Rural tourism marketing: Lavender tourism in Turkey / Marketing do turismo rural: Turismo lavanda na Turquia

ABSTRACT: This study aimed to comprehend rural tourism marketing through the visitors' eyes and discuss its sustainability. What makes rural tourism marketing more sophisticated and complex is that it is a service marketing, associated with agricultural activities, natural conditions and rural areas, and the main providers have no experience in rural tourism or service marketing. The study investigated perception of visitors in a small village, Kuyucak, in the Southwest part of Turkey, where rural tourism based on lavender production has recently developed. Results of the analysis of 175 questionnaires completed by visitors online showed that more than half of the respondents had heard and got information about the village via social media. Although, the main purpose of their visit was stated as nature/rural experience and recreation/holiday, the primary motivation of the majority was taking and sharing photos via social media tools. Appearance of lavender and previous social media sharing are very important determinants in the decision-making and expectations of visitors. Results of the factor analysis showed that two components composed of the variables regarding pre-visit perception and the physical conditions of the village together explain sixty-five per cent of the overall satisfaction. The most important component in decision making of visitors was found their perception before visiting, which means that what they expected to see was more important than what they actually saw, which was represented by visitors' satisfaction. Making visitors experience their pre-visit perception will contribute to the sustainability of rural tourism activities benefiting the area.

RESUMO: Este estudo teve como objetivo compreender o marketing do turismo rural através dos olhos dos visitantes e discutir sua sustentabilidade. O que torna o marketing do turismo rural mais sofisticado e complexo é que ele é um marketing de serviços, associado a atividades agrícolas, condições naturais e áreas rurais, e os principais provedores não têm experiência em turismo rural ou marketing de serviços. O estudo investigado a percepção de visitantes em uma pequena aldeia, Kuyucak, no sudoeste da Turquia, onde o turismo rural baseado na produção de lavanda se desenvolveu recentemente. Os resultados da análise de 175 questionários preenchidos pelos visitantes online mostraram que mais da metade dos entrevistados ouviram e receberam informações sobre o vilarejo pelas mídias sociais, e embora o objetivo principal de sua visita tenha sido declarado como natureza experiência rural e recreação feriado, a principal motivação da maioria foi tirar e compartilhar fotos através de ferramentas de mídia social. O surgimento da lavanda e o compartilhamento prévio de mídias sociais são determinantes muito importantes na tomada de decisões e expectativas dos visitantes. Os resultados da análise fatorial mostram que dois componentes compostos pelas variáveis relativas à percepção pré-visita e às condições físicas da aldeia, juntos, explicam 65% da satisfação geral. O que foi considerado interessante foi o componente sobre a percepção deles antes de visitar, o que significa que o que eles esperavam ver era mais importante do que o que eles realmente viram e encontraram o que foi representado pelo componente em evidências físicas sobre a satisfação dos visitantes. Fazer com que os visitantes experimentem sua percepção pré-visita contribuirá para a sustentabilidade das atividades de turismo rural e seus benefícios na área.

Research on differentiated marketing strategy of ASEAN market for development of Chinese patent medicine based on principal component analysis and hierarchical clustering method / 中草药

With high-tech, high added-value, and independent intellectual property rights, Chinese patent medicine (CPM) is one of the most important exporting categories in Chinese materia medica (CMM), and its overseas development has become an important symbol of international recognition for CMM. With the implementation of the Belt and Road Initiative and the acceleration of bilateral economic integration, CMM trade between China and Association of Southeast Asian Nations (ASEAN) is facing with great potential and opportunities. ASEAN market is bound to be a vital breakthrough in the globalization of CPM and has strategic significance for its transnational operation. Since ten member countries of ASEAN have obvious differences in their economic development, market size, and medical and health levels, this paper aims to establish evaluation index system, further subdivide the ASEAN market by means of principal component analysis and hierarchical clustering method, and put forward different marketing strategies for each segmented markets including developed market, emerging market, potential market, and secondary market, hoping to provide useful advice and reference for the globalization of CPM in ASEAN or even in European and American main market.

Study on Integrated Marketing Strategy of the Internationalization of Traditional Chinese Medicine under the Background of "Belt and Road": Based on Burke's Identification Theory / 世界科学技术-中医药现代化

There is a pressing need to promote the overseas innovation and development of traditional Chinese medicine (TCM) in building the "Belt and Road".However,TCM still faces great challenges in the process of internationalization at the present stage,because the backwardness of the international marketing management,cultural differences between China and the west and lack of R&D in turn.It causes indefinite international market position,low brand awareness and low international influence.Therefore,this research explored the internationalization identity of TCM in building the "Belt and Road" from the perspective of Burke's identity theory,put forward ways to realize the international identity of TCM in the aspects of experience,emotion and culture,and constructed the integrated marketing strategy framework of government marketing,industry marketing and enterprise marketing based on STP marketing tool.It would be beneficial to promote the international cognition and influence of TCM,in order to realize the TCM internationalization.

Tendências metodológicas em marketing: entre as contribuições dos grupos focais as abordagens contemporâneas / Methodological trends in marketing: from the focus groups to the contributions of contemporany approaches

Percebe-se nas pesquisas em ciências sociais uma predominância histórica dos métodos quantitativos sobre os qualitativos, como parte da influência do pensamento positivista. Contudo, na atualidade, em contextos cujo foco se dá sobre os fenômenos intrínsecos às relações humanas (que por sua vez se inserem em um cenário social mais amplo), as abordagens qualitativas têm ganhado espaço. Se considerado o campo de estudos do marketing, mais especificamente do comportamento do consumidor, e em consonância com as demandas do mercado, algumas técnicas neurocientíficas vêm despertando a atenção, tanto por permitirem melhor avaliação de produtos quanto, com menor profusão, por facilitarem desenvolvimentos em branding (gerencia¬mento da marca), embora poucos estudos neurocientíficos em marketing venham sendo conduzidos na América Latina. O presente estudo apresenta uma atualização das tendências metodológicas que despontam no marketing, com ênfase em (1) grupos focais; (2) segmentação de mercado a partir da dis-tinção entre shoppers, consumidores e usuários; (3) neuromarketing. Em relação a este último, são apre¬sentadas ferramentas neurocientíficas (EEG, fMRI, ECG, RGP e rastreamento ocular) para a avaliação de aspectos não-declarativos do comportamento. Após a apresentação destas tendências, são discu¬tidas as possibilidades de integração que delineiam, sob a premissa de se fortalecer o campo.

When it comes to social sciences, one can detect a historical prominence of qualitative over quantitative methods, as part of the influence from positivist though. However, at present, in contexts where the focus is on phenomena intrinsic to human relations (which in turn are part of a broader social scenario) the qualitative approaches have been expanding. If one considers the marketing fields of study, specifically consumer behaviour, and in line with the market demands, some neuroscientific techniques have been emerging that allow a better product evaluation as well as, to a lesser extent, facilitate developments in brand management, though only a few neuroscientific studies in marketing have been conducted in Latin America. The present study offers a review of the methodological trends that emerge in marketing, with emphasis in (1) focal groups; (2) market segmentation stemming from the distinction between shoppers, consumers and users; (3) neuromarketing. Regarding the latter, neuroscientific tools are presented (EEG, fMRI, ECG, RGP and eye-tracking) for evaluation of non-declarative aspects of behaviour. Once these trends are presented, integration possibilities are discussed, for the sake of strengthening the field of study.

Comparative Study on Marketing-mix Strategy of 100 Well-known Brand Drugs both at Home and Abroad in Chinese Drug Market / 中国药房

OBJECTIVE:To provide references for domestic pharmaceutical enterprises in making marketing-mix strategy. METHODS: ?2 test was performed to analyze the numbers of the product strategy,price strategy,place strategy and promotion strategy included in marketing-mix strategy of 100 well-known brand drugs (74 domestic brand drugs versus 26 foreign brand drugs),and the regular patterns for the application of the strategies were summarized. RESULTS & CONCLUSIONS: There is great difference between domestic brand drugs and foreign brand drugs in product strategy and price strategy. In terms of product strategy,the foreign drug enterprises attach more importance to concept marketing strategy than domestic counterparts do;as for price strategy,the domestic drug enterprises prefer low price-high promotion strategy while the foreign counterparts prefer high price-high promotion strategy. However,the difference between Chinese drug enterprises and foreign counterparts in channel strategy and promotion strategy is non-significant.

Marketing Strategy of the Third Medical Terminal after the Implementation of Essential Drug List / 中国药房

OBJECTIVE:To provide suggestion for the marketing of the third medical terminal after the implementation of essential drugs list. METHODS:Retrieved from relevant literatures,the marketing situation of the third medical terminal after the implementation of essential drugs list was analyzed to put forward some advices. RESULTS & CONCLUSION:After the implementation of essential drugs list,market of the third medical terminal such as suburban pharmaceutical market,community clinic and private clinic became important place where pharmaceutical companies raced to enter into. Pharmaceutical enterprises should improve channel management,pay attention to public relation with government and adopt several marketing approaches to develop enterprise according to relevant policies.

Marketing Strategy of Pharmaceutical Enterprises Under the New Condition of Medical System Reform / 中国药房

OBJECTIVE: To provide reference for Chinese pharmaceutical enterprises to promote marketing strategy under the new condition of medical system reform.METHODS: The marketing strategies for pharmaceutical enterprises under the new condition of medical system reform were analyzed systematically from aspects of the pharmaceutical target market,marketing concepts and pricing system.RESULTS & CONCLUSIONS: Under the new medical system,the pharmaceutical enterprises have to reconsider their marketing strategies such as by marching into primary level market,adjusting their marketing concepts from aspects of strengthening brand innovation construction and reorganizing the staff structure of marketing team etc,and adjusting pricing strategy etc to achieve a sustainable satisfactory development.

Physicians' Prescription Behavior-based Marketing Strategy of Pharmaceutical Enterprises / 中国药房

OBJECTIVE: To offer reference for Chinese pharmaceutical enterprises in formulating a physicians' prescription behavior-based marketing strategy. METHODS: A survey and analysis was carried out by reviewing pertinent literature and interviewing experts. RESULTS: Physicians' prescription behavior was influenced by many factors. Most pharmaceutical enterprises had inertia thinking in formulating marketing strategies in that they put an emphasis on the quantity rather than the quality of information available to physicians, which has caused the unsatisfactory sales performance. CONCLUSIONS: The pharmaceutical enterprises could improve the efficiency of sales performance by analyzing physicians' prescription behavior, getting rid off inertia thinking and taking corresponding strategies.

A Study on Dining-Out Behaviors of Community for Marketing Strategy of Local Foodservice Industry / 대한지역사회영양학회지

The purpose of this study was to propose the marketing strategy for the local foodservice industry which can lead to successful business in keen competitive foodservice industry by adapting community residents' dining-out behaviors. A total of 350 adults (291 collected; 102 men and 188 women) was surveyed with a questionnaire about the frequency of dining-out, company when out to eat, proper price for one meal, reasons why one chooses a specific restaurant, and general information. Data was analyzed by SPSS/win 7.5. Over the 1/3 of residents (36.3%) ate out 1 - 2 times a week and slightly over the 1/4 of residents (26.4%) did so 1 - 2 times a month. Usually men did more dining out than women. Teachers/ professors' (52.6%) dined out 1 - 2 times a week. Respondents with 1 - 2 million won of monthly income (46.4%) ate out 1 - 2 times a week. Almost 3/4 of respondents chose Korean restaurant. The main factors affected selecting the specific restaurant were 'cleanliness of food and atmosphere of restaurant', and 'reasonable price'. More than 1/3 of respondents (38.9%) answered 5,000 - 8,000 won was reasonable price for eating-out. Respondents in 20's dined out with friends (70.4%) and friends (43.0%) chose the specific restaurant; on the other hand, the other age groups usually dined out accompanied by family (60.7 - 73.7%) and respected spouse or children's opinion when selecting a restaurant. Thus, the menu must be reevaluated from the customers' view point and nutritional status for the well-being of community residents.

Hospital Brand Marketing Strategy Based on Ethical and Moral Integrity / 中国医学伦理学

As China's medical and health reform continued to deepen,the medical service market increased competition,hospitals should be how to effectively grasp the clientele and further develop the medical services market.In order to compete in the rapid development of a brand through hospitals,and build credibility ethical system,updating operating concepts and adjust marketing strategies to expand service channels,expansion of service.

On the Marketing Strategy of Chinese Pharmaceutical Retail Chain Enterprises / 中国药房

OBJECTIVE:To provide reference for Chinese pharmaceutical retail chain enterprises in making marketing strategy.METHODS:According to the organization and operational model of Chinese pharmaceutical retail chain enterprises,their practicable marketing strategy was discussed.RESULTS & CONCLUSION:Chinese pharmaceutical retail chain enterprises should make practicable and feasible marketing strategy to promote market competition ability basing on self-condition.

Misunderstanding of Marketing and Marketing Strategies of Licensed Pharmacists Association in China / 中国药房

OBJECTIVE:To provide references for the improvement of licensed pharmacists associations in China.METHODS:To analyze the misunderstanding of marketing and marketing strategies of the licensed pharmacists associations in China.RESULTS&CONCLUSIONS:The licensed pharmacists associations in China should acquire the marketing idea of market guide and society guide,and optimize grouping the product strategies,place strategies,promotion strategies,prize strategies in order to realize the goal of marketing management of the organization.