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Essay / Research Paper Abstract
This 5 page paper discusses Pfizer Inc. The writer identifies the different publics the company serves and comments on the inactive publics and why the company needs to consider these groups. The essay also discusses public opinion and how Pfizer is attempting to change the negative opinion Americans hold towards pharmaceutical companies. Finally, the writer comments on the effectiveness of the companies messages to the public. Bibliography lists 8 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGpzrpr.rtf
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Unformatted sample text from the term paper:
as Listerine, Dentyne, Efferdent, BenGay, Visine, and Zantac (Hoovers, 2002). Additionally, they distribute a number of shaving and confectionery products along with health products for animals (Hoovers, 2002). Pfizer produces
antiparasitic, anti-infective and anti-inflammatory medicines, and vaccines for livestock, poultry and companion animals (Pfizer, About, 2002). Pfizer is a research-based organization that develops and discovers innovative products that will improve
the quality of life for people and animals across the world (Pfizer, About, 2002). There are three main business segments within the organization: health care, animal health and consumer health
care (Pfizer, About, 2002). They have multiple publics as a result. For example, consider the fact that the organization develops new prescriptive drugs for different diseases but it also sells
Dentyne gum and Listerine. Right here, there are at least two publics: consumers needing the drugs they produce and the average consumer who selects Dentyne gum to chew and/or Listerine
mouthwash for oral hygiene and health. To enlarge its target pharmaceutical market, Pfizer has acquired other companies and is now in the process of acquiring Pharmacia, the company that
makes Xanax (Hoovers, 2002). Pfizer and Pharmacia had already been involved in a joint venture for sell Celebrex, a medication for arthritis and it sells Zantac under the Warner-Lambert name,
another acquisition (Hoovers, 2002). It was Warner-Lambert who manufactured Lipitor, a drug that has annual sales of about $4.8 billion (Active Media, 2001). Some of the publics that Pfizer
must consider because of its diversity of products include: general consumers, medical patients, physicians, psychiatrists, other health care providers, hospitals, other health care facilities, pharmacies, drug stores across the world,
veterinarians, veterinarian clinics, and animal lovers. This list is based on the varying products Pfizer offers. Additionally, Pfizers publics include shareholders, employees, suppliers and vendors. Each division within the organization
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