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Faculty : Pharmacy Date : 16/11/2019 Saturday

Department : Clinical Pharmacy Department Time : 11:00 AM - 12:00 PM
Semester : Fall 2019 Time allowed : 1 hour
Exam type : Midterm Exam Total marks : 25 marks
Number of pages : 4 Page Course : Marketing & PE

Course name : Marketing and Pharmacoeconomics Course code: PCP-547

Student Name :-------------------------------------------------- ID:---------------------------

Instructions:
The Exam consists of 4 questions in 4 pages.
Questions 1 ( A& B) are to be answered in the scantron
Questions 2, 3 and 4.are to be answered in the exam paper.
All the questions are to be answered

1. Scantron question
Scantron grade
A. True or false statement(s) - (5 grades, ½ grade each): 10

1) The basic concepts of marketing in the pharmaceutical industry are similar to those of other industries
however the differences are in approach and segmentation criteria
2) Prescription drugs are somewhat similar to consumer goods
3) Customer needs are defined as the wants for specific products backed by an ability to pay
4) Mission is defined as the long term goals and objectives of the company
5) The total pharmaceutical market value of north America and Europe constitute more than 70% of the
worldwide market

6) Vision is the overall goal of the company and how to be delivered to the market
7) Within the SWOT analysis concept, O/T are the internal factors controllable by the company
8) The old model of market segmentation depends only on the geographic concept, and the recent models
didn’t extend to more criteria

9) Within the market segmentation concept, there are no another special segmentation criteria in
pharmaceutical market
10) Marketing mix is the tools that an organization employs to pursue its marketing objectives in the target
market

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B. Choose the correct answer: (5 grades - 1 Grades each)
1) Role of marketing in product regulatory approval:
i. Input on product labeling, recommend filing strategy, define launch plan, develop positioning
ii. Provide background on market and product potential
iii. Finalize strategy, pricing, promotion and branding then implement launch campaign
2) Marketing mix is:
i. Offering catered to satisfy needs and wants of a specific market segment(s)
ii. Tool that an organization employs to pursue its marketing objectives in the target market
iii. Pharmaceutical products include prescription and non-prescription drugs
3) Goods made by people that are used to create other goods and services are:
i. Natural Resources
ii. Human resources
iii. Capital resources
4) The study of economic decision-making by individuals and businesses is:
i. Microeconomics
ii. Macroeconomics
iii. Economic growth
5) IMS is:
i. An Egyptian company working in the analysis of pharma marketing
ii. A worldwide marketing statistics company working in health services
iii. A regional company working segmenting the pharma market into 16 therapeutic classes

2. Write the scientific terms against each statement: (5 grades -1 Grades each)
Grades
5
1) Any group of people living together as a decision-making unit is known as:
----------------------------------------------Households----------------------------------------------------------

2) Sole purchaser of goods or services in the marketplace:

------------------------------------------- Monopsonist---------------------------------------------------------
3) The amount that a resource could earn in its highest valued alternative use is the definition of:
------------------------------------------Opportunity cost--------------------------------------------------------

4) The absence of wide fluctuations in the economic growth rate, the level of employment, and average
prices occur when we have a situation known as:
-----------------------------------------Economic stability-----------------------------------------------------

5) Index that allows patients to be classified as to their functional impairment & used to compare
effectiveness of different therapies and to assess the prognosis in individual patients:
---------------------------------- Karnofsky performance status scale------------------------------------

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3. Draw the BCG diagram with full details of the product phases
demonstrating when to invest more, invest less or not to invest Grades
anymore and why : (5 grades) 5

Stars Question marks

? ?
20%-
Market Growth Rate

18%-
16%-
14%-
12%-
10%-
8%- Cash cow Dogs
6%-
4%-
2%-
0

10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x

Relative Market Share

Question Mark: Invest to transfer it to the growth stage, otherwise it will be dropped to the doge stage and
will not achieve revenue or profit

Star: invest to reach to the maximum peak of sales and achieve the maximum growth rate of profit

Cash caw: invest with precisions to defend your positions while milking your product to use its profit in
supporting another growing or newly introduced one

Dog: divest, rent or get rid of business as the market is declining and the product is not achieving more
profit or market share

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4. Briefly describe the Euro Qol (EQ-5D) health index
with its 5 parameters at the best imaginable health Grades
and worst health status: (5 grades) 5
1. MOBILITY
1. I have no problems in walking about
2. I have some problems in walking about
3. I am confined to bed
2. SELF-CARE
1. I have no problems with self-care
2. I have some problems washing or dressing myself
3. I am unable to wash or dress myself
3. USUAL ACTIVITIES (e.g. work, study, housework family or leisure activities)
1. I have no problems with performing my usual activities
2. I have some problems with performing my usual activities
3. I am unable to perform my usual activities
4. PAIN/DISCOMFORT
1. I have no pain or discomfort
2.
3. I have moderate pain or discomfort
4. I have extreme pain or discomfort
5. ANXIETY/DEPRESSION
1. I am not anxious or depressed
2. I am moderately anxious or depressed
3. I am extremely anxious or depressed

End of Questions

Good luck
Dr.Ali AlMeniawy

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