Numerous researches all over the world revealed the priorities of well-being for older adults: good health, feeling
of happiness, life satisfaction, buoyancy, psychical equilibrium, comfort, confidence, safety, communication and
material values (Hoban, James, Beresford, and Fleming, 2013; Kaneda, Lee, and Pollar, 2011). There are six groups
of indicators – physical, material, economic, social, psychological and interpersonal well-being. Each group can
characterise peculiar approach to state evaluation and its type. Conditions and situations that can meet the needs in
goodness can be seen as ways to achieve well-being.
Opportunity and availability of owning goodness as a structural element of resources is under the influence of
external factors – resourcing basic human needs and normalization of relations between people. Meeting needs and
obtaining benefits is realized in a certain space-time continuum.
Degree of satisfaction by means of personal preferences can be defined by a person. Marketing activities are
aimed at stimulating consumer preferences through the formation of proposals (goods, resources and services). To
create the most effective proposals, desires and expectations of people must be assessed, identified and analyzed.
They are determined by the territory. Therefore, the main focus of marketing activities is the study of the behavior
Numerous researches all over the world revealed the priorities of well-being for older adults: good health, feelingof happiness, life satisfaction, buoyancy, psychical equilibrium, comfort, confidence, safety, communication andmaterial values (Hoban, James, Beresford, and Fleming, 2013; Kaneda, Lee, and Pollar, 2011). There are six groupsof indicators – physical, material, economic, social, psychological and interpersonal well-being. Each group cancharacterise peculiar approach to state evaluation and its type. Conditions and situations that can meet the needs ingoodness can be seen as ways to achieve well-being.Opportunity and availability of owning goodness as a structural element of resources is under the influence ofexternal factors – resourcing basic human needs and normalization of relations between people. Meeting needs andobtaining benefits is realized in a certain space-time continuum.Degree of satisfaction by means of personal preferences can be defined by a person. Marketing activities areaimed at stimulating consumer preferences through the formation of proposals (goods, resources and services). Tocreate the most effective proposals, desires and expectations of people must be assessed, identified and analyzed.They are determined by the territory. Therefore, the main focus of marketing activities is the study of the behavior
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