ITRDU R

Ritmul r id i in rmnt l l dzvltrii thnl ii infrm ii i muni iilr

dtrmin t rii nii nmii, di it l , r tind lb lizz l nivl mndi l. n
drul i, individul i mi il ntrrindri, lturi d m ril m nii, u m i mult
rtuniti ni id t d ju un rl imrt nt n it t. nmi di it l t
r triz t d mut ii r di l n n tur mun ii i rl iilr d mun , u imli ii
rfund ur tilurilr d mun i vi l mnilr. i mun ii un ut n ultimul
d niu dzvlt r utrni , tinznd i lb lizz. Tllu rul, tl tivitil,
tl i liz r t ., rrzint tiviti mdrn, r triti uni iti infrm in l
b z t un tr, r r intt i Rmni . Tri nmii di it l mlt z
l i , l ii i nmii i l, r i n ntr z tni ur du
r triti i lb l l viii nmi timul i iul ! un ut n litr tur d
i lit t i dit n i zn". t l r f tul i fri d mun din it t
b z t infrm i i un tr t dir t influn t d l du r triti i,
ntrn r # i l ur mun ii tinznd li din n m i mult. n tri
l i l ii i nmii i l, rlul dit ni r rfl t t n hltuilil d
tr nrt r f t u nu num i ruril d i , d r i l i ndiiilr f vr bil
rdu ii, i r rlul zni imun ruril divrlr rdu fi dlimit t r fi .
$i mdll i l itm ti i t fnmnului # i l l mun ii u f ut
bi tul r trilr multr i liti din dmniu ! ntilln, %tu rt, %mith", mritul
dzvltrii trii l i l ii i nmii i l rin nmitilr rm ni, n
frunt u &h nn 'inri h vn Th(nn !rim lu r r )%t tul izl t*, +,-.".
ntr# ri d n r n urnt t din n m i m r i r mtdl
tr diin l n nu m i d r d ! u, l uin, nu m i du rfitul d um z #
duz i d ni", imlmnt r uni ni tr t ii dvin ririt t ntru ri m d
vnzri. rintr mtdl #zi n nvnin l d vnzri numr i vnzril rin
tlm r/tin . rfinitii n m i f r r difrn ntr tlm r/tin i tl l
!vnzri rin tlfn", rin i lul r umnt fiind , ntru tlm r/tin , t nvi d un
rit i d l nifi r minui nvrbirii, n vrm vnzril rin tlfn
b z z m i mult nt nit t vnztrului.
1
I TLRTI UL DFIII I T
nd mri nul d ri in i n 0l1 ndr r h m 2ll invnt t tlfnul, n
nul +,3., nimni nu ut nti i t intrumnt, tun i r 1tr trtru, v
dvni, n nd u nul +435, un intrumnt 1trm d fi int d rmv r rdulr i
rvi iilr uni m nii. 0tzi, l t +-6 d ni l rim nvrbir r liz t u jutrul
du r t l t rintr#un fir, tlfni un t n dzvlt r dmn d lu t n
m. $ l m ivl tlf n n r, u f rm ul lr in nfund bil, # jun l tlf n
n rut t u di m nt, v lrnd t -5.555 d dl ri. 7d d b z t i du
r n fl t l dit n t muni rin... vrb. t dr di m nt i lt itr
ri , l i u l ul lr n t uni rtit u unui rtiv dvnit t r t
n t. $i t n l rimii i n r n tr, tlm r/tin ul t mnnt
ni l tivitilr nmi dfur t n %t tl 8nit l 0mri ii, 7t li , & ni ,
9r n , : r 2rit ni u rm ni . :ult m i binuii u thni il riv d vnz r,
mri nii i vt#urnii t u uurin !i hi r u l r" fi un i d tr
rrznt nii unr m nii r, ntr# di ui d tv z i d und, l run r
umr r divr rdu i rvi ii. t dvr t, lit t tr rvi ii;rdu nu l
ni id t d drit. <rb dul , mult du , d r tun i nd vrbl nu unt uinut i d
lit t, m ni nu t lud d t u un... tun.
n mn f tlm rktin ?
<m utiliz i n ntinu r trmnul tlm r/tin ntru dfini r iun
ruun flir tlfnului mdiu intr tiv d muni r rmin l. = it t
m niilr d muni r id i iftin u linii u tni lii lini du l rii
tlm r/tin ului, n f t, m r/tin rin tlfn. $ t r liz t rfinit, m ni
d tlm r/tin t du rzult t mult m i bun d t m ni tr diin l d
m r/tin u un d m r/tin dir t. 1li i t iml ntr# nvrbir tlfni
t fli m i mult rm d t ntr# frt tirit hrti. 8n r umnt imb t bil t
f trul min l r intrvin n t ti d muni r> $in drin d v fri i
dfinii v nt tlm r/tin ului trbui r izm t vrb d mtd d
2
m r/tin dir t mbin rvi iil d tl muni ii i itml d b z d d t ntru
muni u linii ; tni lii lini. t un mijl d muni r dir t ntr
m ni i ubli ul u int u ul bin dfinit d vind un rdu;rvi iu.
Tlm r/tin ul dbt 1trm d l r d mijl l d muni r n m !m #
mdi " rin m i mult lmnt ditin t. l m i imrt nt dintr t t f tul
tlm r/tin ul rmit rl i rn l i intr tiv u lintul ! vnd l b z frt". n
t ndiii, l dvin un intrumnt d di l u num trul ntru , um
un m, f l l f trul min l, dtrmin nt n r ul d umr r.
ntru 1mlifi utr tlm r/tin ului, v u rm v im in i urmtrul
n riu. n u dumn v tr t l jun un li nt n r vi rzint, n ulri i
t1t f rt frum , nul fri idr l m nii ?. <i rzint dt lii l t d
r triti i thni i r, rmn d r dumn v tr d idi. um r fi ft n n
itu i n r v l ut v# r fi ntrb t v l bi un h r d m ni r ; u
n tur l d rt l du zi d mun , d mn ;dmnul@ Runul r fi ft, fr ni i
ndi l, d . 7mdi t, v v# r fi infrm t nul mdl, ln f tul bnfi i z d
r ir u r, r t buturil ntr#un tim d tru ri m i r id d t mdl tr diin l i
f uburi d h n d r tri minut@ <# i d id mult m i ur umr i rduul
r tiv, nu#i @ 0 d r, t t fr tlm r/tin ului>
! TLRTI UL LT L RTI ULUI DIR T
8nul dintr l m i imrt nt dmnii l nmii mdrn l ntitui
mrul,l dvnind lmnt l rin i l l nmii d i .
=iun d mr r un ninut ml1,dtrminnd fun i nmi
nt n umr m trii rim u rdu ntru l rvind n l i t diu fizi ,d r n
ndiii nvn bil num trilr d l ,tim, ntit t,rtimnt i r.
i t rrznt t d ti linii tni li r u i nvi u
drin, r unt diui i r u it t d n j ntr# rl i d himb ntru
tif r li nvi u drin.
n drul tr nz iilr d i m r/tin ul j un rl imrt nt n tif r
nvilr i rinlr num trilr.
3
ntr# viziun mdrn, m r/tin ul t fi dfinit drt un r m n ri l i
i l rin r indivizii u ruuril bin l t n r rin r r ,frir i
himbul d rdu vnd numit v l r.
: r/tin ul t un trmn d ri in n l# 1n r n mn f tr nz ii
i , umr i vind, dmnnd un r d himb n drul ii. : r/tin ul
ft rivit inii l drt filzfi df rii , urinznd trd niil ntrrindrii d #i
rmv i vind rdul ! t fiind r liz t, d l m i mult ri, fr lu r mult
n nidr r rinl r l l num trilr", ultrir rir ml1itii mdiului
nmi i nvilr d num u imu dzvlt r dmniului d iun
m r/tin ului i tr nfrm r ntr# nu filzfi f rilr . rivit drt filzfi
f rii m rktin ul ntitui n bilit t d r i tr lintl rfit bil (lu ru
ibil n mur n r firm rut tif rril num trilr). rin urm r,
hi u ului t rivit drt bilit t tr rii i trrii d lini rfit bili.
: r/tin ul rdu invr r v hiului r rt dint firm i i , n nul rint r
ntr ii tiviti firmi f rnind d l rinl umrtrilr, rdul i rvi iil
frit trbuind rund n mur t m i m r nvilr tr . 0tfl, m r/tin ul
urmrt un tr ii tni l, tu l i viit r, ntru d t r rdu ii
runztr tif rii num trilr n mur t m i m r i r lizrii d rfit d tr
ntul nmi .
ninutul n rt l m r/tin ului urind trivit i litilr
+
tri lmnt rin i l,
in r bil
+. : r/tin ul rrzint ti nu , un md nu d ndi, nu n i
ur rintrii, r nizrii i dfurrii tivitii firmi.
-. : r/tin ul rrzint, n l i tim, tivit t r ti , n rt,
urind n mblul r iunulr i r lr rin r firm i utiliz z rurl d r
diun n ul tif rii nvilr n rt l ii i bin d rfit.
A. : r/tin ul rrzint i un t d thni i mdrn d tin r ii
! dfur r tivitii firmi n it utiliz r unui intrumnzt r d v t ntru
invti r nvilr d num, r t r ii, timiz r iunilr firmi,
fund mnt r tiinifi d iziilr d m r/tin t ." : n rii riv
dfur r tivitilr d m r/tin n md difrit, vnd n vdr numr lmnt,
dintr r utm numr n tur ii r i df rdul, r rtul dintr rr i
frt, nivlul n urni, nivlul thni i thnl i l r murii t ..
4
0d t r firmi l rinl mdiului nmi # i l, fl t n ntinu
himb r, nu t ibil fr viziun d r tiv, d i fr liti d m r/tin
unit r i rnt r n rr z un n mblu d tr t ii, t ti i i r r m dfin
l d iun trbui urm t ntru tin r divrlr bi tiv viz t.
%tr t i d m r/tin un t divr n rtizri n fun i d lmntul viz t
!i , rduul, rul, ditribui , rmv r ", indi nd u 1 tit t bi tivul urmrit !1.
t d i , vlumul vnzrilr", i r md lit t d unr n li r ti ntitui
bi tul t ti ii d m r/tin .
+
. 9BCR% 8 : rhtin , ru dmi d : r/tin i : n mnt, 2u urti, +44-, .-+
9irm r l dizii numr md liti d r liz r l turilr u i , n
fun i d ibilitil i i d f trii 1trni d influn, t mbin rurl
dinibil n md difrit, rzultnd tfl mi1#ul d m r/tin .
i"#l $ m rktin rrzint mbin r rurlr firmi, um n, m tri l,
fin n i r n drul unr r r md m r/tin r u n vdr r liz r bi tivlr
ru n drul ii.
$u t bilir d tr firm tr t ii d i trbui n ut ntinu r
ti r m tri liz z n tr t iil d rdu, r, ditribui i rmv r, r tiv
n mi1ul d m r/tin . ninutul tui mi1 d m r/tin t d t d intrumntl r
firm l utiliz z n nt tul u u i , t intrumnt v ri t fiind ru t n jurul
lr tru ilni i tivitii d m r/tin .
0mn itu ii nu t umbri n imrt nt, unri vit l, r tlfnul r.
hi r lu t d r mijl d l r mirilr u mnilr l ii... n tlfnul t,
um m mintit dj , un intrumnt , flit u ri r, t rt nidr bil
um din ntul m nii dumn v tr. n n in, t indi t #i un ti un tl
t ri i l l b.
t m rktin #l $ir t?
+. 0lt frm d %m#ni r
D viziun rznt m i l ntr jumt t nilr E,5 i jumt t nilr E45 rin
rrznt ni L #rnt &rml' ( n) #l *#i% ' + nt l D, r$in
D lmnt l liti ii d muni r fimi r r triz z rin f ilit r
rrii uni rl ii individu liz t, rn liz t i intr tiv u lintul tni l
!B.'rml, &.. Fui "
5
D zii mnifi tiv u t d dir t m il, tlm r/tin i tlrvi ii n m
intrumntlr d m r/tin dir t
D imrt n muni rii d m r/tin n drul mi1ului d m r/tin l r niz iilr
-. C m nir intr ti- d r ti m r/tin ul
D viziun rznt m i l du jumt t nilr E45 rin rrznt ni irr
r %r.' ( n) r L+#' r m %rkll
D un dmr d m rktin r nt n utiliz r uni b z d d t ntru t bili
nt t rn liz t, tr nmit frt, timul un run r id i un l
dizii linilr intr i mijl d r in !. r rG, &.#:. Bhu"
D zii mnifi tiv u t d li iil ; intrumntl d m r/tin nlin n m
intrumntlr d m r/tin dir t
imrt n intr tivitii ntru u ul muni rii d m r/tin i, n nr l,
m r/tin ului l nivlul r niz iilr rktin #l $ir t t r ul r liz t flind
m i mult n l d muni r i vnd urt b z d d t ntru r r ,
dzvlt r i ultiv r unr rl ii r ir v nt j ntr m rktri i linii,
linii tni li i dn trii tr ntr- m nir rniv i mur bil
2
.
Dfini/i FD
: r/tin ul dir t t un n mblu d mtd flit ntru muni un
m j tr num trii individu li n id d bin un run mur bil i fi int .
l m i imrt nt n l d muni r flit n m r/tin ul dir t unt
D dir t m il #ul,
D vnz r rin rndn ,
D vnz r din u#n#u ! dr#t#dr",
D %:% m r/tin ul ,
D tlrviiil i ll nt r#l,
D tlviziun u run dir t ,
D r di ul i ubli it t 1tri r
D intrntul.
F$r/i #r%0 n $ rktin Dir t 1i Intr ti-
2

6
D ft nfiin t n +443 !rin fuziun dintr $:0 i 9$7:" ntru dvni in ur
v utriz t indutrii d m r/tin dir t l nivl ur n
D in lud -65 mmbri din A5 d ri, i ii n in l d m r/tin dir t rrzntnd
utiliz tri , furnizri d rviii i r tri d m r/tin dir t din ur
D miiun 9$:0 t d 0r%t,, 0r%m%- i inf%rm dr indutri
m r/tin ului dir t n ur
D r liz z nu l n nd din +44H tudii rfrit r l dzvlt r m r/tin ului
dir t
2
.th-dm .r ! butdm ! nnu lrrt.df
3
.fdm .r
Trt#ril m rktin #l#i $ir t
D iun ) r i rintr# iun imdi tI
D mur bilit t ) frturil ntrrin t mur rin numrul d runuri rimit
n l umr r rriu#ziI
D flibilit t - ml1it t tui , rmindu#i fi flit un rijin n
iunil d ubli it t ;rmv r vnzrilr ;mijl indndntI
D vr tilit t - unr n r ti uni m v ri t d m j, riri, frm t,
im ini, n nfrmit t u r lmntril l lI
D l tivit t # mnt r f rt r i, ifi I
D rn liz r - individu liz r m jlr trimi linilrI
D nfidni lit t - ninutul m jlr r unt rimit d mnt d lini
un ut d r d firm n uz !nu i d n urn" i rin rimir rn l
m jlrI
D ru ivit t i fi in - rdu rii d b ni, tim i nr i
H
.
: r/tin ul dir t t frm d rmv r r tin udint f r fl
n ll tr ditin l utiliz t d tr ubli it t !tlviziun , r ri u r di".
m niil muni dir t tr num tri flind thni i r um flutur i,
ditributi d t l , bruri i riri rmtin l.
7
rin i ll r triti i r db m r/tin ul dir t d lt tiuri d
rmv r unt
# trimit m jul dir t tr num tri f r fli n l mdi nvntin l
# ind mn l tiun !J ll t tin*". $in t un t d vdr, m r/tin ul
dir t t m ur bil, vluti ut nd fi urm rit .
C ndii ni l ntru u ul uni m nii d m r/tin dir t t t bilir
r t b zi d r ti.
: r/tin ul dir t t flit n i l d ntrrindril mi i i mijl ii, r u un
bu t d rmv r rdu i r nu u un br nd utrni , ur d r un ut. C m ni d
m r/tin dir t bin r liz t du ti uri imrt nt d t fiind m jul tr nmi nu t
mli t u un n tl unr thni i ml1 d br ndin .
H
K i 0dri n , "lmnt d m rktin dir t , d. nmi , 2u urti, -555, . -A#-6
n ll #tili3 t $ m rktin #l $ir t
Dir t m il! t m i binuit frm d m r/tin dir t, i nt n trimitr d
m tri l ubli it r tirit, rin t u urir t, tr ti num trii dintr# r iun
u dintr# lit l tuit n r l bil. 1ml d dir t m il riri, bruri, t l , $#
uri, rdit r# rb t i lt m tri l nli it t d tr r ti trimi tr l uin
u birul tr .
Tlm rktin ! nt n nt t r tni lilr lini rin tlfn i t d bi i
1trn liz t tr ll ntr i liz t.
)m il m rktin ! m i m r difi ult t r ridi t frm d m r/tin
dir t t imil r m jlr dv. u m#ul. urm r rtrii numrului d m j d
ti m, furnizrii d rvi ii d #m il u dzvlt t r r m d filtr r din n m i
fi int. 0 t filtr t intrfr n tr nmitr d #m il#uri ntru
m niil d m r/tin hi r d r n ri i unt trimi # bn t ntru rimi
t m j. 1it furnizri d rvi ii d #m il tr r uti 1trn liz tr nmitr
m jlr ntru vit t fi l ifi t m.
8
rktin 0rin fl#t#rri $in #1 n #1! rdu trii d bunuri d l r num, m niil
intr t d numii num tri din rii r fi l r dlimit t i f t fd#uril fl
d bi i t frm d m r/tin dir t. t mtd m i iftin d t dir t m ilin #ul
# d r nmit turil u timbrl t l, li uril i umr r d b z d d t
u r ti
4%i m il m rktin ! 0 t frm d rmv r # dzvlt t urm r riii
ulr d m ri v l rn l i itmlr d m ri v l n m nii.
#0% n! %unt flit n r ri ntru bin un run drit din rt ititrilr. 8n
1mlu n t n unt u nl r ititrii l d u z dintr#un zi r i u jutrul
rr bin rdu r l un m zin.
rktin # r0#n $ir t l tl-i3i#n! mbr du frm un d lun dur t !d
bi i ntr jumt t d r i r, tim n r fr dt lii mnunit dr rdu" i
d urt dur t !A5#.5 d und, tim n r tl t trii unt ndmn i un l un
numr d tlfn fi t r n u z un Lbit".
45n3ri $ir t! Rrzint vnz r rdulr f t n f u lintul, rin nt t r
rn l tui d tr ntul d vnzri.
#6li it t $ir t! : jrit t m niilr d rmv r fl tr t ii int r t d
muni r. :ult m nii ubli it r l n z rin iuni d dir t m ilin , urm t d
#m il u tlm r/tin .
!7 4T(L I D84T(L RTI LUI DIR T

$ l m i mult ri, f tul zitiv l m r/tin ului dir t t f rt ur mur bil.
$ 1mlu, d m ni trimit +.555 d frt rin #m il i +55 d r ti
rund frti r tiv, m ni t un u i ur n vut un run
zitiv d +5M. Ttui, numrul lr r u nidr t frt drt m nu t fi
mur t.
7ntrntul f ilit z mur r rzult tlr uni m nii d m r/tin dir t. 0 t
lu ru t binut d bi i rin flir unui Lbit i l !l ndin " r r
l tur dir t u rduul rmv t. : jul r nd mn l iun v r
num trilr z Lbit#ul. 0tfl, fi int m nii t fi mur t
innd nt d numrul d m j rmin l ditribuit mrit l numrul d
runuri !vizit trii uni i r u t Lbit#ul r tiv".
9
Rzult tl uni m nii d m r/tin dir t t fi mur t i rin m r r
vnzrilr r niz t ntru ri d num u vnzril f tiv r liz t n urm
m nii.
$i unul dintr bnfi iil m jr l m r/tin ului dir t t rtr ntritii n
rndul ubli ului int , unl iuni d m r/tin dir t u ft riti t d# lun ul
timului d r nr z frt ndrit ! m". 0 t lu ru nu t dtrmin t d
mtd d muni r flit, i d b z d r ti df tu l tuit. m niil
nu vr #i ir bu tul d rmv r muni nd u lini r nu u um
fi intr i d frt lr. $ 1mlu, frtl irlv nt ntru lint rimit n uti
d riri unt nidr t Jjun/ m il*, i r #m il#uril ndrit unt nidr t
J m*.
8nii num tri nidr iunil d m r/tin dir t r trbui limit t ntru
r t drtul l vi riv t i ntru rtj mdiul. 0 t dz v nt j t fi
diminu t rin utiliz r unr b z d r ti mult m i bin l tuit i rin rdu r
numrului d m tri l tirit trimi tr i.

0v nt j
N # vriz z di l ul . nd vrbim dr di l nu n rfrim l nfrinl r l
r niz z d#h rl n tr... t vrb dr f tul tlfnul n dr z n
#numitl mdii O ldO d muni r. rmit r umnt r uni firm ii, lu ru
imibil n zul m tri llr ubli it r tirit. u jutrul tlfnului, r trul d
tlm r/tin t urrind r i intrl utrului i t in n n in ntru
fin liz tr nz i.
N $ijl intr tiv d muni r . % i litii un m jul tlfni t l m i utrni
m j tr nmi tni lilr lini. <i uzi d mult ri firm ii d nul OTrbui mi
i u n r t tlvizrul ?. :# un t inv d l m ni r l mr i liz z i mi#
u t ntruit u thnl i d +55 'z i im in t d in i ri m i l r.O 9i
vr , fi nu vr , bnfi iil frit n urul nvrbirii d tr r trul d
tlm r/tin vr rmn ntirit n mmri lui l t, imntnd rl i d lun
dur t. % un r l m ntr#un zi r r d r tv und ntru nvin !nu m i
mult d t". i bin, nvrbir rin tlfn nu trbui r t t r ul. =u#i
m i uin dvr t id l r fi nvrbir durz t m i uin !din uz turilr",
10
d r nu trbui n lij t imrt nt lului r trbui 1li , i ur i nvin
tni lul lint.
N #l%ibilit t i l tivit t . B ll lt l n r rt u ll lt mijl d rmv r,
tlfnul rmit un ntrl ri ur i mdl r fi int iunilr n fun i d frl d
r diunm l un mmnt d t. C m ni d tlm r/tin df r, d r ul,
ri d f rt urt d tim. Pinnd nt d vlui ii, d t ul rm , d it t
d rdu i, d izi d rni u ri tfl d m ni r li bilit t imdi t. $
f rt mult ri vi himb tr t i d brd r linilr r urul uni iuni d
tlm r/tin d trit rzult tlr nr itr t, ntr# in ur zi. $ mn , ni i un lt mdiu
d rmv r nu fr mn ibilit t d l i ruului#tint . Cri nd, n fun i
d n iti, uti du u limin num din lit r tit ntru m ni d
tlm r/tin .
$z v nt j
N & ul limit t l lint . 0r l b z uz bi tiv i un ubi tiv. bi tiv t
rrznt t d li liti numrlr d tlfn i r nlr d nt t. Tt i i in ludm
i li f tiv d linii tlfni . %un biz r, d r n 1it m nii r nu bnfi i z d
un t tlfni rm nnt. uz ubi tiv r din uz ... rt rlr. l unt l
limit z ul r trului d tlm r/tin l l n mur i d izi d umr r.
rblm t mult m i ri d t r, d r, itind t itl, vi d ri tv
intrumnt fi int d lut mtriv lr v btru in z ul l r n d
nt t.
N $ jul tlfni . 0i itit bin un dz v nt j m jr l tlfnului t hi r m jul
tlfni . r ul d b z, nvrbiril d tlm r/tin nu trbui fi lun i i
li tiit r, m jul nu trbui fi ml1 u, m i ru, ur thni . <i n r n z d r
vindi m in d tun i rb unnd dr r t uit i ilindri, run
i rb ntr#un d l ti fi1 t ub mtr. Cmul d l ll lt t l firului vr bnfi ii
imdi t. =u v l n i n 1li ii v nt i r iz i frm O: in d tun i rb r v#
frim v nmit 65M din timul l t, d r ul, r iunii d tundr znului
i nu l ni i un fir d i rb tun n urm O.
!2 9 UL TL RT ULUI
11
0d m %mith, un l i l litr turii liti # nmi , firm t urmt rl
O num trul rrzint ul fin l l ri ri tiviti rdu tivI i r intrul
rdu trului trbui rmv t d r n mur n r lujt intrul lintuluiO. l
firm t d %mith u mult tim n urm unt m i tu l ri nd. u t t t , 1it
mult itu ii n r intrl num trilr unt rifi t n f v r lr l
rdu trilr.
% ul d b z l ri rui intrumnt d m r/tin t vnd. <nz r rriu#
zi t r liz n m i mult i. t m r difrn ntr un un rdu ntr#
vitrin, ttnd linii ntru l i ntr l n m ni d tlm r/tin . : ni i i
ifrlr, rb bil, i litii u nvnit 1it 3 rzult t r l tt i d l
m ni d tlm r/tin
'. ( n r i frtlr rmin l t vidnt tlfnul t fi un jutr
d ndjd tun i nd l n i nu m d rdu i drii r liz i rmi.
rmi r triz z rin tr i unui rdu nu ! u uni ni
m d rdu" l un r i l !d r ul, ub rul ii". $ mn , uti
r liz rmi frind, ln nul rdu, i un du mnifi tiv.
Tlm r/tin ul t fi 1trm d fi int n t z, flind lit u linii r
u un tni l m tri l zut u lit u lini l... firmlr n urnt. t bin
tiut f tul firml m ri i fur d linii utiliznd frtl rmin l
rmv t rin tlfn.
). *nz r rriu-zi 0 um un m, i litii n m i f dlimit r l r
ntr tlm r/tin i vnz r rin tlfn. n ini lr, tlm r/tin ul vind
nfrin, min rii, 1ziii i ntlniri, n vrm vnz r rriu#zi rin
tlfn r d rul d fri dir t rduul u rvi iul n uz. Ttui, i i
i liti unt d rd u f tul ntr l du r iuni nu v m i un mult
vrm b rir, i, m i d r b, mnul l.
+. ,nfrm r tni lilr lini r i uni difuzri rint t infrm ii,
tlm r/tin ul rmit muni r l tiv. uti vind i infrmndu#v ubli ul
int dr un min r r l r niz i, dr 1zii u m nift r
ultur l. n in v fi urmt r tni lul lint v fi tr tr m ni i,
d v fi tif ut d rdul i fr, v dvni un umrtr d b z.
Trbui rinut f tul infrm r tni lilr lini mn u tr diin l
m ni d m r/tin n di i, u Obt iO lun .
-. .t bilir uni ntlniri t un rzult t tt t m i l tun i nd vindi
rdu;rvi ii f rt um, r n it di ui n r l bil u tni lul
12
lint. u jutrul uni m nii d tlm r/tin uti fl r dul d intr l
r nlr i, imli it, m niilr din lit l t t. R liz i, tfl, ir rhi
tni lilr lini i, n r iun d vnz r rriu#zi, uti n u i m i
intr i. Trbui ini nt vi nvi d l uin di mni f rt
mtni un r tr d tlm r/tin r bin ntlnir i un rfinit n
vnzri dir t ! l". $ ruii #i n j i, u ul dumn v tr t
i ur t>
/. .rvi iul t-v nz r u jutrul tlm r/tin ul uti tr un nt t rm nnt
u linii i uti r nt i ur r unui rvi t#v nz r. C m ni d
tlm r/tin r liz t u ul d l r t d fl d rdul umr t unt n
bun ndiii r un unul f rt bin dfinit. % i litii fr n zi n
tlm r/tin l num Oviitr n dl rO !vizit fr dl r f tiv l
diul lintului". 7mrin i, fr ndi l, d rij r l# rt i, linii vr
rt drni i fl i rdu u rvi ii i m i l n t. $ i i i n l frir
unui lt rdu nu m i t d t un . t fi f ut u t t i dilm i.
0. .tudiil d i $ r1im tiv truz i d ni, n nmiil dzvlt t, num i
ju trii l rult l n z rdu fr r liz n int un tudiu d i . r i
tlfnului, rintr# m ni d tlm r/tin bin tru tur t , uti nmii um
imrt nt ntru vit i n j r uni m nii i liz t n r liz r d
nd j. 0vi nvi d r d un htin r n r t t ntrbril dumn v tr
r ntr# frmul r ur d nl, un r tr d tlm r/tin lifi t i
lit d. 0tnt n liz runurilr d t d tr tni lii lini v t
dzvlui t r ni i m r nu l# i vi t> %tudiil d i rin tlfn unt
f rt rndit n C idnt i %80. 0v nt jl lr unt imn. n tv r uti
dtrmin mntul d i , md lit t d ntr r ii u rri i l l
lr v t dvni lini. =u n lij i t t>
1. 2rmrir uni m nii nd l n i m ni rmin l t id l un ti
im tul r l r ur ubli ului. Tt tlm r/tin ul t l v jut i
n t z. u jutrul tlfnului i unui l n d tlm r/tin uti r liz
n ht t#tt. $ n m ni rmin l i tr ur t m i mult m j,
um t mmntul t bilii ir rhi lr n fun i d runuril lr l i.
$ mn , iun d urmrir uni m nii !fllL#u, um num
brit ni ii" r liz z tun i nd utiliz i dir t m ilin ul frm d rmv r
rdulr ; rvi iilr dumn v tr. B du#tri tmni du i trimi rin
t htl d infrm ii r tuit uti #i un i i u rimit t
13
ht i l du i mint d frt. $ f rt mult ri, hi r d inii l unt
f rt intr i, mni un frt biru i, n tv r !zil" r d lt
hrtii. 8n tlfn rin r l r mintii ... 1it i t fi 1trm d fi int.
0tin r bi tivlr mr i l l firmi t mult imulin t d utiliz r unui
ru d i liti invtii u numit mtn ifi i u dublu rl d rtr
ifri d f ri !ditribuind rdul dir t fr jutrul rli mr i l" i d ntrinr
unui di l rm nnt u i .
n vdr f turii tlr d vnz r t fr trbui idntifi linii
tni li, r lizz himburi d infrm ii u ti , #i f ubli it t rdulr n
md l tiv ! d v t r trului i r ii tui " n iz i n hi ntr t,
i ur nult n thni # mr i l ntru num tri u intrmdi ri, ul un
vlum imrin nt d infrm ii u rivir l rinl, tndinl i vlui ii,
n urni.
7mrt n frlr d vnz r driv nu num i din tl d vnz r, i i din rlul
lr d n l d muni i n dublu n. Rlul lr ubli it r t vidnt, i r rzult tl
binut l# u imu drt mnnt rmin l d b z ntru ri ntr d
rdu tri u mr i ni r dr z, d 1mlu, uni lintl i liz t u
rtrn.
9rl d vnz r un n f ntrrindrii ri d rblm d trit itu iilr
ml1 r r d t u r rut r i l t r vnztrilr, intruir lr vnd n
vdr i vr fi im in ntrrindrii ! rrzint, di l h z u linii, r z
r tiv unr rl ii dur bil" i ntru #i ndlini u u miinun trbui d
ri d liti, biliti i untin r #i tr nfrm n buni mr i ni i tni
brv tri i fnmnlr iii.Rzult tl tr unt influn t i d md litil d
mtiv r i l riz r li t.
$imnin r tr fr d vnz r t trn l t d bi tivl ru i
rurl dinibil l nivlul fi ri ntrrindri.
9lir tlm r/tin ului u unr ditribuitri i liz i unt ltrn tiv l
flir unr fr d vnz r mult r tiit r.
14
: II L;<T D =:8: :L TL;:RTI<>ULUI
RdQinil RQtivitil d mRr/tinS tlfniQ
+
SQ n Rnii d frit Ri Qlului Rl
?7?#lR n tim Q QnRQrRrR RQtrR #R rdu nQ din Rnii EA5 Ri Qlului trQut, Qnd
utilizRrR tlfnului n Quri QmrQiRl i d mRr/tinS R rrzntRt Qrtitudin n frR
rRQtiQilr QifiQ Rl rSRnizRiilr.
TRr/tinSul tlfniQ
-
rrzin ) utilizRrR intSrRt i itmRtiQ R
tlQmuniQRiilr i R thnlSiilr d rluQrRr R infrmRiilr, rQum i R unr itm d
mRnRSmnt n vdrR timizrii mi1ului QmuniQRinRl d mRr/tinS flit d Qtr
rSRnizRi ntru R#i QntRQtR Qlinii. TRr/tinSul tlfniQ mnin intrRQiunR
rnRlizRt Qu Qlinii urmrind QnQmitnt mRi bunR QunRtr R nvilr RQtrR i
rirR fiQini QnmiQ R RQtivitilr rSRnizRii*.
BitrRturR d QiRlitRt i rRQtiQR dmniului Sruz RQtivitRtR d mRr/tinS
tlfniQ dfurRt d Qtr rSRnizRii n du QRtSrii mRjr
# RQtiviti i;Ru QRmRnii RQtiv d mRr/tinS tlfniQ
A
U utbund tlmRr/tinS , R
Qrr rinQiRl trtur t lSRt d fRtul Q iniiRtivR dmRrrii i rRlizrii fQtiv R
QmuniQrii RRrin rSRnizRii i
# RQtiviti i;Ru QRmRnii Riv d mRr/tinS tlfniQ
H
U inbund tlmRr/tinS, R
Qrr rinQiRl trtur t rrzntRt d fRtul Q iniiRtivR dmRrrii i rRlizrii fQtiv R
QmuniQrii RRrin QnumRtrilr.
rintr Ql mRi frQvnt imlmntRt QRmRnii RQtiv d mRr/tinS tlfniQ
numr Ql QRr vizRz rRlizRrR unr rRiuni d rStir R vnzrilr ! lRS SnrRtin"
+
tVlVmRr/VtinS U tVrmVn mVniWnRt XVntru XrimR dRt n Rnul +4.3 dV YtrV Z. $iY/Vz $zVr 777, un YWn[ultRnt n
mRnRSVmVnt din \rinYVtWn, ]VL &Vr[V^, n XubliYRiR Yu YRrRYtVr YWmVrYiRl )7ndu[triRl $i[tributiWn ]VL[
-
_tWnV, `., a^mRn, &., _uYYV[[ful TVlVmRr/VtinS, ]TZ `u[inV[[ `WW/[, BinYWlnLWWd, 7llinWi[, +4,.
A
JbutbWund tVlVmRr/VtinS*, n VnSlVz, n WriSinRl, viznd RYtivitRtVR dV mRr/VtinS tVlVfWniY WriVntRt VctVrn
H
J7nbWund tVlVmRr/VtinS*, n VnSlVz, n WriSinRl, viznd RYtivitRtVR dV mRr/VtinS tVlVfWniY WriVntRt intVrn, din[XrV
XubliYul WrSRnizRiVi YtrV RYVR[tR. ZRrRYtVrul XR[iv Rl RYV[tWr RYtiviti nu trVbuiV Xrivit n[ ntr#un [Vn[Rb[Wlut,
XVntru Y Vci[t numVrWR[V [ituRii n YRrV YWmXWnVntVlV din RYVR[t YRtVSWriV nu rVXrVzint dVYt W YWmXWnVnt R
unVi YRmXRnii intVSrRtV dV mRr/VtinS dirVYt !Vc dV[furRrVR unVi YRmXRnii dV dirVYt mRil YRrV [WliYit
YWn[umRtWrilWr [ rVRYiWnVzV tVlVfWniY lR WfVrtR fYut dV YtrV WrSRnizRiV, [WliYitnd infWrmRii [uXlimVntRrV [Ru
YWmRndnd XrWdu[ul;[VrviYiul".
15
i QRlifiQRr R Qlinilr tniRli Ri rSRnizRii, rmvRrR i vnzRrR rin tlfn R unr
rdu i rviQii Rl rSRnizRii, rRlizRrR unr rRiuni d rQtRr R ii i d
rQrutRr d ni Qlini Ru Rrtnri d RfRQri Ri rSRnizRii, rRlizRrR unr tudii i QrQtri
d mRr/tinS rin tlfn.
mul d RQiun Rl QRmRniilr Riv d mRr/tinS tlfniQ inQlud ri d
RQtiviti rviQiul d rluRr d Qmnzi U vriun mRi fiQint rrzint intSrRrR n
truQturR RQtuiR R unui rviQiu RutmRt d rluRr R Rlurilr tlfniQ ! rbt tlfniQ",
utilizRrR rviQiilr d mRSri tlfniQ i vrbRl U viQ mRil, mRSri vQRl.
7ntrumntul d QmuniQRr flit n QRdrul QRmRniilr d mRr/tinS tlfniQ, fi
RQRtR RQtiv Ru Riv, t QnRriul d mRr/tinS tlfniQ. rRrR RQtuiR t
QnidrRt, d muli Rutri, drt vritRbil )Rrt*, dntin BRjuRni Qnidrnd Q
QnRriil trbui rund unui numr d 3 Qrin niRl imlitRtR QnRriului
! flirR unr Quvint iml, ur d nl", QnQiziR QnRriului ! nu dRQ 655 d
Quvint, QRr #i RiSur rRtrului tlfniQ A#H minut d rzntRr, nQ +#- minut ntru
R rund ntrbrilr QnumRtrului, durRtR mdi rQmRndRt fiind d H#6 minut", lRnul
minimRl Rl QnRriului! trbui RiSur runuril lR QinQi ntrbri niRl rfritRr lR
Qin t intrlQutrul rSRnizRii, idntifiQRrR i rzntRrR rSRnizRii n fRR
intrlQutrului u, mtivului Rlului tlfniQ, RvRntRjul rinQiRl frit intrlQutrului i
QnQluziR diRlSului", rvQRrR diRlSului, StiunR biQiilr QnumRtrului! RiSurRt
rin RntiQiRrR RQtrR i SirR RrSumntlr ntru R l QntrRQRrR", RdtRrR uni Rtitudini
nRSriv !QnumRtrul nu trbui frRt Qi timulRt RQQt Rnumit finRlitRt R
Qnvrbirii tlfniQ", rRmintirR frti fQut QnumRtrului.
C tndin rQnt n lRbrRrR QnRriului d mRr/tinS tlfniQ rfr lR
RQQntuRrR imrtRni lmntlr ihlSiQ. n dmruril Rl, RQtiv Ru Riv, d
mRr/tinS tlfniQ rSRnizRiR trbui tz ntr riQtRrR i rRlizRrR RQtrR Qu
rur i rin frturi rrii !nfiinRrR unui Qntru d Rl rriu" Ru Qu rQurSrR lR
rviQiil unui rtRtr 1trn QiRlizRt !1trnRlizRrR RQtivitilr d mRr/tinS tlfniQ".
%QiRlitii RmriQRni, Ru idntifiQRt , lmnt d tlmRr/tinS
6
.
+. RtRuR tlfniQR,
-. mutrul ,
A. dliQRtiR d tlmRr/tinS ,
H. CRmni QiRlizRti ,
6. %Qrit d tlmRr/tinS ,
16
.. 2RzR d dRt,
3. rdu ; rviQiu bun Q trbui vRndut i un rt rmtinRl,
,. lRn d tlmRr/tinS.
6 ThniQi d vRnzRr, <RnzRri rin tlmRr/tinS Rntr e %trRtn -555, A5
utm inQ QRmRni d tlmRr/tinS QhiRr dRQR rurl mRtriRl d QRr
diunm unt limitRt. dvm nvi dRr d un inSur tlfn i QRtvR numr;rRn d
QntRQt ntru R inQ in tlmRr/tinS. utm RvR un ft d tlmRr/tinS d mii d dlRri,
dRr fRrR Rmni QRr R RtR R vRndR rin tlfn nu vm fRQ Rblut nimiQ.
-.+ RtRuR tlfniQR
RtRuR tlfniQR bRzRtR QntrRlR rfrmRntR t nQitRt intr# QmRni
QRr ii QntrlRzR Rtnt Qturil. %tim, diSur, QR ri d QntrRll mdrn frR
numrR fRQilitRti, fRQilitRti Q t fi flit Qu uQQ i in tlmRr/tinS. dtfl, dRQR Rvm
in QRrtR d tlfn R tntiRlilr Qlinti fRrt mult numr d tlfRn mbil, t bin R
Rvm QntrRlR Q ti R rQunRQR fiQRr rtR f%T in Rrt. t mult, mult mRi iftin R
RQhizitinRm QRt un numRr d tlfn mbil d lR fiQRr QmRni d tlfni mbilR din tRrR
i R#l flim RtunQi QRnd unRm un numRr din RQRi rtR>
-.- mutrul
# in linR rvluti 7T, fil dH intrdu intr#un dRr, fi l i lSRnt, unt Ql utin
lR fl d rimRt QR frSRtR intr# unitRt militRrR nRvRlR. C bRzR d dRt Qu vidntR Qlintilr
; tntiRlilr Qlinti nu Rt fi rRlizRtR Qu uQQ dQRt un Qmutr. ]u fRrt rfrmRnt,
dRr ufiQint d utrniQ ntru R nu n lRR in RnR 1RQt RtunQi QRnd vRnzRril Ru inQut R
mRrSR. $RQR flim QhiR Qu mRi multi Rmni ntru QRmRni d tlmRr/tinS, t
idRl QR fiQRr rRnR R bnfiQiz d un Qmutr. in RQlRi Qnt1t, un rvr RduQ i l
imrtRnt Qnmii d tim i bRni>
-.A dliQRtiR d tlmRr/tinS
TRril QmRnii d ftLRr !rSrRm d QRlQulRtr", izRnd imrtRntR
tlmRr/tinSului i, mRi Rl, ibilitRtil Rl d dzvltRr, Ru Q iRtR rSrRm
Qml1 QR rRlizRr, dRr fRrt ur d utilizRt. dQt rSrRm tiu Q Qlint trbui unRt i
in Q rblmR, binintl bRzR unr dRt intrdu d ni. $ RmnR, RliQRti
fiQintR d tlmRr/tinS vR rmit bunR StinRr R rRnlr unRt i duR rimul Ru
Rl dilR Rl. Tt QR Q trbui R fRQm t R fim fRrt Rtnti lR rRlizRrR litlr Qu
17
rRnl Q trbui QntRQtRt. Ttui, QR, intr# RQtiun d tlmRr/tinS, Ql mRi imrtRnt
lmnt t mul>
-.H CRmnii QiRlizRti
%ut d tlfRn, rvr d mii i mii d dlRri, ur#QntrRl tlfniQ, biruri
lu1R in Qntrul rRului dSRbR> 9RrR QhiR QmtntR nu [V vR btin niQi mRQRr un
Qnt> dtunQi QRnd rvrul i QntrRlR i#Ru inQhiRt trRbR, RdiQR RtunQi QRnd mul d lR QlRlRlt
QRRt Rl firului ridiQR rQtrul, intrR in QnR CT8B. l t Ql Q trbui R rRQtinz Ru,
dimtrivR, R nu rRQtinz lR un mRj QRr il rimt d lR Ql unRt. l t Ql Q vind,
Ql Q trbui R QnvinSR. RdvRrRt, utm rRlizR un Qrit d tlmRr/tinS fiQint, QRr,
RliQRt Qum trbui, vind d unul inSur. inttdRunR, inR, RRr ituRtii QRr nimni nu l
Rt RntiQiR> $ Q@ ntru QR in tlmRr/tinS luQrRti Qu Rmni, nu Qu QmRnii> 7Rr Rmnii
un dri intrbRri Rl QRrr rRun nu Rt fi dRt dQRt d QRtr un m Qmtnt in RQRtR
RQtivitRt. utm fli Qmutr rfrmRnt dRr dRQR nu Rvm SrijR R lQtRm Rmni Q
t, fQtiv, R vRndR rin tlfn...
-.6 %Qritul d tlmRr/tinS
# in lQ d OQritO i#Rm utR un vt, dRr RrQR nu unR lR fl d QnvinSRtr.
u in SurR unui m d ubliQitRt, Qritul unR mitri, fRrt rfinRl, i vR QnvinS QR
rRnR din fRtR nRtrR t ur#QmtntR !di nu t, inttdRunR, RdvRrRt". in
tlmRr/tinS, Qritul nu t nimiQ RltQvR dQRt un QnRriu Qmu bRzR unr ibil
intrbRri i rRunuri imrunR Qu QhiR d rRtri tlfniQi. ]iQidRtR nu nSlijRm fRturil
QRr l dRu rRtrii.
-.. BitR Qu numrl d tlfn i rRnl d QntRQt
BR rimR vdr Rr R fi duR lmnt, dRr, in ntR, l frmRzR unul inSur. $uR
RrrR nRtrR, Ql mRi imrtRnt, ituRndu# RQRi trRtR Qu QhiR d rRtri
tlfniQi. utm RvR mii d numr d tlfn, fRrR rRnR d QntRQt l vr vRlrR fRrt
utin. RQirQR t i R vRlRbilR rRnl d QntRQt, Rmnii ibil intrRti d rduul
; rviQiu nu t fi unRti, lSiQ, fRrR R l QunRt numRrul d tlfn. in QnQintR, nu lRnRm
RQtiun d tlmRr/tinS RnR Q nu Rvm litR QmltR d numr d tlfn i d rRn
d QntRQt. 9Rrt imrtRnt t QR, RtunQi QRnd unRm QmRni, R Qrm Qu rRnR
Rnum in lQ R intrbRti OQin QuR d RQhizitii in firmR dumnRvRtrR@O. <m brvR QR,
in tim, intr QhiR d rRtri i Qlintii ; tntiRlii Qlinti vR rRlizR lSRturR QiRlR
bRzRtR inQrdr rQirQR.
18
-.3 rduul ; rviQiul i frtR rmtinRlR
ntru R vind Rvm nvi, firt, d un rdu;rviQiu. 7Rr RQtR trbui R fi QRt
mRi bun, 1liQRtiR fiind fRrt imlR utm vind un rdu Ru un rviQiu lRb in fRrt
mult 1mlRr Qu Rjutrul uni Qhi 1Qlnt i R unui QnRriu Qmlt. $Rr dRtR viitRr
nu mRi QntRm Rmnii QRr i#Rm RQRlit... Rnd vr Ruzi vQR rRtrului vr unR d
QlRlRlt tlfn CfiQiul ntru rtQtiR numRtrului. TlmRr/tinSul bRzRzR, in
rimul rRnd, rQt rQirQ. CRmnii QRr ii unRm Ru inQrdr in dumnRvRtrR. ]u l
utm vind RlRtirR din QritRl QRr R trRnfrm in... QrRmiQR RtunQi QRnd RjunS lR
dtinRtRr..., inQrQRm R vindm rviQii i rdu d R QRrr QRlitRt untm Qnvini +55M>
TrSm rinQiiul, utin RdRtRt Q tin nu#ti lRQ, nu inQrQR R#l vinzi RltuiR.
-., lRnul d tlmRr/tinS
u tRt lmntl d mRi u i tt QR Q mRi trbui t un lRn Qmlt d
tlmRr/tinS. ]u inQm QRmRni d tlmRr/tinS dQRt RtunQi QRnd tim fRrt QlRr Q
Rvm d fRQut. ]imiQ nu Rt fi mRi nibil i mRi Qtiitr dQRt un tlfn dRt fRrR rt> u
fiQRr tlfn QRr il dRtm fRrR R fi Qmlt rSRtit QRdm QnidrRbil rRtl d rRun>
ddiQR, bRni RrunQRti frRtrR.
19
: III TL;:RTI<> LI<: DIR T: ;;U<I :TI<9
BinR $irQtR mmuniQRtin fRQ Rrt din fruul %tudi TdrnR, QR mRi mRr
QmRni d mRr/tinS dirQt din ntrul i tul uri. dQtivnd nQR d lR nQutul Rnilr
+445, fruul %tudi TdrnR numRrR n rznt t A.555 d RnSRjRti, RiSurnd rviQii n +4
limbi intrnRtinRl, Stinnd t +- miliRn d Rluri RnuRl.
D u infrRtruQtur uniQ, %tudi TdrnR t inSurR QmRni rznt +4
i din urR ntrRl i d t.
D +4 ntr d rlRii ntru Qlini.
D t .55 d RSni d rlRii Qu Qlinii, fRrt bin intruii i Qu 1rin n +4
limbi dlbRnz, 2ulSRr, rRt, h, nSlz, tniRn, frmRn, TRShiRr, 7tRliRn,
Btn, BituRniRn, TRQdniRn, lnz, RmRn, Ru, %rb, %lvRQ, %lvn
D t . miliRn d Rluri RnuRl.
D QmRni Qu vrtiQRlitRt, RdvrRt mR in d vnzri Qu t +- Rni d
1rin n rlRiil Qu Qlinii i n luii viRbil.
D unQut d A-5 d miliRn d Rmni d#R lunSul uri ntrRl i d t.
3ri4in 5r un rdu i thnl6i, d5r nu ri4in 5t i fr lui5
rf4t ntru 5f54r5 t5. 7u n 4nidrm d5r imli 4nult5ni i furnizri d dir4t
m5rktin6, 4i 5rtnri 45r i m5rt rn5bilitil ntru 5 65r5nt5 u44ul. - ivind
%QhRQ/t, rdint, %tudi TdrnR
%tudi TdrnR Rr vRt 1rin i 1rtiz n dzvltRrR luiilr d dirQt
mRr/tinS Q RiSur rzultRt trmn lunS. ddiinRl Rm QrRt rriil nRtr rdu i
mrQi, dzvltnd QRmRnii d mRr/tinS lin d uQQ i g QRQitRt, QR Q R QrRt
rQunR tr R mrQilr nRtr.
BinR $irQtR mmuniQRtin fRQ Rrt din fruul %tudi TdrnR, QR mRi mRr
QmRni d mRr/tinS dirQt din rSiunR ntrRl i t urRn. dvm infrRtruQturR,
rurl i Rbilitil ntru R RtinS intl Qlinilr n tri n rriR lr limb, lR lQul lr d
munQ Ru RQR.
20
$in Rmnii, thnlSiR i Qun tintl ntru R
D $f urR QRmRnii d #mRil i m
D ddminitrR, udRtR i mnin bRz d dRt ! 2-2 Ru 2- "
D $zvltm QRnRl multil bRzRt rSrRm d QmuniQRr rnRlizRt
D BRd SnrRtin;rSrRmri d ntlniri
D 7nf;'ld/
D RRrQh;TRr/t 7ntlliSnQ
D 7nbund;Cutbund TlmRr/tinS
D utmr %rviQ
D aRrhuinS
D rQri d li
C9RTd $ %R<7 77
D In6%#n$? 7nf Bin, utmr Rr, rluRr Qmnzi !tlfniQ hi nlin", 8#
lleQr ll, $RtR ntri
D #t6%#n$? TlmRr/tinS e TlRl, utmr %RtifRQtin, TRr/t %urvi,
rfilinS e BRd fnrRtin, dintmnt %ttinS, 2Rz d dRt !Qntruir Ru
RdminitrRr", 9llL u, llQtin, 2rRnd dLRrn tQ.
D :lt r-i@ii? #mRil mRr/tinS, Tbil mRr/tinS, iQ/ e RQ/, rint i
rnRlizRr, dQtivitRti d utmr Rr i liRlizRr, %rviQii tRl $r
mRilinS, inrturi n Qlt
7nfrRtruQturR thnlSiQ R BinR $irQtR bRzRz itm rbut i murRbil,
QnQut Stinz trRfiQ d vQ i d dRt d mRr QRRQitRt, rmind QnQtivitRtR
ntr fiQRr din tritriil nRtr ntr#un itm intSrRt. lRtfrmR nRtr thnlSiQ inQlud
i ftLRr d ultim SnrRi i rviQii d tlQmuniQRii QRr n fr iSurRn n QRz d
rri Ru n d Qurnt, RiSurnd RQtivitRt iSur i rduQtiv -H d r zi, Rt zil
tmn. lRtfrmR thnlSiQ RvRnRt R B$ , 1rii 7T ddiQRi i rQl rmiRt d
RiSurRr R QRlitii furnizRz RvRntRj Qmtitiv i rzultRt uriRr ntru Qlinii ntri.
ntru R fri Qlinilr rviQii 1Qlnt, Rm dzvltRt lui RT ntru RQR
lRtfrmR TiQrft !%FB -555, .nt" numit RT Rtr, QRr inQlud funQinRliti frnt
ffiQ i bRQ/ ffiQ. RrtR d frnt ffiQ R RT Rtr urt 1QutRrR QRmRniilr
dirQt d mRr/tinS tRt QRnRll d QmuniQRr tlfn, #mRil, t dirQt i %T%.
RT Rtr t Rtt d vRt, nQt urt tRt RQtivitil ntrului d TRnRSmnt Rl
linilr !vnzri, tRbilirR ntlnirilr, QrQtRr d iR, QlQtRrR lilr, mRnRSmntul
21
tQului, j", utnd fi ttdRt RdRtRt lR riQ ti d QRmRni QRr Rr utR# liQitR
Qlinii ntri. rin RT Rtr ni n Qmltm bRzR d dRt, dzvltRt i StinRt d
1rii ntri intrni i QRr n rmit n nlSm mRi bin Qlinii rin rinQiii RnRlitiQ
Qum Rr fi rfilRrR, SmntRr, R9T i dRtR mininS.
BinR $irQtR mmuniQRtin flt itmul dlQRtl Cmni ? HH55, un itm
d QmuniQRr diSitRl d vQ i dRt QnQut fRQ fR vlumlr mRri d trRnfruri d
vQ i dRt i Qrinlr d mRnRSmnt Qu funQii Qhi Qum unt ditribuirR RutmRt R
Rlurilr !d $", rutRr bRzRt Rtitudini, 7<R, nrSitrRrR Rlurilr, T7, RQultRr lQ
i d lR ditRn, luQrul lR dmiQiliu.
r%filinA B r@tCr
mur Q il 1tind, iRr QRnRll d QmuniQRr mrQ, trbui uti
mnitrizR tndinl i dzvltril RQtuRl Rl ii. utm QlQtR ni RQt dRt ntru
dumnRvRtr, rmindu#v l flii ntru R v Qntrui RfRQr mRi intuitiv.
9lind numrRl nRtr intrumnt d QmuniQRr dirQt, ni utm
)QRrtSrRfi* RQtuRlii dv. Rrtnri d QRnRl. bRzR RQtr Quntin, utm Ri idntifiQR
RQl QmRnii n rRSul uQQului, rQum i Ql n dQlin, ntru R rmit Qlinilr
ntri RbrdRr r#RQtiv R RQtrR.
>nrCr $ 0ri%rit/i
fnrRrR d ririti nu Rrt nu R rQului, dRr Rr RbrdRr nu.
9lind Quntinl nRtr dr dRt i intrumntl dirQt d QmuniQRr, utm lQtR
ntru dv. mdul Ql mRi fiQint d 1tindr R Sruului int. RRtl d Qnvri riritRti
Ru un uQQ mRi mRr dQRt QntRQtl rQi, dRrQ rQtivR r#QRlifiQRtR, QhiRr inRint
d R fi rimit riritRtR.
r%ArCm C@+i3i/ii @lin/i
%untm SRtR v Rjutm QhiR d vnzri n fiQRr fRz R rQului d vnzri, d
lR rfilRrR i QRlifiQRrR firlr n lR nQhirR RfRQrilrI d lR invitRii lR vnimnt n
lR dzvltRrR i trRrR rlRii Qu Qlintul !mRniulRrR Qrndni".
%tRbilirR unr int rQi n vR rmit Sim riritil Ql mRi zitiv i Qi mRi buni
Qlini ntru u#llinS i Qr#llinS. rin rRRrt dtRliRt i tt mRi bun nlSr R
22
ii, v Rjutm v mbuntii Qntinuu litR. ]u n QnQntrm dRr rijinirR
vnzrilr, Qi i mrirR dimniunii i R QRlitii bRzi dv. d dRt.
r%ArCm m#lti)@CnCl 0ntr# 0Crtnrii $ CfC@ri
7mrtRnR QRr trbui RQrdRi flirii unr Qritrii bin dfinit ntru
idntifiQRrR, QRlifiQRrR i rQrutRrR Rrtnrilr dv. d RfRQri nu Rt fi n niQiun QRz
1RSrRt. BinR $irQtR mmuniQRtin vR luQrR mrun Qu dv. ntru R v QlRrifiQR
Quril i R QlRifiQR Qmtnl drit QRr l QutRi lR tniRlii ni Rrtnri d
RfRQri, ntru R
nlS biQtivl QifiQ d rQrutRr i Qritriil d uQQ
$fini bnfiQiil RtrStRr Rl rSrRmului dv., ziinRrR rdulr i mRjl
TrRnfrmR bnfiQiil rSrRmului ntru Rrtnrii d RfRQri n QnRrii d
tlmRr/tinS i mRj #mRil d trimi.
$bndi ni lit rQtiv Qu Rrtnri d RfRQri i dfini rQtiv QRr v RliniRz
lR nit biQtiv QifiQ
7ntrui QhiR d vnzri rin tlmRr/tinS R BinR $irQtR mmuniQRtin Qu rivir
lR biQtivl RfRQrii dv.
D %tRbili mtriQR i rRRrtl ntru dfinirR unr unQt d rfrin n ruitR
QRmRnii d rQrutRr
r%ArCm 0ntr# @r1trC -Cl%rii @lint#l#i
binQunQut fRtul Q RtrRSi un Qlint nu t Qu t ,5M mRi Qum dQt
trzi unul 1itnt djR. $ RQR t invtiiil RdQvRt n Qlinii 1itni unt Rtt d
QruQiRlI Rtfl, v uti trR Qlinii RQtuRli i RtrRS unii ni n RQlRi tim, rmind
RfRQrii dv. dzvlt Qntinuu.
fnrRrR runului .
rSrRml nRtr d QmuniQRr Ru QR Q SnrRrR d mR1imum d runuri
rin divr QRnRl d QmuniQRr !t, intrnt, tlfn". dQt luQru nQit tRbilir
rQi R intlr i un Qninut QRtivRnt. n diRlSuril i mRtriRll nRtr rminRl d
23
QmuniQRr n R1m flul n QRr utm mtivR Qlintul individuRl, dtrminndu#l
RQinz.
r%ArCm 0ntr# CitCrC @lint#l#i
n mRr/tinSul d rlRii RQtuRl nu mRi t ufiQint mnitrizzi 1rinl Qlinilr ti i
nvi dr l, Qi trbui mbSti fiQRr intrRQiun QRr Ri Qu RQtiR
# TlfRn d bun vnit hld/
# Ritn lR intRlRr n QRdrul rviQiilr ntru Qlini
# RitRr Qmlt R Qlintului
# mRniulRrR rQlRmRiilr
# rSrRm d rQurRr R Qlinilr irdui
<C-iACt%r
rSrRmul ]RviSRtr t un intrumnt d QrRr d lit i rzntRr d mtr QRr
funQinRz n rznt n 8nSRriR. dQt mdium RjunS n md dirQt lR .5.555 d tudni n
mdiul lr nRturRl. BR nQutul fiQrui Rn, unt ditribuit Sni d bun vnit tudnilr din
tRt rRl univritRr. $Rtrit mtdlr d rzntRr d mtr RtrRQtiv, utm dbndi
dRt rRt i rQi dr RQt imn i imrtRnt Sru int. Runuril Qnin dRt
Qhi Qu Rr fi mRiluri, Rdr, tlfn mbil i Rlt infrmRii dr tilul d viR i biQiuril
d QumrRr. linii t RrtiQiR lR rzntRrR d mtr, dRr i t i nQhiriz dRtl
ultrir, ntru R QntinuR Qu QRmRnii intrRQtiv rnRlizRt.
9l@tiC i r@r#tCrC
%lSRnul <rm t Rlturi Qhii nRtr d rRtri QRll#Qntr>
$RQR
#ntru tin, rfrmRnR nRmn rzultRt RlRbil, 1rimRt n bRni lR fr itul lunii@
#Cbi nui ti i g 1zi biQtiv QlRr, QRr i l Rumi Qu im d rundr n Qnd
ru ti l RtinSi@
# ti g r RmbiiR i dinRmiQ@
#$RQ dR, RtunQi ni vrm t QunR tm>
24
ddu#i i QivR ritni>
D i frim iSurRn unui lQ d munQ n lin rQiun QnmiQ
D BuQrzi Qu Qhi tnr i lin d ntuziRm. TdiR d vrt t -+#-- d Rni
D TunQ u Rr. BuQrzi lR QRlQulRtr ntr#un Riu QnfrtRbil. ]u ti bliSRt
ri unifrm, ri diQuiil fR n fR Qu Qlinii Ru tRi n iQiRr
D rmvRr rRid. ntr# indutri Rk Rt ntr# riRd d dzvltRr rRid,
ibilitil d R fRQ QRrir unt multil Tntr, %urvir, TRnRSr d riQt, Rll
ntr TRnRSr
D %iuni d QRQhinS, mntrinS, trRininS, mnitrizRrR diRlSurilr i fdbRQ/
individuRl.
D rSrRm d luQru k1ibil !H;.;, r"
D 7ndndnR g nRnQiRr. % fr RlRriu g 1 l bnuri d mR l bnu n funQi d
rfrmRn, trRininS#uri QiRlizRt i urt Qntinuu ntru Qr trR tR rfinRl
rm rizitRt>
rQul d rQrutRr ruun mRi mult tR rzntRrR QmRnii, jQuri d rl,
rb rRQtiQ i tt QRlQulRtr , rQum i un intrviu individuRl.
fruul %tudi TdrnR, QR mRi mRr QmRni d mRr/tinS dirQt din urR
ntrRlR i d t, R dQhi un nu mRSRzin in 2uQurti, fiind Rl 3#lR mRSRzin rriu din
RmRniR. ]ul mRSRzin Rr urRfRtR d 45m- i RflR ituRt in d97 RlRQ trQni.
J]#Rm drit R trQm dinQl d tiQlR QrRnului T<, ntru R fi i mRi RrR d
QnumRtri, frindu#l rdu d QRlitRt din SRmR $rm, mmdi/ i T#%h
lQtrQRniQ miQi, rdu ntru fitn i intrtinr QrrRlR, RnRtRt i infrumutRr,
Rltl, rn, ilt i RQQrii d bRi*, R dQlRrRt dnSlR 2iltQRiR, TRnRSinS $irQtr Rl
%tudi TdrnR RmRniR. J7n RQt mmnt QnmiQ difiQil, ni n dQlRrRm intntiR d R
QntinuR litiQR invtitinRlR R1RtR rzulRtRt trmn mdiu i lunS. dQtR inRmnR R
rfitR d rtunitRtil frit d iRtR, d RvRntRjl Qmtitiv Rl uni QmRnii Q
RdRtRzR trRtSiQ unui mdiu dinRmiQ i in QntinuR QhimbRr. u RQt nu mRSRzin n
1tindm rtRuR Qu Qntr rrii d ditributi, lRnSR QRnRll trRditinRl d ditributi
hm#hinS i n#lin, rQum i QlRbrRrR Qu mRril lRnturi d rtRil din tRtR tRrR. rin
dQhidrR Qlr Rt mRSRzin in -554 Rm frit t A5 d lQuri d munQR i RntiQiRm
dublRrR Qifri d RfRQri -5+5 Smntul d rtRil *, R RdRuSRt dnSlR 2iltQRiR.
D0r LinC Dir@tC %mm#ni@Cti%n
fruul %tudi TdrnR t rznt +4 it din urR ntrRlR i d t i
RQtivRzR iRtR din RmRniR din Rnul -55-. $in Sru mRi fRQ Rrt BinR $irQtR
25
mmuniQRtin i Tlh $irQt, QmRnii Q frR rviQii d vRnzRr rin RQtivitRti d QRll
Qntr, 7nf Bin i 'l#$/, rSrRm d liRlizRr i SnrRr tntiRli Qlinti, QRmRnii d
#mRilinS i %T%, trimitri tRl, rQtiv rQRr lRti.

$r %. . %tudi TdrnR Bidr iRtR d mRr/tinS dirQt in +4 d tRri urn,
%tudi TdrnR QmrQiRlizRzR in itm d mRr/tinS dirQt SRmR divrifiQRtR d rdu,
Ql mRi QunQut brRnduri fiind T %h, $rm i mmdi/. dvRnd lR bRzR itm
intSrRt d vRnzRr i rintRrR QRtr Qlint QrlRt Qu rmvRrR d -,5 r;zi mRi mult d
-.5 tlviziuni in urR ntrRlR i d t ,%tudi TdrnR rrzintR un mdl d uQQ
tRt iRtl und RQtivRzR.
u 1rintR d t +- Rni in rlRtiil Qu Qlintii i A,555 d RnSRjRti, %tudi
TdrnR RiSurR rviQii in +4 limbi intrnRtinRl, StinRnd t +, miliRn d Rluri
RnuRl. LLL.tudi#mdrnR.Qm
BinR $irQtR mmuniQRtin, Rrt R fruului %tudi TdrnR # QR mRi mRr
QmRni d mRr/tinS dirQt i QRll Qntr din urR, R frit in lunR Qtmbri t +55
lQuri ni d munQR fndul Qrtrii nQRrului d rur umRn, in zitii d ntri#lvl in
QRdrul QmRnii !full tim i Rrt tim", in QiRl in dRrtRmntul d rRtiuni, zitii d
QRll#Qntr i vRnzRri. 8ltrir, RQti RnSRjRti t fi rmvRti in QRdrul QmRnii, fi in RQlRi
dRrtRmnt, fi in Rltlen
BinR $irQtR mmuniQRtin, Rrt R fruului %tudi TdrnR # QR mRi mRr
QmRni d mRr/tinS dirQt i QRll Qntr din urR, R frit in lunR Qtmbri t +55
lQuri ni d munQR fndul Qrtrii nQRrului d rur umRn, in zitii d ntri#lvl in
QRdrul QmRnii !full tim i Rrt tim", in QiRl in dRrtRmntul d rRtiuni, zitii d
QRll#Qntr i vRnzRri. 8ltrir, RQti RnSRjRti t fi rmvRti in QRdrul QmRnii, fi in RQlRi
dRrtRmnt, fi in Rltl RtRt in RmRniR QRt i in RfRrR ntru Qhimb d 1rintR. BR
mmntul d fRtR QmRniR Rr QirQR H55 d RnSRjRti, Qu -65 mRi multi fRtR d RQQRi riRdR
R Rnului trQut, rRtR Qlr QRr Ru RrRit QmRniR fiind in mdi 3M RQt Rn.
ndvm RQRtR Qrtr, dRr i fluQtiRti d rnRl dRtritR fRtului QR luQrRm Qu
Rmni fRrt tinri, RflRti lR rimul jb i QRr rivQ RnR d R luQrR Qu ni QR rRmR d
lRnRr in QRrirRo, R dQlRrRt dnSlR 2iltQRiR, TRnRSinS $irQtr ntru Sruul %tudi
TdrnR RmRniR. 7nR miSrRtiR ridiQRtR R rnRlului dvin un fnmn nrmRl iRtR
dzvltRtR R munQii, QRr frR din Q in Q mRi mult ibilitRti in RmRniR. 9luQtuRtiR d
rnRl lR nivlul indutrii d rviQii 1trnRlizRt !2C" ridiQR lR -5#A5M.
26
ndnSRjRm tinri Rblvnti d liQu i fRQultRt, dRr i tudnti, ntru QR Rvm frtR
fRrt vRriRtR, in QR Q rivt rSrRmul d munQR !Rrt#tim i full#tim" i riQtl
ntru QRr RlQRm rnRl. ntru un inSur Rnunt d Qnilir tlRl tRt
LLL.jb.r Rm rimit +.443 d RliQRtii in lunR Qtmbri. dnSRjRtii trbui R dtinR
Quntint mdii d rRr in TiQrft CffiQ, RbilitRti d QmuniQRr i vRnzRr i Ql utin
tudii liQRln, R RdRuSRt dnSlR 2iltQRiR.
rin trRininSuril frit, QmRni d QRll Qntr t QR R duR QRlR, in QRr
invti i ui in rRQtiQR rinQiRll thniQi d vRnzRr i ruRiun, RvRnd Rtfl ibilitRtR
R#ti dzvlti RbilitRtil d QmuniQRr i nSQir. $ RQR Ru Rn fRrt mRri d RnSRjRr
tinrii QRr t RdRtR ur i nu nRRrRt Qi Qu 1rintR, inR nu 1Qlud niQi RQtiR din
urmR RtRtR tim QRt ii drQ R luQrz in vRnzRri.
n RnR lR fRritul lui -5+A RntiQiRm inQR +55 lQuri ni d munQR in BinR $irQtR
mmuniQRtin, dRr ntru riQtl rRlizRt lRn lQRl, rQum i QrtrR Qifri d
RfRQri lR - mil.ur ntru RQt Rno, R mRi RdRuSRt dnSlR 2iltQRiR.
u 1rintR d t +- Rni in rlRtiil Qu Qlintii i t A.555 d RnSRjRti lR nivl
intrnRtinRl, fruul %tudi TdrnR RiSurR rviQii in +4 limbi intrnRtinRl, StinRnd
t +- miliRn d Rluri RnuRl.
$in Sru fRQ Rrt BinR $irQtR mmuniQRtin i Tlh $irQt, QmRnii Q
frR rviQii d vRnzRr rin RQtivitRti d QRll Qntr, 7nf Bin i 'l#$/, rSrRm d
liRlizRr i SnrRr tntiRli Qlinti, QRmRnii d trimitr %T%#uri, trimitri tRl,
rQtiv rQRr lRti.
27
d 7< T']7 7 d2CR$dT
n riQ lQ d lRnt, rduQtrul d bunuri i rviQii t RnimRt d un uniQ
Q # RQlR d R bin un rfit Qt mRi mRr. $Rr, l ti, Q i Rt RtinS lul, numRi dRQ
bunul u rviQiul Qu Rt vind i dRQ St Qlini QRr #l Qumr.
$ RQR t lR fl d imrtRnt, QunRQ mtivl ntru QRr Qumr
bunuril i rviQiil lui, Rfl Qin, Q, d und, d Q, Qnd, Qum i Qt d mult Qumr i Qt
d d, Rltfl u Rfl d Q Rmnii rund ntr#un Rnum fl lR rdul i rviQiil QRr
l unt frit, d Q Ru Rnumit Rtitudin fR d l.
QrQttrii d mRr/tinS i intrRz mdul d frmRr R imRSinii n rndul
Qlintli i vluiR RQtiR !Qmnntl QRlitRtiv Rl bunurilrI ibill mdifiQri
QRr QnumRtrii i l rfiSurRz rivitr lR bunuri;firm". $ RmnR, t nQRr
dtrmin intnitRtR imRSinii !SrRdul d rfrin fR d bun;firm Q fRQ biQtul
invtiSRii" i QifiQitRtR i !SrRdul d dRrtRjRr fR d imRSinR Rltr bunuri;firm".
nQtul d mRr/tinS t imrtRnt dRtrit vRritii QnidrRbil R frti,
QnumRtrii Rvnd ibiliti divr d R#i Qhltui bRnii. BumR d Rtzi t mRi duQRt QR
riQnd, Rvnd utr d QumrRr i mbilitRt mRi mRr, fiind QRRbil RQhiziinz
mult mRi mult rdu ntru RtifRQrR rriilr nvi. $ RQR, riQ RQtivitRt
QnmiQ t ndrtRt n dirQiR RtifRQrii Qrinlr QnumRtrilr, Qu mR1im fiQin,
n ziuR d Rzi, QnumRtrul fiind rS. TRt Qitil QmrQiRl trbui un n Qntrul
rQurulr QuntrR i RntiQiRrR Qrinlr ii, ntru R#i utR RdRtR RQtivitil n
vdrR rduQrii, rmvrii i ditribuirii rRinRl i fiQint R bunurilr i rviQiilr
liQitRt. n n rtrn, QmrtRmntul QnumRtrului rflQt QnduitR Rmnilr n QRzul
Qumrrii i;Ru Qnumului d bunuri mRtriRl i rviQii.
TRr/tinSul t RQiRt, n rimul rnd, Qu rmvRrR, ubliQitRtR Ru Qu rurilI
rduul fiind QnidrRt QR fQnd Rrt dintr#un lRn Qund, Qu tRt Q imrtRnR RQtuiR
t niRl n QR d rivt dmruril d mRr/tinS Rl ntrrindrilr. rduul
rrzint, d fRt, nuQlul QntrRl Rl riQri litiQi d mRr/tinS, indifrnt d tiul u
dimniunR ntrrindrii vizRtI rin intrmdiul rduului ntrrindrR Rt RQinR i
influnR iRR QRr i dfRr RQtivitRtR. litiQR d rdu vizRz nu dRr rdul
28
1itnt Qi i divrifiQRrR SRmlr rtimntRl, nil rdu QRr ntrrindrR drt
l rRlizz i Qu QRr drt rund Qrinlr QnumRtrilr .
. rduul rrzint un RnRmblu d Rtribut Ru QRrRQtritiQi, tRnSibil i intRnSibil,
QRr RRr ub frm ur d rQunQut i QRr Qumrtrul l RQQt QR RtifQnd
nvil Rl d bunuri ri rviQii
dtfl, din unQtul d vdr Rl Qumrtrului;QnumRtrului, t fi idntifiQRt i
dlimitRt urmtRrl tiuri d Rtribut;QRrRQtritiQi Rl unui rdu
D tRnSibil, QRr t fi rQut fiziQ, dirQt murRbil, Qum Rr fi dimniunil, frmR,
QulRrR, SrutRtR tQ.I
D ihlSiQ, rzultRt din RtifRQiR ii Ru utilizrii, QRr Qrund nvilr umRnI
D Ql QRr Qntribui lR rRlizRrR utilitii timRt R rduului, i QRr l RtifRQ
QnumRtr.
rinQiRll RQt Q QRrRQtrizRz QiQlul d viR Rl rduului unt vluiR
vnzrilr, rQtiv R rfiturilr i vluiR Qmnzilr. vluiR rduului iR Rt fi
dQri rin intrmdiul unui QiQlu d viR Rl Qrui rinQiRl tR unt lRnRrR, QrtrR,
mRturitRtR i dQlinul.
tC0C $ lCnCr !intrduQr" iR R rduului u tRR d nRtr R RQtuiR ruun
mRniftRrR Qrrii ntru rduul n QRuz, urttrii RQtiR fiind, n RQt QRz, QnumRtrii
d ti invRtr, )Quriii* diui nQrQ rduul. RrRQtritiQil RQti tR unt
D rfituril Qzut, dRtrRt, n rinQiRl, Qturilr ridiQRt d rduQi i QmrQiRlizRrI
D ruril mRriI
D ditribuiR lQtivI
D ubliQitRtR intn ndrtRt Qtr invRtri tQ.
tC0C $ @r1tr R rduului ruun vlui n n fRvrRbil R vnzrilr, trRtSiR
utilizRt rndrnt fiind RQR R ntrrii ii, rQtiv d QnvinSr R unui numr din Q
n Q mRi mRr d QnumRtri RQhiziinz rduul. dQRt tR Rt fi dQri rin
intrmdiul urmtRrlr lmnt
D QrtrR rfiturilr, QnQin R rurilr mRri i Qrrii RflRt nQrtrI
D ditribuiR rRQtiQRt t rndrnt intnivI
D ubliQitRtR vizRz RvRntRjl mrQiiI
D rduul nQ difrniz tQ.
tC0C $ mCt#ritCt RRr n Qndiiil Rturrii ii i tRbilizrii vnzrilr, RrQurul
RQtiR nrSitrndu# mR1imul d vnzri. lmntl dfinitrii Rl RQti tR unt
D tRbilirR uni truQturi rlRtiv fi1 R frti ntrrindrii, Q inQlud un numr rdu d mrQi
Qu zii bin dfinitI
29
D rfituril unt rduI
D ruril mnin lR un nivl ridiQRtI
D QmuniQRrR t d ti ruRiv i nQRrQ difrniz i mnin imRSinR d mRrQI
D ubliQitRtR t mdrRt, Rvnd n vdr fRtul Q rduul t djR QunQutI
D rRQtiQ rmvRrR vnzrilr Qtr QnumRtri i ditribuitriI
D QRnRll d ditribui unt tRbil iRr RvRntRjl frit ditribuitrilr unt ridiQRt, n Qul
mninrii rduului iRI
D unt QnidrRt frt Qt mRi Qml1, Q inQlud rduul n QRuz, lR QRr RdRuS un
Rnumit numr d rviQii tQ.
r%@#l $ -Cn3Cr
# rrzintR ri d RQtiuni Rl RSntilr d vRnzRri QRr RjutR Qlintul R fRQR RlSrR
dritR i QRr finRlizRzR Qu rviQii t#vRnzRr ntru RiSurRrR RtifRQtii Qlintului.
dQt rQ imliQR +5 Ri ntiRli
# .itmul r5tin5l in intrirul unui 4ntru d tlm5rktin6
30
.itmul r5in5l n intrirul unui 4ntru d tlm5rktin6

31
1. Prospectarea
2. Planul abordare
3. Abordarea
4. Prezentarea
5. Incheierea procesului
6. Identiicarea
obiectiunilor
7. !aspunsul la
obiectiuni
8. Incheierea procesului
9. Incheierea "anzarii
10. #o$porta$entul
post%"anzare
8brd5r5
Trbui Rvut mRr Srij n fRzR d RbrdRr. rimul QntRQt rin tlfn, imriR
QRr lRi vR fi fRQtrul dQiiv QRr vR htr dRQ Ri RnR fRQi rzntRr d rdu.
Tuli Qumrtri tniRli nQhid tlfnul d ndRt Q bnuiQ nQrQRr d R li vind
QvR. $RQ, n riml QtvR Qund, nu ruii l nvinSi ntimntl iniiRl d
nlQr i d drRnjRr, Rnl tRl d dzvltRr R uni rlRtiii unt dtul d miQi.
rznt5r5
$inznd d dmniul QRr l rrzntRi, ituRiR n QRr v rzntRi rduul
ntru vnzRr Rt fi dnumit n mult fluri. n timul rzntrii Ri QR mRi mRr QRzi #
i influnzi tniRlul Qumrtr. t fRrt imrtRnt tii Q tniRlul tu Qumrtr
QrQtRz fRrt Rtnt QR Q ui i QR Q fRQi, QhiRr dRQ RtR t rin Quvint, 1rii Ru
limbRjul truului. n timul rzntrii trbui fii Qntint #i 1ui drinR d R rimi
rfrin. 9RzR d rzntRr nQ d fRt RtunQi Qnd ti Qu tniRlul Qumrtr i Ri
intniR l fRQi rzntRr R rdulr.
9RQtrii d influn R dQizii d QumrRr
32
!adio
&ele"iziune
!e"iste
'iare
(ail direct
!aspunsuri
teleonice
!aspunsuri
prin $ail
)pecialist in
tele$ar*etin+
#o$anda procesarii
inor$atiilor si
ser"iciilor
,orta de "anzari
e-terioara
&elesellin+
#
a
l
c
u
l
a
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l

b
a
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i

d
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d
a
t
e
;i"#ril $ mCrktinA Cl %frtCn/il%r
p rdu
p r
p $itribui
p rmvRr
Infl#n/ 0i+%l%Ai@ Infl#n/ %@i%)@#lt#rCl
p rQi r4 d4izin5l p fRQtri dmSrRfiQi
p infrmRr;nvRr d 4umr5r p fRmili, Sru, QlR
p Rtitudin QiRl
p mtivRi p QulturR
p rnRlitRt p lidri d ini
Infl#n/ it#C/i%nCl
p utilitRtR RttRt
p Qul Qumrrii
p RmbiRnR
p timul dinibil
p diziiR ufltRQ
p ituRii nRttRt
fiS.7.9RQtrii d influn R dQizii d QumrRr
C! r@0/iC t RQtivitRtR mntRl d QntRtRr, nlSr, judQRr R timulnilr,
rRlizRbil rin itmul d rQtri nzriRli.
R Rt fi d du fluri
# rQi fiziQ !d nRtur fizilSiQ"I
# rQi QSnitiv !d nRtur ihlSiQ".
R mRi imrtRnt trtur R rQii t RQR Q R t l4tiv, dRtrit
RrtiQulRritilr QnumRtrilr, fiind QmlmntRr nvii.
6! r%@#l $ inf%rmCrDn-/Cr t un RnRmblu d lmnt rin intrmdiul QrrR
indivizii QunQ rdul. %QiRlitii RQrd imrtRn urlr d infrm5r, QRr t fi
# rnRl !Quntin, ritni tQ"I
# imrnRl !QRrRQtritiQil SnrRl Rl rdulr".
Triil RQtuRl frmulRz du QlR d nvRr
# bRzR mmrizrii !rin infrmRi rtRt" I
# rin intrQi !ituRi n QRr rRnR QRr nvR i rQnidr ziiR n
funQi d nil Quntin RQumulRt".
33
@! :tit#$inC Rt 1liQR rin rRQiil QntRnt Rl Qumrtrilr fR d biQtl
QiRl. dQtiR i t RQiR
# dimniun RfQtiv !diziiR fRvrRbil Ru nu fR d un biQt QiRl"I
# dimniun QSnitiv !QunRtrR Ru iSnrRrR biQtului QiRl"I
# dimniun QnRtiv !intniR frm d R RQinR Ru d R QmrtR ntr#un Rnumit md
fR d biQt".
$! ;%ti-C/iC t tRrR intriRr QRr mbilizRz QnumRtrul n vdrR ndlinirii unui
Q bin dfinit. Ttivl unt multidimninRl, fiind Qntruit ntr
# bilSiQ i QiRlI
# imuluri intrn i QunRtrI
nQitRt ubiQtiv i vRlRr QR itm d rfrinI
# rRrturil dintr biQt i Rmni.
7dntifiQRrR mtivlr nRmn ntru Qitil QmrQiRl runul /R ntrbRrR ) d
Q @*....
! %m0%rtCmnt#l f@ti- Rt brvR dirQt i nmijlQit, 1itnd ibilitRtR
Qmnurrii RQtuiR.
7nflunl dirQt brvRbil RurR QmrtRmntului QnumRtrului d nRtur QilSiQ
!d nRtur 1Sn" unt
C! fCmiliC rrzint vRriRbilR QRr 1rQit QR mRi utrniQ influn RurR dQiziilr fiQrui
mmbru Rl i, influn rimit riRd lunS d tim, rRQtiQ ntrSul QiQlu d viR Rl
unui QnumRtr.
C QrdnRt QRr Rr imrtRn ntru RliQRiil d mRr/tinS t QnQtul d
4i4lu d vi5 5 f5milii !d lR ntmirR i nR lR iirR din viRR RQtiv". <lumul i
truQturR rdulr i rviQiilr RQhiziinRt, biQiuril d QumrRr i d Qnum,
RtitudinR fR d rdul i rviQiil ni, fR d RQiunil rminRl, timul dtinRt
RQtivitilr d rQrr, difr d lR un ti d fRmili lR Rltul, dQiziR d QumrRr utnd fi
luRt Rutnm d fiQRr mmbru U , ti, Qil # Ru QlQtiv.
n QnQrR unr litiQi d mRr/tinS fiQint, tRt RQt RQt rivind dQiziR d
QumrRr trbui luRt n QnidrRr Qu Rtni, dRrQ rfr lRRQt niRl ntru
trRtSiR d iR R rduQtrilr i ditribuitrilr.
6! Ar#0#ril %@iCl Qntitui Rlt influn imrtRnt d nRtur QilSiQ RurR
QmrtRmntului QnumRtrului i t fi tudiRt n funQi d
34
- 6ruul d 55rtnn U ti d truQtur QiRl n QRr Rmnii Ru QntiinR RRrtnni
Suului, QRr Rr un biQtiv Qmun, un immnt d unitRt i unl nrm Qmun !fRmiliR,
rSRnizRii rfinRl, Sruuri d ritni, Sruuri d jRQ, Sruuri tniQ tQ...".
$i Ru QRrRQtritiQi Qmun, Sruuril d RRrtnn dbQ din unQt d vdr Rl
mrimii, Rl biQtivlr urmrit, Rl durRti RQirii i Rl SrRdului d Qziun. BR RQtR
mRi RdRuS i fRtul Q unl Sruuri unt frmRl iRr Rltl infrmRl, RQtR din urm
rzntnd un mRr intr ntru RQtivitRtR d mRr/tinS. rQttrii rivind QmrtRmntul
d Qnum Ru n vdr nivlul d 4i5liz5r R mmbrilr Sruului, t5tuul RQtrR, rluril
ju45t i mdul n 45r i %r4it influnl.
# 6ruuril d rfrin U ntitil QRr QnumRtrul l Qnidr unQt d rr, tRndRrd
ntru RutvRluRr n rQul d frmRr R iniilr, Rtitudinilr, nrmlr i R
QmrtRmntului mRnift unt n RtniR rduQtrilr i ditribuitrilr n fundRmntRrR
litiQii d mRr/tinS. i Ru n vdr Ql tri funQii d bRz Rl Sruurilr d rfrin funQiR
nrmRtiv !Sruul d rfrin fi1Rz nivlul nrmlr, vRlrilr i RirRiilr individului n
rQul Qnumului d rdu i rviQii"I funQiR infrmRinRl !Sruul d rfrin t
utilizRt QR ur infrmRinRl n difritl tR Rl rQului dQizinRl d QumrRr"I funQiR
QmRrRtiv !Sruul d rfrin t flit ntru vRlidRrR, rin QmRrRi, R iniilr,
Rtitudinilr, nrmlr i R QmrtRmntului mRnift Rl QnumRtrului".
@! @lCC %@iCl t luRt n QnidrRr Rvndu# n vdr vnituril, QuRiR, nivlul d
duQRi R QnumRtrilr, utndu# rRlizR Smntri Rl ii ntru lRbrRr QrQt R
rSrRmlr d mRr/tinS.
$! @#lt#rC 1i #6@#lt#rC unt lmnt indinRbil ntru 1itnR Qitii umRn.
ultur5 , dRtrit vRlrilr QulturRl d nRtur tRnSibil !Rlimnt, mbrQmint, lQuin, unlt
tQ..." Ru intRnSibil !limb, duQRi, nrm QiRl, biQiuri tQ...", dtrmin
QmrtRmntul QnumRtrilr rin RnRmblul nrmlr, vRlrilr mRtriRl i mrRl,
QnvinSri, Rtitudini i biQiuri QrRt n tim. rQttrii d mRr/tinS Ru n vdr i
mutRiil Qi#QulturRl duQRi, QRlitRtR viii, QrtrR timului libr, QrtrR rlului
QiRl R fmilr i tinrilr, mdifiQRrR mdului d viR n QRdrul fRmilii, Qhimbri n
rRrturil dintr mmbrii Qitii.
.ub4ultur5 !Sruuri QulturRl ditinQt Qntituit du Qritrii SSrRfiQ, tniQ, rliSiR, d
vrt" t luRt n QnidrRr ntru QunRtrR difrnirii Qrrii n rfil tritriRl, QhiRr
n ril rlRtiv miQi, n QRr ttui 1it RrtiQulRriti Rl biQiurilr i trRdiiilr d
QumrRr i Qnum.
%m0%rtCmnt#l $ @#m0rCr Rr lR rndul u mRi mult Qmnnt
35
# mtivl 4umrrii dtrminRt d mtivRiR QnmiQ SrRdul d RQQibilitRt Rl rului,
dtinRiR n Qnum, rnRlitRtR Qumrtrului, tmrRmnt, tRr d irit tQ.
rQtRrR n RQt n Rt fRQ bRzR QhtinRrlr Qri QRr QnduQ lR rRlizRrR d
tRtitiQi rlvRnt. %rviQiil d mRr/tinS Rl Qitilr QmrQiRl t dR infrmRii RurR
mnifiQRii mtivRinl R unr Qmnnt Rl rduului Ru rviQiului !RmbRlRj, tiQht,
dnumir, mRrQ, r tQ." n luRrR dQizii d QumrRr.
# rfrinl 4umrtrilr rrzint mtivRi zitiv, 1rimRt rin QmRtibilitRtR
RfQtiv fR d rdu, rviQiu Ru frm d QmrQiRlizRr. l RRr numRi n QRzul unr
mtivRii utrniQ, QR d 1mlu QRrRQtriitQil imrtRnt Rl mrfiiI lmnt rfritRr lR
mRrQI numI tRtutul QRr#l Qnfr Qlui Q#l RQhiziinRz.
# intniil d 4umr5r rrzint timri rbRbilitiQ Rl QmrtRmntului viitr. du
mRr imrtRn mRi Rl n ituRiR rStirii lRnrii iR R unr rdu ni, i Qu Rtt mRi
mult ntru rdu d Qrr rRr, frm i Qu vRlRr ridiQRt. $trminRrR intniilr d
QumrRr ridiQ ntru QmRrtimntl d mRr/tinS Rl Qitilr QmrQilRl, du
rblm mtdlSiQ
+. RiSurRrR rrzntRtivitii infrmRiilr rivitRr lR intniil d QumrRrI
-. SRrRntRrR tRtitiQ R rzultRtlr invtiSRii.
ntru RQt ti d tudii rQmRnd QrQtRrR d ti lnSitudinRl, rRlizRt bRzR unui
Rnl d Qumrtri QRr rmit tRbilirR QrlRii ntr intnitRtR intnii i nivlul d
lvRbilitRt Rl urttrilr Qrrii, rQum i dtrminRrR SrRdului n QRr intniR #R
trRnfrmRt n fRt, ntr#un intrvRl d tim dtrminRt.
-drindril d 4umr5r, QR frm d mRniftRr R QmrtRmntului QnumRtrului,
truQturRz urmtRrl tri dirQii
+. drindri tmrRl U Qumrri znir, Qumrri n Rnumit zil Rl tmnii Ru n
Rnumit r Rl ziliI
-. drindri RiRl U ditRnR mdi RrQur ntru RQhiziinRrR bunului, tiuri d mRSRzin
rfrRt d QnumRtriI
A. drindri mdRl U frml d vnzRr rfrRt d Qumrtri, RQirR rdulr n
mmntul RQhiziinrii, fidlitRtR fR d mRrQ ri frm d rzntRr tQ.
Rurl d QRr diun ntrrindrR i QRr t juQR un rl imrtRnt n rQul
d lQi R idilr unt thnlSiR dinibil, dimniunil ii QRr RQinRz
ntrrindrR, nivlul Qmtiii, ituRiR divrlr dRrtRmnt din truQturR ntrrindrii.
36
7! lCn#l $ CrA#mntCr
7n tlmRr/tinS dRQR Rr n vdr dimniunR RiRlR R ditribuii, Rt
vrbi QR i frmR d QntRQt dirQt Qu QnumRtrii finRli !ulRiR"
ntRQtul dlQRlizRt
<nzRtrul#rRtr , vritRbil, Qntitui rinQiRlR frR d vnzRr. ndlinind un
RQt d QmuniQRr, l RitR QumRrRtrul n RlSrR rdulr i fRQ QR bRlRnR R nQlin,
n RQRtR RlSr, dRtritR Qmtni Rl thniQ i ihlSiQ.
9rR d vnzRr t uR n vRlRr d vnzRtrul#rRtr rin
QunRtrR frti d mqrfuriI
QunRtrR QlintliI
RrtR d R nSQiR vnzqril.
rimR QrinR R unui bun vnzRtr#rRtr t R QunRQR bin mRrfR QRr frR
Qlinilr, R 1liQ RvRntRjl rQurRrii RQtiR, imrtRnR i, RrtiQulRritRil Rltui rdu
imilRr, mRi nu, R lRmurRQR Qlintul ntru Q un Rnumit rdu, RrtiQl t RrR d duR
ri mRi Qum.
9RrR QunRtrR mRrfii vnzRtrulul#rRtr trRnfrmR ntr#un imlu ditribuitr. CriQ
frt Rl Ru i ird fiQinR.
unRtrR rfQtR R rduului t indinRbilR Rtt ntru vnzRtrul#rRtr, Qt i
ntru Qlint, ntruQt
# dR nQrdr i iSurRnR vnzRtrului#rRtr, QnQinR R fRtului QR Jnu
vrbt bin dQt dr QR Q QunRt rfQt*I
# dR nQrdr Qlintului, QRr RrQiind QmtnR intrlQutrului Ru vR rvniI
# rmit vnzRtrului#rRtr R SRRQR rRid rduul RdRtRt nvilr frmulRt
d QRtr Qlint i, rin RQRtR, R vit nfinRlizRrR RQtlr d vnzRr#QumRrRrI
# RiSurR QnduQrR lSiQR R RrSumntRii vnzRrii, n RQRtR RQiun vnzRtrul#
rRtr rijinindu#, n rinQiRl, QunRtrR QRrRQtritiQilr mRrfii frit
Qlintului.
$r fiQRr RrtiQl, infrmRiil util Q trbui R fi QunQut d vnzRtrul#rRtr rivQ
idntifiQRrR RrtiQlului dnumirR 1RQtR, mRrQR,I
QRrRQtritiQil dimninRl lunSim, urRfRR,
QmziiR i rQdl d fRbriQRi nRturR mRtriilr rim Qmnnt,
mdRlitRil d fRbriQRiI
37
RvRntRjl i lmntl d uriritRt fRR d rdul imilRr Ru ubtituibil
difrn d r, durRtR d flinR, QmditRt n utilizRr tQI
Qndiiil d utilizRr QRntitRi d utilizRt ntru un Rnumit Q, rQRuii i limit
d flirI
8n bun QnultRnt nu trbui R QunRQR numRi RrtiQll QRr l vind, luRt n
md individuRl. l trbui R ti R l ituR n RnRmblul Rrtimntului d mRrfuri. $Qi, t
nQRr QR vnzRtrul#rRtr R QunRQR rfQt
# tQul d mqrfuri truQturR RQtuiR, riRdl d RrvizinRrI mRrfuril, QRr fRQ
biQtul QRmRniilr rminRl, mtivRiil rQlRmlr, ruril ubliQitRrI
# Qndiiil d vnzRr ibilitRil d Qhimb, d Qrdit, d livrRrI
# RrSumntRrR difritlr ruri rRQtiQRt ntru RrtiQll din RQRi fRmili d
rdu difrnl utnd R rvinR din nRturR mRtriilr rim utilizRt, din
rQdul d fRbriQRi, din QRrRQtrul d nutRt Ru 1QluivitRt, din rutRiR
mRrQii rduului tQ.
n SnrRl, ntru R luR n QnidrRr mRrR mRjritRt R QnumRtrilr flQ
QR i Qritrii d QlRifiQRr
fRQtri dmSrRfiQi vrtR, 1, QuRiI
fRQtri QnjunQturRli Qndiiil RmbintRl i mrjurRril QifiQ n QRr
rRlizRzR RQtl d vnzRr#QumRrRrI
r%Cnl n -5rtE Qntitui un Smnt QiRl d QnumRtri.
Tiuri d QnumRtri n funQi d 1
Fmil' rrzntnd QRtSriR QR mRi numrRR d QnumRtri, Ru un QmrtRmnt d
Qnum QRrRQtrizRt rin nibilitRt mRi RQQntuRtR, trRind intn RQtul d QumRrRr R unui
rdu unt influnRbilI mRniftR rfrinR ntru nutRiI Ru irit SdRrQ mRi
dzvltRtI QunQ mRi bin mRjritRtR rdulrI unt mRi 1iSnt fRR d mRrfuri i mRi
Rtnt lR rul RQtrRI Ru Rtitudin mRi QritiQR fRR d munQR vnzRtrilr#rRtri i QRutR
R#i imunR RrrR. $ RiQi, nQitRtR d R fi trRtRt Qu fRrt multR Rtni d vnzRtrul#
rRtr, vitndu# QntrRziQril QRnt.
=Cr6C/ii unt QnumRtri Qu un QmrtRmnt QifiQ unt mRi dQii, Ru mRr nQrdr n
rriR rRnR i d RQR nu rimQ ur fRturil rnRluluiI QunQ mRi mult RrtiQll
thniQ i mRi uin QllRlt, QR Q i dtrminR R vit QumRrRturil QRr i un n
JinfriritRt*I RrQiRzR, n SnrRl RrSumntl JrRinRl* QRr RduQ n fRvRrR rdulr
i nu Ql d rdin JRfQtiv*. n RQt Qndiii, rnRlul trbui R vit n rlRiil Qu i
38
ziiR d JfRtuitr*, Rdtnd mRi dSrRbR Rtitudin din QRr R rzult QR l RrQiRzR
riQrR i iSurRnR.
Tiuri d QnumRtri n funQi d QuRi rfiunR dtrminR n Rnumit limit
Suturil, rfrinl i biQiuril d Qnum Rl Rmnilr. %unt dQi nit difrniri QvR
mRi SnrRl i nu dmRrQRi trRnRntR ub tRt RQtl. n RQRtR RQQi Rt un
QR 1itR unl tiuri Qi#rfinRl d QnumRtri ditinQt, zn SSrRfiQ Ru n
intrirul RQliRi lQRlitRi. dtfl, lvii i tudnii rintRzR, rdminRnt, r
mbrRQRmintR rt, r RrtiQl QRr l rvQ ntru tudiu, n tim Q mQRniQii Rut, d
1mlu, RQrdR Rtni dbitR rdulr d QiRlitRt.
9RQtrii ihlSiQi#tmrRmntul i QRrRQtrul U SnrRR divr tilSii d
QnumRtri. BitrRturR d QiRlitRt R QnRQrRt unl dintr RQtR dRtritR rRli lr utilitRi.
TmrRmntul QRr rrzintR lRturR dinRmiQ#nrStiQR R rnRlitRii umRn, dfint
urmRtRrl tiuri d QnumRtri
umRrRtrul Qu tmrRmnt RnSuin t vii, nrSiQ, timit, QiRbil,
RdRtRzR ur lR ituRii ni d mdiu i lR difrii Rmni, t iSur l, ndrRzn i rRid n
luRrR dQizii d QumRrRr, dRr nu RQQtR Qu uurinR fRturil rnRluluiI
umRrRtrul Qu tmrRmnt QlriQ t fRrt nrv, i i rd din firI fiind
ntRnit, fRrt rRid i mbil, dQid imdiRt RurR QumRrRturilr dRr nu urtR
QntrRziQril, RQQtnd dtul d Sru uStiil vnzRtruluiI
umRrRtrul Qu tmrRmnt flSmRtiQ t mRi lnt, rRbdRtr,I mRi rzrvRt i nu#
i 1rimR Suturil i rfrinl, Qhibzuind mult nR lR dQiziR d QumRrRr ntru QRr
RQQtR uStiil vnzRtruluiI
umRrRtrul Qu tmrRmnt mlRnQliQ t fRrt nibil, linitit, nhtRrt,
Rvnd nvi d rijinul vnzRtrului, Qu QndiiR QR RQtR R fi dliQRt i lin d tRQt.
RrRQtrul, QRr t dimniunR ihlSiR Q 1rimR rfilul mrRl Rl rnRlitRii,
rfilRzR i l QtvR tiuri d QnumRtriI
numRtrul difiQil t fRrt rtni, htRrRt Sru, rinSnd
RrSumntl vnzRtrului, QhiRr dRQR nu Rr mtiv. $ RQR imun R fi trRtRt Qu rRbdRr d
QRtr RQtR i nQntrRziI
numRtrul Rtttiutr QnidrR Qmtnt n lSRturR Qu riQ rdu,
vrnd R fRQR, n riQ mrjurRr, dvRdR RQti Qmtn.
numRtrul Qnm RrQiRzR mRi tRt rdul n funQi d buStul Ru,
Qhibzuind ndlunS nR Qnd dQid R Qumr, fiind fRrt Rtnt lR rul rduului.
<nzRtrul trbui R init mRi mult RurR QRlitRii rduului i nu RurR rului RQtuiRI
39
umRrRtrul imuliv iR dQizii d QumRrRr n md ubit, fRrR R SndRQR
rR multI l t imrinRt d nfRiRrR rduului, d mRrQR, iRr d rSulR RQti
QnumRtri nu Rdmit R fi QntrRzii.
umRrRtrul ntuziRt t imrinRt rd d un rdu QRr#l Ru i#l
RdmirR n md 1Qiv. n md firQ, vnzRtrul trbui R RlRtur RQtui ntuziRm Rl
QnumRtrului ntqrindu#i QnvinSrR QR R fRQut RlSr bunR.
9RQtrii QnjuSRli un n vidnR tilSi R QmrtRmntului QumRrRtrilr n rRrt Qu
mrjurRril QifiQ n QRr rRlizRzR QumRrRrR rdulr.
dtfl, n funQi d QunRtrR rQiq R intniilr d QumRrRr, rQum i d 1itnR
rduului, Rt vrbi d
# QnumRtr htRrt rRnR QRr ti rQi Q vrR, ti QR rduul SRtI
# QnumRtr nhtRrRt rRnR QRr fi nu ti rQi Q drt. <nzRtrul trbui
R#l trRtz Qu Rtni i nlSrI
# numRtrul nmulumit rRnR QRr nu SRt mRrfR dritR Ru nu R ft
QniliRt trivit RttRrilrI
# numRtr SrRbit rRnR QRr, fiind n mRr QrizR d tim, nu Rt rRmn mult
tim n Qnvrbir, rfrnd R rnun lR QumRrRturi. RQt QumRrRtr
vnzRtrul trbui R#l RiSur QR vR fi rvit Qt mRi rd.
rzntRrR RQtr rinQiRl tiuri d QnumRtri nu RQrR tRt QmrtRmntl tiiQ
ntlnit n Qnum.
rQul d vnzRr UQumRrRr, rQtiv nSQirR vnzRrii, bRzRzR rlRiR Q
tRbilt ntr vRnzqtrul#rRtr i QumRrRtr n fiQRr tRR R RQti RQiuni, initirR
Rlului, rzntRrR, infrmRrR, rzntRrR mRrfurilr i RrSumntRrR n rijinul QumRrRrii
RQtrR, rfQtRrR vnzRrii, vntuRlR vnzRr R unr mRrfuri QmlmntRr tQ.
TriR Jtimuli#rRun* ntru un rRun zitiv din RrtR Qlinilr,
vnzRtrii trbui R SRRQR timuli QrQi Q mtivRzR QmrtRmntul difritlr tiuri d
Qlini.
TriR JrblmR#rzlvRr*I vnzRtrii trbui R dQr i R nlRSR
nviR d QumqrRr R Qlintului, QRutnd R rzlv RQRtR rblmR rin rzntRrR mRrfii
trivit, iRr QhiR uQQului t RbilitRtR vnzRtrului ntru lQtRrR mRrfii trivit.
TriR Rilr RQRtR tri bRzRzR idntifiQRrR Rilr QRr Qlintul i
fRQ n dQiziR d R QumRrR Ru nu un rdu. Rii n RQt rQ Qnfundq Qu uQQiunR
40
R Rtru tR d RnRlizR R dQizii Qlintului RtrRSrR RtniiI uQitRrR intruluiI rvQRrR
driniI dQlRnRrR RQiunii d QumRrRr !frmulR d vnzRr d.7.$.d.".
dliQRrR d.7.$.d. imliQR urmRtrii Ri
dbrdRrR QlintuluiI
$trminRrR nvilr QlintuluiI
rzntRrR rduuluiI
drSumntRrR vnzRriiI
nQhirR RQtului d vnzRr#QumRrRrI
%uSrRrR unr rdu ulimntRr.
+. dbrdRrR Qlintului. vnzRtrul trbui R nQrQ R QtiS RtniR
rRni, R Qrz intr i, Ri, R Qntinu vnzRrR. %unt n md binuit, tri mdRlitqi
d RbrdRr R Qlintului.
# un imlu RlutI
# RbrdRr infrmRtivRI
# RbrdRr R mRrfii, viznd QRrRQtrizRrR, d QRtr vnzRtr, R rdulr.
-. $trminRrR nvilr Qlintului. vnzRtrul QRutR R binR QR mRi bunR id
dr rdu. <nzRtrul trbui R unR ntrbRri QrQt i R fi un bun RQultRtr ntru R
nlS Q drt Qlintul.
A. rzntRrR rduului. $RQR vnzRtrul SRt n fRR unui Qlint dQi,
QRr ti 1RQt Q vrR, RbrdRrR nu t difiQilR, fiind nQRrR dRr rzntRrR rduului QR
RtRr.
H. drSumntRrR vnzRrii. dQt R t lmntul niRl Rl rRlizRrii RQtului d
vnzRr#QumRrRr, vnzRtrul QRutnd R SRRQR RrSumntl QRr R QnvinSR Qlintul.
rSRtirR uni RrSumntRri rQlRmR duR QRtSrii d Quntin
# QunRtrR thniQR R rduului Ru R rviQiului vndutI
# QunRtrR ihlSii Qlintului i R nRturii RrSumntlr QRr t influnR RQRtR
ihlSi.
drSumntul d vnzRr fiind rzntRrR timRlR R unui lmnt fRvrRbil rduului ub
frmR unui rRinRmnt QnvinSRtr, t imrtRnt QR vRnzRtrul R tRbilRQR litR R RQtr
lmnt fRvrRbil, ntru R rRlizR, Ri, RrSumntRrR vnzRrii. dQt rRinRmnt trbui R
rijin lmntl d QRrRQtrizRr R rduului. dtfl, QRlitRil rduului t R 1it
ntr# intrdndnR QRr ttui, rintr# RnRlizR QvniRlR, furnizRzR RrSumntl d
vnzRr. n RQt Q, t idntifiQR ditinQt
41
# QRlitRil intrinQi Rl rduului, ntru tiSR, d 1mlu, QRlitRtR mRtriRlului
d fRbriQRti, tim rdu d rRrRr, RlimntRtiv RnRtRR, Qnumul rdu d uli .I
# mtdl d fRbriQRi i rQdl thniQ flit
# mtdl d Qntrl i d nQrQRr R rduului, QRr rQd unrR n vnzRrI
# imlitRtR n funQinRr i ntrinrR rduului
ntru fiQRr rdu t imrtRnt R rinR RQl RrSumnt QRr Qntitui Rtribut d
uriritRt vidntR fRR d un RrtiQl QnQurnt.
6. nQhirR RQtului d vnzRr#QumRrRr. CdRtR dRitR tRR d RrSumntRr
R vnzRrii, RjunS n unQtul n QRr ntrSul rQ imliQR luRrR d QRtr Qlint R dQizii d
R fRQ QumRrRturR. 8nl dQizii unt luRt rRidI t QRzul n QRr Qlintul ti 1RQt Q
drt. $Rr, unt ituRii Qnd vnzRtrul trbui R Rit Qlintul, QRr Rr difiQultRi n R luR
dQizii Ru nu Rr nQrdr n dQiziil Rl. n RQt Q, t utilizR thniQi d nQhir Qum
unt
unrR QlRrR R ntrbRrilrI
RQultRrR mnRllr d lR QlintI
frirR d timulnt Ru rviQii QiRlI
rQunRtrR.
.. %uSrRrR unr rdu ulimntRr. $uR Q QumRrRturR R ft fRQutR,
uSrRrR uni frt QiRl, QRr Rt R nu fi n lSRturR Qu rduul QumRrRt Ru
fidlizRrR Qlintului.
ThniQi d ubliQitRt lR lQul d vnzRr
ubliQitRtR lR lQul d vnzRr !B<" t un RnRmblu d mnRlizqri Qu QRrRQtr ubliQitRr,
QRr flt n mRSRzin i n divr Rlt urRf QRr rRlizRzq RQt d vnzRr,
ntru RtninRrR, rintRrR, trzirR intrului RurR RQli urRf QmrQiRl, R unui
rRin, R unr rdu tRlRt. R RlRzq lR tRt mijlRQl Rt q RiSur nibilizRr
vizuRlq, n Qul RtrRSrii Qlintului ntr#un RQt d Qhimb, rin trRnfrmRrR intrului nqQut
ntr# mtivRi i, rRid QnvinSqtr, ntr#un RQt d QumqrRr fQtivq. rin biQtivl
ru, <B i RnSRjRzq n RQiun Rtt vnzqtri, Qt i Qumqrqtri.
9rml QnQrt d mRtriRlizRr R thniQilr utilizRt unt difrit. lnSq thniQil d tRlRr
R mqrfurilr rzntRt Rntrir, mRi flQ
rmvRrR rin mRrQRI
RmbRlRjulI
tiQhtRrR infrmRtivqI
dmntrRiil rRQtiQ.
42
: 4 FI I<T: : TI4ITFII D TL;:RTI<>
n RQt QRitl Rm Rl fRQ Qurt rzntRr R Sruului %tudi Tdrn din QRr
fRQ Rrt BinR $irQt mmuniQRtin. CfrtR d rdu R Sruului i imrtRntR RQtrR.
fiQintR RQtivitii d tlmRr/tinS Rm vidniRt# rin rzntRrR unui rdu din
QRdrul frti SnrRl i Rnum TiSRiR $Rr CCmR.
mania tudi drn
mRniR %tudi Tdrn R ft nfiin Rt n Rnul +44- n %lvniR. rimul uQQ
nrSitrRt d RQRtR R ft Qu brRnd#ul mmdi/, i d RtunQi n n rznt, R #R dzvltRt
Qntinuu, n R Rjun QR mRi mRr ntitRt QnmiQ QRr i df Rr ditribu iR finRl
rin mRr/tinS#ul dirQt. d R Qum Rfirm i QmuniQRtl d r mi it#ul fiQiRl lR
nivl intrnR inRl, QR mRi mRr utr R QmRnii ri din dzvltRrR mdiR, mRjl,
rm iil i frtl RjunSnd lR un rRQh d H55 miliRn tn iRli Qlin i. %QiRlizRrR
RurR rlR iilr dirQt Qu Qlin ii rRlizRz ntr# mRnir multi#lvl rin intrmdiul R +A5
d Lbit#uri trRnzRQ inRl, mRi mult d A55 r d ubliQitRt T<; K7, . QRnRl rrii d
tlviziun, --5 mRSRzin Qu Rmnuntul, +. miliRn d QRtRlRS rintRt RnuRl i t 35 d
miliRn d Rluri ini iRt i rimit zilniQ.
%tudi Tdrn din n rtfliu mRi mult brRnduri, Ql mRi QunQut fiind
$rm !Rltl, rn, Rturi, RrtiQl d QR", mmdi/ !SRmR d rdu ntru
RmlirRrR durrilr d Rt" i T %h !lQtrQRniQ, rdu d lbit". n ultimii - Rni
n, QmRniR R dzvltRt Rlt - brRnduri, SRmR d vR d Stit Qu QrRmiQ $limRn i mRrQR
aRl/mR11, dRr i tiSRiR $ri /r.
%lvnii Ru rRlizRt n -5++, iRR lQRl, RfRQri d t A5 miliRn ur. mRniR
lvn %tudi Tdrn Rr n rznt t 355 d RnSRjRi iRR lQRl, fiind rznt n
RmniR din Rnul -55-. nQ d lR intrRrR iR, QmRniR R Rl #i rmvz rdul
rin tlviziuni, n timul RlQRt tlhinSului. $ fRt t mRi mult d Rtt, ntru Q
mRr/tinSul dirQt Rl %tudi Tdrn RmniR #R 1tin i lR nivl Lb, RrR fiQRr
rdu imrtRnt bnfiQiind d un it rriu, d rQlRm ltit ddLrd l urmrind
SnrRrR unui run dirQt rin B7 m i Ri CTd]$s
43
.!/0123 &/.%24/.
t

44

$7<R% TTC$ $ RCTC<dR
7niiRl R ft QnQut QR tlhinS dQi mtdl d rmvRr rRu mRi mult rin
intrmdiul T<.
RrQur, dzvltndu# Q ntrrindr i lund n QnidrRrr QR thnlSiilr
QRr RvRnRz zi Q trQ tt mRi mult , intrntul t urmtRrR mtd d rmvRr
rRQtiQRt d Qtr QmRni, du QRr mRi mult Ru mRi uin rRQtiQ tRt mtdl
trRdiinRl, d bRz ttui rmnnd T<#ul Ru 7ntrnt#ul.
45


nQurnii
<lR UKtr,
mtiQ UdmLRRi,
7vi lRnt UrvrQhr
%fT]T8B P7]Td $ B7]P7
%Smntul tintR unt rRnl Qu un vnit mdiu r nRlt, QRr nSrijQ n md QiRl d
ntRtR lr , rRQtiQ mRi mult Ru mRi uin rturil , rfr QRlitRtR i rdul d mRrQR
rfr vlR QRlitRtiv i ur d nSrijit n buQtriR lr, i Ru nQrdr n QmRni.
46
TiACiC DrG %%kr
9nmnul RRltului d Qumrtri RurR tiSilr lR r rdu t unul dtul d intrRnt,
mRi Rl ntr# Rmni nu, intrRt d . Rni n 8niunR urRn. tiril Qnfrm QrrR
Qlin ii nSrmdQ Qu RttR intr n riRdl lRnrilr mRSRzinlr, fi l urmRr/t#
uri Ru hirmRr/t#uri# dRr ntru R QumrR tiSi , QhRz> $iSur, RQtR t un
QmrtRmnt Q mrit tudiRt lR un Rlt nivl, iRr Ql mRi rQnt QrQtri d mRr/tinS Ru
rlvRt fRtul Q rmnii nu l Qumr niQi ntru QRlitRtR lr 1trRrdinRr, niQi ntru
durRbilitRt Ru nvi rRl. Qi ntru Q unt lR rm i.
n QRdrul RQtui tudiu d QRz, ni Rm nQrQRt rivim tiSRiR lR nivlul urmtr, Rjun
n n frR d Qurindr R mRr/tinS#ului dirQt .
:0@t AnrCl
Rvnind lR fnmnul tiSilr lR frt, RQtR R ft riQ ntru intrduQrR d Qtr
%tudi Tdrn RmniR, rin intrmdiul T %h, R uni tiSi Qu QvR n lu. n indutriR
mRr/tinS#ului dirQt, rdul trbui Rib Ql u in un RQt, QRrRQtritiQ Ru fRQilitRt
ulimntRr, ntru Q Rltfl Rr fi iml tiSRi luRt din iR i vndut lR tlvizr.
d RdRr, Qnfrm ditribuitrului, tiSRiR $ri /r Rr QRlitRt dbit Qntrul i t
ridiQRt i rvzut Qu un rifiQiu. rin RQt rifiQiu, Rrul trund n intrir i QRQ
mnQRrR. dlimntl nu Rrd i nu liQ d tiSRi. $ RmnR, dRtrit itmului d
ditribuir R Qldurii, $ri /r trRz rrit il Rlimntlr. ]i nu utm ti Qt t
Rdvr i Qt minQiun n RQt RfirmR ii, n utm Qu iSurRn brvm frm difrit
R tiSii, rminnt n RrtR d mijlQ i Qu multil rifiQii. Tflnul t mRtriRlul rinQiRl
Rl Qtu lii intriRr, R Rvnd un diRmtru tRndRrd d -. Qm. R t dinibil n A Qulri
bj niiiu, Sri mtRliQ i brd, Rvnd un QRRQ trRnRrnt.
rimR QRmRni d ti tlhinS ntru $ri /r #R bRzRt fRtul Q Rlimntl Stit
n RQRtR Ru nvi d fRrt u in uli Ru QhiRr dlQ, Rtfl mnQRrR fiind mult mRi
ntR. Rrtfii rji i, uiul rjit, Rr fi ft Stit fr bRiR d uli Qnfrm turilr
ubliQitRr. BSuml i#Rr fi trRt QulRrR vi, RrR d QR nRturRl, l rzultnd mRi
RtrStRr du Stir. $ RmnR, #R u RQQntul i lRrR u Rr R tiSii, fr mult
dtrSnt, Qi dRr n jtul d R.
J lRnR d Rr QRld* R ft minunR rin QRr $ri /r difrn iR d Rlt tiSi. 9Rtul Q
utrR QRlriQ R flQrii d lR RrRSRz trundR mult mRi u r rin RQl rifiQii, Rr fi tRt lR
bRzR Jinvn ii fr rQdnt*. BR bRzR RQtr RfirmR ii ttR ninRrR Qu niQ/nRm#ul
J]iQltR dl1Rndru*, QRr, Rvnd RQQ lR RQRt invn i Qu mult nRintR muritrilr d rnd,
47
R utut brv fRtul Q tiSRiR Jnu triQ, nu zSri, St t fr uli i Rl ub
jtul d R*. $RmnR nu Rr rnun R niQidRt lR $ri /r, n QRr fRQ QhiRr i rjituri. R
rQmRnd brbR ilr, fmilr, tinrtului, Rblut riQui.
tRt durRtR rQlRmi d ti tlhinS unt Rfi Rt Ql du mdRlit i d QntRQtRr
ntru QmRnd i Rnum, numrul d tlfn fi1 i it#ul Lb. ddrRrR dirQt i
ndmnRrR lR RQ iun rin trmni QR J%un RQum>... mRnd RQum>...$RQ uni i QmRnzi
RQumj.Ri un rmiujtu l rim ti SrRtuit* ntrQ drin R rivitrului n R un mnR
tlfn i R fRQ QmRnd. $ RmnR, n r ul d +H4 li , Qlintul Rr fi rimit i un mi1r
multifunQ iunRl Qu 6 vitz fRdT87T.
!ntrdu"ra "lbrit ilr n r"lam
CdRt Qu trQrR Rnilr, %tudi TdrnR , Rlturi d RSn iR d ubliQitRt Qu QRr
QlRbrR, R luRt dQiziR d intrduQr n rQlRml Rl d ti tlhinS R uni Qlbrit i#
QRr rQmRnd tiSRiR $ri /r. d R Ru luRn nR tr rQlRml Qu TirRblR $Rur,
QntrR rmnQ QRr buQur d nQrdrR i rQtul mRi Rl R QRniQlr# tRrSt#ul
rinQiRl Rl RQtui rdu. $ RmnR, #R RdtRt trRtSiR - lR r d +. dtfl, un Rlt t
nQR Rtfl )Cfrt inQrdibil> $u tiSi $ri /r lR r QiRl> %ur $iQunt> ]u
i rRtR> dtn i> %tQuri limitRt*. CdRt Qu l R Rrut nu $ri /r, Qi ]C8B $ri /r,
vRriRnt mbunt it Qu un RQt lR md i A Qulri. $ RmnR, t rvlRt tuturr RrR
d rduQ i, i Rnum, 7tRliR.
8nR din RrtiQulRritil tlhinSului t Q ditribuiR rdulr nu fRQ rin QRnRl
trRdiinRl, mRSRzin Ru dr#t#dr. numRtrul t rRQtiQ Qnvin Qumr dRtrit
infrmRiilr QRr l rimt rin tlhinS i d RQR l Rbund n urlRtiv d tiul
)Ql mRiJ Ru )QR mRiJ i imrRtiv rQum )QmRnd RQum i rimti rduQr d ?M. 7Rr
du Q Qumr, QnumRtrul rmn Qu nzRiR Q tQmRi R fQut )mRr RfRQrJ, ntru
Q lnS rduul QumrRt mRi rimt )nJ QRduriJ.
l d#Rl trilR t RnRlizRt R inQlu tt rRn Qlbr, n din mtiv difrit# un
rnRj d ti mndn, dRr Qu ntritRt, QRr R Rtin tRtutul d mRm iubitRr, rRt
divr Rt, indndnt i iSur in, ridiQnd QumvR tRndRrdul d )QRniQ*. dtfl ,
fmiR din fR R tlvizrului nu t dRr iml i Ru mRm, Qi urR#fmi, QRr
St t i mnnQ nt Rlturi d fRmili, t lin d nrSi, drm mun ii din lQ. $u
nrSiR i vitRlitRtR Qu QRr ddriRnR 2Rhmu Rnu rzint viR R du $ri /r, intr n
48
Qn mrturiR ninRri, QRr un RQQntul QnmiQitRtR tiSRii i Ri fmiR RQtiv
QRr R fQut ) mRr RfRQr*. dfirmR iil ntuziRt vnit din RrtR unr fmi difrit, unl
Qlbr i utrniQ, Rltl ninRr Qu rur finRnQiRr limitRt RjunS 1RQt r ubliQul
int.
#liman #r$ kr
vlu iR RQti tiSi t d fRt rmRrQRbil, ntruQt mdlul R ft mult mbunt it,
iRr brRnd#ul d tiSi QrRmiQ $limRn R ft RlturRt brRnd#ului $ri /r, rzultnd tiSRiR
$limRn# $ri /r U Qu mRtriRl intrir din QrRmiQ i nzr d Qldur. dtfl, lnS
tRt bnfiQiil ntru Qlint rzntRt n QRmRniil trQut, nuR tiSRi nu mRn ubtRn
QRnQriSn !Qum unt Ql din tfln", nu zSri, i Qur imdiRt. rduul frit QRdu
t n QRzul RQtR un QRRQ d tiQl d ti ir1, un Rlt brRnd %tudi TdrnR. dtfl, #Ru
intSrRt A brRnd#uri ntr#un inSur rdu, iRr rQ iR Qlintului R ft RQR Q urmRz
RQhizi inz A thnlSii n RQlR i rdu.
Rrll Qu RQtivitRtR d rmvRr rin tlhinS i #hinS, QmRniR R izRt fRtul Q
iR R nRSr 1it vRriRnt fRl Rl rduului lr, fi l uriRr Ru infriRr QRlitRtiv,
R RdRr R dmRrRt QRmRni RrRll n QRr RvrtizRz QnumRtrii d fRtul Q brRnd#ul $ri
/r t QmrQiRlizRt numRi d T %h, n mRSRzinl fiziQ, mRSRzinul n#lin i
tlfniQ. dfl it#ul $ri# /r.r;QntinizRr, rQum i mRjl Rfi Rt n turil d
tlhinS trRnmit RQt mRj.
$Rtl Qu rivir lR vnzril fiQiRl Rl RQtui rdu nu unt RQQibil ubliQului
lRrS, n fRtul Q RQRt tiSRi Rfl d Rni buni iR R rmnRQ, RlQRrR unr rur
ubtRn iRl d R iu ubliQitRr i bRni, rfQ inRrR Qntunu R rduului, unt mn
zitiv Qu rivir lR brRnd#ul $ri /r i uQQul RQtuiR.
nluzii
TlmRr/tinSul rrzint ditribuiR rdulr dirQt lR QnumRutri, vnzRrR lR
dmiQiliul lr Ru Rl ritnilr, lR lQuri d munQ Ru n lQuri imilRr n nu rin mRSRzin,
49
n Qndiiil n QRr un vnztr fr Qlintului 1liQRii i rRlizRz dmntrRii rivind
utilizRrR Ru Qnumul rduului frit.
d fRQ frt nRmn mRi mult dQt R rmvR un rdu RrtiQulRr lR un Rnumit
r. d frtR nRmn ttul dr rdu, Rtt QR Q t tRnSibil Qt i QR Q t
intRnSibil. nRmn d fRt QmuniQRr fiQint ntr vnztr i Qumrtr. CfrtR inQlud
rul rduului, ntifiQRrR 1itni unr rl d ditribui Ru ibiliti d ditribui
rSulRt, 1itnR unui tim d lQtRr R rduului, RiSurRrR unr SRrRnii d rturnRr R
bRnilr ntru un rdu nQrunztr, 1liQitRrR unr frm d QrditRr dRQ RiSur,
rQizRrR unui numr d tlfn liit d tR1, dRQ RQtR 1it, lR QRr t fRQ Qmnzi
ntr#un md QnfrtRbil, 1itnR unui trmn d vRlRbilitRt R frti i RiSurRrR unui rmiu
dRQ t ibil. $ Rltfl rmiil i QuRnl Qu rduQr d r RQmRniRz dirQt i
frQvnt SRrRniR runului dirQt lR frt. C bun frt trbui minimRlizz riQuril d
rQr R rduului d Qtr QnumRtr rin nlQuirR QntRQtului rnRl i R rduului
Qu dQrir fiQint i imRSin d QRlitRt dRr mRi mult dQt Rtt trbui Snrz un
n Rl urSni rin tRbilirR uni limit d tim n QRr frtR t vRlRbil. Trbui tiut Q
dRQ Qumrtrul nu rund n trmn Qurt du Q R rimit frtR lQrR d R rund
QRd.
n QmRrRi Qu ubliQitRtR Rl Qrui biQtiv rimRr t SnrRrR unui run
ihlSiQ Qum Rr fi QntintizRrR i QurizitRtR fR d rdu, biQtivul rimRr Rl
mRr/tinSului dirQt t SnrRrR d runuri QmrtRmntRl. Runul Qumrtrului
Rt fi RQiun dirQt !RQhizii, dnRi, nQrir" Ru Rt luR frmR unui QmrtRmnt
Q rQd RQiunR Qum Rr fi RttRrR uni dmntrRii, RrtiQiRrR lR ttRr, liQitRrR
unui tt d intruir Ru dzvltRrR nvii d rimir R infrmRiilr ulimntRr. n Qul
mtivrii rRnlr d R fRQ Rul r RQiun n mRr/tinSul dirQt unt nQRr RQiuni
utrniQ d mtivRr Qum Rr fi rul, fRQilitil Ru Rluril minRl.
dR Qum Rm rQizRt mRi dvrm mRr/tinSul dirQt t un rQ d vnzRr QRr
inQlud ditribuiR Ru nQhirR RQtului d vnzRr, RdiQ trRnmitrR rduului Qtr
QnumRtr. n indutri, rin trmn d nQhir R vnzrii nlS mRi mult dQt RQtul d
ditribui n in. dQtR inQlud tt QR Q nRmn RQtiviti QlRtrRl vnzrii dfurRt
Rtt n tRR d RntiQiRr R Qmnzii Qt i du Q RQRtR R ft rimit. dQtiviti Qum Rr fi
mRnufRQturRrR Qmnzilr, rQinRrR liti d rdu, rQiR, dQhidrR, QitirR i
rtRrR Qmnzilr Qlinilr, lit d intrRr R Qmnzilr, QntRQtRrR QnumRtrilr Qnd
mRrfR nu Rt fi 1diRt Ru RmbRlRt, invntRrirR rdulr, RmbRlRrR, 1dirR i
RiSurRrR rviQ#ului Qtr Qumrtr. CbiQtivul nQhidrii t d R fi iSuri Q liQitRnii
vr rimi QR Q Ru fQut QmRndR i ntr# riRd rznRbil d tim. u Qt RQtul d
50
nQhidr t mRi rRid i d QRlitRt Qu Rtt rQntul d rtururi QRd. n funQi d tiul d
bunuri frit i d rutRiR QmRnii rtururil nrmRl unt n rri d +6#-5M. dQtR
trbuiQ rtQRt i bRnii rRmburRi Qumrtrilr. $ RmnR, t imrtRnt QR RtunQi
Qnd rRQtiQ un Rtfl d itm QifiQ riRdR d vRlRbilitRt R frti Ru i
ntifiQ QnumRtrului Q QR Q R QmRndRt nu Rt fi livrRt i i indiQ lui d
rRrvizinRr.
ntru Rnumit rdu mRr/tinSul dirQt t QR mRi fiQint QRl d vnzRr # QumrRr,
fiind d mult ri n ituRiR d RvRntRj fR d Rlt tiuri d mRr/tinS Ru QmuniQRr.
51
ILIGRAFI
+. . 9BCR% 8 : rhtin , ru dmi d : r/tin i : n mnt, 2u urti, +44-,
.-+
-. .th-dm .r ! butdm ! nnu lrrt.df
A. .fdm .r
H. K i 0dri n , "lmnt d m rktin dir t , d. nmi , 2u urti, -555, . -A#-6
6. LLL.t#h.r
. tlmRr/tinS U trmn mninRt ntru rimR dRt n Rnul +4.3 d Qtr . $iQ/z $zr 777,
un QnultRnt n mRnRSmnt din rinQtn, ]L &ri, n ubliQRiR Qu QRrRQtr QmrQiRl
)7ndutriRl $itributin ]L
3 %tn, 2., aimRn, &., %uQQful TlmRr/tinS, ]T 2uin 2/, BinQlnLd, 7llini,
+4,.
, JCutbund tlmRr/tinS*, n nSlz, n riSinRl, viznd RQtivitRtR d mRr/tinS tlfniQ
rintRt 1trn
4J7nbund tlmRr/tinS*, n nSlz, n riSinRl, viznd RQtivitRtR d mRr/tinS tlfniQ
rintRt intrn, dinr ubliQul rSRnizRii Qtr RQRtR. RrRQtrul Riv Rl RQtr RQtiviti
nu trbui rivit n ntr#un nRblut, ntru Q 1it numrR ituRii n QRr
Qmnntl din RQRt QRtSri nu rrzint dQt Qmnnt R uni QRmRnii intSrRt
d mRr/tinS dirQt !1 dfurRrR uni QRmRnii d dirQt mRil QRr liQit QnumRtrilr
rRQinz tlfniQ lR frtR fQut d Qtr rSRnizRi, liQitnd infrmRii ulimntRr
Ru QmRndnd rduul;rviQiul".
+5 +. 2ird $, TRr/tinS $irQt, ubliQR, -553
++ 'rml B., FuiQ, j, #, B mRr/tinS dirQt, QnmiQR
+- %tn, 2. aimRn, &, %uQQful TlmRr/tinS, ]tQ 2uin 2/, BinQnlnLd, 7llini,
+4,.
+A. 'RRS %., umminS T., $RL/in d. 95n56mnt ,nfrm5tin .:tm fr th ,nfrm5tin
86, diturR TQfrRL# 'ill 'iShr duQRtin +444
+H. 'nri . 2in6 "%4l- d. ;iff-<5vi r, ]L rr/, -555
+6. mudibR %., 'trff R. <5t5 9inin6 5nd =uin ,ntlli6n4> 8 ?uid t rdu4tivit:,
diturR 7dR fru ublihinS, -55+
+.. BRudn m., BRudn &.. 95n56mnt ,nfrm5tin .:tm, diturR rntiQ 'Rll, ]L
rr/, -555
+3. BRudn m., BRudn &.. 95n56mnt ,nfrm5tin .:tm> 95n56in6 th <i6it5l #irm,
diturR rntiQ 'Rll, ]L rr/, -55-
+,. ]iQ/rn R. . =uin 5nd ,nfrm5tin .:tm, diturR rntiQ 'Rll -555
52
+4. C 2riRn B., ,ntrdu4tin t ,nfrm5tin .:tm, diturR TQfrRL#'ill 'iShr duQRtin,
+44,
-5. Cnt 2. ,ntrnt-ul i 4mrul l4trmi4 U n TribunR QnmiQ ]r. + # H ; +446
-+. Cnt 2., libRbR $ 9dl5r5 d4izii m5n56ri5l, diturR QnmiQR, 2uQurti, +44,
--. Cnt 2., BuQR $. 5l4ul t5bl5r n 5li45ii 4nmi4 , diturR ntrul ditriRl d.%..,
2uQurti, +443
-A. Cnt 2., BuQR $., <lRd d. 8l6r5 i utiliz5r5 45l4ul5trului, -5. Cnt 2. .itm
infrm5i4, diturR d.%. 2uQurti, 2uQurti, -555
-+. TurbRn ., <4iin .urt .:tm 5nd ,ntlli6nt .:tm, diturR rntiQ 'Rll TR,
]L rr/ -555
--. ant/ R. mutr, diturR nSuin 2/ Btd., Bndn, +446
-A. ad $.&. =uin 5nd .4it:, diturR 'Rrr llin ublihr, ittburSh,
+445d]?
53
% R7T
J2un ziuR $n;$l v]8TB 7]TRBC 8TCR8B87w. ]uml mu t v]8TB $<%.w
i v un din RrtR firmi v]8TB 97RT7w. dvi QtvR minut lR dizii, Ru drii
rvin mRi trziu@
$n;$l v]8TB 7]TRBC 8TCR8B87w, v#Rm QntRQtRt ntru un mtiv fRrt ntmiRt
firmR nRtr v]8TB 97RT7w R lRnRt;mbuntit rQnt rduul;rviQiul v]8TB
RC$8%8B87;%R<7 78B87w, QnQut ntru R v$% R7Rd $%T7]dP77
RC$8%8B87;%R<7 78B87w. dm dri Rflm dRQ v#Ri Sndit djR Ru v#Rr intrR
RQhiziinRi;utilizRi v]8TB RC$8%8B87;%R<7 78B87w.*
x$dy Qntinu Qu #d#
x]8y Qntinu Qu #2#
D@rir ):)
JC/, rmiti#mi v Rrt Qum v]8TB RC$8%8B87;%R<7 78B87w v Rt RjutR
v$% R7R 2]97 78 +w
v$% R7R 2]97 78 -w
v$% R7R 2]97 78 Aw
di fi intrRt!" RflRi mRi mult dtRlii@*
x$dy Qntinu Qu # #
x]8y Qntinu Qu #2#
6i@/ii )=)
Jmi uti un d Q nu unti intrRt!"@*
xRP R7$7 dTy Qntinu Qu #d#
x%8]T T8BP8T7T!s" 8 RC$8%8B ?7%T]Ty 9:U x]8 $CR% %s#T7
% '7T2 98R]7KCR8By
J unRti Qu Q rdu;furnizr luQrRz firmR dv.@*
54
x]8y Qntinu Qu #f#
x]8, QmntRriiy Qntinu Qu #d#
x$d y Qntinu Qu #$#
x]8 8 Ts C 8 $ d%Tdy Qntinu Qu ##
ntr# @i intrC/i ) ) @
J9RntRtiQ> C fii QntRQtRt d RrzntRntul d <nzri rnRl QRr v t rRrtizRt i
QRr v vR dR tRt infrmRiil dr Qum uti intrR n iR;Qum uti utilizR v]8TB
RC$8%8B87;%R<7 78B87w.*
Qntinu Qu #f#
n"urna -#-
J1rinR nRtr n v]8TB RC$8%8B87;%R<7 78B87w n#R RjutRt dzvltm
lui Qu ttul RRrt, QnQut v$% R7Rw. ]iQi Rlt firm d iR nu v Rt
fri tt RttR bnfiQii lR un r Rtt d RQQibil. di fi intrRt!" RflRi dtRlii@*
x$dy Qntinu Qu # # Q
x]8y Qntinu Qu #f#
%frin -&-
Jn RQt QRz Ri utR, v rS, #mi dRi numl uni rRn d QntRQt@*
Qntinu Qu #f#
'n"(ir -)-
J< mulumQ fRrt mult $n;$l v]8TB 7]TRBC 8TCR8B87w. %r Q nu v#Rm
drRnjRt rR tRr i Q infrmRiil QRr vi l#Rm frit v vr fi d fl. BR rvdr i zi
bun n QntinuRr>*
55