Marketing Pharmaceutical Marketing, Definition, 4 Ps, Needs, Wants and Demands etc., Marketing Research and Market Mix, Selling Concept.

1. Marketing
Kamran Khan
Pharmacist, Medical Information Executive, Reviewer at Elsevier, Marketeer
kamrankhan8880567@gmail.com

2. Marketing
• Marketing is currently defined by the American Marketing
Association (AMA) as "the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large

3. Concept
• NEEDS
• Wants
• Demands

4. Need
• Something necessary for people to live a healthy, stable and safe life. When
needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or
death. Needs can be objective and physical, such as the need for food, water,
and shelter; or subjective and psychological, such as the need to belong to a
family or social group and the need for self-esteem

5. Wants ?
• Something that is desired, wished for or aspired to. Wants are not essential
for basic survival and are often shaped by culture or peer-groups

6. Demands
• When needs and wants are backed by the ability to pay, they have the
potential to become economic demands

7. Marketing research
• Marketing research is the systematic gathering, recording, and analysis
of qualitative and quantitative data about issues relating
to marketing products and services. The goal is to identify and assess how
changing elements of the marketing mix impacts customer behavior.
• identifying the consumer's unmet needs
• Needs-based segmentation (also known as benefit segmentation)
• advertising and promotion

8. Selling concept:
• salesperson's sales related knowledge (market segments, presentation skills,
conflict resolution, and products), degree of adaptiveness, role clarity,
cognitive aptitude, motivation and interest in a sales role).
•

9. The marketing mix
• Product
• Price
• Promotion
• place

10. product
• a product is an object, or system, or service made available for consumer use
as of the consumer demand; it is anything that can be offered to a market to
satisfy the desire or need of a customer.
• A brand is a name, term, design, symbol or any other feature that
distinguishes one seller's good or service from those of other sellers

11. price
• This refers to the process of setting a price for a product, including
discounts. The price need not be monetary; it can simply be what is
exchanged for the product or services, e.g. time, energy, or attention or any
sacrifices consumers make in order to acquire a product or service

12. Place
• This refers to how the product gets to the customer; the distribution
channels and intermediaries such as wholesalers and retailers who enable
customers to access products or services in a convenient manner. This third
P has also sometimes been called Place or Placement, referring to the channel
by which a product or service is sold (e.g. online vs. retail), which geographic
region or industry, to which segment (young adults, families, business
people), etc. also referring to how the environment in which the product is
sold in can affect sales

13. Promotion
• This includes all aspects of marketing communications: advertising, sales
promotion, including promotional education, public relations, personal
selling, product placement, branded entertainment, event marketing, trade
shows, and exhibitions. This fourth P is focused on providing a message to
get a response from consumers. The message is designed to persuade or tell a
story to create awareness

14. Advertising
• Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service or
idea
• Advertising is communicated through various mass
media,[2] including traditional media such as newspapers,
magazines, television, radio, outdoor advertising or direct mail; and new
media such as search results, blogs, social media, websites or text messages.
The actual presentation of the message in a medium is referred to as
an advertisement (advert or ad for short).

15. Sales promotion
• Sales promotion uses both media and non-media marketing communications for a
pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples
include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates.
• Sales promotions can be directed at either the customer, sales staff,
or distribution channel members (such as retailers). Sales promotions targeted at
the consumer are called consumer sales promotions. Sales promotions targeted at
retailers and wholesale are called trade sales promotions.

16. Continuing medical education (CME)
• Continuing medical education (CME) refers to a specific form of continuing
education (CE) that helps those in the medical field maintain competence and learn
about new and developing areas of their field. These activities may take place as live
events, written publications, online programs, audio, video, or other electronic
media. Content for these programs is developed, reviewed, and delivered by faculty
who are experts in their individual clinical areas. Similar to the process used
in academic journals, any potentially conflicting financial relationships for faculty
members must be both disclosed and resolved in a meaningful way.[1] However,
critics complain that drug and device manufacturers often use their financial
sponsorship to bias CMEs towards marketing their own products.

17. Public relations (PR)
• Public relations (PR) is the practice of managing and disseminating
information from an individual or an organization (such as
a business, government agency, or a nonprofit organization) to the public in
order to affect their public perception. Public relations (PR) and publicity
differ in that PR is controlled internally, whereas publicity is not controlled
and contributed by external parties.
• individual gaining exposure to their audiences using topics of public interest
and news items that do not require direct payment