دانلود رایگان مقاله انگلیسی استراتژی های بازاریابی در عمل بالینی حیوانات کوچک - امرالد 2017

1. INTRODUCTION

It is clear that the main mission of a veterinary medicine project is focused on animal health and welfare, so they are the ones that receive the services and products (baths and food, for example). Therefore they can be considered consumers of the clinic, although they have no power to choose a clinic. Who has the power of decision and really elect the medicinal veterinary clinic are their owners, and they are considered the customers of the organization. That is why, from the enterprise aspect, the company needs to be profitable, to survive and grow, so new services can be offered to add value, satisfying both consumers and customers. Gordon (1998) classifies customers into categories, the "Prospects" people identified within the general population and whose profile matches the target audience of the organization but which are not yet buyers of their services, and the "Defenders", which are very committed and loyal to the organization, and spontaneously diffuse the brand. It is the marketing manager´s role to adopt marketing strategies so the target segment passes from one category to another.

5. CONCLUSION

This study is differentiated as it presents as proposal an integrated system of management techniques in veterinary organizations, which will lead to better efficiency of attendance, adding value to the service provided and generating greater profitability for the organization, which positively reflects on the economic point of view and for the image of the company and its professionals, providing a better quality of life for both the client and their pet.