Schuurmans A J, Smidts A
Erasmus Universiteit Rotterdam, Faculteit Bedrijfskunde.
Tijdschr Diergeneeskd. 1990 Apr 1;115(7):307-20.
Linked to the theoretical framework of marketing in the veterinary practice, as explained in Schuurmans and Smidts (1) pp. 1-10 and Schuurmans and Smidts (2), an empirical research project has been undertaken. This research gives insight into the extent to which practices base their services on a marketing orientation. By means of telephone inquiries among a sample of 166 veterinarians, this was investigated. The research shows that veterinarians think more in a product-oriented way than in a market-oriented way, and they do not use all the opportunities a marketing orientation could bring to their services. This expresses itself, among others by not using market segmentation, by the inadequate use of the marketing mix elements communication and distribution, and by the fact that the opportunities of the marketing information system are hardly applied. By means of further research in individual practices it might be possible to give concrete advise fit for that practice. Research among the clients of the veterinarians might, beside many other kinds of research, also give valuable insights.
如舒尔曼斯和斯米茨（1）第1 - 10页以及舒尔曼斯和斯米茨（2）中所解释的那样，与兽医实践中的营销理论框架相关联，我们开展了一项实证研究项目。这项研究深入了解了兽医实践在多大程度上基于营销导向来提供服务。通过对166名兽医样本进行电话询问来对此进行调查。研究表明，兽医们更多地以产品导向而非市场导向进行思考，并且他们没有利用营销导向能够为其服务带来的所有机会。这表现为，除其他方面外，不进行市场细分、对营销组合要素中的沟通和分销利用不足，以及几乎不应用营销信息系统所带来的机会。通过对个别实践进行进一步研究，有可能给出适合该实践的具体建议。除了许多其他类型的研究之外，对兽医客户的研究也可能提供有价值的见解。
