20.500.12556/DKUM-55479 PRODAJNI PRISTOP FARMACEVTOV V SLOVENIJI SALES PITCH PHARMACIST IN SLOVENIA Lekarne poleg zdravil tržijo tudi kozmetične izdelke, prehranska dopolnila, raznorazne pripomočke itd. Trženje je umetnost prodajanja. Trženje postaja vedno bolj zapleteno in je iz 4P prišel do 7P (izdelek, cena, tržne poti, trženjsko komuniciranje, ljudje, izvajanje – procesiranje in fizični dokazi). Prodaja je zgolj vrh ledene gore trženja. Del trženja je prodajni pristop. Do stranke je potrebno pristopiti strokovno, ji celovito svetovati, pri tem biti urejen in usposobljen. Osnova za dober prodajni pristop je zanje, ki se ga po končanem izobraževanju dopolnjuje s samoizobraževanjem. To je izrednega pomena na farmacevtskem področju, zaradi stalnih novosti in specifičnega trga. Podrobneje smo si pogledali osebno prodajo, ki je najstarejša in najbolj neposredna oblika trženja. Osebna prodaja ima čedalje pomembnejšo vlogo, saj smo že (pre)močno oblegani z oglasi, ki jih preprosto spregledamo oziroma nas ne prepričajo v nakup. Seveda ima osebna prodaja tudi nekaj negativnosti. V lekarni farmacevte velikokrat preganja čas in nekateri so mišljenja, da se prodaja odvija sama od sebe. Na uspešno prodajo vpliva veliko dejavnikov. Slovenske javne lekarne povprečno ustvarijo 23 % prihodkov od prodaje blaga in storitev na trgu, preostalih 77 % prihodkov z izvajanjem javne službe. Slovenski farmacevtski trg je eden najbolj razvitih trgov v srednji in vzhodni Evropi. Spada med manjše trge in zelo pozitivno vpliva na slovensko gospodarstvo. Slovenski farmacevtski trg gradi uspešno podobo slovenskega gospodarstva v tujini. Opravili smo raziskavo z anketnim vprašalnikom za farmacevte in stranke lekarn. Preverjali smo zadovoljstvo farmacevtov z opravljanjem svojega poklica, prodajni pristop farmacevtov, zainteresiranost za samoizobraževanje farmacevtov ter kakšne razlike se pojavljajo med javnimi in zasebnimi lekarnami. Stranke lekarn so nam zaupale, kakšen pristop je opravil farmacevt ob njihovem zadnjem obisku ter kakšen nakup so stranke opravile. Rezultati so pokazali, da na prodajno uspešnost ne vpliva organizacijska oblika lekarne. Prav tako ne kaže, da bi bili farmacevti v zasebnih lekarnah bolj motivirani ali prodajno usmerjeni v primerjavi s farmacevti zaposlenimi v javnih lekarnah. Pokazalo se je, da obstaja povezava med zadovoljstvom farmacevtov in njihovim prodajnim pristopom. Največji problem predstavlja negativen odnos farmacevtov do prodaje. Da bi njihovo miselnost spremenili, predlagamo obvezno krajše izobraževanje farmacevtov zaposlenih v lekarni na temo prodaje in prodajnega pristopa. In addition to medicine, pharmacies also market cosmetic products, nutritional supplements and various medical aids. Marketing is the art of selling. Marketing is becoming ever more complex, now moving from 4Ps to 7Ps (product, price, process, physical evidence, people, promotion, place). Sales are just the tip of the marketing iceberg. A part of marketing is also the sales approach. It is necessary to have a professional approach towards customers, give them comprehensive advice, be well-groomed and properly qualified. The basis for a good sales approach is expertise that, following a successfully concluded education, is complemented by self-education. This is of exceptional importance in the pharmaceutical industry, due to the constant innovations and the specificity of the market. We went into more depth regarding personal selling, which is the oldest and most direct form of marketing. Personal selling has an increasingly important role since we are now bombarded with advertisements which we simply ignore or which do not sufficiently convince us to make a purchase. As with all things, personal sales do have some negative aspects. In a pharmacy, the pharmacists are often short on time and some people believe that sales just happen on their own. Numerous factors affect a successful sale. Slovenian public pharmacies generate, on average, 23% of their income from the sales of goods and services, while the remaining 77% comes from carrying out their public service. The Slovenian pharmaceutical market is one of the most developed markets in Central and Eastern Europe. It is considered to be one of the smaller markets and has a very positive impact on the Slovenian economy. The Slovenian pharmaceutical market is creating a successful image of the Slovenian economy abroad. We carried out a study using a questionnaire for pharmacists and pharmacy customers. We endeavoured to determine the pharmacists’ job satisfaction, their sales approach, interest in self-education and what differences arise between public and private pharmacies. The pharmacy’s customers revealed to us what approach the pharmacist used when they were last at the pharmacy and what purchase they made. The results showed that the organisational form of the pharmacy did not influence the sales result. Likewise, the results did not show that pharmacists working in private pharmacies to be more motivated or sales-oriented in comparison with pharmacists employed in public pharmacies. A link was established between pharmacists’ satisfaction and their sales approach. The biggest issue is the pharmacists’ negative attitude towards sales. In order to change their mentality, we recommend a mandatory short training seminar for pharmacists employed in pharmacies on the topic of sales and sales approaches. prodajni pristop farmacevt lekarna stranke sales approach pharmacist pharmacy customers true true false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2015-11-12 21:25:50 2015-12-21 11:27:57 2022-06-09 03:08:51 2021-05-14 03:34:35 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7501587 URN:SI:UM:DK:WR9SYBWM MAG_Skubic_Markovic_Suzana_2015.pdf MAG_Skubic_Markovic_Suzana_2015.pdf 1 C9F4BD26E53D6611B6AAAB38C5CBD115 bcd24bd5988e2ccf9ce01ffbcebc5e404f3bb07ef104bf0e8c3540c10bc23104 ccfc26f4-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=83091 Fakulteta za organizacijske vede 0 0 0