Pharmaceutical Marketing Strategy: Chapters 5 & 6
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Questions and Answers

What is a reason why a drug may not be equally effective across different racial or ethnic groups?

  • Variability in economic status
  • Differences in education about the drug
  • Genetic differences affecting drug metabolism (correct)
  • Discrimination in drug prescribing

Psychological factors have no effect on adherence to drug therapy.

False (B)

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.

<p>genetic</p> Signup and view all the answers

Match the following drug types with their respective effects on different racial or ethnic groups:

<p>Beta-blockers = Sensitive response differs between Caucasians and Chinese Angiotensin-converting enzyme inhibitors = More effective in whites than blacks Calcium channel blockers = Variability in dosage adjustments needed Diuretics = Diverse responses depending on genetic makeup</p> Signup and view all the answers

What is a major reason for pharmaceutical companies to expand into foreign markets?

<p>To survive (B)</p> Signup and view all the answers

Academics generally favor standardization over adaptation in international marketing.

<p>False (B)</p> Signup and view all the answers

What term refers to the world scale that became popular in the early 20th century?

<p>globalization</p> Signup and view all the answers

Levitt (1983) believed that a powerful force drives the world toward a converging commonality, primarily due to __________.

<p>technology</p> Signup and view all the answers

Match the theorist with their viewpoint on international marketing strategy:

<p>Levitt = Advocates for standardization Boddewyn = Supports adaptation Practitioners = Fluctuate between standardization and adaptation Academics = Prefer adaptation due to market differences</p> Signup and view all the answers

What did Boddewyn et al. argue regarding standardization?

<p>National differences prevent standardization. (D)</p> Signup and view all the answers

From 2002 to 2008, there were less than 1100 publications per year on the topic of globalization.

<p>False (B)</p> Signup and view all the answers

What does the degree of standardization or adaptation in marketing strategy depend on?

<p>All of the above (D)</p> Signup and view all the answers

The PESTLE analysis focuses on micro-level marketing strategies.

<p>False (B)</p> Signup and view all the answers

Name three product-related factors that affect marketing strategy.

<p>Product category, lifecycle stage, branding</p> Signup and view all the answers

The _____ stage of a product influences the marketing strategy.

<p>lifecycle</p> Signup and view all the answers

Match the following factors with their categories:

<p>Product category = Product-related factors Country's culture = Hosting market-related factors Competitiveness = Company-related factors Economic differences = Hosting market-related factors</p> Signup and view all the answers

Which of the following is NOT a company-related factor affecting marketing strategy?

<p>Country's culture (C)</p> Signup and view all the answers

Adaptation and standardization are mutually exclusive strategies.

<p>False (B)</p> Signup and view all the answers

What is PESTLE analysis used for?

<p>To gain a macro picture of an industry environment.</p> Signup and view all the answers

In marketing, the degree of _____ influences communication tools and promotional purposes.

<p>creativity</p> Signup and view all the answers

Match the following hosting market-related factors with their descriptions:

<p>Language = Impact on communication strategies Regulations = Legal barriers to marketing Market prosperity = Economic status affecting marketing Degree of urbanization = Influence on target market accessibility</p> Signup and view all the answers

What does the term 'standardization' refer to in a global business context?

<p>Creating uniform business processes across various divisions or locations (A)</p> Signup and view all the answers

Adaptation and standardization are completely unrelated concepts in international marketing.

<p>False (B)</p> Signup and view all the answers

What is a key factor that affects the choice between standardization and adaptation in global marketing?

<p>Cultural differences</p> Signup and view all the answers

Adaptation is the ______________ modification of product standards for a target market.

<p>obligatory</p> Signup and view all the answers

Match the following factors with their effect on standardization and adaptation:

<p>Cultural Differences = Affects communication strategies Legal Issues = Determines regulations for products Economic Conditions = Influences pricing strategies Competitive Landscape = Affects market penetration strategies</p> Signup and view all the answers

What is one drawback of extensive localization in marketing?

<p>High costs (D)</p> Signup and view all the answers

Standardization benefits are universally applicable to all businesses.

<p>False (B)</p> Signup and view all the answers

According to Toyne and Walters (1989), what are some factors that impact standardization and adaptation?

<p>Cultural, language, social, legal, competitive, and economic differences</p> Signup and view all the answers

Adaptation is often considered as the extreme opposite of ______________.

<p>standardization</p> Signup and view all the answers

Which approach do many academics advocate for concerning marketing strategy?

<p>A contingency approach based on market conditions (D)</p> Signup and view all the answers

What does the term 'glocalization' represent?

<p>Integration of globalization and localization (A)</p> Signup and view all the answers

Glocalization was first coined by European scholars in the twentieth century.

<p>False (B)</p> Signup and view all the answers

What does the Japanese word 'dochakuka' mean in the context of glocalization?

<p>Adapting and framing a technique to a certain local condition</p> Signup and view all the answers

Glocalization gained interest in sociological communities through scholars like _______ and _______.

<p>Roland Robertson, Zygmunt Bauman</p> Signup and view all the answers

Which of the following best describes the effective use of pharmaceutical marketing promotion tools?

<p>They should be strategically directed to prevent resource loss. (B)</p> Signup and view all the answers

Managing global epidemic diseases requires consideration of local realities.

<p>True (A)</p> Signup and view all the answers

What key benefit do companies gain from adopting glocalization?

<p>Benefits of both global and local views</p> Signup and view all the answers

Match the concepts to their descriptions:

<p>Glocalization = Integration of global and local strategies Dochakuka = Adapting techniques to local conditions Pharmaceutical Marketing Promotion = Tools to effectively market in both local and global contexts Roland Robertson = Sociologist who defined glocalization</p> Signup and view all the answers

Which of the following statements best reflects a misunderstanding of glocalization?

<p>It only applies to marketing to local audiences. (B)</p> Signup and view all the answers

The co-presence of both universalizing and particularizing tendencies is associated with _______.

<p>Glocalization</p> Signup and view all the answers

Flashcards

International Expansion in Pharmaceutical Companies

Expanding into foreign markets to ensure survival due to increasing global market share and competition.

Standardization in Marketing

A marketing strategy where companies use the same approach across different countries, regardless of local differences.

Adaptation in Marketing

A marketing strategy where companies adjust their approach to meet local needs and preferences in each country.

Standardization vs. Adaptation Debate

The argument about whether companies should standardize their marketing across the globe or adapt it to each local market.

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Levitt's Convergence Theory

The belief that technology drives the world towards a global market with similar needs and preferences, making standardization the best option.

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Boddewyn's Heterogeneity Argument

The belief that national differences in habits, regulations, tastes, and preferences create a heterogeneous market, necessitating adaptation.

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Globalization

The increasing interconnectedness of the world, leading to greater globalization and potentially greater standardization.

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Standardization in Business

The process of creating uniform business processes across different divisions or locations, aiming to ensure consistency and efficiency.

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Standardization vs. Adaptation

The degree to which a company needs to modify its products, marketing messages, or business practices to cater to local market conditions.

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Factors affecting standardization and adaptation

Different factors, including cultural, linguistic, social, legal, economic, and competition variations across markets, influencing a company's decision to standardize or adapt.

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Culture's role in international marketing

The impact of cultural differences on international marketing, highlighting the need for localization and using the right communication strategies to connect with consumers.

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Globalization and Standardization

The increasing interconnectedness of the world, leading to greater market globalization and potentially greater standardization.

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Adaptation in International Advertising

The strategy of adapting international advertising campaigns to respect each market's politics, laws, culture, economic situation, and medical needs.

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Contingency Approach to Marketing

A decision-making approach in international marketing that considers the unique circumstances of each market and balances standardization and adaptation as needed.

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Standardization Benefits and Localization Importance

Recognizing the benefits of standardization, such as cost savings and consistency, while acknowledging the importance of localization to meet specific market needs.

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Genetic Differences in Drug Response

Pharmaceutical promotion strategies must account for genetic differences between racial and ethnic groups. Medication responses, effectiveness, side effects, metabolism, and adverse drug reactions can vary based on genetics.

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Risk Variations in Drug Response

Patients from specific racial or ethnic groups might experience different risks or require dosage adjustments with certain medications compared to other groups due to genetic variations.

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Factors Affecting Drug Response

Factors like genetics, psychology, culture, and environment influence how a person responds to medication.

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Examples of Racial Drug Response Differences

Examples: Beta-blockers are less effective in reducing heart rate and blood pressure in Chinese individuals compared to Caucasians. Whites may have more antihypertensive effects than Black individuals.

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Genetics as a Determinant of Drug Response

Genetic factors are the primary drivers of drug response variability, affecting drug targets and metabolism.

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Marketing Adaptation

A strategic approach where a company adapts its marketing plan to fit local needs and preferences in each country.

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Marketing Standardization

A marketing strategy where a company employs the same marketing approach, regardless of local differences, across all countries.

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Degree of Standardization vs. Adaptation

The balance between a company's marketing strategy remaining uniform across countries and adapting to local needs and preferences.

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Product-Related Factors in Marketing Strategy

Factors like product category, lifecycle, branding, and brand positioning that influence the degree of standardization vs. adaptation in marketing.

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Hosting Market Factors

Factors like culture, language, regulations, and economic differences that impact marketing strategies when expanding to new markets.

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Company-Related Factors

Factors like company competitiveness, international experience, corporate governance, and financial issues that influence marketing decisions.

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PESTLE Analysis

A strategic tool for analyzing the external macro environment of a business by considering factors like political, economic, social, technological, legal, and environmental influences.

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SWOT Analysis

The process of evaluating a business's internal and external environment to identify opportunities and threats.

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Competitive Analysis

A systematic framework used to analyze the competitive landscape of a market by identifying and evaluating competitors, their strengths and weaknesses, and their potential strategies.

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Factors Influencing Pharmaceutical Marketing

The factors that affect the marketing promotion strategy of pharmaceuticals in different countries, including product-related factors, hosting market factors, and company-related factors.

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Dochakuka

A term coined in Japan, referencing the integration of global and local perspectives, aiming to cater to specific needs and preferences while maintaining global strategic coherence.

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Localization in Marketing

The process of adapting a product or service to match the specific conditions and requirements of a particular local market.

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Global Pressures on Local Conditions

The phenomenon of global forces having a significant impact on local conditions, leading to changes and adjustments in the local context.

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Simultaneity of Globalization and Localization

The simultaneous application of both global and local approaches in various aspects, such as business strategies or cultural trends.

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Tampering Effects of Local Conditions

The way in which local context influences the execution of global policies or strategies, leading to variations in their application.

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Glocalization in Pharmaceutical Marketing

The application of glocalization principles in the pharmaceutical industry, balancing global strategies with local market adaptations.

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Pharmaceutical Marketing Promotion in a Glocalized Context

The process of strategizing and implementing marketing campaigns in a way that effectively combines global insights and local knowledge, resulting in more impactful and relevant marketing efforts.

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Relationship between Glocalization and Pharmaceutical Marketing Tools

The relationship between pharmaceutical companies' strategies and their marketing promotion tools, where the effectiveness of the tools hinges on their alignment with the overall strategy.

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Misdirected Pharmaceutical Marketing Tools

The risk of wasting resources if companies use marketing tools incorrectly without considering their glocalization strategy.

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Study Notes

Lecture 5 and 6: Pharmaceutical Marketing Strategy

  • 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.

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