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Marketing Management 2 - Final Exam: Questions

The document provides a case study and questions about the marketing of the cholesterol drug Lipitor. It asks students to analyze: 1) The risks Warner-Lambert took in developing Lipitor and why. 2) A SWOT analysis of Lipitor and Warner-Lambert prior to partnering with Pfizer, and the top 3 challenges Lipitor's marketing strategy should address. 3) Why Warner-Lambert/Pfizer partnered with the American Heart Association for pre-launch advertising despite not being able to promote the brand name.

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ssundarkumar
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60 views1 page

Marketing Management 2 - Final Exam: Questions

The document provides a case study and questions about the marketing of the cholesterol drug Lipitor. It asks students to analyze: 1) The risks Warner-Lambert took in developing Lipitor and why. 2) A SWOT analysis of Lipitor and Warner-Lambert prior to partnering with Pfizer, and the top 3 challenges Lipitor's marketing strategy should address. 3) Why Warner-Lambert/Pfizer partnered with the American Heart Association for pre-launch advertising despite not being able to promote the brand name.

Uploaded by

ssundarkumar
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
Download as doc, pdf, or txt
Download as doc, pdf, or txt
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Marketing Management 2 Final Exam

The questions are specific and do not require long answers. We encourage you to use bullet points, tables, and graphs where appropriate. However, we will not read meaning into unclear, vague or incomplete answers. Make sure you explain clearly what you wish to say. Note that the different questions are worth a different number of points. Make sure you base your answer on facts in the case, rather than on any real-world knowledge you may have. If you must make an assumption about information you feel is missing, or about the meaning of a word or phrase that you are not sure about, note your assumption explicitly in your answer. A note of caution while this case study may seem similar to the Zantac case, you should not assume that what was appropriate in that case is necessarily true here.

Questions
1. What were the risks associated with the three specific actions (see p. 4) Warner-Lambert had taken during the development of Lipitor? Why did it take these actions? (10 points) 2. Do a SWOT (strength-weakness-opportunity-threat) analysis of Lipitor and Warner-Lambert (prior to the partnership with Pfizer). Also indicate what you think are the main challenges Lipitors marketing strategy should address (List no more than 3 challenges). (25 points) 3. Why did Warner-Lambert/Pfizer team up with the American Heart Association for the prelaunch advertising campaign even though it could not promote its brand name? (10 points) 4. What challenges are Warner-Lambert/Pfizer trying to overcome with the launch strategy they chose for Lipitor? (In your answer make sure you indicate: a. how Lipitors positioning for different targets and marketing mix decisions might overcome these challenges, and b. whether they are actually overcoming these challenges) (25 points) 5. How would you respond to Lipitor as a) Merck (Zocor) and b) Bristol-Myers Squibb (Pravachol)? (15 points) 6. If Lipitor becomes the market leader in this drug category, how sustainable is its position relative to new entrants? What specific actions do you recommend to defend or improve Lipitors position? Explain how these actions achieve this goal. (15 points)

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