[Marketing in veterinary practice; a theoretical framework]

An increase in the number of veterinarians, while at the same time the number of animals has remained constant, has resulted in growing competition. By extending the range of products and by enlarging the veterinarians' scope of activities this competition can be decreased. A marketing-orientation will be helpful in this respect. This article indicates in which way marketing concepts can be used in a veterinary practice. The services of the veterinarian will be looked at by means of the Abell approach. This focuses on the functions performed by the services and examines, per function performed, for whom this might be interesting and which alternatives there might be. Next the concept of market segmentation is filled in for a veterinary practice by means of a hypothetical example. The marketing mix (product, place, price, promotion and personnel) is given considerable attention. The last element of marketing in a veterinary practice that is discussed here is the marketing information system. In a next article the question will be answered how marketing-directed the Dutch veterinarian works nowadays. To find this out research has been done; 166 vets were interviewed by telephone for approximately 40 minutes each.