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INTRODUCTION

About the Authors:. Dr. Bentley is a professor in the Department of Pharmacy Administration at the University of Mississippi, School of Pharmacy, with a joint appointment in the Department of Marketing in the School of Business Administration. He serves as the Chair of the Department of Pharmacy Administration and Program Coordinator for the University’s Graduate Minor in Applied Statistics. He received his BS in pharmacy and MBA from Drake University, MS and PhD in pharmacy administration from the University of Mississippi, and MS and PhD in biostatistics from the University of Alabama at Birmingham (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 pharmaceutical marketing and patient behavior; patients’ evaluation of health care providers; direct-to-consumer advertising; practice management; quality of life; medication adherence; medication use, misuse, and outcomes; 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 and the National Academies of Practice in 2019.

Dr. Rosenthal is an assistant professor in the Department of Pharmacy Administration, and a research assistant professor in the Center for Pharmaceutical Marketing and Management, Research Institute of Pharmaceutical Sciences at the University of Mississippi, School of Pharmacy. She is also a research associate with the Center for Population Studies, in the Department of Sociology and Anthropology, and a co-lead in the Community Wellbeing Constellation of the University of Mississippi’s Flagship Constellation Initiative. She received her BA and MA in sociology from the University of Alberta, Canada. She also received her PhD in experimental medicine from the University of Alberta, Canada. In the professional pharmacy curriculum, she teaches pharmacy management and business methods. At the graduate level, she teaches primary research techniques. She has conducted research in community pharmacy practice, change management, practice management, and implementation science.

LEARNING OBJECTIVES

LEARNING OBJECTIVES

After completing this chapter, readers should be able to

  1. Define marketing and describe its societal contributions.

  2. Discuss the purpose of marketing within a business.

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

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

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

  6. Describe and apply the marketing mix and the four Ps of modern marketing management.

  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.

SCENARIO

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