MARKETING ENVIRONMENT

• Consists of factors and forces outside

the organization that affect
management’s ability to build and
PRELIMS maintain relationship with target
MARKETING customers.
OBJECTIVES OF MARKETING
• A set of processes used to understand the target
audience better, develop a valuable offering, • Customer Satisfaction
communicate and deliver value to satisfy the needs, - Satisfy the needs, wants, and
wants, and desires of the target audience at a profit. demands of the customers.

IMPORTANCE OF MARKETING • Profitability

- Earning profit for the business to
support sustainable growth
• It enquires
- It is through market research that
• Brand Development
business understands the actual
needs, wants, and desires of the - Building a brand out of the
customers. company and/or the offering and
differentiating it from other players
in the market.
• It builds
- Marketing helps the business
• Create Goodwill and Public Image
produce what is actually needed in
the market. - Building up a public image of the
brand and increasing its equity by
providing offerings with a
• It informs and engages
consistent brand promise.
- Communicating about the brand
and the offering is a huge role that
marketing plays. FOUR PRINCIPLES OF
MARKETING
• It sells
- Marketing is important because it
Product
helps the company to sell its
offerings.
• It is the offering that the company sells or intends to
sell.
• It sustains
- Marketing makes sure the company
Price
and its offering sustain for the long
run by adapting to the changes in
the business environment. • It is how much the company charges from the
customer for the offering.
• It builds identity
Place
- Marketing builds identity.

• It grows • It refers to the point of sale – the place where the

- Marketing is an essential function to offering is offered for sale.
ensure the smooth growth of the Promotion
business. It helps the business
expand its customer base, increase
• It encompasses all the marketing communication
sales and build a brand.
strategies to communicate and persuade the
customer to buy the offering.

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
 • Company must gain strategic
advantage against these organization

MICROENVIRONMENT
• Factors include:
o Company
o Suppliers
o Marketing intermediaries
o Customers
o Competitors
o Publics

Company’s Internal Environment

• Areas inside the company

• Affects the marketing department’s planning
strategies
• All departments must “think consumer” and work
together to provide superior customer value and
satisfaction.

Suppliers

• Provide resources needed to produce goods and

services.
• Important link in the “value delivery system.”
• Most marketers treat suppliers like partners.

Marketing Intermediaries

• Help the company to promote, sell, and distribute its

goods to final buyers.

o Resellers
o Physical distribution firms
o Marketing services agencies
o Financial intermediaries

Customers

• Five types of markets that purchase a

company’sgoods and services.

o Consumer
o Business
o Reseller
o Government
o International

• Competitors who serve a target market

with products and
services that are viewed byconsumers
as being reasonable substitutes.

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
 MACROENVIRONMENT Political Environment

• Forces in the macroenvironment can be • Includes laws, government agencies that influence
categorized as: and limit organizations/individuals in a given society
o Demographic o Increasing legislation
o Economic o Changing government agency enforcement
o Natural o Increased emphasis on ethics and socially
o Technological responsible actions
o Political
o Cultural Cultural Environment

Demographic Environment • The institutions and other forces that affect a

society’s basic values, perceptions, preference and
Demographics: behaviors.
• The study of human populations in terms ofsize, o Core beliefs and values are passed on from
density, location, age, gender, race, occupation parents to children and are reinforced byschools,
and other statistics. churches, business and government.
• Marketers track changing age and family o Secondary beliefs and values are more open to
structures, geographic population shifts, change.
educational characteristics and population
diversity.
TOP 10 DRUGS (WORLDWIDE SALES)
Economic Environment
1. COMIRNATY
• Employed persons fall into any of these
categories: wage and salary workers, own
account workers and unpaid family workers.

Technological Environment

• Help the company to promote, sell, and distribute its

goods to final buyers.

oChanges rapidly
oCreates new markets and opportunities
oChallenges to make practical, affordable Companies: Pfizer, BioNTech
products Disease: COVID-19
o Safety regulations result in higher research
costs - A vaccine indicated for active immunization to
• Wage and salary workers are those who work prevent coronavirus disease 2019 (COVID-
for private households, private establishments, 19) caused by severe acute respiratory
government or government corporations and syndrome coronavirus 2 (SARS-CoV-2) in
those who work with pay in own family operated individuals 12 years of age and older.
farm or business

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
 4. Keytruda (Pembrolizumab)
2. Humira (Adalimumab)

Companies: Abbvie Companies: Merck & Co.

Disease: Rheumatoid arthritis, Psoriatic Disease: Melanoma
Arthritis, Ankylosing Spondylitis, Crohn’s
Disease, Plaque Psoriasis - A prescription medicine used to treat skin
cancer called melanoma.
- Humira is a tumor necrosis factor (TNF)
blockerthat reduces the effects of a substance 5. ELIQUIS (Apixaban)
in the body that can cause inflammation.

3. SPIKEVAX

Companies: Moderna
Disease: COVID-19

- Active immunization against coronavirus Companies: Bristol Myers Squibb, Pfizer

disease 2019 (COVID-19) caused by the Disease: Nonvalvular Atrial Fibrillation,
SARS-CoV-2 virus in persons 18 years of age DeepVein Thrombosis and Pulmonary
and older. Embolism

- Used to prevent serious blood clots from

forming due to a certain irregular heartbeat
(atrial fibrillation) or after hip/knee
replacement surgery.

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
 8. Stelara (Ustekinumab)
6. Revlimid (Lenalidomide)

Companies: Bristol Myers Squibb Companies:Johnson & Johnson

Disease: Myelodysplastic Syndrome, Multiple Disease: Plaque Psoriasis, Psoriatic
Myeloma, Lymphoma, Follicular Lymphoma Arthritis,Crohn’s Disease, Ulcerative Colitis

- A medicine used for the treatment of certain - A biologic medication used to lower
cancers and serious conditions affecting blood inflammation and help adult patients and
cells and bone marrow, namely Multiple patients six years or older with moderate to
Myeloma, Myelodysplastic Syndromes, Mantle severe plaque psoriasis, adult patients with
Cell and Follicular Lymphoma. psoriatic arthritis, and adult patients with
moderate to severe Crohn's Disease and
7. Imbruvica (Ibrutinib) Ulcerative Colitis.

9. EYLEA (Aflibercept)

Companies: Regeneron Pharmaceuticals,

Bayer
Disease: Wet Age-Related Macular
Degeneration, Diabetic Macular Edema,
Companies: AbbVie, Johnson & Johnson
Diabetic Retinopathy, Macular Edema
Disease: Mantle Cell Lymphoma, Chronic
Lymphocytic Leukemia,
- It is used to treat Wet Age Related Macular
Waldenstrom’s
Degeneration (AMD). It is also used to treat
Macroglobulinemia, Marginal Zone
diabetic eye disease and other problems of
Lymphoma,Chronic graft-versus-host disease
the retina. It is injected into the eye to help
slow vision loss from these and certain
- It is used to treat adults with Mantle Cell other diseases.
Lymphoma (MCL).

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
 2. Roche
10. Biktarvy (Bictegravir + Emtricitabine +
Tenofoviralafenamide)

- Roche’s best-selling drugs also happen

to bethe world’s top three cancer drugs:

• Trastuzumab (Herceptin)
Companies: Gilead Sciences • Bevacizumab (Avastin)
Disease: HIV • Rituximab (Rituxan)
- A medication used to treat HIV.
3. SANOFI
TOP 10 PHARMACEUTICAL COMPANY
IN THE WORLD

1. Pfizer

- Sanofi’s three best selling drugs:

• Insulin glargine (Lantus) - an

- The world’s largest multinational insulininjection for diabetes
pharmaceutical company is multinational • Enoxaparin (Lovenox) - an
pharma giant Pfizer, headquartered in anticoagulant toprevent blood clots.
Connecticut, USA. The research-based • Teriflunomide (Aubagio) - one-daily
company has a varied portfolio that spans pill totreat a form of multiple sclerosis.
many therapy areas, including immunology,
oncology,neurosciences and rare diseases.

• Palbociclib (Ibrance)
• Apixaban (Eliquis)
• Tofacitinib (Xeljanz)

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
 7. AbbVie
4. Johnson & Johnson

- Boosting revenue is AbbVie’s top selling

- 4th on the top 10 pharma list is Johnson & drugs Adalimumab (Humira), the current
Johnson, an American multinational company best–sellingdrug in the world and Ibrutinib
that was established over 130 years ago and (Imbruvica),leading cancer drug.
has become a staple household name thanks - AbbVie has recently announced that
topopular consumer goods like Upadacitinib, one of their most anticipated
drugs in development that will be used to
• Aveeno treat moderate to severe Atopic Dermatitis,
• Neutrogena has been granted breakthrough therapy
designation by the FDA.
• Listerine
8. GILEAD
5. MERCK & CO. (MSD)

- Merck is known as MSD(Merck Sharp &

Dohme) outside of North America. This
multinational company develops drugs, - Gilead is a research-based
vaccines and biologics in many areas including biopharmaceutical company based in
cardiovascular, oncology, endocrinology and California that has historically found great
infectious disease. success as leaders in HIV/AIDS research
and in treating Hepatitis infections.
• Sitagliptin (Januvia)
• Ledipasvir/Sofosbuvir (Harvoni)
6. NOVARTIS

- This multinational company focuses on a wide

range of disease areas including oncology,
immunology/dermatology, neuroscience and
respiratory.

• Fingolimod (Gilenya)

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing
9. GlaxoSmithKline 10. AMGEN

- GSK is a leading British pharmaceutical

company that always boasts a strong pipeline
ofinnovative drugs. - Amgen is an American biopharmaceutical
- The company specializes in a broad range of company headquartered in California that
therapy areas but is particularly successful in specializes in developing novel human
the fields of HIV/AIDS, respiratory and therapeutics, with a focus on cardiovascular
vaccines. disease, oncology, bone health,
neuroscience, nephrology, and
• Dolutegravir (Trivicay) inflammation
• Abacavir, Dolutegravir,
Lamivudine(Triumeq) • Blincyto (Blinatumomab)
• Umeclidinium bromide + Vilanterol (Ellipta) • Prolia (Denosumab)
• Mepolizumab (Nucala)

TRANSCRIBED BY: Abby Jison

3BSPH1
References: Pharmaceutical Marketing