Diseño de estratégias de comercialización para la penetración y posicionamiento de los productos de leche de soya, chocolate criollo, salsa inglesa, picante y soya de la empresa Samaritana S.A. de C.V. en los supermercados del municipio de San Salvador.

Actualmente la empresa Samaritana, S.A. de C.V. cuenta con una amplia gama de productos alimenticios que se distribuyen en supermercados y tiendas del país, sin embargo sus productos Leche de soya, Salsas Inglesa, Soya y Picante no están posicionados en mercado y Chocolate en tablilla aún no ha sido introducido. A raíz de lo expuesto anteriormente, se consideró de mucha importancia realizar una investigación que determinara la situación actual de la empresa en estudio. Cuyo objetivo principal es proporcionar una herramienta que oriente a la gerencia en la aplicación de estrategias necesarias para la penetración y posicionamiento de los productos. Para lo anterior se recopiló la información necesaria mediante cuestionarios dirigidos a los consumidores y gerentes de supermercados del Municipio de San Salvador y una entrevista dirigida la Gerente General de Samaritana, S.A. de C.V. Para los efectos de este estudio el tipo de investigación fue el descriptivo, ya que se buscó describir y especificar los elementos, propiedades o característica importantes de los clientes, la competencia, intermediarios, factores internos y externos que afectan a la empresa, para poder describir situaciones y eventos que se presentan en el mercado. Una vez recopilados los datos se tabularon y analizaron con el propósito de elaborar un diagnóstico específico sobre la situación actual de la empresa en mención. Con base al dicho diagnóstico se formularon las conclusiones con sus respectivas recomendaciones; de las cuales se pueden mencionar la más importante: La empresa no cuenta con un plan de comercialización que le permita posicionar y penetrar sus productos en el mercado actual. Los factores que mayormente influyen en la decisión de compra de los consumidores son la calidad y el precio. Los consumidores no conocen la marca Mana en ninguno de los productos en mención. Según la investigación realizada los consumidores no han escuchado el eslogan “Sabor, caído del cielo” Finalmente se desarrolló la propuesta del diseño de un plan estratégico de comercialización con el objetivo de contribuir al posicionamiento de los productos Leche de Soya, Salsas inglesa, Soya y Picante y a la penetración del Chocolate en tablilla; considerando para ello el establecimiento de estrategias de producto, precios, plaza y promoción. Y también la creatividad e innovación en el desarrollo de dicho plan.

Il nobilissimo et antiqvissimo givoco Pythagoreo nominato rythmomachia cioe battablia de consonantie de nvmeri, ritrouato per vtilità & solazzo delli stidiosi, et al presente in lingua volgare in modo di paraphrasi composto.

Classified for chess.

El encomio de la tierra y otros tópicos epigráficos antiguos en un himno temprano-medieval : Pange, lingua, gloriosi proelium certaminis de Venancio Fortunato

Venancio Fortunato es considerado tanto el último gran poeta romano como el primer poet a medieval durante el reino Franco merovingio. Su conocido himno, Pange, lingua, gloriosi, aún se utiliza como himno a la Santa Cruz en la liturgia occidental. Dicho himno presenta características que vale la pena considerar en relación a los epitafios en la antigüedad griega y romana. Venancio Fortunato parece ajustarse a varios modelos entre los que se podrían listar a Marco Valerio Marcial y Calímaco de Cirene, pero en un marco cristiano y con características específicas pertenecientes a su tiempo. La edad, la filiación del difunto y el encomio a la tierra se transforman en el texto de quien fuera el obispo de Poitiers en un relato de la misión de Cristo, su pasión y una sorpresiva interpelación a la cruz como receptor del discurso. La tradición antigua y pagana y la nueva cultura cristiana temprano-medieval se encuentran en sus versos

El encomio de la tierra y otros tópicos epigráficos antiguos en un himno temprano-medieval : Pange, lingua, gloriosi proelium certaminis de Venancio Fortunato

Venancio Fortunato es considerado tanto el último gran poeta romano como el primer poet a medieval durante el reino Franco merovingio. Su conocido himno, Pange, lingua, gloriosi, aún se utiliza como himno a la Santa Cruz en la liturgia occidental. Dicho himno presenta características que vale la pena considerar en relación a los epitafios en la antigüedad griega y romana. Venancio Fortunato parece ajustarse a varios modelos entre los que se podrían listar a Marco Valerio Marcial y Calímaco de Cirene, pero en un marco cristiano y con características específicas pertenecientes a su tiempo. La edad, la filiación del difunto y el encomio a la tierra se transforman en el texto de quien fuera el obispo de Poitiers en un relato de la misión de Cristo, su pasión y una sorpresiva interpelación a la cruz como receptor del discurso. La tradición antigua y pagana y la nueva cultura cristiana temprano-medieval se encuentran en sus versos

Acotaciones y sus variaciones en titulares de prensa económica inglesa: un análisis cognitivo

Teniendo en cuenta el principio de intertextualidad introducido en los años 60 por Julia Kristeva, la tesis que a continuación presentamos analiza un tipo de colocaciones -- que Lewis (2000: 133) denomina ‘part of a quotation’ – presentes en los titulares de noticias económicas y políticas de la revista británica The Economist, especializada en estos temas. Estas colocaciones, sin embargo, hacen referencia a los títulos de obras literarias, películas y series de TV, también a canciones o piezas de música. A veces estos títulos se citan sin cambios, pero otras veces son adaptados al contexto más específico de la noticia. En un estudio inicial realizado en 2007-2008, quedó demostrado desde un punto de vista estadístico que el empleo de estas colocaciones no constituía ninguna tendencia de uso en los diferentes registros lingüísticos presentes en dicha publicación y, contrariamente a nuestra impresión inicial, su incidencia respecto a la totalidad de titulares era, en general, muy baja. Sin embargo, en dicho estudio fue imposible resolver por qué aparecen estas colocaciones en titulares de noticias con cuyo contenido nada tienen que ver. Tomando como base el marco general de la Lingüística Cognitiva, la tesis que aquí desarrollamos intenta dar una explicación razonada de este fenómeno. Para ello seguiremos el concepto de intertextualidad que Burger (1991) aplica al campo de la fraseología, y la definición que Danesi (1994: 276) ofrece del mismo (‘cuando un texto alude a otro’)...

Recensione: Maria Załęska (ed.) (2015), Creatività nell’insegnamento dell’italiano come lingua straniera. Dalle parole ai testi, Warszawa, Katedra Italianistyki Uniwersytet Warszawski, 304 p. [ISBN: 978-83-88377-15-0]

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Some common fallacies about learning and teaching English as a Lingua Franca

Over the past decades, English language teachers have become familiar with several terms which attempt to describe the role of English as a language of international communication. Presently, the term English as a lingua franca (ELF) seems to be one of the most favoured and adopted to depict the global use of English in the 21st century. Basically, the concept of ELF im-plies cross-cultural, cross-linguistic interactions involving native and non-native speakers. Conse-quently, the ELF paradigm suggests some changes in the language classroom concerning teachers’ and students’ goals as far as native speaker norms and cultures are concerned. Based on Kachru’s (1992) fallacies, this article identifies thirteen misconceptions in ELT regarding learning and teach-ing English varieties and cultures, suggesting that an ethnocentred and linguacentred approach to English should be replaced by an ELF perspective which recognizes the diversity of communicative situations involving different native and non-native cultures and varieties of English

The trouble with English

So much has been made over the crisis in English literature as field, as corpus, and as canon in recent years, that some of it undoubtedly has spilled over into English education. This has been the case in predominantly English-speaking Anglo-American and Commonwealth nations, as well as in those postcolonial states where English remains the medium of instruction and lingua franca of economic and cultural elites. Yet to attribute the pressures for change in pedagogic practice to academic paradigm shift per se would prop up the shaky axiom that English education is forever caught in some kind of perverse evolutionary time-lag, parasitic of university literary studies. I, too, believe that English education has reached a crucial moment in its history, but that this moment is contingent upon the changing demographics, cultural knowledges, and practices of economic globalization.

Enhancing Chinese TEFL academics' research performance : necessity and urgency

China’s increasing participation in world affairs and the growing popularity of English as a lingua franca have made significant impact on Chinese society, culture and education. As such, considerable research topics in relation to English require TEFL researchers’ attentions. Additionally, higher education reform in China has created higher demand on academics by stressing research as an important element in academics’ assessment. Recurrent rhetoric in the field of TEFL also calls on practitioners to theorise their practice. All these practical needs and theoretical arguments point to the necessity and significance of TEFL academics’ engagement in research. To find out whether Chinese TEFL academics’ research meet the new demand on them, a survey of TEFL academics at three Chinese higher institutions was conducted. One hundred eighty two of them provided valid responses which were analysed using SPSS. It was found that TEFL academics’ research productivity in each category of research products was quite low. Large percentages of them did not produce any item in the investigated categories of research. They were least productive in conference papers and research products at the national level. However for these least productive categories, there were highly-productive TEFL academics. The categories of research where the TEFL academics were found relatively productive were non-core journal articles and provincial projects. The findings suggest that it is necessary and urgent for Chinese TEFL academics to enhance their research productivity to be able to meet the demand that new era has rendered.

Critical applied linguistics

This chapter provides a historical materialist review of the development of applied and critical linguistics and their extensions and applications to the fields of English Language studies. Following Bourdieu, we view intellectual fields and their affiliated discourses as constructed in relation to specific economic and political formations and sociocultural contexts. We therefore take ‘applied linguistics’, ‘critical language studies’ and ‘English language studies’ as fields in dynamic and contested formation and relationship. Our review focuses on three historical moments. In the postwar period, we describe the technologisation of linguistics – with the enlistment of linguistics in the applied fields of language planning, literacy education and second/foreign language teaching. We then turn to document the multinationalisation of English, which, we argue entails a rationalisation of English as a universal form of economic capital in globalised economic and cultural flows. We conclude by exploring scenarios for the displacement of English language studies as a major field by other emergent economic lingua franca (e.g., Mandarin, Spanish) and shifts in the economic and cultural nexus of control over English from an Anglo/American centre to East and West Asia.

Pragmatics, perceptions and strategies in Chinese college English learning

This study investigated Chinese College English students. perceptions of pragmatics, their pragmatic competence in selected speech acts, strategies they employed in acquiring pragmatic knowledge, as well as their general approach to learning English as a foreign language. The research was triggered by a national curriculum initiative that prioritizes the need for College English students to enhance their ability to use English effectively in different social interactions (Chinese College English Education and Supervisory Committee, 2007). The traditional "grammar-translation" and "examination-oriented" method is believed to have reduced Chinese College English students to what is dubbed "mute" and "deaf" language learners (Zhang, 2008; Zhao, 2009). Many students lack pragmatic knowledge on how to interpret discourse by relating utterances to their meanings, understanding the intention of language users, and how language is used in specific settings (Bachman & Palmer, 1996, 2010). There is an increasing body of literature on awareness-raising of the importance of pragmatic knowledge and strategies for classroom instruction. However, to date, researchers have tended to focus largely on the teaching of pragmatics, rather than on how students acquire pragmatic competence (Bardovi-Harlig & Dornyei, 1998; Du, 2004; Hou, 2007; Ruan, 2007; Schauer, 2009). It is this gap in the research that this study fills, with a focus on different types of pragmatic knowledge, learner perceptions of such knowledge, and learning strategies that College English students employ in the process of learning English in general, and pragmatics in particular. Three strands of theories of second language acquisition (Ellis, 1985, 1994): pragmatics (Levinson, 1983; Mey, 2001; Yule, 1996), intercultural communications (Kramsch, 1998; Samovar & Porter, 1997; Samovar, Porter & McDaniel, 2009) and English as a lingua franca (ELF) (Canagarajah, 2006; Firth, 1996; Pennycook, 2010) were employed to establish a conceptual framework for data collection and analyses. Key constructs derived from the three related theories helped to form a typology for a detailed examination and theorization of the empirical evidence gathered from different sources. Four research instruments: a questionnaire (N=237), Discourse Completion Tasks (DCTs) (N=55), focus group interviews (N=18), and a textbook tasks analysis were employed to collect data for this systematic inquiry. Data collected by different instruments were analyzed and compared by way of a triangulation to enhance its validity and reliability. Major findings derived from different sources highlighted that, although College English students were grammatically advanced language learners, they displayed limited pragmatic knowledge and a highly restricted repertoire of language learning strategies. The majority of the respondents, however, believed that pragmatic knowledge was as important as linguistic knowledge in the process of developing communicative competence for interaction in different contexts. It was argued that a combination of a less than sufficient English proficiency, limited knowledge of pragmatics, inadequate language materials and tasks, and a small stock of language learning strategies, were a major hindrance to effective learning and communication, resulting in pragmatic failures in many intercultural communication situations. As the first systematic study of how Chinese College English students learned pragmatics, the research provided a solid empirical base for developing a tentative model for the learning of pragmatics in a College English classroom in China and similar educational contexts. The model was strengthened by a unique combination of theories of pragmatics, intercultural communication and ELF. Findings from this research provided insights into how Chinese College English students perceived pragmatics in the English as foreign language (EFL) curriculum, the processes of learning, as well as strategies they utilized in developing linguistic and pragmatic knowledge and competence.

The Stitchery collective : more than pretty clothes for pretty people

As a cultural field, the world of fashion is usually associated with ‘exclusive’ qualities such as celebrity, glamour and the value of being young beautiful and size 10. By and large fashion design courses adhere to this model of fashion production and consumption training their graduates to compete successfully in an industry that seems far removed from the notions inclusivity and connection of community engagement. However, alternative models can and do exist. This presentation tells the story of ‘the stitchery collective’ a group of graduates from QUTs Creative Industries Fashion program who are developing an innovative model of fashion practice focussed around the ideas and values both of community engagement and community cultural development. Their work to date has included projects that target specific community groups – such as “Fashioning Social Inclusion” (2010-2011) that works with Brisbane women who belong to migrant and refugee communities, as well as more recently “WARM” a workshop delivered to children at the 3rd International Kids’ Carnival hosted by La Biennale in Venice (February 2012). A common thread across these programs is a desire to investigate the premise that clothing and dress can potentially act as a lingua franca that enables connection and communication; and that in fact aspects of ‘fashion’ culture can be mobilised in a community focussed context to enhance cultural exchange. The issue of how ‘learning’ happens in these contexts provides rich scope for analysis and discussion – given the innovative and engaged nature of the work our discussion will particularly highlight the ‘leaning through doing’ that occurs as well as the ‘collective’ nature of the design processes we develop and promote. The story will include the voices and perspectives of several of the stitchery collective’s members as well as community partners.

Discovering interesting information with advances in web technology

The Web is a steadily evolving resource comprising much more than mere HTML pages. With its ever-growing data sources in a variety of formats, it provides great potential for knowledge discovery. In this article, we shed light on some interesting phenomena of the Web: the deep Web, which surfaces database records as Web pages; the Semantic Web, which de�nes meaningful data exchange formats; XML, which has established itself as a lingua franca for Web data exchange; and domain-speci�c markup languages, which are designed based on XML syntax with the goal of preserving semantics in targeted domains. We detail these four developments in Web technology, and explain how they can be used for data mining. Our goal is to show that all these areas can be as useful for knowledge discovery as the HTML-based part of the Web.