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.

Downloads

Download data is not yet available.
Abstract 1868 | PDF (Español) Downloads 4849

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

Article Sidebar

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

Authors who publish with this journal agree to the following terms:

a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under aCreative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).