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4 cs cross cultural consumer characterization

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Cholakarn Visutipitakul
Cholakarn Visutipitakul

4Cs, consumer analysis by psychology way. you can test your own also at www.4cs.yr.com

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048 Part 2 à???×?é???§???????§????????????? 049 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? 7 μ?????μ??? 7 ¤?????¤?????? 7 ????????????????¤?¤??? Resigned ????????????????????à??????????? á?μ????à????????¤???·???è??????????????? ?????§???×?è???á????OE???¤?§?¤???????????? ???????????????é?¤????????????????§?à????OE???à????? 5 à????? 6 ¤?§???????×???????????à?????????????????????????? à????????? á?μ????¨?????§??? á????OE??? ???????à?????è?????????????????????????à?·?????????? á????OE????????????????????????OE?????§???????????á??????????OE???¨???à????????¤???????????????????é????????????? à?????????à??????????????·???è????????????????????à??????? á????OE??? ???????μ??OE???§??????????????????????????????????? á?μ????¤??????????????OE??????? ·???è?à????????à???????à???????????????????§?à?§?????????§? ·???§? ???????á??????????è????OE???§???????¤???????????§???à????????????????????????? ¨??????????¤?????????????¨?????????μ?×?????×??????OE???·??????????? ????¨?????????????????????????????????é??????OE? ?????? Resigned ???????????????????à???????è?????á?????§? ???????????????????á??????§??????? ??????¨???????????è?§?·???è?à?¤????????? á?????μ??????????????????????????à????????? ·???è?¤????OE???à?¤???á?????????è?????¨????????à???????????????μ?????à???§?á????OE??? ??????à?????????????¤??OE???????????????????? ??????¤??????????????????é? ¨???§?¤???????????OE???§??????? à????????????????????????????????μ?????????????§? ????§?á???????????????? ??????à???×??????????OE??????????????? ????×???????¤?¤???·???è?¤????OE???à?¤??? ????????¨?à??????????????è?§???????????????×?è??????????????OE? ????????????????¨??????OE?
050 Part 2 à???×?é???§???????§????????????? 051 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? Struggler ?????OE?á?????à?????è???§? à???×?è???????????μ?·???è?????????????? ???????????????é?????????????OE?¨?????????á?μ????à??????????????OE??????OE?á???§?§?????·???è?????????μ?????à????OE?????????¤?è???à?·??????????é??? á?μ???????OE??????????????? ????????§????????????????? ????×???á????OE???????·???è?§?????????????????¨???????????????????????¨?????????à????????¤?????????????? Struggler ?????OE?à?????????????? ??????????§??????OE?????????????? ????è?§?·???è?μ???à???§??????????????????????????????????·???è?μ??OE???§??????? ?????OE??????????????????? ?????????????? ?????????????????OE????OE??? ????é??????? μ???????????OE?????·?????????????·???§? á?????¤????????????????¤?????×???????§?à????????μ????????????????????????????????μ?·???è? ??????????????????OE? ????è?§?·???è??????????à???????????????§????????????????OE?????????μ? ?????????§?à?¤???×?è???§???×?è???????????????§?·???è???????????????á?????μ??????§??? ????×???????·???§????????????????μ??????????·???è?á?¨??????????á????OE?¨???à????????à???????§?????????????? ?????????§????????????????? ???OE???????????à?¤???×?è???§? ????¨?μ???¤???????????à?·??? ??×?é?????????????°?á?·?§?????????????¤? ??????¨?????????§??????? ????§?????¤??????? ??????à????????????§? ????????????§????????????????é? ??????à?????×???¨?????????????????·???·????????? ??????à???·????????????????????????OE?μ???????????OE?à???×?è??????????????? ????????????μ?????????????????????????é?§? ???????????????????????·???è?????à???×?è???§??????????????μ???????é???????????μ???????·??? ????×??????OE?????é??????? μ??OE???§???????????????à???????μ?????¨???á???????????á????OE?????????oe?à???????????é?§? à???×?è???????§???????à???????????¨???????????¤???????¨?????§?·???è? á??????????????OE????? á??????????OE?¤?????????????§????????¤????????????????????????????OE???????§?à?????????????????OE? ?????????????????§? ??×?è??????? ?????OE?à?????????μ?????????à?????¨???????????????·????????OE?à?????????¨??????OE???§?????????????????????????????à????? ?????OE?§???????? Mainstreamer ¤?????????????????????????á??????§?¤???????¨?????§? ???????????????é? à????????¤??????????????????? ???????§???????à?·?????·??? (¨???????????????????????¨?á?????????¨?????à???×?è???§? 4Cs ????§?????????????????????????à?·?????·??? ·???è? Y&R ¨?????·???????é???à???×?è???????? 2548 ????¨?????????????§? 34%) à????????¤?????????¤???????¤??????? μ??OE???§???????¤???????????è???¤?§?????????????μ? ???????OE?????????à???×?è???¤???????¤???????à?????????????? ?????????????? à???×?è????????OE???μ???????×??????????????? ?????????????????????à??????????????????????OE????? ??????à??????????? ????????????? ?????μ??? ????è????OE???§? ????μ??????????? ????????????????????????à?????±???·???§?????§?¤??? ??????????OE????????OE????? à?????????????????¨???????????????????????? ????????¤?????????????à?????????????????¤?????×?è???¨???·????????OE??????????OE???§???????è????????OE? ??????????é????????????????μ??????¤???μ???????????????·???????§?¤???????????§?¤???¤???????????OE???§??????? ????§?·???è??????OE?????μ??OE???§?????¤????????OE?á????OE?????????μ?????? ????×???à???????¤?????×?è????????OE?¨???§?¨???????è?????¨? ¨???§???????à???×?????á??????????? ??????????????à?·??????????é??? ??????¤??OE???á???????????????? ?????OE??????OE?à???????????????????? ¨???§???????·???è?¨???¤???????à?§?????¨???????????à???‰‰??? ??????????? Mainstreamer à????????????????????????é? ?????????????????é??? ???????????????à?????è????? ?????????????????§?à????????? ¤?×??????????? á?????????????????????????OE?????
052 Part 2 à???×?é???§???????§????????????? 053 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? Aspirer à????????????OE? ?????????OE? ?????????????????μ???à?·????????? ???OE?????¤???·???è??????OE?????????????? ???OE?????????§?à?¤???×?è???§??????OE? ·???è???????????à?????? á?μ???????????????????????è????OE???????§?á?????????????? ?????????OE????????????????????? ????è?????¨? ????????????OE????????OE?????é???????????§???é??? ¤?????????¨???????¨????????????????????????????? Aspirer ?????????OE? à???????????????????????????????? ????é? ???????????OE???μ???á???????????????ì???????????§?μ?????à???§???????????á????????????è?§??????????????è?§??????????????? ??????·????????à?·?à?§?????·???§?á????? à???????à???×?è?????×?é???¤?????????????à????????????????§?¤??? ???????¨???à????????μ??OE???§?à???????????????OE???????????????×???à?????è?????‰‰???°??????????? á?μ????à?????????????OE?·???????????·?????°??????? á????OE???????·????????à????????????????????×???à?·??????·???è?μ????????? à???×?è???¤???????à?????è???·???è?à?????×???????????????? ???????????¤???·???è?μ?????à???§?????????????OE????? ??????¨????????OE?????????§?μ??OE???§?????????á????OE??? ????????????μ??OE???§????????? ???????????????é?¨???§???????á?????§??????? ??????????????(à?????????) ???????????OE??????OE?????????????????????????????? ????????·???è???????·???è?à??????à?????é??? ??????á???????????§??????? ??????????à???????????à??????????OE?·???è? ????è??? ??????????à???×?é??????OE???·???è???é???????à?·????????? ???OE?????????×???¤?????????????μ??OE???§?à???????? μ???á?μ????§?à?????è????? à???×?è?????à???????¨??? ?????OE?????????????μ???é?????ê??????? á?????????ê???????????????????????¤?????????é???à???????oe?????à???????é???????????é???????à?????????????? ???OE???à???×?è?????à?????????????????????? à?????????????à?????à????OE???·???á????OE??????? ????????§?à??????? ?????????§?????é?à?????¨????????????OE????? à???×?é??????OE??? ?????OE??? ???? ??????à???‰‰???????§?à?·??OE???à????????????? ¤?????à?????μ? á?μ????á??????????????????????×?é???????????????¨????????????????????? à???×??????????OE???¨?????????á???????¤????????????????????????? (????á???????á???????????à????????OE?????????) ????§??????????§?????é? Aspirer ????????????????????????OE? Succeeder ????è???¤?§???????¨? ????????¨???????×??? ???????¨???à????????μ??OE???§??????????OE????????OE?????¨???§?¨???à??????????????????? Succeeder á??????¤??OE?????????à???×?é??????OE???μ?????μ????????????? ????×???¤?????????????·??????§????????????à?????????????OE? à?????????????????????????¤???????????à?????¨?????é??????????????????μ?????à????? ·???è?¤????????????????μ???°?????????§?¤???????????à?????¨??????????μ???§??????? á????????????????????????OE????????????????????????????? ???¨???¤????????????μ???à???§?????????????????????????????é?à???×?è????????OE?????é???????????é?§?μ???á????????§? á?μ????¨?????§??? á????OE???????????????????§? Succeeder ????¨?¨???μ?????μ?????????μ???é?§?á?μ????à????????? μ?????à???????????????¨????????? ?????????????????????¤???????é???μ??OE???§????????????????? ????×???à????????¤???·???è???????×???à????????μ?????????????à?μ?????????à????????????é?§????????????????·???è? à???×?è??????? ¨???μ?????§?á??????§?????????????à????????????? ????à????OE?????????????????????OE???????? ??? ??????????¨???à????????¤???μ?????????????¨? à????????¤???à???×????? á?????à???×?????????è?§?·???è??????????OE?μ?????à???§?à??????? à???????????×??????????à??????????????μ?????á?·???¤??????? ????à?????¨?????à???×?è???§??????? ????μ?????·???è?μ????????OE?·????????OE? ¤???????·???à?????·????????????????¤??????????OE??????????OE???????à?????????????OE? ???????????????¤?????×?è??? à??????????????OE?á????????¨????????à????????????????????????????μ?????§?μ?????à???§?à?????????????????§????? ????????×?è?????????????§?¤??????????????????é? ???OE???·????????OE???????à?????à????OE?????¨????????????è?§?·???è?à?????¨???à??????? ?????§????????????????????? ¤???????à???×?è???????è??? ??????¤?????¤????? ?????????????????? ???????????OE???????????·?????????à????? ????×???¤???????????à?????¨?·???è?à?????×??? ????????? à????????????è?§?·???è???????????????·?????¤???¨??????????????????OE?§?????????? ????¨???·????????OE?à?¤?????é???á?????????§?????¤???????à??????§?????§?μ????? à???§??????OE?????????????????????è?§?·???à?????????
054 Part 2 à???×?é???§???????§????????????? 055 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? Explorer ????????? á??????? á????????????OE?????????? ????é?à???×?è??? á???????????·??OE???·????? ¤?§?à??????????????????????é????? ????????????¤??????????????????é? ???????¨???à????????μ??OE???§?à??????????????????????? ????×??????????????????????? ¨???§?¨???à??????????????????? Explorer à?????????¤???????é? ????????????OE? á??????????????????????????¨??????????à? ·??????????é??? á?μ????¤?×?????????à???????á?????§?????????è?§???????????? ?????OE?¤???????μ?×?è???à?μ??OE??? á???????á???????¨?????????????μ?à????????? ¤??????????????????é?¨??????????¤????????????????????è?§? ¤????????????????§????????????????à??????? à????????????????μ??OE???§???????μ???????¤??? ????????????????????? á????OE????????à?¤????????OE?????????×?è??? ???????????μ??OE???§??????????OE?????μ? ???????μ??OE???§?????¤???????¨?????????¨????? 18 ???????????? ????è?§?????è?????¨?????¨???§?à????????à?¨??OE???????§?á?μ????à?????è????? à???????á????OE??? ????¤???à?????è????????OE? ????à???×?è??????????? à???????è????? ?????????OE?????§?·???è??????????????????? ·??OE???·?????????????? à?????????????é?à???×?è??? á????????OE?????????§? ¨???§????????????????·???è?????????????OE? ??????·??????§?à?·???è?????à???????·???§??????OE?????????????à????????????§? ???????? à??????????????????????????????·???è??????? Explorer ¨???μ?????????????! ??????????????·???è?·??OE???·????? à?????????????OE????????? ?????????????????? ???????????????????OE???§??????? á?μ????????????à???×?è???§???????????? ?????????¨???à????????à?·?????????à????????????? ??????¤??OE?????????????? ·???è?????¤???????á?μ???μ??????§??????????§???????à???????? ????×?????????¤??OE??? Gadget ¨????????????????????????é??????? à????????????????????§?μ????????????OE????????? á????OE?¨???????????????OE??????OE?¨??????????OE???§???????§? á?μ????à???????×?é???á?????? á?????????????????·????? á????OE?¨????????OE???????? ????§?·???è?????????????????? ??????¨???á???§? á?μ????????¤????OE???¤???????????????????????OE?????§?????????? ???OE???????¨??? μ?????μ??????? ¨??????????????????????? Reformer ??????μ?????à???§? ???????????? ??????à???μ??????? à???????·???è???????????????????????§? Reformer ¤???????????¨???????????????????????????????é????????????? à?????????????à????????¤??????? ??????????§? ????¤???????à????????μ?????????§?μ?????à???§?????§? á?μ????¨?????§??? á????OE???·????????????????????????????????????·???è?????á????????OE????? μ??????§??????????? ?????????§? Reformer ????¨?¨???????à????????¤???????????§??????? á?μ????????§?¤?????é?§????????????à?????????§?¤???à?????×??????????? ??????à??????????OE?????????????? ????§?¤???????é?????????à????? ????×???????¨?·?????????????????§??? ???OE???à??????????OE???????? ??????á???·???è?¤???????μ? à????????à???×?è???§?·???è??????????????μ??OE???§? ????×???????????§?·????????OE???????á?????????????á????????OE?????á?????? à????????¤???????è?????¨?????μ???à???§? ¨???§???????????è?????????à???μ???????????§?μ???à???§?à???????????????? ????¨???????à???????à???????à????????????·???μ??????? à???×?è???à???????????à?·???????????¤???á?????????è?§?·???è??????OE?¨???????????¤??OE???μ??????§?????è????OE??? ?????????μ?????????????¨???×?é??? ?????????????¨????????¨???μ??OE???§?à??????????????¤??OE???????????è????OE???????×???????¤???á???§? ??????μ?????à???§?????¨????????? á???????????????? ???????????OE??????OE? ????×????????????????? à?????¨???μ?????????????¨?à???§? ??????·???è?????·?????????????§?¤?????×?è???????×??? ????è?§?á????????OE?????¨???à?????è???§?à?????à??????????? à???×?é???????????????·???è?¨????????OE???§???????·??????????OE?¤??????????????????é?¨???§?????¤???????? ???? Reformer ¨????????????????¨?à?·????????? á?????à????OE???á?????§?μ??????á???§?????¨????????? ??????¤??OE???·???è?à???????? niche market ¨???§???????????????????§?à????OE???????§? reformer ?????OE?§??????????????????????????????×?è??? à???????§?á?μ????μ??OE???§??????OE??????OE??????????OE? ¤??????????????????é?à???×?è??????OE?????????·???è?¤?????????à?·??????????é???
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4 cs cross cultural consumer characterization

  • 1. 046 Part 2 à???×?é???§???????§????????????? 047 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? ??????è?§?????à?¤???×?è???§???×???·???§?????????×?è?????????????§? Y&R ·???è?·????????OE?à????OE?????¨?μ?????μ???á?????á????????á?·??OE? ????§??????OE???????????¤???????????é??? à?????????à???×?è????????OE?¨????????????¤???·???è?à?????????????§?¨?????×?è????????????OE????? ????¤????????????OE??????? ??????¤????? á?????¤???????????§??????????§?????????????????μ? ????¨???????????????????·???§??????OE?á???????????à????OE???????§?¨???μ???¨?????§? ??????à???????????§???????? ????è?§?à??????????????à????OE???????§??????OE???????????¤?·???è????????????????????????????????????????????·???§????????????? ????·??? à????? ???????? ???????????????? ????è???·???è???????????????????? ?????????§?·???è??????????????OE???????à??????????×?é???°???????????????·??? ????????·???????×?è?????????·???è????? ???? μ??OE???????à??????? 4Cs 4Cs ??????????????????è?§?·???è? Y&R ??????????????é???????à???§??????????§????????????·???è?????·???è????? ??????????????????????????¨?????·????????? Maslow ????à???×?è???§?¤???????μ??OE???§???????????§????????????? ????è?§????????à???????§?á?μ????¤???????μ??OE???§?????????×?é???°??????????????§? ?????¨?¨????? 4 á?μ????????§?????¤???????μ??OE???§???????·???§????OE?????¨???μ???¨?·???è?á?μ???μ??????§?á??????????????OE?????à??????????????????????é??? ????é????????????? ·???§? Y&R ?????OE?·???????????????????????á????OE?????????? ??????????????????????????é? ????????????á??????§????????????OE?à???????? 7 ???????????? ¨???§??????OE?à???????????????? Cross Cultural Consumer Characterization à????????? ????????????·???é?§? 7 á?????????é? ????????????????????????à?¤??????????????????????à?????????????????????OE? ??????????????¨???à????????????????μ????????? ???????? à????? ???????????????? ?????????????????????OE? ????×?????????????????????μ????? 4Cs Cross Cultural Consumer Characterization ??????????????¤??OE?????¨??????OE???????????¤?
  • 2. 048 Part 2 à???×?é???§???????§????????????? 049 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? 7 μ?????μ??? 7 ¤?????¤?????? 7 ????????????????¤?¤??? Resigned ????????????????????à??????????? á?μ????à????????¤???·???è??????????????? ?????§???×?è???á????OE???¤?§?¤???????????? ???????????????é?¤????????????????§?à????OE???à????? 5 à????? 6 ¤?§???????×???????????à?????????????????????????? à????????? á?μ????¨?????§??? á????OE??? ???????à?????è?????????????????????????à?·?????????? á????OE????????????????????????OE?????§???????????á??????????OE???¨???à????????¤???????????????????é????????????? à?????????à??????????????·???è????????????????????à??????? á????OE??? ???????μ??OE???§??????????????????????????????????? á?μ????¤??????????????OE??????? ·???è?à????????à???????à???????????????????§?à?§?????????§? ·???§? ???????á??????????è????OE???§???????¤???????????§???à????????????????????????? ¨??????????¤?????????????¨?????????μ?×?????×??????OE???·??????????? ????¨?????????????????????????????????é??????OE? ?????? Resigned ???????????????????à???????è?????á?????§? ???????????????????á??????§??????? ??????¨???????????è?§?·???è?à?¤????????? á?????μ??????????????????????????à????????? ·???è?¤????OE???à?¤???á?????????è?????¨????????à???????????????μ?????à???§?á????OE??? ??????à?????????????¤??OE???????????????????? ??????¤??????????????????é? ¨???§?¤???????????OE???§??????? à????????????????????????????????μ?????????????§? ????§?á???????????????? ??????à???×??????????OE??????????????? ????×???????¤?¤???·???è?¤????OE???à?¤??? ????????¨?à??????????????è?§???????????????×?è??????????????OE? ????????????????¨??????OE?
  • 3. 050 Part 2 à???×?é???§???????§????????????? 051 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? Struggler ?????OE?á?????à?????è???§? à???×?è???????????μ?·???è?????????????? ???????????????é?????????????OE?¨?????????á?μ????à??????????????OE??????OE?á???§?§?????·???è?????????μ?????à????OE?????????¤?è???à?·??????????é??? á?μ???????OE??????????????? ????????§????????????????? ????×???á????OE???????·???è?§?????????????????¨???????????????????????¨?????????à????????¤?????????????? Struggler ?????OE?à?????????????? ??????????§??????OE?????????????? ????è?§?·???è?μ???à???§??????????????????????????????????·???è?μ??OE???§??????? ?????OE??????????????????? ?????????????? ?????????????????OE????OE??? ????é??????? μ???????????OE?????·?????????????·???§? á?????¤????????????????¤?????×???????§?à????????μ????????????????????????????????μ?·???è? ??????????????????OE? ????è?§?·???è??????????à???????????????§????????????????OE?????????μ? ?????????§?à?¤???×?è???§???×?è???????????????§?·???è???????????????á?????μ??????§??? ????×???????·???§????????????????μ??????????·???è?á?¨??????????á????OE?¨???à????????à???????§?????????????? ?????????§????????????????? ???OE???????????à?¤???×?è???§? ????¨?μ???¤???????????à?·??? ??×?é?????????????°?á?·?§?????????????¤? ??????¨?????????§??????? ????§?????¤??????? ??????à????????????§? ????????????§????????????????é? ??????à?????×???¨?????????????????·???·????????? ??????à???·????????????????????????OE?μ???????????OE?à???×?è??????????????? ????????????μ?????????????????????????é?§? ???????????????????????·???è?????à???×?è???§??????????????μ???????é???????????μ???????·??? ????×??????OE?????é??????? μ??OE???§???????????????à???????μ?????¨???á???????????á????OE?????????oe?à???????????é?§? à???×?è???????§???????à???????????¨???????????¤???????¨?????§?·???è? á??????????????OE????? á??????????OE?¤?????????????§????????¤????????????????????????????OE???????§?à?????????????????OE? ?????????????????§? ??×?è??????? ?????OE?à?????????μ?????????à?????¨???????????????·????????OE?à?????????¨??????OE???§?????????????????????????????à????? ?????OE?§???????? Mainstreamer ¤?????????????????????????á??????§?¤???????¨?????§? ???????????????é? à????????¤??????????????????? ???????§???????à?·?????·??? (¨???????????????????????¨?á?????????¨?????à???×?è???§? 4Cs ????§?????????????????????????à?·?????·??? ·???è? Y&R ¨?????·???????é???à???×?è???????? 2548 ????¨?????????????§? 34%) à????????¤?????????¤???????¤??????? μ??OE???§???????¤???????????è???¤?§?????????????μ? ???????OE?????????à???×?è???¤???????¤???????à?????????????? ?????????????? à???×?è????????OE???μ???????×??????????????? ?????????????????????à??????????????????????OE????? ??????à??????????? ????????????? ?????μ??? ????è????OE???§? ????μ??????????? ????????????????????????à?????±???·???§?????§?¤??? ??????????OE????????OE????? à?????????????????¨???????????????????????? ????????¤?????????????à?????????????????¤?????×?è???¨???·????????OE??????????OE???§???????è????????OE? ??????????é????????????????μ??????¤???μ???????????????·???????§?¤???????????§?¤???¤???????????OE???§??????? ????§?·???è??????OE?????μ??OE???§?????¤????????OE?á????OE?????????μ?????? ????×???à???????¤?????×?è????????OE?¨???§?¨???????è?????¨? ¨???§???????à???×?????á??????????? ??????????????à?·??????????é??? ??????¤??OE???á???????????????? ?????OE??????OE?à???????????????????? ¨???§???????·???è?¨???¤???????à?§?????¨???????????à???‰‰??? ??????????? Mainstreamer à????????????????????????é? ?????????????????é??? ???????????????à?????è????? ?????????????????§?à????????? ¤?×??????????? á?????????????????????????OE?????
  • 4. 052 Part 2 à???×?é???§???????§????????????? 053 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? Aspirer à????????????OE? ?????????OE? ?????????????????μ???à?·????????? ???OE?????¤???·???è??????OE?????????????? ???OE?????????§?à?¤???×?è???§??????OE? ·???è???????????à?????? á?μ???????????????????????è????OE???????§?á?????????????? ?????????OE????????????????????? ????è?????¨? ????????????OE????????OE?????é???????????§???é??? ¤?????????¨???????¨????????????????????????????? Aspirer ?????????OE? à???????????????????????????????? ????é? ???????????OE???μ???á???????????????ì???????????§?μ?????à???§???????????á????????????è?§??????????????è?§??????????????? ??????·????????à?·?à?§?????·???§?á????? à???????à???×?è?????×?é???¤?????????????à????????????????§?¤??? ???????¨???à????????μ??OE???§?à???????????????OE???????????????×???à?????è?????‰‰???°??????????? á?μ????à?????????????OE?·???????????·?????°??????? á????OE???????·????????à????????????????????×???à?·??????·???è?μ????????? à???×?è???¤???????à?????è???·???è?à?????×???????????????? ???????????¤???·???è?μ?????à???§?????????????OE????? ??????¨????????OE?????????§?μ??OE???§?????????á????OE??? ????????????μ??OE???§????????? ???????????????é?¨???§???????á?????§??????? ??????????????(à?????????) ???????????OE??????OE?????????????????????????????? ????????·???è???????·???è?à??????à?????é??? ??????á???????????§??????? ??????????à???????????à??????????OE?·???è? ????è??? ??????????à???×?é??????OE???·???è???é???????à?·????????? ???OE?????????×???¤?????????????μ??OE???§?à???????? μ???á?μ????§?à?????è????? à???×?è?????à???????¨??? ?????OE?????????????μ???é?????ê??????? á?????????ê???????????????????????¤?????????é???à???????oe?????à???????é???????????é???????à?????????????? ???OE???à???×?è?????à?????????????????????? à?????????????à?????à????OE???·???á????OE??????? ????????§?à??????? ?????????§?????é?à?????¨????????????OE????? à???×?é??????OE??? ?????OE??? ???? ??????à???‰‰???????§?à?·??OE???à????????????? ¤?????à?????μ? á?μ????á??????????????????????×?é???????????????¨????????????????????? à???×??????????OE???¨?????????á???????¤????????????????????????? (????á???????á???????????à????????OE?????????) ????§??????????§?????é? Aspirer ????????????????????????OE? Succeeder ????è???¤?§???????¨? ????????¨???????×??? ???????¨???à????????μ??OE???§??????????OE????????OE?????¨???§?¨???à??????????????????? Succeeder á??????¤??OE?????????à???×?é??????OE???μ?????μ????????????? ????×???¤?????????????·??????§????????????à?????????????OE? à?????????????????????????¤???????????à?????¨?????é??????????????????μ?????à????? ·???è?¤????????????????μ???°?????????§?¤???????????à?????¨??????????μ???§??????? á????????????????????????OE????????????????????????????? ???¨???¤????????????μ???à???§?????????????????????????????é?à???×?è????????OE?????é???????????é?§?μ???á????????§? á?μ????¨?????§??? á????OE???????????????????§? Succeeder ????¨?¨???μ?????μ?????????μ???é?§?á?μ????à????????? μ?????à???????????????¨????????? ?????????????????????¤???????é???μ??OE???§????????????????? ????×???à????????¤???·???è???????×???à????????μ?????????????à?μ?????????à????????????é?§????????????????·???è? à???×?è??????? ¨???μ?????§?á??????§?????????????à????????????? ????à????OE?????????????????????OE???????? ??? ??????????¨???à????????¤???μ?????????????¨? à????????¤???à???×????? á?????à???×?????????è?§?·???è??????????OE?μ?????à???§?à??????? à???????????×??????????à??????????????μ?????á?·???¤??????? ????à?????¨?????à???×?è???§??????? ????μ?????·???è?μ????????OE?·????????OE? ¤???????·???à?????·????????????????¤??????????OE??????????OE???????à?????????????OE? ???????????????¤?????×?è??? à??????????????OE?á????????¨????????à????????????????????????????μ?????§?μ?????à???§?à?????????????????§????? ????????×?è?????????????§?¤??????????????????é? ???OE???·????????OE???????à?????à????OE?????¨????????????è?§?·???è?à?????¨???à??????? ?????§????????????????????? ¤???????à???×?è???????è??? ??????¤?????¤????? ?????????????????? ???????????OE???????????·?????????à????? ????×???¤???????????à?????¨?·???è?à?????×??? ????????? à????????????è?§?·???è???????????????·?????¤???¨??????????????????OE?§?????????? ????¨???·????????OE?à?¤?????é???á?????????§?????¤???????à??????§?????§?μ????? à???§??????OE?????????????????????è?§?·???à?????????
  • 5. 054 Part 2 à???×?é???§???????§????????????? 055 4Cs l ??????????????¤??OE?????¨??????OE???????????¤? Explorer ????????? á??????? á????????????OE?????????? ????é?à???×?è??? á???????????·??OE???·????? ¤?§?à??????????????????????é????? ????????????¤??????????????????é? ???????¨???à????????μ??OE???§?à??????????????????????? ????×??????????????????????? ¨???§?¨???à??????????????????? Explorer à?????????¤???????é? ????????????OE? á??????????????????????????¨??????????à? ·??????????é??? á?μ????¤?×?????????à???????á?????§?????????è?§???????????? ?????OE?¤???????μ?×?è???à?μ??OE??? á???????á???????¨?????????????μ?à????????? ¤??????????????????é?¨??????????¤????????????????????è?§? ¤????????????????§????????????????à??????? à????????????????μ??OE???§???????μ???????¤??? ????????????????????? á????OE????????à?¤????????OE?????????×?è??? ???????????μ??OE???§??????????OE?????μ? ???????μ??OE???§?????¤???????¨?????????¨????? 18 ???????????? ????è?§?????è?????¨?????¨???§?à????????à?¨??OE???????§?á?μ????à?????è????? à???????á????OE??? ????¤???à?????è????????OE? ????à???×?è??????????? à???????è????? ?????????OE?????§?·???è??????????????????? ·??OE???·?????????????? à?????????????é?à???×?è??? á????????OE?????????§? ¨???§????????????????·???è?????????????OE? ??????·??????§?à?·???è?????à???????·???§??????OE?????????????à????????????§? ???????? à??????????????????????????????·???è??????? Explorer ¨???μ?????????????! ??????????????·???è?·??OE???·????? à?????????????OE????????? ?????????????????? ???????????????????OE???§??????? á?μ????????????à???×?è???§???????????? ?????????¨???à????????à?·?????????à????????????? ??????¤??OE?????????????? ·???è?????¤???????á?μ???μ??????§??????????§???????à???????? ????×?????????¤??OE??? Gadget ¨????????????????????????é??????? à????????????????????§?μ????????????OE????????? á????OE?¨???????????????OE??????OE?¨??????????OE???§???????§? á?μ????à???????×?é???á?????? á?????????????????·????? á????OE?¨????????OE???????? ????§?·???è?????????????????? ??????¨???á???§? á?μ????????¤????OE???¤???????????????????????OE?????§?????????? ???OE???????¨??? μ?????μ??????? ¨??????????????????????? Reformer ??????μ?????à???§? ???????????? ??????à???μ??????? à???????·???è???????????????????????§? Reformer ¤???????????¨???????????????????????????????é????????????? à?????????????à????????¤??????? ??????????§? ????¤???????à????????μ?????????§?μ?????à???§?????§? á?μ????¨?????§??? á????OE???·????????????????????????????????????·???è?????á????????OE????? μ??????§??????????? ?????????§? Reformer ????¨?¨???????à????????¤???????????§??????? á?μ????????§?¤?????é?§????????????à?????????§?¤???à?????×??????????? ??????à??????????OE?????????????? ????§?¤???????é?????????à????? ????×???????¨?·?????????????????§??? ???OE???à??????????OE???????? ??????á???·???è?¤???????μ? à????????à???×?è???§?·???è??????????????μ??OE???§? ????×???????????§?·????????OE???????á?????????????á????????OE?????á?????? à????????¤???????è?????¨?????μ???à???§? ¨???§???????????è?????????à???μ???????????§?μ???à???§?à???????????????? ????¨???????à???????à???????à????????????·???μ??????? à???×?è???à???????????à?·???????????¤???á?????????è?§?·???è??????OE?¨???????????¤??OE???μ??????§?????è????OE??? ?????????μ?????????????¨???×?é??? ?????????????¨????????¨???μ??OE???§?à??????????????¤??OE???????????è????OE???????×???????¤???á???§? ??????μ?????à???§?????¨????????? á???????????????? ???????????OE??????OE? ????×????????????????? à?????¨???μ?????????????¨?à???§? ??????·???è?????·?????????????§?¤?????×?è???????×??? ????è?§?á????????OE?????¨???à?????è???§?à?????à??????????? à???×?é???????????????·???è?¨????????OE???§???????·??????????OE?¤??????????????????é?¨???§?????¤???????? ???? Reformer ¨????????????????¨?à?·????????? á?????à????OE???á?????§?μ??????á???§?????¨????????? ??????¤??OE???·???è?à???????? niche market ¨???§???????????????????§?à????OE???????§? reformer ?????OE?§??????????????????????????????×?è??? à???????§?á?μ????μ??OE???§??????OE??????OE??????????OE? ¤??????????????????é?à???×?è??????OE?????????·???è?¤?????????à?·??????????é???
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