THE IMPACT OF SEGMENTATION AND BRAND MANAGEMENT: EVIDENCE FROM PHARMACEUTICALS INDUSTRY

9th International Multidisciplinary Scientific GeoConference - SGEM2009, www.sgem.org, SGEM2009 Conference Proceedings/ ISBN 10: 954-91818-1-2, June 14-19, 2009, Vol. 2, 853-856 pp

ABSTRACT

Globalization makes world a small village. Information technologies are fostering the
development interaction between nations, business and marketing centers. Instead of
producing everything, trade companies are focusing their efforts to produce one thing as
big brand. This tendency provides efficiency and effectiveness. To this end, trade
companies try to categorize their customers or divide into customer segments. For
example a medical company produces one medicine to capture all customers of a certain
market. In this research, Markor inventory is conducted the people who work in the
pharmaceuticals industry to reveal the aims of the market segmentation and its results.