社区药店营销外文文献翻译中英文市场营销.docx

社区药店营销外文文献翻译中英文市场营销.docx

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外文文献翻译原文及译文

（节选重点翻译）

（本文档归max118网hh2018所有，仅供下载使用）

中文标题：

社区药店的营销活动

文献出处：

期刊：

ResearchinSocialandAdministrativePharmacy，第

14卷，第2期，2018,页码：

127-137

译文字数：

4200多字

原文

Marketingactivityinthecommunitypharmacysector–AscopingreviewArdalanMirzaeiPharm,StephenCarter,CarlSchneider

AbstractBackground

Communitypharmacyownershiprequiresengagingwithmarketingstrategiestoinfluenceconsumerbehaviour.Thereisaplethoraofinformationfromtradejournals,expertopinion,andpublisheddiscussionsurroundingthisissue.Despitethis,evidencerelatingtotheefficacyofmarketingactivitywithinthepharmacysectorisscant.

Objectives

Toreviewhowmarketingactivityhasbeenconceptualisedinthecommunitypharmacysectorandtodeterminetheevidencefortheeffectofmarketingactivity.

Methods

SevendatabasesweresystematicallysearchedusingascopingreviewframeworkwiththereportingprotocolofPRISMA-P.Thesearchyielded33studiesthatwereanalysedforyearofpublication,journal,countryoffocus,andframeworkofmarketing.

Results

ThemajorityofmarketingresearchpapersfocusedontheUnitedStatesandwerepublishedinhealthcarejournals.Thesewerevarious

marketingstrategyelements,including;segmentation,targeting,differentiation,andpositioning.Alsoevidentwasresearchregardingmarketingmix,whichpredominatelyinvolvedthe“4Ps”model.Actualmarketingactivitycomprisedlittleoftheresearch.

Conclusions

Researchintomarketingactivityincommunitypharmacyislimited,andlittleevidenceisavailabletoshowtheeffectsofsuchactivities.Futureresearchneedstodemonstratethecausalityfortheeffectofmarketingactivitiesonconsumerbehaviourandeconomicoutcomes.

Keywords:

Communitypharmacy,Retailing,Marketingstrategies,Marketingmix,Marketingactivities,Marketingoutcomes

1.Introduction

Marketingactivitiesarepivotalforthesuccessfulimplementationofanewproductorservicesintothemarket.Communitypharmaciescanusemarketingactivitiestobridgethedividebetweenthemselvesandtheirpotentialmarket.Inmanycountries,communitypharmaciesprovidemedicationsaswellasprofessionalhealthcareservicestothepublic.Itwouldthenbeimportanttoensurethatthepublicisawareofwhatcommunitypharmacyprovides.ThisisnotrestrictedtotheAustralianmarket;pharmaciesworldwidealsorequiremarketingtotheirmarketbase.

Theregulationofthecommunitypharmacysectorvarieswidely

betweencountriesandjurisdictions.IntheU.S.,thereisarelativelyderegulatedandprivatisedsystemwherebyownershipofapharmacyisnotrestrictedtoapharmacist.IntheUnitedKingdom,onlyapharmacistorabodycorporateundertheresponsibilityofapharmacistmayregisterapharmacy,yetnon-pharmacistsareabletohaveapecuniaryinterest.InAustralia,onlyapharmacistmayhaveapecuniaryinterestinapharmacy.Yet,inothercountriessuchasDenmark,allpharmaciesareownedbytheAssociationofDanishpharmaciescontrolledbythestate.Despitesuchdiversityincommunitypharmacyregulatorymodels,theunderlyingroleofprovidingmedicationsandservicesremainsconstant.Thisrolereliesfundamentallyonconsumerpatronage.Consumerpatronageistheintentionsofconsumerstovisitapharmacy,thisbehaviourbyconsumersiscrucialforcontinuedfunctionofthepharmacybusiness.

Pharmacybusinessestargetmarketingactivitiestowardstheirpotentialconsumerbase.Marketingisthe“activity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge”.Partofthemarketingprocessisthedevelopmentofanintegratedmarketingplantodeliveranintendedvaluetoatargetmarket.Assuch,pharmacybusinessescanadjustelementsofthemarketingmixtodevelopvaluefortheircustomers.Marketingtoacustomerbasetoinfluencetheir

behaviourisdonesoastomeetanobjective.Often,theobjectiveisthegenerationofrevenue.

Marketingstrategiesaredesignedasasetstimulitoinfluencethebehavioursofconsumers.Consumerbehaviourcanbedefinedastheovertactionsofconsumersorthe“behaviouroftheconsumerordecisionmakerinthemarketplaceofproductsandservices”.Tomarkettoconsumers,businessesneedtomeasuretheinfluencesofconsumerbehaviour,whichcanbeachievedthroughconsumer-relatedmeasures.Anexampleofaconsumer-relatedmeasureispatientsatisfaction;however,despitemultiplepatientsatisfactionmeasuresforcommunitypharmacy,thereislimitedworkonhowmarketingstrategiesinfluencesatisfactionorconsumerbehaviour.

Thedemandforunderstandingmarketingactivityinpharmacycanbeseenwiththeinitialconcentrationofpublicationsfromthelate1980s.Thesec