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국내 병의원 시장에서의 소화성 궤양 치료제의 마케팅 요인 분석
지현경(Hyon Gyong Ji),권순만(Soon Man Kwon) 한국병원경영학회 2000 병원경영학회지 Vol.5 No.1
This paper aims to analyze the effects that marketing mix variables have on the marketing performance of pharmaceutical manufacturers. It examines how product characteristics, price, marketing channel and promotion effort influence the sales and market share of anti-ulcer drugs in the markets for clinics and hospitals separately. Empirical results from 29 products of anti-ulcer drugs show that sales in hospitals are affected by the profit per prescription to the physician, brand name drugs relative to generics, and the age of ingredients since its introduction to the markets. Profit per prescription to the hospital, relative price, age of ingredients and promotion effort have positive effects on the market share.