Instructions:
The following format should be followed: 1. Your responses are to be two complete pages (single spaced, 10-12 point, times new roman) for each question. If you have less than 2 pages, you probably have not answered the question, if you have more than two pages, edit. 2. Your name should be right justified in the header of each page. On the first line of each page, include the question # and question topic for that question. Do not re-write the question. 3. Cite all of the readings and the textbook for each question (use APA style citations with parenthetical author name and date for articles, and page number for any direct quotes). You should also include a minimum of 2-3 outside readings to be cited in each of your questions. You should include a bibliography of all cited works at the end of your exam. 4. Answer the questions completely. Each part of each question must be addressed. I would suggest providing an example where you can. Examples typically provide a clear display of the understanding of the application of concepts. Do not just re-iterate my examples from the lecture. I want to see you apply concepts in a new way. 5. You must submit your exam thru the Safe-Assign plagiarism analysis process. It is usually fairly quick, but can take up to 24 hours to generate a report. You may submit a draft but I will only look at the final version. You must have the exam done and turned in, having requested a report before the due date (the report does not have to be back before the due date). While I encourage you to meet (virtually) outside of class to discuss the meaning of the questions in this exam, you need to complete this exam on your own. Do not write any part of it with the assistance of any of your classmates. Cheating or plagiarism of this assignment will result in a failing grade for the course. Safe-Assign will search the entire web, as well as other class-mates exams, and previous exams, so please do not work together on this assignment. If you have a string of more than 7 words together that are the same as what someone else has written, it had better be cited.
You have just been promoted to Marketing Research Manager for Turing Pharmaceuticals of New York, an international pharmaceuticals company. About a year and a half ago, the CEO made a huge mistake raising the price of their toxoplasmosis drug Daraprim from $13.50 to $750 per pill. The public outrage was overwhelming. Since then the CEO, Martin Shkreli, has been replaced by Board Chaiman, Ron Tilles. Obviously there are repercussions from activist groups, consumers and the general public about the announcement, and now the company is backpedaling and trying to maintain its image among these interest groups. The new CEO knows the company made a huge mistake and has asked you for some information. He wants to know how to identify segments of the population that may still have an unfavorable view of the company and those that still retain a favorable view. How would you identify these segments? Due to disproportionate news coverage and the typical onesided viewpoint of mainstream media in the US, could there be entire country markets outside of the US that have a more favorable view of the company? How would you identify them? Once you identify them, tell me what you think the best three markets would be for this product and why. The CEO would like you to provide a comparison of attitudes toward the product and the company image in each country. Could you use some kind of statistical test to do that? Finally, if you identify one country with a more positive attitude towards the product, he would like to know which age group has the most positive attitude toward the company and whether people who have been prescribed Daraprim have a more positive attitude toward the product than those that have not. First, explain the steps for identifying country characteristics and screening. What types of primary and secondary data could you use? Which 3 countries would you pick? Why? Write an attitudinal question and the associated Likert scale that you would use to identify differences in attitudes toward this product. How do you determine which market has the most positive attitude towards the product? What would you do to compare differences in attitudes among age groups as well as differences in attitudes between carriers and non-carriers in that country?
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