Marketing de lugar: estado da arte e perspectivas futuras

O objetivo neste trabalho é contribuir com o repensar da natureza e do significado do marketing de lugar presente na literatura, descrevendo as três principais perspectivas influentes em seu desenvolvimento – promoção, planejamento e branding – e apresentar uma análise crítica de seu processo de evolução. No intuito de orientar o entendimento, evitar interpretações individuais e propor uma linguagem comum, a análise compreende a convergência das perspectivas em um conceito caracterizado como uma importante ferramenta de gerenciamento das trocas que ocorrem em âmbito territorial visando ao desenvolvimento socioeconômico da localidade. Como contribuição, sugere-se uma estruturação para investigações futuras identificando lacunas entre a teoria do marketing de lugar e a forma como é compreendido, assim como as dificuldades significativas para sua implementação.

Fuzzy logic applied to the modeling of water dynamics in an Oxisol in northeastern Brazil

Modeling of water movement in non-saturated soil usually requires a large number of parameters and variables, such as initial soil water content, saturated water content and saturated hydraulic conductivity, which can be assessed relatively easily. Dimensional flow of water in the soil is usually modeled by a nonlinear partial differential equation, known as the Richards equation. Since this equation cannot be solved analytically in certain cases, one way to approach its solution is by numerical algorithms. The success of numerical models in describing the dynamics of water in the soil is closely related to the accuracy with which the water-physical parameters are determined. That has been a big challenge in the use of numerical models because these parameters are generally difficult to determine since they present great spatial variability in the soil. Therefore, it is necessary to develop and use methods that properly incorporate the uncertainties inherent to water displacement in soils. In this paper, a model based on fuzzy logic is used as an alternative to describe water flow in the vadose zone. This fuzzy model was developed to simulate the displacement of water in a non-vegetated crop soil during the period called the emergency phase. The principle of this model consists of a Mamdani fuzzy rule-based system in which the rules are based on the moisture content of adjacent soil layers. The performances of the results modeled by the fuzzy system were evaluated by the evolution of moisture profiles over time as compared to those obtained in the field. The results obtained through use of the fuzzy model provided satisfactory reproduction of soil moisture profiles.

Marketing da informação: abordagem inovadora para entender o mercado e o negócio da informação

Mostra o marketing da informação como abordagem inovadora da gestão da informação e do conhecimento em unidades de informação, a partir do entendimento do mercado e do negócio da informação na área em que atuam suas organizações mantenedoras, estejam elas inseridas no setor com fins de lucro ou não. Destaca que, diante dos novos temas e da mudança de paradigmas, o marketing da informação reflete tanto a natureza mutável dos serviços de informação como as perspectivas teóricas e práticas do marketing, principalmente após o surgimento da Internet e da Web. Conclui que é importante estudar, pesquisar e desenvolver estudos sobre marketing na ciência da informação para evidenciar os benefícios da apropriação conceitual do marketing nesta área do conhecimento e dar visibilidade ao papel desempenhado pelas unidades e profissionais da informação como agentes sociais capazes de contribuir para o desenvolvimento da sociedade.

Marketing de banana: preferências do consumidor quanto aos atributos de qualidade dos frutos

O Brasil produz aproximadamente seis milhões de toneladas por ano de banana (Musa spp.), com consumo médio da ordem de 35 kg/ habitante / ano. A aceitação da banana deve-se, principalmente, a seus aspectos sensoriais, valor nutricional e conveniência. A identificação das necessidades e desejos dos clientes consiste em uma atividade crítica do marketing. O objetivo deste trabalho foi o de pesquisar as preferências do consumidor de um mercado local (município de Cruz das Almas - Estado da Bahia) considerando os atributos de qualidade dos frutos frescos de banana madura. A metodologia utilizada foi a da pesquisa descritiva por método estatístico. Os dados foram coletados por questionário, na forma de entrevista pessoal com 400 pessoas. Os atributos de qualidade (variáveis) questionados e avaliados foram relacionados com a aparência, cor, textura, aroma, sabor e vida útil esperada dos frutos de banana. De acordo com a preferência dos consumidores entrevistados, o fruto de banana maduro ideal deve apresentar características como: penca contendo 10 a 12 dedos (frutos), dedos de tamanho médio ou grande, diâmetro médio, quina presente, ausência de pintas pretas na casca, cor da polpa amarelo-clara ou média, textura firme, aroma e sabor de intensidade média, mediamente doce e vida útil de 7 a 10 dias em condição ambiente. O sabor, vida útil e aparência dos frutos de banana são considerados os mais importantes atributos na escolha ou compra da banana, segundo os consumidores entrevistados.

DEVELOPMENT OF LOGIC IN INDIA: SIGNIFICANCE OF 'THE DUOLOGUE BETWEEN PĀYĀSI AND KASSAPA' ("LONG DISCOURSES")

ABSTRACT 'The Duologue of King/Governor Pāyāsi' ("Long Discourses") has long been recognised as a source for the proto-materialism current at the time of the Buddha. What needs to be stressed is the significance of the text as a pointer to the development of Logic in India. Perception (observation and experiment employing the joint method of agreement and difference), which is an accepted method of experimental enquiry, and reasoning from analogy, which can lead at best to a probable conclusion - these two are the only means employed to settle the dispute concerning the existence of the other-world. The Jain version of the same duologue-cum-parable, though varying in minor details regarding the name and identity of the monk refuting the king/governor, contains the same contrast, namely, perception versus analogical reasoning. There can be little doubt that the original parable was conceived with a view to asserting the existence of the other-world. In the Kaṭha Upaniṣad (sixth century BCE), an earlier Brahmanical text, however, instead of argument by analogy, verbal testimony (śabda) was invoked to settle the same point. Naciketas is assailed by doubt about the existence of a person after his or her death. The authority of Yama, the Pluto of Indian mythology, is invoked to convince him that the other-world does exist. Thus, the three parables taken together exhibit three means of knowledge in operation: verbal testimony and argument by analogy pitted against perception.

Percepções de alunos de medicina sobre marketing médico

INTRODUÇÃO: Marketing médico é um assunto controverso, principalmente no que concerne a princípios éticos. Portanto, frente à competição acirrada de mercado, é necessário o preparo profissional. Conhecer a percepção dos alunos de Medicina pode auxiliar na estruturação de alternativas de capacitação. METODOLOGIA: Inicialmente, identificaram-se crenças sobre marketing médico através de grupo focal composto por 12 alunos. Com base nesses dados, dez afirmações para avaliar atitudes foram aplicadas aos alunos de uma Faculdade de Medicina pública brasileira. RESULTADOS: Observou-se falta de clareza sobre o conceito de marketing, preocupação com princípios éticos e necessidade de marketing no mercado competitivo. Na fase de aplicação, foram obtidas 280 respostas de diversos estágios do curso. Apenas 16,8% admitiram contato com o tema. Houve clareza sobre ética em relação ao paciente, influenciada positivamente pela progressão no curso, mas houve divergência na ética entre profissionais. CONCLUSÕES: Marketing médico é uma área pouco compreendida e relegada ao currículo oculto, sendo influenciada por transposições inadequadas de métodos didáticos destinados à comunicação profissional para a população leiga. Novos métodos de ensino, como a educação tutorial, podem ser uma alternativa para lidar com essas situações.

Remarks on an algebraic semantics for paraconsistent Nelson's logic

In the paper Busaniche and Cignoli (2009) we presented a quasivariety of commutative residuated lattices, called NPc-lattices, that serves as an algebraic semantics for paraconsistent Nelson's logic. In the present paper we show that NPc-lattices form a subvariety of the variety of commutative residuated lattices, we study congruences of NPc-lattices and some subvarieties of NPc-lattices.

Matrix- based logic for avoiding paradoxes and its paraconsistent alternative

The present article shows that there are consistent and decidable many- valued systems of propositional logic which satisfy two or all the three criteria for non- trivial inconsistent theories by da Costa (1974). The weaker one of these paraconsistent system is also able to avoid a series of paradoxes which come up when classical logic is applied to empirical sciences. These paraconsistent systems are based on a 6- valued system of propositional logic for avoiding difficulties in several domains of empirical science (Weingartner (2009)).

Application of fuzzy logic for the evaluation of livestock slaughtering

The fuzzy logic admits infinite intermediate logical values between false and true. With this principle, it developed in this study a system based on fuzzy rules, which indicates the body mass index of ruminant animals in order to obtain the best time to slaughter. The controller developed has as input the variables weight and height, and as output a new body mass index, called Fuzzy Body Mass Index (Fuzzy BMI), which may serve as a detection system at the time of livestock slaughtering, comparing one another by the linguistic variables "Very Low", "Low", "Average ", "High" and "Very High". For demonstrating the use application of this fuzzy system, an analysis was made with 147 Nellore beeves to determine Fuzzy BMI values for each animal and indicate the location of body mass of any herd. The performance validation of the system was based on a statistical analysis using the Pearson correlation coefficient of 0.923, representing a high positive correlation, indicating that the proposed method is appropriate. Thus, this method allows the evaluation of the herd comparing each animal within the group, thus providing a quantitative method of farmer decision. It was concluded that this study established a computational method based on fuzzy logic that mimics part of human reasoning and interprets the body mass index of any bovine species and in any region of the country.

Marketing in the pre-development process of agricultural machines: a reference model

The theme of the research is the development of the domain of marketing knowledge in the design of agricultural machinery. It is developed throughout the design of agricultural machinery in order to identify the corporate and customers needs and to develop strategies to satisfy these needs. The central problem of the research questions which marketing tools to apply on pre-development process of farm machinery, in order to increase the market value of the products and of the company and, consequently, generate competitive advantage to the manufacturers of agricultural machinery. As methodology, it was developed bibliographical research and multicase study of the development process of agricultural machinery developed by small, medium and large companies and the academy. As a result, a marketing reference model was elaborated for the pre-development stage of agricultural machinery, which outlines the activities, tasks, mechanisms and controls that can be used in strategic planning and in products planning of agricultural machinery manufacturers, contributing to explain the explicit knowledge in the marketing field.

Electrically driven fertilizer applicator controlled by fuzzy logic

The present study shows the development, simulation and actual implementation of a closed-loop controller based on fuzzy logic that is able to regulate and standardize the mass flow of a helical fertilizer applicator. The control algorithm was developed using MATLAB's Fuzzy Logic Toolbox. Both open and closed-loop simulations of the controller were performed in MATLAB's Simulink environment. The instantaneous deviation of the mass flow from the set point (SP), its derivative, the equipment´s translation velocity and acceleration were all used as input signals for the controller, whereas the voltage of the applicator's DC electric motor (DCEM) was driven by the controller as output signal. Calibration and validation of the rules and membership functions of the fuzzy logic were accomplished in the computer simulation phase, taking into account the system's response to SP changes. The mass flow variation coefficient, measured in experimental tests, ranged from 6.32 to 13.18%. The steady state error fell between -0.72 and 0.13g s-1 and the recorded average rise time of the system was 0.38 s. The implemented controller was able to both damp the oscillations in mass flow that are characteristic of helical fertilizer applicators, and to effectively respond to SP variations.

Speed Control of an Autonomous Mobile Robot: Comparison between a PID Control and a Control Using Fuzzy Logic

An Autonomous Mobile Robot battery driven, with two traction wheels and a steering wheel is being developed. This Robot central control is regulated by an IPC, which controls every function of security, steering, positioning localization and driving. Each traction wheel is operated by a DC motor with independent control system. This system is made up of a chopper, an encoder and a microcomputer. The IPC transmits the velocity values and acceleration ramp references to the PIC microcontrollers. As each traction wheel control is independent, it's possible to obtain different speed values for each wheel. This process facilities the direction and drive changes. Two different strategies for speed velocity control were implemented; one works with PID, and the other with fuzzy logic. There were no changes in circuits and feedback control, except for the PIC microcontroller software. Comparing the two different speed control strategies the results were equivalent. However, in relation to the development and implementation of these strategies, the difficulties were bigger to implement the PID control.

Simulation of Active Control Using Fuzzy Logic Applied to a Pulse Combustor

This work analyzes an active fuzzy logic control system in a Rijke type pulse combustor. During the system development, a study of the existing types of control for pulse combustion was carried out and a simulation model was implemented to be used with the package Matlab and Simulink. Blocks which were not available in the simulator library were developed. A fuzzy controller was developed and its membership functions and inference rules were established. The obtained simulation showed that fuzzy logic is viable in the control of combustion instabilities. The obtained results indicated that the control system responded to pulses in an efficient and desirable way. It was verified that the system needed approximately 0.2 s to increase the tube internal pressure from 30 to 90 mbar, with an assumed total delay of 2 ms. The effects of delay variation were studied. Convergence was always obtained and general performance was not affected by the delay. The controller sends a pressure signal in phase with the Rijke tube internal pressure signal, through the speakers, when an increase the oscillations pressure amplitude is desired. On the other hand, when a decrease of the tube internal pressure amplitude is desired, the controller sends a signal 180º out of phase.

Efficacy, safety, quality control, marketing and regulatory guidelines for herbal medicines (phytotherapeutic agents)

This review highlights the current advances in knowledge about the safety, efficacy, quality control, marketing and regulatory aspects of botanical medicines. Phytotherapeutic agents are standardized herbal preparations consisting of complex mixtures of one or more plants which contain as active ingredients plant parts or plant material in the crude or processed state. A marked growth in the worldwide phytotherapeutic market has occurred over the last 15 years. For the European and USA markets alone, this will reach about $7 billion and $5 billion per annum, respectively, in 1999, and has thus attracted the interest of most large pharmaceutical companies. Insufficient data exist for most plants to guarantee their quality, efficacy and safety. The idea that herbal drugs are safe and free from side effects is false. Plants contain hundreds of constituents and some of them are very toxic, such as the most cytotoxic anti-cancer plant-derived drugs, digitalis and the pyrrolizidine alkaloids, etc. However, the adverse effects of phytotherapeutic agents are less frequent compared with synthetic drugs, but well-controlled clinical trials have now confirmed that such effects really exist. Several regulatory models for herbal medicines are currently available including prescription drugs, over-the-counter substances, traditional medicines and dietary supplements. Harmonization and improvement in the processes of regulation is needed, and the general tendency is to perpetuate the German Commission E experience, which combines scientific studies and traditional knowledge (monographs). Finally, the trend in the domestication, production and biotechnological studies and genetic improvement of medicinal plants, instead of the use of plants harvested in the wild, will offer great advantages, since it will be possible to obtain uniform and high quality raw materials which are fundamental to the efficacy and safety of herbal drugs.

Classificações de signos de C.S.Peirce: de ‘On the Logic of Science’ ao ‘Syllabus of Certain Topics of Logic’

As classificações dos signos de C.S.Peirce começam a ser desenvolvidas em 1865 e se estendem a até, pelo menos, 1909. Vou apresentar o período que tem início em 1865, e possui dois momentos de intensa produção - "On a New List of Categories" e "On the Algebra of Logic: a contribution to the philosophy of notation". Em seguida apresento as dez classes de signos, uma morfologia que aparece no "Syllabus of Certain Topics of Logic", e é desenvolvida a partir de 1903. Meu propósito aqui é familiarizar o leitor com as intrincadas classificações sígnicas de Peirce.