ABSTRACT
In response to and expansion upon Wilkie and Moore's examination of marketing's contributions to society, the pharmaceutical marketplace is discussed. It is important to characterize the pharmaceutical marketplace as having some qualities similar to traditional markets, but several unique attributes necessitate its separate definition. This section discusses the pharmaceutical marketplace in the United States and globally. In particular, it describes the size and scope, the entities involved (“buyers”), and how its activities fit into classic marketing functions. The buyers are described from the purchasers of raw materials to the consumer. The distribution network developed is vast and able to respond to market needs rapidly. Information is disseminated up and down the channels, and advertising serves to educate consumer and caregiver alike. Responses to consumer demands have resulted in enhanced patient care and a variety of treatments for a myriad of diseases and conditions. The pharmaceutical marketplace is described as an efficient market that benefits the buyers in our society.