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商品編號： 9-586-013 出版日期： 1985/09/13 作者姓名： Rangan, V. Kasturi 商品類別： Marketing 商品規格： 19p 再版日期： 2007/07/12 地域： Bangladesh 產業： Healthcare service industry 個案年度： 1983 - 1983
商品敘述：
Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an agreement with the government of Bangladesh to conduct a social marketing program, with the objective of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI managers were meeting at PSI''s Washington, D.C. headquarters to discuss 1984-86 marketing strategy for two products: Raja condoms and Maya birth control pills. Of particular concern was the fact that the marketing approach that had proven extremely successful for Raja was yielding poor sales results for Maya. The PSI managers needed to devise an action plan for improving Maya Sales.
涵蓋領域：
Developing countries;Exchange rates;Marketing management;Marketing strategy;Corporate social responsibility
相關資料：
, (9-587-058), 20p, by V. Kasturi Rangan;, (9-887-506), 15p, by V. Kasturi Rangan
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