Estratègies psicològiques de màrqueting : Supermercat Mercadona i l'estratègia de posicionament

Aquest treball presenta una investigació realitzada sobre les estratègies psicològiques de màrqueting que utilitzen les grans empreses que gestionen els supermercats per atraure als consumidors i augmentar les seves vendes. L’objectiu de la investigació es centra en conèixer més a fons com es dóna, en particular, una estratègia de màrqueting - l’estratègia de posicionament- a la cadena de supermercats Mercadona, i esbrinar el comportament i el grau de consciència dels consumidors davant aquesta estratègia. L’estudi s’ha realitzat al Mercadona de Montcada i Reixac al mes de Gener del 2014. Per tal de realitzar aquesta investigació, s’ha enquestat a 180 consumidors de Mercadona i s’ha realitzat una entrevista en profunditat al responsable de màrqueting d’aquest supermercat. Els resultats obtinguts un cop realitzat l’estudi indiquen que les estratègies de màrqueting que empra Mercadona – concretament l’estratègia de posicionament- condicionen la compra dels consumidors i les seves actituds, no obstant, els consumidors coneixen l’estratègia i els missatges que emet Mercadona per modificar el comportament dels clients i augmentar les seves ventes.

Metais pesados em águas superficiais como estratégia de caracterização de bacias hidrográficas

The input of heavy metals concentrations determinated by ICP-AES, in samples of the Cambé river basin, was evaluated by using the Principal Component Analysis. The results distinguishes clearly one site, which is strongly influenced by almost all elements studied. Special attention was given to Pb, because of the presence of one battery industry in this area. Some downstream samples were associated with the same characteristics of this site, showing residual action of contaminants along the basin. Other sites presented influence of soil elements, plus Cr near a tannery industry. This study allowed to distinguish different sites in the upper basin of the Cambé (Londrina-PR-BR), in accordance to elements input.

Inibidores seletivos de prostaglandina endoperóxido sintase-2 (PGHS-2): nova estratégia para o tratamento da inflamação

Prostaglandins (PG's), produced from arachidonic acid metabolism, are potent mediators of inflammation. Nonsteroidal anti-inflammatory (NSAIDs) exert their effects by inhibition of prostaglandin endoperoxide synthase (PGHS) enzyme, which catalyses the first committed step in arachidonic acid metabolism. Two isoforms of PGHS are known: PGHS-1, constitutively expressed in most tissues, and is responsible for physiological production of PG's. The second isoform, PGHS-2, is induced by cytokines, mitogens and endotoxins in inflammatory cells, and appears to be responsible for the elevated production of PG's during inflammation. With the recent discovery of the inducible PGHS (PGHS-2), the medicinal chemist now possesses a novel target for designing therapeutic agents that could provide suitable anti-inflammatory activity without the ulcerogenic and renal side effects associated with currently available NSAIDs, all of which inhibit both PGHS-1 and PGHS-2.

Reação de Baylis-Hillman: uma estratégia para a preparação de intermediários multifuncionalizados para síntese orgânica

The Baylis-Hillman reaction has significantly advanced in the last ten years as demonstrated by a number of applications described in the literature. In this report we show some aspects of this reaction, including scope, limitations and perspectives.

Compostos alfa-diazo carbonílicos: uma estratégia atraente para a síntese orgânica

Diazocarbonyl compounds are a very important class of organic substances which have a long history of useful aplications in organic chemistry. The focus of this report deals with the use of diazocarbonyl compounds in a ariety of important reactions and their application in organic synthesis. These reactions are briefly summarized showing their broad scope.

Estratégia de simplificação molecular no planejamento racional de fármacos: a descoberta de novo agente cardioativo

In this article are described examples of the successful use of molecular simplification strategy in the discovery of new drugs from bioactive natural products and synthetic compounds. The discovery of a new cardiotonic derivative (37, 2-thienylidene-3,4-methylenedioxybenzoylhydrazine; LASSBio-294), efficiently synthesized from Brazilian natural product and structurally designed by molecular simplification of active pyridazinone compounds reported in the literature, is described. A brief description of the pharmacological profile of this new cardiotonic lead-compound, belonging to the N-acylhydrazone (NAH) class, is also reported herein.

Espectrofotometria derivativa: uma estratégia simples para a determinação simultânea de corantes em alimentos

A very simple spectrophotometric method is described for resolving binary mixture of the food colorants Sunset Yellow (INS 110) and Tartrazine Yellow (INS 102) by using the first derivative spectra with measurements at zero-crossing wavelengths. Before the spectrophotometric measurements, the dyes were sorbed onto polyurethane foam and recovered in N,N-dimethilformamide. Commercial food products (gelatine and juice powder) were analysed by using the proposed method and the HPLC technique. The results are in very good agreement and the differences between the methods is not statistically important. Therefore, the first-order derivative spectrophotometric method is accurate, precise, reliable and could be applied to the routine analysis of food samples.

A reação de ciclização de prins: uma estratégia eficiente para síntese estereosseletiva de anéis tetraidropirânicos substituídos

The Prins cyclization reaction has significantly advanced in the last years as demonstrated by a number of applications described in the literature. The objective of this report is to introduce this powerful synthetic methodology to the undergraduate and graduated student, since it is rarely presented in an organic synthesis formal course. This reaction is, in some cases, the methodology of choice for the preparation of natural products or drugs that present the tetrahydropyrane moiety in their structures. In this report we show some aspects of this reaction, including mechanism, scope and limitations.

Pró-fármaco ativado por enzima, uma estratégia promissora na quimioterapia

Strategies that promote selective activation of prodrugs by enzymes can be divided into two major classes: 1) deliver of a monoclonal antibody-enzyme immunoconjugate that can recognize a specific antigen and promote the prodrug to a citotoxic drug, with a high selectivity for the target cells, and 2) selective gene delivery encoding an enzyme that can promote the prodrug to a citotoxic drug for the target cells. In this article are discussed ADEPT (antibody-directed enzyme prodrug therapy), GDEPT (gene-directed enzyme prodrug therapy), VDEPT (virus-directed enzyme prodrug therapy), GPAT (genetic prodrug activation therapy) and PDEPT (polymer-directed enzyme prodrug therapy) approaches, their clinical trials, advantages, disadvantages and perspectives.

Biologia química: uma estratégia moderna para a pesquisa em produtos naturais

This paper presents an overview of the Natural Products Research in Brazil in the last five years (2002-2006), and also discusses how some relevant aspects of the Chemical Biology area could create new research opportunities and challenges for the natural product chemists. In addition, some aspects of the scientific policies and their impact on current projects are discussed.

Estratégia supramolecular para a nanotecnologia

Brazilian science is evolving rapidly and steadly in the last 10 years, reaching the 15º place in the international ranking. Research in nanotechnology is following a similar way generating new scientific and technological knowledge in several frontiers but specially in the interfaces of two or more areas, where Chemistry is consolidating itself as a central science. In this context, the supramolecular approach is a very promissing one because it allows the build-up of a chemical inteligence using all the sistematized knowledge for the design and development of new nanomaterials and products. The great challenge of Chemistry is not decrease the dimensionality of the materials but instead find ways to increase the dimensionality and structural complexity keeping strict control on the interactions between the components, in order to generate materials with new properties and functionalities. Unfortunately, the current vigorous advancement of scientific research has not been followed by the transformation of such know-how into patents and produts. Therefore much efforts should be devoted to build a national science and technology program, joining all the segments of the society involved in the technological development (university, institutes of technological research, industry and government) in order to promote the furtherance of the Brazilian technological base. Only in this way it is possible to evolve to a technological society capable to transform the scientific knowledge into wealthy, thus sustaining the socioeconomic development of the country.

Uma estratégia adaptada para síntese de magnetita

Chemical reactions in the solid state are often not included in undergraduate chemistry curricula, due to requirements for special laboratory facilities such as ovens and precision weighing balances. This work aims to describe novel and relatively simple magnetite chemical syntheses in dry medium, which could also be used as an alternative for freshmen chemistry experiments. The proposed reaction was carried out in a muffle furnace by heating (i) a sol-gel preparation and (ii) natural hematite, under nitrogen atmosphere at 400 ºC. The synthesized magnetite was characterized with powder X-ray diffraction and Mössbauer spectroscopy. Results show that magnetite samples have chemical properties as well as crystalline structure quite similar to those of standard natural magnetite.

Reação da cânfora com boroidreto de sódio: uma estratégia para o estudo da estereoquímica da reação de redução

Reduction of camphor to a mixture of borneol and isoborneol was performed using NaBH4 as the reducing agent under suitable conditions. Although more effective reduction was accomplished using toxic methanol, an alternative non-toxic ethanolic system is described. This experiment is important to introduce undergraduate students in reductive procedures, and can be used to show details on stereoselective procedures on carbonyl moieties (facial diastereoselectivity, Bürgi-Dunitz trajectory, diastereomeric excess).

Coordenação de metais a antibióticos como uma estratégia de combate à resistência bacteriana

Antibiotic resistance has been growing at an alarming rate and consequently the arsenal of effective antibiotics against Gram-negative and Gram-positive bacteria has dropped dramatically. In this sense there is a strong need to produce new substances that not only have good spectrum of activity, but having new mechanisms of action. In this regard, this paper emphasizes the coordination of metals to antibiotics as a strategy for reversing antibiotic resistance and production of new drugs, with a special focus on quinolones, fluoroquinolones, sulfonamides and tetracyclines.

Alterações em medicamentos mal acondicionados: uma estratégia para desenvolver habilidades investigativas, comunicação científica e interdisciplinaridade nas aulas de química

The chemist must master a number of abilities. These include a solid knowledge of theory and the capacity to devise theoretical problems. The chemist is also expected to solve problems. In order to improve these abilities, this work aimed to evaluate several tools, such as the use of contextualization, problem-based learning and the interdisciplinary approach. In the methodology developed, undergraduate students had to investigate and propose a hypothesis, suggesting how physical changes took place in inappropriately stored drugs. The interdisciplinary approach is achieved by connecting public interest, chemistry, biology and pharmacology concepts. The tools can improve these abilities required for a well-prepared chemist.