Market Analysis Flashcards
7 cards from real CNPR practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Market Analysis flashcards as text
What is the significance of 'Wholesale Acquisition Cost' (WAC) in pharmaceutical market analysis?
Answer: The published list price at which manufacturers sell to wholesalers, used as a benchmark
WAC is the manufacturer's published list price to wholesalers, serving as a reference starting point before rebates and discounts are applied.
A pharmaceutical company observes that its drug has high awareness among physicians but low prescribing rates. The most likely explanation is:
Answer: There are market access, formulary, or clinical barriers preventing prescribing
High awareness combined with low prescribing suggests barriers between intent and action, such as formulary restrictions, cost, or clinical hesitancy.
In analyzing pharmaceutical market trends, 'genericization' refers to:
Answer: The market impact when branded drugs face generic competition after patent expiry
Genericization describes the market shift when generic versions enter after patent expiration, typically causing rapid brand revenue and share erosion.
Which business concept helps explain why a pharmaceutical company might continue selling a loss-leading product in a therapeutic category?
Answer: Portfolio strategy — maintaining market presence to protect other profitable products in the category
Portfolio strategy justifies maintaining a loss-leading product when its presence protects or enhances the commercial performance of more profitable products in the same area.
What does a 'market development' strategy involve in pharmaceutical marketing?
Answer: Expanding the treated patient population by identifying undiagnosed or undertreated patients
Market development focuses on growing the overall market size by identifying and bringing untreated or undiagnosed patients into therapy.
When evaluating a sales territory's performance, which comparison provides the most meaningful context for a rep's results?
Answer: Comparing territory performance to national average and peer territories over the same period
Benchmarking against national averages and peer territories in the same time period controls for market-wide factors and reveals true relative performance.
In pharmaceutical market analysis, a 'lagging indicator' would be best exemplified by:
Answer: Total annual prescription volume reported at year end
Total annual prescription volume is a lagging indicator because it reflects outcomes of past marketing and sales activities, not current or future trends.