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What is a reason why a drug may not be equally effective across different racial or ethnic groups?
What is a reason why a drug may not be equally effective across different racial or ethnic groups?
Psychological factors have no effect on adherence to drug therapy.
Psychological factors have no effect on adherence to drug therapy.
False
What type of diseases can be affected by genetic differences according to the content provided?
What type of diseases can be affected by genetic differences according to the content provided?
Communicable and non-communicable diseases
Patients taking equivalent drugs may have different responses due to __________ differences.
Patients taking equivalent drugs may have different responses due to __________ differences.
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Match the following drug types with their respective effects on different racial or ethnic groups:
Match the following drug types with their respective effects on different racial or ethnic groups:
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What is a major reason for pharmaceutical companies to expand into foreign markets?
What is a major reason for pharmaceutical companies to expand into foreign markets?
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Academics generally favor standardization over adaptation in international marketing.
Academics generally favor standardization over adaptation in international marketing.
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What term refers to the world scale that became popular in the early 20th century?
What term refers to the world scale that became popular in the early 20th century?
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Levitt (1983) believed that a powerful force drives the world toward a converging commonality, primarily due to __________.
Levitt (1983) believed that a powerful force drives the world toward a converging commonality, primarily due to __________.
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Match the theorist with their viewpoint on international marketing strategy:
Match the theorist with their viewpoint on international marketing strategy:
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What did Boddewyn et al. argue regarding standardization?
What did Boddewyn et al. argue regarding standardization?
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From 2002 to 2008, there were less than 1100 publications per year on the topic of globalization.
From 2002 to 2008, there were less than 1100 publications per year on the topic of globalization.
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What does the degree of standardization or adaptation in marketing strategy depend on?
What does the degree of standardization or adaptation in marketing strategy depend on?
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The PESTLE analysis focuses on micro-level marketing strategies.
The PESTLE analysis focuses on micro-level marketing strategies.
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Name three product-related factors that affect marketing strategy.
Name three product-related factors that affect marketing strategy.
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The _____ stage of a product influences the marketing strategy.
The _____ stage of a product influences the marketing strategy.
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Match the following factors with their categories:
Match the following factors with their categories:
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Which of the following is NOT a company-related factor affecting marketing strategy?
Which of the following is NOT a company-related factor affecting marketing strategy?
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Adaptation and standardization are mutually exclusive strategies.
Adaptation and standardization are mutually exclusive strategies.
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What is PESTLE analysis used for?
What is PESTLE analysis used for?
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In marketing, the degree of _____ influences communication tools and promotional purposes.
In marketing, the degree of _____ influences communication tools and promotional purposes.
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Match the following hosting market-related factors with their descriptions:
Match the following hosting market-related factors with their descriptions:
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What does the term 'standardization' refer to in a global business context?
What does the term 'standardization' refer to in a global business context?
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Adaptation and standardization are completely unrelated concepts in international marketing.
Adaptation and standardization are completely unrelated concepts in international marketing.
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What is a key factor that affects the choice between standardization and adaptation in global marketing?
What is a key factor that affects the choice between standardization and adaptation in global marketing?
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Adaptation is the ______________ modification of product standards for a target market.
Adaptation is the ______________ modification of product standards for a target market.
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Match the following factors with their effect on standardization and adaptation:
Match the following factors with their effect on standardization and adaptation:
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What is one drawback of extensive localization in marketing?
What is one drawback of extensive localization in marketing?
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Standardization benefits are universally applicable to all businesses.
Standardization benefits are universally applicable to all businesses.
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According to Toyne and Walters (1989), what are some factors that impact standardization and adaptation?
According to Toyne and Walters (1989), what are some factors that impact standardization and adaptation?
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Adaptation is often considered as the extreme opposite of ______________.
Adaptation is often considered as the extreme opposite of ______________.
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Which approach do many academics advocate for concerning marketing strategy?
Which approach do many academics advocate for concerning marketing strategy?
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What does the term 'glocalization' represent?
What does the term 'glocalization' represent?
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Glocalization was first coined by European scholars in the twentieth century.
Glocalization was first coined by European scholars in the twentieth century.
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What does the Japanese word 'dochakuka' mean in the context of glocalization?
What does the Japanese word 'dochakuka' mean in the context of glocalization?
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Glocalization gained interest in sociological communities through scholars like _______ and _______.
Glocalization gained interest in sociological communities through scholars like _______ and _______.
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Which of the following best describes the effective use of pharmaceutical marketing promotion tools?
Which of the following best describes the effective use of pharmaceutical marketing promotion tools?
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Managing global epidemic diseases requires consideration of local realities.
Managing global epidemic diseases requires consideration of local realities.
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What key benefit do companies gain from adopting glocalization?
What key benefit do companies gain from adopting glocalization?
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Match the concepts to their descriptions:
Match the concepts to their descriptions:
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Which of the following statements best reflects a misunderstanding of glocalization?
Which of the following statements best reflects a misunderstanding of glocalization?
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The co-presence of both universalizing and particularizing tendencies is associated with _______.
The co-presence of both universalizing and particularizing tendencies is associated with _______.
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Study Notes
Lecture 5 and 6: Pharmaceutical Marketing Strategy
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Part II: Implementation of Marketing Strategy
- Contains chapters on standardization, adaptation, globalization, and glocalization in pharmaceutical marketing.
- Topics include the historical argumentation between standardization and adaptation, globalization and standardization, adaptation, and factors affecting standardization and adaptation.
- Further chapters focus on glocalization and pharmaceutical marketing promotion, and delve into specific factors affecting strategy, including drug responses, communicable diseases, and non-communicable diseases.
Chapter 1: Standardization and Adaptation Review in Pharmaceutical Marketing Promotions
- Reviews the historical debate in international marketing regarding standardization vs. adaptation, and focuses on the pharmaceutical industry.
Chapter 2: Glocalization philosophy
- Explores the concept of glocalization, illustrating it as a middle ground between complete standardization and total adaptation of marketing strategies.
- The philosophy adapts a technique(s) to local conditions.
Chapter 3: Glocalization and Pharmaceutical Marketing Promotion
- Further develops the concept of glocalization applied to pharmaceutical marketing.
- The implementation of marketing promotion tools requires understanding how to tailor strategies for local contexts.
- The importance of aligning communications with specific regional needs and conditions is emphasized.
1.1 Historical Argumentation between Standardization and Adaptation
- Describes the historical evolution of the debate within academia and practiced between standardization and adaptation of marketing strategies.
- Examines how viewpoints have shifted over time.
1.2 Globalization and Standardization
- Explores the meaning of globalization and how it relates to standardization in marketing.
- Shows how the high rate of publications regarding this topic increased between the years 2002 and 2008.
- Points out how global companies aim to standardize their products, in part due to the homogeneity of the international market.
1.3 Adaptation
- Defines adaptation as the opposite of standardization, involving modifying a product's characteristics to meet the requirements of a particular local market.
- Outlines the reasons why adaptation is necessary, focusing on the importance of the local market environment.
1.4 Factors that Affect Standardization and Adaptation
- Explains the various factors affecting the degree of standardization and adaptation in marketing promotion of pharmaceutical firms.
- Topics include cultural, linguistic, legal, competitive, and economic factors.
3.1 Alter response to drugs:
- Outlines some biological reasons why certain patient races and/or ethnic groups may respond differently to certain medications or dosages.
- Discusses the need for pharmaceutical companies to consider these factors when promoting certain medications.
3.2 Communicable diseases
- Explores how factors (like the diverse genotypes of certain communicable diseases) relate to pharmaceutical promotion.
- Explains the implication of characterization and identification of types and subtypes of such diseases, focusing on Hepatitis C Virus as an example.
- Highlights geographical differences with regards to the disease and the impacts on management.
3.3 Non-communicable diseases (NCDs)
- Describes the relationship between pharmaceutical marketing and four common types of non-communicable diseases.
- Examines common factors contributing to NCD, including dietary patterns, alcohol and tobacco use, and environmental factors.
- Explains how socio-economic factors affect disease rates in various countries, such as differing health knowledge and varying income levels.
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Description
Explore the implementation of marketing strategies in the pharmaceutical industry with a focus on standardization, adaptation, globalization, and glocalization. This quiz covers key debates and strategies in pharmaceutical marketing promotions and their historical contexts.
