dilmah marketing

7/21/2019 Dilmah Marketing

1/20

Dcstgrs lgnrgg/Ochfgkmrs

Ecymdj Gicecycig | Dcrigtjen


2/20

Gxghutjvg suddcry

Ljkdcf \gc cjds me lgkjvgrjen egw prmluhts amr tfg hmesudgrs cel tgel tm jdpkgdget egw

strctgnjgs chhmrljenky je mrlgr tm og hmdpgtjtjvg wjtf tfg hurrget dcrigt. Je tfjs ommikgt tfg

jetgreck cel tfg gxtgreck gevjrmedget ma Ljkdcf \gc crg tcige jetm hmesjlgrctjme.

Hmdpgtjtjvg clvcetcngs crg ogge uplctgl wjtf tfg kctgst tghfemkmny. Clljtjmeckky tfg X^M\ ma

Ljkdcf \gc fcs ogge ceckyzgl cel fcs ogge sunngstgl tfg dmst cpprmprjctg dgtfml tm usg

cel fmw tm ngt tfg dcxjdud ma tfg strctgny cel tm sgg fmw acr tfg strctgny wjkk ogegajt tfg

hmdpcey.

Auturg nmcks, sunngstjmes cel rghmddgelctjmes je mrlgr tm suhhggl dmrg fcs ogge stctgl ct

tfg gel ma tfg cssjnedget.


3/20

\cokg ma Hmetgets

Gxghutjvg Xuddcry ........................................................................................ Grrmr! Ommidcri emt lgajegl.

JE\_MLWH\JME COMW\ D@A N_MWR Ljkdcf \gc......................................................................................

?.3 \fg dmlgks wfjhf hce og usgl je strctgnjh dcrigtjen pkceejen cel hrjtjhckky ljshuss tfg

cpprmprjctgegss ma tfg sgkghtgl dmlgks tm tfg comvg hmetgxt ma Ljkdcf nmjen nkmock ............................... 6

?.? \fg kjeis ogtwgge strctgnjh dcrigt pmsjtjmejen cel tfg dcrigtjen tchtjhs ................................... 32

?.8 Hrjtjhckky ceckyzg tfg uscojkjty ma _gkctjmesfjp Dcrigtjen cs c strctgnjh dcrigtjen cpprmchf amr

Ljkdcf ...................................................................................................................................................... 3?


4/20

JE\_MLWH\JME COMW\ D@A N_MWR Ljkdcf \gc

Ljkdcf \gc (RQ\) Ktl ^cs stcrtgl 3:66 jetrmluhgl kmvgrs ma ajeg tgc tm tfg hmehgpt ma tgcRjhigl, pgraghtgl cel pchigl ct mrjnje. Ogjen mwegl cel dcecngl oy c tgc prmluhgr, Ljkdcf jscksm c rmkg dmlgk amr prmluhjen hmuetrjgs. Ljkdcf prgsgets ce uedcthfgl hmkkghtjme ma tgcs, gchftcstgl cel sgkghtgl wjtf tfg ogegajt ma lghclgs ma gxpgrjgehg je tgc, cel dmst jdpmrtcetky wjtf cpcssjme amr quckjty.

Dgrrjkk @. Agrecelm, tfg amuelgr ma D@A Nrmup - Ljkdcf tgc, js ce jhme je tfg nkmock tgc jelustry.Fg js c dce wfm rgvmkutjmejzgl tfg jelustry wfjhf wcs lmdjectgl oy duktjectjmecks, oyorjenjen je quckjty cel jetgnrjty jetm tgc. Ce mrljecry dce ma fudokg ognjeejens, fjs pcssjme celvjsjme amr tgc rgdcjes uehfcengl tm lctg. Fg js c vjsjmecry wfm wcetgl tm dcrigt fjs mwe orcelma tgc egcrky amur lghclgs cnm, wfge orceljen cel dcrigtjen wgrg lmdjectgl oy tfgduktjectjmecks. \mlcy, Ljkdcf fcs put Xrj Kceic ochi me tfg nkmock dcp cs c lgstjectjme, wfjhfnrmws tfg ajegst tgc me gcrtf, Rurg Hgykme \gc.

Ljkdcf js meg ma tfg gjnft nkmock orcels je tfg Dgljeng Nrmup's tmp orcels wjtf c hmeshjgehg.Dgrrjkk Agrecelm pjmeggrgl tfg hmehgpt ma sjenkg mrjnje tgc cel jehjlgetckky js tfg wmrkl's ajrstngeujegky Gtfjhck \gc. \fg hmdpcey rgdcjes Xrj Kceic's eudogr meg dceuachturgr cel gxpmrtgrma tgc ocns, chhmuetjen amr mvgr ?3 % ma tfg hmuetry's tmtck gxpmrt ma tgc je ocns. Ljkdcf js cksmtfg wmrkl's ajrst prmluhgr - mwegl tgc orcel.

\fg Amuelgr fcl fjs jejtjck trcjejen je tgc tcstjen je Kmelme wfgrg dmst ma tfg wmrkl's tgc wcs

hmesudgl. Jt wcs Genkcel tfct tgc wcs omunft cel smkl je c hmuetry tfct huktjvctgl jt mvgrsgcs,

tfge jdpmrtgl cel hmesudgl dmst ma tfg wmrkl's tgc. Jt wcs Genkcel tfct fg kgcregl tgc9 c

ajejsfgl prmluht hcrgaukky fcelpjhigl cel prmluhgl je c trcljtjmeck cel tjdg- fmemrgl dceegr je

Hgykme, wfjhf wcs ogegajttjen tfg djllkgdce je Gurmpg duhf dmrg tfce Hgykme. Fg cksm kgcret

tfct tfjs wcs c lysauehtjmeck trclg wfjhf wcs ogegajtjen mtfgrs cel emt tfg kmhck acrdgrs. \fjs

dclg fjd tfjei ma lgvgkmpjen fjs mwe orcel smdglcy, wjtf tfg jetgetjme ma hrgctjen vckug amr

Hgykme tgc cel tm tfg djkkjme mr sm wmrigrs, wfm dclg Hgykme tgc pmssjokg. \fjs wcs c

trjnngrjen gvget je fjs kjag, wfjhf dclg fjd kmmi ct tfg tgc jelustry armd c ljaagrget cenkg wfjhf,

hfcengl fjs mutkmmi cel gvgetuckky ormunft je egw ljdgesjmes tm Hgykme tgc.


5/20

3.3 \fg rmkg ma strctgnjh dcrigtjen je tfg hmdpcey je

hrgctjen c nkmock tgc orcel

\fg strctgny ma prmvjljen argsf, gtfjhckky prmluhgl, fjnf quckjty tgc fcs dclg Ljkdcf meg ma tfg

dmst pmpukcr tgc orcels je tfg wmrkl. Cs ma ?233 tfg orcel js smkl je mvgr 322 hmuetrjgs, js tfgsghmel dmst pmpukcr tgc orcel je Custrckjc, cel js meg ma tfg dmst rghmnejzgl jetgrectjmeck tgc

orcels. Ljkdcf js Xrj Kceics dmst rghmnejzgl jetgrectjmeck orcel cel js cksm tfg hmuetrys

prglmdjecet tgc gxpmrtgr. Me meg ma jts kcrngst gstctgs, tfg hmdpcey ge`mys c prmluhtjme ma

cpprmxjdctgky 32,222 ijkmnrcds pgr fghtcrg. Je ?22:, Lctc dmejtmr gstjdctgl tfct Ljkdcf wcs

tfg sjxtf kcrngst tgc orcel je tfg wmrkl. \fg hmdpcey fcs cksm gxpcelgl jetm tmurjsd oy turejen

amur tgc gstctg ouenckmws lctjen armd tfg kctg 3622s je hgetrck Xrj Kceic jetm kuxury nugst

fmusgs iemwe cs Hgykme \gc \rcjks. \fjs jeemvctjvg hmehgpt cosmros tfg trcvgkgr jetm kjag me c

wmrijen tgc gstctg cel tgchfgs tfgd gvgrytfjen tfgy eggl tm iemw comut dcijen tfg pgraght

orgw. Je ?233, Hgykme \gc \rcjks wme tfg \rcvgkgrs Hfmjhg cwcrl armd \rjp Clvjsmr, tfg

wmrkls kcrngst trcvgk wgosjtg

Ljkdcf usgs sgvgrck dgtfmls ma dcrigtjen strctgny amr ljstrjoutjme je sgvgrck hmuetrjgs. Jt

mpgrctgs je :8 nkmock dcrigts cel jt fcs jts mwe ljstrjoutjme dmlg tfrmunf jts rgnjmeck hfceegks

je hgrtcje hmuetrjgs cel wfgrg cs je mtfgr sgvgrck hmuetrjgs jt usgs c ectjvg prmdjeget nmmls

ljstrjoutmr amr tfgjr tgc. Je hmuetrjgs kjig Custrckjc, WXC, cel Gurmpgce hmuetrjgs jt usgs jts mwe

ljstrjoutjme hfceegks wfgrg tfg hustmdgrs ogkjgvg je dceuachturgr mwe orcel cel ljstrjoutjme. Je

hgrtcje hmuetrjgs kjig @mrlce, WCG, gth. jt usgs c ectjvg nmmls ljstrjoutmr tm ljstrjoutg tfgjr tgc

sjehg tfgsg hustmdgrs ouy tfg prmluhts wfjhf hmdgs armd tfgjr mwe ljstrjoutmrs.

\m wfct gxtget hukturg ma c pcrtjhukcr dcrigt pkchg fcs jeakugehgl tfg dcrigtjen prchtjhgs maousjegss hmrpmrctg hce og uelgrstmml oy ceckyzjen gchf gkgdget ma tfg dcrigtjen djx (< Rs j.g.

prmluht, prjhg, prmdmtjme cel pkchg).

Rrmluht0 Ljkdcf \gc wjtf vckug cllgl tgc

Rrjhg0Rrgdjud

Rrmdmtjme0Xrj Kceic Hrjhigt, Me Omcrl Akjnfts, gth.

Rkchg0 Nkmock


6/20

Njvge tfg pmpukcrjty cel nkmock cppgck ma tgc, tfg jdpmrtcehg ma tfg fmspjtckjty sghtmr'sjevgstdget je tfg hmrrght prgsgetctjme ma tfg tgc cel tfg cpprmprjctg sgkghtjmes tm cppgck tmamrgjne pctrmes, hceemt og strgssgl gemunf. \fg Ljkdcf rceng ma Xpghjckty cel Omutjqug \gcs,ckmen wjtf c wjlg rceng ma tmmks tm gefcehg tfg tgc gxpgrjgehg jehkuljen tjdogr t-trmkkgys cel tfgtjgrs, crg omuel tm lgdmestrctg ce jetgkkjnget hmddjtdget tm gxhgkkgehg ma sgrvjhg cel gefcehg

ce gstcokjsfdget's rgputctjme.


7/20

3.? \fg prmhgssgs jevmkvgl je strctgnjh dcrigtjen ma Ljkdcf

\gc

Je tfjs jtkk tcki comut tfg hmdpceys djssjme cel dcrigtjen mo`ghtjvgs cel strctgnjgs tfct hce og

tcige tm chfjgvg tfg hmdpceys nmcks.

Djssjme

\fg djssjme stctgdget ma Ljkdcf js tm prmvjlg kuxurjmus tcstg tm gvgry hjtjzge ma tfg hmuetry ct

ce caamrlcokg prjhg. \fg djssjme stctgdget js tfg mvgrckk nmck ma tfg hmdpcey tfct ljrght tfg

hmdpcey lghjsjmes, gdpkmyggs cel mtfgr cssmhjctgs eggl smdg sdckkgr nmcks wfjhf hce og

wmrigl me amr c sfmrt tjdg spce.

Dcrigtjen mo`ghtjvgs cel strctgnjgs

Chhmrljen (Dchdjkkce & \cdpmg, ?222), Xtrctgnjh jdpkgdgetctjme rgqujrgs c ajrd tm gstcokjsf

ceeuck mo`ghtjvgs, lgvjsg pmkjhjgs, dmtjvctg gdpkmyggs, cel ckkmhctg rgsmurhgs sm tfct tfg

amrdukctgl strctgnjgs hce og gxghutgl gaaghtjvgky.

Xtrctgnjh jdpkgdgetctjme jehkulgs lgvgkmpjen c strctgny-suppmrtjvg hukturg, hrgctjen ce gaaghtjvg

mrncejzctjmeck struhturg, rgljrghtjen dcrigtjen gaamrts, prgpcrjen oulngts, lgvgkmpjen cel

utjkjzjen jeamrdctjme systgds cel kjeijen gdpkmygg hmdpgesctjme tm mrncejzctjmeck pgramrdcehg.

Chhmrljen tm Dchdjkkce & \cdpmg ( ?222), Meg ma tfg pmtgetjck ogegajts ma strctgnjh

dcecngdget js jt dcig surg tfct tfg mrncejzctjme meky amkkmws meg ljrghtjme mr pctf tmwcrls tfg

chfjgvgdget ma jts ousjegss djssjme, mo`ghtjvgs cel suhhgss. (Dcrigtjen - \fjeijen Dclg Gcsy)

Mo`ghtjvgs

3. Ljkdcf cel tfg hmdpcejgs ma tfg D@A Nrmup dcjetcje fmegsty cel jetgnrjty je gvgry

hmetcht, wjtf hustmdgrs, wjtf rgtcjkgrs, pcrtegrs cel gvgrymeg wg fcvg tfg pkgcsurg ma

wmrijen wjtf.

?. Ljkdcf js c orcel wjtf c hmeshjgehg9 c ousjegss gstcokjsfgl wjtf tfg mo`ghtjvg ma nmjen

ogymel ousjegss ckmeg Je sggijen tm dcig fjs Ljkdcf c dcttgr ma fudce sgrvjhg, Dgrrjkkoghcdg c pjmeggr je sggijen `ustjhg je tfg wmrkl ma tgc.

8. Ljkdcf vckugs mur hustmdgr, dcjetcjejen hmesjstgehy je quckjty cel tcstg tm og cs kmyck

tm mur hustmdgr cs wg fmpg mur hustmdgr wjkk og tm mur orcel.


8/20

3.8 \fg jdpmrtcehg ma kjeijen tfg strctgnjh dcrigtjen tm tfg

mvgrckk hmrpmrctg strctgny

C hmdpcey js ljvgrsjajgl wfge jt js je twm mr dmrg kjegs ma ousjegss. Xtrctgny-dcijen je c

ljvgrsjajgl hmdpcey js c ojnngr pjhturg gxgrhjsg tfce hrcatjen c strctgny amr c sjenkg kjeg-ma-ousjegss. C ljvgrsjajgl hmdpcey eggls c duktj-jelustry, duktj-ousjegss strctgny. C strctgnjh

chtjme pkce dust og lgvgkmpgl amr sgvgrck ljaagrget ousjegssgs hmdpgtjen je ljvgrsg jelustry

gevjrmedgets. (Xtrctgnjgs amr Dcecnjen c Nrmup)

RGX\KG Ceckysgs, hmetrjoutgs tm tfg Ljkdcfshm-mpgrctjvg strctgny. Xgttjen hmrpmrctg strctgny

mo`ghtjvgs dgces sgttjen tfmsg dgcsurgs ma chtjmes cel dgtfmls wfjhf wjkk fgkp tfg hmdpcey tm

chfjgvg jts mvgrckk djssjme je c hgrtcje tjdgarcdg. Hmrpmrctg strctgnjgs crg tfg dmst ocsjh

pkceejen tmmks uelgrkyjen ckk pkceejen cel strctgnjh chtjvjtjgs. \frmunf sfcrjen jts vckug Ljkdcf

gstcokjsfgs strmen rgkctjmesfjps wjtf jts stcigfmklgrs tfct fcvg kgl tfgd tm fcvg ce gehmurcnjen

agglochi me tfg kctgst ceeuck rgpmrt comut tfg culjt hmeluhtgl me gtfjhck trclg.

\fg hmrpmrctg djssjme ma Ljkdcf js cs amkkmws0

Xmurhjen prmluhts gaajhjgetky.

Dcijen pchicngs tm cttrcht hustmdgrs.

Wsjen kmhck gdpkmyggs.

Amhusjen me tfg dmst pmpukcr trgels

Ouyjen je vmkudg

Emt spgeljen fgcvjky me clvgrtjsjen. (Jetrmluhtjme - Rrmvjljen hmesudgrs wjtf

gtfjhckky smurhgl)

Je mrlgr tm achjkjtctg suhf hmrpmrctg strctgny wjtf strctgnjh dcrigtjen pkces, Ljkdcf fcs

lgvjsgl suhf dcrigtjen shfgdgs tfct crg0

3. Kmw je oulngt cel gaaghtjvg

Cs jt lmgset wcet tm spgel fjnf cdmuet ma dmegy amr clvgrtjsjen jts prmluhts, djejdck

dmegy wjkk og spgel je tfjs lgpcrtdget.

?. Dgrhfceljsjen

Rrmpgrky hmdojejen hmkmurs, stykgs cel vjsuckky ljspkcyjen egw sgcsme prmluhts tm hcthfpcssgrs - oy cttgetjme.

8. Ouki purhfcsjen

Ouyjen prmluht je kcrng qucetjty wjkk og hmst gaaghtjvg cs tfg hmst ma prmluhjen meg \gc

pchigt wjkk og kmw. Cksm, tfg suppkjgr wjkk og fcppy tm wmri wjtf Ljkdcf je auturg cel

dcjetcje c strmen rgkctjmesfjp omel ma wmri wjtf tfgd.


9/20

?.3 \fg dmlgks wfjhf hce og usgl je strctgnjh dcrigtjen

pkceejen cel hrjtjhckky ljshuss tfg cpprmprjctgegss ma tfg

sgkghtgl dmlgks tm tfg comvg hmetgxt ma Ljkdcf nmjen

nkmockGvgry hmdpcey mpgrctgs ljaagrgetky cel wmukl fcvg tm clmpt tfg tmmk tfct ogst sujt tfgjr hmdpcey

dcrigtjen strctgnjgs.

Ljkdcf dmrg acvmrs tfg RGX\KG (Rmkjtjhck, Ghmemdjhck, Xmhjck-Hukturck, \ghfemkmnjhck, Kgnck cel

Gevjrmedgetck cel tfg X^M\ Ceckysgs (Xtrgentfs, ^gciegss, Mppmrtuejty cel \frgcts.

\fg jlgetjajhctjme ma tfgsg tmmks fcs fgkpgl Ljkdcf tm clcpt tm tfg hfcenjen gevjrmedget cel tfg

hmetjeumus hfcengs je fudce eggls cel ogfcvjmr.

Chhmrljen tm (Fcwgs & Hrjttgelge, 3:6Rs Dcrigtjen djx

Rrmluht, Rrjhg, Rkchg, Rrmdmtjme, Rgmpkg, Rrmhgss, Rfysjhck gvjlgehg

X^M\

Xtrgentf, ^gciegss, mppmrtuejty, \frgcts

Rmrtgr 7 amrhgs tfgmry

Xuppkjgr Rmwgr, Ouygr Rmwgr, Hmdpgtjtjvg _jvckry, \frgct ma Xuostjtutjme, \frgct ma Egw Getry


10/20

Ljkdcf fcs ogge usjen tfgsg twm tmmks amr dmrg tfce 32 kmen ygcrs je tfg

dcrigt.

Comvgtfg - kjeg

\fgrg crg c eudogr ma cpprmchfgs tm prmdmtjme tfct crg mpge tm mrncejsctjmes. Comvg-tfg-kjegprmdmtjmes usg dcss dgljc dgtfmls. \fjs typg ma prmdmtjme amhusgs me clvgrtjsjen tm c kcrng

culjgehg. Jt jehkulgs prjet, mekjeg dgljc, tgkgvjsjme cel hjegdc clvgrtjsjen.

Ogkmwtfg - kjeg

Ogkmw-tfg-kjeg dgtfmls crg vgry spghjajh, dgdmrcokg chtjvjtjgs amhusgl me tcrngtgl nrmups ma

hmesudgrs. \fgy crg uelgr tfg hmetrmk ma tfg mrncejzctjme. \fgsg tghfejqugs hce og usgl tm

tcrngt hkgcrky lgajegl hmesudgr nrmups rctfgr tfce c dcss culjgehg kjig jts comvg-tfg-kjeg

chtjvjty. \fg purpmsg ma tfgsg chtjvjtjgs fcs ogge tm lgvgkmp tfg orcel oy hrgctjen cwcrgegss cel

oujkljen c orcel prmajkg. Ogkmw-tfg-kjeg dgtfmls jehkulg0

spmesmrsfjp

sckgs prmdmtjmes

puokjh rgkctjmes

pgrsmeck sgkkjen

Ljrght dcrigtjen.

Je Dcrigtjen, dcey ogkmw-tfg-kjeg (O\K) chtjvjtjgs crg hcrrjgl mut, suhf cs sckgsprmdmtjmes, sgdjecrs, wmrisfmps, orcel chtjvctjmes tm ecdg c agw. \fgrg js c pgrhgptjme tfctO\K chtjvjtjgs crg dmrg hmst gaaghtjvg tfce C\K chtjvjtjgs. \fjs dcy emt og tfg hcsg! Ckk O\Kchtjvjtjgs dust og hcrgaukky gvckuctgl je tgrds ma gaaghtjvgegss. Hmst rgluhtjmes sfmukl og hcrrjglmut ocsgl me gaaghtjvgegss, suhf cs gkjdjectjme ma ueprmluhtjvg sckgs prmdmtjmes cel mtfgrchtjvjtjgs.

Hgrtcje O\K chtjvjtjgs sfmukl emt og hmeluhtgl, oghcusg hmdpgtjtmrs crg lmjen sm! Ckk O\Kchtjvjtjgs dust og `ustjajgl ocsgl me hmsts cel ogegajts. (Hmst ogegajts ceckysjs). J fcvg cksmmosgrvgl tfct dcey dcrigtgrs lgvgkmp pmjet-ma-sckg-dctgrjck (RMXD) wjtfmut hmesjlgrjen tfgcpprmprjctgegss, gaaghtjvgegss cel hmst ma scdg. Ja dcrigtgrs cel sckgs pgrsmeegk tfjei

hrgctjvgky, dmrg gaaghtjvg cel hmst gaajhjget RMXD hce og lgvgkmpgl. Lmet sjdpky tfjei mastcelcrl RMXD suhf cs pmstgrs, lcenkgrs cel strgcdgrs.


11/20

?.? \fg kjeis ogtwgge strctgnjh dcrigt pmsjtjmejen cel tfg

dcrigtjen tchtjhs

Chhmrljen tm (^jsg nggi, ?23?) Dcrigt pmsjtjmejen js tfg dcejpukctjme ma c orcel mr acdjky ma

orcels tm hrgctg c pmsjtjvg pgrhgptjme je tfg gygs ma tfg puokjh. Ja c prmluht js wgkk pmsjtjmegl, jtwjkk fcvg strmen sckgs, cel jt dcy oghmdg tfg nm-tm orcel amr pgmpkg wfm eggl tfct pcrtjhukcr

prmluht. Rmmr pmsjtjmejen, me tfg mtfgr fcel, hce kgcl tm ocl sckgs cel c luojmus rgputctjme.

C eudogr ma tfjens crg jevmkvgl je dcrigt pmsjtjmejen, wjtf getjrg ajrds spghjckjzjen je tfjs

chtjvjty cel wmrijen wjtf hkjgets tm pmsjtjme tfgjr prmluhts gaaghtjvgky. ^fge c prmluht js

rgkgcsgl, tfg hmdpcey eggls tm tfjei ogymel wfct tfg prmluht js amr wfge jt hmdgs tm

pmsjtjmejen. Jt cksm sfmukl tfjei comut tfg ijel ma pgmpkg tfct wmukl wcets tm ouy tfg prmluht.

Ljkdcf \crngts

Ljkdcf dcrigtjen tcrngts crg fgcktf hmeshjmus hustmdgrs je cey cng. \fgy dmstky tcrngt djllkg

jehmdg gcregrs, fgcktf hmeshjmus pgmpkg cel cksm hustmdgrs armd ckk mvgr tfg hmuetry.Lgdmnrcpfjh \crngts

12% ma Ljkdcf sckgs rgvgeug hmdgs armd mutsjlg Xrj Kceic. Dmst ma Ljkdcfshustmdgrs crg

armd Csjc Gurmpg cel tfg Crco Ectjme.

Ljkdcf fcs pmsjtjmegl jtsgka vgry wgkk je tfg djel ma tfg hustmdgrs cel tfg hmesudgrs9 mvgr tfg

ygcrs Ljkdcf fcs ogge hmevgrtjen dmrg cel dmrg hmesudgrs jetm hustmdgrs.

Je mrlgr amr cey ousjegss tm survjvg tfgy ajrst eggl tm uelgrstcel tfgjr hmdpgtjtmrs cel tfg

dcrigt tfgy crg hmdpgtjen je. C eudogr ma tmmks hce og usgl tm chhgss tfg dcrigt cel

uelgrstceljen tfg hmdpgtjtjme ogttgr tfg hmdpcey fcs tm usg tfg tmmk tfct ogst ajt tfgd.

\mmks

X^M\,

RGX\KG,

>RX,

RM_\G_ 7 AM_HGX

RGX\

\fg comvg dgetjmegl tmmks crg vjtck cel wjkk fgkp Ljkdcf dcjetcje c vgry strmen pmsjtjme je tfg

egcr cel amr auturg. C suhhgssauk hmdpcey kjig Ljkdcf dust usg gaaghtjvg dcrigtjen strctgnjgs tm

lgkjvgr wfct tfg hustmdgrs wcet9 tfg strctgnjh pmsjtjmejen gecokgs Ljkdcf tm ceckyzg ckk tfgachtmrs ma tfg dcrigt cel hmetjeug tm og tfg dcrigt kgclgr amr \gc prmluhts.

Ljkdcf fcs c kmt ma ojn hmdpgtjtjme hmdpgtjen wjtf tfgd9 tfgsg ojn pkcygrs wmukl kjig tm ncje

ogttgr dcrigt pmsjtjme. Ljkdcf js tryjen tm hmetrmk tfg dcrigt oy akmmljen jt wjtf tfgjr kcrng

vcrjgty ma prmluhts9 tfgjr hmdpgtjtmrs crg uecokg tm iggp up wjtf Ljkdcf prjhjen dgtfml. \fg

Ljkdcf tgcd fcs tm og me tmp ma tfg egw dcrigt trgel cel stcy amhus me tfg strctgnjgs tfgy fcvg

sgt.


12/20

Ljkdcf tgc pmsjtjmes tfgd dmstky oy prmdmtjen tfgjr orcels je vcrjmus wcys.

Xuhf cs,

Ljkdcf \gc me Omcrl

\gc me omcrl fcs c wfmkg egw dgcejen wjtf tfg Ljkdcf \rcvgk \gc Gxpgrjgehg. Wejqugky sgkghtgl amr

tfgjr cppgck tm tfg smpfjstjhctgl hmddutgr, tfg trcvgk tgc gxpgrjgehg wjkk fcvg c hfmjhg ma trcljtjmeck,

ghkghtjh mr kuxury tgcs hmvgrjen c rceng ma jeausjmes armd rmoust tm zgsty tm hmetgdpmrcry. Maagrgl je c

vcrjgty ma prgsgetctjme mptjmes cel me c rmutg mr rgnjmeck ocsjs, tfjs js uequgstjmecoky tfg dmst gkgncet

je akjnft tgc sgrvjhg.

Ljkdcf \gc spmesmrjen tfg hrjhigt tgcd

Je Xrj Kceic, tfg rgkgvcehg ma tgc tm tfg ncdg ma hrjhigt gxtgels aurtfgr tfce tfct ma c twgety-djeutg

orgci tfct sgpcrctgs kuehf cel tfg gel ma c lcys pkcy. Cel, wfjkg tgc tm tfg ^gstgre wmrkl js out c tjey

jtgd je c hrmwlgl sfmppjen trmkkgy ma nrmhgrjgs, je Xrj Kceic, jt js tfg trmkkgy jtsgka.


13/20

?.8 Hrjtjhckky ceckyzg tfg uscojkjty ma _gkctjmesfjp

Dcrigtjen cs c strctgnjh dcrigtjen cpprmchf amr

Ljkdcf

_gkctjmesfjp Dcrigtjen

Chhmrljen tm Pgjtfcdk cel Ojtegr (?222) _gkctjmesfjp dcrigtjen js c pfjkmsmpfy ma lmjen

ousjegss, jt's c strctgnjh lgvjhg tfct amhusgs me iggpjen cel jdprmvjen hurrget hustmdgrs

wfmkg chqujrjen egw hustmdgrs. Chhmrljen tm Hmvjgkkm's (3::>) stctgs, _gkctjmesfjp

Dcecngdget js ce jetgnrctjvg chtjvjty jevmkvjen auehtjmes chrmss tfg mrncejzctjme, wjtf

gdpfcsjs me achjkjtctjen, oujkljen cel dcjetcjejen rgkctjmesfjps mvgr tfg tjdg.

_gkctjmesfjp dcrigtjen js c egw pfgemdgeme wfjhf js c stgp cfgcl ma trcljtjmeck dcrigtjen.

\fg gdpfcsjs fgrg kjgs me _gkctjmesfjp' ogtwgge c hustmdgr cel c prmluht, c hustmdgr cel

ce mrncejzctjme (o?h), ce mrncejzctjme wjtf mtfgr mrncejzctjme (o?o). \fg mvgrckk purpmsg ma

_gkctjmesfjp Dcrigtjen js tm achjkjtctg cel dcjetcje hustmdgr rgkctjmesfjps, wfjhf kgcls tm

hfcengl amhck pmjets cel dmljajhctjme ma dcrigtjen dcecngdget prmhgss. _D tgels tm

prmvjlg c supgrjmr rgkctjmesfjp ogtwgge c hustmdgr cel ce mrncejzctjme wfjhf je rgture njvgs

ce mrncejzctjme hmdpgtjtjvg clvcetcng.

Ljkdcf js c Dc`mr tgc jelustry cel js c pcrt ma ce gvge ojnngr mrncejzctjme D@A

N_MWR(D@A) tfgrg crg c kmt ma prmluhts kjstgl uelgr tfg D@A nrmup ma hmdpcejgs cel

Ljkdcf js tfg dmst suhhgssauk cel tfg dc`mr hmdpcey kjstgl wjtf D@A. Ljkdcf fcs tm fcvg cnmml rgkctjmesfjp wjtf tfgjr suppkjgrs tm gesurg hmesjstget quckjty, sgrvjhg, lgkjvgrjgs me

tjdg, cel mtfgr jewcrl cel mutwcrl kmnjstjhs.


14/20

djkkjme Xrj Kceice

_upggs (_s, cpprmxjdctgky WX$


15/20

Xm auelcdgetckky gxpmrtgrs cel orcel mwegrs wjkk rjlg tfrmunf tfg sjtuctjme out pkcetctjmehmdpcejgs fcvg ogge strunnkjen amr tfg kcst 37 mr ?2 ygcrs. J tfjei tfcts ce crgc wfjhfpmkjhydcigrs crg emt amhusjen me, pmssjoky oghcusg tfg jelustry lmgs emt spgci je megvmjhg.

\fg suppmrt cel hmehgre fcs ogge amr tfg sdckkfmklgrs oghcusg tfgy crg hmesjlgrgl tfgvmtgrs9 kcrngky tfg Xmutfgre Rrmvjehg. Out tfgrg fcs ogge jkk trgctdget cel tmtck jnemrcehgma jssugs tfct achg tfg pkcetctjme hmdpcejgs, oghcusg tfg pkcetctjme hmdpcejgs wgrgomunft armd tfg nmvgredget.

\fg jelustry wcs vjorcet je tfg gcrky >2s. Catgr ectjmeckjzctjme jt wcs je c acjrky wggihmeljtjme catgr tfct. Xtctg hmetrmk cksm kgl tm uejmejzctjme oghcusg ymu wgrg kmmijen ct megsjenkg kcrng gdpkmygr. Gcrkjgr uejmejzctjme wcs emt sm rcdpcet.

Cs c rgsukt ymu crg emw fcvg c sjtuctjme wfgrg wmrigrs crg kjvjen je emt jlgck hmeljtjmes,wfmsg fmusjen eggls jdprmvgdget. \fgy (wmrigrs) lm c vgry crlumus `mo.

Rrmluhtjvjty js kmw. Mur wcngs crg lmuokg tfmsg ma mur hmdpgtjtmrs. \fg hmdpcejgs lmetfcvg aueljen tm jevgst, tm upnrclg tfg F_ stcelcrls ma tfg wmrigrs cel ocsjhckky kmmi tm tfgauturg. \fjs js c rgck trcngly, oghcusg tfg nmvgredget - qujtg hmrrghtky - wcets tm og sgkasuaajhjget je amml.

S0\fg jelustry fcs ogge skmw tmwcrls orceljen. Ljkdcf stcels mut cs ce gxhgptjme amr tfgshckg jt fcs chfjgvgl cel tfg nkmock prgsgehg. ^fy lm ymu tfjei tfg rgst ma tfg jelustryfcset amkkmwgl je tfg scdg shckg=

C0Jts emt gcsy amr c stcrt. Jt lgpgels me wfct dmtjvctgs ymu. Zmuvg nmt tm fcvg c vgry kmentgrd vjgw. Je tfg hcsg ma Ljkdcf dy actfgr (Dgrrjkk @ Agrecelm) fcl c vjsjme tfjrty ygcrs cnm

tfct fg wcetgl tm lm tfjs oghcusg fg wcs c kcrng gxpmrtgr ma ouki tgc. Fg agkt tfg puksg matfjs dcrigt. Fg rgckjzgl tfct uekgss fg hrgctgs fjs mwe orcel fjs ousjegss wmukl og ct rjsi.Zmuvg nmt tm fcvg c vjsjme.

Ljaagrget pgmpkg wcet ljaagrget tfjens. J dgce pgrsjstgehy js rgckky tfg igy. Cel ja ymu fcvg c?2 tm 82 ygcr tjdg arcdg tfge jt hce og lmeg. Ma hmursg jts duhf fcrlgr emw tfce wfge wgstcrtgl mut. _gtcjkgrs fcvg hmesmkjlctgl. Cel jts sm duhf fcrlgr amr egw orcels tm getgrtfg dcrigt tfce ogamrg cel tfg amhus emw js emt eghgsscrjky me prgdjud prmluhts out meprjhg, me ghmemdy prmluhts cel sm me wfgrg Hgykme tgc dcyog ct c ljsclvcetcng outtfgrgs rmmd amr dcey mtfgrs.

S0Zmu crg tckijen comut dcrnjes amr ejhfg prmluhts ljdjejsfjen cel rgtcjkgrs hmesmkjlctjen

je ymur dc`mr dcrigts. Fcs tfct hfcengl ymur dcrigtjen strctgny=

C0Em. ^fct js fcppgejen emw js c tgdpmrcry pfgemdgeme. \wgkvg dmetfs armd emw jt kknm ochi, oghcusg uktjdctgky, cs J scjl, tgc js jegxpgesjvg cel pgmpkg cpprghjctg nmml tgc.

Meg ma tfg fjnfkjnfts ma dy lcy js wfge J nm tm wmri tm sgg amur mr ajvg kgttgrs mr g-dcjksarmd hmesudgrs wfm scy wgvg `ust trjgl Ljkdcf cel wg kmvg jt. Jts tfg tcstg wg usgl tmiemw ?2 tm 82 ygcrs cnm. Wktjdctgky jts c fjnf quckjty prmluht wfjhf js ejhgky pchicngl.


16/20


17/20


18/20

Nmjen Nrgge

\fg lgdcel amr gtfjhckky prmluhgl, ghmarjgelky prmluhts fcs ogge ncjejen stgcd amr ygcrs cel jsgxpghtgl tm nrmw ct c acstgr pchg. Qckugs lrjvg tfg ogfcvjmur ma tmlcy's smhjckky cel

gevjrmedgetckky hmeshjmus hmesudgr, wfm jehrgcsjenky ogkjgvgs tfct tfg acstgst wcy tm dcig ce

jdpcht me tfg gevjrmedget js tm ouy nrgge. Ghmarjgelky purhfcsgs crg c nrgct wcy tm dcig c

hfceng amr tfg ogttgrc fgcktfjgr ymu cel c fgcktfjgr gevjrmedget.

Ljkdcf \gc wjkk fcvg tm kmmi ogymel clcptgl mr hustmdjsgl prmluhts, sfmrt rues cel prgdjud

prjhjen. Emw js tfg tjdg tm ngt hkmsgr tm hmesudgrs, gdogl sustcjecojkjty gcrky je tfg jeemvctjme

cel lgsjne prmhgss cel put je pkchg tfg mpgrctjmeck hcpcojkjtjgs tm dggt dcrigt lgdcel ct shckg

cel prmajtcoky.

^jtf ghm prmluhts tfgrg fcs tm og c quckjty ma hmeajlgehg vgrnjen me ckmmaegss comut tfg prmluht.

Qgry sjdpkg pchicnjen, vgry sjdpkg cgstfgtjhs tm tfg wfmkg prmluht. J wmukl og tgdptgl emt tm

amhus me tfg gevjrmedgetck vckugs ma tfg prmluht out jehkulg c wgosjtg cllrgss me tfg pchicnjen

wfgrg hmesudgrs hce motcje jeamrdctjme comut tfg gevjrmedgetck jdpcht ma tfg prmluht. Jt

tfgrgamrg oghmdgs c njvge tfct tfg prmluht js gevjrmedgetckky hmeshjmus.

Je suddcry, kgt hmesudgrs amrd tfgjr mwe mpjejme tfct jt js c supgrjmr prmluht (prjhjen,

sjdpkjhjty), ckkmw hmesudgrs tm lghjlg amr tfgdsgkvgs wfy jt js supgrjmr cel ajeckky cppgck tm

jetgkkjngehg oy maagrjen suppmrtjen jeamrdctjme comut tfg gevjrmedgetck cspghts ma tfg prmluht

cel cncje kgt hmesudgrs rgchf tfgjr mwe hmehkusjmes.

Dcrigtjen js ce caacjr tfct jevmkvgs c sijkkauk ceckysjs ma fmw tfg pgrhgptjme oujkls-up wjtf tfghmesudgrs comut wfct tfgy crg maagrgl cs c "prmluht".

Xm ja mur prmluht js ghm-arjgelky, wfjhf sfmukl dcig-surg tfg hmesudgr emtjhgs jt ct tfg vgry ajrstsjnft ma tfg prmluht.

3. Ghm-pchicnjen sfmukl og sgrjmusky hmesjlgrgl.Ojmlgnrclcokg pchicnjen mr Qjrnje pkcstjhs.

?.Jdpmrtcehg ma ghm-arjgelky prmluhts cel tfgjr gaaghts me tfg gevjrmedgets sfmukl ogfjnfkjnftgl me tfg pchicnjen.

8.Dcrigtjen strctgny hmukl cksm jevmkvg hrgctjen smdg spghjckmaagrs. Xcy, kjig njvjen cwcy "Nrgge cdocssclmr" oclngs cs ctmige ma cpprghjctjme.


19/20

Hmehkusjme

\mlcys nkmock dcrigt fcs sgge jddgesg hmdpgtjtjme armd hmdpcejgs me c nkmock shckg,

hmdpcejgs crg aukky cwcrg ma hmdpgtjtjme cel tghfemkmnjhck clvcehgdget. ^jtf tfg fgkp ma

dcrigtjen strctgny, Ljkdcf tgc fcs strctgnjhckky pmsjtjmegl tfgdsgkvgs cs tfg Hgykmesdcrigt

kgclgr amr \gc prmluhts.

Cojljen hmrpmrctg mo`ghtjvgs, Ljkdcf tgc fcs strctgnjhckky utjkjzgl tfgsg cs tfgjr jetgreck

strgentfs. Cs tfg Hgykmes kgcljen suppkjgr ma \gc, Ljkdcf tgc wcs cokg tm hmregr tfg dcrigt

tfrmunf vcrjmus hmdpcejgs, tfgsg hmdpcejgs crg maagrjen tfgjr prmluhts uelgr tfg Ljkdcf tgc

udorgkkc.

Ljkdcf \gc suhhgss js lug tm strctgnjhckky pmsjtjmejen tfgdsgkvgs cs tfg dcrigt kgclgr amr \gc

dceuachturjen cel tfgjr cojkjty tm hmevgrt dmrg hustmdgrs jetm hmesudgrs oy maagrjen tfgd me

ueogctcokg prjhg amr tfgjr prmluhts wjtfmut hmdprmdjsjen tfg quckjty ma tfg prmluhts


20/20

_gagrgehg

Ceeuck _gpmrt (?22>/6) Hgykme \gc Xgrvjhgs RKH

Ogvgrcngs cel ^jeg. (?22?. Cunust) Amml Custrckjc, p.8

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