Transcript Management of pharmaceutical marketing

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Management of
pharmaceutical marketing
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We define marketing management as the
analysis, planning, implementation and
control of programmes designed to create,
build and maintain beneficial exchanges
with target buyers for the purpose of
achieving organizational objectives. Thus,
marketing management involves
managing demand, which in turn involves
managing customer relationships.
Marketing management
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Marketing management philosophies
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The production concept
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The production concept holds that
consumers will favour products that are
available and highly affordable, and that
management should therefore focus on
improving production and distribution
efficiency. This concept is one of the
oldest philosophies that guides sellers.
The production concept
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The production concept is a useful
philosophy in two types of situation. The
first occurs when the demand for a
product exceeds the supply. Here,
management should look for ways to
increase production. The second situation
occurs when the product's cost is too high
and improved productivity is needed to
bring it down.
The product concept
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Another important concept guiding sellers,
the product concept, holds that
consumers will favour products that offer
the most quality, performance and
innovative features, and that an
organization should thus devote energy to
making continuous product improvements.
The selling concept
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Many organizations follow the selling
concept, which holds that consumers will
not buy enough of the organization's
products unless it undertakes a large-scale
selling and promotion effort. The concept is
typically practised with unsought floods those that buyers do not normally think of
buying, such as encyclopaedias and funeral
plots. These industries must be good at
tracking down prospects and convincing
them of product benefits.
The marketing concept
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The marketing concept holds that
achieving organizational goals depends on
determining the needs and wants of target
markets and delivering the desired
satisfactions more effectively and
efficiently than competitors do.
Surprisingly, this concept is a relatively
recent business philosophy.
Marketing & Sales Concepts Contrasted
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Marketing & Sales Concepts Contrasted
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 The selling concept and the marketing concept are
frequently confused. The selling concept takes an
inside-out perspective. It starts with the factory,
focuses on the company's existing products and
calls for heavy selling and promotion to obtain
profitable sales. It focuses on customer conquest
- getting short-term sales with little concern about
who buys or why. In contrast, the marketing
concept takes an outside-in perspective. It starts
with a well-defined market, focuses on customer
needs, co-ordinates all the marketing activities
affecting customers and makes profits by creating
long-term customer relationships based on
customer value and satisfaction.
The societal marketing
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The societal marketing concept holds that
the organization should determine the
needs, wants and interests of target
markets. It should then deliver the desired
satisfactions more effectively and
efficiently than competitors in a way that
maintains or improves the consumer's and
the society's well-being. The societal
marketing concept is the newest of the
five marketing management philosophies.
The societal marketing concept
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Strategic Planning
and the
Marketing Process
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Strategic Planning Process
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Mission statement
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Designing the business portfolio
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Analyzing Current SBU’s:
Boston Consulting Group Approach
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Analyzing Current SBU’s:
GE Strategic Business-Planning Grid
Developing Growth Strategy
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Product/ Market expansion grid
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Marketing’s role in strategic planning
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The Marketing Process
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Marketing Mix – The four P’s
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Managing the marketing effort
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Elements of marketing plan
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Marketing implementation
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Marketing Control
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Marketing Audits
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