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                                 
                         
                              
                                                   
                             
                     
                                   
                                   
                            
                                                           
                                       
                     
                 
                       
                       
                                
                                                         
                                                
                                               
                                                           
               
              
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               
                                       
                                                                                                         m ar k et ing  &  t el em at ica
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                                  
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                                                                  
                                                                                                                                                                
                                                 
                                             
                                  
                                               
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                                                                                                                                            
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                                                                                               
                                                                                      
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                                                                                          
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                                                                         
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                                                                                                                                                                                                                   
                                                                                                                                                                                                                     
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                                                        
                                                                                   
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                                              
                       
                                                                                        
                                
                       
                           
                                                                                                                                                                                                                                            
                       
                   
                                                         
                                                                      
                                              
                                                              
                                                                
                                                               
                                 
                          
                                                        
                                             
                                                                              
                                                               
                                                  
                                                                               
                                                
                       
                                                    
                       
                                                      
                                                        
                                                                                                              
                                                      
                                                                   
                                                                    
                        
                                                                         
                    
                                                  
                         
                
                                                                           
                                                                            
                                    
                                                                   
                  
                                                                                         
                                                                                                                            
                                              
                                                                      
                                            
               
                                           
                                                                                             
                                                                                                 
                                                                       
                  
                 
                       
               
                                                                                                                                                                                                                                 
                 
                           
                         
                                                                 
                  
                    
                                                              
                  
                                                                  
                  
                                                                                                                                             
                                                                                                                
                                                                                                                     
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                                                                                                                                       
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                                                                                              
                                                                                                                 
                                                                                 
                                                                                                                
                                                                                    
                                                                                       
                                                                                                                                                                    
                                                                                                  
                                                                                           
                                                                                   
                                                                                                               
                                                                              
                                                                                 
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                                                                                                 
                                                                                           
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                                                                                    
                                                                                                                                                           
                                                                                                                       
                                                                                               
                                                                                                                 
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                                                                                                                  
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                                                                                                     
                                                                                                  
                    Osserviamo quindi, un canale Parafarmacia che, negli ultimi 5
                                                                          anni è cresciuto numericamente e in termini qualitativi di
                                                                          estensione dell’offerta, dove gli operatori hanno saputo
               hanno un’ampia gamma d’offerta che comprende dalla         riorganizzare la propria struttura mantenendo superfici
               Cosmetica ai prodotti per il Bambino.                      adeguate ad un territorio che, spesso, non è quello urbano
               Nel corso delle interviste MMAS che sono state condotte a  (più di giurisdizione della farmacia) ed ottimizzando i costi                            
               tutti gli operatori, le categorie che sono state citate come le  attraverso un contenimento del personale addetto in
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                                                                                       
                                                                                    
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                                                                            
                                                                           
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                                                                                                                    
                                                                                                                         
                                                                                                                           
               più vendute sono: la Cosmetica nell’ 82,2% dei casi, la    negozio.                                                                          
                                                                                                     
               vendita e il noleggio di apparecchiature biomedicali (come  In linea tendenziale, il canale Parafarmacia sta conquistando
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                                                                                                                    
                                                                                                             
                                                                                       
                                                                           
                                                                          
                                                                                    
                                                                                     
               Aerosol, Sfigomanometri, Idropulsori) per il 71,8%, i prodotti  sempre più un posizionamento specifico nel mercato della                                                                            
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                                                                                                    
                                                                                     
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                                                                                               
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                                                                                                                         
                                                                            
                                                                                                                                   
                                                                                                                           
                                                                                                                 
                                                                                                           
                                                                                                                     
                                                                                                                  
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               OTC e Farmaci da Banconel 64,2%, i prodotti fitoterapici, di  salute e della cosmetica che, dopo il primo decennio di
                                                                            
                                                                                                                        
                                                                                                     
                                                                                                    
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                                                                                                                                   
                                                                                                                          
                                                                                                        
                                                                                                                      
                                                                                                        
                                                                                                                 
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                                                                                                 
                                                                                                       
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                                                                                                       
                                                                                                           
                                                                                          
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                                                                                                                                                      
                                                                                           
                                                                                                                                                         
                                                                                                                                                              
                                                                                                                                                               
                                                                                                    
                                                                                                                                                          
                                                                                           
                                                                                                                                                                 
                                                                                                                                                 
                                                                                                         
                                                                                                                                             
                                                                                                    
               erboristeria e omeopatia, ciascuno mediamente nel 25%      adattamento e di confronto con la domanda del                                                                               
                                                                                                                
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                                                                                                        
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                                                                                          
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                                                                                                                              
                                                                            
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                                                                                                                                         
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               delle citazioni.                                           consumatore, potrà diventare un riferimento nella vendita di                                    
                                                                                                                 
                                                                                                                                       
                                                                                                                    
                                                                                                             
                                                                                                               
                                                                                                                    
                                                                                                                            
                                                                                                           
                                                                                                                                            
                                                                                                                                                             
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                                                                                                                              
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                                                                            
                                                                                                                                         
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                                                                                        
                                                                                                    
               Tuttavia i responsabili delle Parafarmacie non hanno       alcune categorie di articoli più voluminosi e che richiedono                                                                                                                                                                              
                                                                                                                                                                  
                                                                                                                                                           
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                                                                                                                                                           
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                                                                                                                                                              
                                                                                                                                                               
                                                                                                                                               
                                                                                                                         
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                                                                                                         
                                                                                                                     
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                                                                                                                                                           
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                                                                                                                                                             
                                                                                                                                                            
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                                                                                                                                                                       
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                                                                                                                          
                                                                                                                                                         
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                                                                                                                                                                  
                                                                                                                                                                  
                                                                                                                                             
                                                                                                                           
                                                                                                                                                                   
                                                                                                                                                                      
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                                                                                                                                                                      
                                                                             
                                                                                                                                        
                                                                                                          
                                                                                                                                           
                                                                                                                                                                   
                                                                                                                                                                  
                                                                                                                                         
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                                                                                                                                                                    
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                                                                                                                      
                                                                                                                                                                   
                                                                                                              
                                                                                                       
                                                                                                                                                                   
                                                                                                                                                                   
               dimenticato di menzionare articoli come la Calzatura (8,7%),   spazio fisico di esposizione.                                                                                                      
                                                                                  
                                                                                              
               i prodotti di Oral Care (8,1%) e il Non Food per il Bambino                                                                                                                                                 
                                                                                                    
                                                                                 
                                                                                            
                                                                                            
                                                                                              
                                                                                            
                                                                                            
                                                                                                                                                         
                                                                                                                                                                    
                                                                                                                                                                     
                                                                                            
                                                                                            
                                                                                            
                                                                                           
                                                                                                                                                    
                                                                                            
                                                                                                                                                      
                                                                                            
                                                                                            
                                                                                            
                                                                                            
                                                                                                                                                          
                                                                                                                                                             
                                                                                                                                                         
                                                                                                                                                         
                                                                                            
                                                                                      
                                                                                            
                                                                                            
                                                                                            
                                                                                           
                                                                                            
                                                                                            
                                                                                            
               (7,1%) (Fig. 2).                                           GianPaolo Macario                                                                                                                                                                                                                                                                            
                                                                              
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                                                                              
                                                                              
                                                                                                                                              
                                                                              
                                                                              
                                                                              
                                                                                     
                                                                            
                                                                              
                                                                             
                                                                              
                                                                              
                                                                              
                                                                              
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                                                                              
                                                                                                                   
                                                                                     
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                                                                                        
                                                                                       
                                                                                       
                                                                                        
                                                                                        
                                                                                        
                                                                                          
                                                                                        
                                                                                       
                                                                                                                  
                                                                                       
                                                                                        
                                                                                        
                                                                                        
                                                                                        
                                                                                        
                                                                                          
                                                                                                             
                                                                                                                                   
                                                                                          
                                                                                        
                                                                                        
                                                                                        
                                                                                                               
                                                                                         
                                                                                       
                                                                                         
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                                                                                     
                                                                              
                                                                              
                                                                                                                
                                                                                                                
                                                                                                                    
                                                                                                                                                                        
                                                                                                                                       
                                                                                                                
                                                                                                               
                                                                                                                  
                                                                                                                 
                                                                                                                
                                                                                                                    
                                                                                                               
                                                                                                                               
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                                                                                                                                                                                                                                                                                           
                                                                                                
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                                                                                                                  
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                                                                                                            
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                                                                                                         
                                                                            
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                                                                                                                                    
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                                                                                                                                                   
                                                                                        
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                                                                                                 
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                                                                                                                        
                                                                                                                                   
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                                                                                                                                                  
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                                                                                                                         
                                                                                                                                                                        
                                                                                                                          
                                                                                                                                                                                                                            
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                                                                                                                                            
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                                                                                                              
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                                                                                                                      
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                                                                                                                      
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                                                                                                                        
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                                                                                                                                          
                                                                                                                                                                         
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                                                                                                                                                 
                                                                                                                                                            
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                                                                                                                                                               
                                                                                                                                                                
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                                                                                                                                                                        
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                                                                                                                                   
                                                                                                                            
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                                                                                                                                              
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                                                                                                                                                                                
                                                                                                                                           
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                                                                                                                                    
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                                                                            
                                                                                                                  
                                                                                                                        
                                                                                                                            
                                                                                                                      
                                                                           
                                                                                                                       
                                                                                                                             
                                                                                                     
                                                                                                                    
                                                                                                                   
                                                                                                            
                                                                                                                                             
                                                                                                                     Bellezza
                                                                                              
                                                                                
                                                                                                     
                                                                                             
                                                                                  
                                                                                                                                35   Farmacia                                              
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                                                                                                                  
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                                                                                                                     
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                                                                                                          
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                                                                                                                    
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                                                                                                                          
                                                                                             
                                                                                   
                                                                                                
                                                                                               
                                                                                      
                                                                                            
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                                                                                    
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                                                                           
                                                                                                                                
                                                                           
                                                                                                                                
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                                                                                           
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                                                                                                                                                 
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                                                                                                                            
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                                                                                                                           
                                                                                             
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                                                                                                            
                                                                                                                         
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                                                                                                                                     
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                                                                                                                                                                                                                                       
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                                                                              
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                                                                               
                                                                                                                                      
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                                                                           
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                                                                                                                                                                                    
                                                                                                                                                          
                                                                             
                                                                                                                                           
                                                                                                        
                                                                                                                                                   
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                                                                                                                                 
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                                                                                                      
                                                                              
                                                                             
                                                                                                                                                                                                                                                   
                                                                          
                                                                                                                              
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                                                                                                           
                                                                                                
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                                                                                                                     
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                                                                                                                           
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                                                                                                                                                                                                                   
                                                                                                                       
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                                                                                                                                                                      
                                                                             
                                                                            
                                                                                                                                                                                                                                                                                     
                                                                              
                                                                                      
                                                                                  
                                                                                            
                                                                                      
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                                                                                
                                                                                                                                            
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                                                                                                                                              
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                                                                                                                                                                                                       
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