Abstract

In 2007, Apple Inc. raised many eyebrows by reducing the price of its much hyped iPhone by one-third within 10 weeks of the launch. While some analysts felt that adoption of such market skimming strategies and subsequent price cuts by companies selling technological devices was nothing new, others felt that Apple’s decision to reduce the price so drastically just a few weeks after the launch was a public relations fiasco. As a section of the early adopters of iPhone voiced their resentment, Apple went into damage-control mode.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Reasons for the increasing interest in personalized medicine
• Issues and constraints in marketing personalized medicine
• and Ethical aspects in marketing personalized medicine.

Keywords

Pharmaceutical marketing, personalized medicine, blockbuster drug, blockbuster model, drug development, product pipeline, targeted marketing. niche, ethics, Pfizer, Merck, Lipitor, Vioxx, Torcetrapib, NitroMed BiDil