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Pharmaceutical Marketing Dr. Muslim Suardi, MSi., Apt. Faculty of Pharmacy
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Market “A group of customers who have an unsatisfied need for a particular product or service”
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Marketing Concept “The belief that consumers wants and needs are the driving force behind any product development or marketing effort”
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Marketing Plan Defines & Quantifies Consumers Consumers Demand Demand Competition Competition Geographic market Geographic market Pricing policy for a specific small business. Pricing policy for a specific small business.
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Marketing Mix Four variables: Product Product Place Place Price Price Promotion Promotion that must be manipulated to ensure success in marketing
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Marketing Success The right product At the right place At the right price With the right promotion
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Market Segmentation Process of dividing the market into groups of similar customers
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Target Marketing Achieved by answering the following questions: 1. Where do my customers live & work? 2. What level of income is needed to purchase my product or service? 3. What is the life-style of the people who are most likely to need my product or service? 4. Which of my potential customers will receive the greatest benefit from my product/service? 5. Which group of consumers will buy the most of my product or service?
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Marketing Strategy “Planned activity designed to increase the sale of a business’s products or services”
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Marketing Plan, Marketing Mix, Sales, Pricing Strategy 1. Marketing Concept & Marketing Mix 2. Marketing Strategy, Market Share & Marketing Target. 3. Penyusunan rencana penjualan, & Target Sales. 4. Advertisement, promotion, & sales 5. Price & calculation of price 6. Pricing Strategy & tahapan sales
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Pharmaceutical Marketing 1. Pharmaceutical Marketing Strategy 2. Marketing Plan & Sales Target 3. Action Plan 4. Product Knowledge 5. Sarana Promotion 6. Field Force 7. Detailing & product presentation.
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Kepustakaan 1. Moorman, J.W. & Halloran, J.W. (1993) Enterpreneurship. 174-182.Ohio: South Western 2. McDonough,R.P. et.al (2003). Marketing Phamaceutical Care. In: A practical guide to Pharmaceutical Care, Second Ed. Washington: AphA., p. 204-221. 3. Hagel, H.P. (2003). Developing a Practice Implementation Plan. In: A practical guide to Pharmaceutical Care, Second Ed. Washington: AphA., p. 174- 182.
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