Creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing

El presente documento pretende mostrar la manera como se debe ejecutar la creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing. El objetivo del estudio se basa en encontrar los mecanismos adecuados para el desarrollo y creación de una marca enfocándose en el análisis de las principales prácticas y modelos desarrollados en el área del marketing, examinando el impacto que la marca pueda generar en la comunidad en la cual la organización está incluida, estableciendo además un conexión directa con el modo de vida de los consumidores. Durante el desarrollo del documento se demuestra que las estrategias de marketing aplicadas por cada compañía, sirven para construir una relación estrecha y fuerte con todos los agentes involucrados en la construcción de una marca, principalmente con los clientes, ya que la forma más efectiva de establecer relaciones a largo plazo, es enfocándose exclusivamente en las necesidades desarrolladas por los consumidores, y a partir de ellas ajustar los valores (misión, visión, cultura organizacional, objetivos) de la organización. Estas estrategias comunitarias son también influenciadas por varios factores internos y externos a la organización, los cuales deben ser tenidos en cuenta al momento de elegir la estrategia adecuada. Los mecanismos estratégicos que desarrollan las empresas pueden cambiar significativamente de un sector comercial a otro, la importancia de las necesidades que se deben suplir y el consumidor final se deben evaluar desde un aspecto comunitario, entendiendo como comunidad como el conjunto de grupos sociales y comerciales que tienen relación directa o indirecta con la empresa. Con la investigación llevada a cabo acerca de las estrategias que deben aplicar las compañías se concluye que las marcas reflejan la imagen que la empresa transmite a sus compradores estableciendo una relación emocional entre los consumidores y la marca desarrollada, además de estimular la oferta y demanda del negocio. Se espera que por medio de la obtención de información teórica y conceptual, se pueda aclarar la manera como se puede desarrollar la creación de una marca por medio de la correcta utilización de mecanismos estratégicos comunitarios y de marketing.

The flora and vegetation of rocky outcrops in three municipalities in the northern region of Ceará, Brazil: phytosociological characterization

This study aims to identify the flora and vegetation of rocky outcrops of low altitude and confined in the municipalities of Sobral, Groaíras and Santa Quitéria (Ceará state, Brazil), to propose a phytosociological classification for the xerophilous communities. We selected five stations in areas with high proportion of bare rock (> 80%), and the field work were conducted in March 2014 and 2015 respectively (3º 56’ S and 40º 23’ W, 4º 01’ S and 40º 05’ W, 4º 07’’ S and 40º 08’ W, 4º 09’ S and 40º 09’ W and 4º 03’ S and 40º 00’ W). Floristic relevés were made following the Braun-Blanquet classic sigmatist method. The minimum areas of the floristic relevés vary between 8 e 16 m². All the plant species growing in cracks, crevices and vegetation "spots" that can be found in these habitats were identified. The classification of the relevés was made through the Twinspan. The floristic list is composed of 89 species, distributed in 61 genera and 29 families. Fabaceae was the most representative in species richness, 20 species, followed by Poaceae (10 spp.), Euphorbiaceae (7 spp.) and Convolvulaceae (6 spp.). 22 Brazilian endemisms have been identified. Based in the phytosociological analysis and in the classification results we identified five groups and two communities can be clearly distinguished: community of Pilosocereus gounellei FA.C.Weber) Byles & Rowley and Encholirium spectabile Mart. ex Schult. & Schult.f. and the community of Crateva tapia L. and Combretum leprosum Mart..

Desenvolvimento de métodos electroquímicos de quantificação de fármacos em amostras de água contaminadas

Este trabalho teve como objectivo, o desenvolvimento de um método electroquímico, para quantificação do fármaco carbamazepina (CBZ) em águas contaminadas. Neste trabalho foram utilizados quatro métodos voltamétricos: a voltametria cíclica, a voltametria de varrimento linear, a voltametria de onda quadrada e a voltametria de impulso diferencial. Os eléctrodos de trabalho utilizados foram, o eléctrodo de mercúrio de gota suspensa, o eléctrodo de carbono vítreo clássico e um eléctrodo de carbono vítreo modificado com um filme de nanotubos de carbono de paredes múltiplas (MWCNTs). O eléctrodo de mercúrio de gota suspensa permitiu o estudo da redução da CBZ numa região de potencial mais catódico, e os eléctrodos de carbono vítreo, com e sem modificação, permitiram o estudo da oxidação da CBZ numa região de potencial mais anódico. Nas condições experimentais estudadas, o eléctrodo de mercúrio de gota suspensa revelou ser um sensor voltamétrico pouco eficaz na determinação quantitativa da carbamazepina, em amostras com uma matriz complexa. Entre os eléctrodos de carbono vítreo, o eléctrodo de carbono vítreo modificado com os MWCNTs revelou ser o sensor voltamétrico mais eficaz e sensível, na detecção e determinação da carbamazepina. Modificado com um filme de nanotubos de carbono de paredes múltiplas, que previamente foram dispersos em dihexadecilhidrogenofosfato (DHP) e água, este novo eléctrodo permitiu obter uma resposta electroquímica da CBZ, consideravelmente superior ao eléctrodo não modificado. Utilizando a voltametria de varrimento linear e as condições experimentais consideradas óptimas, o eléctrodo nanoestruturado permitiu obter uma relação linear entre o sinal medido e a concentração da CBZ no intervalo 0.13- 1.60 M (30.7- 378 g -1), com os limites de detecção e quantificação mais baixos, até à data reportados com métodos electroquímicos (0.04 e 0.14M, respectivamente). O eléctrodo modificado foi aplicado na quantificação da CBZ, em formulações farmacêuticas, em águas naturais tratadas e em amostras de águas residuais, ambas dopadas, obtendo-se taxas de recuperação consideravelmente elevadas (100.6%, 98.0%,95.8%, respectivamente). Os resultados obtidos, na análise da CBZ em amostras ambientais, com o eléctrodo modificado, foram comparados com resultados obtidos por HPLC-UV e LC­ ESI-MS/MS, validando o método electroquímico desenvolvido neste trabalho. ABSTRACT: The aim of this work was to develop a new electrochemical method for the quantification of carbamazepine (CBZ) in contaminated waters. ln this study, four voltammetric methods were used: cyclic voltammetry, linear sweep voltammetry, square wave voltammetry and differential pulse voltammetry. the working electrodes used were the hanging mercury drop electrode (HMDE), the classical glassy carbon electrode (GCE), and a glassy carbon electrode modified with a film of multi-walled carbon nanotubes (MWCNls). Using HMDE, the reduction of CBZ was studied in the cathodic potential region. the CGE sensors, with or without modification, allowed the study of CBZ oxidation in the anodic potential region. ln the tested conditions, the results obtained for the quantification of CBZ using the HMDE sensor were not very satisfactory, especially when more complex samples were analysed. When the MWCNls-dihexadecyl hydrogen phosphate (DHP) film­ coated GCE was used for the voltammetric determination of CBZ, the results obtained showed that this modified electrode exhibits excellent enhancement effects on the electrochemical oxidation of CBZ. the oxidation peak current of CBZ at this film­ modified electrode increased significantly, when compared with that at a bare glassy carbon electrode. The enhanced electrooxidation and voltammetry of CBZ at the surface of MWCNTs-DHP film coated GCE in phosphate buffer solution (pH 6.71) was attributed to the unique properties of MWCNTs such as large specific surface area and strong adsorptive properties providing more reaction sites. The proposed method was applied to the quantification of CBZ in pharmaceutical formulations, drinking water and wastewater samples with good recoveries and low limits of detection and quantification (0.04 and 0.14 M, respectively), and was positively compared with chromatographic techniques usually used in the quantification of pharmaceutical compounds in environmental samples. HPLC-UV and LC-ESI-MS/MS were also used in the quantification of CBZ in pharmaceutical formulations and wastewater samples to prove the importance and accuracy of his voltammetric method.

Assessment of sugarcane harvesting residue effects on soil spectral behavior

When the harvesting of sugarcane involves a mechanized process, plant residues remain on the soil surface, which makes proximal and remote sensing difficult to monitor. This study aimed to evaluate, under laboratory conditions, differences in the soil spectral behavior of surface layers Quartzipsamment and Hapludox soil classes due to increasing levels of sugarcane?s dry (DL) and green (GL) leaf cover on the soil. Soil cover was quantified by supervised classification of the digital images (photography) taken of the treatments. The spectral reflectance of the samples was obtained using the FieldSpec Pro (350 to 2500 nm). TM-Landsat bands were simulated and the Normalized Difference Vegetation Index (NDVI) and soil line were also determined. Soil cover ranged from 0 to 89 % for DL and 0 to 80 % for GL. Dry leaf covering affected the features of the following soil constituents: iron oxides (480, 530 and 900 nm) and kaolinite (2200 nm). Water absorption (1400 and 1900 nm) and chlorophyll (670 nm) were determinant in differentiating between bare soil and GL covering. Bands 3 and 4 and NDVI showed pronounced variations as regards differences in soil cover percentage for both DL and GL. The soil line allowed for discrimination of the bare soil from the covered soil (DL and GL). High resolution sensors from about 50 % of the DL or GL covering are expected to reveal differences in soil spectral behavior. Above this coverage percentage, soil assessment by remote sensing is impaired.