Download or read book Organizational Buying Behavior in the Pharmaceutical Industry written by Jonas Kilian and published by GRIN Verlag. This book was released on 2021-09-27 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, University of Birmingham, language: English, abstract: How should a scientific software vendor design its marketing activities to effectively boost its sales numbers taking into account the multifacetedness of organizational buying behavior in the pharmaceutical industry? The rapid technological advent along with the growing need to increase R&D efficiency in the pharmaceutical industry has brought scientific software into focus. For scientific software vendors to successfully tap into that niche market, it is crucial to grasp the complexities of the dynamic decision-making involved in such buying processes. However, the body of organizational buying literature does not address this niche market. Hence, this qualitative interview study aims at providing insights into this process, its participants, and factors driving their decision-making. A thematic analysis reveals that, for investments involving low six-figure sums and below, the buying process generally progresses through six sequential phases eventually resulting in a purchase followed by a single post-purchase phase. What this study highlights is the importance of scientific users, in spite of their hierarchical level, in the decision-making process. The actual buying decision, which is made by consensus, is positively influenced by a set of three deciding factors: product features, soft factors, and economic factors. Based on these findings, scientific software vendors are encouraged to strive for becoming a thought leader by following a science-heavy content marketing strategy.
Download or read book Influencing Factors on the Consumer Buying Behavior of OTC Drugs in the Austrian Pharmaceutical Industry written by Michaela Pichlbauer and published by . This book was released on 2011 with total page 72 pages. Available in PDF, EPUB and Kindle. Book excerpt: Die Österreichische Pharmazeutische Industrie ist sehr speziell, da sie vielenRichtlinien und Regulierungen unterworfen ist. Der hauptsächliche Grund dafür ist, dieHerstellung und das Anbieten von Produkten, die Auswirkungen auf den menschlichenKörper und seine Gesundheit haben. Die Arbeit konzentriert sich auf dasMarktsegment der nicht rezeptpflichtigen Arzneimittel welches obwohl kein Rezeptverlangt wird, auch von einigen Verordnungen abhängig ist.Weiters analysiert die Arbeit das Konsumentenverhalten und alle Variablen die wichtigfür die Entscheidungsfindung sind und den Entscheidungsvorgang definieren.Außerdem wird unter Berücksichtigung aller Markteigenschaften versucht dietheoretischen Models mit dem Marktsegment der rezeptfreien Produkte zu verknüpfenund anzuwenden.Aufgrund der allgemeinen Marktstruktur ist erfolgreiches Marketing für nichtrezeptpflichtige Arzneimittel sehr herausfordernd und eine enge Beziehung mit demKonsumenten äußerst schwierig zu erreichen, was die Entwicklung vonMarkenloyalität fast unmöglich macht. Ein Grund für diese Tatsache könnte sein, dasspharmazeutische Konsumenten sehr kritisch gegenüber den Produkten sind. Die Arbeitführt eine wissenschaftliche Konsumentenstudie durch um deren Kaufgewohnheitenund essentielle Faktoren die das Verhalten beeinflussen zu identifizieren.*****The Austrian pharmaceutical industry is based on a lot of regulations and restrictionsas it offers special goods that influence human beings body and health. The focus onthis thesis is the Over-the-Counter drug segment which is also subject to legalrestrictions although no prescription is required.The paper analyses the consumer buying behavior and the variables that shape theprocess of decision making. Furthermore, it tries to apply the theoretical models to thenon prescription drug segment by considering all the industry characteristics.Due to the overall structure of this market successful marketing for non prescriptiondrugs is very special and seems to face several challenges in order to establish a closerelationship with the consumer. Moreover brand loyalty among consumers is evenmore difficult to develop in this specific market. One main reason for this might alsobe the fact that pharmaceutical consumers in general are extremely critical whenchoosing a product to purchase.In order to analyse consumer purchasing habits and identify relevant factors that areof highest importance to them the thesis conducts an empirical research.
Download or read book A Review and Integration of Research on Organizational Buying Behavior written by Wesley J. Johnston and published by . This book was released on 1994 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Innovation and Marketing in the Pharmaceutical Industry written by Min Ding and published by Springer Science & Business Media. This book was released on 2013-10-31 with total page 763 pages. Available in PDF, EPUB and Kindle. Book excerpt: The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.
Download or read book Brand Medicine written by T. Blackett and published by Springer. This book was released on 2001-04-27 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.
Download or read book Factors that Influence Organisational Buying Behaviour in Pharmaceutical Laboratories written by Gabriel Phelan and published by . This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Use of Organizational Buying Behavior in Assessing Industrial Markets written by Rowland Thomas Moriarty and published by . This book was released on 1980 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book A Primer on Consumer Behavior written by David W. Stewart and published by Business Expert Press. This book was released on 2018-07-17 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book is intended to provide a quick, highly accessible introduction to key issues and concepts necessary for understanding market demand, designing successful products and services, and for creating effective marketing programs. The focus of the book is on information likely to be most useful to a practicing manager rather than the student or scholar who is seeking a deep understanding of consumer behavior. For this reason, the book includes “points to ponder” that link basic concepts to marketing practice. The final chapters of the book also point the reader to a variety of additional resources for learning more about consumer behavior in general and consumers in specific markets.
Download or read book Socio Economic Perspectives on Consumer Engagement and Buying Behavior written by Kaufmann, Hans Ruediger and published by IGI Global. This book was released on 2017-01-18 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activities, businesses can better engage and retain current and new customers. Socio-Economic Perspectives on Consumer Engagement and Buying Behavior is a comprehensive reference source on new innovative dimensions of consumer behavioral studies and reveals different conceptual and theoretical frameworks. Featuring expansive coverage on a number of relevant topics and perspectives, such as green products, automotive technology, and anti-branding, this book is ideally designed for students, researchers, and professionals seeking current research on the dimensions of consumer engagement and buying behavior.
Download or read book Public health governance green environment and economy written by Suleman Sarwar and published by Frontiers Media SA. This book was released on 2023-07-20 with total page 569 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Strategic Marketing For Health Care Organizations written by Philip Kotler and published by John Wiley & Sons. This book was released on 2021-02-17 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.
Download or read book Improving Drug Safety A Joint Responsibility written by Rolf Dinkel and published by Springer Science & Business Media. This book was released on 2013-03-07 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the focus on pharmaceuticals has broadened from concern for their cost and effectiveness to their real and potential risks and benefits, a critical question has been raised: whose responsibility is it to improve drug safety? In April 1990, this question became the theme for a conference at Wolfsberg, Switzerland, near the shores of Lake Constance. Called an "international dialogue conference" by its organizers, the meeting brought together leaders from the pharmaceutical industry, regulatory authorities, academia, medicine, consumer organizations and the media. Opening addresses were given by representatives of the Council for International Organizations of Medical Sciences (CIOMS), the International Federation of Pharmaceutical Manufacturers Associations (IFPMA), the Swiss International Pharmaceutical Agency, and the RAD-AR Consortium. This book documents the papers presented and discussions held at this conference, which took the topic of risks and benefits of drug therapy one step further to responsibility. It includes a rich menu of issues for those who care about the evaluation of drug therapy, the ethics behind it, the expectations of the patient, and the role of traditional and nontraditional drug safety communica tions. The ideas expressed here come from different parts of the world but relate to common drug safety problems, observations, and scientific assessments; they provide insights into innovative approaches, cautious changes, and desired actions. The papers in this volume are broadly divided into conceptual perspectives (ethics, how the knowledge about drug risks and benefits is generated and appraised, the expectations in drug safety) and operational perspectives (communication, discussion, and action).
Download or read book Consumer Behavior Organizational Development and Electronic Commerce Emerging Issues for Advancing Modern Socioeconomies written by Khosrow-Pour, D.B.A., Mehdi and published by IGI Global. This book was released on 2008-12-31 with total page 411 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book offers readers a one-stop resource for contemporary issues, developments, and influences in e-commerce"--Provided by publisher.
Download or read book Pharmaceutical Marketing Factors Affecting Consumers Purchase Intention when Buying OTC over the Counter Drugs written by Gabriella Farkas and published by . This book was released on 2021 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: The OTC (over-the-counter) pharmaceutical industry is an ever-expanding field where significant investments are made to enhance marketing and sales performance. The buyer of an OTC drug is not only a mere customer but is also a patients with certain health conditions. This significance of the OTC drug creates a sense of urgency not only to buy a product, but to treat an ailment. Therefore, targeting consumer preferences and understanding the purchasing intention consumers have when buying OTC drugs if of increased importance. The objective of this thesis is to discover and analyse the most significant factors that influence the consumer behaviour of OTC drugs and alter purchasing intention. Moreover, the implementation of Ajzens Theory of planned behaviour is reflected on the research by establishing a hierarchical structure regarding whether attitude, subjective norms or perceived behavioural control has the most influence on purchasing intention. To obtain feasible answers for the thesis objectives, an empirical research design was set up through a quantitative study and an online questionnaire. The findings of the empirical research suggest that attitude has the most influence on purchasing intention that is also statistically significant. Attitude is followed by subjective norms. Perceived behavioural control does not have a statistically significant influence on purchasing intention. The findings of the literature review suggest that other factors such as price, past experience and perceived trust towards the pharmaceutical brand also contributes to altering purchasing intentions. These results might have certain implications for marketers to properly assess consumer preferences and target them accordingly whilst satisfying patient needs. Moreover, actors of the pharmaceutical industry can benefit through obtaining first-hand consumer insights and apprehensions when buying their products. In addition, consumers can also gain an elaborate understanding on their
Download or read book Contemporary Marketing and Consumer Behavior written by John F. Sherry and published by SAGE. This book was released on 1995-05-02 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.
Download or read book Democratizing Health written by the late Hans Löfgren and published by Edward Elgar Publishing. This book was released on 2011-01-01 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the important role of consumer activism in health policy in different national contexts. In an age of shifting boundaries between state and civil society, consumer groups are potentially drivers of democratisation in the health domain. The expert contributors explore how their activities bring new dynamics to relations between service providers, the medical profession, government agencies, and other policy actors. This book is unique in comprehensivelyanalysing the opportunities and dilemmas of this type of activism, including ambiguous partnerships between consumer groups and stakeholders such as the pharmaceutical industry. These themes are explored within aninternationally comparative framework, with case studies from various countries.
Download or read book Organisational Buying written by Philip Modale and published by . This book was released on 1990 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt:
