PHR5101.
Pharmaceutical Marketing and Brand Management
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TOPIC 1:
INTRODUCTION
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Change is occurring at an accelerating rate.
Today is not like Yesterday, and Tomorrow will be
different from Today.
Companies have shifted gears from managing product
portfolios to managing customer portfolios.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Good marketing is no accident, but a result of careful
planning and execution using state-of-the-art tools and
techniques.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing is no longer a company department
charged with a limited number of tasks — it is a
company-wide undertaking.
It drives the company’s vision, mission, and strategic
planning.
Marketing includes decisions like who the company
wants as its customers, and which of their needs to
satisfy.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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The goal of marketing is two fold:
- to attract new customers by promising superior value
and
- to keep and grow current customers by delivering
satisfaction.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing ….
Marketing is about Customers
Marketing is about Customer ‘ Satisfaction
Marketing is about achieving customer satisfaction
through delivering appropriate customer’ value…
……………. profitably.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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A social and managerial process by which individuals
and groups obtain what they need and want
through creating and exchanging products and value
with others.
https://www.youtube.com/watch?v=i1xz5Kv-7VY
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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THE MARKETING PROCESS
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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5 Core Marketing Concepts
1. Needs, wants,
and demands
5. Markets 2. Products
and services
4. Exchange, 3. Value,
transactions, satisfaction,
and relationships and quality
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Customer Satisfaction
Expectations are Based on Customer’s Past Buying
Experiences, the Opinions of Friends, & Marketer
and Competitor Information and Promises.
Product
Product Falls Exceeds
Short of Expectations
Expectations Product
Customer is
Matches
Customer is Highly
Expectations
Dissatisfied Satisfied or
Customer is Delighted!
Satisfied
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Markets
A market is the set of actual and potential buyers of a
product. These buyers share a particular need or
want that can be satisfied through exchange
relationships.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Holistic marketing
Holistic marketing is a marketing strategy that considers
the business as a whole and not as several different
parts.
Holistic marketing recognizes and reconciles the scope
and complexities of marketing activities.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
Holistic Marketing Dimensions 14
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing Channels
To reach a target market, the marketer uses three kinds of
marketing channels.
1.Communication channels
2.Distribution channels
3.Service channels
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Competition
Competition includes all the actual and potential rival
offerings and substitutes a buyer might consider.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing Environment
Marketing Environment - includes:
Microenvironment - forces close to the company that affect
its ability to serve its customers…actors engaged in
producing, distributing, and promoting the offering.
Macroenvironment - larger societal forces that affect the
microenvironment.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing Management Philosophies
Consumers favor products that are available
and highly affordable. Improve production
Production Concept and distribution.
Consumers favor products that offer the
Product Concept most quality, performance, and innovative
features.
Selling Concept Consumers will buy products only if the
company promotes/ sells these products.
Focuses on needs/ wants of target markets
Marketing Concept & delivering satisfaction better than
competitors.
Societal Marketing Concept Focuses on needs/ wants of target markets
& delivering superior value.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing and Sales Concepts Contrasted
Starting
Focus Means Ends
Point
Selling Profits
Existing
Factory and through
Products Promoting Volume
The Selling Concept
Profits
Customer Integrated
Market through
Needs Marketing
Satisfaction
The Marketing Concept
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU https://www.youtube.com/watch?v=TxEDFG0fcO4
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
