Scenario 5-2 Bayer Women's Aspirin Plus Calcium Pitches Protection Against Two Threats

question 54

Multiple Choice

Scenario 5-2
Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men) . The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
-(Scenario 5-2) If the makers of Aspirin Regimen Bayer with Calcium wanted to ascertain whether the belief that their product contained calcium was a salient belief, they might run a MAAM analysis. The fundamental component of the analysis that would provide them with the most insight on the salience of the belief would be

• A) sales figures.
• B) consumers' evaluative criteria.
• C) consumers' importance weights.
• D) consumers' consideration sets.

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Definitions:

Rule of Reason

A doctrine developed by the United States Supreme Court in antitrust litigation, which states that not all actions deemed to restrain trade are automatically illegal, but must be evaluated on a case-by-case basis.

Joint Ventures

A business arrangement where two or more parties agree to pool their resources for the purpose of accomplishing a specific task or business activity, with profits and losses shared among them.

Sherman Act

A foundational antitrust law in the United States that outlaws monopolistic practices and promotes competition.

Felony

A serious criminal offense that is punishable by death or imprisonment for more than one year.