Orivaldo
O. Gallasso
m a i o
/
j u n h o
d e
2 0 0 6 –RevistadaESPM
process throughwhich an
individual recognises, selects,
organises and interprets the
information received from the
environment through the five
senses (vision, audition, smell,
taste and touch).The objective
of this article is to focus on the
cultural ingredients of colors and
aromas. It startswith a brief
presentationon sensation and
perception, followed by the
discussion of the theme color,
which assumes different
meanings for each culture;
then, aroma is discussed.
Smells evoke feelings and
remembrances related to the
cultural identities of subjects.
Different cultures tend to
identify and to associate smells
with other factors stemming from
particular habits andbehavior.
Final considerations deal with
themarketing implications
of the study.
Corporate
diplomacy:
the new
undergraduate
course in
International
Relationswith
emphasis on
Marketing and
Business,
at ESPM
SérgioPioBernardes
AlexandreMathias
JoséEisenberg
page 100
This is a presentation to the
readers of thismagazine of the
newundergraduate course in
International Relationswith
emphasis onMarketing and
Business, at ESPM, in its units
of São Paulo, Rio de Janeiro and
PortoAlegre.
Themes discussed are the
objectives of ESPMwith the new
course, the profile of future
professionals, and the course’s
positioning and structure.The
reader will also be introduced to
the educational matrix basedon
areas of learning.
Global
consumption,
local culture
AndréCauduroD’Angelo
page 108
Everymarketing executive
knows that cultural elements
influence consumers’
preferences. But a different
movement may occur, when
consumption habits influence
cultural identity. This is
highlighted by two recent
episodes involving large
corporations - Coca Cola, in the
U.S., andMcDonald’s in Italy.
The first illustrates an array of
possibilities of maneuvering
products and services in the
name of consumers’ interests.
The second shows the resistance
of a community against the
standardisation of capitalism.
Both represent lessons for the
marketing professional,
concerning the importance of
respecting the cultural
peculiarities of communities
and the need for acting with
wisdomwhen corporate
practices may conflict with
the customers’ way of life.
Packaging
and society
FabioMestriner
page 118
Modern packaging is a
broad system, which
encompasses materials,
technology, processes,
equipment, design, marketing,
logistics and communication.
This has not always been the
case. In ancient times,
packaging was ameans
toward gathering and
transporting food. The need
for stocking and preservation
of goods, in cold climates,
stimulated new
technologies. Trade became
the pulling engine for the
development of society, and,
consequently, of packaging.
The discoveries of the
navigators, searching for new
maritime routes, were the
forerunners of globalization,
as trading on a world scale
demanded better and stronger
packaging. As we enter the
21st Century, one thing seems
to be sure: packaging exists to
attend to society’s needs and
desires, and, as such, it will
continue to evolve.
ES
PM
145
jul
/
agosto
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2 0 0 6 – Revista da ESPM
