Marketing of Lappeenranta University of Technology energy auditing services

The objective of this study was to find out how LUT Energy should start marketing its energy audit services, what would be the optimal pricing policy for its services and how LUT Energy could manage customer expectations towards quality of its auditing services. In order to answer these questions, a quantitative survey questionnaire was sent by e-mail to 56 companies from the regions of South Karelia and Kymenlaakso. The empirical data of the study was the answers and opinions of the companies, previous researches about energy efficiency and articles and presentations about the current situation in the energy efficiency market. The results of the study were that there is a great potential for energy audit services and also the legislation requires companies to improve their energy efficiency. To start marketing its services, LUT Energy should first clarify its service concept and divide its service offering into two offers. It should also clarify the marketing message it wants to send its customers and then do the marketing with the help of three-way-model. The best pricing policy for the service would be that the price is proportioned to the future savings. In order to ensure the quality of its services, LUT Energy has to make sure that both dimensions of the quality are managed properly and to fade out customer expectations towards the quality the auditing work has to be monitored.

Customer reference marketing in a business to business context

This study focuses on the phenomenon of customer reference marketing in a business tobusiness (B to B) context. Although customer references are generally considered an important marketing and sales tool, the academic literature has paid surprisingly little attention to the phenomenon. The study suggests that customer references could be viewed as important marketing assets for industrial suppliers, and the ability to build, manage and leverage customer reference portfolios systematically constitutes a relevant marketing capability. The role of customer references is examined in the context of the industrial suppliers' shift towards a solution and project orientation and in the light of the on going changes in the project business. Suppliers in several industry sectors are undergoing a change from traditional equipment manufacturing towards project and solution oriented business. It is argued in this thesis that the high complexity, the project oriented nature and the intangible service elements that characterise many contemporary B to B offerings further increase the role of customer references. The study proposes three mechanisms of customer reference marketing: status transfer, validation through testimonials and the demonstration of experience and prior performance. The study was conducted in the context of Finnish B to B process technology and information technology companies. The empirical data comprises 38 interviews with managers of four case companies, 165 customer reference descriptions gathered from six case companies' Web sites, as well as company internal material. The findings from the case studies show that customer references have various external and internal functions that contribute to the growth and performance of B to B firms. Externally, customer references bring status transfer effects from reputable customers, concretise and demonstrate complex solutions, and provide indirect evidence of experience, previous performance, technological functionality and delivered customer value. They can also be leveraged internally to facilitate organisational learning and training, advance offering development, and motivate personnel. Major reference projects create new business opportunities and can be used as a vehicle for strategic change. The findings of the study shed light on the on going changing orientations in the project business environment, increase understanding of the variety of ways in which customer references can be deployed as marketing assets, and provide a framework of the relevant tasks and activities related to building, managing and leveraging a firm's customer reference portfolio. The findings contribute to the industrial marketing research, to the literature on marketing assets and capabilities and to the literature on projects and solutions. The proposed functions and mechanisms of customer reference marketing bring a more thorough and structured understanding about the essence and characteristics of the phenomenon and give a wide ranging view of the role of customer references as marketing assets for B to B firms. The study suggests several managerial implications for industrial suppliers in order to systematise customer reference marketing efforts.

Branding and Marketing Communications of Lifestyle Prescription Drugs in a Strict Legislative Environment

This thesis discusses the different possibilities to brand and promote a patented prescription lifestyle drug through different marketing communications practices. This thesis aims in explaining how branding procedures can be built in circumstances, where the legislative environment is strickt and furthermore, the environment consists of both B-to-B and B-to-C market characteristics simultaneously.

Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 2

In the previous issue of IJEMR, we introduced the general framework and the main ideas justifying this special editorial project. To avoid repetition of the background themes to the current issue, the reader should consult the previous edition. Here, we present the second part of contributions selected for publication.

Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 1

Con este proyecto editorial nuestro objetivo es promover un campo de investigación clave en la comercialización de hoy, es decir, la evolución de la mentalidad e-marketing hacia el nuevo modelo de web social.

Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

Developing a Comprehensive Model for Marketing Planning — Combining the Major Approaches

Mix marketing and relationships marketing are two major approaches that often form a basis for organizational marketing planning. The superiority of these approaches has been debated for long without any rational conclusion. Lately there have been studies indicating that both of the major approaches are many times used side by side in marketing planning. There have been also studies suggesting that even combining the mix marketing and relationship marketing approaches might be possible. The aim of this thesis is to provide knowledge about the usage of mix marketing and relationship marketing approaches in organizations and possibilities in combining the approaches. Also a settlement of strengths, weaknesses and risks of combining is intended to provide. The objectives were met through the literature and a case study research. In the case study, interviews were conducted in order to gain a deeper knowledge about marketing planning in various organizations. Based on this study, the combining of the major marketing approaches will be possible and even recommended when keeping in mind few aspects which might cause some troubles in the combining process.

Solution marketing characteristics and practices

The first objective of this master's thesis is to find out how the concepts solution and solution marketing are defined in the literature. In order to do so, solution marketing literature is reviewed widely. Another target is to identify the characteristics of solution marketing and to explain how solution marketing can be carried out. The final objective is to determine how well the described solution marketing practices are executed in the target company, and this will be studied with a survey. A solution can be described as a co-created and customized combination of products and services. Solution marketing aims at developing and anticipating customer's business needs and it involves close collaboration between customer and supplier. Solution marketing communication is targeted to a specific audience. It entails deep customer intimacy and is focused on understanding customer's business problem. Solution marketing also requires close collaboration between sales and marketing as well as customer focused mindset. Solution marketing can be executed by promoting thought leadership, presenting solution offering, creating close customer relationships and treating customers as individuals. Solution provider's whole organization must engage customer focus.

Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour

The aim of the present dissertation is to investigate the marketing culture of research libraries in Finland and to understand the awareness of the knowledge base of library management concerning modern marketing theories and practices. The study was based onthe notion that a leader in an organisation can have large impact on its culture. Therefore, it was considered important to learn about the market orientation that initiates at the top management and flows throughout the whole organisationthus resulting in a particular kind of library culture. The study attempts to examine the marketing culture of libraries by analysing the marketing attitudes, knowledge (underlying beliefs, values and assumptions), behaviour (market orientation), operational policies and activities, and their service performance (customer satisfaction). The research was based on the assumption that if the top management of libraries has market oriented behaviour, then their marketing attitudes, knowledge, operational policies and activities and service performance should also be in accordance. The dissertation attempts to connect all these theoretical threads of marketing culture. It investigates thirty three academic and special libraries in the south of Finland. The library director and three to ten customers from each library participated as respondents in this study. An integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The analysis of the whole dissertation reveals that the concept of marketing has very varied status in the Finnish research libraries. Based on the entire findings, three kinds of marketing cultures were emerged: the strong- the high fliers; the medium- the brisk runners; and the weak- the slow walkers. The high fliers appeared to be modern marketing believers as their marketing approach was customer oriented and found to be closer to the emerging notions of contemporary relational marketing. The brisk runners were found to be traditional marketing advocates as their marketing approach is more `library centred¿than customer defined and thus is in line of `product orientation¿ i.e. traditional marketing. `Let the interested customers come to the library¿ was appeared to be the hallmark of the slow walkers. Application of conscious market orientation is not reflected in the library activities of the slow walkers. Instead their values, ideology and approach to serving the library customers is more in tuneof `usual service oriented Finnish way¿. The implication of the research is that it pays to be market oriented which results in higher customer satisfaction oflibraries. Moreover, it is emphasised that the traditional user based service philosophy of Finnish research libraries should not be abandoned but it needs to be further developed by building a relational based marketing system which will help the libraries to become more efficient and effective from the customers¿ viewpoint. The contribution of the dissertation lies in the framework showing the linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences. The dissertationdelineates the significant underlying dimensions of market-oriented behaviour of libraries which are namely customer philosophy, inter-functional coordination,strategic orientation, responsiveness, pricing orientation and competition orientation. The dissertation also showed the extent to which marketing attitudes, behaviour, knowledge were related and impact of market orientation on the serviceperformance of libraries. A strong positive association was found to exist between market orientation and marketing attitudes and knowledge. Moreover, it also shows that a higher market orientation is positively connected with the service performance of libraries, the ultimate result being higher customer satisfaction. The analysis shows that a genuine marketing culture represents a synthesis of certain marketing attitudes, knowledge and of selective practices. This finding is particularly significant in the sense that it manifests that marketing culture consists of a certain sets of beliefs and knowledge (which form a specific attitude towards marketing) and implementation of a certain set of activities that actually materialize the attitude of marketing into practice (market orientation) leading to superior service performance of libraries.

Portfólio: desafio de portar mais que folhas: a visão do docente de odontologia

O objetivo deste trabalho foi compreender a concepção dos docentes da área de Saúde Coletiva do curso de Odontologia da UFPB no uso do portfólio reflexivo. A adoção de novas abordagens metodológicas e consequente avaliação desses processos foram disparadas pelo Programa de Reorientação da Formação dos Profissionais em Saúde (Pró-Saúde). A abordagem qualitativa foi a opção metodológica, e os dados foram coletados por meio de entrevistas com os docentes. A análise dos dados foi realizada a partir da técnica de análise do conteúdo. Constataram-se duas dimensões do uso do portfólio. A primeira diz respeito ao seu uso como ferramenta de reflexão e acompanhamento das vivências dos estudantes. A segunda trata do fato de que essa experiência nesses dois anos reflete a necessidade de continuação dos registros, pois é uma forma de ampliar o processo de ensino-aprendizagem, além do diálogo entre professores e estudantes, oferecendo a criação de vínculo. Por fim, os docentes compreendem que é preciso o aprimoramento da aplicação do portfólio, o que tem acontecido de maneira gradual a cada semestre, contribuindo ativamente para a construção de profissionais mais reflexivos, críticos, norteando a autoavaliação e trabalhando a autonomia do estudante.

Pró-Saúde e os quarenta anos de integração docente-assistencial da Faculdade de Odontologia de Piracicaba - Unicamp

Para formar recursos humanos adequadamente preparados para trabalhar no SUS, é importante uma mudança qualitativa no ensino de graduação. Identificada com esses pressupostos, a FOP vem-se empenhado em construir um novo modelo de ensino voltado a atender às demandas de formação. Este artigo tem por objetivo apresentar a experiência da FOP na integração docente-assistencial. No primeiro ano da graduação, os alunos têm contato com a Atenção Básica e Secundária por meio de visitas guiadas. No segundo ano, prioriza-se as formas de promoção e prevenção das principais doenças em Odontologia e, no terceiro ano, são abordados temas de saúde coletiva. No último ano do curso, os alunos fazem seu estágio supervisionado em uma das seis USFs. Essa experiência é realizada em 64 horas divididas nos dois semestres. O programa é desenvolvido de forma integral (8 horas/dia) em quatro dias consecutivos em uma mesma semana. Pode-se concluir que essa atividade possibilita a experiência de praticar os conhecimentos auxiliando significativamente na formação profissional, na dinâmica do trabalho, na interação com a pós-graduação, além da quebra de preconceitos relativos ao serviço.

Inserção do aluno de odontologia no SUS: contribuições do Pró-Saúde

O objetivo deste trabalho é descrever a experiência da disciplina Ciências Sociais Aplicadas à Saúde (CSAS) da Faculdade de Odontologia da Universidade Federal de Minas Gerais (FO-UFMG). Em resposta às recomendações das Diretrizes Curriculares Nacionais para os cursos de graduação em Odontologia e do Programa Nacional de Reorientação da Formação Profissional em Saúde (Pró-Saúde), desde 2004, a FO-UFMG tem-se mobilizado para mudar seu currí­culo, dando atenção especial à diversificação dos cenários de aprendizagem. Em 2007, a disciplina de CSAS foi reformulada, permitindo a inserção dos discentes no Sistema Único de Saúde (SUS) no iní­cio de sua formação profissional, quando a realidade e a prática do SUS são os objetos de ensino. Esse movimento reforçou as expectativas de que essa inserção é viável. Espera-se que as mudanças na disciplina funcionem como um projeto piloto, subsidiando outras iniciativas que destinem a uma maior aproximação dos estudantes com a prática profissional, e que sirva de parâmetro na organização e planejamento de outros conteúdos vinculados à saúde coletiva a serem incluí­dos na formação profissional.

Experiência de clínica ampliada em odontologia na Universidade Estadual de Maringá

A clínica ampliada (CA) representa uma estratégia da Política Nacional de Humanização (PNH) para reflexão sobre o cuidado com o usuário do Sistema Único de Saúde (SUS). Impulsionados pelo Programa Pró-Saúde e pela PNH, docentes do curso de Odontologia da UEM promoveram uma reestruturação do atendimento clínico ofertado, resultando na implantação da CA. Este trabalho relata a experiência vivenciada na implantação dessa clínica, que visa a promover a interação e o vínculo do aluno com a comunidade e a equipe multiprofissional de saúde, de modo a obter o cuidado integral e humanizado. A CA está estruturada para acolher o usuário em um ambiente multiprofissional, direcionando-o dentro de um fluxograma até a sua alta, promovendo a autonomia na manutenção de sua saúde bucal. A CA tem dado subsídios para melhorar a visão do cuidado integral do usuário da clínica odontológica da UEM, fortalecendo a formação acadêmica e o cuidado prestado à comunidade. Nota-se que a construção coletiva agrega muito valor às ações, mas é um processo lento e depende da maturidade dos envolvidos.

Percepções de alunos de medicina sobre marketing médico

INTRODUÇÃO: Marketing médico é um assunto controverso, principalmente no que concerne a princípios éticos. Portanto, frente à competição acirrada de mercado, é necessário o preparo profissional. Conhecer a percepção dos alunos de Medicina pode auxiliar na estruturação de alternativas de capacitação. METODOLOGIA: Inicialmente, identificaram-se crenças sobre marketing médico através de grupo focal composto por 12 alunos. Com base nesses dados, dez afirmações para avaliar atitudes foram aplicadas aos alunos de uma Faculdade de Medicina pública brasileira. RESULTADOS: Observou-se falta de clareza sobre o conceito de marketing, preocupação com princípios éticos e necessidade de marketing no mercado competitivo. Na fase de aplicação, foram obtidas 280 respostas de diversos estágios do curso. Apenas 16,8% admitiram contato com o tema. Houve clareza sobre ética em relação ao paciente, influenciada positivamente pela progressão no curso, mas houve divergência na ética entre profissionais. CONCLUSÕES: Marketing médico é uma área pouco compreendida e relegada ao currículo oculto, sendo influenciada por transposições inadequadas de métodos didáticos destinados à comunicação profissional para a população leiga. Novos métodos de ensino, como a educação tutorial, podem ser uma alternativa para lidar com essas situações.

Competência de Juízo Moral entre Estudantes de Odontologia

Esta pesquisa objetivou avaliar a competência moral de estudantes de Odontologia no Estado do Ceará. O estudo foi do tipo observacional transversal descritivo. Aplicou-se o Moral Judgement Test (MJT) com os alunos regularmente matriculados no primeiro e último semestres dos cursos de Odontologia do Estado. Para a análise do ambiente de aprendizagem, realizou-se a coleta dos conteúdos das disciplinas e estágios de todas as IES envolvidas para consolidação das cargas horárias. Avaliou-se como variável dependente o aspecto cognitivo – competência de juízo moral calculada a partir do MJT e expressa pelo escore C. As variáveis independentes foram: (a) tipo de instituição; (b) tempo de aprendizagem; (c) gênero; (d) idade. Para análise da diferença estatística significante entre gênero, semestre e tipo de instituição, calculou-se a diferença de médias através do teste t.O teste de Anova foi utilizado para análise das diferenças entre grupos etários por semestre.Os resultados apontam que a média de competência de juízo moral (escore C)dos entrevistados foi de 18,3, não havendo diferença significativa entre os sexos. Analisando-se a média de escore C dos estudantes do primeiro e último semestre, observou-se uma tendência de perda de competência do primeiro (19,0) para o último semestre (17,6) e uma diferença significativa entre alunos de instituições públicas (21,0) e privadas (16,5). Observou-se também que as disciplinas com conteúdo de Ciências Humanas não ultrapassaram20% dos projetos pedagógicos dos cursos, condicionando os futuros cirurgiões-dentistas a desenvolver uma competência moral limitada.