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Original Study
Type of Breast Cancer Diagnosis, Screening,
and Survival
Carla Cedolini,1 Serena Bertozzi,1 Ambrogio P. Londero,2
Sergio Bernardi,3,4
Luca Seriau,1 Serena Concina,1 Federico Cattin,1 Andrea
Risaliti1
Abstract
Organized, invitational breast cancer screening in our
population succeeded in detecting early-stage tumors,
which have been consequently treated more frequently with
breast and axillary conservative surgery, com-
plementary breast irradiation, and eventual hormonal therapy.
The diagnosis of invasive cancer with screening
in our population resulted in a survival gain at 5 years from the
diagnosis.
Introduction: Breast cancer screening is known to reduce
mortality. In the present study, we analyzed the prevalence
of breast cancers detected through screening, before and after
introduction of an organized screening, and we
evaluated the overall survival of these patients in comparison
with women with an extrascreening imaging-detected
breast cancer or those with palpable breast cancers. Materials
and Methods: We collected data about all women
who underwent a breast operation for cancer in our department
between 2001 and 2008, focusing on type of tumor
diagnosis, tumor characteristics, therapies administered, and
patient outcome in terms of overall survival, and re-
currences. Data was analyzed by R (version 2.15.2), and P < .05
was considered significant. Results: Among the 2070
cases of invasive breast cancer we considered, 157 were
detected by regional mammographic screening (group A),
843 by extrascreening breast imaging (group B: 507 by
mammography and 336 by ultrasound), and 1070 by extra-
screening breast objective examination (group C). The 5-year
overall survival in groups A, B, and C were, respectively,
99% (95% CI, 98%-100%), 98% (95% CI, 97%-99%), and 91%
(95% CI, 90%-93%), with a significant difference
between the first 2 groups and the third (P < .05) and a trend
between groups A and B (P ¼ .081). Conclusion: The
diagnosis of invasive breast cancer with screening in our
population resulted in a survival gain at 5 years from the
diagnosis, but a longer follow-up is necessary to confirm this
data.
Clinical Breast Cancer, Vol. 14, No. 4, 235-40 ª 2014 Elsevier
Inc. All rights reserved.
Keywords: Breast cancer, Breast cancer screening, Invasive
breast cancer, Mammographic screening, Overall survival
Introduction
Because of the detection of early-stage tumors, breast cancer
screening reduced breast cancer mortality in Europe by 25%-
31%
in patients who were invited for screening and by 38%-48% in
those who were actually screened during the last decade of the
twentieth century and the first decade of the twenty-first.1 In
our
region of Italy, an organized breast cancer screening was firstly
intro-
duced in 2005, but despite the high compliance of invited
women
1Clinic of Surgery
2Clinic of Obstetrics and Gynecology
University of Udine, Udine, Italy
3Department of Surgery, Ospedale Civile di Latisana, Udine,
Italy
4Department of Surgery, AOU “Santa Maria della
Misericordia,” Udine, Italy
Submitted: Feb 17, 2013; Revised: Jan 23, 2014; Accepted: Feb
12, 2014; Epub:
Feb 20, 2014
Address for correspondence: Dr Carla Cedolini, Clinic of
Surgery, University of Udine,
Italy p.le SSMM Misericordia 15, 33100 Udine, Italy
E-mail contact: [email protected]
1526-8209/$ - see frontmatter ª 2014 Elsevier Inc. All rights
reserved.
http://dx.doi.org/10.1016/j.clbc.2014.02.004
(which progressively increased after the screening
introduction),
a high prevalence still exists of women who have their breast
cancer
diagnosed by extrascreening objective examination or
imaging.2,3
In the present study, analyzed, among breast cancer patients
treated in our department, the prevalence of breast cancers
detected
through the invitational screening, and the overall survival of
these
patients in comparison with that of women with an
extrascreening
imaging-detected breast cancer or those with palpable breast
cancers.
Materials and Methods
We collected retrospective data for about 2811 women who
underwent a breast operation following breast cancer diagnosis
or
suspicion in our clinic between January 2001 and April 2008, in
order to have a follow-up of � 5 years for every patient. Then,
we
excluded women with a diagnosis of benign lesion (471
patients),
intralobular neoplasia (22 patients), or intraductal neoplasia
(248
patients). Intraductal neoplasia represented the 17.6% of screen-
detected and the 14.4% of extrascreening imaging-detected
breast
Clinical Breast Cancer August 2014 - 235
mailto:[email protected]
http://dx.doi.org/10.1016/j.clbc.2014.02.004
Table 1 Description of the Population in the Different Groups
Characteristic
Method of Cancer Detection
PScreening Imaging Palpable Lesion
Age, years (SD) 61.6 (�5.77) 60.01 (�11.25) 61.2 (�15.14)
.104
BMI, kg/m2 (SD) 27.47 (�5.55) 25.84 (�4.76) 25.49 (�4.8)
<.05
Patients, % (no./total) Patients, % (no./total) Patients, %
(no./total)
Tobacco smokera 7.9 (12/151) 4.7 (32/685) 5.7 (49/858) .256
Familial history of breast cancera 28.6 (10/35) 28.7 (48/167)
36.3 (89/245) .234
Estroprogestinic therapya 20.0 (7/35) 28.1 (43/153) 25.1
(54/215) .579
Menopausea 97.9 (137/140) 83.8 (607/724) 75.7 (738/975) <.05
Surgical treatment (first procedure)
Conservative 84.1 (132/157) 75.6 (637/843) 47.4 (507/1070)
<.05
Mastectomy 15.9 (25/157) 24.4 (206/843) 52.6 (563/1070) <.05
Axilla surgery
CALND 33.8 (53/157) 49.5 (417/843) 80.0 (856/1070) <.05
SLNB 65.6 (103/157) 47.1 (397/843) 15.0 (160/1070) <.05
None 0.6 (1/157) 3.4 (29/843) 5.0 (54/1070) <.05
Surgical treatment (second procedure)b
Nothing 76.5 (101/132) 68.9 (439/637) 72.0 (365/507) .172
Conservative 15.2 (20/132) 14.8 (94/637) 10.1 (51/507) <.05
Mastectomy 8.3 (11/132) 16.3 (104/637) 17.9 (91/507) <.05
Neoadjuvant therapy 5.7 (9/157) 0.5 (4/843) 16.0 (171/1070)
<.05
Adjuvant therapya
Radiotherapy 76.3 (119/156) 63.6 (510/802) 48.9 (496/1015)
<.05
Chemotherapy 26.3 (41/156) 36.3 (290/799) 51.1 (518/1013)
<.05
Hormonal therapy 85.3 (133/156) 83.3 (663/796) 73.2
(742/1013) <.05
Abbreviations: BMI ¼ body mass index; CALND ¼ complete
axillary lymph node dissection; SLNB ¼ sentinel lymph node
biopsy.
aSample size varies because of incomplete data.
bSample size varies because only conservative treatment were
eventually treated by a second procedure.
Breast Cancer Screening and Survival
236 -
lesions, while it accounted for only the 2.5% of palpable
lesions;
therefore, we decided to exclude it from data analysis because
of its
better prognosis and its consequently probable influence on the
survival analysis. In fact, it is well-known that the screening
benefit
of mortality reduction is accompanied by the harm of
overdiagnosis,
defined as the detection at screening of a cancer that would not
have
otherwise become clinically evident in the woman’s lifetime.4,5
Finally, the study population included 2070 women affected by
invasive breast cancer.
Collected data included the following patients characteristics:
age
at diagnosis, body mass index (BMI), familial history of breast
cancer, fertility status, eventual use of estroprogestinic
therapies.
Tumor characteristics were considered as follows: histological
type,
TNM classification and stage, nuclear grading, Mib1/Ki-67
prolif-
eration index, hormone receptors status including estrogen
receptor
(ER), progesteron receptor (PR) and Her2/neu expression,
eventual
involvement of extraaxillary lymph nodes (internal mammary
chain
or subclavear ones), and other microscopic features evaluated in
the
new classification by Veronesi et al.6 such as multifocality,
extensive
intraductal component, perivascular invasion, peritumoral
inflam-
mation, lymph node extracapsular invasion or blanched lymph
nodes. Moreover, the therapeutic management was investigated,
including conservative versus radical, breast and axillary
surgery,
Clinical Breast Cancer August 2014
eventual neoadjuvant therapies, adjuvant breast irradiation,
endo-
crine or chemotherapy administered.
Then, the study population was divided into 3 groups as
follows:
group A) screen-detected breast cancers (including lesions
detected
by mammography, ultrasound or breast objective examination
within the biyearly, organized, regional screening program);
group B)
extrascreening imaging-detected breast cancers (including
lesions
detected by mammography or ultrasound, which the women un-
derwent spontaneously, for example in case of familial history
of
breast cancer out from the age range of the screening, or yearly
within
the interval between 2 screening invitations, or even simply for
personal choice); group C) cancers detected by extrascreening
breast
objective examination (including palpable mass, cutis
retraction,
breast ulceration, nipple discharge, and mastitis carcinomatosa).
Data was analyzed by R (version 2.15.2), considering
significant
P < .05. Monovariate analysis was performed by 1-way Anova
or t
test in case of continuous variables, chi-square test or Fisher
exact
test in case of categorical variables. Some data are presented as
proportions with relative 95% confidence interval where appro-
priate. Overall survival was considered to be the main outcome,
and
Kaplan-Meyer curve was drown to compare the overall survival
among the 3 groups. Moreover, also the incidence of
locoregional
and distant recurrences was compared among the 3 groups.
Table 2 TNM Staging and Grading in the Different Groups
Screening Imaging Palpable Lesion
PPatients, % (no./total) Patients, % (no./total) Patients, %
(no./total)
TNM classification
T1 87.9 (138/157) 88.1 (743/843) 55 (588/1070) <.05
T2 11.5 (18/157) 10.4 (88/843) 34.6 (370/1070) <.05
T3 0.6 (1/157) 0.4 (3/843) 2.6 (28/1070) <.05
T4 0 (0/157) 1.1 (9/843) 7.9 (84/1070) <.05
N0 75.2 (118/157) 75.7 (638/843) 58.8 (629/1070) <.05
N1 22.3 (35/157) 18.6 (157/843) 22.8 (244/1070) .078
N2 0.6 (1/157) 2.6 (22/843) 9.2 (98/1070) <.05
N3 1.9 (3/157) 3.1 (26/843) 9.3 (99/1070) <.05
TNM stagea
I 64.3 (101/157) 70 (577/824) 30.4 (307/1010) <.05
II 33.1 (52/157) 22.9 (189/824) 41.4 (418/1010) <.05
III 2.5 (4/157) 6.2 (51/824) 25 (253/1010) <.05
IV 0 (0/157) 0.8 (7/824) 3.2 (32/1010) <.05
Gradinga
G1 21.7 (34/157) 16.5 (137/828) 6.6 (68/1023) <.05
G2 56.7 (89/157) 64 (530/828) 58 (593/1023) <.05
G3 21.7 (34/157) 19.4 (161/828) 35.4 (362/1023) <.05
Abbreviation: TNM ¼ tumor, node, metastases.
aSample size varies because of incomplete data.
Carla Cedolini et al
Results
Among 2070 considered invasive breast cancers operated in our
Clinic between January 2001 and April 2008, 247 were detected
by
the regional, organized, mammographic screening (group A),
1176
by extrascreening breast imaging (group B: 768 by
mammography
and 408 by ultrasound), and 1393 by extrascreening breast
objective
examination (group C). Interventions made in patients with
breast
cancer diagnosed through screening began in 2006. Before and
after
screening introduction the number of operations for invasive
breast
cancer has not changed (respectively 21.6 vs. 21.5
interventions/
month). After the introduction of screening 20% of invasive
cancers
were diagnosed by screening and significantly decreased the
preva-
lence of cancers diagnosed by physical examination of the
breast
(56.0% antescreening vs. 44.5% postscreening period, P < .05).
If we compare patients characteristics in the 3 groups [Table 1],
despite the similar mean age at diagnosis (about 61 years old),
women in their fertile age were more frequently diagnosed to
have a
breast cancer by extrascreening objective examination (24.3%)
than
by breast screening (2.1%) or extrascreening breast imaging
(16.2%). And, considering that breast screening in our region is
offered to women between 50 and 69 years of age, it does not
surprise that almost the totality of screen-detected breast
cancers
(97.9%) is diagnosed after menopause.
Taking into consideration the surgical treatment, the majority
of screen-detected breast cancers were treated with breast
conser-
vative surgery (77.1% excluding 15.9% of primary
mastectomies
and 7.0% of radicalization mastectomies) and sentinel lymph
node
biopsy (65.6%). Women of group B and C underwent only
breast
conservative surgery in the 63.2% and 38.9% of cases
respectively,
and sentinel lymph node biopsy in the 47.1% and 15.0% of
cases
respectively, and these prevalence resulted significantly
different
among the 3 groups (P < .05).
For what concerns nonsurgical treatments, group C has a
significantly higher prevalence of both neoadjuvant therapy
(16.0%,
P < .05) and adjuvant chemotherapy (51.1%, P < .05), probably
due to the significantly higher prevalence of advanced stage at
diagnosis (stage III in the 25.0% of cases and stage IV in the
3.2%,
P < .05) [Table 2], and a significantly lower prevalence of
hormonal
therapy (73.2%, P < .05), which correlates with the higher prev-
alence of triple-negative cancers (Basal-like 14.9%, P < .05)
[Table 3]. On the other hand, group A and B were more likely to
receive breast irradiation after conservative surgery and
adjuvant
hormonal therapy when appropriate.
No significant difference was there among the 3 groups about
the
histological type, but in group C there was a significantly
higher
prevalence of tumor characteristics that are commonly
recognized to
negatively influence breast cancer prognosis [Table 2 and 3],
such as
greater tumor size (T3 and T4 respectively 2.6% and 7.9%, P <
.05),
greater lymph node involvement (N2 and N3 9% each, P < .05)
higher nuclear grading (G3 35.4%, P < .05), higher Mib1/Ki-67
proliferation index (> 20% in the 49.7% of cases, P < .05), pres-
ence of multifocality/multicentricity (19.6%, P < .05),
lymphovas-
cular invasion (16.9%, P < .05) and peritumoral inflammation
(7.0%, P < .05), luminal B (41.3%, P < .05), luminal Her
(11.1%,
P < .05), basal-like (14.9%, P < .05) and Her2-enriched (8.2%,
P < .05) molecular subtypes, extracapsular invasion of lymph
node
metastasis (12.4%, P < .05) and blanched lymph nodes (6.2%,
P < .05).
Clinical Breast Cancer August 2014 - 237
Table 3 Tumor Characteristics in the Different Groups
Screening Imaging Palpable Lesion
PPatients, % (no./total) Patients, % (no./total) Patients, %
(no./total)
Histological type
Ductal invasive carcinoma 80.9 (127/157) 74.1 (625/843) 73.8
(790/1070) .158
Ductal and lobular invasive carcinoma 5.7 (9/157) 9.1 (77/843)
8.8 (94/1070) .377
Lobular invasive carcinoma 10.8 (17/157) 12.7 (107/843) 13.3
(142/1070) .683
Other invasive carcinoma 2.5 (4/157) 4 (34/843) 4.1 (44/1070)
.638
Tumor characteristicsa
ER positivity 89.2 (140/157) 87.5 (704/805) 80.2 (808/1007)
<.05
PR positivity 67.5 (106/157) 78.7 (634/806) 67.7 (682/1007)
<.05
Ki-67/Mib-1 >20 15.8 (24/152) 32.3 (149/462) 49.7 (319/642)
<.05
Comedo-like necrosis 10.2 (16/157) 10.2 (86/843) 5 (54/1070)
<.05
Multifocality 16.6 (26/157) 25.3 (213/843) 19.6 (210/1070)
<.05
Extensive intraductal component 33.8 (53/157) 38.3 (323/843)
24 (257/1070) <.05
Lymphovascular invasion 7.6 (12/157) 7 (59/843) 16.9
(181/1070) <.05
Peritumoral inflammation 4.5 (7/157) 4.2 (35/843) 7 (75/1070)
<.05
Molecular subtypea
Basal-like 6.5 (10/154) 9.9 (48/484) 14.9 (103/693) <.05
HER enriched 4.5 (7/154) 4.3 (21/484) 8.2 (57/693) <.05
Luminal A 66.2 (102/154) 44.4 (215/484) 24.5 (170/693) <.05
Luminal B 20.1 (31/154) 35.3 (171/484) 41.3 (286/693) <.05
Luminal HER 2.6 (4/154) 6 (29/484) 11.1 (77/693) <.05
Lymph node characteristics
Isolated tumor cells 3.2 (5/157) 2.4 (20/843) 1.4 (15/1070) .153
Micrometastasis 6.4 (10/157) 4.9 (41/843) 4.2 (45/1070) .446
Lymph node extracapsular invasion 2.5 (4/157) 4.4 (37/843)
12.4 (133/1070) <.05
Blanched lymph nodes 1.3 (2/157) 2.1 (18/843) 6.2 (66/1070)
<.05
Internal mammary chain metastasis 3.8 (6/157) 2 (17/843) 1.5
(16/1070) .126
Local recurrences during follow-up 1.3 (2/157) 3.6 (30/843) 9.3
(99/1070) <.05
Distant metastases during follow-upa 1.3 (2/157) 5.1 (43/841)
13.4 (142/1059) <.05
Abbreviations: ER ¼ estrogen receptor; HER ¼ human
epidermal growth factor receptor; PR ¼ progesterone receptor.
aSample size varies because of incomplete data.
Breast Cancer Screening and Survival
238 -
Locoregional and distant recurrences were significantly more
prevalent (P < .05) in group C (respectively 9.3% and 13.4%)
than
in group A (respectively 1.3% and 1.3%) and B (respectively
3.6%
and 5.1%) [Table 3].
The 5-years overall survival in group A, B and C resulted
respectively 99% (95% CI, 98%-100%), 98% (95% CI, 97%-
99%), and 91% (95% CI, 90%-93%), with a significant
difference
among the 3 groups (P < .05) [Fig. 1A], even considering only
patients operated after screening introduction [Fig. 1B]. In
partic-
ular comparing group to group overall survival had a significant
difference among the first 2 groups and the third (A or B vs. C)
(P < .05) and a trend between group A and B (A vs. B)(P ¼
.081).
Discussion
Breast cancer screening in our population succeeded in
detecting
early-stage tumors with favorable tumor characteristics, which
have
been consequently treated more frequently with breast and
axillary
conservative surgery, complementary breast irradiation and
eventual
hormonal therapy. Women with a screen-detected breast cancer
had
Clinical Breast Cancer August 2014
a significantly higher 5-years overall survival than women who
had
their breast cancer diagnosed by extrascreening objective
examina-
tion or imaging, as well as a significantly lower prevalence of
locoregional and distant recurrences.
In accordance with the most published studies about this
argument, our findings confirm the association of screening
with
both smaller tumor size and less lymph node metastases at pre-
sentation,7,8 and support a survival improvement of breast
cancer
patients after breast screening introduction.1,8-19
However, there is much skepticism about the effective role of
mammographic screening on breast cancer mortality. In fact, it
is
very difficult to determine how much of the observed reduction
in
mortality can be attributed exclusively to the screening, rather
than
to improved breast cancer management or to changes in risk fac-
tors.20-26 In addiction, it is still debated whether the estimated
effect
of routine mammography on breast cancer mortality is thus
highly
dependent on study design.27-29
Moreover, a great number of women in our population under-
went regular breast imaging controls out from the screening
program,
Figure 1 Overall Survival in the 3 Groups: A) Considering The
Whole Study Population; B) Considering Only Breast Cancers
Diagnosed Since the Screening Introduction
0 1 2 3 4 5 6
70%
80%
90%
100%
Follow-up time, y
Follow-up time, y
O
ve
ra
ll
su
rv
iv
al
P < .05
Screening
Imaging
Palpable lesion
0 1 2 3 4 5 6
70%
80%
90%
100%
O
ve
ra
ll
su
rv
iv
al
P < .05
Screening
Imaging
Palpable lesion
A
B
Carla Cedolini et al
and the earlier detection of breast cancer in these cases may be
explained just by the increased women awareness about this
topic.
Furthermore, it is not possible to exclude that, even if the
screening would have diagnosed group C cancers, their
unfavorable
biologic behavior would have anyway correlated with a worse
prognosis. In this perspective, an analysis of interval cancers
would
be more helpful, defined as breast cancers that occur in the
age-specific screening population during the interval between 2
consequent screening invitations.30 In fact, interval cancers
repre-
sent a group of very biologically aggressive tumors with a rapid
grow
and worse prognostic factors, and their incidence may be a good
indicator of screening effectiveness.
The weakness of this study lays in its retrospective design and
the
limited number of patients if compared with other multicentric
international studies.
Conclusion
In conclusion, breast cancer screening in our population
resulted
in a significant survival gain at 5 years from the diagnosis, but
a
longer follow up should be necessary to confirm this data, and
further
studies are required in order to evaluate interval cancers in
order to
better assess breast screening effectiveness in our population.
Clinical Practice Points
� Organized, invitational breast cancer screening significantly
in-
creased the detection rate of early-stage tumors in our popula-
tion, and resulted in a survival gain at 5 years from the
diagnosis.
� Women who had their breast cancers diagnosed by both orga-
nized, invitational mammographic screening and extra-screening
breast imaging had a significantly higher 5-years overall
survival
rate than those who had their cancer diagnosed by breast
objective examination.
� Independently by the age group, regular breast imaging had
an
important impact on a prompt breast cancer diagnosis, and
consequently to its prognosis.
� Anyway, further studies are required in order to better
investigate
the characteristics of cancers diagnosed by objective
examination,
and especially interval cancers detected between two
consequent
screening calls.
Disclosure
The authors have stated that they have no conflicts of interest.
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http://refhub.elsevier.com/S1526-8209(14)00029-9/sref29Type
of Breast Cancer Diagnosis, Screening, and
SurvivalIntroductionMaterials and
MethodsResultsDiscussionConclusionClinical Practice
PointsDisclosuresReferences
Title
ABC/123 Version X
1
Marketing Lemonade Worksheet
MKT/421 Version 17
4
Adan Benitez, Jared Linscombe, Johnnie Payton, Nicole Salcedo
University of Phoenix Material
Marketing LemonadeScenario
Your team is looking for a way to make some revenue as either
a for-profit or not-for-profit organization. This organization can
market locally, nationally, or internationally, and can be a
privately-owned company or a franchised organization. The
product that you have decided to sell is lemonade. To make the
endeavor work, you will have to define the product that you will
be selling (that is some marketable form of this drink) and
decide on a target market.
Your marketing team's mission is to prove the company’s goals
will be met by providing research, strategy development, and
reasoning why this form of this product is viable In this first
half of the project, you will report on the following:
· Target market
· Product's definition to the target marke
· Viable pricing strategy
· Brand's position in the competitive environmentComplete the
following
1. Select a company name and determine the real business world
industry of operation.
Company Name
Industry of Operation
LT3 (learnin team 3) Pro
Beverage
2. Describe in no more than 90 words the new and unique form
of lemonade that will be launced by your company.
The proposed drink will be made exclusively from lemons that
are produced from organic farms. The drink will be a non-
carbonated drink fused with the goodness of fresh lemons that
are grown in farms that do not employ any harmful chemicals or
fertilizers. Every produce is a true gift of the nature that will be
enjoyed by one and all. The fact that it is a non-carbonated
drink will also ensure that the drink is not as harmful as a Pepsi
or a Coke.
3. Complete the chart in a total of 90 words describing your
organization.
Who are they
Industry of Operation
Mission and Values
Differentiation from other organizations
For-profit organization made by a group of entrepreneurs who
believe in a healthy world.
Beverage Industry
To create nutritious drinks for the young population that
believes in leading a healthy lifestyle. To facilitate their ever
growing zeal to be fit, by offering value driven products in the
beverage space.
To offer a product that is a winner when it comes to being a
healthy drink. The drink will be made from organic farm
produce and will be non-carbonated drinks. Currently, there are
no major brands that fit that description.
Based on product type, lemonade has been classified into
alcoholic, non-alcoholic and powder mix. Also, in terms of
variety, the product can be segmented into cloudy lemonade,
pink lemonade and clear lemonade.
4. Identify the following in no more than 90 words regarding
your target market.
Composition of target market
Age- From 7 to 40 years
gender- Both Male and Female
Occupation- Students as well Job doers and professionals like
Teachers
Lifestyle- Customers who likes to love healthy lifestyle like go
to gym, do workouts etc
Segmentation criteria used in idenfitication
the segmentation Criteria used In targeting the market is
Demographic criteria and Psychographic Criteria.
Demographic segmentation is market segmentationaccording to
age, race, religion, gender, family size, ethnicity, income, and
education
Psychographic segmentation is the marketsegmentation strategy
in which the total market is divided on the basis of psychology,
personality of people, characteristics, lifestyle, attitudes etc.
5. Determine in no more than 90 words how you will define the
lemonade to your target market (include information on
packaging, labeling, etc.). How will this add value and
differentiate the brand and product from the competition while
encouraging the target market to buy?
Target Market Definition
Differentiation
Our lemonade will be Intensive Distribution. Making the
product available in as many locations as possible such as drive
through and vending locations around the Malls and outlets.
In store displays of a beverage being enjoyed by individuals of
different age groups, genders and race. The packaging will have
a Big image of the fruits and vegetables used to make the
beverage. This will allow for a healthier option presentation.
6. Complete the chart in a total of no more than 90 words to
compare your company with industry competitors.
Top Business Industry Competitors
Your Company’s Positioning
Lemon Leaf Café
We’re just like competitors X, only we’re Y. (showing that we
carry the same items only better)
Electric Lemonade
We’re the same as X, only cheaper and organic.
Lemonade
We combine the best traits of our competitors. Customer
satisfaction is not our goal, its our promise.
7. Define the pricing strategy in no more than 90 words that you
will use for the introduction of the product.
We would use Penetration pricing. The goal is to share our
product to as much of the community. This will allow us to
raise awareness of our new product and allow customers to
spread our product image through word of mouth.
8. Discuss in no more than 90 words the maturity life cycle
stages of your product.
Stage of Maturity Life Cycle
Discussion
Intoductory
Growth
Maturity
The Maturity life syscle stage is the stage after the product
complets the indtoduction and growth stage. In this stage the
product grows at a fast rate stabilizing the in the market shares
of the lemonade product. It is important to start analyzing the
sales and market in order to add new features to help the
product stay in the market for a longer time. It is vital in order
for the product to stay pompetitive in the market.
decline
9. Describe in 90 words how you will use suppliers, agents, or
distributors to create your distribution channel.
We can use different supplier, agents and distributors to
increase our distribution channel. Drive-through cafes can be
used to distribute our product. Mobile apps such as grubhub and
uber eats can be used ot deliver the product. Promoting our
product through social media will allow us to display our
product to many individuals. Using images to display our
product, have customers leave feed back may encourage others
to try our product.
Copyright © XXXX by University of Phoenix. All rights
reserved.
Copyright © 2018 by University of Phoenix. All rights reserved.
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Original StudyType of Breast Cancer Diagnosis, Screening,a.docx

  • 1. Original Study Type of Breast Cancer Diagnosis, Screening, and Survival Carla Cedolini,1 Serena Bertozzi,1 Ambrogio P. Londero,2 Sergio Bernardi,3,4 Luca Seriau,1 Serena Concina,1 Federico Cattin,1 Andrea Risaliti1 Abstract Organized, invitational breast cancer screening in our population succeeded in detecting early-stage tumors, which have been consequently treated more frequently with breast and axillary conservative surgery, com- plementary breast irradiation, and eventual hormonal therapy. The diagnosis of invasive cancer with screening in our population resulted in a survival gain at 5 years from the diagnosis. Introduction: Breast cancer screening is known to reduce mortality. In the present study, we analyzed the prevalence of breast cancers detected through screening, before and after introduction of an organized screening, and we evaluated the overall survival of these patients in comparison with women with an extrascreening imaging-detected breast cancer or those with palpable breast cancers. Materials and Methods: We collected data about all women who underwent a breast operation for cancer in our department between 2001 and 2008, focusing on type of tumor diagnosis, tumor characteristics, therapies administered, and patient outcome in terms of overall survival, and re- currences. Data was analyzed by R (version 2.15.2), and P < .05
  • 2. was considered significant. Results: Among the 2070 cases of invasive breast cancer we considered, 157 were detected by regional mammographic screening (group A), 843 by extrascreening breast imaging (group B: 507 by mammography and 336 by ultrasound), and 1070 by extra- screening breast objective examination (group C). The 5-year overall survival in groups A, B, and C were, respectively, 99% (95% CI, 98%-100%), 98% (95% CI, 97%-99%), and 91% (95% CI, 90%-93%), with a significant difference between the first 2 groups and the third (P < .05) and a trend between groups A and B (P ¼ .081). Conclusion: The diagnosis of invasive breast cancer with screening in our population resulted in a survival gain at 5 years from the diagnosis, but a longer follow-up is necessary to confirm this data. Clinical Breast Cancer, Vol. 14, No. 4, 235-40 ª 2014 Elsevier Inc. All rights reserved. Keywords: Breast cancer, Breast cancer screening, Invasive breast cancer, Mammographic screening, Overall survival Introduction Because of the detection of early-stage tumors, breast cancer screening reduced breast cancer mortality in Europe by 25%- 31% in patients who were invited for screening and by 38%-48% in those who were actually screened during the last decade of the twentieth century and the first decade of the twenty-first.1 In our region of Italy, an organized breast cancer screening was firstly intro- duced in 2005, but despite the high compliance of invited women 1Clinic of Surgery 2Clinic of Obstetrics and Gynecology University of Udine, Udine, Italy
  • 3. 3Department of Surgery, Ospedale Civile di Latisana, Udine, Italy 4Department of Surgery, AOU “Santa Maria della Misericordia,” Udine, Italy Submitted: Feb 17, 2013; Revised: Jan 23, 2014; Accepted: Feb 12, 2014; Epub: Feb 20, 2014 Address for correspondence: Dr Carla Cedolini, Clinic of Surgery, University of Udine, Italy p.le SSMM Misericordia 15, 33100 Udine, Italy E-mail contact: [email protected] 1526-8209/$ - see frontmatter ª 2014 Elsevier Inc. All rights reserved. http://dx.doi.org/10.1016/j.clbc.2014.02.004 (which progressively increased after the screening introduction), a high prevalence still exists of women who have their breast cancer diagnosed by extrascreening objective examination or imaging.2,3 In the present study, analyzed, among breast cancer patients treated in our department, the prevalence of breast cancers detected through the invitational screening, and the overall survival of these patients in comparison with that of women with an extrascreening imaging-detected breast cancer or those with palpable breast cancers. Materials and Methods We collected retrospective data for about 2811 women who
  • 4. underwent a breast operation following breast cancer diagnosis or suspicion in our clinic between January 2001 and April 2008, in order to have a follow-up of � 5 years for every patient. Then, we excluded women with a diagnosis of benign lesion (471 patients), intralobular neoplasia (22 patients), or intraductal neoplasia (248 patients). Intraductal neoplasia represented the 17.6% of screen- detected and the 14.4% of extrascreening imaging-detected breast Clinical Breast Cancer August 2014 - 235 mailto:[email protected] http://dx.doi.org/10.1016/j.clbc.2014.02.004 Table 1 Description of the Population in the Different Groups Characteristic Method of Cancer Detection PScreening Imaging Palpable Lesion Age, years (SD) 61.6 (�5.77) 60.01 (�11.25) 61.2 (�15.14) .104 BMI, kg/m2 (SD) 27.47 (�5.55) 25.84 (�4.76) 25.49 (�4.8) <.05 Patients, % (no./total) Patients, % (no./total) Patients, % (no./total) Tobacco smokera 7.9 (12/151) 4.7 (32/685) 5.7 (49/858) .256
  • 5. Familial history of breast cancera 28.6 (10/35) 28.7 (48/167) 36.3 (89/245) .234 Estroprogestinic therapya 20.0 (7/35) 28.1 (43/153) 25.1 (54/215) .579 Menopausea 97.9 (137/140) 83.8 (607/724) 75.7 (738/975) <.05 Surgical treatment (first procedure) Conservative 84.1 (132/157) 75.6 (637/843) 47.4 (507/1070) <.05 Mastectomy 15.9 (25/157) 24.4 (206/843) 52.6 (563/1070) <.05 Axilla surgery CALND 33.8 (53/157) 49.5 (417/843) 80.0 (856/1070) <.05 SLNB 65.6 (103/157) 47.1 (397/843) 15.0 (160/1070) <.05 None 0.6 (1/157) 3.4 (29/843) 5.0 (54/1070) <.05 Surgical treatment (second procedure)b Nothing 76.5 (101/132) 68.9 (439/637) 72.0 (365/507) .172 Conservative 15.2 (20/132) 14.8 (94/637) 10.1 (51/507) <.05 Mastectomy 8.3 (11/132) 16.3 (104/637) 17.9 (91/507) <.05 Neoadjuvant therapy 5.7 (9/157) 0.5 (4/843) 16.0 (171/1070) <.05 Adjuvant therapya
  • 6. Radiotherapy 76.3 (119/156) 63.6 (510/802) 48.9 (496/1015) <.05 Chemotherapy 26.3 (41/156) 36.3 (290/799) 51.1 (518/1013) <.05 Hormonal therapy 85.3 (133/156) 83.3 (663/796) 73.2 (742/1013) <.05 Abbreviations: BMI ¼ body mass index; CALND ¼ complete axillary lymph node dissection; SLNB ¼ sentinel lymph node biopsy. aSample size varies because of incomplete data. bSample size varies because only conservative treatment were eventually treated by a second procedure. Breast Cancer Screening and Survival 236 - lesions, while it accounted for only the 2.5% of palpable lesions; therefore, we decided to exclude it from data analysis because of its better prognosis and its consequently probable influence on the survival analysis. In fact, it is well-known that the screening benefit of mortality reduction is accompanied by the harm of overdiagnosis, defined as the detection at screening of a cancer that would not have otherwise become clinically evident in the woman’s lifetime.4,5 Finally, the study population included 2070 women affected by invasive breast cancer. Collected data included the following patients characteristics:
  • 7. age at diagnosis, body mass index (BMI), familial history of breast cancer, fertility status, eventual use of estroprogestinic therapies. Tumor characteristics were considered as follows: histological type, TNM classification and stage, nuclear grading, Mib1/Ki-67 prolif- eration index, hormone receptors status including estrogen receptor (ER), progesteron receptor (PR) and Her2/neu expression, eventual involvement of extraaxillary lymph nodes (internal mammary chain or subclavear ones), and other microscopic features evaluated in the new classification by Veronesi et al.6 such as multifocality, extensive intraductal component, perivascular invasion, peritumoral inflam- mation, lymph node extracapsular invasion or blanched lymph nodes. Moreover, the therapeutic management was investigated, including conservative versus radical, breast and axillary surgery, Clinical Breast Cancer August 2014 eventual neoadjuvant therapies, adjuvant breast irradiation, endo- crine or chemotherapy administered. Then, the study population was divided into 3 groups as follows: group A) screen-detected breast cancers (including lesions detected by mammography, ultrasound or breast objective examination within the biyearly, organized, regional screening program); group B)
  • 8. extrascreening imaging-detected breast cancers (including lesions detected by mammography or ultrasound, which the women un- derwent spontaneously, for example in case of familial history of breast cancer out from the age range of the screening, or yearly within the interval between 2 screening invitations, or even simply for personal choice); group C) cancers detected by extrascreening breast objective examination (including palpable mass, cutis retraction, breast ulceration, nipple discharge, and mastitis carcinomatosa). Data was analyzed by R (version 2.15.2), considering significant P < .05. Monovariate analysis was performed by 1-way Anova or t test in case of continuous variables, chi-square test or Fisher exact test in case of categorical variables. Some data are presented as proportions with relative 95% confidence interval where appro- priate. Overall survival was considered to be the main outcome, and Kaplan-Meyer curve was drown to compare the overall survival among the 3 groups. Moreover, also the incidence of locoregional and distant recurrences was compared among the 3 groups. Table 2 TNM Staging and Grading in the Different Groups Screening Imaging Palpable Lesion PPatients, % (no./total) Patients, % (no./total) Patients, %
  • 9. (no./total) TNM classification T1 87.9 (138/157) 88.1 (743/843) 55 (588/1070) <.05 T2 11.5 (18/157) 10.4 (88/843) 34.6 (370/1070) <.05 T3 0.6 (1/157) 0.4 (3/843) 2.6 (28/1070) <.05 T4 0 (0/157) 1.1 (9/843) 7.9 (84/1070) <.05 N0 75.2 (118/157) 75.7 (638/843) 58.8 (629/1070) <.05 N1 22.3 (35/157) 18.6 (157/843) 22.8 (244/1070) .078 N2 0.6 (1/157) 2.6 (22/843) 9.2 (98/1070) <.05 N3 1.9 (3/157) 3.1 (26/843) 9.3 (99/1070) <.05 TNM stagea I 64.3 (101/157) 70 (577/824) 30.4 (307/1010) <.05 II 33.1 (52/157) 22.9 (189/824) 41.4 (418/1010) <.05 III 2.5 (4/157) 6.2 (51/824) 25 (253/1010) <.05 IV 0 (0/157) 0.8 (7/824) 3.2 (32/1010) <.05 Gradinga G1 21.7 (34/157) 16.5 (137/828) 6.6 (68/1023) <.05 G2 56.7 (89/157) 64 (530/828) 58 (593/1023) <.05
  • 10. G3 21.7 (34/157) 19.4 (161/828) 35.4 (362/1023) <.05 Abbreviation: TNM ¼ tumor, node, metastases. aSample size varies because of incomplete data. Carla Cedolini et al Results Among 2070 considered invasive breast cancers operated in our Clinic between January 2001 and April 2008, 247 were detected by the regional, organized, mammographic screening (group A), 1176 by extrascreening breast imaging (group B: 768 by mammography and 408 by ultrasound), and 1393 by extrascreening breast objective examination (group C). Interventions made in patients with breast cancer diagnosed through screening began in 2006. Before and after screening introduction the number of operations for invasive breast cancer has not changed (respectively 21.6 vs. 21.5 interventions/ month). After the introduction of screening 20% of invasive cancers were diagnosed by screening and significantly decreased the preva- lence of cancers diagnosed by physical examination of the breast (56.0% antescreening vs. 44.5% postscreening period, P < .05). If we compare patients characteristics in the 3 groups [Table 1], despite the similar mean age at diagnosis (about 61 years old), women in their fertile age were more frequently diagnosed to
  • 11. have a breast cancer by extrascreening objective examination (24.3%) than by breast screening (2.1%) or extrascreening breast imaging (16.2%). And, considering that breast screening in our region is offered to women between 50 and 69 years of age, it does not surprise that almost the totality of screen-detected breast cancers (97.9%) is diagnosed after menopause. Taking into consideration the surgical treatment, the majority of screen-detected breast cancers were treated with breast conser- vative surgery (77.1% excluding 15.9% of primary mastectomies and 7.0% of radicalization mastectomies) and sentinel lymph node biopsy (65.6%). Women of group B and C underwent only breast conservative surgery in the 63.2% and 38.9% of cases respectively, and sentinel lymph node biopsy in the 47.1% and 15.0% of cases respectively, and these prevalence resulted significantly different among the 3 groups (P < .05). For what concerns nonsurgical treatments, group C has a significantly higher prevalence of both neoadjuvant therapy (16.0%, P < .05) and adjuvant chemotherapy (51.1%, P < .05), probably due to the significantly higher prevalence of advanced stage at diagnosis (stage III in the 25.0% of cases and stage IV in the 3.2%, P < .05) [Table 2], and a significantly lower prevalence of hormonal
  • 12. therapy (73.2%, P < .05), which correlates with the higher prev- alence of triple-negative cancers (Basal-like 14.9%, P < .05) [Table 3]. On the other hand, group A and B were more likely to receive breast irradiation after conservative surgery and adjuvant hormonal therapy when appropriate. No significant difference was there among the 3 groups about the histological type, but in group C there was a significantly higher prevalence of tumor characteristics that are commonly recognized to negatively influence breast cancer prognosis [Table 2 and 3], such as greater tumor size (T3 and T4 respectively 2.6% and 7.9%, P < .05), greater lymph node involvement (N2 and N3 9% each, P < .05) higher nuclear grading (G3 35.4%, P < .05), higher Mib1/Ki-67 proliferation index (> 20% in the 49.7% of cases, P < .05), pres- ence of multifocality/multicentricity (19.6%, P < .05), lymphovas- cular invasion (16.9%, P < .05) and peritumoral inflammation (7.0%, P < .05), luminal B (41.3%, P < .05), luminal Her (11.1%, P < .05), basal-like (14.9%, P < .05) and Her2-enriched (8.2%, P < .05) molecular subtypes, extracapsular invasion of lymph node metastasis (12.4%, P < .05) and blanched lymph nodes (6.2%, P < .05). Clinical Breast Cancer August 2014 - 237 Table 3 Tumor Characteristics in the Different Groups
  • 13. Screening Imaging Palpable Lesion PPatients, % (no./total) Patients, % (no./total) Patients, % (no./total) Histological type Ductal invasive carcinoma 80.9 (127/157) 74.1 (625/843) 73.8 (790/1070) .158 Ductal and lobular invasive carcinoma 5.7 (9/157) 9.1 (77/843) 8.8 (94/1070) .377 Lobular invasive carcinoma 10.8 (17/157) 12.7 (107/843) 13.3 (142/1070) .683 Other invasive carcinoma 2.5 (4/157) 4 (34/843) 4.1 (44/1070) .638 Tumor characteristicsa ER positivity 89.2 (140/157) 87.5 (704/805) 80.2 (808/1007) <.05 PR positivity 67.5 (106/157) 78.7 (634/806) 67.7 (682/1007) <.05 Ki-67/Mib-1 >20 15.8 (24/152) 32.3 (149/462) 49.7 (319/642) <.05 Comedo-like necrosis 10.2 (16/157) 10.2 (86/843) 5 (54/1070) <.05 Multifocality 16.6 (26/157) 25.3 (213/843) 19.6 (210/1070) <.05
  • 14. Extensive intraductal component 33.8 (53/157) 38.3 (323/843) 24 (257/1070) <.05 Lymphovascular invasion 7.6 (12/157) 7 (59/843) 16.9 (181/1070) <.05 Peritumoral inflammation 4.5 (7/157) 4.2 (35/843) 7 (75/1070) <.05 Molecular subtypea Basal-like 6.5 (10/154) 9.9 (48/484) 14.9 (103/693) <.05 HER enriched 4.5 (7/154) 4.3 (21/484) 8.2 (57/693) <.05 Luminal A 66.2 (102/154) 44.4 (215/484) 24.5 (170/693) <.05 Luminal B 20.1 (31/154) 35.3 (171/484) 41.3 (286/693) <.05 Luminal HER 2.6 (4/154) 6 (29/484) 11.1 (77/693) <.05 Lymph node characteristics Isolated tumor cells 3.2 (5/157) 2.4 (20/843) 1.4 (15/1070) .153 Micrometastasis 6.4 (10/157) 4.9 (41/843) 4.2 (45/1070) .446 Lymph node extracapsular invasion 2.5 (4/157) 4.4 (37/843) 12.4 (133/1070) <.05 Blanched lymph nodes 1.3 (2/157) 2.1 (18/843) 6.2 (66/1070) <.05 Internal mammary chain metastasis 3.8 (6/157) 2 (17/843) 1.5 (16/1070) .126
  • 15. Local recurrences during follow-up 1.3 (2/157) 3.6 (30/843) 9.3 (99/1070) <.05 Distant metastases during follow-upa 1.3 (2/157) 5.1 (43/841) 13.4 (142/1059) <.05 Abbreviations: ER ¼ estrogen receptor; HER ¼ human epidermal growth factor receptor; PR ¼ progesterone receptor. aSample size varies because of incomplete data. Breast Cancer Screening and Survival 238 - Locoregional and distant recurrences were significantly more prevalent (P < .05) in group C (respectively 9.3% and 13.4%) than in group A (respectively 1.3% and 1.3%) and B (respectively 3.6% and 5.1%) [Table 3]. The 5-years overall survival in group A, B and C resulted respectively 99% (95% CI, 98%-100%), 98% (95% CI, 97%- 99%), and 91% (95% CI, 90%-93%), with a significant difference among the 3 groups (P < .05) [Fig. 1A], even considering only patients operated after screening introduction [Fig. 1B]. In partic- ular comparing group to group overall survival had a significant difference among the first 2 groups and the third (A or B vs. C) (P < .05) and a trend between group A and B (A vs. B)(P ¼ .081). Discussion Breast cancer screening in our population succeeded in detecting
  • 16. early-stage tumors with favorable tumor characteristics, which have been consequently treated more frequently with breast and axillary conservative surgery, complementary breast irradiation and eventual hormonal therapy. Women with a screen-detected breast cancer had Clinical Breast Cancer August 2014 a significantly higher 5-years overall survival than women who had their breast cancer diagnosed by extrascreening objective examina- tion or imaging, as well as a significantly lower prevalence of locoregional and distant recurrences. In accordance with the most published studies about this argument, our findings confirm the association of screening with both smaller tumor size and less lymph node metastases at pre- sentation,7,8 and support a survival improvement of breast cancer patients after breast screening introduction.1,8-19 However, there is much skepticism about the effective role of mammographic screening on breast cancer mortality. In fact, it is very difficult to determine how much of the observed reduction in mortality can be attributed exclusively to the screening, rather than to improved breast cancer management or to changes in risk fac- tors.20-26 In addiction, it is still debated whether the estimated effect of routine mammography on breast cancer mortality is thus highly
  • 17. dependent on study design.27-29 Moreover, a great number of women in our population under- went regular breast imaging controls out from the screening program, Figure 1 Overall Survival in the 3 Groups: A) Considering The Whole Study Population; B) Considering Only Breast Cancers Diagnosed Since the Screening Introduction 0 1 2 3 4 5 6 70% 80% 90% 100% Follow-up time, y Follow-up time, y O ve ra ll su rv iv
  • 18. al P < .05 Screening Imaging Palpable lesion 0 1 2 3 4 5 6 70% 80% 90% 100% O ve ra ll su rv iv al P < .05 Screening Imaging Palpable lesion A
  • 19. B Carla Cedolini et al and the earlier detection of breast cancer in these cases may be explained just by the increased women awareness about this topic. Furthermore, it is not possible to exclude that, even if the screening would have diagnosed group C cancers, their unfavorable biologic behavior would have anyway correlated with a worse prognosis. In this perspective, an analysis of interval cancers would be more helpful, defined as breast cancers that occur in the age-specific screening population during the interval between 2 consequent screening invitations.30 In fact, interval cancers repre- sent a group of very biologically aggressive tumors with a rapid grow and worse prognostic factors, and their incidence may be a good indicator of screening effectiveness. The weakness of this study lays in its retrospective design and the limited number of patients if compared with other multicentric international studies. Conclusion In conclusion, breast cancer screening in our population resulted in a significant survival gain at 5 years from the diagnosis, but a longer follow up should be necessary to confirm this data, and further studies are required in order to evaluate interval cancers in
  • 20. order to better assess breast screening effectiveness in our population. Clinical Practice Points � Organized, invitational breast cancer screening significantly in- creased the detection rate of early-stage tumors in our popula- tion, and resulted in a survival gain at 5 years from the diagnosis. � Women who had their breast cancers diagnosed by both orga- nized, invitational mammographic screening and extra-screening breast imaging had a significantly higher 5-years overall survival rate than those who had their cancer diagnosed by breast objective examination. � Independently by the age group, regular breast imaging had an important impact on a prompt breast cancer diagnosis, and consequently to its prognosis. � Anyway, further studies are required in order to better investigate the characteristics of cancers diagnosed by objective examination, and especially interval cancers detected between two consequent screening calls. Disclosure The authors have stated that they have no conflicts of interest. References 1. Broeders M, Moss S, Nyström L, et al. The impact of mammographic screening on
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  • 23. Biomarkers Prev 2012; 21:66-73. 11. Paap E, Holland R, den Heeten GJ, et al. A remarkable reduction of breast cancer deaths in screened versus unscreened women: a case-referent study. Cancer Causes Control 2010; 21:1569-73. 12. Puliti D, Miccinesi G, Collina N, et al. Effectiveness of service screening: a case- control study to assess breast cancer mortality reduction. Br J Cancer 2008; 99: 423-7. 13. Roder D, Houssami N, Farshid G, et al. Population screening and intensity of screening are associated with reduced breast cancer mortality: evidence of ef- ficacy of mammography screening in Australia. Breast Cancer Res Treat 2008; 108:409-16. 14. Allgood PC, Warwick J, Warren RML, Day NE, Duffy SW. A case-control study of the impact of the East Anglian breast screening programme on breast cancer mortality. Br J Cancer 2008; 98:206-9. 15. Gabe R, Tryggvadóttir L, Sigfússon BF, Olafsdóttir GH, Sigurdsson K, Duffy SW. A case-control study to estimate the impact of the Icelandic population-based mammography screening program on breast cancer death. Acta Radiol 2007; 48: 948-55.
  • 24. 16. Swedish Organised Service Screening Evaluation Group. Reduction in breast cancer mortality from organized service screening with mammography: 1. Further confirmation with extended data. Cancer Epidemiol Biomarkers Prev 2006; 15:45-51. Clinical Breast Cancer August 2014 17. Gorini G, Zappa M, Miccinesi G, Paci E, Costantini AS. Breast cancer mortality trends in two areas of the province of Florence, Italy, where screening programmes started in the 1970s and 1990s. Br J Cancer 2004; 90:1780-3. 18. Fielder HM, Warwick J, Brook D, et al. A case-control study to estimate the impact on breast cancer death of the breast screening programme in Wales. J Med Screen 2004; 11:194-8. 19. Tabár L, Vitak B, Chen HH, Yen MF, Duffy SW, Smith RA. Beyond randomized controlled trials: organized mammographic screening substantially reduces breast carcinoma mortality. Cancer 2001; 91:1724-31. 20. Autier P, Boniol M, Gavin A, Vatten LJ. Breast cancer mortality in neighbouring European countries with different levels of screening but similar access to treatment: trend analysis of WHO mortality database. BMJ 2011; 343:d4411. 21. Berry DA, Cronin KA, Plevritis SK, et al. Effect of screening and adjuvant therapy
  • 25. on mortality from breast cancer. N Engl J Med 2005; 353:1784- 92. 22. Jones AL. Reduction in mortality from breast cancer. BMJ 2005; 330:205-6. 23. Kalager M, Zelen M, Langmark F, Adami HO. Effect of screening mammography on breast-cancer mortality in Norway. N Engl J Med 2010; 363:1203-10. 24. Autier P, Héry C, Haukka J, Boniol M, Byrnes G. Advanced breast cancer and breast cancer mortality in randomized controlled trials on mammography screening. J Clin Oncol 2009; 27:5919-23. 25. Esserman L, Shieh Y, Thompson I. Rethinking screening for breast cancer and prostate cancer. JAMA 2009; 302:1685-92. 26. Jørgensen KJ, Zahl PH, Gøtzsche PC. Breast cancer mortality in organised mammography screening in Denmark: comparative study. BMJ 2010; 340:c1241. 27. Olsen AH, Njor SH, Lynge E. Estimating the benefits of mammography screening: the impact of study design. Epidemiology 2007; 18:487-92. 28. Paap E, Verbeek ALM, Puliti D, Paci E, Broeders MJM. Breast cancer screening case-control study design: impact on breast cancer mortality. Ann Oncol 2011; 22: 863-9.
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  • 28. http://refhub.elsevier.com/S1526-8209(14)00029-9/sref24 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref25 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref25 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref26 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref26 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref27 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref27 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref27 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref28 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref28 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref28 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref29 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref29 http://refhub.elsevier.com/S1526-8209(14)00029-9/sref29Type of Breast Cancer Diagnosis, Screening, and SurvivalIntroductionMaterials and MethodsResultsDiscussionConclusionClinical Practice PointsDisclosuresReferences Title ABC/123 Version X 1 Marketing Lemonade Worksheet MKT/421 Version 17 4 Adan Benitez, Jared Linscombe, Johnnie Payton, Nicole Salcedo University of Phoenix Material Marketing LemonadeScenario Your team is looking for a way to make some revenue as either a for-profit or not-for-profit organization. This organization can market locally, nationally, or internationally, and can be a
  • 29. privately-owned company or a franchised organization. The product that you have decided to sell is lemonade. To make the endeavor work, you will have to define the product that you will be selling (that is some marketable form of this drink) and decide on a target market. Your marketing team's mission is to prove the company’s goals will be met by providing research, strategy development, and reasoning why this form of this product is viable In this first half of the project, you will report on the following: · Target market · Product's definition to the target marke · Viable pricing strategy · Brand's position in the competitive environmentComplete the following 1. Select a company name and determine the real business world industry of operation. Company Name Industry of Operation LT3 (learnin team 3) Pro Beverage 2. Describe in no more than 90 words the new and unique form of lemonade that will be launced by your company. The proposed drink will be made exclusively from lemons that are produced from organic farms. The drink will be a non- carbonated drink fused with the goodness of fresh lemons that
  • 30. are grown in farms that do not employ any harmful chemicals or fertilizers. Every produce is a true gift of the nature that will be enjoyed by one and all. The fact that it is a non-carbonated drink will also ensure that the drink is not as harmful as a Pepsi or a Coke. 3. Complete the chart in a total of 90 words describing your organization. Who are they Industry of Operation Mission and Values Differentiation from other organizations For-profit organization made by a group of entrepreneurs who believe in a healthy world. Beverage Industry To create nutritious drinks for the young population that believes in leading a healthy lifestyle. To facilitate their ever growing zeal to be fit, by offering value driven products in the beverage space. To offer a product that is a winner when it comes to being a healthy drink. The drink will be made from organic farm produce and will be non-carbonated drinks. Currently, there are
  • 31. no major brands that fit that description. Based on product type, lemonade has been classified into alcoholic, non-alcoholic and powder mix. Also, in terms of variety, the product can be segmented into cloudy lemonade, pink lemonade and clear lemonade. 4. Identify the following in no more than 90 words regarding your target market. Composition of target market Age- From 7 to 40 years gender- Both Male and Female Occupation- Students as well Job doers and professionals like Teachers Lifestyle- Customers who likes to love healthy lifestyle like go to gym, do workouts etc Segmentation criteria used in idenfitication the segmentation Criteria used In targeting the market is Demographic criteria and Psychographic Criteria. Demographic segmentation is market segmentationaccording to age, race, religion, gender, family size, ethnicity, income, and education Psychographic segmentation is the marketsegmentation strategy in which the total market is divided on the basis of psychology, personality of people, characteristics, lifestyle, attitudes etc. 5. Determine in no more than 90 words how you will define the lemonade to your target market (include information on packaging, labeling, etc.). How will this add value and differentiate the brand and product from the competition while encouraging the target market to buy?
  • 32. Target Market Definition Differentiation Our lemonade will be Intensive Distribution. Making the product available in as many locations as possible such as drive through and vending locations around the Malls and outlets. In store displays of a beverage being enjoyed by individuals of different age groups, genders and race. The packaging will have a Big image of the fruits and vegetables used to make the beverage. This will allow for a healthier option presentation. 6. Complete the chart in a total of no more than 90 words to compare your company with industry competitors. Top Business Industry Competitors Your Company’s Positioning Lemon Leaf Café We’re just like competitors X, only we’re Y. (showing that we carry the same items only better) Electric Lemonade We’re the same as X, only cheaper and organic. Lemonade We combine the best traits of our competitors. Customer satisfaction is not our goal, its our promise. 7. Define the pricing strategy in no more than 90 words that you will use for the introduction of the product. We would use Penetration pricing. The goal is to share our product to as much of the community. This will allow us to raise awareness of our new product and allow customers to spread our product image through word of mouth. 8. Discuss in no more than 90 words the maturity life cycle stages of your product.
  • 33. Stage of Maturity Life Cycle Discussion Intoductory Growth Maturity The Maturity life syscle stage is the stage after the product complets the indtoduction and growth stage. In this stage the product grows at a fast rate stabilizing the in the market shares of the lemonade product. It is important to start analyzing the sales and market in order to add new features to help the product stay in the market for a longer time. It is vital in order for the product to stay pompetitive in the market. decline 9. Describe in 90 words how you will use suppliers, agents, or distributors to create your distribution channel. We can use different supplier, agents and distributors to increase our distribution channel. Drive-through cafes can be used to distribute our product. Mobile apps such as grubhub and uber eats can be used ot deliver the product. Promoting our product through social media will allow us to display our product to many individuals. Using images to display our product, have customers leave feed back may encourage others to try our product. Copyright © XXXX by University of Phoenix. All rights reserved. Copyright © 2018 by University of Phoenix. All rights reserved.