Trade marketing no setor de lojas de conveniência

O estudo objetiva descrever as motivações para a adoção do trade marketing no setor de lojas de conveniência, bem como suas atribuições e posição na estrutura organizacional. Utilizou-se o estudo de casos múltiplos para investigar as motivações e práticas de quatro redes de lojas de conveniência, além de cinco fabricantes indicados pelas redes pesquisadas. Constatou-se que a existência de uma área formal de trade marketing não é condição suficiente para garantir a colaboração entre os fabricantes e os varejistas de lojas de conveniência. As ações de trade marketing são desenvolvidas e negociadas com o franqueador, todavia sua execução ocorre na instância do franqueado. Trata-se, portanto, de uma relação tripartite (tríade) composta por fabricante, franqueador das lojas de conveniência e seus franqueados.

Produção científica brasileira em marketing no período 2000-2009

O estudo analisa a produção científica brasileira em anais de congressos. Comportamento do Consumidor Marketing entre 2000 e 2009 publicada nos periódicos continua a ser o tema que mais atrai artigos (29%). O BAR, RAC, RAE, RAM, RAUSP e REAd e nos anais dos número médio de autores por artigo aumentou de 1,7 EnANPADs e EMAs. Em relação aos resultados da dé-para 2,3, e a concentração de artigos produzidos pelas cada passada (VIEIRA, 2003), verificou-se um aumento cinco instituições mais produtivas diminuiu de 62,5% para expressivo, de 368%, no número de artigos publicados. 49,6%. O número médio de citações por artigo aumen-A participação de artigos publicados em anais de con-tou de 21,6 para 37,4, mas o número médio de citações gressos (81,1%) continua muito superior à participação de periódicos nacionais aumentou apenas de 2,0 para de artigos publicados em periódicos (18,9%). Cerca de 2,5. O artigo conclui apontando alguns caminhos para a 65% dos autores publicaram apenas um único artigo em evolução da produção científica na área de Marketing.

O MARKETING SOCIAL E A PROMOÇÃO DE MUDANÇAS ESTRUTURAIS NO ALEITAMENTO MATERNO

Para avaliar as implicações práticas em relação ao comportamento do aleitamento materno, relativamente à dimensão dos problemas estruturais no âmbito do marketing social, foi desenvolvida uma investigação qualitativa exploratória, fundamentada na perspetiva do Modelo Ecológico Social (Social Ecological Model - SEM), por meio de entrevistas em profundidade com consultoras e conselheiras de lactação em Portugal. O conteúdo dessas entrevistas revelou algumas das principais barreiras ao aleitamento materno, no que respeita aos problemas estruturais e no âmbito do marketing social.

Cidade à venda: reflexões éticas sobre o marketing urbano

A partir de uma exposição e discussão conceitual sobre marketing urbano, este artigo propõe uma reflexão dos limites éticos da incorporação das estratégias de marketing pelas cidades, que, a partir dos anos 1990, vêm adotando de forma explícita conceitos de marketing, tanto para a melhoria de sua imagem internamente, quanto, e principalmente, para potenciais investidores. Uma das razões para o emprego de estratégias de marketing urbano é posicionar a cidade perante a um mercado globalizado de fluxos de pessoas, investimentos e informações. Os críticos contrários à estratégia argumentam que isso transforma a cidade em mercadoria; os favoráveis, que é ferramenta inovadora para articulação entre agentes públicos e privados, objetivando a melhoria socioeconômica das cidades e conseqüente atendimento do interesse coletivo.

A blockmodel study of managerial hierarchies, verbal networks, and organizational culture in four hospitals

This study demonstrates and applies a social network methodology for studying the dynamics of hierarchies in organizations. Social network (blockmodel) analysis of verbal networks in four hospitals contrasted hierarchical and structurally equivalent partitions of the sociomatrices of frequent ties and perceptions of organizational culture. It was found that the verbal networks in these organizations follow a center periphery pattern rather than a hierarchical logic and that perceptions of culture vary more by verbal network than by formal hierarchy. The perceptions of culture of central groups in one organization are much like those of peripheral groups in another. In all four hospitals, structurally equivalent social networks are more important in predicting subcultures than are hierarchical groupings and hierarchy has a limited impact on the development of verbal networks. These findings suggest the value of an amoeba rather than a pyramid metaphor in interpreting the cultures and relational structures of organizations.

Programas de marketing social: proposição e exame de uma estrutura conceitual de avaliação de resultados

A área de marketing tem sido cada vez mais demandada a prestar contas de suas ações, na forma de avaliação dos investimentos realizados. No marketing social não é diferente. O presente estudo examinou propostas de avaliação de programas de marketing social, em busca do que seria uma estrutura conceitual ideal para esse tipo de avaliação, a partir da literatura, prática de mercado, opinião de experts e exame empírico da proposta em dois diferentes estudos de caso, o programa Novo Sinal, da Prefeitura Municipal de Porto Alegre e os programas de imunização do Centro Estadual de Vigilância em Saúde do Governo do Rio Grande do Sul. A metodologia, qualitativa em sua essência, fez uso da técnica Delphi, entrevistas em profundidade e estudo de casos. A estrutura conceitual desenvolvida engloba as dimensões de avaliação de Input, Processo e Resultados, com respectivas variáveis e indicadores para cada dimensão, e ao longo de cujas dimensões a avaliação ética se faz presente, mas ainda de difícil avaliação na prática cotidiana dos profissionais de marketing social.

Knowledge, attitude and practice of mammography among women users of public health services

OBJECTIVE: To evaluate knowledge, attitude and practice related to mammography among women users of local health services, identifying barriers to its performance. METHODS: A total of 663 women were interviewed at 13 local health centers in a city of Southeastern Brazil, in 2001. Interviewees were randomly selected at each center and they were representative from different socioeconomic conditions. The number of interviewees at each center was proportional to monthly mean appointments. For data analysis, answers were described as knowledge, attitude, practice and their respective adequacies and then they were correlated with control variables through the chi-square test. RESULTS: Only 7.4% of the interviewees had adequate knowledge on mammography, while 97.1% of women had an adequate attitude. The same was seen for the practice of mammography that was adequate in 35.7% of the cases. The main barrier to mammography was lack of referral by physicians working at the health center (81.8%). There was an association between adequacy of attitude and five years or more of education and being married. There was also an association between adequacy of mammography practice and being employed and family income up to four minimum wages. CONCLUSIONS: Women users of local health services had no adequate knowledge and practice related to mammography despite having an adequate attitude about this exam.

Direct medical costs associated with schizophrenia relapses in health care services in the city of São Paulo

OBJECTIVE: To assess direct medical costs associated with schizophrenia relapses in mental health services. METHODS: The study was conducted in three health facilities in the city of São Paulo: a public state hospital; a Brazilian National Health System (SUS)-contracted hospital; and a community mental health center. Medical records of 90 patients with schizophrenia who received care in 2006 were reviewed. Information on inpatient expenditures was collected and used for cost estimates. RESULTS: Mean direct medical cost of schizophrenia relapses per patient was US$ 4,083.50 (R$ 8,167.58) in the public state hospital; US$ 2,302.76 (R$ 4,605.46) in the community mental health center; and US$ 1,198.50 (R$ 2,397.74) in the SUS-affiliated hospital. The main component was daily inpatient room rates (87% - 98%). Medication costs varied depending on the use of typical or atypical antipsychotic drugs. Atypical antipsychotic drugs were more often used in the community mental health center. CONCLUSIONS: Costs associated with schizophrenia relapses support investments in antipsychotic drugs and strategies to reduce disease relapse and the need for mental health inpatient services. Treating patients in a community mental health center was associated with medium costs and added the benefit of not depriving these patients from family life.

Stressful working conditions and poor self-rated health among financial services employees

OBJECTIVE: To assess the association between exposure to adverse psychosocial working conditions and poor self-rated health among bank employees. METHODS: A cross-sectional study including a sample of 2,054 employees of a government bank was conducted in 2008. Self-rated health was assessed by a single question: "In general, would you say your health is (...)." Exposure to adverse psychosocial working conditions was evaluated by the effort-reward imbalance model and the demand-control model. Information on other independent variables was obtained through a self-administered semi-structured questionnaire. A multiple logistic regression analysis was performed and odds ratio calculated to assess independent associations between adverse psychosocial working conditions and poor self-rated health. RESULTS: The overall prevalence of poor self-rated health was 9%, with no significant gender difference. Exposure to high demand and low control environment at work was associated with poor self-rated health. Employees with high effort-reward imbalance and overcommitment also reported poor self-rated health, with a dose-response relationship. Social support at work was inversely related to poor self-rated health, with a dose-response relationship. CONCLUSIONS: Exposure to adverse psychosocial work factors assessed based on the effort-reward imbalance model and the demand-control model is independently associated with poor self-rated health among the workers studied.

Model for the evaluation of drug-dispensing services in primary health care

OBJECTIVE To develop a model for evaluating the efficacy of drug-dispensing service in primary health care. METHODS An efficacy criterion was adopted to determine the level of achievement of the service objectives. The evaluation model was developed on the basis of a literature search and discussions with experts. The applicability test of the model was conducted in 15 primary health care units in the city of Florianópolis, state of Santa Catarina, in 2010, and data were recorded in structured and pretested questionnaires. RESULTS The model developed was evaluated using five dimensions of analysis for analysis. The model was suitable for evaluating service efficacy and helped to identify the critical points of each service dimension. CONCLUSIONS Adaptations to the data collection technique may be required to adjust for the reality and needs of each situation. The evaluation of the drug-dispensing service should promote adequate access to medications supplied through the public health system.

Prescription, dispensation and marketing patterns of methylphenidate

OBJECTIVE To analyze the patterns and legal requirements of methylphenidate consumption. METHODS We conducted a cross-sectional study of the data from prescription notification forms and balance lists of drugs sales – psychoactive and others – subject to special control in the fifth largest city of Brazil, in 2006. We determined the defined and prescribed daily doses, the average prescription and dispensation periods, and the regional sales distribution in the municipality. In addition, we estimated the costs of drug acquisition and analyzed the individual drug consumption profile using the Lorenz curve. RESULTS The balance lists data covered all notified sales of the drug while data from prescription notification forms covered 50.6% of the pharmacies that sold it, including those with the highest sales volumes. Total methylphenidate consumption was 0.37 DDD/1,000 inhabitants/day. Sales were concentrated in more developed areas, and regular-release tablets were the most commonly prescribed pharmaceutical formulation. In some regions of the city, approximately 20.0% of the prescriptions and dispensation exceeded 30 mg/day and 30 days of treatment. CONCLUSIONS Methylphenidate was widely consumed in the municipality and mainly in the most developed areas. Of note, the consumption of formulations with the higher abuse risk was the most predominant. Both its prescription and dispensation contrasted with current pharmacotherapeutic recommendations and legal requirements. Therefore, the commercialization of methylphenidate should be monitored more closely, and its use in the treatment of behavioral changes of psychological disorders needs to be discussed in detail, in line with the concepts of the quality use of medicines.

Socioeconomic inequalities in the access to and quality of health care services

OBJECTIVE To assess the inequalities in access, utilization, and quality of health care services according to the socioeconomic status. METHODS This population-based cross-sectional study evaluated 2,927 individuals aged ≥ 20 years living in Pelotas, RS, Southern Brazil, in 2012. The associations between socioeconomic indicators and the following outcomes were evaluated: lack of access to health services, utilization of services, waiting period (in days) for assistance, and waiting time (in hours) in lines. We used Poisson regression for the crude and adjusted analyses. RESULTS The lack of access to health services was reported by 6.5% of the individuals who sought health care. The prevalence of use of health care services in the 30 days prior to the interview was 29.3%. Of these, 26.4% waited five days or more to receive care and 32.1% waited at least an hour in lines. Approximately 50.0% of the health care services were funded through the Unified Health System. The use of health care services was similar across socioeconomic groups. The lack of access to health care services and waiting time in lines were higher among individuals of lower economic status, even after adjusting for health care needs. The waiting period to receive care was higher among those with higher socioeconomic status. CONCLUSIONS Although no differences were observed in the use of health care services across socioeconomic groups, inequalities were evident in the access to and quality of these services.