Retrospect of the Marketing Strategies and Services in a Chinese Pharmaceutical Company

  • Carolina Ditan De La Salle Araneta University
Keywords: pharmaceutical company, marketing strategies, services

Abstract

The study was conducted to determine the effective marketing strategies in terms of promotion, product, pricing and place, and services in terms of availability, reliability, responsiveness, completeness and professionalism rendered of a Pharmaceutical Company in China as perceived by the two groups of respondents, employees and customers/clients. The four marketing strategies obtained a very effective descriptive rating by the employee and client-respondents. Among the four marketing strategies, Pricing gained an effective rating from employee-respondents and Place has a significant difference in the perceptions of the two groups of respondents.

 

In terms of services rendered a very effective descriptive ratings were given by the employee-respondents; whereas, client-respondents only obtained an effective descriptive rating. Among the five services rendered, only professionalism was perceived as very effective and was tagged as no significant difference by the two groups of respondents. High relationship between the marketing strategies and services rendered by the Pharmaceutical Company to its clients in the obtained r value of 0.74 which means that the marketing strategies of employees directly affect the clients’ services.

 

At 0.05 Alpha, it was concluded that if the marketing strategies of the employees improved, so as their services to the clients. It is recommended that a successful pharmaceutical company must build customer knowledge competence through improvement of the current processes that include customer data acquisition and data interpretation.

Author Biography

Carolina Ditan, De La Salle Araneta University

College of Business, Management and Accountancy

References

Anderson, E.ClaesFornell, W., and Lehmann D. R.(2010).Customer Satisfaction, Market share, and Profitability: Findings from Sweden. Journal of Marketing. 58(3), 53-67.
Anderson, Ronald D., Jack L. Engledow and Helmut Becker. (2010). Evaluating the Relationships among Attitude toward Business, Product Satisfaction, Experience, and Search Effort.Journal of Marketing Research.16(3), 394
Calhoun, J.(July 2010).Driving Loyalty by managing the total customer experience.Ivey business Journal; 65,6, page 69 ·
Chen, C. G. Schultz, J.L., Uggirala, A., Abraham, J.K. & Lawson, T.A. (2009). Clarifying the dimensions of four concepts of quality.Theoretical Issues in Ergonomics Science, Vol. 9, Number 1, p.73-94.
Chiu, H. (2010). Selling Drugs: Marketing Strategies in the Pharmaceutical Industry and their Effect on Healthcare and Research.Explorations.An research journal. 8:89-94.
Gerstnar, E.; Libai, L. (2013)..Why does Poor Service Prevail? Marketing Science Journal Vol 25, No. 6, November 2013, pp. 601- 603 ISSN-0732-2399 139
Ganey R. F., and Hall,M. F (2012). What's most important to customer satisfaction? American Bankers Association, Irwin Press, ABA Banking Journal, 89(9), 73-74.
HazbounRoub K. (August 2010). Strategic Application of CRM: The case of the Palestinian Pharmaceutical Industry. M.B.A. Dissertation. Maastricht University, Netherland ·
Ganey, R. F. (2012). What's most important to customer satisfaction? American Bankers Association, Irwin Press.ABA Banking Journal. 89(9), 73-74.
HazbounRoub K. (August 2010). Strategic Application of CRM: The case of the Palestinian Pharmaceutical Industry. M.B.A. Dissertation. Maastricht University, Netherland
Hisrich, R. D. (2010). International Entrepreneurship: Starting, Developing, and Managing a Global Venture. SAGE Publications Ltd.
Johns, N. (2010). What is this thing called service? European Journal of Marketing. Vol. 33, Number 9/10, p.958-973.
Kotler, P. (2011). Marketing Insight from A to Z: 80 concepts every manager. Hoboken, New Jersey, MA 01923.
Kotler, P. and Armstrong, G. (2013). Principle of Marketing. 15th Edition, Prentice Hall.
Kotler P. and Keller, K. (2011). Marketing Management 13th edition. Published By Speirman Education Inc., upper saddle River New Jersey, 07458 •
Kummar, M., Kee, F. T. &Manshor, A. T. (2013). Determining the relative importance of critical factors in delivering service quality of banks; An application of dominance analysis in SERVQUAL model. Managing Service Quality. Vol. 19, Number 2, p. 211-228.
Li, B. (2013). A study of critical factors of customer satisfaction in parcel delivery service .Ph.D. dissertation. The University of Nebraska - Lincoln, United States -- Nebraska.
MacDonald, J.M. (2011). Agricultural Contracting Update: Contracts in2008. Washington, DC: U.S. Department of Agriculture, Economic Information Bulletin No. EIB 72, February
McCarthy, E. J. (2015). Basic Marketing, A Managerial Aapproach. IL: Richard D. Irwin.
Mohamed, I.(2012).Mix Strategies Adopted by Pharmaceutical Companies in Kenya. Thesis. Business Administration.University of Nairobi.
Morgan, N. A. (2012). Marketing capabilities for B2B firms.In G. L. Lillien& R. Grewal (Eds.), The B2B marketing handbook. Northampton: Edward Elgar.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2010).A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol. 49, p.41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2009). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Vol. 64, Number 1, p.12-40.
Pearce II, J. A. (2012). The company mission as a strategic tool. Sloan Management Review, 23,74-85.
Scholes, K., Johnson, G., and Whittington, R. (2010). Exploring Corporate Strategy.8th Edition. Prentice Hall Upper Saddle River.
Sexton, R.J., Sheldon, I.M.., Moriston, S. and Wang.H. (2007). Agricultural Trade Liberalization and Economic Development: The Role of Downstream Market Power. Agricultural Economics. 36:253–270.
Thompson, R. Jr. and Strickland, R. (2013). Crafting and implementing strategy. Singapore: McGraw Hill.
Wassim Farouq Tawfiq Masroujeh, (2010). Critical Factors for Customer Satisfaction and Delight in the Palestinian Pharmaceutical Market, Islamic University – Gaza
Woodward, J. (2011). Creating the customer-driven academic library. Chicago. A.L.A. p.8
Xu, D.(2010). Experience Marketing is Analyzed. Journal of Hunan Business School. (10):90-95
Published
2019-09-13
Section
Articles