EXPERIANTIAL MARKETING TO CREATE CUSTOMER VALUE

Development in information and communication technologies within the globalization concern to cause strategical importance of competition. So, to be successful in today’s competitive world, firms concentrated on competitive superiority gained by using information. Increase in usage of information, number of competitors and changes in customer needs and wants make the firms to adopt customer oriented marketing concepts instead of traditional marketing concepts. Because of those changes traditional marketing concepts which focus on main characteristics of the good, customer needs and situation of competitors replace its place to new marketing concepts which focus on the information, brand, communication and experience. In this new customer oriented economic environment, one of the new concepts developed to find customers in a high competitive area, satisfy and obtain their loyalty, is experiential marketing which construct sensitive relationship with the customer, attract them mentally, in short communicate and dialogue with them. Experiential marketing is creating difference by applying customers five senses with the products. Differences occur in not only the product’s benefit but also creating and presenting experience. In this study; experimental marketing which gets the customers appreciation by creating high value for them, touch their senses and mental activities is presented as a solution suggestion to the firms to be successful in the competitive environment with their rivals

Patentlizenz- und Know-How-Verträge im deutschen und europäischen Kartellrecht. Unter besonderer Berücksichtigung der §§ 17, 18 GWB und Gruppenfreistellungsverordnung für Technologietransfer-Vereinbarungen (VO Nr. 240/96) der EG-Kommission

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Sürdürülebilir Tüketim Davranışına Yönelik Tutumun Bilişsel, Duyuşsal ve Davranışsal Bileşenleri: Kavramsal Bir Çalışma

Çevre konusunda artan kaygılar ve hassasiyet son yıllarda sürdürülebilir tüketim kavramının uygulamada ve akademik alanda sıkça ele alınan bir konu olmasına yol açmıştır. Konu farklı açılardan ele alınsa da özellikle sürdürülebilir tüketime yönelik farkındalık, tutum ve sürdürülebilir tüketim davranışı gittikçe daha fazla ilgi gören başlıklar olmaktadır. Bu çalışmada sürdürülebilir tüketim davranışı tutum boyutuyla ele alınmıştır. Bu bağlamda sürdürülebilir tüketim davranışını oluşturan tutumu incelemeye yönelik teorilerden Zihin Kuramı ve bu kuram çerçevesinde geliştirilen teorilerle ilgili bilgilere yer verilmiştir. Bunlardan üç öğeli tutum modelinin sürdürülebilir tüketim davranışını anlamaya yönelik olarak nasıl kullanıldığı alanyazından örneklerle incelenmiş, bu uygulamaların sürdürülebilir tüketim davranışını anlama hususunda yeterlilikleri tartışılmıştır

A comparison of dexmedetomidine, moxonidine and alpha-methyldopa effects on acute, lethal cocaine toxicity

Background: The treatment of cocaine toxicity is an important subject for emergency physicians. We investigated the effects of dexmedetomidine, moxonidine and alpha-methyldopa on acute cocaine toxicity in mice. Objectives: The aim of this study was to evaluate the effects of dexmedetomidine, moxonidine and alpha-methyldopa in a mouse model of acute cocaine toxicity. Materials and Methods: We performed an experiment consisting of four groups (n = 25 each). The first group received normal saline solution, the second group received 40 μg/kg of dexmedetomidine, the third group received 0.1 mg/kg of moxonidine and the fourth group received 200 mg/kg of alpha-methyldopa, all of which were intraperitoneally administered 10 minutes before cocaine hydrochloride (105 mg/kg). All animals were observed for seizures (popcorn jumping, tonic-clonic activity, or a loss of the righting reflex) and lethality over the 30 minutes following cocaine treatment. Results: The ratio of animals with convulsions was lower in all treated groups when compared to the control (P 0.05). In addition, the time to lethality was also longer in the same group (P < 0.001). Conclusions: The present study provides the first experimental evidence in support of dexmedetomidine treatment for cocaine-induced seizures. Premedication with dexmedetomidine reduces seizure activity in a mouse model of acute cocaine toxicity. In addition, while dexmedetomidine may be effective, moxonidine and alpha-methyldopa did not effectively prevent cocaine-induced lethality. © 2015, Iranian Red Crescent Medical Journal

Analysing the difference of perceived destination image according to local people: Pamukkale caseYöre halkı demografik verilerine göre algılanan destinasyon imaj farklılığının incelenmesi: Pamukkale örneği

Tourism is an important power for regional development. Successfull tourism applications increase the number of tourists that are visiting a destination, income, and employment and so is an important factor for national income. And destination image is an important factor for tourism success. Destination image is the sum of impressions about local people, craft, tourists and tourism workers. For this reason perceived image of local people is also important for measuring the destination image and bringing it to the desired levels.The aim of this study is to define whether the perceived image of local people of Pamukkale differs according to demographic variables, and identify in which groups or variables are the differences, and make some suggestions for making the image beter for local people.Survey method is used for this study. The questionnaires are applied to local people of Pamukkale by face-to-face method after the pilot approach and validity and reliability tests. As the result of the study it is determined that demographic variables make differences among the perceived image of local people. Demographic variables that make difference are gender, marital status, employment, education status, age, and income.Extended English abstract is in the end of Full Text PDF (TURKISH) file.ÖzetTurizm bölgesel kalkınma açısından önemli bir güçtür. Başarılı turizm uygulamaları ise bir destinasyona gelen turist sayısını, geliri, istihdamı artırır ve dolayısıyla ülkenin gelirinde önemli paya sahiptir. Turizmdeki başarıda ise destinasyon imajı oldukça önemli bir yere sahiptir. Destinasyon imajı, yörede yaşayan halk, esnaf, turistler ve çalışanlar hakkındaki izlenimlerin tümüdür. Bu sebeple yöre halkının algıladığı imaj destinasyon imajının ölçülmesi ve istenilen düzeylere taşınması açısından önemlidir.Bu araştırmanın amacı, Pamukkale yöre halkının Pamukkale destinasyonuna ilişkin algıladığı destinasyon imajının, demografik verilere göre farklılık yaratıp yaratmadığını belirlemek, farklılıkların hangi değişkenler ve gruplar arasında olduğunu tespit etmek ve yöre halkı açısından daha olumlu hale getirilebilmesi için öneriler ortaya koymaktır. Araştırmada anket yöntemi kullanılmış ve anketler, Pamukkale yöre halkından seçilen örneklemle yüz yüze görüşülerek gerçekleştirilmiştir. Yapılan ön uygulama, geçerlilik ve güvenilirlik analizinden sonra, yöre halkı üzerinde anket uygulanmıştır. Anket sonucunda elde edilen veriler, SPSS 22 programı ile bilgisayar ortamında değerlendirilmiştir. Araştırma sonucunda, demografik değişkenlerin yöre halkının destinasyon imajına ilişkin farklılık oluşturduğu tespit edilmiştir. Farklılık oluşturan demografik değişkenler; cinsiyet, medeni durum, çalışma durumu, öğrenim durumu, yaş ve gelir olarak belirlenmiştir

Comparison of the effects on spinal reflexes of acetylsalicylate and metamizol in spinalized and normal rats.

The effects of nonsteroidal antiinflammatory drugs, acetylsalicylate and metamizol, on spinal monosynaptic reflexes were investigated in spinalized and normal rats. Adult rats (n=36) weighing 150-200 g were anesthetized with ketamine and artificially ventilated. Half of rats were spinalized at C1 level. A laminectomy was performed in the lumbosacral region. Following electrical stimulation of the sciatic nerve by single pulses, reflex potentials were recorded from the ipsilateral L5 ventral root. Acetylsalicylate was administered orally (100 mg/kg for both spinalized and normal rats). Metamizol was administered intramuscularly (15 mg/kg for both spinalized and normal rats). These drug administrations significantly decreased the amplitude of reflex response in all groups (p < 0.05). These data verify that observed inhibition by acetylsalicylicate and metamizol may be at the level of spinal cord. Also we suggested that the cyclooxygenase products of arachidonic acid may play an important role in regulating the reflex potential

Efficacy and safety of anti-TNF therapies in psoriatic arthritis: an observational study from the British Society for Rheumatology Biologics Register

Objectives. To evaluate the risk–benefit profile of anti-TNF therapies in PsA and to study the predictors of treatment response and disease remission [disease activity score (DAS)-28 < 2.6]

CYP2C19 pharmacogenetics in advanced cancer: compromised function independent of genotype

CYP2C19 is a drug-metabolising enzyme involved in the metabolism of a number of chemotherapeutic agents including cyclophosphamide. Variants of the CYP2C19 gene result in a loss of function polymorphism, which affects approximately 3% of the Caucasian population. These individuals are poor metabolisers (PM) of a wide range of medications including omeprazole (OMP). In healthy subjects PM can be identified through homozygous variant genotype. However, a discordance between CYP2C19 genotype and phenotype has been reported previously in a small study of cancer patients. To investigate whether CYP2C19 activity was decreased in patients with advanced cancer, CYP2C19 genotype was determined in 33 advanced cancer patients using PCR-RFLP analysis for the two important allelic variants (*2,681G>A and *3,636G>A) and the activity of the enzyme was evaluated using the CYP2C19 probe drug OMP. The activity of the drug-metabolising enzyme CYP2C19 was severely compromised in advanced cancer patients, resulting in a PM status in 37% of the patients who had normal genotype. This is significantly (P<0.0005) higher than that would be predicted from the genotypic status of these patients. There was no evidence of a correlation between compromised CYP2C19 activity and any of the proinflammatory cytokines or acute phase response proteins studied. However, there was preliminary evidence of an association between PM status and low body mass (P=0.03). There is increasing interest in using pharmacogenetics to ‘individualise medicine', however, the results of this study indicate that in a cancer population genotyping for CYP2C19 would significantly underestimate the number of phenotypic PM of drugs, such as cyclophosphamide, which may be metabolised by this enzyme