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THE PHARMA REVIEW (MAR 2010)

Defining Operating and Reference Markets

Alok Sengupta

Introduction
Markets are dynamic and changing at a fast pace. The challenge lies in understanding this phenomena and matching the pace. Every marketer wants to exceed this pace, but at best we can just match the pace. During my interaction which marketing managers, several brand managers and budding product executives, I have noticed this common thread of thoughts. They ask “is this my market”, “are these my competitors” and “where are my customers”? These classic questions are not thrown to superiors or research agencies, but to themselves. For simplicity let us talk about the very nature of this market, The pharmaceutical market is simple yet complex, lucid yet perplexed. Let me give you an example, which will help you concur with my observation:

 

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