2
, (marketing mix), . , , . . .
[1]:
- ( )
- , ,
- ( )
, , , , .
, , [2]:
(demand factors) | |
(supply factors) | |
(environmental factors) |
:
(, . .) | |
, | |
, , | |
( , . .) | |
, ( , , , . .) |
:
( ) | |
() | |
:
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() | |
% ( ) | |
% | |
( . .) | |
(, , . .) | |
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. |
, , , [3]:
(current profit or revenue maximization) , , , . , ( , , ), .
(current sales volume maximization) () . , , . , .
(product quality leadership) , , . .
(market share maximization), (specific market share gain) . . (, 5% 8%). .
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(survival) , , , , , , (, ), . . , , , , , . , .
(prevention of competition from entering the market) .
(market stabilisation) ( )
(keeping the loyalty and support of resellers) , .
(avoiding of government intervention) (, ). , .
(specific objectives of pharmaceutical Multi-National Companies MNC) , (, , , ), (, , ). , - .