O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

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

As sanções políticas, mecanismo de intervenção do estado na ordem econômica e tributária

This work pursues to analyze the sanctions of restrictive nature, which are characterized by impeding the business of the contributor in debt. Such sanctions known as political sanctions, are truly understood as an indirect way of tax enforcement, liable to cause problems to the private entity in curtailing, the initiative freedom, opposing the Article 5°, item XIII and Article 170, single paragraph of CF/88. As the State gets the several means to assure the economic order effective performance, it is up to the State to restrain the economic power abuse that objects to the marketing domination, to the ending of competition, and arbitrary increasing of profits (CF Article 173, § 4ª.) Therefore, it depends on the state, besides maintaining the economic order, to ensure a fair distribution of tax burden and act under the command of the Democratic State of Law principles. In order to make the tax collection effective, specific in some cases, the administrative fiscal agent uses coercive, excessive, and institutional, in imposing sanctions which causes constraint, maculating the contributor s essential rights, that matters of the necessity to force the tax credit ending. The principle of the free initiative and free competition, which are intended to be analyzed in this study, comes from a constitutional context and it will be reviewed in its systematic relations and with another rules, in order to evidence, at the end, the occurrence of an intervention towards the economic order when the State makes do of political sanctions as a tool for the tax credit effectiveness, infringing the Tax and Constitutional principles

Seis sigma :uma proposta para implementação da metodologia em pequenas e médias empresas

The Six Sigma methodology consists of a program guided to the continuous improvement of enterprise processes, which aims at customer satisfaction, as well as increasing financial and operational profits. Considering that more than 99% of the Brazilian companies have up to five hundred employees, this study investigates how Six Sigma can be applied in small or medium size companies. This study was conducted based on literature review and application of the ideas in a medium size newspaper company, which manufactures newspapers that circulate daily in the state of Rio Grande do Norte. The results of the research point to the viability of use of the methodology in this market segment, as well as suggest a method that can be used in similar companies

Analise SWOT do gerenciamento de resíduos do coco verde em duas agroindústrias do estado do Rio Grande do Norte

In the current conjuncture, the environmental factor has been changing the position of companies that are practicing or minimally adopting environmental management. Such tool has been used by companies to face the problems caused by solid waste, in particular green coconut waste, which is constantly among the material discarded by society (companies/ consumer). It is a typical tropical fruit whose fresh water is very benefic for human health, and its popularization has caused a progressive increase of its consumption. Following this stream of thought, this present work came up with an analysis of strengths, weaknesses, threats, and opportunities SWOT analysis on green coconut solid waste management at two agribusiness companies in the state of Rio Grande do Norte (RN), Brazil, aiming to know the challenges and the potentials of this kind of waste. According to the approach of the problem, this work fits a descriptive, exploratory, and qualitative research. The data collection was obtained by a questionnaire and a structured interview, in order to evaluate the strategic posture of agribusiness companies through SWOT analysis, which is an English acronym for Strengths, Weaknesses, Opportunities and Threats. The SWOT analysis is an effective tool to analyze the internal and external environment of an organization. This tool contributes to locate the company at the environment in question and when well applied it enables the detection of mistakes, the strengthening of correct procedures, the avoidance of threats, and the bet on opportunities. The studied agribusiness industries have very similar profiles, such as a long business life span, and a strategy that extends the useful life of the fruit, by using its waste for the manufacturing of new subproducts. In both, the daily quantity of waste resulted of this process reaches approximately 20 thousand units of the fruit in high season, being necessary a focus directed at use and/or treatment of these waste. Further to SWOT analysis, it was ascertained that the agribusiness company A works through a defensive marketing strategy and acts vulnerably, in other words, unable of acting before this market segment, for it has decided to stop using the waste due to a lack of equipment and technology. On the other hand, the agribusiness company B has incorporated an offensive marketing strategy because even not possessing equipments, technology, and appropriated internal installations, it still insists on use and benefits of green coconut waste in its agribusiness. Thus, it is considered that the potential of green coconut waste management for the production of several subproducts reduces the impacts produced by inappropriate placement and generates profits in a short, medium and long term. Such profits being tangible and intangible, as the interest for sustainability actions is not only a matter of obtaining return on capital, but it is an important question in order to move on into business, since it is not enough to have quality on products and process nowadays. It is necessary to establish socio-environmental practices aiming the image of the company as the prevailing role on consumers buying decision

Impactos da adoção da INTERNET na hotelaria : a percepção dos gerentes de hotéis de médio e grande porte de Natal / RN

The hotel industry is increasingly using the Internet like a management and operational tool. That way, the hotels will be more prepared to offer quality services to their guests and increase their profits as well. However, many managers seem don t perceive the advantages brought from this new digital environment. This thesis analyse the effects of the hotel managers perceptions as for the Internet effectiveness, Internet access, Internet as a communication tool, future importance of the Internet, benefits and drawbacks of the Internet, according to property type (simple, medium comfort and luxe), property size (quantity of the apartaments), age and hotel industry experience of the managers. The methodology utilized was a survey about the hotels that had at least 40 apartments (medium and big property size), were working in Natal-RN and classified in categories in the Guia Quatro Rodas Brasil, totalizing 35 hotels. Through the analysis of variance (ANOVA) and Tukey test, the results showed that the hotel managers with more than 50 apartments, the managers of the hotel more comfortable, the younger managers and the managers less experient in the hotel industry, demonstrated more conscious about the importance of the adoption of the Internet than the rest of the others. The contribution of this work is to offer more knowledge to the hotel executives about how they can use the Internet and show the importance of the web adoption in their properties

Caracterização de escovas de grafite e avaliação do seu desempenho em função da microestrutura

The electric can be converted into thermal, luminous, electromagnetic, and also in mechanical energy. In this context the electric engines plays a fundamental role, specially that they work very below of its nominal capacity, with consequent decrease load density. In industrial environment, these characteristics of work of DC engines had also generated an extreme consumption of coal brushs and attack in the commutator reducing the useful life of the engine and increasing maintenance demand and cost. The general objective of the present work is to study the influence of the granulometry of the coal brush used in DC engines with the resistance to the consumption of the same ones, as well as in the performance presented by the commutator of the engine. Additionally, determining the measurable and not measurable profits when the brush used is adjusted to the application. The brushes had been produced by an industry of the sector and tested in industrial environment to evaluate their performance and consumption. Preliminary results evidence a substantial improvement in the performance of these brushes in function of its microstructure and the application in which it is used

Estudo de técnicas para o tratamento alternativo de efluentes oleosos oriundos da industrialização da castanha de caju

An evaluation project was conducted on the technique of treatment for effluent oil which is the deriving process to improve cashews. During the evaluation the following techniques were developed: advanced processes of humid oxidation, oxidative processes, processes of biological treatment and processes of adsorption. The assays had been carried through in kinetic models, with an evaluation of the quality of the process by means of determining the chemical demand of oxygen (defined as a technique of control by means of comparative study between the available techniques). The results demonstrated that the natural biodegradation of the effluent ones is limited, as result using the present natural flora in the effluent one revealed impracticable for an application in the industrial systems, independent of the evaluation environment (with or without the oxygen presence). The job of specific microorganisms for the oily composite degradation developed the viability technique of this route, the acceptable levels of inclusion in effluent system of treatment of the improvement of the cashew being highly good with reasonable levels of removal of CDO. However, the use combined with other techniques of daily pay-treatment for these effluent ones revealed to still be more efficient for the context of the treatment of effluent and discarding in receiving bodies in acceptable standards for resolution CONAMA 357/2005. While the significant generation of solid residues the process of adsorption with agroindustrial residues (in special the chitosan) is a technical viable alternative, however, when applied only for the treatment of the effluent ones for discarding in bodies of water, the economic viability is harmed and minimized ambient profits. Though, it was proven that if used for ends of I reuse, the viability is equalized and justifies the investments. There was a study of the photochemistry process which have are applicable to the treatment of the effluent ones, having resulted more satisfactory than those gotten for the UV-Peroxide techniques. There was different result on the one waited for the use of catalyses used in the process of Photo. The catalyses contained the mixing oxide base of Cerium and Manganese, incorporated of Potassium promoters this had presented the best results in the decomposition of the involved pollutants. Having itself an agreed form the gotten photochemistry daily paytreatment resulted, then after disinfection with chlorine the characteristics next the portability to the water were guarantee. The job of the humid oxidation presented significant results in the removal of pollutants; however, its high cost alone is made possible for job in projects of reuses, areas of low scarcity and of raised costs with the capitation/acquisition of the water, in special, for use for industrial and potable use. The route with better economic conditions and techniques for the job in the treatment of the effluent ones of the improvement of the cashew possesses the sequence to follow: conventional process of separation water-oil, photochemistry process and finally, the complementary biological treatment

Elaboração e aplicação de uma estratégia de ensino sobre os conceitos de calor e de temperatura

This piece of work has investigated the alternative conceptions shown by students of secondary school, concerned to the concepts of warmth and temperature, aiming the elaboration and application of a learning strategy as of the diagnose risen from the conceptions present in students. The learning strategy was built up by a sequence of activities that involve History of Science and experiments, put in a course that had as a base the proposal of the Group of Redevelopment of Physics Teaching (GREF). We have used as the conductor wire of our research the development of thermo dynamics since the development of the first thermo machines, passing by the Industrial Revolution and the evolution of concepts of warmth and temperature. The learning strategy was applied to a group of second grade of secondary school in a public school in Mossoró (RN). By doing these activities we tried to become the concepts, which are part of thermo dynamics, more meaningful to the students. We have estimated that the application of the strategy has represented some profits to the students of the group, concerning to learning of laws and concepts of thermo dynamics (specifically the concepts of warmth and temperature), as well as what it is referred to the overcoming of its initial conceptions

Caracterização e modelagem dos sistemas de produção de caprinos leiteiros

The objectives of this research were characterizing the dairy goat production systems and model it using linear program. On the first step of this research, the model was developed using data from farms that was affiliated in the ACCOMIG/Caprileite, used a similar dairy goat production systems and have a partnership program with Universidade Federal de Minas Gerais . The data of research were from a structured questionnaire applied with farmers and monitoring of production systems during a guided visit on their farms. The results permitted identify that all farms were classified as a small and have a intensive production system. The average herd size had 63.75 dairy goats on lactation; it permits a production of 153, 38 kg of goat milk per day. It was observed that existing more than one channel of commercialization for the goat milk and their derivative products. The data obtained, on the first step of this research, was used to develop a linear program model. It was evaluated in two goat production systems, called P1 and P2. The results showed that the P1 system, with an annual birth and lactation during approximately 300 days was the best alternative for business. These results were compared with a mixed (beef and dairy) goat system in the semiarid region, which indicated merged with both systems. Therefore, to achieve profits and sustainability of the system, in all simulations it was necessary a minimum limit of funding of U.S. $ 10,000.00; this value permit earning of U.S. $ 792.00 per month and pay the investment within 5 years

A doença como ponto de mutação :os processos de significação em mulheres portadores de lúpus eritematoso sistêmico

Systemic lupus erythematous (SLE) is a chronic and auto-immune disease that can affect several systems of one´s body, including the nervous system, causing several clinical evidences, which can put in risk the person´s life. Although the illness could manifest itself at any age or sex, studies indicate higher incidence among women. Its etiology points to the combination of genetic, hormonal and environmental factors. Due to the disease´s complexity, it is evident that it affects all the person´s life as a whole and not only its organic dimension. It is believed that the signification attributed to all the process of sickening influences its treatment, as well as the person´s capacity to cope with the difficulties and implicit profits involved in the process.In this study, eight women who were affected by SLE were interviewed, with the aim of examining carefully the processes of signification as well as the generation of meanings which permeate these women´s sickening processes. The analysis of their speeches evidences distinct forms of giving meaning to the process, regardless of the time of the diagnosis. The fact that the disease is incurable was shocking to all the participants, and it demanded changes in their lives, in order to detain a relative control of their condition. The majority of the participants were able to deal with these modifications, since strategies have been created to face the difficulties and thus to preserve their social life, without damaging their health. However, some of the participants did not obtain strenght to cope with the disease, eventually developing a depressive state. It is observed that not only SLE has innumerable ways of manifestation, but the experience of the illness is very subjective and dynamic. There are also several ways of expressing this experience, according to the implications in the social, cultural and economic context where the participants are inserted. This ratifies the necessity of a interdisciplinary approach to embrace SLE complexity. (310 words, 1.610 characters)

Ecossocialismo: a gênese de uma ecologia social em assentamentos de reforma agrária a partir dos movimentos sociais do campo

The world`s ecology crisis has in the capitalism way of production one of the possible causes. The unstopped search for the profits, into unlimited exploration of limited resources, made a huge transformation in human relationships with the nature, causing environment devastation, shortage of resources and species disappearance. Arises the necessity of question the society model that we are and which brings this crisis state, while we are impelled to search an alternative way. The ecosociallist praxis blows marxist principles with ecological matters, bringing important contributions regarding alternatives to capital/exploratory modus, advocating for a social fair society and environmentally sustainable. This way, by bibliographic review, we will research about this theory which have been growing in academic middles. In the same way, we will analyze the rural social movements paper in the construct of this reality. Throut the half estruture interviwes, bibliografic research and visities in the space of settlement called Moacir Lucena, that is today a exemple of rural resignification

Mercado imobiliário informal e dinâmica urbana: o caso do bairro de Mãe Luiza Natal/RN

This paper aims at analyzing the dynamics of informal housing in Mãe Luiza, in the context of real estate valuation of the city of Natal/RN, which, like any other urban center, has problems related to access to urban land, which increasingly more is appreciated due to their scarcity and, consequently, has led to the segregation of urban spaces. Recently, the informal housing market has received special attention by scholars who wish to discuss the production of space and ways of access to urban land and housing, especially for those disadvantaged by the housing policies of the government where these exist. When talking about the housing market, we are automatically referring to concepts or categories intrinsic to the existing mode of production in our society - the capitalism. Thus, the categories: income, value (use and exchange), commodity, capital, profits and capital gains, along with other important concepts as well as land use (urban) and real estate agents are of great relevance to discussion we intend to do within the context of production space

As múltiplas dimensões da garantia dos direitos do paciente idoso internado: o caso de uma instituição hospitalar pública no município de Natal/RN

In the context of current capitalist society, marked by the logic that restricts the human person their status as workforce, in order to generate profits, old age is often treated as an underprivileged life stage. This reality becomes more intense considering the sharp aging process that affects brazilian society is accompanied by the country's entry into a globalized world and tensioned by the dictates of capital. Thus, despite the increasing development of policies to strengthen the guarantee of elderly rights, it is necessary to establish effective strategies of these measures to ensure a higher quality of life to these subjects. Therefore, it is necessary to develop studies that problematize the issue of the elderly, which represent a growing portion of the population, and hence have more visible demands, including in health. With the increase in the elderly population in Brazil it is possible to realize the country is going through a demographic transition and epidemiological changes that contribute to change the landscape of health care of the elderly, especially the hospitalization. Thus, this study aimed to analyze the multiple aspects of ensuring the rights of elderly patients admitted to the State Hospital Dr. Ruy Pereira dos Santos (HRPS), located in Natal / RN, whose most patients are elderly. Specifically sought to understand the aging process, its social consequences and the vulnerability to which it is exposed, especially during the disease situation; understand the process of construction of the Brazilian public health and their actions for older people; learn the expressions of citizenship formation in Brazil with regard to policies for older people; and investigate the design of health professionals about the guarantee of the right of hospitalized elderly. Starting from an integrated coordinated theoretical and practical possibilities, a qualitative research and literature character, documentary and field was held. For this, there were four semi-structured interviews with health research locus Hospital professionals - namely, two social workers, a doctor and a nurse - as well as life stories with the hospitalized elderly patients, one in each deck the said Hospital, totaling three. The results pointed to the difficulty of health policy become effective as law and stressed one historical scenario violation of the rights of elderly hospitalized patients, which persists due to the precarious situation and the difficulty of effective implementation of the Unified Health System (SUS ) and other public policies to that end.

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters