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

Main Article Content

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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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.

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“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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PDF (Español)
Published
May 23, 2003

Article Details

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. Retrieved from https://publicaciones.eafit.edu.co/index.php/administer/article/view/677
Issue
No. 2 (2003)
Section
Research Articles
Supporting Agencies
Author Biography

Jaime Baby Moreno, Universidad EAFIT

Profesor Investigador del Departamentode Mercadeo de la Escuela de Administración y Finanzas de la Universidad EAFIT, Medellín

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