, W TO :,,,,,,

, ( ) :, : ;, : Stanley Lau Leo Lee Norman H uang Philip Xiao Simon Zhang Michael Zhang MBA,,, : sgwposgw@ sohu.com

23,, Idea ;,,,,,,, 20,, ( ),, :,,, ;,,?, :,,,,,,

2,,,,,, 1978,,,,,,,,, GNP ( ),,,,,,,,,,,, ;,,,,,,,, 1978, 20,

3,,, 1999, 6700, 533 ; 20 40,,, 1978, 17.5 %, ; 3 5, GNP : 1992 1993 46.84% ; 1993 1994 38.9% ; 1995 1996 19.95%, :,! 20,,,,, 77.64%, 16.83%, 5.4%, 0.13 % ; GMP ( ) 8%, 5 30 1999, 1976, 104 16000, 2000 400, 10000 1999 6, 1%, 12% ; 2000 16 ( ) 20,

4 000, 1987,, 1998, 11, 1042,? W TO,,,, : 4000, 2000, 4%, 20 % ; Pfezier : 2000 300, 50 50 ; Pfezier2000 R &D() 47, 6700 ; LOSEC1999 40.47, ; 100, 28 10, 19 ; 6700,, 2000, ; 16000, 70 ;,,, 2000, 200, 5% ;, 6 ( ) ; FDA, FDA( ),

5, (customer oriented),,,,,,,,,,, IQ EQ,, ;,, : (1 ) ; (2 ) ; (3 ),, ; (4 ),,,,!??,,!,,,,,,

6 ( ),!, W TO,,,, WTO 10, :,,,, ( ),, 5 10,,,,,, 2001 3

3 12 12 15 23 23 23 24 24 26 28 31 34 43 43 52 52 57 66 66 68 80 83

2 85 85 85 86 86 87 W TO 90 90 93 94 W TO 96 102 103 107 109 115 115 122 127 129 129 132 133 141 142 147 151 153

3 54 156 160 162 162 163 164 165 167 169 170 172 172 173 173 174 175 175 177 177 179 / 185 188 213 221 223 223 224 226 227 229

4 29 234 237 239 242 243 245 245 245 254 254 255 265 1 265 2 270 3 272 4 273 5 274 6 275 276 278

, ;, ;, ;,

,??,, 10, 1988,,,,, ; Title( ), Medical representative ( MED RE P ), Salesman, P rofessional Sales Representative ( PSR ), 2000,,,,

4, 11000, : : : (1 ) (2 ) (3 ) (4 ) CE T-4 :,, :,,,,, ;,,,,, 7,,,,, MED RE P,, CHINESE MED RE P ( ) : (1 ) (2 ), (3 ),

5, ;,,,,,,,,,, : :,,,,, 73% ;,,,, 20 80 1993, ( MED RE P ),,, :

6,,,,,,,, :,,,,, 8 :, :,,,,,,!,,,,,,

7, : 10,,,,,,, 10,,!,, 1993 1994 1993,,,, 1994,, 2000, 1994, ;,,,, 1996,, 1996 1994, :,,

8 1990 1996, 15% 20 %, 3 5, GDP : 1992 1993, 46.84% ; 1993 1994, 38.9% ; 1995 1996, 19.95% ; 1997 15%,1993 1996,,, 1994,, 1997,1997,,,,, :!,,,,,,?,,, (,, ),

9,,, ;, ;,,,,,,,,, : 10 % 20%,?,!,,,,,,, : :,? :,,,,,,,,,,,,,,,,,,,,,

10,,,,,, WTO ( ), : (1 ), (2 ), (3 ), ;, 2000 11 14, :,,,,,,,,,,,,, 40, 5 MBA,,, (4 ) (5 ) (6 ) (7 ) (8 ) :

11,,,,,,, W TO, [ ] : 10,, :, 3 6, 10, :,, ;,,

43 2000 1 3, 1 3 2464.32, 13.5% ; 357.19, 3.23% ; 22.83, 17.77%?? GM P 400, 2000, 500, 2000, GMP (), 2001 1 1 2000 1 9,, 0.06, 0.22,

13 (1 ) 6000, 16000 ;, 2000, 10 (2 ) 10, (3 ) 6000 1200 ; 10 80, 50, 6 (4 ) 1999 2525, 111, 24, 10 22 ; 2000 1 9, 1703.3, 1263.66, 92.18, 1999 27.6% (5 ) ( R & D),,,, ( Product life cycle),,,21,, R &D 10% 15 %, R & D 3%, 99 %,,,, 1999 1100, 60%

14 6 ),,, MBA ( ), 5, (7 ), (8 ) (9 ), (10),, Pfezier ( ), W TO (, ) : VALUES To fu lfill our purpose and ach ieve our mission, we abide by the enduring values that are the foundation of our bu siness: Integrity Innovation Respect for People Cu stomer Focus Teamwork Leadership Performance Community. MISSION We will achieve and su stain our place as the world s premier research-based healt h car e company. Our con tinuing succes s as a business will benefit patients and our customers, our s hareholders, our families, and the communities in which we operate around the world. Our Purpose We at Pfizer dedicate ourselves to helping humanity and delivering excep tional financial performance by discovering, developing and providing innovative health care products that lead to healthier and more productive lives. Pfezier,

15 (11),, 2000 11 5, 120, 20%, 60% 2000 1 34 7 57 10, 3, 200 (12),,, R &D R & D,,,,,,,,, (13) WTO WTO,,,,,,,,,, 21,,, 8% : (1 ),, (2 ),,

16 3 ),,, (4 ),, (5 ),,, (6 ),,, 1999, : 2.1 1999 (: ) 1 ( ) 506077 2 464010 3 360000 4 334915 5 314387 6 250366 7 204964 8 173119 9 159243 10 128261 11 ( ) 116826 12 110745 13 109340

17 ) 14 107270 15 K 100976 16 87709 17 ( ) 82824 18 77526 19 69841 20 68785 21 68059 22 67981 23 65308 24 61946 25 61379 26 56437 27 51641 28 51039 29 50443 30 ( ) 47677 31 47192 32 45227 33 44027 34 39262 35 39080 36 38918 37 37680 38 37245 39 36063 40 35606 41 35380 42 35183 43 ( ) 35125 44 35062 45 34945 46 34716

18 ) 47 34187 48 33043 49 31762 50 31662 51 31662 52 31414 53 31204 54 30795 55 30474 56 30269 57 30200 58 30132 59 29887 60 ( ) 27039 61 26905 62 26273 63 26197 64 25964 65 25706 66 25031 67 24685 68 24646 69 24235 70 ( ) 23455 71 22455 72 22428 73 22242 74 21501 75 21335 76 21119 77 20798 78 20765 79 20514

19 ) 80 20474 81 20422 82 20273 83 20021 84 20001 85 19928 86 19613 87 19381 88 19369 89 18701 90 18581 91 18216 92 18059 93 17895 94 17855 95 17552 96 17299 97 17293 98 17115 99 17111 100 17010 : 2.2 1999 50 (: ) 1 ( ) 72171 2 57025 3 55368 4 51412 5 42600 6 40155 7 K 39470

20 ) 8 30144 9 25826 10 20893 11 20590 12 19243 13 17524 14 15904 15 ( ) 15747 16 15225 17 14823 18 14337 19 11965 20 11747 21 11400 22 ( ) 11333 23 ( ) 11024 24 10809 25 9899 26 9675 27 9548 28 9449 29 ( ) 9353 30 9199 31 8701 32 7945 33 7919 34 7773 35 7383 36 7204 37 6807 38 6440 39 6259 40 6194

21 ) 41 5836 42 5778 43 5759 44 5571 45 5488 46 5378 47 5203 48 5179 49 5038 50 4803 : 2.3 1998 10 1 2 3 4 5 6 7 8 9 10 : 2.4 ( 1998 ) ( ) 500 1998 1997 1997 6 9 1398.5 113.0 Merk 7 22 1330.3 83.3 Pfizier 11 11 1161.7 105.4 Novatis

22 ) 500 1998 1997 1997 12 12 1124.7 P& G 14 18 1069.9 90.5 Squibb 15 14 989.0 62.3 Roche 17 19 960.7 108.7 Glaxo - Wellcome 20 17 928.7 85.6 Johnson& Johnson 23 24 871.1 Dupont 37 36 679.7 63.6 Lilly 45 39 634.2 81.2 AH P 48 72 613.5 55.2 Schering - Plough 50 42 608.9 72.3 SmithKline Beecham 55 40 572.6 59.9 Abbott 64 98 522.9 45.0 Warner - Lambert 90 88 385.2 32.8 Zeneca 100 91 349.4 52.8 BAYER 112 106 331.7 20.1 Monsanto 115 103 328.5 51.6 Astra 132 130 293.5 68.6 HM R : Datamonitor Mkt. L 1998

,, 1997, 6391, 4000, 8000,, 1984 9 20,, 1985 7 1,,,

24 (1 ) (2 ), : (1 ) (2 ) (3 ) (4 ) : (1 ) (2 ) (3 ),, 12,,, ;,,, 1995 ( ), 1999, 5 1938

25 951 14, 1960 1967 8 :, SDA 146,160 OTC, 13, 12, OT C (1 ) :,, (2 ) :,,, (3 ) ; P rescription Drug, E thical Drug (4 ) Nonprescription Drug, Over The Counter, OTC, (5 ) (6 ) : ;,,,, ;,, 3 1997 1 15,

26 997 4,,, 1999 6 18 10 ( ) 2000 1 1 OTC 1994 OT C 5.2%, 378, 2004 1994 45%, 550, 10 OTC : ( 65 ) 4,, OT C OTC OTC, OTC OTC OTC 2000,, 13 5 1,2041 2 19!,,

27 1.,,,, : 10,, 2.,,,,, ;,,, : ;,, 10,,

28.,, : (1 ) (2 ) (3 ) (4 ) (5 ), :, (),,, 1997,,,, 150

29, 1997 10%, 1999 1 %,2000,, :,, 35%, 8% ; ( ) 20%, ( )15%,,,,,,,,,,,,,,,,, (GMP ),, GM P 2000, GM P 5000 6000,, GM P GMP, GM P, GMP, ( ),, (GSP), GSP,,,,, 30%,,,

30,,,, 40% 50%, 10 % 20 %, 1. (1999 5 2000 11 ) 1999 5 30,, 225 1999 7 22, 114 2000 8 7, 72 2000 9 28, 36 2000 11 5, 120 2. (1 ) (2 ) (3 ), 3. (1 ), (2 ),,,

31 3 ) (4 ), (5 ),, ; (6 ) (7 ) (8 ),, (9 ) (10), (11) (12), (13),,,, 2002 4000 4060, 2010 6800 7200 85 %,,, 10, 7% 1999,: (1 ) ; ; OTC 10 : ; ; ; ; ( ) ; ; ; ; ; 15

32 2 ), 10 : ; ; ; ; ; ACE ; ; ; ; (3 ) 50 84% 20 : ; ; ; ; ; ; ; ; ; ; E PO ( ) ; ; ; ; ; ; ; ; 1999 10 : ( Aricepl, ) ; ( ) ; ; ; ( ) ; - ; alendronale ( ) ; Bicalutamide ; ( ) ; ( ) (4 ), 1999 10 : ; ; ; ; ; ; ; ; ; 3.1 1997 1997 2001 2001 CAGR / % ( 10 ) ( % ) (10 ) ( % ) 100 33 129 35 6.5 81 27 101 27 5.7 49 17 48 13 ( 0.7 ) 23 8 34 9 0.6 16 5 27 7 12.3 6 2 8 2

33 ) 1997 1997 2001 2001 CAGR / % ( 10 ) ( % ) (10 ) ( % ) 6 2 5 1 6 2 8 2 6 2 8 2 8.8 CIS 2 1 5 1 12.2 2 1 5 1 297 100 378 100 6.2 CAGR : co mpound a nnual growth rat e

,,,,,,, :,,,, :

35 1 ) 1 + 1 > 2,, (2 ) 1 + 1 = 2 (3 ) 1 + 1 < 2,, ;,, ( ),, : ; ;,,,,,,, ;,,, 2003 1 1,,,,, : :,,,, :,, ;

36 :,,,,,, 24,, (1 ),, (2 ) (3 ),, (4 ), 5, 5 10 50, 70 % (5 ), 5, 10, (6 ), ;, ;,, WTO,,,, 30 %,

37 (1 ),, (2 ) (3 ) (4 ) OTC ( ), OTC 220 (5 ), 10 10000, (6 ) (7 ), 10 10%, MBA, (8 ),, (9 ) E-commerce :, 70.3 %,, ; internet,,,, ( ),

38, B to B, 85%,, B to B, 15%,,,,,,,, ( ), web, 400, ( B B) 2000 9 ( 292 ), (10), 5 10

39.1 1999 : 1 137940 2 105621 3 57490 4 45105 5 43443 6 39950 7 ( ) 36050 8 32540 9 27564 10 25400 11 22080 12 18960 13 18659 14 16731 15 15540 16 15477 17 15160 18 15038 19 14060 20 13520 21 13463 22 13217 23 12419 24 11710 25 11670 26 10640 27 10595 28 10180 29 10100 30 10052 31 9901 32 9750

40 ) 33 9120 34 8530 35 8449 36 8240 37 8220 38 8180 39 8150 40 8150 41 8030 42 8000 43 7614 44 6490 45 6350 46 6248 47 6130 48 6080 49 5950 50 4890 51 4774 52 4630 53 4600 54 4511 55 4500 56 4090 57 4070 58 4020 59 3970 60 3764 61 ( ) 3752 62 3750 63 3726 64 3682 65 3680

41 ) 66 3641 67 3554 68 3540 69 ( ) 3540 70 3500 71 3450 72 3420 73 3411 74 3340 75 3273 76 3180 77 3140 78 3132 79 3108 80 3011 81 2815 82 2700 83 2680 84 2631 85 2620 86 2590 87 2580 88 2570 89 2360 90 2270 91 2234 92 2180 93 2122 94 2110 95 2100 96 2100 97 2030 98 1950

42 ) 99 1945 100 1905 :

,,,,,, : : : ( ) : : ( ) ( ) ( ) ( ) ; 2000 10,

44, : : (1 ) 66.1% (2 ) 19% (3 ) 85.1% (4 ) 1.3 % (5 ) 13.6% : (1 ) 83.7% (2 ) 36.2% (3 ) 61% (4 ) 32.6% (5 ) 48% (6 ) 42.6% : (1 ) 30.8%, (2 ) 28.9%, 80 %, 79, 2891 ;, 163, 7961 1. (1 ),, (2 ),, (3 )

45 4 ), : (, 20%, 5% ),,,, 2.5,,, 20,,? (5 ), (6 ) 1978 1997, 27 773.3, 28 GDP ( ), (7 ),, (8 ),,, (9 ),,, 110, 63.05 %, 9.25%, 3.28 %, 19.38% ; 24.17 %, 23.52%

46 80%, 1 43.89 %, 8.37% ( 10.64% ) 5 2., 70% 90%,,,,, ;, 1994,,,,,, 5% 15%, 30, 5 %,,,,,,,,,

47 %,, 95% Earnings, (), : : 10% ; : 25% ; : 30% ; : 40% 70%, 1/ 3, 13% 23%,, ( )!? 5%,,,,, 3. :, ( ),,, 70% 1996,,,,

48, 65, 11%, : ;,, ;,, 22, 400 : ; ;, 2000,,,, 2, 8, 8, 13, :, 2000,, 15277, 50600, 22.93, 503,

49,,,, (1 ) (2 ), 2000 10, ( IFC)1500 I FC 2000 12,,,, 150, 1.1, 2001 6 4. 2001 1,,,,,, :,,,,

50,,,,,,,,,,,,,,,,,,, OTC,,, 5.1 1999 / ( ) ( ) ( ) ( ) 6.59 5.23 1.27 1.02 5.44 4.97 3.90 5.58 4.13 4.26 3.58 6.63 5.07 4.59 3.73 8.81 5.90 2.89 2.27 6.32 3.65 3.46 3.21 8.77 4.58 1.20 0.76 5.00 2.89 2.72 2.72 * 5.44 3.77 1.89 1.25

51 ) / ( ) ( ) ( ) ( ) 4.49 2.28 1.87 1.82 5.67 4.16 1.74 1.14 6.83 4.31 4.09 3.35 7.48 4.83 1.97 1.83 5.27 4.51 3.98 3.53 9.78 5.24 1.81 1.61 7.71 5.69 5.19 4.71 10.79 6.31 1.69 1.44 * 8.03 5.51 5.25 4.57 8.29 3.72 3.25 2.75 4.30 2.93 2.26 1.62 6.21 4.05 1.32 1.03 5.42 3.63 2.78 2.00 6.61 4.35 1.20 0.85 4.92 3.51 3.26 2.78 7.46 4.52 0.84 0.65 9.16 5.96 5.13 4.19 5.31 2.90 0.90 0.86 7.83 5.05 4.42 3.62 5.63 4.10 1.04 0.88 * 6.95 4.73 4.51 3.96 5.79 4.63 1.24 1.01 7.95 5.26 4.95 4.34 : (1 ) * ; (2 ) ; (3 ) ; (4 ) 1998 : 1999

52 ),,, 100,,,,,,,,,,,,, 20,,,,,,,,, 10,

53, ;, ( ), 2000,,, :,,,,, 1998, ( ),, : (1 ), (2 ),, (3 ),, ( HMOS ),,, : (1 ) (2 ) (3 ) (4 ) 1995,

54 1.2 %, 300, 51.0 %, 50, 350 ( ) 15%, 45,,,,,,,,,,,,, (,, ) VI P ( ),,,, ( ),, : ( ) ; () ; ; ( ) ; ; ;,

55 : (1 ),, (2 ),,!,,,,,,,,!,,,,,,,,,,,,,,,!, ( ) 10,!,,,,,,?,,!

56, : (1 ), (2 ),, (3 ) /,,,, (4 ), (5 ) (6 ) ( MIS ), Internet E-commerce,,,,,,, : (1 ),,,,,,,, (2 ),,,

57.2 1997 1000 52 46 5 105 30 13 31 74 29 62 11 104 14 29 61 122 4 20 3 5 17 4 13 25 27 37 11 21 25 : ( 1997 ),,,,,, :,,,,, ;, 1949,, ;

58 979,,,, 1985 5.3 ( ) 1985 1990 1995 1999 431.3 490.62 537.34 557.00 341.09 389.79 425.69 445.87 33.62 36.85 35.86 33.75 15.12 16.97 16.72 15.99 75.02 174.75 216.39 247.69 60.22 105.85 118.6 129.29 3.3 10.38 13.32 15.16 133.95 115.3 109.75 108.60 : (1 ) (2 ) 1965,, : :,,,,,,,,,,,,,,,,, ;, 1997 7,,

59 ; ;,,,,,, : :,, (1 ),, (2 ),,, (3 ),,,, (4 ) (5 ), 5 10 100 2000 8, :,!?,,,,,,,,?,,,,,,

60,, 3 6,,, ECONOMY BASED O N KNOWLEDGE,,,, 24, 20,, 24,,,,!, 10 14!,,,!,,?,90%,,,,,,,?,,,,,

61,,,,,,,,,,??,,,!?,, : 10, 5!?,, :,??,, 600,, 4000 ; 2000,,,, MBA, : :,!!, :,? 60?

62,,,?,, 2 3,, 3000 500?,,,,? N ORMA N? MORMAN, 2000 8 30, : (1 ),, (2 ), 14 20, 80 100, (3 ),,, (4 ),,,,,

63 5 ),,, :, ;,,,, ;, ;, ;,,, : :,, ;, ;,,,,, ;,

64,,,?,,??,, ;,,,,,,,,,,, :,, 10%, ; 20%, ; 50%, ; 100%, ; 300%,,??? (1 ), (2 ),,,, (3 ),,!

65, 2000 2,,,, 70%, 5,,,,,,, 2000 3, : 3 5,,,,,, ;,,,,,,,,, 2001 1,,,,,

, 1. : ; ;, ;

67 ; ;, ; ; 2.,,,,,,,,,, : 3.,,,, (, ),

68,,,,,,,,,,, SDA 1998, :, 1998 8 19,,, SDA, :,,,,,, (

69 SDA : 1998, 2756, 20 % ;1999, 1976, 78% SDA, GM P, 1998 8 2000 9, SDA 8 SDA,, 2000 4 2000 8, 2001,, GM P GL P GCP,, 2000 12,, SDA

70 SDA (1 ) (2 ), (3 ) ;, ; (4 ), ; ; ; (5 ) ; (6 ) (7 ),,, (8 ),, (9 ) (10),, (11) ( ), ( ) (12), (13) (14)

71 : ; ; ; ;, ; ;, ;, ;, ; : ( ) 6.1 ( ) 1

72 ) 2 3 4 5 6 7 8 9 10 11 12 13 14 15

73 ) 16 17 18 19 20 21 22 22 23 24 25 26 27

74 ) 28 29 30 31 32 33 34

75 ) 35 36 37 38 45 46 47 48 49 50 51 52 53

76 ) 54 55 56 57 58 59 60 61 62 72 73

77 ) 74 75 76 77 78 79 80 81 82 83 84 85 6.2 ( ) 1 2

78 ) 3 4 5 6 7 8 9 ( ) 10 11 ( ) 12 13 14 15

79 ) 16 17 18 19 20 21 22 23 24 25 26 27 28 29 ( )

80 ) 30 31 32 33 34 35 36 : 1.,,,,,

81,,, (1 ), (2 ) (3 ),, (4 ),,, 2001 2001,, 2001, ;, ;,, ;,,,, : (1 ), (2 ), ;, ; (3 ),

82,, (4 ),,,, (5 ),, ;, (6 ),,, (7 ),,,, 2., 225, 10 ( ) ( )

83,, (1 ),,, (2 ) (3 ), /, (4 ), ( 1994 3 4 ) ( ), ;,,,,,,,,

84,,,, (1 ),, ; (2 ) ; (3 ),, ; (4 ), ; (5 ), ; (6 ),, ; (7 ), ; (8 ),, ; (9 ),,

,,,,,,, ;, ;,,

86,, : (1 ) : (2 ) : 13 (3 ) : (4 ) : (5 ) :,,,, : (1 ), (), () (2 ),,, ( ), ( )

87 ( ), 4 5, (), ( ) 1. (1 ),, (2 ),, (3 ), (4 ), ; ; 2. (1 )?,,,, ;,, (2 ) 5

88 SDA (3 )?, WTO,? (4 ) (5 ) (6 )? GM P GSP,,,, (7 ), 1999, 1%, 12%,, (8 ),? 1%, (9 ),, (10) (11) 3. (1 ) (2 ), (3 ),

89 (4 ) ; (5 ) (6 ) (7 ), (8 ),,,

WTO,,,, 1995 1995, ; 1998, 1, 1 ; 1999,, 3!, 1995 ( M & A) : 1995 3,, ; 1995 11,, ; 1996 3,, ; 1997, MMD Roussell HM R ; 1998 3, ; 1998 6, A H P, 10

W TO 91 1999 2000 M & A : ;, ; ; Sanofi Synthelabo, Sanofi - Synthelabo ; 2000 1 17,,, 1140 ( 1842 ) ; ;,, :,,,,, 3 10,, 1/ 4,, 7.5%, : (1 ) (2 ), ( 3), 650

92 M & A 237, 1998 9, 10, 4500, 2005 (4 ), 100 80% 8.1 2005 10 ( ) : 1996 2000 2005 Lip tor Atorva - statin Warner - Lambert 865 (1997) 1779 2935 Zocar Merk&Co 2800 3858 2720 Norvasc Pfizer 1795 2500 2500 Seroxa t SB 1209 2017 2400 Cozaar Merk&Co 339 1350 1700 Prava - chol BMS 1068 1805 1520 Noscal/ Rezu lin / 35 1007 1447 Serevent Glaxo - W 597 1043 1367 Atrovent BoehringerInge 727 945 1305 lheim Epogen Amgen 1072 1222 1300 Procrit Johnson & Johnson 950 1209 1300 : Dat amonitor M kt. L 1998, 25 (32 ), 14 : Warn er - Lamb ert Pfizier M & A,

W TO 93 21 : 1992 1993 18.9% 1993 1994 17.5% 1994 1995 14.8% 1996, 100 ; 1999, FDA, 22 ; 92, 78%, 72 ;, 700 FDA ; 1300 ( 700 ) : 1999, 92, 20, 21.74% :, 1994 1998, 16 %, 5 1998, 200, : (1 ) NCE (2 ) ME - TOO (3 ) (4 ), (5 ) (6 )

94.2 1999 ( ) : 1998 1999 Amgen 27 416 10 185 5 118 Elan 4 89 Immunex 2 71 Medimmm une 2 56 6 50 Alza 6 43 Cen tocor 3 42 Genzyme 7 38 (1 ) (2 ) : ; 20 500 6700, 77.64%, 16.83%, 5.4 %, 0.13%, GMP 8% (3 ) : 6000 1200 ;,, ( 4) :1999 111, 2525, 24 10 22 (5 ) ( R & D) : 6700, 6000, ;,,

W TO 95 55, 32 (6 ), (7 ) (8 ) (9 ), (10) (11) (12), 1999 12 31, 52,, 17, 10, 3, 4 : (1 ) 1996, (2 ) 1997, (3 ) 1998 2000 8, ; ; ; ; ; ; ; ; () ( ) ; ; 1998,,,, (4 ) 2000 12,,,, : ;

96 : (1 ), (2 ), (3 ), (4 ),, (5 ), (6 ) WTO,, : ; ; ; ; 1., 20%, WTO, 10 6.5 %,, 2.,,,, W TO,,, 4 10 ; 500 600 W TO,,,

W TO 97. WTO VC,,,,, VC, W TO, 4. WTO,,,, :, 2005, 90% : (1 ) ;, (2 ), (3 ) (4 ),,,, 5000,,,,,,,,,,,,

98 %, W TO 5.,, 2003 1 1,,, WTO,, 5, 10, 100 6. 1999 11 23 W TO? : W TO,,, : WTO,, C, WTO,,,,,,, W TO, 7. (1 ) W TO,

W TO 99 2 ), 1995 29.82 1999 50.6, 1995 16.47 1999 36,, ( ) (3 ) W TO, 3 3,, (4 ) :20 90, 1990,, 90 1998, 50, 1980 3.5, 1200, 3000,,, (5 ),,,, 3 :?? W TO? (6 ),,, (7 ),, (8 ) - -, (9 ),, 3 5, :

100,,! [ ] SDA (1 ) (2 ) (3 ) (4 ) (5 ) (6 ) (7 ) (8 ) (9 ) (10) (11) (12) (13) (14) (15) (16) (17) (18) (19) (20) (21) (22) (23) (24)

WTO 101 25) (26) (27) (28) (29) (30) (31) (32) (33) (34) (35) (36) (37) (38) (39) (40) (41)

1996, 1996, 47.9% 2000,, 87%,, 2000,,,,,, :,,,

103,,,,,,,, WTO,, 20 90, 1997,,,, 1998,,,, 40 1978 1997, 27 773.8, 28, 1.4 1/ 3

104,,,,, 1989 3, 4, 1994 12,,, 1996, 27 50 10,, 1997,, 1998, 1999, 1999, 24, 88 2000 2, 8 7, 13 2000 5 25, [2000] 11, 913, 575, 1488 2000 7 26,

105,, 2000,, :,,, ;, ;, ;, ;, ;,, ;,, ;, 2000 9 26,,, :,,,, 2000 10 19,,,,,,,,,, ;, ;,, ;,,, ;,,,,

106,,,,,,, 21,, :, 70 %,,,,,,,, : < >

107 000 2000 5 25, [2000] 11 ( ), 913, 575, 1488 327, 135, 462 ; 586, 440, 1026,,,,2001,,,,,, (

108 999 10 )?,,,,,,, 1997, 6391, 4000,8000,,,,,,, 1993,,,,, 1996,,,,,?,

109 1 ),, 15 % ( ), (2 ), (3 ) ( ),,, 15%?, 15%, : 100, 15, ; 15, ; 7, 8 2000 11 27,,,, 1. 300 %, ; 60 %, 60%

110 % 10%, 2% 2.?, ( ),,,,, 3.? : ( 1 1 ), : 4.? : : :,

111 SDA, :, :,,,

,, :!,,,!

,,,,,,,? : (1 ), ;, (2 ) (3 ),

116 (4 ), (5 ), ST EP,, :, 1.,,,, : (1 ) (2 ) (3 ),, MSD, (4 ),,,, (5 ), MSD,

117 6 ), CIS ( ),,,,,,,, 2.,, 3.,,,, A, 600, A

118, 600,, 1500 4. :,,!,,, 4P s, (4P s) ( P roduct) ( P romotion) ( Place) ( Price) PR 4P s, 9P s, 13P s9 P : ( P robing ) ( Planning) ( Partioning) ( Prioritizing) ( Positioning) ( Politics ) ( Public Relations ) ( Package) ( Personal ) 10,,,,!,,,?

119,, 5.,, (1 ),,, A B (2 ),, ACEI,, (3 ),,,, : 7000, 40%, 2800 14, 2300,,, 100,,? ; A,

120 A, A B, B,, B, A,, 6. SWOT S strength ( ) ; W weakness ( ) ; S W ; O opportunity ( ) ; T threat ( ) ; O T SWOT,,,,,,, SWOT,,, SWOT ( S ) ( W) ( O ) ( T) 7., : (1 ) (2 ), (3 ), (4 ),

121 ;,,,? 8.,,, ( / ), (/ ),,,, 9. VIP VIP ( very important person),,! VIP 10. SDA 11.,, ;,

122?,,,,, 1.,, ; : (1 ) :, (2 ) :, (3 ) ( ) :,, (4 ) : 301,302 (5 ) : (6 ) 2. ( ) (1 ) : (2 ) ( ) (3 ) : ( ), ( ), A

123 4 ) : (5 ) (6 ) (7 ) (8 ) (9 ) (10) (11) (12) 3. (1 ) :, ; (2 ) (3 ) :,,,, (4 ) :, ;, ;,, (5 ) :,,, INTERNET, (6 ),,,,,,,,,

124 7 ) : 4.,, : (1 ), (2 ), (3 ), (4 ),,,,,, : (1 ), (2 ) : (3 ) :,,,,, 5., : (1 ) :,, (2 ) (3 ) :

125 4 ) ( ) : (5 ) :, (6 ) : (7 ) (8 ) :, (9 ) :,, 6.,, : : (1 ), :, ;,, ;,,,, (2 )?,,? YES, (3 ),,, (4 ),,,,, 7.,

126.,,,,,,,,,, 9.,,,, ;,, ;,,, 10. / / :??????? 11.,,, ;

127 ;,, ;, ; ;,, ;,,,, ;, 12.,,,, ( Management Informa tion System, MIS ) :, (1 ) ;,,,,, (2 ),,

128 3 ),, (4 ),,, (5 ) (6 ) (7 ),,, (8 ) (9 ), (10) (11), (12) (13) ( ) (14), (15), (16) ( SDA ) SDA,

( ),,,,,,,,, : ( H OMEBASE ), ( ) :, Int erferon, EPO, rhg H, G-CSF,

130,, :,, : (1 ) :, (2 ) : ACEI,, (3 ) :, A B, : (1 ),,,, :, ;, ; ; ; ; ;,,,,

131 2 ), (3 ), ;, :,,,?,,, :,,,, ( ),,, :,, : (1 ) (2 ) (3 ) (4 ) (5 ) (6 )

132 997,,,,,,,,, : : : :,,, (,,, ) () ; :,,, 7,,,,,!,, (1 ) (2 ),, (3 ),

133 (4 ), (5 ),, (6 ),, (7 ),,,,,,,,,,,, 1., ;,,,,,,,

134. (1 ) :,,, (2 ) :,,,,,, : ;, ; ; (3 ) :,, n,,, (4 ) : :,,,, ;, 3., : (1 ), (2 ), (3 ),, 2 3,,,

135 4 ),,, (5 ) / (6 ),,, (7 ),,, (8 ), BENC H, :, ;, ( ) ;, (9 ) 4., : (1 ), (2 ) (3 ) : (1 ) :

136 2 ) : (3 ) : 6000,,,, (4 ) (5 ) :,, (6 ) :, (7 ) : (8 ) (9 ) :, 1996, :,!,,!,,,, ;,,,,, (10) :,,,,, (11) 5., :

137 1 ) (2 ), (3 ) : (1 ) :, ;, (2 ) :,,,, 6.,,,, 7. : (1 ) (2 ) (3 ), (4 ), (5 ) (6 ),,,,,! 8.,

138, 9.,,,,,, :,,,, :,,, : (1 ) :,,,, : ;,, (2 ) :,, (3 ) :????? (4 ) :,,,,,,?,, A B C,, B,

139 B, C, B?? ( 5) :, A, 10,,,,,!,10,,? (6 ) (7 ) :, 10.,, : (1 ) :? (2 ) : A B, A B 2, A,, (3 ) : ;,, : ; (4 ) : ; (5 ) : (6 ) :,, 1999 Coca-Cola

140 2000 (7 ) (8 ) :,, (9 ) 11., 12. B, A B,, B,,,, :, (1 ), (2 ),, (3 ),, (4 ),

,,, : : : ; ; :

142 :,,,,,,,,,,,,,?,, 1. :, : (1 ) ( Launch Meeting ) :, (2 ) (3 ) :,, (4 ) : (5 ) : (6 ) : Vitamin C,?,

143 7 ) :,?,, : [ ] ;, ;, ;? ;, 2. 3.,,,,,, 4. :,,,, 5.?,, :

144 1 ), (2 ) (3 ),, 6. : 2000 3, 60%,,,, : 2000,,,,, :,,, 7.,,,,,,,,,,

145,,,, 5,,,,? 8.,, :,,,,,,?!,, 9., 10.,, 11., 1 + 1 > 2,

146 Win Win,,, 12. 13.,,, 14. 15. :??,

147. M RSA,, :, :,,,,,, 2. / EP O,, ; G-CSF, 10%, 30 % ; 3., 1995, SCH RIN G- PLOU G ROC HE,,, A, 1, 2, 150 /

148 B, 2, 2, 90 / 7 14, A B, A 150 /,, A 4.,,, ( Qd ) ( Tid), :, 1967 E1( PGE1) ;, ;,,,,?, 5. :, A, ASO TAO A,, A,, 5,,

149 A 49,! A,,,, 6. M RSA,?, ; EPO, H b 7.,?,!,, A B A, B B, 8., 9. M SD, ;, M SD,,, 10.,,,

150 : 8 31 1000, 9, ; 500,, 11., ;,,,,,,,,,?,?,,,,,? 12.,,,,? 13., ; ; ;, 90%,, Double Call,

151 4.,,, 15., 16.,, IN TERNET, :,,!,,,, 17.,,,, 18.,,,,

152 1., 2.,,,, 3., 4. / / /, / ;,,,, ;,,,,,, 5.,,,,

153,,,?,,,,,,,, 1.,,?, ;,,,,,, 2.,,, :, :, 3.,,

154, 4. (),,,,,, 5.?? :,,,,,,,!,?, ( )

155 ) ( ) (1 ) (2 ) (3 ) (4 ) (5 ) (6 ) (7 ) :

156.,,,,,, 90%,?,? 2.,,,!?, ;, ;, ;, ;,, 3.,,,,, 30, W TO,,,!,,2010 GDP!

157.,,,, 5. (1 ), :,, (2 ), (3 ) (4 ), (5 ) 1 4,? ;,, 10, 6.,, 7. 3,,

158., :,!,,, 9.,? 1999,,,,,,, 10. :, 11.,?,,,? 12. 4,?,,,

159 3., [ ] Forum Corp1982 : :, /, (, / ) : ( ) (),,,,,,,,,

160,, 4 :????,, :, 1. (1 ) ( ) : :,, :, :, QD TID (2 ) : : : :, 2. (1 )

161 2 ) :,, (3 ) : (4 ) :, (5 ) :, (6 ) :, ;, ; (7 )

,,, 1.,,,, 2.,,,, 3.,,,

163.,, ; Forum Corp1982,, : salesmanship 1. (1 ),,,,, 2. (2 )

164, DA TA,, 1. Desire:,,,,,, :!!!!!,,, :?,??,,,, :,,, 2. Ability:,,,,,,, ;,, ;,,, ;,,,

165. Temperament:,,, Temperament, Assets,,,,,,,, 4. Assets:,,, :, ;,, ( GDP ),, MBA,,,,,,, ( T he Greatest Salesman In T he World ) :

166,,,,,,,,,,,,,,,, ;,,,,,,,!,,, ;,,,,,,,,,, :

167!?!?!!,,??,,,, ( OBJ EC TIVES ), ( ACTION P LA N),,,,,,,,,, :,,,,

168. : (40% ) : (50% ),, ;, ;,, ;,, : (8 % ) : (2 % ),,,,,,,,, : 2. : (1 ),,, (2 ), ; /, / (3 ),

169. 5,, : :,, ; :,, 75% ; :,, 75% ; :,, 50% ; :,, 50%,,,,, : (1 ) (2 ) (3 ) (4 ), (5 ) (6 ) (7 ) (8 ) (9 ) (10) (11) (12) VIP (13),

170 14) (15) (16) (17) (18) (19) / (20), 5 (1 5 ), 1, ; 5,1, 5 1 1 2 3 4 5 2 1 2 3 4 5 3, 1 2 3 4 5 4, 1 2 3 4 5 5 1 2 3 4 5 6, 1 2 3 4 5 7 1 2 3 4 5 8, 1 2 3 4 5 9 1 2 3 4 5 10 1 2 3 4 5 11 1 2 3 4 5 12 1 2 3 4 5 13 1 2 3 4 5 14 1 2 3 4 5 15, :,

171, 15,,,,,,,

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173 ) 2. ( ) 3. ( ) 4. (, ) 8000 4000 2000 500 500 5. ( ) ( ) ( ) ( ),,,, :

174 ) ( ) ( ) ( ) 4,, : : : : : : : : : : : : : : : : 1. 2. 3.

175. 2. 3. 4. 5. 6. 7. ( ) A B C D : 1000 ;500 ; 200 ; : 600 ;300 ; 100 ; : 300 ;100 ; 50 : 100 ; 50 ; 20,,,, [ ] MAN,

176, : Money: ( ) :, ;, Authority: ( ), ;,, ;,,, N eeds : ( ),

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178 1 )?? (2 )? (3 )? (4 )? (5 )? (6 )? (7 )? (8 )? (9 )? (10)? (11)? (12)? (13)? (14)? (15)? (16)? 5,, : :,,, ; :,, ; :, ; :,, ; :,,,, (17)? (18)? (19) BP?,, 2 5 :, ( R EPAIR RE PAI R REP AIR )

179.,, :, 10% () ; 20% ( ) ; 30% () ; 50% ; 70% ;,, 90 % :!, 3.,,,,,,,,,,,,,, :,,

180,, 1.,, ( NEEDS) : DDI,, :, : 50%, 5% 5%, 50%,,, :, ;, ;,,,,,,,,,,,,,

181 1 ) :,,,,,,,,,,,, 7,,?,,,,,

182 : ;,,, (20, ),, 20%, : : ; ; 50% ( ),,,,,,, Double Call :, :,,,! :

183,,,,, ;, ; ; ; :, ;, ;, ;,,, ; ;,,, (2 ) :,, :, 35 ;, 3 1

184 ),,,,,,,,, ;,, ;,, ;, ;, : ; ; : ; ; ;, : ;, : :,

185 ARDS ARDS., :,, :, : 8 15 /, :,

186 FEAT URE ) :, : (1 ) DDS (2 ) 85% (3 ) TID (4 ) 25 / (5 ) (6 ) 1 % (7 ) 1400 (8 ) (9 ) 8 % ( BENEF IT) :, IV QD 1400 1% DDS 25 / A 10%,, 5, B 7,, 8 % C 5 %, 60%

187 [ ],,,,,, ;, ;, ;,! [ ] (1 ) ; ;,,,, (2 ),,,,,, (3 ),,,,,

188 4 ),,!,,,,,,, :, ;, ;,,,,,, :, ;,, ;,,,,, :, ;, ;, ; ;,,,,,,?,?,?,,

189, ;, ;, : (1 ) (2 ) (3 ) (4 ) (5 ),,,,, :????????, 1. ( Motivation),,,

190, INTE RNE T ;,,,,, (1 ) :,,,?,, : :,, / :, ;, ;, ;,, 5 ;, ;,, ( ), (2 ),, :

191,, : :,,,,, :,, :,?? 5?,,? : : :, ( SP EA KE R) : 1.2 2 : 0.9 1.2

192 :, :, :,,, ( ),, 3 (3 ) :, ARDS?, E PO,,?? TID,?,? :,, TID,,,,, :

193,,, B TID,,,! A!? :, 40% :,,,? 2. (1 )?, ( General Information) ; ( Specific Customer N eed s) ; ( Specific Customer A ttitudes ) GSS, (2 )?,,,, :

194,, (3 ) ( Opening Question s) ;, ; ;,???,? ( Closed Questions ) ; ; ;,??,?,??

195, A B,,,, :, 39, 40? ; :,,? :? ;,? 5, 10?,?,?,?, : :,????? A B??,

196,,,,,, :, :,,,, ; 3. :,,,,,,,,

197,? (1 ) : ; ; (2 ) : ; ; ; ; ; ; ; ;, ;, (3 ) : :, : :, :,, : ; ; ; ; :

198!!!! :,,,,,,,,,,, :,,,,,,, ;,,,,,,,

199, :, 3,,?,,,,,,,, :, :, B?, 2?? (4 )?,,,,,,

200 5 )?,?,???,??,? 4., ( F )---------------------------( B) (1 ), :,, () ( ),,,,,,, (2 )?, :,

201 M RSA,, ( ), ( ),, : ABC? / (3 ) : :,, 1 : ( ) A,,, A :

202 A ( ) B, M A, DDS 1/ 10,, ( ) B, ( ) :, ( ) 2 : :,? NO,, ( ) :, PG PG ;70% ; 5 ( ) (4 )?,,,,,

203 :,!,,,,,,,,,,, ;,,,,,, :?,?,,?,,?,,? ( ),,, ;,

204. ( Q UA TATIO N), : (1 ) :, (2 )? ( WH EN), 4300 ;, ; 95%, 2000 12 ; : :? : : : ABC,? :,,? (3 )? : GM P

205 VCD 4 ) ( H OW) : ; ;,, 3, AB CD, AB,,,,, 1997 3, 2347 ABC [ ],,

206,, : A,, :,,,,, ARDS 6. ( CLOSING), : ( ),,, ( ) (), :!!!,,!? (1 )?

207 0, (2 ),,,,,,,,, : : A, B??????,?

208,??,??? :,,, :,,,,,,,

209,,,,,,,,,,,,,, OK,,,,! (3 )

210,,,,,,,,, : ;, : :, 2, 5?,,?,,???,?,,? (4 ),

211 : (5 ) : ;, ;,,,,,,,,,,, ABC, 14 ABC,

212,,,? :, 5, : :,,? :, :,, A B,, 10 A, A, A, B A,,,,,, :,, MA N,,

213,,,,,, : 1 2 3 51.3% 21.1 % 14.5%,,,,,, :, /,,,, :,, :

214, 5%, 100%? :, :, :,,,,,,,,,,,,,,,,,,, :,, : A( A ), A A B, B,

215,,, 5,,,,,,, 3,, ;,,,,, 3 3,,,,,, 1., 10%, : (1 ) ; (2 ),, :

216 ABC, ABC 160 /, 30, 5 2,?,???,,,,,,, (), 3, AB CDE,,,, (, )

217, Commission 15 %?,?,,, (, ;!!),?, :,! (: )? ( LEA RN TO SA Y NO) 2., (1 ) : ; ; (2 ) :, ;,,, COOL, ;,

218 ; ( ),,,,,,, (3 ) : :????, :, :

219, () (4 ) : ABC, CBA,! :,,,,, : ;,,,, ; 3. (1 ) :,,,,,,

220 ) (2 ) : (3 ) :,,?,? : ; ; ; ; :,

221?!,,,,,,,,,,, :,,! 1. (1 ) ;,, (2 ), 1/ 2,, 1 4 VIP 1,,,,

222 3 ),,,,,, :????? (4 ),,,, 2.,,, :,,,,,, 3.,

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224 6 ), (7 ), (8 ),, (9 ), (10),, (11), (12) ( EYE-CONTACT ) :,,, (13) (14) :, (15) :, 1 m 0.3 m,,, : : (1 ) (2 ),,, : (1 )?????

225 2 ) 50, (3 ) (4 ) (5 ) (6 ) ( ) (7 ),, 50! : (1 ) 7 (2 ) :, ; (3 ) : ; : (1 ),, (2 ) (3 ),,,, : (1 ) :, (2 ) :, (3 ) :,

226, 1.,,,,,,, 2., VIP, :, 3. (1 ) :,,,,, (2 ) :, :, ;,

227 ; / :,,, OTC,,, (3 ) :, 3 :,,,, :,,,,, (1 ),, (2 ), :,

228,, (3 ), (4 ), :!, :?! (5 ) (6 ), (7 ), (8 ),,,,,?, 3,? (9 ) (10),

( TEAM WORK),,,,,,,,, 10 :,,,,,,,,,, : :, ;,

230,, ( Time Management),,,? Ray Joseph,,,,,,,, 37,8, 700,, 2 4,,,,,,, 1., 10 : (1 ) :, ;, (2 ) (3 ), (4 ), (5 ) : ;

231 6 ), (7 ) (8 ) (9 ), (10),,, :,,,,,,,,,,,,,,, 2.,,, : 100

232. (1 ) :,,, :, (2 ) :? 3,? 4,? 4,?,?,?,???, (3 ) :,,

233,, 4.,, 15,,, :??? 4 :, 5 : A = ; B = ; C = ; D = ; E =

234 A B Management by objectives, MBO),20 50, MBO,,,, 20000,,,,, 1. : :,,, :,,,,,,,, :, 5,,,,

235. :,,,? :, ; = :,, 3.,, 7 : (1 ),, 100 (2 ) : 100? (3 ) : 100,,, (4 ) : (5 ) :? (6 ) : (7 ),, (2 ) : (1 ) (2 ) (3 ) (4 ) (5 ) (6 )

236. (SMART ) SPECI FIC: MEASURABLE : ACHIVABLE : REALIST IC: TIME :, 5. (1 ),,, (2 ), (3 ), (4 ), (5 ) (6 ) : 30% (7 ), 1, 4, (8 ) (9 ), 6., : (1 ) :,,,,

237 2 ) : : 3, 9, 5, 25, ;,, 1. (1 ) 75% ; (2 ) ;,,,, (3 ),, 84%, (4 ), (5 ),, ;, ;, 2.,, : (1 ),,

238 : :,,,, (2 ),,!,,,,, (3 ),,?,,,,,?

239 :,! :,! 1. SMAR T, :,,,, : WRIT T EN, 10 20, 1 2 2, 5 1 10 25, 1200 10 25, 10 VIP 2. 1200 2500 20 % 5 % 6 20

240., 4. ( BRAIN S TOR M, ) :,,,,,, 5. 3 M, 4 :, (1 ) (2 ) (3 ) (4 ) 6. : 7. ( Action Plan) 5W2H : 5W2 H Who??? :???

241 ) 5W2 H Where When What Why How H ow much????????????????,,,??????? 2000? 3000? CD Perfume? Ticket for opera? 8. ; 9.,,,,, :???? 8,, : / / / /? /

242,,,,,,,,, 1. 10 : (1 ) (2 ),,,,, (3 ) (4 ) (5 ) (6 ),, (7 ), (8 ) (9 ),, (10)

243.,,,, ( ) :, : (1 ) : : SMAR T, (2 ), (3 ),, :, :, ;, (4 ) (5 ) (6 ) (7 ),,,,, : (1 ) (2 ), (3 )

244 4 ), (5 ),,? (6 ) 80/ 20, 20% KILLE R,! : 5 ABC, 300 ABC; 20%, 60 ABC; 4 ABC ; 7200 (, 4 ) : 10% 8 ABC?

1.?, 2.?,,, :,,, 1. :

246 1 ) (2 ) (3 ) (4 ) :, (5 ), (6 ) : : (1 ) (2 ) (3 ) (4 ) (5 ) (6 ), (7 ) :, 2. ( Hospital Lecture) :, (5 W1 H ) : Why??,, : ; ;, ; ; ; 2

247 ; WH O???, ; ; When?? : ; :, : :7 30 8 30 :8 00 9 00 :9 30 11 00 :11 00 12 00 / / 10 20,,,, Where?,,, H OW? :

248 3. (1 ), :???????? (2 ), :???? (3 ) :, : : :, : : :, (4 ) : ( Tell them what you will t ell them) :

249 Tell them) : ( Tell them what you have told them) : (5 ) ( 10 ) : : 10% 15% ( 1 2 ) : 50% 60% ( 5 6 ) : 20% 30% ( 2 3 ) : 5 % 10 % (0.5 1 ) (6 ) : ; 4. (1 ) : : /, DATA S H OW : (2 ) : : : / : : / / (3 ) / : (, ) ; (, ) ; KISS ( KISS PRICI PLES ) : Key words only() ; I topic per transparency/ slide(/ ) ; Six lines max (/ 6 ) ; Six words per line max ( 6 )

250,, / / 5. / /, 5 2,, DJ! 6. (1 ) :,, (2 ) :,,,,, (3 ) : ;

251 4 ) :, (5 ) :, : (6 ) : : ; ;, :, 7. (1 ) :,, 3 10 20 :? (2 ) : :

252,,,,, 1/ 1000 1/ 100,,,,?! 6,,,6, (3 ), : ; ;,,,, (cool ),,?,,,

253 ; ; 8. :!,,? (1 ) Cozaar, ACEI Cozaar (2 ) ABC,, ABC,, 4 (3 ),! :,,

1.,,, 2., ; ; ; ; 3.,,,,,,

255., 20 5. 6. ; ; 7. ;,,, 1998 11,,,,,,,,,,,,

256 1. Commission Rebate, :,, :,,,,!, 20, :!, ( 5% ),,,,,,,,,, (1 ),,, (2 ),,

257 (3 ) (4 ) ( ), W TO, (5 ) (6 ), (7 ), (8 ) (9 ) : (1 ),,, (2 ) (3 ) (4 ) (5 ) 2. (DISCOUNT),, :, 5000, 1000,, 5%, 2 %

258, : 5%,,, :, ;,,,,,, 3.,, : :,,,! 4., 3/ 4?,, (1 ),??,?

259 2 ),, 2/ 3, 1/ 2,, (3 ) 1/ 2, : (1 ),,, double call (2 ), (3 ), (4 ), (5 ), VIP 5., : (1 ), (2 ), (3 ), 3 5 (4 ) : ;, (5 ),, (6 ) (7 ) (8 ) (, ) (9 ) (10), (11), (12),,

260., : 7., ;!,,! VIP,, : (1 ) (2 ) (3 ) 8.,, VIP,,,, : (1 ), (2 ) (3 ), (4 ),,, 9. 4 : (1 ) :

261 VIP (2 ) :,, ( 3) / :, / : (4 ) :, 10. 11.,,,, 12. VIP VIP, ;, 13. ( ) 14.,

262 15. ( ), 16. ( ) 17. ( ) 18.,,,,, 5 20 19. : 20. ( ) 21. Launch meeting,,,,,, 22.,,,, ( ) ; ;,

263 3. ( ) 24. ( ) 25. (1 ) (2 ),, (3 ), 26. ( ) 27.,, FDA,? ) ( ) 28. ( 29. /

264 0. ( ) 31. ( ) 32. ( ) 33. ( DIRECT MAILING) ( )

265 () ()

266 1 2 3 4 5 0 1 2 3 4 5 0 1 2 3 4 5 * : - 0-5

267 A B C D E F G : A ; B ; C ; D ; E A B C D E F G

268 ) A B C D E F G * : A ; B ; C ; D ; E 0 1 2 3 4 5

269 ) 0 1 2 3 4 5

270 : : /

271 ) / : A ; B, ; C ; D ; E ; F ; G

272 : : : : / : 1. ; 2. ; 3. : :

273

274 ( ) : : : 1. ; 2., ; 3.,

275 1 80% ; 80 % 2 20%, 3, 8 4 5 7 30 6,,, 7 :,, 8 48 9 / / 2 10 /

276. [ ],,, :,1996 2. [ ] J,,, :,1998 3. [ ] ( Koch, R.),, 80/ 20,, 1999 4. [ ] ( F reemantle, D.),,,,1999 5. [ ],,,, 1996 6. [ ] Thomas T. Nagle & Reed K. H olden,,, :,1998 7. [ ],,,,1995 8. :,:, 1993 9. :, :, 1995 10.[ ],,,,1998 11.[ ],,, :,1997 12.,,,1998 13. [ ] ( Carnegie,d.),,,,1998 14. :,:,1998 15. [ ],,, :, 1999 16. [ ],,, :,1999 17.,,:,1999 18. [ ],,,,1999

277 9., 500, :,1999 20.,,, 1999 21. [ ],,, :, 1999 22.,,,1997 23.,,,1999 24.,,, 1999 25. [ ],,,,1999 26. [ ],,,,1999 27. [ ],,,, 1998 28. [ ],,,, 1998 29. [,,,1999 30. [ ],,,,1998

278,,,,,,,,,, 2000,, :,,,,,,,,,,,, 2001 2 28