Human resources

Human resources is the set (o conjunto) of individuals who make up the workforce of
an organization, business sector (setor empresarial) or an economy. William R. Tracey, in The
Human Resources Glossary defines Human Resources as: "The people that staff (trabalham)
and operate an organization… as contrasted with the financial and material resources of an
organization. The organizational function that deals (lida) with the people..."

A company is more likely (provável) to be successful if it manages (administrar) all of

its resources well, including its people. Actually (na verdade), this is why many companies
(empresas) have human resources departments, even though those departments do not
directly contribute to the company's production, services, sales or profits (lucros). Rather
(além disso), effective HR departments allow (permitem) and encourage the companies'
employees to do their best, which in turn (o que por sua vez) contributes to the success of
those companies.

"Human capital" is sometimes used synonymously with human resources, although

human capital typically refers to the knowledge the individuals embody (incorporam) and can
contribute to an organization.

The human resource can be transformed into Human capital with effective inputs
(recebimento) of education, health and moral values. In summary, the transformation of raw
(bruto) human resource into highly productive human resource with these inputs is the
process of human capital formation.

One major concern (preocupação) about considering people as assets (ativos) or

resources is that they will be commoditized and abused. Modern analysis emphasizes that
human beings are not "commodities" or "resources", but are creative and social beings in a
productive enterprise (empreendimento). The 2000 revision of ISO 9001, in contrast, requires
identifying the processes, their sequence and interaction, and to define and communicate
responsibilities and authorities.
 Marketing

Marketing is defined by the American Marketing Association (AMA) as "the activity, set
of (o conjunto) institutions, and processes for creating, communicating, delivering, and
exchanging offerings (trocar ofertas) that have value for customers (compradores), clients,
partners, and society at large (em geral)."

It can also be defined as "the process by which companies create value for customers
and build strong customer relationships, in order to capture value from customers in return".

This replaces the previous definition, which still appears in the AMA's dictionary: "an
organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders (parte interessada)." It generates the strategy that underlies
(subjacentes) sales techniques, business (empresarial) communication, and business
(negócios) developments. It is an integrated process through which companies build strong
customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the
customer. With the customer as the focus of its activities, marketing management
(gerenciamento) is one of the major components of business management (gestão do
negócio). The adoption of marketing strategies requires businesses to shift (mudem) their
focus from production to the perceived needs (perceber as necessidades) and wants (desejos)
of their customers as the means of staying profitable (manterem lucrativos).

The term marketing concept holds (sustenta) that achieving (atingir) organizational
goals (metas) depends on knowing the needs and wants of target markets (mercados alvo) and
delivering the desired satisfactions. It proposes that in order to satisfy its organizational
objectives, an organization should anticipate the needs and wants of consumers and satisfy
these more effectively than competitors. The term developed from an original meaning which
referred literally to going to a market to buy or sell goods (bens) or services. Seen from a
systems point of view, sales process engineering marketing is "a set (conjunto) of processes
that are interconnected and interdependent with other functions, whose methods can be
improved using a variety of relatively new approaches."