Pharmaceutical Promotion and Marketing: Chapter 4
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Questions and Answers

What does the WHO define as pharmaceutical promotion?

  • The provision of drug samples and hospitality for medical professionals
  • Participation in conferences and exhibitions
  • All activities that induce the prescription, supply, purchase, and/or use of medicinal drugs (correct)
  • Only the activities of medical representatives

    • According to Devlin and Hemsley, what percentage of pharmaceutical companies' revenues is allocated to marketing?

  • 15%
  • 20%
  • 50%
  • 35% (correct)

    • What is considered the largest chunk of the allocations in pharmaceutical promotion?

  • The use of audio-visual materials
  • Journal and direct mail advertising
  • Promotion (correct)
  • Participation in conferences and exhibitions

    • What does the 6 Ms model provide a cue for in planning communications strategy?

    <p>Tasks in planning communications strategy</p> Signup and view all the answers

    What does promotion include according to the text?

    <p>Activities of medical representatives and all other aspects of sales promotion</p> Signup and view all the answers

    According to WHO, what effect do pharmaceutical promotional activities have?

    <p>To induce the prescription, supply, purchase, and/or use of medicinal drugs</p> Signup and view all the answers

    What are the three major types of sales promotion?

    <p>Consumer promotions, trade promotions, retail promotions</p> Signup and view all the answers

    Which element of the promotional mix presents the advantage of permitting an interaction to take place between the firm and a potential customer?

    <p>Personal selling</p> Signup and view all the answers

    What determines the proper allocation of budget across various media vehicles?

    <p>Market situation</p> Signup and view all the answers

    Which non-personal element is particularly effective in creating or enhancing a brand image?

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

    What is the main purpose of sales promotion?

    <p>To generate short-term action</p> Signup and view all the answers

    What is a marketing channel?

    <p>A set of independent organizations involved in the process of taking a product or service to market</p> Signup and view all the answers

    What is the main goal of a marketing channel strategy?

    <p>To ensure that the overall channel system operates efficiently and effectively</p> Signup and view all the answers

    What role do distributors, wholesalers, brokers, franchisees, and retailers play in a marketing channel system?

    <p>They collaborate with each other to make products and services available for use or consumption</p> Signup and view all the answers

    How does an effective marketing channel strategy contribute to competitive advantage?

    <p>By delivering superior customer value and ensuring expected quality by consumers</p> Signup and view all the answers

    What is the significance of an effective channel system?

    <p>It aims to make products and services available and easy for users to buy, in accordance with their preferences</p> Signup and view all the answers

    What does a marketing channel system comprise?

    <p>Many organizations, each with specific strengths and weaknesses, including distributors, wholesalers, brokers, franchisees, and retailers</p> Signup and view all the answers

    What is another term for marketing channels?

    <p>Sales channels</p> Signup and view all the answers

    Which entities are involved in every marketing channel according to the text?

    <p>Manufacturers, intermediaries, and end-users</p> Signup and view all the answers

    What type of channels does a seller use to deliver messages and receive messages from targeted consumers?

    <p>Communication channels</p> Signup and view all the answers

    Who is often the channel captain in a marketing channel?

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

    What must manufacturers do until their products leave their manufacturing sites and travel to the next channel member?

    <p>Maintain ownership of the product</p> Signup and view all the answers

    What type of entities facilitate transactions in marketing channels?

    <p>Commercial/service channels</p> Signup and view all the answers

    What does the term 'distribution channels' refer to in marketing?

    <p>Channels for displaying products to buyers</p> Signup and view all the answers

    Which type of marketing channels include newspapers, magazines, radio, television, and the Internet?

    <p>Communication channels</p> Signup and view all the answers

    'Distribution channels' may include which of the following?

    <p>Warehouses and vehicles</p> Signup and view all the answers

    What are the three key entities involved in every marketing channel?

    <p>Manufacturers, intermediaries (wholesale, retail, and specialized), and end-users (business customers or consumers)</p> Signup and view all the answers

    Study Notes

    Pharmaceutical Promotion

    • The World Health Organization (WHO) defines pharmaceutical promotion as any activity undertaken by a pharmaceutical company to promote the sale or use of its products.
    • According to Devlin and Hemsley, pharmaceutical companies allocate approximately 20-30% of their revenues to marketing.
    • The largest chunk of the allocations in pharmaceutical promotion is spent on sales representatives and their training.

    The 6 Ms Model

    • The 6 Ms model provides a cue for planning communications strategy by focusing on Mission, Money, Message, Media, Measurement, and Management.

    Promotion

    • Promotion includes advertising, personal selling, sales promotion, public relations, and digital media.

    Effects of Pharmaceutical Promotional Activities

    • According to the WHO, pharmaceutical promotional activities can lead to inappropriate or over-prescription of medications.

    Types of Sales Promotion

    • There are three major types of sales promotion: consumer promotions, trade promotions, and sales force promotions.

    Promotional Mix

    • The personal selling element of the promotional mix presents the advantage of permitting an interaction to take place between the firm and a potential customer.
    • The allocation of budget across various media vehicles is determined by the cost-effectiveness of each medium.

    Marketing Channel

    • A marketing channel is a system of organizations and individuals that work together to make a product or service available for use or consumption by the consumer or industrial user.

    Marketing Channel Strategy

    • The main goal of a marketing channel strategy is to create a system that can efficiently and effectively move goods from the manufacturer to the end customer.
    • Distributors, wholesalers, brokers, franchisees, and retailers play a crucial role in a marketing channel system by facilitating the movement of goods from one stage to another.
    • An effective marketing channel strategy contributes to competitive advantage by increasing efficiency, reducing costs, and improving customer satisfaction.
    • A marketing channel system comprises multiple entities that work together to make a product or service available to the end customer.
    • Another term for marketing channels is distribution channels.
    • Every marketing channel involves producers, intermediaries, and customers.
    • Manufacturers must manage their products until they leave their manufacturing sites and travel to the next channel member.
    • Intermediaries, such as wholesalers and retailers, facilitate transactions in marketing channels.

    Distribution Channels

    • Distribution channels refer to the pathways through which products or services move from the producer to the end customer.
    • Distribution channels may include intermediaries such as wholesalers, retailers, and distributors.
    • The three key entities involved in every marketing channel are producers, intermediaries, and customers.

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    Description

    This quiz covers the content of Chapter 4 on pharmaceutical promotion and marketing, including the definition of pharmaceutical promotion by WHO, activities involved in promotional efforts, and the impact on prescription and use of medicinal drugs.

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