Estratégias e políticas de preço no mercado de aviação: caso da Gol Transportes Aéreos

The recent coming of Gol - Smart Airline Comapny - in the Brazilian aircraft market impacted this market, specially the dornestic rote. By working wilhlow prices, Gol brought the ''fair war". All the bigger comapnies, except Varig, the biggest one, adopted lower prices. The main domestic rotes: São Paulo to Rio de Janeiro, São Paulo to Curitiba and São Paulo to Belo Horizonte, are cheaper than before its coming. But are the companies prepared for this new context? Could the service by poorer people change its strategies? The goal of this study is to compare the marketing strategies of the airline companies, its positioning, by analyzing price policies and others strategies, understanding the worldwide airline market dynamic and verifying its trends.A recente entrada da empresa Gol - Linhas Aéreas Inteligentes - no mercado aéreo trouxe de volta a guerra tarifária ao mercado aéreo nacional. Por razão da Gol trabalhar com preços reduzidos, a diminuição de preços foi adotada por todas as grandes empresas, com exceção da Varig, a empresa líder. Os principais produtos das empresas aéreas, as pontes aéreas entre Rio e São Paulo, Rio e Belo Horizonte, São Paulo e Belo Horizonte e São Paulo e Curitiba estão bem mais baratas. Estariam as empresas aéreas preparadas para esse novo contexto de negócios? O fato de viagem aérea ser produto tradicionalmente considerado sofisticado influenciaria na decisão do consumidor? Compara as políticas de marketing das empresas aéreas nacionais e o seu posicionamento de mercado, analisando diferentes políticas de preço e estratégias possíveis e compreendendo a dinâmica do mercado aéreo mundial e suas tendências

Diferencias de envolvimiento con productos entre cohortes: un estudio exploratorio

The objective of this study is to evaluate the levels of high and low involvement with products, based on the concept of cohorts, groups of individuals born at the same time, who pass through similar external events in the passage to adult life and acquire values and preferences that last for life. In the initial exploratory stage, in-depth interviews were conducted to verify the adherence of the concept of involvement among the various cohorts. In the descriptive step, the New Involvement Profile (NIP) scale developed by Jain and Srinivasan (1990) and adapted in Brazil by Fonseca and Rossi (1999) will be used to evaluate levels of involvement with two consumer products (high and low involvement) among the cohorts, using a sample of 290 people. The results are the confirmation of differences in the level of involvement in the same cohort for high and low involvement products and may add greater benefits in identifying clusters of consumers with similar product perceptions.El objetivo de este estudio es evaluar los niveles de alto y bajo envolvimiento con productos, tomando como base el concepto de cohortes, grupos de individuos nacidos en la misma época, que pasan por eventos externos similares en el paso a la vida adulta y adquieren valores y preferencias similares que perduran por toda la vida. En la etapa exploratoria inicial se realizaron entrevistas en profundidad para verificar la adherencia del concepto de envolvimiento entre las diversas cohortes. En la etapa descriptiva se utilizó la escala New Involvement Profile (NIP) desarrollada por Jain y Srinivasan (1990), y adaptada en Brasil por Fonseca y Rossi (1999), para evaluar los niveles de envolvimiento con dos productos de consumo (de alto y bajo entre las cohortes, utilizando una muestra de 290 personas. Los resultados son la confirmación de diferencias del nivel de envolvimiento para productos de alto y bajo envolvimiento, pudiendo agregar mayores beneficios en la identificación de clusters de consumidores con percepciones similares de productos

An experimental approach to analyzing gender, sex appeal and idealized bodies in advertising

info:eu-repo/semantics/publishedVersio

Desenvolvimento de uma nova plataforma para venda de lanches saudáveis para escolas via E-Commerce em Portugal

O presente estudo visa o desenvolvimento de um novo serviço – lanches saudáveis em escolas, - no seio de um varejista alimentar online. Considerando as tendências deconsumo da alimentação infantil, uma resposta à oportunidade identificada: a oferta de lanches saudáveis, escolhidos pelos pais, ao gosto dos filhos e entregues pelo varejista naescola. Trata-se de um novo modelo de negócio de distribuição de lanches escolares. Para o desenvolvimento dessa proposta, a metodologia action research foi empregada, apartir da vivência em um dos maiores players do varejo em Portugal. Por meio de simulações, obteve-se uma proposta de uma plataforma online, considerando o modelo B2B2C, com cardápio e uma proposta de go to market, com lançamento e abordagem comercial. O lançamento previsto foi abortado pelos desdobramentos do COVID-19 no ambiente escolar.info:eu-repo/semantics/publishedVersio

A quasi-experimental approach to analyzing sexual appeal and gender in advertising – evidences from Brazil

Purpose – The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertisements on consumers, comparing the role of gender and perceptions about models’ idealized bodies.Design/Methodology/Approach – Two quasi-experiments were conducted on a dataset obtained from a non-probabilistic sample using online questionnaires. Both studies consider the effect of using sexual appeal in advertisements. The first used gym advertisements to compare the attitudes and purchase intention between men and women. The second assessed the use of female models with and without idealized appearance in beer advertisements.Findings and implications – It was observed that advertisements with low sexual appeal resulted in better evaluations; however, those with a higher level of sexual appeal were better evaluated by men if containing female models with characteristics typically considered to be attractive. On the other hand, women rated more highly the ads using female models with no features commonly regarded as attractive. Thus, it was concluded that gender can influence the advertising format to be adopted by companies: in the case of a female target audience, it is probably better to use models without “ideal” characteristics, but the opposite may have a more significant effect when it comes to a male target audience. This clearly incongruent perspective – gender-based bias – is a critical issue for managers and researchers.Limitations – This study only focused on a narrow dataset made up of Brazilian respondents, which was used as a non-probabilistic, convenience sample. Originality – This study is the first to use a quasi-experimental approach, connecting gender attitudes to brands and ads to bodies of idealized models and sexual appeal effects in ads.info:eu-repo/semantics/publishedVersio

Comunidades virtuais de marca de produtos de consumo e criação de engajamento: uma investigação qualitativa

Este artigo objetiva compreender o engajamento de usuários de comunidades virtuais de marcas. Inicialmente, empreendeu-se uma pesquisa bibliográfica, que resultou em cinco proposições, que foram verificadas em duas comunidades de produtos de consumo na rede social eletrônica Facebook, por meio do método de netnografia, através de observação participativa e de análise de conteúdo, com dados de 11 semanas das interações efetuadas nessas comunidades. A seguir, comparou-se as práticas de criação coletiva de valor de Schau et al. (2009) com as atividades das comunidades escolhidas.  As proposições foram confirmadas e, parcialmente, as práticas. Como contribuições, teoricamente, a confirmação de 5 proposições permitem a análise de comunidades virtuais de marca por parte de pesquisadores, e, gerencialmente, a constatação que há práticas de criação coletiva de valor que podem estar sendo desprezadas por gestores de comunidades virtuais

A“Dirty” Footprint: Macroinvertebrate diversity in Amazonian Anthropic Soils

International audienceAmazonian rainforests, once thought to be pristine wilderness, are increasingly known to have been widely inhabited, modified, and managed prior to European arrival, by human populations with diverse cultural backgrounds. Amazonian Dark Earths (ADEs) are fertile soils found throughout the Amazon Basin, created by pre-Columbian societies with sedentary habits. Much is known about the chemistry of these soils, yet their zoology has been neglected. Hence, we characterized soil fertility, macroinvertebrate communities, and their activity at nine archeological sites in three Amazonian regions in ADEs and adjacent reference soils under native forest (young and old) and agricultural systems. We found 673 morphospecies and, despite similar richness in ADEs (385 spp.) and reference soils (399 spp.), we identified a tenacious pre-Columbian footprint, with 49% of morphospecies found exclusively in ADEs. Termite and total macroinvertebrate abundance were higher in reference soils, while soil fertility and macroinvertebrate activity were higher in the ADEs, and associated with larger earthworm quantities and biomass. We show that ADE habitats have a unique pool of species, but that modern land use of ADEs decreases their populations, diversity, and contributions to soil functioning. These findings support the idea that humans created and sustained high-fertility ecosystems that persist today, altering biodiversity patterns in Amazonia

Market segmentation by cohorts and generations

Este trabalho teve como objetivo estudar de maneira exploratória a segmentação por meio de coortes, através de sua literatura e da opinião de profissionais e especialistas de marketing sobre o tema. Buscando verificar a influência das coortes na estratégia de marketing e analisar as tendências da pesquisa realizada anteriormente, algumas etapas foram executadas. Primeiramente, foi conduzida uma revisão da literatura, buscando responder o tema de pesquisa colocado. A revisão focou nos temas de segmentação, gerações e coortes e seus componentes ligados a cultura, a valores e sub-culturas e grupos de referência, levantando os mais recentes estudos tanto nacionais como internacionais. Após isso, como método de pesquisa escolheu-se a pesquisa qualitativa por meio de entrevistadas em profundidade. A análise dos dados coletados foram analisados por meio de análise de conteúdo, com o auxílio do software NVivo8. As entrevistas conduziram a situações em marketing nas quais a segmentação por meio de coortes foi relevante, permitiram comparar posicionamentos e levou a construção de um mapa causal com os principais conceitos observados na pesquisa.This work had as primary objective study the segmentation by cohorts. Beyond this, verify the cohorts influence and analyze the research trends were secondary objectives. Literature review and professional and researchers opinions were collected about the objective. To attain these objectives, some stages needed to be transposed. Firstly, the literature review was conducted, searching to answer the research theme proposed. The literature review focused on the themes of market segmentation, generations and cohorts, and its components such as culture, values, sub-cultures and references groups, analyzing Brazilians and international researches. After this, as research method was chosen the qualitative method by in-depth interviews. Collected data were analyzed by content analysis, helped by software NVIVO8. The interviews showed marketing situations where cohorts segmentation could help the marketing managers. After these, marketing researchers were interviewed and a causal map was drown, connecting the concepts collected during the research