A marketing framework to enhance healthcare professionals' prescription for specialised infant formula
- Authors: Jordaan, Josina Hermeine
- Date: 2016
- Subjects: Marketing , Infant formulas , Medicine -- Formulae, receipts, prescriptions
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/8340 , vital:26346
- Description: The marketing of infant feeding products is almost impossible as the infant nutrition industry is highly regulated. Despite operating under strict regulations, the infant formula manufacturing companies still generate high revenues on an annual basis. The infant formula manufacturing industry operates under a value chain which can be broken down into six sequential steps. These steps are: (1) Translational science; (2) Product development; (3) Clinical research; (4) Product notification; (5) Reimbursement granting and (6) Product marketing. Medical nutrition companies aspire to understand product requirements of healthcare professionals and medical representatives. This is to enable direct investment to acquire market share without wasting resources. The medical nutrition industry currently makes use of medical representatives to execute product marketing. Manufacturing companies invest a lot of money into developing their products, employing and training medical representatives and trust that this will be enough to persuade healthcare professionals to recommend their products to parents. This study analyses the main contributing factors that enhance prescription of specialised infant formula by healthcare professionals. This study was conducted in a positivistic paradigm by making use of a quantitative approach. Healthcare professionals from Port Elizabeth, working with paediatric patients were included in this study. The healthcare professionals were chosen by a convenience sampling method and were then interviewed. The empirical interview results were substantiated with the interpretive findings which were in the form of verbatim statements extracted directly from the research questionnaire. Linkage between the dependable variable (prescription) and independent variables (manufacturing company; product composition; cost of product; medical representative and peers) were established and analysed. The research revealed that prescription behaviour is an important construct which can be measured in medical practices. Prescription behaviour is correlated with positive business and medical outcomes and manufacturing companies are able to exert influence over it through the identified variables. Of these variables, efficacy of vii a product, trusted manufacturing company and the medical representatives were found to have direct and significant effects. Healthcare professionals tend to prescribe a specialised infant formula if they have seen results and trust the outcome of the product. It is advisable for manufacturing companies to exert great effort before appointing a medical representative, to make sure that the right candidate represents the face of the company.
- Full Text:
- Date Issued: 2016
- Authors: Jordaan, Josina Hermeine
- Date: 2016
- Subjects: Marketing , Infant formulas , Medicine -- Formulae, receipts, prescriptions
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/8340 , vital:26346
- Description: The marketing of infant feeding products is almost impossible as the infant nutrition industry is highly regulated. Despite operating under strict regulations, the infant formula manufacturing companies still generate high revenues on an annual basis. The infant formula manufacturing industry operates under a value chain which can be broken down into six sequential steps. These steps are: (1) Translational science; (2) Product development; (3) Clinical research; (4) Product notification; (5) Reimbursement granting and (6) Product marketing. Medical nutrition companies aspire to understand product requirements of healthcare professionals and medical representatives. This is to enable direct investment to acquire market share without wasting resources. The medical nutrition industry currently makes use of medical representatives to execute product marketing. Manufacturing companies invest a lot of money into developing their products, employing and training medical representatives and trust that this will be enough to persuade healthcare professionals to recommend their products to parents. This study analyses the main contributing factors that enhance prescription of specialised infant formula by healthcare professionals. This study was conducted in a positivistic paradigm by making use of a quantitative approach. Healthcare professionals from Port Elizabeth, working with paediatric patients were included in this study. The healthcare professionals were chosen by a convenience sampling method and were then interviewed. The empirical interview results were substantiated with the interpretive findings which were in the form of verbatim statements extracted directly from the research questionnaire. Linkage between the dependable variable (prescription) and independent variables (manufacturing company; product composition; cost of product; medical representative and peers) were established and analysed. The research revealed that prescription behaviour is an important construct which can be measured in medical practices. Prescription behaviour is correlated with positive business and medical outcomes and manufacturing companies are able to exert influence over it through the identified variables. Of these variables, efficacy of vii a product, trusted manufacturing company and the medical representatives were found to have direct and significant effects. Healthcare professionals tend to prescribe a specialised infant formula if they have seen results and trust the outcome of the product. It is advisable for manufacturing companies to exert great effort before appointing a medical representative, to make sure that the right candidate represents the face of the company.
- Full Text:
- Date Issued: 2016
An investigation of the criteria that create optimum tenant mix synergy in shopping centres
- Authors: De Villiers, Garth Elroy
- Date: 2013
- Subjects: Retail trade , Shopping centers , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8756 , http://hdl.handle.net/10948/d1011658 , Retail trade , Shopping centers , Marketing
- Description: The shopping centre has evolved into an integral part of modern day society. New generations especially are unable to imagine a world without shopping centres. In 2008 a world wide economic down turn emphasized the competition to attract a buying market to shopping centres, some centres thrived and some centres struggled. The need to understand what creates these different responses to highly competitive scenarios is discussed in this study, with particular attention given to the tenant mix that exists in different shopping centres. Criteria that determine an optimum tenant mix are examined and the constraining factors are discussed. A literature review of shopping centres is discussed and the evolution of the shopping centre to our current day understanding of the term shopping centre is examined. Accepted definitions and categorisations of shopping centres along with a brief history of the shopping centre, as revealed by the literature, is presented. To create a tenant mix the body of tenants needs to be divided into sub- categories and various ways to achieve this are examined. The objectives of this study are to determine what strategic approaches to managing the tenant mix exists in the literature and what factors determine the formulation of this mix. Furthermore the study examines to what extent these or other strategic approaches are used in practice and finally makes recommendations to promote the optimum tenant mix in shopping centres. A literature review was conducted to determine what the theory reveals about the shopping centre industry. This was followed by an empirical survey conducted in the Port Elizabeth area of the Nelson Mandela Metropole. Finally the findings and theory were compared to make conclusions and suggest recommendation to achieve synergy in shopping centres through a optimum tenant mix.
- Full Text:
- Date Issued: 2013
- Authors: De Villiers, Garth Elroy
- Date: 2013
- Subjects: Retail trade , Shopping centers , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8756 , http://hdl.handle.net/10948/d1011658 , Retail trade , Shopping centers , Marketing
- Description: The shopping centre has evolved into an integral part of modern day society. New generations especially are unable to imagine a world without shopping centres. In 2008 a world wide economic down turn emphasized the competition to attract a buying market to shopping centres, some centres thrived and some centres struggled. The need to understand what creates these different responses to highly competitive scenarios is discussed in this study, with particular attention given to the tenant mix that exists in different shopping centres. Criteria that determine an optimum tenant mix are examined and the constraining factors are discussed. A literature review of shopping centres is discussed and the evolution of the shopping centre to our current day understanding of the term shopping centre is examined. Accepted definitions and categorisations of shopping centres along with a brief history of the shopping centre, as revealed by the literature, is presented. To create a tenant mix the body of tenants needs to be divided into sub- categories and various ways to achieve this are examined. The objectives of this study are to determine what strategic approaches to managing the tenant mix exists in the literature and what factors determine the formulation of this mix. Furthermore the study examines to what extent these or other strategic approaches are used in practice and finally makes recommendations to promote the optimum tenant mix in shopping centres. A literature review was conducted to determine what the theory reveals about the shopping centre industry. This was followed by an empirical survey conducted in the Port Elizabeth area of the Nelson Mandela Metropole. Finally the findings and theory were compared to make conclusions and suggest recommendation to achieve synergy in shopping centres through a optimum tenant mix.
- Full Text:
- Date Issued: 2013
An analysis of the potential for the marketing of ostrich meat in S.A
- Wessels, Philippus Lodewikus
- Authors: Wessels, Philippus Lodewikus
- Date: 2003
- Subjects: Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10930 , http://hdl.handle.net/10948/202 , Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Description: The research program addressed in this study was to do an analysis of the potentials of the marketing of ostrich meat in the South African market. Being the world leader in the ostrich industry, the research’s emphasis was to establish reasons why the meat industry does not explore the South African meat market. To achieve this object, a literature study to determine the key components of the current situation was undertaken and used as a theoretical model to analyse the current situation in the market as well as in the ostrich industry. In addition to the literature study, an empirical study was conducted to identify some critical issues that have an influence on the potential of the domestic market. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough investigation of the target industry. The investigation involved using the Internet and World Wide Web, print media, personal interviews and telephonic interviews. The result of the literature study was finally combined with the results of the empirical study and some recommendations were made. The recommendations were applicable to the ostrich industry in so far that implementing some plans for the meat industry can have serious consequences for the other products of the ostrich industry
- Full Text:
- Date Issued: 2003
- Authors: Wessels, Philippus Lodewikus
- Date: 2003
- Subjects: Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10930 , http://hdl.handle.net/10948/202 , Ostriches -- South Africa , Ostrich products industry -- South Africa , Meat industry and trade -- South Africa , Marketing
- Description: The research program addressed in this study was to do an analysis of the potentials of the marketing of ostrich meat in the South African market. Being the world leader in the ostrich industry, the research’s emphasis was to establish reasons why the meat industry does not explore the South African meat market. To achieve this object, a literature study to determine the key components of the current situation was undertaken and used as a theoretical model to analyse the current situation in the market as well as in the ostrich industry. In addition to the literature study, an empirical study was conducted to identify some critical issues that have an influence on the potential of the domestic market. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough investigation of the target industry. The investigation involved using the Internet and World Wide Web, print media, personal interviews and telephonic interviews. The result of the literature study was finally combined with the results of the empirical study and some recommendations were made. The recommendations were applicable to the ostrich industry in so far that implementing some plans for the meat industry can have serious consequences for the other products of the ostrich industry
- Full Text:
- Date Issued: 2003
- «
- ‹
- 1
- ›
- »