Marketing performance measurement : overview of approaches and practices for high technology firms

Um levantamento de 320 executivos de marketing feito pelo Conselho CMO e divulgado em junho de 2004 indicou que poucas companhias de alta tecnologia (menos de 20% das empresas entrevistadas) têm desenvolvido medidas e métricas úteis e expressivas para as suas organizações de marketing. Porém a pesquisa também revelou que companhias que estabeleceram medidas formais e compreensivas atingiram resultados financeiros superiores e tiveram mais confiança do CEO na função de marketing. Esta dissertação provê uma visão geral da informação precisa para executivos de marketing entenderem e implementarem processos para medição de performance de marketing (MPM) em suas organizações. Ela levanta questões para gerentes de marketing na industria de alta tecnologia com respeito às demandas para maior responsabilidade final, valor de medição para o melhoramento dos processos de marketing, iniciativas para determinar a lucratividade dos investimentos em marketing, e a importância das atividades de marketing nos relatórios corporativos. Esta dissertação defende a implementação de MPM, mapeando seus benefícios de medição para ambos gerentes de marketing e as suas empresas. o trabalho logo explora alguns conceitos gerais de medição de marketing e investiga algumas abordagens a MPM propostas pela industria, pela comunidade acadêmica, e pelos analistas. Finalmente, a dissertação descreve algumas práticas que todo gerente de marketing na industria de alta tecnologia deve considerar quando adotando MPM. As sugestões são gerais, mas devem familiarizar o leitor com as informações precisas para habilitar processos e rigor na sua organização com respeito a MPM.

Economic recovery from the Argentine great depression : institutions, expectations, and the change of macroeconomic regime

This work explores how Argentina overcame the Great Depression and asks whether active macroeconomic interventions made any contribution to the recovery. In particular, we study Argentine macroeconomic policy as it deviated from gold-standard orthodoxy after the final suspension of convertibility in 1929. As elsewhere, fiscal policy in Argentina was conservative, and had little power to smooth output. Monetary policy became heterodox after 1929. The first and most important stage of institutional change took place with the switch from a metallic monetary regime to a fiduciary regime in 1931; the Caja de Conversión (Conversion Office, a currency board) began rediscounting as a means to sterilize gold outflows and avoid deflationary pressures, thus breaking from orthodox "mIes of the game." However, the actual injections of liquidity were small' and were not enough to fully offset the incipient monetary contractions: the "Keynes" effect was weak or negative. Rather, recovery derived from changes in beliefs and expectations surrounding the shift in the monetary and exchange-rate regime,and the delinking of gold flows and the money base. Agents perceivod a new regime, as shown by the path of consumption, investment, and estimated ex ante real interest rates: the "Mundell" effect was dominant. Notably, this change of regime predated a later, and supposedly more significant, stage of institutional reform, namely the creation of the central bank in 1935. Still, the extent of intervention was weak, and insufficient to fully offset externaI shocks to prices and money. Argentine macropolicy was heterodox in terms of the change of regime, but still conservative in terms of the tentative scope of the measures taken .

Macroeconomic constraints to growth of Brazilian economy diagnosis and some policy proposals

The recent process of accelerated expansion of the Brazilian economy was driven by exports and fixed capital formation. Although the pace of growth was more robust than in the 1990´s, we can still witness the existence of certain macroeconomic constraints to its continuation in the long run such as, for instance, the exchange rate overvaluation in particular since 2005, and in general the modus operandi of monetary policy. Such constraints may jeopardize the sustainability of the current pace of growth. Therefore, we argue that Brazil still lies in a trap made up of high interest and low exchange rates. The elimination of the exchange rate misalignment would bring about a great increase in the rate of interest, which on its turn would impact negatively upon investment and hence upon the sustainability of long run economic growth. We outline a set of policy measures to eliminate such a trap, in particular, the adoption of an implicit target for the exchange rate, capital controls and the abandonment of the present regime of inflation targeting. Recent events seem to go in this direction.

Effects of intra-hippocampal infusion of WAY-100635 on plus-maze behavior in mice - Influence of site of injection and prior test experience

The positive profile of systemically-administered 5-HT(1A) receptor antagonists in several rodent models of anxiolytic activity suggests an important role for postsynaptic 5-HT(1A) receptor mechanisms in anxiety. To test this hypothesis, we investigated the effects of WAY-100635 microinfusions (0, 0.1, 1.0 or 3.0 mug in 0.2 mul) into the dorsal (DH) or ventral (VH) hippocampus an behaviours displayed by male Swiss-Webster mice in the elevated plus-maze. As prior experience is known to modify pharmacological responses in this test, the effects of intra-hippocampal infusions were examined both in maze-naive and maze-experienced subjects. Test videotapes were scored for conventional indices of anxiety (% open arm entries/time) and locomotor activity (closed arm entries), as well as a range of ethological measures (e.g. risk assessment). In maze-naive mice, intra-VH (but not intra-M) infusions of WAY-100635 (3.0 mug but not lower doses) increased open arm exploration and reduced risk assessment. These effects were observed in the absence of significant changes in locomotor activity. In contrast, neither intra-VH nor intra-DH infusions of WAY-100635 altered the behaviour of maze-experienced mice. These Findings suggest that postsynaptic 5-HT(1A) receptors in the ventral (but not dorsal) hippocampus play a significant role both in the mediation of plus-maze anxiety in mice and in experientially-induced alterations in responses to this test. (C) 2002 Elsevier B.V. BY All rights reserved.

Concurrent nociceptive stimulation impairs the anxiolytic effect of midazolam injected into the periaqueductal gray in mice

This study investigated whether the opportunity to avoid or escape the open arms of an elevated plus-maze (EPM) affects the antinociceptive response observed when mice are subjected to open arm confinement. Furthermore, in order to better characterize the relationship between emotion and antinociception in the EPM, we examined the behavioral effects of midazolam injection into the midbrain periaqueductal gray matter (PAG). As our main aim was to evaluate the relevance of different levels of approach-avoid conflict (i.e. The presence of open and closed arms) to maze-induced antinociception, mice were exposed to one of three types of EPM-a standard EPM (sEPM), an open EPM (oEPM: four open arms) or, as a control condition, an enclosed EPM (eEPM: four enclosed arms). Nociception was assessed using the formalin test. Twenty minutes after formalin injection (50 mu l, 2.5% formalin) into the dorsal right hind paw, mice received an intra-PAG injection of saline or midazolam (10-20 nmol). Five minutes later, they were individually exposed to one of the mazes for 10 min (25-35 min after formalin injection). Videotapes of the test sessions were scored for a variety of behavioral measures including time spent licking the formalin-injected paw. To examine whether the effects of midazolam on anxiety-like behavior may have been influenced by concurrent nociceptive stimulation (i.e. formalin pretreatment), naive mice were submitted to a similar procedure to that described above for the sEPM test but without formalin pretreatment. Results showed that mice exposed to the oEPM spent significantly less time licking the injected paw compared to groups exposed to either the sEPM or eEPM. Although exposure to the sEPM induced anxiety-like behaviors (i.e. open arm avoidance), it did not result in antinociception. Intra-PAG infusions of midazolam failed to block oEPM-induced antinociception or to alter sEPM-induced anxiety in mice that had received formalin injection. However, under normal test conditions (i.e. in the absence of formalin-induced nociceptive stimulation), intra-PAG midazolam produced clear anti-anxiety effects in mice exposed to the sEPM. Findings are discussed in terms of different emotional states induced by the oEPM and sEPM and the influence of concurrent nociceptive stimulation on the anti-anxiety effect of intra-PAG midazolam. (c) 2005 Elsevier B.V. All rights reserved.

Anxiolytic-like effect of way-100635 microinfusions into the median (but not dorsal) raphe nucleus in mice exposed to the plus-maze: influence of prior test experience

Studies in several laboratories have confirmed the anxiolytic potential of a wide range of 5-HT1A receptor antagonists in rats and mice, with recent evidence pointing to a postsynaptic site of action in the ventral hippocampus. It would, therefore, be predicted that blockade of 5-HT1A somatodendritic autoreceptors in the midbrain raphe nuclei should produce anxiogenic-like effects. To test this hypothesis, we investigated the effects of WAY-100635 microinfusions (0, 1.0 or 3.0 mug in 0.1 mul) into the dorsal (DRN) or median (MRN) raphe nuclei on behaviours displayed by male Swiss-Webster mice in the elevated plus-maze. As this test is sensitive to prior experience. The effects of intra-raphe infusions were examined both in maze-naive and maze-experienced subjects. Sessions, were videotaped and subsequently scored for conventional indices of anxiety (open arm avoidance) and locomotor activity (closed arm entries), as well as a range of ethological measures (e.g. risk assessment). In maze-naive mice, intra-MRN (but not intra-DRN) infusions of WAY-100635 (3.0 mug) increased open arm exploration and reduced risk assessment. Importantly, these effects could not be attributed to a general reduction in locomotor activity. A similar, though somewhat weaker, pattern of behavioural change was observed in maze-experienced animals. This unexpected anxiolytic effect of 5-HT1A autoreceptor blockade in the MRN cannot be accounted fur by a disinhibition of 5-HT release in forebrain targets (e.g. hippocampus and amygdala), where stimulation of postsynaptic 5-HT1A receptors enhances anxiety-like responses. However, as the MRN also projects to the periaqueductal gray matter (PAG), an area known to be sensitive to the anti-aversive effects or 5-HT, it is argued that present results may reflect increased 5-HT release at this crucial midbrain locus within the neural circuitry of defense. (C) 2002 Elsevier B.V. B.V. All rights reserved.

Application of neural networks to identify features of dynamical grounding systems

The accurate identification of features of dynamical grounding systems are extremely important to define the operational safety and proper functioning of electric power systems. Several experimental tests and theoretical investigations have been carried out to obtain characteristics and parameters associated with the technique of grounding. The grounding system involves a lot of non-linear parameters. This paper describes a novel approach for mapping characteristics of dynamical grounding systems using artificial neural networks. The network acts as identifier of structural features of the grounding processes. So that output parameters can be estimated and generalized from an input parameter set. The results obtained by the network are compared with other approaches also used to model grounding systems.

Multinodal Load Forecasting in Power Electric Systems using a Neural Network with Radial Basis Function

In this paper we present the results of the use of a methodology for multinodal load forecasting through an artificial neural network-type Multilayer Perceptron, making use of radial basis functions as activation function and the Backpropagation algorithm, as an algorithm to train the network. This methodology allows you to make the prediction at various points in power system, considering different types of consumers (residential, commercial, industrial) of the electric grid, is applied to the problem short-term electric load forecasting (24 hours ahead). We use a database (Centralised Dataset - CDS) provided by the Electricity Commission de New Zealand to this work.

Glia-Pinealocyte Network: The Paracrine Modulation of Melatonin Synthesis by Tumor Necrosis Factor (TNF)

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

First Description of a Cluster of Acute/Subacute Paracoccidioidomycosis Cases and Its Association with a Climatic Anomaly

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Polyclonal endemicity of Pseudomonas aeruginosa in a teaching hospital from Brazil: molecular typing of decade-old strains

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Use of a condom in sex relations by HIV carriers

Para estudar a ocorrência da utilização do preservativo masculino em relações sexuais pelos portadores do HIV, foram entrevistados 132 indivíduos, sendo 82 homens e 50 mulheres. A maioria do Estado de São Paulo e algumas de outras regiões do País, atendidas na Faculdade de Medicina de Botucatu. As mulheres eram mais jovens, tinham menor escolaridade, pior qualificação profissional que os homens, e ainda, maior proporção era de viúvas, separadas, desquitadas e divorciadas. Verificou-se que 43,9% dos homens e 72% das mulheres foram contaminados pela via sexual, mas apenas 41,2% dos primeiros e 31,8% das mulheres referiram utilização do preservativo após o diagnóstico de infecção, a maioria de homens e mulheres preferindo observar abstinência sexual. Os resultados permitem concluir que ainda há necessidade de se manter informação continuada sobre a importância do uso do preservativo, além de se garantir sua distribuição gratuita, pelos baixos níveis de instrução e qualificação profissional dos indivíduos. Sugerem, ainda, que as campanhas de divulgação de medidas preventivas considerem as diferenças sociais e culturais das mulheres que se infectam.

Cancer risk assessment of ethyl carbamate in alcoholic beverages from Brazil with special consideration to the spirits cachaca and tiquira

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Evaluation of the thermoplasticity of gutta-percha and Resilon (R) using the Obtura II System at different temperature settings

Aim To analyse the thermoplasticity of several endodontic filling materials using the Obtura II System at different temperature settings.Methodology The following materials based on gutta-percha: Regular Obtura (OBT), Obtura Flow 150 (OBT F), Endo Flow (EDF), Odous (ODO) and the synthetic thermoplastic polymer material Resilon (RE) were heated using the Obtura II System at three temperature settings (140, 170 and 200 degrees C). Samples of the heated materials were placed on the sensor of a digital thermometer (THR-140; Instrutherm, São Paulo, Brazil) to determine their real temperature (RT) when the system was set at 140 degrees C (from 64.5 to 69 degrees C), 170 degrees C (from 73.8 to 77.5 degrees C) and 200 degrees C (from 83.6 degrees C for EDF and 100 degrees C for RE). Specimens (n = 30) were made by placing samples of each material in metallic ring moulds and compressing them between two glass slabs. After 24 h, specimens (n = 10) were heated at the different settings (RT) and submitted to compression under a 5-kg load. Plasticization was assessed by calculating the differences between the post-compression and initial diameters of each specimen. Data were submitted to ANOVA and Tukey's test at 5% significance.Results At 140 degrees C, Obtura Flow presented the highest thermoplasticity values and Regular Obtura, the lowest. At 170 degrees C, Obtura Flow and Resilon demonstrated greater plasticization. Resilon had the highest mean thermoplasticity values at 200 degrees C.Conclusions Thermoplasticity values were influenced both by the temperature settings on the Obtura II System and by the type of material analysed. Obtura Flow and Resilon had the highest mean thermoplasticity values.

Interspecific fish hybrids in Brazil: management of genetic resources for sustainable use

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)