Prescription reimbursed products

Potential and augmented product could make a difference

What is doing the the market Access Department?

"Opens the door" of the payors, In charge of pharmacoeconomical data

Is the curve of the product life

The quality of the product

Is intrinsic or perceived, Does not have any relation to the brand perception

The price for a prescription drug

A negociation between the government and the company

The potencial stage of a product (medicine)

Offers benefit in relation with the customer values, Is aspirational for the consumer

Comes after the market analysis, positioning and segmentation.

Which are the 4 "C" for the Marketing mix?

Consumer, Cost, Comfort and Communication

The cash-caw is in low market growth and big product share, desinvest

Which are the 4 "P" of the Marketing Mix

Product, Price, Place, Promotion

To make a proposal for a price, please take into account:

Marketing objectives, Internal & External Factors, Offer and demand, Development costs (R&D)

A Product or a Service,

Is defined by 3 or 4 dimensions/stages, Is to satisfy customer needs

Which are the 4 "E" of the Marketing Mix?

Experience, Exchange, Everywere, Evangelism

Has benefits for buyers, sellers and the society

The product dimensions/stages are:

Core/generic, Tangible/expected, augmented and potential,

May take cultural and language issues into account, Is a key process for pharma prescription products

The Packaging of a pharma product

Is called the 5 "P" of the marketing mix, Is an important marketing tool

Adds value to the product, Gives legal protection, Is a product identification, Helps the consumer to identify the product

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Marketing Mix: Product & Price 2024-2025

22 termsStudBud Administration170 plays

Review the concepts of the marketing mix in pharma

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Questions 22

Answers

1
Prescription reimbursed products
Potential and augmented product could make a difference
Do not need to follow a life cycle, because they are unique
The price is the most important thing
Product differenciation come only from the clinical trial results
2
What is doing the the market Access Department?
"Opens the door" of the payors
Manage the distributors policies
In charge of pharmacoeconomical data
Manage the markets
3
Product Life Cycle
Has a cat and a dog
Is the curve of the product life
Introduction, maturity, decline and death
Has always the same shape for all products
4
The price of a Pharma Product is fixed by law
False
True
5
The quality of the product
Is important only for innovative medicines
Is intrinsic or perceived
Does not have any relation to the brand perception
the expected quality is the same as the experienced quality
6
The price for a prescription drug
Decided by the company
A negociation between the distribution and the company
Decided by the government
A negociation between the government and the company
7
The potencial stage of a product (medicine)
Offers benefit in relation with the customer values
Is aspirational for the consumer
Usually includes post-sale service
Has relation with the product features
8
The Market Access department is to the Price, what the Medical Department is to the Product
True
False
9
The Marketing Mix
Comes after the market analysis, positioning and segmentation.
Means mixing different parts of the product proposal
Is defined by the 6 "P"
Is the first thing to be prepared before the market analysis
10
Which are the 4 "C" for the Marketing mix?
Change, Climb, Charge, Carry
Challenge, Charge, Channel and Communication
Cognition, Cost, Click, Carry
Consumer, Cost, Comfort and Communication
11
In the BCG matrix,
The cash-caw is in low market growth and big product share, desinvest
The star is in high growth and small product share, invest
The question is in low growth and low share, desinvest
The dog is in low growth and big share, invest
12
The future of pricing is:
Price x unit
Price x use
Price x recommendation
Price x month
13
The Packaging of a product
Is to contain and protect
Is to promote and for logistic differenciation
All are correct
Is to contain and differenciate
14
Which are the 4 "P" of the Marketing Mix
Population, Price, Place, Segmentation
Positioning, Price, Place, Promotion
Product, Price, Place, Promotion
Product, Price, People, Promotion
15
To make a proposal for a price, please take into account:
Marketing objectives
Internal & External Factors
Offer and demand
Development costs (R&D)
16
A Product or a Service,
Is to create needs
Is defined by 3 or 4 dimensions/stages
Is to satisfy customer needs
Have features to differenciate from competitors
17
Which are the 4 "E" of the Marketing Mix?
Experience, Elegant, Everywere, Exclusion
Experience, Exchange, Everywere, Evangelism
Ethic, Elegant, Energic, Envelope
Expert, Exchange, Evangelim, Ethic
18
The Brand Strategy
May be different according to resources
Increases cost and does not add value
A different segment always needs a different brand
Has benefits for buyers, sellers and the society
19
The product dimensions/stages are:
Core/generic, Tangible/expected, augmented and potential,
Core, intangible, galatical, potential
Augmented dimension is the product features
Potential dimension is the best one
20
Selecting a Brand
All answers are correct
Does not add value to a pharma product because it is unique
May take cultural and language issues into account
Is a key process for pharma prescription products
21
The Packaging of a pharma product
Will never influence the customer decision
Is called the 5 "P" of the marketing mix
Is an important marketing tool
All pharma products looks the same
22
Deciding a Brand
Adds value to the product
Gives legal protection
Is a product identification
Helps the consumer to identify the product

Marketing Mix: Product & Price 2024-2025 Flashcards | StudBud