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Marketing Principles and Process
1. chapter Marketing Principles and Process Brent L. Rollins, PhD, RPh Learning Objectives 1. Define Marketing and describe how it functions as a Process . 2. Define and describe the general Principles of Marketing , including needs, wants, demand, and value , and apply these Principles to the pharmaceutical industry. 3. Identify and describe the traditional Marketing mix variables (product, price, place, and promotion) and how they uniquely function in the pharmaceutical industry. 4. Identify and describe how the Principles of segmentation, targeting, and positioning uniquely function in the pharmaceutical industry.
In the quest to meet customer needs, wants, and demand while providing maximum value, companies employ a wide array of activities to make their mar-
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