Presnyakova V. Scientifical-methodical approaches to realization of retail sales audit on an example of hormonal medical products

The thesis is devoted to working out of scientifically proved approaches to realization of retail sales audit of medical products and to improvement of activity of subjects of the pharmaceutical market on the basis of its results. Modern directions of retail audit in pharmacy have been systematized and approaches to its carrying out have been developed methodologically. Principles of control at stages of formation of information base of retail sales audit have been formulated. The complex market analysis of hormonal medical products according to retail sales audit have been carried out. The list of the medical products containing female sex hormones which should be in assortment of pharmaceutical institutions have been proved. Consumers preferences at acquisition of hormonal medical products in a specialized pharmacy have been defined. Directions of improvement of activity of a specialized pharmacy of hormonal medical products have been recommended. The competitive analysis of the domestic pharmaceutical enterprises positions has been made. Modeling of sale of hormonal medical products in a pharmacies network has been spent. Approaches to an efficiency estimation of marketing decisions on the basis of retail sales audit data have been proved.