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Dr. Bentley is an associate professor in the Department of Pharmacy Administration and a research associate professor in the Research Institute of Pharmaceutical Sciences, at the University of Mississippi School of Pharmacy. He received a B.S. in pharmacy and an MBA from Drake University, an M.S. and a Ph.D. in pharmacy administration from The University of Mississippi, an M.S. in biostatistics from The University of Alabama at Birmingham (UAB), and is currently working on his Ph.D. in biostatistics at UAB. In the professional pharmacy curriculum, Dr. Bentley teaches elements of research design, biostatistics, epidemiology, and drug literature evaluation. At the graduate level, he teaches several applied statistics courses. He has conducted research in a variety of areas including quality of life; medication use, misuse, and outcomes; pharmaceutical marketing; patients' evaluation of health care providers; direct-to-consumer advertising; practice management; and ethics and professionalism. His statistics research interests include statistical mediation analysis and longitudinal data analysis. Dr. Bentley was named a fellow of the American Pharmacists Association in 2009.

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After completing this chapter, readers should be able to

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  1. Define marketing and describe its societal contributions.

  2. Discuss the purpose of marketing within a business.

  3. Identify orientations toward the marketplace that organizations might take when conducting marketing activities.

  4. Differentiate among the concepts of needs, wants, and demands.

  5. Define the concept of exchange and state its importance to marketing.

  6. Describe the marketing mix and apply it to the marketing of services.

  7. Describe different types of product offerings, and define the distinguishing characteristics of a service.

  8. Define expectations, satisfaction, quality, value, and loyalty and describe their role in purchase behavior and the profitability of organizations.

  9. Explain the concept of relationship marketing and apply it to pharmacy management.

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Jim Smyth and Sue Davidson co-own and manage West Side Pharmacy. While looking over the books for the last year, both pharmacists begin to recognize that their pharmacy is struggling to meet its financial objectives. Jim and Sue decide to ask the staff pharmacist and the technicians to help brainstorm ideas for improving the pharmacy's financial performance. During the after-hours impromptu staff meeting, the following questions were asked: “Are there any health-related goods that we should add to the line of products we sell?” “What other services can we provide that people in our community need or want?” “What types of services can we develop given our resources?” “Should we provide the services in our pharmacy or at some other location?” “How will our services be different from Corner Pharmacy on the other side of town?” “What should we charge for our services?” “How do we let people know that we are offering these services?” “How will we know if our patients value the goods and services we provide?” “What kinds of relationships do we need to establish with our patients to be successful?” “Should we start a customer loyalty program?”

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These are all marketing-related questions, and this chapter and Chapter 22 will focus ...

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