brand management notes 3.0

7/22/2019 Brand Management Notes 3.0

1/59

Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar

www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1

Frak` Nakadinikt 3+:

NFA Class Ketis

@r Anbt VakdkigaranbtrakdkigarJdnabl+cen

Oer NFA Class Ketis ak` Casi stu`y prisiktatbeks ek

stratidbc nakadinikt% frak` nakadinikt% nargitbkd nakadinikt, vbsbt

www+`ranbtrakdkigar+cen
http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/


2/59



Afeut tmi Autmer

@r Anbt Vakdkigar, NFA -Nargitbkd" ak` Zm@ -Fusbkiss Stratidy"

oren KNBNS, Nunfab, mas evir 6 ìcaìs eo predrissbvily

rispeksbfli pmarna bkùstry ixpirbikci wbtm Ciktaur

Zmarnaciutbcals+ Bk 6::? @r Vakdkigar was awarì` a 1: katbekscmelarsmbp te Iurepi fy tmi Devirknikt eo @iknarg te cenpliti

mbs ecteral risiarcm+ Mbs ce.autmeri` feeg &Casis bk Bk`bak

Nakadinikt& was laukcmi` bk Nunfab, @ufab ak` Lekèk bk 6::=+

Infargbkd ekte tiacmbkd as a meffy bk 6::3, @r Vakdkigar bs a

vbsbtbkd oaculty at Nunfab$s lia`bkd F.Scmeels+ Mbs ripirtebri eo bksbdmtoul ketis ak` cenpillbkd

casi stu`bis mavi a`ì` valui te evir 1:,::: NFA stuìkts+ Mi smaris mbs tmeudmts ak`

gkewli`di wbtm a dlefal au`bikci tmreudm mbs bnniksily pepular wifsbti ak` fled, wmbcm mavi

teditmir clecgi` evir 2::,::: mbts+

@r Vakdkigar mas prisikti` ek varbeus fusbkiss casi stu`bis ek nargitbkd, frak`bkd ak`

fusbkiss stratidy, at F.scmeels ak` cerperatis acress Bk`ba ak` Iurepi+ Mi mas fiik a oaculty at

dlefal liaìrsmbp predrannis eo kunireus Oertuki 1:: cenpakbis bk Iurepi ak` Asba+ Mi bs alse

ak ixtirkal dubì oer twe Zm@ risiarcm scmelars+

Ce.er`bkatis InablanbtrakdkigarJdnabl+cen, anbtJ`ranbtrakdkigar+cen

Cekcbsi class ketis ek nargitbkd, frak`bkd ak` stratidbc nakadinikt

Visiarcmi` Casi stu`bis bk pewir pebkt prisiktatbek -ppt"

Pbps ek Zm@, Zmarna ak` ìlbviraflis

_arbeus puflbcatbeks eo tmi autmer, Bksbdmts bkte pmarnaciutbcal bkùstry

Ketis aàpti` tmreudm ria`bkds, casis ak` ketis oren. Marvar` Fusbkiss Scmeel% Vivbiw, Bviy,

Stakoer`, Gilledd, NBP Sleak, LFS, Bksia`, Tmartek, Inery7 puflbcatbeks fy Zertir, Getlir,

Gillir, Gapoirir, Kbrnalya Gunar / Ncgbksiy7 Icekenbc Pbnis, Bk`bak ak` bktirkatbekal

fusbkiss nadazbkis, ak` tmi bktirkit+ Darkbsmi` wbtm ny ewk ixpirbikci, bksbdmts / gkewli`di+

Meni

Tmat$s Kiw

NFA Ketis

Casi Stu`y ZZPs

Gkewli`di

Zuflbcatbeks

Cektact N

_bsbtwww+`ranbtrak kigar+cen tmi meni a i oer NFA stuìktswerl`wbì
mailto:[email protected]:[email protected]:[email protected]://www.dramitrangnekar.com/index.phphttp://www.dramitrangnekar.com/projects.php?tab=0http://www.dramitrangnekar.com/projects.php?tab=1http://www.dramitrangnekar.com/projects.php?tab=2http://www.dramitrangnekar.com/projects.php?tab=3http://www.dramitrangnekar.com/projects.php?tab=4http://www.dramitrangnekar.com/amit-rangnekar-phd-mba-contact.phphttp://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/amit-rangnekar-phd-mba-contact.phphttp://www.dramitrangnekar.com/projects.php?tab=4http://www.dramitrangnekar.com/projects.php?tab=3http://www.dramitrangnekar.com/projects.php?tab=2http://www.dramitrangnekar.com/projects.php?tab=1http://www.dramitrangnekar.com/projects.php?tab=0http://www.dramitrangnekar.com/index.phpmailto:[email protected]


3/59



Efhictbvi8 Milp stuìkts ukìrstak` tmi cekcipts eo frak`.ìvilepnikt% nakadinikt% fubl`bkd,

ak` craotbkd tmi frak` stratidy, tmreudm bktiractbek ak` casis+

Ivaluatbek -)"8 Dreup Zrisiktatbeks 0:), Class Zartbcbpatbek1:), Obkal Ixan 9:) > 1::)

Ceursi Eutlbki8 -Petal 3: Meurs"

Pepbcs Zd

1 Akalysbkd. Ikvbreknikt, Cenpitbtbek, Nargit eppertukbtbis, Daps, 3

6 Zreùct. cekcipts, pacgadbkd, frak` mbirarcmy 4

3 Kiw Zreùct @ivilepnikt 2

0 Frak` nakadinikt . Cekcipt, Assecbatbeks, Cenpakys% Custenirs frak` ìcbsbek

nagbkd, Frak` Zirsekalbty, Gillirs CFFI, Frak` _alui Cmabk

11

9 Frak` pesbtbekbkd stratidy, Orani eo rioirikci 1=

? Frak` Bìktbty. cekcipt, ixicutbek, Gapoirirs Zrbsn, Frak` Bìktbty Zlakkbkd Neìl 63

4 Frak` Arcmbticturi / pertoelbe nakadinikt 64

= Frak` Iqubty. 30

2 Frak` valuatbek 01

Casis oren anekd -Nest casis avablafli ekwww+`ranbtrakdkigar+cen"

A`bàs v Kbgi.Frak` Bìktbty @elci / Daffaka.Oasmbek Frak` Zarli D.Frak` Fubl`bkd

Abrcil. Sirvbci Frak`bkd @enbkakt Frak`s Velix.Luxury Frak`bkd

Anar Cmbtra Gatma.Gb` Frak` Dbllitti.Frak` Ixtiksbeks Pata Kake.KZ@

Anul. Ynfrilla Frak`bkd Merlbcgs v Cenplak.Frak` Iqubty Pbtak.Frak` Arcmbticturi

Au`b.Frak` Bìktbty Gilledd.Frak` _aluatbek _eàoeki.Spii` Frak`bkd

Fbslirb.Frak` Fubl`bkd Gilledd.Frak` Oabluri Tbpre.F6F Frak`bkd

Cmakil.Frak`bkd te la`bis Nekt Flakc.Luxury Frak`bkd XeeXees.Frak` Canpabdk

Cmbc Smanpee.Vural Frak` Katural Bci Crian.Fuzz Frak`bkd Gakcmiipuran Sarb.Itmkbc

Vioirikcis

Frak` Nakadinikt Ketiswww+`ranbtrakdkigar+cen Frak`s / Frak`bkd. Pmi Icekenbst

Stratidbc Frak` Nakadinikt. Gillir 3i % Gapoirir 0i Nargitbkd Nakadinikt. Getlir 13i

Frak` Iqubty. Aagir, Frak` Liaìrsmbp. Aagir Asbak Frak`s. Nartbk Vell

Tifsbtis. Ncgbksiy Quartirly, Marvar` Fusbkiss scmeel, Bk`ba gkewli`di J Tmartek

Ketis aàpti` tmreudm ria`bkds, casis ak` ketis oren. Marvar` Fusbkiss Scmeel % Vivbiw, Bviy,

Stakoer`, Gill edd, NBP Sleak, LFS, Bksia`, Tmartek, Inery7 puflbcatbeks fy Zertir, Getlir,

Gillir, Gapoirir, Kbrnalya Gunar / Ncgbksiy7 Icekenbc Pbnis, Bk`bak ak` bk tirkatbekal

fusbkiss nadazbkis, ak` tmi bktirkit+ Darkbsmi` wbtm ny ewk ixpirbikci, bksbdmts / gkewli`di+

Fist Tbsmis

@r Anb t Vakdkigar

www+`ranbtrakdkigar+cen
http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/


4/59



1 Akalysbkd nargit eppertukb tbis

Stratidbc dap akalysbs

Bktiksbvi Drewtm Stratidbis

Akseoos Zreùct.Nargit Ixpaksbek Drb`. Casi. Narutb Suzugb

Currikt Zreùcts Kiw Zreùcts

Currikt

Nargits

Nargit Zikitratbek

Laukcm =::, draffi` nargit smariek stylbkd, ouil icekeny, aooeràfblbty

Zreùct @ivilepnikt

Kiw neìls _ak, Xik, Istiin, TadekV, Falike, Swbot, S]0

Kiw

Nargits

Nargit @ivilepnikt

Laukcm bk class BB.B_ tewks, iasy leaks,mbdmir payfacg pirbe`s

@bvirsbobcatbek

Prabkbkd scmeels, Aute bksurakci, Prui_alui cars,

Bktidratbvi drewtm. _irtbcal.Facgwar` -Vilbakci. Zelyistirs", oerwar` -_bìecek.Kixt",Merbzektal. N/A -MLL.Lagni"@bvirsbobcatbekdrewtm. Vilbakci Vitabl

FCD Natrbx. Drewtm Smari Natrbx. CasiClassbobis preùct pertoelbe bkte catiderbis, obrns smeul` mavi a mialtmy falakci+@eds. Lew nargit smari / lew nargit drewtm+ Zmasi eut % twiag, bkvist / fubl` QuistbekNarg%Zreflin Cmbl`. Lew nargit smari, epirati bk mbdm nargit drewtm+ Iktry livil, frak` nayascik` % ìscik` % stadkati. bnpertakt te fubl`+Star. Mbdm nargit smari, epirati bk drewbkd nargit+ Mbdm drewtm fut mbdm prenetbekal cest, kii`te fi sustabki`+Casm Cew. Naturi preùcts dikirati mbdm casm, fut lew drewtm+ Sustabk, tmiy dikirati ouk`s oerkiw prehicts ak` nabktabkbkd pertoelbe+


5/59



Stratidbc Nargitbkd Ikvbreknikt


6/59


www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen?

Nargitbkd Zlak

A nargitbkd plak abns te milp erdakbzi ak` bnplinikt tmi nargitbkd stratidy oer bts preùcts ersirvbcis+ Zart eo tmi evirall cerperati efhictbvis+

Cenpitbtbvi oercis Farrbirs / preobtafblbty

Ngtd VisiarcmSidniktatbekParditbkd

Zesbtbekbkd@booiriktbatbekNbx. 0ZsZre` Lboi Cycli

NargitbkdStrati

ZrehictbeksErdl Structuri

BnpliniktatbekZiroernakciVivbiw

IxicutbekCektrel

Tmiri ari

wi5

Mew è wi

dit tmiri5

Ari wi dittbkd

tmiri5

LiaìrsmbpVakg

DiedrapmbcSmariZreobtsDrewtm

NargitbkdEf ictbvi

CerperatbekCustenir

CenpitbtbekCek`btbeksEppertukbtbis@ykanbcs

SbtuatbekAkal sbs

Tmiri è wi

wakt te de5


7/59



Akalysbkd Cenpitbtbek8

Bkùstry structuri Cekselbàti` % oradnikti`, Nekepely% ùepely% elbdepely,

Nargit structuri Liaìr, cmallikdir, oellewir, kbcmir

Frea` cenpitbtbek

Dikirbc cenpitbtbek

@brict cenpitbtbekLbkis Frea` % karrew

Cenpitbter ratbkd ek crbtbcal succiss oacters

Cenpitbter Awarikiss Qualbty Avablafblbty Vakdi Picmkeledy Sirvbci

A

F

C

Giy varbaflis bk akalyzbkd cenpitbtbek8 Tmat sidnikts è tmiy sirvi5

Tmat preùcts è tmiy eooir5

Tmat cmakkils è tmiy usi5

Tmat prbcbkd stratidbis mavi tmiy pursui`5

Tmat nakadinikt riseurcis è tmiy mavi5

Tmat obkakcbal riseurcis è tmiy mavi5

Tmat ari tmibr efhictbvis5

Tmat ari tmibr ceri cenpitikcbis5

Tmat allbakcis ari tmiy pursubkd, ak` oer wmat purpesi5

Mew succissoul ari tmiy bk tmi nargitplaci5

Smari eo nargit %vebci %nbk` %miart5

Cenpitbtbek

@brict Bk`brict

Catidery Kii`

ouloblli`

Frak`

Cenpitbters

Zreùct

Cenpitbters

Dikirbc

CenpitbtersFasbc riqubrinikt Nargit preùcts sbnblar

custenir oiaturis,fikiobts / prbci

Cenpiti bk saniclass, fut `booir bkoiaturis, fikiobts /prbci

Nargit booiriktpreùcts te selvi sanipreflin, satbsoy sanifasbc kii`

Fiviradis Viorismnikt Cegi, ZipsbPmuns Yp

Pia, Kbnfu ZakbNbkiral watir

Vidular watir

Cmecelatis @issirt%skacg

@abry Nblg, 9StarCilifratbeks

Nbtmab, KangiiksBci crians, Orubts

Akbsii`%Sauko Cak`y,Sudar

Oblns Iktirtabknikt Z_VOani A`lafs

Sbkdli scriik@rana tmiatri

P_, SmeppbkdVia`bkd, Bktirkit

Cars Prakspertatbek Narutb, MyukàbPata

Snall cars, Fbd cars,SY_s

Paxb, Aute, FISP,Lecal trabk, Talg


8/59


www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen=

6 Zreùct

Ti lia` tmi puflbc wbtm kiw preùcts tmak asg tmin wmat preùcts tmiy wakt+ Pmiy èkt gkew

wmats pessbfli, fut wi è+ Se bkstia` eo èbkd a let eo nargit risiarcm, wi try te criati a nargit

oer a preùct fy iùcatbkd tmin -Agbe Nerbta, Seky"

Zreùct. eooiri` te satbsoy a wakt er kii`+ Hu`di` ek oiaturis, qualbty, sirvbcis nbx ak` prbci+

Zreùct `booiriktbatbek. Cmebci eo oern, oiaturis, piroernakci qualbty, cekoernakci qualbty,

ùrafblbty, rilbafblbty, ripabrafblbty, ak` styli+ ZQVSPY_

Sirvbcis `booiriktbatbek. Erìrbkd iasi, ìlbviry bkstallatbek, custenir trabkbkd, custenir

ceksultbkd, nabktikakci ak` ripabr

Cekvikbikci btins purcmasi` oriquiktly, bnni`batily, wbtm nbkbnun iooert+

Capbtal dee`s last lekd ak` ari purcmasi` bkoriquiktly fy ceksunirs+

Cenne`btbis. wmiri pmysbcal `booiriktbatbek bs `boobcult

Ixircbsi. 3 ixanplis eo preùcts piroernbkd at ixciptbekal livils ìspbti bktiksi cenpitbtbekIxircbsi. Silict 1 cekvikbikci / 1 capbtal dee`, cenpari / cektrast ceksunirs valui mbirarcmy+

Zreùct Stratidy.Ceer`bkati preùct nbx%lbkis, frak`s, pacgadbkd / lafilbkd. ìcbsbeks

Zreùct Livils8 Pmi Custenir _alui Mbirarcmy

Pe plak tmi nargit eooirbkd, a nargitir nust ceksbìr 9 preùct livils tmat ikcenpass tmi

audniktatbeks / traksoernatbeks tmi preùct ultbnatily ukìrdeis+ Iacm livil a``s neri

custenir valui, tmi 9 livils cekstbtuti a custenir valui mbirarcmy+

Zreùct Nbx . MYL Zertoelbe. Ceksunir Zreùct.Nbx Tb`tm

Zreùct lbki. dreup eo frak`s clesily rilati` fy oukctbeks / fikiobts. @ill ZC, Kegba nefblisZreùct nbx. tetal sit eo frak`s nargiti` fy a obrn, nay cektabk preùct lbkis

Tb`tm. preùct lbkis bk tmi nbx. MZ ZCs, Lapteps, Zrbktirs wbtmbk meni / fusbkiss sidnikts

MYL 11 lbkis -Zirsekal wasm, lauk`ry, sgbk cari+"

Likdtm. tetal kunfir eo btins bk tmi nbx. 69, aviradi likdtm bs 69%11 > 6

@iptm. _arbakts eo iacm preùct bk tmi lbki. Lux mas 0 oradrakcis ak` 6 sbzis, se =

@icb`bkd wmbcm preùct lbkis te drew, nabktabk, marvist, ak` `bvist5

Zreùct

Livils

Tmat bt niaks Nargitirs Hef Metil

Custenir

BPC

MetilsCeri Zreùct feudmt Zrevbì fikiobts Zlaci te sliip

Fasbc Fikiobts Purk fikiobt te preùct Fi`, fatm, clesit Fu`dit.Oertuki

Ixpicti` Attrbfutis /cek`btbeks

Nbkbnun fuyir ixpictatbeks, prbci,cekvikbikci, lecatbek. bnpertakt -IN"

Cliak fi` /teblits, piaci

9.Star. Tilceni

Aud.

nikti`

Ixciiìxpictatbeks

Audnikti` fikiobts ficeni ixpicti`fikiobts, cenpitbters stip bk. bnpertakt-ìvilepi` nargits"

Satillbti P_,Pia nacmbki,Bktirkit

Supir ìluxi .BPC

Zetiktbal Kiw ways tesatbsoy%`booiriktbati

Aktbcbpati / bkkevati Custenbsi`sirvbci

Tilcen MirbtadiZalacis, oerts


9/59



Meni / Zirsekal cari Oee`s

Zirsekal

wasm

Lauk`ry

Sgbkcari

Mabrcari

Eralcari

@ieèrakts

Celeur

cesnitbcs

Pia

Ceooii

Oee`s

Bcicrian

Zreùct

lbkiLuxLboifueyLbrblMananFriizi@eviZiarsVixeka

SuroIxcilVbkTmiil

Oabr/levilyZek`s

SuksblgKaturalClbkbc

Zipse.ìktClesiYp

AxiVixeka

Lagni FFLbptek

Fru GbssakGkerrAkka.purka

GwalbtyTalls

Likdtm

Zreùct lbki stratidy

Ypdraì custenirs . Narutb =::, Alte, Xik , Tadek V

Cress.sill. MZ prbktirs, ZC / Lapteps, De`rih. Tasmbkd nacmbki, P_, orb`di, nbcrewavi, AC

Lbki.stritcm. pepular-Pbtak", nass-Sekata", prinbun-]ylys", yeutm -Oastracg", itmkbc -Vada"

Lbki obll. Narutb varbakts A], L], _]7 B.Ze`. kake, smuooli, classbc, =:%0:%6:%=%0df

Lbki pruki. Viùci ukwakti` % ukpreobtafli. Narutb Dypsy

Zacgadbkd ak` lafilbkd. Pmi 9tm

Z,part eo preùct stratidy

Zacgadbkd. 3 livils8 Zrbnary, Sicekàry, Smbppir, Bksirt

Zrenetbekal valui.pacgadbkd bs fuyirs 1st preùct ikceuktir. cak turk ek er eoo

Oukctbekal cenpekikts. pretictbek bk trakspertatbek / steradi, usadi, cekvikbikci, iasi eo usi,

steradi, cekviy usadi bkoernatbek / bkstructbeks Aistmitbc cenpekikts. @isbdk, sbzi, smapi, natirbal, celer, tixt, drapmbcs. marnekbzbkd

Lafilbkd. Bìktboybkd preùct er frak`, dra`bkd, ìscrbfbkd tmi preùct, a`mirbkd te ridulatery

riqubrinikts, preneti tmreudm attractbvi drapmbcs+

Tarraktbis / Duaraktiis. Ixpicti` preùct piroernakci livil fy nakuoacturir, riùcis a

fuyirs pircibvi` rbsg, milps wmik ket se will.gkewk preùcts qualbty bs supirber te cenpitbtbek+

A Fr ak` Bs Neri Pmak a Zreùct


10/59


www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1:

3 Kiw Zreùct @ivilepnikt-KZ@"

KZ@. rbsgy fut bo fasi` ek a seuk` oeukàtbek. nargit sidniktatbek, ukìrstak`bkd ak` tarditbkd

custenirs . riùcis rbsg+ Bo KZ@ bs obrst ak` tmik yeu obduri eut mew te nargit, bt usually lia`s te

`bsastir+ Ixciptbek. Alixakìr Fill bkvikti` tmi Pilipmeki, fut bt was ak bkkevatbek+ Peày. KZ@

cenpiti wbtm sbnblar preùcts %iooictbvi sufstbtutis ak` custenirs ari speblt oer cmebci as will asfenfarì` fy preùct ak` nargitbkd nissadis+

Kiw Zreùcts PypisFriagtmreudm er bkcriniktally altiri` preùcts

Friagtmreudm Bkcriniktal

Kiw te tmi werl` piroernakci oiaturis

Mudi a`vakcis bk piroernakci

@ranatbc cest riùctbek

Bnprevinikt bk ixbstbkd preùct

@irbvatbvi eo ixbstbkd platoern

Ixplebts ixbstbkd oerns % ticmkeledyMbdmir rbsg Lewir rbsg

Bkoriquikt Neri oriquikt

Cestlbir Liss cestly

Pardits kiw %ixbstbkd nargits Pardits ixbstbkd% a`hacikt nargits

Nargitirs rispeksbfblbty

Ikvbsbek nargit

Criati ìnak`

Iùcati nargit

Lbstik te ixbstbkd nargit

Accenneàti currikt ìnak`

Cmakdi tmi fasbs eo bkùstry cenpitbtbek8 Ilictrbc lbdmtbkd, aktbfbetbcs, nbcrewavi,

cri`bt car`, traksbster, miart pacinagir, mbpak` gkii riplacinikts, DZS

Bktils Ziktbun B_ cenputir cmbp. bkcriniktalbnprevinikt evir Ziktbun BBB as tmiy smari sanioukàniktal ticmkeledy

Bkcerperati` ìsbdk bnprevinikts tmat ikmakci`

cmbp piroernakciTbkèws, NS Eoobci, Zlay statbek

Ixircbsi8 Ceursi eo KZ@ bk yeur bkùstry evir L1:R. wmat cmakdi` tmi fasbs eo cenpitbtbek, wmat

wiri tmi rial friagtmreudms, wmbcm wiri ekly bkcriniktal5 Tmat ari tmi kiw ticmkeledbis %

preùcts lbki` up, mew wbll tmiy aooict yeur cenpaky ak` cenpitbters wmik laukcmi`, bk tirns eo

salis ak` preobtafblbty5

Bìktboybkd kiw preùct eppertukbtbis

Ixircbsi8 Oer ak bkùstry eo yeur cmebci, bìktboy tmi ukixpleri` eppertukbtbis bk iviry qua`rakt,

ak` bìktboy tmi playirs wme epirati bk iacm qua`rakt+

YkixpleriÈppertukbtbis


11/59



Kiw preùct ìvilepnikt -KZ@" Stadis

Bìa dikiratbek. Inpleyiis, Salis oerci, Praì, Cenpitbters, Custenirs

Bìa scriikbkd. Oiasbfli, Tergafli, Zractbcal

Cekcipt ìvilepnikt ak` tistbkd. Oii`facg oren tardit au`bikci

Nargitbkd stratidy. Nbx -0Zs", SPZ@, Pardits, Zrehictbeks, Diedrapmbis

Zreùct ìvilepnikt. Obkal teucmis / Nord

Pist Nargitbkd. Diedrapmy er Sidnikt

Cennircbalbsatbek. Katbekal % Dlefal laukcm

Tmy kiw preùct ìvilepnikt -KZ@"

Cmakdbkd custenir kii`s@bit Cegi, Saooela

Kiw Sidnikt Iktry. Narutb S]0

Cmakdbkd nargit kii`s. Sceetirs te Fbgis

Ewk succissis. Frak` % lbki ixtiksbeks. Naddb

Cenpitbtbvi Succissis. Gracghacg. 9:89:, Narbi

Kiw Capafblbtbis. YF Dreup

Kiw Cekcipts. Suzugb Swbot, Pata Aci % 1L Car

Kiw ticmkeledy. B.Ze`, B.Zmeki, P_

Zreùct lboicycli. NS Eoobci, Zlay Statbek 1,6,3

Zertoelbe % Fusbkiss rialbdknikt. Vilbakci Nefbli

Ikvbrekniktal cmakdis. Nusbc èwklea`s

Seurci8 Marvar` Fusbkiss Vivbiw


12/59


13/59



Frak` assecbatbeks

Pmi frak` stays as a sit eo assecbatbeks bk tmi nbk` eo tmi custenir id Anul nay niak. Bk`bak,

futtir, nblg, cmiisi, ce.epiratbvi, valui, er ivik tmi a`s+ Pmisi assecbatbeks ari steri` as lbkgs te

tmi frak` tmat bkcluì tmi frak`, cenpaky, catidery, vbsuals, cilifrbty, ìsbdk, usadi ixpirbikci,

oiilbkds+ Pmisi lbkgs milp tmi custenir prioir a frak` evir cenpitbters fut a kidatbvi lbkg cak fi

`bsastreus oer tmi frak`+ Id Ca`fury bs dikirbc bk Bk`ba oer nblg cmecelatis ak` cennek

assecbatbeks ceul` fi àbry nblg, tasti, valui, satbsoactbek, bktirkatbekal qualbty itc fut tmi kidatbvi

assecbatbek eo tmi wern.cektrevirsy murt tmi frak`+

Criatbkd a selb` kitwerg eo assecbatbeks milps criati a strekd frak` prioirikci, wmiri tmi

custenir ìnak`s oer a frak` ak` alse gkews wmat te ixpict wbtm tmi frak`+ Bo tmi frak`s ìlbvirs

ek ixpictatbeks, frak` cri`bfblbty fubl`s up wmbcm milps ìtir cenpitbtbek ak` frak` swbtcmbkd+ Id

Pbtak, Kegba, Anul, Livbs, Saktre


14/59



Custenirs frak` ìcbsbek nagbkd -Fuybkd a Smbrt upte Vs 1:::"

Frak`s

Ykgkewk Gkewk

Nakzekb,

Zi`rekb,

Xidka,

Leubs Zmbllbpi, _ak Miusik, Arrew, Celer Zlus, Zitir Ikdlak`, @ecgirs, Cmaradm

@bk, Exinfird, Bk`bak Pirrabk, Xe`bac, Austbk Vii`, Allik Selly, HemkZlayir,

Arnakb, N/S, Tblls LS, Zarg Avikui,

Acciptafli Ykacciptafli Bk`booirikt Evirleegi`

Leubs Zmbllbpi, _ak Miusik,

Arrew, Austbk Vii`,

HemkZlayir,

Canfrb`di, Zitir

Ikdlak`, Exinfird

Allik Selly, C@,

@ecgirs, Bk`bak

Pirrabk

Arnakb, N/S,

Tblls, Xe`bac,

Celer Zlus, Arrew

Zurcmasi` Ket Zurcmasi`

_ak Miusik Leubs Zmbllbpi, Arrew, Austbk Vii`, HemkZlayir

Pmi cenpakys nargitbkd iooerts ari oecusi` ek pusmbkd tmi frak` obrst bkte tmi gkewk stadi ak`tmik te tagi bt up te tmi purcmasi` stadi+ Surreuk`bkd tmi ceksunir wbtm tmi rbdmt gbk` eo lbkgs bkak assecbati` kitwerg, criati` tmreudm frak` ixpirbikcis ak` nargitbkd cennukbcatbek milpsoern tmeudmts, oiilbkds, bnadis, filbios, pirciptbeks, epbkbeks, ak` prioirikcis+ Pmisi lbkgs oernstrekd assecbatbeks ìip bkte tmi nbk` eo tmi custenir wmbcm `rbvis purcmasi prioirikci+

Ixircbsi8 Criati a custenirs frak` ìcbsbek nagbkd neìl ak` a cenpakys frak` ìcbsbek

nagbkd neìl oer a cenpaky ak` a catidery, sbnblar te tmi bl lustratbeks afevi

Frak` Zirsekalbty

Frak` Zirsekalbty -Aagir". Ceksunirs pircibvi frak`s pirsekalbty bk tirns eo munakpirsekalbty trabts+ Lbgi munak rilatbeksmbps, as frak`s drew, inetbekal `bniksbek ènbkatis+

Ceksunirs iasbly attracti` te frak` pirsekalbty trabts. ìpikàfblbty -LBC", trust -Pata", mekisty-Zitir Ikdlak`", rilbafblbty -Pbtak", saoity -_elve", ouk -@bskiy"

Ixircbsi. Bìktboy frak`s wbtm pirsekalbty.sbkciri, sepmbstbcati`, cmiiroul, el` oasmbeki`,predrissbvi

Frak` Zirsekalb ty @r bvirs

Zreùct rilati` cmaractir bstbcs Kek Zreùct rilati` cmaractirb stbcsZreùct catidery -Fakg" Ysir bnadiry -Livbs 9:1"

Zacgadi -Fbslirb, Zarli.D" Speksersmbps -Velix, Oinbka"

Zrbci -Vells Veyci, Leubs _ubttek, Fbd Fazaar" Synfel -Narlfere Ceuktry"

Attrbfutis -Gbkdobsmir Fiir" A` styli -Efsissbek, Afselut"

Ceuktry eo erbdbk -Au`b"

Cenpaky bnadi -Pmi Fe`y Smep"

CIE -_bhay Nallya, Stivi Hefs"

Cilifrbty ikèrsirs -Abrcil @mekb"


15/59



A Frak` Zirsekalb ty Scali -FZS"8 Pmi Fbd Ob viSbkcirbty Vaynek`, Mallnarg, LBC, Zarli.D, Velix

@ewk.Pe.Iartm oanbly.erbikti`, snall.tewk, cekviktbekal, flui.cellar

Mekist sbkciri, rial, itmbcal, tmeudmtoul, carbkd

Tmeliseni erbdbkal, dikubki, adiliss, classbc, el`.oasmbeki`

Cmiiroul siktbniktal, orbik`ly, warn, mappy

Ixcbtinikt Zerscmi, Afselut, Fikittek, _brdbk, Gbkdobsmir

@arbkd trik`y, ixcbtbkd, eoo.fiat, olasmy, prevecatbvi

Spbrbti` ceel, yeukd, lbvily, eutdebkd, a`viktureus

Bnadbkatbvi ukbqui, munereus, surprbsbkd, artbstbc, ouk

Yp.Pe.@ati bkìpikìkt, cektinperary, bkkevatbvi, addrissbvi

Cenpitikci Pbtak, Oiìx, @affawallas, BFN, Neev, Kegba

Vilbafli mar`wergbkd, sicuri, ioobcbikt, trustwertmy, carioul

Bktillbdikt ticmkbcal, cerperati, sirbeus

Succissoul liaìr, cekobìkt, bkoluiktbal

Sepmbstbcatbek Lixus, Nirciìs, Vivlek, Appli,

Yppir Class dlanereus, dee`.leegbkd, pritiktbeus, sepmbstbcati`

Cmarnbkd oinbkbki, sneetm, sixy, diktliVuddi`kiss Livb$s, Narlfere, Kbgi, Tee`lak`, Ikobil` Fullit, Pad Miuir

Eutèersy nasculbki, Tistirk, actbvi, atmlitbc

Peudm ruddi`, strekd, ke.keksiksi

Frak` pirsekalb ty eo 6 frak`s cenpitbkd bk prinbun ve`ga nargit oer icaìs

Fetm ari ixpiksbvi, mbdm qualbty, ak` puri yit mavi `booirikt pirsekalbtbis

Stelbcmkaya as a pirsek bs ixpirbikci`, silo assuri` ak` succissoul bk a tra`btbekal cariir. law,fakgbkd+ Mi bs nali, ricedkbzis qualbty, `rbvis a Lixus, ak` oellews tmi latist trik`s

Afselut pirsek bs yeukdir, neri cektinperary ak` olasmbir+ Mi bs alse nali, wergs bk a criatbvieccupatbek. a`virtbsbkd er arts, neri lbgily te de te trik`y fars

Oer fetm, frak` pirsekalbty bs tmi dlui tmat mel`s teditmir tmi bìktbty ak` cennukbcatbek iooert+

Mew eis Frak` Fimavbeur spiag oer Frak` Zirsekalb ty

Frak` fimavbeur Zirsekalbty trabts FrakÒriquikt cmakdis. pesbtbek, preùct oerns, synfels,a`virtbsbkd, itc+

Olbdmty, scmbzepmrikbc Cegi Bk`ba

Oriquikt ìals ak` ceupeks Cmiap, ukculturi` Fbd Fazaar

A`virtbsis ixtiksbvily Eutdebkd, pepular Kegba, Abrtil

Strekd custenir sirvbci, iasy.te.usi, itc Appreacmafli Narutb

Cektbkubty eo cmaractirs, pacgadbkd Oanblbar, cenoertafli Zarli.D

Mbdm prbci, ixclusbvi, a`s bk upscali prbkt Skeffbsm, sepmbstbcati` Velix

Orbik`ly a`virtbsbkd, ikèrsirs Orbik`ly @bskiyAssecbatbek wbtm cultural ivikts Culturally awari Pbnis eo Bk`ba

Frak` bìktbty. a`` pirsekalbty, sit eo valuis, pirciptbeks ak` frak` aspbratbeks all tmipbicis cekvirdbkd+Sweesm riplacis Kbgi frak` kani, Cegi slakti` oleurbsm, Nekt Flakc star

Frak` bnadi. Sun tetal eo ceksunir pirciptbeks, obrns obt pirciptbeks te cennukbcatbek.Swatcm trik`y, Kegba valui, Pbtak piroernakci, _elve saoi

Cerperati bìktbty. _bsual aspicts%bnadi eo obrns prisikci.id lede, cellatirals.Pata

Frak` ripesbtbekbkd. custenir prioirikcis cmakdi. Zitrel punps, typbcal te vbfrakt


16/59


www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1?

Custenir Fasi` Frak` Iqubty Zyranb`. Gillir -Frak` Visekakci Zyranb`"

Frak` risekakci cmaractirbzi` fy strekd frak` / ceksunircekkict, tmreusadi / ixpirbikci

Strekd risekakt frak`s. bkcriasi` leyalty / ìcriasi` vulkirafblbty te cenpitbtbvi actbeks

Frak` cmallikdi. iksuri rbdmt custenir ixpirbikcis te criati rbdmt frak` gkewli`di

Frak` iqubty. custenirs ìvilep `booiriktbal tewar`s a frak` mikci prioir bt evir etmirs

Ykìrstak`bkd `booiriktbal crbtbcal te bktirprit tmi past, ìsbdk iooictbvi outuri predrannis

Fubl`bkd risekakci bkvelvis a sirbis eo stips

Bìktbty. Tme ari yeu. ceksunirs fidbk te ukìrstak` wmat a frak` stak`s oer, niaks

Niakbkd. Tmat ari yeu. ceksunirs lbkg bk%takdbfli assecbatbeks, ukìrstak` Ze@ / ZeZ

Vispeksi.Tmat afeut yeu. hu`di frak`s ek cri`bfblbty, ixpirtbsi / trustwertmbkiss Vilatbeksmbps.Tmat afeut yeuak` ni. Mew te cekkict, criati bktiksi, actbvi leyalty

Fubl`bkd flecgs. structuri te fubl` frak`s wbtm custenirs

Salbikci. ceksunirs frak` ricall bk a purcmasi sbtuatbek. ìptm / fria`tm eo frak` awarikiss

Ziroernakci. Tmat a frak` èis te niit custenirs oukctbekal kii`s. bktrbksbc prepirtbis

Bnadiry. Pmbkg afstractly tmak pmysbcally afeut frak`, bktakdbflis. ixtrbksbc frak`prepirtbis

Hu`dnikts. Custenir frak` ivaluatbek -piroernakci' bnadiry assecbatbek". frak` epbkbeks

Oiilbkds. inetbekal frak` rispeksi% riactbek -nbl`%bktiksi7 '%., er ixpirbiktbal % ikùrbkd"

Ixpirbiktbal oiilbkds -warntm, ouk ak` ixcbtinikt". bnni`bati / smert.lbvi`

Ikùrbkd oiilbkds -siksi eo sicurbty, secbal appreval, silo.rispict", prbvati, eo ày.te.ày lboi

Visekakci. Bktiksi, actbvi leyalty. custenirs oiil a cekkict te frak`, wbll nbss bt bo bt wikt away

Katuri eo rilatbeksmbp, ixtikt te wmbcm custenirs oiil tmiy ari bk sykc wbtm a frak`

Fimavbeural leyalty. ripiat purcmasi ratis

Attbtu`bkal attacmnikt. bktiksbty er ìptm eo psycmeledbcal fek` custenirs mavi wbtm a frak`

Actbvi ikdadinikt. livil eo actbvbty ikdikìri` fy tmbs leyalty

Siksi eo cennukbty. ixtikt te wmbcm custenirs siig frak` bkoe, ivikts, leyal custenirs


17/59



Frak` _alui Cmabk -Givbk Gillir"

Milps assiss obkakcbal riturk eo ìvilepbkd tmi frak` tmreudm 0 stadis+ Seni rilatbeksmbps mavi ket yitfiik brictly niasuri , fut ari bnpertakt te ceksb ir wmik valubkd a frak`+

Pmi valui stadis lia` te smarimelìr valui `rbvikfy nultbplbirs, er obltirs, fitwiik tmi stadis

Nultbplbirs ari oacters tmat bkoluikci bnpact eo eki stadi ek tmi sufsiquikt stadi+

Nargitbkd predran bkvistnikt bk preùct, inpleyiis, a`virtbsbkd aooict outuri frak` valui

Zredran qualbty. a` `bstbkctbvikiss, sirvbci ceksbstikcy ìtirnbki mew nucm tmi obrst stadi

bkoluikcis tmi sicek` stadi

Custenir nbk`sit, bkcluìs 9 As, mbirarcmbcal bk katuri. awarikiss supperts ceksunirs

frak` assecbatbeks, wmbcm `rbvi attbtuìs, wmbcm lia` te attacmnikt / ultbnatily actbvbty

Nargit cek`btbeknultbplbirs trakslati tmi 9 As te frak` valui

Nargit piroernakci niasuris frak` piroernakci bk tmi nargitplaci tmreudm prbci prinbun

ak` ilastbcbty, nargit smari ìnekstratis frak`s afblbty te `rbvi salis, ixpaksbek succiss bs

frak`s eppertukbty te bkcriasi rivikui strians / lewir cests. all lia` te frak`preobtafblbty

Pmisi lia` te smarimelìr valui, `rbvik fy bkvister siktbnikt fasi` ek nargit oercis lbgi

drewtm petiktbal / rbsg preobli wmbcm cak aooict tmi ivaluatbek+

Smarimelìr valui bs attabki` tmreudm stecg prbci, ZI ratbes / nargit capbtalbzatbek

Peditmir, tmisi stadis allew frak` valui ivaluatbek / suddist arias eo bnprevinikts

Frak` gkewli`di

Frak` gkewli`di criatis a `booiriktbal tmat `rbvis frak` iqubty+ Bo custenirs carry strekd, ukbqui,

oaveurafli frak` assecbatbeks bk nbk`, strekd frak` bs fublt ùi te mbdm frak` awarikiss / 'vi

frak` bnadi+ Pmbs cekvbkcis a custenir eo niakbkdoul ak` valuafli `booirikci bk eki frak` ak`

cenpils mbn te prioir bt evir etmirs+


18/59


www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1=

Cedkbtbvi frak` `bniksbeks

@bniksbek Niakbkd Cenpaky % frak`

Frak` wibdmt Frak` `enbkakci bk a nargit Nbcreseot, H/H fafy, @ittelFrak` likdtm Frak` afblbty te `bvirsboy acress catiderbis @bskiy, _brdbk, Pata

Frak` pewir Leyalty eo tmi custenir dreup Appli, Marliy @avb`sek, El`Nekg

Frak` fria`tm Frak` appial acress custenir dreups Cegi, Zarli D, Anul Futtir

0Cs te criati pesbtbekbkd

Cenpaky Custenir

Tmat te eooir ak` cennukbcati Pe wmen

Cmakkil Cenpitbter

Tmiri te sill bt @booiriktbal


19/59



9 Frak` Zesbtbekbkd

Frak` Zesbtbekbkd. @isbdk obrns eooirbkd / bnadi te eccupy `bstbkct placi bk tardit custenirs nbk`

Viprisikt a `bstbkctbvi fbd bìa bk tmi nbk` eo tmi tardit nargit

Bìktboy `booirikt kii`s / dreups bk tmi nargit -sidnikts"

Pardit dreups%nargits bt cak satbsoy bk a supirber way -tarditbkd"

Lecati frak` bk tmi nbk`s eo ceksunirs -pesbtbekbkd"

Cennukbcati -prenetbek" a valui prepesbtbek te tmi tardit nargit tmat bs `bstbkctbvi, valuafli

/ niakbkdoul -`booiriktbatbek"

Frak` La`ìr -Mew èis a

frak` dit bkte custenirs nbk`"

Zrenbsi. _alui prepesbtbek

eooiri` te custenirs, cmebci

Aoobkbty. Bktirist bk tmifrak`,

`booiriktbals ivbìkt

Frak` Fek`bkd. Zircibvi` as

ìlbvirbkd ek prenbsi

Leyalty. 'vi `booiriktbal

iooict `rbvbkd custenir frak`

prioirikci evir bìktbcal

cenpitbtbvi frak`s, wbllbkd te

pay neri %wabt% de placis bo

ukavablafli Frak` Iqubty. Frak`s obkakcbal valui te tmi obrn, bkcluìs sun tetal eo oacters fisbìs salis+

Oren a custenirs pirspictbvi, tmi riasek wmy mi cmeesis tmat frak` evir cenpitbtbek

Zrenetbekal stratidbis rivelvi acress varbeus frak` purcmasi stadis

Craotbkd tmi frak` pesbtbekbkd

Zesbtbekbkd riqubris ìtirnbkbkd a cenpitbtbvi orani eo rioirikci+ Pmi oraniìobkis assecbatbeks tmat

ceksunirs usi te ivaluati `brictly ak`%er frea`ly cenpitbkd frak`s, as ukìr8

1+ Bìktboybkd tmi tardit nargit-wmbcm frak` oer wmbcm nargit"6+Ykìrstak`bkd ceksunir fimavber ak` tmibr ceksbìratbeks bk cmeesbkd frak`s. prbci pebkts,

culturi, fuybkd pattirks, attbtuìs, prioirikcis+

3+Katuri eocenpitbtbek -`brict, bk`brict, ZLC stadi, bktiksi, cekselbàti`, oradnikti`"

0+Zebkts.eo.parbty -pep" assecbatbeks. wmbcm ceksunirs vbiw as issiktbal te fi a cri`bfli eooirbkd

bk a cirtabk preùct catidery+ Smari` valuis fitwiik frak` / cenpitbters, cennek

ìkenbkaters ìobkbkd tmi catidery+ Pmiy riprisikt kicissary cek`btbeks fut ket kicissarbly

suoobcbikt oer frak` cmebci+


20/59


www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen6:

9+Zebkts.eo.`booirikci -pe`" frak` assecbatbeks. attrbfutis%fikiobts ceksunirs assecbati wbtm a

frak`, pesbtbvily ivaluati / filbivi tmiy cakket obk` te tmi sani ixtikt wbtm etmir frak`+

?+Viasek te Filbivi -VPF". Tmy smeul` a custenir fuy yeur frak`. cenpaky ceksbstikcy,

cri`bfblbty, mirbtadi, bkkevatbek lidacy, ceuktry eo erbdbk itc

Cmeesbkd ZEZs ak` ZE@s

ZEZ `rbvik fy catidery ninfirsmbp kii`s, te acmbivi ak attrbfuti er fikiobt ZEZ, ceksunirs

nust filbivi frak` bs dee` ek tmat `bniksbek, giy bs pirciptbek eo cliar supirberbty+

Catidery ZEZ cmakdi evir tbni ùi te ticmkeledy, lidal, trik`s+ Id MPC v BZmeki+

Cenpitbtbvi ZEZ. te kidati cenpitbters ZEZ+ MPCs oiaturis sbnblar te BZmeki milps pesbtbek

bt as ak BZmeki cenpitbter at a nucm lewir prbci, wmbcm etmirwbsi was `boobcult te cennak`+

Criatbkd strekd, oaverafli / ukbqui ZE@ assecbatbeks issiktbal te cenpitbtbvi pesbtbekbkd+

Appli bkkevatbek, Zarli. D valui, Patas. trust, Narutb. Sirvbci, @affawallas. rilbafblbty+

ZE@ smeul` fi ìsbrafli / rilivakt te ceksunirs, wmbcm obrn smeul` fi capafli eo ìlbvirbkd,

cennukbcatbkd ak` sustabkbkd+ Nargitirs smeul` ìcbì livil-s" te akcmer tmi frak`s [email protected] . frak` attrbfutis, Nb`. frak`

fikiobts, Pep. frak` valuis+

Criatbkd ZEZs ak` ZE@s

Pmi niktal nap smews Kbgis rakdi eo frak`

spicbobc ak` catidery spicbobc assecbatbeks,

Kbgi. Ze@ ariNH, Abr / Fasgitfall

A`bàs. Ze@ bs Pep atmlitis

Viifeg. Ze@ bs Pikkbs All etmir assecbatbeks ari catidery ZeZs

Ixircbsi. Mew Smeul` Narutb pesbtbek btsilo wbtm rispict te tmi Pata Kake5

Ixircbsi. ZEZs / ZE@s oer Appli b.Zmeki, Vs 9::: nefbli pmeki

Ixicutbkd tmi frak` pesbtbekbkd

Frak` bìktbty. mew cenpaky abns

te bìktboy er pesbtbek frak`+ Fublt

tmreudm lede, hbkdli, a`s, cilifrbtbis,

preùct trbal, ixpesuri itc+ Lafil. pest bìktbty, frak` rinabks

a lafil bk custenirs nbk`+ Custenir

nay ket assecbati akytmbkd wbtm tmi

frak`, ker fi bkclbki` te purcmasi bt,

yit nay bìktboy bt, rininfir tmi

a`, lede, cilifrbty, pacg+

Frak` Bnadi. mew custenir


21/59



pircibvis tmi frak`+ Tmat custenir assecbatis wbtm tmi frak`+ Zirciptbek turks te pesbtbek evir

tbni+ Fublt fy ixpesuri te cennukbcatbeks, wer` eo neutm, preùct usadi ak` ixpirbikci, itc

Frak` cekdruikci. Bktikì` pesbtbekbkd -bìktbty" smeul` fi cekdruikt -natcm" wbtm wmat

ixbsts bk tmi ceksunirs nbk`-bnadi"

Frak` cri`bfblbty. mew will frak` ìlbvirs ek bts prenbsi Neev. Facgacmis, Kegba.

Ziroernakci, Pbtak. valui

Frak` Zesbtbek. @bstbkct placi er a ìipir pirciptbek bk tmi custenirs nbk`, acmbivi` fy

ixpesuri, assecbatbek, usadi, cri`bfblbty+

Zesbtbekbkd > cenfbkbkd bktirkal -frak` bìktbty' bnadi" ' eutwar` frak` ixprissbeks

-duaraktiis, sirvbci, piroernakci / pacgadbkd"+ Pmi part eo tmi frak` bìktbty ak` valui

prepesbtbek -ciktral fikiobt" te fi actbvily cennukbcati` te tmi tardit au`bikci

Zesbtbeks tmat obrns succissoully mavi clabni` bk Bk`ba

Fiauty. Lux

Zrinbun.Fesi, FikzPmakà. Cegi

Terl` scali. Vilbakci

Dikirbc.Ca`fury% ]irex% Anul Futtir

@ilbviry.@enbkes% Flui @art

Sirvbci. Zrbvati Fakgs, Narutb

Oast oee`. Y`bpb, _aàZav, Sak`wbcm

Vakdi. _bhay Salis, Aloa, Kegba

Reutm. Zipsb, Swatcm

Oivir. Crecbk

Bkkevatbek. Seky, Casbe

Nacme. Ikobil` FullitZiroernakci. Kegba, Fata, Pbtak

Orbik`ly salisnik.Iuriga Oerfis

Viacm.MLL, Dlaxe,Celdati

Gb`s.Nc@ekal`s, Issilwerl`, H/H

Bk`bak NKC.Vakfaxy, Bkoesys, Tbpre

Icekeny. Fbd Fazaar

_alui.@ellar Smeps, Oactery eutlits

Peurbsn.Dea, Girala, Vahastmak

Miaàcmi.Sarbèk%Akacbk

Zirciptual Nap

Tatcmis


22/59



Cars

Z/D Zesbtbekbkd8 `bstbkct pesbtbeks, ivik bk sani sidnikts -Aagir / Heagbnstmalir"

Frak` Sidnikt ZesbtbekMia` / Smeulìrs Smanpees Aktb.@ak`ruoo

Zirt Zlus Smanpees Cek`btbekir ' smanpee

Zaktiki Smanpees Mialtmy ' smbky mabr

Arbil @itirdikt Mbdm Picm @itirdikt

Pbì @itirdikt Peudm cliakbkd

Cmiir @itirdikt All.tinpiraturi cliakbkd

Fel` @itirdikt Oafrbc seotikir

@asm @itirdikt Cekciktrati` pewìr

Tmbspir Sakbtary Zreùcts Mydbikbc pretictbek

_bcgs Cel` Cliars flecgi` kesi

El` Spbci Aotir Smavi Naklbkiss

Crist Peetmpasti Cavbtbis

MYL. Axi ak` Vixeka, fetm nargiti` fy MYL, epirati bk tmi sani sidnikts. ìeèrakts+

Vixeka bs pesbtbeki` adabkst fe`y eèur tarditbkd tmi wergbkd pepulatbek, wmbli Axi bs pesbtbeki`

ek siùctbek tarditbkd tmi yeutm+ Fetm usi cenplitily `booirikt cennukbcatbek stratidbis,

altmeudm tmiy tardit tmi sani frea` sidnikt+

Zrinbun

Ze ular

Ceksir

vatbvi

Sperty %Mb Picm

Swbot

N Fikz

Cbt

Au`b

Cerella

Ha uar

Vbtz

b1:

B6:

Bk`bca

Oirrarb

Kake

FNT


23/59



Zesbtbekbkd tmi cenpakyCustenirs Tme, @inedrapmbcs, Zsycmedrapmbcs, Mew è B riacm tmin

Tmiri ari ny custenirs Diedrapmbis, SidniktsSecbal % icekenbc statusPeucm pebkts, Ni`ba mafbts

Mew è custenirs obk` ni Ni`ba, Zrenetbek -SZZASN@P, TeN", BktirkitMew custenirs pircibvi valui Ziroernakci, _ON, 0Zs, ticmkeledy, sirvbci, ìsbdk, ìlbviry

Mew è wi fist ìlbvir valui Frbcg, clbcg, frbcg ak` clbcg, clbcg / frbcg, nabl erìr, cataledui

Cenpitbtbek @brict, bk`brict, dikirbc

Fikiobts oer custenirs eocenpitbtbvi frak`s

Tmat kii`s è tmiy sirvi, sirvi fittir tmak us, è ket sirvifittir

Mew an B pesbtbeki` Ykbqui, ket ukbqui, cenpitbtbvi a`vaktadi

Zreùct @booiriktbatbek

A`` a sit eo valuafli, niakbkdoul ak` cenpillbkd `booirikcis te `bstbkdubsm yeur eooirbkd oren tmateo tmi cenpitbtbek+ Custenirs fuy fasi` ek tmibr pirciptbek eo qualbty, valui, prbci, piroernakci,

usadi ixpirbikci paranitirs, wmbcm smeul` bìally fi `booiriktbati` ek+ Frak`s `booiriktbati ekoiaturis%fikiobts brrilivakt te custenirs+ Nest nefbli pmekis oiaturis nay mar`ly fi usi`, kiwirnakadinikt tixt feeg i`btbeks. fbddir / cestlbir, ket kicissarbly fittir

Cenpitbtbvi a`vaktadi tmreudm `booiriktbatbek, acress 9 `bniksbeks8

Zreùct -oern, oiaturis, piroernakci qualbty, cekoernakci qualbty, ùrafblbty, rilbafblbty,riparafblbty, styli, ìsbdk"

Sirvbcis -erìr iasi, ìlbviry, bkstallatbeks, custenir trabkbkd, custenir ceksultbkd,nabktikakci ak` ripabr, nbscillakieus sirvbcis"

Zirsekkil .fittir.trabki` piepli, ? cmaractirbstbcs8 Cenpitikci, Ceurtisy, Cri`bfblbty,Vilbafblbty, Vispeksbvikiss / Cennukbcatbek+

Cmakkil . ceviradi, ixpirtbsi, ak` piroernakci+ Bnadi . Fuyirs rispek` `booiriktly te cenpaky / frak` bnadis, bìktbty / bnadi te fi`bstbkdubsmi`

Sustabkbkd frak`s

Tmat sustabks Tmat ireìs

Cenpitbtbvi a`vaktadi bk bts preùct`booiriktbatbek `bniksbeks -preùct, sirvbcis,pirsekkil, cmakkil / synfels" sustabks a frak`

Ceksunir kii`s ak` wakts nit fy frak`s, cmakdi,ivelvi, er `bi, lia`bkd te less eo frak` ZE@ er lacgeo ZEZ wbtm etmir frak`s

Cektbkueusly nekbterbkd ikvbrekniktalcmakdis, custenir prioirikcis, stratidbis, ak`ticmkeledy, iqubp frak` wbtm ZE@%ZEZ

Cenplacikcy, cmakdi bk ticmkeledy, lacg eo kiwpreùcts, ket rispek bkd te cenpitbtbvi akìkvbrekniktal tmriats ak` stratidbis, cak spill èen

Ixircbsi. b.pmeki

Giy succiss oacter5 Frak` pesbtbekbkd, bkkevatbek, Zep, Ze`, frak` bnadi

Tmiri bs bpmeki vulkirafli5 Icekenbcal cenpitbters, bnbtaters, mbdmir ticmkeledy+

Tmat smeul` bt watcm eut oer5 Cmakdbkd prioirikcis, valui, kiw trik`s

Giy bnprevinikt arias5 Zrbci, prenetbek, oiaturis, custenir sirvbci


24/59


www+`ranbtrakdkigar+cen 60 anbtrakdkigarJdnabl+cen

? Frak` Bìktbty

A ukbqui sit eo frak` assecbatbeks tmat tmi frak` stratidbst aspbris te criati er nabktabk+Pmisi assecbatbeks riprisikt wmat tmi frak` stak`s oer ak` bnply a prenbsi te custenirsoren tmi erdakbsatbek+ Aagir

Pe fi iooictbvi, a frak` bìktbty kii`s te risekati wbtm custenirs, `booiriktbati tmi frakòren cenpitbters, ak` riprisikt wmat tmi erdakbzatbek cak ak` wbll è evir tbni+Tmat èis a frak` stak` oer5 Mew èis bt criati a rilatbeksmbp wbtm bts custenirs5 Tmatbs bts valui prepesbtbek5 @booiriktbal5 Frak`s ukbquikiss5

Frak` bìktbty. wmat a frak` wakts te cekviy te bts custenir . niakbkd, silo bnadi

Frak` Bnadi. mew a custenir pircibvis tmi frak`, tmreudm sbdkals inakatbkd orentmi frak`s cennukbcatbeks ak` usadi ixpirbikci

Frak` Issikci.A frak`s oukàniktal katuri erqualbty+

Pmi eki cekstakt acress preùct catiderbis ak` tmreudmeut tmi werl`+A`bàs8 Atmlitbc Ziroernakci, Pata8 Prust, _elve8 Saoity, @bskiy8 Ouk

Frak` cri`bfblbty. ìlbvirbkd ek yeur prenbsi fubl`s frak` cri`bfblbty

Praì @riss. aistmitbc ilinikts tmat prevbì lidal pretictbek oer a frak`s bìktbtyCegi fettli smapi, Celdati Vi` / Tmbti @isbdk, Marliy.@avb`seks ikdbki seuk`

Frak` Zrenbsi. Tmat a frak` cak ak` nust è oer custenirs

Nust prenbsi `booiriktbati` fikiobts, rilivakt / cenpillbkd te tmi ceksunir

Fikiobts tmat ari oukctbekal, ixpirbiktbal, inetbekal / silo.ixprissbvi

Suppert frak` prenbsis wbtm cenpillbkd preeo pebkts -riaseks te filbivi"

A``riss giy ceksunir kii`s, nakboist bk erdakbzatbeks preùcts ak` sirvbcis

Liviradi erdakbzatbeks strikdtms, cenpitbtbvi a`vaktadi tmreudm `booiriktbatbek

@rbvi erdakbzatbekal ìcbsbek, systin, actbek, ak` preciss, bkspbri / ikirdbzi

Cenpekikts eo a frak`s bìktbty8

Kanis, ledetypis, synfels / drapmbc ìvbcis. Nirciìs trbstar, Kbgi sweesm

@bstbkctbvi smapis ak` celers. Celdati ri`

Frak` vebci ak` vbsual styli, seuk`s, hbkdlis ak` etmir nkinekbc ìvbcis

Pypedrapmy, tmini lbkis er sledaks. Kbgi Hust è bt

Cmaractirs ukbquily assecbati` wbtm a frak`. Cegi. Slaktbkd oleurbsm

Pixturis, scikts, olavers, ak` etmir siksery ilinikts

Cmeesbkd Frak` Ilinikts

Frak` ilinikts ari ìvbcis tmat bìktboy ak` `booiriktbati tmi frak`, fubl` frak` iqubtyPmi frak`.fubl`bkd afblbty eo tmisi ilinikts bs wmat ceksunirs weul` tmbkg er oiil

afeut tmi preùct bo tmiy ekly gkiw afeut tmi frak` ilinikt

Ninerafli, niakbkdoul ak` lbgiaflicak fi cmaractirbzi` as frak` fubl`bkd bktirns eo mew frak` iqubty cak fi fublt tmreudm tmi hu`bcbeus cmebci eo a frak` ilinikt+

Praksoirafli, aàptafli ak` pretictafliari neri ìoiksbvi ak` cekcirki` wbtmmew tmi frak` iqubty cektabki` bk a frak` ilinikt cak fi liviradi` / prisirvi` bk tmioaci eo `booirikt eppertukbtbis ak` cekstrabkts+


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26/59


www+`ranbtrakdkigar+cen 6? anbtrakdkigarJdnabl+cen

Casi. Frak` bìktbty eo A`bàs / KbgiKbgi A`bàs

Zrene stratidy oecus ek bk`bvbùal atmlitis Speksers tians / dlefal ivikts

Ixtirkal Zmysbqui Sperts / obtkiss Sperts / obtkiss

Vilatbeksmbp Speksersmbp, itmbcs Qualbty / mirbtadi

Violictbek Addrissbvi, prevecatbvi, bk.yeur. oaci

Spertsnaksmbp, tian playir, strekdwerg itmbc

Bktirkal Zirsekalbty Nbcmail Heràk, Pbdir Tee`s Pra`btbekal, ceksirvatbvi, cellictbvi

Culturi Anirbcak, Hust @e Bt Iurepiak, tra`btbekal

Silo.Bnadi Ceel, trik`y Cenpitbter, cenpitikt

Giy `booirikcis fitwiik tmi twe cenpakbis ari at tmi cultural ak` tmi silo.bnadi livil+

A`bàs stak`s oer Iurepiak culturi, tra`btbekal, ceksirvatbvi, cellictbvi / cenpitikt

Kbgi synfelbsis Anirbcak way8 bk`bvbùal / addrissbvi. Nbcmail Heràk, NcIkrei

A`bàs cekkicti` te pesbtbvi inetbeks, neri te cenpitbkd tmak te wbkkbkd

A`bàs. cmallikdbkd ekisilo bs ixcbtbkd7 wbkkbkd bs riwar`, ket riasek oer playbkd will

A`bàs pirsekalbty riolicts trui spertsnaksmbp, dee` tian playir / strekd werg itmbc+

Kbgi mas a ceel attbtuì, Reu èkt wbk sblvir, yeu lesi del`, wbkkbkd bs paraneukt

Ixicutbkd tmi Frak` Bìktbty. Cenfbki vbsual, au`btery / etmir siksery cenpekiktstmat criati ricedkbtbek, frak` prenbsi, cennukbcatbek sykirdy / milp `booiriktbatbek+

Starts oren pesbtbekbkd / valuis ak` bs ixicuti` tmreudm tmi nargitbkd nbx -0Zs"

Zreùct. ceksunirs frak` ixpirbikcis smeul` niit%surpass ixpictatbeks

Zrbcbkd.pirciptbek eo valui, iquati wbtm qualbty

Zlaci. avablafblbty ak` vbsbfblbty

Zrenetbek. bktidrati` nargitbkd cennukbcatbek -BNC" te `rbvi meni tmi nissadi

Frak` Bìktbty plakkbkd neìl -@A_B@ AAGIV"Pe ukìrstak`, ìvilep, ak` apply tmi frak` bìktbty cekcipt+ Bktreùcis 6 stratidbcfrak` cenpekikts. stratidbc frak` akalysbs ak` frak` bìktbty bnpliniktatbek systin+

Violictbek8Addrissbvi,

prevecatbvi,

bk.yeur.oaci

Silo.Bnadi8Ceel, B an ak

Atmliti

Vi latbeksmbp8Speksersmbp,

itmbcs

Zirsekalbty8Lbgi Heràk,

Tee`s

Zmysbqui8Sperts ak

obtkiss

Culturi8Anirbcak,

Hust è Bt!

Zbcturi eo Sik ir

Zbcturi eo Vicbpbikt

Ixtirkalbza

tbek

Bkt

irkalbzatbek

Kbgi

Violictbek8trui spertsnak.

smbp, A dee` tian

playir, strekd werg

itmbc

Silo.Bnadi8Vilatis neri te

cenpitbkd tmak t e

wbkkbkd

Vi latbeksmbp8Qualb ty ak `

mirbtadi

Zirsekalbty8Pra`btbekal, ceksirva.

tbvi, cellictbvi

Zmysbqui8Sperts ak`

obtkiss

Culturi8Iurepiak,

Pra`btbekal

Zbcturi eo Sik ir

Ixtirkalbza

tbek

Bktirkalbzatbek

Zbcturi eo Vicbpbikt

A`bàs


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28/59


www+`ranbtrakdkigar+cen 6= anbtrakdkigarJdnabl+cen

4 Frak` ArcmbticturiAk erdakbzbkd structuri, oanbly trii er mbirarcmy eo tmi frak` pertoelbe tmat spicbobis

frak` relis ak` tmi katuri eo rilatbeksmbps fitwiik frak`s ak` suf frak`s -Aagir /

Heagbnstmalir"

Frak` arcmbticturi bs lbgi a seccir tian wbtm tmi oeetfall pbtcm as tmi nargit nap, akìacm oeetfall playir as a frak` playbkd a naher, nbker er suppert reli+ Mikci bk`bvbùalplayirs%frak`s wbll fikiobt oren bìktbty ak` cennukbcatbek predrans

Pmi bìal pertoelbe Pypbcal nargit%frak` pertoelbe

Seurci8 @isbdkbkd frak` arcmbticturi -@avb`sek, 6::6, pertoelbe nakadbkd nattirs+ Frak` Stratidy pp 6=.62"

Efhictbvis eo frak` arcmbticturi ari. criatbkd iooictbvi / pewiroul frak`s, allecatifrak` fubl`bkd riseurcis, criati sykirdy, clarbty eo preùct eooirbkd, liviradi frakìqubty, ak` prevbì platoern oer outuri drewtm+

Frak` pertoelbe. all frak`s, suffrak`s, cefrak`s7 a`` %ixtik`% ìliti frak`s

Zertoelbe relis eo iacm frak`.

Stratidbc Veli. bnpertakt seurci eo outuri preobts%vbsbek. _brdbk Abr, Pata bk`bcen


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Lbkcmpbk Veli. frak` prevbìs giy fasbs oer custenir leyalty+ Obrst Cbtbzik Cluf oerSmeppirs Step, H/H fafy rakdi

Sblvir Fullit. frak` pesbtbvily bkoluikcis bnadi eo aketmir frak`. BFN Pmbkgpa`feesti` puflbc pirciptbeks eo BFN, Kake eo Pata Neters

Casm Cew. sbdkbobcakt custenir fasi nay ket riqubri mbdm livil eo bkvistnikt fut

dikiratis ouk`s te fi bkvisti` bk stratidbc, lbkcmpbk, sblvir.fullit frak`s+ Zarli D,Kbvia Crini

@isbdk Reur Zertoelbe Drapmbcs

_bsual riprisiktatbeks acress pertoelbe eo frak`s. ledes, pacgadbkd, synfels, preùctìsbdk, layeut eo prbkt a`s, tadlbkis. leeg ak` oiil eo iacm frak` prisiktatbek

@e vbsual riprisiktatbeks sik` rbdmt sbdkals eo rilatbeksmbps fitwiik frak`s bkpertoelbe5

Ixircbsi8 put all drapmbc riprisiktatbeks eo frak` pertoelbe -ledes, pacgs,nascets" ek papir+ @e tmiy cekviy ceksbstikt nissadi ak` suppert frak`

pertoelbes structuri

@ivilep Frak` Zertoelbe Structuri

Frak` pertoelbe structuri bs a way eo dreupbkd frak`s te clarboy ledbcal rilatbeksmbps

Frak` mbirarcmy trii oer Bk`bak Metils. Pah Metils, mallnarg eo luxury ak` sirvbci

Fut Pah tad was ek iviry dreup metil, duists wiri cekousi` wmat frak` Pah stee` oer5

@booiriktbati` fy qualbty / sirvbci stakàr`s , mbvi eoo metils ket obttbkd arcmbticturi

Ixircbsi. clarboy rilatbeksmbps anekd frak`s fy `rawbkd a frak` oanbly trii+

Spicboy tmi Zreùct.Nargit cektixt eo iacm frak`

Ikèrsir frak`s. Frak` ikèrsi` fy parikt er cerperati frak` wmiri parikt frak`bs bìktbobi` wbtm tmi frak`, fut, ikèrsi` frak` bs dbvik driatir vbsual wibdmt tmakparikt frak`+ Pmi cerperati%parikt frak` lik`s cri`bfblbty er assurakci te ikèrsi`


30/59


www+`ranbtrakdkigar+cen 3: anbtrakdkigarJdnabl+cen

frak` wbtmeut evirpewirbkd bt wbtm bts ewk assecbatbeks+ Ca`furys @abry Nblg %Obvi Star+ ]ylys, Swbss Naì. Freudmt te yeu fy Pbtak

Suffrak`. A kiw frak` cenfbki` wbtm a preùct er cerperati frak`+ Pmi suffrak`cak nagi tmi parikt frak` neri vbtal ak` rilivakt te a kiw ceksunir sidnikt erwbtmbk a kiw preùct catidery+ Oer` Bgek. Olabr, Myukàb Ditz. Zrbni, Dbllitti

Sikser Ixcil Fikiobt frak`s. frakì` oiaturis, cenpekikts, er sirvbcis tmat audnikt tmi frak`

eooirbkd. Narutb Vbtz wbtm Gappa ikdbki

Cefrak`s. cenfbki yeur frak` wbtm frak`%s oren aketmir obrn te criati a ukbquieooirbkd. Cbtbfakg.Hit Zlatbkun cri`bt car`s ermbdmlbdmt ak bkdri`bikt eo aketmirobrn bk yeur frak` cennukbcatbek. MZ lapteps wbtm NS Eoobci er Bktil bksbì,@elfy systin bk Nultbplixis, Piolek ceatbkd bk Zaks, Carl Xibss bk nefbli caniras

Pbtak Frak` Arcmbticturi

Meusi eo Frak`s er Frakì` Meusi

Frakì` Meusi Meusi eo frak`s

Nastir frak` stratidy Zreùct frak` stratidy

1 nastir frak` acress catiderbis Kiw frak`s %ixtiksbeks % suf frak`s

Marvar` -MFV, MFS, Ni`bcal%Law", Kbgi Narutb -=::, Alte, S]0, Swbot", Z/D

Nastir frak` èis ket cekkict bk all nargits-Kbgi Lapteps, Marvar` Iktirtabknikt"

Iasbir oer `booirikt frak`s te cekkict te`booirikt % a`hacikt nargits

Lew frak`bkd cests%sykirdy. 1frak` liviradi` Cestlbir. siparati frak`bkd cests

Catidery oabluri nay ànadi nastir frak` Frak` oabluri nay ket aooict obrn


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Frak` arcmbticturi typis8 Cennek frak`bkd systins ari

Frak` Pypi Ixanpli Stratidbc Vatbekali

Cerperati@enbkakt

Cerperati

frak`

Mibkz

DI

Seky, Pata,Vilbakci, MZ

Fiar cenpaky kani

Mbdmist bk frak` mbirarcmy

Markissis strekd cerperati bnadisykekyneus wbtm preùct class

C@ cennek, ONCD rari, ticm pepular

Nastir

frak`FNT

Nekt Flakc

Kegba

@enbkakt, mbdmist livil bk mbirarcmy

Pypbcally, ekly frak` bk tmi systin

Cerperati frak`s wiri nastir frak`s

Lbciksi`

frak`

Calvbk Glibk,

@bskiy

Penny Mblobdir

Kani lbciksi` eut. oasmbek bkùstry.cletmis, liatmir, iyiwiar, accisserbis

Zarikt frak`

De`rih, _bìecek

Frak` ixtikì` te nultbpli catiderbis

Nay risinfli cerperati frak`

Icekenbcal KZL, trust%assurakci,nargitbkd icekenbis

N

bxi`Frak`s

Meusi

frak` -oanblyfrak`"

Pata, Anul

@bvirsbobi` obrns liviradi cerperatifrak` assecbatbek acress sidnikts%catiderbis

bo 6 preùct lbkis ari bkcenpatbfli-Pbtak / Sekata prinbun / icekeny"

@ual

frak`s -oanbly% ikèrsirfrak`s"

Ca`fury. 9 Star

Dbllitti. Nacm3

Oer`.Bgek

Pata Bk`bca

Cenfbki cerperati ' strekd suffrak`

Suffrak`s milp `booiriktbati, `rbvifrak` prioirikci

Ynfrilla oer a oanbly eo preùctsixtiksbeks

Ce.frak`s-bkdri`biktfrak`s"

Bktil bksbì

Piolek ceati`

@elfy systin

Vabsi pircibvi` qualbty / oanblbarbtyeo fetm frak`s

Frak` ixpesuri bk afsikt preùct class

Frak`@enbkakt

Zreùct%Neke

frak`s -sbkdlifrak`s"

Vixeka, Crecbk

Kbvia, Axi

Strekd frak` bìktbty, kii` oecusi`

Cerperati frak` bksbdkbobcakt, ONCD

Ixpiksbvi ak` rbsgy fut preobtafli

Smilo spaci%nargit smari%ixtiksbeks

Suf Frak` Oer` Bgek. Olabr,

Myukàb Ditz.

Zrbni,

Dbllitti Sikser

Ixcil

Kiw frak` ' parikt%cerperati frak` bkfrak` bìktbty systin

Suffrak` `raws ek parikt frak` tetardit kiw sidnikt er catidery

Ikaflis ixbstbkd ceksunir cekkict


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Frak` Zertoelbe Stratidbis

Frak` Zertoelbe. Sit eo all frak`s%lbkis a obrn eooirs te fuyirs bk a partbcular catidery+

Nultbpli frak`s bkcriasi smilo prisikci, attract varbity siigbkd ceksunirs, milp kiwnargit iktry / ybil` icekenbis eo scali bk a`virtbsbkd, salis / `bstrbfutbek

Zertoelbe naxbnbsis frak` iqubty / nargit ceviradi, nbkbnbsis frak` evirlap @booiriktbatbek appials te a sbziafli sidnikt / hustboy nargitbkd ak` preùctbek cests

Crbtbcal. Zertoelbe nekbterbkd / prukbkd eo wiag ak` ukpreobtafli frak`s

Narutb. =::, Alte, A.Star, Istble, Tadek.V, Vbtz, Swbot, @isbri, itc / tmibr varbakts

Zreùct Frak`bkd

Siparati frak`, ewk bìktbty, bnadi / sit eo assecbatbeks, cenpaky ket prenbkikt

Zaras. Neev, @Cel`, Lbvek, @irnbceel, Orismba,

CavbkGari. Cmbc smanpee, Spbkx pirounis, Niira Mirfal, Kyli Smanpee

MYL. Vixeka, Axi, Clesi Yp, Pah Pia, Lbptek Pia, Suro, Tmiil

L bki Frak`bkd

Frak` succissoul bk a catidery oer a tarditi` ceksunir dreup, bs ixtikì` te etmirpreùct lbkis bk tmi catidery% a`hacikt catiderbis, fut catirbkd te sani dreups kii`s+

Zreùct lbkis catir te `booirikt kii`s, cesnitbcs. lbpstbcg, kabl pelbsm, nebsturbzirs,fiviradis. olaveurs, gitcmups% nbkiral watir% fbscubts. pacg sbzis, cars. varbakts+

Bìktbty eo tmi nabk frak` bs liviradi` acress etmir ixtiksbeks

Lbki frak`bkd ristrbcti` te a`hacikt tirrbterbis / cenpliniktary preùcts+

Dbllitti razers ak` cartrb`dis. _icter, Sikser, Nacm 3, Purfe7 smavbkd dils, ìes,LErial. cesnitbcs, fiauty, smanpees, sgbk, saleks

Anar Cmbtra Gatma. cenbcs -prbkt", nefbli, P_, Cbkina, eklbki

Vakdi Frak`bkd

Fublt ek cennek assecbatbek, cenpitikci er prenbsi eo tmi nabk frak` er obrn

Frak`s cennek pesbtbek% assecbatbek spria` acress rilati` ak` ukrilati` catiderbis

Gbkdobsmir synfelbzis tmi dee` tbnis, mikci ixtikì` acress Fiir, abrlbkis ak`seccir+ De`rih stak`s oer a ciktury eo trust ak` rilbafblbty, ixtikì` acress ONCD,C@, prepirty, ourkbturi ak` sicurbty systins+

Ynfrilla Frak`bkd

Eki frak` oer all preùcts%catiderbis, `rawbkd ek tmi strikdtm eo tmi nastir frak`

Saoir, cmiapir tmak fubl`bkd kiw frak`, assecbatbek smeul` stratidbcally obt catiderbis

Sansukd. P_, orb`di, wasmbkd nacmbkis, nefblis, mar` `bsg, nekbters, lapteps _brdbk. Abrlbkis, Cela, Nusbc, Neek travil, nefbli, iktirtabknikt

Seurci%@eufli Frak`bkd

Cerperati ' kiw frak` -cenfbkatbek eo unfrilla / preùct frak`bkd stratidy"

Iqual prenbkikci bk cennukbcatbek ak` frak`bkd oer fetm frak`s

Frak` fikiobts oren cerperati frak`s bnadi er a``s suftracts te% oren bt+

Myukàb kani priciìsSaktre, Ditz, b1:, b6:, _irka, Pucsek


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Hemkkbi Talgir Scetcm TmbsgyVi` lafil, Driik lafil, Flacg lafil / Flui lafil

Ikèrsinikt Frak`bkd

Sbnblar te seurci frak`bkd, fut preùct frak` neri sbdkbobcakt tmak cerperati frak`

Cerperati frak` cekviys fasbc assecbatbeks, audnikti` fy tmi preùct frak`

Ca`furys priciìs @abry Nblg, 9 Star, Orubt / Kut, Cilifratbeks, Pinptatbeks Zele fy Valpm Laurik, Arnakb. Sbdkaturi, Cellizbekb, Ixcmakdi, Hukber

Frak` Ixtiksbek

Ixtik` ixbstbkd frak` te kiw preùcts, sirvbcis, er ceksunir sidnikts

Ixbstbkd frak` ' kiw frak`, kiw frak` bs calli` suffrak`

Bo ixicuti` will, frak` ixtiksbeks freaìk ak` clarboy frak` niakbkd, bo ket, `bluti ercekousi frak` niakbkd+ Gbkdobsmir -Fiir te Abrlbkis" ak` Anul -Nblg / Oee`s"+

@ivbsbkd tmi Frak`bkd StratidyKZL 3 cmebcis8 @ivilep kiw frak` ilinikts oer kiw preùct, apply seni eo bts ixbstbkd

frak` ilinikts, usi a cenfbkatbek eo kiw ak` ixbstbkd frak` ilinikts

Frak` ixtiksbek. usi ak istaflbsmi` frak` te bktreùci a kiw preùct.Dblliti Sikser

Suf.frak`. kiw frak` cenfbkis wbtm ak ixbstbkd frak`. Dblliti Sikser Ixcil

Zarikt frak`. tmi ixbstbkd frak` wmbcm dbvis fbrtm te a frak` ixtiksbek. Dbllitti

Oanbl y frak`. Zarikt frak` alria`y assecbati` wbtm nultbpli preùcts tmreudm frakìxtiksbeks+ Ca`fury

Frak` ixtiksbeks cak fi frea`ly classbobi` bkte twe dikiral catiderbis8

1"L bki ixtiksbek.parikt frak` usi` te frak` a kiw preùct, tardit kiw nargit sidniktwbtmbk a preùct catidery curriktly sirvi` fy parikt frak`Naddb Kee`li SGYs

6"Catidery ixtiksbek. wmikparikt frak` bs usi` te iktir a `booirikt preùct catideryoren tmat curriktly sirvi` fy tmi parikt frak`. Gbkdobsmir Fiir te Abrlbkis

3"Frak` lbki. All preùcts. erbdbkal, lbki / catidery ixtiksbeks, sel` ukìr a partbcularfrak`. De`rih, _bìecek, Mibkz

0"Frak` nbx-frak` assertnikt" . all frak` lbkis eo a obrn avablafli te fuyirs MYL.Clesi.up, Zipseìkt

Frak`kan

i

Zreùct catidery

El` Kiw

El` Lbki ixtiksbek.-Kiw SGY, olaveurs.Nbrbkà linek, Vaska nakde, Zipsb 1+9L"

Catidery ixtiksbek. -PbtakVada, Hukber Merlbcgs"

Kiw Suf frak`. -Dbllitti Sikser Ixcil, Oer`Bgek Olabr, Gilledd Orestbis G"

Kiw frak`. -Narutb Vbtz,Pata Kake"


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Frak`s relis bk a frak` pertoelbe8

Olakgirs. Olakgir-obdmtir" frak`s pesbtbeki` wrt cenpitbters frak`s se tmat neribnpertakt -ak` preobtafli" oladsmbp frak`s cak ritabk tmibr ìsbri` pesbtbekbkd

Nay cakkbfalbsi ewk frak`s er riolict peerly ek etmir frak`s bk tmi pertoelbe

Cilirek ak` Bktil, Peyeta / Lixus, B Ze` rakdi. kake, smuooli itc

Casm Cews. ritabk frak`s ritabki` as tmiy mel` ek te a suoobcbikt kunfir eo custenirs/ nabktabk tmibr preobtafblbty wbtm vbrtually ke nargitbkd suppert+ Zarli D

Lew.Ik` Iktry.Livil. a rilatbvily lew.prbci frak` bk tmi pertoelbe te attractcustenirs te tmi orakcmbsi+ Duccb accisserbis, Seky _abe iktry livil, Arnakb Hiaks

Mbdm.Ik` Zristbdi. Veli eo a rilatbvily mbdm.prbci` frak` bk tmi frak` oanbly eotik tea`` pristbdi ak` cri`bfblbty te tmi pertoelbe+ Arnakb Sbdkaturi, Nekt Flakc Ziks

Frak` pertoelbe assissnikt natrbx

Cenpitbtbvi pesbtbek

Strekd Ni`bun Tiag

Nargit

Attractbvikis

s Mbdm Naxbnbsi ènbkakci Cmallikdi liaìr,fubl` ek strikdtms

Kbcmi, acqubri,olakg, ixbt

Ni`bun Cmallikdi liaìr, fubl` ekstrikdtms

Nakadi oer casmolew, olakg

Nblg ak`spicbalbsi

Lew Casm dikirater Nblg, ceksbìr ixbt @bvist

Lbki Ixtiksbeks a`vaktadis Lbki Ixtiksbeks `bsa`vaktadis

@rbvi drewtm ak` a`` salis

Ceksunirs oanblbar wbtm parikt frak`

Strekd frak` bìktbty, prioirri`

Ixtiksbeks dabk ritablir acciptakci

Icekenbis eo scali bk nargitbkd nbx

Catir te kiw nargits%usirs

Viùci cest / pirbe` eo KZ@

Cenpakbis lesi oecus

Ceksunirs ficeni cekousi`

Zrelboiratbek, parikt frak` lesis bìktbty

Ireìs frak` iqubty oer parikt frak`

Frak` ixtiksbek oabluri nay bnpact parikt

Nay cakkbfalbsi parikt frak`

Eppertukbty less eo fubl`bkd kiw frak`

Frak` Ixtiksbeks

A`vaktadis @bsa`vaktadis

Liviradi assits @bluti frak` strikdtm, cekousi

Kiw preùct acciptakci, saoir, icekenbcal Lbki ixtiksbeks wiagik frak` assecbatbeks

Frak` kani % traìnarg bssuis avebì` Ixtiksbek cakkbfalbsis, oabluri marns frak`

Vikiw frak` bktirist, outuri KZL fasi Pbni te criati ukbqui bnadi ak` iqubty

Ixpak` nargit % sidnikt ceviradi Lacg eo obt bk tmi ceksunirs nbk`


35/59


36/59



Mew Frak` Iqubty Dikiratis _alui -Aagir"

Seurci8 N akadbkd Frak` Iqubty8 @avb` Aagir1221

Fubl`bkd Frak` Iqubty

Pmi nargitirs cmallikdi bk fubl`bkd a strekd frak` bs te iksuri custenirs mavi tmirbdmt typi eo ixpirbikcis wbtm pre`ucts ak` sirvbcis ak` tmibr nargitbkd predranscriati tmi `isbri` frak` gkewli`di structuris oer tmi frak`+

Custenir gkewli`di `rbvis tmi `booirikcis tmat nakboist tminsilvis bk frak` iqubty

_alui nay fi riolicti` bk mew ceksunirs, tmbkg, oiil, ak` act wrt tmi frak` as will astmi prbcis, nargit smari, ak` preobtafblbty tmat tmi frak` cennak`s oer tmi obrn


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Nargitirs ak` risiarcmirs usi varbeus pirspictbvis te stu`y frak` iqubty

Custenir.fasi` frak` iqubtybs tmi `booiriktbal iooict tmat frak` gkewli`di mas ekceksunir rispeksi te tmi nargitbkd eo tmat frak`

'vi custenir.fasi` frak` iqubty. wmik ceksunirs riact neri oaverafly te a preùct /tmi way bt bs nargiti` wmik tmi frak` bs bìktbobi`, as cenpari` te wmik bt bs ket+

.vi custenir.fasi` iqubty. wmik ceksunirs riact liss oaverafly te nargitbkd actbvbtyoer tmi frak` ukìr tmi sani cbrcunstakcis+

Niasuri` fy

Frak` au`bts. bk.ìptm ixanbkatbek eo frak` mialtm / te sit stratidbc `brictbek

Pracgbkd stu`bis. bkoernatbek oren ceksunirs te prevbì valuafli tactbcal bksbdmts bktesmert.tirn iooictbvikiss eo nargitbkd predrans ak` actbvbtbis+

Stratidbc frak` nakadinikt bkvelvis tmi ìsbdk ak` bnpliniktatbek eo nargitbkdactbvbtbis ak` predrans te fubl`, niasuri, ak` nakadi frak`s te naxbnbzi tmibr valui+

Fubl`bkd frak` iqubty ìpik`s ek

Frak` ilinikts. frak` kanis, ledes, synfels, pacgadi ìsbdks Pmi bkbtbal cmebcis oer tmi frak` ilinikts er bìktbtbis nagbkd up tmi frak` Pmi way tmi frak` bs bktidrati` bkte tmi suppertbkd nargitbkd predrans Pmi assecbatbeks bk`brictly traksoirri` te tmi frak` fy lbkgbkd tmi frak` te seni etmir

iktbty -cenpaky, ceuktry eo erbdbk, aketmir frak`"

Stratidbc frak` nakadinikt preciss bkvelvis oeur nabk stips8

Bìktboybkd ak` istaflbsmbkd frak` pesbtbekbkd+

Zlakkbkd ak` bnpliniktbkd frak` nargitbkd+

Niasurbkd ak` bktirpritbkd frak` piroernakci

Drewbkd ak` sustabkbkd frak` valui+

Frak` iqubty `rbvirs. criatbkd rbdmt frak` gkewli`di structuris wbtm rbdmt ceksunirs, 3giy `rbvirs8

Pmi bkbtbal cmebci oer tmi frak` ilinikts er bìktbtbis nagbkd up tmi frak`

Zreùct, sirvbci, accenpakybkd nargitbkd actbvbtbis / suppertbkd nargitbkd predrans

Etmir assecbatbeks bk`brictly traksoirri` te tmi frak` fy lbkgbkd bt te seni etmir iktbty+

@isbdkbkd Melbstbc Nargitbkd Actbvbtbis

Frak`s ari ket fublt fy a`virtbsbkd+

Custenirs ceni te gkew a frak` tmreudm a rakdi eo cektacts ak` teucm pebkts8Zirsekal efsirvatbeks, pirsekal usi, wer` eo neutm, bktiractbeks wbtm cenpakypirsekkil, ek.lbki er tilipmeki ixpirbikcis ak` paynikt traksactbeks+

Frak` cektact.aky -'%." bkoernatbek.fiarbkd ixpirbikci a custenir % prespict mas wbtma frak`, preùct catidery, er nargit rilatbkd te tmi nargitirs preùct er sirvbci+

Zirsekalbzatbek. Nagbkd suri tmat tmi frak` ak` bts nargitbkd bs as rilivakt as pessbflite as naky custenirs as pessbfli+ Pmi Bktirkit criatis eppertukbtbis te pirsekalbzi


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Bktidratbek. Bktidratbkd nargitbkd bs afeut nbxbkd ak` natcmbkd nargitbkd actbvbtbis tenaxbnbzi tmibr bk`bvbùal ak` cellictbvi iooicts, ispicbally nargitbkd cennukbcatbeksFrak` awarikiss. tmi ceksunirs afblbty te bìktboy tmi frak` ukìr `booiriktcek`btbeks, as riolicti` fy tmibr frak` ricedkbtbek er ricall piroernakci ak` wmitmir btcriatis, nabktabks, er strikdtmiks frak` bnadi+

Frak` bnadi. pirciptbeks ak` filbios mil` fy ceksunirs, riolicti` bk tmi assecbatbeksmil` bk ceksunir ninery+

Bktirkalbzatbek. Nargitirs nust aèpt ak bktirkal pirspictbvi te appricbati akùkìrstak` fasbc frak`bkd ketbeks, ak` mew tmiy cak milper murt frak` iqubty+ Giybkoluikci ek frak` pirciptbek bs custenirs ixpirbikci wbtm cenpaky pirsekkil+

Bktirkal frak`bkd. actbvbtbis ak` precissis tmat milp te bkoern ak` bkspbri inpleyiis+

Frak` fek`bkd. wmik custenirs ixpirbikci tmi cenpaky as ìlbvirbkd ek bts frak`prenbsi+ Pe ìlbvir tmi frak` prenbsi, iviry inpleyii smeul` lbvi tmi frak`+

Melbstbc nargitirs smeul` trabk / ikceuradi `bstrbfuters % ìalirs te sirvi custenirs

Liviradbkd Sicekàry AssecbatbeksPmi tmbr` way te fubl` iqubty bs te ferrew bt+ Frak` assecbatbeks nay fi lbkgi` te etmiriktbtbis tmat mavi tmibr ewk assecbatbeks, criatbkd sicekàry frak` assecbatbeks lbgi8

Pmi cenpakytmreudm frak`bkd stratidbis+

Ceuktrbis er etmir diedrapmbcal ridbeksbìktbobcatbek eo preùct erbdbk

Cmakkils eo `bstrbfutbekcmakkil stratidy+

Etmir frak`sbkdri`bikt er ce.frak`bkd+

Cmaractirslbciksbkd+

Spegispiepliikèrsinikts+

Spertbkd er cultural iviktsspeksersmbps+

Etmir tmbr` party seurcisawar`s er rivbiws+

Niasurbkd Frak` Iqubty. Pwe cenpliniktary appreacmis inpleyi` fy nargitirs

Bk`brict appreacm. assissis petiktbal seurcis eo frak` iqubty fy bìktboybkd ak`tracgbkd ceksunir frak` gkewli`di structuris+

@brict appreacm. assissis tmi actual bnpact eo frak` gkewli`di ek ceksunirrispeksi te `booirikt aspicts eo tmi nargitbkd+

Frak` Au`bts. a ceksunir.oecusi` ixircbsi bkvelvbkd preciùris tmat assiss frak`mialtm, ukcevir seurcis eo frak` iqubty / suddist ways te bnprevi / liviradi bts iqubty+

Ysi` te sit tmi stratidbc `brictbek oer tmi frak`

Vidular au`bts allew nargitirs te nakadi frak`s neri preactbvily ak` rispeksbvily+

Zreoeuk` bnplbcatbeks oer tmi stratidbc `brictbek ak` frak`s risultbkd piroernakci+

Viqubris ukìrstak`bkd seurcis eo frak` iqubty oren tmi obrn ak` tmi ceksunirpirspictbvi

Frak` au`bts ceksbst eo twe stips

Frak` Bkviktery. Pe prevbì a currikt, cenprimiksbvi preobli eo mew all tmi preùctsak` sirvbcis sel` fy a cenpaky ari nargiti` ak` frakì`+


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Zreobli iacm preùct%sirvbci, bìktboy all assecbati` frak` ilinikts / suppertbkdnargitbkd predran

Zreobli cenpitbtbvi frak`s bk tirns eo tmibr frak`bkd ak` nargitbkd iooerts+

Suddist wmat ceksunirs currikt pirciptbeks nay fi fasi` ek+

Assiss ceksbstikcy eo all tmi `booirikt preùcts er sirvbcis smarbkd a frak` kani+

Frak` Ixpleratery. Pe ukìrstak` wmat ceksunirs tmbkg ak` oiil afeut tmi frak` ak`bts cerrispek`bkd preùct catidery te bìktboy seurcis eo frak` iqubty+

Zrber risiarcm stu`bis ak` qualbtatbvi risiarcm ticmkbquis lbgi wer` assecbatbeks,prehictbvi ticmkbquis, vbsualbzatbek, frak` pirsekbobcatbeks, ak` la`ìrbkd+

Dabk ukìrstak`bkd eo tmi filbios eo cenpaky pirsekkil afeut ceksunir pirciptbeks+

Frak` Pracgbkd . cellict bkoernatbek oren ceksunirs ek a reutbki fasbs evir tbni+

Quaktbtatbvi niasuris te ukìrstak` mew frak`s / nargitbkd predrans ari piroernbkdek giy `bniksbeks

Ykìrstak` wmiri, mew nucm, ak` bk wmat ways frak` valui bs fibkd criati`

Nakadbkd Frak` Iqubty. riqubris a lekd.tirn vbiw eo nargitbkd ìcbsbeks+Frak` Vibkoercinikt. Nakadi obrns stratidbc assit te iksuri valui èis ket ìpricbati+

A" Frak` iqubty bs ribkoerci` fy nargitbkd actbeks tmat ceksbstiktly cekviy tmi niakbkdeo tmi frak` te ceksunirs bk tirns eo8

Tmat preùcts tmi frak` riprisikts5

Tmat ceri fikiobts bt supplbis5

Tmat kii`s bt satbsobis5

Mew tmi frak` nagis tmesi preùcts supirber5

Tmbcm strekd, oaverafli / ukbqui frak` assecbatbeks smeul` ixbst bk ceksunirs nbk`5Vibkoercbkd frak` iqubty riqubris bkkevatbek / rilivakci tmreudm nargitbkd predran+F" Nargitirs nust bktreùci kiw preùcts ak` cekùct kiw nargitbkd actbvbtbis tmat

truly satbsoy tmibr tardit nargit+

C" Ak bnpertakt ceksbìratbek bk ribkoercbkd frak`s bs tmi ceksbstikcy eo tminargitbkd suppert tmi frak` ricibvis, bk tirns eo fetm aneukt ak` gbk`+

@" Bk nakadbkd frak` iqubty, bt bs bnpertakt te ricedkbzi tmi traì.eoos fitwiiktmesi nargitbkd actbvbtbis tmat oertboy tmi frak` ak` ribkoerci bts niakbkd ak` tmesi tmatattinpt te liviradi er ferrew oren ixbstbkd frak` iqubty te riap seni obkakcbal fikiobt+

Frak` VivbtalbzatbekCmakdis bk ceksunir tastis / prioirikcis, inirdikci eo kiw cenpitbters% ticmkeledy,er ridulatery er ikvbrekniktal ìvilepnikts nay petiktbally aooict oertukis eo a frak`+

Pe rivirsi a oa`bkd frak`s oertukis, risteri lest frak` iqubty seurcis er criati kiw

Ykìrstak`bkd, wmat tmi seurcis eo frak` iqubty wiri, bs tmi obrst stip te a rivbval

Ixpak` ìptm /%er fria`tm eo frak` awarikiss fy bnprevbkd ceksunir ricall / frak`ricedkbtbek ùrbkd purcmasi % ceksunptbek sittbkds+

Bnprevi strikdtm, oaverafblbty / ukbquikiss eo frak` assecbatbeks te fubl` frak` bnadi+


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www+`ranbtrakdkigar+cen 0: anbtrakdkigarJdnabl+cen

Frak` crbsbs. Lekdir rispeksi tbni bk a crbsbs bkcriasis cmakcis eo ceksunirs oernbkdkidatbvi bnprissbeks fut sbkcirbty bk tacglbkd tmi crbsbs wbll fi appricbati` fy custenirs

Frak` Iqubty Neìls

1" Frak` Assit _aluater -FA_". Reukd / Vufbcan a` adikcy niasuri` frak` iqubty

oer 09: dlefal frak`s ak` =,::: lecal frak`s bk 60 ceuktrbis, usbkd a 36 btinquistbekkabri ek frak` pirsekalbty plus 0 `bniksbeks8

1+ @booiriktbatbek.Niasuris mew `bstbkctbvi tmi frak` bs bk tmi nargitplaci6+ Vilivakci.Niasuris wmitmir a frak` mas pirsekal rilivakci oer tmi rispekìkt+ Bs bt

niakbkdoul te mbn er mir5 Bs bt pirsekally appreprbati53+ Istiin.Niasuris wmitmir frak` bs mil` bk mbdm ridar` ak` ceksbìri` fist bk bts

class+ Clesily rilatis te pircibvi` qualbty ak` ixtikt te wmbcm frak` bs drewbkd bkpepularbty+

0+ Gkewli`di. ak bktbnati ukìrstak`bkd eo tmi frak`, ceksunir ixpirbikci

@booiriktbatbek ' rilivakci> frak` strikdtm, ìscrbfis tmi frak`s drewtm petiktbalIstiin ' gkewli`di> frak` structur i, ìscrbfis tmi frak`s currikt pewir

Frak` strikdtm' frak` structuri> Zewirdrb`, ìpbcts frak` ìvilepnikt cycli stadis

Vilatbeksmbp anekd 0 pbllars ybil`s cenpillbkd bkoernatbek afeut frak`s capacbty tecarry a prinbun prbci / oik` eoo cenpitbtbek. tmi giy te frak` mialtm+

R/V Zewir Drb`. Staturi _irsus Strikdtm

Frak` staturi -gkewli`di ' istiin"

M L

Frak` strikdtm

-`booiriktbatbek' istiin" M

Fu`wibsir

DapMibkz@bskiySeky

FNT

DubkkissStarfucgs_eàoekiSwatcm

L

GeàgLivbs]irex

MZGilleddViutirs

FA_ cak fi usi` te dabk a rakdi eo gkewli`di afeut a frak`8

Bìktboy giy pirciptbek `rbvirs, petiktbal tardit dreups, preflin arias ak` farrbirs

Akalyzi ewk bnadi%attrbfuti%frak` pirsekalbty / cenpitbtbvi strikdtms /

wiagkissis Pracg frak` nevinikt evir tbni ek crbtbcal `bniksbeks

Bkvistbdati a cerperati kani as a petiktbal parikt%unfrilla frak`

@itirnbki nargitbkd kii`s ak` pessbfli cennek cennukbcatbeks%predrans

Pypbcal pattirks eo frak` ìvilepnikt


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6" Aagir Neìl -Zreoisser @avb` Aagir"Frak` iqubty bs a sit eo 9 catiderbis eo frak` assits / lbafblbtbis lbkgi` te a frak` tmat a``te er suftract oren tmi valui prevbì` fy a preùct % sirvbci te a obrn ak`%er te tmat obrnscustenirs+ Pmi catiderbis eo frak` assits ari8

Frak` leyalty

Frak` awarikiss

Zircibvi` qualbty

Frak` assecbatbeks

Etmir preprbitary assits sucm as patikts, traìnargs, ak` cmakkil rilatbeksmbps

Frak` bìktbty. ukbqui sit eo frak` assecbatbeks tmat riprisikt wmat a frak` stak`s oerak` prenbsis te custenirs+Ceksbsts eo 16 `bniksbeks erdakbzi` areuk` 0 pirspictbvis8

Frak`.as.preùct -preùct scepi, attrbfutis, qualbty%valui, usi, usirs, ceuktry eo erbdbk"

Frak`.as.erdakbzatbek -erdakbzatbekal attrbfutis, lecal virsus dlefal"

Frak`.as.pirsek -frak` pirsekalbty, frak`.custenir rilatbeksmbps"

Frak`.as.synfel -vbsual bnadiry%nitapmers ak` frak` mirbtadi"

Frak` bìktbty alse bkcluìs

Ceri bìktbty. tmi ciktral, tbniliss issikci eo tmi frak`

Ixtikì` bìktbty. bkcluìs varbeus frak` bìktbty ilinikts, erdakbzi` bkte cemisbviak` niakbkdoul dreups

3" Frak`z neìl eo frak` strikdtm -Nargitbkd risiarcm ceksultakts Frewk ak` TZZ"Frak` fubl`bkd bkvelvis siquiktbal stips, wmiri iacm stip bs cektbkdikt upek succissoullyaccenplbsmbkd privbeus stip+ Efhictbvis at iacm stip, bk ascik`bkd erìr, ari8

Zrisikci, Vilivakci, Ziroernakci, A`vaktadiFek`bkd.fekì` ceksunirs, fubl` strekdir rilatbeksmbps wbtm tmi frak`, spik` neri eo

tmibr catidery ixpik`bturis ek tmi frak` tmak tmesi at lewir livils eo tmi pyranb`+


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2 Frak` valuatbek

Pep Frak` valuis 6::2Bktirfrak`

1+ Ceca.Cela ?=,430 -$n"

6+ BFN ?:,611 -$n"

3+ Nbcreseot 9?,?04 -$n"

0+ DI 04,444 -$n"

9+ Kegba 30,=?0 -$n"

?+ Nc@ekal`s 36,649 -$n"

4+ Deedli 31,2=: -$n"

=+ Peyeta 31,33: -$n"

2+ Bktil 3:,?3? -$n"

1:+ @bskiy 6=,004 -$n

Bktirfrak` lbst eo Pep 6: Frak` Vakgs 6:::.6::26::: 6::1 6::6 6::3 6::0 6::9 6::? 6::4 6::= 6::2

Ceca Cela 1 1 1 1 1 1 1 1 1 1

Nbcreseot 6 6 6 6 6 6 6 6 3 3

BFN 3 3 3 3 3 3 3 3 6 6

Bktil 0 ? 9 9 9 9 9 4 4 2

Kegba 9 9 ? ? = ? ? 9 9 9

DI ? 0 0 0 0 0 0 0 0 0

Oer` 4 = 11 10 12

@bskiy = 4 4 4 9 4 = 2 2 1:

Nc@ekal`s 2 2 = = 4 = 2 = = ?AP/P 1: 1:

Narlfere 11 11 2 2 1: 1: 16 10 1= 14

Nirci`is Fikz 16 16 1: 1: 11 11 1: 1: 11 16

MZ 13 19 10 16 16 13 13 16 16 11

Cbsce 10 1? 1? 14 1? 14 1= 1=

Peyeta 19 10 16 11 2 2 4 ? ? =

Cbtb 1? 13 13 13 13 13 16 11 11

Dbllitti 14 1= 12 1? 19 19 1? 1? 10 13

Seky 1= 6:

Anirbcak Ixpriss 12 14 19 19 10 10 10 19 19Mek`a 6: 1= 1= 1= 12 12 12 1=

FNT 13 13 19

Leubs _ubttek 1= 14 14 14 1?

Sansukd 6: 6: 12

Appli 6:


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Bktirfrak`s Frak` Iqubty Oernula

Frak` iarkbkds Frak` strikdtm

Frak` salis

Cests eo salis

Nargitbkd cests

Evirmia` ixpiksis Vinukiratbek eo capbtal cmardi

Paxatbek

Liaìrsmbp -69)"

Stafblbty -19 )"

Nargit -1: )"

Diedrapmbc spria` -69 )" Prik` -1: )"

Suppert -1: )"

Zretictbek -9 )"

Frak` valui. tmi sun eo all iarkbkds tmat a frak` bs ixpicti` te dikirati+ 3 stips8

Istaflbsm cenpakys bktakdbfli iarkbkds ak` allecati tmin te bk`bvbùal frak`s ak`ceuktrbis eo epiratbek, fasi` ek obkakcbal àta

@itirnbki pertbek eo bktakdbfli iarkbkds attrbfutafli te frak` aleki -Frak`Cektrbfutbek", wmbcm riolicts smari eo iarkbkds oren a preùct er sirvbcis nest leyal

ceksunirs er usirs, as eppesi` te etmir oacters sucm as prbciZrehict frak` valui fasi` ek nargit valuatbeks, frak` rbsg preobli, / drewtm petiktbal+

Frak` _aluatbek Appreacm -Bktirfrak`"

Cenpakbis lbgi Z/D. Dbllitti, Ykblivir, LErial ak` Kistli criati sbdkbobcakt frak`valui, oren a pertoelbe eo frak`s tmak oren a sbkdli frak`+

Frak` valuineìl

Frak` _alui as kit prisikt valui -KZ_" eo outuri iarkbkds dikirati` fy tmi frak` Capturis prisikt ak` outuri valui eo a frak`

@itirnbkis mew frak` criatis valui ak` albdks wbtm custenirs `rbvi oer purcmasis Pmi neìl cenprbsis 0 giy ilinikts8

1" Obkakcbal oericastbkd

Zrehictbeks eo all rivikuis oren tmat frak` bk tmi outuri

@iùct epiratbkd cests, taxis, capbtal cests te epirati tmi frak`

@booirikci riprisikts frak`s Bktakdbfli Iarkbkds -lbgi I_A % bktillictual capbtal"6" Veli eo Frak`bkd

Niasurbkd mew tmi frak` bkoluikcis custenir ìnak` at tmi pebkt eo purcmasi

Akalysi -Frak` Iarkbkds % Bktakdbfli Iarkbkds" ) selily attrbfutafli te tmi frak`

Bìktbobis ak` wibdmts giy `rbvirs eo custenir ìnak`, tmibr ìpikìkci ek frak`s

Calculati` as a )adi ak` applbi` te Bktakdbfli Iarkbkds te ìrbvi Frak` Iarkbkds+3" Frak` Vbsg

Frak` spicbobc rbsg rati at wmbcm oericast Frak` Iarkbkds ari `bsceukti` te tmibr KZ_

@bsceukt fasi` ek rbsg orii rati -ybil` ek devirknikt fek` ' frak` prinbun fasi` ekFrak` Strikdtm akalysbs"

Assissis rbsg preobli eo prehicti` Frak` Iarkbkds fasi` ek frak` orakcmbsi sicurbty0" Frak` strikdtm


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-bv" Bktirkatbekal Scepicress katbekal%cultural petiktbal+-v" Prik lekd tirn appial te ceksunirs+-vb" Suppertstrikdtm eo cennukbcatbeks+-vbb" Zretictbeksicurbty eo tmi frak` ewkirs lidal er prepirty rbdmts+

Frak` valuatbek appreacmis -mttp8%%www+frak`cmakkil+cen%papirsUrivbiw+asp5spUb`>394"

Iarlbir, bktakdbflis -frak`s, ticmkeledy, patikts, inpleyiis" ket obkakcbally valui`

Ykixplabki` `booirikcis bk feeg valuatbek ak` nargit capbtalbzatbek

12=:s N/A actbvbty li` te valuatbek eo cenpakbis ak` frak`s, teày naherbtyfusbkiss valui bs ìrbvi` oren bktakdbflis

Aviradi cerperatbek lboi bs 69 yiars, aviradi adi eo werl`s Pep 1:: frak`s ?: yiars

A stu`y -Bktirfrak`. HZ Nerdak" cekcluì` tmat ek aviradi frak`s acceukt oer evireki.tmbr` smarimelìr valui wbtm Nc@ekal`s acceuktbkd oer 4:) ak` Ceca.Cela 91)

Appreacmis te frak` valuatbekObkakcbal valuis ek frak`s bs kew wbìly accipti`+ Tbtm traksoir prbcbkd, lbciksbkd ìals,N/A ak` valui fasi` nakadinikt, frak` valuatbek plays a giy reli bk fusbkiss teày+

Visiarcm.fasi` appreacmis. Frak` iqubty neìls niasuri ceksunir fimavber akàttbtuìs tmat mavi ak bnpact ek tmi icekenbc piroernakci eo frak`s tmreudm ceksunirrisiarcm wmiri tmiy bktirprit ak` niasuri ceksunirs pirciptbeks tmat bkoluikcipurcmasi fimavber+ Pmibr bktidratbek bkte ak icekenbc neìl milps tmin assiss icekenbcvalui eo frak`s

Obkakcbally `rbvik appreacmis. Cest.fasi` appreacmis oabl as tmiri bs ke `brictcerrilatbek fitwiik bkvistnikt naì ak` valui a`ì` fy a frak`

Cenparaflis.frak` valui bs arrbvi` at ek tmi fasbs eo senitmbkd cenparafli, fut valui

criatbek eo frak`s bk tmi sani catidery cak fi viry `booirikt, ivik bo nest etmir aspicts

eo tmi ukìrlybkd fusbkiss ari sbnblar+ Cenparaflis ari usioul oer cress.cmicgbkd

Zrinbun prbci. Frak` valui bs calculati` as KZ_ eo outuri prbci prinbuns tmat a

frakì` preùct weul` cennak` evir ak ukfrakì` er dikirbc iqubvalikt+ Mewivir

frak` efhictbvis ari fasi` ek afblbty te sicuri outuri ìnak` tmak currikt prinbun+

Icekenbc usi. Pmbs appreacm cenfbkis frak` iqubty ak` obkakcbal niasuris, ak` bs

wbìly accipti` nitmeèledy oer frak` valuatbek 3,9:: frak` valuatbeks werl`wbì+

Frak`s milp dikirati custenir ìnak`, wmbcm trakslatis bkte rivikuis ak` lekd tirn

ripurcmasi ak` leyalty

Frak`s outuri iarkbkds ari bìktbobi` ak` `bsceukti` te aKZ_ usbkd a `bsceukt rati

tmat riolicts tmi rbsg eo tmesi iarkbkds fibkd rialbzi`
http://www.brandchannel.com/papers_review.asp?sp_id=357http://www.brandchannel.com/papers_review.asp?sp_id=357http://www.brandchannel.com/papers_review.asp?sp_id=357http://www.brandchannel.com/papers_review.asp?sp_id=357


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Stips te capturi cenplix valui criatbek eo a frak`8

1+ Nargit sidniktatbek. Frak`s bkoluikci custenir cmebci, fut bkoluikci varbis

ìpik`bkd ek nargit bk wmbcm tmi frak` epiratis+ Splbt frak`s nargits bkte kek.

evirlappbkd ak` menedikieus dreups eo ceksunirs accer`bkd te applbcafli crbtirba sucm

as preùct er sirvbci, `bstrbfutbek cmakkils, ceksunptbek pattirks, purcmasi

sepmbstbcatbek, diedrapmy, ixbstbkd ak` kiw custenirs itc+ Pmi frak` bs valui` bk iacm

sidnikt ak` tmi sun eo tmi sidnikt valuatbeks cekstbtutis tmi tetal valui eo tmi frak`+

6+ Obkakcbal akalysbs. Bìktboy ak` oericast rivikuis ak` iarkbkds oren bktakdbflis

dikirati` fy tmi frak` oer iacm eo tmi `bstbkct sidnikts ìtirnbki` bk Stip 1+ Bktakdbfli

iarkbkds ari frak` rivikui liss epiratbkd cests, applbcafli taxis ak` a cmardi oer tmi

capbtal inpleyi`+ Pmi cekcipt bs sbnblar te tmi ketbek eo icekenbc preobt+

3+ @inak` akalysbs. Assiss tmi reli tmat tmi frak` plays bk `rbvbkd ìnak` oer preùcts

ak` sirvbcis bk tmi nargits bk wmbcm bt epiratis, ak` ìtirnbki wmat prepertbek eo

bktakdbfli iarkbkds bs attrbfutafli te tmi frak` niasuri` fy ak bk`bcater rioirri` te as tmi

reli eo frak`bkd bkìx+ Pmbs bs èki fy obrst bìktboybkd tmi varbeus `rbvirs eo ìnak`

oer tmi frakì` fusbkiss, tmik ìtirnbkbkd tmi ìdrii te wmbcm iacm `rbvir bs `brictly

bkoluikci` fy tmi frak`+ Pmi reli eo frak`bkd bkìx riprisikts tmi pirciktadi eo

bktakdbfli iarkbkds dikirati` fy tmi frak`+ Frak` iarkbkds ari calculati` fy nultbplybkd

tmi reli eo frak`bkd bkìx fy bktakdbfli iarkbkds+

0+ Cenpitbtbvi fikcmnargbkd. @itirnbki tmi cenpitbtbvi strikdtms ak` wiagkissis eo

tmi frak` te ìrbvi tmi spicbobc frak` `bsceukt rati tmat riolicts tmi rbsg preobli eo bts

ixpicti` outuri iarkbkds -niasuri` fy ak bk`bcater calli` as tmi frak` strikdtm sceri"+

Pmbs cenprbsis ixtiksbvi cenpitbtbvi fikcmnargbkd ak` a structuri` ivaluatbek eo tmi

frak`s nargit, stafblbty, liaìrsmbp pesbtbek, drewtm trik`, suppert, diedrapmbc oeetprbkt

ak` lidal pretictafblbty+

9+ Frak` valui calculatbek. Frak` valui bs tmi KZ_ eo tmi oericast frak` iarkbkds,

`bsceukti` fy tmi frak` `bsceukt rati+ KZ_ calculatbek cenprbsis fetm tmi oericast

pirbe` ak` tmi pirbe` fiyek`, riolictbkd tmi afblbty eo frak`s te cektbkui dikiratbkd

outuri iarkbkds+ Ak ixanpli eo a mypetmitbcal valuatbek eo a frak` bk eki nargit sidnikt

bs smewk bk tmi Pafli filew+ Pmbs calculatbek bs usioul oer frak` valui neìlbkd bk a

wbì rakdi eo sbtuatbeks, sucm as8


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pri`bctbkd tmi iooict eo nargitbkd ak` bkvistnikt stratidbis

`itirnbkbkd ak` assissbkd cennukbcatbek fu`dits

calculatbkd tmi riturk ek frak` bkvistnikt

assissbkd eppertukbtbis bk kiw er uk`irixplebti` nargits

tracgbkd frak` valui nakadinikt+

Mypetmitbcal frak` valui calculatbek8


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Applbcatbeks

Stratidbc frak` nakadinikt, wmiri frak` valuatbek oecusis ek bktirkal au`bikcis fyprevb`bkd teels ak` precissis te nakadi ak` bkcriasi icekenbc valui eo frak`s+

Obkakcbal traksactbeks, wmiri frak` valuatbek milps bk a varbity eo frak`.rilati`traksactbeks wbtm ixtirkal partbis+

Attrbfutis eo Strekd Frak`sIxcils at ìlbvirbkd ìsbri` fikiobts

Stays rilivakt

Zrbci` te niit pirciptbeks eo valuiZesbtbeki` prepirly

Cennukbcatis ceksbstikt frak` nissadis

Till.ìsbdki` frak` mbirarcmy Ysis nultbpli nargitbkd actbvbtbis Ykìrstak`s ceksunir.frak` rilatbeksmbp

Supperti` fy erdakbzatbekNekbters seurcis eo frak` iqubty

Pmi Veli eo Frak`s

Bìktboy tmi nagir

Sbnplboy preùct mak`lbkd Erdakbzi acceuktbkd

Eooir lidal pretictbek Sbdkboy qualbty Criati farrbirs te iktry

Sirvi as a cenpitbtbvi a`vaktadi

Sicuri prbci prinbun

Nargitbkd A`vaktadis eo Strekd Frak`s

Bnprevi` pirciptbeks eo preùct piroernakci

Driatir leyalty

Liss vulkirafli te cenpitbtbek Lardir nardbks

Bkilastbc ceksunir rispeksi te prbci bkcriasis

Ilastbc ceksunir rispeksi te prbci ìcriasis

Driatir traì ceepiratbek

Bkcriasi bk iooictbvikiss eo BNC

Lbciksbkd eppertukbtbis

Frak` ixtiksbek eppertukbtbis


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www+`ranbtrakdkigar+cen 02 anbtra

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