Capítulo 15 Marca y posicionamiento

7/28/2019 Captulo 15 Marca y posicionamiento

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CBJOJM Ocmtres Curepces bc Cnprcsfs Jmmevfberfs bc lf OenumjbfbWflcmojfmf (OCCJ OW*

BJXCOOJM Ocmtres Curepces bc Cnprcsfs Jmmevfberfs bc lf OenumjbfbWflcmojfmf (OCCJ OW*

Cm lf clfherfojm bc cstc beouncmte `f pfrtjojpfbe lf cnprcsf C_JOHusjmcss ' Nfractjmi _o`eel-

8440 BC C_RF CBJOJM Ocmtre Curepce bc Cnprcsfs Jmmevfberfs bc Wflcmojf (OCCJ Wflcmojf*

Fvbf- Hcmkfnm Grfmaljm, 68- Tfro Rcomelijo27:04 Tftcrmf (Wflcmojf*

BJ_CE Bchfsc Cstubje Iroe

NFVSCRFOJM Mcte cstubje orcftjve, _-L-

BCXCO@E_ XC_CXWFBE_ Vucbf rjiuresfncmtc pre`jhjbe, scim futerjzfojm csorjtf bc les tjtulfrcsbc Oepyrji`t, hfke umf sfmojm cstfhlcojbf per Lcy, lf rcprebuoojm tetfle pfrojfl bc cstf ehrf per ouflqujcr ncbje e preocbjnjcmte, jmolujbfslf rcpreirfgf e trftfnjcmte jmgerntjoe y lf bjstrjhuojm bc ckcnplfrcsncbjfmtc prstfne phljoe-

Cstc Nfmufl sc `f cbjtfbe irfojfs fl fpeye prcstfbe per cl JNTJWF(Jmstjtute bc lf Ncbjfmf y Tcqucf Jmbustrjf bc lf Icmcrfljtft Wflcmojfmf*f trfvs bcl Oemvcmje sjmiulfr bc oelfherfojm pfrf cl bcsfrrelle bclTreirfnf bc Fsjstcmojf fl Cnprcmbcber-


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Nfmufl

Nfrofype

sjojemfnjcmte

63

www-rcboccj-oenwww-cnprcmcnkumts-cs


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JmbjocJ m b j o c

9

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66

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80

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6 CL NFXACRJMI Z CL JMRCX_ TEX LF_ NFXOF_

8 TE_JOJEMFNJCMRE E HXFMBJMI5

? LF NFXOF; OEMOCTRE H_JOE

2 HXFMB NFMFICNCMR E OENE IC_RJEMFX SMF NFXOF

3 LF C_RXFRCIJF BC NFXOF; F_TCORE_ F OEM_JBCXFX

7 GFOREXC_ C_CMOJFLC_ CM LF OEM_RXSOOJM BC SMF NFXOF

9 CLCNCMRE_ VSC ICMCXFM LF JBCMRJBFB BC NFXOF

0 ONE XCOSTCXFX SMF NFXOF5

: CL TEBCX BC LF OENSMJOFOJM

64 OEMOCTRE BC TE_JOJEMFNJCMRE Z _S_ FOCTOJEMC_

64-6 XCVSJ_JRE_ BCL HCMCGJOJE H_JOE BCL TE_JOJEMFNJCMRE


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vcmtfs y nfractjmi vcmtfs y nf

actjmi vcmtfs y nfractjmi vcmtfs

nfractjmi vcmtfs y nfractjmi vcm

tfs y nfractjmi vcmtfs y nfractjm



nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjm






actjmi vcmtfs y nfractjmi vcmtfsnfractjmi vcmtfs y nfractjmi vcm






vcmtfs y nfractjmi vcmtfs y nfactjmi vcmtfs y nfractjmi vcmtfs






tfs y nfractjmi vcmtfs y nfractjmvcmtfs y nfractjmi vcmtfs y nfract

jmi vcmtfs y nfractjmi vcmtfs y nf




vcmtfs y nfractjmi vcmtfs y nfract

jmi vcmtfs y nfractjmi vcmtfs y nfactjmi vcmtfs y nfractjmi vcmtfs



vcmtfs y nfractjmi vcmtfs y nfract

Nfrof y

pesjojemfNjcmte


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fractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtf

s y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjm

vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfrNfrof y pesjojemfNjcmte

9

cmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfr.

ctjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y

fractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs

nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcm.

s y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi








CL NFXACRJMI Z CL JMRCX_TEX LF_ NFXOF_

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Cstfhlcocr umf nfrof cm cl ncrofbe cs cl vcrbfbcre frtcbcl nfractjmi- Me sc oemsunc cl prebuote, sjme lf jnficmquc ume tjcmc bcl njsne- Oemstrujr umf nfrof me cs slebfrlc um menhrc f um prebuote, sjme tfnhjm, icmcrfr umfcxpcrjcmojf-

Cste sjimjof tcmcr cm oucmtf cl oemtfote bc lf icmtc oem lfnfrof- Smf nfrof cs um menhrc, pcre oufmbe lf nfrof cspebcresf `foc pcmsfr cm nuo`fs ns oesfs-

Cl phljoe cstfhlcoc sus prcgcrcmojfs tcmjcmbe cm oucmtf lfnfrof- Lf nfrof cs cl mcieoje- Cl gertflcojnjcmte bc lf nfrofmcocsjtf ns quc lf puhljojbfb- Lfs nfrofs rcprcscmtfm nsquc cl prebuote; rcprcscmtfm umf oemiurfojm bc scrvjojes,vflercs y prencsfs `co`fs per cl vcmbcber-

_j les oemsunjbercs oenprfrfm les prebuotes sjm jnpertfrlcsles scrvjojes, y les hcmcojes y tebes les prebuotes gucrfm lesnjsnes, les ncrofbes sc hfsfrfm mjof y cxolusjvfncmtccm cl prcoje- Cm csc ofse, tebfs lfs oenpffs tcmbrfm quc

focptfr cl prcoje jnpucste per cl ncrofbe y sle ifmfrf lfcnprcsf quc tuvjcsc cl oestc ns hfke

Lfs oenpffs sjcnprc pucbcm cspcojfljzfrsc cm gfhrjofr lfvcrsjm ns sestjofbf bcl prebuote y oehrfr um prcoje fltepfrf fs ouhrjr sus prepjes oestcs- Les hjcmcs rcsultfmtcsscrm prebuotes bc luke, oem umf ofljbfb, tcrnjmfojm,burfhjljbfb, rcmbjnjcmte y cstjle supcrjercs-

Nuo`fs vcocs eourrc quc cl prcoje supcrf cl jmorcncmtercfl bc lf ofljbfb- Cstf vcrsjm sestjofbf bcl prebuote

pucbc cxjstjr sjcnprc quc cxjstfm oenprfbercs quc qujcrfm


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jmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y

nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcm

mtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractj

0

sestcmcr les csgucrzes bc les prebuotes oemsojcmtcsbc lf ofljbfb supcrjer- Cm ofsj tebfs lfs oftcierfs bcprebuotes e scrvjojes, `fy ume e ns vcmbcbercs qucegrcocm le ncker-

_c pucbcm cmoemtrfr rcstfurfmtcs, `etclcs, ofgs, cto-nuy oesteses- F vcocs ume sc serprcmbc per lf jrrupojmbc um mucve oenpctjber quc cstfhlcoc um prcoje nuyflte- Sm ckcnple scrf @fficm Bfzs, quc sc prenevjoene umf nfrof bc `clfbes bc fltf ofljbfb, f umprcoje kfns fmtcs oehrfbe per mjmiumf etrf nfrof bc

`clfbes-Lfs nfrofs rcprcscmtfm ns quc cl prebuote;

rcprcscmtfm umf oemiurfojm bc scrvjojes, vflercs yprencsfs `co`fs per cl vcmbcber- Cxjstcm oenpffsquc `fm sjbe ofpfocs bc oenpctjr oem lf nfrof,jmtrebuojcmbe um prebuote oenpfrfhlc cm ofljbfb yrcmbjnjcmte, pcre oem um prcoje nuo`e ns hfke- Lfoenpff Reyetf jmtrebuke um mucve nebcle, Lcxus, oemum pesjojemfnjcmte bcl tjpe ns per le njsne-

Bcnestr lf fltf ofljbfb bc su mucve Lcxus bc vfrjfsgernfs; f trfvs bc les oencmtfrjes bc les pcrjebjstfscm bjfrjes y cm rcvjstfs, f trfvs bc lf bjstrjhuojm bc um

vbce cm cl quc nestrfhf lf oenpfrfojm cmtrc Lcxusy Ncrocbcs- Rfnhjm bcnestr quc lf cxpcrjcmojf bcoenprf bc les oemocsjemfrjes Lcxus crf ncker quc lf


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fractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcm.

s y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfract.

i vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y







fractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcm.TE_JOJEMFNJCMRE E HXFMBJMI48

Xcojcmtcncmtc lf nfrof sc f trfmsgernfbe, pfrf nuo`es,cm lf pjcbrf lesegfl bc les mcieojes-

_u icstjm, quc cm jmils sc bcmenjmf hrfmbjmi .umfpflfhrf bc trfbuoojm jnpesjhlc fl cspfel., sc `f pucstebc nebf- Cm les ltjnes ? fes cm CC-SS- sc `fm puhljofbens bc 8-344 ljhres sehrc cstc tpjoe-

F`erf hjcm, me `fhjcmbe bubf bc quc cm cl numbe fotufl,

`jpcroenpctjtjve y ilehfljzfbe, cl menhrc bcl prebuote,scrvjoje, cnprcsf, jmstjtuojm, ojubfb, pfs c, jmoluse,pcrsemf cs lf rcgcrcmojf ns jnpertfmtc pfrf trjumgfr cm lfncmtc bc les oljcmtcs, oemvjcmc rccxjemfr sj cs lf ofusf ecl cgcote-

Les prebuotes sc `focm cm lf ghrjof, pcre lfs nfrofs cm lfncmtc- Cl pesjojemfnjcmte cs umf nctebeleif quc pfrtc bccmtcmbcr one gumojemf lf ncmtc-

Le bcmjnes oene le quc bjgcrcmojf fl prebuote f lf

cnprcsf cm lf ncmtc bc les oljcmtcs- Cs lf rfzm quc `frquc cl oenprfber cst bjspucste f pfifr um peoe ns permucstrf nfrof- Cl truoe oemsjstc cm cmoemtrfr lf gernf bccxprcsfr lf bjgcrcmojf-

Cs gojl s sc cs ns rpjbe, sciure, ftrfotjve e mucve,fumquc fliumfs vcocs `fy quc rcourrjr f etres ftrjhutes metfm vjmoulfbes fl prebuote f lf cnprcsf, pcre quc jmtcrcsfmfl oljcmtc y rcgucrzfm mucstrf jnficm cm su ncmtc-

Smf vcz jbcmtjofbe cl ftrjhute quc bjgcrcmojfr y `fr

prcgcrjbf f mucstrf nfrof, `fy quc oemocmtrfrsc cm l-


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Bcsbc cl J!B!j `fstf lf jnficm oerperftjvf, tebebchc erjcmtfrsc f orcfr orcbcmojflcs quc rcgucrocm cloemocpte bjgcrcmojfber-

Hrfmbjmi cs pemcr umf nfrof cm lf ncmtc bcl oljcmtckumte oem su jbcf bjgcrcmojfberf- F vcocs cl prepjemenhrc cs suojcmtc (Rclcpjzzf per ckcnple* fumquc cmlf nfyerf bc les ofses `foc gfltf umf folfrfojm quc lefoenpfc (Welve._ciurjbfb, Wjsf.Lbcr Numbjfl, [frf.Nebf fscqujhlc*-

Nuo`fs pcrsemfs sc quckfm bc quc fliumes gfhrjofmtcspreperojemfm ns bc le quc cllfs pjbcm y sjm cnhfriesjiucm pfifmbe cl prcoje ns flte- Cl pesjojemfnjcmtebcl vfler ns cxjtese scrf egrcocr f les oljcmtcs y f lesoenprfbercs petcmojflcs ns per ncmes-

stc cs cl ftrfotjve bc lfs cxjtesfs tjcmbfs bc bcsoucmte-Sm ckcnple scrf lf kuiuctcrf ReysXus quc egrcoc lfnfyer sclcoojm bc kuiuctcs per cl ns hfke prcoje-

Cm bcmjtjvf, ofbf nfrof bchcrf fbeptfr umf cstrftcijfbc pesjojemfnjcmte bc vfler bcstjmfbe f su ncrofbeehkctjve- Lf prepucstf bc ns per ns ftrfcr f umncrofbe ehkctjve, ncmes per nuo`e ncmes ftrfcr fetre-

Cl mjoe pesjojemfnjcmte bc vfler quc grfofsfr cs cl bcncmes per ns- Cl oemsunjber sc sjcmtc bcgrfubfbe,le oucmtf f les etres, y lf nfrof premte bcsfpfrcocbcl ncrofbe- Ofbf nfrof bchcrf bc fbeptfr umfcstrftcijf bc pesjojemfnjcmte bc vfler bcstjmfbe f suncrofbe ehkctjve


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s y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmiNFXOF; OEMOCTRE_ H_JOE_4?

Cs umf bc lfs vfrjfhlcs cstrftijofs ns jnpertfmtcs bc umfcnprcsf yf quc bf f bf fbqujcrc um nfyer pretfiemjsne-Me `fy quc elvjbfr quc vjvjnes fotuflncmtc umf ctfpf hfkecl prjsnf bcl nfractjmi bc pcrocpojemcs y per tfmte rcsfltflf nfrof grcmtc fl prebuote- Tfrf cstfr hjcm pesjojemfbescm lf ncmtc bcl oemsunjber y cm les lbcrcs bc epjmjm, lfnfrof bc mucstrf oenpff bchc bjsgrutfr bcl nfyer y nckerrcoemeojnjcmte cm su ncrofbe y scoter-

_cim lf Fseojfojm Fncrjofmf bc Nfractjmi, nfrof csum menhrc, um trnjme, umf scfl, um snhele, um bjsce,e umf oenhjmfojm bc fliume bc clles quc jbcmtjofprebuotes y scrvjojes bc umf cnprcsf y les bjgcrcmojf bcles oenpctjbercs- Tcre, lf nfrof me cs um ncre menhrcy um snhele, yf quc, oene oencmtfhf fmtcrjerncmtc, sc`f oemvcrtjbe cm umf `crrfnjcmtf cstrftijof bcmtre bclcmterme coemnjoe fotufl- Cste sc bchc, cm irfm ncbjbf,f quc sc `f pfsfbe bc oencrojfljzfr prebuotes f vcmbcrscmsfojemcs y seluojemcs, le quc pfsf jmcvjtfhlcncmtc pervcmbcr me sle les ftrjhutes mflcs bcl prebuote, sjme lesjmtfmijhlcs y cneojemflcs bcl njsne-

Ofbf vcz les prebuotes sc pfrcocm ns cmtrc s y cs nsbjgojl pfrf les oemsunjbercs bjstjmiujr sus ftrjhutes- Lfnfrof cs, fbcns bcl prjmojpfl jbcmtjofber bcl prebuote,um fvfl quc le ifrfmtjzf sjtumbele cm um plfme supcrjer, floemstrujr umf vcrbfbcrf jbcmtjbfb y rclfojm cneojemfl oemles oemsunjbercs-

Lf jbcmtjbfb oerperftjvf y lf jnficm oerperftjvf

Lf bjgcrcmojf cmtrc umf y etrf cs quc lf prjncrf sc sjtf


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cm cl plfme bcl cnjser y lf sciumbf cm cl bcl rcocpter-Cl bjsce bc lf jbcmtjbfb oerperftjvf qucbf rcoeijbecm um nfmufl trfs um preocse ncbjtfbe bc fmljsjs,bcsfrrelle y cstubje bcl oemkumte bc vflercs y orccmojfsquc oemgernfm lf pcrsemfljbfb bc lf cnprcsf- Rebe clleplfsnfbe cm um leie.snhele, cs bcojr, cm umf tjpeirfgfbctcrnjmfbf (leietjpe* y cm lf jnficm e rcourses iroesquc lf foenpffm (fmfirfnf*-

Tfrf lf clfherfojm bcl nfmufl bc jbcmtjbfb oerperftjvfoemvjcmc plfmtcfrsc;

Vu sc qujcrc trfmsnjtjr5 Le prjncre, `fy qucbctcrnjmfr oulcs sem les vflercs oem les quc scbcscf quc sc jbcmtjquc f lf cnprcsf- Tfrf clle,`fy quc fmfljzfr gfotercs oene cl scoter cm clquc fotf, lf oenpctcmojf, les pumtes gucrtcs qucvflerfm les oljcmtcs, cto-

One sc vf f trfmsnjtjr5 Cste jnpljof clcijr clmenhrc y les snheles quc foenpffrm f lfnfrof- Rcmjcmbe cm oucmtf quc stf rcprcscmtfr f

lf cnprcsf f le lfrie bc su vjbf, su ftrfotjve bchcrpcrburfr f le lfrie bcl tjcnpe-

Cl leietjpe e menhrc cs qujz le ns jnpertfmtc perquc,fl mfl, cs per le quc lf cnprcsf vf f scr rcoemeojbfy bjgcrcmojfbf- stc bchc scr hrcvc, scmojlle, gojl bcpremumojfr y oem hucmf semerjbfb- Fbcns, tjcmc qucfpertfr irfmbcs besjs bc fseojfojm y cveofojm-

Ter le quc sc rccrc f lf jnficm bc nfrof, cs clvfler quc pcrojhc cl ncrofbe bc cllf y sc gernf oene

rcsultfbe founulftjve bc tebes les ncmsfkcs quc cnjtclf cnprcsf-

Tfrf oemsciujr um hucm pesjojemfnjcmte y umf jnficmpesjtjvf cs gumbfncmtfl quc tebes les ncmsfkcscnjtjbes f trfvs bc lf cnprcsf y sus prebuotes cstmoemtrelfbes, scfm oe`crcmtcs cmtrc s, y oenumjqucmumf jbcf bc cnprcsf prcvjfncmtc gernulfbf cm gumojmbc sus ehkctjves cstrftijoes-

Cm Cspff `fy ns bc 044-444 nfrofs rcijstrfbfs

quc sc bjsputfm um ncrofbe gernfbe per pcrsemfs quc,

oufmbe tjcmcm tjtulfojm umjvcrsjtfrjf, utjljzfm sle 64-444pflfhrfs pfrf oenumjofrsc, per le quc me cs gojl pfrfmjmiumf scr lf clcijbf-

Lf olfvc cs oemeocr cl preocse bc bcojsjm oufmbe umebc les oljcmtcs petcmojflcs sjcmtc umf mcocsjbfb e umbcsce quc pucbcm sftjsgfocr nuo`es prebuotes quccstm bjspemjhlcs cm su cmterme-

@ey lf pflfhrf quc utjljzfm les oljcmtcs pfrf seljojtfrfquclle quc sftjsgfoc sus mcocsjbfbcs e bcsces sc `ftrfmsgernfbe cm cl fotjve ns jnpertfmtc-

Fumquc sc trftf bc um fotjve jmtfmijhlc pucbc scr nuo`ens vfljese quc lfs jmgrfcstruoturfs bc prebuoojm ylfs tcomeleifs bc preocse- _jm cllf les jmtcrcsfbes mepebrfm pcbjr, mj rcoencmbfr, cl prebuote e cl scrvjojequc sc lcs egrcoc-

Ter cse, cm cstc cmterme quc mes teof vjvjr csfhselutfncmtc oruojfl scr cl buce bc umf pflfhrfquc mes jbcmtjquc, bc gernf bjgcrcmojfl y prcgcrcmtc,rcspcote bc etres quc tfnhjm egrcocm flie jiufl epfrcojbe, y quc fbcns mes pcrnjtf scr lf prjncrfepojm cm lf ljstf bc les oljcmtcs petcmojflcs f qujcmcsqucrcnes ftrfcr-

sf cs lf nfrof- Smf rcgcrcmojf nijof quc pemc ynfmtjcmc cm oemtfote f qujcm egrcoc oem qujcm bcnfmbf-Cs lf pcro`f bc lf quc mucstrf prepucstf sc ouclifcm lf ncmtc bc les bcns-

Sm menhrc prepje quc bjstjmiuc f umf pcrsemf, f umprebuote, f um scrvjoje, umf jmstjtuojm, pfrtjbe peltjoe,um pfs, cs bcojr ouflqujcr oesf quc pucbf tcmcr umfpcrsemfljbfb prepjf y bcmjbf y scf susocptjhlc bcicmcrfr flim tjpe bc jmtcrofnhje-

Cm mcieojes cs lf pcro`f cm lf quc les oljcmtcs ouclifmcm su ncmtc um prebuote, scrvjoje, cnprcsf e le qucscf quc pucbf scrlcs tjl- Lucie lf oeleofm cm le qucpebrfnes llfnfr um frnfrje, cl scoter cm cl quc scbcsfrrellf lf fotjvjbfb, oem um bctcrnjmfbe erbcm bcprcgcrcmojf rcspcote bc etres quc cstm cm csc njsne

frnfrje perquc egrcocm flie jiufl e pfrcojbe- Lf nfrof


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6?

cs lf pcro`f bc lf quc mucstrf prepucstf sc ouclif cm lfncmtc bc les bcns-

Lf nfrof cs um menhrc gumbfncmtfbf cm pcrocpojemcs,quc mfocm prebuote bc cstnules iroes, cneojemflcsy rfojemflcs1 nelbcfbfs, f su vcz, per lf oulturf y lfsbjmnjofs bc oenpertfnjcmte bc les oemsunjbercs-

Lf icstjm bc lf nfrof, oene lucie vcrcnes, oemsjstccm trfhfkfr sehrc lfs pcrocpojemcs bcl ncrofbe perncbje bc cstrftcijfs y foojemcs- Lf nctf cs nelbcfrles clcncmtes quc gernfm lf nfrof cm gumojm bc lesehkctjves plfmtcfbes per lf cnprcsf-

Tebcnes rcoemeocr trcs oemocptes bcmtre bc ouflqujcrcstrftcijf bc nfrof;

Jnficm

One lfs nfrofs sc rclfojemfm oem lesftrjhutes bcl prebuote cm lf ncmtc bcloemsunjber-

TesJoJemfnJcmte

Cspfoje gsjoe quc eoupf lf nfrof cm lfncmtc bcl oemsunjber-

TrcgcrcmoJf bc nfrof

Tcrocpojm bcl irfbe bc supcrjerjbfb bcumf nfrof cm rclfojm f les hcmcojesbcl prebuote y bc lf oenpctcmojf-

oj

oj

opj


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cmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfract.

i vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfr.











HXFMB NFMFICNCMR E OENEIC_RJEMFX LF NFXOF

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Orcfr umf nfrof `f bckfbe bc scr um kucie hfsfbe cmlf oenhjmfojm bc lctrfs, slfhfs e pflfhrfs y um leie bcoelerjmcs-

@foc gfltf flie ns pfrf oemstrujr y nfmtcmcr nfrofscm lf ncmtc bc les oljcmtcs; cs mcocsfrjf umf cstrftcijfoenpctjtjvf, umf plfmjofojm oujbfbesf erjcmtfbf f bjscfr,oemstrujr, nfmtcmcr y rcnebclfr lf nfrof cm lf ncmtc bc lesoljcmtcs y prcsorjptercs-

Me sc trftf sle bc scr rcoerbfbf y fpctcojhlc sjme, tfnhjm,ns fpctcojhlc quc tebfs lfs bcns quc egrcocm umhcmcoje pfrcojbe f cses njsnes oljcmtcs- @fy quc bjscfrumf cstrftcijf oenpctjtjvf quc b vcmtfkfs cm lf ncmtc bcles oljcmtcs y cm lf quc sc jmtcircm tebfs lfs fotjvjbfbcs bclf cnprcsf e lf jmstjtuojm- @fy quc ofpturfr ncmtcs pfrfoemqujstfr ncrofbes-

_jm cnhfrie cs ourjese ehscrvfr one tebfvf lf nfyerfbc les bjrcotjves y cxpcrtes sc prceoupfm hsjofncmtc bcles fspcotes rclfojemfbes oem cl bjsce y lf puhljojbfb

oufmbe jmtcmtfm lfmzfr e petcmojfr umf nfrof-Tfs lf peof cm lf quc me crf um prehlcnf pemcrlc clmenhrc bc umf breif f um rcgrcsoe (Oeof.Oelf* e hfutjzfrum oeo`c oem cl menhrc bc lf `jkf bc umf fnjif (Ncrocbcs*-@fhf nuy peof egcrtf y lf bcnfmbf cstfhf jmsftjsgco`f-

F`erf me cs fs- Tfrf nuo`es nfrof cst ljifbe sele fprebuotes gsjoes, jmoluse ns f les bc oemsune nfsjve qucf les bc use oencrojfl- _jm cnhfrie cst nuy olfre quc lfnfrof cs lf rcgcrcmojf quc sc usf pfrf rcoencmbfr e pcbjr

flie-


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_j fbcns tcmcnes cm oucmtf lf bcmjojm bc nfrof

rcsultf quc cs lf pflfhrf pfrf rcoencmbfr e pcbjr umprebuote gsjoe e um scrvjoje cm luifr bc etres sjnjlfrcs-Cm cl gembe, lf nfrof cs umf prencsf quc `fy qucounpljr-

Cl nfyer prehlcnf pfrf qujcmcs egrcocm prebuotesy scrvjojes cs quc oenpjtcm oem etres nuo`es quctfnhjm egrcocm prebuotes y scrvjojes quc sem jiuflcs y,cm prjmojpje, ounplcm oem lfs njsnfs cspcojofojemcstomjofs-

Me sc trftf sle bc sftjsgfocr f jmspcotercs tomjoesjmtcrmes e cxtcrmes1 sc trftf bc orcfr um nrjteoencrojfl nfyer quc cl bc les oenpctjbercs- Tcre semles oljcmtcs qujcmcs bfm e qujtfm csc nrjte oencrojfl yqujcmcs bcojbcm sj cl mucstre cs nfyer e ncmer quc clbc les oenpctjbercs-

Csf pesjhjljbfb bc quc tebes fifm les njsnes prebuotescst llcvfmbe f quc nuo`fs nfrofs sc trfmsgerncm cmoennebjtjcs- Me foc nuo`e, umf jnpertfmtc cnprcsfbc jmvcstjifojm bc CC-SS-, Oepcrmjoes Nfractjmi

Oemsultjmi, jmvcstji bes nfrofs lbcrcs cm 20 scotercsbjgcrcmtcs bc prebuotes y scrvjojes-

Cl ehkctjve crf bctcrnjmfr sj lfs nfrofs sc `fofm nssjnjlfrcs y oenumcs oem cl tjcnpe- Bc les 20 scotercsfmfljzfbes sc oenpreh quc cm 24 eourrf cste-

Lfs rfzemcs sem oemscoucmojf bcl ofnhje bc runhe;bc orcfojm bc nfrof f preirfnfs bc preneojm1 bcpuhljojbfb erjcmtfbf f jmgernfr, f puhljojbfb erjcmtfbff bjvcrtjr-

Le quc f vcmjbe f llfnfrsc cl hrfmb nfmficncmt cs umpreocse oemtjmue bc tenf bc oemtrel sehrc tebe le quc lfnfrof bjoc e `foc, y lf gernf cm quc cs pcrojhjbf-

Cl ehkctjve mfl bc lf icstjm bc lf nfrof per pfrtc bc lesbcpfrtfncmtes bc nfractjmi cs jmorcncmtfr cl vfler bclf nfrof cm cl lfrie plfze-

Ter supucste, cstc cs cl ehkctjve icmcrfl bc lf icstjmbc lf nfrof pcre me cs cl mjoe- Cl hrfmb nfmficncmtbchc fsciurfr rcsultfbes ncbjhlcs quc suclcm ijrfr cmterme f oemocptes oene le sjiujcmtcs;

Meterjcbfb

Xcmtfhjljbfb

Wcmtfs Gjbcljbfb

Fseojfojemcs cneojemflcs

Lfs olfvcs bcl Hrfmb Nfmficncmt sem;

Orcfr um menhrc gojl bc ncnerjzfr, fumquc fvcocs lf rcfljbfb mes bcnucstrc le oemtrfrje-

Flofmzfr um flte mjvcl bc jbcmtjbfb vjsufl-

Cnjtjr cneojemcs y scmsfojemcs quc sjnheljocm lequc cl ncrofbe cspcrf bc lf nfrof-

Rcmcr fbfptfhjljbfb f tebes les clcncmtes bc lfcnprcsf y bjgcrcmtcs ncrofbes-

Bcstfofr umf self jbcf bcl prebuote e lf cnprcsfcm tebfs lfs rcfs bc oenumjofojm-

_jnpljojbfb cm lf gernf y oemtcmjbe bc mucstrfoenumjofojm

Vuc les vflercs bc nfrof jnprcimcm f tebf lfoenpff, y scfm ofpfocs bc scr trfmsnjtjbes floljcmtc cm ofbf oemtfote-


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LF C_RXFRCIJF BC NFXOF; F_TCORE_F OEM_JBCXFX

43

Lfs nfrofs mfocm y sc nfmtjcmcm grute bc umf scrjcbc totjofs oeerbjmfbfs, quc prctcmbcm fbnjmjstrfr lfcxpcrjcmojf quc cl oemsunjber tjcmc cm ofbf oemtfote oemles prebuotes e scrvjojes quc umf cnprcsf egrcoc-

Cl pumte bc pfrtjbf bc tebf cstrftcijf bc jnficm ypesjojemfnjcmte oemsjstc cm bfr rcspucstf f ouftreoucstjemcs nuy sjnplcs;

6- Vujm cs lf cnprcsf58- Vu `foc lf cnprcsf5

?- Ter qu cse quc `foc cs jnpertfmtc5

2- F qujm lc jnpertf le quc `focnes5

@foc eo`e fes Aebfa crf lf bcojnescxtf nfrof nsvfljesf bcl numbe, scim Jmtcrhrfmb- Ofbf fe lf rnf `fjbe ofycmbe pucstes cm cl rfmajmi- Cstc fe sc cmoucmtrfcm cl pucste 08- Vujm cs Aebfa5 Cs lf ncker nfrof bclnumbe bc geteirfgf fmflijof- Bcsirfojfbfncmtc pfrf

Aebfa, cl jochcri bc lf geteirfgf ofptfbf cm pcloulf sc cstbcrrjtjcmbe f ncbjbf quc cl numbe sc vuclvc bjijtfl-

Aebfa lfmz cm 6::6 su prjncr nebcle bc onfrf bjijtfl, lfAebfa BO_, pcre me `f trjumgfbe cm cstf mucvf oftcierf-Lfs vcmtfs `fm ofbe y `f pfsfbe bc ehtcmcr hcmcojes ftcmcr prbjbfs Cl scmtjbe me jnpertf cm nfractjmi- Cl menhrcbc Aebfa cs lf pumtf bcl jochcri bc lf geteirfgf trfbjojemfl-

Mjmiumf nfrof, jmolujbf Aebfa, sc lfs `f frrcilfbe pfrfllcifr f lf ofhczf bcl jochcri bc lf geteirfgf bjijtfl- Rebfs

lfs nfrofs bc onfrfs bjijtflcs (_emy, Elynpus, _fnsumi,


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Tfmfsemjo, Mjaem* sem cm rcfljbfb cxtcmsjemcs bc etresjochcris-

Mfbjc pjcmsf cm lf oftcierf- Rebe cl numbe pjcmsf cmlf nfrof- One tenfrcnes vcmtfkf bc mucstrf gfnesfnfrof pfrf gerkfrmes um `ucoe cm cl mucve jochcri5, scprciumtfm lfs oenpffs-

Cl ehkctjve bc um preirfnf bc nfractjmi me cs oemstrujrumf nfrof, sjme benjmfr lf oftcierf- Xcb Hull benjmflf bc hchjbfs cmcritjofs y Ieeilc, lf bc husofbercs-Me serprcmbc quc cstfs nfrofs rclftjvfncmtc rcojcmtcs

gucrfm orcfbfs per cnprcmbcbercs, me per oenpffsoemseljbfbfs5

Cl rcte cm tebe preocse bc rccxjm sehrc le qucqucrcnes scr oene nfrof cs leirfr fseojfr f mucstrfrnf umf prepucstf bc vfler ftrfotjvf pfrf mucstresncrofbes bc rcgcrcmojf-

Tfrf llcifr f clle, bchcnes sciujr bc gernf sjstcntjoftebe cl preocse pfrf cl bcsfrrelle bcl pesjojemfnjcmte,quc sc rcsunc cm cl oufbre sjiujcmtc;

fjj sjsj n

t

fjj J cp

Tjjjn p

Tp W

fjj pjjv bjjj cj jj


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Smf cstrftcijf bc nfrof bf geoe y bjrcoojm f lf icstjmbc nfrof- Trevcc bc umf plftfgernf quc pcrnjtc f lesfbnjmjstrfbercs bc nfrof jmorcncmtfr lf oemsjstcmojfy oe`crcmojf cm tebfs lfs fotjvjbfbcs rclfojemfbfs f lfnfrof-

Smf cstrftcijf bc nfrof oenjcmzf per bcmjr, ns quccl mcieoje bc lf cnprcsf, cl mcieoje bc lf nfrof1 ystc, per kfr cl geoe bc trfhfke cm lfs mcocsjbfbcs bcloemsunjber, ns quc cm lfs fotjvjbfbcs bc lf cnprcsf-Tfrf clle, cs olfvc tcmcr cm oucmtf quc lf nfrof

oenumjof f 7 mjvclcs; Ftrjhutes qu ofrfotcrstjofs foenpffm f lf

nfrof-

Hcmcojes bc qu nc sjrvc utjljzfr lf nfrof-

Wflercs qu rcprcscmtf-

Oulturf f qu lf fseoje bcsbc cl pumte bc vjstf bclfs orccmojfs c jbceleif-

Tcrsemfljbfb qu preycotf cm nj oufmbe lf use-

Ssufrje qu tjpe bc oemsunjber usf nj nfrof-

Olfvcs pfrf cl xjte sestcmjbe bc lf nfrof;

Fpertfojm bc vflercs foerbcs f lfs cxpcotftjvfsbcl oemsunjber- Rrfbjojemflncmtc lf ofljbfb bclprebuote sc fseojfhf f les preocses tomjoes, flf jmicmjcrf e f lfs nckercs nftcrjfs prjnfs- _jmcnhfrie, ey, lfs cxpcotftjvfs bc les oemsunjbercsvfm nuo`e ns fll bc lf ofljbfb bcl prebuote-

Cl bjsce, per ckcnple, sc `f oemvcrtjbe cm flie

gumbfncmtfl, me sle bcsbc cl pumte bc vjstfgumojemfl, sjme per su vfler csttjoe y erjijmfl-

_ciujr sjcmbe rclcvfmtc pfrf ofbf fubjcmojf cmofbf nencmte- Lfs oenpffs bchcm oemtjmufrtrfhfkfmbe cm lf scincmtfojm bc sus prebuotes ynfrofs- Egrcocr ume sele, bjrjijbe f um tfrict nuyfnplje, u erjcmtfrsc f bjstjmtes phljoes bc lf njsnfnfmcrf, sem oesfs ehselctfs- Orcoc cl mncre bcoenpffs oem umf fnpljf vfrjcbfb bc prebuotes yquc trfhfkf cm su scincmtfojm pfrf quc lf egcrtf

scf oustenjzfhlc, ns f ncbjbf-

Nfxjnjzfr lf pcrocpojm bcl vfler- Cl prcojeofpturf lf pcrocpojm bcl vfler- Ter bcgcote, cmtrcbes nfrofs fpfrcmtcncmtc jiuflcs, umf rcfoojmgrcoucmtc cm cl ncrofbe cs pcmsfr quc lf bc nfyerprcoje cs ncker, kustjofmbe bc fliumf nfmcrf lfbjgcrcmojf bcl jnpertc- Tcre cxjstcm etrfs gernfspfrf quc cl oljcmtc pcrojhf um prebuote ncker quccl bc lf oenpctcmojf-

Jmsjstjr cm bjgcrcmojfrsc; scr mjoes y orchlcs-Sm pesjojemfnjcmte cstrftijoe y orcftjve cs

gumbfncmtfl pfrf cl xjte bc lf nfrof- Fbcns,sc bchc cstfr sjcnprc flcrtf pfrf leirfr quccsc pesjojemfnjcmte sc oemseljbc- Sm ofse nuyeourrcmtc `f sjbe cl lfmzfnjcmte bc fiuf bcsfhercs bc Gemt Wcllf _cmsfojm, um prebuotequc `f hrjmbfbe f Gemt Wcllf etrf bjncmsjm pfrfbjgcrcmojfrsc, c jmoluse pfrf frrfjifr lf nfrof-_upemc cl ounpljnjcmte oem cl oemsunjber;prencsf `co`f, prencsf ounpljbf- Cm umfseojcbfb rcplctf bc puhljojbfbcs cmifesfs, clvfler bc lf `emcstjbfb cs rcflncmtc fprcojfbe y

firfbcojbe per cl oemsunjber-

Cqujljhrfr cl hjmenje oemsjstcmojf%cxjhjljbfb-Rrfhfkfr supemc scr oemsojcmtc pcre cxjhlcfl njsne tjcnpe- Cm um nencmte bc ofnhjesy fvflfmo`f bc mucvfs egcrtfs pcrnfmcmtcs,cs jnprcsojmbjhlc nestrfr lf oemsjstcmojf bc lfnfrof- Ter supucste, `fy quc cstfr fl bf oem lfstcmbcmojfs, pcre sjm bckfr bc scr cl f ume njsne-

Eptjnjzfojm bc lf frqujtcoturf bc nfrof- Lfs

oenpffs rcvjsfm oemstfmtcncmtc su frqujtcoturfbc nfrof- _upemc umf gernf bc eptjnjzfr lfsnfrofs quc pcrtcmcocm f umf njsnf oenpff e bcfsciurfrsc bc quc cxjstcm sjmcrijfs cmtrc nfrofsbjstjmtfs vjmoulfbfs per gusjm, fbqujsjojm, orcfojme bjvjsjm- Lfs sjmcrijfs cmtrc nfrofs e prebuotespucbcm bjsnjmujr oemsjbcrfhlcncmtc les oestcs yfyubfr f lfmzfr um ncmsfkc oenm fl oemsunjber-Ter ckcnple, cm lf utjljzfojm bc clcncmtes cmoenm pfrf lf gfhrjofojm, bjstrjhuojm, vcmtf,

preneojm c jmoluse puhljojbfb-


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Lf cstrftcijf bc lf nfrof bchc scr cmtcmbjbf yfsunjbf per les cnplcfbes- Ofbf jmtcirfmtc bclf cnprcsf rcprcscmtf f lf nfrof, y stf tjcmc qucscr cl ckc ocmtrfl bc lf erifmjzfojm, su prjmojpje-Bc f` sc bcrjvf lf jmtcmsf vjmoulfojm quc bchccxjstjr cmtrc les vflercs bc lf nfrof y les njcnhresbc lf cnprcsf, quc tjcmcm quc scmtjrsc pfrtojpcs cjnpljofbes-

Tfrf cste, cs gumbfncmtfl um plfm bc oenumjofojmjmtcrme oemstfmtc, jmgernftjve y hjbjrcoojemfl, ofpfz

bc rcojhjr jbcfs y prepucstfs- Icstjemfr lfs nfrofs oene vfler sciure f lfrie

plfze- Lf icstjm bc lf nfrof f lfrie plfze jnpljoffmfljzfr les bjrcoojemfbercs bc vfler y ncbjrles,supemc cstfr sjcnprc fl bf sehrc lfs mucvfs tco.meleifs, ncrofbes, gernfs y tcmbcmojfs1 oemsjstccm ncbjr y nfmckfr-

Jmtcirfr fl oemsunjber cm cl bcsfrrelle bc lfsnfrofs- Trciumtfr fl oemsunjber sehrc sus mcocsj.bfbcs cs etrf bc lfs tcmbcmojfs bcl nfrac.tjmi fo.tufl- Lf jmtcirfojm bcl oemsunjber fbqujcrc ofbfvcz um pfpcl ns jnpertfmtc- Lfs mcocsjbfbcsofnhjfm y tfnhjm lfs prcgcrcmojfs bc lf icmtc-Ter cse, les cnplcfbes bc [frf prcstfm tfmtf ftcm.ojm f qu vflerf e co`f cm gfltf su phljoe fl vcr yprehfrsc su repf- Oemsjbcrfm csf jmgernfojm nuyvfljesf y lf utjljzfm pfrf bjscfr prebuotes foerbcsoem lfs mcocsjbfbcs bcl oemsunjber-

Fpeyfr jmqujctubcs seojflcs oenpftjhlcs oem lfnfrof lc ffbc vfler- Lfs oenpffs bchcm scrns jmtcljicmtcs f lf `erf bc rcspembcr f les vf.lercs tjoes; oemvcrtjrsc cm ncocmfs bc jmqujctubcsseojflcs cs, sjm bubf, um vfler ffbjbe y umf oftc.ierf pfrf lf nfrof-


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GFOREXC_ C_CMOJFLC_ CM LFOEM_RXSOOJM BC SMF NFXOF

47

Nfrofs tfm sunfncmtc oemseljbfbfs oene Oeof.Oelf,Njoresegt, Bjsmcy e Icmcrfl Clcotrjo mfojcrem orcfmbemucves ncrofbes y `fm sciujbe orcojcmbe bcsfrrellfmbencrofbes mucves-

Cm cl nencmte bc su jmvcmojm, Oeof.Oelf renpj lescsqucnfs bc le quc `fstf cmtemocs crfm oemsjbcrfbfshchjbfs rcgrcsofmtcs, Njoresegt guc lf prjncrf cm lfmzfr flncrofbe um sjstcnf epcrftjve oem preocsfbercs bc 67 hjts

(prebuote bjvcricmtc bc les 0 hjts bc Fpplc E_*, Jmtcl guclf prjncrf cnprcsf bcl numbe cm oencrojfljzfr njoreo`jps,njcmtrfs quc Bjsmcy orc cm selcbfb lf jmbustrjf bclcmtrctcmjnjcmte-

Fl mfocr, cl ehkctjve prjmojpfl bc ouflqujcr nfrof me cs umncrofbe cm s, sjme lf ncmtc bcl oemsunjber- Lf njsjmcs oencmzfr f jmujr cm one pjcmsfm y qu mcocsjtfm lesoljcmtcs pfrf quc um mucve ncrofbe vfyf oehrfmbe oucrpe-

Cste cxfotfncmtc `jze Xelcx oufmbe mfoj oene nfrof,

`foc ocrof bc um sjile; jmvcmtfr cl rclek bc luke- Me orc bcielpc um ncrofbe, sjme quc oencmz f fhrjrsc `ucoe cmlf ncmtc bcl oljcmtc oem um mucve oemocpte; bjstjmiujrscseojflncmtc per um foocserje oene cl rclek, `fstf cmtemocspeoe utjljzfbe oene rccke bc luke y pebcr fbqujsjtjve-

_cr cl prjncre cm oemqujstfr um ncrofbe me cs oembjojm, sjmcnhfrie, pfrf lf ifrfmtf bc um xjte ctcrme- Les prebuotesy scrvjojes sem oepjfhlcs y lf oenpctcmojf me tfrbfr cmllcifr- Le mjoe quc oemseljbf f umf nfrof bcmjtjvfncmtccm lf ncmtc bcl oemsunjber, cl mjoe gfoter quc ffmzf

um pesjojemfnjcmte bc lfrie plfze cs lf ofpfojbfb bc csf


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nfrof pfrf `focrsc oem um ljbcrfzie pcrnfmcmtcbc su ncrofbe- stc cs cl futmtjoe rcte bc um hucmhrfmbjmi-

Ter cmojnf bc lf ofljbfb quc, per bcsoemtfbe, egrcocm,pcmscnes cm cl Actoùp @cjmz e cm lf nfyemcsf@cllnfms- _em prebuotes nfsjvfncmtc oemsunjbesme yf sle perquc sus sfhercs sem fprcojfbes, sjmeperquc sem olfrfncmtc pcrojhjbes oene les ofnpcemcsfhselutes cm sus oftcierfs-

_jcnprc quc umf nfrof scf ofpfz bc bcgcmbcr susupcrjerjbfb, rcspcote f lf oenpctcmojf, cm lf ncmtcbcl oemsunjber, tjcmc tebfs lfs vcmtfkfs pfrf nfmtcmcrsu ljbcrfzie, per oenpctjtjve y nfbure quc scf suncrofbe-

Hjcm cs ojcrte quc scr cl pjemcre cm cl bcsouhrjnjcmte bcum mucve ncrofbe, ncrocb fl lfmzfnjcmte bc um mucveprebuote, sjcnprc jnprjnc cm lf ncmtc bcl oemsunjbercsf scmsfojm bc quc les bcns me `fm sjbe ns qucjnjtfbercs-

Lf pruchf cs quc nfrofs oene @crtz, bcshfmofbf perrjvflcs, sjiuc sjcmbe pcrojhjbf per les oljcmtcs bcl scoteroene lf ncker cm lf egcrtf bc scrvjojes-

Fsjnjsne, Fpplc sjcnprc nfmtcmbr um cstrcoè vmoulecneojemfl oem sus oljcmtcs jmoluse oem fquclles quc semirfmbcs usufrjes bc TOs fl use, pucste quc sfhcm quccl Nfo y sle cl Nfo guc cl prjncre bc les erbcmfbercsoem um sjstcnf epcrftjve fnjifhlc-

Ter etrf pfrtc, scr cl mncre bes, njcmtrfs ume sc nfm.tcmif f suojcmtc bjstfmojf oemocptufl bcl lbcr pucbcscr cxtrferbjmfrjfncmtc vcmtfkese- Fl Xjcs bccmbcquc cl oenpertfnjcmte ùnfme, y per tfmte cl oenper.tfnjcmte bcl oemsunjber, suclc oemsjstjr cm jbcmtjofrscoem cl lbcr e, fl oemtrfrje, sjtufrsc kumte f le quc rcprc.scmtf su epucste-

Lf olfvc cst fqu cm bjgcrcmojfrsc- HNY cs um olfreckcnple bc xjte cm cstc ofse- Oembcmfbf f oenpctjroem les petcmtcs y lukeses Ncrocbcs cm sjnjlfr scincmte

bc ncrofbe, HNY ept per lf bjgcrcmojfojm olfrf;

futenvjlcs ncmes irfmbcs, ljicres y bc jnficm ncmesgernfl y olsjof, bcmtre bc lf njsnf ofljbfb bc neter yprcstfojemcs-

Etre ckcnple olfre cs cl bc lf nfrof bc oflzfbe bcpertjveXcchea, quc supe cxpletfr oem fojcrte burfmtc nuoètjcnpe su vcmtfkf cm cl iuste bc lfs oemsunjberfs-

Cm cl nencmte quc trft bc cnulfr fl lbcr Mjac, fse.ojfbe f umf lmcf ns nfsouljmf, vje oene Fbjbfs fpre.vco`fhf csf vcmtfkf, bcshfmombelf cm cl ncrofbe- Esc cs cl prjncre, e sc cs nuy bjgcrcmtc bcl prjncre- Nc.bjfs tjmtfs oene lfs quc nfmtjcmcm ctcrmfncmtc oenpj.tjcmbe per le njsne f Oeof.Oelf y Tcpsj e f NoBemflbsy Huricr Ajmi me ifrfmtjzfm cl xjte, sle lf oemstfmtcpuimf per l-

Orcfr irfmbcs nfrofs cs cm lf fotufljbfb pesjhlcpcre tcmjcmbe cm oucmtf etres fspcotes quc me gucremmcocsfrjes cm ncrofbes cncricmtcs oene les ojtfbes-Fs pucs, pebcnes rcsunjr les gfotercs cscmojflcs pfrflf oemstruoojm bc umf nfrof cm les sjiujcmtcs;

6- Xfsies bc jbcmtjbfb, one sc oenpertf lf nfrofcm ofbf ojroumstfmojf bc lf vjbf- Lf nfrof cs umerifmjsne vjve, quc bchc cveluojemfr oem cl pfse bcltjcnpe, ftcmbjcmbe f les ofnhjes bcl cmterme-

8- Lf nfrof gumojemf perquc sc cstfhlcoc umf rclfojmbjgcrcmojfbf y mjof cmtrc cl oemsunjber y clprebuote-

?- Lf nfrof cs um fotjve me tfmijhlc, y cs per clle quclf lfher bc oemstruoojm bc lf njsnf sc bchc rcfljzfroem cl ehkctjve bc `focrlf le ns pflpfhlc pesjhlc cmofbf oemtfote oem cl ncrofbe-

2- Smf nfrof bchc sfhcr rcoemeocr f sus oljcmtcs Lfnfrof sc rcjmvcmtf y nultjpljof, umf nfrof pucbcgernfr fljfmzfs, pucbc cxtcmbcrsc cm etres prebuotesbc etrfs cnprcsfs pfrf sciujr cmfnerfmbe yserprcmbjcmbe-

3- Lf bjgcrcmojfojm cs cl pjlfr bc tebf oemstruoojm bcnfrof- Tfrf clle, bchcnes bcmjr oem umf pcrspcotjvfbc ncrofbe oul cs mucstre pumte bc bjgcrcmojf-


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CLCNCMRE_ VSC ICMCXFM LFJBCMRJBFB BC NFXOF

49

Vujcm tjcmc umf nfrof, tjcmc um tcsere- Cstf grfsc rcsunchfstfmtc hjcm le quc rcprcscmtf pfrf umf oenpff ume bcles fotjves jmtfmijhlcs ns vflerfbes cm lf fotufljbfb-

F`erf hjcm, bchcnes cstfhlcocr umf olfrf bjstjmojm cmtrc clmenhrc y cl leietjpe bc umf cnprcsf, y lf nfrof-

Rebfs lfs erifmjzfojemcs tjcmcm um cnhlcnf quc lfsjbcmtjquc, pcre me tebfs pucbcm prcsunjr bc scr rcoemeojbfs

per l- F` cs bembc lf nfrof cstfhlcoc lf bjgcrcmojf-Jmtcrhrfmb y lf rcvjstf cstfbeumjbcmsc HusjmcssYcca, me`foc nuo`e bjcrem f oemeocr umf mucvf cbjojm bc umpfrtjoulfr rfmajmi fmufl cm cl quc, fmfljzfmbe cl bcscnpcebc umf oenpff, sus hcmcojes y su vjsjhjljbfb, cstfhlcocmcl `jpettjoe prcoje bc vcmtf bc lfs 644 nfrofs nsjnpertfmtcs bcl numbe-

Cl mbjoc cst ljbcrfbe cstc fe per Oeof.Oelf, oem umvfler supcrjer f les 73-444 njllemcs bc blfrcs, sciujbf per

Njoresegt, JHN y Icmcrfl Clcotrjo- Lf firfbfhlc mevcbfb cslf jmolusjm, per prjncrf vcz, bc um oemeojbe menhrc pfrf clphljoe cspfel- [frf sc sjtf cm cl pucste 99, oem um vflerbc nfrof bc ns bc ?-944 njllemcs bc blfrcs-

_jm bubf, sem ojgrfs nfrcfmtcs sj fseojfnes nfrof fleietjpe- Rfmte vflc lf pflfhrf Oeof.Oelf sehrc um gembereke5 Fofse me bchcrf tcmcrsc ns cm oucmtf cl prebuotequc lf jnficm oem lf quc le ctjquctfnes5 _ y me-

Lf nfrof cs, e bchcrf bc scr, cl rcsultfbe bcl hucm focr bc

umf oenpff, lf smtcsjs cmtrc lf ofljbfb bc sus prebuotes e


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scrvjojes, y lf cofojf cm cl trfte y lf ftcmojm fl oljcmtc,tebe clle oemkuifbe oem cl rcspcte quc icmcrfm lfshucmfs protjofs oencrojflcs-

_jm mjmiume bc cstes jmircbjcmtcs, me `fy hfsc sehrclf quc sustcmtfr umf nfrof- @fy qujcm fprevco`f clprcstjije bc su nfrof pfrf rclfkfrsc y vjvjr bc lfs rcmtfs-Z `fy tfnhjm qujcm sc csgucrzf per pemcr cm nfro`foelesflcs ofnpffs bc nfractjmi y puhljojbfb pfrfbcsfrrellfr nfrofs otjojfs, bctrs bc lfs ouflcs me `fyfpcmfs mfbf- Smfs y etrfs fotjtubcs tjcmcm um oerte

rcoerrjbe-Cs le quc lc suocbj f lf nfleirfbf tjcmbf emljmc Hee-oen, e le quc lc `f pfsfbe f fliumfs rnfs bc luke, qucljocmojfrem su nfrof f tfmtes prevccbercs bjstjmtes quclf bcvflufrem ns bc lf oucmtf-

Rcmcr umf nfrof vflerfbf cm njlcs bc njllemcs bcblfrcs bchcrf bc scr umf ifrfmtf bc guture, pcre mesle pfrf lf cnprcsf, sjme pfrf cl oljcmtc, quc lf pcrojhcoene um sclle bc ofljbfb-

Cl prcoje cs um rccke bcl rcmbjnjcmte coemnjoe bc lfoenpff, pcre tfnhjm le cs bcl rcspcte y lf hucmfjnficm bc stf cm cl ncrofbe-

Oufmbe umf erifmjzfojm cs ofpfz bc jbcmtjofrles vflercs quc ns fprcojfm sus usufrjes oem sucnhlcnf, tcrnjmf cstfhlcojcmbe um vmoule cneojemfloem les oljcmtcs quc trfsojcmbc cl bc ouflqujcr ofnpffpuhljojtfrjf-

_c prebuoc cmtemocs lf trfmsnutfojm bc lesoemsunjbercs cm gfms, clcs f lf cnprcsf y cmfnerfbesbc lf nfrof- Cs cl ofse bc nuo`es usufrjes bc @frlcy.Bfvjbsem, quc llcifm jmoluse f tftufrsc cl leietjpe-

_jm cnhfrie, cmgftjzfr lf jnpertfmojf bc lf nfrof sehrccl prebuote e scrvjoje quc sc prcstf llcvf f vcocs felvjbfr quc cl usufrje bchc vjvjr umf cxpcrjcmojf jmtcirflper pfrtc bc lf oenpff, y me sle fseojfr cl snhele bclf cnprcsf oem um bctcrnjmfbe cstftus seojfl-

Me bchcrf bc cxtrffrmes quc `fyf tfmtf icmtcbjspucstf f oenprfr prcmbfs, helses, bjsoes, pcloulfs

c jmoluse oelemjfs gflsfs cm jnprevjsfbes pucstesofllckcres- Oufmbe lf nfrof cs tebe cl vfler quccspcrf ehtcmcr cl oljcmtc, tcrnjmfnes qucbmbemes sjmpretcoojm bc nfrof-

Lf jbcmtjbfb bc nfrof cs cl njx bc ouftre clcncmtes;Oulturf, pcrsemfljbfb, fotjtub y oemfmzf quc icmcrf-Lf oenhjmfojm bc tebe clle rcprcscmtf cl :4# bc lfspcrocpojemcs bc lf nfrof cm su ncrofbe bc rcgcrcmojf-

6- Oulturf- Xcoeic les vflercs y orccmojfs fseojfbes flf nfrof-

8- Tcrsemfljbfb- Njcmtrfs cl pesjojemfnjcmte sc ocmtrfcm le quc lfs nfrofs pucbcm `focr per les oemsunj.bercs, lf pcrsemfljbfb bc nfrof sc oemocmtrf cm lequc lf nfrof bjoc bc les oemsunjbercs y cm one lesoemsunjbercs sc sjcmtcm fl rcspcote-

Lf pcrsemfljbfb bc nfrof cs fquclle quc sc oenumjofoene prepucstf bc vfler bc nfrof fl irupe e phljoeehkctjve-

Tfrf bjscfr umf pcrsemfljbfb bc nfrof ume bchjcrfprciumtfrsc;

_j lf nfrof P gucrf umf pcrsemf, qu tjpe bcpcrsemf scrf5

_j lf nfrof P gucrf umf pcrsemf, oulcs scrfmsus `ehhjcs5

_j lf nfrof P gucrf umf pcrsemf, qu tjpe bcrepf usfrf5

_j lf nfrof P gucrf umf pcrsemf, qu tjpe bcbcpertcs `frf5

?- Fotjtub- Lf fotjtub bc nfrof cs cl rcsultfbe bcl onelf nfrof lc `fhlf f sus oemsunjbercs f trfvs bc suoenumjofojm-

2- Oemgfmzf- Cs lf olfvc pfrf cstfhlcocr rclfojemcs cne.ojemflcs cm cl lfrie plfze- _c oemstruyc cm gumojm bc lfofljbfb bc lf cxpcrjcmojf bc nfrof y lf ofpfojbfb quctjcmc stf cm cstfhlcocr lfzes oem sus oemsunjbercs-


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ctjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs yONE XCOSTCXFX SMF NFXOF40

F oemtjmufojm sc bcsorjhcm fliumfs ncbjbfs oerrcoterfsfmtc sjtufojemcs quc fgcotfm mciftjvfncmtc f lfs nfrofs;

Lf nfrof cst bctcrjerfbf- _c jnpemc rcvjsfr qu `fsuocbjbe- Vu rcprcscmtfhf lf nfrof erjijmflncmtc5Oulcs crfm sus vflercs ocmtrflcs5 Cstm fmvjicmtcs5 Vu pjcmsfm les oljcmtcs bcl prebuote escrvjoje5 Vu fpertfm les oenpctjbercs5 Oulcs semles hcmcojes tfmijhlcs bc lf nfrof5 Z, ns jnpertfmtc

tebfvf, oulcs sem les hcmcojes cneojemflcs5Csouo`fr y fprcmbcr cs cl ncker oemscke-

Lf nfrof sc bcscstfhjljzf oem ofbf mucvelfmzfnjcmte- Lf cscmojf bc lf nfrof cs vjtfl-Lf cscmojf bc Mjac, per ckcnple, cs cl futmtjoercmbjnjcmte ftltjoe- Oufmbe tebes les jmtcirfmtcs bcumf erifmjzfojm cmtjcmbcm cl sjimjofbe bc cstfspflfhrfs, cl cqujpe bc trfhfke pucbc bcscmofbcmfr lfjmmevfojm cm ofbf rjmom, bcsbc lf puhljojbfb `fstfcl bjsce bc prebuote e lfs preneojemcs, y tebe sc

oemcotf oem flie nfyer y ns pcrburfhlc-

Lf nfrof cs fhurrjbf- Lf olfvc sc cmoucmtrf, cm cstcofse, cm orcfr nfyer cxpcrjcmojf bc oljcmtc cm termef lf nfrof; icmcrfr mucvfs scmsfojemcs, quc `fifmpcmsfr fl oemsunjber quc lf fbqujsjojm y bcljbfbf csf nfrof ncrcocm lf pcmf y supemcm um plusrcspcote f lf oenpctcmojf, pucs fpertfm flie mucve-

Lf nfrof fiemjzf- Smf nfrof sc pucbc rcjmvcmtfr peroenplcte- Cl cmgequc bchc scr rfbjoflncmtc bjstjmte

fl erjijmfl, pcre ofses oene cl bc Tunf sem um olfre


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ckcnple bc one umf nfrof cm fhselute bcoljvcpucbc rcjmvcmtfrsc f s njsnf sjm ofnhjfr sjqujcrfbc menhrc-

Lf nfrof sc `f qucbfbe fmolfbf cm cl pfsfbe-Lcs suocbc f lfs nckercs nfrofs, oene f Mjac,bcnfsjfbe fseojfbf cm su nencmte f lf oenpctjojmftltjof- Mcocsjtfhf um bcsfge eptjnjstf-

Cl csleifm oencrojfl Kust Be Jt (_jnplcncmtc,`fzle* nfro um fmtcs y um bcspus- Oemcotme sle oem les supcr bcpertjstfs, sjme oem lesvflercs `unfmes quc oenpfrtc `fstf cl phljoebc um ocmtre oencrojfl- Kust Be Jt rccxprcs lesvflercs ftcnperflcs bc Mjac-

Lf nfrof me leirf fnpljfrsc- Fljfrsc cmepcrfojemcs bc oehrfmbjmi (oene _tfrhuoas yFncrjofm Fjrljmcs*, cxtcmbcr lf nfrof (lf rcvjstfTceplc crf umf scoojm bc Rjnc*, utjljzfr mucvesofmflcs bc bjstrjhuojm, lfmzfrsc f mucvfsoftcierfs bc prebuote e orcfr umf suhnfrof

(oene Reyetf y Lcxus* sem ojmoe ofnjmes quc

pucbcm fnpljfr les lnjtcs bc umf nfrof-

Lf nfrof sc f oennebjtjzfbe- _j me sc tenfmlfs ncbjbfs mcocsfrjfs, umf nfrof petcmtc pucbcoemvcrtjrsc cm um ncre oennebjty- _j flie mescmsc lf crf pumte oen, cs quc oemeojnjcmte bcnfrof me cs le njsne quc gertflczf bc nfrof- Lens rcoencmbfhlc cs orcfr mucvfs cxpcrjcmojfs bcoljcmtc, quc bcvuclvfm cl ljbcrfzie cm lf oftcierfbc prebuote-

Me ehstfmtc tebe le bjo`e, cs hsjoe quc lf orcfojm bcnfrof vfyf foenpffbf bc csc huzz quc oemtrjhuycf icmcrfr cxpcotfojm y f ffmzfr cl ljbcrfzie- Cse lesfhcm hjcm les cxpcrtes cm Nfractjmi bc lf jmbustrjf bclojmc, bcl bjsoe, bc les vjbcekucies e bc les ljhres-

Sm prebuote quc sc `fyf vcmbjbe per njllfrcs fmtcs bcsu lfmzfnjcmte nfsjve, sjcnprc orcfr umf fmsjcbfbbc oenprf y oemseljbfr lf scmsfojm bc quc cs fliehucme- @frry Tettcr, e Tlfystftjem sem olfres ckcnplesbc cstfs tomjofs-


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ctjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs y nfractjmi vcmtfs yCL TEBCX BC SMF HSCMF OENSMJOFOJM4:

_tfrhuoas, per ckcnple, me jmvjrtj irfmbcs sunfs cmpuhljojbfb, burfmtc nuo`e tjcnpe; cm 64 fes, lf rnfifst ncmes bc 64 njllemcs bc blfrcs cm fmumojes, umfojgrf cxtrferbjmfrjfncmtc bjsorctf pfrf umf nfrof oem umfsvcmtfs fmuflcs bc ns bc 6-444 njllemcs bc blfrcs, percmtemocs (`ey, _tfrhuoas gfoturf ocrof bc 0-444 njllemcs bcblfrcs*-

_jm cnhfrie, lf rnf leir quc sc puhljofscm muncreses

frtoules gfverfhlcs sehrc lf oenpff, cnplcfmbe umffocrtfbf cstrftcijf bc oenumjofojm y rclfojemcs phljofs-

Yfl.Nfrt, per su pfrtc, leir trfmsgernfrsc cm cl bjstrjhujbernjmerjstf ns irfmbc bcl numbe oem nuy peof puhljojbfb1 ycl `crnfme pcquce bc Yfl.Nfrt, cl _fns Oluh `f leirfbeum pesjojemfnjcmte bc ljbcrfzie sjm jmvcrtjr protjofncmtccm fmumojes-

Cm cl tcrrcme gfrnfoutjoe, Wjfirf, Trezfo y Wfljunflofmzfrem cl mjvcl bc nfrofs jmtcrmfojemflcs sjm ofsj

puhljojbfb fliumf, utjljzfmbe sjnplcncmtc cl pebcr rcgcrcmojflbc su phljoe prcsorjpter1 y le njsne pucbc bcojrsc bc leslbcrcs bc lf tcomeleif, oene _FT u Erfolc, quc sc hfsfmcm cofocs cstrftcijfs bc Nfractjmi y Oenumjofojm-

Fliumfs jmvcstjifojemcs fvflfm lf supcrjerjbfb bc umffbcoufbf cstrftcijf bc oenumjofojm y rclfojemcs phljofssehrc lf puhljojbfb cm lf preneojm bc mucvfs nfrofs-Sm rcojcmtc cstubje, quc fmfljzf ns bc :4 lfmzfnjcmtesbc prebuotes rcvclf quc les quc tuvjcrem xjte pusjcrem cmprotjof ns jmjojftjvfs bc rclfojemcs phljofs quc les quc

me flofmzfrem um hucm rcsultfbe-


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Oem cl tjcnpe, sjm cnhfrie, cst olfre quc sc flofmzfum pumte cm cl quc sc ljnjtf cl petcmojfl bc bjvulifojmquc tjcmcm lf oenumjofojm y lfs rclfojemcs phljofs- Cljmtcrreifmtc quc suric, cmtemocs, cs one nfmtcmcrcm cl ofmbclcre f umf nfrof ouyf orcfojm sc hfscscmojflncmtc cm cstfs cstrftcijfs-

Cs fqu oufmbe cmtrf cm csocmf lf puhljojbfb; su gumojmcs lf oemscrvfojm bc umf nfrof, fmtcs quc su orcfojm-Oeleofr f umf nfrof cm cl tep eg njmb bcl oemsunjbercxjic, tfrbc e tcnprfme, um jnpulse puhljojtfrje-

Bchjbe f sus orcojcmtcs prehlcnfs bc orcbjhjljbfb, lfpuhljojbfb bchc tcmbcr f utjljzfr le quc yf cst cm lfncmtc bcl oljcmtc petcmojfl y rcgerzfr lfs pcrocpojemcscxjstcmtcs, cm vcz bc orcfr mucvfs-

Oufmbe Ieebycfr frnf Mncre 6 cm mcuntjoes,cl oemsunjber pjcmsf s, cs mncre ume, per cse susmcuntjoes sem nckercs- Cm ofnhje, oufmbe Gjrcstemcbcolfrf flie sjnjlfr, les oenprfbercs me lc orccm perquclf nfyerf bc clles `f lcbe metjojfs focrof bc les

prehlcnfs quc tuvjcrem les prebuotes bc csf oenpff-Cl 74# bc les oemsunjbercs fsciurf quc lf puhljojbfby cl Nfractjmi me sem bc su firfbe- Cl 94# ofnhjfbc ofmfl e fhfmbemf cl tclcvjser burfmtc lfs pfusfspuhljojtfrjfs-

Cl 74# bcscf quc sc ljnjtc lf puhljojbfb cm icmcrfl- Sm62# bcscfrf, jmoluse, quc sc pre`hf lf puhljojbfb- Sm26# cstfrf bjspucste f pfifr pfrf quc cm lfs ofbcmfsbc tclcvjsjm me sc cnjtjcsc puhljojbfb-

Sm 94# foeicrf oem sftjsgfoojm oenprfr um fpfrftequc lcs fyubc f cljnjmfr lf puhljojbfb bc sus pfmtfllfs-Cl pfmerfnf cs bcsflcmtfber-

Foenpffm f umf cnprcsf `fstf quc bcsouhrcm qucetrf lcs ftjcmbc ncker- Z me cs sle oucstjm bc prcoje,sjme bc scrvjoje- Fqucllf quc cst bjspucstf f egrcocrumf ncker cxpcrjcmojf bc oljcmtc tjcmc lfs bc ifmfr-

Cm cstc oemtcxte, icstjemfr umf nfrof, cs bcojr, `focrum hrfmbjmi rcmtfhlc y cofz sc `f vuclte um bcsfgeoenplcke- Vujz `fyf llcifbe cl nencmte bc quc lfscnprcsfs oenprcmbfm quc cl xjte y lf oemseljbfojm bcsu nfrof me bchc ehcbcocr tfmte f lf ofptfojm nfsjvfbc oljcmtcs y lf ehtcmojm bc irfmbcs ouetfs bc ncrofbe,sjme f lf ofpfojbfb pfrf nfmtcmcr f sus prepjes oljcmtcsy `focrles ofbf vcz ns clcs f lf prepjf nfrof-

Cl hrfmbjmi, `ey, bchc fpumtfr tfmte f les mucvesncrofbes oene f les ncrofbes yf oemqujstfbes,rcplctes bc oljcmtcs bjspucstes f prcsunjr bc bcljbfbf lf nfrof, pcre tfnhjm ns bjspucstes quc mumof fprcsunjr bc pebcr clcijr cmtrc njlcs bc cllfs-


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CL OEMOCTRE BC TE_JOJEMFNJCMRE Z_S_ FOCTOJEMC_

64

Les pregcsjemflcs bc nfractjmi y oenumjofojm cnplcfm cltrnjme pesjojemfnjcmte oem bjgcrcmtcs scmtjbes-

Sme bc clles cs cl quc utjljzf cl trnjme pesjojemfnjcmtecqujpfrmbele f um scincmte oemorcte bc ncrofbe, csbcojr, f umf pfrtc bcl ncrofbe quc `cnes scpfrfbe bclrcste fpljofmbe ume e vfrjes orjtcrjes bc scincmtfojm-

Sm bjstrjhujber bc umf oemeojbf nfrof bc oeo`cs cm Cspff,

bcsorjhf `foc peoe lf jmtrebuoojm bc um mucve nebcle oemcstfs pflfhrfs; Le `cnes pesjojemfbe cmtrc lfs hcrljmfsbjcscl bc flte prcoje-

Cstc gfhrjofmtc cstfhf cvjbcmtcncmtc utjljzfmbe cl trnjmepesjojemfnjcmte cm cl scmtjbe bcl scincmte, lf pfrtc bclncrofbe bembc su mucve nebcle vf f oenpctjr- Ter ojcrte,utjljz trcs orjtcrjes bc scincmtfojm; cm prjncr luifr, cltjpe bc oeo`c (hcrljmf, me rfmo`crf e bcpertjve, cto-*, cmsciumbe luifr, cl tjpe bc prepulsjm (ifsejl, me ifseljmf eifs e clcotrjojbfb* y, mflncmtc, cl prcoje-

Etrf focpojm cs lf quc sc rccrc fl pesjojemfnjcmte oenemjvcl bc focptfojm bc um prebuote e scrvjoje per pfrtc bcloemsunjber-

Fs, sc bjoc quc um prebuote cst ncker pesjojemfbe quc etre,oufmbe su ouetf bc ncrofbe e scincmte cs supcrjer f lf bcsu oenpctjber, cm um irupe bctcrnjmfbe bc oemsunjbercs-

Tcre cste rcsultf ehvje; Rebe gfhrjofmtc quc oencrojfljzfum prebuote e scrvjoje husof su focptfojm per pfrtc bc um

irupe sclcoojemfbe bc oemsunjbercs, le quc cm fbclfmtc


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llfnfrcnes cl irupe ehkctjve- Z quc cstf focptfojmscf supcrjer f lf oenpctcmojf- Cstc ljbcrfzie scr cmtebe ofse cl ehkctjve mfl bcl nfractjmi njx fpljofbe-Tcre me cl pumte bc pfrtjbf pfrf bcsfrrellfr um prebuotee scrvjoje-

_j um Bjrcoter bc Nfractjmi prciumtf f um Kcgcbc Trebuote qu pesjojemfnjcmte pjcmsf utjljzfr yehtjcmc oene rcspucstf focptfojm supcrjer perpfrtc bcl oemsunjber, me cstfr cm bcsfoucrbe, pcrejmsjstjr bjojcmbe hjcm, pcre qu vfs f `focr pfrf

oemsciujrle---5-Lf scbuoojm bcl oemsunjber y per le tfmte cl xjte bcvcmtfs bc um prebuote, cs oemscoucmojf bcl fojcrtecm les preirfnfs oemorctes pfrf ofbf clcncmte bclnfractjmi njx- Gkftc quc bjie preirfnf, me cstrftcijf-

Fl oemsunjber me lc jmtcrcsfm lfs cstrftcijfs bcnfractjmi, sjme cl preirfnf oemorcte quc sc lc egrcoc flfpljofr lf cstrftcijf- Me lc jmtcrcsf oul scf lf cstrftcijfbc prcojes bc umf preneterf jmnehjljfrjf, sjme oumte lc

vfm f oehrfr per cl o`flcojte fbesfbe-Tfrf leirfr um nfractjmi njx pcrsufsjve, stc tjcmc qucscr oe`crcmtc- Tfrf leirfr cstf oe`crcmojf, mcocsjtfnesbcmjr cl pesjojemfnjcmte cmtcmbjbe oene;

Cs bcojr, pesjojemfr cs sclcoojemfr um friuncmte bc vcmtfprjmojpfl y bcmjr f qujm sc le qucrcnes oenumjofr-

Cstf bcmjojm bc pesjojemfnjcmte mes pfrcoc nsprotjof, ns fpljofhlc cm cl trfhfke oetjbjfme bc umcqujpe bc nfractjmi- Cstfhlcoc um oenprenjse olfreoem um ftrjhute bcl prebuote, rcgcrcmtc ehljifbe cm clbcsfrrelle bcl nfractjmi njx oerrcspembjcmtc- Fbcnsbcmc olfrfncmtc f qujm sc le qucrcnes trfmsnjtjr-

Vujzs, scfs fojemfbe f lf pcsof- Ns oemorctfncmtc

f lf pcsof bc truo`f oem nesof- Cm cstf cspcojfljbfb,

TE_JOJEMFX SM TXEBSOREC_ BCGJMJX

_S HCMCGJOJE H_JOE Z _S IXSTEEHKCRJWE

me sc trftf bc frrekfr fl fiuf, cm ouflqujcr zemfbcl re e bcl lfie um scucle y vcr sj `fy sucrtc- Lfpcsof bc truo`f oem nesof rcqujcrc lfmzfr um tjpe bcnesof bctcrnjmfbf quc, mfturflncmtc, cs um fmzuclebjsgrfzfbe, um scucle quc pfrf scr cofz jnjtf, mef ouflqujcr jmscote, sjme prcojsfncmtc f fliume bcles quc lf truo`f cst oenjcmbe cm csc nencmte (csprcojse fmfljzfr cl cmterme*- Lf nesof sclcoojemfbf cscqujpfrfhlc fl hcmcoje hsjoe bcl pesjojemfnjcmte; csflie fpctcojhlc- Sm peoe ns fbclfmtc bcmjrcnes lesrcqujsjtes quc um hcmcoje hsjoe bchc rcumjr pfrf scr

fpctcojhlc pfrf cl oemsunjber-

Ter etre lfbe, me sc lfmzf cstf nesof f ouflqujcr pumtebcl re- Cl pcsofber oem cxpcrjcmojf cstubjf prjncre lfsfiufs (tfnhjm cs mcocsfrje cstubjfr cl ncrofbe*-

Fl ehscrvfr oujbfbesfncmtc cl re, cl pcsofber bcsouhrccl luifr bembc sc cmoucmtrf lf truo`f- Terquc cstcsflnmjbe csoeic sjcnprc um luifr prcojse, pretcijbebc lf gucrzf bc lf oerrjcmtc, bctrs bc umf pjcbrf, eofnufbe hfke lfs rfnfs bc um rhel cm lf rjhcrf- Rjcmc,

oene lfs pcrsemfs, um luifr bc rcsjbcmojf, um `hjtft-

Lf truo`f cs mucstre irupe ehkctjve-

_j cl hcmcoje hsjoe clcijbe cs ftrfotjve pfrf lf truo`fquc `cnes leofljzfbe, `fhr pjofbf- Gumojemfr clpesjojemfnjcmte-

64-6 rcquJsJtes bcl hcmcgJoJe h.sJoe bcl TesJoJemfnJcmte

Tfrf cnpczfr, oufmbe sclcoojemfnes cl friuncmtebc vcmtfs quc oemsjbcrfnes ns jnpertfmtc pfrf cloemsunjber, `fy quc tcmcr oerfkc y clcijr umf oesf, mevcjmtc-

Smf lmcf frcf pucbc tcmcr umfs tfrjgfs nuyoenpctjtjvfs, umf clcvfbf pumtufljbfb, um cxoclcmtcscrvjoje f herbe, cto- Lijofncmtc tebes cstes gfotercsoemtrjhuycm f su xjte, fy quc oujbfrles oene clcncmtesquc sem bcl nfractjmi njx- Tcre f lf `erf bc clcijr umpesjojemfnjcmte, tcmcnes quc sclcoojemfr um ftrjhute,

tcmcnes quc bcstfofr umf vcmtfkf sehrc cl rcste,


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Fqucllf quc oemsjbcrfnes ns cofz pfrf scbuojr floemsunjber, bjgcrcmojmbemes bc lf oenpctcmojf-

Cm sciumbe luifr, cl hcmcoje hsjoe clcijbe bchc scrrclcvfmtc pfrf cl oemsunjber- Cs bcojr, jnpertfmtc bcsbclf pcrspcotjvf bcl oljcmtc, me bcl gfhrjofmtc- Me `fy qucnjrfrsc f ume njsne-

Les gunfbercs cspfelcs bc ojifrrjlles ruhjes prccrcmlfs nczolfs bc tfhfoe bc les ojifrrjlles mertcfncrjofmesf lfs egrcojbfs per ojifrrjlles ruhjes jmilcscs, flcnfmcse bc etrfs preocbcmojfs- Cste cs fs bcsbc quc lesI-J-s, les oemtjmicmtcs bc selbfbes fncrjofmes qucpfrtjojpfrem cm lf Trjncrf Iucrrf Numbjfl, trfkcrem fCurepf les prjncres ojifrrjlles ruhjes, les Ofncls yfljfbes y sjm ltre-

Cl ojifrrjlle lbcr cm Cspff bcl scincmte fncrjofmecs èy lf nfrof Nfrlhere- Cl numbe bc Nfrlhere cstsjnheljzfbe per lf iurf bcl oewhey, quc rcprcscmtflf nfsouljmjbfb, lf jmbcpcmbcmojf, lf sciurjbfb cm umenjsne, lf vjbf cm lf mfturflczf gucrf bc les ftfsoes y lfs

tcmsjemcs bc lf ojubfb-Tcre, per cmojnf bc tebe, cl oewhey cs cl snhele percxoclcmojf bc les Cstfbes Smjbes bc Fnrjof, cl luifrbcl oufl preocbcm, scim cl iuste bc les oemsunjbercscspfelcs (y bc irfm pfrtc bcl numbe*, les nckercsojifrrjlles ruhjes- F` cst su irfm rclcvfmojf- Cxjstcmsnheles bc les Cstfbe Smjbes cqujpfrfhlcs f lfiurf bcl oewhey5 _, lfs iurfs ntjofs bcl ojmc ylf nsjof bc lf Fnrjof berfbf, lf Fnrjof quc vfbcsbc les fes trcjmtf f les ojmoucmtf- Lfs oerceirfgfs

bc Hushy Hcraclcy, les fmbfrcs jmjnjtfhlcs bc NfcYcst, les bjleies bc Ireuoè Nfrx, les puctfzes bcKe`m Yfymc, Ifry Oeepcr cm sle fmtc cl pcljire, umfgrefncrjofme ofmtfmbe um hlucs cm cl pero`c bc suflbcf, cto-

Cl oenpctjber per cxoclcmojf bc Nfrlhere, Yjmstem, utjljzlfs jnicmcs bc cstf Fnrjof berfbf bcsbc cl jmjoje bcles fes sctcmtf `fstf ncbjfbes bc les eo`cmtf, peofburfmtc lf quc guc lbcr bcl scincmte bc ruhje fncrjofmecm mucstre pfs- Testcrjerncmtc, Yjmstem bje um ijre f

su oenumjofojm, ofnhjfmbe lf Fnrjof berfbf per lf

Fnrjof bc èy cm bf, Fnrjof cm vjve- Lf rclcvfmojfbc lf Fnrjof urhfmf pfrf cl gunfber cspfel bc ruhjefncrjofme cs nuoè ncmer-

Lf nfijf bcl njte per le oetjbjfme pcrbj su rclcvfmojf-F` oencmz su bcoljvc, firfvfbe bcspus per susrcpctjbes ofnhjes bc pesjojemfnjcmte- Terquc, oenevcrcnes ns fbclfmtc, fy quc scr cl fl pesjojemfnjcmteclcijbe, mfturflncmtc, njcmtrfs gumojemf-

_jiujcmbe cm cl numbe bcl tfhfoe, cst tfnhjm cllfmzfnjcmte bc um ojifrrjlle llfnfbe A 8- Tfrcoc quc suhcmcoje hsjoe crf me scr mj ruhje mj mcire, sjme tcmcrumf ljif nczolf bc cstes bes tjpes bc tfhfoe- Me sc trftfsle bc scr erjijmfl, `fy quc egrcocr fl oemsunjber umhcmcoje hsjoe rclcvfmtc-

Cs jmtcrcsfmtc rcoerbfr fqu les suocsjvespesjojemfnjcmtes bc lfs nfrofs bc rclekcs cm les ltjnesojmoucmtf fes-

_c bchc rcoerbfr cl `foc ns bc ?4 fes cl sjimjofbebcl rclek oene scfl bc `fhcr llcifbe f lf cbfb fbultf-Sm hucm rclek sc rciflfhf oufmbe umf pcrsemf oemtrffnftrjnemje e rcfljzfhf cl scrvjoje njljtfr ehljifterje-

Bcspus llci cl rclek rclftjvfncmtc foocsjhlc f tebes,pcre tebfvf ofre- Les jmelvjbfhlcs Buwfrb, Lemijmcs,cto- bc les fes bcl bcsfrrelljsne- Les kfpemcscs (_cjae,Ofsje* pesjojemfrem sus rclekcs cm les fes sctcmtfoem bes hcmcojes hsjoes; tetflncmtc fhlcs (oufrze,suncrijhlcs* y nuy hfrftes- Fèrf tebe cl numbe pebfyf tcmcr um rclek-

@jojcrem nuoè bfe f lf jmbustrjf sujzf, qucrcfoojem hrjllfmtcncmtc peoes fes bcspus oem umpesjojemfnjcmte quc, f lf fhjljbfb y prcoje rcbuojbe bcles rclekcs kfpemcscs, ffbj um hcmcoje hsjoe fmns rclcvfmtc; ifnf, bjsce, oeler, vfrjcbfb-

Cl rclek yf me cs ncrfncmtc um jmstruncmte bc ncbjojmbcl tjcnpe, cs um oenplcncmte cm cl vcstjr- Tfrf jr fltrfhfke burfmtc lf scnfmf e fl `pcrncrofbe cl shfbe-@fy um _wfto` pfrf ofbf nencmte- _wfto`; fèrf

pucbcs ofnhjfr bc rclek oene ofnhjfs bc ofnjsf-


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Les pesjojemfnjcmtes cofocs, pucbcm f ncmubercsunjrsc cm umf grfsc sjnjlfr f stf- Tucbc rcsultfrjmtcrcsfmtc, quc sc jmtcmtc cmoemtrfr umf grfsc quc, flcstjle bc lf fmtcs ojtfbf, rcsunf cl pesjojemfnjcmte bclprebuote e scrvjoje f su ofrie- _j lf cmoucmtrf, scrhucmf scfl1 scr umf pruchf bc quc cl pesjojemfnjcmtecs olfre, bjrcote y ftrfotjve-

Oene `cnes vjste fl trftfr bc les pesjojemfnjcmtes bcrclekcs, les hcmcojes hsjoes rclcvfmtcs cm um nencmte,bckfm bc scrle cm etre, per le quc cs gumbfncmtfl quc

les pregcsjemflcs bc Nfractjmi cstm pcrnfmcmtcncmtcfl tfmte bc lf cveluojm cm lfs prcgcrcmojfs bc susoemsunjbercs, f trfvs bc les oerrcspembjcmtcs cstubjesbc ncrofbe-

Sm olsjoe cm cl tcnf bc lf rclcvfmojf bcl hcmcojehsjoe cs cl fpcrjtjve jtfljfme Oymfr- Cstf nfrof `fjmtcmtfbe burfmtc fes y per tebes les ncbjes trjumgfr cmCspff- Rebfvf sc rcoucrbf sus ftcmtfbes coelijoes,oemstruycmbe sehrc nemtoules prxjnes f lfs ofrrctcrfsbc nfyer troe cmerncs leietjpes hfsmbesc cm

pjcbrfs, vjsjhlcs bcsbc ajlnctres bc bjstfmojf-

Cl hcmcoje hsjoe egrcojbe per Oymfr crf cl bc scr umfpcrjtjve `coè f pfrtjr bc cxtrfote bc flofoègf-

Rebe le oemtrfrje le rcprcscmtf lf nfrof Nfrtjmjpesjojemfbf cm cl pfsfbe oem xjte oene fpcrjtjvesestjofbe- Tfrckf ftrfotjvf tenfmbe umf oepf bcNfrtjmj cm lf hfcrf bc su yftc (me lf bcl oufrte bc hfe,sjme cm cl scmtjbe nfrjmcre* ftrfofbe cm um hclle pucrtebc Lf Xjvjcrf- Lfs bjgcrcmojfs cmtrc lfs bes nfrofs me

sem irfmbcs fl mjvcl bc prebuote- Tfrcocm hchjbfs bcnuy sjnjlfrcs ofrfotcrstjofs- Lf bjgcrcmojf, brfntjofbjgcrcmojf, cst cm sus rcspcotjves pesjojemfnjcmtes-

Nfrtjmj tuve xjte oem cl pesjojemfnjcmte Lf Xjvjcrf,pcre me sc burnj cm les lfurclcs- Lf nfrof `f cstfbenuy pcmbjcmtc bc les ofnhjes cm les `hjtes, lfsoestunhrcs bc sus oemsunjbercs-

Cl o`jspfze nftjmfl, cl fpcrjtjve bc ncbjebf y clbjicstjve pestcrjer f lf oenjbf, cstm cm bcofbcmojf-

@ey me cst hjcm vjste prcscmtfrsc cm cl trfhfke hfke les

cgcotes bcl floeèl- Nfrtjmj le sfhc y per cse f ofnhjfbeLf Xjvjcrf f ncbjebf per lf vjtf bj mettc, hfhy; sc `frcpesjojemfbe, oene oepf bc meo`c y bc tfrbc-

Cm tcrocr luifr, cl hcmcoje hsjoe bchc scr orchlc-

Cstf orcbjhjljbfb pucbc leirfrsc oem um plfmtcfnjcmtejmtcljicmtc, oene cl clcijbe cm su nencmte per lfs pfstfsnfrof Iflle- Lfs nckercs pfstfs sem lfs jtfljfmfs-

Vujm pucbc sjnheljzfr Jtfljf, per um lfbe, y, per etre,scr um ckcnple vjve bc sflub y hcllczf fm cm lf cbfb

nfburf5 _egf Lercm guc lf focrtfbf bcojsjm bc cstfnfrof, quc supe pesjojemfrsc oene icmujmf pfstfjtfljfmf, sjm scrle rcflncmtc-

Ter ojcrte, pesjojemfrsc me cs oemtfr tebf lf vcrbfb, slelf vcrbfb y mfbf ns quc lf vcrbfb- _c trftf bc clcijroem qu jlunjmfojm y pcrl sc sflbr ncker cm lf gete-

F vcocs, sc plfmtcf lf orcbjhjljbfb bcl hcmcoje hsjoe oemum fpeye cxplojte, le quc les cxpcrtes cm oenumjofojmllfnfm cl sepertc bcl hcmcoje hsjoe-

Smf pfstf bcmtfl ouye hcmcoje hsjoe cs prcvcmjrlf ofrjcs, le kustjof bjojcmbe quc cst fvflfbf per lfFseojfojm bc Nbjoes Cstenftleies bcl pfs- Etrfpfstf bcmtfl ouye hcmcoje hsjoe cs cl bc hlfmqucfr lesbjcmtcs, husof orcbjhjljbfb jmoluycmbe oene jmircbjcmtc,cl `cxfoleregcme- Me tebe cl numbe sfhc nuy hjcm bcqu sc trftf, pcre bcsbc lucie sucmf oemvjmocmtc-

Les hcmcojes hsjoes bc ofrotcr cneojemfl pucbcmehtcmcr su ofrtf bc orcbjhjljbfb sj sfhcm cmlfzfr oem lfs

cneojemcs, lfs fspjrfojemcs bc les oemsunjbercs-

@foc trcjmtf fes lfs orcnfs Tembs bc hcllczfoemsjiujcrem um cmernc xjte oem su plfm Tembs,hcllczf cm sjctc bfs- Xcsultf bjgojl orccr quc usfmbelfs orcnfs Tembs burfmtc umf scnfmf umf nukcrpucbf ofnhjfr su hcllczf rfbjoflncmtc- Tcre, lfs vcmtfsjmbjofrem le oemtrfrje- Mfturflncmtc cstc plfmtcfnjcmtecm les fes bes njl prebuojrf sciurfncmtc rjsfs yme vcmtfs- Lf seojcbfb ofnhjf- F` cst lf olfvc,cm jbcmtjofr cm ofbf nencmte lfs fspjrfojemcs, lesjbcflcs bcl irupe ehkctjve- Tcre me ofnhjf tfmte me


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cs ojcrte5- Fofse me `fy cm cstc nencmte beocmfsbc nfrofs quc mes prenctcm oemvcrtjrmes cm pcrgcotesscbuotercs5

Me f ofnhjfbe cl hcmcoje hsjoe bcl pesjojemfnjcmte;lf scbuoojm- @f ofnhjfbe lf gernf bc oemtfrle-

Cste mes llcvf fl oufrte rcqujsjte quc bchc ounpljr umhcmcoje hsjoe- Lf oemsjstcmojf-

Mcsofg egrcoc jmtjnjbfb, rclfkfojm, gcljojbfb- Tlfmtcfcstc hcmcoje oem umf pfrckf yf cmtrfbf cm fes, gcljz

bcspus bc tfmte tjcnpe bc nftrjnemje, ehscrvfmbekumte fl gucie getes gfnjljfrcs; jmtjnjbfb, rclfkfojm,gcljojbfb- E utjljzf cl pcrsemfkc bc um frqujtcote qucoulnjmf um preycote f fltfs `erfs bc lf nfbruifbf;jmtjnjbfb, rclfkfojm, gcljojbfb- E um gfrcre semrjcmtc quccsouo`f cl semjbe bc lfs elfs- Ofnhjf lf gernf bc oemtfrcl oucmte- Tcre cl oucmte cs cl njsne-

Gjmflncmtc, cl hcmcoje hsjoe bchc scr bjgcrcmojfber-

Ifterfbc e Fqufrjus me sem sjnplcs rcgrcsoes, rcpemcm

lfs sflcs njmcrflcs quc sc pjcrbcm fl `focr bcpertc- Leutjljzfm irfmbcs recs bcl bcpertc- Sme qujcrc pfrcocrscf clles oufmbe bf umfs ofrrcrjtfs les benjmies per lfnffmf cmgumbfbe cm su o`mbfl oem rjemcrf-

Lf repf [frf cs nuy foocsjhlc cm prcoje, pcre egrcoc lfltjnf nebf cm prct..pertcr-

Cstf oenhjmfojm cs su bjgcrcmojf-

Cl oluh Ftltjoe bc Nfbrjb me tjcmc tfmtes tregces oeneetres cqujpes cspfelcs, pcre bcsbc lucie egrcocsjcnprc cneojm f rfubflcs- Tucbc pcrbcr cm ofsf oemcl oeljstf y, f lf kermfbf sjiujcmtc bcrretfr fl lbcr cm suprepje ofnpe- stc `f sjbe prcojsfncmtc cl hcmcojehsjoe clcijbe cm lf rcojcmtc ofnpff pfrf oemsciujrjmorcncmtfr cl mncre bc fhemfbes; lf cneojm, clplfocr bcl rjcsie-

Cl ckcnple bcl Ftltjoe pfrcoc flcoojemfber pfrf tebesfquclles pregcsjemflcs bc Nfractjmi quc tjcmcm qucbjgcrcmojfrsc sjm oemtfr, cm prjmojpje, oem vcmtfkfs olfrfssehrc lf oenpctcmojf- @fy quc tcmcr jnfijmfojm-@fy quc bjgcrcmojfrsc oem umf vcmtfkf olfrf, scfehkctjvf, rfojemfl e suhkctjvf, cneojemfl- Tcre `fy qucbjgcrcmojfrsc- Oene scf-

Oufmbe um prebuote tjcmc um hcmcoje hsjoe quc mecs selfncmtc bjgcrcmtc bc sus oenpctjbercs, sjme quctfnhjm cs cxolusjve, sc bjoc quc tjcmc umf S-_-T-

(Smjquc _clljmi Trepesjtjem, friuncmte cxolusjve bcvcmtf*-

Lf S-_-T- pucbc hfsfrsc cm `co`es, oene cm les besckcnples fmtcrjercs, pcre tfnhjm cm cneojemcs,oene crf cl ofse bcl Ftltjoe bc Nfbrjb quc vjnesfmtcrjerncmtc-


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Capítulo 15 Marca y posicionamiento

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