摘要：This work aims to evaluate the importance of pharmaceutical representatives in theadvertising of pharmaceuticals for the medical profession in order to improve the relationshipmarketing that they employ in their work. For a satisfactory conclusion, a representativesample of doctors from the Center-Western and “Vale do Taquari” regions (RS) was selected,to which a questionnaire consisting of thirteen closed questions was applied. As for theanalysis of data, the descriptive statistics and correspondence analysis were used, whichallowed better understanding of the results and identify possible associations betweenvariables. The results show the need for a more aggressive and innovative marketing policycompletely focused on the customer and with strong investments on the pharmaceuticalrepresentative’s image.↓Este trabalho tem como objetivo de mensurar a importância do propagandista na divulgação dos produtos farmacêuticos para a classe médica com o intuito de aperfeiçoar o marketing de relacionamento empregado pelo representante. Para uma conclusão satisfatória foi tomada uma amostra representativa dos médicos da região Centro-Oeste e do Vale do Taquari (RS), em que foi aplicado um questionário composto por treze questões fechadas. Para análise dos dados fez-se uso da estatística descritiva e da análise de correspondência, a qual possibilitou obter uma melhor compreensão dos resultados e identificar possíveis associações entre as variáveis. Os resultados encontrados comprovam a necessidade de uma política mercadológica mais agressiva e inovadora completamente voltada para o cliente e com fortes investimentos na imagem do propagandista.
其他摘要：This work aims to evaluate the importance of pharmaceutical representatives in theadvertising of pharmaceuticals for the medical profession in order to improve the relationshipmarketing that they employ in their work. For a satisfactory conclusion, a representativesample of doctors from the Center-Western and “Vale do Taquari” regions (RS) was selected,to which a questionnaire consisting of thirteen closed questions was applied. As for theanalysis of data, the descriptive statistics and correspondence analysis were used, whichallowed better understanding of the results and identify possible associations betweenvariables. The results show the need for a more aggressive and innovative marketing policycompletely focused on the customer and with strong investments on the pharmaceuticalrepresentative’s image.
关键词：Engenharia; Administração; Marketing;Propaganda farmacêutica; Marketing de relacionamento; Pesquisa de marketing; Classe médica;pharmaceutical advertising; relationship marketing; marketing search; questionnaire; medical profession
其他关键词：pharmaceutical advertising; relationship marketing; marketing search; questionnaire; medical profession
