Product Safety You’re the head of marketing for a pharmaceutical company that has just discovered an effective drug for the treatment of breast cancer. You have spent months designing a marketing campaign for printing materials and medication sample kits for distribution to almost every family physician and pharmacies all around the world. As the materials are being loaded into cartons for delivery to your company’s representatives, your assistant tells you that she has noticed a typographical error in the literature that could mislead physicians and their patients. In the section that discusses side effects, diarrhea and gastrointestinal problems are listed as having a probability of 2 percent. However, the probability to report is 20%. This error appears on virtually every piece of the literature and kits, and ads containing the mistake are already on press in several consumer magazines. Based on the knowledge you gained in the course, please discuss your course(s) of actions. Do you choose a or b? Why? Do you order recalling and adjustment of all marketing materials on kits and ads? By doing so the estimated cost for the company will be $250 billion. Or do you leave it unchanged as you believe this is not creating a huge problem to customers and physicians?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Product Safety

You’re the head of marketing for a pharmaceutical company that has just discovered an effective drug for the treatment of breast cancer. You have spent months designing a marketing campaign for printing materials and medication sample kits for distribution to almost every family physician and pharmacies all around the world. As the materials are being loaded into cartons for delivery to your company’s representatives, your assistant tells you that she has noticed a typographical error in the literature that could mislead physicians and their patients. In the section that discusses side effects, diarrhea and gastrointestinal problems are listed as having a probability of 2 percent. However, the probability to report is 20%. This error appears on virtually every piece of the literature and kits, and ads containing the mistake are already on press in several consumer magazines.

Based on the knowledge you gained in the course, please discuss your course(s) of actions. Do you choose a or b? Why?

Do you order recalling and adjustment of all marketing materials on kits and ads? By doing so the estimated cost for the company will be $250 billion.
Or do you leave it unchanged as you believe this is not creating a huge problem to customers and physicians?

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