How neuroscience and sensorial theories can affect the marketing of different companies’ products and services?

El vertiginoso y competitivo panorama actual de los negocios, hace del mercadeo una herramienta muy importante para crecer o incluso sobrevivir. Hay muchas teorías alrededor de como vender un producto, servicio o idea, sin embargo la mayoría de estas consideran sólo las preferencias expresadas de forma consciente y las decisiones racionales. Este trabajo pretende hacer un acercamiento a las teorías de la neurociencia, como la sinergía entre los sentidos del ser humano y de como estas pueden nutrir el ámbito del mercadeo, por ello, se van a estudiar bibliografía relevante en torno a esta área para enmarcar el propósito del estudio. Después de la información obtenida a través de esta revisión, se analizaran dos importantes ejemplos de empresas mundialmente conocidas que han hecho uso de la neurociencia para el desarrollo de su mercadeo. Después de esto se concluye, a través de la información estudiada y analizada, cómo la neurociencia y las teorías multisensoriales pueden afectar el mercadeo de los diferentes productos y servicios. Este documento pretende vislumbrar efectos del mercadeo sobre las preferencias que nuestros cerebros muestran a través de la neurociencia, incluso si no sabemos sobre ellas.

Fund utilisation for goods and services in university production. 'Utilización de fondos económicos destinados a bienes y servicios de la universidad'.

Se destaca la relevancia de la Educación Superior en la sociedad y la importancia que tiene la financiación económica para el buen funcionamiento de las universidades. Se considera uno de los elementos fundamentales para garantizar la calidad de la educación, junto con el personal de la misma y el contexto (instalaciones, recursos, laboratorios, servicios a los estudiantes...) que además dependen en gran medida de la financiación. La calidad de los servicios prestados y de los recursos disponibles, influirá en el aprendizaje de los estudiantes y su preparación para el mundo laboral.

Towards an assessment of multiple ecosystem processes and services via functional traits

Managing ecosystems to ensure the provision of multiple ecosystem services is a key challenge for applied ecology. Functional traits are receiving increasing attention as the main ecological attributes by which different organisms and biological communities influence ecosystem services through their effects on underlying ecosystem processes. Here we synthesize concepts and empirical evidence on linkages between functional traits and ecosystem services across different trophic levels. Most of the 247 studies reviewed considered plants and soil invertebrates, but quantitative trait–service associations have been documented for a range of organisms and ecosystems, illustrating the wide applicability of the trait approach. Within each trophic level, specific processes are affected by a combination of traits while particular key traits are simultaneously involved in the control of multiple processes. These multiple associations between traits and ecosystem processes can help to identify predictable trait–service clusters that depend on several trophic levels, such as clusters of traits of plants and soil organisms that underlie nutrient cycling, herbivory, and fodder and fibre production. We propose that the assessment of trait–service clusters will represent a crucial step in ecosystem service monitoring and in balancing the delivery of multiple, and sometimes conflicting, services in ecosystem management.

Integrating the Climate Science Modelling Language with geospatial software and services

Much consideration is rightly given to the design of metadata models to describe data. At the other end of the data-delivery spectrum much thought has also been given to the design of geospatial delivery interfaces such as the Open Geospatial Consortium standards, Web Coverage Service (WCS), Web Map Server and Web Feature Service (WFS). Our recent experience with the Climate Science Modelling Language shows that an implementation gap exists where many challenges remain unsolved. To bridge this gap requires transposing information and data from one world view of geospatial climate data to another. Some of the issues include: the loss of information in mapping to a common information model, the need to create ‘views’ onto file-based storage, and the need to map onto an appropriate delivery interface (as with the choice between WFS and WCS for feature types with coverage-valued properties). Here we summarise the approaches we have taken in facing up to these problems.

Recycling workflows and services through discovery and reuse

Scientific workflows are becoming a valuable tool for scientists to capture and automate e-Science procedures. Their success brings the opportunity to publish, share, reuse and repurpose this explicitly captured knowledge. Within the myGrid project, we have identified key resources that can be shared including complete workflows, fragments of workflows and constituent services. We have examined the alternative ways these can be described by their authors (and subsequent users), and developed a unified descriptive model to support their later discovery. By basing this model on existing standards, we have been able to extend existing Web Service and Semantic Web Service infrastructure whilst still supporting the specific needs of the e-Scientist. myGrid components enable a workflow life-cycle that extends beyond execution, to include discovery of previous relevant designs, reuse of those designs, and subsequent publication. Experience with example groups of scientists indicates that this cycle is valuable. The growing number of workflows and services mean more work is needed to support the user in effective ranking of search results, and to support the repurposing process.

February 2002: Futures, Part III, Cooperative Ventures and Services

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