Marketing Fundamentals: Defining Needs, Competitive Advantage and Medical Markets

• Idea of Business science
• Marketing Definitions
 Kotler
 Objectives of Marketing
• Defining Necessities
 Basic needs.
 Wants.
 Luxury Goods and Income.
• Competitive Advantage
 Definition.
 Sustainable Competitive Advantage (SCA)
• Medical Market
• Closing Deal
• COLOR DOPPLER TRAINING

 Marketing as
◦ “the science and art of exploring, creating, and delivering value to
satisfy the needs of a target market at a profit. Marketing
identifies unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the profit
potential. It pinpoints which segments the company is capable of
serving best and it designs and promotes the appropriate
products and services.”
 Marketing was
◦ “meeting the needs of your customer at a profit.”

 Marketing is often performed by a department
within the organization.
 Objectives of marketing
◦ Marketing’s key processes are:
(1) opportunity identification,
(2) new product development,
(3) customer attraction,
(4) customer retention and loyalty building,
(5) order fulfillment.

 "We argue instead that marketing must be
seen as setting the strategic direction for the
firm. Peter Drucker stated it well over thirty
years ago: “A company has only two basic
functions: innovation and marketing""

 Something that everyone needs. There are
some things that everyone clearly needs just
to survive, such as food, water, shelter, and
clothing.
 What is mean of want?

 The guidelines they’ve come up with aren’t
all identical. And, as at least one source
shows, the way ordinary Americans draw
the line between necessities and luxuries
can change as society changes.

 Basic Needs
◦ Can put in three broad categories
Item Percentage of Americans calling it a necessity
2009 2006 1996
Car 88% 91% 93%
Landline Phone 68% not asked not asked
Clothes Washer not asked 90% 86%
Clothes Dryer 66% 83% 62%
Home Air Conditioning 54% 70% 51%
TV Set 52% 64% 59%
Home Computer 50% 51% 26%
Cell Phone 49% 49% not asked
Microwave 47% 68% 32%
High-Speed Internet 31% 29% not asked
Cable or Satellite TV 23% 33% 17%
Dishwasher 21% 35% 23%
Flat-Screen TV 8% 5% not asked
iPod 4% 3% not asked

 A superiority gained by an organization when it
can provide the same value as its competitors but
at a lower price, or
can charge higher prices by providing greater value
through differentiation. Competitive
advantage results from matching core
competencies to the opportunities.
 Porter identify Two Types
◦ Cost advantage
◦ Differentiation advantage

13
Types of competitive advantage
Low cost Differentiation
Cost leadership DifferentiationIndustry-wide
Niche Focus with
low cost
Focus with
differentiation
Market

 Resources
◦ Patents and trade mark
◦ Know – How
◦ Customer base
◦ Reputation of firm
◦ Brand equity

 Coca- cola market preposition
 Coca- cola
◦ Net income 2015 (7.351billion$)
◦ Market Cap. May 2016 (192.8 billion$)
 Video

 Medical market is Inelastic.
 Boundary barriers are high.
 Competitive advantage of Our Company
◦ Highly trained sales and technical engineers.
◦ Superior after sale support.
◦ Innovative and latest technological products.

 Diagnose the Barrier.
 Use the Clock.
 Count Your Change.
 Sign Here.
 Let Them Brag.

Blood cell NOT moving Blood cell moving forward/backward

θ
v
ff + fD
c
cos2
D


vf
f
fD: Doppler shift of the frequency
f: Transmitted frequency
v: Velocity of the blood
θ: Angle of incidence between
the ultrasound beam and the
direction of the flow
c: speed of sound in tissue

Only B image
B and Color image
CFM: Color Flow Map
ROI: Region of interest

Color Doppler:
Pixels assigned color based on mean velocity and direction.
Areas within the image which contain flowing blood are assigned
color information according to its direction and speed.
Color mode is also
called CDFI mode
(Color Doppler Flow
Imaging) or CFM
(color flow mapping)
Red towards probe
Blue away from
probe

Detect blood flow
Locate and differentiate
vessels
Analysis the blood flow
condition

Power Doppler:
Pixels assigned color
based on mean power
Function: to display volume of blood flow, especially at low velocity
Power mode is
also called CPA
mode. (Color
Power Angio)

Gray Scale Velocity Variance Power Directional
Power
B mode Color mode Power mode

Sensitivity
Direction
Velocity
Angle effects
Application
Yes
Yes
Yes
Normal
velocity
No
No
No
Low velocity
Normal High
Color Power
Yes
No
No
Low velocity
High
Directional
Power

Sample Volume
Angle Correction
Sample Line
Gray scale stands for:
the amount of all RBC
in that velocity
in the sample volume.

Elements are both
transmitting and receiving
sound waves.
The transmitting and
receiving of sound waves
are NOT in the same time.
PW: Paused-Wave Doppler
There is a Sample Volume.
PRF: Pause Repetition
Frequency
Transmit Receive Transmit Receive …

Sensitive Region
Angle Correction
Sample Line
Gray scale stands for:
the amount of all RBC
in that velocity
along the sample line.

Some elements are
transmitting sound waves.
The transmitting and
receiving of sound waves
are JUST in the same time.
CW: Continuous-Wave
Doppler
But there is a sensitive
region.
The others are receiving.
There is NO Sample Volume.

SV
SV2
SV3
SV4
SV1
Receive …T ReceiveT ReceiveT ReceiveT
When depth increases, velocity decreases.
Application：
Detect blood flow with high velocity in deep areas，
especially in heart.

Principle
Probe
Velocity
Locate
Window
Applicatio
n
All elements are
transmitting and
receiving sound waves.
All
Low
Sample volume
Yes
All
Phased array, pencil,
other
High
Sample line
No
Cardiology, vascular
Pulsed-wave Continuous wave
PW mode CW mode
Some elements are
transmitting sound
waves. The others are
receiving.

Principle
Object
Locate
Applicatio
n
Hemodynamics
Sample volume
Cardiology
Tissue motion
Sample line
Cardiology, vascular
Doppler Pulse-echo
PW mode M mode

c
cos2
D


vf
f If θ = 90º, cosθ = 0, then fD = 0



cos2
c
c
cos2
D
D





f
f
v
vf
f
NOT change the shape
of the spectral.
JUST make the measurement results
of velocity more close
to the true value.

Duplex
B (live) PW/CW (live)
Triplex
B (live) PW/CW (live)Color (live)

 Multi-rending modes
- Surface: Fetal face, hand, foot, etc
- Skeletal: Spine, bones.
 Easy to acquire
 High resolution for diagnosis.

C-Plane
- Display anatomical structure for diagnosis
- View the same organ from different planes

S-Live
Vividly displays fetal face in shading light.

S-Depth
Different color to show anatomical depth

Endocavity volume probe
Help improve visualization in Gynecology studies,
such as uterus, ovary and early pregnancy, IVF, etc.

AVC Follicle
 Calculates the number and volume from a 3D ovarian vo
 Helps improve efficiency and workflow of follicular asse
Automatic Volume Count Follicle

S2
 portable machine.
 Weight 9 KG.
 Built in battery 2.5 hrs continous work .
 Monitor 15 inch LED.
 2 active probe connectors.
 All probes support 5 multiple frequencies.
 Probes
Convex 2-5MHZ,24CM.
Transvaginal 4-8MHZ,135⁰ FOV.
linear 5-10 MHZ.
 Modes
B,2B,4B,M,CFM,PDI,DirPDI,PW,HPRF.
 Functions
THI,M tunning,M-scan.
 Archiving 500GB HDD.
 Support PDF report.
 Peripherals : 4 USB ports , DICOM ,
DVD,VGA.

S11
 trolly machine.
 Probes
Convex 2-5MHZ,24CM.
linear 5-10 MHZ.
 Modes
 Functions
DVD,VGA.

S6 portable machine.
 Weight 9 KG.
 Built in battery 2.5 hrs continous work .
 Probes
Convex 2-6MHZ,32CM.
Transvaginal 4-9MHZ,200 ⁰ FOV.
linear 5-15 MHZ.
adult echo 2-4 MHZ up to 5 with
THI.
pediatric echo 4-7 MHZ up to 8
with THI.
 Mode
B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,C
W,TDI.
 Functions

Ssi-6000 trolly machine.
 Probes
Convex 2-6MHZ,32CM.
linear 5-15 MHZ.
adult echo 2-4 MHZ up to 5 with
THI.
pediatric echo 4-7 MHZ up to 8
with THI.
 Mode
B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,C
W,TDI.
 Functions

S12
 Trolley machine.
 Built in battery 1.5 hrs continous work and
2hrs stand by.
 Probes
Convex 2-5MHZ,24CM.
Smart abdominal 4D with 1066
frame/sec.
 Modes
 Functions

S22
 Monitor 18 inch LED & touch screen 8.5
inch.
 Built in battery 1.5 hrs continous work
and 2hrs stand by.
 All probes support 5 multiple
frequencies.
 Probes
Convex 2-6MHZ,32CM.
Transvaginal 5-9MHZ,200 ⁰
FOV.
frame/sec.
support (S-live “5D” ,S-
depth)
 Modes

S30 Trolley machine.
 Monitor 19 inch LED & touch screen 8.5 inch.
 Probes
Convex 2-6MHZ,32CM.
frame/sec.
support (S-live “5D” ,S-depth)
linear 5-12MHZ.
adult echo 1-5 MHZ.
pediatric echo 3-8MHZ.
 Modes
B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,CW,TDI.
 Functions
THI,PHI,M tunning,M-scan ,
panoramic imaging,trapazoid.

S40
 Monitor 19 inch LED HD& touch screen 10 inch.
 Probes
Convex 2-6MHZ,32CM.
frame/sec.
support (S-live “5D” ,S-depth)
linear 5-12MHZ up to 16MHZ with
THI.
adult echo 1-5 MHZ.
pediatric echo 3-8MHZ.
smart vaginal 4D probe.
 Modes
B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,CW,TDI.

 Functions
- THI , PHI
- Micro scan
- M tunning
- Trapazoidal imaging
- panoramic imaging .
- color panoramic imaging.
- contrast imaging.
- elastography with linear (thyroid ,
breast )
- elastography with convex probe .
- stress echo .

Marketing Fundamentals: Defining Needs, Competitive Advantage and Medical Markets

Marketing Fundamentals: Defining Needs, Competitive Advantage and Medical Markets

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