Chapter 8 - Marketing And Brand Management

39 Questions | Total Attempts: 364

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Marketing Management Quizzes & Trivia

Chapter 8 Second Ed. Marketing and Brand Management


Questions and Answers
  • 1. 
    What is the Marketing function's primary directive?
    • A. 

      To differentiate the company's products in the marketplace to maximize revenue.

    • B. 

      To promote the company's message and presence in the industry

    • C. 

      To promote each product in a similar fashion that aligns with the company's strategic aims.

    • D. 

      To differentiate new formulations of a drug that is nearing the end of its patent life.

  • 2. 
    In which stage of the product life cycle does marketing play its most pivotal role?
    • A. 

      During discovery

    • B. 

      During development

    • C. 

      Pre launch/just after launch

    • D. 

      When nearing patent expiration

  • 3. 
    Which is NOT a major component that is included in the promotional strategy of a product?
    • A. 

      Promotional Mix

    • B. 

      Message Platform

    • C. 

      Positioning

    • D. 

      Portfolio evaluation

    • E. 

      Techniques and channels

  • 4. 
    For which of the following is marketing NOT responsible?
    • A. 

      Sales forecasts

    • B. 

      Projections of marketing and sales expenditures

    • C. 

      Sales manpower planning

    • D. 

      Profit and loss statements

  • 5. 
    How does marketing contribute to the discovery and development phases?
    • A. 

      Aligns the research efforts with the strategic aims of the company

    • B. 

      Works with discovery and development to create a brand/promotional platform early

    • C. 

      Assists with budgetary concerns of potential compounds

    • D. 

      Helping to focus research investment on indications with the largest commercial potential/unmet needs

  • 6. 
    Please match the marketing objectives with their correct stages within the product life cycle: 1. Optimizing Profitability and Extending Brand Life 2. Layering a Foundation for Success 3. Accelerating Uptake  4. Maximize Commercial Potential 5. Maximizing Peak Sales
    • A. 

      Maturity Growth Launch Pre-Launch Discovery and Development

    • B. 

      Maturity Pre-Launch Launch Discovery and Development Growth

    • C. 

      Launch Growth Discovery and Development Maturity Pre-Launch

    • D. 

      Growth Discovery and Development Maturity Pre Launch Launch

  • 7. 
    Upon what are Marketing's sales forecasts based?
    • A. 

      Brand platform and extensive market research

    • B. 

      Extensive market research and certain key assumptions

    • C. 

      Product positioning and product portfolio

    • D. 

      Product portfolio and brand platform

  • 8. 
    In which stage in the life cycle is the initial commercial plan translated into a promotional strategy?
    • A. 

      Discovery

    • B. 

      Development

    • C. 

      Pre Launch

    • D. 

      Post Launch

    • E. 

      Pre FDA patent expiration

  • 9. 
    What are "unbranded messages"?
    • A. 

      Messages that do not directly relate to a target age bracket

    • B. 

      Messages that relate to a disease or condition and emphasize the need for treatment

    • C. 

      Promotional efforts that do not have the company's label on them

    • D. 

      Product-specific messages that form the core of the overall promotional strategy

  • 10. 
    What are "branded messages"?
    • A. 

      Messages designed to conceal the company logo in favor of promoting the product itself

    • B. 

      Product-specific messages designed to increase uptake and maximize adoption

    • C. 

      Company specific messages designed to increase awareness

    • D. 

      Marketing tactics that promote off-label usages of a product that are not FDA approved but so widely accepted they can have the company's logo on them

  • 11. 
    What is a "Dear Doctor" Letter?
    • A. 

      A form of marketing that targets physicians/prescribers in the industry to learn more about a specific product.

    • B. 

      A formal retraction that notes when a company mis-promoted something and needs to undo the statement

    • C. 

      A letter from a key opinion leader to his collegues promoting a new product

    • D. 

      A letter from a patient to a doctor describing the side effects he is having from a certain product.

  • 12. 
    A ___________ is the means of communicating information to the universe of customers.
    • A. 

      Communications channel

    • B. 

      Message platform

    • C. 

      Comprehensive commercial plan

    • D. 

      Promotional channel

  • 13. 
    How do pharma/biotech companies prefer to reach prescribers and payers with their promotions?
    • A. 

      Through highly tailored mail campaigns

    • B. 

      Through internet-based touch campaigns

    • C. 

      Through person to person contact

    • D. 

      Through call center marketing

  • 14. 
    What is the primary promotion medium used to reach non professional groups?
    • A. 

      Free trial sized samples

    • B. 

      Direct to consumer advertising and other mass media

    • C. 

      Product advertising in professional journals

    • D. 

      Face to face product information and supplemental materials

  • 15. 
    Prescribers are often segmented to allow Marketing to fine tune product messages.  On what basis are prescribers usually segmented?
    • A. 

      Prescribing behaviors

    • B. 

      Pharmacology expertise

    • C. 

      Volume of prescriptions

    • D. 

      A and B

    • E. 

      A and C

  • 16. 
    Brand teams almost always supplement information from syndicated data sets by:
    • A. 

      Performing a more comprehensive market analysis themselves

    • B. 

      Hiring M Squared to do conduct a more in depth analysis

    • C. 

      By commissioning primary market research

    • D. 

      Syndicated data sets are generally enough information for a first round look at the market.

  • 17. 
    Why is market research in support of segmentation a "highly iterative process"?
    • A. 

      Because market research is inherently a slow process comprised of many steps

    • B. 

      Because the results from one study lead to new insights and then new questions which require further investigation

    • C. 

      Lather, rinse, repeat if necessary

    • D. 

      Because it is impossible to compile the results from one segmentation study and have them stand alone; numerous analyses are needed

  • 18. 
    Why is Marketing interested in identifying Key Opinion Leaders?
    • A. 

      KOL's can assist with creating promotional platforms

    • B. 

      KOL's influence the prescribing choices of other physicians

    • C. 

      KOL's are not the interest of Marketing, but of Medical Affairs

    • D. 

      Marketing supplies market research to KOL's to gain entrenched loyalty

  • 19. 
    Why does Marketing also segment the patient population?
    • A. 

      To break down the patient population into small enough segments to determine where marketing will be the most lucrative

    • B. 

      To assess the highest risk patient group

    • C. 

      To invest more money into specific segments depending on the financial status of each segment

    • D. 

      To prioritize marketing outreach and identify high-impact outreach mechanisms

  • 20. 
    How do BioPharma companies deal with patient privacy laws to communicate directly with patients?
    • A. 

      Companies have access to all the information obtained in the trials and map that data to patient records

    • B. 

      Companies pay clinicians "sponsor fees" to unblind their trial to access confidential information

    • C. 

      Companies get doctors to encourage patients to contact the companies for more information about a specific product. If the patient contacts the company and provides information, then there is no confidentiality breach

    • D. 

      Companies get information from prescribers and pharmacies that do not conflict with privacy laws

  • 21. 
    What is a primary responsibility of the Managed Markets group?
    • A. 

      Segmenting the large corporate accounts in terms of mechanism of drug action for market research

    • B. 

      Segmenting the large corporate accounts in terms of therapeutic area for competitive analysis

    • C. 

      Segmenting the large corporate accounts in terms of their potential impact on the success of individual products

    • D. 

      Segmenting the large corporate accounts in terms of product pipeline to identify future competition

  • 22. 
    Along with formulating product sales forecasts and finalizing P&L statements, what else must marketing develop for the financial projections?
    • A. 

      In-licensing negotiations

    • B. 

      Messaging platform

    • C. 

      Promotional budget

    • D. 

      Portfolio analysis

  • 23. 
    What key considerations are made in developing the right "promotional mix" for a product?
    • A. 

      Raindrops on roses and whiskers on kittens

    • B. 

      Full market saturation to reach as many consumers as possible

    • C. 

      The optimal combination of promotional programs and channels for delivering the message

    • D. 

      The optimal combination of professional and non professional marketing campaigns

    • E. 

      The optimal segmentation of markets and prescribers

  • 24. 
    Upon what does the appropriate promotional mix depend?
    • A. 

      On the nature of the product and the market in which it will compete

    • B. 

      On the level of current competition that exists in the marketplace during the pre-launch phase.

    • C. 

      The optimal blend of professional and non professional promotions

    • D. 

      Walking the fine line between promoting the benefits of the product but adequately acknowledging the adverse effects

  • 25. 
    What role does marketing assume in preparation for product launch?
    • A. 

      Marketing assumes no role: the sales force and managed markets take over.

    • B. 

      Marketing takes the lead for determining logistics of program deployment and making sure everything goes off without a hitch.

    • C. 

      Marketing assists the sales force in the product launch.

    • D. 

      Marketing supports Manufacturing Operations and Trade and Distribution in the product launch.

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