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[Endomarketing: Essay on possibilities of innovation in nursing management]

Weirich CF, Munari DB, Bezerra AL.

Faculdade de Enfermagem, UFG. claci@cultura.com.br

Abstract

This article is aimed at presenting endomarketing as a tool for nurses in the management process, taking into account the current context of changes in the healthcare sector, which also requires the development of skills that are directly related to the introduction of new technologies and ways of work organization . Our reflection leaves some important points to be analyzed by nurses and educators in the search for better ways and alternatives for educating nurses who will have greater professional satisfaction and competence to manage the healthcare services. The big challenge of endomarketing is, therefore, to combine the aims and interests of the internal public with the needs and expectations of the external public in the organization.


PMID: 16047832 [PubMed - indexed for MEDLINE]


tomadode:http://irenedemiguel.blogspot.es/1233274980/

VERBOS:

ADVERBIOS:

ADJETIVOS:

ARTICULOS:

PREPOSICIONES

Conjuncione:

Cognados verdaderos:

Cognados falsos:

Sufijo:taking(ing)

Prefijo:healthcare

1: This article is aimed at presenting endomarketing as a tool for nurses in the management process, taking into account the current context of changes in the healthcare sector


Frase nominal

nucleo

Frase verbal

2. . Our reflection leaves some important points to be analyzed by nurses and educators in the search for better ways and alternatives for educating nurses who will have greater professional satisfaction and competence to manage the healthcare services.

3. . The big challenge of endomarketing is, therefore, to combine the aims and interests of the internal public with the needs and expectations of the external public in the organization



Identificacion de palabras:

Aimed: Main Entry: 1aim

Pronunciation: \ˈām\

Function: verb

Etymology: Middle English, from Anglo-French aesmer & esmer; Anglo-French aesmer, from a- (from Latin ad-) + esmer to estimate, from Latin aestimare

Date: 14th century



Current :Main Entry: 1cur•rent

Pronunciation: \ˈkər-ənt, ˈkə-rənt\

Function: adjective

Etymology: Middle English curraunt, from Anglo-French corant, present participle of cure, courre to run, from Latin currere — more at CAR

Date: 14th century



Tiempo verbal: presente en voz pasiva

Idea principal: El articulo esta dirigido a presentar el endomarketing o mercadeo interno como una herramientas para las enfermeras ubicada dentro de los procesos gerencias, su contexto y cambios en el sector salud, asi como el desarrollo de nuevas herramientas y la introducción de nuevas tecnologías y vías para el trabajo de la organización. Lleva a reflexionar tanto a las enferemeras como a los educadores del sector a buscar las mejores alternativas que logren las satisfacción del los clientes del sector salud.



ESTRATEGIA DE LECTURA

Prediccion: (busca un articulo que tenga una imagen que te ayude a predecir)



Skimming:

• Palabras claves:

• Palabras que se repiten:

PREDICCION:

EN LA IMAGEN SE OBSERVA COMO EL CAPACITAR, ADIESTRAR AL EQUIPO DE TRABAJO PUEDE CONLLEVAR AL MEJOR FUNCIONAMIENTO DE LA ORGANIZACIÓN

PALABRAS CLAVES:ENDOMARKETING, CHANGES, management process, NURSES,

Palabra que se repite: endomarketing,the, a

 
 
 

 

 

 

Philip Kotler (born 27 May 1931 in Chicago) is the S.C. Johnson & Son Distinguished

Philip Kotler (born 27 May 1931 in Chicago) is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.

He received his master's degree at the University of Chicago and his PhD at Massachusetts Institute of Technology, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and Marketing: An Introduction and they are also widely used in the world.

Kotler developed new concepts in marketing including demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.

Kotler has been consulted by many large companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, Samsung,Coca cola, Hyundai and Motorola — in the areas of marketing strategy, planning and organization, and international marketing.

He presents seminars in major international cities around the world on the latest marketing developments to companies and other organizations.

tomado de: en.wikipedia.org/wiki/Philip_Kotler

Scanning: (Preguntas puntuales sobre fechas, sitios, etc) (utiliza una biografia referente a algun autor de tu area de experticia))

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• Marcadores de tiempo:

• Marcadores de secuencia

1.-Donde nació Kotler?

His born in Chicago

2? Que dia y año nació Kotler?

Kotler born27 May 1931

3.- De que area es profesor Kotler?

Internacional Marketing

4 A cuales empresa Kotler ha prestados servicios de consultoria?

Kotler has been consulted by many large companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, Samsung,Coca cola, Hyundai and Motorola

Marcadores de definicion: that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.



• Marcadores de tiempo: 27 May 1931

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• Marcadores de secuencia: lates

4. Reflexion Final del curso:

Ingles instrumental a mi manera de ver da los conocimientos básicos para poder entender un texto, su idea principal, a lo que se desea llegar.

De igual la unión con el área de la informática, y el conocimiento adquirido en la realización de blog, y el llevar a cabo las actividades en el, esa parte me pareció estupenda para dar seguimiento.

enlaces

http://www.marketingdirecto.com/

Es una pagina muy interesante, ya que permite tener acceso ha varia herramientas del mercadeo, de forma actualizada.

ACTIVIDAD UNIDAD 4. PARTE B.

History of Marketing

It is hard for many to believe, but when compared to economics, production and operations, accounting and other business areas, marketing is a relatively young discipline having emerged in the early 1900s. Prior to this time most issues that are now commonly associated with marketing were either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/demand issue), advertising (well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behavior, importance of distribution partners).

Led by marketing scholars from several major universities, the development of marketing was in large part motivated by the need to dissect in greater detail relationships and behaviors that existed between sellers and buyers. In particular, the study of marketing led sellers to recognize that adopting certain strategies and tactics could significantly benefit the seller/buyer relationship. In the old days of marketing (before the 1950s) this often meant identifying strategies and tactics for simply selling more products and services with little regard for what customers really wanted. Often this meant companies embraced a “sell-as-much-as-we-can” philosophy with little concern for building relationships for the long term.

But starting in the 1950s, companies began to see that old ways of selling were wearing thin with customers. As competition grew stiffer across most industries, organizations looked to the buyer side of the transaction for ways to improve. What they found was an emerging philosophy suggesting that the key factor in successful marketing is understanding the needs of customers. This now famous Marketing Concept suggests marketing decisions should flow from FIRST knowing the customer and what they want. Only then should an organization initiate the process of developing and marketing products and services.

The marketing concept continues to be at the root of most marketing efforts, though the concept does have its own problems (e.g., doesn’t help much with marketing new technologies) a discussion of which is beyond the scope of this tutorial. But overall, marketers have learned they can no longer limit their marketing effort to just getting customers to purchase more. They must have an in-depth understanding of who their customers are and what they want. 

 Tomado de:

http://www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/history-of-marketing/

B. Seleccione un texto relacionado con su área de experticia y extraiga las palabras claves, diga si son de instrucciones, o de secuencia u ordenamiento del tiempo.

·  Marcadores de Tiempo

early 1900s, prior, by 1900, old days, before the 1950s, starting in the 1950s, began

·  Tipo de texto

Històrico, secuencia de tiempo

·  Idea general del párrafo

El texto hace referencia a la historia del concepto de marketing desde principios del siglo pasado y como ha ido evolucionando el concepto.

 

ACTIVIDAD UNIDAD 4. PARTE A. PATRONES DE ORGANIZACION DE UN PARRAFO

Definition: Cause-branding

Cause Branding:

“Cause branding” today is most affiliated with Cone, Inc as a term for one of their marketing strategies. Although remarkably similar to cause-marketing, there are a few subtle differences.

Definition: For the most part, cause branding and cause-marketing share the same definition: A potentially profit-making initiative by a for-profit company or brand to raise awareness, money, and/or consumer engagement in a social or environmental issue. Cause branding additionally attempts to create a permanent association between the company or brand and that issue in the eyes of the consumer.

Purpose: The same as cause-marketing, to raise money and awareness for the company and the cause and to increase engagement with a company’s brand or product. As aforementioned, cause branding additionally looks to take a brand or company and make it synonymous with a cause or partnership.

Attributes: Also the same, at its core cause branding has three major components:

(1) A product, often [but not always] a tangible item that can be bought and sold

(2) A partnership between the corporation behind that product and a non-profit or cause-based institution

(3) And a way to generate for profit

Results: Also the same (enhanced brand/company engagement, improved employee loyalty, more positive corporate reputation, and increased donations and involvement with the partnered non-profit.)

Examples:

Brand/Company: Ben & Jerry’s – Cause: the environment

Brand/Company: National Football league – Cause: community development (United Way)

Brand/Company: Lee Jeans – Cause: breast cancer (Susan G. Komen Breast Cancer Foundation)

The fact that one cannot see or hear these company names and not make these associations is a sign of successful cause branding.

Unidad 4
Patrones de Organización de un Párrafo
A. Seleccione un texto relacionado con su área de experticia.

·  Lea el texto y extraiga las definiciones y los marcadores del discurso. 

DEFINICION:

CAUSE BRANDING (MARCA CON CAUSA)

Una iniciativa  potencialmente lucrativa realizada por una empresa con fines de lucro para elevar la conciencia del consumidor en relación a un problema social o ambiental. Adicionalmente se “marca con causa” intenta crear una asociación permanente entre la empresa o marca y esa cuestión en los ojos del consumidor.

MARCADORES:

Definition, additionally attempts

 

ACTIVIDAD UNIDAD 3. Técnicas de lectura: prediccion, scanning y skimming

What is Social Marketing?

If you want to make a difference in the marketing world, you’ll want to get into the social marketing game. Social marketing campaigns are those that borrow from commercial marketing techniques for the purpose of social engagement—influencing a target audience to change their social behaviors and to benefit society. Whether it’s related to the environment, public health, safety, or community development, marketing for good is a methodology for creating change.

History of social marketing

As a formal discipline, social marketing started in 1971 when Philip Kotler and Gerald Zaltman published their article “Social Marketing: An Approach to Planned Social Change” in the Journal of Marketing. Since then, marketers have been playing with social marketing ideas, refining the strategies, and working on the most effective means of spurring widespread changes in social behavior in a variety of fields. Today, public health and environmental concerns top the list of most used social marketing topics.

 Tomado de:

http://www.greenmarketing.tv/2010/07/12/what-is-social-marketing/

Unidad 3
Técnicas de lectura: prediccion, scanning y skimming

·  Seleccione un texto que tenga una imagen.

·  Observe la imagen y conteste las siguientes preguntas.

·  De acuerdo al título y la imagen, ¿cuál cree usted que es el tópico que está a punto de leer?

El texto habla de mercadeo social

·  ¿Cuál es la idea general del texto?

El texto habla de la importancia actual del mercadeo social y hace una breve historia del mismo

·  ¿Que palabras se repiten?

want, the, social, marketing, for, change, with, behavior, public health, environment

·  ¿Que palabras se parecen al español?

Social, change, public, techniques, influence, audience, benefit, society, commercial, community, formal, discipline, published, created, planned, ideas, refining, strategies, variety, topics, used

·  ¿Cuales son las palabras en negrita, el titulo, subtitulo o gráficos que te ayudan a entender el texto?

El título resume el texto WHAT IS SOCIAL MARKETING?

·  ¿De qué trata el texto? Lee el primer párrafo y el último o la ultimas ideas del último párrafo.

El texto hace una definición del mercadeo social y hace una breve reseña histórica del uso del término de manera formal.

 

ACTIVIDAD UNIDAD 1. FRASES VERBALES Y NOMINALES

Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the ecstasy in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

FRASE NOMINAL NUCLEO

FRASE VERBAL NUCLEO

ACTIVIDAD UNIDAD 1.

Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the ecstasy in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

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PREFIJOS

TOMADO DE: http://en.wikipedia.org/wiki/Marketing