O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Educação superior em turismo: o profissional de turismo frente às competências exigidas pelo mercado de trabalho do setor hoteleiro em Natal

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior

Influência de variáveis arquitetônicas no desempenho energético de hotéis no clima quente e úmido da cidade de Natal/RN

This master thesis aims to assess the influence of the design decisions on the energy building performance of hotels. The research is based on the integration of field study and computer simulation. Firstly, a detailed field study is carried out to identify the characteristics of hotels in Natal, Rio Grande do Norte. The items assessed are occupancies, light and equipment densities, types of air conditioning, total and monthly energy consumption, among others. A second and more comprehensive field study is carried out to identify the range of occurrence of architectural variables, with a larger number of buildings. A base case is modelled in VisualDOE, based on the first field study. Then, a first set of simulations are run to explore the sensitivity of the variables on the energy consumption. The results analyses were the base of a second set of simulations, which combined the most influential variables. The results of 384 models were assessed, and the impacts of design decisions were quantified. The study discusses tendencies and recommendations, as well as the methods advantages and disadvantages

Incidência e fatores de risco da retinopatia diabética em pacientes do Hospital Universitário Onofre Lopes, Natal-RN

Estudar a incidência e fatores de risco (tempo de doença e presença de hipertensão arterial sistêmica) para retinopatia diabética em 1002 pacientes encaminhados pelo Programa de Diabetes do Hospital Universitário Onofre Lopes no período de 1992 – 1995. Métodos: Estudo retrospectivo de pacientes com diagnóstico de diabetes mellitus encaminhados ao Setor de Retina do Departamento de Oftalmologia pelo Programa de Diabetes do Hospital Universitário e submetido, sob a supervisão do autor, a exame oftalmológico, incluindo medida da acuidade visual corrigida (tabela de Snellen), biomicroscopia do segmento anterior e posterior, tonometria de aplanação e oftalmoscopia binocular indireta sob midríase(tropicamida 1% + fenilefrina 10%). Foi realizada análise dos prontuários referente ao tempo de doenças e diagnostico clínico de hipertensão arterial sistêmica. Resultados: Dos 1002 diabéticos examinados (em 24 deles a fundoscopia foi inviável), 978 foram separados em 4 grupos: sem retinopatia diabética (SRD), 675 casos (69,01%); com retinopatia diabética não proliferativa (RDNP), 207 casos (21,16%); com retinopatia diabética proliferativa (RDP), 70 casos (7,15%); e pacientes já fotocoagulados (JFC), 26 casos (2,65%). Do total, 291 eram do sexo masculino (29%) e 711 do sexo feminino (71%). Os 4 grupos foram ainda avaliados quanto ao sexo, a faixa etária, a acuidade visual, tempo de doença, presença de catarata e hipertensão arterial sistêmica e comparados entre si. Com relação ao tipo de diabetes, 95 eram do tipo I (9,4%), 870 pacientes eram do tipo II (86,8%), e em 37 casos(3,7%) o tipo de diabetes não foi determinado. Conclusões: Comprovou-se que os pacientes com maior tempo de doença tinham maior probabilidade de desenvolver retinopatia diabética, e que a hipertensão arterial sistêmica não constituiu fator de risco em relação à diminuição da acuidade visual nos pacientes hipertensos

Racionalidade substantiva no processo decisório: um estudo em instituições que lidam com o tratamento oncológico infantojuvenil na cidade de Natal-RN

The present study regards an applied social research (qualitative) performed in two institutions which lead children s cancer treatment in Natal, Rio Grande do Norte. The main goal of this study is, as of a literature review at works which characterizes the first generations of study about substantive rationality, to detect Decision Making process related aspects that may serve as a basis to elaborate analysis categories from decision making process, aggregating them into a new study that may provide an advance to the theme in administrative science. The academic works based on the analysis model created by Mauricio Serva served as a basis to deep research into such theme, which verifies the predominant rationality in eleven administrative internal processes in productive organizations. This dissertation intends to go beyond the identification of the predominant rationality by elaborating new categories of analysis, and making possible the continuity of the subject in administrative science. Based on Guerreiro Ramos s work, which sees a kind of ideal organization, as known as isonomies, this study still calls upon Karl Polanyi s thoughts, which with the objective of comprehending the independent economic phenomenon of the value that allows considering non-market economies, find that the economy of the men is submerged in his social relations; it also rescues the studies from Max Weber who investigates the meaning of social action to better understand the rationality, and refers to the study of Jürgen Habermas, who proposes a broader conception about rationality, within the theory of communicative action. As a result of this theme s review, seven analysis categories of the decision making process have been formulated. They were applied in the institutions that had been chosen and helped to detect the type of predominant rationality in the categories of the decision making process. The results confirm that, although the decisions making process involves rational elements, such as information, identification of alternatives, there are also specific values of each individual with his experience and view oh the world, permeated not only by instrumental rationality, but also by substantive rationality. The study has verified that two similar institutions may show different types of rationality in the decision making process, when decision factors may tend to instrumental rationality, according to administration classic way, as well as they may emerge from substantive rationality, thus contributing to the process of emancipation of the human being in his sphere of work

O terciário (re) desenhando a periferia: a região administrativa norte de Natal/RN, na última década do século XX, servicializada na Av. Dr. João Medeiros Filho

The tertiary sector has been (re)defining and (re)qualifying, in an impacting way, the urban spaces in the cities, introducing new elements for the discussion of the relationship center/periphery. In Natal, as an inducing economic activity of its development, it conforms to the new needs of the capital, expanding, being materialized through several processes and spatial forms. We aim at analyzing one of those processes, which has taken its Northern Administrative Area to (re)define the design of its urban space, through the actions developed by the agents involved with the spatialization of the tertiary activities, at the same time as it redimensions its role as a periphery of Natal, contributing to the study of the recent and growing transformations of the Brazilian capitals. The studied district corresponds to 39.4% of the municipal area and, until recently, was composed by precarious reproduction spaces, unprovided of relevant economical activities. After the boom of the development of extensive housing complexes by SFH/BNH, the area, gradually stopped being a dependent area, and it imposed itself as an economically participant region, with the increase of the trade and services sectors, as well as a favorable place for the appearance of new activities. Its reflexes are noticeable in the achieved spatial configuration. As the main road to induct changes, Dr. João Medeiros Filho Avenue presents these new tendencies in the production of the intraurban space, concentrating the largest goods and services equipments of the area, through investments of the private and public sectors, which guarantee the capital allocation for the construction of a new centrality

Natal qual é a sua cara?: análise do perfil edilício da avenida Eng. Roberto Freire (Natal/RN) à luz da acessibilidade

This study focuses on the building ensemble of Avenida Roberto Freire, a main road in Natal, Brazil, as a material expression of the confluence of various factors among which the following may be emphasized: high level of accessibility due to urban spatial re-structuring and the growth of the real estate market, in view of the increasing number of consumers, who arrived in Natal within the last decades. The intense urban modification process that has been going on in Natal since at least the 1980s, has engendered the formation of long axial lines which express the expansion dynamics and some of the forces subjacent to it. Avenida Roberto Freire has been an iconic example of an urban thoroughfare where architecture becomes primarily a communication support that can be perceived by fast moving passers-by, what brings it close to the venturian concept of strip (Venturi at al, 1972). The building types that line the road not only respond to the dynamics in process but also contribute to intensify it, as they house a variety of uses which attract people and generate more movement. The dynamics is further strengthened by the action of the real estate business which benefits from the increase of highly accessible locations, and from the private and public investments and incentives to tourism that aim to insert this city into the globalized world. Although the intention of reconstituting part of the history of density increase on this avenue in a diachronical perspective was attempted within the limits of the available references and documentation, the central contribution of this study is to understand the relations between topological accessibility and the typological nature of the building ensemble. By observing the synchronic morphological frame resulting from the spatial configuration analysis pertinent to this avenue (cf. Hillier and Hanson,1984) and the inventory and classification of the building ensemble there existing, this study aims to understand how architecture responds to accessibility in view of the real estate pressure, boosted by a cosmopolitanizing process brought about by the continuous flow of foreign and Brazilian arrivals as visitors, temporary or permanent residents

De gata borralheira a Cinderela :nova espacialidade decorrente do desenvolvimento turístico, diferenciada pelo estilo de vida em Ponta Negra, Natal, RN

The transformations economical, social and politics in you finish them decades of the century XX brought changes that didn't just limit to the production system. The flexible accumulation took many workers lost her/it their workstations and they look for her/it new survival forms, migrating for administrative activities, of services rendered and for the tourist activity of small and medium load. The State has been investing in the implantation of plans of tourist development in order to create favorable conditions for the reproduction of the tourist activity in Brazil, mainly in the Northeast. A space when it starts to present a predominant economical activity suffers a restructuring in their social and economical relationships. The restructuring of these relationships takes to the construction of a new espacialidade. In the city of Christmas, in Rio Grande do Norte, the neighborhood of Black Tip is the most representative of the public investments for the tourist development. After intense process of tourist urbanization, Black Tip passed interfering in the global context consolidating as the tourist locus in the city. The tourist urbanization of the neighborhood took to the transformation of the space in merchandise that is sold and consumed as such. The recreation of fragments of other cultures brought by social actors, resulting from migratory processes stimulated by the tourist development, it has been presenting ruled social relationships in the informational technology, consumption of global goods and in the fragmentation of the urban space characterized by the internationalization and cosmopolitização. That process has been masking the inequalities partners and cultural as well as the territorial appropriation for an economical elite. The spaces are being appropriate for investors of the tourist section, private investors, agents and real estate producers, where the inequality is not just economical, but also cultural. The local population, mainly of the urban fraction of the Town of Black Tip, it doesn't participate of the productive process in function of the little or any professional qualification and he/she doesn't also have access to the consumption process. To the native ones it remains the fight for the preservation of his/her cultural identity and for the survival

Entre o cartão-postal e a cidade real: um estudo sobre paisagem e produção imobiliária em Natal/RN

Recent studies concerning the landscape have investigated the most important activities that contribute for its modification and have tried to better understand the society through the marks left by its quotidian. It is understood that singular landscapes constitute the cultural patrimonies of the cities, once they are part of the daily life of the citizens and are present in their social representations. Some contemporary authors defend the preservation of the natural and urban landscape trying, specially, to keep its importance for the local population. Natal is a city where the ambient qualities are well defined and known by the beauty of the area where it is located. Situated just between a river and the sea, the city grew following its geographic characteristics. The Potengi River, the Atlantic Ocean and the vast dunes ecosystem represented natural limits to the urban expansion; at the same time they have favored the development of a landscape pattern marked by the dialectic between the natural elements and the human interventions. However, this relationship changed after the intensification of the high rising development process that took place since the 1960s. The urban legislation tried to preserve the features of the local landscape delimiting Areas for Controlling Building High , destined to protect the scenic value of some parts of the city. On the other hand, the civil construction sector has made constant pressure in sense to abolish or to modify this legal instrument, aiming profits that have increased, in the 1990s, because of the consumption and the qualification of the urban space for tourist activities. It is necessary the raising of new elements to stimulate the quarrel about the landscape preservation, the process of the urban space production and the best way for the legislation implementation. This work tries to raise elements about the subject at local level, in sense to use Natal City experience to contribute for the formulation of indicators to raise the question about the lack of measure for subjective values, for example the cultural and affective value of the landscape. The natural elements inserted in the urban profile, represent strong visual references and supply identity to the town; they are part of the collective imaginary and are detached in the social context of the city. Then, why the preservation of the landscape, that estimates the improvement in the quality of life, is not enough to justify the controlling building high already previewed as part of Natal City Legislation? These questions send us to the approach of the landscape, as a community patrimony, alerting that some of its significant esthetics attributes must be preserved as a legacy for the future generations

Information literacy: uma análise nas bibliotecas escolares da rede privada em Natal / RN

GUEDES, Clediane de Araújo; FARIAS, Gabriela Belmont de. Information literacy: uma análise nas bibliotecas escolares da rede privada em Natal / RN. Revista Digital de Biblioteconomia e Ciência da Informação, Campinas, v. 4, n. 2, p. 110-133, jan./jun. 2007

Comportamento de compra por impulso em shopping centers: pesquisa com consumidores de Brasília-DF e Natal-RN

ARAUJO, G. P. ; RAMOS, A. S. M. . Comportamento de Compra por Impulso em Shopping Centers: pesquisa com Consumidores de Brasília-DF e Natal-RN. REAd. Revista Eletrônica de Administração (Porto Alegre. Online) , v. 16, p. 343-364, 2010.

Prevalence of strabismus among students in Natal-RN - Brazil

To estimate the prevalence of strabismus in Natal, Brazil, among elementary and high school students of the public and private educational systems, in addition to detecting etiological factors. Methods: 1024 students were randomly selected and submitted to a questionnaire and a complete ophthalmologic examination, by professors and resident physicians in Ophthalmology at the Federal University of Rio Grande do Norte. Results: Of 1024 students, 1015 were examined; 29 were found to have strabismus (2.9%), 20 of whom had manifest exotropia (2%), 2 had intermittent exotropia (0.2%), 6 had esotropia (0.6%) and 1 had V anisotropies (0.1%). Conclusions: The strabismus prevalence of the student population of Natal falls within the range of the worldwide population. There was ocular lesion in only one student (retinochoroiditis scar on the posterior pole in both eyes) related to strabismus

Estilo de vida e vulnerabilidade social dos adolescentes no Bairro de Felipe Camarão, Natal/RN, 2005

Este estudo descreve o estilo de vida e vulnerabilidade dos adolescentes do bairro Felipe Camarão em Natal-RN, a fim de compreender seus comportamentos, conforme vulnerabilidades identificadas. Foram aplicados 145 questionários semi-estruturados entre os adolescentes de 12 a 18 anos, no período de janeiro, a abril de 2005. O estilo de vida descrito, conforme os dados colhidos, informa que 92,4% sabem da importância de se alimentar bem, 86,9% têm sono preservado; 76,5% têm boa relação com seus pais. Porém, 86,9% afirmaram não haver área de lazer/diversão no bairro, enquanto os 31,0% não responderam sobre higiene corporal; 41,4% consomem drogas lícitas (maioria álcool), enquanto 37,9%, as ilícitas (maioria cola); 51,7% dizem que não conversam sobre sexo, enquanto 30,3% conversam com suas mães; 38,0% estão sexualmente ativos, iniciados entre 13 a 16 anos. Os comportamentos de alguns adolescentes estudados indicam um estilo de vida saudável, enquanto outros demonstram justamente o contrário, através de práticas como: pouca participação no lazer, por falta de opção; consumo de drogas lícitas e ilícitas; a falta de diálogo com os pais sobre sexo; relacionamento sexual precoce, somados às condições econômicas e sociais desfavorecidas que os expõem à adoção de um estilo de vida que implica em vulnerabilidade

Saúde bucal no Programa de Saúde da Família : o caso do Distrito Sanitário Norte de Natal-RN

The inclusion of the dentist in the Family Health Program (FHP) teams designates a reorganization of the mouth health care in your country and establishes a new scenario in Brazilian odontology, through of a new way to organize the basic health care, creating conditions to consolidate in mouth health practice actions, in the level of the basic attention, the validation of Unique Health System (UHS) constitutional principles. The purpose of this research is to verify if the actuation of mouth health teams (MHT) dentists, in Natal city north sanitary district, is tuned with FHP goals.The target research population was composed by all dentists working in Basic Health Units (BHU) of Natal north sanitary district. Fifth-eight questionnaires were applied and using open and closed questions we look for identify the functional characteristics of each BHU, the dentists professional attributions on each BHU, as well as the clinical procedures that they execute. This research also searched to identify the factors that facilitate and/or difficult the inclusion process and the dentists activities performance on these BHUs, as well as the necessary actions to north sanitary district MHTs to fulfill the objectives proposed by FHP. The results point that the inclusion of mouth health actions in north sanitary district FHPs brought the incorporation of new values to the used practices. Whoever, its necessary a more frequent evaluation of the carried actions, in a way they can be adapted to the real community necessities, and, is fundamental the data accompaniment, for that these serve of base for planning and redirecting activities, in a way that we do not have only a reproduction of traditional practices, fragmented and isolated, but a truly substitution of the traditional practices and a new way of promoting health

Diagnóstico da cultura organizacional em hospitais da rede privada de Natal/RN

As peculiaridades presentes no ser humano são observadas a partir da manifestação de sua cultura. Estas manifestações podem ser influenciadas pelo contexto social do indivíduo. A cultura nacional é uma destas influências. A brasileira, por exemplo, possui alguns traços nacionais peculiares ao seu povo que amenizam a sua complexidade e pluralidade. Estes traços podem se tornar influentes na cultura organizacional, através da manifestação das práticas e dos valores utilizados pela organização. Diante disso, o presente trabalho teve como objetivo diagnosticar a cultura organizacional dos hospitais, enfatizando as práticas e os valores organizacionais e a percepção dos colaboradores sobre a cultura organizacional. A metodologia utilizada na pesquisa foi de caráter descritivo e explicativo. A pesquisa ocorreu através da aplicação do Instrumento Brasileiro para a Avaliação da Cultura Organizacional IBACO, com 283 sujeitos distribuídos em três hospitais da rede privada de Natal/RN. As evidências encontradas pelo estudo foram analisadas através do software estatístico SPSS, com as técnicas multivariadas de análise fatorial, análise de aglomerados e análise discriminante. A partir dessas análises, foram obtidos cinco fatores distribuídos entre práticas e valores apresentados pelo IBACO, que foram: as práticas de recompensa e treinamento; integração externa e promoção do relacionamento interpessoal; e, os valores de satisfação, bem-estar e cooperação dos empregados e profissionalismo competitivo. Os grupos encontrados na análise apresentaram divergências de opinião quanto às práticas e os valores utilizados nos hospitais. Concluiu-se, portanto, que o Hospital A apresentou uma cultura mais proativa e voltada mais para a satisfação e bem-estar dos funcionários. Já os outros dois hospitais apresentaram culturas semelhantes, com limitações quanto à valorização do bem-estar e da cooperação entre os colaboradores, porém com uma boa prática do relacionamento interpessoal