نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
Incentive marketing is a type of marketing and vaccine is one of the products that especially adults and the elderly need this type of marketing. If the marketing managers of companies have the ability to predict the possible future, they will be stronger in their planning. One of the most useful tools for predicting the future is the scenario. The aim of the current research is to develop suitable scenarios for vaccine marketing considering the aging population of Iran. The research is based on a constructivist paradigm, which was conducted with a practical orientation and in the form of a descriptive research and in a cross-sectional manner based on a survey approach (interview and questionnaire) and using library and field studies in 5 steps. Data analysis was done with the help of SPSS and Scenario Wizard software. Findings, the vaccine portfolio of 1414 considers the current vaccines and 6 other vaccines. Also, 29 variables affecting vaccine marketing were identified in the form of 7 factors affecting vaccine marketing. These 7 factors ultimately created two compatible scenarios. The research, due to its novelty and practicality, has contributed to the development of existing knowledge in the field of the vaccine market and health economics and shows a way to create demand and motivation for vaccine consumption among the elderly and adults, in the further growth and prosperity of this The industry should help and be successful in increasing the quality of life and lower treatment costs for the society and the government.
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