Drug MarketingPharmaceutical companies spent $4.4 billion on prescription drug advertising in 2008, mostly on television and in magazines. While the Internet is becoming a more prominent medium to reach consumers and is the primary source used to seek health information, these companies spent less than $130 million on Web marketing. One reason is that there are no guidelines, which makes these heavily-regulated marketers uneasy. For example, television commercials for prescription drugs must include disclosures regarding the major side effects if the brand name is mentioned in the ad. The Food and Drug Administration (FDA) claims that existing regulations address many of the Internet advertising issues, but other aspects of Web marketing, such as social networking and search
marketing, must be reviewed. That's why the FDA hearings on this issue were attended by pharmaceutical giants and Web companies like Google, Yahoo, and WebMD Health.Refer to Drug Marketing. If a drug manufacturer donated $5 to AIDS research for every prescription sold in the United States, this would be an example of:
A. utilitarianism
B. moral relativism
C. cause-related marketing
D. green marketing
E. conventional morality
Answer: C
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Which input control check would detect a payment made to a nonexistent vendor?
a. missing data check b. numeric/alphabetic check c. range check d. validity check
Cousteau has had many sea experiences in his past. He is once again placed in charge of a vessel that has a mission to study dolphins. He looks forward to this new mission, even though he has done many similar excursions in the past, because he has a new group of students who are eager to learn from him. Cousteau has which type of power?
A. referent power B. expert power C. reward power D. legitimate power
Customer satisfaction most likely arises from:
A) product price B) the product itself C) the company that makes or distributes the product D) the salesperson who sells and services the product E) a combination of the product, company, and salesperson
Which of the following is true regarding the summary-of-benefits close?
A. The SELL sequence and FAB statements can be utilized. B. It is not a straightforward method to close an industrial sale. C. It cannot be used easily as it involves a complex process. D. It is infrequently used by salespeople. E. It aims at a specific prospect's personality.