The Necessity of Obtaining Information Through Marketing Research in The Field of Pharmaceutical Companies on The Slovak Market

摘要

This paper is focuses on the importance of marketing research not only on the B2C market but also on the B2B companies. The aim of this paper is to describe the basic assumptions of market research B2B market which is different in several aspects from marketing research market Business-to-Customer. The project was based on the methodology of individual in-depth interview and follow-up studies. It was a qualitative research. We were focused on the sector of the pharmaceutical industry, which we understand as a representative of B2B markets. Development of the pharmaceutical industry is subject to several factors whose development ranges from the health status of the population to the portfolio and the price of medicines. Our attention we was focused on the use of information obtained from marketing research. This undertake during 2013 in the Slovak pharmaceutical market. Its results show the importance of not only the development of new medicines but also on the perception of customer needs. The conclusion of this paper will be devoted to the assessment of the benefits of marketing research in the pharmaceutical industry B2B marketplace in the Slovak Republic.