Análise das determinantes à receptividade ao bluetooth marketing pelo consumidor português – um estudo empírico

With the increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today is visible the development of mobile marketing campaigns, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets). Taking advantage of mobile devices services (bluetooth networks, Wi-Fi, WAP, SMS service, MMS) as a vehicle to approach and communicate with consumers, bluetooth technology is a potential way of mobile marketing to become increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". According to the literature review on the concept of mobile marketing, bluetooth marketing and consumer behaviour theories, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study developed from a set of hypotheses and implementation of an online questionnaire to a sample of 755 respondents, demonstrated that there is a relationship between factors such as, technology ease of use, file exchanging and influence of peers, and the receptivity to bluetooth marketing. Also information value of mobile advertising messages, such as entertainment and personalization relates to responsiveness. The consumer’s perceived control over mobile promotional messages and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing.

Revalorization of spent coffee residues by a direct agronomic approach

Spent coffee grounds (SCG) represent a high-volume food waste worldwide, and several reuse approaches have been attempted. Herein, a greenhouse field experiment was carried out by cultivating Batavia lettuce with 5%, 10%, 15%, 20% and 30% (v/v) espresso SCG directly composted in the soil. Healthy vegetables were obtained for all treatments, without yield loss for up to 10% SCG. A progressive increment of green color intensity with increasing SCG content was observed, corroborated by the increase of their photosynthetic pigments (chlorophylls and carotenoids). Furthermore, total ascorbic acid and tocopherols showed statistical significant increases (p < 0.001) between control and all tested groups. Marked variations of nutritionally relevant minerals, particularly potassium, phosphorous and sodium were also revealed at higher percentage treatments (20% and 30%). This approach constitutes a clean, direct, simple and cost-effective measure to produce value-added vegetables, while reducing food waste disposal.

Complementaridade da publicidade nos media tradicionais e o marketing online

Trabalho de Projecto apresentado para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Novos Media e Práticas Web

Comparison of direct immunofluorescence, conventional cell culture and polymerase chain reaction techniques for detecting respiratory syncytial virus in nasopharyngeal aspirates from infants

A total of 316 samples of nasopharyngeal aspirate from infants up to two years of age with acute respiratory-tract illnesses were processed for detection of respiratory syncytial virus (RSV) using three different techniques: viral isolation, direct immunofluorescence, and PCR. Of the samples, 36 (11.4%) were positive for RSV, considering the three techniques. PCR was the most sensitive technique, providing positive findings in 35/316 (11.1%) of the samples, followed by direct immunofluorescence (25/316, 7.9%) and viral isolation (20/315, 6.3%) (p < 0.001). A sample was positive by immunofluorescence and negative by PCR, and 11 (31.4%) were positive only by RT-PCR. We conclude that RT-PCR is more sensitive than IF and viral isolation to detect RSV in nasopharyngeal aspirate specimens in newborn and infants.

Que farei com este perfil? Uma aplicação da análise multivariada ao marketing

Neste trabalho esboça-se o perfil de um candidato a Presidente da Câmara Municipal de Lisboa, na perspetiva dos eleitores do segmento de jovens universitários. A polémica nascente em tomo das eleições autárquicas que se aproximavam, abriu caminho à realização deste estudo de interesse imediato. A sua análise sai enriquecida pelo relativo conhecimento dos autores, acerca do ambiente social e político que a enquadra. Os autores simulam a posição de consultores de imagem de um candidato, cujos principais objetivos são: a)Preparar um discurso de campanha CML-93 no Campus da Universidade Nova de Lisboa b)Descobrir aspirações e necessidades dos eleitores potenciais.

Marketing ecológico

O presente documento resulta de um trabalho realizado no âmbito da cadeira de mestrado de “Estratégias de Marketing e Comportamento do Consumidor”. Neste trabalho, discutem-se algumas questões relacionadas com o marketing ecológico e a sua segmentação específica. Procura-se analisar o modo se definem e quais são as forças que estiveram na origem do marketing ecológico.

Marketing educacional: perceções e promoção da imagem de uma escola privada

A presente investigação incide sobre as perceções que alunos, pais, professores e público em geral têm sobre uma escola privada quanto à sua imagem e qualidade do serviço prestado. Traçando fronteiras, marcando distâncias ou assinalando caminhos comuns, pretende-se articular conceitos e ferramentas intrínsecas à área do marketing com a esfera do âmbito educacional. A pesquisa centrou-se num estudo de caso, tendo-se optado por uma análise dentro do paradigma qualitativo-interpretativo.

O marketing interno na ótica dos gestores de recursos humanos

Na sociedade atual as organizações estão cada vez mais conscientes do valor que têm os seus recursos humanos. Na Era da grande concorrência e mutações constantes dos serviços, lidera quem primar pela diferença, e sem dúvida que quem faz a diferença são os bons colaboradores. São estes talentos que as empresas querem atrair, motivar, desenvolver e reter. As organizações intentam aplicar o marketing interno, em detrimento das técnicas tradicionais de motivação e gestão dos colaboradores, sendo que aquelas procuravam ações e comportamentos nos colaboradores que possibilitassem atingir os objetivos da organização. O marketing interno assenta na ideia de que antes de satisfazer as necessidades e expectativas dos clientes externos, a organização deve preocupar-se em satisfazer as necessidades e expectativas dos clientes internos. O marketing interno possui ferramentas que utilizadas no seio da organização e de forma estratégica, podem ser cruciais para uma postura cada vez mais adequada, bem como para o comprometimento para com a empresa e desempenho dos colaboradores. Este projeto de investigação busca analisar a implementação do marketing interno, pelo próprio olhar dos gestores de recursos humanos de empresas portuguesas, tendo como objetivo central perceber a importância dada pelos gestores de recursos humanos ao marketing interno. Para tal recorreu-se à metodologia qualitativa, com recurso a entrevistas semiestruturadas, as quais serão analisadas através da análise de conteúdo, nomeadamente a análise temática ou categorial.

PROTECTIVE EFFECT OF THE PROBIOTIC Saccharomyces boulardii IN Toxocara canis INFECTION IS NOT DUE TO DIRECT ACTION ON THE LARVAE

SUMMARY In a previous study our group found that the probiotic Saccharomyces boulardii was capable of reducing the intensity of infection in mice with toxocariasis. In order to assess whether the mechanism involved would be a direct action of the probiotic on Toxocara canis larvae, this study was designed. Both probiotics were singly cultivated in plates containing RPMI 1640 medium and T. canis larvae. S. boulardii and B. cereus var. toyoi cultures presented 97.6% and 95.7% of larvae with positive motility, respectively, and absence of color by the dye trypan blue, not representing significant difference to the control group (p > 0.05). We conclude that none of the probiotics showed in vitro effects on T. canis larvae and that the interaction with the intestinal mucosa is necessary for the development of the protective effect of S. boulardii.

COMPARISON OF SIX COMMERCIALLY-AVAILABLE DNA POLYMERASES FOR DIRECT PCR

SUMMARYThe use of a “direct PCR” DNA polymerase enables PCR amplification without any prior DNA purification from blood samples due to the enzyme's resistance to inhibitors present in blood components. Such DNA polymerases are now commercially available. We compared the PCR performance of six direct PCR-type DNA polymerases (KOD FX, Mighty Amp, Hemo KlenTaq, Phusion Blood II, KAPA Blood, and BIOTAQ) in dried blood eluted from a filter paper with TE buffer. GoTaq Flexi was used as a standard DNA polymerase. PCR performance was evaluated by a nested PCR technique for detecting Plasmodium falciparum genomic DNA in the presence of the blood components. Although all six DNA polymerases showed resistance to blood components compared to the standard Taq polymerase, the KOD FX and BIOTAQ DNA polymerases were resistant to inhibitory blood components at concentrations of 40%, and their PCR performance was superior to that of other DNA polymerases. When the reaction mixture contained a mild detergent, only KOD FX DNA polymerase retained the original amount of amplified product. These results indicate that KOD FX DNA polymerase is the most resistant to inhibitory blood components and/or detergents. Thus, KOD FX DNA polymerase could be useful in serological studies to simultaneously detect antibodies and DNA in eluents for antibodies. KOD FX DNA polymerase is thus not limited to use in detecting malaria parasites, but could also be employed to detect other blood-borne pathogens.

Plano de marketing

Trabalho elaborado no âmbito das provas para obtenção do título de especialista INSTITUTO POLITÉCNICO do PORTO 2015

Location-based Marketing: the academic framework

Dissertation submitted in partial fulfillment of the requirements for the Degree of Master of Science in Geospatial Technologies.

The differential effects of switching costs and attractiveness of alternatives on customer loyalty

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação.

Estratégias de diagnóstico e planeamento de marketing na área editorial - estudo de caso no mercado de formação profissional

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação.

Os Modos de Entrada em Mercados Internacionais das Empresas da Região do Tâmega e Sousa

Dissertação de Mestrado em Gestão e Internacionalização de Empresas