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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 .
THANK YOU