Farmācijas produktu sadales kanāli Latvijā.
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Latvijas Universitāte
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Abstract
Maģistra darba mērķis ir, balstoties uz teorētiskajām atziņām un praktiskā pētījuma analīzes pamata, vērtēt medicīnisko pārstāvju darbību, vietu un ietekmi uz galvenajiem farmācijas produktu sadales kanāla dalībniekiem
Lai sasniegtu izvirzīto mērķi, autors veica vispārējo mārketinga un speciālo nozares literatūras analīzi, kā arī medicīnisko pārstāvju anketēšanu un nozares ekspertu intervijas, iegūstot datus secinājumu un priekšlikumu izstrādei.
Darbs sastāv no trīs daļām. Pirmajā daļā analizēti farmācijas produktu sadales kanālu teorētiskie aspekti, otrajā daļā – sadales kanāli farmācijas nozarē Latvijā. Trešā daļa sastāv no medicīnisko pārstāvju aptaujas un ekspertu intervijas analīzes.
Maģistra darbs sastāv no 92 lapaspusēm, 14 tabulām, 28 attēliem un 2 pielikumiem.
Atslēgvārdi: sadales kanāli, farmācijas industrija, medicīniskie pārstāvji, pārdošanas nodaļa.
Purpose and objectives of a Master's thesis is to evaluate medical representatives' work, and place and influence the main pharmaceutical product distribution channel members based on theoretical knowledge and analysis of practical research. To achieve this goal, the author was analyzing general and specialized industry's marketing literature, as well as surveyed medical representatives and interviewed industry's experts obtaining data to prepare results and conclusions. Thesis consists of three parts. First part speaks about analysis of theoretical aspects of pharmaceutical products' distribution channels. Second part - the distribution channels in the pharmaceutical industry in Latvia. The third part consists of analysis of medical representatives' surveys and expert interviews. Master's thesis consists of 92 pages 14 tables 28 pictures and 2 appendixes. Keywords: distribution channels, pharmaceutical industry, medical representatives, sales department.
Purpose and objectives of a Master's thesis is to evaluate medical representatives' work, and place and influence the main pharmaceutical product distribution channel members based on theoretical knowledge and analysis of practical research. To achieve this goal, the author was analyzing general and specialized industry's marketing literature, as well as surveyed medical representatives and interviewed industry's experts obtaining data to prepare results and conclusions. Thesis consists of three parts. First part speaks about analysis of theoretical aspects of pharmaceutical products' distribution channels. Second part - the distribution channels in the pharmaceutical industry in Latvia. The third part consists of analysis of medical representatives' surveys and expert interviews. Master's thesis consists of 92 pages 14 tables 28 pictures and 2 appendixes. Keywords: distribution channels, pharmaceutical industry, medical representatives, sales department.