Category: Marketing

When pharmaceutical companies market to customers they must take the time to consider who influences the customers decision making.  There are many social influences as well as psychological variables that dictate a patients course of action for an illness.  Some patients may choose not to get treatment, other patients may ask their doctor for a particular brand name drug because someone they know had success when taking it.

Assuming the perspective of the patient, write about the social and psychological variables that will influence a patient when deciding on a treatment/medication.  You need to identify a minimum of 5 social and psychological variables that would influence a patient.  After you have identified the different variables / influencers, discuss who you think pharmaceutical companies should market too.

On your cover page, include your name, and date.  The final product will be a paper that is 2 pages double-spaced, with 2-3 references, APA formatted.

Research and discuss the development of the iPhone. How was it created? How was it a disruptive innovation? How did it move through the Adoption curve and why?
Upload your analysis as a 35-page paper, exclusive of title page and appendices, in MS Word format, 12-point Times New Roman Font, double-space following APA Style Format.

Assignment #2: Test Market Designs

Please recommend a test market design and address the associated questions for 2 of the following 5 scenarios. In your answer, be sure to label the Independent Variables (IV), the Dependent Variables (DV), and any control variables. Include the timeline and associated costs. Also, in answering the questions, you might consider using X and O to help describe your plan. See experimental designs starting on page 158. Be as specific as possible.  Your test market design for each scenario should be approximately 2-3 pages in length.

Please organize your response to each scenario using the following headings:
1.  Objective of Test-Market:
2.  Variables: Identify the main IV(s) and DV(s)
3.  Control Variables: Identify these and explain why you need to control for them.
4.  Test procedure details and justification: (briefly describe the plans to carry out the test. What will consumers do? What will the company do? How many test markets? How long should it last for? What are the associated costs? What information do you need to obtain to help answer the question of interest?) Be sure to justify your decisions.
5.  Overall Recommendation: Given the associated direct and indirect costs of conducting your proposed test market, and keeping in mind the four main factors listed in the text  to consider in determining whether or not to conduct the test market, (p. 167-168) do you recommend conducting the test market you outlined above? Please explain your answer.

a. Design a test of a new pricing strategy for orange juice concentrate. The brand is an established brand, and we are only interested in testing the effect of a 5 percent price increase and a 5 percent price decrease. All other elements of the marketing mix will remain the same.

b. A soft drink company has determined in taste tests that consumers prefer the taste of their diet product when sweetened with Splenda in comparison to Equal. Now they are interested in determining how the new sweetener will play in the marketplace. Design a test market that will achieve this goal.

c. A national pizza wants to test the effect on sales of four different discount coupons. Design a test that will do this in a way that gives a clear read. Your focus should be on the effect on sales volume. Financial analysis after the test results are in will address the revenue and profit impact.

d. A national value-priced hotel chain needs to understand the business impact of including a free buffet style breakfast to guests. Design and justify a test that will do this.

e. A credit card company needs to test its strategy for attracting college students to its card. It is going to continue using booths in student unions and other high-traffic campus locations. It has been offering free CDs from a list to those who sign up for its card, but since other card companies are using this approach, the company wants to try some alternatives. It is considering free MP3 downloads from iTunes and t-shirts featuring popular music groups. Design a test that will tell the company which option to choose if its goal is to increase signups by the largest amount.