promotion

Question 1

2 different types of marketing in drug products,

Answer 1

OTC Marketing
Ethical Marketing for Prescription drugs

Question 2

T/F: Prescription drugs cannot be directly marketed to customers,
it is only directed to physicians

Answer 2

true

Question 3

Managers dictate the price of a product based on the

Answer 3

perceived value of the customers

Question 4

Any paid form of non personal presentation and
promotion of ideas, goods, or services by an
identified sponsors

Answer 4

ADVERTISING

Question 5

Informs and persuades through paid media

Answer 5

ADVERTISING

Question 6

means want to market the product to a
larger perspective customer

Answer 6

Mass selling

Question 7

it is important to
develop a good product based on the market’s
_________ and ___________

Answer 7

Needs and Wants

Question 8

After creating a good product, we have learned the
importance of communicating its value positioning to
the customer through a

Answer 8

good pricing strategy

Question 9

We also need to make the product __________ to the
custom to initiate sale and have the customer try and
experience the product (Place/Channel Strategies).

Answer 9

accessible

Question 10

endowing products with the power of a brand

Answer 10

BRANDING

Question 11

BRANDING is all about

Answer 11

creating differences

Question 12

A _______ answers the question, “Who is the product?”

Answer 12

brand

Question 13

added value endowed on products

Answer 13

Brand Equity

Question 14

It may be reflected in customers’ brand knowledge as
well as in the prices, market share, and profitability
the brand commands

Answer 14

Brand Equity

Question 15

pertains to all the
thoughts, feelings, images, experiences, and beliefs
associated with the brand.

Answer 15

BRAND KNOWLEDGE

Question 16

marketer’s vision of what the brand must be
and do for consumers.

Answer 16

BRAND PROMISE

Question 17

Brand equity arises from differences in

Answer 17

Consumer response

Question 18

If no differences occur, the brand name product is
essentially a ____________, and competition will
probably be based on ________

Answer 18

commodity; price

Question 19

Measures the degree to which a brand is seen as
different from others, and its perceived momentum
and leadership.

Answer 19

DIFFERENTIATION

Question 20

4 KEY CONCEPTS ON BRAND EQUITY

Answer 20

Differentiation
Relevance
Esteem
Knowledge

Question 21

Measures the appropriateness and breadth of a
brand’s appeal

Answer 21

RELEVANCE

Question 22

Measures perceptions of quality and loyalty, or how
well the brand is regarded and respected

Answer 22

ESTEEM

Question 23

Measures how aware and familiar consumers are with
the brand.

Answer 23

KNOWLEDGE

Question 24

STAGES OF BRAND DEVELOPMENT

Answer 24

1. Idenity
2. Meaning
3. Response
4. Relationship

Question 25

Establish brand awareness Answers "Who are you?"

Answer 25

Identity

Question 26

Establish points of difference with competitors. Answers "What are you?"

Answer 26

MEANING

Question 27

Communicate brand solutions to problems "What about you?"

Answer 27

RESPONSE

Question 28

Establish customer’s brand loyalty "What about you and me?"

Answer 28

RELATIONSHIPS

Question 29

There are _______ criteria for choosing brand elements. The criteria can either be brand-________ or brand-_________

Answer 29

SIX; building; defending

Question 30

Intend to build the strength and relevance of the brand and equip it with characteristics that make it stand out.

Answer 30

BRAND-BUILDING CRITERIA

Question 31

Brand Building criteria

Answer 31

Memorable Meaningful Likeable

Question 32

Being recognizable and easy to recall

Answer 32

Memorable

Question 33

Leverages on the ingredients and target customer’s tendencies.

Answer 33

MEANINGFUL

Question 34

Being aesthetically appealing

Answer 34

LIKEABLE

Question 35

Brand Building Criteria of Bioflu

Answer 35

Memorable

Question 36

Brand Building Criteria of Oilatum soap, RiteMed

Answer 36

Meaningful

Question 37

Brandbuilding criteria of Visine v.s Eye-Mo

Answer 37

LIKEABLE

Question 38

Help leverage and preserve brand equity against challenges

Answer 38

BRAND-DEFENDING CRITERIA

Question 39

BRAND-DEFENDING CRITERIA

Answer 39

TRANSFERABLE ADAPTABLE PROTECTABLE

Question 40

Brand can be applied across product mix

Answer 40

TRANSFERABLE

Question 41

Brand is able to be updated and refreshed to adapt with customer’s liking.

Answer 41

ADAPTABLE

Question 42

Brand should be protected from being used negatively.

Answer 42

PROTECTABLE

Question 43

Identify the Brand Defending criteria: Colgate - Can be toothpaste, mouthwash, toothbrush

Answer 43

Transferable

Question 44

Identify the Brand Defending criteria: Pfizer’s logo refresh from blue oval to DNA logo

Answer 44

Adaptable

Question 45

BUILDING BRAND ELEMENTS

Answer 45

MYSTERY SENSUALITY INTIMACY

Question 46

Draws together stories, metaphors, dreams, and symbols

Answer 46

MYSTERY

Question 47

Mystery adds to the complexity of the relationships and experiences because people are naturally drawn to what they don’t know.

Answer 47

MYSTERY

Question 48

Keeps the five senses of sight, hearing,smell, touch and taste on constant alert for new textures, intriguing scent and tastes, wonderful music and other sensory stimuli.

Answer 48

SENSUALITY

Question 49

Means empathy, commitment, and passion.

Answer 49

INTIMACY

Question 50

The close connections that win intense loyalty.

Answer 50

INTIMACY

Question 51

We can use the patterns below to effectively set up the brand to receive branding elements and characteristics.

Answer 51

BRAND NARRATIVE AND STORYTELLING TECHNIQUES

Question 52

BRAND NARRATIVE AND STORYTELLING TECHNIQUES

Answer 52

SETTING CAST NARRATIVE ARC LANGUAGE

Question 53

Choosing the appropriate time, place and context.

Answer 53

SETTING

Question 54

Building the brand as a character, including its role in life of the audience, its relationship and responsibilities, and its history.

Answer 54

CAST

Question 55

Establishing the way the narrative logic unfolds over time, including actions, desired experiences, and defining events

Answer 55

NARRATIVE ARC

Question 56

The authenticating voice, metaphors, symbols , themes used should be aligned and appropriate.

Answer 56

LANGUAGE