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IEMBA 3 ii
4W2H Who( ) When( ) What( ) Why( ) How much( ) How to do( ) iii
Abstract Pharmaceutical industry can be regard as one of the knowledge-intensive industries. Designing a sales promotion for the new medicine really has very great influence on new products to enter the market successfully not only because of its time-consuming and enormously expensive research and development process, but also owing to the government s control on the production and sales of pharmaceuticals. However, the pharmaceutical products in the domestic market are all generics which are usually lacking of innovation. Therefore, few companies promote their new products through the New Product Preannouncement to raise success rate for the new products. Through the specific case study, my study analyzes and reviews the pluses and minuses of the new product preannouncement activity that Standard Pharmaceutical Company has done with its medicine-grade Cordyceps Sinensis. Moreover, my study also analyzes and reviews whether the preannouncement activity is implemented with thoughtful consideration. In this way, other companies which intend to implement the new product preannouncement activity may take it for reference. The following are the most important conclusions of my study: 1. In the medicine market, new product preannouncement strategy is recommended to raise the success rate for the new products sales. 2. The quality of the new product preannouncement design influences the success rate for the new products sales. 3. While engaging in new product preannouncement, it s better to depict the functions and attributes of the new products in detail. 4. The first issuer of new generics may implement the new product preannouncement after obtaining the medicine license from National Health Administration. However, the preannouncement activity can be planned in advance. 5. To promote new product preannouncement, 4W2H should be considered at the same time.( 4W means Who, When, What and Why, while 2H represents How much and How to do ) Keyword new product preannouncement, Pharmaceutical industry iv
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4W2H Who( ) When( ) What( ) Why( ) How much( ) How to do( ) 39
1.,2000,, 1. Eliashberg,Jehoshua and Robertson,Tomas S.,1988 New Product Preannouncing Behavior:A Market Signaling Study Journal of Marketing Research,25(August), PP.282-292 2. Lilly, Bryan and Walters, Rockney,1997 Toward a Model of New Product Preannouncement Timing Journal of Product and Innovation Management,14,pp4-20 3. Mohr,Jakki; 2001,Marketing of high-technology products and innovations.prentice Hall 1. http://www.microsoft.com/taiwan/vstudio/productinfo/roadmap.htm http://www.medigen.com.tw/clinical-1.htm, 2004, http://www.standard.com.tw/index1.php3 40
4. http://www.sfi.org.tw/newsfi/chinese.asp# Paul Herbig, 1997, Preannouncement: Who, What,When, and Why http://www.geocities.com/athens/delphi/9158/paper36.html 41
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