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happens to earnings, however, when the face time that physicians allot to in-
regularly and for an average of 12 minutes per visit. Now, however, more
seven times per year — if at all — and these interactions last, on average,
while sales representatives conduct about 41 physician calls per week, and
42 additional calls on staff, they spend only 127 minutes per week detailing
products.
increase brand awareness, maintain high levels of sales force morale and
Batangas City.
RELATED LITERATURE
information explosion that has resulted from advances in computer technology, and
the information obtained from space explorations. When measured in terms of its
impact in people’s lives, though, the twentieth century might just as well be called
Although drugs and drugs alone cannot be considered to be the sole reason
for the progress in medicine achieved in the twentieth century, a glance back to as
recently as 40 years ago indicates that “at that time, there were no antibiotics, no
prophylactic drugs for gout, no potent active oral diuretics, no drugs to lower the
level of blood lipids and cholesterol in the plasma and no vaccines against polio,
measles or mumps. Many great strides, however, have been made in the last 40
years. Not only have many of the debilitating diseases now been controlled or
eradicated, but many experts agree that by the end of this century,
recognizes the contributions of the industry to the health and welfare of the public,
it is important to realize that all the developments in the pharmaceutical field and
the availability of pharmaceuticals to the general public have not merely occurred
available at the right time, at the right place, in the right quantity at a reasonable
Marketing Defined
What we refer to today as marketing veers much from its original meaning when
first introduced in the early 1900s. During this time, marketing consisted solely of sales
initiatives without any regard for the full complexity of its current meaning. It wasn’t until
the 1950s that marketing began to assume the comprehensive meaning it has today.
This shift was due much in part to postwar prosperity that left consumers embracing
materialism like never before. The concept of “keeping up with the Jones’ generated
demand for a growing range of goods and services” forcing marketers to evolve their
This shift was by no means an overnight event. While it began to take form in the mid-
1900s, the evolution of marketing was slow in many respects and is still today
marketing from its predecessor, the National Association of Marketing Teachers. This
original definition stood until 1985 when it was revised to define marketing as “the
goods, ideas and services to create exchanges that satisfy individual and organizational
goals." Nineteen years later, the AMA once again amended the definition, giving us its
delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders.” As marketing mogul, Kotler, explained,
“As an umbrella term, marketing refers to any means of promotion devoted to the ends
Customer Expectations
individuals, they expect new products to be better, faster than previous models. They
expect better service and technical support. They do not expect products to fail, but, if
they do, they expect the company that made the product to stand behind their products
and take care of them. Their expectations are continually moving upward. They, as
consumers, do not expect product capability and service to decline; they expect it to get
better for virtually all suppliers. To meet these rising expectations, businesses must
continually improve and innovate at a rate at least equal to the increase in customer
expectations.
In a recent survey of CEOs of the Fortune Global 1000 firms, the 1000 largest
firms in the world, CEOs were asked to identify the major challenges facing their
organizations. The major challenge identified by CEOs of firms based in North America
and Europe was to become more customer focused and to better satisfy customer
needs. Becoming more customer-focused was the second most frequently identified