Subject: Pharmaceutical Marketing and Management Full Marks - 50 1. Personnel Management: a) Definition, scope, importance, behavioral science and personnel management. b) Motivation, moral and job satisfaction. c) Education, training, management development and performance evaluation. d) Means of achieving harmonious industrial relation collective bargaining, joint consultation worker council, arbitration, and industrial democracy. 2. Production Management: Definition, scope, importance and application of management, techniques and principles to production management, production planning and quality control. 3. Materials Management: a) Purchasing: Formulating effective buying policies, determination of needs and desires of patrons, selecting the sources of supply, determination the terms of purchase, receiving, marketing and stocking goods. b) Inventory control: Methods of inventory control, selection of optimum method, effect of inventory control. 4. Risks Management 5. Pharmaceutical Marketing: a) Promotion: Objectives, classification, developing a promotional plan, promotion strategy, budget and executing the program. Steps of implantation of advertising, types (display, direct mail, etc.) and preparation of advertisement. Personal selling and evaluation of promotion (general and specialized method). b) Pricing: General consideration, pricing method, prescription pricing and professional fees. c) Channel of distribution d) Forecasing of sales 5. Management of Community Pharmacy and Governmental Pharmacy.

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Jaytirmoy Barmon Entrepreneurship, Entrepreneurial Process & Motivation
Lecturer, Pharmacy, Varendra University
Entrepreneurship, Entrepreneurial Process & Motivation
Prepared by:
Jaytirmoy Barmon
Lecturer
Department of Pharmacy, VU
Q. What do you mean by Entrepreneurship, Entrepreneur and Enterprise? Write down
the importance and functions of Entrepreneurship.
Entrepreneurship: Entrepreneurship refers to the process of creating a new enterprise and
bearing any of its risks, with the view of making the profit.
Entrepreneur: The person who creates a new enterprise and embraces every challenge for its
development and operation is known as an entrepreneur.
Enterprise: The undertaking or organization, typically a startup company, set up by the
entrepreneur is called enterprise.
Importance of Entrepreneurship
i. Helps the formation of capital by bringing together the savings and investments of
people;
ii. Provides large-scale employment opportunities and increases the purchasing power of
the people;
iii. Promotes balanced regional development in the country;
iv. Helps in reducing concentration of economic power (power to own the factor of
production in a few hands).

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Jaytirmoy Barmon Entrepreneurship, Entrepreneurial Process & Motivation
Lecturer, Pharmacy, Varendra University
Function of Entrepreneurship
i. Identifying and using the opportunities exist in the market;
ii. Converting the ideas into action
iii. Undertaking promotional activities to launch an enterprise;
iv. Striving for excellence in his/her field of work;
v. Bearing the risk and uncertainties involved, and
vi. Harmonizing.
Q. Write down about evolution stages of entrepreneurship.
Evolution Stages of Entrepreneurship
Stage 1: The birth of start-up:
This is the beginning of the entrepreneurship cycle of an entrepreneur. It is filled with mixed
emotions of excitement, thrill and fear all at the same time.
Stage 2: Surviving and Growing Your Business:
This is the stage where successfully launched a new company, and now you are looking for
strategies to survive in the industry. Some entrepreneurs look for investors who could fund
their start-ups while some others chose to stay independent. Both have their pros and cons. The
main aim of this stage is survival.
Stage 3: The Hyper Stage:
At this stage, many start-ups go into trouble because entrepreneurs start getting over confident
having seen success... Some entrepreneurs start celebrating and enjoying in this stage and
completely forget about their desired goals and missions. To survive this stage, you have to be
stable. Your start-up has to be stable.
Stage 4: The Prime Stage:
When your company has crossed the point of survival and stability that is when real success is
reached. This is the more predictable growth phase. You realize that other businesses and
companies can make you stronger because they themselves are strong enough. You start to
explore partnerships with other companies. You form inter depended relations with other
successful companies. This keeps your company in its prime and enhances your growth
opportunities.
Stage 5: Aging and Early Decline:
A situation might come up where one of the most significant faces of your company moves
out or your partnerships with others don’t work out. Someone else might have come up with a
better idea in the market, and your idea might have become useless. This leads to your business
and company being disrupted. At this stage, you can do one of two things: You can either
restart your journey to unwind what you began, or you can disrupt your company.
Stage 6: Illness and Rapid Decline:
This phase should be expected if you are too late in figuring out the early signs of decline. This
happens when your team is no longer sure what they are supposed to do, or it is unable to fix
the problems that come up. If you don’t take action immediately, it will lead to fears,
uncertainties and doubts setting in. The company is sure to fail and decline if no action is taken.

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Jaytirmoy Barmon Entrepreneurship, Entrepreneurial Process & Motivation
Lecturer, Pharmacy, Varendra University
Stage 7: Death:
There are times when no matter how hard we work to make a start-up work, it just fails.
Sometimes you are so deep into the hole that has been created due to bankruptcy or restrained
cash flow, that there is no way to dig yourself out. At times like these, the best option is to shut
your business down because it is leading nowhere. Take it down before it takes you down with
it.
Q. What are the roles of entrepreneurship in economic development of a country?-
Describe briefly.
Roles of Entrepreneurship in Economic Development of a Country
Entrepreneurship plays an influential role in the economic growth and standard of living of the
country. Roles of entrepreneurship in economic development of a country are as follows:
1. Wealth Creation and Sharing:
By establishing the business entity, entrepreneurs invest their own resources and attract capital
from investors, lenders and the public. This mobilizes public wealth and allows people to
benefit from the success of entrepreneurs and growing businesses. This kind of pooled capital
that results in wealth creation.
2. Create Jobs:
Entrepreneurs are by nature and definition job creators, as opposed to job seekers. This kind of
job creation by new and existing businesses is again is one of the basic goals of economic
development.
3. Balanced Regional Development:
Entrepreneurs setting up new businesses and industrial units help with regional development
by locating in less developed and backward areas. Every new business that locates in a less
developed area will create both direct and indirect jobs, helping lift regional economies in many
different ways. Both central and state governments promote this kind of regional development
by providing registered MSME businesses various benefits and concessions.
4. Standard of Living:
Increase in the standard of living of people in a community is yet another key goal of economic
development.
5. Exports:
Any growing business will eventually want to get started with exports to expand their business
to foreign markets. Another key benefit is that this expansion that leads to more stable business
revenue during economic downturns in the local economy.
6. Community Development:
Economic development doesn’t always translate into community development. Community
development requires infrastructure for education and training, healthcare, and other public
services.

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Jaytirmoy Barmon Entrepreneurship, Entrepreneurial Process & Motivation
Lecturer, Pharmacy, Varendra University
Q. What are Stages in the evolution of a medicine registration system?
Stages in the evolution of a medicine registration system:
Stage 1: Notification procedure
Standard information is obtained on all pharmaceutical products currently marked in the
country and entered into a register. No judgment is made at this time regarding the
appropriateness of the drugs for sale in the country.
Stage 2: Basic authorization procedure
Products listed in the register are provisionally authorized to remain on sale. All other drugs
that are to be sold require a license, which is issued after an appropriate assessment of the
efficacy, safety, and quality and a review of truth and completeness of packaging and labeling
information.
Stage 3: Full registration or licensing procedure
Full evaluation of individual products is conducted by examining detailed data submitted by
the manufactured and obtained from the literature to assess their quality, safety, and efficacy.
Stage 4: Reevaluation of older drugs
All older pharmaceutical products on the market are systematically reassessed for compliance
with the standards.
Q. What problems facing the pharmaceutical industry?
1. Weakening patent protection challenges
2. Entering new markets: Countering the impact of patent by making their product more
available in the less developed countries
3. Licensing patent drugs to generic firms before its patent expire
4. Regulatory Challenges: Different Environments have to satisfy a different set of
regulations in each market- Need for harmonization of regulatory requirements
5. Changing Regulations: Stricter rules in US & EU. Patient Protection and Affordable
Care Act (2010)
6. Restructuring & Cost Savings
7. Challenges in Research & Development: Pipeline- Patients expiring- Insufficient drugs
to fill current pipeline. Pressure for scientist developed – Shifting R & D towards new
innovation- focus to developing new drugs
8. Drug Discovery: From molecules that can become a drug to core disease or illnesses
9. Preclinical Trials: Lab and animal testing to determine if drug is safe enough for humans.

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Jaytirmoy Barmon Entrepreneurship, Entrepreneurial Process & Motivation
Lecturer, Pharmacy, Varendra University
Q. What is entrepreneurial motivation? Write down the entrepreneurial motivating
factors.
Entrepreneurial motivation
The entrepreneurial motivation is the process that activates and motivates the entrepreneur
to exert higher level of efforts for the achievement of his/her entrepreneurial goals. In other
words, the entrepreneurial motivation refers to the forces or drive within an entrepreneur that
affect the direction, intensity, and persistence of his / her voluntary behaviour as entrepreneur.
So to say, a motivational entrepreneur will be willing to exert a particular level of effort
(intensity), for a certain period of time (persistence) toward a particular goal (direction).
Entrepreneurial Motivating Factors
Most of the researchers have classified all the factors motivating entrepreneurs into internal
and external factors as follows:
Internal Factors
 Desire to do something new.
 Become independent.
 Achieve what one wants to have in life.
 Be recognized for one’s contribution.
 One’s educational background.
 One’s occupational background and experience in the relevant field.
External Factors
 Government assistance and support.
 Availability of labour and raw material.
 Encouragement from big business houses.
 Promising demand for the product.