Djalilov, O.

Djalilova, M.

Kogemyakina, T.V.

Mura, O.

Tereschenko, J.A.

English

Kogemyakina, T. V.

Tereschenko, J. A.

eLibrary National Mining University

Djalilov O., Djalilova M., Mura O.T.V. Kogemyakina, research supervisorJ.A. Tereschenko, language advisorKriviy Rih Economic Institute of NationalVadim Hetman Economic University of KyivSPECIFITY OF MARKETING COMPLEX IN PHARMATHEUTICALBUSINESSWe are currently witnessing a keen interest in marketing on the part ofdomestic pharmatheutical companies. At the same time they appear to realize thenecessity for mastering both the theory and practice of logistics.The publications in specialized periodicals along with special businesstraining for pharmatheutical firm’s staff testify to the fact. But there is aconsiderable gap between theoretical approaches and practical application oflogistics concepts. This negative tendency can be accounted for by insufficientlevel of preparation of pharmatheutical experts in logistics, while the demand forthem on the labour market is tangible.As one of the principles of substantiating the right for self-determination ofpharmatheutical management theories, it is suggested that marketing-mix conceptor “5 Ps” should be regarded through pharmacy specificities complex, or “5 Ss”[2]: Product. Medicines are a specific product owing to their socialsignificance, that is, the benefits they bring about thanks to shorteningthe time of illness – reductions of loss of working hours due todisability, of sick-leave payments, of additional working hours etc.Thus, medicines are an important factor of safeguarding the life ofpeople. On the other hand, non-observance of wiles in case of using themedicines with drastic or poisonous properties can result in detrimentof peoples’ health and even death. The major part of medicines arebiologically active synthetic combinations having no analogues innature, the latter fact complicating the process of their harmlessutilization. We are having in mind the social and ecologicalspecificities of pharmacy. Price is the major of buying a medicine as purchase or saledepends on the illness, its nosology and graveness, as well as onspecific properties of medicines (specificity of health). The price ofvitally important medicines is, however, more often than not, inflexibleor of little flexibility, especially if they are either purchased at the costof state/insurance company or their purchase is compensated for by thestate/insurance company. Place. The specificity of medicines distribution is accounted forby the fact that their production, wholesale and retail trade can only beeffected on the basis of a special permission that is licensingspecificity. Promotion of medicines means applications of communicationmethods (specificity of communication) since medicines are theproducts of emergency demand. Most of them cannot be taken, on theadvice of relatives or acquaintances, nor can they be taken to one’sliking. Besides, according to domestic legislation, only non-prescription medicines are permitted to advertize.It is primarily medical and pharmatheutical experts who play amotivating role in the usage of this or that medicine, that is whyadvertizing, personal sales and the methods of sales stimulation arelargely intended for them. Personnel. The specificity lies in the necessity of specialeducation and qualifications (specificity of qualifications). Thedevelopment of medicines involves chemists, computer technologists,pharmacologists, biologists, pharmatheutists; their production requireschemical-process engineers and pharmatheutists, while pharmaceuticalchemists and pharmathentists are engage in sales of the product.The major distinguishing feature of the pharmatheutical business is its socialand ethic orientation – apart from the interests of separate enterprises andindividual consumers the interests of the society as a whole are taken into account.Such orientation further evolves into an individualized management concept whichpresupposes a thorough segmentation of the market aimed at meeting the demandsof a marrow section of the public or individuals.In the conditions of increasing competition the mastering of up-to-dateapproaches to planning and distributing goods acquires a special significance sinceit helps to flexibly react to consumers’ needs. It appears impossible to promotegoods effectively without an efficient and purpose-oriented flow of goodsmanagement. The integration of all systems associated with flow of goods from amanufacturer to a consumer can only be effected by means of logistics.The competitiveness of an enterprise is now determined by marketingcomplex and logistic functional spheres (supply, sales, transportation etc.).  Themission of marketing is to achieve a proper competiveness level guaranteeing theproduct sales, while the mission of logistics implies creation of the mechanism offorming the proper competitiveness level. In other words, logistics is the way ofimplementing the marketing objectives. Thus, the enterprises guided by themarketing concept are able to reveal, create, change and stimulate demand, whileapplication of logistics concept enable them to meet the demand.References:1. Герасимчук В.Г. Маркетинг: теорія і практика спеціальної (конкретної) функції вдіяльності підприємства //Вісник НУ «Львівська політехніка». — 2001. — № 416. — С. 27–32.2. Громовик Б.П. Сучасні аспекти теорії та практики фармацевтичного управління.Здобутки та перспективи розвитку управління фармацевтичними організаціями в умовахринкової економіки//Матеріали міжнарод. наук.-практ. конф. (Харків, 26 березня 2003 р.).— Харків: Вид-во НФаУ, 2003. — С. 8–12.

SPECIFITY OF MARKETING COMPLEX IN PHARMATHEUTICAL BUSINESS

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SPECIFITY OF MARKETING COMPLEX IN PHARMATHEUTICAL BUSINESS

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