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PHARMACEUTICAL
MARKETING
AND
ENTREPRENEURSHIP

Marketing MIx
The Marketing Mix
 The tools available to a business to gain the reaction
it is seeking from its target market in relation to its
marketing objectives
 7Ps – Price, Product, Promotion, Place, People,
Process, Physical Environment
 Traditional 4Ps extended to cope with today's
changing environment
The Marketing “Mix”
 Marketing Mix – 4Ps
The marketing mix elements that make up an organization’s

marketing program :
1. Product
2. Promotion
3. Price
4. Place
These are management decisions, controllable
factors
 Marketing Activities
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 Sellers’ View – 4 Ps (McCarthy)

PRODUCT – array of tangible goods, services and
information

PRICE - is what customers asked in exchange for the product

PROMOTION – refers to communication designed to inform,

persuade, and remind customers about the product.

PLACE - manner, location, and ease of access to the product

 Marketing Activities
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4 Ps – 8Ps
PHYSICAL EVIDENCE – refers to the physical environment in
which services are provided and all tangible cues (e.g., employee’s
uniform, documentation, signage)
PARTICIPANTS – all personnel associated with the provision of
services
PROCESS - includes all policies, procedures, rules, guidelines and
work flow design
POSITIONING – refers to the development of a favorable image
in the minds of customers
 Marketing Activities
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 Buyers’ View – SIVA

S -Solution - How can I solve my problem?
I -Info - How can I learn more about it?
V -Value - What is my total sacrifice to get it?
A -Access - Where can I find it?
Marketing function relates to many people, groups, and forces
The Marketing Mix
Product
Product
 The firm must come up with a product or
service that people will want to buy.

 It must fulfil some need

or want.

 It must be (or at least seem) unique.

Product
 Methods used to
improve/differentiate
the product and increase sales
or target sales more effectively
to gain
a competitive advantage e.g.
 Extension strategies
 Specialised versions
 New editions
 Improvements – real or
otherwise!
 Changed packaging
 Technology, etc. Image copyright: www.freeimages.co.uk
Activity 1
Product
 Methods used to
improve/differentiate
the product and increase sales
or target sales more effectively
to gain
a competitive advantage e.g.
 Extension strategies
 Specialised versions
 New editions
 Improvements – real or
otherwise!
 Changed packaging
 Technology, etc. Image copyright: www.freeimages.co.uk
 Augmented
Product or service or brand Core Product Actual Product
Product

BMW Freedom to travel A motor car  

Sheraton  Rooms Room service

Egypt Air  Flight An airline journey

Excitement and  T-shirts – photos

Zamalek Football Club
leisure with players

ALICO Insurance policy Finance

UNIONAIR  Cooling Warranty

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