社区药店营销外文文献翻译中英文市场营销.docx

1、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：Research in Social and Administrative Pharmacy，第14 卷，第 2 期，2018, 页码：127-137译文字数：4200 多字原文Marketing activity in the community pharmacy sector A scoping review Ardalan Mirzaei Pharm, Stephen Carter, Carl SchneiderAbstract Backgro

2、undCommunity pharmacy ownership requires engaging with marketing strategies to influence consumer behaviour. There is a plethora of information from trade journals, expert opinion, and published discussion surrounding this issue. Despite this, evidence relating to the efficacy of marketing activity

3、within the pharmacy sector is scant.ObjectivesTo review how marketing activity has been conceptualised in the community pharmacy sector and to determine the evidence for the effect of marketing activity.MethodsSeven databases were systematically searched using a scoping review framework with the rep

4、orting protocol of PRISMA-P. The search yielded 33 studies that were analysed for year of publication, journal, country of focus, and framework of marketing.ResultsThe majority of marketing research papers focused on the United States and were published in healthcare journals. These were variousmark

5、eting strategy elements, including; segmentation, targeting, differentiation, and positioning. Also evident was research regarding marketing mix, which predominately involved the “4Ps” model. Actual marketing activity comprised little of the research.ConclusionsResearch into marketing activity in co

6、mmunity pharmacy is limited, and little evidence is available to show the effects of such activities. Future research needs to demonstrate the causality for the effect of marketing activities on consumer behaviour and economic outcomes.Keywords: Community pharmacy, Retailing, Marketing strategies, M

7、arketing mix, Marketing activities, Marketing outcomes1. IntroductionMarketing activities are pivotal for the successful implementation of a new product or services into the market. Community pharmacies can use marketing activities to bridge the divide between themselves and their potential market.

8、In many countries, community pharmacies provide medications as well as professional healthcare services to the public. It would then be important to ensure that the public is aware of what community pharmacy provides. This is not restricted to the Australian market; pharmacies worldwide also require

9、 marketing to their market base.The regulation of the community pharmacy sector varies widelybetween countries and jurisdictions. In the U.S., there is a relatively deregulated and privatised system whereby ownership of a pharmacy is not restricted to a pharmacist. In the United Kingdom, only a phar

10、macist or a body corporate under the responsibility of a pharmacist may register a pharmacy, yet non-pharmacists are able to have a pecuniary interest. In Australia, only a pharmacist may have a pecuniary interest in a pharmacy. Yet, in other countries such as Denmark, all pharmacies are owned by th

11、e Association of Danish pharmacies controlled by the state. Despite such diversity in community pharmacy regulatory models, the underlying role of providing medications and services remains constant. This role relies fundamentally on consumer patronage. Consumer patronage is the intentions of consum

12、ers to visit a pharmacy, this behaviour by consumers is crucial for continued function of the pharmacy business.Pharmacy businesses target marketing activities towards their potential consumer base. Marketing is the “activity, set of institutions, and processes for creating, communicating, deliverin

13、g, and exchanging offerings that have value for customers, clients, partners, and society at large”.Part of the marketing process is the development of an integrated marketing plan to deliver an intended value to a target market. As such, pharmacy businesses can adjust elements of the marketing mix

14、to develop value for their customers. Marketing to a customer base to influence theirbehaviour is done so as to meet an objective. Often, the objective is the generation of revenue.Marketing strategies are designed as a set stimuli to influence the behaviours of consumers.Consumer behaviour can be d

15、efined as the overt actions of consumers or the “behaviour of the consumer or decision maker in the market place of products and services”. To market to consumers, businesses need to measure the influences of consumer behaviour, which can be achieved through consumer-related measures. An example of

16、a consumer-related measure is patient satisfaction; however, despite multiple patient satisfaction measures for community pharmacy, there is limited work on how marketing strategies influence satisfaction or consumer behaviour.The demand for understanding marketing activity in pharmacy can be seen with the initial concentration of publications from the late 1980s. These c