Diseño de un Plan de Mercadeo para Slip Ltda. Asesores de Seguros

El propósito general de este documento es realizar un plan de mercadeo que ayude a mantener e incrementar el número de clientes de la empresa, traduciéndose esto en un incremento progresivo de las ventas de la compañía Slip Ltda. A través del diseño y generación de estrategias de mercadeo basadas en la explotación del portafolio de servicios actuales así como la ampliación de la gama de seguros ofrecidos actualmente por la empresa con el fin último de atraer un mayor número de nuevos clientes, evitar la posible absorción de la compañía por parte de otras empresas multinacionales, asegurar la sostenibilidad del negocio a través del tiempo y la optimización de las utilidades de la organización a través de las primas devengadas. Por consiguiente, el trabajo consiste en: Analizar el entorno económico de la empresa Slip Ltda. Mostrando la situación actual del sector y analizando las oportunidades y amenazas que se presentan, identificación de los nichos de mercado objetivo hacia los cuales se dirigirán las estrategias y los servicios que se buscarán potenciar, exploración de la capacidad de la empresa de generar valor agregado a sus clientes, definición de estrategias y tácticas que orienten a la compañía a obtener resultados a partir de las herramientas del marketing mix y planteamiento y establecimiento de un calendario para la aplicación de las estrategias junto con la proyección del presupuesto requerido para ello.

Principios de la actividad electoral en la era digital : una aproximación al control administrativo colombiano de la propaganda electoral en Internet

El desarrollo tecnológico y la expansión de las formas de comunicación en Colombia, no solo trajeron consigo grandes beneficios, sino también nuevos retos para el Estado Moderno. Actualmente, la oferta de espacios de difusión de propaganda electoral ha aumentado, mientras persiste un marco legal diseñado para los medios de comunicación del Siglo XX. Por tanto, este trabajo no solo realiza un diagnóstico de los actuales mecanismos de control administrativo sobre la propaganda electoral en Internet, sino también propone unos mecanismos que garanticen los principios de la actividad electoral, siendo esta la primera propuesta en Colombia. Por el poco estudio del tema, su alcance es exploratorio, se basa en un enfoque jurídico-institucional. Se utilizaron métodos cualitativos de recolección de datos (trabajo de archivo y entrevistas) y de análisis (tipologías, comparaciones, exegesis del marco legal), pero también elementos cuantitativos como análisis estadísticos.

Mercadeo farmacéutico de productos bajo prescripción: efectos de las estrategias Direct-to-Consumer-Advertising en el comportamiento de los consumidores y de prescripción de los médicos

Este proyecto se origina en el interés de analizar las estrategias actuales de promoción de productos farmacéuticos, en el marco del debate sobre el efecto persuasivo o informativo que la publicidad directa tiene sobre los consumidores. El objetivo es determinar el efecto de las estrategias de promoción directa para consumidores (Direct to Consumer Advertising [DTCA]) sobre el comportamiento de compra de pacientes y las prescripciones que formulan los médicos en el mercado de productos bajo receta en Estados Unidos. Para tal fin se propuso realizar una monografía que incluyera una revisión de literatura de carácter argumentativo, consultando información de nivel secundario en bases de datos científicas cuyos contenidos obedecieran a criterios metodológicos determinados por la naturaleza argumentativa del estudio. Adicionalmente, se analizó el debate sobre estos anuncios a la luz de dos estudios realizados a pacientes con cáncer de seno, próstata y colon, liderados por el Pennsylvania Cancer Registry con los productos biofarmacéuticos Avodart® y Flomax®. Finalmente, la investigación se fundamentó en la relación del mercado farmacéutico en Estados Unidos con cada uno de los agentes que interactúan en él; consumidores, médicos prescriptores y empresas farmacéuticas, así como el valor que estos comparten través de dichas interacciones. Se concluye que el comportamiento de compra de los consumidores está determinado por la naturaleza de la patología que padecen y el comportamiento de los profesionales que prescriben a sus pacientes se ve influenciado por los anuncios DTCA.

Estrategia y plan de mercadeo de la empresa YouTube

Esta investigación describe la situación de cómo Youtube se ha convertido a partir de sus estrategias y plan de mercadeo en la plataforma número uno en variedad de clips de películas, vídeos musicales, video de blogs, entre otros; llegando a popularizarse como una red social. Las redes sociales han desarrollado una nueva forma de comunicar y son una herramienta fundamental para la creación de conocimiento colectivo, es el caso de YouTube buscador de contenido audiovisual y red social que permite a millones de usuarios conectarse alrededor del mundo. Esta plataforma rompe las barreras culturales y de comunicación que anteriormente existían a falta de internet. En este sentido se pretende analizar a YouTube desde una perspectiva administrativa enfocada en el área de mercadeo.

Sífilis na gestação: aspectos importantes do diagnóstico e tratamento

A sífilis congênita ainda é bastante prevalente no Brasil, segundo o Ministério da Saúde, a prevalência de sífilis entre as parturientes brasileiras chega a 1,6%. Suas consequências incluem: abortamento, natimortalidade, parto prematuro e complicações tardias no bebê. Por ser uma patologia totalmente evitável, a taxa de sífilis congênita é um importante indicador de qualidade da assistência pré-natal. Sabemos que a identificação precoce e tratamento adequado das gestantes portadoras de sífilis reduzem significativamente a transmissão materno fetal e consequentemente os casos de sífilis congênita. A webpalestra tem o objetivo de instrumentalizar as equipes de saúde da família (ESF) na identificação, tratamento e acompanhamento dos casos, contribuindo para se alcançar a meta de erradicação desta patologia e como consequência a melhora da qualidade do acompanhamento pré-natal.

Edema, proteinúria e transtornos hipertensivos na gravidez: aspectos importantes no Pré-Natal

O cuidado pré-natal é realizado com o objetivo principal de reduzir riscos à saúde da gestante e do bebê. Nesse acompanhamento é fundamental realizar o manejo adequado das síndromes hipertensivas na gestação, tendo em vista que elas representam a principal causa de mortalidade materna no Brasil, e que também podem afetar negativamente o feto. Essa webpalestra tem como objetivos principais apresentar aspectos essenciais do manejo da hipertensão arterial na mulher gestante e esclarecer aspectos do edema gestacional, que pode ser fisiológico ou denunciar a presença de doença hipertensiva, entre outras patologias.

Educação continuada em neurologia pela INTERNET

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Aspectos técnicos da monitorização da pressão intracraniana pelo método subaracnóideo no traumatismo craniencefálico grave

Two hundred and six patients with severe head injury (Glasgow Coma Scale of 8 points or less after nonsurgical resuscitation on admission), managed at Intensive Care Unit-Hospital das Clínicas - Universidade Estadual de Campinas were prospectively analysed. All patients were assessed by CT scan and 72 required neurosurgical intervention. All patients were continuously monitored to evaluate intracranial pressure (ICP) levels by a subarachnoid device (11 with subarachnoid metallic bolts and 195 with subarachnoid polyvinyl catheters). The ICP levels were continuously observed in the bedside pressure monitor display and their end-hour values were recorded in a standard chart. The patients were managed according to a standard protocol guided by the ICP levels. There were no intracranial haemorrhagic complications or hematomas due the monitoring method. Sixty six patients were punctured by lateral C1-C2 technique to assess infectious complications and 2 had positive cerebrospinal fluid samples for Acinetobacter sp. The final results measured at hospital discharge showed 75 deaths (36,40%) and 131 (63,60%) survivors. ICP levels had significantly influenced the final results (p<0,001). The subarachnoid method to continuously assess the ICP levels was considered aplicable, safe, simple, low cost and useful to advise the management of the patients. The ICP record methodology was practical and useful. Despite the current technical advances the subarachnoid method was considered viable to assess the ICP levels in severe head injury.

Espectroscopia optogalvânica: alguns aspectos relevantes

In this work we present the optogalvanic effect in ionized gases in an historical perspective. This effect was observed for the first time by Foote and Mohler in 1925, and explained by Penning in 1928 for mixtures (Ne-Ar) and pure gases (or vapours) in 1937. Also, we show some aspects of the contributions of Romenian authors for the development of optogalvanic spectroscopy, which was used as a new technique only after 1964.

A síntese da amônia: alguns aspectos históricos

The ammonia synthesis from its elements plays an important role in the survival of humankind. A short historical development of discoveries of the nitrogen cycle, the nitrogen sources for agriculture and the ammonia synthesis (in laboratory and industry) are presented. Some brief aspects of nitrogen chemistry are described. Short biographies of Fritz Haber and Carl Bosch, the main persons in this epopee, are also presented.

Cromatografia de afinidade por íons metálicos imobilizados (IMAC) de biomoléculas: aspectos fundamentais e aplicações tecnológicas

Immobilized Metal Ion Affinity Cromatography - IMAC - is a group-specific based adsorption applied to the purification and structure-function studies of proteins and nucleic acids. The adsorption is based on coordination between a metal ion chelated on the surface of a solid matrix and electron donor groups at the surface of the biomolecule. IMAC is a highly selective, low cost, and easily scaled-up technique being used in research and commercial operations. A separation process can be designed for a specific molecule by just selecting an appropriate metal ion, chelating agent, and operational conditions such as pH, ionic strength, and buffer type.

Análise de aspectos socioeconômicos e tecnológicos da agropecuária na Bacia Hidrográfica do Rio Mogi Guaçu

Currently, owing to the occurrence of environmental problems, along with the need of environmental preservation, both the territory management of Hydrographic Basin and the conservation of natural resources have proven to have remarkable importance. Thus, the mean goal of the research is to raise and scrutinize social-economic and technologic data from the Mogi Guaçu River Hydrographic Basin (São Paulo, Brazil). The aim is to group municipalities with similar characteristics regarding the collected data, which may direct joint actions in the Hydrographic Basin Management. There were used both the methods of factorial analysis and automatic hierarchical classifications. Additionally, there is going to be applied a Geographical Information System to represent the outcomes of the methods aforementioned, through the evolvement of a geo-referenced database, which will allow the obtainment of information categorically distributed including theme maps of interest. The main characteristics adopted to group the municipalities were: agricultural area, sugar cane production, small farms, animal production, number of agriculture machinery and equipments and agricultural income. The methodology adopted in the Mogi Guaçu River Hydrographic Basin will be analyzed vis-à-vis its appropriateness on basin management, as well as the possibility of assisting the studies on behalf of the São Paulo Hydrographic Basin groups, to regional development.

Flora e aspectos auto-ecológicos de um encrave de cerrado na chapada do Araripe, Nordeste do Brasil

This study subject to investigate the floristic composition and richness, the reproductive phenological patterns, the dispersal syndromes and life forms of species of a disjunt cerrado in semiarid climate at Araripe plateau during a one year period. We found 107 species and 41 families. Fabaceae, Myrtaceae, Poaceae, Apocynaceae, Euphorbiaceae and Malpighiaceae showed the largest number of species. For 47 of the woody species found, we studied the geographical distribution based on 27 papers of the Brazilian cerrados. Twelve species are of widespread occurence in the cerrado, and 13 are restricted to the Araripe plateau. Zoocory, autocory, and anemocory are the predominant syndromes of dispersal. The predominant life forms were phanerophytes (50.7%), hemicriptophytes (14.9%) and camephytes (13.1%). The cerrado of Araripe have lower species richness than continous cerrados, but a similar pattern of reproductive phenology, dispersal syndromes and life forms in more humid zones.

Aspectos ultra-estruturais dos canais secretores em órgãos vegetativos e reprodutivos de Anacardiaceae

The study assessed phloem canal development and ultra-structure in shoot apices of Spondias dulcis G. Forst., phloematic canal ultra-structure in shoot apices of Tapirira guianensis Aubl., and floral canal ultra-structure and development and fruit canal ultra-structure of the latter specie. The flower and fruit canals of Anacardium humile St.Hil. were also studied ultra-structurally. The canals in shoot apices of S. dulcis show schizo-lysigenous formation and the floral canals of T. guianensis show schizogenous development. Epithelial cells of S. dulcis and T. guianensis canals have rough endoplasmic reticulum, free ribosomes, elongated plastids of several shapes with osmiophilic inclusions and dictyosomes with production of vesicles. Such organelles participate in the secretion of a heterogeneous exudate, which is comprised of hydrophilic and lipophilic substances. The epithelial cells of the fruit of A. humile present elongated plastids with circular membrane system, which are involved in the synthesis of lipophilic substances. The results of the ultra-structural analyses of the epithelial cells corroborate the results previously obtained in a histochemical study. In the histochemical study, lipophilic and hydrophilic substances were identified in the canals of T. guinanensis and S. dulcis and only lipophilic substances were identified in the canals of A. humile. Based on the ultrastructural aspects of the secretory canals of T. guianensis and S. dulcis we concluded that the plastids of the epithelial cells of the two species are different although they produce secretion of similar composition. A new record for the family is the presence of a great number of circular plastids in epithelial cells of the fruit of Anacardium humile. The pattern found in the secretory canals of the studied species is the ecrine type of secretion release.

Formação de professores: aspectos históricos e teóricos do problema no contexto brasileiro

This article deals with the theme of teacher training from the historical and theoretical perspectives. In the first part, the historical focus is introduced and the trajectory of teacher training in Brazil is examined, dividing it into six periods beginning with the passing of the Law of Schools of First Letters in 1827 and closing with the promulgation of the new law for national education in 1996. The second part deals with theoretical aspects, considering the two basic models of teacher training, their implications for the training of teachers of primary and pre-school education, the dilemma resulting from the contraposition between the two models and the way for overcoming it and concluding with observations on the training of teachers for special education.