saphie alim's final project 2012 mba marketing & management

7/23/2019 Saphie Alim's Final Project 2012 MBA Marketing & Management

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|`nkw bìb| oc |ek [J n`gobk ocl{}|w0 \eo} }|{l vi} m`cl{m|kl dw`n i y{ibo|i|otk wk.

}kiwme qiwilofn |ei| vi} mwo|omibb lo}m{}}kl |` qw`tolk |ek wkilkw vo|e i gk||kw {clkw}|icl.

ocf `d |ek me`}kc iqqwìme# G`|e oc|kwtokv} icl y{k}|o`cciowk} vkwk {}kl oc |eo} }|{l# \ek

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m{}|`nkw }i|o}dim|o`c o} |ek nih`w ocdb{kcmkw `d m{}|`nkw bìb|# \ek jk i||wog{|k} `d k.MWN

|ei| iddkm| m{}|`nkw bìb| vkwk kuqb`wkl" cinkb }kwtomk y{ibo|" m{}|`no}i|o`c" vkg}o|k

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n{co| veome d{w|ekw kceicmk }i|o}dim|o`c# Qiwilùomibb" |ek doclocf} }{ffk}|kl |ei| i c{n.

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}kwtomk y{ibo|n`gobk qw`tolkw}


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K.MWN o}c&| k.MWN {cbk}} o| iddkm|} |ek m{}|`nkw&} kuqkwokcmk#

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MEIQ\KW @CK . OC\W@L[M\O@C

9#9 Kcy{ow @tkwtokv

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|ek }|{l# D{w|ekwn`wk" |ek ion} icl `ghkm|otk} iwk biol `{| icl ky{ibb onq`w|ic| iwk |ek

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meiq|kw ib}` qw`tolkl |ek wkilkw vo|e i d{bb {clkw}|iclocf `d |ek vi oc veome |ek wk}kiwme

`ghkm|otk} iwk gwolfkl vo|e |ek lowkm|o`c |ek }|{l |ijk}#


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}|{l vi} lo}m{}}kl |ekwkoc#

\ek }|{l docibb m`cmb{lkl vo|e meiq|kw dotk veome qw`q`}kl dki}ogbk wkm`nnkcli|o`c} |`

T`lid`ck m`cmkwcocf |ek vi oc veome k.MWN mic gk kddomokc|b bktkwifkl }` i} |`

q`}o|otkb ocdb{kcmk m{}|`nkw bìb| in`cf o|} |iwfk| i{lokcmk# \ek}k wkm`nnkcli|o`c}

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meiq|kw# N`wk`tkw" meiq|kw dotk }`{fe| |` ktib{i|k |ek doclocf} `d |eo} wk}kiwme oc wkbi|o`c |`

|ek wk}kiwme y{k}|o`c} icl `ghkm|otk} }k| `{| i| |ek gkfoccocf `d |ek }|{l#

9#7 Wk}kiwme Ion} icl @ghkm|otk}

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}qkmodom d`m{} `c |ek [J n`gobk qe`ck ocl{}|w {}ocf T`lid`ck i} i mi}k }|{l# \` imeoktk

|eo}" |ek onqim| `d k.MWN `c m{}|`nkw bìb| vobb gk iqqwio}kl dw`n i m{}|`nkw} qkw}qkm.

|otk" `c |ek gi}o} `d kuqkwokcmk} vo|e `cbock dimobo|ok} `ddkwkl g T`lid`ck |ew`{fe k.MWN

iqqbomi|o`c}# ]{g}mwogkw kuqkwokcmk} iwk mwo|omib |` lk|kwnock |ek bktkb `d }kwtomk oc |ek n`.

gobk ocl{}|w# @cbock dimobo|ok} ocmb{lk T`lid`ck} `cbock ekbqlk}j" ki}k `d citofi|ocf |ek

vkg}o|k" ocd`wni|o`c y{ibo| icl itiobigobo| oc wkib |onk" `cbock d`w{n}" vkg}o|k lk}ofc"

}kiwme miqigobo|ok}" m{}|`no}kl qw`l{m|} icl }kwtomk}" `cbock imm`{c| nicifknkc| vo|e T`.

lid`ck} qkw}`cib imm`{c|" qwotim icl }km{wo| i} vkbb i} `cbock |`q {q icl q{wmei}k}# \eo}

}|{l ion} |` imeoktk |ek d`bb`vocf fìb}#

9# \` mwo|omibb wktokv kuo}|ocf m`cmkq|{ib n`lkb} icl |ek`wk|omib dwinkv`wj} wkbi|.kl |` k.MWN icl m{}|`nkw bìb|#

7# \` i}}k}} |ek kddkm|otkck}} `d k.MWN oc }|wkcf|ekcocf wkbi|o`c}eoq} vo|e m{}|`n.kw}#


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=# \` octk}|ofi|k |ek w`bk `d k.MWN oc g{oblocf ic i||wim|otk tow|{ib m`nn{co|#


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9#= WK]KIWME Y[K]\O@C]

[b|oni|kb" |ek y{ibo| `d i wk}kiwme y{k}|o`c lk|kwnock} |ek }{mmk}} `d i wk}kiwme qw`hkm|#

Q`w|kw %711;/ eofebofe|kl |ei| i tkw kbig`wi|k wk}kiwme y{k}|o`c o} i jk dow}| }|kq |`viwl

qw`tolocf i }`{cl m`cmkq|{ib d`{cli|o`c d`w i wk}kiwme qw`hkm|# J`|bkw %711;/ i}}kw|kl |ei| i

vkbb |e`{fe| `{| y{k}|o`c }e`{bl gk m`cmo}k" wkbktic|" mbkiw" kt`mi|otk icl wk}kiwmeigbk# N`wk

onq`w|ic|b" ek knqei}o}kl |ei| |ek wk}kiwme y{k}|o`c kc}{wk} |ek iqqw`qwoi|kck}} `d |ek li|i

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qbic# \ek q{wq`}k `d |eo} wk}kiwme o} |` mwo|omibb ktib{i|k |ek kddkm|otkck}} `d k.MWN i} i

nkic} `d ocdb{kcmocf m{}|`nkw bìb|" {}ocf T`lid`ck i} i mi}k }|{l# \` imeoktk |ek wk.

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}o`c vobb ib}` q{}e |`viwl} n`wk m`cmb{}otk wk}{b|} |` kc}{wk i wkdockl `{|m`nk#

9# Vei| o} |ek onqim| `d k.MWN `c m{}|`nkw bìb| oc |ek [J n`gobk ocl{}|w07# \` vei| ku|kc| l`k} k.MWN kceicmk m{}|`nkw bìb| oc |ek [J n`gobk ocl{}|w0

9#< Wi|o`cibk d |ek }|{l

Fw`vocf oc|kwk}| oc n`gobk {}ifk v`wblvolk m`{qbkl vo|e |ek iltkc| `d ckv |kmec`b`fok} oc

|ek }km|`w" eitk }kkc |ek fb`gib n`gobk qe`ck }kwtomk ocl{}|w g``n# Oc qiw|om{biw" |ek [J

n`gobk ocl{}|w ei} ni|{wkl gkm`nocf eofeb m`nqk|o|otk# M{}|`nkw} eitk i fwki| lkib `d

meòmk icl o| o} gkm`nocf eiwlkw |` loddkwkc|oi|k qw`l{m|} icl }kwtomk}# Ibeio`{ k| ib# %711?"

q# 65/ iwf{k |ek wiqol lktkb`qnkc| `d ilticmkl |kmec`b`fok} ei} }eod|kl m`nqk|o|o`c dw`n

qwomk icl m`wk }kwtomk |` tib{k illkl }kwtomk}# \eo} }{ffk}|} |ei| c`| `cb mic m{}|`nkw}

ki}ob }vo|me n`gobk }kwtomk qw`tolkw} `vocf |` |ek nic ib|kwci|otk} itiobigbk |` |ekn" g{| o|

ei} ib}` gkm`nk ki}okw d`w |ekn |` m`nqiwk qwomk} icl }kwtomk}#

\ek}k niwjk| |wkcl} eitk bkl n`gobk qw`tolkw} |` }eod| knqei}o} ivi dw`n q{wk qw`l{m|

lktkb`qnkc| |`viwl} i m{}|`nkw.d`m{}kl iqqwìme# N`wk onq`w|ic|b" |kbkm`nn{comi|o`c

niwjk|kw} }|wotk |` iliq| |` m{}|`nkw} wky{owknkc|} onqbknkc|ocf ckv g{}ock}} n`lkb} icl

qw`l{mocf occ`ti|otk m`c|kc| oc ic i||knq| |` kumkkl kuqkm|i|o`c} icl kcm`{wifk bìb|#

Kuinqbk} ocmb{lk ckv }|wi|kfok} icl iqqbomi|o`c} }{me i} k.MWN |kmec`b`f |` gk||kw

olkc|od m{}|`nkw} ckkl}" ocmwki}k m{}|`nkw tib{k" i||wim| q`|kc|oib m{}|`nkw} icl wk|ioc

kuo}|ocf m{}|`nkw}#


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\e{}" o| mic gk }{ffk}|kl |ei| g{oblocf }|w`cfkw wkbi|o`c}eoq vo|e m{}|`nkw} o} k}}kc|oib |`

wknioc m`nqk|o|otk icl wk|ioc m{}|`nkw}# Db{}} %7191/ knqei}o}kl |ei| m{}|`nkw wk|kc|o`c

icl m{}|`nkw }i|o}dim|o`c eitk gkm`nk nih`w qwo`wo|ok} d`w n`gobk m`nqicok}# I} i wk}{b|" |ek

[J bkilocf n`gobk qw`tolkw}" %}{me i} T`lid`ck" \.n`gobk" @wicfk" @7 icl Dwkk/ iwk

ocmwki}ocfb il`q|ocf i m{}|`nkw.mkc|wom }|wi|kf gi}kl `c kbkm|w`com m{}|`nkw wkbi|o`c}eoq

nicifknkc| %k.MWN/# Iloc icl @xkw %711;" qq# ?91.?7;/ }{qq`w| oc iwf{ocf |ei|

|kbkm`nn{comi|o`c} m`nqicok} {}k k.MWN i} i |``b d`w nicifocf m{}|`nkw wkbi|o`c}eoq} icl

kceicmocf m{}|`nkw }i|o}dim|o`c icl b`ib|#

Gkwfkw`c %711


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C`|ocf |ek bimj `d wk}kiwme oc |ek iwki `d k.MWN icl m{}|`nkw bìb|" Bkk.Jkbb k| ib#

%711=/ octk}|ofi|kl |ek wkbi|o`c}eoq gk|vkkc k.MWN qkwd`wnicmk icl m{}|`nkw bìb| oc ic

k.m`nnkwmk %k.wk|iob/ kctow`cnkc|# \ek d`{cl i q`}o|otk wkbi|o`c}eoq gk|vkkc |ek |v`

tiwoigbk} icl lkn`c}|wi|kl |ek miqigobo| `d k.MWN |` wkl{mk qwomk }kc}o|oto| |ew`{fe ic

kceicmknkc| `d m{}|`nkw bìb|#

\` lwiv dw`n doclocf} `d qi}| bo|kwi|{wk" bo||bk knqowomib wk}kiwme ei} gkkc m`cl{m|kl |`

kuinock |ek onqim| `d k.MWN qkwd`wnicmk `c niwjk|ocf qkwd`wnicmk %W{}| k| ib#" 7111/#

Bkk.Jkbb k| ib# %711=/ wko|kwi|k |ei| bo||bk }}|kni|om kdd`w| ei} gkkc nilk |` kuqb`wk |ek

wkbi|o`c}eoq gk|vkkc m{}|`nkw wkbi|o`c}eoq nicifknkc| icl m{}|`nkw bìb| vo|eoc ic

kbkm|w`com g{}ock}} kctow`cnkc|# ]onobiwb" kuo}|ocf bo|kwi|{wk ei} }e`vc |ei| wk}kiwme o}

ckklkl iw`{cl |ek bocj gk|vkkc k.MWN iqqbomi|o`c} icl m{}|`nkw bìb| oc i n`gobk }kwtomk

kctow`cnkc|#

\ek ig`tk iwf{nkc|} }{qq`w| |ek ocdkwkcmk |ei| knqowomib wk}kiwme |` octk}|ofi|k |eo}

wkbi|o`c}eoq nkwo|} i||kc|o`c# \ekwkd`wk" ic knqowomib }|{l o} ckklkl |` illwk}} |eo} fiq oc

jc`vbklfk icl |` fioc i gk||kw {clkw}|iclocf `d |ek {clkwbocf m`c}ky{kcmk} `d k.MWN `c

m{}|`nkw bìb|# ]km`clb" |eo} }|{l i||knq|} |` onqw`tk {q`c qwo`w wk}kiwme oc lk|kwnococf

`q|onib }|wi|kfok} |` kceicmk m{}|`nkw }i|o}dim|o`c icl m{}|`nkw bìb| |ew`{fe ic kddkm|otk

k.MWN nicifknkc| }}|kn" gi}kl `c i mi}k }|{l `d T`lid`ck#

I} i wk}{b|" |eo} wk}kiwme }e`{bl gk m`cl{m|kl d`w |ewkk wki}`c}# Dow}|b" gi}kl `c ckv

|kmec`b`fok}" n`gobk m{}|`nkw} iwk meicfocf |ekow gkeito`{w icl wky{owk bk}} oc |kwn} `d

`ddbock }kwtomk qwkdkwwocf oc}|kil |` kcfifk vo|e `cbock }kwtomk i}}o}|icmk |ew`{fe n`gobk

m`nqic vkg}o|k}# I} |ek n`gobk ocl{}|w ei} n`tkl `cbock" k.MWN ei} gkm`nk i m`wk

wky{owknkc|# ]km`clb" n`gobk m`nqicok} ckkl |` olkc|od |ek gk}| }|wi|kfok} |` lkbotkw

}{qkwo`w m{}|`nkw }kwtomk `cbock icl |` oc|kwim| vo|e m{}|`nkw} |` voc bìb|# \eo} }{ffk}|}

|ei| |ek }e`{bl {clkw}|icl e`v |` g{obl ic i||wim|otk tow|{ib m`nn{co| |ei| vobb }|wkcf|ekc

|ekow wkbi|o`c}eoq vo|e m{}|`nkw}# \ekwk ei} gkkc c` wk}kiwme |` li|k |ei| ei} kuinockl |ek

onqim| `d k.MWN d`w T`lid`ck# \eo} wk}kiwme vobb ekbq dobb |eo} fiq veobk olkc|odocf jk

|ek`wk|omib dwinkv`wj} wkbi|kl |` k.MWN icl m{}|`nkw bìb| oc i n`gobk }kwtomk m`c|ku|#

Docibb" |eo} wk}kiwme ion} |` qw`tolk n`gobk m`nqicok} oc |ek [J vo|e i gk||kw

{clkw}|iclocf `d |ekow m{}|`nkw} ckkl}# \ek `ghkm|otk o} ib}` |` i}}o}| |ek}k m`nqicok} oc

lktkb`qocf kddkm|otk k.MWN }|wi|kfok} veome mic gk}| ekbq |ekn lkbotkw }{qkwo`w m{}|`nkw

}kwtomk |` wk|ioc |ek n`}| tib{igbk m{}|`nkw}#


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9#; ]M@QK ICL BONO\I\O@C]

W`nic` icl Dhkwnk}|il %711=" qq# 7==.7;5/ olkc|odokl dotk nih`w c`c.n{|{ibb kumb{}otk k.

MWN wk}kiwme iwki} `c |ek gi}o} `d ic k.MWN nk|i.icib}o}# \eo} mbi}}odomi|o`c m`c}o}|} `d

k.MWN niwjk|}" k.MWN g{}ock}} n`lkb}" k.MWN jc`vbklfk nicifknkc|" k.MWN |kmec`b.

`f icl k.MWN e{nic dim|`w}# \eo} }|{l" e`vktkw" vobb `cb m`cmkc|wi|k `c k.MWN |kme.

c`b`f#

K.MWN o} i gw`il.gi}kl m`cmkq| |ei| m`tkw} c`| `cb |ek icib|omib icl `qkwi|o`cib bktkb `d

qwim|omk g{| ib}` |ek m`bbig`wi|otk icl }|wi|kfom `ck}# \eo} |kmec`mkc|wom mi|kf`wo}i|o`c `d k.

MWN qwim|omk} o} diowb m`nqbku# M`c}ky{kc|b" gkmi{}k `d |onk m`c}|wioc|}" |eo} }|{l vobb

niocb d`m{} `c |ek }|wi|kfom i}qkm| `d k.MWN }ocmk o| o} m`c}olkwkl i m`wk m{}|`nkw.mkc|wom

g{}ock}} }|wi|kf |ei| o} lk}ofckl |` voc icl jkkq |ek n`}| tib{igbk m{}|`nkw} d`w |ek

m`nqic#

Ic`|ekw wk}|wom|o`c o} |ei| li|i m`bbkm|kl d`w |eo} wk}kiwme vobb gk bono|kl |` vei| o} itiobigbk

|ew`{fe |ek T`lid`ck vkg}o|k %}{me i} m`nqic wkq`w|}" vkg}o|k m`c|kc|}/ icl }km`cliw

ocd`wni|o`c |ei| o} q{gbomibb immk}}ogbk# I bimj `d immk}} |` oc|kwcib niwjk|ocf icl }|i|o}|omib

li|i ni wkl{mk |ek wkbkticmk `d |eo} }|{l#

Oc illo|o`c" o| ei} gkkc lkknkl ckmk}}iw |` kumb{lk }`nk fw`{q} `d m{}|`nkw} oc `wlkw |`

m`cl{m| i n`wk d`m{}kl wk}kiwme icl |` }|wkcf|ekc |ek qkw|ockcmk `d |ek }|{l# Imm`wlocfb"

|eo} }|{l vobb m`cmkc|wi|k `cb `c {cotkw}o| }|{lkc|} gk|vkkc |ek ifk} `d kofe|kkc icl

|eow|.dotk }ocmk |ek iwk gkboktkl |` gk |ek n`}| }ofcodomic| niwjk| }kfnkc| d`w n`gobk

qw`tolkw} oc |ek [J# @c |ek `|ekw eicl" |ek iwk }iol |` gk |ek ekitok}| {}kw} `d |ek oc|kwck|

icl }{g}ky{kc|b `cbock }kwtomk} %Uktkb`cijo" 711;/#

Ic`|ekw q`oc| v`w|e c`|ocf o} |ei| `cb oclotol{ib} vo|e n`wk |eic `ck kiw `d kuqkwokcmk

vobb gk m`c}olkwkl# \eo} vobb kc}{wk |ei| ibb qiw|omoqic|} eitk }`nk kuqkwokcmk vo|e T`lid`ck

m{}|`nkw }kwtomk#

I} i wk}{b|" |ek fkckwibo}i|o`c `d |ek}k doclocf} ni gk m`c}olkwkl ocm`cmb{}otk `w wi|ekw

lkdomokc| icl ocm`nqwkekc}otk# \ek doclocf} `d |eo} wk}kiwme }|{l ni `cb gk iqqbomigbk |`

|ek [J n`gobk ocl{}|w icl c`| ckmk}}iwob |` `|ekw m`{c|wok} v`wblvolk#


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C`|vo|e}|iclocf |ek ig`tk.lo}m{}}kl bono|i|o`c}" |eo} }|{l vobb ekbq i}}k}} |ek kddkm|otkck}}

`d k.MWN oc }|wkcf|ekcocf wkbi|o`c}eoq vo|e m{}|`nkw}# @c |ek `|ekw eicl" |eo} wk}kiwme

e`qk} |` m`c|wog{|k d{w|ekw |` |ek onq`w|icmk `d k.MWN i} i qwim|omib |``b |` ocmwki}k

m{}|`nkw }i|o}dim|o`c icl imeoktk |ek n{|{ib gkckdo|} gk|vkkc }{g}mwogkw} icl }kwtomk

qw`tolkw} oc |ek [J n`gobk ocl{}|w#

9#4 GIMJFW@[CL @D \EK ]\[L_

\ek N`gobk }kwtomk ocl{}|w ei} gkm`nk |ek n`}| qw`no}ocf icl qw`do|igbk iwki `d

|kbkm`nn{comi|o`c" vo|e n`wk |eic 9#6 gobbo`c }{g}mwogkw} v`wblvolk icl ig`{| 51+ `d |ek

fb`gib q`q{bi|o`c iwk m`tkwkl g n`gobk ck|v`wj} %Db{}}" 7191/# Fw`vocf oc n`gobk qe`ck

`vckw}eoq ei} bkl |` i }eod| dw`n biclbock qe`ck {}ifk |` i lkqkclkcmk `c n`gobk qe`ck}#

@c 9 Hic{iw" 9?5; T`lid`ck oco|oi|kl |ek dow}| n`gobk qe`ck mibb oc |ek [J# \eo} niwjkl |ek

gow|e `d |ek [J n`gobk ocl{}|w |ei| wkt`b{|o`co}kl |kbkm`nn{comi|o`c} v`wblvolk %GGM"

711;/# \ek [J ei} `ck `d |ek biwfk}| n`gobk niwjk|} oc K{w`qk" oc |kwn} `d wktkc{k icl |ek

c{ngkw `d }{g}mwogkw} icl {cbojk `|ekw K{w`qkic niwjk|}" c`ck `d |ek m`nqicok} m{wwkc|b

|wilocf l`noci|k} |ek niwjk| %@dm`n" 711?/# D{w|ekwn`wk" o| ei} gkkc }{ffk}|kl |ei| |ek [J

n`gobk niwjk| ei} ibn`}| wkimekl }i|{wi|o`c vo|e 64 nobbo`c }{g}mwogkw} oc 7115# \eo}oclomi|k} |ei| |ek ti}| nih`wo| `d oclotol{ib} oc |ek [J {}k n`gobk }kwtomk} |` m`nn{comi|k

%Noc|kb" 7115/# \ek [J n`gobk qe`ck ocl{}|w o} bkl g dotk nioc m`nqicok} veome ibb

qw`tolk =F }kwtomk}# \ek}k ocmb{lk = [J" T`lid`ck" \.n`gobk" @7 icl @wicfk#

Imm`wlocf |` Qekbq} %7119" q# 94.96/" ?4 qkwmkc| `d {ceiqq m{}|`nkw} cktkw m`nqbioc# G{|

od |ekow qw`gbkn wknioc} {c}`btkl |ek {}{ibb |kbb |kc `|ekw m{}|`nkw}# \eo} }{ffk}|} |ei|

q``w m{}|`nkw }kwtomk kcm`{wifk} ckfi|otk v`wl.`d.n`{|e m`tkwifk |ei| mic bkil |` m{}|`n.

kw lkdkm|o`c# Qekbq} %7119" q# 9?.


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K.MWN ei} gkm`nk |ek nioc vkg.gi}kl |kmec`b`f |` nicifk wkbi|o`c}eoq} gk|vkkc

m`nqicok} icl m{}|`nkw}" gwocfocf `wfico}i|o`c} icl qk`qbk mb`}kw |eic ktkw gkd`wk# Oc `wlkw

|` onqw`tk kddomokcm icl kddkm|otkck}} veobk lkbotkwocf qw`l{m|} icl }kwtomk} |` m{}|`nkw}

toi OM\}" nic n`gobk }kwtomk m`nqicok} eitk }|iw|kl |` wktokv |ekow }|wi|kfok} `d g{oblocf

wkbi|o`c}eoq} vo|e m{}|`nkw}# \ek iwk |e{} oco|oi|ocf kbkm|w`com m{}|`nkw wkbi|o`c}eoq

nicifknkc| }|wi|kf %Hicf k| ib#" 7114: ]ocfibi" 7115/# Oc 7115" k.MWN vi} olkc|odokl i} i

nih`w qwo`wo| in`cf}| `d g{}ock}} kukm{|otk} %Dbk|mekw" 7115/#

C`vili}" wkbi|o`c}eoq niwjk|ocf %WN/ o} i| |ek ekiw| `d n`gobk m`nqicok} }|wi|kfok} i} o| o}

q`w|wikl i} |ek nioc nkic} |` }|wkcf|ekc wkbi|o`c}eoq vo|e m{}|`nkw} oc |ek b`cf w{c#

Mil`fic %7111/ {clkwbockl |v` dim|`w} |ei| iwk mw{moib |` |ek }{mmk}} `d ic wkbi|o`c}eoq

niwjk|ocf }|wi|kf# \ek}k dim|`w} ocmb{lk oc|kwim|o`c vo|e m{}|`nkw} i} vkbb i} |ek wkboigobo|

icl itiobigobo| `d ocd`wni|o`c#

Imm`wlocfb" nic n`gobk qw`tolkw} iwk octk}|ocf oc occ`ti|otk |kmec`b`fok} %.}{me i} k.

MWN qw`mk}}./ kcm`{wifocf i m{}|`nkw.d`m{}kl }|wi|kf gi}kl `c wkbi|o`c}eoq niwjk|ocf#

Ifwivib %711=/ }{ffk}|} |ei| wkbi|o`c}eoq niwjk|ocf o} ig`{| q{||ocf |ek m{}|`nkw dow}| icl

lkbotkwocf m{}|`no}kl qw`l{m|} `w }kwtomk}# \eo} iqqw`ime veome lkwotk} dw`n WN o} |kwnkl

m{}|`nkw mkc|womo|# M{}|`no}i|o`c o} imeoktkl |ew`{fe k.MWN |ei| o} lk}ofckl |` }|wkcf|ekc

m{}|`nkw mkc|womo| i} obb{}|wi|kl oc |ek dof{wk 9 ig`tk# I} |ek d`bb`vocf dof{wk obb{}|wi|k}" k.

MWN ib}` ekbq} m`nqicok} }cmew`co}k g{}ock}} qw`mk}}k} vo|e gimj.`ddomk icl dw`c|.`ddomk

iqqbomi|o`c}" n{b|onkloi m`c|im| mkc|kw} icl vkg miqigobo|ok} %Qic icl Bkk" 711=/#


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]`{wmk8 I}qkm| m`nn{comi|o c}

Dof 9# M{}|`nkw mkc|womo| m`ctkwfkcmk

M{}|`nkw.mkc|womo| m`c}o}|} `d iliq|ocf qw`l{m|} icl }kwtomk} |` m{}|`nkw} ckkl} veobk

ic|omoqi|ocf niwjk| meicfk}# J`|bkw icl Iwn}|w`cf %711?/ gkboktk |ei| m{}|`nkw mkc|womo| o}m`cmkwckl vo|e lo}}knoci|ocf" fi|ekwocf icl {}ocf itiobigbk ocd`wni|o`c ig`{| m{}|`nkw} icl

m`nqk|o|`w}# Ocmwki}ocfb" n`gobk qw`tolkw} iwk il`q|ocf |eo} }|wi|kf oc ic i||knq| |`

lktkb`q }{qkwo`w tib{k `d m{}|`nkw }kwtomk |ei| vobb d{w|ekw kceicmk m{}|`nkw kuqkwokcmk icl

|ekwkg m{}|`nkw bìb|#

M`c}ky{kc|b" k.MWN o} to|ib d`w n`gobk }kwtomk qw`tolkw} }ocmk |ek {}k |eo} |kmec`b`f i} i

|``b d`w nicifocf |ekow m{}|`nkw mkc|wom }|wi|kf |ei| o} m`cmkwckl vo|e g{oblocf wkbi|o`c}eoq

vo|e m{}|`nkw} icl kceicmocf |ekow bìb|# \eo} qòc| o} }{qq`w|kl g ]m{bboc k| ib# %711


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m`nnkwmk icl k.}kwtomk eitk wktkibkl |ei| m{}|`nkw }i|o}dim|o`c mic }{g}|ic|oibb ocmwki}k

v`wl.`d.n`{|e icl wkqki| q{wmei}k} %]me`lkw icl Nilkhi" 711


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22/137

MEIQ\KW \V@ . BO\KWI\[WK WKTOKV

7#9 OC\W@L[M\O@C

\eo} meiq|kw d`m{}k} `c |ek m{wwkc| wk}kiwme }|{lok} |ei| eitk gkkc m`cl{m|kl oc dokbl} wkbi|kl

|` k.MWN icl m{}|`nkw bìb| oc ic k.g{}ock}} kctow`cnkc|# \ek `ghkm|otk o} |` kuinock

kuo}|ocf bo|kwi|{wk oc ic i||knq| |` }|wkcf|ekc |ek li|i m`bbkm|kl d`w |ek q{wq`}k `d |eo} v`wj#

Wk}kiwme oc |ek iwki `d k.MWN icl m{}|`nkw bìb| ei} `cb wkmkc|b gkm`nk `d fwki| oc|kw.k}| |` wk}kiwmekw} oc |ek qi}| dotk |` }ktkc kiw}# \ek wki}`c o} |v`.d`bl 9/ |ek knkwfkcmk `d

ilticmkl |kmec`b`fok} ei} gw`{fe| ckv `qq`w|{co|ok} %ckv meicckb} bojk tòmk |kmec`b`fok}/

d`w m`nqicok}# Dow}|b" |ek mic ki}ob oc|kwim| vo|e m{}|`nkw} icl `ddkw |ekn }`b{|o`c} oc wkib

|onk# ]km`clb" |ek mic mwki|k m{}|`no}k qw`l{m|} icl }kwtomk} |ei| imm{wi|kb }{o|} m{}|`n.

kw} ckkl}# 7/ M`nqicok} eitk {clkw}|``l |ek tib{k `d kceicmocf k.MWN kddomokcm oc `wlkw

|` ocmwki}k m{}|`nkw }i|o}dim|o`c icl kcm`{wifk m{}|`nkw bìb|#

N`wk`tkw" d{w|ekw wkbktic| bo|kwi|{wk `c |ek |`qom vobb gk kuinockl |` qw`tolk i gwìlkw }m`qk

oc|` |ek iwki `d wk}kiwme# \e{}" lonkc}o`c}" m`nq`ckc|} icl gkckdo|} `d k.MWN vobb gk

kuqb`wkl# Illo|o`cibb" k.MWN dki|{wk} icl onqbknkc|i|o`c vobb gk kuqbiockl# Bi}| g{| c`|

bki}|" |eo} meiq|kw vobb oc|w`l{mk m{}|`nkw bìb|" o|} wkbi|o`c}eoq vo|e m{}|`nkw }i|o}dim|o`c

icl k.MWN `c |ek gi}o} `d kuo}|ocf bo|kwi|{wk#

7#7 M@CMKQ\[IB MBIWODOMI\O@C] 8 MWN ICL K.MWN

Oc |`li} di}|.qimkl |kbkm`nn{comi|o`c} }km|`w" m{}|`nkw} iwk gkm`nocf eofeb lkniclocf

icl n`wk jc`vbklfkigbk wky{owocf niuon{n i||kc|o`c# Wk}kiwmekw} eitk }e`vc |ei| m{}.

|`nkw} oc|kcl |` }vo|me qw`tolkw} vekc |ek iwk c`| }i|o}dokl %Mekc icl Meoc" 7116: Jeibofe

k| ib#" 7197/: |eo} vobb {clkcoigb eitk iltkw}k kddkm|} `c m{}|`nkw bìb|# Down} iwk" |ekwk.

d`wk" }eod|ocf |ekow d`m{} |` |ek m{}|`nkw oc `wlkw |` }i|o}d icl wk|ioc |ekn" ekcmk |ek wo}ocf

onq`w|icmk `d M{}|`nkw Wkbi|o`c}eoq Nicifknkc| %MWN/# I} MWN ei} gkm`nk i nih`w

meibbkcfk d`w nic m`nqicok} oc |eo} ekofe|kckl m`nqk|o|otk kctow`cnkc|" nic kuqkw|}


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eitk |wokl |` qw`q`}k |ek n`}| imm{wi|k lkdoco|o`c q`}}ogbk `d |ek m`cmkq|# \e{}" iqqw`imek}

icl {clkw}|iclocf} tiw dw`n `ck i{|e`w |` ic`|ekw#

MWN knkwfkl oc |ek niwjk|ocf iwki oc kiwb 9??1&} %F{nnk}}`c" 7117" q# =: E{fek}" 711="

q# 79/# Ocd`wni|o`c |kmec`b`f %O\/ down} eitk i |kclkcm |` lk}mwogk MWN i} |ek }`d|viwk

iqqbomi|o`c} |ei| i{|`ni|k |ek niwjk|ocf" }kbbocf icl }kwtomk d{cm|o`c} `d g{}ock}}k} %Lmek"

7117" q# 719/# \eo} ky{i|k} MWN vo|e |kmec`b`f# _ikmjkb k| ib# %7117" q# 7


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m{}|`nkw oc|kwim|o`c} |ei| m`ngock |kbkqe`ck" |ek Oc|kwck|" k.niob" diu icl mei|# \eo} kuqbioc}

|ek knkwfkcmk k.MWN i} i ckv m`cmkq|#

Mw`|ki{ icl Bo %7119/ wko|kwi|k |ei| |ek knkwfkcmk `d |ek Oc|kwck| icl ilticmkl |kmec`b`fok}

ei} bkl |` ckv `qq`w|{co|ok} d`w g{oblocf }|w`cfkw m{}|`nkw wkbi|o`c}eoq# \eo} o} }{qq`w|kl g

Meic icl Bin %711?/ ve` q`}|{bi|kl |ei| oc|kwck| |kmec`b`f ei} gw`{fe| kbkm|w`com MWN

veome o} ic kceicmkl tkw}o`c `d |ek |wilo|o`cib MWN# \ek h{}|odokl |eo} }|i|knkc| g iwf{ocf

|ei| k.MWN ei} kcigbkl `wfico}i|o`c} |` {}k oc|kwck| |kmec`b`fok} |` i||wim| ckv m{}|`nkw}"

|wimj |ekow kuqkm|i|o`c}" olkc|od |ekow ckkl} icl `cbock gkeito`{w} icl m{}|`no}k }{qq`w| icl

}kwtomk}# Lmek %7117" q#91/ }{nniwo}kl |ek ig`tk oc|kwqwk|i|o`c} vkbb vekc ek }|i|kl |ei|

}kiwme kcfock} dimobo|i|k m{}|`nkw} kuqkwokcmk ocmwki}ocf oc|kwim|o`c gk|vkkc g{}ock}}k} icl

m{}|`nkw}#

\ek n`gobk ocl{}|w ei} `ck |ek n`}| onq`w|ic| m{}|`nkw me{wc wi|k} oc |ek g{}ock}} v`wbl i}

o| mic ki}ob kumkkl


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26/137

O| o} d{w|ekw illkl g ]eic icl Bkk %711=/ |ei| k.MWN ei} |ek q`vkw |` mwki|k }{g}|ic|oib

tib{k g kcigbocf `wfico}i|o`c} |` m`bbkm|" `wfico}k icl }kfnkc| m{}|`nkw} ocd`wni|o`c#

]eic icl Bkk %711=/ }{ffk}| |ei| |eo} m`ngoci|o`c `d meicckb} oc ibb g{}ock}} iwki} o} mwo|omib

|` ocmwki}k tib{k vekwki} Q{wgi %7119" q# 997.94/ m`c|kcl} |ei| k.MWN o} }{qkwo`w |` MWN

i} o| mwki|k} eofekw tib{k.illkl#

D`{w mi|kf`wok} `d k.MWN eitk gkkc olkc|odokl8 }|wi|kfom" `qkwi|o`cib" icib|omib icl m`bbig`.

wi|otk k.MWN# Oc dim|" Lme %7117/ icl Jiwono k| ib# %7119/ mbi}}odokl k.MWN oc |v` mi|k.

f`wok}# @qkwi|o`cib k.MWN veome m`c}o}|} `d m{}|`nkw |`{me {q qòc|} %k.niob" |kbkqe`ck"

lowkm| }ibk}/# O| d`m{}k} `c |ek i{|`ni|o`c `d m{}|`nkw.dimocf qw`mk}}k} cinkb" niwjk|ocf

icl m{}|`nkw }kwtomk# Icib|omib k.MWN d`m{}k} `c m{}|`nkw wkbi|o`c}eoq} icib}o} |ew`{fe

li|i nococf# \ek q{wq`}k o} |` {clkw}|icl icl olkc|od m{}|`nkw lkn`fwiqeom}" q{wmei}ocf

qi||kwc}" icl `|ekw dim|`w} }` i} |` g{obl ckv g{}ock}} `qq`w|{co|ok}# M`bbig`wi|otk k.MWN o}

lk}mwogkl i} i q`w|ib" i qiw|ckw wkbi|o`c}eoq nicifknkc| iqqbomi|o`c `w i m{}|`nkw oc|kwim|o`c

mkc|kw %Fkdkc icl Wolocf}" 7117/# Docibb" }|wi|kfom k.MWN o} i m`wk m{}|`nkw.mkc|wom g{}o.

ck}} }|wi|kf |ei| ion} i| wk|iococf |ek n`}| qw`|igbk m{}|`nkw}#

Lonno|woilk} %7114" qq# 657.511/" e`vktkw" }|w`cfb gkboktkl |ei| |ek qwoniw fìb `d k.

MWN o} |` wkl{mk m`}|} veobk ocmwki}ocf ocm`nk} icl qw`do|}# \eo} i{|e`w kuqbioc} |ei| |ek

gk}| vi |` imeoktk |eo} fìb o} |` kcm`{wifk m{}|`nkw} |` ocmwki}k |ekow |wic}im|o`cib lkib.

ocf} vo|e |ek n`gobk }kwtomk qw`tolkw# Imm`wlocf |` Lonno|woilk} %7114" qq# 657.511/" od

|wic}im|o`c} iwk nilk n`wk m`ctkcokc|" {}kd{b icl bk}} kuqkc}otk d`w |ek m{}|`nkw" ek `w }ek

vobb gk n`wk bojkb |` gk }i|o}dokl icl }{g}ky{kc|b |` wknioc bìb# ]i|o}dim|o`c o} q`w|wikl

i} ic onnkloi|k fìb `d k.MWN %Wk}kiwme" 7119/#

Imm`wlocf |` Ilkgich` %711=/" `c |ek `|ekw eicl" nic m`nqicok} diob |` onqbknkc| k.MWN

gkmi{}k |ek l` c`| m`c}olkw |ek d{cm|o`cib i||wog{|k} icl iqqbomi|o`c m`}|}# \ek i{|e`w kn.

qei}o}kl |ei| onq`w|ic| dim|`w} iwk ckfbkm|kl# \ek}k dim|`w} m`nqwo}k d`wviwl icl gimjviwliwmeo|km|{wk m`nqi|ogobo|" m`cdof{wigobo|" m{b|{wib ibofcnkc| icl onqbknkc|i|o`c |onk# \eo}

o} }{qq`w|kl g Ic`c %7117" q# ;4/ ve` qòc|kl `{| |ei| |ek |kmec`b`fomib }olk `d k.MWN

oct`btk} nic }kin} |ei| n{}| gk oc|kfwi|kl miwkd{bb i} |ekwk o} c` }ocfbk }`d|viwk |` dobb

|eo} fiq# Jkcckl %711;" q# 4


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\ekwkd`wk" o| o} k}}kc|oib d`w m`nqicok} |` m`c}olkw |ek}k bono|i|o`c} i} |ek mic eoclkw k.

MWN kddkm|otkck}} icl |ekwkg iddkm| o|} onqim| `c m{}|`nkw b`ib|# Ibofcocf k.MWN vo|e

`wfico}i|o`cib qw`mk}}k} icl m{}|`nkw tib{k mwo|omibb lk|kwnock} k.MWN }{mmk}} %Jiwono k|

ib# 7119: M`wckw icl Eoc|`c" 7117/# \eo} o} }{qq`w|kl g Mekc icl Mekc %711


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. M{}|`nkw ocd`wni|o`c

. \wic}im|o`c eo}|`w

. Qw`l{m|} ocd`wni|o`c

. M{}|`nkw ocd`wni|o`c

. \wic}im|o`c eo}|`w

. Qw`l{m|} ocd`wni|o`c

. Mbomj }|wkin

. M`c|kc|} ocd`wni|o`c

M{}|`nkw }kwtomk \iwfk| niwjk|ocf

. ]|i|om }kwtomk

. @ck.vi }kwtomk

. \onk icl }qimk bono|}

@ck.|`.@ck niwjk|ocf

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. \v`.vi }kwtomk

. I| ic |onk

. Dw`n icvekwk

Dof 7# I m`nqiwo}`c gk|vkkc MWN icl k.MWN

\eo} lo}|ocm|o`c knqei}o}k} |ei| k.MWN o} ic kceicmkl tkw}o`c `d MWN# O| ib}` }{ffk}|} |ei|

MWN onqbknkc|i|o`c o} m`}|ocf icl |onk m`c}{nocf veobk k.MWN o} tkw di}| vo|e bk}}

`qkwi|o`cib m`}|}# D{w|ekwn`wk" o| oclomi|k} |ek d`m{} `d k.MWN `c |ek m{}|`nkw: ekcmk |ek

onq`w|icmk `d octk}|ofi|ocf |ek bocj gk|vkkc k.MWN icl m{}|`nkw bìb|#

Dw`n |ek ig`tk" o| o} mbkiw |ei| MWN icl k.MWN iwk |ek }|wi|kfok} veome m`nqicok} mic {}k

d`w g{oblocf }|w`cfkw wkbi|o`c}eoq} vo|e m{}|`nkw} oc `wlkw |` gk qw`do|igbk# Lk}qo|k }`nk `d

|ek loddkwkcmk} `d `qoco`c" `ck i}qkm| wknioc} m`c}o}|kc|8 k.MWN kuqicl} |ek |wilo|o`cib

MWN |kmecoy{k} g oc|kfwi|ocf |kmec`b`fok} `d ckv kbkm|w`com meicckb}" }{me i} vkg

icl tòmk |kmec`b`fok} m`ngococf |ekn vo|e k.g{}ock}} iqqbomi|o`c} oc|` |ek `tkwibb kc.

|kwqwo}k k.MWN }|wi|kf# Dw`n ic qkw}qkm|otk" k.MWN |kcl} |` eitk i q`}o|otk onqim| `c

m{}|`nkw bìb| onqw`tocf oc|kwim|o`c vo|e m{}|`nkw} icl |ekwkg m{}|`nkw tib{k#

7#= LONKC]O@C] @D K.MWN

Veob}| N`wkbbo k| ib# %7119/ `g}kwtkl d`{w lonkc}o`c} `d k.MWN veome m`c}o}| `d qkw}`cibo.

}i|o`c" |wimjocf icl |wimocf" k.m`nn{comi|o`c icl k.jc`vbklfk" Ig Einol icl NmFwi|e

%711;/ iwf{kl |ei| |ekwk iwk |vkbtk lonkc}o`c} `d k.MWN iqqbomi|o`c}# \ek}k ocmb{lk oc|k.

fwi|kl niwjk|ocf meicckb}" `cbock m`nn{co|" wkviwl}" m{}|`no}i|o`c" ocd`wni|o`c y{ibo|"

ki}k `d citofi|o`c" m{}|`nkw }kwtomk %y{ibo|/" }o|k }km{wo|" tib{k.illkl }kwtomk}" qkwmkotkl


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|w{}| icl qwomk i||wim|otkck}}# Hkbbi}o icl Kclkw} %711


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|{wc m{}|`nkw} oc|` qw`l{m| nijkw} wi|ekw |eic }onqb qw`l{m| |ijkw} %Vockw" 7119" q#

4;/# \eo} o} qiw|om{biwb onq`w|ic| oc |ek m{wwkc| n`gobk qe`ck ocl{}|w vekwk m{}|`nkw} iwk

ocmwki}ocfb knq`vkwkl g n`gobk qe`ck qw`tolkw}# M{}|`no}i|o`c ekbq} |ekn |` me``}k

|ekow qwkdkwwkl qbic" n`gobk vodo immk}} `w qe`ck}# \ek mic ib}` me``}k |ekow qw`l{m| {qli|k}

icl `|ekw i||wog{|k} |ei| ni|me |ekow |i}|k}#

M{}|`nkw ku|kc}o`cM{}|`nkw ku|kc}o`c m`cmkc|wi|k} `c |ek `q|ono}i|o`c `d |ek bodk|onk tib{k `d |ek m{}|`nkw#

@wfico}i|o`c} kuqicl |eo} |ew`{fe k.MWN toi mw`}}.}kbbocf# D`w oc}|icmk" |ek m`nqic vobb

eitk |ek q`}}ogobo| |` oc}|ic|b olkc|od od |ekwk o} }`nk meicfk oc m{}|`nkw imm`{c| bojk

illwk}} meicfk" niwo|ib }|i|{} meicfk" icl biwfk n`ck |wic}dkw#

@cbock m`nn{co|M{}|`nkw} mic }eiwk ocd`wni|o`c icl oc|kwim| ki}ob vo|e kime `|ekw |ew`{fe k.MWN iqqbomi.

|o`c} %`cbock d`w{n}" mei||ocf/# \ek mic ib}` gkckdo| dw`n |ek `cbock ekbqlk}j }kwtomk oc mi}k

`d ic ocm`ctkcokcmk# \ek}k kuqkwokcmk} kcm`{wifk }|omjock}}|ek ku|kc| |` veome i m`nqi.

c o} igbk |` jkkq m{}|`nkw} {}k i }o|k wkbi|otkb b`cfkw icl wk|{wc# \eo} m`c|wog{|k} |` kc.

eicmk m{}|`nkw b`ib| %Ig Einol k| ib#" 7191/#

Ocd`wni|o`c y{ibo| icl ki}k `d citofi|o`cKuo}|ocf bo|kwi|{wk wkbi|kl |` ocd`wni|o`c }}|kn} wktkib} |ei| ocd`wni|o`c y{ibo| o} m`c.

mkwckl vo|e wkdbkm|o`c `d wkbkticm" wkmkc|ck}}" imm{wim" }{ddomokcm" m`c}o}|kcm icl {clkw.

}|icligobo|# Ki}k `d citofi|o`c oct`btk} g`|e |ek d`wni| `d |ek m`c|kc| bi`{| icl ki}k `d

{}k `d |ek }o|k# Vekc ocd`wni|o`c }kiwmeocf icl citofi|o`c iwk }onqbodokl `c i vkg}o|k" o| ei}

gkkc }e`vc |ei| m`c}{nkw} lkmo}o`c nijocf kddomokcm kceicmk}# Imm`wlocfb" itiobigbk

ocd`wni|o`c `c |ek vkg}o|k }e`{bl gk ki}ob {clkw}|icligbk icl {q.|`.li|k# Oc i n`gobk qe`ck

kctow`cnkc| vekwk }vo|meocf lkqkcl} `c `cb i n`{}k mbomj" o| o} k}}kc|oib d`w m`nqicok} |`

dimobo|i|k m{}|`nkw} citofi|o`c }` |ei| m{}|`nkw} vobb y{omjb immk}} |` ocd`wni|o`c |ek

ckkl vo|e |ek bki}| kdd`w| q`}}ogbk#


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@wlkw

K.MWN

7#< M@NQ@CKC\] @D K.MWN

H{|bi k| ib# %7119/ olkc|odokl d`{w nih`w m`nq`ckc|} oc|kfwi|kl oc k.MWN }}|kn cinkb"

kcfifk" q{wmei}k" d{bdob icl }{qq`w| qw`mk}}k} i} }e`vc oc |ek dof{wk gkb`v#

Kcfifk

D{bdob ]{qq`w|

]`{wmk8 Iliq|kl dw`n H{|bi" k| ib#" 7119

Dof =# Jk k.MWN m`nq`ckc|}

Kcfifk m`nq`ckc|

H{|bi k| ib# %7119/ q{| d`w|e |ei| |ek kcfifk m`nq`ckc| o} |ek ck|v`wj veome ekbq} imeoktk

|ek qw`mk}} `d kcm`{wifocf tib{igbk m{}|`nkw} |` q{wmei}k i qw`l{m| `w }kwtomk# N`}| `d

|ek |onk" vekc i m{}|`nkw citofi|k} |ek vkg}o|k b``jocf d`w i }qkmodom qw`l{m| `w }kwtomk"

ek `w }ek }on{b|ick`{}b gw`v}k} kcfifocf oc kuqb`wocf m`c|kc|}" }kiwmeocf" m`nqiwocf"

oc|kwim|ocf" m`cdof{wocf" bkiwcocf icl i}jocf y{k}|o`c}#

@wlkw m`nq`ckc|


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@wlkw m`nq`ckc| o} |ek }|kq vekwk i m{}|`nkw }kbkm|} icl nijk} i m`nno|nkc| |` g{

i qw`l{m| `w i }kwtomk# \eo} m`c}o}|} `d tiwo`{} qinkc| nkmeico}n}" }kbkm|o`c} icl `wlkw

nicifknkc| nkmeico}n} %H{|bi" k| ib#" 7119/# H{|bi k| ib# %7119/ kuqbiockl |ei| m{}|`nkw

`wlkwocf o} wkbi|kl |` kc|kwqwo}k wk}`{wmk qbiccocf %KWQ/" h{}|.oc.|onk %HO\/ octkc|`w m`c|w`b

icl `|ekw b`fo}|omib icl m{}|`nkw.d`m{}kl lktomk}# \eo} onqw`tk} m{}|`nkw kuqkwokcmk icl

|ekwkg m{}|`nkw kuqkm|i|o`c} }ocmk lkbotkw li|k icl `wlkw }|i|{} ocd`wni|o`c vobb gk n`wk

imm{wi|k d`w m{}|`nkw}# @wlkwocf qw`mk}} ib}` kcigbk} m{}|`nkw} |` oc}|ic|b n`lod |ekow

`wlkw} {c|ob |ek |onk `d }eoqnkc|#

D{bdobnkc| m`nq`ckc|D{bdobnkc| o} bocjkl |` nicifocf ocd`wni|o`c `c qw`l{m| `w }kwtomk n`tknkc|# M{}|`nkw}

mic }kcl gimj qw`l{m|} icl `g|ioc wkqbimknkc| oc mi}k `d ocm`ctkcokcmk %qw`l{m| `w }kwtomk

diob{wk/# \ek mwo|omib kcigbkw} oc d{bdobnkc| m`nqwo}k gimj.kcl qw`mk}} oc|kfwi|o`c" fb`gib

}ibk} f`tkwcicmk icl lkbotkw miqigobo| v`wblvolk %H{|bi k| ib#" 7119/# \ek iltic|ifk `d |eo}

qw`mk}} o} |v`.d`bl 9/ m{}|`nkw} mic immk}} qw`l{m| itiobigobo| i} vkbb i} bkil |onk# 7/ \ek

}kwtomk o} d{bb i{|`ni|kl: |eo} }qkkl} {q |ek }kwtomk }|wkcf|ekcocf o|} kddkm|otkck}}#

]{qq`w| m`nq`ckc|

]{qq`w| m`nq`ckc| o} m`cmkwckl vo|e |ek miqigobo| `d k.MWN |` eiclbk m{}|`nkw} ckkl}

icl kuqkm|i|o`c} |ew`{fe m{}|`no}i|o`c" m`ctkcokcmk icl |w{}|# I qwonk kuinqbk `d |eo} o}

}kbd.}kwtomk iqqbomi|o`c |ei| lkwotk} dw`n |eo} qw`mk}}# Oc dim|" m{}|`nkw} mic immk}} i volk

wicfk `d ocd`wni|o`c |ei| kcigbk} |ekn |` meicfk |ekow qkw}`cib lk|iob} `cbock icl |` |wimj

|ekow `wlkw} i| m{}|`nkw bktkb#


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7#; K.MWN DKI\[WK]

K.MWN dki|{wk} m`c}o}| `d k.MWN kdd`w|} |` m{}|`no}k qw`l{m|}" }kwtomk} icl oc|kwim|o`c

vo|e m{}|`nkw} oc `wlkw |` kcm`{wifk bìb| icl ocmwki}k }i|o}dim|o`c# \ek}k dki|{wk} fkckw.

ibb oct`btk }kbd.}kwtomk jc`vbklfk gi}k}" i{|`ni|kl k.niob wk}q`c}k}" i||wim|otk vkg.}o|k

lk}ofc" `cbock bìb| qw`fwinnk} i} vkbb i} qkw}`cibo}i|o`c `d vkg m`c|kc| %E` icl V{"

9???/#

Dkocgkwf k| ib# %7117/ wkq`w|kl |ei| k.MWN dki|{wk} iwk to|ibb onq`w|ic| d`w m{}|`nkw wkbi.

|o`c}eoq nicifknkc| oc k.g{}ock}}# \ek iwk volkb lkdockl i} `q|onib vkg}o|k d{cm|o`cibo|

`w |``b} %Jeibodi k| ib#" 7117: Jeibodi icl ]ekc" 711;/# D{w|ekwn`wk" Jeibodi icl ]ekc %711;/

eofebofe|kl |ei| |ek iwk k}}kc|oib d`w ocmwki}ocf icl qkw}`cibo}ocf oc|kwim|o`c vo|e m{}|`nkw}#

Ic|`c icl Q`}|n{} %9???/ icl Dkocgkwf icl Jilin %7117/ lktkb`qkl i n`wk m{}|`nkw.

mkc|wom k.MWN iqqwìme g olkc|odocf ic ku|kc}otk bo}| `d k.MWN dki|{wk} qw`tolocf m{}.

|`nkw tib{k# E`vktkw" Dkocgkwf icl Jilin}


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=9$d`wnjk>lFu\iLlKmnuTU9W[]LH1V[H`WUY7NbK4NY-fol>1/# \ek wk}q`clkc|} vkwk im|otk {}kw} `d |ek oc|kwck| icl k.

}kwtomk}# \ek qiw|omoqic|} dkbb vo|eoc |ek ifk fw`{q `d 95.=; kiw `bl m`c}{nkw}# [}ocf |eo}

}kfnkc| `d m`c}{nkw} d`w |eo} }|{l vi} }{o|igbk gkmi{}k |eo} ifk fw`{q o} i }ofcodomic| |iwfk|

niwjk| d`w |ek [J n`gobk qe`ck }kwtomk} qw`tolkw} %Uktkb`cijo" 711;/# \ek wkqwk}kc|

`{cf {}kw} ve` eiclbk |qomib n`gobk qe`ck }kwtomk im|oto| cinkb" ]N]" mei||ocf" fink}

icl `|ekw }kwtomk} wkbi|kl |` ckv |kmec`b`fok}#

Oc |eo} wk}kiwme" {cotkw}o| }|{lkc|} vkwk me`}kc i} |ek }inqbk `d |ek }|{l d`w tiwo`{}

wki}`c}# Dow}|b" o| o} volkb gkboktkl |ei| }|{lkc|} }eiwk }onobiw meiwim|kwo}|om}" km`c`nom

igobo|" icl m`c}{nq|o`c gkeito`{w# D{w|ekwn`wk" Lonno|woilk} %7114/ wkq`w|kl |ei|

{cotkw}o| }|{lkc|} vkwk |ek ekitok}| {}kw} `d n`gobk qe`ck }kwtomk} d`bb`vkl g eofe }me``b

}|{lkc|} icl c`c.}|{lkc| il{b|}# Il`q|ocf }|{lkc|} i} }{wtk }inqbk o} }{g}ky{kc|b lkknkl

n`wk iqqbomigbk |` `cbock |wic}im|o`c} %Xockbloc" 7114/# ]km`clb" i wkmkc| }|{l `d |ek {}k `d

n`gobk }kwtomk} wktkibkl |ei| m`c}{nkw} oc |ek 95.=; kiw ifk fw`{q %}qkmodomibb }|{lkc|}/

{}kl n`gobk qe`ck} 69+ n`wk |eic |ek itkwifk d`w ibb ifk fw`{q} %Tkcji|k}e icl Lito}"

7111/# \ek ekitob {}k |ek oc|kwck| d`w m`nn{comi|o`c icl m`nnkwmoib |wic}im|o`c} icl iwk

i wkqwk}kc|i|otk }{o|igbk }inqbk d`w |ek |`qom {clkw wk}kiwme# Ic`|ekw q`oc| v`w|e nkc|o`cocf

o} |ei| {cotkw}o| }|{lkc|} iwk m`c}olkwigb oct`btkl oc i meibbkcfocf n`lkwc kl{mi|o`c veome

ocmb{lk} n.bkiwcocf" k.bkiwcocf icl lo}|icmk bkiwcocf# \ek iwk |e{} n`wk y{ibodokl oc eitocf
https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGxTaDdEcmxVX1RUSDJ0WUJoRXQ2MlE6MQ#gid=0https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGxTaDdEcmxVX1RUSDJ0WUJoRXQ2MlE6MQ#gid=0https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGxTaDdEcmxVX1RUSDJ0WUJoRXQ2MlE6MQ#gid=0https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGxTaDdEcmxVX1RUSDJ0WUJoRXQ2MlE6MQ#gid=0https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGxTaDdEcmxVX1RUSDJ0WUJoRXQ2MlE6MQ#gid=0https://docs.google.com/spreadsheet/viewform?pli=1&formkey=dGxTaDdEcmxVX1RUSDJ0WUJoRXQ2MlE6MQ#gid=0


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;?

}ofcodomic| kuqkwokcmk vo|e loddkwkc| |qk} `d k.m`nnkwmk" k.}kwtomk} icl vkg}o|k} %Iloc

icl @xkw" 711;/#

M{}|`nkw} kuqkwokcmk o} mwo|omib |` lk|kwnock |ek bktkb `d |ek }kwtomk} oc n`gobk qe`ck

}kwtomk ocl{}|w# Oc |eo} }|{l" qk`qbk vo|e n`wk |eic `ck kiw `d kuqkwokcmk vkwk }kbkm|kl#

\ek wky{owknkc| |` me``}k `cb |e`}k vo|e n`wk |eic i kiw kuqkwokcmk vi} to|ibb onq`w|ic|

|` kc}{wk |ei| ibb wk}q`clkc|} eil }`nk jc`vbklfk icl kuqkwokcmk oc n`gobk qe`ck }kwtomk

{}ifk }` |ei| |ek vkwk miqigbk `d mbkiwb icl qwkmo}kb ic}vkwocf |ek y{k}|o`cciowk# \eo}

kcigbk} |ek wk}kiwmekw |` lk|kwnock T`lid`ck qkwd`wnicmk oc |kwn} `d lkbotkwocf }kwtomk `c

|ek vkg icl |ekwkg |` ktib{i|k |ek onqim| `d k.MWN `c m{}|`nkw }i|o}dim|o`c icl bìb|

vo|eoc i n`gobk qe`ck }kwtomk kctow`cnkc|#

Y{k}|o`cciowk} vkwk {}kl oc |eo} wk}kiwme |` ekbq |ek wk}kiwmekw y{omjb icl ki}ob y{ic|odokl

y{k}|o`cciowk} wk}{b|}# N`wk`tkw" y{k}|o`cciowk} mic gk icib}kl n`wk `ghkm|otkb |eic `|ekw

nk|e`l} `d li|i m`bbkm|o`c# E`vktkw" oc |eo} nk|e`l" |ek ic}vkw} iwk `d|kc loddom{b| |` i}}k}}

icl |kcl |` tiw oc mbiwo| icl lkq|e# D{w|ekwn`wk" o| o} volkb iwf{kl |ei| y{k}|o`cciowk} iwk

ociqqw`qwoi|k |` {clkw}|icl oclotol{ib} vi `d |eocjocf" |ei| o}" |ekow dkkbocf}" gkeito`{w}

icl meicfk} `d kn`|o`c}# I} |eo} wk}kiwme ion} |` {clkw}|icl qk`qbk} tokvqòc|} `c

T`lid`ck} `cbock }kwtomk" miwk }e`{bl gk |ijkc vekc iqqbocf |ek }{wtk nk|e`l#

\ek }km`cl qei}k `d |ek qwoniw li|i m`bbkm|o`c d`w |eo} wk}kiwme }|{l vi} m`nqbk|kl

|ew`{fe `ck `c `ck oc.lkq|e oc|kwtokv %Iqqkclou =/# NmCiniwi %9???/ wkq`w|kl |ei|

oc|kwtokv} iwk qiw|om{biwb {}kd{b d`w immk}}ocf |ek }|`w gkeocl i wk}q`clkc|} kuqkwokcmk}#

\ek oc|kwtokvkw mic q{w}{k lk|iobkl ocd`wni|o`c iw`{cl |ek |`qom# Oc|kwtokv} ni gk {}kd{b

i} d`bb`v.{q |` mkw|ioc qiw|omoqic|} |` y{k}|o`cciowk} %NmCiniwi" 9???/# Gkd`wk m`cl{m|ocf

|ek oc|kwtokv}" i m`c}kc| d`wn vi} m`nqbk|kl g ibb qiw|omoqic|} %Iqqkclou 9/#

\ek }inqbk `d |eo} wk}kiwme }|{l m`c}o}|} `d |v` nioc fw`{q} `d wk}q`clkc|}" cinkb

T`lid`ck} }|idd icl |ekow m{}|`nkw}# \ek tokvqòc|} `d g`|e }kwtomk qw`tolkw} icl

m{}|`nkw} kcwomekl |ek lo}m{}}o`c }|wkcf|ekcocf wk}kiwme tibolo| icl wkdococf |ek `{|m`nk `d

|ek }|{l %Iqqkclou 7 icl =/#


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41

Kofe| qw`dk}}o`cib} vo|eoc T`lid`ck} Niwjk|ocf lkqiw|nkc|" icl n`wk }qkmodomibb" vo|eoc

|ek MWN loto}o`c `d |ek n`gobk m`nqic vkwk oc|kwtokvkl# \ek}k oc|kwtokv} mbiwodokl veome

k.MWN |``b} iwk n`wk m`nn`cb {}kl |` wk|ioc |ek n`}| tib{igbk m{}|`nkw}#

D{w|ekwn`wk" |vkbtk wk}q`clkc|} dw`n |ek m`c}{nkw fw`{q |ei| vkwk qiw| `d qei}k `ck `d |eo}

li|i m`bbkm|o`c vkwk oc|kwtokvkl# Dimk.|`.dimk oc|kwtokv} vkwk m`cl{m|kl |` ocmwki}k |ek

wkboigobo| icl tibolo| `d |ek doclocf}# Y{k}|o`c} vkwk lk}ofckl |` gk dbkuogbk icl o| vi}

m`c}olkwkl }{o|igbk |` bono| |ek c{ngkw `d oc|kwtokv} |` |vkbtk |` kc}{wk i lkq|e `d

{clkw}|iclocf vi} `g|iockl# \ek oc|kwtokv} vkwk }|icliwlo}kl icl |ek y{k}|o`c} vkwk `qkc.

kclkl#

Do}ekw %711


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oc|kwtokv} vkwk {}kl |` wkm`wl wk}q`clkc|} c`c.tkwgib m`nn{comi|o`c# D{w|ekwn`wk" c`|k.

|ijocf id|kw oc|kwtokv} dimobo|i|kl wkdbkm|o`c `tkw jk qòc|}#

\ek wi|o`cibk d`w m`cl{m|ocf oc|kwtokv} o} |ei| |ek oc|kwqwk|i|o`c `d y{ibo|i|otk li|i wky{owk}

{clkw}|iclocf loddkwkc| qiw|omoqic|} tokvqòc|}# Lk}qo|k gkocf ockddomokc| d`w wkimeocf i

biwfk c{ngkw `d qk`qbk `w d{bdobbocf d`w c{nkwom ocd`wni|o`c `w }{nniw }|i|o}|om}" oc.lkq|e

oc|kwtokv} iwk {}kd{b oc m`bbkm|ocf |ek tokv} `d loddkwkc| wk}q`clkc|} lkqkclocf `c oclotol{ib

qkw}qkm|otk}# Oc|kwtokv} iwk qiw|om{biwb olkib d`w fiococf fwki|kw oc}ofe| oc|` |ek wk}q`clkc|}

n`|oti|o`c} icl i||o|{lk} |`viwl} |ekow wk}q`c}k} |` |ekow wkqbok} |` |ek y{k}|o`cciowk %oc

qei}k `ck/ icl }qkmodomibb |`viwl} k.MWN kddkm|otkck}} icl m{}|`nkw bìb|#

E`vktkw" oc.lkq|e oc|kwtokv} eitk |ekow bono|i|o`c}# D`w oc}|icmk" |ek oc|kwtokvkw} mic iddkm||ek li|i od |ek iwk c`| m`c}o}|kc|# D{w|ekwn`wk" oc|kwtokvocf o} |onk m`c}{nocf icl o| o}

volkb iwf{kl |ei| qk`qbk dkkb {cm`nd`w|igbk gkocf vi|mekl: ekcmk" |ek ni qkwd`wn

loddkwkc|b vekc gkocf `g}kwtkl icl |eo} ni }bofe|b iddkm| |ek tibolo| `d wk}{b|}#

=#4#9 Ib|kwci|otk li|i m`bbkm|o`c nk|e`l}

\ekwk iwk i c{ngkw `d ib|kwci|otk li|i m`bbkm|o`c nk|e`l} |ei| vkwk lkknkl |` gk

ociqqw`qwoi|k d`w |eo} wk}kiwme }|{l# @ck }{me nk|e`l o} |ek {}k `d d`m{} fw`{q}# N`wfic

icl Jw{kfkw %9??=/ lkdockl d`m{} fw`{q} i} i |kmecoy{k `d fw`{q oc|kwtokvocf oc veome |ek

oc|kwim|o`c gk|vkkc |ek n`lkwi|`w icl |ek fw`{q" i} vkbb i} |ek oc|kwim|o`c gk|vkkc fw`{q

nkngkw}" ekbq} `g|ioc ocd`wni|o`c icl oc}ofe|} oc wk}q`c}k |` miwkd{bb lk}ofckl y{k}|o`c}#

D`m{} fw`{q} iwk n`wk iqqbomigbk d`w }o|{i|o`c} vekwkg |ek wk}kiwmekw vic|} |` eitk i fw`{q

lo}m{}}o`c kuinococf i }qkmodom |`qom |` fioc lkkqkw {clkw}|iclocf oc i m`}| kddomokc| nicckw#

D`w |ek q{wq`}k} `d |eo} wk}kiwme" d`m{} fw`{q} vkwk lkknkl {c}{o|igbk d`w }ktkwib wki}`c}#

Dow}|b" o| o} mw{moib |ei| |ek tokvqòc| `d kime qiw|omoqic| gk mbkiwb ekiwl icl {clkw}|``l#

D`m{} fw`{q} `d|kc ibb`v fw`{q|eocj |` `mm{w# Oc dim|" nkngkw} l` c`| kuqwk}} |ekow

qkw}`cib `qoco`c} icl m`nqb vo|e i m`nn`c tokv `w m`cd`wn |` i qiw|om{biw fw`{q nkngkw


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`w bkilkw# ]km`clb" oc.lkq|e `ck.`c.`ck oc|kwtokv} iwk m`c}olkwkl n`wk kddomokc| |eic d`m{}

fw`{q} oc |eo} wk}kiwme gkmi{}k |ek wk}kiwmekw o} igbk |` m`tkw n`wk fw`{cl oc|kwtokvocf `ck

oclotol{ib tkw}{} i fw`{q#

=#4#7 Nk|e`l`b`fomib |woicf{bi|o`c

M`ngococf oc|kwtokv}" y{k}|o`cciowk} icl l`m{nkc|i|o`c |kmecoy{k} g`b}|kw} |ek wkboigobo|

icl |ek tibolo| qw`tolocf gwkil|e icl lkq|e oc k.MWN |kmec`b`f iwki# \e{}" |eo} }|{l {}k}

Nk|e`l`b`fomib |woicf{bi|o`c veome oct`btk} {}ocf n`wk |eic `ck nk|e`l |` m`bbkm| li|i"

}{me i} oc|kwtokv}" `g}kwti|o`c}" y{k}|o`cciowk}" icl l`m{nkc|}# Veob}| Ib|wome|kw k| ib#

%7115/ nioc|ioc |ei| |woicf{bi|o`c fotk} i n`wk oc.lkq|e icl gibicmkl qom|{wk `d |ek }o|{i|o`c"

@L`c`fe{k icl Q{cme %711=" q# 76/ iwf{k |ei| |woicf{bi|o`c o} i nk|e`l `d mw`}}.mekmjocf

li|i dw`n n{b|oqbk }`{wmk} |` }kiwme d`w wkf{biwo|ok} oc |ek wk}kiwme li|i#

\woicf{bi|o`c ekbq} |ek i{|e`w kc}{wk |ek tibolo| `d wk}kiwme doclocf} |ew`{fe |ek {}k `d oc.

|kwtokv}" y{k}|o`cciowk} icl l`m{nkc|i|o`c# O| o} i nkic} `d `tkwm`nocf |ek bono|i|o`c} icl

goi}k} veome mic iwo}k dw`n |ek {}k `d `cb `ck `d |ek nk|e`l} nkc|o`ckl kiwbokw %Bocm`bc

icl F{gi" 7111: M`gg" 7111: Lx{wkm icl Igwiein" 9??=/# Imm`wlocfb" |ek wk}kiwmekw ei}

me`}kc |` gkfoc ekw wk}kiwme vo|e i y{k}|o`cciowk#

E`vktkw" nk|e`l`b`fomib |woicf{bi|o`c o} }{ghkm| |` }`nk m`c}|wioc|}# Q`bo| icl E{cfbkw

%9??;/ olkc|odokl |ei| |ek loddkwkcmk} oc kqo}|kn`b`fom }|icmk ni wk}{b| oc m`cdbom| ig`{| |ek

wk}kiwme lk}ofc icl |ei| |ek ocmwki}kl kuqkc}k `d n{b|o.nk|e`l wk}kiwme ni eitk i }oxkigbk

iltkw}k kddkm| `c |woicf{bi|o`c# \ek d{w|ekw }{ffk}|kl |ei| wk}kiwmekw kuqkw|o}k ni gk

bono|kl oc |kwn} `d |woicf{bi|o`c#

Dokblocf icl Dokblocf %9?54/ iwf{kl |ei| }`nk wk}kiwmekw} m`ngock y{ibo|i|otk icl

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}|wkcf|e `d |ek `|ekw# E`vktkw" N`w}k %9??9/ ilt`mi|kl |ei| |ek imm{wim `d li|i dw`n `ck

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=#6 K\EOMIB M@C]OLKWI\O@C]

O| o} ckmk}}iw |` ilekwk |` k|eomib c`wn} oc wk}kiwme d`w }ktkwib wki}`c}# Imm`wlocf |` Wk}coj

%7191/ k|eomib }|icliwl} qw`n`|k |ek `ghkm|otk} `d wk}kiwme cinkb" jc`vbklfk" |w{|e" icl

itòlicmk `d kww`w# \e`}k ocmb{lk qwèogo|o`c} ifioc}| digwomi|ocf: dib}odocf" `w

no}wkqwk}kc|ocf wk}kiwme li|i# D{w|ekwn`wk" tib{k} }{me i} m`cdolkc|oibo|" n{|{ib |w{}| icl

imm`{c|igobo| `d |ek qiw| `d |ek wk}kiwmekw iwk k}}kc|oib d`w |ek }{mmk}} `d |eo} wk}kiwme }|{l#

O| vi} |ekwkd`wk m`c}olkwkl onq`w|ic| |` kc}{wk |ei| oclotol{ib} vkwk d{bb iviwk `d |ek ci|{wk

|ek wk}kiwme i} vkbb i} o|} onqbomi|o`c}# Wk}q`clkc|} oc |eo} wk}kiwme vkwk wky{owkl |` fotk

m`c}kc| |` qiw|omoqi|k |` |ek }|{l# \ek vkwk ib}` ocd`wnkl oc ilticmk `d |ekow wofe| |`

vo|elwiv dw`n |ek }|{l i| ic qòc| `d |ek y{k}|o`cciowk `w oc|kwtokv vo|e`{| ic

m`c}ky{kcmk#

Illo|o`cibb" ocd`wni|o`c `g|iockl l{wocf oc|kwtokv} icl y{k}|o`cciowk} ei} gkkc jkq|

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m`nqk|o|otk kctow`cnkc| `d |ek [J n`gobk ocl{}|w" |ek i{|e`w kc}{wkl |ei| ibb ocd`wni|o`c

icl y{k}|o`c} {}kl oc |eo} wk}kiwme vobb gk kumb{}otkb knqb`kl d`w |ek q{wq`}k} `d |eo}

}|{l# Docibb" qiw|omoqic|} vkwk ocd`wnkl |ei| ibb qkw}`cib icl `wfico}i|o`cib ocd`wni|o`c

v`{bl gk |wki|kl ic`cn`{}b#

=#5 QOB@\ \K]\

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oc |ek y{k}|o`cciowk vkwk d{bb {clkw}|``l g |ek qiw|omoqic|} icl |ekwk iwk c` qw`gbkn} vo|e

|ek v`wlocf icl {clkw}|iclocf# \kohbocfkc icl E{clbk %7119/ }{qq`w| |eo} qwim|o}k g eofe.

bofe|ocf |ei| Qob`| }|{lok} iwk k}}kc|oib d`w i f``l }|{l lk}ofc# Ib|e`{fe m`cl{m|ocf i qob`|

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m`{bl gk m`bbkm|kl |ew`{fe |ek y{k}|o`cciowk}# Dkklgimj dw`n |ek qob`| |k}| vi} oc|kfwi|kl |`


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saphie alim's final project 2012 mba marketing & management

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