Canales de Distribución con Orientación hacia el mercado. CASO DE LOS MEDICAMENTOS EN LA CIUDAD DE MEDELLÍN, 2001

Authors

  • Jaime Baby Moreno Universidad EAFIT

Keywords:

Canales de distribución, Orientación hacia el mercado, Productos farmacéuticos

Abstract

This article summarizes part of the research proyect "Decision Making Criteria About theNature of the Distribution Channels, from the Manufacturer's Perspective, in Medellín,2001 (Pharmaceutical products)" (Baby, 2001). The article focuses on the  channels ofdistribution in the pharmaceutical consumer market in Medellín. An illustration of  theimplementation of some steps of a procedure or approach to design or review the nature ofthe distribution channels of the firm, is presented. The procedure assumes market requirements to be one of the driving forces shaping the decisions made by firms, regarding channels of distribution. Thus, buying behavior and service requirements of final consumers,retailers and wholesalers are shown. The article also shows how to carry out basic analysisleading to the design of marketing strategies and actions directed to the three groups thatwere investigated.

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Author Biography

  • Jaime Baby Moreno, Universidad EAFIT
    Profesor Investigador del Departamentode Mercadeo de la Escuela de Administración y Finanzas de la Universidad EAFIT, Medellín

References

Baby, Jaime. (2001). Elementos para la Toma de Decisiones sobre la Naturaleza de los Canales de Distribución desde la Perspectiva del Fabricante, en la Ciudad de Medellín,(Caso medicamentos).Universidad EAFIT, Medellín.

Baby, Jaime et al. (1990)“La Distribución Textil en Colombia: Un Análisis Integral del Sector”, Estudio realizado por el Centro de Investigaciones de la Universidad EAFIT. En: ASOTEXTIL. pp.97

Bowersox, Donald J. et al. (1990). Management in Marketing Channels. Santa fé de Bogota. McGraw-Hill. 390 p.

Fites, D.V. (1996). “Make Your Dealers Your Partners”. En: Harvard Business Review. Vol.74. pp. 84-96

Jaworski, Bernard J. and Ajay K. Kohly. (1990). “Market Orientation: The Construct, Research Propositions and Managerial Implications”. En: Journal of Marketing. Vol. 54. pp. 1-18

Nader John C. and Stanley F. Slater. (1990).

“The effect of a Market Orientation on Business Profitability”. En:Journal of Marketing. Vol.54 pp. 20-35

Stern, Louis W. et al. (1999). Canales de Commercialization. Prentice Hall. 496 p.

Stern, Louis W. and Frederick D. Sturdivant. (1987). “Customer-Driven Distribution Systems”. En: Harvard Business Review. Vol. 65. pp. 34-41

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Published

2003-05-23

Issue

No. 2 (2003)

Section

Research Articles

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How to Cite

Baby Moreno, J. (2003). Canales de Distribución con Orientación hacia el mercado. CASO DE LOS MEDICAMENTOS EN LA CIUDAD DE MEDELLÍN, 2001. AD-Minister, 2, 30-40. https://publicaciones.eafit.edu.co/index.php/administer/article/view/677