A influência do marketing ambiental na decisão de compra dos consumidores de produtos orgânicos

The search of the man for more comfort and one better quality of life led to an increment of the production of goods and services, that results, almost always, in aggressions to the nature and to a reduction of this same quality of life. The concern with the ambient problems appears as an important element regarding the material and economic growth and of the quality of life. With this scene a new question, the Ambient Marketing appears. Although the marketing concept to be well ample, the companies use the term ambient marketing to make reference what in fact, many times, are a more specific activity of ambient communication. The ambient communication is a new form to communicate used for the companies with the objective to get advantages of its competitors ahead, since the competitiveness by means of the o price, the stated period and the quality if becomes extremely incited. In view of the current competitive market, where the organizations need distinguishing to get greater have detached front to the competition, and the fact of the society to be each time more worried about the environment and the impacts that the companies cause it, the ambient communication has been used as form to convince its customers. Of this form, she evaluated herself, through a exploratory research and qualitative, the influence of the use of the ambient communication in the decision of purchase and of that she forms the companies when using of this communication can add value to its product. The results had indicated that 77% of the interviewed ones had heard to say on marketing or ambient communication and that the television is main the media for this knowledge, a time that 90.9% of the respondents had affirmed to have seen propagandas of directed products of consumption to the ambient question in this way. In fact, the concern with the environment demonstrated for the companies has its impact, therefore 84% of the respondents had told if to sensetize with this fact. However, only a lesser number of people, 70.5% answered that this concern really influences in its decision of purchase

Unconventional Methods of Marketing Communication

In the era of an information revolution customers come in contact with huge numbers of marketing messages in their everyday lives. This leads to so called, information noise, which may result in many messages going unnoticed. Thus marketing managers are forced to search for more effectively ways of getting customers’ attention and are more willingly to use unconventional promotional methods based on using original forms or places in an effort to create the element of surprise and make their message more eye-catching for the targeted audience. This kind of move tends to evoke strong emotions, motiving readers to pass the message on. Creating such a buzz around brand name would also enhance the campaign’s effect. Unfortunately, this form of communication also brings with it some negative effects due to controversial or taboo topics connected with sensitive social issues. An analysis of the advertising methods used by the owners of the most powerful Polish brands shows that there is some evidence of the use of such methods in Poland. Nevertheless unconventional advertising methods are not a commonly used practice.

Campanha de comunicação de Ambient Media para a marca Leroy Merlin

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Plano de marketing: uma proposta para o hospital do açúcar

O estudo realizado aborda a temática "Plano de marketing: uma proposta para o Hospital do Açúcar", com direção norteadora para efetuar uma avaliação diagnóstica das atividades da Fundação Hospital da Agroindústria do Açúcar e do Álcool de Alagoas, visando proporcionar uma radiografia de sua situação e, posteriormente, plano estratégico para o desenvolvimento de um processo de gestão eficiente e eficaz. Justifica-se o presente estudo tendo em vista a importância da unidade hospitalar para o Estado de Alagoas, considerando-se sua infra¬estrutura, seus serviços prestados à comunidade alagoana, bem como possibilitar uma reorientação estratégica que possibilite otimizar suas atividades para um atendimento qualitativo e manutenção de suas atividades de forma eficiente e eficaz. Objetiva efetuar uma análise do complexo organizacional da instituição, radiografando seus pontos fortes e fracos, suas oportunidades e riscos, enfim levantando a realidade de suas atividades possibilitando a estruturação de um plano estratégico de marketing que propicie um melhor posicionamento de mercado ao hospital e que defina objetivos e metas e ser alcançados a partir da identificação de oportunidades ambientais e empresariais compatíveis com seus recursos humanos e materiais, também, levando, em consideração os seus fins a sua finalidade filantrópica, respaldada por lei. Metodologicamente, a pesquisa foi desenvolvida de natureza exploratória, objetivando proporcionar maiores informações sobre o assunto; e bibliográfica, tendo como objetivo conhecer, recolher, selecionar, analisar e interpretar as contribuições teóricas já existentes sobre o assunto. No primeiro capítulo abordará o marketing e o plano de marketing, seus conceitos e aplicações, a visualização e aplicação do marketing de serviços, a modalidade do marketing para instituições sem fins lucrativos, até chegar na estrutura e elaboração do plano de marketing. No segundo capítulo aborda o contexto do Hospital do Açúcar e Álcool de Alagoas, conceitos e definições acerca da organização hospitalar, uma abordagem histórica acerca da instituição estudada, a sua estrutura organizacional, a infraestrutura, os recursos e a realidade organizacional. No terceiro capítulo é efetuada demonstração da metodologia aplicada, considerando as duas etapas de estudo realizadas. No quarto capítulo foi efetuado uma abordagem analítica acerca do planeamento de marketing da Fundação Hospital do Açúcar, a partir da realidade encontrada, da análise de SWOT, da estratégia de marketing mix, do segmento alvo, posicionamento e tipo de concorrentes, e do plano de ação. As razões pessoas que levaram a realização do presente estudo se deve ao fato da importância da Fundação Hospital do Açúcar para o Estado de Alagoas, bem como para a população carente e consumidora dos serviços hospitalares, tendo em vista representar uma instituição tradicional e historicamente fincada na localidade, merecendo, portanto, maior atenção das autoridades e sociedade em geral. ABSTRACT; The carried through study it approaches the thematic "Marketing plan: a proposal for the Hospital of the Sugar", with norteadora direction to effect a diagnostic evaluation of the activities of the Foundation Sugar and Alcohol Hospital of Alagoas, being aimed to provide an x-ray of its situation and, later, a strategical plan for the development of a process of efficient and efficient management. The present study in view of the importance of the hospital unit for the State of Alagoas is justified, considering itself its infrastructure, its services given to the Algona community, as well as making possible a strategical reorientation that it makes possible to optimize its activities for a qualitative attendance and maintenance of its activities of efficient and efficient form. Aiming to carry out an analysis of this institution complex of the institution, being radiographed its strong and weak points, its chances and risks, at last raising the reality of its activities making possible the structure of a strategical plan in the market that propitiates one better positioning of market for the hospital and that it defines reached objectives and goals and being from the identification of compatible ambient and enterprise chances with its human resources and material, also, taking, in consideration its ends its philanthropic purpose, endorsed by law. Methodologically, the research was developed of exploratory nature, aiming to provide greaters information on the subject; bibliographical collect, to select, to analyze and theoretical contributions. ln the first chapter it will approach the marketing and the plan of marketing, its concepts and applications, the visualization and application of the marketing services, the modality of the marketing for institutions without lucrative ends, until arriving in the structure and elaboration of the marketing plan. ln as the chapter it approaches the context of the Sugar and Alcohol Hospital of Alagoas, concepts and definitions concerning the hospital organization, a historical boarding concerning the studied institution, its organizational structure, the infrastructure, the resources and the organizational reality. ln the third chapter demonstration of the applied methodology is effected, considering the two carried through stages of study. ln the room chapter an analytical boarding concerning the planning of marketing of the Foundation wich effected the Hospital of the Sugar, from the found reality, of the analysis of SWOT, the strategy of marketing mix, the white segment, positioning and type of competitors, and the plan of action. The reasons people who had taken the accomplishment of the present study to the fact of the importance of the Foundation Sugar and Alcohol Hospital of Alagoas, as well as for the devoid population and consumer of the hospital services, in view of representing a traditional institution and historicamente fincada in the locality, deserving, therefore, greater attention of the authorities and society in general.

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Direct And Non-destructive Proof Of Authenticity For The 2nd Generation Of Brazilian Real Banknotes Via Easy Ambient Sonic Spray Ionization Mass Spectrometry.

Using a desorption/ionization technique, easy ambient sonic-spray ionization coupled to mass spectrometry (EASI-MS), documents related to the 2nd generation of Brazilian Real currency (R$) were screened in the positive ion mode for authenticity based on chemical profiles obtained directly from the banknote surface. Characteristic profiles were observed for authentic, seized suspect counterfeit and counterfeited homemade banknotes from inkjet and laserjet printers. The chemicals in the authentic banknotes' surface were detected via a few minor sets of ions, namely from the plasticizers bis(2-ethylhexyl)phthalate (DEHP) and dibutyl phthalate (DBP), most likely related to the official offset printing process, and other common quaternary ammonium cations, presenting a similar chemical profile to 1st-generation R$. The seized suspect counterfeit banknotes, however, displayed abundant diagnostic ions in the m/z 400-800 range due to the presence of oligomers. High-accuracy FT-ICR MS analysis enabled molecular formula assignment for each ion. The ions were separated by 44 m/z, which enabled their characterization as Surfynol® 4XX (S4XX, XX=40, 65, and 85), wherein increasing XX values indicate increasing amounts of ethoxylation on a backbone of 2,4,7,9-tetramethyl-5-decyne-4,7-diol (Surfynol® 104). Sodiated triethylene glycol monobutyl ether (TBG) of m/z 229 (C10H22O4Na) was also identified in the seized counterfeit banknotes via EASI(+) FT-ICR MS. Surfynol® and TBG are constituents of inks used for inkjet printing.

A atuação e a formação do nutricionista na área de marketing: um estudo de caso

Atualmente, o nutricionista atua em diversos ramos de atividade, dentre eles o marketing, que está inserido no campo da promoção da saúde pública, apesar de ainda pouco explorado. O presente trabalho pretende comparar a atuação do nutricionista com as atribuições previstas na legislação e verificar a contribuição acadêmica para este exercício. Realizado em empresa de consultoria nutricional, na capital de São Paulo. Os dados foram obtidos através de observação direta. Muitas são as atividades desenvolvidas pelo nutricionista: programa de qualidade de vida empresarial; orientacao em campo para atletas; cozinha experimental; rotulagem; matérias para revistas, jornais e sites; atendimento ao consumidor, entre outras. Diversas disciplinas contribuem ao exercício do nutricionista em marketing, como as técnicas aquelas que favorecem o entendimento do prcesso saúde- doença, além, daquelas que dão suporte para elaboração de trabalhos científicos e relacionamento com ser humano. A atuação do nutricionista nesta área está amparada pelos conhecimentos acadêmicos e respaldada pelas atribuições propostas pela resolução vigente

Contribution margin model applied to the marketing planning of a container liner carrier

The implementation of confidential contracts between a container liner carrier and its customers, because of the Ocean Shipping Reform Act (OSRA) 1998, demands a revision in the methodology applied in the carrier's planning of marketing and sales. The marketing and sales planning process should be more scientific and with a better use of operational research tools considering the selection of the customers under contracts, the duration of the contracts, the freight, and the container imbalances of these contracts are basic factors for the carrier's yield. This work aims to develop a decision support system based on a linear programming model to generate the business plan for a container liner carrier, maximizing the contribution margin of its freight.

Instantaneous characterization of vegetable oils via TAG and FFA profiles by easy ambient sonic-spray ionization mass spectrometry

A fast and reliable method is presented for the analysis of vegetable oils. Easy ambient sonic-spray ionization mass spectrometry (EASI-MS) is shown to efficiently desorb and ionize the main oil constituents from an inert surface under ambient conditions and to provide comprehensive triacylglyceride (TAG) and free fatty acid (FFA) profiles detected mainly as either [ TAG + Na](+) or [FFA - H](-) ions. EASI(+/-)-MS analysis is simple, easily implemented, requires just a tiny droplet of the oil and is performed without any pre-separation or chemical manipulation. It also causes no fragmentation of TAG ions hence diacylglyceride (DAG) and monoacylglyceride (MAG) profiles and contents can also be measured. The EASI(+/-)-MS profiles of TAG and FFA permit authentication and quality control and can be used, for instance, to access levels of adulteration, acidity, oxidation or hydrolysis of vegetable oils in general.

Pre and post-natal exposure to ambient level of air pollution impairs memory of rats: the role of oxidative stress

The aims of this study were to evaluate whether air pollution during pre-natal and post-natal phases change habituation and short-term discriminative memories and if oxidants are involved in this process. As secondary objectives, it was to evaluate if the change of filtered to nonfiltered environment could protect the cortex of rats against oxidative stress as well as to modify the behavior of these animals. Wistar, male rats were divided into four groups (n = 12/group): pre and post-natal exposure until adulthood to filtered air (FA); pre-natal period to nonfiltered air (NFA-FA); until (21st post-natal day) and post-natal to filtered air until adulthood (PND21); prenatal to filtered air until PND21 and post-natal to nonfiltered air until adulthood (FA-NFA); pre and post-natal to nonfiltered air (NFA). After 150 days of air pollution exposure, animals were tested in the spontaneous object recognition test to evaluate short-term discriminative and habituation memories. Rats were euthanized; blood was collected for metal determination; cortex dissected for oxidative stress evaluation. There was a significant increase in malondialdehyde (MDA) levels in the NFA group when compared to other groups (FA: 1.730 +/- 0.217; NFA-FA: 1.101 +/- 0.217; FA-NFA: 1.014 +/- 0.300; NFA: 5.978 +/- 1.920 nmol MDA/mg total proteins; p = 0.007). NFA group presented a significant decrease in short-term discriminative (FA: 0.603 +/- 0.106; NFA-FA: 0.669 +/- 0.0666; FA-NFA: 0.374 +/- 0.178; NFA: -0.00631 +/- 0.106 sec; p = 0.006) and an improvement in habituation memories when compared to other groups. Therefore, exposure to air pollution during both those periods impairs short-term discriminative memory and cortical oxidative stress may mediate this process.

Conductivity, NMR and crystallographic study of N,N,N,N-tetramethylammonium dicyanamide plastic crystal phases: an archetypal ambient temperature plastic electrolyte material

N,N,N,N-Tetramethylammonium dicyanamide (Me(4)NDCA) has been examined via differential scanning calorimetry (DSC), thermogravimetric analysis, conductivity, single crystal X-ray diffraction and H-1 nuclear magnetic resonance (NMR) analyses, and was found to be highly conductive in the solid state (sigma = 10(-3) S cm(-2) at 420 K) and to also exhibit unusual plastic crystal behaviour. To investigate the correlation between such behaviour and the occurrence of molecular rotations in the crystal, H-1 NMR second moment measurements are compared with calculated values predicted from the crystal structure. While DSC analysis indicates a number of solid-solid transitions at ambient temperatures, subsequent H-1 NMR analysis of the Me4N+ cation shows that a variety of rotational motions become active at low (

Two decades of the Brazilian Standard for Marketing of Baby Food: are there reasons to celebrate?

Objective. To assess the impact that the Brazilian Standard for Marketing of Baby Food (Norma Brasileira de Comercializacao de Alimentos para Lactentes) have had on breastfeeding rates and regulating the marketing of breast-milk substitutes. Methods. Data were retrieved from a national survey conducted in 2000 that administered structured questionnaires to nine different groups. A total of 2 848 surveys were completed. Cluster sampling was employed to randomly select a sample from 159 towns located in the 26 Brazilian states and the Federal District. Results. The survey showed that participants possess satisfactory knowledge regarding the importance of breastfeeding and its ideal duration period. During the past two decades, the median duration of breastfeeding has increased, but it is still below desired levels. The mother`s return to work, maternal health issues, perception of insufficient breast milk, and information provided by health professionals were among reasons given for early termination of breastfeeding. Knowledge of the Brazilian standard was very limited, even among health professionals. Conclusions. Breastfeeding promotion in Brazil should focus on overcoming the cultural, educational, and economic barriers identified from among the various groups assessed. Interagency cooperation should include public, private, and third-parties, and focus on disseminating breastfeeding information and promoting the desirability of breastfeeding. Barriers to cooperation should be tackled in order to ensure that the main goal of the Brazilian standard-protection of infant health-can be achieved.

The time course of vasoconstriction and endothelin receptor A expression in pulmonary arterioles of mice continuously exposed to ambient urban levels of air pollution

The present study aimed to verify the time course of the effects of environmental levels of urban air pollution toxicity on lung arterioles. BALB/c mice (n = 56) were continuously exposed to selective chambers equipped with (filtered, F) or without (non-filtered, NF) filter devices for particles and toxic gases for 24 h/day, over 14, 21, 30 or 45 days. After exposure, we evaluated the lumen-wall relationship (an estimator of arteriolar narrowing), endothelial nitric oxide synthase (eNOS) and endothelin type A receptor (ETAr) expression in the vascular wall and inflammatory influx of the peribronchiolar area. Concentrations of fine particulate matter (PM <= 2.5 mu g/m(3)), nitrogen dioxide (NO(2)), black smoke (BS), humidity and temperature in both the environment and inside the chambers were measured daily. Filters cleared 100% of BS and 97% of PM inside the F chamber. The arteriole wall of the lungs of mice from NF chamber had an increased ETAr expression (p <= 0.042) concomitant to a decrease in the lumen/wall ratio (p = 0.02) on the early days of exposure, compared to controls. They also presented a progressive increment of inflammatory influx in the peribronchiolar area during the study (p = 0.04) and decrement of the eNOS expression on the 45th day of exposure in both vascular layers (p <= 0.03). We found that after 14 days of exposure, the ambient levels of air pollutants in Sao Paulo induced vasoconstriction that was associated with an increase in ETAr expression. These vascular results do not appear to be coupled to the progressive inflammatory influx in lung tissue, suggesting a down-regulation of vasoconstrictive mechanisms through an imbalance in the cytokines network. It is likely that these responses are protective measures that decrease tissue damage brought about by continuous exposure to air pollutants. (C) 2010 Elsevier Inc. All rights reserved.