Ivchenko A. The marketing and farmacoeconomical approaches definition of market competitive potential of the trade mark of medicinal preparations for treatment of a ulcer of a stomach

In work the substantiation marketing and pharmacoeconomic approaches to definition of competitive potential of trademarks of antiulcerous medicinal preparations on the basis of results of analysis of dynamics of a case rate on a peptic ulcer of a stomach and a duodenum, monitoring of the market antiulcerous drugs, features of positioning of trademarks and their sires in competitive medium of the domestic pharmaceutical market, differences of consumption of antiulcerous medicines in ranges of Ukraine is conducted. The approach to definition of a strategic bargaining position of trademarks of medicinal preparations is offered and the model of formation of competitive potential of trademarks of analyzed bunch of drugs with allowance for an existing level of development and factors of influence on formation of perspective potential is developed. Perspective of segments of antiulcerous medicines and separate trademarks is estimated