Advanced Training

Table of contents• Idea of Business science• Marketing Definitions

Kotler Objectives of Marketing

• Defining Necessities Basic needs. Wants. Luxury Goods and Income.

• Competitive Advantage Definition. Sustainable Competitive Advantage (SCA)

• Medical Market• Closing Deal• COLOR DOPPLER TRAINING

Kotler

Dr. Philip Kotler  Marketing as

◦ “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”

Marketing was ◦ “meeting the needs of your customer at a profit.”

Dr. Philip Kotler  Marketing is often performed by a department

within the organization.

Objectives of marketing◦ Marketing’s key processes are: (1)opportunity identification, (2)new product development, (3)customer attraction, (4)customer retention and loyalty building, (5)order fulfillment. 

Dr. Philip Kotler 

"We argue instead that marketing must be seen as setting the strategic direction for the firm.  Peter Drucker stated it well over thirty years ago:  “A company has only two basic functions: innovation and marketing""

Defining Necessities

Defining Necessities Goals??? Something that everyone needs. There are

some things that everyone clearly needs just to survive, such as food, water, shelter, and clothing.

What is mean of want?

Relation between Income & luxury, Elasticity

The guidelines they’ve come up with aren’t all identical. And, as at least one source shows, the way ordinary Americans draw the line between necessities and luxuries can change as society changes.

Defining Necessities Basic Needs

◦ Can put in three broad categoriesItem Percentage of Americans calling it a necessity

2009 2006 1996Car 88% 91% 93%Landline Phone 68% not asked not askedClothes Washer not asked 90% 86%Clothes Dryer 66% 83% 62%Home Air Conditioning 54% 70% 51%TV Set 52% 64% 59%Home Computer 50% 51% 26%Cell Phone 49% 49% not askedMicrowave 47% 68% 32%High-Speed Internet 31% 29% not askedCable or Satellite TV 23% 33% 17%Dishwasher 21% 35% 23%Flat-Screen TV 8% 5% not askediPod 4% 3% not asked

Competitive Advantage

Competitive Advantage A superiority gained by an organization when it

can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. Competitive advantage results from matching core competencies to the opportunities.

Porter identify Two Types◦ Cost advantage ◦ Differentiation advantage

13

Types of competitive advantage

Low cost Differentiation

Cost leadership DifferentiationIndustry-wide

Niche Focus with low cost

Focus with differentiation

Market

Competitive strategies

Competitive Advantage Resources

◦ Patents and trade mark◦ Know – How◦ Customer base◦ Reputation of firm◦ Brand equity

Coca- cola market preposition Coca- cola

◦ Net income 2015 (7.351billion$)◦ Market Cap. May 2016 (192.8 billion$)

Video

Coca-Cola

Medical market is Inelastic.

Boundary barriers are high.

Competitive advantage of Our Company◦ Highly trained sales and technical engineers.◦ Superior after sale support.◦ Innovative and latest technological products.

Medical Market

Alkhalig Strategy

Diagnose the Barrier.

Use the Clock.

Count Your Change.

Sign Here.

Let Them Brag.

5 Tips for Closing the Deal

Introduction to Color Doppler Systems

Doppler Principle

Doppler Principle in USBlood cell NOT moving Blood cell moving forward/backward

Calculation Formula

θ

v

ff + fD ccos2

D

vff

fD: Doppler shift of the frequency

f: Transmitted frequency

v: Velocity of the blood

θ: Angle of incidence between the ultrasound beam and the direction of the flow

c: speed of sound in tissue

Color Image

Only B image

B and Color image

CFM: Color Flow Map

ROI: Region of interest

Color Mode

Color Doppler:Pixels assigned color based on mean velocity and direction.Areas within the image which contain flowing blood are assigned color information according to its direction and speed.

Color mode is also called CDFI mode (Color Doppler Flow Imaging) or CFM (color flow mapping)

Red towards probe Blue away from probe

Applications

Detect blood flow

Locate and differentiate vessels

Analysis the blood flow condition

Power Mode

Power Doppler:Pixels assigned color based on mean power

Function: to display volume of blood flow, especially at low velocity

Power mode is also called CPA mode. (Color Power Angio)

DirPower Image

Color Maps

Gray Scale Velocity Variance Power DirectionalPower

B mode Color mode Power mode

Difference-Color & Power

SensitivityDirectionVelocity

Angle effects

Application

YesYes

Yes

Normal velocity

NoNo

No

Low velocity

Normal High

Color Power

YesNo

No

Low velocity

High

Directional Power

PW Mode

Sample Volume

Angle Correction

Sample Line

Gray scale stands for:the amount of all RBCin that velocityin the sample volume.

Principle of PW

Elements are both transmitting and receiving sound waves.

The transmitting and receiving of sound waves are NOT in the same time.

PW: Paused-Wave Doppler

There is a Sample Volume.

PRF: Pause Repetition FrequencyTransmit Receive Transmit Receive …

CW Mode

Sensitive Region

Angle Correction

Sample Line

Gray scale stands for:the amount of all RBCin that velocityalong the sample line.

Principle of CW

Some elements are transmitting sound waves.

The transmitting and receiving of sound waves are JUST in the same time.

CW: Continuous-Wave Doppler

But there is a sensitive region.

The others are receiving.

There is NO Sample Volume.

HPRF

SV

SV2

SV3

SV4

SV1

Receive …T ReceiveT ReceiveT ReceiveT

When depth increases, velocity decreases. Application：

Detect blood flow with high velocity in deep areas， especially in heart.

Difference-PW & CW

Principle

ProbeVelocityLocateWindowApplication

All elements are transmitting and receiving sound waves.AllLowSample volumeYesAll

Phased array, pencil, otherHighSample lineNoCardiology, vascular

Pulsed-wave Continuous wave PW mode CW mode

Some elements are transmitting sound waves. The others are receiving.

Difference-PW & M

Principle

ObjectLocateApplication

HemodynamicsSample volumeCardiology

Tissue motionSample lineCardiology, vascular

Doppler Pulse-echoPW mode M mode

Gain

Too high Perfect Too low

Steer

ccos2

D

vff If θ = 90º, cosθ = 0, then f D = 0

Steer

Angle Correction

cos2c

ccos2

D

D

ffv

vff

NOT change the shape of the spectral.

JUST make the measurement results of velocity more closeto the true value.

Duplex and triplex

DuplexB (live) PW/CW (live)

TriplexB (live) PW/CW (live)Color (live)

Anatomical M Mode

Color M mode

TDI

Panoramic Imaging

Panoramic Imaging

Smart 3D/4D

Multi-rending modes- Surface: Fetal face, hand, foot, etc- Skeletal: Spine, bones.

Easy to acquire High resolution for diagnosis.

Multi Slice

C-Plane

- Display anatomical structure for diagnosis- View the same organ from different planes

S-Live

Vividly displays fetal face in shading light.

S-Depth

Different color to show anatomical depth

Endocavity volume probe

Help improve visualization in Gynecology studies, such as uterus, ovary and early pregnancy, IVF, etc.

AVC Follicle

Calculates the number and volume from a 3D ovarian volume. Helps improve efficiency and workflow of follicular assessment.

Automatic Volume Count Follicle

Elastography

Color Doppler machines

S2 portable machine. Weight 9 KG. Built in battery 2.5 hrs continous work . Monitor 15 inch LED. 2 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-5MHZ,24CM. Transvaginal 4-8MHZ,135⁰ FOV. linear 5-10 MHZ. Modes B,2B,4B,M,CFM,PDI,DirPDI,PW,HPRF. Functions THI,M tunning,M-scan. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM ,

DVD,VGA.

S11 trolly machine. Monitor 15 inch LED. 4 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-5MHZ,24CM. Transvaginal 4-8MHZ,135⁰ FOV. linear 5-10 MHZ. Modes B,2B,4B,M,CFM,PDI,DirPDI,PW,HPRF. Functions THI,M tunning,M-scan. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM ,

DVD,VGA.

S6 portable machine. Weight 9 KG. Built in battery 2.5 hrs continous work . Monitor 15 inch LED. 2 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-6MHZ,32CM. Transvaginal 4-9MHZ,200 ⁰ FOV. linear 5-15 MHZ. adult echo 2-4 MHZ up to 5 with THI. pediatric echo 4-7 MHZ up to 8 with THI. Mode

B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,CW,TDI.

Functions THI,M tunning,M-scan. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM ,

DVD,VGA.

Ssi-6000 trolly machine. Monitor 15 inch LED. 3 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-6MHZ,32CM. Transvaginal 4-9MHZ,200 ⁰ FOV. linear 5-15 MHZ. adult echo 2-4 MHZ up to 5 with THI. pediatric echo 4-7 MHZ up to 8 with THI. Mode

B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,CW,TDI.

Functions THI,M tunning,M-scan. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM ,

DVD,VGA.

S12 Trolley machine. Monitor 15 inch LED. Built in battery 1.5 hrs continous work and

2hrs stand by. 4 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-5MHZ,24CM. Transvaginal 4-8MHZ,145⁰ FOV. Smart abdominal 4D with 1066 frame/sec. Modes B,2B,4B,M,CFM,PDI,DirPDI,PW,HPRF. Functions THI,M tunning,M-scan. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM ,

DVD,VGA.

S22 Trolley machine. Monitor 18 inch LED & touch screen 8.5

inch. Built in battery 1.5 hrs continous work

and 2hrs stand by. 4 active probe connectors. All probes support 5 multiple

frequencies. Probes Convex 2-6MHZ,32CM. Transvaginal 5-9MHZ,200 ⁰ FOV. Smart abdominal 4D with 1066 frame/sec. support (S-live “5D” ,S-depth) Modes B,2B,4B,M,CFM,PDI,DirPDI,PW,HPRF. Functions THI,M tunning,M-scan. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM ,

DVD,VGA.

S30 Trolley machine. Monitor 19 inch LED & touch screen 8.5 inch. 4 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-6MHZ,32CM. Transvaginal 5-9MHZ,200 ⁰ FOV. Smart abdominal 4D with 750 frame/sec. support (S-live “5D” ,S-depth) linear 5-12MHZ. adult echo 1-5 MHZ. pediatric echo 3-8MHZ. Modes B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,CW,TDI. Functions THI,PHI,M tunning,M-scan , panoramic imaging,trapazoid. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM , DVD,VGA.

S40 Trolley machine. Monitor 19 inch LED HD& touch screen 10

inch. 5 active probe connectors. All probes support 5 multiple frequencies. Probes Convex 2-6MHZ,32CM. Transvaginal 5-9MHZ,200 ⁰ FOV. Smart abdominal 4D with 750 frame/sec. support (S-live “5D” ,S-depth) linear 5-12MHZ up to 16MHZ with THI. adult echo 1-5 MHZ. pediatric echo 3-8MHZ. smart vaginal 4D probe. Modes B,2B,4B,M,colorM,AMM,CFM,PDI,DirPDI,PW,CW,TDI. Archiving 500GB HDD. Support PDF report. Peripherals : 4 USB ports , DICOM , DVD,VGA.

Functions - THI , PHI - Micro scan - M tunning - Trapazoidal imaging - panoramic imaging . - color panoramic imaging. - contrast imaging. - elastography with linear (thyroid , breast ) - elastography with convex probe . - stress echo .

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