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Essay / Research Paper Abstract
A 5 page paper. When developing marketing plans, companies must consider the marketing environment. There are six categories in the environment. These are identified and two are selected as focal points for this essay. Specifically, Social and cultural forces/consumer behavior and Competition are explained and discussed as they impact the pharmaceutical industry. The industry is described as one that is fiercely competitive. How these forces are related to this industry is explained. Bibliography lists 9 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGmkten.rtf
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Unformatted sample text from the term paper:
everything that is happening in the world that could affect the business (Nowell, 2001). The environment is external, it includes the variables that are usually outside of the companys control.
According to Nowell, an "Environmental analysis always refers to an industry as a whole, not to a specific firm" (Nowell, 2001). Such an analysis is descriptive by nature but it
is appropriate for any company to engage in because this kind of analysis can reveal trends (Nowell, 2001). It can also help an individual company speculate on what competitors may
do (Nowell, 2001). The specific categories included in the marketing environment are slightly different depending on the author or expert. Typically, there are five or six categories one considers in
the marketing environment. These include: 1. Demographics (Nowell, 2001; McGraw-Hill, 2001). 2. Economics conditions (Nowell, 2001; McGraw-Hill, 2001). 3. Competition (Nowell, 2001; McGraw-Hill, 2001). 4. Social and cultural
forces (Nowell, 2001). Some writers seem to refer to this category as consumer behavior (McGraw-Hill, 2001). 5. Political and legal forces (Nowell, 2001; McGraw-Hill, 2001). 6. Technology (Nowell, 2001; McGraw-Hill,
2001). We will consider two of these categories - social and cultural and political and legal forces as they relate to marketing within the pharmaceutical industry: Social and cultural
forces/consumer behavior. Factors to be considered include: * The changing socio-cultural patters, social values, lifestyles and consumer beliefs (McGraw-Hill, 2001). * Attitudes towards, nutrition, health and well-being and an emphasis
on the quality of life (McGraw-Hill, 2001). * Convenience to the consumer (McGraw-Hill, 2001). Competition: factors included in the competitive environment include: * Branding (McGraw-Hill, 2001). * International competition (McGraw-Hill,
2001). * Competitive/market structure, e.g., Oligopoly, Monopoly (McGraw-Hill, 2001). The pharmaceutical industry is large, complex, profitable and highly competitive (Active Media, 2001) and it is intensely research-oriented (Malerba and Orsenigo,
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