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.

1. Page 1 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
Developing Cost Effective Transportation
Prepared by:
Md. Sanowar Hossain
G. M. Masud Parvez &
Jaytirmoy Barmon
Q. What do you mean by transportation? What are the role and importance of
transportation?
Transportation or Transport
Transportation or transport is the movement of humans, animals and goods from one location
to another. In other words, the action of transport is defined as a particular movement of an
organism or thing from a point A to a Point B. Transport enables trade between people, which
is essential for the development of civilizations.
Role and Importance of Transportation
The role and contribution of transportation is very important in marketing. The functions of
transport in marketing can be discussed as follows:
1. Physical supply of products: Transportation carries necessary raw materials to factory for
production of goods and supplies finished goods to consumers. It creates place and time
utility of goods by transporting from one place to another. It easily carries finished to the
hands of those who need and use them. This significantly increases aggregate sales of
goods. In fact, transport is such a key of marketing, which helps in carrying goods to the
scattered consumers in different places, narrows the gap between producers and
consumers and facilitates to distribute goods to the consumers at minimum cost and time.
2. Specialization: Transportation facility encourages division of labor and specialization on
geographical or regional basis. Transportation cost highly affects localization of
industries. Production of goods may center at such place where the environment is the best
and production cost is minimum. This makes maximum utilization of local resources
possible, which is both economically and socially necessary.
3. Mobility of labor and capital: Transportation facility provides mobility to labor and
capital. If more labor force is available at any place, transport helps to carry it
economically to necessary place. The means of transport carry labors from one place to
another. This encourages labor and capital to use and invest in more productive sectors.
4. Stabilization in price: Transportation helps to bring stability in price of different products.
It transports goods from more supplied places to scarcely supplied areas. This establishes
coordination between demand and supply, and brings stability in prices. It helps to supply
necessary goods regularly to the consumers. Besides this, consumers get necessary goods
at lower prices, because it encourages competition among producers and makes mass
production at lower cost possible.

2. Page 2 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
5. Other Importance: Beside economic importance, transportation has also social, political
and cultural importance. It establishes social and utility by narrowing geographical
distance. It consolidates social and cultural utility and strengthens national integration. It
helps to establish relationship with foreign countries. Transportation also helps widen
knowledge and skill in different sectors. In this way, it helps establish social utility,
uniformity and integrity and strengthens national security.
So, transportation plays an important role in physical distribution system. It has also an
important role in marketing function. In the lack of transportation, neither mass production
nor distribution is possible. Transportation is important in social, economic, political and
cultural aspects.
Q. Define mode of transport? What are the types of transportation?
Mode of transport:
Mode of transport is a term used to distinguish substantially different modes of conveyance.
The different modes of transport are air, water, and land transport, which include Rails or
railways, road and off-road transport. Other modes also exist, including pipelines, cable
transport, and space transport.
Types of transportation:
1. Air transportation
2. Land transportation
a) Road transportation
b) Railway transportation
3. Water transportation
4. Other transportation
a) Pipeline transport
b) Cable transport
c) Space transport
d) Unmanned aerial vehicle transport

3. Page 3 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
Q. Describe the types of transportation with their advantages and disadvantages.
1. Air transportation
A fixed-wing aircraft, typically airplane, is a heavier-than-air flight vehicle, in which the
special geometry of the wing generates lift. Fixed-wing aircraft ranges from small trainers and
recreational aircraft to large airliners and military cargo aircraft. For short distances or in
places without runways, helicopters can be practical. Air transport is the fastest method of
transport; Commercial jets reach speeds of up to 955 kilometers per hour (593 mph) and a
considerably higher ground speed if there is a jet stream tailwind, while piston-powered
general aviation aircraft may reach up to 555 kilometers per hour (345 mph) or more. WHO
estimates that globally as many as 500,000 people at a time are on planes.
Advantages
 Flexibility
 Quick service
 Protection
 High Speed
 Useful in natural calamities
 Easy transport of costly and light goods
 Natural highway so free from physical barriers
Disadvantages
 High cost of construction and maintenance
 Limited carrying capacity
 International Restrictions
 Unsuitable for Bulky Goods.
2. Land transportation
Land transport covers all land-based transportation systems that provide for the movement of
people, goods and services. Land transport plays a vital role in linking communities to each
other. Land transport is a key factor in urban planning. It consists of two kinds, rail and road.
It is two types-
a) Road transport
b) Railway transport
a) Road transport
A road is an identifiable route of travel, usually surfaced with gravel, asphalt or concrete and
supporting land passage by foot or by a number of vehicles.
The most common road vehicle in the developed world is the automobile, a wheeled passenger
vehicle that carries its own motor. The US publisher Ward's estimates that as of 2010, there
were 1.015 billion motor vehicles in use in the world. Other users of roads include motorcars,
motorcycles, buses, trucks, bicycles and pedestrians, and special provisions are sometimes
made for each of these. It is the most polluted transportation source in cities. Roads play an
important role in connecting people and also in ensuring socio-economic growth of a
country.

4. Page 4 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
Advantages
 Door to door service
 Economical over short distances
 Flexible Service
 Limited capital expenditure
 Saving in packing cost
 Feeder to other modes of transport
Disadvantages
 Irregular and unreliable
 Unsuitable for long distance
 No uniformity in rates
 Limited speed
 Affected by weather
b) Railway transport
Rail transport is a means of conveyance of passengers and goods by way of wheeled vehicles
running on rail track, known as a railway or railroad. The rails are anchored perpendicular to
railroad train consists of one or more connected vehicles that run on the rails. Propulsion is
commonly provided by locomotive that hauls a series of unpowered cars that can carry
passengers or freight. The locomotive can be powered by steam, diesel or by electricity
supplied by trackside systems. Alternatively, some or all the cars can be powered, known as a
multiple unit. Also, a train can be powered by horses, cables, gravity, pneumatics and gas
turbines. Railed vehicles move with much less friction than rubber tires on paved roads, making
trains more energy efficient, though not as efficient as ships. Intercity trains are long-haul
services connecting cities; modern high-speed rail is capable of speeds up to 603 kilometres
per hour (375 miles per hour), but this requires a specially built track.
Advantages
 High speed
 Suitable for long distances
 Bulky goods
 Protection
 Large carrying capacity
Disadvantages
 Huge capital expenditure
 Booking formalities
 Inflexible mode
 Unsuitable for short distance and
small loads

5. Page 5 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
3. Water transportation
Water transport is the process of transport that a watercraft, such as a barge, boat, ship or
sailboat, makes over a body of water, such as a sea, ocean, lake, canal or river. If a boat or other
vessel can successfully pass through a waterway it is known as a navigable waterway. The need
for buoyancy unites watercraft, and makes the hull a dominant aspect of its construction,
maintenance and appearance. When a boat is floating on the water the hull of the boat is pushing
aside water where the hull now is, this is known as displacement.
In the 1800s, the first steamboats were developed, using a steam engine to drive a paddle wheel
or propeller to move the ship. The steam was produced using wood or coal. Now, most ships
have an engine using a slightly refined type of petroleum called bunker fuel.
Advantages
 Cheapest mode of transport
 Large carrying capacity
 Safety
 Protection to goods
 Flexibility
 Useful during natural calamities
 Important for foreign trade
Disadvantages
 Slow
 Huge capital expenditure
 High cost of maintenance
 No door to door service
 Special packing
4. Other transportation
a) Pipeline transport
Pipeline transport sends goods through a pipe, most commonly liquid and gases are sent, but
pneumatic tubes can also send solid capsules using compressed air. For example liquids/gases,
any chemically stable liquid or gas can be sent through a pipeline. Short-distance systems exist
for sewage, slurry water and beer, while long-distance networks are used for petroleum and
natural gas.
Advantages
 Suitable for all weather
 Low energy consumption
 Space utilization
 Continuous
Disadvantages
 Illegal pilferage and wastage due to leak
 High fix costs
 In case of chemicals and petroleum
pipelines any leak can cause an accident

6. Page 6 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
b) Cable transport
Cable transport is a broad mode where vehicles are pulled by cables instead of an internal
power source. It is most commonly used at steep gradient. Typical solutions include aerial
tramway, elevators, escalator and ski lifts; some of these are also categorized as conveyor
transport.
Advantages
 Requires minimal labor
 Reduces congestion on roads
 Allows continuous flow of goods
 Reduces accidents
 Helpful in hills area
 Free from noise or smoke thus it is
environmentally friendly
Disadvantages
 Only transport one product at a time
 Only transport goods in one direction
 Initial construction is high
c) Space transport
Space transport is transport out of Earth's
atmosphere into outer space by means of a
spacecraft. While large amounts of research have
gone into technology, it is rarely used except to put
satellites into orbit, and conduct scientific
experiments. However, man has landed on the
moon, and probes have been sent to all the planets
of the Solar System.
d) Unmanned aerial vehicle transport
Unmanned aerial vehicle transport (drone
transport) is being used for medicine
transportation in least developed countries
with inadequate infrastructure by an
American based start-up Zip line and other
transportation companies are currently testing
the use of unmanned aerial vehicles in parcel
delivery. This method will allow short-range
small-parcel delivery in a short time frame.

7. Page 7 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
Q. Which factor do you consider during choosing mode of transportation?
1. Cost of Service:
The cost of transportation adds to the cost of the goods so it should always be kept in mind.
Rail transport is comparatively a cheaper mode of transport for carrying heavy and bulky traffic
over long distances. Motor transport is best suited and economical to carry small traffic over
short distances. Motor transport saves packing and handling costs.
Water transport is the cheapest mode of transport. It is suitable to carry only heavy and bulky
goods over long distances where time is not an important factor. Air transport is the most costly
means of transport but is particularly suited for carrying perishable, light and valuable goods
which require quick delivery.
2. Speed of Transport:
Air transport is the quickest mode of transport but it is costliest of all. Motor transport is quicker
than railways over short distances. However, the speed of railways over long distances is more
than that of other modes of transport except air transport and is most suitable for long distances.
Water transport is very slow and thus unsuitable where time is an important factor.
3. Flexibility:
Railways, water and air transport are inflexible modes of transport. They operate services on
fixed routes and at preplanned time schedules. The goods have to be carried to the stations,
ports and airports and then taken from there. Motor transport provides the most flexible service
because it is not tied to fixed routes or time schedules. It can operate at any time and can reach
the business premises for loading and unloading.
4. Regularity of Service:
Railway service is more certain, uniform and regular as compared to any other mode of
transport. It is not much affected by weather conditions. On the other hand, motor transport,
ocean transport and air transport are affected by bad weather such as heavy rains, snow, fog,
storms etc.
5. Safety:
Safety and security of goods in transit also influence the choice of a suitable means of transport.
Motor transport may be preferred to railway transport because losses are generally less in motor
transport. Water transport exposes the goods to the perils of sea and, hence from safety point
of view, sea transport is thought of as a last resort.
6. Nature of Commodity:
Rail transport is most suitable for carrying cheap, bulk and heavy goods. Perishable goods
which require quick delivery may be carried through motor transport or air transport. Keeping
in water transport is the cheapest mode of transport. It is suitable to carry only heavy and bulky
goods over long distances where time is not an important factor. Air transport is the most costly
means of transport but is particularly suited for carrying perishable, light and valuable goods
which require quick delivery. Mind the cost and distance.

8. Page 8 of 8
Edited By: Jaytirmoy Barmon Developing Cost Effective Transportation
Lecturer, Pharmacy, Varendra University
7. Other Considerations:
A number of special services such as warehousing, packing, loading and unloading are also
taken into consideration while deciding about a mode of transport. From the above discussion
it is clear that each mode of transport is suited for a particular type of traffic.
The rail transport is particularly suited for carrying heavy and bulky goods over long distances.
Motor transport is suitable for carrying small consignments over short distances. Air transport
is suited to light and precious articles which are to be delivered quickly. Ocean transport is
appropriate for carrying heavy bulky goods over long distances at the cheapest possible cost.
Special Thanks To-
Madon, Ashraful, Jesmin, Rokonuzzaman, Eliyas & Ariful
7th Batch Students, Department of Pharmacy, Varendra University, Rajshahi.