Quiz 14, Chapter 14-15

Question 1

Pharmaceutical companies are more interested in acquiring and exploiting another’s brands than in acquiring another’s R&D and sales marketing assets.

Answer 1

False.

Question 2

Ideally, when should brand strategy development for a new drug begin?

Answer 2

During Phase II clinical trials.

Question 3

An example of an expressive value is, “I own a BMW because I like feeling the road.”

Answer 3

False.

Question 4

Which of the following is not an example of a functional value - a) convenience, b) efficacy, c) safety, or d) uniqueness?

Answer 4

Uniqueness.

Question 5

It is rare for pharmaceutical companies to explore, develop, and promote expressive value with which patients might identify.

Answer 5

True.

Question 6

To be competitive, pharmaceutical brands must be distinctive. They must possess defining characteristics that are perceived by customers to be unique, attractive, and relevant to their needs.

Answer 6

True.

Question 7

With the global need for new drugs, pharmaceutical brand names are not subject to regulatory approval.

Answer 7

False.

Question 8

Over the last few decades, DTC advertising has become an essential marketing tactic for both large and small brands.

Answer 8

True.

Question 9

Which of the following most strongly influences physicians’ prescribing habits - a) doctors’ personal experiences, and their patients’ unique situations, b) DTC advertising, c) other types of pharmaceutical marketing, or d) patients’ opinions about DTC advertising?

Answer 9

Doctors’ personal experiences, and their patients’ unique situations.

Question 10

Pharmaceutical companies spend more on promotional activities than on R&D.

Answer 10

False.

Question 11

A brand that treats a very common chronic condition would be well-served by mass-market print and TV ads.

Answer 11

True.