THE USE OF INTERMEDIARIES IN THE PERFORMANCE OF SALES ACTIVITIES BY PHARMACEUTICAL ENTERPRISES

Authors

  • Oksana Penkova dr.sc.(econ.), professor, head at the department of marketing, Uman National University of Horticulture

DOI:

https://doi.org/10.37332/2309-1533.2023.1.18

Keywords:

intermediaries, sales activity, pharmaceutical enterprises, pharmacy bases, pharmacies, internet sales, digitalization

Abstract

Penkova О.H. THE USE OF INTERMEDIARIES IN THE PERFORMANCE OF SALES ACTIVITIES BY PHARMACEUTICAL ENTERPRISES

Purpose. The aim of the article is to analyse the expediency of using intermediaries in the implementation of sales activities by pharmaceutical enterprises, as well as to determine the algorithm for selecting an intermediary enterprise, taking into account the peculiarities of the sale of pharmaceutical products̈.

Methods of research. General scientific and special methods were used in the research process, in particular: analysis – in the process of determining the goal and directions of the effective sales policy of the pharmaceutical enterprise; induction and deduction – at the stage of collecting, systematizing and processing the necessary information; abstract and logical – for the formation of theoretical conclusions regarding the significance of the use of intermediaries in the implementation of sales activities by pharmaceutical enterprises.

Findings. It has been investigated that the integrated product sales system within the framework of the pharmaceutical activities of national enterprises is a set of specific methods of researching markets, finding potential consumers, analysing the existing needs of consumers of this product, forming and implementing innovative promotion channels using modern systems and digitalization, conducting advertising campaigns. The main sales channels and a set of procedures for promoting finished pharmaceutical products to the market with the help of intermediary enterprises are characterized.

Originality. The substantiation of the expediency of using intermediaries in the implementation of sales activities by pharmaceutical enterprises has gained further development.

Practical value. It was substantiated that any pharmaceutical enterprise needs to rationally form and organize the process of selling products to the final consumer in order to organize effective sales activities. This will have a positive effect on reducing costs and expanding the possibilities of offering additional services. Specialized intermediaries can help pharmaceutical enterprises in this.

Key words: intermediaries, sales activity, pharmaceutical enterprises, pharmacy bases, pharmacies, internet sales, digitalization.

References

Andrushkevich, Z.M. (2014), “The complex of marketing in the trading activity of pharmacy chains”, Bulletin of the Khmelnytskyi National University, no. 5, Vol. 2, pp. 22-25.

Hladkova, O.V. (2020), “The role of logistics systems in the efficient operation of pharmaceutical companies”, Modern achievements and prospects of apitherapy development in Ukraine: materials All-Ukrainian. scientific-practical conf. with international participation, Kharkiv, January 25, pp. 55-56.

Hrianko, T.H. (2018), “Management of logistics distribution channels at modern enterprises”, Young scientist, no. 12(1), pp. 267-269.

Ilchenko, T.V. (2016), “On the issue of marketing support for marketing of enterprise products”, Ekonomika ta derzhava, no. 4, pp. 57-60.

Kobelia, Z.I., Melnyk, O.I. and Metlytska, O.P. (2019), “Trends in the development of wholesale trade in a market economy”, Bulletin of the Khmelnytskyi National University, Economic Sciences, no.1, pp. 149-154.

Korotkova, K.R., Tkach, T.P. and Ishchenko, S.V. (2018), “Features of the formation of competitive advantages of wholesale enterprises”, Kluczowe aspekty naukowej dzialalnosci: Materiały XIV Międzynarodowej Naukowi-praktycznej Konferencji, Przemysl: Nauka i studia, p. 48.

Malyi, V.V. (2014), “Modern concept of pharmaceutical marketing: a holistic approach”, Management, economics and quality assurance in pharmacy, no. 4, pp. 40-46.

Repich, T.A. (2018), “Improving the functioning of distribution channels through the interaction of the marketing and logistics component”, Investments: practice and experience, no. 3, pp. 61-65.

Sukhomlyn, L.V., Riznichenko, L.V. and Orlova, K.O. (2018), “Ensuring of the enterprise competitive position through the efficient management of its resource potential”, Problems of systemic approach in the economy, no. 3(65), pp. 109-115, available at: http://psae-jrnl.nau.in.ua/journal/3_65_1_2018_ukr/18.pdf (access date January 20, 2023).

Terentieva, N.V. (2016), “Principles and functions of management of marketing activities”, Bulletin of the Zaporizhzhya National University, no. 1 (29), pp. 127–138.

Trishkina, N.I. (2016), “Ways to improve trade and intermediary activities in Ukraine”, Market Infrastructure, no. 2, pp. 209-213.

Shtal, T.V., Buriak, M.M., Amirbekuly, Y., Ukubassova, G.S., Kaskin, T.T. and Toiboldinova, Z.G. (2018), “Methods of analysis of the external environment of business activities”, Espacios, no. 12, pp. 22-31.

Matošková, J. (2016), “Measuring Knowledge”, Journal of Competitiveness, no. 8 (4), pp. 5-29.

Raciborski, M. (2017), “The Impact of Takeovers on the Acquiring Firms in the Pharmaceutical Market”, Journal of Competitiveness, no. 9 (1), pp. 89-102.

Downloads

Issue

No. 1 (2023): INNOVATIVE ECONOMY

Section

Marketing and market relations

License

Open-access articles (open-access journals)

Authors whose articles are published in open-access retain all rights to the content of the articles.

Open access articles are committed to be published under Creative Commons Attribution (CC BY) 4.0. This license allows others to distribute, edit, correct and build upon your work, even commercially, as long as they indicate your authorship. Detailed information at Creative Commons site: https://creativecommons.org/licenses/by/4.0/

Permissions for open-access journals

If the article is published in open-access under CC BY 4.0 or CC BY-NC 4.0 (which was possible till the 15th of December, 2018) licenses, users may reproduce it in accordance with their terms.

Additionally, if the article had been published under CC BY-NC 4.0 (this license authorizes others to download your works and share them with others as long as they indicate your authorship, but they can’t use them commercially in any case.), the use for the following commercial purposes requires permission:

– reproduction of content in a work or product intended for sale;

– reproduction in presentations, brochures or other marketing materials used for commercial purposes;

– distribution of the content to promote or market a person, product, course, service or organization;

– text and data mining for the purpose of creating a saleable product or product which benefits from promotional or advertising revenue;

– use of the content by a commercial entity or individual for the purposes of remuneration, directly or indirectly through sale, licensing, promotion or advertising;

– linking to the content (in an email, webpage, portable electronic device or otherwise) for the specific purpose of marketing or advertising a person, product, course, service or organization for commercial benefit.

For further details and permission requests, please contact.

How to Cite

“THE USE OF INTERMEDIARIES IN THE PERFORMANCE OF SALES ACTIVITIES BY PHARMACEUTICAL ENTERPRISES”. INNOVATIVE ECONOMY, no. 1, May 2023, pp. 131-6, https://doi.org/10.37332/2309-1533.2023.1.18.