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How a Canadian Chain Is Reinventing Book Selling
By Alexandra Alter
About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.
“Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”
Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.
It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection.
Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor.
Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.
“Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”
The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lushdressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.
Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products.
Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email.
Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron.
When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016.
The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history.
The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.
Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.
https://www.nytimes.com/2019/05/01
The World Might Be Running Low on Americans
The world has been stricken by scarcity. Our post-pandemic pantry has run bare of gasoline, lumber, microchips, chicken wings, ketchup packets, cat food, used cars and Chickfil-A sauce. Like the Great Toilet Paper Scare of 2020, though, many of these shortages are the consequence of near-term, Covid-related disruptions. Soon enough there will again be a chicken wing in every pot and more than enough condiments to go with it.
But there is one recently announced potential shortage that should give Americans great reason for concern. It is a shortfall that the nation has rarely had to face, and nobody quite knows how things will work when we begin to run out.
I speak, of course, of all of us: The world may be running low on Americans — most crucially, tomorrow’s working-age, childbearing, idea-generating, community-building young Americans. Late last month, the Census Bureau released the first results from its 2020 count, and the numbers confirmed what demographers have been warning of for years: The United States is undergoing “demographic stagnation,” transitioning from a relatively fast-growing country of young people to a slow-growing, older nation.
Many Americans might consider slow growth a blessing. Your city could already be packed to the gills, the roads clogged with traffic and housing prices shooting through the roof. Why do we need more folks? And, anyway, aren’t we supposed to be conserving resources on a planet whose climate is changing? Yet demographic stagnation could bring its own high costs, among them a steady reduction in dynamism, productivity and a slowdown in national and individual prosperity, even a diminishment of global power.
And there is no real reason we have to endure such a transition, not even an environmental one. Even if your own city is packed like tinned fish, the U.S. overall can accommodate millions more people. Most of the counties in the U.S. are losing working-age adults; if these declines persist, local economies will falter, tax bases will dry up, and localgovernments will struggle to maintain services. Growth is not just an option but a necessity — it’s not just that we can afford to have more people, it may be that we can’t afford not to.
But how does a country get more people? There are two ways: Make them, and invite them in. Increasing the first is relatively difficult — birthrates are declining across the world, and while family-friendly policies may be beneficial for many reasons, they seem to do little to get people to have more babies. On the second method, though, the United States enjoys a significant advantage — people around the globe have long been clamoring to live here, notwithstanding our government’s recent hostility to foreigners. This fact presents a relatively simple policy solution to a vexing long-term issue: America needs more people, and the world has people to send us. All we have to do is let more of them in.
For decades, the United States has enjoyed a significant economic advantage over other industrialized nations — our population was growing faster, which suggested a more youthful and more prosperous future. But in the last decade, American fertility has gone down. At the same time, there has been a slowdown in immigration.
The Census Bureau’s latest numbers show that these trends are catching up with us. As of April 1, it reports that there were 331,449,281 residents in the United States, an increase of just 7.4 percent since 2010 — the second-smallest decade-long growth rate ever recorded, only slightly ahead of the 7.3 percent growth during the Depression-struck 1930s.
The bureau projects that sometime next decade — that is, in the 2030s — Americans over 65 will outnumber Americans younger than 18 for the first time in our history. The nation will cross the 400-million population mark sometime in the late 2050s, but by then we’ll be quite long in the tooth — about half of Americans will be over 45, and one fifth will be older than 85.
The idea that more people will lead to greater prosperity may sound counterintuitive — wouldn’t more people just consume more of our scarce resources? Human history generally refutes this simple intuition. Because more people usually make for more workers, more companies, and most fundamentally, more new ideas for pushing humanity forward, economic studies suggest that population growth is often an important catalyst of economic growth.
A declining global population might be beneficial in some ways; fewer people would most likely mean less carbon emission, for example — though less than you might think, since leading climate models already assume slowing population growth over the coming century. And a declining population could be catastrophic in other ways. In a recent paper, Chad Jones, an economist at Stanford, argues that a global population decline could reduce the fundamental innovativeness of humankind. The theory issimple: Without enough people, the font of new ideas dries up, Jones argues; without new ideas, progress could be imperiled.
There are more direct ways that slow growth can hurt us. As a country’s population grows heavy with retiring older people and light with working younger people, you get a problem of too many eaters and too few cooks. Programs for seniors like Social Security and Medicare may suffer as they become dependent on ever-fewer working taxpayers for funding. Another problem is the lack of people to do all the work. For instance, experts predict a major shortage of health care workers, especially home care workers, who will be needed to help the aging nation.
In a recent report, Ali Noorani, the chief executive of the National Immigration Forum, an immigration-advocacy group, and a co-author, Danilo Zak, say that increasing legal immigration by slightly more than a third each year would keep America’s ratio of working young people to retired old people stable over the next four decades.
As an immigrant myself, I have to confess I find much of the demographic argument in favor of greater immigration quite a bit too anodyne. Immigrants bring a lot more to the United States than simply working-age bodies for toiling in pursuit of greater economic growth. I also believe that the United States’ founding idea of universal equality will never be fully realized until we recognize that people outside our borders are as worthy of our ideals as those here through an accident of birth.
Loteamento seria uma forma de parcelamento do solo urbano, fracionando-o em porções menores, com o objetivo de alienar ao público as partes, em prestações sucessivas e periódicas. Atente ao que se diz a seguir sobre loteamento e assinale com V o que for verdadeiro e com F o que for falso.
( ) Os lotes terão área mínima de 125 m² (cento e vinte e cinco metros quadrados) e frente mínima de 5 (cinco) metros, salvo quando o loteamento se destinar a urbanização específica ou edificação de conjuntos habitacionais de interesse social, previamente aprovados pelos órgãos públicos competentes.
( ) Ao longo das águas correntes e dormentes, e das faixas de domínio público das rodovias e ferrovias, será obrigatória a reserva de uma faixa não edificável de 20 (vinte) metros de cada lado, salvo maiores exigências da legislação específica.
( ) As áreas destinadas a sistemas de circulação, a implantação de equipamento urbano e comunitário, bem como a espaços livres de uso público serão proporcionais à densidade de ocupação prevista pelo plano diretor ou aprovada por lei municipal para a zona em que se situem.
( ) As vias de loteamento deverão articular-se com as vias adjacentes oficiais, somente as existentes, e harmonizar-se com a topografia local.
Está correta, de cima para baixo, a seguinte sequência:
Atente para a seguinte descrição: “Abrange toda a porção ocidental do Ceará nos limites com o Estado do Piauí. Dispõe-se de sul para o norte através de um escarpamento contínuo, abrupto e bastante festonado. [...] Representa o rebordo oriental da bacia do Maranhão-Piauí, de cuja base se estende a depressão periférica ocidental do Ceará”.
Souza, M. J. N. Bases naturais e esboço do zoneamento geoambiental
do estado do Ceará. In.:Lima, L.C.; Morais, J. O. e Souza, M. J. N.
Compartimentação territorial e gestão regional do Ceará. Fortaleza.
Funece. 2000. p.26.
O excerto acima apresentado se refere