Peculiarities of marketing communications in cultural marketing

Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture “consumption”.This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services.Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship

The role of strategic planning in relationship marketing

The evolution of relationship marketing has been one of the most talked about, partly because it not only proposed a radical change at the very beginning of the marketing action and philosophy, but also because of its complexity.Among many different issues regarding the relationship marketing, the one referring to the strategic planning process has been very little dealt with among the marketing specialists.The present article discusses this sensitive matter and represents a short insight into this complex dilemma: is planning possible or not when talking about commitment, trust, harmony, empathy with the consumer on a regular basis, during a lifetime relationship?   

Particularities of dental medical services and consumers in the context of globalization

Globalization determines a growth of competition but as well a growth of the opportunity to attract new customers. The dental clinics will have to keep in mind the new characteristics and features of the modern consumer who is more educated, more informed, more active in searching for products and services, more communicative with the providers and the other consumers and more inclined to the cognitive side.At the same time, although they have to admit the traits of the new type of consumer – for whom there are no borders, the clinics must perform marketing researches and be permanently connected to each patient in order to be aware of the particularities of the local communities and even of the individual traits because the present consumer is more demanding and wants unique non-repetitive consumption experiences.For a dental clinic, the globalization supposes a global thinking and global action, not the homogenization of products and services they offer, as well as considering their hybridization, especially from the cultural point of view

The Social and Economic Factors Influence upon the Healthcare Services Consumers Behaviour

The research in the field of healthcare services consumer behaviour represents a very complex task with multiple implications. The consumer behaviour is much nuanced depending on the type of services or products that we are referring on. In the case of healthcare services, the behaviour is more complex than other services and is influenced mainly by special motivations like the need for a proper health status or the need to recover from a certain disease. The present article is proposing a qualitative type research as an in-depth interview with dentists regarding their perception about the influence that social and economic factors can have upon the consumers’ behaviour. The results of the research suggest that the influence of social factors is very complex, from the simple more intense concern related with dental hygiene and appearance of teeth up to anxious behaviour and isolation in the case of patients with severe dental diseases that have affected their face bones structure or the capacity to chew and speak. These findings shows that the consumers’ behaviour can be shaped by the complex interaction of different factors, and the response from dentists and those in charge with the provision of dental healthcare services can make the difference between a sustainable consumption and a dramatic route of unsatisfied consumers’ expectations.

Healthcare services consumer behavior in the light of social norms influence

Healthcare services consumers’ behavior represents an multidimensional concept, that implies the cumulative effects of different factors. The process of consumption is very different and complex in the case of healthcare services due to the nature of the needs and consumption motivations on one hand and because of the complexity of the services itself on the other hand. Amongst the factors that are influencing the consumer’s behaviour, the social ones represent a particular type. In the case of healthcare services this is because the social interactions of the patients can contribute to their own perception regarding the post consumption satisfaction, or can influence the buying decision in the first place. The influence of social factors can be analysed on multiple layers – from the effect of the affiliation and adhesion groups to the effect of social norms and regulations.

Healthcare services consumer’s behaviour and sustainable development

Sustainable development has come into prominence in recent years as a concept that determines implications in all areas of human activity. Modern medical services are distinguished by a special position regarding application of the specific principles of sustainable development. This is because they are not only a necessary and useful tool to implement the concept of sustainable development at the scale of the entire human civilization but also an area of activity where sustainability is experiencing a complex application. In this context, health care consumer behaviour has also suffered substantial changes determined both by the technological evolution from the medical field and the large scale which phenomena such as social networks and communication technology has in the present. This article proposes a review of the evolution of the concept of sustainable development, its application in the medical field, with an emphasis on dental health services and final considerations on how consumer behaviour is influenced by the implementation, at the level of the medical organisations, of the principles of sustainable development.

Role of marketing in improving didactic activity quality in higher education

Increasing the competence level in teaching services has to be based on a thorough knowledge of both customer needs and the way they are willing to receive the information contents.Applying rigorous scientific marketing principles to the organization and operation of education services offers the fundaments of such a development.The present article outlines the results of a qualitative research – focus group – conducted on a sample of Spiru Haret University students, which had as a main goal identifying the most effective ways of communication in the student-professor relationship in order to design creative teaching materials, perfectly adapted to present educational needs.The conclusions of the research emphasized both the perception of the students regarding the definition of their own position during the education process, and the willingness to actively take part in developing the informational support suitable for educational services. The study also revealed aspects regarding the perception of scientific research, of the willingness to be involved in such a systematic and complex effort

How the marketing research affects the improvement in the dental doctor-patient relation

The relation between provider and customer in the services area, mainly medical, represents a fundamental desideratum. This type of relation derives from a two-way involvement of both parts at the entire marketing mix level. The base of new marketing strategies that imply effective relation models can only be built by setting out an ample time related investigation process of the mechanisms pertaining to the customer’s perception of the quality and the coordinates of the relationship with the provider. The article aims to investigate the mechanism leading to customer retention in the case of dental offices, both from the perspective of customers and providers.The authors conducted an in-depth interview-type qualitative research, which identified and pointed out the extent to which the marketing activity, as seen from the perspective of specific principles and scientific methodology, is implemented in the dental offices in Bucharest.The research was also focused on the perception of specialists, dental office/clinics managers or owners regarding the concept of customer retention, elements which could lead to keeping customers, and the image of the ideal office from the perspective of services adjusted to consumers.  

The development of emotion processing of body expressions from infancy to early childhood: A meta-analysis.

Body expressions provide important perceptual cues to recognize emotions in others. By adulthood, people are very good at using body expressions for emotion recognition. Thus an important research question is: How does emotion processing of body expressions develop, particularly during the critical first 2-years and into early childhood? To answer this question, we conducted a meta-analysis of developmental studies that use body stimuli to quantity infants’ and young children’s ability to discriminate and process emotions from body expressions at different ages. The evidence from our review converges on the finding that infants and children can process emotion expressions across a wide variety of body stimuli and experimental paradigms, and that emotion-processing abilities do not vary with age. We discuss limitations and gaps in the literature in relation to a prominent view that infants learn to extract perceptual cues from different sources about people’s emotions under different environmental and social contexts, and suggest naturalistic approaches to further advance our understanding of the development of emotion processing of body expressions

By the sound of it:an ERP investigation of human action sound processing in 7-month-old infants

Recent evidence suggests that human adults perceive human action sounds as a distinct category from human vocalizations, environmental, and mechanical sounds, activating different neural networks (Engel et al., 2009 and Lewis et al., 2011). Yet, little is known about the development of such specialization. Using event-related potentials (ERP), this study investigated neural correlates of 7-month-olds’ processing of human action (HA) sounds in comparison to human vocalizations (HV), environmental (ENV), and mechanical (MEC) sounds. Relative to the other categories, HA sounds led to increased positive amplitudes between 470 and 570 ms post-stimulus onset at left anterior temporal locations, while HV led to increased negative amplitudes at the more posterior temporal locations in both hemispheres. Collectively, human produced sounds (HA + HV) led to significantly different response profiles compared to non-living sound sources (ENV + MEC) at parietal and frontal locations in both hemispheres. Overall, by 7 months of age human action sounds are being differentially processed in the brain, consistent with a dichotomy for processing living versus non-living things. This provides novel evidence regarding the typical categorical processing of socially relevant sounds