Sales Representative product knowledge through training and transfer of personnel after the performance of marketing as an sample - Pharmaceutical company

• Main Authors: Jen-Pang Huang, 黃任邦
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/25078767804046826784

碩士 === 義守大學 === 管理學院碩士班 === 98 === Since the implementation of the National Health Insurance policy in Taiwan, the pharmaceutical market is facing several revolutions. Such as the structuring changes of traditional channel and also the operation methods. To be precisely, the professional expertise in medical field need to consider and response the changes caused by the macro environment aspects. Thus, the experts need to focus on the way to double or triple the value with the customers, the method to defeat competitors and the most of all, to maximize the market demand with the rivals. Thus, this study will be expected to come out with the analysis and suggestion for the future of this industry based from the performances of training program and the evaluation of the knowledge transferring of pharmaceutical marketing staffs. Therefore, for the survey, 150 copies were distributed during the term for February to March in 2010 post service and on the sight survey. 112 copies in total were recovered, which makes the effective sample rate comes to 73.7%. The raw numbers will be practiced by the analysis software SPPS in terms of descriptive statistics, factor analysis, reliability, validity analysis, T test, and variance analysis. Based on the result of the survey, the “factors of education training impact” can categorized into three aspects, the “marketing skills”, “working attitude” and “working habits”. Nonetheless, the “knowledge transferring result” can be break into four dimensions, as “knowledge accumulation factor”, “knowledge integration factor”, knowledge growth factor” and lastly, the “knowledge transmission factor”. Lastly, several suggestions to the Pharmaceutical Company and field relative sales team will be raised based on the result. Regarding to the suggestion to the industry; first will be the recognition of education and training. Secondly, is to emphasis on product knowledge and impact sharing among partners. Thirdly, it will be focusing on the impact after increasing the knowledge level. Fourth, is about creating a forward moving working atmosphere. Fifth, is to establish a structure and guide line under justice, open and fairness. Sixth, is to enforce the team work spirit. Regarding to the ideas to the sales activity staffs, the first will be enhancing the self knowledge. Second will be adaption to e-business environment and the last is to improve personal skills and strengths.