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LOGOManagement 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.

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Marketing management

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Marketing management philosophies

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The production concept

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.

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The production concept

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.

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The product concept

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.

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The selling concept

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.

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The marketing concept

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.

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Marketing & Sales Concepts Contrasted

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Marketing & Sales Concepts Contrasted

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.

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The societal marketing

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.

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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

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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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