THE ROLE OF INFORMATION FOR GLOBAL MARKETING - EDUCATIONAL AND PRACTICAL ASPECTS

The selection of company strategy for international market appearance is an essential part of implementation the global marketing. Given the fact that this process is influenced by a diverse range of factors, it is necessary to research and report frequently about the dynamics. The research of market environment is one of the most essential company activities. Information is the base of the market assessment as an opportunity to company entry, as well as for establishing a balance between the marketing-mix tactics in accordance with specific conditions set out by the local markets. Some of the huge problems in the transition economies are closely connected with education and practice connected to the global marketing issues. It is very significant to understand that marketing is not only a theory, but also an amount of knowledge created and carried through the experience in the business practice. The low level of theoretical and practical knowledge of this problematic is a serious flaw in global assessment process, especially in relation to local countries and regions, including the specific marketing functions of the company. The initial step should be implementation of theoretical and practical knowledge in the process of the company’s information needs definition, and then to carry out further implementation of other phases of the process. The transition of economic and political system in Macedonia created favorable circumstances on education that sought to understand and employ the market system logic. The fundamental goals have been to achieve reflective, practical and analytical skills for those involved in management or marketing and for those who want a better understanding of the nature and process of management and marketing within broader contexts.Information; Management; Marketing; Education; Institution; Globalization.

THE ROLE OF MARKETING IN SME’S DEVELOPMENT IN REPUBLIC MACEDONIA

The SME's currently need to upgrade their knowledge and skills to respond the complex market needs, in order to make their position and competitiveness on the market. There is a very close connection among marketing orientation and the level of development of small business. Among other macro and institutional factors, marketing has become one of the most important for SME's development. To be competitive means to create optimal marketing mix by using the four marketing instruments: product, place, promotion and price (4P). The situation of SME's in the Republic of Macedonia is characterized by disturbances in their development through the period of transition. The reasons for such situation are focused mainly on the highest (macro) level, but there are still some opinions that firms are not very innovative or creative in implementing the real marketing concept in practice. The owners or managers in this SME's are not aware or educated in the sphere of marketing and the possibilities for implementation of business activities. Responding to the consumer needs should be a base for creating the whole strategy and the process of consumer satisfaction has to be an indicator for the development small business. This should be a base for creating the contemporary relationship management concept in order to make a real business strategy for positioning the SME’s in order to increase the completeness on the market.Marketing orientation; SME’s development; Marketing concept; Promotion; Integrated communication

Level of Education and Health Status of the Different Social Groups: Case Study Macedonia

The educational level is an important indicator within the socioeconomical status for health evaluation and a powerful instrument in promotion of population’s health. In 2000 a study conducted in R. Macedonia, in 15 municipalities with different gross national product per capita, encompassing 1129 examinees older than 18 years. The results of the conducted research showed statistically significant association of the educational level with the morbidity. Higher morbidity emerges in persons that are illiterate (78,57%) and in those who have completed only 1-3 elementary school grades (77,08%). There is also an interaction between the mortality and the educational level. Persons with lower educational level have higher mortality rate. What kind of interaction is there between the educational level and the positive health? People with lower educational level are more susceptible to diseases; they are less informed which leads to a poor health. Morbidity and mortality rates are lower in people with higher educational level, who also have high level of self-informing that augments their health awareness and culture, leading towards positive health. According to many research studies, the mechanisms that link education to positive health are the employment and self-satisfaction with the job, healthy lifestyle, psycho-social resources etc. There is a mutual negative effect between poverty and lack of education that provides skills and information needed for managing the stress situations life brings with itself. Education, employment and incomes increase the capacity of self-control, and that condition strengthen the health in relation to the environment The social support, which is most frequent in persons with higher educational level, promotes health and decreases mortality through physiological mechanisms of the environment. People with higher educational level most likely will look for preventive health care (yearly check-ups for health control, immunization and other preventive examinations) and will probably not abuse alcohol and drugs. Preparation of various programs for applying the health education will contribute in the process of directing the individual to correct behavior that leads towards positive health, opposite the hostile influences of the social environment, which leads to bad quality in health (based on the education)

Discovering Strategic Behaviour of Multi-Agent Systems in Adversary Settings

Can specific behaviour strategies be induced from low-level observations of two adversary groups of agents with limited domain knowledge? This paper presents a domain-independent Multi-Agent Strategy Discovering Algorithm (MASDA), which discovers strategic behaviour patterns of a group of agents under the described conditions. The algorithm represents the observed multi-agent activity as a graph, where graph connections correspond to performed actions and graph nodes correspond to environment states at action starts. Based on such data representation, the algorithm applies hierarchical clustering and rule induction to extract and describe strategic behaviour. The discovered strategic behaviour is represented visually as graph paths and symbolically as rules. MASDA was evaluated on RoboCup. Both soccer experts and quantitative evaluation confirmed the relevance of the discovered behaviour patterns

МЕТАФОРАТА ВО ЈАЗИЧНАТА КОНЦЕПТУАЛИЗАЦИЈА НА ЕМОЦИИТЕ (СО ПОСЕБЕН ОСВРТ НА ФРАЗЕМИТЕ СО ЗНАЧЕЊЕ СТРАВ ВО МАКЕДОНСКИОТ И ВО РУСКИОТ ЈАЗИК)

This article illustrates how important role metaphor plays in understanding a phenomenon as complex as the nature of emotion and how the human body influences the conceptualization of emotion. A lot of emotion metaphors are biologically rooted and based on physiologically conditioned responses to various stimuli. Well-known example of such biologically-based linguistic metaphor is fear is cold. The purpose of this article is to make a comparison of the metaphorical models applied on idioms denotiong fear in Macedonin and Russian language following the similar studies made for other Slavic languages

Најчести бактериски изолати од примероци од рани – тригодишна студија

Aim: The aim of our study was to determine the most common bacteria isolated from wound samples and tо compare the frequency of the resistant bacteria isolated over a 3-year period. Material and methods: During a three years period (2017-2019) a total of 11 863 wound samples (wound swabs, punctuates, exudates, tissue, etc.) were obtained from the hospitalized patients in the University Clinics of the ,,Mother Theresa” campus, the City hospital ,,8th September” and the University Clinic for surgical diseases ,,St. Naum Ohridski” in Skopje. All samples were processed at the Institute of Microbiology and Parasitology, Faculty of Medicine, Skopje. They were examined by standard microbiology techniques. Identification and susceptibility of microorganisms were done by both standard methods and automatized Vitek 2 system. Results: Out of a total number of samples, which was 3 463 in 2017, 4 127 in 2018 and 4 273 in 2019, positive were 2 068 (60%), 2 302 (55.8%) and 2 387 (55.9%), respectively. From the total of aerobes/facultative anaerobes (2 758, 2 949 and 3 279 in three consecutive years, 2017, 2018 and 2019, respectively), Staphylococcus aureus was the most predominant isolate (19.5%, 16.6%, 16.9%) followed by Enterococcus spp (16%, 16%, 16.7%), Pseudomonas aeruginosa (12%, 13%, 12.7%) and E. coli (10%, 10.4%, 10.7%). Considering anaerobic bacteria, the percentage of Gram positive anaerobes (Peptostreptococcus) has decreased from 33% to 18% out of a total number of anaerobes, unlike Gram negative anaerobes in which the increasing percentage was mostly observed in bacteria of the genus Bacteroides (from 39% to 45%). The percentage of the resistant strains of MRSA, CNS-MR and VRE was almost the same in that period. In Gram-negatives the percentage of ESBL-positive isolates of E. coli and Enterobacter spp. increased consecutively from 2017 to 2019. The increase in the percentage of resistant strains was more noticeable in ESBL-positive isolates of Klebsiella pneumonia between 2017 and 2018, but in 2019 a percentage decrease can be observed. Considering carbapenem-resistant (CR) Enterobacterales, an increase in the resistance was noticeable in K. pneumonia. The increase in the percentage of resistant strains in Enterobacter spp. between 2017 and 2018, as well as the decrease between 2018 and 2019 was statistically significant. The percentage of CR-isolates of Pseudomonas aeruginosa was from 30% to 38% and for Acinetobacter spp. this percentage was from 81% to 85%. Conclusion: The knowledge of the most commonly isolated bacterial pathogens, especially the presence of resistant bacteria, is crucial and should be continuously monitored in order to understand, construct and update effective treatment algorithms and guidelines.Цел: Цел на студијата е да се детектираат најчестите бактерии изолирани од примероци од рани и да се спореди процентот на резистентни бактерии во тригодишниот период. Материјал и методи: Во период од три години (2017-2019) беа земени вкупно  11 863 примероци од рани (брисеви, пунктати, ексудати, ткиво и др.) од пациенти хоспитализирани во Универзитетските клиники во кампусот ,,Мајка Тереза”, Градската болница ,,8. Септември” Универзитетската клиника за хируршки болести ,,Св. Наум Охридски” во Скопје. Сите примероци беа обработени на Институтот за микробиологија и паразитологија, Медицински факултет, Скопје. За обработка беа користени стандардни микробиолошки техники. Идентификацијата на бактериите, како и одредување на нивната осетливост кон антимикробни средства беше направена со стандардни и автоматизирани методи (Vitek 2- систем).  Резултати: Од вкупниот број на примероци кој изнесуваше  3 463 во  2017, 4 127 во 2018 и 4 273 во 2019 год., позитивни беа 2 068 (60%), 2 302 (55,8%) и 2 387 (55,9%), последователно. Од вкупниот број аероби/факултативно анаероби (2 758, 2 949 и 3 279 во три последователни години, 2017, 2018 и 2019 год.), најчесто изолирана беше бактеријата Staphylococcus aureus (19,5%, 16,6% и 16,9%), потоа Enterococcus spp (16%, 16% и 16,7%), Pseudomonas aeruginosa (12%, 13% и  12,7%) и E. coli (10%, 10,4% и 10,7%). Од анаеробните бактерии, беше детектирано намалување на процентот на Грам-позитивните анаероби (Peptostreptococcus) од 33% на 18%, од вкупиот број на анаероби, за разлика од Грам-негативните анаероби каде беше детектирано зголемување на тој процент, особено кај бактериите од родот Bacteroides (од 39% на 45%). Процентот на резистентни соеви (MRSA, CNS-MR и VRE) беше речиси идентичен во испитуваниот период. Кај Грам-негативните бактерии, беше детектирано зголемување на процентот на ESBL-позитивни изолати на E. coli и Enterobacter spp. во периодот од 2017 до 2019, а кај  Klebsiella pneumoniaе во периодот од 2017 и 2018 имаше зголемување, а во 2019 намалување на тој процент. Во однос на карбапенем-резистентните (CR) ентеробактерии, кај К. pneumoniae беше детектирано зголемување на процентот на резистентни изолати во сите три години, додека, пак, кај Enterobacter spp. тој процентот беше повисок меѓу 2017 и 2018, а во 2019 год. статистички значајно понизок. Процентот на CR- изолати на Pseudomonas aeruginosa беше помеѓу 30% и 38%, а за Acinetobacter spp. овој процент беше меѓу 81% и 85%. Заклучок: Потребно е континуирано мониторирање на најчесто изолираните бактерии од примероците од рани, особено присуството на резистентни бактерии, со цел примена на соодветни алгоритми и водичи за ефективен третман на инфекциите на рани. &nbsp

Евалуација на (1,3)--d-гликан есеј во дијагноза на инвазивни инфекции со Аspergillus

Invasive fungal infections caused by Aspergillus are a significant problem in immunocompromised and critically ill patients and associated with increased morbidity and mortality. Early diagnosis of invasive aspergillosis is still a big clinical and diagnostic challenge. Conventional methods are not sensitive enough, and therefore, there is a need for rapid, more sensitive methods for early diagnosis of invasive fungal infections with Aspergillus. The aim of this study was to evaluate the diagnostic performance, sensitivity and specificity of serological panfungal (1,3)-b-D-glucan marker compared to conventional method for diagnosis of invasive fungal infections with Aspergillus. Material and methods: Specimens of 125 patients divided into 4 groups (group I - immune deficiency, group II - prolonged ICU stay, group III - chronic aspergillosis, group IV - cystic fibrosis), classified according to clinical diagnosis and EORTC/MSG criteria, were analyzed at the Institute of Microbiology and Parasitology, with conventional and serological methods, during a period of two years. Results: A total of 71 isolates of Aspergillus were confirmed in this study. Four isolates were recovered from bloodculture of patients with primary immune deficiency. With BAL culture, Aspergillus was detected in the group of chronic aspergillosis (63.33%), followed by the groups of cystic fibrosis (56.67%), primary immune deficiency (51.43%), and the group with prolonged ICU stay (43.33%). Sensitivity and specificity of BAL culture were: 64.29% and 100%, 59.09% and 100%, 54.55% and 12.5%, 100% and 54.17%, in I, II, III and IV group, respectively. In 79.1% (53/67) from positive BAL cultures in all groups, A. fumigatus was confirmed, of which, 32.1% (17/53) in group III, followed by group I – 26.42% (14/53) and group IV – 26.42% (14/53), and 15.1% (8/53) in group II. Other species confirmed in BAL were A. flavus 16.42% (11/67) and A.terreus 4.48% (3/67). Sensitivity and specificity of the serological panfungal (1,3)-b-D-glucan (BDG) marker were: 64.71% and 85.71%, 50% and 87.5%, 36.36% and 50%, in groups I, II and III, respectively. No positive findings of the panfungal (1,3)-b-D-glucan (BDG) marker were found in the group with cystic fibrosis. Conclusion: The results obtained in this study have demonstrated that a positive (1,3)-b-D-glucan assay highlights the value of this test as a diagnostic adjunct in the serodiagnosis of invasive fungal infections with Aspergillus, and along with the results from conventional mycological investigation, helped in reaching a timely antifungal treatment with a favorable clinical outcome.  Инвазивните фунгални инфекции со Aspergillus претставуваат сериозен проблем кај имунокомпромитираните лица и критично болните лица, и се асоцирани со зголемен морбидитет и морталитет. Рана дијагноза на инвазивната аспергилоза е сѐ уште голем клинички и дијагностички предизвик. Конвенционалните методи не се доволно сензитивни, и заради тоа, се наметнува потреба за брзи и посензитивни методи за рана дијагноза на инвазивни фунгални инфекции со Aspergillus. Целта на оваа студија беше да се евалуира дијагностичкиот перформанс, сензитивноста и специфичноста на серолошкиот панфунгален маркер (1,3)-b-D-гликан споредено со конвенционалниот метод за дијагноза на инвазивните фунгални инфекции со Aspergillus. Материјал и методи: Примероци од 125 пациенти, поделени во 4 групи (група I - имун дефицит, група II - пролонгиран престој во ЕИЛ, група III - хронична аспергилоза, група IV - цистична фиброза), и класифицирани според клиничката дијагноза и EORTC/MSG критериумите, беа анализирани на Институтот за микробиологија и паразитологија, со конвенционални и серолошки методи, во тек на две-годишен период. Резултати: Вкупно 71 изолат на Aspergillus беа потврдени во оваа студија. Четири изолати беа докажани во хемокултура, кај пациенти со примарен имун дефицит. Со култура на БАЛ, Aspergillus најчесто беше детектиран во групата на хронична аспергилоза (63,33%), по што следуваа групите со цистична фиброза (56,67%), примарен имун дефицит (51,43%), и групата лица со пролонгиран престој во единиците за интензивно лекување (43,33%). Сензитивноста и специфичноста на културите на БАЛ беа: 64,29% и 100%, 59,09% и 100%, 54,55% и 12,5%, 100% и 54,17%, во I, II, III и IV група, соодветно. Во 79,1% (53/67) од позитивните култури на БАЛ во сите групи, беше докажан A.fumigatus, од кои, 32,1% (17/53) од група III, потоа 26,42 % (14/53) од група I и 26,42% (14/53) од група IV, како и 15,1% (8/53) од група II. Други специеси потврдени во БАЛ беа A.flavus 16,42% (11/67) и A.terreus 4,48% (3/67). Сензитивноста и специфичноста на серолошкиот панфунгален (1,3)-b-D-гликан (BDG) маркер беа: 64,71% и 85,71%, 50% и 87,5%, 36,36% и 50%, во групите I, II и III, соодветно. Не беа детектирани позитивни наоди од панфунгалниот (1,3)-b-D-гликан (BDG) маркер во групата со цистична фиброза. Заклучок: Резултатите од оваа студија покажаа дека позитивен наод на (1,3)-b-D-гликан ја истакнува вредноста на овој тест како дијагностичко надополнување во серодијагнозата на инвазивните фунгални инфекции со Aspergillus, и заедно со резултатите од конвенционалните миколошки испитувања, помагаат во навремена примена на антифунгална терапија, и постигнување поволен клинички исход.