1-18 Value chain and customer expectations. A Canadian biopharmaceutical company incurs the following costs: 1. Cost of redesigning blister packs to make drug containers more tamper-proof 2. Cost of videos sent to doctors to promote sales of a new drug 3. Cost of a toll-free telephone line used for customer inquiries about usage, side effects of drugs, and so on 4. Equipment purchased by a scientist to conduct experiments on drugs awaiting approval by the government 5. Payment to actors in an infomercial to be shown on television promoting Visudyne, a new treatment for age-related progressive blindness 6. Labour costs of workers in the packaging area of a production facility 7. Bonus paid to a salesperson for exceeding monthly sales quota 8. Cost of the Purolator courier services to deliver drugs to hospitals