Made available in DSpace on 2014-05-06T02:01:56Z (GMT). No. of bitstreams: 1 000457552-Texto+Completo-0.pdf: 3874286 bytes, checksum: bddad85a790310bcbc07a23d8a6daf2a (MD5) Previous issue date: 2014 / In a communication context that changes constantly, it becomes ever timelier the searching for a theoretical study which offers subsidies on the relationship between brands and consumers in postmodernity. Thus, the primary objective of this research is to understand in which aspects the involvement of consumers with brands can be boosted by developing a relationship tie as a brand communication strategy. On this dynamic scenario we seek to understand - through the analysis of the Coca-Cola campaign for Coca-Cola Zero product, titled “Descubra a sua Coca-Cola Zero” with the theme “Quanto mais você, melhor” - the manifestations of contemporary practices for building brand communication strategies which emphasizes the relationship among people by a brand. For such investigative adventure we chose to adopt the assumptions of Comprehensive Sociology offered by Michel Maffesoli and Complexity by Edgar Morin. / Em um contexto comunicacional em constante transformação, torna-se cada vez mais oportuna a busca de um aprofundamento teórico que ofereça subsídios sobre a relação entre marcas e consumidores na pós-modernidade. Sendo assim, o objetivo primeiro desta pesquisa consiste em compreender em quais aspectos o envolvimento dos consumidores com as marcas pode ser impulsionado pela criação de uma relação vincular como estratégia de comunicação marcária. Em meio a este cenário dinâmico, buscar-se-á perceber - através da análise da campanha da marca Coca-Cola para o produto Coca-Cola Zero, intitulada “Descubra a sua Coca-Cola Zero” com o tema “Quanto mais você, melhor” - as manifestações das práticas contemporâneas para a construção das estratégias de comunicação marcária que privilegiam a relação vincular entre pessoas através da marca. Para a condução de tamanha aventura investigativa optou-se pela adoção dos pressupostos da Sociologia Compreensiva oferecida por Michel Maffesoli e da Complexidade apresentada por Edgar Morin.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2016-06-23T21:17:22Z No. of bitstreams: 1 SimoneReginaDeCarvalho_DISSERT.pdf: 2186853 bytes, checksum: 826bb3bb54b140e9bbf4a4bd298cdfcb (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2016-06-28T20:46:25Z (GMT) No. of bitstreams: 1 SimoneReginaDeCarvalho_DISSERT.pdf: 2186853 bytes, checksum: 826bb3bb54b140e9bbf4a4bd298cdfcb (MD5) / Made available in DSpace on 2016-06-28T20:46:25Z (GMT). No. of bitstreams: 1 SimoneReginaDeCarvalho_DISSERT.pdf: 2186853 bytes, checksum: 826bb3bb54b140e9bbf4a4bd298cdfcb (MD5) Previous issue date: 2015-11-16 / O estudo tem por objetivo analisar o efeito do topiramato sobre o craving em usu?rios de crack. Trata-se de um ensaio cl?nico aberto tipo crossover envolvendo usu?rios do Centro de Aten??o Psicossocial ?lcool e drogas (CAPSad) do munic?pio de Parnamirim/RN, aprovado pelo CEP CAAE: 38710614.1.0000.5537, respeitada a Resolu??o N? 466/2012/CNS. O estudo resultou em dois artigos cient?ficos, um ensaio te?rico e uma revis?o integrativa. No ensaio te?rico de Hinds, Chaves e Cypress, os contextos enfocam desde a problem?tica do uso individual ?s pol?ticas de enfrentamento deste consumo no Brasil, ressaltando que a situa??o de complexidade do fen?meno requerendo estrat?gias de enfrentamento a partir da aten??o integral ao usu?rio, fam?lia e sociedade. A revis?o integrativa captura, dentre os 902 registros trilingui recuperados, oito estudos apresentaram esquemas terap?uticos com efeitos positivos para o craving da coca?na, a partir do uso de nove drogas diferentes. N?o houveram resultados para o craving do crack. Os resultados da amostra do presente estudo foi composta predominantemente por usu?rios do sexo masculino, adultos e solteiros, totalizando 30 sujeitos que atenderam aos crit?rios de inclus?o: adultos, idade a partir de 18 anos, diagn?stico do Manual Diagn?stico e Estat?stico de Transtornos Mentais (DSM-IV) para coca?na/crack; capacidade cognitiva preservada; assiduidade ao servi?o, participar de, no m?nimo, tr?s consultas nos 12 meses anteriores ? coleta dos dados; e aceitar o acompanhamento ao tratamento proposto. Os dados foram coletados no per?odo de dezembro de 2014 a julho de 2015 e analisados por meio de estat?stica descritiva com o suporte do Statistical Package for Social Science (SPSS), atrav?s dos instrumentos: 1) Alcoohol, Smoking, and Substance Involvement Screening Test (ASSIST), aponta, entre outros resultados, que apenas 14% fizeram uso do crack/coca?na semanalmente durante o tratamento, enquanto 83% passaram a fazer uso diariamente ou semanalmente ap?s o per?odo de washout; 2) Escala de Impulsividade de Barratt, com uma m?dia de 80,23 e 77,47 com e sem o tratamento medicamentoso, respectivamente. Uma an?lise a partir do teste t de Student mostram que n?o h? diferen?a significativa na impulsividade com ou sem o uso do medicamento; e 3) Cocaine Craving Questionnaire-Brief (CCQ-Brief), indicando que o n?mero de usu?rios com n?vel de intensidade do craving ? expressivamente maior sem o tratamento medicamentoso (86%) do que com o tratamento (33%). A an?lise entre o craving e a grau de impulsividade mostram que h? uma baixa correla??o (Pearson) entre essas duas vari?veis com medicamento (0,282986) e sem (0,154614), demonstrando que a impulsividade tem baixainflu?ncia sobre o resultado do tratamento medicamentoso. Conclui-se que o topiramato produz efeito positivo para redu??o do craving em usu?rios de crack e que o seu uso constitui estrat?gia relevante para a efic?cia no tratamento de usu?rios de crack. / The study aims to analyze the effects of topiramato on the craving of crack users. It is an open crossover clinical trial involving users from the Psychosocial Care Center for Alcohol and Drugs (CAPSad) in city of Parnamirim, RN, approved by the CEP CAAE: 38710614.1.0000.5537, respecting the norms of the resolution n. 466/2012/CNS. The study produced preliminary two scientific papers: a theoretical essay and an integrative review, as a way of seeking the state of art. The first paper was based in the theoretical framework of Hinds, Chaves and Cypress, which focuses different contexts, from the issues of individual use to the coping policies in Brazil, highlighting that the situation and the complexity of the phenome requires coping strategies for the full attention to the user, family and society. As a result of the integrative review, among the 902 retrieved records, eight of them presented therapeutic schemes with positive effects for the craving of cocaine. They used nine different drugs. It is important to spot out that there was no result for the craving of crack. The data collection was conducted from December 2014 to July 2015 and has as sample predominantly single males. The sample was composed of 30 subjects who met the inclusion criteria: adults, age from 18 years, diagnosis of the Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) for cocaine/crack; cognitive capacity preserved; attendance to the service, participated at least three visits in the 12 months prior to data collection; and accepted to be monitored in the proposed treatment. Data was analyzed using descriptive statistics from the Statistical Package of Support for Social Sciences (SPSS) on the instruments: 1) Alcohol, Smoking, and Substance Involvement Screening Test (ASSIST), pointing out, among other results, that only 14% used crack/cocaine weekly during treatment, while 83% used daily or weekly after the washout period; 2) Barratt Impulsiveness Scale, with an average of 80.23 and 77.47 with and without drug treatment, respectively. An analysis from the Student t test show no significant differences in impulsivity with or without the drug; and 3) Cocaine-Craving Questionnaire-Brief (CCK-B), indicating that the number of users with craving intensity level is significantly higher without drug treatment (86%) than with treatment (33%). The analysis between craving and level of impulsivity showed that there is a low correlation (Pearson) between these two variables during treatment and after the washout, demonstrating that impulsivity has low influence on the outcome of drug therapy. As conclusion, it was noted that the topiramate produces positive effect on reducing the craving for crack users and their use is a relevant strategy for efficacy in the treatment of crack users.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-04-27T18:21:53Z No. of bitstreams: 1 AnaCarolinaMouraMendonca_DISSERT.pdf: 328158 bytes, checksum: e8473bf0957cd5585ed5d1584ea406c4 (MD5) / Approved for entry into archive by Monica Paiva (monicalpaiva@hotmail.com) on 2017-04-27T18:25:47Z (GMT) No. of bitstreams: 1 AnaCarolinaMouraMendonca_DISSERT.pdf: 328158 bytes, checksum: e8473bf0957cd5585ed5d1584ea406c4 (MD5) / Made available in DSpace on 2017-04-27T18:25:47Z (GMT). No. of bitstreams: 1 AnaCarolinaMouraMendonca_DISSERT.pdf: 328158 bytes, checksum: e8473bf0957cd5585ed5d1584ea406c4 (MD5) Previous issue date: 2015-06-16 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior (CAPES) / Esta pesquisa visa analisar o romance Sangue de Coca-Cola (1980), de Roberto Drummond, a partir de alguns questionamentos pertinentes para a compreens?o de seu car?ter inovador, considerando o contexto repressivo da ?poca em que foi escrita e publicada. Dentro das quest?es que orientam a investiga??o, consideramos, sobretudo, a estrutura formal da obra. Essa estrutura se apresenta de modo experimentalista quando se compara ? estrutura comum ? maioria das produ??es liter?rias do mesmo per?odo e, sem d?vida, ? constituinte de um diferencial est?tico. O romance apresenta-se como uma composi??o est?tica dial?gica por trazer os discursos sociais em disson?ncia na narrativa. Al?m desse aspecto dial?gico, a carnavaliza??o ? um conceito imprescind?vel ao analisar Sangue de Coca-Cola, j? que este romance elabora uma s?tira do contexto s?cio-pol?tico ditatorial brasileiro. Elementos da carnavaliza??o e do fant?stico fazem da obra uma literatura que se preocupa em engajar-se na discuss?o pol?tica da ditadura militar. A partir do estudo da formaliza??o est?tica do romance, buscamos entender de que modo a sociedade vem participar de sua composi??o. Nosso estudo, no entanto, n?o pretende esgotar as possibilidades interpretativas da obra, nem pretende debru?ar-se sobre a situa??o s?cio-pol?tico de uma ?poca, mas observar o di?logo entre a obra e o contexto, ressaltando de que modo a sociedade participa e ? relevante para a configura??o do romance. / Esta pesquisa visa analisar o romance Sangue de Coca-Cola (1980), de Roberto Drummond, a partir de alguns questionamentos pertinentes para a compreens?o de seu car?ter inovador, considerando o contexto repressivo da ?poca em que foi escrita e publicada. Dentro das quest?es que orientam a investiga??o, consideramos, sobretudo, a estrutura formal da obra. Essa estrutura se apresenta de modo experimentalista quando se compara ? estrutura comum ? maioria das produ??es liter?rias do mesmo per?odo e, sem d?vida, ? constituinte de um diferencial est?tico. O romance apresenta-se como uma composi??o est?tica dial?gica por trazer os discursos sociais em disson?ncia na narrativa. Al?m desse aspecto dial?gico, a carnavaliza??o ? um conceito imprescind?vel ao analisar Sangue de Coca-Cola, j? que este romance elabora uma s?tira do contexto s?cio-pol?tico ditatorial brasileiro. Elementos da carnavaliza??o e do fant?stico fazem da obra uma literatura que se preocupa em engajar-se na discuss?o pol?tica da ditadura militar. A partir do estudo da formaliza??o est?tica do romance, buscamos entender de que modo a sociedade vem participar de sua composi??o. Nosso estudo, no entanto, n?o pretende esgotar as possibilidades interpretativas da obra, nem pretende debru?ar-se sobre a situa??o s?cio-pol?tico de uma ?poca, mas observar o di?logo entre a obra e o contexto, ressaltando de que modo a sociedade participa e ? relevante para a configura??o do romance.

En este artículo argumentamos que  este  tipo de agricultura  para el caso del Valle del río Apurímac y Ene (VRAE), localizado en la región sur de selva alta peruana, seguía en funcionamiento durante los años del 2001 y 2004. En ese período han ocurrido cambios  en esta modalidad de uso del suelo,  pero éstos han sido realmente menores. Para ilustrar estos cambios, aprovechamos un estudio realizado hace 14 años  utilizándolo como testimonio histórico.  En este trabajo describimos las estrategias productivas de los colonos y su impacto en la deforestación. Nuestro argumento central es que la combinación de estrategias productivas de sobrevivencia de los colonos, algunas basadas en un uso intensivo del suelo, acompañado de cambio tecnológico y otras que recurren a formas de uso muy extensivo del suelo, tienen como objetivo central reducir el riesgo en un contexto donde el cultivo de la coca está rodeado de incertidumbres muy grandes.  Tanto en un caso como en otro, las externalidades e impactos ambientales sobre los bosques son significativas. / This article is dedicated to the coca farmers of the VRAE. It shows that the abundance of «purmas» or secondary forest is due to the overuse of soils where coca is cultivated, the excessive use of modern or agrochemical inputs in these plantations and the traditional or empirical management of the cultivation of cacao and other annual crops. The high correlation between plot size and area in «purmas» is a true reflection of the fallow crisis in the VRAE. This crisis, however, is a result of the unsustainability of the aforementioned agricultural systems. The most important factors of this crisis are, on the one hand, an agricultural intensification of the cultivation of coca that degrades the soil and, on the other hand, an extensive use of the soil without a technological change in the case of legal crops. In both cases, the overall effect is the destruction of forests, deforestation and soil impoverishment.

This essay aims to shed light on the prevalence of the to + adverb + verb and to not + verb split infinitives in American English, both in a historical perspective and in present day usage, and how it varies in different contexts where different levels of formality are expected. Although students are taught to avoid splitting constructions, numerous grammarians and linguists question this prescriptive viewpoint. Two extensive corpora, the Corpus of Historical American English (COHA) and the Corpus of Contemporary American English (COCA), were used to gather data. The results revealed how the frequency of the split infinitive was, and still is, rising rapidly, and becoming more and more a standard and accepted feature in American English. The most common context in which to find a split infinitive was that of informal spoken language. However, it was in the most formal of settings, that of academic texts, where the largest increase in prevalence of the split infinitive was seen.

Africa is acknowledged as a vast, untapped market for consumer goods as trade barriers are coming down and economies are starting to develop. The need for consumer goods arises with economic activity. This poses the following question, which will be addressed by this research: How can potential African consumer markets be successfully unlocked by a South African beverage organisation, thereby reducing risk of failure and eliminating the cost of a hit-and-miss approach? The secondary study focused on evaluating the aspects involved with risks and the modes of entry into foreign markets. The macro-environmental factors affecting the expansion into foreign markets were investigated to determine what influence they had on the entry mode chosen for a specific country targeted for expansion. Finally the marketing factors influencing the entry mode were analysed. The significance of trade blocs together with the advantages thereof was included in the study. The primary study was based on the theory and principles of existing literature. The Coca-Cola Sabco organisation was taken as a case study. Four countries, namely Kenya, Uganda, Mozambique and Namibia, were investigated. Questionnaires containing a set of questions to satisfy the sub-problems were sent to the various country managers and their first layers of management. Likewise, interviews were conducted with Coca-Cola Sabco head office strategic management. The empirical results obtained, indicated a strong concurrence, with the theory of entry modes and the influences of macro-environmental factors. In certain aspects, however, some contradictions with the theory pertaining to the Coca-Cola Sabco organisation, were observed. The findings concurred with the theory in that risk were minimised by the acquisition of a going concern that already possessed the infrastructure and logistics such as raw material procurement, manufacturing staff skills, distribution networks and political contacts. The empirical results contradict theory with respect to location economies and scale economies, as the Coca-Cola Company’s franchise agreement excludes the exporting of beverage products. Furthermore, Coca-Cola Sabco becomes involved in expansion initiatives only in reaction to an invitation from the Coca-Cola Company and not of its own desire. Therefore, market surveys are conducted subsequent to an invitation from the Coca-Cola Company. South African organisations planning expansion initiatives into emerging African markets need to take the specific macro- environmental factors of the country in question into consideration in order to minimise risk. A franchise agreement restricting exporting as in the case of Coco-Cola Company or any other restrictive agreement, might cause a deviation from contemporary theory, for example, where markets will be assessed for purposes of location and scale economies. Deviations from contemporary theory could also occur where a franchise opportunity is offered in a specific country that may not be the preferred market choice, due to its lack of growth potential.

La presente investigación es el estudio para la instalación de una planta productora de bebida energética gasificada, soft-drink refrescante hecho a base de maca negra, hoja de coca y arándano; recursos propios de las regiones peruanas de Junín, Cusco y La Libertad respectivamente. El producto constituye una alternativa saludable ante las mal llamadas bebidas “energizantes” que son solo estimulantes, esta alternativa posee propiedades y beneficios para la salud, además de ser un verdadero energético, el cual permitirá una liberación sostenida de energía. / The purpose of the present investigation is the study for the installation of a production plant of gasified energy drink, a refreshing soft drink made with black maca, coca leaves, and blueberries; resources from the Peruvian regions of Junín, Cusco and La Libertad respectively. The product constitutes a healthy alternative to the wrongly called “energy” drinks that are only stimulators; this alternative possesses health benefits and properties, apart from being a real energy drink, which guaranties a sustained energy release. / Trabajo de investigación

This diploma thesis in the first chapter characterises the concepts of brand and marketing strategy including their main components. In the second chapter deals with the brands Coca-Cola, Pepsi and Kofola and their elements, image, positioning and marketing mix. In the final part, the results of two surveys are presented - a survey of the retail chains and a survey among consumers of those brands, which are dealing with analysis of the market positiong of those brands and their perception by the consumers.

The main objective of this thesis is to define the term "trade marketing" and evaluate its role within the Coca-Cola Hellenic Bottling Company. With the use of internal resources and relevant literature, I will describe the use of trade marketing from both theoretical and practical point of view. I will also introduce the Coca-Cola HBC and its position on the carbonated soft drinks market in the Czech republic.

Publicación a texto completo no autorizada por el autor / Desarrolla el aislamiento de los flavonoides de la hoja de Erythroxylum coca y determina la capacidad antioxidante y su actividad neuroprotectora en rodajas de cerebro de rata Holtzman mediante el método de anoxia reoxigenación. El extracto hidroalcohólico al10%, de hojas fue tratado y analizado por cromatografía en papel, reacciones de coloración y espectrofotometría ultravioleta. La actividad antioxidante fue evaluada utilizando la actividad secuestradora del DPPH y la actividad neuroprotectora al reducir los niveles de Lactato deshidrogenasa y malondialdehido. Se obtuvo una capacidad antioxidante expresada como porcentaje de inhibición de 96,802 %, y la reducción de los niveles de Lactato deshidrogenasa fue de 67,28% y 48,59% para la concentración de 0,068 % y 0,094 % (p<0,05) del extracto de flavonoides de hoja de coca extraido con acetato de etilo. Se concluye que, los flavonoides presentes en la hoja de Erythroxylum coca tiene actividad neuroprotectora en rodajas de cerebro de ratas. / Tesis