Marketing para la comercialización de servicios educativos. Un reto para la competitividad internacional / Marketing for the commercialization of educational services. A challenge for international competitiveness

Introducción: El comercio de servicios educativos se ha desarrollado a partir de la consideración de la educación como algo que se produce y se vende. Actualmente, las organizaciones de servicios, así como las educativas, solo perdurarán si compiten con éxito en los mercados nacionales e internacionales. Objetivo: Propiciar la concientización de la importancia de hacer competitivos los servicios educativos con que cuenta el Sistema Nacional de Salud en Cuba. Posicionamiento del autor: es criterio del autor, que en los servicios educativos que se ofrecen, debe primar el interés social, ya sea los que se ofertan con carácter público como los que se comercializan, pero sin dejar de tomar en cuenta la eficiencia, racionalidad y flexibilidad. Lograr un balance adecuado que permita la comercialización sin dejar atrás los objetivos sociales de la educación. Conclusiones: En el trabajo se demuestra que es posible comercializar los servicios educativos de ciencias de la salud, más allá de las fronteras nacionales, con una estrategia de marketing de calidad que los haga competitivos en el escenario internacional(AU)

Introduction: Trade in educational services has developed from the consideration of education as something that is produced and sold. Today, service organizations, as well as educational organizations, will only endure if they compete successfully in domestic and international markets. Objective: To raise awareness of the importance of making competitive the educational services available to the National Health System in Cuba. Positioning of the author: It is the author's discretion that in the educational services offered, the social interest must prevail, whether those offered publicly or those that are commercialized, but without neglecting to take into account efficiency, rationality and flexibility. Achieve an adequate balance that allows commercialization without leaving behind the social objectives of education. Conclusions: The work shows that it is possible to commercialize educational services of health sciences, beyond national borders, with a quality marketing strategy that makes them competitive in the international scenario(AU)

Comparative study of impact of marketing strategies of pharmaceutical houses on prescription practices of doctors rural vs urban

Background: Indian pharmaceutical market is fast going and there is a stiff competition amongst them as single product is marketed by different brand names. The pharmaceutical houses adopt different strategies to influence the physician to promote their products. These strategies are known to influence the prescription behaviour of physician, which may have variable impact among rural and urban doctors. Aim of the study was to compare the impact of marketing strategies of pharmaceutical houses on prescription practices of rural and urban doctors.Methods: The current crossover study was conducted among urban and rural doctors. A questionnaire consisting of 17 questions was presented to the doctors and their responses regarding different aspects of marketing strategies was recorded. Comparison between two groups was done using unpaired t-test.Results: Different strategies had impact on prescription pattern of doctors working in rural and urban institutions. All 17 parameters were affected similarly except e-mailing where urban doctors were more influenced (p=0.005).Conclusions: Present study indicates marketing strategies by different pharmaceutical houses do influence prescription pattern of physicians. Both urban and rural doctors were similarly affected except e- mailing which had more impact on urban doctors.

Women and tobacco: A total misfit or mis-unfit.

Women smokers are likely to increase as a percentage of the total. If the percentage of women who smoke in developing countries rise to the levels of men smokers, there will be more than 500 million women smokers in the next generation. Because women who smoke die from the same tobacco-caused diseases as men, such an increase will have dramatic effects on women's health and on the health and incomes of their families. In addition, women smokers are also at risk for developing cancer of the reproductive organs and osteoporosis. A gender perspective contributes to a better understanding of the epidemiological trends, social marketing strategies, economic policies, and international actions relating to women and the tobacco epidemic.

A Case Study on Establishment of the Authority for Newly-formed Foodservice and the Marketing Strategies for College Union Foodservice

This study was designed to : (a) investigate the present situations of a college union foodservice and suggest authority on establishing new college foodservice, (b) estimate the service quality attributes as perceived by students, (c) identify the effecting factor to customer satisfaction, and (d) formulate the plans and marketing strategies for the increasing usage rate of the foodservice in the future. The questionnaire that developed by interviewing student were conducted with 305 male and female students, who were registered for daytime classes. A total of 284 were usable and data was analyzed by the SPSS(ver. 11.0) for the descriptive analysis, factor analysis, reliability test, multiple regression analysis, t-test, and chi-square. The decrease in the usage rate of college foodservice by the respondents were influenced most by the 'taste of meal' and next by the 'distance'. The service quality attributes of foodservice currently under operation were evaluated above the average only for the 'price' while evaluated generally to be in the lower level of the average or under for others. As the overall level of satisfaction with the college union foodservice, most of the respondents showed the 36% for the 'dissatisfaction' and dissatisfied at 54.4%. Two service quality dimensions,[food . sanitation . service] and [price and comfortable environment] were derived from factor analysis and the reasons for decreasing usage rate of the college foodservice both the nearly located group from college union foodservice(NG) and the far away located group from college union foodservie(FG) indicated the 'poor taste' and the 'far distance', and the 'evaluation of students' dining room showed a low rating for the factor of [food . sanitation . service], [food . sanitation . service] was analyzed to have more influence to the overall customer satisfaction.