An Empirical Study of the Relationship between Tactical Marketing Mode in Medical Industry and Its Operational performance

• Main Authors: Kun-Feng Shu, 舒坤鳳
• Other Authors: Yun-Hua Su
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/273853

碩士 === 靜宜大學 === 企業管理研究所 === 93 === For the past years, among traditional marketing combinations, 4Ps , namely, product, price, place and promotion proposed by McCarthy in marketing structure have been widely accepted by the public. However, few studies have been done to explore whether marketing points in the practical world can be consistent with those in the academic field. Therefore, the present study aimed to investigate similarities and differences of marketing ideas between the practical world and the academic field by using both qualitative and quantitative methods to clarify some of the obscure conditions in current applied marketing. The present study concentrated tactical marketing mode in medical industry and investigated the operational performance in four different levels of medical units, including medical centers, district hospitals, local hospitals and clinics. Interviews and structural questionnaires were used to do a comparative study from different levels of medical units and their operational performance. The study found that in the medical industry, the practical world places higher recognition of “products” but lower recognition of “price” in 4Ps marketing mode. The recognition of “price” in the practical world is quite different from that of price in the academic field. In addition, the present study also found that the practical world pays more attention to other marketing factors such as government policy, actual environment and enterprise potentiality than the academic field.