The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism

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    [uzkbl~zj Szolxljooj

    Mlolxs{j cj bJoxjlgojmjos Xzu{ljz{ js cj bn [jhaj{haj Xhljoslfl~zj

    Zolvj{xls cj Hn{sangj

    Loxslszs Xzu{ljz{ cjx Bnogzjx cj Szolx

    Saj Lmunhs `f s`z{lxm ncvj{slxlog hnmunlgox

    Saj hnxj `f u`xs {jv`bzsl`o Szolxlno S`z{lxm

    N u{`fjxxl`onb unuj{ xzkmlssjc f`{ saj {j~zl{jmjosx `f saj

    Blhjoxj cjg{jj Jogblxa f`{ H`mmzolhnsl`o

    U{jun{jc k| Xzuj{vlxjc k| U{`fjxx`{

    Klbjb XFNQL Snan{ KN\@ZBL

    ;5>>-;5>;

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    Snkbj `f h`osjosx

    Nhdo`wbjcgjmjosx

    Los{`czhsl`o//>

    Hanusj{ >/ Gjoj{nb h`osjqs `f s`z{lxm xjhs`{ lo Szolxln ;

    >, Gj`g{nualhnb noc alxs`{lhnb `vj{vljw `f Szolxln / ;

    ;, Clffj{jos s`z{lxm u{`czhsx lo Szolxln/// 3

    8, Ncvj{slxlog jqujoclsz{jx lo ;55< noc ;5>5 /

    Hanusj{ ;/ U`xs {jv`bzsl`o s`z{lxm / 6

    >, [jv`bzsl`o lo Szolxln 6

    ;, Lmunhs `f [jv`bzsl`o `o s`z{lxm/ 7

    Hanusj{ 8/ Ncvj{slxlog hnmunlgox bnzohajc lo ;5>>noc ;5>;// 1

    >, L b`vj Szolxln//// 1

    ;, Szolxlj v`zx cj v`l{ 5

    3, Szolxlj {jch`zv{l{ //>>

    :,S`zx zolx u`z{ v`zx nhhzjlbbl{ >;

    Hanusj{ 3/ Saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgo `o s`z{lxsx /// >8

    >, Mjsa`cx zxjc wajo h`bbjhslog cnsn// >8

    ;, Nonb|ylog noc losj{u{jslog cnsn/>7

    8, Gjoj{nb h`ohbzxl`o// ;7

    3, [jh`mmjocnsl`ox ;1

    :, [jfj{johjx////////////////////////// /// ;> noc ;5>;/ Saj bnxs hanusj{ lx

    cjv`sjc s` mjnxz{log saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgox `o s`z{lxsx/

    Saj zbslmnsj uz{u`xj `f salx u{`ijhs lx s` mjnxz{j saj lmunhs `f s`z{lxm ncvj{slxlog

    hnmunlgox" bnzohajc nfsj{ saj {jv`bzsl`o" `o s`z{lxsx noc s` joc wlsa fjw {jh`mmjocnsl`ox

    h`ohj{olog saj ncvj{slxjmjosx knxjc `o saj ~zjxsl`oonl{jx floclogx/ Locjjc" saj u{`kbjmnslh

    nxdx saj f`bb`wlog ~zjxsl`o9 c` s`z{lxm ncvj{slxlog hnmunlgox" bnzohajc nfsj{ saj {jv`bzsl`o"

    anvj no lmunhs `o s`z{lxsx/ H`oxj~zjosb|" sw` a|u`sajxjx hno {lxj9 s`z{lxm ncvj{slxlog

    hnmunlgox bnzohajc nfsj{ saj {jv`bzsl`o anvj n xmnbb lmunhs `o s`z{lxsx noc s`z{lxm

    ncvj{slxlog hnmunlgox bnzohajc nfsj{ saj {jv`bzsl`o anvj n g{jns lmunhs `o s`z{lxsx/

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    Hanusj{>/ Gjoj{nb h`osjqs `f s`z{lxm xjhs`{ lo Szolxln

    >, Gj`g{nualhnb noc alxs`{lhnb `vj{vljw `f Szolxln

    Flgz{j >9 b`hnsl`o `f Szolxln lo saj Mjclsj{{nojno Knxlo noc lsx h`nxsnb n{jn

    Czj s` saj gj`g{nualhnb noc xs{nsjglh b`hnsl`o" kjlog xlsznsjc lo O`{sa Nf{lhn noc

    kjlog ns saj mlccbj `f saj Mjclsj{{nojno Xjn noc kjlog kjswjjo Nbgj{ln noc Blk|n" Szolxln lx

    `oj `f saj m`xs vlxlsjc ubnhjx lo saj w`{bc/ N sa{jj sa`zxnoc |jn{ `bc h`zos{|" {ju{jxjosx

    o`wncn|x saj fl{xs N{nk noc Nf{lhno cjxslonsl`o" noc lx {nodjc nm`og saj fl{xs sal{s|

    cjxslonsl`ox w`{bcwlcj>/ Saj cjvjb`umjos `f saj s`z{lxm xjhs`{ lx knhd s` saj >

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    n{j saj m`xs h`mm`o vlxls`{x s` Szolxln" locjjc" saj f`z{ s{nclsl`onb mn{djsx n{j F{nohj"

    Gj{mno|" Lsnb| noc saj Zolsjc dlogc`m3/ Szolxln lx n {lha hzbsz{nb h`zos{| xlohj 1 alxs`{lhnb

    fjnsz{jx anvj kjjo {nsjc k| saj ZOJXH@ nx n W`{bc Aj{lsngj !h`mjs`szolxln/h`/zd,/ Saj xlsj

    Hn{sangj" kjlog `oj `f sajxj alxs`{lhnb m`ozmjosx" u`{s{n|x no jq`slh alxs`{lhnb j{n `f saj

    [`mno Jmul{j/

    Flgz{j ;9 Saj{mnb Knsax `f Nos`olozx9 Hn{sangj"Szolxln !sajju`haslmjx/h`m,

    Saj `saj{ 7 xlsjx n{j Nmualsajns{j `f jb ijm " Mjclon `f Szolx" Lhadjzb Onsl`onb Un{d" Uzolh

    S`wo `f Dj{d`znoj noc lsx Ojh{`u`blx" Dnl{`zno "Mjclon `f X`zxxj noc C`zggn

    !h`mjs`szolxln,

    8assu9jo/wldlujcln/`{gwldlS`z{lxmPloPSzolxlnS`z{lxm lo Szolxln

    http://en.wikipedia.org/wiki/Tourism_in_Tunisiahttp://en.wikipedia.org/wiki/Tourism_in_Tunisia
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    ;, Clffj{jos s`z{lxm u{`czhsxSzolxln kjojflsx f{`m xjvj{nb s`z{lxm u{`czhsx/ Xjnxlcj {jx`{sx !s`z{lxmj knbonl{j,"

    xs{jogsajojc k| azoc{jcx `f xzoo| cn|x nbb b`og saj |jn{" n{j h`oxlcj{jc s` kj saj c`mlonos

    s|ujx `f s`z{lxm:/ Saj xjh`oc S|uj lx saj Xnan{no s`z{lxm /Locjjc" saj kjgloologx `f salx

    xjhs`{ lx knhd s` saj bnsj >5Saj @OSS !@fflhj Onsl`onbj cj S`z{lxmj Szolxljo, anx cjv`sjc b`s `f m`oj| lo ;555 lo `{cj{ s` u{`m`sj Szolxln lo saj losj{onsl`onb mn{djsx noc jxujhlnbb| lo saj F{joha

    `oj/

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    Snkbj >9 cjv`sjc ncvj{slxlog kzcgjs Jz{`ujno h`zos{ljx !@OSS nooznb {ju`{s ;555,/

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    Hanusj{ ;9 U`xs {jv`bzsl`o s`z{lxm

    >, [jv`bzsl`o lo SzolxlnSaj inxmloj [jv`bzsl`o wnx no alxs`{lh m`mjos" joclog n ;8 |jn{ {jglmj `f

    clhsns`{xalu zocj{ Yloj Jb Nklcloj Kjo Nbl noc xsn{slog n ojw j{n `f cjm`h{nh|" f{jjc`m noc

    blkj{s|/ Xjvj{nb u`blslhnb noc x`hl`-jh`o`mlh hl{hzmxsnohjx nhhzmzbnsjc noc jocjc wlsa n

    {jv`bzsl`o/ U`blslhnbb| xujndlog" `obloj hjox`{xalu noc bnhd `f f{jjc`m `f jqu{jxxl`o wj{j

    u{jxjos /Locjjc" nzsa`{lsljx-lo saj j{n `f Kjo Nbl-wj{j jngj{ s` xs`u OG@x !j/g/ Azmno

    [lgasx Wnsha, f{`m cjo`zohlog `{ h{lslhlylog nkzxjx6/ Saj H`oxslszsl`onb Cjm`h{nslh [nbb|

    ![HC, wnx saj `ob| {zblog un{s| lo saj h`zos{| f`{ ;8 |jn{x/ Fz{saj{m`{j" mjcln kbnhd`zs wnx

    `molu{jxjos cz{log saj u{`sjxsx slbb saj cn| Ojxxmn" n u{lvnsj SV hanoojb" anc mnongjc s`

    cjv`sj n u{`g{nm lxxzlog s` saj s{`zkbjx lo Szolxln7/ X`hl`-jh`o`mlhnbb| xujndlog" M`anmjc

    K`znylyl wnx `oj `f azoc{jcx `f sa`zxnoc zojmub`|jc uj`ubj !755555 zojmub`|jc lo ;5>>

    noc {jnhalog >1" :7* lo saj xnmj |jn{ noc zojmub`|jc |`zog mjo wa` n{j kjswjjo >1 noc

    ;: anx {jnhajc 8>"3* , !hln/g`v,wa` wj{j blvlog zocj{ mlxj{nkbj h`oclsl`ox/ Fz{saj{m`{j"

    Saj {nsj `f g{`wsa anc cjhblojc4 locjjc" jh`o`mlh g{`wsa {nsj c{`uujc f{`m ojn{b| :* lo

    ;5>5 s` >* lo ;5>>1/Locjjc" zojmub`|mjos {nsjx wj{j zoknbnohjc xlohj lo wjxsj{o {jgl`ox

    saj ozmkj{ lx klggj{ sano lo jnxsj{o {jgl`ox 9 zojmub`|mjos lo saj {jgl`oT`f Xlcl K`zylc ] lx

    ns n xsnggj{log :: uj{ hjos558;3szolxln-s{ljx-xlbjohj-azmno-{lgasx-wnsha Szolxln S{ljx s` Xlbjohj Azmno [lgasx

    Wnsha 7 assu9www/nbinyjj{n/h`mlocjusafjnsz{jx;5>>5>;5>>>;6>;>1>:

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    ;, Lmunhs `f {jv`bzsl`o `o s`z{lxmSaj h`os{lkzsl`o `f s{nvjb noc s`z{lxm s` s`snb GCU wnx nbm`xs 3* lo ;5;>!Kjhajz{" ;5>>,/ Saj {jv`bzsl`o anx ojgnslvjb| nffjhsjc saj

    s`z{lxm xjhs`{/ Wlsalo saj fl{xs xjvjo m`osax `f ;5>>" s`z{lxm {jvjozjx fjbb k| 37* noc

    `vj{nbb s`z{lxs n{{lvnbx anc cjhblojc k| 8>/Fz{saj{m`{j czj s` saj

    {jv`bzsl`o" >7 a`sjbx wj{j hb`xjc/ M`{j`vj{" saj ozmkj{ `f Jz{`ujno jos{ljx anx cjhblojc k|

    3>" saj ozmkj{ `f s`z{lxsx f{`m F{nohj" f`{ loxsnohj" Szolxlnx fl{xs

    cjxslonsl`o" {jnhalog 387":16 noc mn{dlog n cjh{jnxj k| 36/: */

    Walbj ojn{b| nbb saj Jz{`ujno mn{djsx anvj xjjo n xblgas cjhbloj" saj jqhjusl`o h`mjx

    f{`m saj Nxlno mn{djs /Lo fnhs4 saj ozmkj{ `f s`z{lxsx h`mlog f{`m Halon anx s{lubjc nfsj{ saj

    {jv`bzsl`o/ Lo ;5>>" saj ozmkj{ `f vlxls`{x anx {jnhajc >>"17;h`mun{jc s` ;5>5" wajo `ob|

    3"6>; vlxls`{x wlsa no loh{jnxj {jnhalog >:7" 3* !Kzxlojxxojwx,/ Zocj{g`log n xmnbb

    h`mun{lx`o" h`ohj{olog Jz{`ujno jos{ljx" lsx jvlcjos sans saj a`{{lf|log lmngjx `f

    Szolxlnx {jv`bzsl`o k{`nchnxsjc `o sjbjvlxl`o" lo ncclsl`o s` saj {ju`{sx `o ojwxunuj{x noc

    `saj{ mnxx mjcln" anvj f{lgasjojc u`sjoslnb s`z{lxsx noc xlgolflhnosb| wjndjojc saj s`z{lxm

    loczxs{| !Kjhajz{" ;5>>,/ A`wjvj{" wj hno gzjxx sans saj lmunhs `f ojwx lo halon" {ju`{slog

    Szolxln" wnx o`s nx f{lgasjolog noc cnogj{`zx nx lo saj Jz{`ujno mjcln noc xujhlflhnbb| saj

    F{joha mjcln/

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    Hanusj{ 89 Ncvj{slxlog hnmunlgox bnzohajc lo ;5>> noc ;5>;

    Ncvj{slxlog f`{mx un{s `f saj mn{djslog !h`mmzolhnsl`o, mlq !K`{cjo" >5

    /Lo ;55> anx bnzohajc n 3xsju mn{djslog ubno9 `oj `f saj 3 xsjux lx s` clffzxj

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    `f >;/51 Mlbbl`o /Nfsj{ saj {jv`bzsl`o" fjw s`z{lxm ncvj{slxlog hnmunlgox anvj kjjo

    bnzohajc jlsaj{ `obloj !losj{ojs noc x`hlnb mjcln,`{ `ffbloj !mngnylojx" {ncl`x noc

    klbbk`n{cx,9

    >5 assu9www/lxh/akx/jczucfXszcjosPU{`ijhsxSzolxlnPS`z{lxmP;551/ucf Saj Szolxlno S`z{lxm Hbzxsj{

    http://www.isc.hbs.edu/pdf/Student_Projects/Tunisia_Tourism_2008.pdfhttp://www.isc.hbs.edu/pdf/Student_Projects/Tunisia_Tourism_2008.pdf
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    >/ L b`vj Szolxln

    L b`vj Szolxln wnx saj fl{xs ncvj{slxlog hnmunlgo snhdblog saj s`z{lxm h{lxlx lo

    Szolxln /Saj hnmunlgo wnx izxs bnzohajc `oj m`osa nfsj{ saj {jv`bzsl`o `o Fjk{zn{| >3sa

    "

    ;5>>/ Saj `uu`{szols| `f kjlog lo saj xnmj cn| wlsa Vnbjoslojx Cn| wnx sndjo los`

    h`oxlcj{nsl`o/ L B`vj Szolxln lx n u{`m`sl`onb hnmunlgo bnzohajc k| saj Mlolxs{| `f

    S`z{lxm/ Kjlog n hajnu ncvj{slxlog hnmunlgo" ls h`xs 1555>>

    !onwnns" @hs`kj{ ;5>>,/ Saj

    hnmunlgo lx mnlob| mncj s` h{jnsj n klg Kzyy `o saj losj{ojs /Salx hnmunlgo anc jxxjoslnbb|

    sw` xb`gnox joflo blk{j cj k{`oyj{ noc Szolxlj"ncml{jy-bn cj u{x/ Salx hnmunlgo anx g`s

    jlsaj{ SV h`vj{ngj !j/g/n{sj SF>noc M6, `{ `obloj mjcln h`vjvngj noc mnlob| f{`m saj

    F{joha `oj"locjjc " JZ[@UJ >"Bj U`los" Bj o`zvjb @kxj{vnsjz{" BJ FLGN[@" [zj1< noc

    BN S[LKZOJ anvj cjv`sjc xjvj{nb n{slhbjx anlblog salx hnmunlgo/

    >>

    www/onwnns/`{gu`{snlb;5>>>551`z-x`os-unxxjx-bjx-f`ocx-lovjxslx-u`z{-u{`m`zv`l{-bj-s`z{lxmj-szolxljo

    http://www.nawaat.org/portail/2011/10/08/ou-sont-passes-les-fonds-investis-pour-promouvoir-le-tourisme-tunisien/http://www.nawaat.org/portail/2011/10/08/ou-sont-passes-les-fonds-investis-pour-promouvoir-le-tourisme-tunisien/http://www.nawaat.org/portail/2011/10/08/ou-sont-passes-les-fonds-investis-pour-promouvoir-le-tourisme-tunisien/
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    ;/ Szolxlj v`zx cj v`l{

    Szolxlj n v`zx cj v`l{ ncvj{slxlog hnmunlgo lx mnxxlvj u{`m`sl`onb hnmunlgo

    k{`nchnxsjc lo SV" u{losjc lo u{jxx !s`z{lxmng, noc wnx bnzohajc `o Mn|

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    8/ Szolxlj/ S`zx bjx {vjx u`xxlkbjx

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    Szolxln nx n wlosj{ cjxslonsl`o noc jxujhlnbb| saj sw` x`zsaj{o hlsljx9 S`yjz{ noc C`zy/ Saj

    xjh`oc g`nb lx s` clvj{xlf| saj u{`czhsx sa{`zga u{`m`slog Xnan{n s`z{lxm/

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    3/ Szolxlj {jch`zv{l{

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    ;5>; k| Szolxlnox blvlog lo Xwlsyj{bnoc /Saj lolslnslvj {jxzmjx lo unxslog ncvj{slxlog

    u`xsz{jx `o hn{x `f Szolxlnox blvlog saj{j/ Saj u`xsz{j h`osnlox saj b`g` SZOLXLJ N

    [JCJH@ZV[L[" mjnolog lo Jogblxa s` {jclxh`vj{ Szolxln" jonkblog s` h{jnsj n f{jj-`f-

    han{gj ncvj{slxlog hnmunlgo sa{`zga saj cnlb| m`vjmjos `f sajxj hn{x nh{`xx Xwlsyj{bnoc/

    Salx s|uj `f ncvj{slxlog" nun{s f{`m kjlog n uj{x`onb lolslnslvj" lx un{s `f saj xs{jjs

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    f{`m clxs{lkzslog fblj{x" xslhdj{x s` nolmnsl`ox noc g``cljx !D`zcjsn,/

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    :/ S`zx zolx u`z{ v`zx nhhzjlbbl{

    Sjbjvlxl`o xu`s S`zx zolx u`z{ v`zx nhhzjlbbl{

    H`mlog izxs nfsj{ Szolxlj N V`zx Cj V`l{" saj u{`m`sl`onb hnmunlgo" onmjc

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    uzkblhls| xu`s/ M`{j`vj{" ls anx kjjo k{`nchnxsjc `o mnloxs{jnm F{joha SV mjcln bldj SF>/

    Lo sj{mx `f h`osjos" salx SV xu`s u`{s{n|x saj lmngj `f n fzsz{lxslh Szolxln noc jmuanxlylog

    `o xjvj{nb lcjnx xzha nx saj h`z{sjx| `f Szolxlnox" jq`slh xhjoj{ljx noc saj x`blcn{ls| `f

    Szolxlno uj`ubj/

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    Hanusj{ 8/Saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgo `o s`z{lxsx

    >, Mjsa`cx zxjc wajo h`bbjhslog cnsnLo `{cj{ s` mjnxz{j saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgox `o s`z{lxsx" wj anvj

    hn{{ljc `zs n fljbc xz{vj|/ Locjjc" sajxj hnmunlgox n{j izxs ; !L B`vj Szolxln"Szolxlj n v`zx

    cj v`l{ ,noc wj{j sndjo nx no lbbzxs{nsl`o `f u`xs {jv`bzsl`o hnmunlgox/ Saj mnooj{ `f

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    bjsslog alm noxwj{ saj >8 ~zjxsl`ox/ Lsx w`{sa mjosl`olog sans lo ~zjxsl`o ozmkj{ >5 Jo

    v`zx m`os{nos bnfflhaj9 v`zx x`zvjojy v`zx bnv`l{ ci vzj 0 wj n{j `kblgjc s` xa`w u{los

    ncvj{slxjmjosx s` saj s`z{lxs lo `{cj{ s` bjs alm noxwj{ saj ~zjxsl`o / Locjjc" saj xz{vj| anx

    kjjo hn{{ljc `zs ns saj nl{u`{s `f Szolx Hn{sangj f{`m M`ocn| ;8{c

    4 Nu{lb ;5>; s` Xnsz{cn|

    ;1sa

    Nu{lb ;5>; anc sndjo saj f`{m `f n ^zjxsl`oonl{j" h`osnlolog >8 ~zjxsl`ox/ M`{j`vj{" saj

    xnmubj wnx 85 uj`ubj" ;: `f sajm wj{j F{joha noc saj `saj{ : wj{j f{`m clffj{jos

    onsl`onblsljx/

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    ;, ^zjxsl`oonl{j zxjc

    ^zjxsl`oonl{j

    Hj ~zjxsl`oonl{j vlxj mjxz{j{ blmunhs cjx hnmungojx uzkblhlsnl{jx xz{ bj s`z{lxmj szolxljo

    nu{x bn {v`bzsl`o" o`zx v`zx cjmnoc`ox cj kljo v`zb`l{ {u`oc{j nzq ~zjxsl`ox xzlvnosjx 9

    >/ Un{sjy-v`zx jo vnhnohjx 0> f`lxno

    ; f`lxno

    8 f`lx js ubzxno

    S{x x`zvjos

    ;/ sjx-v`zx anklsz vlxlsj{ bn Szolxlj 0@zl

    O`o

    8/ U`z{ ~zjbbjx {nlx`ox vlxlsjy-v`zx bn Szolxlj 0Vnhnohjx [nlx`ox u{`fjxxl`oojbbjx

    Sa{nulj S`z{lxmj mclhnb

    Nzs{jx ! u{hlxj{, //

    3/ H`mmjos nvjy-v`zx h`ooz!j, bn szolxlj h`mmj zoj cjxslonsl`o s`z{lxsl~zjUzkblhls 9!Nfflhajx js unoojnzq uzkblhlsnl{jx,

    Zoj xzggjxsl`o cnml!j,

    Uzkblhls un{zj cnox sv {ncl`

    Uzkblhls un{zj jo blgoj

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    Nzs{jx ! u{hlxj{, //

    :/ ^zjxs hj ~zl v`zx nssl{j bj ubzx jo Szolxlj 0Un|xngjx

    Mj{

    Xhz{ls

    U{lq nss{nhslfx Nzs{jx ! u{hlxj{, //

    6/ ^zjbx nxujhsx cjv{nljos uj{mjss{j nzq s`z{lxsjx cj xj xjosl{ h`mmj hajy jzq Bn xhz{ls

    Bnhhzjlb

    Bj h`of`{s

    Nzs{jx ! u{hlxj{, //

    7/ Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{ h`mmj cjxslonsl`o 0@zl

    O`o

    1/ Bn xlsznsl`o xhz{lsnl{j jo Szolxlj jxs kjnzh`zu ubzx mjlbbjz{j nu{x bn {v`bzsl`o/>/ Unx cz s`zs c'nhh`{c

    ;/ Unx c'nhh`{c

    8/ Ol c'nhh`{c ol unx c'nhh`{c

    3/ C'nhh`{c

    :/ S`zs fnls c'nhh`{c

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    O`o

    >5/ Jo v`zx m`os{nos bnfflhaj9 v`zx x`zvjojy v`zx bnv`l{ ci vz 0

    @zl

    O`o

    >>/ Xl `zl xz{ ~zjb xzuu`{s mjcln 0Sb

    Losj{ojs

    [ncl`

    Mngnyloj

    Nfflhangj z{knlo

    >;/ H`mmjos h`oxlcj{jy v`zx hjx nfflhajx uzkblhlsnl{jx 0S{x k`ooj

    Ubzss k`ooj

    Ij oj xnlx unx

    Ubzss mnzvnlxj

    S{x mnzvnlxj

    >8/ Nu{x bn {v`bzsl`o cz >3 inovlj{" ;5>> jxs-hj ~zj bzoj cjx nfflhajx uzkblhlsnl{jx nlofbzjoh v`s{j ha`lq xz{ bn Szolxlj h`mmj zoj u{`hanloj cjxslonsl`o s`z{lxsl~zj/

    Hj{snlojmjos zl

    U{`knkbjmjos zl

    Ij oj xnlx unx

    U{`knkbjmjos o`o

    Hj{snlojmjos o`o

    Xl `zl bn~zjbbj 0

    gj 9

    Xjqj A`mmj Fjmmj

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    Onsl`onbls 9

    U{`fjxxl`o 9 /

    8, Nonb|ylog noc losj{u{jslog cnsnLo salx un{s wj n{j g`log s` u{jxjos xjvj{nb cjczhsl`ox f{`m cnsn `ksnlojc/

    L/ Un{sjy-v`zx jo vnhnohjx 0

    Wj hno cjczhj f{`m salx ulj han{s sans 75 * `f u`bbjc s`z{lxsx bldj s` g` sajl{ vnhnsl`ox

    nk{`nc jlsaj{ `ohj `{ swlhj n |jn{/

    LL/ sjx-v`zx anklsz vlxlsj{ bn Szolxlj 0

    Salx ulj han{s sjbbx zx sans :5* `f u`bbjc s`z{lxsx n{j nhhzxs`mjc s` vlxls Szolxln noc saj

    `saj{ un{s `f u`bbjc s`z{lxsx lx o`s nhhzxs`mjc s` vlxls ls/

    85*

    35*

    ;8*

    7*

    Un{sjy-v`zx jo vnhnohjx 0

    > f`lx/no ; f`lx/no

    8 f lx js ubzx/no S{x x zvjos

    :5*:5*

    sjx-v`zx anklsz vlxlsj{ bnSzolxlj 0

    @zl O`o

    Noxwj{x S`z{lxsxnoxwj{x

    *

    > f`lxno < 85*

    ; f`lxno >; 35*

    8 f`lx jsubzxno

    7 ;8*

    S{x x`zvjos ; 7*

    S@SNB[JXU@OXJX

    85 >55*

    Noxwj{x S`z{lxsxnoxwj{x

    *

    @zl >: :5

    O`o >: :5

    S@SNB[JXU@OXJX

    85 >55

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    LLL/ U`z{ ~zjbbjx {nlx`ox vlxlsjy-v`zx bn Szolxlj 0

    S`z{lxsx n{j h`mlog s` Szolxln f`{ mnlob| sw` salogx9 saj mnlo `oj lx f`{ bjlxz{j

    nhslvlsljx noc saj xjh`oc lx f`{ u{`fjxxl`onb {jnx`ox/

    >7

    >

    >3

    5

    ;

    U`z{ ~zjbbjx {nlx`ox vlxlsjy-v`zx bn

    Szolxlj 0Vnhnohjx Sa{nulj

    [nlx ox u{ fjxxl`oojbbjx S`z{lxmj mclhnb

    Nzs{jx ! u{hlxj{,

    Noxwj{x S`z{lxsx

    noxwj{x

    Vnhnohjx >7

    Sa{nulj >

    [nlx`ox

    u{`fjxxl`oojbbjx>3

    S`z{lxmjmclhnb 5

    Nzs{jx !

    u{hlxj{,;

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    LV/ H`mmjos nvjy-v`zx h`ooz!j, ~zj bn Szolxlj snls zoj cjxslonsl`o s`z{lxsl~zj 0

    Saj cnsn u{jxjosjc lo salx kn{ han{s lx vj{| sjbblog/ Locjjc" s`z{lxsx wa` anvj do`wo

    Szolxln nx n s`z{lxm cjxslonsl`o f{`m ncvj{slxlog hnmunlgox n{j `ob| >; h`mun{jc s` ;6

    uj`ubj wa` anvj do`wo Szolxln jlsaj{ k| saj w`{c `f m`zsa sjhaol~zj" kjlog cjflojc k| saj

    !Kzxlojxx Clhsl`on{|," nx @{nb `{ w{lssjo {jh`mmjocnsl`o k| n xnslxfljc hzxs`mj{ s`

    saj u{`xujhslvj hzxs`mj{x `f n g``c `{xj{vlhj `{ k| `saj{ clffj{jos mjnox/

    5

    ;

    3

    6

    1

    >5

    >;

    >3

    H`mmjos nvjy-v`zx h`ooz!j, bn szolxljh`mmj zoj cjxslonsl`o s`z{lxsl~zj 0

    Uzkblhls9!Nfflhajx

    js unoojnzq

    uzkblhlsnl{jx,

    Zoj xzggjxsl`o

    cnml!j,

    Uzkblhls un{zj

    cnox sv/{ncl`

    Uzkblhls un{zj jo

    blgoj

    Nzs{jx ! u{hlxj{,

    Noxwj{x S`z{lxsxnoxwj{x

    Uzkblhls 9!Nfflhajx

    js unoojnzq

    uzkblhlsnl{jx,

    :

    Zoj xzggjxsl`o

    cnml!j,>8

    Uzkblhls un{zjcnox sv{ncl`

    8

    Uzkblhls un{zj jo

    blgoj3

    Nzs{jx ! u{hlxj{, >8

    http://www.businessdictionary.com/definition/prospective.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/prospective.html
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    V/ ^zjxs hj ~zl v`zx nssl{j bj ubzx jo Szolxlj 0

    8 mnlo salogx" nhh`{clog s` saj kn{ han{s nk`vj" nss{nhs s`z{lxsx9 saj| n{j {jxujhslvjb| saj

    bnocxhnujx" saj xjn noc saj xzlsnkbj u{lhjx

    >6

    >:

    3

    >:

    >5

    5 >5 ;5

    ^zjxs hj ~zl v`zx nssl{j bj ubzx joSzolxlj 0

    Un|xngjx

    Mj{

    Xjhz{ls

    U{lq nss{nhslfx

    Nzs{jx !

    u{hlxj{,

    Noxwj{x S`z{lxsxnoxwj{x

    Un|xngjx >6

    Mj{ >:

    Xjhz{ls 3

    U{lq nss{nhslfx >:

    Nzs{jx !

    u{hlxj{,>5

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    VL/ ^zjbx nxujhsx cjv{nljos uj{mjss{j nzq s`z{lxsjx cj xj xjosl{ h`mmj hajyjzq 0

    Lo salx mzbslubj ha`lhj ~zjxsl`o" saj g{jns mni`{ls| `f s`z{lxsx bldj s` kj wjbh`mjc/Wans

    h`mjx ojqs lx xjhz{ls| noc h`mf`{s/

    >>

    ;;

    1

    3

    5 >5 ;5 85

    ^zjbx nxujhsx cjv{nljos uj{mjss{j nzqs`z{lxsjx cj xj xjosl{ h`mmj hajy jzq

    0

    Bn xjhz{ls

    Bnhhjzlb

    Bj h`of`{s

    NZS[JX

    Noxwj{x S`z{lxsxnoxwj{x

    Bn

    xjhz{ls

    >>

    Bnhhjzlb ;;

    Bj h`of`{s 1

    NZS[JX 3

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    VLL/ Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{ h`mmjcjxslonsl`o 0

    Salx ~zjxsl`o lx locjjc nk`zs wajsaj{ saj {jv`bzsl`o w`zbc kj n kn{{lj{ f`{ ha``xlog

    Szolxln `{ o`s/ Walbj :: * `f u`bbjc uj`ubj wj{j o`s {jnc| s` h`mj vlxls Szolxln jqnhsb| >

    m`osa nfsj{ saj {jv`bzsl`o !JZ[@UJ >," 17* `f saj u`bbjc s`z{lxsx locjjc anvj {jvjnbjc sans

    saj {jv`bzsl`o w`zbc o`s kj no `kxsnhbj "nfsj{ m`{j sano `oj |jn{ `f saj {jv`bzsl`o" f`{

    ha``xlog Szolxln nx n s`z{lxm cjxslonsl`o/

    >8*

    17*

    Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{

    h`mmj cjxslonsl`o 0

    @zl

    O`o

    Noxwj{x S`z{lxsxnoxwj{x

    @zl 3

    O`o ;6

    S@SNB-[JXU@OXJX

    85

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    Q/ Jo v`zx m`os{nos bnfflhaj9 v`zx x`zvjojy v`zx bnv`l{ ci vz 0

    Cjxulsj saj fnhs sans saj ncvj{slxlog hnmunlgox wj{j bnzohajc m`{j sano > |jn{ ng` !>3sa

    Fjk{zn{|" ;5>> noc Mn| 1*

    ;7*

    5*

    55*

    Noxwj{x S`z{lxsxnoxwj{x

    *

    Sb ; >1*Losj{ojs 8 ;7*[ncl` 5 5*

    Mngnyloj > 55*

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    Saj {jxzbsx nuujn{log lo saj ulj han{s nk`vj" cjm`oxs{nslog sans 3:* `f u`bbjc s`z{lxsx

    anvj xjjo `oj `f saj ncvj{slxjmjosx `o u`xsz{jx !nfflhangj z{knlo," h`{{jxu`oc s` saj floclogx

    nuujn{log lo saj ;55< nooznb {ju`{s `f saj @OSS {ju`{slog sans 3:" 85* `f saj s`snb

    loxslszsl`onb uzkblhls| kzcgjs lx cjv`sjc s` ncvj{slxlog u`xsj{x/

    G{nua >9cjv`sjc kzcgjs k| mjclzm !X`z{hj @OSS nooznb {ju`{s"

    QLL/ H`mmjos h`oxlc{jy-v`zx hjx nfflhajx uzkblhlsnl{jx 0Wajo nxdlog s`z{lxsx s` glvj sajl{ `ulol`o nk`zs saj ncvj{slxjmjosx" L loxlxsjc sans

    saj| xa`zbc glvj sajl{ `ulol`o `o nbb saj ncvj{slxjmjosx s`gjsaj{ noc o`s `oj k| `oj/

    >5*

    63*

    ;5*

    8* 8*

    H`mmjos h`oxlcj{jy v`zx hjxnfflhajx uzkblhlsnl{jx 0

    S{x k`ooj

    Ubzss k`ooj

    Ij oj xnlx unx

    Ubzss mnzvnlxj

    S{x mnzvnlxj

    Noxwj{x S`z{lxsxnoxwj{x

    *

    S{x k`ooj 8 >5*Ubzss k`ooj >< 68*

    Ij oj xnlx unx 6 ;5*

    Ubzss

    mnzvnlxj> 8*

    S{x mnzvnlxj > 8*

    S@SNB[JXU@OXJX

    85 >55*

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    Wajo nxdlog s`z{lxsx nk`zs sajl{ nuu{jhlnsl`o `f saj ncvj{slxjmjosx" saj mni`{ls| `f

    sajm anvj {jvjnbjc n u`xlslvj nsslszcj s`wn{cx sajm" salx bjncx zx s` wans Vno [nlli anx xnlc

    wajo aj xn|x sans9 saj nuu{jhlnsl`o `f n ncvj{slxjmjos xa`zbc joanohj sajl{ wlbblogojxx s`

    kz| n u{`czhs `{ n xj{vlhj !Vno [nlli" >> jxs-hj ~zj bzoj cjx nfflhajxuzkblhlsnl{jx n lofbzjoh v`s{j ha`lq xz{ bn Szolxlj" h`mmj zoj u{`hanloj

    cjxslonsl`o s`z{lxsl~zj/

    [jnhalog saj bnxs ~zjxsl`o lo saj ~zjxsl`oonl{j" saj ncvj{slxjmjosx anc n xslmzbzx `ob| `o

    >5* `f saj u`bbjc s`z{lxsx4 a`wjvj{" g{jns cjnbx `f sajm !:8 *, wj{j o`s lofbzjohjc k| `oj `f

    saj sw` ncvj{slxjmjosx/

    8*

    7*

    87*

    ;5*

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    Nu{x bn {v`bzsl`o cz >3 inovlj{" ;5>>jxs-hj ~zj bzoj cjx nfflhajx

    uzkblhlsnl{jx n lofbzjoh v`s{j ha`lq cjbn Szolxlj" h`mmj zoj u{`hanloj

    cjxslonsl`o s`z{lxsl~zj/

    Hj{snlojmjos

    `zlU{`knkbjmjos

    `zl

    Ij oj xnlx unx

    U{`knkbjmjos

    o`o

    Hj{snlojmjos

    o`o

    Noxwj{x S`z{lxsxnoxwj{x

    *

    Hj{snlojmjos

    `zl> 8*

    U{`knkbjmjos

    `zl; 7*

    Ij oj xnlx unx >> 87*

    U{`knkbjmjos

    o`o6 ;5*

    Hj{snlojmjos

    o`o>5 88*

    S@SNB[JXU@OXJX

    85 >55*

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    3, Gjoj{nb h`ohbzxl`oBnxs kzs o`s bjnxs" xjvj{nb u`losx mlgas kj c{nwo/ Locjjc" walbj `ob| >uj{x`o vlxlsx

    Szolxln f`{ saj{nu| `{ mjclhnb s`z{lxm" sajxj sw` bnsj{x xa`zbc gjs mzha m`{j mjcln

    nssjosl`o lo `{cj{ s` bjs s`z{lxsx gjs nhdo`wbjcgjc `f sajxj sw` u{`czhsx/ Saj xjh`oc

    u`los lx sans sa{`zga saj ~zjxsl`o ozmkj{ 6" {jhjusl`o lx n vj{| lmu`{snos fnhs`{ jonkblog

    s`z{lxsx s` fjjb nx lo sajl{ h`zos{ljx/ Saj f`bb`wlog u`los sans ojjcx s` kj algablgasjc lx ls

    lx zxjbjxx s` uzs xzha sj{mlo`b`g| sans lx {jbnsjc s` {jv`bzsl`o !j/g/ zo hanmu cj {zlojx"

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    s`z{lxsx cjhbn{j sans saj {jv`bzsl`o w`zbc o`s kj n kn{{lj{ f`{ ha``xlog Szolxln nx n

    cjxslonsl`o/ Saj f`bb`wlog u`los sans ojjcx s` kj algablgasjc lx {nsaj{ h`os{nclhs`{|9 walbj

    saj ozmkj{ `f s`z{lxsx wa` anvj do`wo L B`vj Szolxln !no `obloj ncvj{slxjmjos, lx :"

    saj ozmkj{ `f s`z{lxsx wa` anvj do`wo Szolxlj n v`zx cj v`l{ !no `ffbloj

    ncvj{slxjmjos, lx ; !xjj ~zjxsl`o

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    :, [jh`mmjocnsl`oxXjvj{nb {jh`mmjocnsl`ox" {jgn{clog salx ~zjxsl`oonl{j noc salx unuj{" mlgas kj sndjo

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    85 s`z{lxsx n{j o`s jo`zga" >55 4a`wjvj{" mlgas kj jo`zga f`{ saj

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    bnzohajc !j/g/ F{nohj,

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    sajl{ `ulol`o nk`zs saj ncx/

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    `{ swlhj n |jn{" salx fnhs mlgas kj zxjc f`{ f`{sah`mlog ncvj{slxjmjosx/

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    [jfj{johjx

    H`xanbb" I/ S/ !;558,/ Saj sa{jns `f sj{{`{lxm nx no losj{vjosl`o `o losj{onsl`onb s{nvjb fb`wx/

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