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30 Cards in this Set
- Front
- Back
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What is the purpose of promotional activities?
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INFORM, PERSUADE, or REMIND consumers houw your products can help satisfy their NEEDS
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Advertisments and promotions
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All advertisements are promotions, but all promotions are not advertisments
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Identify promtion targets
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1)geographic area served
2)demographic groups 3)insurance comp/PBMs, PDPs, govts/employesr, other HCPs) |
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What are the four methods used to determine the size of the promotional budget?
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1)objective-and-task
2)percentage of sales 3)affordable 4)competitive-parity |
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define percentage of sales
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spend present percentage of sales on promotions (treats promotions as a result of sales)
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explain affordable
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spend on promotions only after all other expenses have been paid (treats promotions as a luxury rather than a necessity)
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explain competitive parity
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base your promotional budget on your competitor's (ingores your promotional goals and objectives)
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What are 3 characteristics of advertising?
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1)Paid
2)non-personal 3)identified sponsor |
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What is pervasiveness?
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messages can be REPEATED multiple times in multiple formats
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What factors should be considrered when choosing media for pharmacy advertising?
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1)cost
2)advertising objectives 3)message 4)media habits of your target audience |
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What are characteristics of public relations?
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1)high credibility
2)catch buyers off guard 3)dramatization 4)low/no cost 5)loss of control (news stories, volunteering) |
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What are the keys to developing good public relations?
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1)health related message of interest to public
2)win-win-win for public, media, and pharmacy 3)develop relationships requires time |
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What is cultivation in personal selling?
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opportunities to develop personal relationships and freindships,w hich often result in increased sales and loyalty
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What are the characteristics of personal selling?
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1)personal confrontation
2)cultivation 3)response |
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What are examples of personal selling in the pharmacy?
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1)sales reps
2)detailing physicians 3)face-face contact w/ pts |
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This method of promotion should be used wen you need to get a message to a large number of people in a short amount of time
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advertising
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This form of promotion should be used to inform hard-to-reach consumers of a new good or service and to enhance credibility
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public relations
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This method of promotion is used when you want to quickly increase the number of people using a good or service
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sales promotions
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This method of promotion is used when you want to deliver a detailed or complex message directly to those most likley to benefit from a good or service, and to obtain feedback from potential consumers
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personal selling
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What are 4 methods used to measure promtional effectiveness?
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1)consumer rquests about advertisment
2)market research/testing 3)coupon counts 4)sales of promoted products and services |
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CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
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What are the stages of a product life cycle?
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1)introduction
2)growth 3)maturity 4)decline |
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what are examples of pharmaceutical products in introduction phase
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medication therapy management services
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''' growth phase
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immunizations; online prescribing
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'''' maturity phase
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tylenol; community pharmacies
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'''' decline phase
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beta-blockers
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What is zone of tolerance?
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the difference between the desired and adequate levels of service
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define technical quality
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consumer perceptions of WHAT was actually received from a service (consumers not best judge)
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define funtional quality
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consumer perception about HOW a service was perofremd (consumers better judge)
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what conditions are necessary for exchanage to take place?
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1)atleast 2 parties
2)each party has something that might be of value to other 3)capable of communication/delivery 4)free to accept/reject offer 5)appropriate/desirable to deal with the other |
