marketing strategy 3.0
TRANSCRIPT
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Kov`rdoekot
@EA
Egrlkt`oj Qtrgtkj`ks
Adepkt`t`vk Qtrgtkj`ks
Qtrgtkj`a Irgekwdrls
Vr`a`oj
Hrgom`ojQ]VMVrdedt`do
Vcgak
Vrdmuat
Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
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Abkal dut tbksk Odtks gom Agsk Qtum`ks gt www/mrge`trgojoklgr/ade
Egrlkt`oj Qtrgtkjy Euehg` [o`vkrs`ty $ OE@EQ [o`vkrs`ty Gsskssekot %766 egrls
Adursk Adotkot
7/ Egrlkt`oj strgtkjy % Dvkrv`kw
8/ V`ccgrs di Egrlkt`oj % Q]VM strgtkj`ks
1/ Egrlkt s tugt`do strgtkjy % Ckgmkrs# abgcckojkrs# idccdwkrs# o`abkrs
=/ Adepkt`t`do gogcys`s % Vdrtkr*s ; idraks edmkc idr adepkt`t`vk kov`rdoekot#
Hkoabegrl`oj kxkra`sk# uomkrstgom`oj adepkt`t`vk edvks gom pdsturks
;/ Qustg`oghck adepkt`t`vk gmvgotgjk % Vdrtkr*s jkokr`a strgtkj`ks
9/ Vdrtidc`d edmkcs % HAJ gom JK EaL`osky egtr x
:/ Okw prdmuat strgtkj`ks % @oodvgt`do# Egrlkt kotry# Vrdmuat c`ok kxtkos`do
2/ Adeeuo`agt`dos strgtkjy % Egogj`oj adeeuo`agt`dos e`x idr prdmuats# hrgoms
0/ Gmvkrt`s`oj us`oj gom sgcks prdedt`do strgtkjy % agepg`jos
76/ Hrgom hu`cm`oj % IEAJ# Adosuekr murghcks ) Qkrv`aks agsks77/ M`str`hut`do strgtkjy% Mks`jo`oj di abgookc systkes# Egogj`oj euct`abgookc systkes
78/ Vr`a`oj strgtkjy% Ygcuk pr`a`oj# Dpt`e`sgt`do di pr`a`oj
71/ Egrlkt`oj Vcgoo`oj % @otrdmuat`do# jrdwtb gom egturk egrlkts/ Vruo`oj di prdmuats Kotry Hgrr`krs
Kadode`ks di sagck% Egrj`ogc kii`a`koay eprdvkekot# gs i`re `oarkekotgccy`oarkgsks `o s`zk
Vrdmuat m`iikrkot`gt`do% [o`quk prdmuats# Austdekr cdygcty# adepkt`t`vk pr`aks Agp`tgc rkqu`rkekots% Vbys`agc iga`c`t`ks# @ovkotdr`ks# Egrlkt`oj gat`v`t`ks# agp`tgc Qw`tab`oj Adsts%Dok%t`ek adsts austdekrs oaur wbko huy`oj irde m`iikrkot
suppc`krs/ Adsts%okw kqu`pekot# rktrg`o`oj kepcdykks
Gaakss td M`str`hut`do Abgookcs% Qtdal`oj dr sbkci spgak# pr`ak hrkgls Adst M`sgmvgotgjks% Od% sagck# prdpr`ktgry tkabodcdjy# gaakss td rgw egtkr`gcs#
egrlkts
Jdvkroekot pdc`ay% C`akos`oj gom pkre`t rkqu`rkekots# mkrkjucgt`do di `omustr`ksKxpkatkm rktgc`gt`do% Xkspdosks hy kx`st`oj adepkt`tdrs egy mkpkom do g i`res
prkskot stglk o tbk `omustry "gvg`cghck hus`okss dpt`dos
8 Hgrjg`o`oj Vdwkr di Quppc`krs "`oarkgsks wbko> Quppc`krs grk cgrjk gom ikw `o ouehkr Qu`tghck suhst`tutk prdmuats grk odt gvg`cghck @om`v`mugc huykrs grk odt cgrjk austdekrs di suppc`krs gom tbkrk grk egoy di
tbke
Quppc`krs jddms grk ar`t`agc td huykrs egrlktpcgak suaakss Quppc`krs prdmuats arkgtk b`jb sw`tab`oj adsts/ Quppc`krs pdsk g tbrkgt td otkjrgtk idrwgrm otd huykrs `omustry
1 Hgrjg`o`oj Vdwkr di Huykrs "`oarkgsks wbko>
Huykrs grk cgrjk gom ikw `o ouehkr Huykrs purabgsk g cgrjk pdrt`do di go omustrys tdtgc dutput Huykrs purabgsks grk g s`jo`i`agot pdrt`do di g suppc`krs goougc rkvkouks Huykrs ago sw`tab td godtbkr prdmuat w`tbdut oaurr`oj b`jb sw`tab`oj adsts Huykrs pdsk tbrkgt td `otkjrgtk hgalwgrm otd tbk skcckrs omustry
= ]brkgt di Quhst`tutk Vrdmuats "`oarkgsks wbko>
Huykrs igak ikw sw`tab`oj adsts ]bk suhst`tutk prdmuats pr`ak `s cdwkr Quhst`tutk prdmuats qugc`ty pkridregoak ?5 kx`st`oj prdmuat M`iikrkot`gtkm `omustry prdmuats# vgcukm hy austdekrs# rkmuak tb`s tbrkgt
; @otkos`ty di X`vgcry gedoj Adepkt`tdrs "`oarkgsks wbko>
]bkrk grk ouekrdus dr kqugccy hgcgoakm adepkt`tdrs @omustry jrdwtb scdws dr mkac`oks ]bkrk grk b`jb i`xkm adsts dr b`jb stdrgjk adsts ]bkrk `s g cgal di m`iikrkot`gt`do dppdrtuo`t`ks dr cdw sw`tab`oj adsts Zbko tbk strgtkj`a stglks grk b`jb Zbko b`jb kx`t hgrr`krs prkvkot adepkt`tdrs irde ckgv`oj tbk `omustry
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
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Gogcys`oj @omustry
Qtruaturk% Adosdc`mgtkm "Gutd# ]kckade$ irgjekotkm "Xkstgurgots# Cguomry Adepkt`t`do% Edodpdcy "Xg`cwgys# J`cckttk# Geuc $ mudpdcy "Vkps`%Adlk# Hdk`oj%
G`rhus$ dc`jdpdcy "Vbgreg# Qtkkc# Gutd# ]kckade Egrlkt struaturk% Ckgmkr# abgcckojkr# idccdwkrs# o`abkr "CAIO C`oks% Hrdgm "Kckatrdo`as# Gutd$ ogrrdw "Qtkkc# ]kckade# BdtkcsGogcys`oj Adepkt`t`do
Qgt`siy sgek $ s`e`cgr okkms% Qkjekots skrvkm M`rkat $ `om`rkat % Kj Adlk% m`rkat Vkps`# `om`rkat Hdttckm wgtkr# nu`ak# hkkr Zbgt prdmuats md tbky diikr4 Hrgoms# agtkjdr`ks mkpkomkoak4 Zbgt abgookcs md tbky usk4 Zbgt pr`a`oj strgtkj`ks bgvk tbky pursukm4 ]bk`r egogjkekot gom i`ogoa`gc rksduraks4 Zbgt grk tbk`r dhnkat`vks4 Zbgt grk tbk`r adrk adepktkoa`ks4 Zbgt gcc`goaks grk tbky pursu`oj# gom idr wbgt purpdsk4 ]bk`r suaakss `o tbk egrlktpcgak4 Qbgrk di egrlkt $vd`ak $e`om $bkgrt4Adepkt`t`do
Gogcys`oj austdekrs
Zbd grk tbk austdekrs# skjekots Zbgt md tbky huy# wbkrk md tbky huy# wbko md tbky huy# bdw irkqukotcy md tbky huy Bdw md tbky abddsk# bdw md tbky usk# wby md tbky prkikr g prdmuat Bdw md tbky rkspdom td egrlkt`oj prdjrges Cdoj tkre vgcuk di austdekrs
Agtkjdry Okkm iuci`cckm Hrgom Adepkt`tdrs Vrdmuat Adepkt`tdrs Jkokr`a Adepkt`tdrs
Hgs`a
rkqu`rkekot
Egrlkt prdmuats s`e`cgr
austdekr ikgturks#
hkoki`ts ) pr`ak
Adepktk `o sgek acgss#
hut ikgturks# hkoki`ts
) pr`ak m`iikr `o
Egrlkt m`iikrkot prdmuats
td sdcvk sgek prdhcke#
sgt`siy sgek hgs`a okkm
Hkvkrgjks Xkirksbekot Adlk# Vkps`
]bues [p
]kg# O`ehu Vgo`
E`okrgc wgtkr
Xkjucgr wgtkr
Abdadcgtks Mksskrt$
sogal
Mg`ry E`cl# ;Qtgr
Akckhrgt`dos
E`tbg`# Ogelkkos
@ak arkges# Iru`ts
Go`skkm$Qguoi Agomy# Qujgr
I`ces Kotkrtg`oekot VYX
Igek Gmcghs
Q`ojck sarkko
Mrgeg tbkgtrk
]Y# Qbdpp`oj
Xkgm`oj# @otkrokt
Agrs ]rgospdrtgt`do Egrut`# Byuomg`# ]gtg Qegcc$H`j agrs# Q[Ys ]gx`# Gutd# HKQ]# trg`o# Zgcl
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
0
Qtrgtkjy
7/ M`rkat`oj gat`do tdwgrms mks`rk dutadek8/ G pcgo di gat`do td jg`o g adepkt`t`vk gmvgotgjk dvkr r`vgcs1/ Mkc`hkrgtkcy abddsk m`iikrkot skt di gat`v`t`ks td mkc`vkr g uo`quk e`x di vgcuk% VdrtkrEgrlkt`oj Kot`rk hus`okss irde tbk pd`ot di v`kw di tbk austdekr% Mrualkr @mkot`iy# arkgtk# egogjk mkegom td prdv`mk vgcuk td g austdekr idr g prdi`t %Ldtckr ]bk r`jbt prdmuat# `o tbk r`jbt pcgak# gt tbk r`jbt t`ek# gt tbk r`jbt pr`ak/%Gmadal Adoakpt% Qgt`sigat`do di austdekr ) tbk`r okkms# idaus di hus`okss gat`v`t`ks/ @HE Vb`cdsdpby% Dwokm hy kvkrydok irde w`tb`o tbk drjgo`zgt`doEgrlkt`oj strgtkjygoswkrs 8 qukst`dos
Zby sbducm dur austdekrs huy dur prdmuat Zb`ab austdekr okkms md dur prdmuats iuci`cc edrk kiikat`vkcy tbgo adepkt`tdrsOdl`g odt tbk 7st edvkr hut Od/7 hy j`v`oj austdekrs wbgt tbky mks`rkmQdoy ) Gppck mdot rkcy do EX# arkgtk okw agtkjdr`ks tbrdujb `oodvgt`doJddjck skgrab kiikat`vk muk td g s`epck# uoacuttkrkm ) kii`a`kot gpprdgabM`iikrkot`gt`do hy% pr`ak# rkgab# mkc`vkry# mks`jo# skrv`ak# tkabodcdjy# kta hut `t sbducm
hk vgcughck ) ekgo`ojiuc td austdekrs/ Kj Byhr`m agrs# sdcgr edh`cks
Bdw egrlkt`oj strgtkjy rkcgtks td adrpdrgtk gom hus`okss ckvkc strgtkj`ks
Adrpdrgtk ckvkc Hus`okss$ks td hk `o Qkt strgtkj`a adrpdrgtk jdgcs#
Hus`okss ckvkc Jg`o adepkt`t`vk gmvgotgjk QH[ jdgcs# mkvkcdp hrdgm strgtkjy
Iuoat`dogc ckvkc Gttg`o egrlkt`oj jdgcs Egrlkt`oj strgtkjy `epckekotgt`do
Vrdmuat ckvkc @epckekot tgat`as Egrlkt`oj e`x
Bdw egrlkt`oj rkcgtks td strgtkjy
Hus`okss gat`v`t`ks gc`jo w`tb hus`okssstrgtkjy% gab`kvk adrpdrgtk dhnkat`vks
Egrlkt`oj% i`res c`ol td austdekrs )adepkt`tdrs# sbgpks strgtkjy
Kj Geucs adrpdrgtk jdgc% td hkwdrcms cgrjkst iddm hrgom
Egrlkt`oj pcgos ) tgat`as "jcdhgcgvg`cgh`c`ty# kiikat`vk adeeuo`agt`do#
vgcuk pr`ak# prdmuats ) skrv`ak tdmkc`jbt austdekrs sbducm kvdcvk
grduom tbgt jdgc/
Geuc ago gujekot w`tb okw hrgoms#skjekots ) agtkjdr`ks w`tb hus`okss
pdtkot`gc wbkrk Geuc ago mkc`vkr do `ts
agpgh`c`t`ks/
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7/22/2019 Marketing Strategy 3.0
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
76
Egrlkt`oj strgtkjy mki`oks
]bk tgrjkt skjekot% s`zk# mkedjrgpb`as# psyabdjrgpb`as Bdw sbducm tbk prdmuat hk pds`t`dokm td gppkgc td tbk egrlkt% pr`egry hkoki`t Bdw sbducm tbk prdmuat hk hrgomkm% Vrdmuat pdtkot`gc% sgcks# egrlkt sbgrk# prdi`t kst`egtksIkrrgr`s egrlkt`oj strgtkjy
]grjkt "Cuxury spdrts agr Vds`t`do td gppkgc td tbgt egrlkt "Qpkkm# mks`jo# pkridregoak Hrgom`oj% mkot`iy gom m`iikrkot`gtk prdmuat irde adepkt`tdrs "Vrgoa`oj Bdrsk cdjd#
idreucg 7#hrgom adeeuo`agt`do
@ccustrgt`do% VA egrlkt
Cguoab% 70:6s# segcc skjekot% tkabodcdj`sts ) egtbkegt`a`gos Gppck `eprdvkm# s`epc`i`km usk# sditwgrk w`mkokm usk 7026s% @HE iurtbkr w`mkokm usk# sgcks jrdwtb kxpdokot`gc# okw adepkt`tdrs Mksltdps gt wdrl ) bdek# rkpcgakekots# pkr`pbkrgcs 7006s% @otkrokt hut VA egtur`ty# austdekr ) pr`ak rks`stgoak# mkac`o`oj prdi`ts 8666% Adeedm`t`sgt`do# sbglkdut# BV% E)G Adepgq# @HE sdcm VA h`z% Ckodvd Igstkr prdakssdrs# icgttkr sarkkos# adovkrjkm VAs gom gcc `o dok pr`otkrs# cgptdpsEgrlkt`oj Vcgo% Vcgo ydur wdrl# gom wdrl ydur pcgo
G agepg`jo tbgt g`es td iuci`cc g adepgoys egrlkt strgtkjy Zbgt w`cc tbk adepgoy md `o OVC gom suppdrt`oj dcmkr doks ]`e`oj di `ts sgcks gom prdedt`dogc gat`v`t`ks# pr`a`oj `otkot`dos ) m`str`hut`do kiidrts Bdw w`cc tbk pcgo hk adotrdcckm gom tbk rksucts ekgsurkm/Kxkaut`vk sueegry Dhnkat`vks gom `epckekotgt`do pcgo
]ghck di adotkots
Q`tugt`do gogcys`s Mgtg# kov`rdoekot# QZD]# jgps
Idauskm gsskssekot di tbk
egrlkt dppdrtuo`ty
Qtgtkekot di tgrjkt egrlkt skjekots
Austdekr gom okkms gsskssekot
Adepkt`t`vk abgcckojks td i`re ) prdmuats
I`ogoa`gc jdgcs @oarkekotgc rkvkouk eprdvkekots
Kxpkatkm prdi`ts
Egrlkt`oj jdgcs [o`t sgcks dr egrlkt sbgrkQueegry di tbk adepgoys
egrlkt`oj strgtkjy
@mkot`iy tgrjkt egrlkt
Vrdmuat pds`t`do# m`str`hut`do ) pr`a`oj
Qpka`i`a gat`dos td gab`kvk jdgcs% sgcks idrak# austdekr
rkhgtks# ogt`dogc gm agepg`jo# m`rkat eg`c kta
Edotbcy egrlkt`oj humjkt
Edotbcy sgcks idrkagst "uo`ts ) vgcuk
Vkr`dm`a pcgos% edo`tdr# rkv`kw ) gat`do
Qtrgtkj`a egrlkt`oj kov`r doekot
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
77
@epckekot`oj tbk pcgo v`g tbk Egrlkt`oj E`x
@mkot`iy tgrjkt austdekr skjekots Gmmrkss austdekrs tbrdujb egrlkt`oj e`x% =Vs "Xkikr skat`do do egrlkt`oj e`x Hkst pcgos# rksduraks# sl`ccs gom kiikat`vk `epckekotgt`do% od jugrgotkk di suaakss gs Cdwkr mkegom# tkabodcdjy# okw cguoabks hy adepkt`tdrs# b`jb `oputs gom prdedt`do
Adotrdcc`oj Vcgo @epckekotgt`do "BHQ
Egrlkt`oj Vcgo Queegry
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
78
8 Egrlkt`oj Qtrgtkjy
Q]VM% "Qkjekotgt`do# ]grjkt`oj# Vds`t`do`oj# M`iikrkot`gt`do
Adoakpt Qbdrt mki`o`t`do Kxgepck Eddv
Qkjekotgt`do @mkot`iy m`iikrkot okkms )
jrdups `o tbk egrlkt
Zbkrk td adepktk Vg`o skjekot
]grjkt`oj ]grjkt egrlkts `t ago
sgt`siy `o g supkr`dr wgy
Zb`ab prdmuat idr
wb`ab egrlkt
Hgal pg`o skjekot w`tb`o tbk
pg`o skjekot
Vds`t`do`oj Daaupy m`st`oat pcgak `oaustdekrs e`om
Cdagt`oj hrgom `o
austdekrs e`om
Xkc`ki irde hgal gabks Ggb
sk gbg tgl
M`iikrkot`gt`do Adeeuo`agtk vgcughck )ekgo`ojiuc m`iikrkoaks
Bdw td adepktk Cge`tuhk# odo stg`o`oj#
kiikat`vk `o hgal pg`o
Qkjekotgt`do
Zbkrk td adepktk M`v`mk egrlkt otd m`st`oat jrdups w`tb m`st`oat okkms# abgrgatkr`st`as# dr hkbgv`drs Hgs`s% adepktkoak# rksduraks# pdtkot`gc "Ikgturks# skrv`ak# adovko`koak# qugc`tyKvgcugtk skjekot gttrgat`vkokss
Qkjekot s`zk gom jrdwtb# dwo dhnkat`vks gom rksduraks Qtruaturgc Gttrgat`vkokss% Ckvkc di adepkt`t`do# suhst`tutks# huykrs$suppc`kr pdwkrXkqu`rkekots idr kiikat`vk skjekotgt`do
Ekgsurghck% Q`zk# purabgs`oj pdwkr# gom prdi`ck di skjekot Gaakss`hck% Ago hk rkgabkm gom skrvkm Quhstgot`gc% Cgrjk gom prdi`tghck kodujb td skrvk
M`iikrkot`ghck% Xkspdom m`iikrkotcy Gat`doghck% Kiikat`vk prdjrges ago hk mkvkcdpkmVr`oa`pcks di egrlkt skjekotgt`do "Vgcekr ) E`cckr 866=# @omustr`gc Eltj Ejt# 11"2# pp ::0%2;
Egrlkt skjekots"Q`zk# gaakss# m`iikrkot`gtkm
Zbd huys% Austdekr abgrgatkr`st`as Zbgt `s hdujbt# wby% Austdekr hkbgv`durBgrm Qdit Dhnkat`vk Quhnkat`vk
Mked$jkdjrgpb`a Vsyabdjrgpb`a Hkbgv`durgc
GKJ@Q YGCQ [sgjk Hkoki`tsVr`ak skos`t`v`ty# prded
rkspdosk# cdygcty# rkpkgts
Vkrakpt`dos#
prkikrkoak trgmk%diis
Qkjekotgt`do egtr`x% ]gn BdtkcsQkjekots Ikgturks
Iucc skrv`ak Bdtkcs Vgcgaks Qpgs Xksdrts Z`cmc`ik cdmjks Qkci skrv`ak
Cuxury Vrke`ue ]gn Bdtkcs ) Vgcgaks ]gn Kxdt`ag
Cuxury Y`vgotg hy ]gn ]gn Qgigr`s
Vrke`ue Jgtkwgy
E`m%egrlkt
Humjkt J`ojkr
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
71
]ypks di skjekotgt`do
= typks% jkdjrgpb`a# mkedjrgpb`a# psyabdjrgpb`a# hkbgv`durgc% `mkgc `s td `otkjrgtk# e`x
Igatdrs "kxgepcks Kxgepck
Jkdjrg
pb`a
Aduotry# grkg# rkj`do# ac`egtk Adlk%Abdtg%Xurgc# Hgmg[rhgo Qwkgtkrs `o BV# Lgsbe`r EaMdogcms ekou gmgptgt`do `o @om`g Bdomg A`ty% m`iikrkot edmkcs jcdhgccy @]A Gsb`rwgm gttg m`ikrrkot hckoms OKZQ @om`g iddm bgh`ts% Odrtb wbkgt# Qdutb r`ak
Mkedjrgpb`a
Gjk "Bdsp`tgcs# ayacks# # tdys Kmuagt`do @oadek "Jgrekots# agr# sdgps Qkx "Vkriueks# bdsp`tgc Xkc`j`do# ogt`dogc`ty Egr`tgc stgtus# ige`cy s`zk# ige`cy c`ik
ayack# jkokrgt`do# daupgt`do
Qda`gc acgss% e`mmck$cdwkr$ uppkr
C@A# B`omung bdsp`tgc Qabddcs ]dydtg% Ckxus# Agery# Adrdccg J`cckttk Hkki$Vdrl# Bgcgc# Ldsbkr iddms Egturk 70=;,# Hghy hddekrs 709;,#
Jkokrgt`do R 70:9,# Jkokrgt`do P 700=,
M@OL# DXAB@M# P[V# ZBDV
Vsyabdjrgpb`a
Hkoki`ts sdujbt "adsts# skrv`ak#qugc`ty
C`ikstyck# YGCQ "Ygcuks# gtt`tumks#c`ikstyck
Vkrsdogc`ty# aucturk# sda`gc# rkc`j`do G@D% wbgt `otkrksts tbke# v`kw Gat`v`t`ks% Zdrl# Bdhhy# Qbdpp`oj @otkrksts% Ige`cy# igsb`do# iddm Dp`o`dos% Qkci# VKQ]
Ogod# ]gn# ]`tgo# Odl`g Acuhs# Grt# Z`ok Bgrcky Mgv`msdo dwokrs Zddmcgoms%rujjkm$kxtrdvkrt O`abk egjgz`oks % iddm# igsb`do# agr#
kckatrdo`as# AXE
Hkbgv`durgc
Daags`dos Vkrsdogc`ty hgskm Hkoki`t skjekotgt`do Gtt`tumk ",vk$%vk# bdst`ck Adovko`koak "KE@# Bdek Mkc`vkry Xkgm`okss "@oidrekm# `otkrkstkm#
gwgrk
Jrkkt`oj agrms# tdur dpkrgtdrs# wkmm`ojs Hcgalhkrry gmm`ats Egjj` adovko`koak# Egrut` skrv`ak# vgcuk [skr "7st t`ek# rkjucgr [sgjk "c`jbt# bkgvy adosuept`do Cdygcty "BEC# sw`tabkrs ]`tgo% kmjk idr
idregc# igstrgal idr agsugc# Xgjg idr ktbo`a
Irgek di rkikrkoak Zbgt `t ekgos Kxgepck `Vgm
@mkot`iy tgrjkt egrlkt Zb`ab hrgom idr wb`ab egrlkt Kotbus`gsts# oodvgtdrs
[omkrstgom adosuekr
hkbgv`dr
Ados`mkrgt`dos `o abdds`oj hrgoms%
gtt`tumks# prkikrkoaksVr`ak `oskos`t`vk# eust%
bgvk# gmvdagay#
Ogturk diadepkt`t`do @otkos`ty# mde`ogoak# VCA# m`iikrkot`gt`do AK$ tkabodcdjy i`res
Vd`ots%di%pgr`ty "VDV Gssda`gt`dos adosuekrs v`kw ksskot`gc tdhk arkm`hck# adeedo agtkjdry trg`ts#
adom`t`dos okakssgry hut odt suii`a`kot idr
hrgom abd`ak
E`mwgy
Cgptdp$edh`ck# tduab
sarkko# pbdok# okt#
7JH rge# bgomyVd`ots%di%m`iikrkoak
"VDM
Gssda`gt`dos# gttr`hutks# hkoki`ts
adosuekrs gssda`gtk# pds`t`vkcy kvgcugtk
) hkc`kvk tbky agoodt i`om td tbk sgek
kxtkot w`tb dtbkrs
Gppck# gpps# mks`jo#
jge`oj
Xkgsdo td hkc`kvk "X]H Ados`stkoay# ckjgay# trust# rkputgt`do @oodvgt`do#
pkridregoak
`Vgm pds`t`do`oj sbducm `oacumk VDM, X]H
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16/55
Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
79
Kxkra`sk% VDVs ) VDMs idr Gppck `%Vbdok =s
Kxkra`sk% Bdw Qbducm Egrut` pds`t`do `tskci w`tb rkspkat td tbk ]gtg Ogod4
Vkrakptugc egpp`oj Hrgoms *egppkm* tdjktbkr do *pds`t`do`oj egp*# adepgrkm gardss pgrgektkrs @mkot`iy wkgl$strdoj$ghskot adepkt`t`vk pds`t`dos Vr`ak v rgojk idr Euehg` supkr stdrks# m`st`oju`sb hy adepkt`t`vk diikr`ojs Jgps rkjgrmkm gs dppdrtuo`t`ks idr pds`t`do`oj$rkpds`t`do`oj$cguoab
Kxkra`sk> Zgcegrts @om`g kotry strgtkjy hgskm do ghdvk pkrakptugc egp
Vds`t`dos tbgt i`res bgvk suaakssiuccy acg`ekm `o @om`g
Hkguty Cux Xgojk Ardeg# ]`tgo Xkgab @]A# B[C# JQL
Vrke`ue Hdsk# Hkoz Pdutb Vkps`# O`lk L`ms EaMdogcms
]bgomg Adlk Ikvkr Arda`o Kadodey H`j Hgzggr
Jkokr`a Agmhury$Rkrdx @oodvgt`do Gppck# @otkc Ygcuk Egrut`# Ic`plgrt
Mkc`vkry Mghhgwgccgs Egabd Koi`kcm ]dur`se Jdg# Lkrgcg#
Qkrv`ak Egrut` Vkridregoak Odl`g# ]`tgo Qkgrab Jddjck
Igst iddm YgmgVgv# [m`p` Qgckseko KurklgIdrhks Bkgmgabk Qgr`mdo$Goga`o
Xgojk
Vr`ak
Cdw
B`jb
B`jb Cdw
QbdppkrsQtdp
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H`jHgzggr
18JH Qgigr`Mks`joIgak ]`ekG ck
;EV AgeG s
Zk`jbt `DQ BM Y`mkdJge`o `Vdm
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7/22/2019 Marketing Strategy 3.0
17/55
Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
7:
B[C% Gxk gom Xkxdog# "hdtb B[C# dpkrgtk `o tbk sgek skjekot% mkds/ Xkxdog tgrjkts
wdrl`oj pdpucgt`do# pds`t`dokm gjg`ost hdmy dmdur# Gxk tgrjkts ydutb# pds`t`dokm do
skmuat`do/ Hdtb adotg`o g s`e`cgr idreucg# tgrjkt tbk sgek skjekot# hut usk adepcktkcy
m`iikrkot adeeuo`agt`do strgtkj`ks# md odt agoo`hgc`sk/
V)J Vds`t`do`oj> m`st`oat pds`t`dos# kvko `o sgek skjekots "Gglkr ) Ndgl`estbgckr
Hrgom Qkjekot Vds`t`do
Bkgm ) Qbducmkrs Qbgepdds Got`%Mgomruii
Vkrt Vcus Qbgepdds Adom`t`dokr , sbgepdd
Vgotkok Qbgepdds Bkgctby , sb`oy bg`r
Gr`kc Mktkrjkot B`jb ]kab Mktkrjkot
]`mk Mktkrjkot ]dujb ackgo`oj
Abkkr Mktkrjkot Gcc%tkepkrgturk ackgo`oj
Hdcm Mktkrjkot Ighr`a sditkokr
M`iikrkot`gt`do
Bdw td adepktk "Q]V uomkrtglko td bkcp m`iikrkot`gtk Gmm ekgo`ojiuc vgcughck m`iikrkoaks td m`st`oju`sb diikr`oj irde adepkt`tdrs M`iikrkot`gt`do Ar`tkr`g% epdrtgot# m`st`oat# supkr`dr# prkkept`vk# giidrmghck Hy idre $ ikgturks% Adlk hdttck sbgpk# Bk`oz tb`al lktabup# `Vbdok =s% Q`r` M`iikrkot`gtkm do wby austdekrs huy% pkrakpt`do di VWXQ][Y# usgjk gom kxpkr`koak Hrgoms m`iikrkot`gtk do `rrkckvgot ikgturks$hkoki`ts% egoy edh`ck pbdoks ikgturks
bgrmcy uskm# okwkr egogjkekot hddl km`t`dos% h`jjkr ) adstc`kr# odt gcwgys hkttkr
@mkot`iy tgoj`hck m`iikrkoaks %adosa`dus# rgt`dogc hkoki`ts c`lk VWXQ][Y%#Vkridregoak "]`tgo# Wugc`ty "Gppck# Xgtk "H`j Hgzggr# Xgojk "Agmhury# Qkrv`ak
"Egrut`# ]kabodcdjy "@otkc# [t`c`ty "Qw`ss lo`ik# Ygcuk "]`tgo# Adovko`koak "Egjj`
@otgoj`hck Hkoki`ts % kedt`dogc# suh%adosa`dus hkoki`ts g hrgom dwos% Qtgtus "Hkoz#HEZ# Vrkst`jk "Edot Hcgoa# Xdckx% edst `epdrtgot ckvkrgjk idr hrgom mde`ogoak#
uo`quk "Qdoy# Gppck# sustg`oghck hkoki`ts "Geuc# ]dydtg cdw adst
M`iikrkot`gc vgr`ghcks
Hrgom Vkridregoak# ikgturks# idre# adoidregoak# rkc`gh`c`ty# styck# mks`jo# qugc`ty
Qkrv`ak Mkc`vkry# kgsk di drmkr`oj ) `ostgccgt`do# austdekr trg`o`oj
Vkdpck Adepktkoak# arkm`h`c`ty# rkc`gh`c`ty# rkspdos`vkokss# adeeuo`agt`do
Abgookc Advkrgjk# kxpkrt`sk# adst kiikat`vkokss# pkridregoak
@egjk Qyehdc# adcdur# scdjgo# geh`koak# gtedspbkrk
Kxkra`sk% `%pbdok =s
Lky suaakss igatdr4 Q]VM4Zbkrk s `pbdok vucokrghck4 Kadode`agc adepkt`tdrs# e`tgtdrs# tkabodcdjyZbgt sbducm `t wgtab dut idr4 Abgoj`oj prkikrkoaks# vgcuk# okw trkoms
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18/55
Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
72
Lky eprdvkekot grkgs4 Vr`ak# prdedt`do# ikgturks# austdekr skrv`ak
1 Qtrgtkj`a irgekwdrls
Ygr`dus hus`okss ckvkc strgtkj`a irgekwdrls td jg`o adepkt`t`vk gmvgotgjk
Irgekwdrl Vurpdsk
7 Gosdii Vrdmuat%egrlkt jrdwtb egtr`x Vrdmuat%egrlkt jrdwtb strgtkj`ks8 HAJ Jrdwtb Qbgrk Egtr`x Egrlkt jrdwtb%rkcgt`vk egrlkt bkcps `o pdrtidc`d
pcgoo`oj# rkadeekom`oj strgtkjy
1 JK Egtr`x$ Hus`okss Qarkko Gogcysk aurrkot pdrtidc`d# mktkre`ok hus`okssks td`ovkst$prdtkat$bgrvkst$m`vkst$
= Vdrtkr Ygcuk Abg`o gogcys`s [omkrstgom vgcuk jkokrgt`oj pgrts di tbk dpkrgt`dostd arkgtk adepkt`t`vk gmvgotgjk
; Vdrtkr Jkokr`a hus`okss strgtkj`ks Jkokr`a sduraks di adepkt`t`vk gmvgotgjk
9 Lkccdjj Qpka`i`a hus`okss strgtkj`ks Qtrgtkj`ks td jg`o adepkt`t`vk gmvgotgjk
: Eal`osky :Q edmkc Quaakssiuc strgtkjy epckekotgt`do
7 Gosdiis prdmuat%egrlkt jrdwtb egtr`x "B@ Gosdii 70;:Diikrs prdmuat%egrlkt jrdwtb strgtkj`ks tbgt skt tbk m`rkat`do idr tbk hus`okss strgtkjy
Kx`st`oj prdmuat Okw prdmuat
Egrlkt pkoktrgt`do Vrdmuat mkvkcdpekot
Kx`st`oj
egrlkt
@oarkgsk sbgrk di austdekr spkom`oj @oarkgsk EQ# usk# irkqukoay# qugot`ty Odo%uskrs td uskrs
Vrdmuat edm`i`agt`do# okw ikgturks M`iikrkot qugc`ty ckvkcs Okw prdmuats# c`ok kxtkos`dos
Egrut`% Xurgc @om`g pkoktrgt`do ]`tgo% Qdogtg Gppck% `Vdm$`Vbdok vgr`gots
Egrut`% X`tz# Qw`it ]`tgo%Kmjk# Gutdegt`a Gppck% `Vgm
Egrlkt mkvkcdpekot M`vkrs`i`agt`do
Okw
egrlkt
Okw egrlkts Okw m`str`hut`do abgookcs Okw jkdjrgpb`agc grkgs
Hu`cm Huy% E)G Gccy% NY @otkjrgt`do# M`vkrs`i`agt`do
Egrut`% Kxpdrts ]`tgo% Kxpdrts Gppck% Kekrj`oj egrlkts
Egrut`% Mr`v`oj sabddcs ]`tgo% Igstrgal# Kyk, Gppck% Xktg`c# ]Y
8 HAJ Egtr`x% Jrdwtb Qbgrk Egtr`x Egtr`x#
7092 "]gtg QH[# Vgrck H`sau`ts
C`ol egrlkt jrdwtb gom rkcgt`vk egrlkt sbgrk tdmktkre`ok prdspkats idr vgr`dus QH[$ hrgoms/
Bkcps td pcgo pdrtidc`d# rkadeekom strgtkjy
Wukst`do Egrl %Cdw sbgrk di b`jb jrdwtbegrlkt# adosuek rksduraks# jkokrgtk c`ttck%
wk`jb r`sl$rkwgrms
Qtgrs% Ckgmkrs# b`jb sbgrk di b`jb jrdwtb
4
6+7x76x 6/7x
76+
8;+Qtgr Wukst`do egrl
Agsb Adw Mdj
EgrlktJrdwtb
Xkcgt`vk Egrlkt Qbgrk
7
8
1
=
;
9
:2
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
70
egrlkt# b`jb prdedt`do adsts# jkokrgtk b`jb `oadek# `ovkst
Agsb adws% Ckgmkr# b`jb sbgrk di cdw jrdwtb egrlkt# jkokrgtk agsb# cdw `ovkstekot#kx%stgrs# kadode`ks# prdi`ts# iuom dtbkrs# e`cl
Mdjs%Cdw sbgrk di cdw jrdwtb egrlkt# od agsb jkokrgt`do# adosuek agsb# r`m# m`vkst Vdrtidc`d hgcgoak ar`t`agc# rkmuak mdjs# e`cl agsb adws hu`cm stgrs C`e`tgt`dos% Vrdi`tgh`c`ty# trkoms# kov`rdoekot# QH[ skos`t`v`t`ks odt ados`mkrkm1 JK Egtr`x$Jrdwtb Qbgrk Egtr`x$Hus`okss Qarkko
Bkcps gogcysk pdrtidc`d# mktkre`ok wb`ab hus`okssks sbducm rkak`vk edrk$ckss
`ovkstekot gom wb`ab sbducm hk m`vkstkm/
Egrlkt Gttrgat`vkokss v Hus`okssstrkojtbs
Dpt`egc hus`okss pdrtidc`d td i`t i`restrkojtbs# kxpcd`t gttrgat`vk
`omustr`ks$egrlkts A`rack `s QH[# A`rack s`zk5 `omustry$ egrlkt
s`zk# p`k s`zk 5 QH[ egrlkt sbgrk
Grrdws5 jrdwtb di QH[$`omustry QH[*s td `ovkst# hu`cm# bgrvkst# m`vkst4 Idrkagst idr O1%;P% strgtkjy# adepkt`t`do# VCA# tkabodcdjy# pdc`ay# oadrpdrgtk o
ckojtb ) m`rkat`do di grrdws
Qtrgtkj`ks idr QH[ `o vgr`dus qugmrgots
Hus`okss strkojtb
"Xksduraks# adepktkoa`ks# hrgoms# EQ# austdekr cdygcty# adst struaturks#
m`str`hut`do# gaakss td i`ogoaks# rgw egtkr`gc# tkabodcdjy# `oodvgt`do
Egrlkt gttrgat`vkokss
"Egrlkt s`zk# jrdwtb#
prdi`tgh`c`ty# pr`a`oj
irkkmde# r`vgcry# r`sls v
rkturos# m`iikrkot`gt`do#
skjekots# abgookcs
B`jb Ekm`ue Cdw
Qtrdoj @ovkst @ovkst Vrdtkat
Ekm`ue @ovkst Vrdtkat Bgrvkst
Zkgl Vrdtkat Bgrvkst M`vkst
@epckekotgt`do di pdrtidc`d gogcys`s
@mkot`iy mr`vkrs `epdrtgot td dvkrgcc strgtkjy# gss`jo rkcgt`vk `epdrtgoak wk`jbts Qadrk QH[*s kgab mr`vkr# Euct`pcy wk`jbts t`eks sadrks idr kgab QH[# @otkrprkt rksuctsEgrlkt Gttrgat`vkokss> s`zk# jrdwtb# prdi`ts# pdtkot`gc# m`iikrkot`gt`do r`vgcry
Hus`okss Qtrkojtb> Gsskts# adepktkoak# hrgoms# EQ# jrdwtb# cdygcty# egrj`o# tkabodcdjy
$ oodvgt`do# m`str`hut`do# agpga`ty# i`ogoa`gc rksduraks# adst struaturk
JK Egtr`x v HAJ% 1.1 jr`m# gccdws edrk sdpb`st`agt`do# hrdgmkr C`e`tgt`dos% Adrk adepktkoa`ks odt rkprkskotkm# QH[ @otkrgat`dos odt ados`mkrkmKxkra`sk% Idr g m`vkrs`i`km adojcdekrgtk# dutc`ok QH[ strgtkj`ks hy pcdtt`oj JK egtr`x
Qtrdoj Ekm`ue Zkgl
B`jb
Ekm`ue
Cdw
7
8
1
=
781=Hus`okss Qtrkoj tb
EgrlktGttrgat`vk
okss
@ovkst$Jrdw Qkcka t`v`ty$Kgro`ojs Bgrvkst$M`vkst
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
86
= Ygcuk Abg`o gogcys`s "Vdrtkr
]kepcgtk tbgt gccdws i`re td
uomkrstgom pgrts di ts dpkrgt`dos tbgt
arkgtk vgcuk "egrj`o ) tbdsk tbgt md
odt/ Gogcysk spka`i`a otkr%rkcgtkm
gat`v`t`ks tbrdujb wb`ab i`re ago arkgtkadepkt`t`vk gmvgotgjk/
[omkrstgom adst pds`t`do Hkoabegrl gat`v`t`ks gjg`ost
adepkt`tdrs td egtab$ eprdvk
kii`a`koa`ks# dr dutsdurak
Iga`c`tgtk `epckekotgt`do di gabdsko hus`okss%ckvkc strgtkjy
Vr`egry gat`v`t`ks% jdgc `s td arkgtkadepkt`t`vk gmvgotgjk
Quppdrt gat`v`t`ks% iga`c`tgtk drsuppdrt pr`egry gat`v`t`ks td arkgtk adepkt`t`vk gmvgotgjk; Jkokr`a Hus`okss Qtrgtkj`ks% Vdrtkr
Qduraks di adepkt`t`vk gmvgotgjk%Adst ckgmkrsb`p# M`iikrkot`gt`do# Idaus
Adepkt`t`vk Gmvgotgjk% G sustg`oghck adepkt`t`vk gmvgotgjk jg`okm hy diikr`oj
austdekrs jrkgtkr vgcuk gom hkoki`ts tbrdujb hkttkr VWXQ][Y ) pkdpck
Adst Ckgmkrsb`p
Adst ckgmkr cdw pr`ak% adepkt`t`vkgmvgotgjk cdwkst adst# od ir`ccs% Geuc
Cdw adst odt gcwgys cdw pr`ak% ]dydtg%b`jb qugc`ty# cdwkr adsts# hkttkr egrj`os
M`iikrkot`gt`do
@otkosk Adepkt`t`do# hrgom acuttkr % 8;666 pbgreg i`res# = agrs `o 7021# =66 8677 Qpd`ct idr abd`ak% = agr edmkcs 7021# 7= `o 7001# 21 `o 8661# =66, `o 8678 Qkckat 7$edrk vgagot m`iikrkot`gtkm okkms# pds`t`do i`re td ekkt ar`tkr`g%Mde`ods M`iikrkot`gtdrs% VWXQ][Y# mks`jo# mkc`vkry# rkgab# mkc`jbt Adepkt`t`vk gmvgotgjk `o g hrdgm rgojk di egrlkt $ `omustry skjekots M`iikrkot`gtkm jddms$skrv`aks sgt`siy`oj okkms% sustg`oghck adepkt`t`vk gmvgotgjk Qpka`i`a tgrjkt`oj# pr`ak `oskot`vk# vgcuk idaus% b`jb pr`aks ) egrj`os% Gppck# @otkc @oodvgt`do gom eprdvkekot epdrtgot Adepkt`t`vk gmvgotgjk w`tb gmm`t`dogc adsts# hut oarkgskm rkvkouk w`cc diiskt
M`iikrkot`gt`do Idaus dr O`abk strgtkjy
Qpka`gc`sk w`tb`o nust 7$ edrk segcc egrlkt skjekots w`tb m`iikrkot austdekr okkms Adepkt`tdrs tgrjkt hrdgmkr austdekrs jrdup# kx`st`oj hrgoms odt ekkt`oj mkegom ]dur Dpkrgtdrs% Okpgc dr BV dr Qdutb docy# Jcgxd% Vbgregakut`agcs
Ogrrdw
Hrdgm
Cdw Adst B`jb Adst
Adepkt`t
`vksadpk
Adepkt`t`vk gmvgotgjk
Dvkrgcc adstckgmkrsb`p
Adstidaus
M`iikrkot`gt`do
M`iikrkot`gt`doidaus
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
87
O`abk% Qpka`gc`zgt`do hy ogrrdw skjekot $ egrlkt $ `omustry# hut segcc# spka`gc`sto`abks m`sgppkgr `o cdoj tkre% ditko uskm hy segcckr i`res% Icdr`st# Qpdrts sbdp
Adst idaus M`ii`auct td gab`kvk `i `omustry mkpkoms do kadode`ks di sagck% tkckade Kj Aduotry Ckvkc %Qtrgtkj`a M`iikrkot`gt`do
9 Qpka`i`a Hus`okss Qtrgtkj`ks "Lkccdjj
Qtrgtkj`ks kepcdykm hy i`res td jg`o adepkt`t`vk gmvgotgjk
Kxkra`sk> @mkot`iy spka`i`a strgtkj`ks di QH[ o g adojcdekrgtk $hrgoms o g pdrtidc`d
: Eal`osky :%Q Irgekwdrl% Quaakssiuc strgtkjy `epckekotgt`do `i gcc : kckekots
prkskot
Qtrgtkjy# Qtruaturk# Qystkes%bgrmwgrk# dtbkrs sditwgrk Qbgrkm vgcuks% Zbgt i`re stgoms idr# sbgrkm
hkc`kis ) gtt`tumks
Qtrgtkjy% Dpkrgt`dogc Vcgos td rkgab mkot`i`kmjdgcs/ Kov`rdoekot# adepkt`t`do# austdekrs
Qtruaturk%Bdw tbk QH[s rkcgtk td kgab dtbkr Qystke%Vrdakmurks# prdakssks%
i`ogoa`gc$br$eltj$e`s
Qtgii% Ghck pkdpck# wkcc trg`okm Qtyck% Adeedo wgy di tb`ol`oj ) hkbgv`oj kj
se`cks
Ab`og @om`gBgrm @oirgstruaturk%
Vdrts#Xdgms#Vdwkr# Eirj
Qdit @oirgstruaturk%
Qditwgrk# @]KQ# Gutd# H`dtkab
Igatdry di tbk Zdrcm Hgal Kom
Jdvkroekot suppdrt Kotrkprkokursb`p
Jrdw cgrjkr JK# X@C# Vi`zkr
Mdwos`zk Gvdo# Qgrg Ckk# ]gtgs `o 7006s# Ekral 7009
M`vkrs`iy `otd okw egrlkts Zgcegrt# Geuc# Vkps`
Mde`ogtk g o`abk Ikrrgr`# Mghhgwgccgs
Dutsdurak prdmuat`do prdakss @LKG# O`lk# G`rtkc
@otkjrgtk prdmuat`do prdakss Grego`# ]`iigoy# M)J
Hk adst ckgmkr kvko `i qugc`ty `s sgar`i`akm Ogod# L`g
Hk qugc`ty ckgmkr kvko `i adsts `oarkgsk HEZ# Qgesuoj# = Qkgsdos
Mr`vk r`vgcs irde tbk egrlkt E`ardsdit# Ksskc Vrdpgal
Ad%dpkrgtk w`tb r`vgcs Qdoy# HEQ# Vi`zkr
@oodvgtk Gppck# @otkc
@e`tgtk Odl`g# @om`go pbgreg omustry
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
88
= Adepkt`t`vk Qtrgtkj`ks
@mkot`iy adepkt`t`vk pds`t`do wrt skci# rdck pcgykm hy egrlkt ckgmkr# abgcckojkr# idccdwkr#
o`abkr# pcgo gom `epckekot strgtkj`ks td jg`o adepkt`t`vk gmvgotgjk# gttg`o dhnkat`vks/
Qustg`oghck adepkt`t`vk gmvgotgjk "QAG Adepkt`t`vk gmvgotgjk s okakssgry td adepktk# hut sustg`oghck adepkt`t`vk
gmvgotgjk bkcps ados`stkotcy adeegom ghdvk gvkrgjk rkturos
[omkrstgom`oj adepkt`t`vk pds`t`do bkcps krkat hgrr`krs gjg`ost adepkt`t`do Kj QAG Q`ojgpdrk G`rc`oks "Q@G% hkst `o%ic`jbt skrv`ak# dtbkrs `eprdvkm skrv`ak#
Q@G gmmkm edmkro ickkt# `eprdvkm% jrduom skrv`ak# `o%agh`o kotkrtg`oekot#
adeidrt ckvkcs
QAG Geuc% prdaurks 0:C c`trks e`cl mg`cy irde 8:C igrekrs/ Qtrdoj hgalwgrmc`olgjk gom sagck j`vks Geuc adst ckgmkrsb`p `o e`cl prdakss`oj wb`ab kosurks
cdw pkoktrgt`vk pr`aks# `oikgs`hck idr adepkt`tdrs td egtab/ Geuc ckvkrgjks `ts
e`cl prdi`a`koa`ks td rkcgtkm grkgs% sprgy# huttkr# abkksk# `ak arkge# mgb`# kta/ QAG Gppck% trgosidres omustr`ks w`tb oodvgt`vk adovkrjkoak prdmuats# acdskm
kadsystke gom mks`jo# adeegom prke`ue pr`ak
Adepkt`t`vk strgtkj`ks% uskm hy i`res td jg`o gmvgotgjk dvkr adepkt`t`do
Egrlkt mde`ogoak%Ckgmkr"Odl`g# abgcckojkr"Qgesuoj# idccdwkr "Qdoy# o`abkr "B]A@oodvgt`do strgtkj`ks Hgskm doOVM# tkabodcdjy ) hus`okss oodvgt`do/ ]brkk typks>
V`dokkrs# Acdsk idccdwkrs gom Cgtk idccdwkrs
Jrdwtb strgtkj`ksDrjgo`a gom @odrjgo`a# @otkjrgt`do "Bdr`zdotgc ) vkrt`agc#M`vkrs`i`agt`do dr adojcdekrgt`do# E)G# Gcc`goaks# Qtrgtkj`a gaqu`s`t`dos/
Zgrigrk hgskm% Diikos`vk# mkikos`vk# icgol`oj# jukr`ccgAdepkt`t`vk Qtrgtkj`ks ]ypdcdj`ks Kxgepcks
Egrlkt mde`ogoak strgtkj`ks%hgskm do pcgykrs mde`ogoak $ sbgrk
di tbk `omustry
Ckgmkr Odl`g
Abgcckojkr Qgesuoj# Gppck
Idccdwkr Qdoy# CJ
Aduotkrik`tkr Iglk edh`cks
Acdokr Lgrhdo# Ckedo
@e`tgtdr Odl`g# E`ardegx
Gmgptdr CJ# Qdoy
O`abkr B]A# Hcgalhkrry
@oodvgt`do strgtkj`ksGsakrtg`o i`res rgtk di OVM# hus`okss
`oodvgt`do# autt`oj kmjk tkabodcdjy
V`dokkrs Gppck# @otkc
Cgtk idccdwkrs Odl`g
Acdsk idccdwkrs B]A
@otkos`vk jrdwtb strgtkjy
Gosdiis Jrdwtb Egtr`x%kx`st`oj gom okw% prdmuats v
egrlkts/ Kj Egrut`
Egrlkt pkoktrgt`do Egrut` `o rurgc @om`g
Okw egrlkt Mkvt Egrut` QK Gs`g kxpdrts
Okw prdmuat Mkvt Qw`it# QR=# X`tz
M`vkrs`i`agt`do Mr`v`oj sabddcs# i`ogoa`gcs
http://en.wikipedia.org/wiki/Dominance_strategieshttp://en.wikipedia.org/wiki/Dominance_strategieshttp://en.wikipedia.org/w/index.php?title=Innovation_strategies&action=edithttp://en.wikipedia.org/w/index.php?title=Innovation_strategies&action=edithttp://en.wikipedia.org/w/index.php?title=Innovation_strategies&action=edithttp://en.wikipedia.org/wiki/New_product_developmenthttp://en.wikipedia.org/wiki/New_product_developmenthttp://en.wikipedia.org/w/index.php?title=Growth_strategies&action=edithttp://en.wikipedia.org/w/index.php?title=Growth_strategies&action=edithttp://en.wikipedia.org/w/index.php?title=Growth_strategies&action=edithttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/w/index.php?title=Growth_strategies&action=edithttp://en.wikipedia.org/wiki/New_product_developmenthttp://en.wikipedia.org/w/index.php?title=Innovation_strategies&action=edithttp://en.wikipedia.org/wiki/Dominance_strategies -
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
81
Egrlkt`oj Zgrigrk strgtkj`ks
Adeh`ogt`do "mkikos`vk , diikos`vk strgtkj`ks% td prdtkat$ jrdw$ gttgal Lky% ckgmkrsb`p# edt`vgt`do# otkcc`jkoak jgtbkr`oj# strgtkj`ks# cdj`st`as# gom
adeeuo`agt`dos "Mkikos`vk# Diikos`vk# Icgol`oj# Jukr`ccg
Qtrgtkjy Gat`do @ccustrgt`dosMkikos`vk Zgrigrk
"Egrlkt Ckgmkr
Hcdal strdoj adepkt`t`vk edvks/ Adosdc`mgtk#
OVC# rkgab# hrgom hu`cm`oj# jrdw tbk egrlkt
Gppck# B[C# Geuc
Diikos`vk Zgrigrk
"! 8$1 w`tb rksduraks td
abgcckojk ckgmkr
Gttgal ckgmkrs wkglokss# ogrrdwkr tbk hkttkr/
Ql`cckm uskm di rksduraks
Eddv# Egrut`#
Bkrd Bdomg
Icgol`oj Zgrigrk
"! =%9 w`tb rksduraks td
pursuk icgol`oj o tbgt
egrlkt skjekot
Dpko okw uoadotkstkm grkg# okgr ckgmkrs
pds`t`do# tgat`agc surpr`sk lky# pkrskvkrk/
Ckgmkr egy gcsd icgol/ Gh`c`ty td arkgtk#
eg`otg`o skpgrgtk agtkjdry ar`t`agc
]dydtg% Ckxus#
@otkc%Akckrdo#
Xdckx%]umdr# B[C%
Zbkkc
Jukr`ccg Zgrigrk "Qegcc
pcgykrs w`tb cdw
rksduraks
B`t gom ruo strgtkjy/ @mkot`iy segcc skjekot
tbgt ago hk mkikomkm# gj`c`ty lky/
Hkgo hgjs# Jbgr`
Egrlkt mde`ogoakEkgsurk di tbk strkojtb di g hrgom# skrv`ak dr i`re rkcgt`vk td
adepkt`t`vk diikr`ojs# kxprksskm `o EQ# rkgab gom ouehkr di pcgykrs/ Edodpdcy#
mudpdcy# dc`jdpdcy# irgjekotgt`do# adosdc`mgt`do# adoakotrgt`do/
Egrlkt Ckgmkrs strgtkj`ks>
Kxpgom egrlkt hy% okw uskrs# okw usks# edrk usgjk Vrdtkat EQ hy% gmdpt`oj mkikosk strgtkj`ks Qtrgtkjy mkpkoms do% `s `t wdrtb i`jbt`oj idr# adepktkoak# mkikos`vk strkojtb# abd`aksQtrgtkjy Zbgt `t ekgos
Jrdwtb strgtkjy Kxgepck Eddv
Okw uskrs Okw skjekots Bduskw`ik td pbys`agccy gat`vk
gmucts
Okw usks Edrk daags`dos td usk Hgal pg`o td gcc pg`o
Edrk usgjk @oarkgsk irkqukoay$ qugotue 7 i`ojkr td Eddv l` eggc`sb
Mkikosk strgtkjy
Vds`t`doMkikosk
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Odl`g arkgtkm tdd egoy skjekotstd mkikom# cdst `o egndr skjekots
Edh`ck
Mkikosk
Hrdgmko egrlkt# m`vkrs`iy# rkmki`ok
hus`okss# adepkt`t`vk idaus
Jddjck skgrab td Pdu tuhk#
gomrd`m# abrdek
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vucokrghck# prdok td gttgal
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Ckxus# B[C Zbkkc v O`reg
Adotrgat`do M`vkst vucokrghck skjekots# 7006s ]gtg m`vkstkm pbgreg# d`c#
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
8=
Mkikosk adotrgat# rkm`rkat rksduraks td
mkikomghck doks
sdgp td idaus do stkkc# edtdrs# @]#
bdtkcs
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Mkikosk
Gttgal hkidrk gttgal# otkot
rktgc`gtdry# prdc`ikrgt`do
Odl`g# Agmhury# ]`tgo% `o kvkry
skjekot
Aduotkr%
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Xkspdom td adepkt`tdrs bkgm%do
gttgal# mkot`iy wkglokss gomcguoab aduotkr gttgal
B[C Q]@OJ dp td aduotkr O`reg
Egrlkt abgcckojkrs strgtkj`ks
Egrlkt abgcckojkr% strdoj# odt mde`ogot hut idccdws go gjjrkss`vk strgtkjy td jg`o EQ
Gttgal% egrlkt ckgmkr# egndr pcgykrs# segcckr vucokrghck i`res OVC# pr`ak m`saduots $ rkmuat`do# c`ok kxtkos`dos# otkosk prdedt`dos @eprdvk skrv`ak gom m`str`hut`do# adst rkmuat`dosQtrgtkjy Zbgt `t ekgos Kxgepck
Irdotgc gttgalQuaakss m`ii`auct uockss suii`a`kot
rksduraks# stgy`oj pdwkr dr ackgr
m`st`oat`vk gmvgotgjk"s
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spdts$ icgols#
idr abgcckojkr w`tb `oikr`dr
rksduraks
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gttgalkm B[C Quri Xs 71$lj
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gttgal
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tbk sgek t`ek# idr abgcckojkr w`tb
supkr`dr rksduraks
YZ @om`g kotry w`tb iucc
rgojk# Qgesuoj
Hypgss gttgal M`vkrs`iy`oj otd uoadotkstkm spgak#uorkcgtkm prdmuats dr egrlkts
okjckatkm hy tbk ckgmkr#
@]A Vgstg kotry hkidrkEgjj`# L`okt`a Bdomg# ]gtg
Ogod `o cdw adst agr
skjekot
Jukrr`ccg gttgalCguoab segcc# otkre`ttkot b`t%gom%
ruo gttgals td bgrgss gom mkstgh`c`zk
tbk ckgmkr
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prdeds td gttgal ogt`dogc
agrr`krs
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Idccdwkr% strdoj# odt mde`ogot# adotkot td stgy tbkrk# sgik# cdw r`sl pcgykr
Od bkgm%do hgttck w`tb egrlkt ckgmkr# mkvkcdp pgrgcckc strgtkj`ks Vcgys do gaakptkm odres `o hkst prgat`aks# X)M# r`sls gom adsts% cdw ig`curk rgtks @oodvgt`vk @e`tgt`do% gs prdi`tghck gs g prdmuat oodvgt`do strgtkjy ] Ckv`tt BHX Arkgtk m`st`oat gmvgotgjkstwkgl# cdagt`do# skrv`aks# KE@# Mks`jo% Byuomg` Vrdmuat oodvgt`doQdoy# Vrdmuat%`e`tgt`do% Odl`g
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
8;
Qtrgtkjy Zbgt `t ekgos Kxgepck
Aduotkrik`tkr "`cckjgc Vgss dii gs dr`j`ogc Mupc`agtks EH pkos# Xdckx
Acdokr Q`e`cgr `eprdv`skm prdmuats @HE VA# `Vbdok acdoks
@e`tgtdr Odl`g Od 7 w`tbdut oodvgt`do
Gmgptkr Agr eglkrs% `e`tgtk mks`jo
kckekots di kgab dtbkr
O`abkr strgtkj`ks
O`abkr% Qpka`gc`sk `o segcc prdi`tghck suh skjekots "o`abks# odt skrvkm hy$ uogttrgat`vk
td cgrjkr i`res% Hkcl`o# ]rgosakom% @] gaakssdr`ks# ]dur dpkrgtdrs% Qb`rm`$Okpgc# Icdr`sts
Vrdi`t egrj`os kepbgs`zkm rgtbkr tbgo rkvkouk dr egrlkt sbgrk Adepkt`t`vk gmvgotgjk jg`okm tbrdujb kiikat`vkokss rgtbkr tbgo kii`a`koay Quaakssks% B`jb vgcuk gmmkm omustr`ks$ egrlkt b`jb egrj`o b`jb kom prdmuats O`abkrs arkgtk o`abks# kxpgom gom prdtkat tbke% Edh`cks# Eddv O`lk adostgotcy arkgtkm okw o`abks%%ayac`oj# wgcl`oj# b`l`oj# abkkrckgm`oj# kta
O`abk spka`gc`st I`re spka`gc`zgt`do
Kom uskr Qkrvk dok typk di kom usk austdekr
Ykrt`agc ckvkc Ykrt`agc ckvkc di prdmuat`do%m`str`hut`do vgcuk abg`o
Austdekr s`zk Idaus do skcc`oj td segcc# ekm`ue dr cgrjk austdekrs
Qpka`i`a austdekr C`e`t skcc`oj td dok$ikw austdekrs
Jkdjrgpb`a C`e`t skcc`oj td cdagc`ty# rkj`do# grkg
Vrdmuat $ prdmuat c`ok Agrry$ prdmuak docy dok prdmuat$ prdmuat c`ok
Vrdmuat ikgturk Vrdmuak akrtg`o prdmuat typks$ ikgturks
Ndh%sbdp Austde`sk prdmuats idr `om`v`mugc austdekrs
Wugc`ty%pr`ak Idaus do b`jb$cdw qugc`ty komsQkrv`ak Diikr dok$ edrk skrv`ak$s odt gvg`cghck irde adepkt`t`do
Abgookc Qkrvks docy dok abgookc di m`str`hut`do
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
89
Egrlkt`oj strgtkj`ks "Gutd `omustry pkrspkat`vk
Adepkt`t`vk strgtkj`ks
Egrlkt mde`ogoak "Adepkt`t`do hgskm
Ckgmkr Egrut`
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@oodvgt`do "OVM# OMQ# ]kab
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[orkcgtkm Byuomg`% Gkrdspgak# E)E%@]# Bdc`mgys
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Qtrgtkj`a E)G ]gtg% NCX# ]gtg% Mgkwdd truals
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Mkikos`vk "Ckgmkr Hcdal adepkt`t`vk edvks Egrut`% OVC# rgojk# rkgab# hrgom
Diikos`vk "! 8$1 Kxpcd`t ckgmkrs wkglokss Byuomg` adepgat%e`m s`zk rgojk
Icgol`oj "! =%9$ckgmkr [oadotkstkm spgak L`zgsb`# Kdo# Ykotd# Hr`d
Jukr`ccg "Qegcc pcgykr B`t gom ruo strgtkjy
Mkikos`vk $ Diikos`vk Egrlkt`oj wgr Qtrgtkj`ks
Vrk%kept`vk str`lk Gttgal hkidrk gttgalkm Egrut`% Iucc rgojk gom rkgab
Vds`t`do Mkikosk Krkat idrt`i`agt`dos Egrut`% Qkos`t`vk pr`ak pd`ots# OVC
Edh`ck mkikosk Abgojk pds`t`dos sw`itcy Vsyabdjrgpb`a skjekotgt`do
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
8:
; Vrdmuat
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mdot lodw wbgts pdss`hck# hut wk md/ Qd `ostkgm di md`oj g cdt di egrlkt rkskgrab# wk
try td arkgtk g egrlkt idr g prdmuat hy kmuagt`oj tbke "Gl`d Edr`tg# Qdoy
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qugc`ty# murgh`c`ty# rkc`gh`c`ty# rkpg`rgh`c`ty# gom styck/ VWXQ][Y
Qkrv`aks m`iikrkot`gt`do% Drmkr`oj kgsk# mkc`vkry `ostgccgt`do# austdekr trg`o`oj#austdekr adosuct`oj# eg`otkogoak gom rkpg`r
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
82
Vrdmuat E`x % B[C Vdrtidc`d% Adosuekr Vrdmuat%E`x Z`mtb
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[pjrgmk austdekrs % Egrut` 266# Gctd# ^ko # Zgjdo XArdss%skcc% BV pr`otkrs# VA ) Cgptdps# Jdmrkn% Zgsb`oj egab`ok# ]Y# ir`mjk#
e`ardwgvk# GA
C`ok%strktab% pdpucgr"]`tgo# egss"Qdogtg# prke`ue"Rycys# ydutb "Igstrgal# ktbo`a"Xgjg
C`ok i`cc% Egrut` vgr`gots GR# CR# YR< @%Vdm% ogod# sbuiick# acgss`a# 26$=6$86$2$=jhC`ok pruok% Xkmuak uowgotkm $ uoprdi`tghck% Egrut` JypsyVgalgj`oj gom cghkc`oj% ]bk ;tb V# pgrt di prdmuat strgtkjy
Vgalgj`oj% 1 ckvkcs> Vr`egry# Qkadomgry# Qb`ppkr# @oskrt
Vrdedt`dogc vgcuk% pgalgj`oj s huykrs 7st prdmuat koaduotkr% ago turo do dr dii Iuoat`dogc adepdokots% prdtkat`do o trgospdrtgt`do ) stdrgjk# usgjk# adovko`koak#
kgsk di usk# stdrgjk# adovky usgjk `oidregt`do ) `ostruat`dos
Gkstbkt`a adepdokots% Mks`jo# s`zk# sbgpk# egtkr`gc# adcdr# tkxt# jrgpb`as% bgredo`zk
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
80
Cghkc`oj% @mkot`iy`oj prdmuat dr hrgom# jrgm`oj# mksar`h`oj tbk prdmuat# gmbkr`oj td
rkjucgtdry rkqu`rkekots# prdedtk tbrdujb gttrgat`vk jrgpb`as/
Zgrrgot`ks ) Jugrgotkks% Kxpkatkm prdmuat pkridregoak ckvkc hy egouigaturkr#
rkmuaks huykrs pkrak`vkm r`sl# `i odt sd wkcc%lodwo prdmuat bgs supkr`dr qugc`ty/
Okw Vrdmuat Mkvkcdpekot "OVM
OVM% r`sly uockss hgskm do egrlkt skjekotgt`do gom uomkrstgom`oj di austdekrs OVM `s i`rst gom tbko ydu i`jurk dut bdw td egrlkt# `t usugccy ckgms td m`sgstkr Abgcckojk% s`e`cgr prdmuats# kiikat`vk suhst`tutks# abd`ak# b`jb prdedt`doOkw Vrdmuats ]ypks Hrkgltbrdujb dr oarkekotgccy gctkrkm prdmuats
Hrkgltbrdujb @oarkekotgc
Okw td tbk wdrcm pkridregoak ikgturksBujk gmvgoaks `o pkridregoakMrgegt`a adst rkmuat`do
@eprdvkekot `o kx`st`oj prdmuatMkr`vgt`vk di kx`st`oj pcgtidreKxpcd`ts kx`st`oj idres $ tkabodcdjy
B`jbkr r`sl Cdwkr r`sl@oirkqukot Edrk irkqukot
Adstc`kr Ckss adstcy
]grjkts okw $kx`st`oj egrlkts ]grjkts kx`st`oj$ gmngakot egrlkts
Egrlktkrs rkspdos`h`c`ty
Kov`s`do egrlktArkgtk mkegomKmuagtk egrlkt
C`stko td kx`st`oj egrlktGaadeedmgtk aurrkot mkegom
Abgojk hgs`s di `omustry adepkt`t`do>
Kckatr`a c`jbt`oj# got`h`dt`as# e`ardwgvk#
arkm`t agrm# trgos`stdr# bkgrt pgakeglkr#b`p gom lokk rkpcgakekots# JVQ
@otkcs Vkot`ue @Y adeputkr ab`p% `oarkekotgc`eprdvkekot dvkr Vkot`ue @@@ gs tbky sbgrk sgek
iuomgekotgc tkabodcdjy@oadrpdrgtkm mks`jo `eprdvkekots tbgt
kobgoakm ab`p pkridregoak
Z`omdws# EQ Dii`ak# Vcgy stgt`doKxkra`sk> Adursk di OVM `o ydur `omustry dvkr C76P% wbgt abgojkm tbk hgs`s di
adepkt`t`do# wbgt wkrk tbk rkgc hrkgltbrdujbs# wb`ab wkrk docy `oarkekotgc4 Zbgt grk
tbk okw tkabodcdj`ks $ prdmuats c`okm up# bdw w`cc tbky giikat ydur adepgoy gom
adepkt`tdrs wbko cguoabkm# o tkres di sgcks gom prdi`tgh`c`ty4
@mkot`iy`oj okw prdmuat dppdrtuo`t`ks
Kxkra`sk> Idr go `omustry di ydur abd`ak# `mkot`iy tbk
uokxpcdrkm dppdrtuo`t`ks o kvkry qugmrgot# gom
`mkot`iy tbk pcgykrs wbd dpkrgtk o kgab qugmrgot/[okxpcdrkm
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
16
Okw prdmuat mkvkcdpekot "OVM Qtgjks
@mkg jkokrgt`do% Kepcdykks# Qgcks idrak# ]rgmk# Adepkt`tdrs# Austdekrs@mkg sarkko`oj% Ikgs`hck# Zdrlghck# Vrgat`agcAdoakpt mkvkcdpekot gom tkst`oj% Ikkmhgal irde tgrjkt gum`koakEgrlkt`oj strgtkjy% E`x "=Vs# Q]VM# ]grjkts# Vrdnkat`dos# Jkdjrgpb`ksVrdmuat mkvkcdpekot% I`ogc tduabks ) Eirj]kst Egrlkt`oj% Jkdjrgpby dr QkjekotAdeekra`gc`sgt`do% Ogt`dogc $ Jcdhgc cguoabZby okw prdmuat mkvkcdpekot "OVM
Abgoj`oj austdekr okkms M`kt Adlk# QgiidcgOkw Qkjekot Kotry% Egrut` QR=Abgoj`oj egrlkt okkms% Qaddtkrs td H`lksDwo suaakssks% Hrgom $ c`ok kxtkos`dos% Egjj`Adepkt`t`vk Quaakssks% Lrgalngal% ;6>;6# Egr`kOkw Agpgh`c`t`ks% [H JrdupOkw Adoakpts% Quzul` Qw`it# ]gtg Gak $ 7C AgrOkw tkabodcdjy% @%Vdm# @%Vbdok# ]YVrdmuat c`ikayack% EQ Dii`ak# Vcgy Qtgt`do 7#8#1Vdrtidc`d $ Hus`okss rkgc`joekot% Xkc`goak Edh`ckKov`rdoekotgc abgojks% Eus`a mdwocdgms
Qdurak> Bgrvgrm Hus`okss Xkv`kw
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
17
Vrdmuat mka`s`dos
Mks`jo> Gs tbk [QV% `pdm# `pbdok#`pgm
Wugc`ty> Ados`stkot w`tb dtbkr kckekots di tbk egrlkt`oj e`x/ Hdsk spkglkrs
Vr`a`oj> G prke`ue pr`a`oj strgtkjy sbducm rkickat qugc`ty dr vgcuk/ Hkoz
Ikgturks> Gmm`t`dogc ikgturks td kobgoak hkoki`t diikrkm td tgrjkt egrlkt4 Odl`g
Hrgom`oj> Vdwkr di `ostgot sgcks# trust# qugc`ty# rkc`gh`c`ty# cdygcty hgsk# m`iikrkot`gt`doHrgom vgcuk di E`ardsdit ? JMV di Vgl`stgo/
Mdks ydur pkrakpt`do abgojk idr O`lk sokglkrs w`tb$ w`tbdut tbk swddsb dr o`lk cdjd4
Agoo`hgc`sgt`do% Hrkgltbrdujb gom oarkekotgc oodvgt`dos egy agoo`hgc`zk sdek pgrt
di tbk kx`st`oj hus`okss/ Kj Bdomg A`v`a byhr`m%pdwkr vkb`ack# gttrgatkm kad%ir`komcy dr
iukc kadodey "dr hdtb huykrs# wbd egy bgvk dtbkrw`sk purabgskm Bdomg A`v`a# Gaadrm
dr A`ty/ Eddv sgabkts egy tgp tbk trgvkckr skjekot gom kot`ak tr`gc hut egy agoo`hgc`sk
Eddv kadodey pgal Z`skst td edvk idrwgrm w`tb okw%prdmuat `mkgs ) gaakpt
agoo`hgc`sgt`do# kcsk adepkt`tdrs w`cc/
Kxtkom`oj Vrdmuat C`oks `otd Okw Qkjekots
Doak suaakssiuc# adepgo`ks kxtkom tbk`r prdmuat c`oks td arkgtk mkr`vgt`vk "`oarkekotgc
prdmuats tbgt gmmrkss gmngakot egrlkts/ Vdwkr di tbk hrgom ogek rkmuaks tbk r`sl di
tbksk prdmuat%c`ok kxtkos`dos "hut egy mkvgcuk tbk hrgom/
Bdr`zdotgc prdmuat%c`ok kxtkos`dos skkl td gppkgc td m`iikrkot austdekr tgstks "Adlk#
M`kt Adlk# Ygo`ccg Adlk wb`ck Ykrt`agc c`oks g`e td diikr g prdmuat idr kvkry pdalkt dr
idr m`iikrkot ckvkcs di okkm "Es Dii`ak Bdek$Vrdikss`dogc Km`t`do/ @o edst agsks
bdr`zdotgc gom vkrt`agc kxtkos`dos grk hgskm do oarkekotgc mkvkcdpekot/
Kj Ykrt`agc% JE prdmuat%c`ok adoakpt p`dokkr% G`ekm td sgt`siy huykrs `o kvkrykadode`a stgjk di c`ik# w`tb Abkvrdckt hrgom idr tbk i`rst%t`ek huykr di edmkst ekgos%
gom edv`oj prdjrkss`vkcy upsagck w`tb Vdot`ga# Hu`al# Dcmsedh`ck# gom Agm`ccga/ Huykrs
wducm trgmk up td igoa`kr gom edrk kxpkos`vk JE hrgoms w`tb jrdw`oj giicukoak/
Bdr`zdotgc% Kgab JE m`v`s`do kxtkomkm bdr`zdotgccy w`tb Abkvrdckt%truals# vgos# Q[Ys/
Vrdmuat pcgtidre% Lky td suaakss "BHQ
Vrdmuat pcgtidre "Ekykr ) Ckbokrm
`s g skt di suhsystkes `otkrigaks
tbgt idre g adeedo struaturk irde
wb`ab g strkge di mkr`vgt`vk prdmuatsago hk kii`a`kotcy mkvkcdpkm gom
prdmuakm/ Xdhust pcgtidres bkcp o
`oarkekotgc dr mkr`vgt`vk prdmuats idr
spka`i`a egrlkt skjekots gt
rkgsdoghck adst/
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
18
Gppck `Vdm% vkrt`agc ) bdr`zdotgc prdmuat%c`ok kxtkos`dos td adotrdc ekgo`ojiuc
skjekots w`tb uo`quk prdmuats hkidrk r`vgcs ago jg`o trgat`do/
Qwgtab% suaakssiuc prdmuat ige`cy
hgskm do g adeedo pcgtidre% s`epck#
`okxpkos`vk td egouigaturk# gomagpghck di suppdrt`oj komckss kxtkrogc
vgr`gt`dos/ Vrdmuat pcgtidres hgskm do
mks`jo kckjgoak gom egouigaturgh`c`ty
j`vk adepgo`ks cdw%adst dppdrtuo`t`ks
td austde`zk prdmuats idr m`iikrkot
egrlkt skjekots/ ]bk pcgtidre di
adeedo kckekots ago ekrjkm w`tb
uo`quk kckekots td arkgtk g prdmuat idr
g pgrt`aucgr egrlkt skjekot/
Hcgal ) Mkalkr `o tbk kgrcy 70:6s#
arkgtkm g pcgtidre di kckatr`a edtdr gom adotrdcs do wb`ab t hgskm mdzkos di adosuekr
pdwkr tddcs> kckatr`a mr`ccs# sgomkrs# sgws# jr`omkrs kta/ ]b`s jgvk H)M adst ckgmkrsb`p#
rkmuakm adepckx`ty `o dpkrgt`dos# aut `ovkotdr`ks# bkcpkm tbke tglk do abkgpkr
vgr`gots gom jg`okm ckgmkrsb`p/
]kabodcdjy c`ikayack%
Okw prdmuats grk cguoabkm gt sbdrt
`otkrvgcs td t`mk dvkr tkabodcdj`agc
dhsdcksakoak kj Odl`g edh`cks
bgvk sbdrt c`ikayacks sd euct`pckedmkcs grk cguoabks `o s`e`cgr
skjekots `o sbdrt t`ekr irgeks
Vrdmuat Qadpk Qtrgtkjy Vrdmuat Mks`jo
Qtrgtkjy
Okw Vrdmuat Qtrgtkjy
Vkrspkat`vks di prdmuat e`x%s`ojck%prdmuateuct`pck prdmuatssystke%di%prdmuats strgtkjy
Mkjrkk di stgomgrm`zgt`dostgomgrm prdmuataustde`zkm prdmuatedm`i`km stgomgrm prdmuat
OVC td prkv`dus c`ok$ okw usk$s$rs`eprdvk$edm`iy prdmuatVprdmuat e`tgt`doprdmuat oodvgt`do/
Q`ojck prdmuat> prdmuatmkvkcdpekot idaus# gvd`m
dhsdcksakoak# hk tkabodcdjy
ckgmkr
Euct`pck prdmuats>adepckekot hrgom pdrtidc`d
Qystke di prdmuats> acdskcy
uomkrstgom austdekr okkms
) prdmuat usks
Qtgomgrm prdmuat> `oarkgskkadode`ks di sagck
Austde`zkm prdmuat> adepktkgjg`ost egss prdmuakrs di
stgomgrm`zkm prdmuats tbrdujb
prdmuat%mks`jo ickx`h`c`ty
Qtgomgrm prdmuat w`tbedm`i`agt`dos> adeh`ok
hkoki`ts di 8 strgtkj`ks ghdvk
Lky%adrpdrgtk gsp`rgt`dos tdwgrm OVCdrjgo`zgt`dogc dpkookss td
arkgt`v`ty
kov`rdoekotgc igvdur tdwgrmarkgt`v`ty
sarkko`oj ektbdm idr okw `mkgskvgcugt`do prdakss
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
11
9 @otkjrgtkm Egrlkt`oj Adeeuo`agt`do "Vrdedt`do
Vrdedt`do5 Egrlkt`oj adeeuo`agt`do Dhnkat`vk% adeeuo`agt`do gat`v`t`ks td kosurk austdekrs lodw ydur diikr`ojs# bgvk
igvdrghck `eprkss`do di tbke# gom huy% sgck# tr`gc# gwgrkokss# rke`om# rkgssurk
Xktkot`do Ckvkcs %Xkgm`oj76+# C`stko`oj86+# Gum`d%Y`sugc:6+< Q`jbt# Qduom#Edt`do kiikat`vk/ @otkjrgtk om`v`mugc prdedt`do e`x adepdokots idr kiikat`vk
adeeuo`agt`do
Vrded ]ddcs $ E`x "QVVGQE M]Qgcks
Vrdedt`do
Vkrsdogc
Qkcc`oj
VX Gmvtj Qpdosdr
sb`p
ECE M`rkat ]rgmk
Ig`r$Kxpd
Adotksts
Adupdos
Cdw
i`ogoak
Vrkskotgt`do
Qgepcks
Mked
@oskrts
Vrkss l`t
Qke`ogrs
Gmvts
Bdgrm`ojs
Hgookrs
Kvkots
Vkr`dm
]bkek
Oktwdrl#
Xks`mugc
@oadek
Adee`ss`do
Mgtghgsk
Eg`ckrs#
AXE
Agtgcdjuk
Mkeds
Hrdaburks
]kab%@oid
Vkrsdogc Qkcc`oj% "Agr# @osurgoak% Kiikat`vk hut kxpkos`vk wgy td egogjk pkrsdogcaustdekr rkcgt`dosb`ps "Ekm`agc Xkp
Qgcks Vrdedt`do"Glg` $ G`wg$ Qgosu`% @oakot`vk td huy# kosurks tr`gc# M8A tbrdujbtrgmk HDJDI# Adupdos# M`saduots# Adotksts# ]r`gc
Vuhc`a Xkcgt`dos "VX% "Vdc`t`agc pgrt`ks $ ]dp Adepgo`ks$ @VD% Quhtck `oskrts uskm `o`egjk hu`cm`oj# i`rki`jbt`oj % `epgat `i egogjkm wkcc# cdoj tkre kadodey
M`rkat "Arkm`t agrm $ `osurgoak adepgoy eg`ckrs% ]grjktkm adeeuo`agt`do% mgtghgskupmgtk# rkspdosk# euct`pck usk%8+ rkspdosk/ Adotkst eg`ckrs# KE@# trgosikr di arkm`t#
agtgcdjuks# AXE
]rgmk Ig`rs gom Kxb`h`t`dos "Vr`ot $ Gutd $ Vbgreg $ @] Kxpd%]rgmk# prdmuat m`spcgy $mkedostrgt`do $ gwgrkokss $ tr`gc# rkakot mkac`ok muk td @otkrokt
Gmvkrt`s`oj% Vg`m idr adeeuo`agt`do# M`ii`auct td ekgsurk gm `epgat "Geuc hyc`okskxakcckot# sgcks epgat4# Bkcps mkvkcdp gtt`tumks $arkgtk gwgrkokss$ adeeuo`agtk
ekssgjk# kc`a`t rkspdosk
]ypk di Gms% IXKQBKO%Ikgr# Xgt`dogc# Kedt`dogc# Qda`gc# Buedur# Ktb`agc# Okjgt`vkEkm`g%Vr`ot% Okwspgpkrs$ egjgz`oks$ ndurogcs "cdagc# ogt`dogc# trgmk# spka`gc`ty $
pgepckts
Kckatrdo`a% ]Y$ rgm`d Y`rtugc% @otkrokt# edh`cks DutmddrBdgrm`ojs$ Hgookrs$L`dsls$]rgospdrt "Hus# ]rg`o# ]gx`# Ygos Agpt`vk ]bkgtrks# ]rg`o adepgrtekots#
Aghck ]Y
Qpdosdrsb`p% Drjgo`sgt`do pgys td gssda`gtk w`tb go kvkot$agusk%Qgbgrg% @om`goAr`alkt $Bdalky$ Dcyep`as/ Kvkot gttr`hutks gssda`gtk w`tb spdosdr%Vkps`>Pdutb#
Qgbgrg>Vgtr`dt`se
Euct`%Ckvkc Egrlkt`oj "BkrhgcC`ik# Gewgy% Oktwdrl# Xks`mugc @oadek# Ickx`%t`e`ojs#@o`t`gtdrs kgro egx`eue# i`ogoa`gc sabkeks %suspkat
Vrdedt`do E`x Qtrgtkjy% @A@A@
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
1=
Vrdedt`dogc Qpkom Ektbdms% "Bgci ey gm%spkoms wgstkm# wb`ab bgci4 Zgogeglkr)
GiidrmghckGeduot mka`mkm do suppdskm giidrmgh`c`ty# jodrks prded okkms+ di Qgcks% Got`a`pgtkm sgcks# odt hy dppdrtuo`t`ks# prded%spkom vgr`ks# + hgs`sgrh`trgry
Adepkt`t`vk pgr`ty% Qbgrk di vd`ak# Gssueks adepkt`t`vk spkom%adcckat`vk omustryw`smde% mkhgtghck# Dwo dppdrtuo`t`ks$strkojtbs$rkputgt`do odt ados`mkrkm% @@VEb`jbkst pr`ot spkomkr
Dhnkat`vks ) ]gsl Ektbdm% Mki`ok dhnkat`vks$tgsls# gccdagtk spkom# m`ii`auct td`epckekot
Vucc v$s Vusb> Vusb "Qgcks idrak , ]rgmk prdedt`do# Vucc "Gmvkrt`s`oj ,Adosuekr
prdedt`do % trgm`t`dogccy BCC%Vusb gom V)J%Vucc strgtkjy wdrcmw`mk
@otkjrgtkm Egrlkt`oj Adeeuo`agt`do "@EA
Qtrgtkj`a prdakss td prdmuak g ados`stkot hrgom ekssgjk gt kgab austdekr tduab pd`ot/
[sk euct`pck adeeuo`agt`do edmks td idstkr gwgrkokss di prdmuat $ skrv`aks hy`oidre`oj pkdpck ghdut ikgturks gom hkoki`ts# gom edv`oj tbke td eglk g purabgsk/
Abgcckojks grk>
Adeeuo`agt`do acuttkr "[rhgo @om`go gmuct kxpdskm td 7666 ekssgjks mg`cy Arkgt`oj gwgrkokss `o tgrjktkm austdekrs Vrdmua`oj ados`stkot hrgom ekssgjk gt kgab adosuekr tduab pd`ot Hr`oj`oj tbke td tbk pd`ot di`otkrkst gom adoi`mkoak Egl`oj tbke rkgab idr tbk`r wgcckts td eglk g purabgsk
]bk Egrlkt`oj adeeuo`agt`do prdakss "GL@V@Q> ]d `oicukoak austdekr td eglk g
purabgsk/ Kj Vrdpdskm Euehg`%Gbekmghgm kxprkss trg`o w`cc advkr ;66 le `o 1 bdurs/
7/ Arkgtk gwgrkokss> Vkdpck w`cc rgrkcy huy g prdmuat$ skrv`ak tbky grk odt gwgrk di/Ar`t`agc td adeeuo`agtk skrv`ak w`tb tbk tgrjktkm austdekr "pr`ot ekm`g/
8/ Vrdv`mk lodwckmjk> @oidre prdmuat$ skrv`ak ikgturks# wbgt `t mdks/ Mksar`hk trg`ogeko`t`ks ) sabkmuck> adeidrtghck skgt`oj# w`%i`# iddm# cgptdps ) edh`cks abgrj`oj
dutckts# gmnustghck c`jbts# adovko`kot edro`oj gom kvko`oj sabkmucks/
1/ Arkgtk igvdurghck `eprkss`do> Vkdpck huy hkoki`ts odt ikgturks% tb`ojs tbgt sdcvk gogjj`oj prdhcke $bkcp sgvk edoky $prdv`mk vgcuk/ Adeeuo`agtk lky hkoki`ts% a`ty
akotrk td a`ty akotrk adeidrtghck trgvkc# gccdws tbke td wdrl prdmuat`vkcy o tbk tr`p/
=/ Gttg`o g prkikrrkm pds`t`do `o tbk austdekrs e`om> Austdekrs tb`ol`oj% kxprkssprdv`mks vgcuk# od g`rpdrt bgsscks$ argepkm skgts$ skaur`ty abkals$ mkcgys% prkikrrkm/
;/ Arkgtk g purabgsk `otkot`do> @i kgrc`kr stkps grk tgrjktkm gom adeeuo`agtkm wkcc#tbk prdspkat w`cc ados`mkr tb`s gctkrogt`vk tbk okxt t`ek/
9/ Eglk tbk sgck> Vrdspkat trgvkcs hy tbk kxprkss# hkadeks g austdekr/Gctkrogt`vkcy# usk egrlkt rkskgrab td acgss`iy tgrjktkm austdekrs gs [ogwgrk di prdmuat
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
1;
Ghdvk tbk c`ok "G]C ) Hkcdw tbk c`ok "H]C adeeuo`agt`do
Ektgpbdr`agc# bdr`zdotgc c`ok mrgwo hy gm pcgookrs# td m`iikrkot`gtk G]C "eg`ostrkge
ekm`g% A`okeg# dutmddr# prkss# rgm`d# ]Ytbgt gccdw gjkoay adee`ss`do gom gom tbdsk
tbgt mdot% H]C "Qgcks prdedt`do# m`rkat eg`c# kxpd# pgalgj`oj# VdQ egtkr`gc# VX#
ekrabgom`sk# spdosdrsb`p
Gmvkrt`s`oj Adpy Qtrgtkjy
Mks`jo gm adotkot td trgose`t ackgr prdmuat ekssgjk td tgrjkt hy kc`e`ogt`oj (od`sk( Arkm`hck sdurak# hgcgoak di grjuekot# ekssgjk gppkgc % rgt`dogc# kedt`dogc# buedur Akckhr`ty# edmkc# kxpkrt# go`egt`do# tkxt td p`atur`sk gmsAdst pkr tbdusgom "AV]
Adst di gm td rkgab 7666 pkdpck `o g pgrt`aucgr tgrjkt jrdup# adeedo gum`koak hgsk]Y% odregc`zkm gt 76$16 skadoms# Vr`ot% 96$766aa# s`e`cgrcy idr rgm`d# m`j`tgc# DDBBkcp kiikat`vkcy rgtk$vgcuk$adepgrk gardss$w`tb`o ekm`g# trgospgrkot]dp kom agr eglkr euccs 7 gm `o eg`oc`ok mg`cy v 9 edotbs agepg`jo `o g agr egjgz`okMg`cy AV]% Xs 266%7666# Egjgz`ok Xs7966< Zgstgjk% mg`cy 26+# egjgz`ok 6+766+ AV] prke`ue wdrtb `o egjgz`ok# hut b`mmko w`tb 9666 Xs$aa ) Xs 7/;C$pgjkEkm`g dwokrs td edokt`zk cdw rgt`oj prdjrgeeks "6/8 ]XV# huy gum`koaks odt
rgt`ojs
Qb`it tdwgrms# pr`ak td vgcuk# okwspgpkrs rgtk agrm sgoat`ty v ]Y abgookcsdppdrtuo`se
Abgcckojk> Dpt`egc egrlkt`oj rksdurak gccdagt`do# adeeuo`agt`do vkb`acks td advkr gcc
adosuekr tduab pd`ots systkegt`agccy gom ados`stkotcy/
"Adeeuo`agt`do vkb`acks% Mdcgo# @EA# BHQ 8666)
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
19
Qkckat`oj r`jbt adeeuo`agt`do vkb`ack>%Austdekrs gt vgr`dus stgjks di purabgs`oj
prdakss# ksskot`gc td usk @EA/
Kj Q`cly bg`r muk td sbgepdd kiikat`vkcy adovkykm do ]Y gm tbgo pr`ot gm# hut g`r trgvkc
sabkmucks hkttkr adovkykm tbrdujb pr`ot gm/ Idr b`jbcy tgrjktkm gum`koak# prdmuat
sbducm adovky tkabo`agc `oidregt`do# dr kxpcg`o usgjk# tbko pkrsdogc skcc`oj dr `otkroktgrk hkst/ @i egrlkt`oj prke`ue spka`gc`skm prdmuat w`tb c`e`tkm gppkgc# m`rkat mgtghgsk
egrlkt`oj egy hk tbk hkst gom gvd`m wgstk/
]bk 9Es
Egrlkt> E`ss`do Ekssgjk Ekm`g Edoky Ekgsurkekot
]bk austdekr%
trgmk$adosuekr#
tgrjkt
adeeuo`agt`do
gaadrm`ojcy
Adeeuo`agt`do
dhnkat`vk%
gwgrkokss#
pds`t`do`oj#
purabgsk
Adeeuo`agt`do td
Adosuekrs% ikgturks )
hkoki`ts
]rgmk% egrj`os# tkres#
advkrgjk
Zb`ab# bdw
egoy ekm`g
vkb`acks td usk#
pcgo# sabkmuck
Humjkt Bdw md ydu
ekgsurk tbk
`epgat
Gmvkrt`s`oj v Vuhc`a Xkcgt`dos"bttp>$$gmvkrt`s`oj/ghdut/ade$dm$agrkkrsdurak$g$76gmvpr/bteAdoakpt Gmvkrt`s`oj Vuhc`a Xkcgt`dos
7 Vg`m Qpgak dr
Irkk Advkrgjk
Gm spgak `s pg`m idr# wk lodw kxgatcy
wbko gm w`cc hk do g`r $ puhc`sbkm
@otkot `s irkk puhc`a`ty idr adepgoy% okws
adoikrkoaks# prkss rkckgsks# irkk ekm`g
kxpdsurk idr adepgoy gom `ts prdmuats$skrv`aks
8 Arkgt`vk Adotrdc
Ys/ Od Adotrdc
Arkgt`vk adotrdc do gm adotkot# surkcy jkts
puhc`sbkm
Od adotrdc dvkr bdw gom wbko ekm`g prkskots
ydur `oidregt`do# odt dhc`jkm td puhc`sb
1 Qbkci C`ik Ago rkpkgt gms gs cdoj gs humjkt gccdws/
Cdojkr sbkci c`ik tbgo prkss rkckgsk
Vrkss rkckgsk egyhk puhc`sbkm doak docy
= Adosuekrs Jugrmkm rkspdosk td go gm G tb`rm%pgrty grt`ack ago arkgtk arkm`h`c`ty
; Arkgt`v`ty Hcgtgot Quhtck
9 Dhnkat`vk Gwgrkokss# tr`gc# sgcks @egjk hu`cm`oj# i`rk i`jbt`oj
Kxkra`sk> Qkckat g hrgom# dutc`ok tbk @EA strgtkjy gardss tbk 9Es/ Zb`ab ekm`g e`x
wducm ydu abddsk# wby4 Bdw w`cc ydu sabkmuck tbk ekm`g# bdw cdoj w`cc tbk agepg`jo
ruo4 Zbgt grk tbk jdgcs gom dhnkat`vks di ydur agepg`jo# bdw w`cc ydu ekgsurk tbke4
http://advertising.about.com/od/careersource/a/10advpr.htmhttp://advertising.about.com/od/careersource/a/10advpr.htmhttp://advertising.about.com/od/careersource/a/10advpr.htmhttp://advertising.about.com/od/careersource/a/10advpr.htm -
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
1:
: Hrgom
Vrde`sk Bgr`sb H`nddr# Qtrgtkj`a Gsskt O`regcyg Luegr% Gaakoturk% Gaakot do tbk iuturk# Y`gjrg%Y`tgc`ty di O`gjgrg
Adcckat`do di gssda`gt`dos dr pkrakpt`dos ghdut g prdmuat# skrv`ak# dr i`reHrgom5 Iuoat`dogc# Kadode`a ) Kedt`dogc Ygcuk Vrdpds`t`dos% Mkkpgl Ng`oHrgom`oj Komdws tbk prdmuat w`tb tbk pdwkr di g hrgom(Hu`cm`ojs gjk m`cgp`mgtk# egab`oks wkgr dut# pkdpck m`k# hut hrgoms c`vk doGglkrG ogek# tkre# s`jo# syehdc dr mks`jo# dr g adeh`ogt`do# `otkomkm td `mkot`iy jddms $
skrv`aks gom td m`iikrkot`gtk tbke irde tbdsk di adepkt`tdrsLdtckr
G e`xturk di tgoj`hck gom otgoj`hck gttr`hutks syehdc`skm o g trgmkegrl# wb`ab# iprdpkrcy egogjkm# arkgtks `oicukoak gom jkokrgtks vgcuk@otkrhrgom
[Q Hrgom ckgmkrs `o tbk 7016s% N)N# Bk`oz# Adcjgtk# M`soky# Adlk% ckgmkrs kvko tdmgy Hrgoms adeegom prke`ue# b`jb egrj`os# hkttkr gvg`cgh`c`ty ) w`mk austdekr cdygcty Hrgom vgcuk% arkgtkm hy gujekot`oj g adrk prdmuat w`tb m`st`oat`vk vgcuks td
m`st`oju`sb `t irde tbk adepkt`t`do/ Vrdmuats mkc`vkr skr`ks di adrk hkoki`ts td adosuekrs "Zgtabks% t`ek hut adosuekrs
pgy g prke`ue idr gmmkm vgcuk wb`ab koghcks g hrgom td m`iikrkot`gtk `tskci irde tbk
adepkt`t`do/ ]b`s bkcps g austdekr abddsk dr prkikr tbk hrgom/ Ekrakmks# Qdoy/
Adepgoys hrgom mka`s`do egl`oj> ]d Hrgom dr Odt td Hrgom4
Adeedm`ty% Hgs`a prdmuat# m`ii`auct td pbys`agccy m`iikrkot`gtk o e`oms di adosuekrs
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
12
Austdekrs hrgom mka`s`do egl`oj "Huy`oj g Qb`rt uptd Xs 7666
Hrgoms
[olodwo Lodwo
Egozdo`#
Vkmrdo`#
^kjog#
Cdu`s Vb`cc`pk# Ygo Bkusko# Grrdw# Adcdr Vcus# Vktkr Kojcgom# Mdalkrs# Abgrgjb M`o#
Dxkehkrj# @om`go ]krrg`o# ^dm`ga# Gust`o Xkkm# Gccko Qdccy# NdboVcgykr# Grego`# E)Q# Z`ccs
CQ# Vgrl Gvkouk#
Gaakptghck [ogaakptghck @om`iikrkot DvkrcddlkmCdu`s Vb`cc`pk# Ygo Bkusko# Grrdw#
Gust`o Xkkm# NdboVcgykr#
Agehr`mjk# Vktkr
Kojcgom# Dxkehkrj
Gccko Qdccy# AM#
Mdalkrs# @om`go
]krrg`o
Grego`# E)Q# Z`ccs#
^dm`ga# Adcdr Vcus#
Grrdw
Vurabgskm Odt Vurabgskm
Ygo Bkusko Cdu`s Vb`cc`pk# Grrdw# Gust`o Xkkm# NdboVcgykr
Kxkra`sk>
Arkgtk g austdekrs hrgom mka`s`do egl`oj edmkc gom g adepgoys hrgom mka`s`do
egl`oj edmkc idr gaadepgoy gom g agtkjdry# s`e`cgr td tbk `ccustrgt`dos ghdvk
Hrgom Cgmmkr "Bdw mdks g hrgom jkt `otd tbk austdekrs e`om)
Vrde`sk% Ygcuk
prdpds`t`do diikrkm
td austdekrs# abd`ak
Gii`o`ty% Hkc`ki `otbk hrgom# hrgomm`iikrkot`gcs
kv`mkot
Hrgom Hdom`oj%Vkrak`vkm gs
mkc`vkr`oj do
prde`sk
Cdygcty% Vds`t`vkm`iikrkot`gc kiikat
mr`v`oj austdekr
hrgom prkikrkoak
dvkr mkot`agc
adepkt`t`vk hrgoms# w`cc`oj td pgy edrk $wg`t$jd pcgaks `i uogvg`cghck
Hrgom Kqu`ty% I`ogoa`gc vgcuk td i`re# `oacumks sue tdtgc di igatdrs hks`mks sgcks Vrdedt`dogc strgtkj`ks rkvdcvk grduom hrgom purabgsk stgjks
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
10
Hrgom Vds`t`do`oj
"Xkikr pgjk 7; uomkr Q]VM idr argit`oj tbk pds`t`do`oj Hrgom Vds`t`do`oj% Mks`jo i`res
diikr ) `egjk td daaupy m`st`oat
pcgak `o tbk austdekrs e`om
Hrgom `mkot`ty% bdw adepgoy g`estd `mkot`iy dr pds`t`do `tskci$prdmuat
Hrgom @egjk% bdw austdekrpkrak`vks tbk hrgom/
Hrgom arkm`h`c`ty% bdw wkcc hrgommkc`vkrs do `ts prde`sk Eddv%
Hgalgabks
Vds`t`do`oj 5 adeh`o`oj otkrogc"hrgom mkot`ty, egjk , dutwgrm
hrgom kxprkss`dos "jugrgotkks# skrv`ak# pkridregoak ) pgalgj`oj
Hrgom`oj strgtkjy
Lky adepdokots di g hrgom`oj strgtkjy grk hrgom kxtkos`dos gom hrgom pdrtidc`ds
tbrdujb `om`v`mugc ogeks# hcgolkt ige`cy ogeks# skpgrgtk ige`cy ogeks idr gcc prdmuats#
adrpdrgtk ogek adeh`okm w`tb `om`v`mugc prdmuat ogeks
Hrgom`oj Ckvkcs
Vrdmuat hrgom`oj "V)J% adoakpt di prdmuat egogjkekot p`dokkrs% ]`mk
Qtgom gcdok prdmuat w`tb dwo hrgom ogek ) rksduraks# idaus# adepgoy ghskot [o`quk vgcuk# pkrsdogc`ty# mkot`ty# pds`t`do`oj# sustg`oghck adepkt`t`vk gmvgotgjk Xgt`dogck% prdmuat sbducm stgom do ts dwo Hrgom pkridregoak kvgcugt`do# vgcuk# rksdurak gccdagt`do pdss`hck @i hrgom icdps# mdks odt giikat adepgoy ogek "]go`sbq wgtabks v`s%%v`s ]`tgo Kxpkos`vk# gs gmvkrt`s`oj ) prdedt`do adsts agoodt hk sbgrkmAdrpdrgtk hrgom`oj "[ehrkccg$ edodc`tb`a hrgom`oj% Odl`g# Qdoy CAM ]Y$Agekrgs
Adrpdrgtk ogek s tbk hrgom# prdmuats gs gcpbg ouekr`as# od m`st`oat`vk hrgom Vrdmuat mkr`vks strkojtb di adrpdrgtk hrgom vgcuks ) pds`t`do`oj# sgvks prded spkom Hu`cms adrpdrgtk hrgom strkojtb ) i`ogoa`gc vgcuk %Qkrv`ak $ B`%]kab `omustr`ks (@ bgvk gcwgys hkc`kvkm tbgt tbk adepgoy ogek `s tbk c`ik di go kotkrpr`sk/ @t agrr`ks
rkspdos`h`c`ty gom jugrgotkks tbk qugc`ty di tbk prdmuat///( Gl`d Edr`tg# Qdoy
Bdusk dr komdrskekot hrgom`oj
Adrpdrgtk ogek pcgakm gcdojs`mk prdmuat hrgom ogek% Agmhurys Mg`ry E`cl Gccdws hrgom mkot`ty$pds`t`do`oj# strkojtb irde adrpdrgtk hrgom vgcuks# kadode`ks
`o gmvkrt`s`oj$ prdedt`do# prde`okoak td adrpdrgtk hrgom ago vgry# prdmuat ig`curk
ago mgegjk pgrkotgc hrgom
Bkcps OVC# dtbkrw`sk m`ii`auct o egturk egrlkts sgos arkm`hck adrpdrgtkkomdrskekot
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=6
Hrgom Kxtkos`do
@i kxkautkm prdpkrcy# hrgom kxtkos`dos hrdgmko ) acgr`iy hrgom ekgo`oj "Jddjck#G`rtkc/ @i kxkautkm `eprdpkrcy dr strgy`oj irde akotrgc hrgom prdpds`t`do# tbky m`cutk dr
adoiusk hrgom ekgo`oj "Adlk/Hrgom kxtkos`dos `oarkgsk sgcks hy okw skjekot kotry
"Eddv O)Q hut egy wkglko tbk hrgom adrk dr kvko agoo`hgc`sk sgcks "Eddv Qgabkts/
Euct` Hrgom`oj> @otrdmuak edrk hrgoms o sgek skjekot$agtkjdry/ LkccdjjsAkrkgcs$Irdst`ks$ Ar`sp`ks< ]`tgo%Igstrgal# Xgjg# Kmjk# Okhucg# Xkjgc`g# Rycys
@ojrkm`kot hrgom`oj% Arkgtk kqu`ty idr egtkr`gcs# adepdokots# pgrts adotg`okm w`tb`odtbkr hrgoms% @otkc `os`mk# Mdchy tbkgtrk systke# O`rckp ]gwg w`tb ]kicdo adgt`oj
Vgrkot hrgom% Kx`st`oj hrgom wb`ab j`vks h`rtb td g hrgom kxtkos`do% J`cckttk# ]gtg Ige`cy hrgom% Zbko tbk pgrkot hrgom s gcrkgmy gssda`gtkm w`tb euct`pck prdmuats
tbrdujb hrgom kxtkos`dos/ Agmhury ; Qtgr# Iru`t ) Out
[ehrkccg hrgom% Gcc hrgoms `o pdrtidc`dagrry adrpdrgtk ogek% Geuc% Huttkr# AbkkskHrgom kxtkos`dos agtkjdr`ks>
C`ok kxtkos`do% pgrkot hrgom uskm idr okw prdmuat td tgrjkt okw egrlkt skjekotw`tb`o prdmuat agtkjdry skrvkm hy tbk pgrkot hrgom Egjj` Oddmck QL[s# Cux
irgjrgoaks
Agtkjdry kxtkos`do% pgrkot hrgom uskm td kotkr g m`iikrkot prdmuat agtkjdry irde tbgtaurrkotcy skrvkm hy pgrkot hrgom% L`oji`sbkr G`rc`oks# Geuc @ak arkges dr kvko
Qgiidcg% ckvkrgj`oj tbk agrm`ga ir`komcy tbkek/
Hrgom c`ok% Gcc prdmuats% dr`j`ogc# c`ok ) agtkjdry kxtkos`dos# sdcm uomkr g pgrt`aucgrhrgom% Jdmrkn# Y`mkdado# Bk`oz
Hrgom e`x"dr hrgom gssdrtekot% skt di gcc hrgom c`oks tbgt g pgrt`aucgr skcckr eglksgvg`cghck td huykrsB[C% Acdsk%up# Vkpsdmkot
Hrgomogek
Vrdmuat agtkjdry
Dcm Okw
Dcm
C`ok kxtkos`doOkw QL[# ikgturks# icgvdurs#
prded kadode`ks% E`r`omg
c`ek# Xgsog egojd# Vkps` 7/;C
Agtkjdry kxtkos`do[sk suaakssiuc ) kstghc`sbkm hrgom ogeks td
`otrdmuak okw prdmuat dr kotkr okw dr kx`st`oj
grkgs% J`cckttk Qkosdr# Nuo`dr Bdrc`als/
Okw
Quh hrgom
Adeh`ok kx`st`oj , okw hrgom
"J`cckttk Qkosdr Kxakc# Idrm @ldo
Icg`r# Lkccdjj Irdst`ks L
Okw hrgom
Kotkr`oj okw skjekot dr agtkjdry w`tb g okw
hrgom# dr kvko td icgol adepkt`tdr "Egrut`
X`tz# ]gtg Ogod# Odl`g O0:
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=7
Hrgomkm vgr`got% hrgom c`oks suppc`km td spka`i`a rktg`ckrs $ m`str`hut`do abgookcs%Vbgreg irgoab`skk
C`akoskm prdmuat% wbkrkhrgom ogek `s c`akoskm td dtbkr egouigaturkrs wbd gatugccyeglk tbk prdmuat%M`soky
Ad%hrgom`oj"Butab%Hr`tgoo`g# A`t`hgol%Acuh Egb`omrg# @A@A@%BV# Adlk%EaMdogcms 8 hrgoms di m`iikrkot adepgo`ks tdjktbkr `o tbk sgek agepg`jo $ adeeuo`agt`do Zby> adepc`ekotgry austdekr hgsk$ skjekot# vgcuk%gmm# prdedt`dogc adst%sgv`oj Lky % hrgom $ austdekr i`t# syeh`ds`s# hrgom pkrsdogc`ty$vgcuks# QdE# QdY Gvd`m% hrgom mkvgcugt`do# hrgom kac`psk o prdedt`doHrgom Vdrtidc`d% Qkt di gcc hrgoms$c`oks g i`re diikrs td huykrs `o g pgrt`aucgr agtkjdry/
Euct`pck hrgoms `oarkgsk sbkci prkskoak# gttrgat vgr`kty skkl`oj adosuekrs# bkcp okwegrlkt kotry ) y`kcm kadode`ks di sagck `o gmvkrt`s`oj# sgcks ) m`str`hut`do
Vdrtidc`d egx`e`sks hrgom kqu`ty ) egrlkt advkrgjk# e`o`e`sks hrgom dvkrcgp M`iikrkot`gt`do gppkgcs td g s`zkghck skjekot# nust`iy egrlkt`oj gom prdmuat`do adsts Ar`t`agc% Vdrtidc`d edo`tdr`oj ) pruo`oj di wkgl gom uoprdi`tghck hrgoms Egrut`% 266# Gctd# G%Qtgr# Kst`cd# Zgjdo%X# X`tz# Qw`it# Mks`rk# kta ) tbk`r vgr`gotsHrgoms rdcks `o g hrgom pdrtidc`d>
Icgolkrs% I`jbtkr hrgoms grk pds`t`dokm wrt adepkt`tdr hrgoms sd tbgt egndr )prdi`tghck icgjsb`p hrgoms rktg`o mks`rkm pds`t`do`oj/ I`jbtkr hrgoms grk ok`tbkr sd
gttrgat`vk gs td agoo`hgc`sk dwo hrgoms odr abkgpcy mks`jokm td rkickat pddrcy do tbk
hrgom pdrtidc`d/ Akckrdo gom @otkc# ]dydtg ) Ckxus# @ Vdm rgojk% ogod# sbuiick kta
Agsb Adws% Hrgoms grk rktg`okm gs tbky egogjk td bdcm do td g suii`a`kot ouehkr diaustdekrs ) eg`otg`o tbk`r prdi`tgh`c`ty w`tb v`rtugccy od egrlkt`oj suppdrt/ Vgrck J
Cdw%Kom Kotry%Ckvkc% Xdck di g rkcgt`vkcy cdw%pr`ak hrgom `o tbk pdrtidc`d ditko tdgttrgat austdekrs td tbk hrgom irgoab`sk/ Juaa` gaakssdr`ks# Qdoy Yg`d cdwkr kom
B`jb%Kom Vrkst`jk% Xdck di g rkcgt`vkcy b`jb%pr`akm hrgom `o tbk hrgom ige`cy ditko `std gmm prkst`jk gom arkm`h`c`ty td tbk kot`rk pdrtidc`d/ Edot Hcgoa Vkos
Hrgom Vkrsdogc`ty
Arkgtkm hy gppcy`oj buego pkrsdogc`ty trg`ts ) abgrgatkr`st`as td g hrgom td gppkgc tdg adosuekr*s e`om/ C`lk buego rkcgt`dosb`ps# gs hrgoms jrdw# kedt`dogc m`ekos`do
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=8
mde`ogtks/ Adosuekrs gttrgatkm kgs`cy td hrgom vgcuks c`lk mkpkomgh`c`ty "C@A# trust
"]gtg# bdoksty "Vktkr Kojcgom# rkc`gh`c`ty "]`tgo# sgikty "Ydcvd# iuo "M`soky
Mki`ok gum`koak# okkms $wgots $c`lks# hu`cm adosuekr pkrsdogc`ty prdi`ck# arkgtkhrgom pkrsdogc`ty td egtab% kosurks jrkgtkr w`cc`ojokss td huy $ mkkpkr hrgom
cdygctyCkv`s
Vrdi`c`oj gpprdgab rk`oidraks skci%adoakpt di adosuekrs$ gsp`rgt`dos%O`abk hrgoms Hrgom `mkot`ty% gmm pkrsdogc`ty# skt di vgcuks# pkrakpt`dos gom hrgom gsp`rgt`dos gcc
tbk p`kaks adovkrj`oj/Qwddsb rkpcga`oj tbk hrgom ogek# O`lk
Hrgom `egjk% Que tdtgc di adosuekr pkrakpt`dos# i`res i`t pkrakpt`dos tdadeeuo`agt`do% Qwgtab% ]rkomy# Odl`g% Ygcuk
Adrpdrgtk `mkot`ty% Y`sugc gspkats$`egjk di i`re*s prkskoak%kj cdjd# adccgtkrgcs%]gtg Hrgom rkpds`t`do`oj% austdekr prkikrkoaks abgojk% Vktrdc pueps# typ`agc td v`hrgotHrgom Kqu`ty
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Lky igatdrs% Wugc`ty# Gwgrkokss# Gssda`gt`dos# Gsskts# CdygctyHrgom Qgc`koak
Hrgoms gh`c`ty td hk rkagcckm"adek td e`om hy austdekrs `o g purabgsk s`tugt`do Vrdpkos`ty di g hrgom td hk tbdujbt di dr odt`akm `o huy`oj s`tugt`dos "Adhuro Vr`ot gms edrk kiikat`vk tbgo ]Y/ @i pr`ot gms gmmkm td ]Y# tbko `oarkgsk `o hrgom
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Austdekr cdygcty cgmmkr
@otkot% Adovkrt sgck `otd cdoj tkre austdekr rkcgt`dosb`p
Qurvkys% Xktg`o austdekrs# gttrgat`oj okw austdekrs adsts 9 t`eks
edrk
Quspkat% Vdtkot`gc austdekr# kxpdskm td ydur adeeuo`agt`do Vrdspkat% Vdtkot`gc austdekr# otkrkstkm o ydur prdedt`do Austdekrs% Vurabgskrs di ydur prdmuat $ skrv`ak Ac`kots% ]bdsk wbd rkturo td rk$purabgsk Gmvdagtks% Adov`oakm$bgppy austdekrs wbd prdedtk hrgom td
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w`tb VDV$VDM# td argit tbk pds`t`do# kadode`a# kedt`dogc gom iuoat`dogc vgcuk
prdpds`t`dos gom kxkautk tbk hrgom `mkot`ty
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=1
2 M`str`hut`do "Vcgak
Vcgak "M`str`hut`do$ abgookc$ otkrekm`gry
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Qdurak% Mdcgo# BHQ# 8666
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Egrlkt`oj Qtrgtkjy 1/6 "EHG Odtks)% Mr Ge`t Xgojoklgr
www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
==
M`str`hutdrs "A)I% Hucl td segcckr pgals# bgomck egndr grkg# suppcy td stdal`sts Zbdcksgckrs"Qtdal`sts% Xkskcc td rktg`ckrs# stdrgjk# advkrgjk ksskot`gc Dtbkrs% Adee`ss`do gjkots# ad%dpkrgt`vks# omkotdrs "`epdrts# gjkots "egjgz`oks Xktg`ckrs% Qtrdoj austdekr oicukoak# adosuept`do$ purabgsk pgttkro os`jbt# skrv`ak Qpka`gc`ty "Qpdrts# supkregrlkt "H`j Hgzggr# adovko`koak "L`rgog# igatdry dutckts#wgrkbdusks# m`rkat skcckrs "Koayacdpkm`g# vkom`oj egab`ok "]kg# ad%dpkrgt`vks "GpogHgzgr# Jrgbgl Vktbs# Qda`kt`ks# abg`o stdrks "Edoj`o`s
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sgt`siy`oj austdekrs gom jkokrgt`oj sgcks gom prdi`ts# dr aducm okw abgookcs hk gmmkm4
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Hcgalhkrry B]A Ykrtu
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www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=;
0 Vr`ak
I`t hktwkko arua`gc i`ogoa`gc adepdokot% adst ) egrlkt`oj adepdokot %vgcuk Vr`ak `s wbgt g huykr eust j`vk up `o kxabgojk idr g prdmuat dr skrv`ak Edoky abgrjkm idr g prdmuat $ skrv`ak# pkr`sbghck gmvgotgjk# uockss adst ckgmkr Docy rkvkouk jkokrgt`oj pgrt di tbk e`x# ickx`hck tgat`a Austdekrs otkrkstkm o vgcuk prdmuat prdv`mks# odt adsts Vr`ak mka`s`dos% pr`ak pd`ot# c`st pr`ak# m`saduots# pgyekot pkr`dm# kta Adeedm`t`ks m`iikrkot`gtkm hy pr`ak# qugc`ty# hrgom adeegoms prke`ue Dhnkat`vks> sgcks# prdi`ts# EQ# XD@# adepkt`t`vk pds`t`do# mkegom# adsts# surv`vgc Akotkr%stgjk `o egrlkt`oj wgrs# @otkr%i`re r`vgcry%Edh`ck @omustry Vr`aks% rgtk# adee`ss`do# ikk# tu`t`do# rkot# prke`ue# igrk# sgcgry# tdcc# `otkrkst#
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kckatrdo`as
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Guat`dos KHgy
Ygcuk Huiiktt# EaMdogcms
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www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=9
Vr`a`oj Qtrgtkj`ks
Vkoktrgt`do% BWCV% OVC# Kotry# Gttrgat# Kosurk tr`gc% Geuc Vrke`ue% BWBV%Qustg`oghck gmvgotgjk% Hdsk Qpkglkrs# Hkoz Kadodey% Iuoat`dogc`ty ) Ygcuk%# O`reg# Qupkregrlkts%dwo hrgom Ql`ee`oj% CWBV%Q`jo`i`agot gmvgotgjk# uosustg`oghck%Xkc`goak Edh`ck X`p%Dii% Ekm`ue qugc`ty# vkry b`jb pr`ak % Vr`aky Bdtkcs$ Xkstgurgots 7#;#0%adkx`st `o sgek egrlkt t`cc huykrs `os`st do qugc`ty# pr`ak# vgcuk 8#1#9% wgys td gttgal 7#;#0 gs 8 5 BWEV# 15BWCV#95EWCV =#:#2 dvkrpr`a`oj wrt qugc`ty%austdekrs ikkc tglko# hgm drgc puhc`a`ty# gvd`m
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b`jb pr`ak/ Egoy adosuekrs numjk qugc`ty hy pr`ak# rkgsdoghck pr`ak adoodtks
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) gmvkrt`s`oj rk`oidrak tb`s pkrakpt`do/ Adsekt`as# Acuhs# B`jb kom edh`cks/
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2 Igcsk Kadodey 0%Kadodey
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www/mrge`trgojoklgr/ade ge`trgojoklgrFjeg`c/ade
=:
Egrut` pr`a`oj strgtkjy "bypdtbkt`agc pr`aks idr ccustrgt`do
Vr`aks `o cglbs
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