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7/23/2019 Project report on CRM in Retailing
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HFN Yvjagd| Vgyjv|
Lg{nb Anenv`n Nmhgl HFN/FFN -Hnveg|`bk)
Ognl`bk Wb`sgvt`|p/ Tpomg|
An nv`n N hgl
7/23/2019 Project report on CRM in Retailing
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YVJAGD\ VGYJV\
JB
Dwt|jhgv Vgon|`jbtm`yt Hnbnkghgb| `b Vg|n`o`bk
-N t|wlp jb doj|m`bk Fwt`bgtt)
\m`t vgyjv| `t twfh`||gl nt |mg ynv|`no cwoc`oohgb| jc HFN yvjkvnh
7/23/2019 Project report on CRM in Retailing
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\m`t vgyjv| `t twfh`||gl nt |mg ynv|`no cwoc`oohgb| jc HFN yvjkvnh
Yvjagd| Twygvs`tjv
Twfh`||gl Fp
Twfh`tt`jb Ln|g
Cgfvwnvp 9;/ 69>6
Hv" Tmnhtw Wll`b Tmne`f
Ogd|wvgv jc Hnveg|`bk
Lgy|" jc Fwt`bgtt Nlh`b`t|vn|`jb
Ognl`bk Wb`sgvt`|p/ Tpomg|
Lg{nb Anenv n Nmhgl
@L(>>9>9>9;47
Hnajv `b Hnveg|`bk
HFN/ Lgy| jc Fwt`bgtt Nlh`b`t|vn|`jb
Ognl`bk Wb`sgvt`|p/ Tpomg|
7/23/2019 Project report on CRM in Retailing
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Og||gv jc \vnbth`||no
9; Cgfvwnvp/ 69>6
\j
Hv" Tmnhtw Wll`b Tmne`f
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Ognl`bk Wb`sgvt`|p/ Tpomg|
Twfagd|1 Twfh`tt`jb jc yvjagd| vgyjv|
T`v/
[`|m vgtygd| @ nh anenv`n tgge`bk pjwv e`bl n||gb|`jb vgknvl`bk |m`t vgyjv|"@ mnsg yvgynvgl
hp vgyjv| jb Dwt|jhgv Vgon|`jbtm`y Hnveg|`bk `b Vg|n`o`bk - fntgl jb doj|m`bk fwt`bgtt)"Fp
nbnopq`bk |mg vg|n`o hnveg| yvnd|`dnoop nbl wt`bk snv`jwt |jjot @ |v`gl |j yvgynvg hp vgyjv| jb
hp |jy`d" @ t`bdgvgop cjooj{gl pjwv kw`lgo`bg cjv yvgynv`bk hp vgyjv|"
Bj{/ hp yvjagd| vgyjv| vgnlp cjv twfh`tt`jb" @ mjyg |m t vgyjv| {`oo hgg| pjwv vg~w`vghgb|t"
Tj e`blop nddgy| |m`t vgyjv| nbl jfo`kg |mgvgfp"
Jfgl`gb|op pjwvt/
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
Lg{nb Anenv`n Nmhgl
@L( >>9>9>9;47
HFN -Hnajv `b Hnveg|`bk)
Lgynv|hgb| jc Fwt`bgtt Nlh`b`t|vn|`jb
Ognl`bk Wb`sgvt`|p/ Tpomg|
Anenv`n N hgl
7/23/2019 Project report on CRM in Retailing
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Dgv|`c dn|g jc Djhyog|`jb
\J [MJH @\ HNP DJBDGVB
\m`t `t |j dgv|`cp |mn|/ Lg{nb Anenv`n Nmhgl/ @L$ >>9>9>9;47/HFN/ Lgynv|hgb| jc
Fwt`bgtt Nlh`b`t|vn|`jb jc Ognl`bk Wb`sgvt`|p/ Tpomg|( mnt twddgttcwoop djhyog|gl m`t
yvjagd| {jve jb ‛Dwt|jhgv Vgon|`jbtm`y Hnbnkghgb| `b Vg|n`o`bk-fntgl jb doj|m`bk
fwt`bgtt)” wblgv hp twygvs`t`jb" Nt nb `b|gkvno ynv| jc |mg HFN yvjkvnh/ nc|gv djhyog|`bk
m`t dvgl`|t `b dontt nd|`s`|`gt/ Lg{nb Anenv`n Nmhgl mnl fggb wblgv hp l`vgd| twygvs`t`jb
lwv`bk m`t yvjagd| {jve |`hg"
Lwv`bk |mg yvjagd| {jve ygv`jl/ Lg{nb Anenv`n Nmhgl mnt |negb nbl dnvv`gl jw| hp
`bt|vwd|`jbt |j yvgynvg |mg yvjagd| vgyjv|" Mg mnt djoogd|gl |mg bgdgttnvp `bcjvhn|`jb nbl
wblgvkjbg |mvjwkm |mg ~wno`|n|`sg nbl ~wnb|`|n|`sg t|wl`gt" Nc|gv djhyog|`bk |mg/ t|wl`gt mg
mnt yvgynvgl |m`t vgyjv|"
@b |m`t vgknvl/ @ {jwol notj o`eg |j dgv|`cp |mn|/ Lg{nb Anenv`n Nmhgl yvjagd| {jve nbl vgyjv|
`t g}dowt`sg nbl vgyvgtgb|n|`sg nt ygv hp ebj{oglkg" Mg mnt gnvbgt|op {jvegl mnvl `b |m`t
vgknvl"
@ {`tm gsgvp twddgtt |j m`t o`cg"
ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ
Hv" Tmnhtw Wll`b Tmne`f
Ogd|wvgv jc Hnveg|`bk
Lgynv|hgb| j c Fwt`bgtt Nlh`b`t|vn|`jb
Ognl`bk Wb`sgvt`|p/ Tpomg|
7/23/2019 Project report on CRM in Retailing
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NDEBJ[OGLKGHGB\
@ {jwol o`eg |j ndebj{oglkg |mg kw`lnbdg nbl gccjv| jc @b|gvbtm`y nbl yondghgb| djhh`||gg
cjv nvvnbk`bk twdm n b`dg yvjkvnh cjv dj(vgon|`bk |mgjvg|`dno ognvb`bk {`|m vgno o`cg t`|wn|`jb"
@|”t n yogntwvg |j djbsgp hp mgnv|`gt| kvn|`|wlg nbl kvgg|`bk |j hp mjbjvnfog twygvs`tjv Hv"
Tmnhtw Wll`b Tmne`f/ Ogd|wvgv jc Hnveg|`bk/ Lgynv|hgb| jc Fwt`bgtt Nlh`b`t|vn|`jb/
Ognl`bk Wb`sgvt`|p" [`|mjw| m`t dj(jygvn|`jb `| {jwol mnsg bj| fggb yjtt`fog |j yvgynvg |mg
vgyjv| `b|j n b`dg gbl`bk"
@ {jwol notj o`eg |j ndebj{oglkg nbl |mnbet |mg cjooj{`bk ygvtjbbgo {mj mnt g}|gblgl |mg`v
{mjog(mgnv|gl dj(jygvn|`jb cjv yvgynv`bk |mg vgyjv|"
Hv Hl Cjptno nmhgl nbl Tnogm Nmhgl |mg j{bgv jc Tnogm doj|m t|jvg nbl vgnlphnlg djvbgv
cjv |mg`v e`bl kw`lnbdg nbl twyyjv| lwv`bk hp yvjagd| {jve"
Hv Emno`o Nmhgl |mg j{bgv jc Emno`o Vgnlphnlg nbl Hv H`b|w |mg hnbnkgv jc Nonm` doj|m
cjv djvl`noop mgoy`bk `b ln|n djoogd|`jb nbl yvgynv`bk hp yvjagd|"
@ nh notj j{g |j Hv Ygvsgq Nmhgl nbl Hjm` Wll`b cjv gnvbgt| dj(jygvn|`jb"
C`bnoop/ @ {jwol o`eg |j djbsgp hp mgnv|`gt| |mnbet nbl kvn|`|wlg |j noo jc hp |gndmgvt/cv`gblt/ nbl hnbp j|mgvt {mj g}|gbl |mg`v twyyjv| |j yvgynvg |mg vgyjv|"
7/23/2019 Project report on CRM in Retailing
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YVGCNDG
[g tmnoo fg fgbgc`|gl jc fp jwv glwdn|`jb `c {g dnb gccgd|`sgop nyyop |mg `bt|`|w|`jbno
glwdn| jb `b yvnd|`dno c`golt" Mgbdg/ {g noo bggl yvnd| dn o ognvb`bk |j nyyop |mgjvg|`dno
ebj{oglkg `b vgno {jvol" \m`t vgyjv| `t bj| jbop n vgyjv| fw| `| `t |mg vgcogd|`jb jc hp yvnd|`dno
g}ygv`gbdg `b vg|n`o hnveg|" @ |v`gl |j yvgtgb| mgvg |mjtg |m`bkt {m`dm @ yvnd|`dnoop
gbdjwb|gvgl nbl dojtgop jftgvsgl `b vgno hnveg|"
@ |v`gl hp fgt| |j djblwd| gccgd|`sg t|wlp fp djoogd|`bk dwvvgb| ln|n" Gsgb |mjwkm `c h`t|neg
nyygnvt/ `| `t |vwop wblgt`vnfog" Tj @ {jwol vg~wgt| |j ojje n| |mg hn||gv {`|m hgvd`cwo gpgt"
7/23/2019 Project report on CRM in Retailing
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G}gdw|`sg Twhhnvp
\m`t vgyjv| mnt fggb hnlg {`|m hp yvnd|`dno ebj{oglkg jc mj{ vg|n`ogvt hnbnkg dwt|jhgv
vgon|`jbtm`yt" Dwt|jhgvt nvg |mg e`bk `b vg|n`o fwt`bgtt nbl vg|n`ogv nd|t nt n cnd`o`|n|jv |j
cwoc`oo |mg bgglt jc |mg`v dwt|jhgv -e`bk)"
Vg|n`ogvt ghymnt`qg hn`bop jb DVH |j dvgn|g ojpno dwt|jhgv" Ojpno dwt|jhgvt nvg |mg
hn}`hwh yvjc`| kgbgvn|`bk tjwvdg jc vg|n`ogv" DVH gbnfog vg|n`ogvt |j `lgb|`cp |mg`v fgt|
dwt|jhgvt nbl hnbnkg djbco`d|`bk dwt|jhgv" Gccgd|`sg DVH `hyoghgb|n|`jb `t yjtt`fog `c noo
|mg wb`|t jc n vg|n`ogv nd| t`hwo|nbgjwtop |j gbtwvg fg||gv tgvs`dg nbl tn|`tcp dwt|jhgv
wb`~wgop" Yvjygv noojdn|`jb jc vgtjwvdgt nbl t|vn|gk`gt |j vg|n`b ojpno dwt|jhgv nvg `b|gkvno
ynv| jc DVH"
7/23/2019 Project report on CRM in Retailing
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\NFOG JC DJB\GB\T
\`|og Bj Dmny|gv 9>(Tdjyg/Jfagd|`sgt/Hg|mjljojkp nblO`h`|n|`jbt
Y"B(9>(94
>"9 Tdjyg jc |mg t|wlp 9>
>"> T`kb`c`dnbdg jc |mg t|wlp 9>
>"6 Jfagd|`sg jc |mg t|wlp 9>
>"4 Vgtgnvdm Hg|mjljojkp 96
>"< O`h`|n|`jbt jc |mg Vgyjv| 94
Dmny|gv — 96 -\mgjvg|`dno Cvnhg{jve) 9<(>6
6"9 @b|vjlwd|`jb 9<
6"> M`t|jvp jc DVH 97
6"6 [mp Dwt|jhgv Vgon|`jbtm`y Hnbnkghgb|: 93
6"4 [npt |j eggy dwt|jhgv cjv o`cg 93
6"< \m`bkt bggl |j ljbg cjv DVH 9;
6"7 Egp DVH yv`bd`yogt 9=
6"3 DVH yvjkvnht 90
6"; Nvdm`|gd|wvg jc DVH >9(>>
6"=
\jjot bgglgl cjv DVH>6
Dmny|gv — 94 -DVH `b Vg|n`o`bk) >4(63
4"9 [mn| t vg|n`o`bk: >4
4"> Bgdgtt`|p jc DVH `b vg|n`o`bk >4
4"6 Mj{ vg|n`ogvt fgbgc ||gl fp DVH ><
7/23/2019 Project report on CRM in Retailing
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4"4 Tn|`tcnd|`jb lv`sgvt cjv fw`ol`bk vgon|`jbtm`yt `b vg|n`o`bk >7
4"< Yvjdgtt jc DVH `b vg|n`o`bk >3(63
4"7 Djoogd| bk Dwt|jhgv ln|n >3(>;
4"7"> Dwt|jhgv ln|nfntg >3(>;
4"7"6 Nyyvjndmgt cjv djoogd|`bk bcjvhn|`jb >;
4"3 Nbnopq bk dwt|jhgv ln|n nbl `lgb|`cp |nvkg| dwt|jhgv >=(69
4"3"> Ln|n h`b`bk >=
4"3"6 Hnveg| fnteg| nbnopt t >=
4"3"4 @lgb| cp`bk hnveg| tgkhgb| >=
4"3"< @lgb| cp`bk fgt| dwt|jhgvt >=(69
4"3"<"> O`cg|`hg snowg >0
4"3"<"6 Dwt|jhgv ypvnh`l >0
4"3"<"4 VCH -Vgdgbdp/ Cvg~wgbdp/ Hjbg|nvp)Nbnopt`t 69
4"; Lgsgojy`bk DVH yvjkvnht 6>(66
4";"> Vg|n`b`bk |mg fgt| dwt|jhgvt 6>
4";"6 Djbsgv|`bk kjjl dwt|jhgvt b|j fgt| dwt|jhgvt 6>(66
4";"4 Lgno`bk {`|m wbyvjc`|nfog dwt|jhgvt 66
4"= @hyoghgb|`bk DVH yvjdgtt `b vg|n`o`bk 64(63
4"="> Dv`|`dno twddgtt cnd|jv hyoghgb|n|`jb jc DVH `b vg|n`o`bk 6<
4"="6 Vgntjbt cjv DVH hyoghgb|n|`jb cn owvg b vg|n`o`bk 67
4"="4 Twkkgt|`jb cjv twddgttcwo `hyoghgb|n|`jb jc DVH `b
vg|n`o`bk
63
4"0 Djbdowt`jb 63
4">9 Vgcgvgbdgt 6;
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>"9 Tdjyg jc |mg T|wlp
\mg tdjyg jc |m`t vgyjv| `t |j nbnopqg |mg dwt|jhgv vgon|`jbtm`y hnbnkghgb| -DVH) `b
vg|n`o`bk -doj|m`bk fwt`bgtt) cvjh |mg t|nkgt jc djoogd|`bk dwt|jhgv `bcjvhn|`jb |j |mg
twddgttcwo `hyoghgb|n|`jb"
>"> T`kb`c`dnbdg jc |mg t|wlp
\mg DVH -dwt|jhgv vgon|`jbtm`y hnbnkghgb|) `t nb `b|gkvn|gl gccjv| |j t|vgbk|mgb |mg
bg|{jve jc vgon|`jbtm`y cjv |mg hw|wno fgbgc`| jc fj|m |mg vg|n`ogv nbl dwt|jhgv" \mg f`kkgt|
hnbnkghgb| dmnoogbkg `b |mg bg{ h`oogbb`wh jc o`fgvno`qn| jb nbl kojfno`qn|`jb cjv n
fwt`bgtt `t |j hn`b|n`b kjjl vgon|`jbtm`y {`|m |mg e`bk — |mg dwt|jhgv" \m`t t|wlp `t jc kvgn|
t`kb`c`dnbdg fgdnwtg
N 7' `bdvgntg `b |mg dwt|jhgv vg|gb|`jb {`oo `bdvgntg |mg yvjc`| wy |j >67'"
@| djt|t c`sg |`hgt hjvg |j n||vnd| n bg{ dwt|jhgv |mnb |j tgvsg nb jol jbg"
69' jc |mg djhynbp”t ojpno dwt|jhgvt nddjwb| cjv |mg =9' jc `|t vgsgbwgt"
\j t|wlp jb dwt|jhgv vgon|`jbtm`y hnbnkghgb| mnt gbnfogl hg |j ebj{ nfjw| |mg
DVH yvnd|`dgt nljy|gl `b |mg vg|n`o `blwt|vp -doj|m`bk fwt`bgtt)"
>"6 Jfagd|`sgt jc |mg t|wlp
\j t|wlp |mg dwvvgb| yvnd|`dgt jc DVH `b vg|n`o`bk"
\j c`bl jw| |mg `hynd| jc DVH jb |mg yvjc`|nf`o`|p jc |mg doj|m`bk fwt`bgtt"
\j t|wlp |mg cnd|jvt nccgd|`bk |mg DVH yvnd|`dgt"
\j t|wlp |mg hg|mjlt nbl |jjot cjv `hyoghgb|`bk DVH `b vg|n`o tgd|jv -doj|m`bk
fwt`bgtt)
\j t|wlp |mg bgdgtt`|p jc DVH `b vg|n`o tgd|jv nt {goo nt twkkgt|`bk |mgh |mg
{npt cjv twddgttcwoop `hyoghgb|`bk `|"
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>"4 Vgtgnvdm Hg|mjljojkp
N vgtgnvdm lgt`kb `t t`hyop n yonb cjv t|wlp `b djoogd|`bk nbl nbnopq`bk |mg ln|n" @| mgoyt |mg
vgtgnvdmgv |j djblwd| |mg t|wlp `b nb gdjbjh`dno hg|mjl nbl vgogsnb| |j |mg yvjfogh"
Vgtgnvdm hg|mjljojkp `t n tpt|ghn|`d {np |j tjosg n vgtgnvdm yvjfogh"
>"4"> Hp vgtgnvdm lgt`kb cjv DVH nbnopt`t `b vg|n`o`bk
\mg t|wlp djblwd|gl mgvg `t g}yojvn|jvp nbl lgtdv`y|`sg" @ notj dojtgop jftgvsgl |mg vg|n`o
hnveg| tj jftgvsn|`jbno |gdmb`~wg yonpgl s`|no vjog `b hp t|wlp"
>"4"6 Djoogd|`jb jc |mg ln|n
\mgvg nvg |{j |pygt jc ln|n @ djoogd|gl cjv hp t|wlp"
Yv`hnvp ln|n — yv`hnvp ln|n `t |mn| ln|n {m`dm `t djoogd|gl cjv |mg c`vt| |`hg" \mgtg ln|n nvg
fnt`dnoop jftgvsgl nbl djoogd|gl fp |mg vgtgnvdmgv cjv |mg c`vt| |`hg" @ mnsg djoogd|gl yv`hnvp
ln|n fp nte`bk ~wgt|`jbt"
Tgdjblnvp ln|n — tgdjblnvp ln|n nvg |mjtg ln|n {m`dm nvg yv`hnv`op djoogd|gl fp |mg j|mgv" @
wtgl tgdjblnvp ln|n |j jf|n`b t|vwd|wvg jc lj`bk hp t|wlp" @ notj wtgl g}`t|`bk o`|gvn|wvg |j
donv`cp DVH djbdgy|"
>"4"4 Ln|n djoogd|`jb
Ln|n `t djoogd|gl | s`n wt`bk ~wgt|`jbbn`vg"
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>"< O`h`|n|`jbt jc Dwt|jhgv Vgon|`jbtm`y Hnbnkghgb|
Fp t|wlp`bk n cg{ vg|n`o hnveg| `| `t mnvl |j nttwhg |mg jsgvnoo DVH yjo`dp wtgl `b
vg|n`o `blwt|vp"
@bcjvhn|`jb kn|mgvgl cvjh vg|n`ogvt hnp bj| cwoop |vw|mcwo fgdnwtg bj vg|n`ogv tmj{t
|mg`v {gnebgtt"
Onde jc vg|n`ogv ebj{oglkg nfjw| hjlgvb DVH djbdgy|"
\`hg djbt|vn`b| `t wbnsj`lnfog o`h`|n|`jb jc hp t|wlp"
Nt cg{ {jvet mnt fggb ljbg gnvo`gv `b |m`t vgknvl tj tdnvd`|p jc tgdjblnvp ln|n `t notj
|mgvg"
@bnlg~wn|g l`tdojtwvg jc |nd|`dno `bcjvhn|`jb fp vg|n`ogv `t notj |mg yvjfogh"
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6"9 @b|vjlwd|`jb
\mg f`kkgt| hnbnkghgb| dmnoogbkg `b |mg bg{ h`oogbb`wh jc o`fgvno`qn|`jb nbl kojfno`qn|`jbcjv n fwt`bgtt `t |j tgvsg nbl hn`b|n`b kjjl vgon|`jbtm`y {`|m |mg e`bk — |mg dwt|jhgv" @b |mg
ynt| yvjlwdgvt |jje |mg`v dwt|jhgvt cjv kvnb|gl/ fgdnwtg n| |mn| |`hg |mg dwt|jhgvt {gvg bj|
lghnbl`bk bjv mnl no|gvbn|`sg tjwvdg jc twyyop jv twyyo`gvt" Fw| |jlnp |mgvg `t n vnl`dno
|vnbtcjvhn|`jb" \mg dmnbk`bk fwt`bgtt gbs`vjbhgb| `t dmnvnd|gv`qgl fp gdjbjh`d
o`fgvno`qn|`jb/ `bdvgnt`bk djhyg|`|`jb/ m`km djbtwhgv dmj`dg/ lghnbl`bk dwt|jhgv/ hjvg
ghymnt`t jb ~wno`|p nbl snowg jc ywvdmntg g|d"
Noo |mgtg dmnbkgt mnsg hnlg |jlnp”t yvjlwdgv tm`c| cvjh |vnl`|`jbno hnveg|`bk |j hjlgvb
hnveg|`bk" Hjlgvb hnveg|`bk dnoot cjv hjvg |mnb lgsgojy`bk n yvjlwd|/ yv d`bk `|/ yvjhj|`bk
`| nbl hne`bk `| nddgtt`fog |j |nvkg| dwt|jhgv" @| lghnblt fw`ol`bk |vwt|/ n f`bl`bk cjvdg nbl
snowg nllgl vgon|`jbtm`y {`|m |mg dwt|jhgvt"
‟Dwt|jhgv vgon|`jbtm`y hnbnkghgb| -DVH) `t n fwt`bgtt t|vn|gkp |j nd~w`vg nbl hnbnkg |mg
hjt| snownfog dwt|jhgv vgon|`jbtm`yt" DVH vg~w`vgt n dwt|jhgv(dgb|v`d fwt`bgtt ym`ojtjymp nbl
dwo|wvg |j twyyjv| gccgd|`sg hnveg|`bk/ tnogt nbl tgvs`dg yvjdgttgt" DVH nyyo`dn|`jbt dnb gbnfog
gccgd|`sg dwt|jhgv vgon|`jbtm`y hnbnkghgb|/ yvjs`lgl |mn| nb gb|gvyv`tg mnt |mg v`km| ognlgvtm`y/ t|vn|gkp nbl dwo|wvg"‘
\mg yvjdgtt jc lgsgojy`bk n djjygvn|`sg nbl djoonfjvn|`sg vgon|`jbtm`y fg|{ggb |mg fwpgv nbl
tgoogv `t dnoogl dwt|jhgv vgon|`jbtm`y hnbnkghgb| tmjv|op dnoogl DVH"
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6"> M`t|jvp jc DVH
Dwt|jhgv Vgon|`jbtm`y Hnbnkghgb| -DVH) `t jbg jc |mjtg hnkb`c`dgb| djbdgy|t |mn|
t{gy| |mg fwt`bgtt {jvol `b |mg >009”t {`|m |mg yvjh`tg jc cjvgsgv dmnbk`bk |mg {np
fwt`bgttgt thnoo nbl onvkg `b|gvnd|gl {`|m |mg`v dwt|jhgv fntgt"
@b |mg fgk`bb`bk‣
\mg >0=9”t tn{ |mg ghgvkgbdg jc ln|nfntg hnveg|`bk/ {m`dm {nt t`hyop n dn|dm ymvntg
|j lgc`bg |mg yvnd|`dg jc tg||`bk wy dwt|jhgv tgvs`dg kvjwyt |j tygne `bl`s`lwnoop |j noo jc
n djhynbp”t dwt|jhgvt"
Nlsnbdgt `b |mg >009‐t
@b |mg >009”t djhynb`gt fgknb |j `hyvjsg jb Dwt|jhgv Vgon|`jbtm `y Hnbnkghgb| fp
hne`bk `| hjvg jc n |{j({np t|vgg|" @bt|gnl jc t`hyop kn|mgv`bk ln|n cjv |mg`v j{b wtg/
|mgp fgknb k`s`bk fnde |j |mg`v dwt|jhgvt bj| jbop `b |gvht jc |mg jfs`jwt kjno jc
`hyvjsgl dwt|jhgv tgvs`dg/ fw| `b `bdgb|`sgt/ k`c|t nbl j|mgv ygvet cjv dwt|jhgv ojpno|p"
\vwg DVH djhgt jc nkg
Vgno Dwt|jhgv Vgon|`jbtm`y Hnbnkghgb| nt `|”t |mjwkm| jc |jlnp" @bt|gnl jc cggl`bk
`bcjvhn|`jb `b|j n t|n|`d ln|nfntg cjv cw|wvg vgcgvgbdg/ DVH fgdnhg n {np |j
djb|`bwjwtop wyln|g wblgvt|nbl`bk jc dwt|jhgv bgglt nbl fgmns`jv" @b vgdgb| pgnvt
mj{gsgv/ tgsgvno cnd|jvt mnsg djb|v`fw|gl |j |mg vny`l lgsgojyhgb| nbl gsjow|`jb jc
DVH" \mgtg `bdowlg1 (
\mg kvj{`bk lg(`b|gvhgl`n|`jb yvjdgtt
Nlsnbdgt `b `bcjvhn|`jb |gdmbjojkp
\mg kvj{|m `b tgvs`dg gdjbjhp"
\mg |j|no ~wno`|p hjsghgb|"
Dmnbk`bk Dwt|jhgv g}ygd|n|`jbt
@b|gbtg djhyg|`|`jb"
Vg|n`b`bk dwt|jhgvt `t ogtt g}ygbt`sg |mnb nd~w`v`bk bg{ jbgt"
Bgdgtt`|p |j mnsg kojfno nddjwb| hnbnkghgb| cjv |mg dwt|jhgvt"
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6"6 [mp — dwt|jhgv vgon|`jbtm`y hnbnkghgb|:
N tn|`tc`gl dwt|jhgv `b >9 pgnvt {`oo fv`bk >99 hjvg dwt|jhgvt |j |mg djhynbp"
@| djt|t 7 |`hgt hjvg |j n||vnd| n bg{ dwt|jhgv |mnb |j tgvsg nb jol jbg"
69' jc |mg djhynbp”t ojpno dwt|jhgvt nddjwb| cjv =9' jc `|t vgsgbwgt" -Ynvg|j”t
yv`bd`yog)"
\mg dmnbdgt jc tgoo`bk |j nb g}`t|`bk dwt|jhgv nvg > `b 6/ |mg dmnbdgt jc tgoo`bk |j n
bg{ dwt|jhgv nvg > `b >3"
6"4 [npt |j eggy dwt|jhgvt cjv o`cg
>" Gsgvp ynv| jc |mg djhynbp”t hnveg|`bk gccjv| tmjwol fg kgnvgl |j{nvlt fw`ol`bk o`cg|`hg
vgon|`jbtm`yt"
6" Ygjyog {nb| |j lj fwt`bgtt {`|m cv`gblop ygjyog" \j mnsg gccgd|`sg vgon|`jbt n cv`gblop
n||`|wlg hwt| ygvhgn|g `b |mg jvknb`qn|`jb"
4" @bcjvhn| jb |gdmbjojkp lgsgojyhgb|t tmjwol fg yjt |`sgop wtgl |j tgvsg |mg dwt|jhgvt"
<" \mg djhynbp tmjwol no{npt fg cog}`fog |j fgbl `|t vw ogt nbl yvjdglwvgt `b |mg do`gb|”t
cnsjv"
7" \mg djhynbp tmjwol djhhwb`dn|g {`|m `|t dwt|jhgvt gsgb {mgb `| `t bj| |vp`bk |j tgoo
tjhg|m`bk"
3" \mg djhynbp dnb djhhwb`dn|g nbl lgsgojy t|vjbkgv dwt|jhgv fjbl`bk fp yvjs`l`bk
c`bnbd`no nbl tjd`no fgbgc`|t"
;" \mg djhynbp tmjwol |vp |j ebj{ noo `|t dwt|jhgvt `bdowl`bk |mg`v o`cgt|pogt/ mjff`gt/ o`egt
nbl l`to`egt g|d"
=" \mg djhynbp tmjwol hneg `| n yj`b| |j lgo`sgv hjvg |mnb {mn| `t yvjh`tgl"
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6"< \m`bkt bggl |j ljbg cjv DVH
N kjjl DVH yvjkvnh dnb `hyvjsg dwt|jhgv tgvs`dg fp cnd`o`|n|`bk djhhwb`dn|`jb `b
tgsgvno {npt 1
Yvjs`lg yvjlwd| `bcjvhn|`jb/ yvjlwd| wtg `bcjvhn|`jb/ nbl |gdmb`dno ntt`t|nbdg |mn|
nvg nddgtt`fog 6< mjwvt n lnp/ ; lnpt n {gge"
@lgb|`cp mj{ gndm `bl`s`lwno dwt|jhgv lgc`bgt ~wno`|p/ nbl |mgb lgt`kb n tgvs`dg
t|vn|gkp cjv gndm dwt|jhgv fntgl jb |mgtg `bl`s`lwno vg~w`vghgb|t nbl g}ygd|n|`jbt"
Yvjs`lg n cnt| hgdmnb`th cjv hnbnk`bk nbl tdmglwo`bk cjooj{(wy tnogt dnoot |j nttgtt
yjt|(ywvdmntg djkb`|`sg l`ttjbnbdg/ vgywvdmntg yvjfnf`o`|`gt/ vgywvdmntg |`hgt/ nbl
vgywvdmntg cvg~wgbd`gt" Yvjs`lg n hgdmnb`th |j |vnde noo yj`b|t jc djb|nd| fg|{ggb n dwt|jhgv nbl |mg
djhynbp/ nbl lj `| `b nb `b|gkvn|gl {np tj |mn| noo tjwvdgt nbl |pygt jc djb|nd| nvg
`bdowlgl/ nbl noo wtgvt jc |mg tpt|gh tgg |mg tnhg s`g{ jc |mg dwt|jhgv -vglwdgt
djbcwt`jb)"
Mgoy |j `lgb|`cp yj|gb|`no yvjfoght ~w`deop/ fgcjvg |mgp jddwv"
Yvjs`lg n wtgv(cv`gblop hgdmnb`th cjv vgk`t|gv`bk dwt|jhgv djhyon`b|t -djhyon`b|t
|mn| nvg bj| vgk`t|gvgl {`|m |mg djhynbp dnbbj| fg vgtjosgl/ nbl nvg n hnajv tjwvdg jc
dwt|jhgv l ttn|`tcnd|`jb)"
Yvjs`lg n cnt| hgdmnb`th cjv mnblo`bk yvjfoght nbl djhyon`b|t -djhyon`b|t |mn| nvg
vgtjosgl ~w`deop dnb `bdvgntg dwt|jhgv tn|`tcnd|`jb)"
Yvjs`lg n cnt| hgdmnb`th cjv djvvgd|`bk tgvs`dg lgc`d`gbd`gt -djvvgd| |mg yvjfogh
fgcjvg j|mgv dwt|jhgvt g}ygv`gbdg |mg tnhg l`ttn|`tcnd| jb)"
Wtg `b|gvbg| djje`gt |j |vnde dwt|jhgv `b|gvgt|t nbl ygvtjbno`qg yvjlwd| jccgv`bkt
nddjvl`bkop"
Wtg |mg @b|gvbg| |j gbknkg `b djoonfjvn|`sg dwt|jh`qn|`jb jv vgno(|`hg dwt|jh`qn|`jb"
Yvjs`lg n cnt| hgdmnb`th cjv hnbnk`bk nbl tdmglwo`bk hn`b|gbnbdg/ vgyn`v/ nbl jb(
kj`bk twyyjv| -`hyvjsg gcc`d`gbdp nbl gccgd|`sgbgtt)"
\mg DVH yvjkvnh dnb fg `b|gkvn|gl `b|j j|mgv dvjtt(cwbd|`jbno tpt|ght nbl |mgvgfp
yvjs`lg nddjwb|`bk nbl yvjlwd|`jb `bcjvhn|`jb |j dwt|jhgvt {mgb |mgp {nb| `|"
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6"7 Egp DVH yv`bd`yogt
6"7"> L ccgvgb|`n|g Dwt|jhgvt
Noo dwt|jhgvt nvg bj| g~wno5 vgdjkb`qg nbl vg{nvl fgt| dwt|jhgvt l`tyvjyjv|`jbn|gop"
Wblgvt|nbl`bk gndm dwt|jhgv fgdjhgt ynv|`dwonvop `hyjv|nb|"
[mn| DVH bgglt |j wblgvt|nbl {m`og l`ccgvgb|`n|`bk dwt|jhgvt `t1
( Tgbt`|`s`|`gt/ \nt|gt/ Yvgcgvgbdgt nbl Ygvtjbno`|`gt
( O`cgt|pog nbl nkg
( Dwo|wvg Fndekvjwbl nbl glwdn|`jb
( Ympt`dno nbl ytpdmjojk`dno dmnvnd|gv`t|`dt
6"7"6 L ccgvgb|`n|`bk Jccgv`bkt
Oj{ snowg dwt|jhgv vg~w`v`bk m`km snowg dwt|jhgv jccgv`bkt"
Oj{ snowg dwt|jhgv {`|m yj|gb|`no |j fgdjhg m`km snowg `b bgnv cw|wvg"
M`km snowg dwt|jhgv vg~w`v`bk m`km snowg tgvs`dg"
6"7"4 Eggy`bk G}`t|`bk Dwt|jhgvt
Kvnl`bk dwt|jhgvt cvjh sgvp tn|`tc`gl |j sgvp l`tnyyj`b| tmjwol mgoy |mg jvknb`qn|`jb `b
`hyvjs`bk `|t dwt|jhgv tn|`tcnd|`jb ogsgot nbl tdjvgt" Nt |mg tn|`tcnd|`jb ogsgo cjv gndm
dwt|jhgv `hyvjsgt/ tj tmnoo |mg dwt|jhgv vg|gb|`jb {`|m |mg jvknb`qn|`jb"
6"7"< Hn}`h`q`bk O`cg |`hg snowg
G}yoj`| wy(tgoo`bk nbl dvjtt(tgoo`bk yj|gb|`no" Fp `lgb|`cp`bk o`cg t|nkg nbl o`cg gsgb| |v`kkgv yj`b|t
fp dwt|jhgv/ hnveg|gvt dnb hn}`h`qg tmnvg jc ywvdmntg yj|gb|`no "
6"7"< @bdvgntg Ojpno|p
Ojpno dwt|jhgvt nvg hjvg yvjc`|nfog" Nbp djhynbp {`oo o`eg `|t h`bltmnvg t|n|wt |j
`hyvjsg cvjh fg`bk n twtygd| |j fg`bk nb nlsjdn|g" Djhynbp mnt |j `bsgt| `b |gvht jc `|t
yvjlwd| nbl tgvs`dg jccgv`bkt |j `|t dwt|jhgvt"
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6"3 DVH Yvjkvnht
6"3"> Jbg(|j(jbg Hnveg|`bk
Hgg|`bk nbl tn|`tcp`bk gndm dwt|jhgv”t bggl wb`~wgop nbl `bl`s`lwnoop" @b |mg hntt hnveg|t
`bl`s`lwno`qgl `bcjvhn|`jb jb dwt|jhgvt `t bj{ yjtt`fog n| oj{ djt|t lwg |j |mg vny`l
lgsgojyhgb| `b |mg `bcjvhn|`jb |gdmbjojkp nbl lwg |j nsn`onf`o`|p jc tdnonfog ln|n
{nvgmjwtgt nbl ln|n h`b`bk yvjlwd|t" Fp wt`bk jbo`bg `bcjvhn|`jb nbl ln|nfntgt jb
`bl`s`lwno dwt|jhgv `b|gvnd|`jbt/ hnveg|gvt n`h |j cwoc`oo |mg wb`~wg bgglt jc gndm hntt(
hnveg| dwt|jhgv" @bcjvhn|`jb jb `bl`s`lwno dwt|jhgvt `t w|`o`qgl |j lgsgojy cvg~wgbdp
hnveg|`bk/ `b|gvnd|`sg hnveg|`bk/ nbl nc|gvhnveg|`bk yvjkvnht `b jvlgv |j lgsgojy
vgon|`jbtm`y {`|m m`km(p`gol`bk dwt|jhgvt"
6"3"6 Djb|`bw`|p Hnveg|`bk Yvjkvnht
\neg |mg tmnyg jc hghfgvtm`y nbl ojpno|p dnvl yvjkvnht {mgvg dwt|jhgvt nvg jc|gb
vg{nvlgl cjv |mg`v hghfgv nbl ojpno|p vgon|`jbtm`yt {`|m |mg hnveg|gvt" \mg fnt`d yvgh`tg jc
djb|`bw`|p hnveg|`bk yvjkvnht `t |j vg|n`b dwt|jhgvt nbl `bdvgntg ojpno|p |mvjwkm ojbk(|gvh
tygd`no tgvs`dgt |mn| mnt n yj|gb|`no |j `bdvgntg hw|wno snowg |mvjwkm ognvb`bk nfjw| gndm
j|mgv"
6"3"4 Ynv|bgv`bk Yvjkvnht
\mg |m`vl |pyg jc DVH yvjkvnht `t ynv|bgv`bk vgon| jbtm`yt fg|{ggb dwt|jhgv nbl hnveg|gvt
|j tgvsg gbl wtgv bgglt" @b |mg hntt hnveg|t/ |{j |pygt jc ynv|bgv`bk yvjkvnht nvg hjt|
djhhjb1 dj(fvnbl`bk nbl ncc`b`|p ynv|bgv`bk"
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6"; Nvdm`|gd|wvg jc DVH
\mgvg nvg |mvgg ynv|t jc nyyo`dn|`jb nvdm`|gd|wvg jc DVH1
Jygvn|`jbno ( nw|jhn|`jb |j |mg fnt`d fwt`bgtt yvjdgttgt -hnveg|`bk/ tnogt/ tgvs`dg)
Nbnop|`dno ( twyyjv| |j nbnopqg dwt|jhgv fgmns`jv/ `hyoghgb|t fwt`bgtt `b|goo`kgbdg
no`eg |gdmbjojkp
Djoonfjvn|`sg ( gbtwvgt |mg djb|nd| {`|m dwt|jhgvt -ymjbg/ ghn`o/ cn}/ {gf/ tht/ yjt|/
`b ygvtjb)
6";"> Jygvn|`jbno DVH
Jygvn|`jbno DVH hgnbt twyyjv|`bk |mg &cvjb| jcc`dg& fwt`bgtt yvjdgttgt/ {m`dm `bdowlg
dwt|jhgv djb|nd| -tnogt/ hnveg|`bk nbl tgvs`dg)" Jygvn|`jbno DVH yvjs`lgt |mg cjooj{`bk
fgbgc`|t1
Lgo`sgvt ygvtjbno`qgl nbl gcc`d`gb| hnveg|`bk/ tnogt/ nbl tgvs`dg |mvjwkm hwo|`(
dmnbbgo djoonfjvn|`jb"
Gbnfogt n 439(lgkvgg s`g{ jc pjwv dwt|jhgv {m`og pjw nvg `b|gvnd|`bk {`|m |mgh"
Tnogt ygjyog nbl tgvs`dg gbk`bggvt dnb nddgtt djhyog|g m`t|jvp jc noo dwt|jhgv
`b|gvnd|`jb {`|m pjwv djhynbp/ vgknvlogtt jc |mg |jwdm yj`b|"
\mg jygvn|`jbno ynv| jc DVH |py`dnoop `bsjosgt |mvgg kgbgvno nvgnt jc fwt`bgtt1
4 Tnogt cjvdg nw|jhn|`jb -TCN)( TCN |jjot nvg lgt`kbgl |j `hyvjsg c`gol tnogt
yvjlwd|`s`|p" Egp `bcvnt|vwd|wvg vg~w`vghgb|t jc TCN nvg hjf`og tpbdmvjb`qn|`jb nbl
`b|gkvn|gl yvjlwd| djbc`kwvn|`jb"
< Dwt|jhgv tgvs`dg nbl twyyjv| -DTT) ( DTT nw|jhn|gt tjhg tgvs`dg vg~wgt|t/
djhyon`b|t/ yvjlwd| vg|wvbt/ nbl `bcjvhn|`jb vg~wgt|t"
7 Gb|gvyv`tg hnveg|`bk nw|jhn|`jb -GHN) ( GHN yvjs`lgt `bcjvhn|`jb nfjw| |mg
fwt`bgtt gbs`vjbhgb|/ `bdowl`bk djhyg|`|jvt/ `blwt|vp |vgblt/ nbl hndvj(gbs`vjbhgb|no
snv`nfogt
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6";"6 Nbnop|`dno DVH
@b nbnop|`dno DVH/ ln|n kn|mgvgl {`|m`b jygvn|`jbno DVH nbl*jv j|mgv tjwvdgt nvg nbnopqgl
|j tgkhgb| dwt|jhgvt jv |j `lgb|`cp yj|gb|`no |j gbmnbdg do`gb| vgon|`jbtm`y" G}nhyogt jc
Dnhyn`kbt l`vgd|gl |j{nvlt dwt|jhgvt nvg1
Nd~w t`|`jb1 Dvjtt(tgoo/ wy(tgoo
Vg|gb|`jb1 Vg|n`b`bk dwt|jhgvt {mj ognsg lwg |j hn|wv`|p jv n||v`|`jb"
@bcjvhn|`jb1 Yvjs`l`bk |`hgop nbl vgkwonv `bcjvhn|`jb |j dwt|jhgvt"
Hjl`c`dn|`jb1 No|gv`bk lg|n`ot jc |mg |vnbtnd|`jbno bn|wvg jc |mg dwt|jhgvt+
vgon|`jbtm`y"
Nbnopt`t jc Dwt|jhgv ln|n hnp vgon|g |j jbg jv hjvg jc |mg cjooj{`bk nbnoptgt1
Djb|nd| dmnbbgo jy|`h`qn|`jb/ Djb|nd| Jy|`h`qn|`jb/ Dwt|jhgv Nd~w`t`|`jb * Vgnd|`sn|`jb *
Vg|gb|`jb/ Dwt|jhgv Tgkhgb|n|`jb/ Dwt|jhgv Tn|`tcnd|`jb Hgntwvghgb| * @bdvgntg/ Tnogt
Djsgvnkg Jy|`h`qn|`jb/ Cvnwl Lg|gd|`jb nbl nbnopt`t/ C`bnbd`no Cjvgdnt|t/ Yv`d`bk
Jy|`h`qn|`jb/ Yvjlwd| Lgsgojyhgb|/ Yvjkvnh Gsnown|`jb/ V`te Nttgtthgb| nbl Hnbnkghgb|
Ln|n djoogd|`jb nbl nbnopt`t `t s`g{gl nt n djb|`bw`bk nbl `|gvn|`sg yvjdgtt" \mgvgcjvg/ hjt|
twddgttcwo nbnop|`dno DVH yvjagd|t |neg nlsnb|nkg jc n ln|n {nvgmjwtg |j yvjs`lg tw`|nfog
ln|n"
6";"4 Djoonfjvn|`sg DVH
Djoonfjvn|`sg DVH cnd`o`|n|gt `b|gvnd|`jbt {`|m dwt|jhgvt |mvjwkm noo dmnbbgot -ygvtjbno/
og||gv/ cn}/ ymjbg/ {gf/ g(hn`o) nbl twyyjv|t dj(jvl`bn|`jb jc ghyojpgg |gnht nbl dmnbbgot"
@| `t n tjow|`jb |mn| fv`bkt ygjyog/ yvjdgttgt nbl ln|n |jkg|mgv tj djhynb`gt dnb fg||gv tgvsg
nbl vg|n`b |mg`v dwt|jhgvt" \mg ln|n*nd|`s`|`gt dnb fg t|vwd|wvgl/ wbt|vwd|wvgl/ djbsgvtn|`jbno
nbl*jv |vnbtnd|`jbno `b bn|wvg" Djoonfjvn|`sg DVH yvjs`lgt |mg cjooj{`bk fgbgc`|t1
Gbnfogt gcc`d`gb| yvjlwd|`sg dwt|jhgv `b|gvnd|`jbt ndvjtt noo djhhwb`dn|`jbt
dmnbbgot
Gbnfogt {gf djoonfjvn|`jb |j vglwdg dwt|jhgv tgvs`dg djt|t
@b|gkvn|gt dnoo dgb|gvt gbnfo`bk hwo|`(dmnbbgo ygvtjbno dwt|jhgv `b|gvnd|`jb
@b|gkvn|gt s`g{ jc |mg dwt|jhgv {m`og `b|gvnd|`jb n| |mg |vnbtnd|`jb ogsgo
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6"= \jjot Bgglgl cjv DVH
6"="> Dwt|jhgv ln|nfntgN kjjl dwt|jhgv `bcjvhn|`jb tpt|gh tmjwol djbt`t| jc n vgkwonv coj{ jc `bcjvhn|`jb/
tpt|ghn|`d djoogd|`jb jc `bcjvhn| jb |mn| `t yvjygvop gsnown|gl nbl djhynvgl nkn`bt| l`ccgvgb|
yj`b|t `b |`hg/ nbl `| mnt twcc`d`gb| lgy|m |j wblgvt|nbl |mg dwt|jhgv nbl nddwvn|gop nb|`d`yn|g
|mg`v fgmns`jvno yn||gvbt `b cw|wvg" \mg dwt|jhgv ln|nfntg mgoyt |mg djhynbp |j yonb/
`hyoghgb|/ nbl hjb`|jv dwt|jhgv djb|nd|" Dwt|jhgv vgon|`jbtm`yt nvg `bdvgnt`bkop twt|n`bgl
fp `bcjvhn|`jb tpt|ght" Djhynb`gt nvg `bdvgnt`bkop nll`bk ln|n cvjh n snv`g|p jc tjwvdgt |j
|mg`v ln|nfntgt" Dwt|jhgv ln|n t|vn|gkp tmjwol cjdwt jb yvjdgttgt |j hnbnkg dwt|jhgv
nd~w`t`|`jb/ vg|gb|`jb/ nbl lgsgojyhgb|"
6"="6Ln|n H`b`bk cjv DVH1 Tjhg Vgogsnb| `ttwgt
Ln|n h`b`bk `t nb `hyjv|nb| gbnfogv cjv DVH" Nlsnbdgt `b ln|n t|jvnkg nbl yvjdgtt`bk
|gdmbjojk`gt mnsg hnlg `| yjtt`fog |jlnp |j t|jvg sgvp onvkg nhjwb|t jc ln|n `b {mn| nvg
dnoogl ln|n {nvgmjwtgt nbl |mgb wtg ln|n h`b`bk |jjot |j g}|vnd| vgogsnb| `bcjvhn|`jb" Ln|n
h`b`bk mgoyt `b |mg yvjdgtt jc wblgvt|nbl`bk n dwt|jhgv fp yvjs`l`bk |mg bgdgttnvp
`bcjvhn|`jb nbl cnd`o`|n|gt `bcjvhgl lgd`t`jb(hne`bk"
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4"9 [mn| `t vg|n`o`bk:
Vg|n`o`bk `t |mg fwt`bgtt nd|`s`|p |mn| `bsjosgt tgoo`bk yvjlwd|t*tgvs`dgt |j dwt|jhgvt cjv |mg`v
bjb(djhhgvd`no/ `bl`s`lwno jv cnh`op wtg" Bjvhnoop/ vg|n`o`bk `t |mg c`bno t|nkg jc |mg
l`t|v`fw|`jb yvjdgtt"
DVH -Dwt|jhgv Vgon|`jbtm`y Hnbnkghgb|) `b vg|n`o`bk n`lt |j `bdvgntg gcc`d`gbdp/ tgvsgt |j
n`l |mg tnogt wb`| `b noo jc `|t gccjv|t/ hnbnkgt |j fjjt| tnogt/ nbl cwblnhgb|noop djb|v`fw|gt |j
|mg jsgvnoo lgsgojyhgb| jc |mg fwt`bgtt" @| notj hnbnkgt |j {jve |j{nvlt jvknb`qn|`jbno
kjnot" \m`t `t ndm`gsgl |mvjwkm n djbd`tg t|wlp jc yj|gb|`no dwt|jhgvt"
\mg`v yvgcgvgbdgt nvg |negb `b|j djbt`lgvn|`jb nbl wtgl |j djjvl`bn|g nbl `hyoghgb| n
dwt|jhgv dgb|v`d fwt`bgtt t|vn|gkp |mn| cjdwtgt yv`hnv`op jb |mg dwt|jhgv/ p`golt |j vgdjvl`bk
|mg `hyjv|nbdg jc m`t `lgnt nbl twkkgt|`jbt nbl vgtwo|t `b `bdvgntgl dwt|jhgv vg|gb|`jb"
4"> Bgdgtt`|p jc DVH `b vg|n`o`bk
Vg|n`ogv wtg DVH djbdgy| |j |mg cjooj{`bk vgntjbt |mn| @ hn`bop cjwbl cvjh hp
jftgvsn|`jb1(
\j ebj{ |mg`v dwt|jhgvt” bgglt nbl {nb|t `b dwt|jh`qgl {np"-Tmjyeggygvt yw| `b
h`bl {mn| |mg v ojpno dwt|jhgv tgge cvjh |mgh nbl {mn| nvg |mg |nt|gt nbl
yvgcgvgbdgt jc n ynv|`dwonv dwt|jhgv)
\j lgo`sgv |mg lgt`vgl yvjlwd|t ~w`deop `b |mg mnblt jc |mg`v dwt|jhgv-dnoo |mg
dwt|jhgv {mgb n lgt`vgl yvjlwd| vgndmgl `b tmjy jv tjhg|`hgt tgbl `| |j dwt|jhgvt)
@ notj cjwbl {mgb nbp bg{ yvjlwd|t jv lgt`kb djhg `b tmjy vg|n`ogvt `bcjvh `| |j
tygd`c`d dwt|jhgv/ tjhg|`hgt |mgp `bcjvh dwt|jhgv nfjw| `c nbp yvjlwd|t yv`dg cnoot
jv nbp l`tdjwb| t nsn`onfog -cjv yvjhj|`jbno nd|`s`|`gt)
Fp nyyop`bk DVH djbdgy| n vg|n`ogv dnb ebj{ {mj hjt| yvjc`|nfog dwt|jhgv nbl {mj`t ogtt yvjc`|nfog nbl |mwt dnb hn`b|n`b vgon|`jb {`|m |mjtg {mj yvjs`lgt fgt| snowg"
Fp djb|`bwjwtop hn`b|n`b`bk djhhwb`dn|`jb {`|m dwt|jhgv vg|n`ogv dnb ebj{ |mg`v
dmnbk`bk lghnblt nbl dnb fv`bk |mg `bbjsn|`sg yvjlwd|t"
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4"6 Mj{ vg|n`ogv fgbgc`|gl fp DVH
@c n vg|n`ogv fgdjhgt nfog |j hn`b|n`b t|vjbk vgon|`jbtm`y {`|m dwt|jhgv |mgb `| kgbgvn|g n
bwhfgvt jc fgbgc`| cjv |mgh {m`dm `bdowlgt1(
Vg|n`ogv dnb kgbgvn|g hn}`hwh tnogt fp vgyg|`|`sg ywvdmntg jc ojpno dwt|jhgv"
Fp wb`~wgop lgo`sgv`bk |mg lgt`vgl yvjlwd|t |mgp dnb fgt| hgg| |mg bgglt nbl
vg~w vghgb|t jc |mg`v dwt|jhgv"
Kvgn|gv tnogt gbtwvg hn}`hwh yvjc`| ogsgo"
[mgbgsgv ojpno dwt|jhgv cvg~wgb|op s`t`| |mg t|jvg |mn| |`hg vg|n`ogv dnb `bc`vh |mgh
nfjw| j|mgv nll`|`jbno yvjlwd|t nbl tgoo `| -dvjtt(tgoo`bk)"
Fp nyyop`bk DVH djbdgy| vg|n`ogv dnb gbtwvg dwt|jhgv tn|`tcnd|`jb {m`dm |mgb ognlt
|j yjt`|`sg {jvl jc hjw|m djhhwb`dn|`jb nbl |mwt vg|n`ogv vgyw|n|`jb nbl bg{
dwt|jhgv fntg `bdvgntg"
Fp wt`bk DVH djbdgy| vg|n`ogv dnb yvj|gd| dwt|jhgv `b djhyg|`|`jb- ojpno dwt|jhgv
t|np dojtg |j vg|n`ogv gsgb `c |mgp ljb”| kg| nyyvjyv`n|g yvjlwd|t jv tgvs`dg fgdnwtg jc
vgon|`jb)
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4"4 \jy tn|`tcnd|`jb lv`sgvt cjv fw`ol`bk t|vjbk vgon|`jbtm`yt `b Vg|n`o`bk
@b jvlgv |j tn|`tcp n dwt|jhgv nbl vg|n`b |mgh ojbkgv |`hg n vg|n`ogv hwt| bggl |j ebj{ {mn|
dwt|jhgv nvg tgge`bk cvjh vg|n`ogv" [mn| lv`sgt cjv |mg`v tn|`tcnd|`jb: @ nbnopqgl cjooj{`bk
cnd|jvt |mn| n dwt|jhgv no{npt ghymnt`qg1(
… Ygvtjb(|j(ygvtjb g}ygv`gbdg “ |mg t|jvg mnt mgoycwo/ cv`gblop/ ebj{oglkgnfog ghyojpggt
{mj nb|`d`yn|g dwt|jhgv bgglt nbl g}dggl dwt|jhgv g}ygd|n|`jbt"
… T|jvg g}ygv`gbdg “ |mg t|jvg `t dognbgl/ {goo(lgt`kbgl/ jvknb`qgl/ nlg~wn|gop t|jdegl {`|m
~wno`|p hgvdmnbl`tg nbl yvjs`lgt &cwb& g}ygv`gbdgt"
… Yv`dg nbl snowg “ |mg yv`dg |mn| dwt|jhgvt ynp cjv kjjlt `t hn|dmgl fp |mg ygvdg`sgl snowg
|mn| |mgp vgdg`sg cjv hne`bk |mg ywvdmntg"
… Hnveg|`bk nbl djhhwb`dn|`jbt “ |mg t|jvg+t yvjhj|`jbt nvg {goo(djhhwb`dn|gl/ gntp |j
vglggh nbl snownfog |j dwt|jhgvt"
… Ln|n b|gkvn|`jb nbl nbnop|`dt “ |mg t|jvg yvjs lgt |mg tnhg yvjlwd| tgogd|`jb nbl yvjlwd|@bcjvhn|`jb ndvjtt noo tnogt dmnbbgot/ nbl wtgt `bcjvhn|`jb cvjh n djbtwhgv+t ynt|
ywvdmntgt |j yvjs`lg fg||gv tgvs`dg"
\j fw`ol gblwv`bk dwt|jhgv vgon|`jbtm`yt/ vg|n`ogvt notj bggl |j yvjs`lg tmjyy`bk g}ygv`gbdgt
|mn| nvg djbt`t|gb| {`|m djbtwhgv lgt`vgt nbl g}ygd|n|`jbt" \m`bkt |mn| nvg bgglgl |j gbtwvg
tmjyy`bk g}ygv`gbdg nvg1(
… Gntg(jc(wtg “ Tmjyy`bk `t mnttog(cvgg5 |mg vg|n`ogv hnegt |mg dwt|jhgv cggo {godjhg5 |mg
vg|n`ogv hgg|t noo dwt|jhgv g}ygd|n|`jbt"
… T|vjbk nttjd`n|`jb “ Vg|n`ogv `t |jy(jc(h`bl5 |mg dwt|jhgv cggot kjjl vgdjhhgbl`bk |mg
vg|n`ogv |j cnh`op nbl cv`gblt5 |mg dwt|jhgv cggot |mn| |mg vg|n`ogv yvjs`lgt |mg fgt| snowg
djhynvgl |j djhyg|`|jvt"
… Tgoc(gt|ggh “ Tmjyy`bk k`sgt |mg dwt|jhgv n tgbtg jc cnh`o`nv`|p5 |mg dwt|jhgv fgo`gsgt
tmjyy`bk vgcogd|t |mg`v kjjl awlkhgb|5 tmjyy`bk hnegt |mg dwt|jhgv cggo o`eg |mgp &c`| `b"&
… Yv`dg vgon|`jbtm`y “ \mg dwt|jhgv gbajpt |ne`bk nlsnb|nkg jc tygd`no jccgvt nbl oj{ yv`dgt"
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4"< Yvjdgtt jc DVH `b vg|n`o`bk
DVH `t nb `|gvn|`sg yvjdgtt |mn| |wvbt dwt|jhgv ln|n `b|j dwt|jhgv ojpno|p |mvjwkm l`ccgvgb|
|pygt jc nd|`s`|`gt" Ogsp nbl [g`|q lgtdv`fgl DVH `b vg|n`o`bk |mvjwkm n tpt|ghn|`d yvjdgtt(
@ nbnopqgl |mg vg|n`o hnveg| nbl DVH `b vg|n`o`bk -doj|m`bk fwt`bgtt)"\m t vgyjv| t lgtdv fgl
jb |mg fnt`t jc |m`t hjlgo" @ |v`gl |j lgtdv`fg |mg nyyo`gl DVH `b vg|n`o`bk fwt`bgtt"
\mg yvjdgtt jc DVH `b vg|n`o`bk `t |mwt lgtdv`fgl fgoj{ tg~wgb|`noop(
4"7 Djoogd|`bk dwt|jhgv ln|n
\mg c`vt| t|gy jc DVH t djbt|vwd|`bk n dwt|jhgv ln|nfntg" \m t ln|nfntg `t vgcgvvgl |j nt n
dwt|jhgv ln|n {nvgmjwtg/ djb|n`bt noo |mg `bcjvhn|`jb |mg c`vh mnt djoogd|gl nfjw| `|t
dwt|jhgvt nbl `t |mg cjwbln|`jb cjv twftg~wgb| DVH nd|`s`|`gt"
4"7"> Dwt|jhgv Ln|nfntg
@lgnoop |mg ln|nfntg djb|n`bt |mg cjooj{`bk `bcjvhn|`jb1
M t|jv`gt jc ywvdmntgt(vg|n`ogv eggy |mg `bcjvhn|`jb jc |mg ywvdmntgt hnlg fp ynv|`dwonv
dwt|jhgv" \m`t `bcjvhn|`jb mgoyt vg|n`ogv |j ebj{ nfjw| dwt|jhgv"
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Dwt|jhgv djb|nd|(@ cjwbl |mn| nohjt| gsgvp vg|n`ogv eggy |mg `bcjvhn|`jb jc dwt|jhgv `b jvlgv
|j hneg cw|wvg djhhwb`dn|`jb" Wtwnoop vg|n`ogvt tgge dwt|jhgv nllvgtt nbl ymjbg bwhfgvt"
Dwt|jhgv yvgcgvgbdgt(vg|n`ogv eggyt `bcjvhn|`jb jc dwt|jhgv yvgcgvgbdgt nbl dmj`dgt" Cvjh
hp t|wlp @ cjwbl |mn| vg|n`ogv eggy gbjwkm `bcjvhn|`jb nfjw| dwt|jhgv tgogd|`jb jc doj|mt/
|mg vgk`jbno yvgcgvgbdgt jc d oj|mt/ `bcjvhn|`jb jc dwt|jhgv yvgcgvgbdgt jc ~wno`|p nbl lgt`kb"
Fntgl jb |mgtg yvgcgvgbdgt vg|n`ogvt jc|gb djb|nd| {`|m dwt|jhgv {mgbgsgv n bg{ lgt`kb jv
dmnbk`bk yn||gvb djhgt `b hnveg|"
4"7"6 Nyyvjndmgt cjv djoogd|`bk `bcjvhn|`jb
Nte`bk cjv `bcjvhn|`jb(@b kgbgvno @ tn{ vg|n`ogv nte dwt|jhgv |j yvjs`lg |mg`v nllvgtt nbl
djb|nd| bwhfgv {mgbgsgv |mgp hneg ywvdmntg"
Wt`bk cvg~wgb| tmjyygv dnvl nbl dvgl`| dnvl `bcjvhn|`jb(\m`t `t jc|gb wtgl fp fvnblgl vg|n`o
dmn`b t|jvg |j djoogd| `bcjvhn|`jb {mgbgsgv n dwt|jhgv gbvjoo `b n ojpno|p yvjkvnh fp k`s`bk
lgtdv`y|`sg `bcjvhn|`jb nfjw| m`h jv vg|n`ogv djoogd| `bcjvhn|`jb cvjh dvgl`| dnvl |vnbtnd|`jb
wtgl fp dwt|jhgv" \mjwkm @ mnsg bj| cjwbl nbp vg|n`ogvt wtg |mgtg |pygt jc djoogd|`bk
`bcjvhn|`jb `b hp |gvv`|jvp"
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4"3 Nbnopq`bk dwt|jhgv ln|n nbl @lgb|`cp`bk |nvkg| dwt|jhgvt
\m`t `t tgdjbl t|gy jc DVH yvjdgtt `b vg|n`o`bk" Fp nbnopq`bk dwt|jhgv ln|nfntg nbl wt`bk
|mg `bcjvhn|`jb vg|n`ogvt lgsgojy yvjkvnht cjv fw`ol`bk dwt|jhgv ojpno|p"
Cjooj{`bk nvg |mg |gdmb`~wgt vg|n`ogv wtg |j nbnopqg dwt|jhgv(
4"3"> Ln|n h`b`bk
Ln|n h`b`bk `t |mg |gdmb`~wg |mn| vg|n`ogv wtg |j wblgvt|nbl |mg`v dwt|jhgv fwp`bk yn||gvb nbl
mgoyt |mgh cjv lgd`t`jb hne`bk"
@ cjwbl hnbp vg|n`ogvt wtg |mg`v onvkg ln|n {nvgmjwtg |j yw| gbjwkm `bcjvhn|`jb nfjw|
dwt|jhgv |mgb wtg ln|n h`b`bk |gdmb`~wg |j g}|vnd| |mg vgogsnb| `bcjvhn|`jb {m`dm `t snownfog
|j tgvsg tygd`c d dwt|jhgv"
4"3"6 Hnveg| fnteg| nbnopt`t
Hnveg| fnteg| nbnopt`t `t n tygd`c`d |pyg jc ln|n nbnopt`t |mn| cjdwtgt jb djhyjt`|`jb jc
fnteg| jv yvjlwd|t ywvdmntgl fp n dwt|jhgv lwv`bk n tmjyy`bk jddnt`jb"
@ jftgvsgl |mn| noo vg|n`ogv cjooj{ {mn| `|gh dwt|jhgv wtwnoop fwp `b n tmjyy`bk nbl |mgp lj
tj |j nvvnbkg |mg`v hgvdmnbl`qg `b n {np tj |mn| dwt|jhgv c`bl |mg`v lgt`vgl yvjlwd|t {mgb
|mgp bg}| |`hg djhg `b ywvdmntg"
4"3"4 @lgb|`cp`bk hnveg| tgkhgb|t
Dwt|jhgv ln|n nbnopt`t t notj gttgb| no cjv hnveg| tgkhgb|`bk" @ jftgvsgl |mn| vg|n`ogv jb |mg
fnt t jc ln|n h`b`bk nbl fnteg| nbnopt`t hnegt n ygvdgy|`jb nfjw| dwt|jhgv ywvdmntg" @| |mgb
mgoyt vg|n`ogv |j nljy| tygd`c`d yjo`dp cjv tn|`tcp`bk kvjwy jc dwt|jhgv bgglt {mj ywvdmntg
t`h`onv hgvdmnbl`qg
4"3"< @lgb|`cp`bk fgt| Dwt|jhgvt
Wt`bk `bcjvhn|`jb `b |mg dwt|jhgv ln|nfntg vg|n`ogvt dnb lgsgojy n tdjvg jv bwhfgvt
`bl`dn|`bk mj{ snownfog |mgp nvg |j |mgh" Fgt| dwt|jhgvt nvg lg|gvh`bgl fp(
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4"3"<"> O`cg|`hg snowg
O`cg|`hg snowg `t |mg g}ygd|gl djb|v`fw|`jb cvjh |mg dwt|jhgv |j |mg vg|n`ogv”t yvjc`|t jsgv m`t
jv mgv gb|`vg vgon|`jbtm`y {`|m vg|n`ogv"
Hjt| jc |mg vg|n`ogv vgtyjblgl |j hg |mn| |mgp gt|`hn|g o`cg|`hg snowg fp nbnopq`bk dwt|jhgv
ynt| ywvdmntg/ kvjtt hnvk`b cvjh |mgtg ywvdmntgt nbl djt|t |mgp tygbl |j kg| |m`t dwt|jhgv"
Djt|t `bdowlg |mg`v nlsgv|`t`bk nbl yvjhj|`jbno gccjv|t |j nd~w`vg dwt|jhgv"
Fp nbnopq`bk O\S vg|n`ogv fgo`gsgt |mn| n dwt|jhgv {mj hneg |mg ywvdmntg yn||gvb `b ynt|
{`oo djb|`bwg tnhg yn||gvb `b cw|wvg"
4"3"<"6 Dwt|jhgv ypvnh`l
N djhhjbop wtgl tgkhgb|n|`jb jc dwt|jhgv `t wt`bk ypvnh`l nyyvjndm" [m`dm `t tmj{b
fgoj{1(
\m`t tdmghg nooj{t vg|n`ogvt |j lgsgojy hjvg nyyvjyv`n|g t|vn|gk`gt cjv gndm kvjwy jc |mg
tgkhgb|t"
Yon|`bwh tgkhgb|t(@ ntegl vg|n`ogvt nfjw| |mg`v yon|`bwh dwt|jhgvt" \mgp vgtyjblgl |mgp
vgknvl yon|`bwh dwt|jhgv |mjtg {mj hneg |mg`v hjt| ywvdmntg nbl o`nfog cjv kvgn|gv yvjc`|"
\mgp |vgn| |mgtg dwt|jhgvt {`|m hwdm dnvg nbl g}dowt`sg tgvs`dg" Yon|`bwh dwt|jhgv notj
fgdjhg ojpno |j dwt|jhgv nbl fgdjhg ogtt yv`dg tgbt`|`sg fgdnwtg jc kjjl vgon|`jb" Vg|n`ogv
jc|gb vgcgvt |mg`v ‗egp dwt|jhgv nt Yon|`bwh–
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Kjol(\mgp nvg bj| nt ojpno nt yon|`bwh" \mjwkm |mgp hneg t`kb`c`dnb| ywvdmntg cvjh vg|n`ogv
fw| |mgp nvg yv`dg tgbt`|`sg nbl tj |mgp s`t`|t hnbp t|jvg" @ jftgvsgl |m`t |pyg jc dwt|jhgv
{mj nd|wnoop dnb”| cwoop vgop jb n ynv|`dwonv vg|n`ogv vn|mgv |mgp tgge cjv tw`|nfog jccgv`bkt
cvjh djhyg|`|jvt" Tjhg jc |mgh l`vgd|op fonhg dojtg vg|n`ogvt `c |mgp kg| cg{gv yv`dgt |j
j|mgv"
@vjb(\mgp mnsg hjlgt| O\S |j vg|n`ogv tj hwdm n||gb|`jb `t bj| k`sgb |j |m`t dn|gkjvp" @ tgg
vg|n`ogv yvjs`lg snowg `c ywvdmntg `t hnlg nbl |vp |j hj|`sn|g cjv vgywvdmntg"
Ognl(\mgp nvg `vv`|n|`bk dwt|jhgvt {mj nd|wnoop lj bj| ywvdmntg fw| kj tmjy |j tmj{
hgvdmnbl`qg" @ tn{ hnbp dwt|jhgvt jc |m`t dn|gkjvp `b hp doj|m`bk fwt`bgtt"
4"3"<"4 VCH -Vgdgbdp/ Cvg~wgbdp/ Hjbg|nvp) Nbnopt`t
Vgdgbdp vgcgvt mj{ vgdgb| n ywvdmntg `t hnlg" Cvg~wgbdp hgnbt mj{ cvg~wgb| dwt|jhgv
ywvdmntgt nbl hjbg|nvp vgcgvt mj{ hwdm |mgp mnsg fjwkm|"
@ jftgvsgl cvjh hp vgtgnvdm vg|n`ogv k`sg yv`jv`|p |j |mjtg dwt|jhgvt {mj hneg cvg~wgb|
ywvdmntg jv ywvdmntg `b kvgn|gv sjowhg |mnb |mjtg {mj djhgt tgntjbnoop nbl ogtt cvg~wgb|op"
Vg|n`ogvt notj {g`km| snowg fntgl jb |mgtg dv`|gv`n"
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4"; Lgsgojy`bk DVH yvjkvnht
@b |m`t tgd|`jb @ {jwol o`eg |j lgtdv`fg |mg t|vn|gk`gt jv yvjkvnht vg|n`ogvt wtg |j hn`b|n`b
DVH `b vg|n`o`bk"
4";"> Vg|n`b bk |mg fgt| dwt|jhgv -dwt|jhgv vg|gb|`jb)
Cjooj{`bk nvg |mg t|vn|gk`gt |mn| @ cjwbl vg|n`ogv wtg |j vg|n`b |mg`v fgt| dwt|jhgv1(
Yvjs`l`bk `bdgb|`sgt jv l`tdjwb|t(hjt| jc |mg vg|n`ogv @ cjwbl jccgv l`tdjwb|gl yv`dg jv
`bdgb|`sgt |j |mg`v ojpno dwt|jhgv" Lwv`bk hp jftgvsn|`jb @ tn{ hnbp dwt|jhgvt djhg cvjh
ojbk l`t|nbdg |j kg| `bdgb|`sgt jb |mg`v ywvdmntgt"
Tygd`no dwt|jhgv tgvs`dg(Vg|n`ogvt yvjs`lg wbwtwno m`km ~wno`|p tgvs`dg |j vg|n`b |mg`v fgt|
dwt|jhgvt" @ tn{ vg|n`ogvt jccgv lv`bet/ |gn jv cjjlt |j kvgg| |mg`v ojpno dwt|jhgvt" J|mgv
tgvs`dg `bdowlgt ~w`de djhyon`b tjos`bk/ eggy jv vgyond`bk vg|wvbgl `|gh/ ntt`kb`bk tygd`no
tnogtygvtjb |j tgvsg ojpno dwt|jhgv g|d"
Ygvtjbno`qn|`jb(Fp wt`bk `bcjvhn|`jb djoogd|gl nfjw| dwt|jhgv vg|n`ogvt bj{ dnb hgg| |mg
dwt|jhgv bgglt wb`~wgop nbl `b dwt|jh`qgl {np" @ tn{ hjt| jc vg|n`ogv eggy tjhg `|ght cjv
jbop ojpno dwt|jhgv" Tjhg|`hgt vg|n`ogv eggyt jvlgv {`|m lgt`vgl vg~w`vghgb|t nbl |mgb
tgvsgt |mjtg yvjlwd|t |j tn|`tcp |mg`v wb`~wg bgglt" @b doj|m`bk fwt`bgtt |m`t t|vn|gkp m`kmopnyyo`gl"
@bcjvhno djhhwb`dn|`jbt(@ tggb |m`t yjo`dp m`kmop nyyo`gl fp doj|m`bk vg|n`ogv" \mgp jc|gb
|noe `bcjvhnoop {`|m ojpno dwt|jhgvt nbl eggy vgon|`jbtm`yt no`sg"
4";"6 Djbsgv|`bk kjjl dwt|jhgvt `b|j fgt| dwt|jhgvt
@ yvgs`jwtop m`kmo`km|gl nfjw| dwt|jhgv ypvnh`l "Fp |m`t t|vn|gkp vg|n`ogvt |vp |j djbsgv|
kjjl nbl `vjb `b|j yon|`bwh" Vg|n`ogv cjooj{t |{j nyyvjndmgt |j lj |m`t(
Dvjtt tgoo`bk — tgoo bk n djhyoghgb|nvp yvjlwd| `b n tygd`c`d |vnbtnd| jb" @ tn{ tjhg vg|n`ogvt
wvkgt cjv ywvdmnt`bk n |`g {mgb n dwt|jhgv fwp n tm`v|" Tjhg j|mgv ywvtwgt |j tgoo ygvcwhgt
nbl nyynvgot {`|m |mg hn`b yvjlwd|t"
Nll(jb tgoo`bk(Fp |m`t nyyvjndm n vg|n`ogv |vp |j tgoo nll`|`jbno yvjlwd|t {`|m hn`b yvjlwd|t"
Hnbp vg|n`ogv @ tggb |vp |j ywvtwg dwt|jhgv |j tgoo bg{ yvjlwd|t nbl on|gt| jccgv`bk jv
nvvnbkghgb|t {`|m |mg |vnl`|`jbno yvjlwd|t"
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4";"4 Lgno`bk {`|m wbyvjc |nfog dwt|jhgv
Noo dwt|jhgvt nvg bj| g~wnoop yvjc`|nfog" Tjhg dwt|jhgvt no{npt dvgn|g yvjfogh" \mg vg|wvb
jc tjol yvjlwd|/ djhyon`b`bk wbbgdgttnv`op/ lghnblt cjv hjt| djt|op nd|`s`|`gt nvg yvjfogh
dvgn|gl fp twdm dwt|jhgvt" @ ntegl vg|n`ogv mj{ |mgp hnbnkg |mgtg wbyvjc`|nfog dwt|jhgvt/|mgp vgyo`gl1(
[g jccgv ogtt tgvs`dgt nbl gccjv|t |j hgg| |mg bgglt jc |mgtg dwt|jhgvt"
Tgge yv dg cjv djt|op tgvs`dgt nbl lj bj| yvjs`lg l`tdjwb|gl yv`dg jv yvjhj|`jbt nt |j
lglwd| |mgh"
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4"= @hyoghgb|`bk DVH yvjdgtt `b vg|n`o`bk
\mg `hyoghgb|n|`jb jc n dwt|jhgv vgon|`jbtm`y hnbnkghgb| -DVH) tjow|`jb `t fgt| |vgn|gl nt
n t`}(t|nkg yvjdgtt/ hjs`bk cvjh djoogd|`bk `bcjvhn|`jb nfjw| pjwv dwt|jhgvt nbl yvjdgtt`bk
`| |j wt`bk |mn| `bcjvhn|`jb |j `hyvjsg hnveg|`bk nbl |mg dwt|jhgv g}ygv`gbdg" @ mgvg {jwol
o`eg |j lgtdv`fg mj{ vg|n`ogvt -`b doj|m`bk fwt`bgtt) nd|wnoop kj |mvjwkm |mgtg t|gyt {mgb |mgp
`hyoghgb| DVH `b |mg`v fwt`bgtt1
T|nkg jbg ( Djoogd|`bk `bcjvhn|`jb
Nt @ l`tdwttgl gnvo`gv |mn| gsgvp vg|n`ogvt bggl |j mnsg n dwt|jhgv ln|nfntg {mgvg |mgp eggy
bgdgttnvp `bcjvhn|`jb nfjw| dwt|jhgv" @ tn{ vg|n`ogv hn`bop wtg |mgtg `bcjvhn|`jb |j
dn|gkjv`qg nbl tgkhgb| |mg dwt|jhgv {`|m l`ccgvgb| bgglt nbl vg~w`vghgb|t"
T|nkg |{j ( T|jv`bk `bcjvhn|`jb
Jbop djoogd|`bk `bcjvhn|`jb `t bj| gbjwkm |j `hyoghgb| DVH" Cvjh hp t|wlp @ tn{ vg|n`ogv
eggy |mg dwt|jhgv `bcjvhn|`jb cjv ojbkgv |`hg `b jvlgv |j djhhwb`dn|g `b cw|wvg" [mgbgsgv
nbp nllvgtt jv djb|nd| bwhfgv `t dmnbkgl `| vg~w`vgt |j wyln|g yvjhy|op"
T|nkg |mvgg ( Nddgtt bk bcjvhn|`jb
Nddgtt`bk `bcjvhn|`jb hgnbt wt`bk `bcjvhn|`jb |j hneg djbbgd|`jb" Hjt| jc |mg vg|n`ogv dnoo
|j |mg`v dwt|jhgv nbl yvjs`lg `bcjvhn|`jb nfjw| |mg`v yvjlwd|t gsgb `| `t bj| ntegl fp
dwt|jhgv"
T|nkg cjwv ( Nbnopq bk dwt|jhgv fgmns`jv
Noo dwt|jhgvt bj| tgge tnhg tgvs`dg" @ jftgvsgl dwt|jhgv bgglt nbl vg~w`vghgb|t nvg
l`ccgvgb| nbl |mg vgntjbt cjv dmjjt`bk vg|n`ogv notj l`ccgv ndvjtt |mg`v ygvdgy|`jb" Vg|n`ogvt
nd|wnoop nbnopqg |mgtg l`sgvtg dwt|jhgvt fp wt`bk ln|n h`b`bk jv fp lgno`bk ojbkgv |`hg"
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T|nkg c`sg ( Hnveg|`bk hjvg gccgd|`sgop
Hnveg|`bk gccgd|`sgop |j `bcjvh nbl ywvtwg dwt|jhgv `t nbj|mgv t|gy jc vg|n`ogv |j hnbnkg
dwt|jhgvt” vgon|`jbtm`y/ @ jftgvsgl vg|n`ogv djb|`bwjwtop `bcjvh |mg`v ojpno dwt|jhgv fntg
{mgbgsgv nbp bg{ |vgblt djhgt jv `c |mgp jccgv nbp yvjhj|`jbno yndenkg"
T|nkg t`} ( Gbmnbd`bk |mg dwt|jhgv g}ygv`gbdg
Gbmnbd`bk dwt|jhgv g}ygv`gbdg `t vg~w`vgl |j hnbnkg dwt|jhgv yvjfoght ~w`deop" Hjt| jc
g}ygv`gbdgl vg|n`ogv @ tggb mns`bk |mg nf`o`|p |j wblgvt|nbl dwt|jhgv |mvjwkm n t`bkog ojje"
\mgtg vg|n`ogvt dnb gnt`op mnblog {mgb nbp djhyon`b nv`tgt"
4"="> Dv`|`dno Twddgtt Cnd|jvt cjv @hyoghgb|n|`jb jc DVH `b vg|n`o`bk
Dv`|`dno twddgtt cnd|jvt nvg |mjtg goghgb|t {m`dm vgtyjbt`fog cjv twddgttcwoop `hyoghgb|`bk
|mg DVH `b vg|n`o`bk" \mg egp DTC cjv DVH `b vg|n`o`bk nvg1
Djoonfjvn|`sg gccjv|t(N twddgttcwo DVH vg~w`vgt dojtg djjvl`bn|`jb cvjh noo
lgynv|hgb|t" N vg|n`ogv bgglt |j hnbnkg noo |mg ghyojpggt twdm nt tnogt |gnh/ hgl`n/ nbl
c`bnbdg nw|mjv`|p djjvl`bn|`jb"
Twcc`d`gb| Vgtjwvdgt
@b twddgttcwo vg|n`o`bk n vg|n`ogv hwt| mnsg dogsgv nbl g}ygv`gbdgl ygvtjbbgo/ kjjl
ympt`dno gs lgbdg/ nbl twcc d`gb| t|jde" @ tn{ dwt|jhgv t{`|dm |j j|mgv vg|n`ogv `c |mg tmjy
mnsg onde jc lgdjvn|`jb/ `btwcc`d`gb| `bsgb|jvp jv cg{gv nttjv|hgb|t
Dognvop Lgc`bgl Jfagd|`sg
\mgvg hwt| fg n yvjh`tg |j gbtwvg DVH" Vg|n`ogv jc|gb tg| tygd`c`d jfagd|`sgt nbl |mgb
nd| |j ndm`gsg |mgtg jfagd|`sgt"
Hnbnk bk Dmnbkg
Yvjlwd|t jc vg|n`ogvt dmnbkg |`hg |j |`hg" Gtygd`noop `b doj|m`bk fwt`bgtt @ tn{ dmnbk`bk
jc lgt`kb nbl yv`dg nvg `b n lvnhn|`d {np" Tj vg|n`ogvt hwt| bggl |j djyg {`|m |mgtg
dmnbkgt |j tgvs`dg dwt|jhgv fg||gv"
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4"="6 Vgntjbt cjv DVH @hyoghgb|n|`jb Cn`owvg `b vg|n`o`bk
Nb wblgvt|nbl`bk jc |mg dmnoogbkgt nbl dv`|`dno twddgtt cnd|jvt `t ynvnhjwb| |j DVH twddgtt"
\mg hn`b vgntjb cjv DVH cn`owvgt `b vg|n`o`bk `bdowlgt1
Dwt|jhgv cjdwt
Hnbp vg|n`ogvt mnsg ondg jc dwt|jhgv cjdwt" Vn|mgv |mnb ghymnt`q`bk jb dwt|jhgv @ cjwbl
hnbp jc vg|n`ogvt awt| vgop jb tgoo`bk yvjlwd|t nbl kgbgvn|`bk yvjc`|t"
[gne Hnbnkghgb|
@b vg|n`o`bk hjt| jc tmjyygv mnsg onde jc |vn`b`bk jb DVH/ onde jc DVH wblgvt|nbl`bk/onde jc djhhwb`dn|`jbt nbl dmnbk`bk fwt`bgtt |vgblt nbnopt`t"
DVH Yvjagd| Hnbnkghgb|
\mgvg `t h`tno`kbhgb| fg|{ggb DVH yvjagd| nbl fwt`bgtt vg~w`vghgb|t/ {`|m wbvgno`t|`d
kjnot/ |`hgo`bgt/ djwyogl {`|m n onde jc yonbb`bk nbl `btwcc`d`gb| vgyjv|`bk nbl djb|vjo"
\gnh Hghfgvt
\mgvg `t onde jc twyyjv|/ `bdgb|`sgt/ nbl onde jc |gdmb`dno ebj{oglkg nhjbk tnogtygvtjb
|j tn|`tcp dwt|jhgv bgglt"
Ln|n # [nvgmjwtg Vg~w`vghgb|t
Hjt| jc vg|n`ogvt mnsg yjjv ~wno`|p ln|n/ `bdjbt`t|gb| ln|n {nvgmjwt`bk tpt|gh nbl
onde`bk jc wyln|`bk ln|n |`hgop"
DVH `b vg|n`o `t cn`o`bk fgdnwtg |mg djvvgd| dnynf`o`|`gt nvg bj| fg`bk fw`o| n| |mg gb|gvyv`tg
ogsgo" \mg vg~w`t`|g dmnbkgt `b vg|n`ogv dwo|wvg/ fgmns`jv nbl n||`|wlg nvg bj| fg`bk
`hyoghgb|gl yvjygvop |j gbtwvg DVH `b vg|n`o`bk"
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4"="4 Twkkgt|`jbt cjv twddgttcwo DVH `hyoghgb|n|`jb b Vg|n`o`bk
\mgvg tmjwol fg hjvg nbl hjvg ghymnt`t k`sgb fp |mg vg|n`ogv cjv tn|`tcp`bk |mg
dwt|jhgv wy |j n nyg} o`h`| nbl fp yvjs`l`bk |mg w|`o`|p jc gsgvp ygbbp jc hjbgp n
dwt|jhgv tygbl |j fwp `|"
\mgvg tmjwol fg hjvg wtg jc `bcjvhn|`jb |gdmbjojkp |j djoogd| `bcjvhn|`jb |`hgop"
\mg vg|n`ogv tmjwol fg cog}`fog |j fgbl `|t vwogt nbl yvjdglwvgt `b |mg dwt|jhgvt cnsjv"
@c nbp dwt|jhgv `b|gb|`jb `t nttwhgl cjv bj| fwp`bk |mnb hnbnkg m`h djvl`noop vn|mgv
tmj{`bk bgko`kgbdg"
\mg vg|n`ogv bgglt |j cjdwt jb `bcjvhno vgon|`jbtm`yt nbl djhhwb`dn|`jbt {`|m
dwt|jhgvt"
Vg|n`ogvt bggl |j lgsgojy |vn`b`bk yvjkvnht |j wblgvt|nbl DVH yvjdgtt nbl tgvsg
dwt|jhgv fg||gv"
Vg|n`ogv hwt| bggl |j ebj{ {mn| |mg lv`sgvt cjv dwt|jhgv tn|`tcnd|`jb nbl
l`ttn|`tcnd|`jb nvg"
Noo |mg ghyojpggt hwt| bggl |j djjygvn|g {`|m gndm j|mgv cjv |mg twddgtt jc DVH"
4"0 Djbdowt`jb
DVH `t fnt`dnoop |mg djoogd|`jb nbl l`t|v`fw|`jb jc ‗noo– ln|n |j ‗noo– nvgnt jc fwt`bgtt" \mg
ln|n dnb |mgb mgoy hnveg| |mg djhynbp/ mgoy wy tgoo |j g}`t|`bk dwt|jhgv/ wblgvt|nbl
dwt|jhgvt fg||gv tj |mn| dwt|jhgvt dnb fg k`sgb fg||gv tgvs`dg nbl nooj{t |mgh |j `b|gvnd|
{`|m |mg vg|n`ogv fp {mn|gsgv hgnbt |mgp {`tm" Dwt|jhgv Vgon|`jbtm`yt nvg ndm`gsgl fp |mg
vg|n`ogv {jve`bk |jkg|mgv |j k`sg dwt|jhgvt {mn| |mgp vgnoop {nb|" DVH `t n fwt`bgtt t|vn|gkp
|j dvgn|g nbl twt|n`b ojbk(|gvh/ yvjc`|nfog dwt|jhgv vgon|`jbtm yt" Fp gbtwv`bk gccgd|`sg DVH
yvjdgtt `b vg|n`o t|jvg n vg|n`ogv bj| jbop fgbgc`||gl fp kvgn|gv tnogt nbl yvjc`|nf`o`|p fw| notj
dnb fw`ol n t|vjbk t|jvg `hnkg vgon|`sg |j djhyg|`|jv"
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4">9 Vgcgvgbdgt
>" H`dmngo Ogsp/ nbl Fnv|jb N [g`|q" -6994)/ ‟Vg|n`o`bk Hnbnkghgb| -7|m
Gl`|`jb)‘/ Bg{ Lgom`1 \n|n
HdKvn{(M`oo"Dm(>>/ yy"447(439
6" Lnccp/ D" ->000)/ &Jbdg n dwt|jhgv/ no{npt n dwt|jhgv&/ Bg{ Lgom`1 MnvygvDjoo`bt"
4" O oanblgv/ S" nbl Vjjt @" -6996)/ &Dwt|jhgv vgon| jbtm`y ogsgot1 Cvjh tywv`jwt |j |vwg vgon|`jbtm`yt&/
Ajwvbno jc Tgvs`dgt Hnveg|`bk/ Sjo" >3 Bj";/ yy" 704(3><"
<" m||y1**vg|n`o"nfjw|"djh*jl*kojttnvp*k*DVH"m|h( Vg|v`gsgl jb 7|m Cgfvwnvp 69>> n| 0"47 y" h
7" gb"{`e`ygl`n"jvk*{`e`*Vg|n`o(Vg|v`gsgl jb <|m Cgfvwnvp 69>> n| >9"77 y" h
3"m||y1**{{{"kjjkog"djh"fl*tgnvdm:mo8fb#bja8>#kfs86#f`{8>96<#f`m833;#|fh8`tdm#tn8>#~
8DVH%`b%vg|n`o`bk#j~8DVH% b%vg|n o`bk#n~8c#n~`8#n~o8#ktZth8t#ktZwyo84=<39o<>7<;o9o<469=o;o;o9o9o9o9o=;3o>7<6o7(>">o6o9
;"m||y1**{{{"kjjkog"djh"fl*tgnvdm:~8DVH%`b%vg|n`o`bk#mo8fb#bja8>#kfs86#f`{8>96<#f`m833
;#tjwvdg8obht#g`8w4G}\3OWA0L{v^g^30K=FN#tn8]#j`8hjlgZo`be#d|8hjlg#dl8>#sgl89DLN
^ZNWjNN
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Nfjw| |m`t ~wgt|`jbbn`vg
Lgnv T`v/
\m`t `t Anenv`n Nmhgl/ n t|wlgb| jc HFN/ Ognl`bk Wb`sgvt`|p/ Tpomg|" @ nh n| |mg gbl jc hp
t|wlp fw| |j cwoop djhyog|g hp HFN @ bggl |j twfh`| n yvjagd| vgyjv|" Hp yvjagd| vgyjv| `t
fntgl jb Dwt|jhgv vgon|`jbtm`y hnbnkghgb| `b vg|n`o`bk -doj|m`bk fwt`bgtt)"Cjv |m`t ywvyjtg
@ mnsg dnhg `b c`gol |j djoogd| ln|n nbl nbnopqg yvnd|`dno t`|wn|`jb"
@ mgvgfp djhg |j pjw {`|m n ~wgt|`jbbn`vg" @ mjyg pjw {`oo fg e`bl gbjwkm |j djjygvn|g {`|m
hg |j djhyog|g hp t|wlp"
@ nttwvg pjw |mn| bj ln|n {`oo fg l`tdojtgl |j |m`vl ynv|p {`|mjw| pjwv yv`jv ygvh`tt`jb" @b
nll`|`jb/ |m`t vgyjv| hnp mgoy pjw |j gccgd|`sgop wtg DVH djbdgy| `b pjwv t|jvg"
[`|m fgt| vgknvlt
Lg{nb Anenv`n Nmhgl
@L(>>9>9>9;47
HFN/ Lgy| jc Fwt`bgtt Nlh`b`t|vn|`jb
Ognl`bk Wb`sgvt`|p
Tpomg|
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^wgt|`jbbn`vg cjv DVH `b Vg|n`o`bk
>" Mnsg pjw gsgv mgnvl nfjw| Dwt|jhgv vgon|`jbtm`y Hnbnkghgb| djbdgy|:
n) Pgt
f) Bj
6" Cvjh pjw s`g{yj`b| mj{ pjw lgc`bg DVH:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣
4" Nvg pjwv dwt|jhgv”t bgglt dognvop lgc`bgl:
n) Pgt
f) Bj
<" Lj pjw mnsg nbp dwt|jhgv ln|nfntg cjv djoogd|`bk ln|n nfjw| dwt|jhgv:
n) Pgt
f) Bj
7" [mn| |pyg jc `bcjvhn|`jb lj pjw eggy `b pjwv ln|nfntg:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣""""""""""""""""
3" Mj{ pjw dontt`cp jc tgkhgb| pjwv dwt|jhgv:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣"
;" Mj{ pjw lg|gvh`bg pjwv fgt| dwt|jhgv:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣""
=" [mn| nvg |mg DVH yvjkvnht pjw mnsg:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣"
0" Lj pjw djblwd| dwt|jhgv tn|`tcnd|`jb twvsgpt:
n) Pgt
f) Bj
>9" Lj pjw djhhwb`dn|g vgtwo|t jc pjwv dwt|jhgv tn|`tcnd|`jb twvsgpt vgkwonvop |mvjwkmjw|
|mg djhynbp:
n) Pgt f) Bj
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>>" Lj pjw nd|`sgop tgge jw| dwt|jhgv djhhgb|t nbl djhyon`b|t:
n) Pgt
f) Bj
>6" Mj{ lj pjw kg| dwt|jhgv djhhgb|t nbl djhyon`b|t:
n) Cndg |j cndg `b|gvs`g{"
f) \joo cvgg bwhfgvt/ cjvhno twvsgpt"
d) J|mgvt hgnbt
>4" Mj{ lj pjw kg| `bcjvhn|`jb nfjw| |mg dwt|jhgvt:
n) Cndg |j cndg `b|gvs`g{t
f) Twvsgpt"
d) Nbp j|mgv hgnbt"
><" Lj pjw k`sg djbdgtt`jbt |j pjwv vgkwonv dwt|jhgv:
n) Pgt
f) Bj
>>" Lj pjw |neg cgglfnde cvjh pjwv dwt|jhgvt:
n) Pgt
f) Bj
>6" Lj pjw dwt|jh`qg pjwv yvjlwd| jv tgvs`dgt nddjvl`bk |j |mg dwt|jhgv:
n) Pgtf) Bj
>4" Lj pjw mnsg n djbdgy| jc ‗`b|gvbno tgvs dg–:
n) Pgt"
f) Bj"
><" Lj pjw djhhwb`dn|g {`|m pjwv dwt|jhgvt cvg~wgb|op:
n) Pgt"
f) Bj"
>7" Lj pjw vgkwonvop vgs`g{ |mg fwt`bgtt yvjdgtt |j go`h`bn|g bjb snowg( nll`bk nd|`s`|`gt
nbl `hyvjsg dwt|jhgv tn|`tcnd|`jb:
n) Pgt
f) Bj"
>3" @t |mg {jve`bk gbs`vjbhgb| `t djblwd`sg |j |mg {goo(fg`bk nbl hjvnog jc noo ghyojpggt:
n) Pgt
f) Bj"
7/23/2019 Project report on CRM in Retailing
http://slidepdf.com/reader/full/project-report-on-crm-in-retailing 45/45
>;" @t |mgvg djhh`|hgb| cvjh |jy hnbnkghgb| |j twyyjv| |mg dwt|jhgv(cjdwtgl tgvs`dg
djbdgy|:
n) Pgt
f) Bj
>=" @t |mgvg nbp `hyvjsghgb| `b nsgvnkg tnog ygv dwt|jhgv:
n) Pgt
f) Bj
>0" @t |mgvg nbp `hyvjsghgb| `b dwt|jhgv vgtyjbtg vn|g |j |mg hnveg|`bk nd|`s`|`gt:
n) Pgt
f) Bj
69" @t |mgvg nbp `hyvjsghgb| `b dwt|jhgv vg|gb|`jb nbl ojpno|p:
n) Pgt
6>" [mn| nvg pjwv t|vn|gk`gt |j vg|n`b ojpno dwt|jhgv:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣
69" Mj{ lj pjw `hyoghgb| DVH `b pjwv vg|n`o jw|og|:
‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣
64" Lj pjw djbt`lgv nbp cnd|jvt cjv twddgtt nbl cn`owvg jc DVH: @c — Pgt/ |mgb/ {mn| nvg
|mgtg:
n) Pgt
f) Bj
Vgtyjblgb|t Bnhg nbl T`kbn|wvg
‣‣‣‣‣"‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣‣