The need for economic and pre-economic marketing controlling

The splitting or rather the widening of a marketing controlling system into economic and pre-economic control of performance makes effective strategic forward-looking planning, management, and control of marketing activities possible. The main reason for including pre-economic measures of performance is the possibility to receive and assimilate so-called weak signals from the market which cannot be received by traditional economic controlling systems. These early warning indicators prevent marketing management from decision making based on past-oriented data, the use of which would require the structure of the environment to remain unchanged. Based on this expanded knowledge, marketing strategies can be generated in a much more sound way

Desenvolvimento e validação de um modelo preditor do desempenho de novilhos de corte sob suplementação em pastagens tropicais Development and validation of a performance predictive model of beef steers supplemented in tropical pastures

Um modelo de simulação foi desenvolvido e validado com o objetivo de conhecer e predizer o desempenho produtivo de bovinos machos castrados com diferentes pesos e idades iniciais mantidos sobre pastagens cultivadas Panicum sp. e Brachiaria sp. em regiões tropicais e subtropicais. O modelo incluiu relações diretas entre os dois componentes principais (animal e forragem) e relações indiretas entre outros dois componentes (clima e solo). O componente animal incluiu: consumo de matéria seca de forragem, consumo de suplemento, carga animal, peso e idade inicial dos animais, biótipo (peso adulto e peso ao nascimento) e exigências de energia para mantença e produção animal (ganho de peso). O componente forragem incluiu: crescimento, senescência, digestibilidade e disponibilidade. Os resultados obtidos com o modelo foram comparados a dados experimentais obtidos da literatura em condições semelhantes e indicaram baixo (35%) erro percentual de estimação. O modelo possibilita avaliar determinadas estratégias nutricionais e, desta forma, auxilia em decisões que dependem do ganho de peso dos animais e das condições da pastagem no decorrer do tempo.<br>A simulation model was developed and validated with the objective of evaluating and predicting the productive performance of steers with different weights and initial ages kept on Panicum sp. or Brachiaria sp. cultivated pastures in tropical and subtropical regions. The model established the direct relationships between two main components (animal and fodder plant) and two indirect components (climate and soil). The animal component included: intake of forage dry matter, supplement intake, stocking rate, initial weight and age of the animals, biotype (adult weight and weight at birth), energy requirement for maintenance and production (live weight gain). The forage components included: growth, senescence, digestibility and availability. The results obtained with the model were compared to those obtained in the literature under similar conditions in Brazil and a low percentage of estimated error was found (35%). The model is an adequate tool to evaluate certain nutritional strategies and thus to assist in decisions that depend on the weight gain of the animals and pasture conditions over time