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16MARKETING CONCEPTIONS IN THE PHARMACEUTICAL, DENTAL AND MEDICAL LABORATORY ACTIVITIES,
CUSTOMER ORIENTED
1Silviya Angelova 2Emilia Georgieva Julyan Kostadinov 3Minko Milev
1Faculty of Public Health, Department of Economics and Management of Health, Medival
University Prof. Dr. Paraskev Stoyanov - Varna 2Training and research sector "Medical laboratory assistant", Medical College of Varna 3Training and research sector„Dental technician ", Medical College of Varna
Abstract. The modern market is too dynamic. As part of the global market, pharmaceutical, dental and medical - laboratory market are very dynamic too. Customers in the pharmaceutical, dental and medical - laboratory market representing "clients" of the companies operating in these areas, determine the characteristics of these markets and define them as different from traditional markets. Numerous regulations and legal restrictions coming from the specifics of the product in these markets make the market accessible only to participants with high professional qualification and uncompromising marketing discipline, because modern marketing is seen as a management process, as a philosophy, concept and technology for management of company's production.
Keywords: marketing, marketing concept, customers, markets
Introduction: Marketing is the management process in market conditions. It is responsible for anticipating and satisfying the needs and requirements of the client. Marketing connects the two main functions in society - production and consumption, through a process of exchange which occurs in the market. In offering of products and services in the field of pharmaceutical, dental and medical - laboratory activities, there are various marketing techniques to gain customer and to gain better quality services or lower prices, by conquering the market or adjusting goods and services to it through innovation, improving products and services and penetration in emerging markets with main purpose- winning the clients or exceeded their expectations (1,3).
Objectives: To present basic marketing concepts of client oriented marketing in providing of products and services in the pharmaceutical, dental and medical - laboratory activities
Materials and Methods: The study of the topic includes an analysis of our and foreign literature on the problem based of marketing concepts and customer-focused marketing.
Discussion: Marketing activity aims to ensure a balance between several interests - of the user, of the company or society. Depending on what those interests emphasize arise there are several contemporary concepts with the main focus on the customer. Embracing the concept of customer-oriented marketing is a priority in the management of companies engaged in pharmaceutical, dental and medical laboratory work, in conditions of modern market economy (2,10). As a result of continuous evolution philosophy of business and conceptual thinking, company management and the changes occurring in the system of values in the orientation of the business, under the influence of objective factors - opportunities production, enrichment demand and constantly increasing competition requires health to take different strategies. "When making a marketing decision it is necessary to consider four factors: the needs of the user's interests, the interests of the company and the interests of society" (1,3). Marketing is the concept of company management, company philosophy and the company should be guided in a logical depending on the market and it so that besides the possible best fit the wishes of customers in the high to be met company goals. Marketing expresses the understanding that the company's success can be ensured only when it sees itself as an institution to meet current and future needs of current and potential customers (8). There are five competing concepts that organizations operating in the field of pharmaceutical, dental and medical laboratory activities, conduct their marketing strategy.
1) Production conception - leadership of companies adhering to this concept, working to achieve large batch production and sales through all outlets points as it believes that consumers will switch to goods and services that are widely available and at low cost. Consumers interested in the lowest price, where demand exceeds significantly the volume of supply, where production costs are high and should be reduced in order to increase market share.
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2) The product conception - it focuses on high quality and moderate price. Customers become buyers of pharmaceutical, dental or medical laboratory products or services, provided that they are assured of the quality of what you buy in a wide variety of existing services. Users navigate to those items that are top in technological, operational and quality and thus provide and greatest benefits for the user. The management of the so-oriented organizations focus their efforts on creating high-quality products and their continuous improvement (2,9).
3) Commercial conception- focuses on additional conditions for the sale of the product through advertising and related trading techniques, which means that information through customers become buyers. Basic tools are advertising, promotion and privilege when purchasing. The belief here is that if you let the user decide alone, he would buy less of the goods that it offers relevant company, and if given the appropriate trading techniques and advertising, sales volume required would be provided. The conception assumes that consumers are showing inertia or resistance, so they should be encouraged to purchase. Most companies apply the conception of sales, when there is excess capacity (5,9).
4) Marketing conception with a focus on well-defined needs and assessments of consumers. Based on this, we need to produce and offer the relevant market services tailored to the needs of the people. The concept of marketing in sales in the pharmaceutical business, dental and medical laboratory services, is based on four main pillars: target market, customer needs, coordinated marketing and profitability. According to this conception, the objectives of the company or organization in the long term can only be achieved by examining the needs and desires of this group of users to which the enterprise is directed and by offering such products and services that satisfy consumer better and more effectively than competitors (6,8,9).
5) The social - marketing conception - focused on the needs and interests of society as a whole in relation to the legality and morality. This concept seeks answers to the questions as how certain marketing activities generate new health, demographic, environmental, energy, information and economic benefits for society. Social marketing reveals the necessity of solving the problems of public concern. According to this conception, the balance have to be ensured between the following elements: the needs and desires of the selected user group, the objectives of the company, long-term goals of the users themselves and society (7,9).
Conclusion: The marketing conceptions show the evolution of marketing ideas in the time from the past to nowadays. In modern pharmaceutical, dental and medical laboratory activities the five conceptions are applied, but always one of them is a leader in marketing orientation of the bureaus. Marketing is an organizational function and a complex of processes for creating, communicating and delivering goods to customers and managing relationships with them in the way in which organization to gain more customers. The application of basic marketing conceptions are oriented to the customers, with the task of achieving corporate purpose and needs of the clients to be satisfied because "Selling focuses on the needs of the seller, while marketing focuses on the needs of the buyer." (4).
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