Gluconeogenesis
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........................................................................................................................................................................
b) Glycogenolysis
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(02 Marks)
Page 18 of 18
Question 21
Using the following diagram explain biological half-life of a drug.
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(02 Marks)
(20 Questions x 02 Marks)
(Total 40 Marks)
(Total 100 Marks)
-END-
0 1hr 3hr 4hr 5hr 6hr 7hr
Peak
50%
Time
Plasma Concentration