Estudio acerca de la gestión de marcas en el sector vitivinícola

El presente trabajo trata sobre un estudio cualitativo acerca de la gestión de las marcas aplicadas al sector vitivinícola. Como objetivo principal se pretende conocer cómo las bodegas mendocinas pueden gestionar sus marcas de vino para lograr un mayor valor agregado, y paralelamente, también intuir el grado de percepción que tienen los consumidores de esa marca. Se busca responder si actualmente las bodegas están preparadas para establecer estrategias integradas de marca que puedan traducirse en un mejor posicionamiento en el mercado. Esta inquietud surgió como consecuencia de observar personalmente una cantidad significativa de bodegas cuyos departamentos de marketing estaban supeditados a directrices desde Buenos Aires o cuyas acciones relacionadas a branding eran gestionadas por sus dueños, dado el tamaño del emprendimiento. Se quiso determinar, entonces, si existía la posibilidad de aplicar teorías de comercialización a la realidad vitivinícola. Por otro lado se pretende comprender, desde el punto de vista del consumidor, el hecho de que al momento de comprar un vino, elija una marca y no la otra. ¿Cuáles son los factores que influencian su comportamiento? ¿Existen estrategias conscientes de gestión de marca que pueden intervenir en la compra?

Physical properties at DSDP Holes 77-535 and 77-540

Tables 1 and 2 contain the data for the physical properties of the material from Sites 535 and 540, respectively. These data are summarized for Site 535 in Table 23 and Figure 31 in the site chapter, Sites 535, 539, and 540. Site 540 data summaries can be found in Table 25 and Figure 37 of the site chapter, Sites 535, 539, and 540.

Turbulent flux and meteorological measurements during ARCTEX-2006 campaign

This dataset present result from the DFG- funded Arctic-Turbulence-Experiment (ARCTEX-2006) performed by the University of Bayreuth on the island of Svalbard, Norway, during the winter/spring transition 2006. From May 5 to May 19, 2006 turbulent flux and meteorological measurements were performed on the monitoring field near Ny-Ålesund, at 78°55'24'' N, 11°55'15'' E Kongsfjord, Svalbard (Spitsbergen), Norway. The ARCTEX-2006 campaign site was located about 200 m southeast of the settlement on flat snow covered tundra, 11 m to 14 m above sea level. The permanent sites used for this study consisted of the 10 m meteorological tower of the Alfred Wegener Institute for Polar- and Marine Research (AWI), the international standardized radiation measurement site of the Baseline Surface Radiation Network (BSRN), the radiosonde launch site and the AWI tethered balloon launch sites. The temporary sites - set up by the University of Bayreuth - were a 6 m meteorological gradient tower, an eddy-flux measurement complex (EF), and a laser-scintillometer section (SLS). A quality assessment and data correction was applied to detect and eliminate specific measurement errors common at a high arctic landscape. In addition, the quality checked sensible heat flux measurements are compared with bulk aerodynamic formulas that are widely used in atmosphere-ocean/land-ice models for polar regions as described in Ebert and Curry (1993, doi:10.1029/93JC00656) and Launiainen and Cheng (1995). These parameterization approaches easily allow estimation of the turbulent surface fluxes from routine meteorological measurements. The data show: - the role of the intermittency of the turbulent atmospheric fluctuation of momentum and scalars, - the existence of a disturbed vertical temperature profile (sharp inversion layer) close to the surface, - the relevance of possible free convection events for the snow or ice melt in the Arctic spring at Svalbard, and - the relevance of meso-scale atmospheric circulation pattern and air-mass advection for the near-surface turbulent heat exchange in the Arctic spring at Svalbard. Recommendations and improvements regarding the interpretation of eddy-flux and laser-scintillometer data as well as the arrangement of the instrumentation under polar distinct exchange conditions and (extreme) weather situations could be derived.

Preliminary results and documentation of sediment cores CRP2 and CRP-2A from the Ross Sea off Cape Roberts, Antarctica

The site for CRP-2, 14 km east of Cape Roberts (77.006°S; 163.719°E), was selected to overlap the early Miocene strata cored in nearby CRP-1, and to sample deeper into the east-dipping strata near the western margin ofe he Victoria Land Basin to investigate Palaeogene climatic and tectonic history. CRP-2 was cored from 5 to 57 mbsf (metres below the sea floor) (core recovery 91 %), with a deviation resulting in CRP-2A being cored at the same site. CRP-2A reached down to 624mbsf (recovery 95%), and to strata with an age of c. 33-35 Ma. Drilling took place from 16 October to 25 November 1998, on 2.0-2.2 m of sea ice and through 178 m of water. Core fractures and other physical properties, such as sonic velocity, density and magnetic susceptibility, were measured throughout the core. Down-hole logs for these and other properties were run from 63 to 167 mbsf and subsequently from 200 to 623 mbsf, although density and velocity data could be obtained only to 440 mbsf because of hole collapse. Sonic velocity averages c. 2.0 km S-1 for the upper part of the hole, but there is an sharp increase to c. 3.0 km s-1 and also a slight angular unconformity, at 306 mbsf, corresponding most likely to the early/late Oligocene boundary (c. 28-30 Ma). Velocity then increases irregularly to around 3.6 km s-1 at the bottom of the hole, which is estimated to lie 120 m above the V4/V5 boundary. The higher velocities below 306 mbsf probably reflect more extensive carbonate and common pyrite cementation, in patches, nodules, bedding-parallel masses and as vein infills. Dip of the strata also increases down-hole from 3° in the upper 300 in to over 10° at the bottom. Temperature gradient is 21° k-1. Over 2 000 fractures were logged through the hole. Borehole televiewer imagery was obtained for the interval from 200 to 440 mbsf to orient the fractures for stress field analysis. Lithostratigraphical descriptions on a scale of 1:20 are presented for the full length of the core, along with core box images, as a 200 page supplement to this issue. The hole initially passed through a layer of muddy gravel to 5.5 mbsf (Lithological Sub-Unit or LSU 1.1), and then into a Quaternary diatom-bearing clast-rich diamicton to 21 mbsf (LSU 2. l), with an interval of alternating compact diamicton and loose sand, and containing a rich Pliocene foraminiferal fauna, to 27 mbsf (LSU 2.2). The unit beneath this (LSU 3.1) has similar physical properties (sonic velocity, porosity, magnetic susceptibility) and includes diamictites of similar character to those of LSU 2.1 and 2.2, but an early Miocene (c. 19 Ma) diatom assemblage at 28 mbsf (top of LSU 3.1) shows that this sub-unit is part of the older section. The strata beneath 27 mbsf, primary target for the project, extend from early Miocene to perhaps latest Eocene age, and are largely cyclic glacimarine nearshore to offshore sediments. They are described as 41 lithological sub-units and interpreted in terms of 12 recurrent lithofacies. These are 1) mudstone, 2) inter-stratified mudstone and sandstone, 3) muddy very fine to coarse sandstone, 4) well-sorted stratified fine sandstone, 5) moderately to well-sorted, medium-grained sandstone, 6) stratified diamictite, 7) massive diamictite, 8) rhythmically inter-stratified sandstone and mudstone, 9) clast-supported conglomerate, 10) matrix-supported conglomerate, 11) mudstone breccia and 12) volcaniclastic sediment. Sequence stratigraphical analysis has identified 22 unconformity-bounded depositional sequences in pre- Pliocene strata. They typically comprise a four-part architecture involving, in ascending order, 1) a sharp-based coarse-grained unit (Facies 6,7,9 or 10), 2) a fining-upward succession of sandstones (Facies 3 and 4), 3) a mudstone interval (Facies l), in some cases coarsening upward to muddy sandstones (Facies 3), and 4) a sharp-based sandstone dominated succession (mainly Facies 4). The cyclicity recorded by the strata is interpreted in terms of a glacier ice margin retreating and advancing from land to the west, and of rises and falls in sea level. Analysis of sequence periodicity awaits afirmer chronology. However, apreliminary spectral analysis of magnetic susceptibility for a deepwater mudstone within one of the sequences (from 339 to 347 mbsf) reveals ratios between hierarchical levels that are similar to those of the three Milankovitch orbital forcing periodicities. The strata contain a wide range of fossils, the most abundant being marine diatoms. These commonly form up to 5% of the sediment, though in places the core is barren (notably between 300 and 412 mbsf). Fifty samples out of 250 reviewed were studied in detail. The assemblages define ten biostratigraphical zones, some of them based on local or as yet undescribed forms. The assemblages are neritic, and largely planktonic, suggesting that the sea floor was mostly below the photic zone throughout deposition of the corcd sequence. Calcareous nannofossils, representing incursions of ocean surface waters, are much less common (72 out of 183 samples examined) and restricted to mudstone intervals a few tens of metres thick, but are important for dating. Foraminifera are also sparse (73 out of 135 samples) and represented only by calcareous benthic species. Changing assemblages indicate a shift from inshore environments in the early Oligocenc to outer shelf in the late Oligocenc, returning to inshore in the early Miocene. Marine palynomorplis yielded large numbers of well-preserved forms from most of the 116 samples examined. The new in situ assemblagc found last year in CRP-1 is extended down into the late Oligocene and a further new assemblage is found in the early Oligoccnc. Many taxa are new, and cannot us yet contribute to an improved understanding of chronology or ecology. Marine invertebrate macrofossils, mostly molluscs and serpulid tubes, are scattered throughout the core. Preservation is good in mudstones but poor in other lithologies. Climate on land is reflected in the content of terrestrial palynomorphs, which are extremely scarce down to c. 300 mbsf. Some forms are reworked, and others represent a low growing sparse tundra with at least one species of Nothofagus. Beneath this level, a significantly greater diversity and abundance suggests a milder climate and a low diversity woody vegetation in the early Oligocene, but still far short of the richness found in known Eocene strata of the region. Sedimentary facies in the oldest strata also suggest a milder climate in the oldest strata cored, with indications of substantial glacial melt-water discharges, but are typical of a coldcr climate in late Oligocene and early Miocene times. Clast analyses from diamictites reveal weak to random fabrics, suggesting either lack of ice-contact deposition or post-depositional modification, but periods when ice grounded at the drill site are inferred from thin zones of in-situ brecciated rock and soft-sediment folding. These are more common above c. 300 mbsf, perhaps reflecting more extensive glacial advances during deposition of those strata. Erosion of the adjacent Transantarctic Mountains through Jurassic basalt and dolerite-intruded Beacon strata into basement rocks beneath is recorded by petrographical studies of clast and sand grain assemblages. Core below 310 mbsf contains a dominance of fine-grained Jurassic dolerite and basalt fragments along with Beacon-derived coal debris and rounded quartz grains, whereas the strata above this level have a much higher proportion of basement derived granitoids, implying that the large areas of the adjacent mountains had been eroded to basement by the end of the early Oligocene. There is little indication of rift-related volcanism below 310 mbsf. Above this, however, basaltic and trachytic tephras are common, especially from 280 to 200 mbsf, from 150 to 46 mbsf, and in Pliocene LSU 2.2 from 21 to 27 mbsf. The largest volcanic eruptions generated layers of coarse (up to 1 cm) trachytic pumice lapilli between 97 and 114 mbsf. The thickest of these (1.2 m at 112 mbsf) may have produced an eruptive column extending tens of km into the stratosphere. A source within a few tens of km of the drill site is considered most likely. Present age estimates for the pre-Pliocene sequence are based mainly on biostratigraphy (using mainly marine diatoms and to a lesser extent calcareous nannofossils), with the age of the tephra from 112 to 114 mbsf (21.44k0.05 Ma from 84 crystals by Ar-Ar) as a key reference point. Although there are varied and well-preserved microfossil assemblages through most of the sequence (notably of diatoms and marine palynomorphs), they comprise largely taxa either known only locally or as yet undescribed. In addition, sequence stratigraphical analysis and features in the core itself indicate numerous disconformities. The present estimate from diatom assemblages is that the interval from 27 to 130 mbsf is early Miocene in age (c. 19 to 23.5 Ma), consistent with the Ar-Ar age from 112 to 114 mbsf. Diatom assemblages also indicate that the late Oligocene epoch extends from c. 130 to 307 mbsf, which is supported by late Oligocene nannofossils from 130 to 185 mbsf. Strata from 307 to 412 mbsf have no age-diagnostic assemblages, but below this early Oligocene diatoms and nannofossils have been recovered. A nannoflora at the bottom of the hole is consistent with an earliest Oligocene or latest Eocene age. Magnetostratigraphical studies based on about 1000 samples, 700 of which have so far undergone demagnetisation treatment, have provided a polarity stratigraphy of 12 pre-Pliocene magnetozones. Samples above 270 mbsf are of consistently high quality. Below this, magnetic behaviour is more variable. A preliminary age-depth plot using the Magnetic Polarity Time Scale (MPTS) and constrained by biostratigraphical data suggests that episodes of relatively rapid sedimentation took place at CRP-2 during Oligocene times (c. 100 m/My), but that more than half of the record was lost in a few major and many minor disconformities. Age estimates from Sr isotopes in shell debris and further tephra dating are expected to lead to a better comparison with the MPTS. CRP-2/2A has recorded a history of subsidence of the Victoria Land Basin margin that is similar to that found in CIROS-170 km to the south, reflecting stability in both basin and the adjacent mountains in late Cenozoic times, but with slow net accumulation in the middle Cenozoic. The climatic indicators from both drill holes show a similar correspondence, indicating polar conditions for the Quaternary but with sub-polar conditions in the early Miocene-late Oligocene and indications of warmer conditions still in the early Oligocene. Correlation between the CRP-2A core and seismic records shows that seismic units V3 and V4, both widespread in the Victoria Land Basin, represent a period of fluctuating ice margins and glacimarine sedimentation. The next drill hole, CRP-3, is expected to core deep into V5 and extend this record of climate and tectonics still further back in time.

Methane hydrate at DSDP Site 84-570

Deep Sea Drilling Project (DSDP) studies at Site 570 on the landward slope of the Middle America Trench off Guatemala allow for the first time a quantitative estimate of the methane hydrate content in the massive mudstones deposited there. Drilling across the Guatemalan transect on DSDP Legs 67 and 84 has resulted in the greatest number of visual observations of gas hydrate in any marine area. At Site 570, a 1.5-m-long section of massive methane hydrate was unexpectedly cored in an area where none of the usual signs of gas hydrate in seismic records were present. The sediment section is similar to that recovered at the other eight sites off Guatemala, but drilling at Site 570 may have penetrated through a fault zone that provided the space for accumulation of massive gas hydrate. The methane hydrate was analyzed using the following well logs: density, sonic, resistivity, gamma-ray, caliper, neutron porosity, and temperature. The density, sonic, and resistivity logs define a 15-m-thick hydrated zone within which a 4-m-thick nearly pure hydrate section is contained. The methane gas content ranges from 240 m**3 to 1400 m**3 per m**2 of lateral extent; and if the body extends a square kilometer, its total volume of stored gas could be from 240*10**6m**3 to 1400*10**6m**3. Because the acoustic impedance of hydrate calculated from the sonic and density logs shows no anomalous values, the shape and extent of the hydrate body cannot be defined in seismic records. Thus the body is theoretically nonreflective in contrast to the base of the hydrate reflection. The base of the gas hydrate reflection is presumed to be the result of the velocity contrast between sediment containing gas hydrate and sediment containing free gas.

Fiesta Nacional del Ternero y Día de la Yerra (Ayacucho, 1969) : La construcción de las identidades locales en la provincia de Buenos Aires en un contexto de transformación

El objetivo de este trabajo es analizar el contexto histórico inmediato al surgimiento de la Fiesta Nacional del Ternero y Día de la Yerra, que se celebra desde 1969 en la localidad de Ayacucho. La singularidad que adquiere esta celebración es resultado de las profundas transformaciones que signaron a las sociedades del interior rural bonaerense. Para dar cuenta de esta afirmación, haremos una breve caracterización del partido de Ayacucho, atendiendo al contexto político- económico en el que emerge la fiesta. Finalmente, nos abocaremos al análisis del origen de esta celebración y de los diferentes hechos que tuvieron lugar durante la primera celebración

Fiesta Nacional del Ternero y Día de la Yerra (Ayacucho, 1969) : La construcción de las identidades locales en la provincia de Buenos Aires en un contexto de transformación

El objetivo de este trabajo es analizar el contexto histórico inmediato al surgimiento de la Fiesta Nacional del Ternero y Día de la Yerra, que se celebra desde 1969 en la localidad de Ayacucho. La singularidad que adquiere esta celebración es resultado de las profundas transformaciones que signaron a las sociedades del interior rural bonaerense. Para dar cuenta de esta afirmación, haremos una breve caracterización del partido de Ayacucho, atendiendo al contexto político- económico en el que emerge la fiesta. Finalmente, nos abocaremos al análisis del origen de esta celebración y de los diferentes hechos que tuvieron lugar durante la primera celebración

Fiesta Nacional del Ternero y Día de la Yerra (Ayacucho, 1969) : La construcción de las identidades locales en la provincia de Buenos Aires en un contexto de transformación

El objetivo de este trabajo es analizar el contexto histórico inmediato al surgimiento de la Fiesta Nacional del Ternero y Día de la Yerra, que se celebra desde 1969 en la localidad de Ayacucho. La singularidad que adquiere esta celebración es resultado de las profundas transformaciones que signaron a las sociedades del interior rural bonaerense. Para dar cuenta de esta afirmación, haremos una breve caracterización del partido de Ayacucho, atendiendo al contexto político- económico en el que emerge la fiesta. Finalmente, nos abocaremos al análisis del origen de esta celebración y de los diferentes hechos que tuvieron lugar durante la primera celebración

Mechanical properties and comparisons of dynamic and static Young's moduli at DSDP Holes 69-504B, 70-504B and 83-504B

From laboratory tests under simulated downhole conditions we tentatively conclude that the higher the triaxial-compressive strength, the lower the drilling rate of basalts from DSDP Hole 504B. Because strength is roughly proportional to Young's modulus of elasticity, which is related in turn to seismic-wave velocities, one may be able to estimate drilling rates from routine shipboard measurements. However, further research is needed to verify that P-wave velocity is a generally useful predictor of relative drilling rate.

(Table 1) Physical properties of basalts from DSDP Legs 69 and 70

Physical properties of basalts from Deep Sea Drilling Project Sites 504 and 505, south of the Costa Rica Rift, including wet-bulk density, water content, sonic velocity, and thermal conductivity, were measured on board D/V Glomar Challenger during Legs 69 and 70. The mean wet-bulk density is 2.90±0.06 g/cm**3, porosity 5.0±2.2%, sonic velocity 5.75±0.30 km/s, and thermal conductivity 1.67±0.09 W/m°K. Basalts from this young ocean crust (5.9 m.y.) have relatively low porosity and consequently high density and sonic velocity, as compared to average DSDP basalts. Some systematic trends in depth variation of physical properties were found: down to Core 40 in Hole 504B, grain densities were lower than those deeper in the hole, whereas porosity in the upper section was higher. This can be attributed either to differences in the flow type or in the nature of alteration of basalts at the different levels in the hole.

Late Miocene cyclicity and intercore correlations for ODP Sites 127-794 and 127-797

During Leg 127, the formation microscanner (FMS) logging tool was used as part of an Ocean Drilling Program (ODP) logging program for only the second time in the history of the program. Resistivity images, also known as FMS logs, were obtained at Sites 794 and 797 that covered nearly the complete Yamato Basin sedimentary sequence to a depth below 500 mbsf. The FMS images from these two sites at the northeastern and southwestern corners of the Yamato Basin thus were amenable to comparison. A strong visual correlation was noticed between the FMS logs taken in Holes 794B and 797C in an upper Miocene interval (350-384 mbsf), although the two sites are approximately 360 km apart. In this interval, the FMS logs showed a series of more resistive thin beds (10-200 cm) alternating with relatively lower resistivity layers: a pattern that was manifested by alternating dark (low resistivity) and light (high resistivity) banding in the FMS images. We attribute this layering to interbedding of chert and porcellanite layers, a common lithologic sequence throughout Japan (Tada and Iijima, 1983, doi:10.1306/212F82E7-2B24-11D7-8648000102C1865D). Spatial frequency analysis of this interval of dominant dark-light banding showed spatial cycles of period of 1.1 to 1.3 and 0.6 m. This pronounced layering and the correlation between the two sites terminate at 384 mbsf, coincident with the opal-CT to quartz transition at Site 794. We think the correlation in the FMS logs might well extend earlier in the middle Miocene, but the opal-CT to quartz transition obscures this layering below 384 mbsf. Although 34 m is only a small part of the core recovered at these two sites, it is significant because it represents an area of extremely poor core recovery and an interval for which a near-depositional hiatus was postulated for Site 797, but not for Site 794.