Transcript Creation service of marketing and themarketing environment of the

LOGO
Creation service of
marketing and marketing
environment of the
pharmaceuticalenterprise
Organisation of marketing department of
chemical - pharmaceutical company
Marketing service of pharmaceutical
enterprises are formed to develop
behavior strategy and tactics of the
enterprise on market of goods and
services.
The aim of their operation is to ensure
the survival of the pharmaceutical
enterprises of different forms of
ownership based on improvement of
production and realization of products
that satisfy consumers‘ needs and
requests.
There are following models of marketing services
in accordance with their orientation:
Functional
Commodity
Regional
Segment
Combined
Functional organization of marketing
department
• It is typical for pharmaceutical enterprises, which
have a small number of markets, goods.
• In the functional organization of marketing
divisions of each department or sector develops
and carries one or several specific functions:
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market research
product planning and product range,
advertisement
Forming goods delivery channels (choice of
suppliers, consumers , the analysis of the
effectiveness of goods delivery)
• postmarketing service.
Commodity Organization of Marketing
Service
 For pharmaceutical enterprises, which produce variety of
products with different technology for producing and
specializing in marketing a small number of markets,
relatively homogeneous character.
 Marketing services are targeted to certain groups of
pharmacologic or commodity group.
 This worker or group engaged in only his product,
performing all the functions of marketing.
Regional organization Marketing Service
Featuring a regional public pharmaceutical
enterprises orientation marketing activities that
work for minorities, inhomogeneous, with a
clearly limited boundaries of the market.
In this case, priority belongs to vocational
knowledge of local peculiarities, traditions of
residents of the region
Segment organizational structure
• Especially appropriate to use in a differentiated
market, depending on the specificity of specific
segments and features, the needs of different
groups of consumers.
• It enables to orient all the activities of
pharmaceutical enterprises in the terminal and to
consumers this basis be developed for each group
of individual, specialized, comprehensive policy of
the market throughout the process of
reproduction.
In the process of pharmaceutical marketing
services organization there are following main
stages:
definition of primary purpose and tasks of
pharmaceutical marketing services at this
enterprise
regulations on the development of marketing in
the enterprise
study organizational structure
creation Marketing Service
separate divisions of tasks and functional duties
of officers Marketing Service employees
The main objectives of pharmaceutical
marketing services are:
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market segmentation
fee information on market structure and dynamics of its
changes
forecasting of market dynamics change its
analysis of the competitive situation
organization of training your potential customers and
distribution of information materials
worked in an organization on foreign economic relations
with foreign partners
development of long-, medium-and operational marketing
plans
with
each
production,
pharmaceutical,
pharmaceuticals group
demand creation and sales promotion - DCSP.
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Functions of marketing are:
Fee, study, evaluation, analysis and generalization of home and
foreign materials on the market sales of medical products
Fee and analysis of competitors activity, producing products analogy
Analysis of contingent and groups of consumers of medicinal
preparations
Survey preparation, expert estimates, the requirements of consumers
in quality
Study of demand needs in production, output of which can make this
enterprise
Organization of training advertising journals, letters, information
sheets and other promotional papers
Selection preparation of specimens for enterprise products exposition
in a specialized trade fairs and exhibitions
Study of the advanced experience in the field of analysis of market
situation, marketing, advertising, work with consumers.
The head of department of marketing marketing director
маркетинг-директор
 Report to Marketing - Director of marketing
departments are: DCSP, marketing research
department and if necessary care and
services
to
service
foreign
economic
relations.
Department DCSP
organizes work for:
creating demand for goods assortment,
 is looking for possible sales channels,
advertising pharmaceuticals to healthcare and
pharmaceutical workers,
holding editorial and publishing activities, fairs,
exhibitions,
improvement of commercial agreements
control over compliance with terms of agreement
developing a system of incentives consumers and
mediators.
The Department of marketing research
conducts:
 Information - research work in the field collection process
and economic, commercial information,
 is the enterprise business plan in accordance with the
forecast of future realization medicinal means;
 conducts analysis of internal and external environment of
the enterprise,
 investigates the market situation of pharmaceutical goods;
 need investigates requests of potential consumers,
 detect possible Consumer market segments, competitors
and possible suppliers,
 examines the range of products offered by them,
 price policy of these enterprises;
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