Chapter 1: Concepts of Marketing
1.1. Marketing
1.1.1. Meaning and Definition of Marketing
1.1.2. Nature of Marketing
1.1.3. Scope of Marketing
1.1.4. General and Core Concepts of Marketing
1.1.5. Importance of Marketing
1.1.6. Distinction between Marketing and Selling
1.2. Marketing Environment
1.2.1. Concept of Marketing Environment
1.2.2. Factors Affecting Marketing Environment
1.2.3. Internal Marketing Environment
1.2.4. External Marketing Environment
1.2.5. Micro Environment
1.2.6. Macro Environment
1.2.6.1. Political Environment
1.2.6.2. Economic Environment
1.2.6.3. Socio-Cultural Environment
1.2.6.4. Technological Environment
1.2.6.5. Demographic Environment
1.2.6.6. Natural Environment
1.2.6.7. Legal Environment
1.2.7. Significance of Marketing Environment Analysis
1.3. Industry and Competitive Analysis
1.3.1. Industry Analysis
1.3.1.1. Factors Analyzed in Industry Analysis
1.3.1.2. Porter's 5 Forces Model
1.3.1.3. Significance of Industry Analysis
1.3.2. Competitor Analysis
1.3.2.1. Competitor Analysis Framework
1.3.2.2. Steps in Competitor's Analysis
1.3.2.3. Benefits of Competitor's Analysis
1.4. Analyzing Consumer Buying Behavior
1.4.1. Introduction
1.4.2. Buying Role of Consumers
1.4.3. Types of Buying Decisions
1.4.4. Factors Affecting Consumer Buying Behavior
1.4.5. Buyer Decision Process
1.4.6. Importance of Consumer Buying Behavior
1.5. Industrial Buying Behavior
1.5.1. Introduction
1.5.2. Nature of Industrial Buying Behavior
1.5.3. Objectives of Industrial Buying Behavior
1.5.4. Factors Influencing Industrial Buying Behavior
1.5.5. Industrial Buying Process
1.5.6. Consumer Buying Versus Industrial Buying
1.6. Summary
1.7. Exercise
Chapter 2: Pharmaceutical Market Aspects
2.1. Pharmaceutical Marketing
2.1.1. Introduction to Pharmaceutical Marketing
2.1.2. Characteristics of Pharmaceutical Marketing
2.1.3. Functions of Pharmaceutical Marketing
2.1.3.1. Buying and Assembling
2.1.3.2. Selling
2.1.3.3. Transportation
2.1.3.4. Storage
2.1.3.5. Finance
2.1.3.6. Grading
2.1.3.7. Risk Bearing
2.1.3.8. Feedback Information
2.1.4. Pharmaceutical Market
2.1.4.1. Qualitative and Quantitative Aspects of Pharmaceutical Markets
2.1.4.2. Size and Composition of Pharmaceutical Market
2.1.4.3. Investments and Recent Developments
2.1.4.4. Government Initiatives
2.1.5. Barriers to Marketing in the Pharmaceutical Industry
2.1.6. (Motivation and Prescribing Habits of the Physician
2.2. Market Segmentation
2.2.1. Concept of Market Segmentation
2.2.2. Bases of Segmentation for Consumer Goods and Services
2.2.2.1. Geographic Segmentation
2.2.2.2. Demographic Description
2.2.2.3. Psychographic Segmentation
2.2.2.4. Behavioral Segmentation
2.2.3. Pharmaceutical Market Segmentation
2.2.4. Benefits of Pharmaceutical Market Segmentation
2.3. Targeting: Target Market
2.3.1. Concept of Target Market
2.3.2. Process of Targeting the Market
2.3.3. Evaluating Market Segments to Target: Bases for Identifying Target Customers
2.3.4. Selection of Target Markets: Targeting Strategies
2.3.4.1. Limited Market Coverage Targeting
2.3.4.2. Full Market Coverage Targeting
2.3.5. Benefits of Targeting
2.4. Summary
2.5. Exercise
Chapter 3: Analyzing the Market and Consumers
3.1. Consumer Profile
3.1.1. Introduction
3.1.2. Characteristics of Indian Consumers
3.1.3. Socio-Psychological Characteristics of the Consumer—
3.1.3.1. Motivation
3.1.3.2. Perception
3.1.3.3. Personality
3.1.3.4. Learning
3.1.3.5. Attitude
3.1.4. Changing Indian Consumer Behavior
3.1.4.1. Drivers of Change in Indian Consumer Behavior
3.1.4.2. Changing Consumer Trends
3.1.4.3. New Consumption Patterns of Indian Consumers
3.1.5. Patient's Choice of Physician
3.1.6. Patients' Choice of Retail Pharmacist
3.2. Market Research
3.2.1. Introduction
3.2.2. Objectives of Market Research
3.2.3. Steps in the Market Research Process
3.2.4. Role of Market Research
3.2.5. Limitations of Market Research
3.3. Summary
3.4. Exercise
Chapter 4: Product Decisions
4.1. Product Decisions
4.1.1. Concept of a Product
4.1.2. Characteristics of Product
4.1.3. Levels of Product
4.1.4. Classification of Pharmaceutical Products
4.1.5. Product Management in the Pharmaceutical Industry—5 marks
4.1.5.1. Hierarchical Structure of Product Management in the Pharmaceutical Industry
4.1.5.2. Roles and Responsibilities of Product Manager in the Pharmaceutical Industry
4.1.5.3. Knowledge Areas of a Product Manager
4.2. Major Product Decisions
4.2.1. Introduction
4.2.2. Product Line Decision
4.2.3. Product Mix
4.2.3.1. Product Mix Decisions
4.2.3.2. Product Mix Strategies
4.2.4. Product Branding
4.2.4.1. General Branding Strategies
4.2.4.2. Advantages of Branding
4.2.5. Product Packaging Decisions
4.2.5.1. Levels of Pharmaceutical Packaging
4.2.5.2. Types of Packaging
4.2.5.3. Benefits of Pharmaceutical Packaging
4.2.6. Labeling Decisions
4.2.6.1. Labeling Requirements
4.2.6.2. Guidelines for Labelling Pharmaceutical and Healthcare Products
4.2.6.3. Importance of Labeling in Pharmaceutical Products
4.3. Product Life Cycle (PLC)
4.3.1. Introduction
4.3.2. Characteristics of Product Life Cycle
4.3.3. Stages of Product Life Cycle
4.3.4. Drug Life Cycle and Corresponding Strategic Plans
4.4. Product Portfolio Analysis) -
4.4.1. Introduction
4.4.2. Portfolio Analysis Techniques
4.4.2.1. BCG Matrix
4.4.2.2. GE 9 Cell Model
4.4.2.3. Corporate Parenting Analysis
4.4.3. Advantages of Portfolio Analysis
4.4.4. Disadvantages of Portfolio Analysis
4.5. Product Positioning
4.5.1. Introduction
4.5.2. Tasks Involved in Positioning: Process of Positioning
4.5.3. Positioning Strategies
4.5.4. Importance of Positioning
4.6. New Product Development Decisions
4.6.1. Introduction
4.6.2. New Product Development Process
4.6.3. Why New Products Fail: Failure of New Pharmaceutical Products
4.7. Summary
4.8. Exercise
Chapter 5: Promotion
5.1. Promotion
5.1.1. Introduction
5.1.2. Importance of Promotion
5.1.3. Strategies of Marketing Communication
5.1.4. Promotional Mix: Methods of Promotion
5.1.5. (Determinants of Promotional Mix)
5.2. Promotional Budget
5.2.1. Introduction
5.2.2. Objectives of Promotional Budget
5.2.3. Factors Influencing Promotional Budget
5.2.4. Methods of Promotional Budgeting in Pharmaceutical Companies
5.2.5. Promotional Expenditures in the Pharmaceutical Industry
5.3. An Overview of Personal Selling
5.3.1. Introduction
5.3.2. Features of Personal Selling
5.3.3. Process of Personal Selling in the Pharmaceutical Industry
5.3.4. Importance of Personal Selling
5.4. Advertising
5.4.1. Introduction
5.4.2. Advertising Objectives
5.4.3. Changing Role of Pharmaceutical Advertising
5.4.4. Principles of Advertisement
5.4.5. Advertising Techniques in Pharmaceutical Marketing
5.4.6. Direct Mail
5.4.6.1. Types of Direct Mail Marketing
5.4.6.2. Importance of Direct Advertising
5.4.6.3. Effective Ways to Use Direct Mail for Pharmaceutical Marketing
5.4.7. Trade Journal
5.4.7.1. Advantages of Trade Journals
5.4.7.2. Disadvantages of Trade Journals
5.4.8. Exhibition
5.4.8.1. Types of Exhibitions
5.4.8.2. Importance of Exhibitions
5.4.8.3. Medical Exhibition
5.4.9. Sampling/Samples Distribution
5.5. Retailing
5.5.1. Introduction
5.5.2. Functions of Retailing
5.5.3. Difference between Wholesaler and Retailer in the Pharmaceutical Industry
5.5.4. Importance of a Retailer in the Pharmaceutical Industry
5.6. Public Relations
5.6.1. Introduction
5.6.2. Types of Public Relations
5.6.3. Public Relation Strategies in the Pharmaceutical Industry
5.6.4. Role of Public Relations in the Healthcare Industry
5.6.5. Limitations of Public Relations
5.7. OTC Products
5.7.1. Introduction
5.7.2. Pharmaceutical Marketing Strategies for OTC Products
5.7.3. Promotion of OTC Medicines
5.7.4. Online Promotional Techniques for OTC Products.
5.8. Summary
5.9. Exercise
Chapter 6: Pharmaceutical Marketing Channels
6.1. Physical Distribution Management
6.1.1. Introduction
6.1.2. Tasks in Physical Distribution Management/Components of Physical Distribution
6.1.3. Strategic Importance of Distribution
6.2. Channels of Distribution
6.2.1. Meaning and Definition of Channels of Distribution
6.2.2. Nature of Distribution Channels
6.2.3. Ways to Improve Pharma Distribution Channel
6.2.4. Pharmaceutical Marketing Channels
6.2.5. Selecting the Appropriate Channel of Distribution
6.2.6. Types of Channel Members
6.2.7. Types of Distribution Channels
6.2.8. Importance of Distribution Channels
6.3. Designing Channel
6.3.1. Introduction
6.3.2. Dimensions of Channel Design
6.3.3. Process of Channel Design
6.3.4. Criteria for Effective Channel Design
6.3.5. Channel Design Decisions
6.4. Channel Conflicts
6.4.1. Introduction
6.4.2. Causes for Channel Conflict
6.4.3. Conflicts in Pharmaceutical Marketing Channels
6.4.4. Stages in Channel Conflicts
6.4.5. Impact of Channel Conflicts
6.4.6. Techniques to Resolve Channel Conflict
6.5. Summary
6.6. Exercise
Chapter 7: Professional Sales Representative
7.1. Professional Sales Representative
7.1.1. Introduction
7.1.2. Duties of Pharmaceutical Sales Representatives (PSR)
7.1.3. Recruitment of PSR
7.1.4. Selection of PSR
7.1.5. Training of PSR
7.1.6. Compensation to PSR
7.1.7. Supervising the PSR
7.1.7.1. Norms for Customer Calls
7.1:7.2. Norms for Prospect Calls
7.1.8. Motivating the PSR
7.1.8.1. Process of Motivation
7.1.8.2. Methods of PSR Motivation
7.1.9. Evaluation of PSR
7.1.9.1. Determinants of PSR Appraisal
7.1.9.2. Methods of PSR Evaluation
7.1.10. Future Prospects of PSR (Pharmaceutical Medical Representative)
7.2. Detailing
7.2.1. Introduction
7.2.2. Purpose of Detailing
7.2.3. Product Detailing Tips for Medical Representatives
7.2.4. Advantages of Detailing
7.2.5. Disadvantages of Detailing
7.3. Summary
7.4. Exercise
Chapter 8: Pricing
8.1. Pricing
8.1.1. Meaning and Definition of Price and Pricing
8.1.2. Objectives of Pricing
8.1.3. Determinants of Price: Factors Influencing Pricing Decisions
8.1.4. Cost Structure in Pharmaceutical Products
8.1.5. Pricing Methods
8.1.6. Pricing Strategies
8.1.7. Importance of Pricing
8.1.8. Issues in Price Management in the Pharmaceutical Industry
8.2. Legal Requirements in Price Control on Drugs
8.2.1. Introduction
8.2.2. NPPA (National Pharmaceutical Pricing Authority)
8.2.3. National Pharmaceutical Pricing Policy-2012 Governing Drug Pricing Policy
8.2.3.1. NPPP Regulation for Scheduled Formulation/Drug Prices
8.2.3.2. NPPP Regulation for Non-Scheduled Formulation/Drug Prices
8.2.4. Overview of DPCO (Drug Price Control Order) (5-10)
8.2.4.1. Pricing of Bulk Drugs
8.2.4.2. Steps of Pricing a Bulk Drug
8.2.4.3. Calculation of Retail Price of Formulation
8.2.4.4. Price to Wholesaler and Retailer
8.3. Summary
8.4. Exercise
Chapter 9: Emerging Concepts in Marketing
9.1. Emerging Concept of Marketing
9.1.1. Introduction
9.1.2. Vertical Marketing Systems (VMS): Vertical Integration
9.1.2.1. Advantages of VMS
9.1.2.2. Disadvantages of VMS
9.1.3. Horizontal Marketing Systems (HMS): Horizontal Integration
9.1.3.1. Advantages of HMS
9.1.3.2. Disadvantages of HMS
9.1.4. Rural Marketing
9.1.4.1. Features of Rural Marketing
9.1.4.2. Challenges Faced by the Companies During Rural Penetration
9.1.4.3. Guidelines for Pharmaceutical Industries in Rural Markets
9.1.5. Consumerism
9.1.5.1. Technological Trends in Patient Consumerism
9.1.5.2. Advantages of Healthcare Consumerism
9.1.5.3. Disadvantages of Healthcare Consumerism
9.1.6. Industrial Marketing
9.1.6.1. Characteristics of Industrial Marketing
9.1.6.2. Consumers in Pharmaceutical Industrial Marketing
9.1.6.3. Comparison between B2B and B2C Pharmaceutical Marketing
9.1.7. Global Marketing
9.1.7.1. Systematic Approach of Entering a New or International Market
9.1.7.2. Global Pharmaceutical Industry Analysis
9.1.7.3. Importance of Global Marketing
9.2. Summary
9.3. Exercise
