Sample Exam Questions – Cialis Case
1. How can you define the key marketing problem in the Cialis case? 2. What are the most relevant dimensions along which to segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis? 3. What would be the most effective way to position Cialis in the marketplace? 4. What is the total market size (in annual revenues) for ED drugs in the U.S. (use Viagra’s $10/pill price for your computations)? 5. Please identify the most important aspect of Promotion (Integrated Marketing Communications) in this case. Discuss why it is important. 6. Please identify the most important aspect of Pricing in this case. Discuss why it is important. 7. Assume you are going to launch Cialis. Pick one of the 4 P’s and elaborate on what you would do with this P and why? 8. Should Lilly introduce Cialis? Why or why not?
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