                           - 167 - /砫  䠩 ma-02.txt/

          14. 魮  ᭮ ਭ樯 થ⨭

    ।   ᬮ⥫  ᭮    
થ⨭; ⥯  樮㥬 (  ᫮ ࠧ-
 楯  ⠪ ,    ८ࠧ 
,  ७) "魮 થ⨭",  -
ਢ ਭ樯 થ⨭, -  ⥬ 砥 ᮮ⢥騥
⮤ થ⨭.
    ० 祬   魮 થ⨭, ᬮਬ ᫥-
騥  ⮤᪨ 砭. ᭮ ਭ樯 -
⨭ ᫥   "魮",    ⠪ "魮 -
" ?  ० ᥣ ॡ  ⢥  :   ⠪ -
魮  ?  :  , 筥:   ᮮ-
襭 "魮  " ?   䨭樨,  ,
㤥  뫨    䨫䨨.
    ᫮  "魮" 㤥 ,   ࢮ ਡ,
 ,  "㡨"   ꥪ  (  )
᫥,  ⮣  "" 㤥 "譥 㦥 -
".  ᫥ ஡ 魮 ..   -
ᠫ     ⥣ਨ "魮" ?  "魮" -  "⨭
"  [  ନ    -  "-ᥡ---ᥡ--
⮥-⨥"... .:      . 㪠 . - . . . 5.
. 458].
    㤥 室  ᫥饣 ।: "魮 -
⨭" 砥  ⮬,  ଥ ᫥ ந ⮫쪮
,   ᫮     (⮩   樠-
 㯯),  ⭮ ᥣ 뭪.  祣 ?
   祢,     ⮣,  ⮡      ,            
             㯠⥫ -  ॢ          -
   (ਡ)  ।ਭ⥫ (।).  ⠪  த
    祭 .
    ࠧ,  ।⥫쭮    ᪠,   魮
("ᠬ 㡨 ") ᮢ६ થ⨭ ᢮   -
 ।ਭ⥫᪮ ⥫쭮,  ॢ頥 㦤 
ॡ 㯠⥫ () -  室 । ().
        ஡:
   થ⨭  - ਥ  業 (  ⮨), 
                 㯠⥫  (⮢஢   ).

                            - 168 -

    ⮬ 砥  ਥ   .  -
 ᫥,  祢,  .    祭 
    ஢ થ⨭ ᫥ ⨢ 
ॡ⥫.
   ⠪,   ᭮ થ⨭  祭  室 :
ந ,   ( ॡ) 㯠⥫,  ,  -
饬 砥, ᬮ 㤮⢮  㦤, ॡ  -
,    ⮩ 業,    ⮢  ⮬ .   
⮣,  ⮡   㦤, ॡ   ⮩  
樠쭮 㯯 () -  ⮣  ᫥ ஢  -
⨣ ᫥.
    ᠬ 魮 થ⨭  ⥪    ᭮  ਭ樯
થ⨭.     ᮢ᪮      થ⨭ 
"ਭ樯 થ⨭"   筮  ࠧ  .
ᬮਬ  樨  ࠧ ஢,  ࠢ   ⠥
 ᢮   .
   﫮 . .,  . . ,  "᭮ ਭ樯
થ⨭" :
   1. 楫  ⨦ 筮 ࠪ᪮ १-
 ந⢥-⮢ ⥫쭮. 䥪⨢ ॠ-
 ⮢  뭪  祭 ⢠ 砥,   ,
  ।   ᮮ⢥⢨  ६
楫, 祭 ।⨥.
   2. 業 ᫥⥫᪨,  ந⢥  -
 ᨫ   ࠢ થ⨭ ⥫쭮.
   3. ࠢ ।   ,   -
६ १ થ⨭  ࠡ.    ॡ  ᮡ
  ண ᫥, ࠧࠡ⪨  ᭮  -
⮢ ⮢஢ 뭮筮  ,  ᯥ稢  ᮪-
 宧⢥ ⥫쭮.
   4. ਬ   ⢥  裡 ⥣    ⠪⨪
⨢ ᯮᮡ  ॡ  ⥭樠  㯠-
  ६  楫ࠢ  ⢨   [C.:
          . .,           . .   㫠  ᯥ-
: થ⨭ / ᮢ -  ⢥⮢  ⮬,   䥪⨢
⢮  譥 뭪/.  - .: . 1991. .11-12].  
,  ।⠢ "᭮ ਭ樯 થ⨭"  -
 ᯨ᪥ -  :   祣  墠⠥.

                            - 169 -

   ॢ .  .,  루窮 . . ⬥,  " થ⨭
ࠪ ᫥騥 ᭮騥 ,  ਭ樯:
   1) 㡮  ஭  筮-ࠪ᪮  ᫥
뭪  ᪮ ,  ⠪ ந⢥--
 ⥩ ।;
   2) ᥣ 뭪;
   3)  ॠ஢ ந⢠    ॡ -
⨢  ⥭樠쭮 ;
   4) ;
   5) ஢ [         . .,          . .
થ⨭:    뭪. - .: , 1991. - . 8-9].
    ।⠢ "᭮ ਭ樯 થ⨭" 룫-
,   , 筮 ᭮, , -⠪, ᯨ-
᮪  筮  ,  襩 ,  ᮢᥬ 祭: 
   ਨ 뤥    ਭ樯.
    :  "  થ⨭: ୨ ਠ  㪮-
⥫ ।⨩, ᪨  ᪨ 㦡..." 
室  ।,   ⠪ "ਭ樯 થ⨭"  -
 "᭮  થ⨭    ⥬  ࠢ  ࣮-
-ந⢥   ⥫쭮";  ।,    ⠪
ਭ樯 થ⨭ -  "ࠦ 魮 થ⨭, ⥪-
    ᮢ६ 楯樨  । 䥪⨢ -
⨦ 楫 થ⨭ ⥫쭮"; , -
  ᠬ "᭮ ਭ樯 થ⨭",    ⭮-
:
   1) ந⢮  த樨,  ᭮  筮  -
ॡ⥩ 㯠⥫, 뭮筮 樨  ॠ ⥩
।;
   2)    㤮⢮७  ॡ⥩  㯠⥫,
ᯥ祭    ।⢠   ᮬ ।  襭
 ஡ (ୠ⨢ ਭ樯 - ந⢮  ⮢-
஢    ᫥騬 ᪮ );
   3) 䥪⨢ ॠ த樨      ।
뭪  ஢ ꥬ   祭 ப;
   4) ᯥ祭 ६ १⨢ (ਡ쭮)
ந⢥-᪮ ⥫쭮 ।,  ।-
 ﭭ  筮-孨᪨     ࠧࠡ⮪
 ந⢠ ⮢஢ 뭮筮 ;

                            - 170 -

   5) ⢮  ⥣  ⠪⨪ ந⥫  楫 ⨢-
 樨  騬 ॡ 㯠⥫   -
६ ⢨  ନ஢  ⨬㫨஢ ॡ-
⥩ [.:   થ⨭: ୨ ਠ  㪮⥫
।⨩,  ᪨    ᪨ 㦡.  - .:  -
-. 1992. - . 4].
   ⠪, ᫨ ஠஢   ।⠢ ।-
 "᭮ ਭ樯 થ⨭"  ࠧ  ஢,  ,  
,    "ਭ樯 થ⨭"   祬- 筮
  訬,   ᫨   ᮢ㯭  ਭ樯
થ⨭    楫,      楫  ࠧ稢 ,
ਮ,  ᫨  "⥬ ⥪" -   
⨢稢 ࠪ.
     , ᫨ 室  । "⥬ -
⥪" ਭ樯 થ⨭,  㤭    饥
 ।⠢ । ᮢ㯭  "᭮  ਭ樯
થ⨭",  :
   - 室  㯠⥫   ॡ⥩;
   - 室  뭮筮 樨  ।  ᥪ-
      (ᥣ) 뭪;
   - ६ 㤮⢮ 㦤, ॡ   -
     ⥫;
   - 稥  ந⢠, ᭮  筮 
     楫 ᥣ "᢮" 뭪;
   - 室 ஢ 権 (ਬ,  ᮧ -
      ⮢);
   - 室  ஢  ࠧ ६ ਧ-
     ⠬:  ஥ થ⨭ ணࠬ  -,  ।-,
     ⪮- ६ ᯥ, ஢  "離";
   - 室 ஢   ਭ થ⨭ -
     襭 ( ᭮, ⪮   ⨦ -
      ஢   ࠧ 뭪);
   - த ⮢஢  ;
   - ⢫ ࠧ  ଠ樨,  㡥  -
       ᢮ ⮢,  㣠,  ।⨨, ࣮
     થ  ..
    ,  "ࠥ"  筮  ⢮  "ਭ樯
થ⨭",   - ஢  ᫨.

                            - 171 -

    ।  ᮡ⢥ ਠ "᭮ ਭ樯 થ-
⨭",    ஢  ᭮  ⥭ 権
 થ⨭  ᮮ⢥饣 饭  㤥⠬  -
᪨ 䠪  ᪮᪮ ᪮   (᪨
䨫),   ᪮ 㤠⢥ 㭨   ᪮ -
⢥ 孨᪮ 㭨.
   "᭮ ਭ樯 થ⨭":
   1) marketing reserch - ᫥  뭪  (஭  
㡮);  ஬ ⮣, ⠪ ᯮ ⥪ ᫥
᪮   ந⢥-⮢ ⥩
।;
   2) segmentation - ᥣ 뭪;
   3) adaptation -  ॠ஢  ॡ ⨢ 
⥭樠쭮 ;
   4) innovation - , ᮧ  ⮢;
   5) planning - ஢,  ஥ ࠧ થ⨭-
  ணࠬ,  -,  ।-   ⪮- 筮 ஢
થ⨭ ⥫쭮 ;
   6) promotion - (᫮ ॢ:  "த  -
"):  ) த ⮢஢  ;   ⠪:  )  ଠ
ᮮ饭,  ᯮ㥬 ।⨥  ଠ樨,  㡥
   ᢮ ⮢,  㣠, ।⨨, ࣮
થ  ..;
   7) governing of market - "쭮" ࠢ થ⨭,
᫠饥 "᭮ 室 ᮡ⨩"  ⥫쭮 ;
   8) management of market - ࠢ થ⨭,  
 襭,  ᭮, ⪮   ⨦ -
 ஢   ࠧ 뭪 (⨯  ⮣:    த-
,   த, 祬 ᫥  த,   
ࠧ த,     த   ࠢ ᥬ
⨬  ⮢஢  ).
    ਭ樯 뫨 뤥  : ᭠砫 ஢
 ᪨ ᫥ ॡ⥫,   ⥬  -
  ᠬ ந⢠  ᭮ થ⨭. ஬ ⮣, 
뤥 ਭ樯 થ⨭  ᯮ짮  ਩  
 뭮筮 ⥫쭮   .
     , ਬ, ᫥騥 :
   1. 筮  ⢮ ਭ樯 થ⨭ 뤥 ?

                            - 172 -

   2.    ⥬ ਭ樯 થ⨭,   ।-
 ᯨ᪥ ,   ।,     ?
   ⢥  1- ⠢  ("筮   ⢮
ਭ樯 થ⨭ 뤥 ?") ᢮  ⮬,    -
 । 쭮 室  ᫮  ਭ樯,  -
㥬   થ⨭ ⥫쭮  ࠧ ⠫-
᪨ ࠭.  ⢥  2- ⠢  ("  
⥬  ਭ樯 થ⨭,    । ᯨ᪥ ,
  ।,      ?") ᢮  ⮬,
 ࠪ᪨  " ਭ樯" થ⨭   
"⥣஢"   ᯨ᮪,   "ਯᮢ"  騬.
ਬ:  室  ४  ਭ樯 થ⨭ ?  ⮬ -
 ⢥   ᫥騬:  ४ -  室    ਭ樯
"promotion"  -  "governing  of market"  "management of market".
 -  ⠪ 뢠 "㭨樮 ⨪",  -
,  ,   ஢ થ⨭  ᪮쪮  ,
祬 "ਭ樯" થ⨭.
   㣮 ਬ:  室   ਭ樯 થ⨭ "業 -
⨪" ?  ,   뢠 "pricing policy".  -
⨪,      "ਭ樯" થ⨭, -  -
筮 ᫮ ;       "⤥  ਭ樯".
᪮ 業 ⨪ -  "", 祬 ਭ樯, ᪮-
   "᪢ ⮬"  ਭ樯 થ⨭.
   ᬮਬ ᫥ ਭ樯 થ⨭ ஡, ⮡
  ⪮  ࠭  ਬ.  ⮣ ࠧ-
  ᫥騩 ⥪  ᮮ⢥騥 ࠧ.

   1ࠧ 4.1.    ਭ樯  થ⨭:  "᫥
                   1뭪",  marketing reserch.
     ਭ樯  ࠡ ᨮ (ॡ-
 筮 ᮪ 䨪樨)  祭     -
筮  ,   ⠪   ᥡ ᮡ⢥-થ-
⨭ ᫥ ⮢  㣨  뭪.
    ⠬ 㦭 ᫥,    ஢ ?
    ।  祢,     "marketing reserch" 室
 ⠢騥:  ""  "ᮡ⢥-થ⨭ -
",  ⠪ 뢠 "  뭪".
 祬  ࠧ稥 ?

                            - 173 -

   ० ᥣ ᠬ ᫮: "" -    砥 ?
   । N 1 (  "७"):  "७",  
"᪮"    -  祭 ᮢ㯭
易 稭  ᫮, । 室  
ﭨ 뭪 (  ⤥ ᥣ⮢)  㣮.
    ⮬   ᪨ ⥮ਨ - , ।,
⪨  .  ,  ᫥騥 横
 "" :  (1) ⮢ ᮢ ( 3-3,5 ),
஬諥 ( ᮢ - 7-11 ), ந⥫ ( 㧭-
  19-21 ),   쥢᪨ (孮᪨,  49-62
), ᢥ夫 ப᪨ (樮,  100 ).
   ᭮   ⥮਩ ( ⢥न  ࠪ⨪)
  ⮬,   :  4 䠧 ⮣   横:
梥⠭  (ꥬ),  ᯠ  (ਧ),   (" ࠧ-
"), ⠭ (); ,    ᭮ -
  "ᯥ஢  " (ਬ,  ᬥ 孮᪮
ᯮᮡ ந⢠   쥢᪨  ,  ⨢
 ᭮ ⠫  । ᮢ 横,   ..); 
 ᪨    樠쭮-᪨  ᮡ,
   䠧 ந室.
   । N 2 (   ""):  "୮",
  "᪮"     (   
   "७樠쭮" - ᪮    䨪  ⮫쪮
᫮訥 ᮡ  뭪  ⭮襭  ଥ) 㤥 ᫥-
騬:   -  ᫮  뭪 ᪠ -
,    ࠪਧ ᫥騥 ᭮ ࠬ (-
) 뭪,    ⥫쭮 :
   1. ᮮ⭮襭  ᮬ  । (  ᫨),
   2. ஢ 業,
   3. ⮢ ,
   4. 䥫  ,
   5. 㣨 ࠬ,  易  ⪮묨 ⥭-
ﬨ ࠧ 뭪  ⭮襭   ଥ.
    뭮    ⥪  ⠪    - 
 ,   ,  ⮫쪮  ६ ࠬࠬ: (1) 
஢ ,  (2)  ஢ ।,  (3)  業, 
  । .
     楫,   ᫥ - 易  -

                            - 174 -

 ,  ।  業  ⤥ ᥣ⠬ 뭪, 
ᮮ⭮襭     ꥬ   ᥣ⮢,
筮   筮 ।,  ᫮  -
७樨,  .., 祬,  ࠢ,    ६ ६ -
ࢠ - ⥣᪮,  ⠪᪮  ⨢.  ⬥-
⨬,   ⢨⥫쭮, 訥 (⢥) 
᫥ -  筮 ண騥 ய,  祬
᪮॥  ᪮, 祬 થ⨭ ࠪ.
   ⠪:   ᫥ -  ᯥ樠쭮--
 祭 稭   ࠢ   ।
 ⥬   ᥣ⠬ 뭪,   ।祭  ࠧ-
ࠡ⪨ ண ࠧ ᥣ⮢ 뭪  筮 -
⨢. ,  ࠢ, ᮡ⢥  ᫥ -
㯠  ⢥  "䮭"  ᮡ⢥-થ⨭
 ᫥ 뭪.
   室  ᬮ७ ன   ਭ樯  "marketing
reserch" - ᭮  뭪,   易    
묨 ᫥ﬨ.    "marketing reserch"
(  뭪) 砥  ᥡ ᫥騥 ६:
   - 祭  ( ⠪   ꥬ );
   - 祭 ⮢ ( ࠢ  ७⠬),
   - 祭 뭪 ( ⥭ ࠧ)    ।
     뭮筮 ,
   - 祭 㯠⥫ ( ⠬  ᥣ⠬),
   - 祭 ७⮢  ᫮ ७樨,
   -    ⮤ ,
   - 祭 ࠢ ᯥ⮢ ࣮   뭪.
      ᭮  ᮢ ࠡ  થ⨭-
.
   ਬ. ᬮਬ  ࠧ  ᮢ  ஥    뭮筮
.  ᭮  । ⮤,  ᫥ 䨪஢
ᯥ 業 㪮⥫ﬨ 襩    -७⮢
 ࠬࠬ 宧⢥ 䨫 (.  ⮤ N 2.4 -
 ஥,   뢠:  " ७⮢  
宧⢥ 䨫" [筨:  N. P a l e y  "The Manager`s
Guide to Competitive Marketing Strategies. N.Y. 1989. P. 84-88].
   ᯥ । : " ⬥  1  5
    ਢ 㯯 ⥫ ( ப) 

                            - 175 -

業 樨 襣 ।  ७⭮ 졥: 5 - -
   ᫨;  4 -  । ஢,  ⥫ -
;  3  -  । ஢,   ᮮ⢥⢨ ᫥
⠭⠬; 2 -    ᯮ⢠, 襭 -
;  1  -  筮 ॢ,  ।⨥  
 ਧ".  業   ᭮ 祭 
ᯥ⮢ (ਬ,  ࠫ쭮 ४,   ⥫,
砫쭨 ⤥, 砫쭨 客) /. ⠡. 4.1/.
    ⥬ ᡮ  ࠡ⪨ ଠ樨   ଠ--
७  砥,   ࠢ,  ᫥騥 楤:  祭
  ७     (࣮-஬諥  -
); ਢ祭 ᯥ樠஢ ࣠権  ᫥
뭪;  祭 ࠪ⮢,  祭 ७⠬; 祭
४,  ஢ ७⠬; 祭  , ஢-
 ७⠬;  祭 ⥩    ᪮ -
ਮ  ७⠬; 祭 樠 㬥⮢, -
⨪  ⮢ ࠡ  ७⮢;  祭 ਠ -
⥭  ࣠権;  祭 ਠ 㤥 ࠧ⥫-
;  祭   ࣠, । ७⠬; -
    ⤥    ᮭ 饩 ;
⠢ ⥪  ७⠬;  䨪    
  筨;  ਮ᪨   ᭮  
७⠬;  ⠢ ન  ᪨ ਠ 
७⠬;  ⠢ ਮ᪨   १  -
饬 ﭨ ७樨;  ஢  㣫㡫  
⤥  ஡  ७樨;  ⠢  ᢮  
७⠬  楫 ஢ ⥣    ⠪⨪  ࠡ
ᮡ⢥ .
   ⬥⨬,  ᡮ   ⥫쭮 ७⮢    -
⠫  - 筮 㤮 ࠡ, ॡ ᮪
䨪樨.
     ᥡ ।⠢     "marketing  reserch"
(  뭪) " 祭 "  ॡ⥩
ᠬ  ?
      marketing reserch -   뭪 -
।⠢  ᥡ ஡  (),   ࠢ, -
 浪 40-50 ࠭ 設᭮ ⥪,  ⠪ -
 ਫ, 樨    ਫ.

                            - 176 -

                                                         . 4.1
        ७⮢  宧⢥ 䨫
          /ࠣ  ᮢ ஥  થ⨭/
   ଠ: ____________________________________________
ଠ     :  ____________________________________________
ଠ     :  ____________________________________________

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
4.                                                
᪮쪮          ७                     
ᯮᠡ   ,                     
騬  뭪:   業                       
᪮쪮         뭮筠                     
⥣:                                                     
- ⠢ 뭮  砥                        
- 業 ᨫ  祢                     
 砥 㢥祭                                      
- ६ ࠡ                           
ਡ뫨  砥 ⠡樨                             
- 㣨 ᮡ 뭮筮 : -                     
  業                                               

㬬    :
____________________________________________________________________

   蠥 marketing  reserch  /    뭪/
⪨ १, ᮤঠ騬 뢮  । ⨪, -
ࠢ  ਥ 襣 㪮⢠   ᯮ짮-
 뭮筮 樨  ᢮ .  ⥬    (-
) - 頥.
     祣 ⮣ 稭 ࠡ  "marketing reserch" ?
    祭 㯠⥫ ? :  祭  業 .
    業    業  ꥬ   稭-
 marketing reserch.  ,  㦭 㯠⥫ ᥣ, 

                            - 177 -

। ,      (㯨),  -     
   થ⨭.   ⮬ -  㦭 ᮮ⭥ 
ᠬ ,   楫ﬨ, 砬  ﬨ. , -
, , ⥣᪨   -    -
뢠  ᮢ ࠡ  થ⨭.
   ⠪:
   1-                  ⠤   "ࠧ⪨"
ਭ樯 marketing reserch - ᭮  뭪:  
- ᮮ⭥ᥭ 楫,  ,  ᮢ, ⥣᪨ -
⥩ 襩  -  祭 .  ⥬,  2- - ஢-
    "஡  ".   ,  3- - ஢
  ࠬ஢ .
     樨 ⭮ 㦥                -
    ,   祬 㤥 ᪠  ᮮ⢥饬 ࠧ -
権.

   1ࠧ 4.2. ன ਭ樯 થ⨭ -  segmentation.
   室   ᬮ७ ண ਭ樯 થ⨭ - "seg-
mentation".  뭪 ।⠢ ᮡ   -
 ᮡ⥩ ⥮ਨ  ࠪ⨪ થ⨭.
   ।: /   㦥 ਢ   뭪/
    뭪  -  - ࠧ 뤥  -
,  㯯 ॡ⥫,  㯯 ⮢஢,  㯯 ।⨩ 
.. 㯯,      騥 ਧ.
   祬 㦭 ᥣ ?
    楫   ᥣ樨 ⨣ ?
     ᥣ樨 ⨣  ᫥騥      :
   1. ᨫ ७ २.
   2.   ७⭮ ,   砥 室,
- ⥬ 室  ᢮ ᥣ 뭪.
   3.  ᮢ ⪮ 뤥 ᮢ㯭⥩ ॡ-
⥫ , ஬ ⮣, ⪠ "ਢ離" 筮-孨᪮ -
⨪   ⨬ ᠬ.
   4. 襭 ७⭮ᯮᮡ  ⮢ (㣨),  ⠪
 ᠬ -ந⥫.
   5. ᨫ  楫 ७ २.
   6. ਥ ᥩ થ⨭ ࠡ   ᥣ-
 ⮢.

                            - 178 -

   7. "騢"  ᥣ⮢  ᭮ 祭  ண-
஢  ॡ   ⮢ࠬ (㣠).
      ࠬ⭮  ᥣ樨  । ᮧ
⠪ ⮢ (⠪ 㣨),  ()  ᢮ ⫨-
      ()  ਥ஢  । ᥣ
뭪.
   ⬥⨬,   ஡ ਭ樯 ᥣ樨 뢠 
樮쭮 "ࠧ稢"  ⮤ ᥣ樨.

   1ࠧ 4.3. ⨩ ਭ樯 થ⨭  -  adaptation.
   daptation -   ॠ஢ ந⢠  ॡ-
 ⨢  ⥭樠쭮 .  ਭ樯 થ⨭ adap-
tation । 쭮 ࠢ ந⢮   -
⮬     ᨬ   ॡ 뭪  -
 ᮢ,  㦤  ॡ⥩  ⮢-ॡ⥫;  
⠪ 筮 , 筮 ।   業,
⠪   㣨 祢 ᫮ થ⨭.
   ਬ   :    ।﫮  १ ⥬ ,
  ..  -   - 室    
,     -  室.
   뭮 ਭ樯 adaptation - ॡ ਥ ந⢠
  ᮡ    ⮢-ॡ⥫,   
ᮢ襭⢮ ᥩ ࠡ     ⭮襭  樮
ᮢ  ࣠樮 ஥  ⥪  ॠ-
樨  䠪 譥 ।.
   ਭ樯 adaptation - ॡ ⨢ ᮢ襭⢮ -
諥 㤮, ॢ 孮   ந-
⢥ ,   ᯮ짮 ࠡ뢠 業஢, 室
 ⨢  樨.   ஡  ਭ樯 -
樮    ⮤ 樨 ("樮 " 
㣨),   ᬮਬ .
   1ࠧ 4.4. ⢥ ਭ樯 થ⨭  -  innovation
    થ⨭  innovation  -  ࠧ㬥 ᮢ襭⢮,
䨪   ⮢஢  , ᮧ  ⮢஢
 ,  ᮧ  孮, ࠧࠡ  ࢫ
 (筮-᫥⥫᪨  ⭮-᪨ ࠡ),
  ⠪   樨  ⥬ ,  ४  㣮
થ⨭ ⥫쭮 .

                            - 179 -

   ⨪  ⠢ થ⨭ ⥫쭮 -
㬥  祭   室 த ()  
(  )  뭪,     ⨬㫨஢   
४,  । ਭ樯쭮    ⮢த-
,  䮬஢    ࣠樮  㦡 ࠧ ,
 墠뢠  뭪.
    ਬ  権   થ⨭  ᬮਬ 
樮樨 ਭ樯 樨  ᮮ⢥騥 -
 ⮤ થ⨭.

   1ࠧ 4.5.  ਭ樯 થ⨭  -  planning.
    થ⨭  ஢ (planning) -   -
஥  ந⢥-⮢  - -,  ।-,
⪮-   ⨢ ணࠬ   뭮筮 ⥫-
 .
    ணࠬ,  ࠢ, ᭮  ᭮ ࠧࠡ-
  뭮    ண,  ண ࠧ ,
     ᥣ⮢ 뭪  ..
   "  믪": ⨢   ਭ樯 થ⨭
(planning) - 쥬 ਭ樯 થ⨭ (adaptation)?    
,    祬?    "஢"  "᭮ 易" 
"  ⪨  ॠ஢"    騥  ࠪ⨪
ॡ 뭪? ஢  થ⨭ -   ⠪,
⮡  뫮 "᭮ 易"  뭪  﫮  "-
   த" (. . 4.2).
    ਭ樯 થ⨭ - planning - ᭮  ⮬,   
ॠ  "થ⨭ ணࠬ".   ࠧࠡ⪥ (ᮧ-
) થ⨭ ணࠬ - ந室 祭  ᯥ⨢-
 ஢  筮 ॠ   -
⥣    㣨  ࠧ  ॣ㫨  ,  ࠢ 
ॠ ⠢ । ମ  -,  ।-,
⪮-   ⨢ 楫. ᫨   થ⨭-
 ணࠬ,      ᮢ襭 ,  ᮢ-
 ⠫, ⮤  ࠢ - ᭨騩 ஢
᪠ ࠡ  ᫮ 娩 类 뭮 ⭮襭.
   ⮤ ⠢ થ⨭  ணࠬ  ᬮ७
  "ࠧ⪥" ਭ樯 થ⨭ ஢.


                            - 180 -

   . 4.2  ⥬-樮 室 ⥣᪮ -
             ⨭, ஢  ࠢ ମ
                       Ŀ      Ŀ
                        ।筮       ⨢  
        Ĵ ஢ Ĵ ஢ 
                       (1 + 5 )        (1 + 12 .)
                           
                                                     
Ŀ Ŀ  Ŀ Ŀ
 થ⨭ - ଠ륳  ଠ륳 饭 
 ⥣         Ĵ Ĵ   Ĵ  
    
        
          :  - 
        
Ŀ
⥣᪨    - ஡ ࠡ⪨  楫 ;
ਥ (楫)  - 㫨஢ ⥣᪨ ;
 - ⥣᪠ ॠ ᫮.
        
Ŀ
⥣ ᠳ -  த樨  孮 ;
()             - થ⨭ ⥣ ;
 - ࠬ 䥪⨢ (  뭪, -
                      ਡ뫨, ꥬ த, ᥣ 뭪).
        
Ŀ
࣠樮   - ନ஢ ଥ 㤮 ࠫ;
⥣         - ᮧ ⭮  ⨢;
 - ᮧ   ࣠樮-ࠢ᪮
                     ⥭樠  襭   ࠡ⪥
                     䥪⨢ ⥣  ᯥ譮 ஢-
                        .
Ŀ
⨢       - ந⢮ (, ⥬, ⢮);
⥣       - 孮; 孮᪨ ⢠;
㭪          - ;
 - થ⨭ (४, ,  ..).

                            - 181 -

   砭 . 4.2  ⥬-樮 室 ⥣-
                       ᪮  થ⨭,   ஢  
                       ࠢ ମ
        
Ŀ
ᯮ짮. 䠪- - ࣠樮 ⥪:  業 -
஢ ࣠-   , 㠫  㯯 ;
     - ⥪⮭ ࣠樨:  -
   , ⨯ , ⨯ ⢨;
                   - ⨫ , 䨪 ᮭ, ॠ-
                       ⢠;  ..
        
Ŀ
 䠪஢     - ᯮ ஧  ⢮ ;
譥 ।     - ᯮ짮  ⥩;
 - ࠢ  ᭮ ࠭஢ -
                      ᪨ ,  ᫠ ᨣ;  ..
-----------------------------------------------------------------
 ^  ^  ^  ^   譥 ।:   譥 ।:
         - ᪨;        - "ᯮ";
         - 樠;           - "ᯮ⠭" (-
         - ᪨;             ஡;
         - ॣ;  .   - "ਧ᭠";
                                     - "७⭠";  ..


   1ࠧ 4.6.  ⮩ ਭ樯 થ⨭ - ࠢ થ-
                   1⨭.
   ࠢ થ⨭  砥   :  "governing of
market"  "management of market".
   ᪮ ᫮  "governing" ॢ :  1) ᫠-
 室 ᮡ⨩;  2)  樥;  3) ,  4) ࠢ-
,  5) ॣ㫨஢;  6) ।;   楫 ࠦ "go-
verning of market"  ॢ    "쭮  ࠢ
થ⨭".
    "management" ॢ :  1) 㬥 㪮, 2)
㬥  ࠢ;    ⠪ ࠦ,   3) -
,  4) 㫮,  5) ⪮.  楫  - ࠦ "manage-

                            - 182 -

ment  of market"  ॢ  "।⢥ ࠢ
થ⨭".
    ⠭    ᮡ ࠧ稩 ਭ-
樯 "governing of market"  "management of market". ᫨ ਭ-
樯  "governing  of  market"  -  ⨩ ᫥ ਥ஢
० ᥣ  ⥣᪨ થ⨭,   ਭ樯  "manage-
ment of market" -  ⠪᪨,  ⨢ થ⨭.
   ᬮਬ ।: (1) ࠢ થ⨭  ⥪-
 "governing of market"  (2) ࠢ થ⨭  ⥪-
 "management of market".
   1. ࠢ થ⨭  ⥪ "governing of market" -
 襭    ⨦  ஢ -
  । 뭪.
   2. ࠢ થ⨭  ⥪ "management of  market"
-  ⨢ ய, ⠭  ⠭, -
९  ঠ 룮   楫묨  㯠⥫ﬨ
ࠤ ⨦  楫 .
   ⮩ ਭ樯 થ⨭ - ࠢ થ⨭ - 砥
  ᥡ ᫥騥 :  ࣠ ࠡ  ⢮७ 
 થ⨭ ணࠬ;  न஢  㦡  -
ࠧ ;  ஫ .  ஡  ਭ樯
뢠  ⥬  樮樨  ⮤  ࠢ-
 થ⨭.

   .  ᭥  . 4.2,  -
  ࣠  થ⨭,  ஥  ਭ樯 㭪樮-
쭮 ⥣樨  ⥪   ⨢  -
⥣ .
     孥  ࠬ ᠭ "᪮ ⥬" -
⥣᪮  ஢     ਭ樯:  1+4  ( 
ந 5-⭥ ⥣᪮ ஢,  ஬ -
 1- ⥪騩  "⨫⪨",  १  ⠢-
  ⨫⪠  ⮬ 襤襣 ਮ ࠡ ):
             Ŀ      Ŀ
              筮        ⨢  
              ஢        ஢ 
              (1 + 5 )         (1 + 12 .)
                   

                            - 183 -

    થ⨭ 㦡  ⥣  ⮬ 砥  祢
⥣᪨  ,   ࠦ  ࠬ  
孥 אַ㣮쭨,   : "થ⨭ ⥣
".   ⨬ ⨥   ᮢ㯭  
⥬  ௮⨢ ஢  ॠ樨 祭 -
 ணࠬ.
    ,   אַ㣮쭨  騬 ⢥:
Ŀ Ŀ  Ŀ Ŀ
 થ⨭ - ଠ륳  ଠ륳 饭 
 ⥣                   
    

      ⥬ ⥣᪮ ࠢ ⮨ 
⮬,    ଥ,   ஭,  ⪮ 뤥
  ⪮  ଫ 樮஢ ࠢ,  ..
,   頥  ᯥ樠 㬥;  -
  ஭,    ࠢ ,  ⥬  堭
⢨ ⤥  ࠧ ஥ ⠪  -
,  ⮡ ᯥ ॠ 筮 ⥣  -
  ७樨  ᮧ ࠢ᪨  㬥਩  
ॢ饭  ⥣  ⥪騥 ந⢥--
⢥ ,  騥 ⢫  ࠪ⨪  -  
    .
    ଫ﫮      "孨-᪮  ஢"
()  ஡ ࠡ⪮    ࠫ  ⥫  
  ஢ -ᬥ - "ࠧࠡ⪮ ⮢" (BUD-
GETING). -ᬥ  祭   ਭ樯   -
७,  ᫨    宧⢥ ⠭.  
 ।, ᤥ  ⨢ 浪 
ࠢ騬   ࠧ,         ᭮  ।
⠡-ன ⮬  ਡ뫨    ।饭  
१  .
       奬     -
  ,  ।  ନ  ,  祬
"᪠ ⥫쭮"    "થ⨭"  -
    ஬  ᫥ "孨᪮" (ந⢥) -
⥫쭮,   ࠦ  ⮣ ६ (砫  ) 
 㭪樨 થ⨭.  ⬥⨬,   ਭ樯 ᮢ६

                            - 184 -

㭪樮쭮 ⥣樨 ⠢ ᥣ  થ⨭  "ਮ-
" 孨᪨-ந⢥ ⥫쭮.
                 Ŀ
                 1. 孨᪠  ⥫쭮   
                 2. ᪠  ⥫쭮  
                 3. ᮢ  ⥫쭮    
                 4. ᯥ祭 ᭮    
                 5. ⭠ ⥫쭮       
                 6. ⥫쭮    ࠢ
                 

    ,  奬     :
Ŀ
⥣᪨    - ஡ ࠡ⪨  楫 ;
ਥ (楫)  - 㫨஢ ⥣᪨ ;
 - ⥣᪠ ॠ ᫮.
Ŀ
⥣ ᠳ -  த樨  孮 ;
()             - થ⨭ ⥣ ;
 - ࠬ 䥪⨢ (  뭪, -
                       ਡ뫨, ꥬ த, ᥣ 뭪).
Ŀ
࣠樮   - ନ஢ ଥ 㤮 ࠫ;
⥣         - ᮧ ⭮  ⨢;
 - ᮧ   ࣠樮-ࠢ᪮
                      ⥭樠  襭   ࠡ⪥
                      䥪⨢ ⥣  ᯥ譮 ஢-
                         .
Ŀ
⨢       - ந⢮ (, ⥬, ⢮);
⥣       - 孮; 孮᪨ ⢠;
㭪          - ;
 - થ⨭ (४, ,  ..).
Ŀ
ᯮ짮. 䠪- - ࣠樮 ⥪:  業 -
஢ ࣠-   , 㠫  㯯 ;
     - ⥪⮭ ࣠樨:  -
   , ⨯ , ⨯ ⢨;

                            - 185 -

                    - ⨫ , 䨪 ᮭ, ॠ-
                        ⢠;  ..
Ŀ
 䠪஢     - ᯮ ஧  ⢮ ;
譥 ।     - ᯮ짮  ⥩;
 - ࠢ  ᭮ ࠭஢ -
                      ᪨ ,  ᫠ ᨣ;  ..

    ᠭ 6 ᭮  -  ⥣ ,  -
  -⠪  - ⥣  ⥣᪮ થ-
⨭.  ⬥⨬,   થ⨭,  室騩     "⨢
⥣  㭪", - ⠪  "⨢"  ᭮-
  ॠ樨 ⥣᪨ થ⨭ .
   ⬥⨬,   奬 㭪樮쭮  ⥣樨  
    ࠪ ० ᥣ  ਪ᪮ ࠪ-
⨪ 1980- .
    ࠢ騥 ᮬ    楫ᮮࠧ-
  , ,   , ਪ᪠ ஬諥-
         室.  
  筮,  ᫮, । 譥 ।,
 ன   ,    ⮨  ⮫쪮
㯭 䨭ᮢ ,    ᠬ ᪮ ⢮-
.    ,      
 : "ࠧ"  ⠡묨 ࠧﬨ ௮-
⨢ ஢  樮묨 묨 栬 -
樨 - , ⮢묨 ࠬ, ᪨  
  ﬨ ௮樨, -    ⥬,  ।-
⢥ ஢   .


            15.  ᭮ ⮤  㭪樨 થ⨭

     ࠧ 室  "⮤"  "㭪" થ-
⨭.  ⮬ "⮤"  "㭪樨" થ⨭  祬-
⮦⢫.
   , ..﫮   .. ᫥騬 ࠧ ।
       થ⨭: "⮤ થ⨭ ⥫쭮 -
  ⮬,  ஢:

                            - 186 -

   -  譥 ( ⭮襭  ।) ।,   -
 室  ⮫쪮 뭮,   ᪨, 樠, -
   ᫮.    䠪, ᮤ-
騥  ᪮  ᯥ   ९騥 .   ⮣
 ନ    業 㦠饩 ।  
⥩;
   -  ॡ⥫,   ॠ,  ⠪    ⥭樠.
  砥  ᫥ ᪨, -
᪨, 樠, ᪨   ࠪ⨪ ,
ਭ 襭  㯪,  ⠪  ॡ⥩  ப
᫥ ⮣   ᮢ ਮ⥭      襣,
⠪   ⮢஢;
   - 祭   ஢    ⮢஢,  
  ࠧࠡ⪠ 楯権 ᮧ  ⮢஢ / ୨-
 ,    ⨬    ࠬ᪨  ,
㯠  ..  ॢ訥,   騥 ⭮ ਡ뫨 ⮢
᭨  ந⢠  뭪 (ᯮ);
   - ஢ ⮢த  ,   ᮧ, 
室,  ᮮ⢥ ᮡ⢥  ⮢  ⥩  
᪫   / ᪨ ⥩;
   - ᯥ祭  ନ஢      ⨬㫨஢  
() ⥬ 樨 ४, 筮 த, -
 ⨦ ய⨩ (" ਫ譧")    ࠧ  த
ਠ  ⨬㫮,  ࠢ  㯠⥫,  ⮢ 
 த殢;
   - ᯥ祭 業 ⨪,  饩  ஢
⥬  ஢ 業  ⠢塞 ⮢, । "孮-
" ᯮ짮 業, ।⮢, ᪨  ..;
   - 㤮⢮७ 孨᪨  樠  ࠭, -
饩 ⮢ ।,  砥 易 ᯥ
 ᭮ ᯮ짮 ⮢      㦠饩
।, ᮮ⢥⢨ ࠫ쭮-᪨ ࠢ,  ஢
ॡ⥫᪮ 業 ⮢;
   - ࠢ  થ⨭  ⥫쭮  (થ⨭) 
⥬,    ஢, 믮  ஫ થ⨭-
  ணࠬ  㠫 易⥩  ⭨
ࠡ ।, 業 ᪮  ਡ뫥, 䥪⨢ -
⨭ 襭" [        .  .,        . .

                            - 187 -

㫠 ᯥ: થ⨭... . 12-14].
     "       "  થ⨭,  । -
 ࠬ  " ࠢ થ⨭ ⥫-
 ।" / ਬ   ᯮ  ।⨩
()/ ⭮ ᫥騥 ᯮᮡ ⥫쭮:
   - 祭   뭪  (  樨,  ,  ,
, ७⮢; 業 ᮡ⢥   뭪
 ..);
   - ண 뭪 (। ⪮-  -   ⥭-
権 ࠧ,    ᭮  ⮢   ࠬ஢
뭪, 業 䠪஢ ⢨    ᯥ⨢);
   - 業 ᮡ⢥ /ᯮ/ ⥩ (筮-孨-
᪨, ந⢥, ⮢, , ஢  .);
   - 㫨஢ 楫 /ᯮ/      
ᯥ⨢;
   - ࠧࠡ⪠ ⥣ /ᯮ/ (। ⮤ -
 ⠢ 楫,  ࠡ⪠ ⮢୮,  筮-孨-
,  業, ⮢, ४   ⥣,  -
離);
   - ࠧࠡ⪠ ⠪⨪ (롮 ।  ⨦ ⠢-
 楫  ⤥ ⠯  ࠢ ᯮ⭮ ⥫-
);
   - ନ஢   ⨬㫨஢  -  (-
 ⥣, ⠪⨪, ⮤, ।  ..);
   -   ஫ (業 砥 १⮢, ।-
 䥪⨢ ᯮ⭮ ࠡ,  業 ਡ   -
⠢ 楫, ࠡ⪠ ।  ४⨢ ᯮ⭮
⥫쭮    ᯥ,  ⠪ ࣠樮 -
 ।) [ . . 16-17].
   .. ॢ  .. 루窮 뤥,   "騬 㭪-
ﬨ ࠢ" (楫, ஢, ࣠, -
न஢,  , ஫) થ⨭, ⠪  "ᯥ
 થ⨣ ⥫쭮 㭪樨":
   - ᪭  ᫥  뭪  (   ண
);
   -  ந⢥-⮢ ⥩ ।;
   - ⠢ થ⨭ ⥣  ணࠬ;
   - ⢫ ⮢୮ ⨪;

                            - 188 -

   - ⢫ 業 ⨪;
   - ⢫ 㭨樮 ⨪ ();
   - ନ஢  થ⨭ 㦡;
   - ஫ થ⨭ ⥫쭮  業  䥪⨢-
.
    ⮬ 㪠 "㭪樨" થ⨭ ᫥  ਭ樯,
  "᭮  "  [        . .,  -
      . . થ⨭:    뭪... . 8-11].
    ⬥,    㡥 થ⮫ ,
 થ⨭  ਪ 㪠 -    " 孨᪨
⮤",   ਧ 㤮⢮ 㦤,  ॡ  
 㯠⥫  த殢. ,  㦥 ਢ -
 થ⨭,   .: "થ⨭ -   -
᪨ ⮤,  ࠢ  㤮⢮७  -
 宫᪨ ᫮  ॡ⥫     -
ᮢ  ᫮    ਡ஢ ⢥  -
⢥ 맢  ॡ⥩"  [.:    뭪:  થ-
⨭...  .  8];  㣨    ᯥ樠,  ਬ,  .
, .裥, ,  ᫨ ᬠਢ થ⨭ "
窨  ७  ।",    "થ⨭ ।⠢  
,  楯  ᮢ㭮 ⮤  ८ -
 " [.:        .,         . ࠪ-
 થ⨭... . 13].
    ࠧ,   ।,   થ⨭   㪠
(ਪ   ⥮᪠) -            襭
஡,   뭪.
      ⮩  窨  ७,  ਬ,  થ⮫   .
, . 裥 ᬠਢ:   "ᯥ樠       
        樨  થ⨭"  (ਬ:  樨  
࠭   ,  ᪮   ࠭,  ⢨
㤠⢠    /⠪,   ⠭ ஢
᪮ 業  , ॣ㫨஢  ,
,  ⠬      ../,  ࠧ   孮,
-,  ࠢ  ,  ᪮ 樨  ࠧ
樠쭮-࣠ ,  ⥬ ⢥ ,
  ⢥  業  ਭ ਭ樯 ,
樨 ।⢥ 㦥 ।ਭ⥫,  ᥣ-
⮢ 뭪, ॡ⥫, ७⮢, ࣮, । 

                            - 189 -

,  ⠢騪,   ..);    "             -
   権    થ⨭"  [ . . 14-20].
   ⠪, ᫨ ਥ஢  楯樨 થ⨭, ।-
 .,  .  ⫥, .裥   㣨
ࠬ ⮣ 室,   ।,       -
      -             ᫥ 뭪.
   , , 㣠 ஡:    ⮤ -
    ⭥  ,  ᮡ⢥,   "⮤ થ⨭"
᫥  ?
   ᭮ ⮤ થ⨭,    ,  襩 ,
⭠.  - ᫥騥: (1) omplex reserch of market, (2)
efficient production,  (3) tactical of market, (4) product poli-
cy,  (5) pricing policy,  (6) distribution channel  policy,  (7)
communication policy,  (8) promotion policy,  (9) public relati-
ons,  (10) publicity,  (11) organize of market,  (12) control of
market,  (13)  strategical of market,  (14) marketing programms,
(15) "marketing-mix".    "᭮" ("⥯")
⮤ થ⨭.
     ⮤᪨ : 祬,   -
,    ⭥᫨   ⠪,    㣨,   
⮫쪮,   㣮 ⢮, ⮤ થ⨭ ?
   ।   ⮨   ⮤᪠ :  ᭮
᢮ 室.  ⮣   ⢥  :  ⠪ -
        ?   ,   ᫥,   -
⮤  㪨 ?    ᪠,  ⮤ - ,  ਬ-
, ।⢠ 襭 ஡ ?
   ।  㦤 ᫥騩 室. ⮤  -
㪨 -  ᯮᮡ () ⥫쭮 ᯥ樠  ॠ-
樨 ⠢ 楫  襭 .   ⮤ -
  ⬠ 襭 .  㣨 ᫮, -
 ⮤ -    㬥⠬  ("-"  -  "
"),      ⨣ । 楫.   -
ᯮ짮  ⮣,    । 祫  
ᨮ   .
    ࠧ, ᯮ짮    ⮤ ࠡ ᫥-
  ।   㬥 ᨮ. ᫥, 
᢮ ।,   ᫥⢨ ⭮ ஢ન  ("䨪-
樨") 室 ਭ樯  㪨.

                            - 190 -

  5.1 ⭮襭  ᭮묨 ਭ樯  ᭮묨
             ⮤ થ⨭
______________________________________________________________
᭮ ਭ樯 થ⨭:   ᭮ ⮤  થ⨭:
______________________________________________________________
1. marketing reserch         (1)  omplex reserch of market
______________________________________________________________
2. segmentation               (2)  efficient production,
                              (13) strategical of market,
                              (14) marketing programms
______________________________________________________________
3. adaptation                 (3)  tactical of market,
                              (5/)tactical pricing policy
______________________________________________________________
4. innovation                 (4)  new product policy,
                              (15) "marketing-mix"
______________________________________________________________
5. planning                   (13) strategical of market,
                              (3)  tactical  of  market,
                              (5)  pricing   policy
______________________________________________________________
6. promotion                  (8)   promotion  policy,
                              (8/) ⥬ ,
                              (5)   pricing policy,
                              (6)   distribution channel policy
                              (7)   communication   policy,
                              (9)   public  relations,
                              (10)  publicity
______________________________________________________________
7. governing of market        (13) strategical of market,
                              (5)  pricing policy,
                              (6)  distribution channel policy,
                              (8)  promotion  policy,
                              (12) control  of  market,
                              (14) marketing programms
______________________________________________________________
8. management of market       (3)  tactical  of  market,
______________________________________________________________

                            - 191 -

砭 ⠡ 5.1  ⭮襭  ᭮묨 ਭ樯
                          ᭮묨 ⮤ થ⨭
______________________________________________________________
᭮ ਭ樯 થ⨭:   ᭮ ⮤  થ⨭:
______________________________________________________________
8. management of market
                              (4)  product policy,
                              (5)  pricing policy,
                              (6)  distribution channel policy,
                              (7)  communication policy,
                              (8)  promotion  policy,
                              (9)  public  relations,
                              (10) publicity,
                              (11) organize  of  market,
                              (12) control of market,
                              (13) strategical of market,
                              (14) marketing programms
______________________________________________________________

    室  ⮣,   ᭮ ⮤ થ⨭ ᫥
 ᭮ ਭ樯 થ⨭.  ⮤  થ⨭    
"ࠧ稢"    ⨧    室  ਭ樯.
ᬮਬ ⠡ 5.1:     襬 ਭ樯 -
⨭,    ࠢ - ᮮ⢥騥   ⮤ -
 "થ⮫".
     ⮩ ⠡  ⨬    ᭮  ਭ樯
થ⨭:   1)   marketing  reserch  -  ᫥  뭪
(஭  㡮);  ஬ ⮣,  ਫ,  ⠪
ᯮ  ᫥ ᪮   祭
ந⢥-⮢ ⥩ ।   ⥪
⮩  뭪; 2) segmentation - ᥣ 뭪; 3)
adaptation -  ॠ஢  ॡ ⨢  -
⥭樠쭮 ; 4) innovation - , ᮧ -
 ⮢;  5) planning - ஢,  ஥  ࠧ
થ⨭ ணࠬ,  業 ஢;  6) promotion -
ଠ樮 த ⮢஢  ;   ଠ ᮮ-
饭, ᯮ㥬 ।⨥  ଠ樨, 㡥 
  ᢮ ⮢,  㣠,  ।⨨,  ࣮

                            - 192 -

થ  . . 7) governing of market - "쭮" ࠢ
થ⨭, ᫠饥 "᭮ 室 ᮡ⨩"  ⥫-
 ; 8) management of market - ࠢ થ⨭,
  襭 ⪮   ⨦ -
 ஢   ࠧ 뭪:   த,  -
, 祬 ᫥  த,    ࠧ -
,    த      ࠢ  ⮢஢
().
   ࠢ   ᭮묨  ⮤  થ⨭:  (1)  omplex
reserch  of  market  -  ᭮  ᫥ 뭪;  (2)
efficient production - 䥪⨢ ந⢠ (: 
䥪⨢ ந⢥-⮢ ⥩ ७-
);  (3) tactical of market - "⠪᪨",   "⨢-
"  થ⨭;  (4) product policy - ⮢ୠ ⨪;  (5)
pricing policy - 業 ⨪;  (6)  distribution  channel
policy  - ନ஢   ⮢஢  ⮢ ⥩;
(7) communication policy - ⨪ ७ 㯪  ⮢஢
("㭨樮"  ⨪    ᫥ ନ஢  
⨬㫨஢ த);  (8) promotion -  ४  ,
४-ய᪠ ⥫쭮; (9) public relations -
४ ,  饥     ᪮  ᭮;  (10)
publicity  -  㡫 ४ ਠ;  (11) organize of
market - ⢮७     થ⨭  ணࠬ  ;
(12) control of market - ஫ થ⨭; (13) strategical
of market - ⥣᪨ થ⨭; (14) marketing programms
- ணࠬ થ⨭;  (15) "marketing-mix" - "થ⨭
ᬥ".
   5.1. ᬮਬ  : ᮮ⭮襭 ᭮ ਭ-
樯 થ⨭ "marketing reserch"  ᮮ⢥  -
⮤ થ⨭,    "omplex reserch of market".
   omplex reserch of market - ᭮ ᫥ 뭪
- 砥  ᥡ ᫥騥 ࠢ:
   5.1.1.   譥  થ⨭ । - :  (
-) ᪨, ᪨, , 樠, -
, 宫᪨, ࠫ 䠪  ᫮,  
 "㦠"    ᮭ.
   ਬ,  ᪨ 䠪ࠬ ⭮: ஢ -
室  ⢥, ஢ 業, ⢮  ᥫ ( ࠧ-

                            - 193 -

 ⠬), ⢮ த樨, 㬬 ᡥ० ᥫ,
ꥬ  ᫮ ।⠢ ।  .. 樠쭮--
묨 䠪ࠬ 㯠: ஢ ࠧ ᥫ, -
ᨮ ⠢,  㤮   㤮 ࠫ  
⢠,  ५ ⠭,  騭  ⢥, 
..
    ᨬ  । ⮢ ଠ 롨ࠥ  -
।   譨 䠪,    
  ᠬ ।⢥ ࠧ:  ਬ,      -
ந⥫  ⮢  孨 ᥬ 짮 
 ⮫쪮 ᫥ ᥫ,  ᪮쪮 ⢮ ᥬ  
⥦ᯮᮡ  (    ६  ਮ-
묨).
    ଠ,  ஢  ⠪  த   䠪஢ 譥
। ନ ᮡ⢥     業  㦠饩
।    ⥭樠 ⥩ ⭮⥫쭮 ந⢠
   ᢮ த樨.
   ⬥⨬,   ᮢ ஥ ࢮ,   祣   -
 -  ஢  譥 થ⨭ ।. -
筮 ஡ ᠭ ࠬ஢ 譥 । । 
ࠧ  権:  "⥣᪨ થ⨭"   "ਫ-
".
   ,   ,    "omplex  reserch  of market" - -
᭮ ᫥ 뭪 - 室 ᫥騥 㭪:
   5.1.2.  ᫥   ண.
   5.1.3. 祭  ⮢  -  ॡ⥫  襣   ⮢
(),  ॠ, ⠪  ⥭樠.
    ᮢ ஥    ஢  ᫥  祭
᫥ ᥣ⮢: 樠 (), ᪨, -
᪨, -७⮢, -ࠫ  ..   
 ।⠢ ᮡ ᮮ⢥騥 થ⨭ ⮤-
,    ᬠਢ     権.
     ⮤ ਢ  .  5.2: "ࠪ⨪ -
  ᮢ"   .  ⫥ (宣᪨,  ⨢樮-
-᪨  ᨬ  ਭ  ⮬  -
  樠쭮  ᫮  - 樠쭮 ;  ਬ:  "
" "  ..  ࠪ⨪ , ਭ -
  㯪).

                            - 194 -

   . 5.2  ࠪ⨪ 樠 ᮢ  . ⫥:
              /ࠣ  ᮢ ࠡ  થ⨭/
______________________________________________________________
            ࠪ⨪ 樠쭮 
______________________________________________________________
1.     ⢠:  ᥬ, 騥  ᫥㥬
        ⢮.   죨  ⢮⥫ 楫,
          祬  ,  뫠 ⥩  -
          誮.    ਢ몫 ᢮ ⢮ ⠢ 
        .  㦠 ७⭮ 㯯  㣨 ᮢ.
        : ࠣ業, ⨪ਠ, , 㣨  -
        樨   ⢨.
2.     ᢮ ᨩ  ᬥ, 騥  -
        ᮪ 室  ᨫ ᢮ ᪫⥫쭮    ᯮᮡ-
        ⥩.   ਧ ᢮ 樠쭮 
         ⨢  죨.  ६  ३  
        訩 .  : ண , , ⥫
        ᥩ, ண ⮬.
3.    騥   ᢮ ᨩ, ࠢ騥,
        ᬥ.     ࠧ, 客
        ,    ⢥ .  : 訥
        ,   (祭 ),  , 訥
        ⮢ ਡ.
4.    㦠騥,   ।ਭ⥫,   "ࠡ ⮪",
        । ⠢ . 祭: ᮡ   -
         , ᮧ ᥡ ८ ᯥ⠡쭮.
        : ⮢ ⨯ "ᤥ ᠬ", 宧⢥ ਭ-
        ,  ண ⨫.
5.     㦠騥,  ஢  㪢-
         ࠡ稥. 祭 : ஡ ९ ᢮-
           ⢥, ⪮ ࠧ ஫ -
        . : ᯮ⨢ ⮢, , ⮢  -
         宧⢠.
6.    ஢ ࠡ稥, , 騥  ᮡ.
        :  饢 த, ⥫, ঠ -
        , ঠ .
______________________________________________________________


                            - 195 -

   ,  "omplex reserch of market " - ᭮ ᫥-
 뭪 - 室 ᫥ :
   5.1.4.  뭪  뭮 .    室 -
祭 ଥ  뭪, -㯠⥫,  .., 
" 室"  쥧 ଠ  ਭ 襭.
    ⢥  ਬ  ਢ ࠣ  ᮢ ஥
⮤ ᥣ樨 ७⮢  宧⢥ 䨫:

  . 5.3  ७⮢  宧⢥ 䨫:
            뭮 /ࠣ  ᮢ ஥  થ⨭/
   ଠ: ____________________________________________
ଠ     :  ____________________________________________
ଠ     :  ____________________________________________

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
(1)       :                                               
1.                                                 
   稭 뭪                         
    ७⮢?                                 
। ᥣ 뭪 (    %):                    
- ᪨                                               
- ᪨                                              
- 宣᪨                                             
- 樠                                             
- 樠  ⠬:                                       
                                                             
                                                             
                                                             
                                                             
                                                             
                                                             
    ७ 뢠 த:                     
  뭪                                                 


                            - 196 -

   த ⠡. 5.3  ७⮢  宧⢥-
    䨫 /ࠣ  ᮢ ஥  થ⨭/

                                         ଠ    ७
             
                          .        
                                           1-5    1-5  1-5 
ĳĳĳĳ
  뭪                                           
 ⭮ (ॣ쭮) 뭪                            
 樮쭮 (७) 뭪                         
 㭠த 뭪                                     


 ,      :
______________________________________________________________

 ⠥  㬬 ,   ᭮ 祣 ਢ ᯥ⭮
祭  ࠧࠬ 뭪.
    뢠 ࠧ 뭪 ?  室  祣   
ࠧ 뢠  ⥫ ? -, 室 
ꥬ     ।⠢塞 ᥣ 뭪.
     ᥡ ।⠢  ? ᬮਬ  ஡.
   ।:        -  ⥦ᯮᮡ ॡ
⭮ 樠쭮 , ,    ᠬ, - ࠢ-
 業  ⮩   樠쭮 .
      ࠧ ஢.  ਬ,  -
।  樠쭮 :     ⮢஢;
 ⮢  ;   ⮢  ᫨;    ஢
ᥣ ७ 뭪;  ॣ쭮 ࠧ१.
   ,  室  祭  " 頬",  -
     ⥬, ⮡   ᤠ -
  થ⨭.   - ᭮ ,   䨪
                । :
   5.1.4.1. ꥬ 뭮筮 .
   5.1.4.2.  뭪.
   5.1.4.3.  뭪.
   5.1.4.4.  뭪.

                            - 197 -

   5.1.4.5. ⥭樠 뭪.
   5.1.4.6.  뭪.
   5.1.4.7.   ॡ⥫᪨  த   -
  뭪.
   (5.1.4.1)                             -
 ⠪    ⢮ ⮢஢,  ஥      
 㯫 । 㯯 ⮢,  । -
ਮ ६ ( ࠢ,   祭 ),   ।
ॣ,  । ࣮ 窠.
   ꥬ 뭮筮     ࠦ:   ࠫ,
⮨ ⥫,   ⭮⥫ 稭.
   (5.1.4.2)                   -    ⥫,
䨪騩,  ⢮ த樨  த  -
 ப  ⭮ 뭪.
   㣨 ᫮:  ᪮쪮 ⮢஢ "ᯮᮡ  ॡ"  (
ᥡ )  뭮.   뭪 -  孨  -
,   ஬ ६ .  - ᨬ쭮 ,
 ⥭樠, .
    뭪  - 筮 । ꥬ த 
 ⮢஢  祭 .  ꥬ 뭮筮  ⠢
    뭪.   㪨 થ⨭-
   ⮤  ⮬ ਪ ⥪?    ।-
,   થ⨭ -  ᨬ쭮 ਡ-
 ꥬ 뭮筮  -   뭪.
    ᫥ 㫠    뭪    ⮬
ࠢ⥫ २ ।  ७⭮ 졥:
                          =a*b*c*d,
   :
   a - 饥 ⢮ த   ᪮  ᥣ
       뭪   ࠭;
   b -  뭪 ,  ᮮ⢥ த樨  
       - 䠪,  ண    
       ࠢ⥫ २⢠ । ७⠬ (ਬ,
        業,    ..);
   c -  ,  ॠ   ।⥫-
          (ਬ, १ 㭨ଠ,  ..);
   d - ,  ।⨥ 㤥 ६ ⢮ 
        ᪮४஢ ᥣ 뭪;

                            - 198 -

    -  뭪.
    ⮬  ࠧ㬥,   ⠫ ࠬ 
  㦥 (   ஢),  祬    
 (ਬ, ꥬ, , ࣮ॡ, , -
, 㤮⢮ ᯮ짮  ࠭,  㤮⢮ ਡ⥭
 孨᪮ 㦨,  ஢ 㬠,  業, ப 㦡
ࠡ 뫥,   .. -   ਬ୮  ஢-
 [.:  ६ થ⨭ /  ।. ..檮. - .:
. 1991. . 79-80]..
    ।  䥪⨢ થ⨭ ᨫ  ⮬
⥪ ?    ⠪  - થ⨭ ᨫ ? 
᫥饥 ।:  થ⨭  ᨫ -  ᮢ㯭
   ⨬㫨஢ .  䥪⨢  થ-
⨭ ᨫ,  , 䨪 ࠧ楩  -
 ꥬ த (   室      -
⥬   "ନ஢      ⨬㫨஢  ")  
⨣ 뭮 ᮬ.
   5.1.4.3.              -     ⨥ ?
।:  뭪 -  ⭮襭 ꥬ  த    -
 뭪 ("  ᥣ 뭪,  "થ⨣ ").
   ᬮਬ ᫥騩 ਬ.  த ஭ᢨ ୮
堩  -  訫   ⨯.  ᭮ 
⥫쭮    ,  ⮢ 樠樥
᪮ ஬諥 ୮ 堩,    -
⨭  ⥭樠쭠  稭   뭪
業 325 . .   ꥬ   饥
᫮ ᪨ ।⨩  ⮬ ࠩ,  ⠭-
,   ᫨           ᠬ  ।
஢,     뭪  ⠢ 81250 .   
(325000:4).
    뭪,        ⠯
 横, 뢠  ᫥饩 㫥:
                            n
                            $ bi    m
                  = 1/(1 + -----) ---- ;  /1/
                           b       K
                             A       A


                            - 199 -

   :
   B  -   ( ⮨) ⮢   㤮⢮७
    A     (    த  ⮢஢
         ⮣ த);
   n  -  ᫮  - ७⮢ ⮢ ;
   K  -  ७⭮ᯮᮡ ⮢ ;
    A
   m  -  ᮮ⭮襭 "/।";
   b  -  ⥫ ⨦ -த ⮢ ;
    A
   b  - ⥫ ⨦ -७.
    i
   $ -  "㬬".
   ⬥⨬,   ࠢ   뭪 - 祭   -
祭  "⨦" () .  ᯮ,   -
ਫ  "થ⨭ ⠫" ( ਥ樨   
稪  楫 ᨫ 業 ᮢ蠥 ᤥ  -
 룮  ᭮ ᯮ짮 ⥣ 㤭⢠)
 ਭ樯 " 㢠" -  ਫ  "⭮ -
"; "⭮ ࠧ";  ⮬,  뢠 "" -
  ""  ।⠢⥫.     ਫ,  
㢠騥 ᥡ  祬- ""  ᮪ ९樥
᢮ , ᢮ ࠧ,  . 祬 ?   ,
㦥  ᪮ 稭: ⮡ 㢥  뭪.
    ᮡ⢥  "  뭪"  -  室  
᭮  ᮢ ࠡ  થ⨭,  ⥫쭮  -  
᢮ ।.
    ਬ, । ᫥ .
    㤥:

   n = 1 -       ७  1 ⮢-
             ;
   K = 50%,   0,5 -  ७⭮ᯮᮡ ⮢ ;
    A
   m =  100%,    1,0 - ᮮ⭮襭 "/।"
               ( 砥: ⮢ ਢ   ࠧ த);
   b = 0,5 -  ⥫ ⨦   - த ⮢ ;
    A

                            - 200 -

   b = 0,5 - ⥫ ⨦ -७ /᫮:
    i        ⨦     -७ /.

    砥:
   B  -    (  ⮨) ⮢   㤮⢮७ 
        (    த  ⮢஢ ⮣ த) ࠢ-
         :

     = 1/(1 + 0,5/0,5) * 1/0,5 = 0,25.     = 25 %.
                                          

   ""     ""  ?  ⮡ ⢥   ,
ᬮਬ ᪨   ⠡. 5.4, [  
筨:           .  .,         . . -
⨭:    뭪... . 76]:

      5.4     뭪   ਡ뫨
______________________________________________________________
                          뭪, %
                      10%      20-30%       40%       40%
______________________________________________________________
ଠ ਡ뫨, %,
  ( ,
ந ⮢-
 த -     11%       12%         20%         25%
ॡ
______________________________________________________________
ଠ ਡ뫨, %,
  ( ,
ந ⮢-
 ந⢥-
 祭)       5%       16%         27%         30%
______________________________________________________________

    ⠡ 5.4 ,    뭪 - 
ࠧ ( ᪨) ᮮ⭮  ਡ. 祬 
୮  筮 ⮩稢 ࠪ. 
:    ਡ뫨  ?

                            - 201 -

   ࠢ ਡ뫥  ()  થ⨭ । ᫥-
騬 ࠦ:
         P = S * W - [S * (O + A) + F + (R + D)], /2/
   :
   P - ਡ (ਬ,  $);
   S - ꥬ த ( 㪠);
   W - 業 (३࠭⭠);
   O - ࠭ᯮ 室, ᨮ 室  த
          ⮢;
   A -   ந⢮ 1  ⮢,  -
         ꥬ ந⢠
   F - ﭭ   ந⢮ 1   ⮢,
           ꥬ ந⢠
   R -   ४;
   D -       (⥬ "ନ஢  
       ⨬㫨஢ ).
    ,   ,     ஡  ?
    ஡  ⮬,  ᠬ 㭪 S (t) - ꥬ த
( 㪠)  ᠬ          㣨
६.   થ⨭ -  ,   S(t)  
㭪権 R(t) -   ४;    㭪樨 D(t) -  
.    ᨬ  ଥ । ⮤
ॣᨮ    ଠ   ᢮ ஬-
  ६ ᢮ "ᮡ⢥" ॣᨮ ࠢ  ᢮
㠫묨 樥⠬.   ਢ ਬ  ᢮
,     묨 頬,  ਢ ⥬-
, 뢠   ॣᨮ  ண 
,    / "୥⥣",  ⥬, ⮡
- ꥪ⨢ ⠢   樠쭮-᪮
ࠧ  魮 ந⥫⢠  2005 .
     ᯮ ⥫   ࠬ஢ -
 ?  ᬮਬ  ⢥ ਬ த ⠡ 5.2 (-
⮤ 2.4  ᮢ ஥) - " ७⮢  -
⢥ 䨫".
    ᮢ  ஥    㭪 ⥫쭮 ।⠢
 ᮡ⢥   筥;  ਬ: 
 業 ࠧ஢ 뭪   ᥣ⮢ (᪮,  -
宣᪮,  樠쭮,  ᪮). ⥫쭮 -

                            - 202 -

 ਬ  ࠬ஢ ᥣ⮢  ⨬ 뭪  -
 ।  㫠. /ਬ, ᪨ ᥣ-
: 稭  25  50  - ⮫쪮- 業⮢, 騭 
30  45  - ⮫쪮- 業⮢      ⮢  
ᥣ;  ।  ॡ⥫ , ਬ, ⠢ -
浪 80%  ᥣ .  :     ࠢ  
㣨 ଠ  㪠 ᥣ⠬ ?  :   ஡-
 "७  뭮" (襩        ७⮢):
  ࠬ । १ ਥ஢ 業 墠-
祭 ( ) ᥣ   뭪,   -
騥  ਨ.  祭  業 ⥬ ॢ 
ᮮ⢥騥  ࠢ. /⬥⨬   "⮩", 
 "樠 ᫮ " ࠧ㬥  樠 ⨯
,   㦨 襩 ମ  訬 ७⠬
 ᨬ쭮 /.
    ᫥ ⮣,   "᫨" ᢮ "騩" 뭮 ᥣ
ॡ⥫, -   ஢ "⤥" ७樠 
⠬.  ᮪ ⨦ ,  ࠢ, 
"⥬  " - ନ஢   ⨬㫨஢ ,
 㦡 " ਫ譧";  ஬ ⮣ -  ⥬ ।⮢-
 㯠⥫, ⥬ ࣠樨 ࢨ   㣨 -
ࠬ஢,   ॡ . , ਬ, "㤠 ᫠-
"  몭 ࠭ १砩   -
 뭪,  筮 ᨫ쭮      .

   ࠣ ⠡. 5.3:  ७⮢  宧⢥
                       䨫:  뭮  /ࠣ    ᮢ
                       ஥  થ⨭/

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
(1)       :                                               
2.                                  
  ।  ७⮢   ᫨                     
  (-5...-1):                                    

                            - 203 -

   த ⠡.5.3   ७⮢  宧⢥-
 䨫: 뭮 /ࠣ  ᮢ ஥  થ⨭/

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
(1)       :                                               
2.                                  
 襩 ଥ   (-5...-1):                      
 ᫥  ⨬ ஬:                                   
 ᫨:                                                     
 襩 ଥ:                                                 
    ७ ਫ (                       
  뭮:   ⢥                    
ࠪ⨪  業  :                             
____________________________________________________________________
____________________________________________________________________
, ⥣  ⨯ ਤন-                     
      ७⮢:                        
- ࠢ  ० ७⮢                       
- ࠢ  ० :                            
-                                           
-                                                  
-  ⥬    ꥬ த                             
-   㣨  ࠬࠬ ()                               
- ⥣ ᫥  ஬                              
- ⥣ ,   ਭ樯 ࠢ                       
,   ᫥   뭪:                            
____________________________________________________________________
____________________________________________________________________
  -  ᪠ 㯭                        
  -  ᪠ 㯭 権                         
  -  ,  ਭ " "                     
।⨩                                                    
  - 㣨 ⥣:   業                       
        :

                            - 204 -

   த ⠡.5.3   ७⮢  宧⢥-
 䨫: 뭮 /ࠣ  ᮢ ஥  થ⨭/

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
(1)       :                                               
3.                                      
⠭ ਮ⮢ 襩                       
७⮢   뭪:                          
業:                                                       
____________________________________________________________________
____________________________________________________________________
쪮 ᮢ     稢                      
,   㤥ঠ 뭮:                                     
- 訥   ᮢ  (᮪ਮ-                    
 뭮 )                                                 
-  ᮢ  । ஢ (-                     
  樨   㣨 뭪)                          
- ࠭祭   ᮢ (                     
    뭪 )                                 
         :
____________________________________________________________________
____________________________________________________________________
(1)       :                                               
4.                                                
᪮쪮          ७                     
ᯮᠡ   ,                     
騬  뭪,   業:                      
____________________________________________________________________
____________________________________________________________________
᪮쪮         뭮筠                     
⥣:                                                     
- ⠢ 뭮  砥                        
- 業 ᨫ  祢                     
____________________________________________________________________

                            - 205 -

த ⠡. 5.3

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
(1)       :                                               
4.                                                
 砥 㢥祭                                      
- ६ ࠡ                           
ਡ뫨  砥 ⠡樨                             
- 㣨 ᮡ 뭮筮 : -                     
  業:                                              
____________________________________________________________________
____________________________________________________________________
       :
____________________________________________________________________
____________________________________________________________________
(1)       :                                               
5.                                       
     ७ ॠ  -                     
 ⥩     ஢                     
᢮ 宧⢥ ⥫쭮:                               
- ᢠ  ,  易  -                     
 ந⢮                                           
- ᢠ  , 易  -                     
 ந⢮                                           
- ᢠ   宧⢥ -                     
⥫쭮, 易   ᭮ ந-                     
⢮                                                          
- ᢠ  ᬥ ந⢥ -                     
,   孮᪨                        
᭮ ந⢮                                          
- 㣮:   業                                   
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________

                            - 206 -

砭  ⠡. 5.3

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
(1)       :                                               
5.                                       
- ନ ᮡ⢥ ⮢                           
(⨪쭠  ⥣  ந⢠)                       
-  ᢮ 宧. ⥫쭮                      
ᮢ襭    ࠢ,                         
易  䨫 ᭮ ந⢠                    
       :
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________

                                             ଠ    ७
             
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
       (1)       :                                        
1.                                                 
2.                                  
3.                                      
4.                                                
5.                                       

                                       

       :  /᫥  
  㬬       騥 뢮  ࠬ "-
"/:



                            - 207 -

   ⠪,   ᤥ  ᫥騩  騩 뢮:  襭 
뭪  祢 䠪஬  ⨦ 饩 樨
 ᫨.
   4.                -       ⠪ (᭮-
)  ⨥  થ⨭?
   ।: ᥣ  뭪 -  - ࠧ 뤥-
  뭪,  㯯 ॡ⥫ (⮢),  ⮢஢  (-
),  ।⨩  ..,    騥  騥
ਧ.
   ਬ,  ᥣ - ,  , ன -
 ਭ樯 થ⨭,  ⮬  ⠭  ᥣ樨 
    ஡ .      ⮫쪮 -
   "室  ஡".
   5.1.4.5.               .       ⨥
થ⨭ ?  ।:  ⥭樠 뭪 -   
⥩  ⮣   ᥣ 뭪  ( -
  楫).   । ?
   筮 । ⥭樠 뭪  ᭮ ଠ樨, -
砥  ⭮  (࣮-஬諥 ).   -  
.     ?    ⮦   ,  ॣ, 
業ࠫ  (ਬ,   ᨨ,    ᪮ ),
 ଠ, ன   - ⭠.
     ᭮     ।  ⥭樠
 뭪 ?  ; : (1) "㤥  㢥稢 ᫮ -
 ⮢ ?" (2) "㤥    뭮    ?" 
  ॡ  ਢ ⢥  ।⠢  ஢
  ᮮ⢥ ⮢.
   5.1.4.6.           .    ⨥ થ⨭?
    "᮪ 뭪" ?
   , .    뭪  -  ।    ⠪ 
।ਭ⥫᪮ ⥫쭮,    ଥ -
  ᢮ ᠬ 訥 ⢠ - ᨬ २⢠ -
। ७⠬.
   " 뭪" -   "",   -  , 㭨-
 "⥫",   魮,  -  ( ,   , 㦥
"ࠧ ப ७⮢").
   㣮 ।:   뭪 -    뭪,  
ਭ    ଥ.      ⭮襭

                            - 208 -

ꥬ த   -  ꥬ  ( 業).  
  -  ⭮襭 ꥬ    ꥬ  ( -
業). ⠪:

    뭪: (ꥬ த/ꥬ )  100%.

    ᭠    뭪, ਭ饩 -
,   ମ ਡ뫨   ⠫. ਬ  -
 ?
   ଠ ਡ뫨   ⠫ ।  
-ࠧ (ᥣ ,   襩 ,  9 ᯮ㥬 
ॠ쭮 ࠪ⨪ ,    -  -  ࠧ "-
᪨ થ⨭");     :

   ଠ ਡ뫨 = ( ਡ/ꥬ  த)    (ꥬ
                    த/㬬 権).

    뭪:   ⢨⥫쭮 ࠪ⨪ થ⨭,  ࠢ-
,  "室" - " 몥"  ࠧ묨 ᥣ⠬ 뭪.
⥬,   "", , ࠧ, ⠭ 㦥 -
" 뭪"   .
   뭮筠  । ⠪ १ ⠪ ନ,  "-
⨬ ᥣ 뭪";   "ᥣ 뭪,  ।⠢-
  ⨬" / 室騬/   ।-
⥫᪮  ⥫쭮  ,   ⠪   ࠧ
 ⥭樠 ( ⥩ ).
    " 믪":     ᢮ ᮡ⢥ 뭮-
  ?  ᫨ "",   -  ?      ⭮
"ᮤঠ⥫쭮 뭪"   室 ?

   (5.1.4.7)                           -
              ,                    
    .
   ६ ⮤ ᥣ樨 뭪  த  ।-
,    ⠤ ࠧࠡ⪨    뢠,
-,  䠪, ࠦ騥 ⥬ ॡ⥫᪨ ।-
⥭  ६ 孨᪨ ࠬ ,  
  㤮⢮ 㦤, ॡ   -

                            - 209 -

; -,  । ⭠ 㯯 ॡ-
 (楫  뭮),    ᢮ ஬ ।-
⥭ - 宣᪠ ᥣ;   ,   ࠭
६ ࠭  ⥯  稬  (  ਮ⠬)
  樠쭮  (楫 ᥣ⮢ 뭪).
   ᬮਬ ᫥騩 ࠣ  ᮢ ஥    થ-
⨭ - ⮤ ᥣ樨  த (⮢):

   . 5.4   ७⮢  宧⢥ -
              : த  /ࠣ  ᮢ ஥ /
   ଠ: ____________________________________________
ଠ     :  ____________________________________________
ଠ     :  ____________________________________________

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
   (2)        :                                         
1.                                  
᪮쪮  䥪⨢                         
७   ஫  ᠬ                     
 ﬨ ॡ⥫:    -                     
:                                                          
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
        -                     
 ""  ॡ⥫᪮ :                      
- ᪠  ந⢮   -                     
                                                          
- ᪠      ந⢮   ᪮쪮                     
                                                        
-  ०  த樨                        
- 㣮:   業                                   
    ਠ -                     
 :                                                

                            - 210 -

த ⠡. 5.4   ७⮢  宧⢥-
                          䨫:   த     /ࠣ 
                       ᮢ  ஥  થ⨭/

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
   (2)        :                                         
1.                                  
- ᮤ⢨    ⮬ ᯮ짮                     
ॡ⥫ﬨ ᪠ த樨                            
-   ॡ⥫ த樨                           
-     த樨                         
-    ਬ  ਠ-                     
       ᪠                     
த樨                                                      
- 㣮:   業                                   
____________________________________________________________________
____________________________________________________________________
       :
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
2.   :                                    
  ⠤  横 த                      
室    ७,                       
 業  :                                            
____________________________________________________________________
____________________________________________________________________
᪮쪮 䥪⨢     ७                     
     த                       
横 ;    業:                            
____________________________________________________________________
____________________________________________________________________
         :
____________________________________________________________________

                            - 211 -

   த ⠡.  5.4

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
  (2)       :                                           
3.                                           
      ७                      
㢥 ᢮  뭪    祣:                      
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
  ᫥ :                                         
- ७樨 ࣮ ப ⮢                       
- த  뭪 㭨,  -                     
                                            
- 㣮:   業                                   
__________________________________________________________________
__________________________________________________________________
         :
__________________________________________________________________
__________________________________________________________________
4.                                           
᪮쪮  ப ⨬   -                     
, ।   訬   ७⠬:                     
  業:                                            
᪮쪮 㡮       ।-                     
 孮᪠ ࠡ⪠ 㯠-                     
饣 , ਠ  :                       
  業                                             
७   ᪠ :                                   
-   த樨                                           
- ⢮  த樨                                    
- ⥬ 易                               
- 㣮:   業                                   
      :

                            - 212 -

த 5.4

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
     (2)       :                                        
5.                                  
  業    த:
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
   ந⢥ -               
   ⥬  ७⮢, ୮--                 
᪨  ࠧ,   業:               
____________________________________________________________________
____________________________________________________________________
७ । :                                
-த樨 ᮢ  (⠭⨧.)                      
-஢ ⠭  (륳                   
  襭 ⤥ ࠪ⨪)                   
-த樨,ᯮᮡ  㦤  -                   
ᠬ  ॡ⥫ (ᯥ樠-                     
 )                                                 
-㣮,   業:                                   
____________________________________________________________________
____________________________________________________________________
          :
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
   (2)       :                                          
6.                                                 
       :
____________________________________________________________________
  ᥡ  ७    ⭮襭                
᫥ ࠢ ࠧࠡ⪨  :                

                            - 213 -

த 5.4

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
   (2)       :                                          
6.                                                 
-⢫ 孨᪨  (ࠧ-               
⪠ ਭ樯쭮  த⮢)                           
-䨪 ᪠  (ᮢ襭⢮-                
  ࠬ஢ த樨)                          
-᢮ ᬥ 孮᪨ ᮢ                   
楫 ᪠  த樨(७                   
孮  ந⢮)                                     
-䨪 ந⢠  ᪠                  
த樨                                                      
-ᥭ ᬥ᪨   ९த                
  뭪                                   
-宦  뭪   饩                
த樨                                                      
-⢫ ᪨ ,-                
 ਢ  ⮩  ᠬ த樨 -                
  ॡ⥫                                         
-㣮,   業:                                   
____________________________________________________________________
____________________________________________________________________
        :
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
     (2)       :                                        
7.                    
  襩   ७⮢                    
஫  ᮮ⢥⢨ ᢮ ந⢥               
魮⥩ ᫮ 뭪   業:                    
____________________________________________________________________

                            - 214 -

த 5.4

                                             ଠ    ७
                 
                              .        
                                               1-5    1-5  1-5 
ĳĳĳĳ
   (2)       :                                          
7.                    
 ਠ    ७ ⤠                    
।⥭:                                                  
-㬥襭 ⢠ ந⢥ 魮-                
⥩, ᪠ ,   砫                
᭨:                                                     
-६ ஢  ᥡ 魮⥩,-                 
᪠ ,    砫                    
᭨:                                                     
-㣮,   業:                                   
____________________________________________________________________
____________________________________________________________________
      :
____________________________________________________________________
____________________________________________________________________
1.                                  
2.     :                                  
3.                                           
4.                                         
5.                                  
6.                                                 
7.                    
                :           Ĵ
       :               
_____________________________________________________________
_____________________________________________________________

   5.1.5.   祭 뭮  ᥣ⮢  -  
ᮡ⢥  㦨.
     祭  :   "omplex  reserch  of

                            - 215 -

market"  -  ᭮ ᫥ 뭪 -  ⮫쪮 砥,
   뭮 ᥣ,    ஢ -
⨪ ᠬ ॠ樨 ᤥ ᥣ樨.  ᫥  -
 ⭮  㭪 (13):  strategical of market - ⥣-
᪮ થ⨭.
      祭 뭮 ᥣ⮢ -  ᮡ-
⢥    㦨  -  ந ᮮ⢥騥 થ⨭
᫥  樨 ⥣᪮ ᥣ樨 뭮 ᥣ-
⮢,    祬   ஡  -  ࠧ "⥣᪠
ᥣ".
   5.1.6. 祭    (ࠧ)  ,  "।⠢ 
"  㯠⥫ -  ,   , "᪠, 䮢, -
",   ⠪ ஥ 㯠⥫ - ᥣ ⮣, 祬 㪮-
 ॡ⥫ ( 㠫, ⠪  ⨢)
 樨 ᮢ襭  㯪 ⮢  㣨.
    祭 ᬮ७ "omplex reserch of market"  ⬥-
⨬,    ᭮ ᫥ 뭪 -   ⢥-
⢥ ࠡ,    ॡ  ⥫  ଠ樮,
६  䨭ᮢ ᮢ,   ⠪ ᯥ樠⮢  થ-
⨭ 砩襣 .  ⢥ ࠧࠡ⪨ ⥬: "
ࠢ થ⨭:   뭮 ⥩; ⡮ -
 뭪"  । ।  ⮤  ᥣ-
樨 ७⮢  宧⢥ 䨫.
   ᬮਬ, ,  , । :
   5.2. ⭮襭     ᭮     ਭ樯      થ⨭
"segmentation"  ᮮ⢥  - ᭮ ⮤ થ-
⨭:
   ࠣ ⠡. 5.1:  ⭮襭  ᭮묨 ਭ樯
                         ᭮묨 ⮤ થ⨭
______________________________________________________________
᭮  ਭ樯  થ⨭:  ᭮  ⮤  થ⨭:
______________________________________________________________
2. segmentation                  (2) efficient production,
                                 (13) strategical of market,
                                 (14) marketing programms
______________________________________________________________
   ਭ樯 ᥣ樨,   ,   易 ࠧ   ६
।묨 ﬨ,   ⮬ " ᮤঠ⥫쭮 ⭮襭"

                            - 216 -

ਮ⭮  - "efficient production" (䥪⨢ -
⢮). 祬?
     ,    ⮬,    䥪⨢  "ᮡ-
⢥ ந⢠",  ,  ᪨ ନ - "ந⢥-
-⮢ ⥩ ।",  -    
થ⨭ ᫥  ᥣ樨.   易,  -
,  ⥬, ,  ⮫쪮  । ॠ ॡ
뭪  (  ⤥   ᥣ),     ᮡ⢥
 (ᯥ⨢ ॠ쭮 ࠧ) ।,  ,
 ᠬ ,   ᬮ  ⢨⥫쭮  
ᥣ (楫 뭮)  쭥襩 થ⨭ ࠡ. -
祬 ? 祢, ⮬,   ந⢮  䥪⨢-
 (" 訥") -   뭪 ᥣ  祣.
    ࠧ, । ॡ 뭪  襩  -
⥫쭮  ⮫쪮 ᮮ⭥   ॠ묨  ந⢥--
᪨  ﬨ  襣  ।,  -  ⮣ 
ᬮ 롨  ᥣ 뭪 (楫 뭮,    -
뭮 )  쭥襣 ᢮.
   ⬥⨬,  䥪⨢ ந⢠   ࠢ-
   ᨬ  ᥣ㥬 ਧ,    砥
"宩" ந⢥ .  ਬ, ଠ  ᯥ
  ࠭祭  ।⢮ ᯥ樠樨.  ࠢ -
⮫쪮    ७⮢,    䥪-
⨢묨 魮ﬨ.
    ᠥ  ᫥ 㭪⮢ (13) strategical of  mar-
ket   (14) marketing programms,  祭  ਭ樯 ᥣ-
樨,  -     ஡ ᬮਬ .   ⮫쪮
⪮ 㪠,   㯠   ⥪ ண -
  ⮬,      ।  ᯥ-
⨢  (   饬  3  15 )    
 ⮢  㣨,     ᭮ ࠧࠡ⪨ -
⮤ ਭ樯  ᥣ樨.    ਬ ( ࢮ ਡ),
롮 થ⨭ ⥣ ("strategical  of  market")  
। ⠪ ࠬࠬ,  : ⨯ 뭪 ( 
ண),  ⠯  横 த (ਬ, ᮢᥬ
 த  த,  㦥  ॡ⥫), ࠪ
 ⢮ த,  뭮筠 ⥣ ७,  䨭ᮢ
 ,  ७,  ⮢.  롮 ᥣ 

                            - 217 -

 砥 ଠ  뢠 ᢮ 楫, ᨫ  ᫠
஭,  ஢  ७樨,  ࠧ 뭪,  ࠪ 
,  ਡ,  ਡ뫨, ꥬ த,  (ࠧ) -
,  ᫥த 㦨  ..
      ६ १⮬ ᥣ樨 뭪 -   "mar-
keting programms". ⬥⨬,  ⢥  ᥣ樨
뭪 -  ᠬ  ᫮,  㤮, ॡ騩 ⥫-
  (䨭ᮢ,  ଠ樮  ..) 室, ,
,    ᥣ ࠧ ਭ ᯥ.  訡 
⮬  ?
   ।    ࠭  訡 "m a r k e t i n g
p r o g r a m m s"    ᫥騥:
   - ਢ祭  ।⠢⥫ ᫥⥫ 뭪
(ਬ,   ஢ થ⨭  樮-
 ᫥, ᮪饭 - "");
   - 砫쭮  롮 뭮筮 ᥣ ( ᫥-
, ⠪  ᢮塞);
   - १ୠ  業  뭪  ७樠 த樨,
᪨ ࠢ,      筮  ᭮
  ॡ⥫;    - 祭 ᠬ 㯠⥫
⮢ (㣨) ⮩   樠쭮     窨  ७
⢨⥫  㦤, ॡ⥩  ᮢ;
   - ᭮ 業   ᥣ  -
 (- 祭) 㣨;
   - 祭 ᠬ ⮢ (㣨)    窨  ७  
() ᮮ⢥⢨ ॡ -ॡ⥫.
   ᬮਬ, ,   :
   5.3. ⭮襭 ਭ樯 થ⨭  "a d a p t a t i o n"
 ᮮ⢥  ⮤ થ⨭:  tactical of  market,
tactical pricing policy.
   ࠣ ⠡. 5.1:  ⭮襭  ᭮묨 ਭ樯
                         ᭮묨 ⮤ થ⨭
______________________________________________________________
᭮ ਭ樯 થ⨭:   ᭮ ⮤  થ⨭:
______________________________________________________________
3. adaptation                 (3)   tactical of market,
                              (5/) tactical pricing policy
______________________________________________________________

                            - 218 -

    ,  ,  "㡨 " ?
   ਭ樯 樨 (adaptation) 易   "ᯮᮡ"  
饬  뭪,  樮쭮  ଫ塞   ᭮
⠢ ⪮ ணࠬ,  ⨢    ந-
⢥-⮢  ⥫쭮   ᮮ⢥饩 ⠪-
   뭪 ("tactical of market" -    ॢ
 " ").
   ਭ樯 樨 (adaptation)  ஢   -
⮤  "tactical of market" - ⨢ થ⨭  "tactical
pricing policy" - 襩 ⨪ । 業  ⮢ 
㣨 (  - 業 ⨪  ⪮筮 ᯥ).
    a c t i c a l  o f  m a r k e t   -    ⥪  ਭ樯
樨 - ਥ஢   ࠪ᪨  ॠ-
஢   䠪஢ 譥   ७  ।  -  
஭  ᮢ襭⢮ ࠡ  (  ந⢥,
⠪    ࣠樮 ᫠).  ⮣ ᯮ    -
       "                     " -
 .    ,    ⮤  ।⠢  ᮡ
쬥  ⢥ ᯥ樠쭮 ⮡࠭ ᯥ⮢  ।-
  244 ᮢ.
    ⮤ "樮  "     室 
1-  ᮢ ஥  થ⨭    易⥫-
   ਡ⮬,  騬 ᮮ⢥騥  .  1.3
("    ")  .  5.5 ( -
-     
"). ⮤ "樮 "   - 
᢮  த  "⠫쭠  ⮣" ⥫쭮   
⭮襭  譨 ஬  뭪. "樮 " -
    稭 ⨦  㤠 ,
⠭ ⥭⭮ 㤭  䥪⨢  ࠡ,
業    ⥫쭮   ᤥ  ண 
襥 饥. "樮 "   뢠-
    "७  ॢ",  ᪮   ⢥
஢ -  ᮢ⭠ ⪠ ஠஢  ⥭-
樠   ।   ᯮ짮.  稢
⪮  㢥祭 ⥫ ⮢  ⮫-
  㬥  業  楤 樮  [᭮
⮤ .  ਫ   樨].

                            - 219 -

   ⬥⨬,     த  ⮤ 筮 ᫮ 
᢮ " ࢮ ࠧ",      ⮤  樮
  ᢮ (   ,    ⭮,  楫
祭  "થ⨭"),   쭥襬 ⮤ -
  ࠢ⥫쭮 ,       ६ -
䥪⨢ ਬ  ࠪ⨪ (ਬ,  樨 "ண
ॠ஢"  "ண ஢"  뭪).
    ࠢ,  ਭ樯 樨 ॡ ८ਥ樨 -
⢠  ᮢ   㠫  ⨯  த樨.  
⮬ ᯮ  孮,  ॢ ந⢥
     ,    ᯮ짮  ࠡ뢠
業஢.
    ᠥ  ⮤  "tactical  pricing  policy",    
ᬮਬ     ஡  -  祭 ᭮
஡ "業ࠧ".

   ᬮਬ, , ᫥  :
   5.4. ⭮襭                         
થ⨭    ᭮,  ᮮ⢥    ⮤:  "new
product policy"  "marketing-mix".

   ࠣ ⠡. 5.1:  ⭮襭  ᭮묨 ਭ樯
                         ᭮묨 ⮤ થ⨭
______________________________________________________________
᭮  ਭ樯  થ⨭:  ᭮  ⮤  થ⨭:
______________________________________________________________
4. innovation                    (4) new product policy
                                 (15) "marketing-mix"
______________________________________________________________

    ࠢ,  㤥⠬   ⥭ 権  થ⨭
㦥   ࠭ ⠭  ⨪  ,   ,  
ਥ஢ ⭮⥫쭮 "ࠡ"  ਭ樯.    
:     ?
   ਭ樯 樨 (innovation) 易  ࠧࠡ⪮  ᮧ
 த⮢ - new product policy (ਬ,   ⮢஢ 
,  ⨪⪨  ..),  ,  讬 ,  -
묨  孮ﬨ,   ࠢ  ("筮-᫥-

                            - 220 -

⥫᪨  ᪨ ࠡ),  ⠪  ࠧ묨 㣨
ﬨ  થ⨭ (ਬ, ࣠樮묨).
      " த ( ⮢)"   ᯥ樠-
⮢  થ⨭ ᥣ  ᫮  .
    ,   ""  ⠪ த (⮢, -
㣠),  () ਧ() 믮 - ᮢ襭-
  㭪   ࠤ   ࠪ -
 㦥  㭪権.  த⮢ (⮢஢, -
)   ⠪  .
  " ࠭"  㣠 .  ᭮ ,
த (⮢, 㣠) -  ⮫쪮 䨧᪠  ।-
  祭,    ᮢ㯭 ⠪ ⮢,   譥
ଫ,  㯠, 㦨, 業, ⮤ ४  -
.  "묨"  ⮬ 砥   ⮢ (㣨), 
 ௥       ᫥  -
⮢.  祬    祭  ॡ⥫,   
  ।⥭  ⮢஢ ()      㣮
. ਬ,  業 -  "⮢"    ? -
 ⨪⪠  ஬ ⮢ ?  㤥   "new product poli-
cy"   ?
    થ⨭ "new product policy"  ७    楫
ਨ  ⭮  ॠ㥬 ,   뢠 " marketing-mix"
(   " -  ᮥ, ᬥ訢).   砥  -
  ᫥ ६:
   - 襭 ॡ⥫᪨ ᢮ ᪠ த樨;
   - ࠧࠡ⪠   ;
   - ࠧࠡ⪠  ⨬;
   - ७   室  뭪;
   - ࠧࠡ⪠ 室    뭪;
   -    ⨬㫨஢    ४;
   - ନ஢   ⮢த.
   :   㣨    "marketing-mix"?
   ਬ,   㦥 ਫ  "marketing-mix"  -
 "" ?

   ᬮਬ, , ᫥  :
   5.5. ⭮襭  ᭮ ਭ樯  થ⨭  "p l a n-
n i n g"    ᮮ⢥騥    ᭮  ⮤ થ⨭:

                            - 221 -

strategical of market, tactical of market, pricing policy:
   ࠣ ⠡. 5.1:  ⭮襭  ᭮묨 ਭ樯
                         ᭮묨 ⮤ થ⨭
______________________________________________________________
᭮  ਭ樯  થ⨭:  ᭮  ⮤  થ⨭:
______________________________________________________________
5. planning                    (13) strategical of market,
                               (3)  tactical  of  market,
                               (5)  pricing   policy
______________________________________________________________
    ࠢ, 㤥⠬  ᮢ  㦥 ⠭ 
"஢ ந⢠".  ⠬ ਫ  ஢ ?
 "⨫⭥ ஢" ?   - " ,  -
⥫  " ?
   "lanning" -  "䨫䨨 થ⨭" -  ਭ樯쭮 -
 ਭ樯  ࠢ  ࠢ  " 樠-
".
   ,   뢠,  "  믪":   易 ਭ樯
஢  ਭ樯 ⨢ - "⪮ ॠ஢ 
騥  뭪" ?
   ਪ᪨  થ⨭     ⬥砥,
  ᥣ " ࠢ᪨  業 
㭪樨 ஢,    ⠭  ࠥ㣮  
⥬ થ⨭".   ⥫쭮 346 ਪ᪨ -
 ᢨ⥫,  73 業   ॣ୮ ࠧࠡ-
  饪௮⨢  뭮筮 ⥣  ⠪⨪ [.:
          . .    ࠪ⨪ થ⨭  .  -
.: . 1981. . 54].
   ᫨ ⠪᪮ ( 0,5  2- )  ⨢ ( 6  -
楢)  ஢ ⢮    뫮 ᢮⢥
ࠢ ⠫᪨ ଠ   ᯮ짮 楯-
樨 થ⨭,   ७ થ⨭ 楯樨  -
ଥ ࠢ 뢠 ० ᥣ  ⥣᪨,
 ஢ ( 5- ).
    થ⨭ ᯮ                   -
               ,    ।ᬠਢ ⥪
(⨢),  ।   ४஢ ண-
ࠬ ⥫. , ᫨ ணࠬ ⠭   ,

                            - 222 -

          (맢
।묨  ⢨ﬨ 䠪஢ 譥 ।,  ࠧ
뭮筮 樨  ..);  ᫨ ணࠬ  ⠭    
,   楯㠫 ᬮ  祢 -
⥫ ஢ ;  .. 祬,  쬠 , -
ࠢ      ⮫쪮  ⥫,  ।⢥
易  ந襤訬 ﬨ  뭪,    ᮯ殮-
   ⥫.
    ⮬ ।ᬠਢ,  ⥣᪨   ⮫쪮
ᯮᠡ (           )   뭪 
譥 ।,    ਬ ⠪ ,   ᯮ-
ᮡ  쬠  ⨢  ⢮  ॣ㫨஢  
 .
   ⠪,                              -
        -    楫쭮,  ᫮,  -
易  ᨬ ॣ㫨饥 㪮⢮ થ⨭-
 ⥫쭮   ⨢,  ।筮  -
箬 ᯥ,     訥    譨  
७ ᫮,  䠪஢  ࠧ     ࠭
।ᬮ७      થ⨭  ணࠬ
.
   ஢   ᭮ થ⨭ ᫥  ᫥-
騥 २⢠:
   -  ᢥ   䫨  㭪樮묨
ࠧﬨ, 묨 㦡  栬 , -
騥  १ ࠢ쭮  ࠧ筮   ⮫-
        ;
   -  न஢ ᨫ 讣 ᫠ 㭪樮-
 ࠧ,   㦡  栬 ,    -
⥫쭮 易  ந⢥-⮢ 横  -
  ࠭⢥;
   - ᯥ稢  ⪮  ⢨   ᯮ⥫ﬨ 
楫 襭 , ਮ     楫;
   -     ।   ࠧ 뭮筮
樨  譥 । ᯥ稢 ⮢     ᮮ-
饩  ⨬쭮 ॠ樨       [.:
         . .,          .  .  થ⨭...  .
250-251].

                            - 223 -

   ஢  થ⨭ -    뢭,  横᪨
:   થ⨭ ᫥  થ⨭ ண-
ࠬ,   , ஢  ⠢  뢭-
 ஢                         -
           -    祭 筮    ꥪ⨢
ଠ樨  ,  ந室  뭮筮 । ( 䠪-
 譥 ।,  ॡ⥫,  ७  ..,  祬
 㦥 ਫ).
    祬  ,   , ਨ  -
஢  䨫䨨  થ⨭  ࠢ  "樠᪨
஢" ?  ,    , ⮨  ⮬,  "lan-
ning"  "䨫䨨 થ⨭":
   - ந  ᭮ 楯樨 " 横" 孮,
⮢  ;
   - ᭮  ࠧࠡ⪥  ண;
   - 易  ⥬᪨ ਭ⨥ 襭  ᭮ -
 痢 ࠡ 뭪  ᥬ 祢 ᯥ⠬  ࠧࠡ⪨  
ࠢ த樨  ( :   ⡮஬   -
,  ᮧ ࣮ ப, 㯠,  , ᮪-
饭    ࠫ쭮  ॢ,    ᮬ 
..).
   뫮      ("lanning"  "䨫䨨 થ⨭")  
 樠 " ᮢ 㯠⥫" ?  -,  -
?
   ⠪:  ⥬ થ⨭ ਭ樯 䥪⨢  ஢
易   ࠧࠡ⪮  ந  饣 ॠ쭮 -
ࠢ "᢮" 뭪.  થ⨭ ( ࠤ-
  ६  ᥬ  ᯮᮡ "⮫" ⮢
த  뭮) ।  ⭮ ⢨ 
 ந⢮,   室 ᢮ 饭  ਭ樯 "lan-
ning".
   䫨    "䨫䨨 થ⨭" ਭ樯 "lanning" 
ਭ樯 "adaptation" ?
    "䨫䨨  થ⨭" ਭ樯 "lanning"  䫨 
ਭ樯 "adaptation", ᪮  ஢ થ⨭
⥫쭮   ਨ   ⪮ ॠ-
஢  騥 ࠬ 뭪.    ࠬ
 ਨ ? ,  ਬ: ਨ   ꥬ த,

                            - 224 -

⠡쭮 ꥬ த,  稭    ਡ뫨,  稭
  ਡ뫨  ..  /  筮 ᨫ쭮 ,
 ᬠਢ   㣨 ਨ  ࠧ ࠭ 
  ᮮ⢥饬 "ਫ"      -
 ஥  થ⨭/.
    ,  થ⨭   ⨯ ஢:
 -  䠪஢ 譥 ।   ஢  ଥ-
.  ᪮ ଥ ஢    㤥
,  ⪮ ᬮਬ  ࠧ. ଥ
஢ -  ஢:
   -   த ( 䨪) - ਬ, -
騩 த (⮢,  㣠, ࣮ , 㯠  ..),
   ᮢ襭⢮, ,  ࠢ, ।-
祭  ० 楫  ० 㯠⥫;
   - த,   ,     뭪;
   - த,    뭪;   ..  [, ਬ, ⮢
(㣠), ।騩  楫   ᯮᮡ ਬ 
⮬    ⥭樠쭮 騩 ᢮ ॡ⥫,   
  筮 ᯥ⨢].

    頥 ஢  ?
   ஢, ᮧ    ७  뭮  ⮢ -
筮 ᫮ ,  襭 ன ॡ  ꥤ
ᨫ    - ஢,  ஢,  孮,
宫, ⮢,   㣨 ᯥ樠⮢.
    ॠ樨 ᥣ ⮣  ᮮ⢥騥 "ࠢ-
 "  ⠭ ⠯  ᮧ   த.
ਬ,    : ନ஢ "䥫 " (।-
  ࠧ 筨 - 稪,  , ⮢  -
⢥ ⤥,    ..), ࢨ筠 䨪 
(஢ઠ  楫 ᭥,      ਭ樯  -
  ॠ樨  ⮢), 筠 䨪  (-
-᪠ ᯥ⨧),  ᪠ ࠧࠡ⪠, -
। থ ந⢠,  業,  ਡ뫨;  ᯮ짮
१ࢭ 魮⥩,    室  ᮭ, 
譨  䠪஢,  ࠢ  ,  ⥭⭮ ,  
⠭⮢,  ॣ権; ࠡ⪠ ਢ祭  -
⮢-ॡ⥫  ⭮ ࠧ; ஡ த  ..

                            - 225 -

   ⬥⨬, ,    । ⮤᪨ -
  㪠 ᮡ⢥  ⮤ ਭ樯 "planning", ⠪
: (13) strategical of market, (3) tactical of market? ⮬,
  ਫ  ᯮᮡ 䨪樨 ஢,     ᠬ
 થ⨭ ஢, 㤠  室 ᭮ -
⮤:  "strategical of market",  "tactical of market",  "pricing
policy".      - ⤥쭮 ᬮ७.
   ३  ᬮ७ ஡    ᮮ⢥-
 ⮤ - (5) p r i c i n g  p o l i c y,   -
室 ᬠਢ ⠪  ⥪ ਭ樯 ஢.
                   -    "᪢"
⮢  થ⨭ (⥣᪮,  ⠪᪮, -
⨢樮, 樮᪮  ..),  䠪 業 -
   થ⨭ 樨;   祬 "pricing poli-
cy" 祭    ਭ樯 થ⨭.
   楯㠫쭮  樮஢  (  ⠫쭮  
८ࠧ  ,  饩 ७) ᬮ७ -
⮤ "pricing policy"  ᬮਬ .

   室   ᫥饣 ਭ樯  થ⨭  N 6  -
"p r o m o t i o n" (romotion  - ॢ    窨 ७
થ⨭  ய  /४/,  ᯥ稢  ஥
த  뭮筮  த;    ४ ਠ;
४  ,  ४-ய᪠  ⥫쭮;
४஢  祣-).
   ࠣ ⠡. 5.1:  ⭮襭  ᭮묨 ਭ樯
                         ᭮묨 ⮤ થ⨭
_____________________________________________________________
᭮ ਭ樯 થ⨭:   ᭮ ⮤  થ⨭:
______________________________________________________________
6. promotion                  (8)   promotion  policy,
                              (8/) ⥬ ,
                              (7)   communication   policy,
                              (9)   public  relations,
                              (10)  publicity
                              (6)   distribution channel policy,
                              (5)   pricing policy,
______________________________________________________________

                            - 226 -

   ਭ樯 "promotion",     ⠡,  ᮮ⢥
⮤:  promotion policy,  ⥬ ,  pricing  policy,
distribution channel policy,  public relations,  publicity / 
浪 ਮ⭮ ᬮ७/.
   ᬮਬ ,  祬   䨫䨨 થ⨭ ⢮ 
 業ࠫ  -   ,        뢠
"promotion" - ய᪨ (४) ⢨,  ਠ-
, ४ ⨪, ᯥ稢  த ⮢.
           ।, ண ,   祭
筮  ।⠢  த த  -
 祭묨 筨 䨭஢.
   ⠥,           믮 ᫥騥 ᭮
㭪樨:
   - ଠ樮 (  -ॡ⥫ ᢥ
 ⮬,      ॡ: ࠬ  ⮢,
 ਬ ⭮ த,  ᠭ , -
   業, ନ஢    . .)
   - ,  ,   筮, - "㢥饢⥫"
(㡥   室 ਮ⥭    -
,   ண           ᬮ;
⨦   த,  ନ஢  ।-
⥭ ࣮ ન  ..);
   -  (ঠ ᢥ  த, -
   ⮬,  த    易⥫쭮
,     ᪮쪮        㯨  
..).
   ⮤ ࠧࠡ⪨ ४,  ४ ᫠   ४
    筥  㭪権  ஡  ᬮਬ
. ३ ⥯  祭  ᭮  ⮤  ४
⥫쭮,    "ࠧ⪥" ਭ樯 "promotion".
   "romotion policy" -   ⠪ ?  ⥬  ?
   "romotion policy" -    ଠ樮  ய
 த த  筮 ॡ⥫-.
   筮        ⮬  ନ  "romotion
policy"  㣮 ନ - "communication policy" - ⨪ -
७ 㯪 ⮢஢ ("㭨樮" ⨪   ᫥
ନ஢   ⨬㫨஢ த);    ᠥ

                            - 227 -

ନ "promotion" -   砥 ४   -
, ४-ய ⥫쭮  楫.
   ⠥,     "romotion  policy"   (   ⠪      
"communication policy") 室 ⮫쪮 ନ騩 - 㭨-
樮 䥪,    室 䥪 ᪨.    
 ?
    - ⮫쪮 ଠ,    ⨬㫨஢ .
   -᪨ -   ࢠ  ॢ  - ନ-
஢   㫨஢  - .
   ନ஢  () 砥  ⮬,  ⮡, -
 ஢ 㭨樮 ⢨ ⥭樠 
⨢ 㯠⥫   ਯ  த,  -
  (类) 㦥.
   ନ஢   (  )  砥  ⮬,  ⮡:
   - ᮮ ⥭樠쭮 㯠⥫  ⢮ ᢮
த;
   - ᢥ   㦤   ॡ,    
த⮬ (⮢஬, 㣮) 㤮⢮;
   - ।⠢ ⥫⢠ ⭮⥫쭮  ⢠  㤮-
⢮७   㦤  ॡ⥩ (   ॡ-
⥫᪨ ᢮⢠ த);
   - ᨬ쭮   ,   祣,  -
, ᮮ  ࠭  ᮢ 㯠⥫--
, ᫨   㤥 㤮⢮७.
     ய⨩  ⥬  (४,  -
筮, ଠ筮 ⥫쭮  .) ⠢ ,  ⮡
-    ᮧ ⥭樠쭮 㯠⥫  ନ஢
"ࠧ த" ("ࠧ  ⮢";  "ࠧ  "),  騩
 ஫  ਭ⨨ 襭  㯪.
    ᪨  ४  ய ⭮:  "pub-
lic relations"  "publicity".   ⠪ ?
   " u b l i c   r e l a t i o n s"  (" ਫ譧") - 
"⢥ ଠ,  ⭮   ४" (㪢
ॢ) - ᪨ ⨦ ய.
   㦡 "ublic  relations"  ("  ਫ譧") 
⭮襭ﬨ  㡫,   ⢥,  ᮩ, 
롮묨  ०ﬨ  - ᪠뢠  ᢮ ଥ   ᢮
⮢.   㦡 "ublic relations" (" ਫ譧")

                            - 228 -

᭮ 易  ४ ࠪ⨪,   ,  ⫨稥 
祭 ४,   ᪮ ᭮.     -
 ?
   ਬ, ᫨ " ४" ⮢஢,  襤    
( 襤    横),    ४-
,   ࠡ 㦡 "ublic relations"   ஢-
  ᠬ 砫 室  뭮   ᫥ 室  -
, ᫨  ⨬  㤠    ⮢஬.
    㦡 "ublic relations" - ।  ⢮
ᮧ      ଥ-த,  祬  
⮫쪮  ⭮襭  ⥭樠 ⠬ ( ।
楫 ᥣ⠬),    -  ப ᠬ  㡫  ,
稭  襣 ࠢ⥫⢥ ஢:  稭
譥࣮ , ⠬ 㦡,   ..
   " u b l i c i t y" ("ய")  -  筮⭮ -
㫨஢     १  ᯮ짮    ⭮
  / ६  ।⢠ ᮢ ଠ樨  ᮮ-
饭 ᪨  ⥩  १権.
   㦡 "p u b l i c i t  y" ("। ᭮", "-
 ଠ樨",  "ࠧ襭 祣-",  "  ᮩ",
"ய")  -  㣮 㬥 ᪮ ⨢樨
.
   ᭮   "publicity"  - 砥  孮 -
ᥭ  㡫 ଠ樨  ⮬,   ଠ ࠡ⠥
  ⮩ 㡫,       
.
    ⭮   室  "publicity"   孮
"। ᭮"   ⮨  ? :
   - -७樨 (ਬ,    10- 
);
   - ᪨ /类/    (ਬ,  -
訥 ᫥ 祭 ⮩    )    ⥫
९⠦ ( "  ":  ਬ,   -
। ""  ।ᥤ⥫ ୠ  "ଥ"  ᯮ
஢ 4 ५ 1994 .);
   - ⢮⥫쭠 ⥫쭮;
   - ⢥  ᪠ ⥫쭮;
   -  ய (ਬ, 75  ࠡ 襢-

                            - 229 -

  ᨩ᪮ 뭪);
   -   ᪮ ⥫쭮 ( ࠢ,  -
   ⠫) -    ᪠  ࠡ
;
   - ४ (类) ଥ ୠ, ⭨, ;
   - 䨭 -     (ਬ:  諠  
  㯥஡  ࠡ );  ..
     :   ਬ⨢ ਧ  㯪,   -
ࠧ᭥  ࠢ  ⥫쭮  :  
 㬭  ,   ଠ      
⮬ 祫.
    "publicity",  ⠪ ࠧ,  砥   ᮧ
⥫쭮  (ࠧ)   ⮣ த: -
  襩 ଥ,    ⢮᪮ ,  ࠡ
⢮᪨   ...  /᫥⥫쭮,  ᪠ ⢥
⮢  㣨/.
   ⠪, "publicity" ᯮᮡ  ନ஢  
।⠢  ଥ,  ⨢ ࠭ -
⨢ 客  ᢥ,  ⥬ ᠬ ᢥ ନ -
⥫ ࠧ  ᥡ ,  ࠡ  ᮧ,  ਢ  
ᥡ 㯠⥫.

      ⥬   -      :  "⨬㫨-
 ".
   ய   "⨬㫨஢  " -  ᯮ짮
ࠧ ।,  ⫨  ४,  "public relations"
  "publicity", ਧ ⥭஢ .
    室  ⨬㫨஢  ( ⥬     ) ?
   ⨬㫨஢  砥  ᥡ ⨬㫨஢ 㯠-
⥫, ᮡ⢥ ࣮ ᮭ  ।.
     ⭮襭  㯠⥫ 砥 । -
 ᪮ 룮 ⥬,  ਮ⠥ த  -
७ ᫮.  룮 :
   - ⮢ ᪨  ꥬ ਮ⠥ ⨨ ⮢;
   -  ᪨ -  ॣ୮  㯮  ।
᫠ ;

                            - 230 -

   - ।  ࠧ  ଠ: 窠, ⢨ -
砫쭮  ,  "ப" ன 㬬   -
㯪 ண饣 ⮢;
   - ᯫ⭮  ࠭  ࠧ殢 ⮢   
㯪 㯭 ⨨;
   - ᯫ⭠  । ࠧ殢 ⮢  ६ 짮-
 " ஡";
   - 뫪   ४ ᯥ⮢ (ਬ, "")
  ࠧ殢 ⮢஢ ;
   - ਥ  ঠ    ⢥ ࢮ  
 ;
   - 㯮  (䨪,  騥 ࠢ  ७ ᪨
 㯪 ⭮ ⮢);
   - ६  (⮢,  ।    業  
ᯫ⭮--஬  ⢥ ७    㯪
㣮 ⮢;
   -  ⠫ (易⥫⢠,      ।
⢥      ⮢  ᯥ樠 㭪
);
   - ;
   - ଫ ਭ;
   - ࣠ ଠப  ⠢;
   - २  .  . ய - ᪮쪮 墠⠥ 䠭⠧
ᯥ樠⮢  ⨬㫨஢ .
     ய  ⭮ १樨 () 
⮢஢  ᯥ樠쭮  ।⠢⥫ ⥭樠 㯠-
;  ᨨ  ।-⮢⥫; -७樨
    뭮  ⮢஢.
     祭 魮 樨  ⭮ १ ᭨ -
 - 筮  裡  室    ,  -
  ।  ᥧ    ..    祬  ப    
।⢠ ᮢ 㭨樨 - , ࠤ, ⥫.
   , ந騥 㤮,  㤥 讥 
࣠樨  ᫥த  㦨  㣨 ""
 㯠⥫.  ਬ, 㪮⢮ IBM,  ⭮, -
⠥,    த 稭 ⮫쪮 ᫥ ⠭
㤮.
     ⭮襭  । (⠬) - 㦤  

                            - 231 -

  த  ⮢  ᨬ쭮 ࣨ,  
  㯠⥫.
   ।-⠬ ⠢    죮  ᫮  
ᯫ⭮  ᯥ樠쭮  㤮     ।த   
᫥த  㦨,  । ࢨ 㭪 
᪨, ।⠢ ᪨  த 業  .. 죮-
. ਬ:  ꥬ  2 .  $  砥   
2000 $,  㢥祭  த  10 %   ௫ 
2,5 ࠧ.  쭥訥 10%      筮
  10000 $.   ᫨  㬥 த  2 .  600
.  $ (   30 業⮢  쭮 ),
    ⠢  - 16000 $ [B u e l l V.  P.  Handbook of
Modern Marketing. - N. Y. 1986. - P. 63-64].
      ⭮襭   த栬 - ᮭ ,  -
樮  - ࠢ   ⨦  ⨬  쬨
᮪  ⥫  .  ७     
⮫쪮   ࠦ,     ⠪  ,  
⥫  ᪠   ,  ࠧ⥫ -
   , 業 ઠ, ࠫ쭮 ७.
      ..    - ⨬㫨஢
㯪  १ 筮 ⠪ ࣮   -
⥫.  ᭮  ࣮ , த -"ࠡ-
 " ਭ  ⥫쭮 襭  㯪  -
.  ਥ  "ࠡ⪨  ":  ᪠뢠 ᮡᥤ
᪮ ᨬ⨨,      ᮣ   㢠-
,   ப 롪,   ਪ᭮  .
室 ⢠ த:  㬥 易 ⠪, -
, ⠪筮, ⮩稢.
   室     "ࠧ⪥"   ᫥   ⮤   ਭ樯
promotion:   ⮤ ⢫ ⮢  ⨪  -  (6)
distribution channel policy - "ਡ樮 ⨪".
   ॢ  אַ ᫥  "।,  ࠢ-
  । ".
   Distribution channel  policy  - "ਡ樮 ⨪"
। ନ஢    த  .  
  뢠   - "⮢த",     -
    饭.  ।:  distribution  channel
policy,  ⮢த, - 뢠 ⥫쭮  -

                            - 232 -

஢,  ॠ樨  ஫ ६饭 ⮢஢   
ந⥫  ॡ⥫.
    ⮢ distribution channel policy  (⮢த-
) 砥  ᥡ ࠭ᯮ஢,  ࠭  ⠪ 
ॡ⥫ﬨ.
    ࣠樨  distribution channel policy (-
த) - ⠢ 㦭 㧮  㦭   㦭
६    訬  ⠬.   ⥬⨪  뢠
"६묨 砬".
   "ਡ樮 ⨪",   "⮢த" -
 १  । -   ࣠樨  -
,  㯠騥  ।  ⭨ , ਭ-
騥    ᥡ    騥  ।  㣮    ࠢ
ᮡ⢥  ⮢ ().  㣨 ᫮,  -
। -  ,   ஬ ⮢ (㣠)   
ந⥫  ॡ⥫.
   ⮤ ⢫  ⮢  ⨪   -   distribution
channel policy 뢠  ⨯:  אַ  ᢥ,  , 
㣨 ନ, ࠧ   ᢥ .
   אַ ⮤ distribution channel policy - । -
६饭 ⮢஢   ।⢥   ந⥫  
ॡ⥫,  ᨬ ।.
   אַ ⮤ distribution channel policy - । -
 䨫,  ⮢ ᪫, 樮 ,
⠭権  業஢ 审㦨 ।⢥  ᠬ  -
,    - ࣮ १ ᢮ ᮡ⢥,  ᨬ 
,  ⮢ .   ⥬  ஫஢
 થ⨭ ணࠬ.  ᯥ稢  ⠪ 
ॡ⥫,   ᫥⥫쭮,    ଠ  
  ਢ窠,  ॡ ࠧ⢫ ⥬ ࠢ-
 ⮬  ⮬ -  .
   ᢥ ⮤ distribution channel policy - 砥 -
 १ ᨬ ।,   ⮢ ६-
  ந⥫   ⥬ ॠ  ॡ-
.     묨,  ᭮묨  ⭮ 
  ந⥫  (  ࠢ,  让  ) 
묨 ஧묨 ;   ᫮묨,  騬 
ࠪ ᮣ襭,   ਢ 業 -

                            - 233 -

⨪,  ᫮ த, ࠧ ᨮ,   
⢥⢥, த⥫쭮  ᫮ ४饭 -
ࠪ.
   㦭 ⮫쪮 ⬥ ⠪  ⠫:  ᫨    -
।⠢⥫ ᪨ ⮢ ࣠権  
 ⮢஬ ࠢ ᮡ⢥  ,     ப  -
⠪  믮 ।᪨ 㭪樨  㯫-த  -
ᨮ ࠦ (筮  2  6 業⮢   業
⮢) -   ࠢ ᮡ⢥  ⮢.
    ஡    distribution channel policy - "ਡ-
樮 ⨪":  ࠬ  ⮢த  /,
ਭ,  롮   ../,  । /⥭ᨢ-
,  ᪫,  ᪫⥫쭮 ᪮,  ᥫ⨢  
./,  ⨪ ⨯ ⥬ । (௮⨢,
,  ࠢ塞  .),   ।⨩ ⮢  
஧筮 ࣮  .. -   ᬮਬ .


   室     ᬮ७    7-   ਭ樯   થ⨭
"governing of market",  -  ᮮ⢥  ⮤:  (13)
strategical  of market,  (5) pricing policy,  (6) distribution
channel policy,  (8) promotion policy, (12) control of market,
(14) marketing programms.
    㦥 ਫ , ਭ樯 "ࠢ થ⨭" 
⥪ "governing of market" -  襭  
 ⨦  ஢   । 뭪.
    ᮮ⢥⢨   ⨬ 砬 - ࠧࠡ뢠  ᯮ-
 ⮤ થ⨭.
   ⭮⥫쭮 "strategical  of market"  ⥪ "-
 થ⨭"   ᪠  ⮫쪮 ,   ⮬
饭 " ࠧ".
    ᠥ "pricing policy" (業 ⨪)  ᬠ-
ਢ ⥪ 쭮 ࠢ થ⨭,  ᥩ-
 ᤥ ᪮쪮 砭.

   "ricing policy" (業 ⨪)  ⥣᪮ ᯥ-
  -    業         ⥫
ᯥ⨢ ⭮⥫쭮  㯯     -

                            - 234 -

. ᯥ祭 業 ⨪   ⥪ -
  ⮫쪮  ஢ ⥬  ஢ 業   ⠢-
塞    饬  ⮢,        ࠧࠡ⪥ "孮"
ᯮ짮 ।⮢, ᪨, ""  㣨 業 -
஢ ( ⨪ ᮪,  , ७஢ 業,
ࠧ 業 죮,  ਬ樮  業,  ⨦,
७,  ᥧ,  業,   ᥣ 
業 ॣ஢,  ਬ塞    "⠪᪮  થ⨭-
").
   ਬ୮   ᠬ 砥   "쭮  ࠢ"
થ⨭ ⭮⥫쭮 ⮤ "distribution channel policy"
 "promotion policy" (⮫쪮 ᬠਢ    ⥫-
 ௥⨢).
   ᪮쪮 ᫮  ⭮⥫쭮  ⮤  (12)   "control   of
market"  (14) "marketing programms",      -
ਫ.
   ।:
   "ontrol of market",   ஫ થ⨭, -  -
                          ﭭ  ᫥  (஢ઠ) 
                          ⢨  ॠ樨   
                             楫      痢
                          (ࠢ  ) 砥 -
                           १⮢ થ⨭ -
                          ⥫쭮.

      ,   ,   
ࠢ:
   1. ਭ - ⥪騩 ஫  ॠ樥 થ⨣-
   ᥬ  ࠧ  ।묨 (⪨) -
ࢠ ६.
   ਭ  訥  ࠧ  "  室  "
 ࠢ  ४⨢  થ⨭ ⥫쭮 (
 ਭ-஫  -  쭮,  筮,
⠫쭮).
    砥  ࠧ த ⥩ (易-
,   ࠢ,     뭪) - ਭ
७   ࠢ .
   2. ஫ 믮   :   ᯥ樠-

                            - 235 -

 થ⨭ ᯮ⠢ ⥪騥 ⥫   ஫-
묨 ࠬ  .
   3. 樠 થ⨣ ஫  -  ஫  ਡ-
 .
    砥    ।  䠪᪮  ७⠡쭮
ࠧ த⮢, ਩, ᥣ⮢ 뭪, ࣮ -
⥩, ࣮   ..   ᢥ   -
 襭,  ᫥  ᮪,   ᮢᥬ ᢮-
稢 ந⢮    த⮢.
   4. ⥣᪨ થ⨭ ஫. ,  -
, 祭 ᭠ 㪠. ⥣᪨ ஫ - ॠ-
   ஭ ॢ-થ⮫,  ।⠢-
⥫ ᠫ⨭ .
   ⥣᪨ ஫ 砥  ஢થ ᮮ⢥⢨
⥣᪨ ⠭  -  騬  뭮  -
.  ⮬ ᯮ ᫥騩 室: ⠥, 
થ⨭,   ,  -   ⭮⥫쭮  ண
ॢ , ⠭, ணࠬ  ⥣.  -
  ਮ᪨ ८業 ᢮ 騩 室  뭪
(뭮 ⠫ - "recearch marketing").
   ⮬ ॢ થ⨭  ।⠢⥫  ᠫ⨭-
 , ।⠢  ᢮ ⢨:  ࠢ-
,   -   ᯥ樠 奬 ᮢ,  
易 ⢥ , , , , 殮  
㣨 ।⠢⥫  (    쮭,  㯠⥫),
    । ꥪ⨢ ﭨ  
 થ⨭.
    ᭮  ᮡ࠭ ଠ樨   ᯥ樠쭮 奬
ᮢ,  ॢ   ⥣᪨ 뢮   뤠
 ४権.
    뢮 ॢ 뢠 㤨,       讪  
। 㪮⥫.
   ⥬ 㪮⢮ 蠥 -   ?     ᫥-
  樮  ४,        㦭  -
ॢ   .
      뢮,   뢠 ᨫ쭮 㤨  讪 -
९஢ 㣨 ॢ஬ (⠪ ⠬     ࠪ⨪).
᫨    ⢥ত -     ᢮

                            - 236 -

.  ᤥ - 㣮 ?
     ?
    ॢ ?
   ᫨  ᨫ쭮 ᮢ  ,   -  -
   ⫥,      - "⮤ 
ॢ થ⨭": ࠭ 561-566.
    ᫥  ⭮⥫쭮   ⮤ થ⨭
-    ᠥ (14) marketing programms  ⥪ "-
쭮 થ⨭".

   ࠢ થ⨭    ⥪ management of market -
 ⨢ ய, ⠭  ⠭, -
९  ঠ 룮   楫묨 㯠⥫-
 ࠤ ⨦  楫 .
   ⮩ ਭ樯  થ⨭  -  ࠢ   થ⨭   -
"management of market" 砥 ᫥騥 ⮤:

   ࠣ ⠡. 5.1:  ⭮襭  ᭮묨 ਭ樯
                         ᭮묨 ⮤ થ⨭
______________________________________________________________
8. management of market       (3)  tactical  of  market,
                              (4)  product policy,
                              (5)  pricing policy,
                              (6)  distribution channel policy,
                              (7)  communication policy,
                              (8)  promotion  policy,
                              (9)  public  relations,
                              (10) publicity,
                              (11) organize  of  market,
                              (12) control of market,
                              (13) strategical of market,
                              (14) marketing programms
______________________________________________________________
      ᬮ५    ᭮      ⮫쪮  
⠢ -  (11) organize  of  market    (14)  marketing
programms,     ࣠ ࠡ  ⢮७  
થ⨭ ணࠬ 㤠 室 न஢   㦡
 ࠧ ,  ⠪  ᮡ⢥ ࠧࠡ  -

                            - 237 -

஫ થ⨭ ணࠬ.
   "rganize of market" -  ⢮७   ᭮ -
᫮ થ⨭.
   "rganize of  market"  ।ᬠਢ ᮧ ᯥ樠
 ࠧ  ⥬ ࠢ  ந⢥-
-⮢  筮-孨᪮ ⥫쭮 , ,
 ࠢ,     : થ⨭ ࠧ-
  㭪,   த,  ॣ,  㯯 -
ॡ⥫.  ஬ ⮣,    ࠧ筮  த  
  "rganize  of  market" - 祭  ६
ࠡ 㯯  ᯥ樠 ஥,   ᪮-
業஢ થ⨭ ᨫ    ࠢ-
   ॠ஢   -  । -
⨭.
   "rganize of market" - ᫨  אַ  ⭮  -  
  ,   祡  ⫥ "᭮ થ⨭" -
 ᢮ ᭮  (⮬   祡  ஥  
"ࠪ᪮ થ⮫"  ⠬,    ,  ᭮-
 ᯫ ᪠, ᫨ ᬠਢ  祡 ⭮-
⥫쭮 襩 ⮪ ᨩ᪮ ॠ쭮).
   "arketing programms"  -   ⮣ ᪠  ᭮
१⮢ ⥣᪨, ⠪᪨  ⨢ ᫥-
  ,   : ண ࠧ 
뭪,  楫, ⥣  ⠪⨪    뭪, 
⮢, 業  ⮢ ⨪, ⨪ ⨬㫨஢
, ४ ய⨩, 㭨樮 ⨪  ..
   "arketing programms"  -  १砩     ᥩ
થ⨭ ⥫쭮 ,   ᯥ譮  ⢫
  騩 ᯥ ।.


                        :

         :  

   થ⨭ ணࠬ ⠢   ਠ:  
᫥  襭  થ⨭ ᫥ ( ⮬  -
蠥 横 થ⨭ 襭 ஡).

                            - 238 -

    ᮤঠ  થ⨭ ணࠬ 室 ᫥訥 ࠧ-
 (ᮮ⢥⢥: ।⥫  ⥫): 
થ⨭ ।;   뭪;  ᭮ 祭
뭪 ॡ ॡ⥫   ⮢; , ,
⥭樠  뭪,  뭮筮   뭮筮 ;  ⥬
業ࠧ; ஢   業; 祭 -७-
⮢,  ࠣ⮢  ࠫ;    ⮤ ; ᮡ-
⥩  㯠⥫  ⨢ ਭ  襭  
㯪;  業 ந⢥-  થ⨭--
⮢ ⥩ 襩 ;  । ஢ ७-
ᯮᮡ  ࠧ 뭪  ᥣ 뭪.
    ᭮ ⮣ । 楫 뭪   ᥣ
뭪,    ஢ ᮮ⢥ થ⨭-
 ய⨩ (७   ⮢,  㢥祭  ꥬ
த  뭮筮   ..).
   ﬨ 롮 楫 뭪 :  稥   
⥭樠  ⥩  ⨦ 楫 襩  
楫 થ⨭,  ᮮ⢥⢨  ॡ    ᥣ
뭪  ࠪ  ⢥ ⥫ ந 
⮢  ();  ᮮ⢥⢨  ⮢  ⥩  襣
।  ᮡ  ࣠樨 ࣮  ⮬ 뭪,
㯭    ଠ樨      ᥣ  뭪,
ᮮ⢥騩  થ⨭  ᪮ ࠡ, -
 뭪  㡮 ᥣ஢, ᯥ祭 襣
।  ॡ㥬묨  ᠬ  ࠡ   뭪,
稥   ७ २   뭪  .
    롨  ᥣ 뭪,  
७  ⢥ ࠦ;  ⥭樠쭠  
楫 뭪   筮  ⮣,  ⮡ 㯠-
 ந⢥  થ⨭ প  뫠  ᯥ-
祭  ਡ;   ᥣ   㯥  ࠧ-
⪨  ⢫ ⥣  ⠪⨪  ,  室,
⮡    ᥣ   ⪮ ॠ஢  ਬ塞 
 ⠪⨪ થ⨭,  .
    ⮬  ४ १୮ 㦨 楫 뭮,
롨 ᥣ  ࠧ묨,  ⪨ ࠭栬, ஢
ᥣ,  ᫥⢨  ਢ  -
᪨ ࠢ  ண饩 ७樠樨 ⮢.

                            - 239 -

    ᭮ ⮣ ।⥫쭮 ᫥ ࠧࠡ뢠-
 ணࠬ થ⨭,  뢠 ਥ஢筮  5
   ,     ࠧ,   砥 
ᥡ ᫥騥 ࠧ:
   1. ॠ㫠  (⪮ ᮤঠ થ⨭ ணࠬ 
᭮ 뢮).
   2. ⥣  ࠧ 楫 뭪 (  ண -
).
   3.    ᫠ ஭ ࠡ 襩 ,  
஡  㤭⥩.
   4.    (  楫  થ⨭).
   5. થ⨭ ⥣.
   6. ୠ  ⥣  (⨪   ⭮襭 ࠧࠡ⪨ 
த  ⮢,   ⨬  த  ⮢-
஢).
   7. ⥣ ନ஢  ࠧ  ⮢த
(࣠  䨫,  ⮢   ஧ ,  
।, ᪫᪮   .).
   8.  ⥣ (। ஢  ⥬ 
業   䨪樨 ⮢  楫 뭪,  ⮬ ᫥
 ᨬ  䠧 ).
   9. ⥣  ( ஢  ४  ய-
⨩,   ⠢  ଠઠ, 뫪 ࠧ殢  .).
   10.  ॠ樨 થ⨭  ணࠬ,  業  
䥪⨢  ஫ (ꥬ   室  ࠧ-
 ணࠬ  믮 ⠢   , ।-
⥫쭠 業 䥪⨢  ॠ樨, 冷  -
 ࣠樨  ஫    室  믮  થ⨭
ணࠬ  .).
   11. ⮢, ९⮢  襭 䨪樨 -
ࠢ᪮  ࠡ祣 ᮭ ।.
                 
   1. ॠ㫠.  ।⠢ ᮡ  ⪮    
।    ᬮ७ 襬 㪮  થ-
⨭ ணࠬ.  㬬 ᭮ 楫  ४-
樨,  ᮤঠ騥    થ⨭  ணࠬ,  ਢ
᭮ 뢮  १  (⪮    ᭮  )
થ⮫.

                            - 240 -

   2. ⥣ ࠧ 楫 뭪.     ண-
 뭪  祭 ᫥ ⥫: ꥬ  
⥦ᯮᮡ   ।,  ⥫ ᯮ 
,  ஢    業,  ꥬ ந⢠ 
⮢   楫 뭪, ⥯  ⥭ᨢ -
७樨, 楫  ⨢ 㯮  ⮢, ॡ  -
  孨᪮ ஢ ⮢;  ꥬ  ࠪ  ,
ॡ㥬  ॡ⥫ﬨ   த ⮢;  ਥ஢
ࠧ 業,  ᪫뢠  뭪;  ꥬ ॡ; ꥬ
 த;  ⭠ 뭮筠  襣 ।;
ਭ  楫 뭪 ⥬ ॠ樨;   ᫮
㯠⥫,  ⮢;  ਭ  뭪   ⮤ -
; । ࠧ  㯪; ᭮ ⥭樨 ࠧ
 ᥣ 뭪,  ⠡쭮    -
쭮;  .
     ⮩  ணࠬ ਢ ⮫쪮 ⥪ -
  뭪  ⪨  뭪.
   3.   ᫠ ஭ ࠡ 襩 .  㫨-
 २⢮  ⪨ ࠡ       楫
뭪;  ᭮ ஡ ஡, ॡ騥 ᢮-
६ ࠧ襭:  業 ⨦   襣
।,  ७  २⢠ 襣 ⮢ ( -
⢥ ࠪ⨪,  ஢ 業, ࠧ  -
,  㦨,  ᮡ ᪮ ࠡ); ⥯
ᯥ祭 ᠬ (筮-孨᪨,  ந⢥-
묨, ᪨, થ⨭묨, 䨭ᮢ묨, 䨪-
묨 ࠬ  ..);  । ꥬ   権;
।  ꥬ    ⠫;  筨
䨭஢; । ਡ쭮 த, । ७⠡-
 த; । ଠ ਡ뫨;   ᯮᮡ
㪮⢠  ࠢ  ⥫쭮  ᫮ ࠡ
  楫 뭪; ᯥ⨢  祭  ⪮-
,  ६ ᯥ  ࠡ   楫
뭪;  ਢথ ॡ⥫   ⮢; ⢨-
⥫쭮    楫  뭪      -
⢥ ; 業  ᪮ (᪨,
᪨, ந⢥, 筮-孨᪨  .); -
   ⮤    ᪮ (客, -

                            - 241 -

䨪 뭪  ᫥    .);    ᫠  
ᨫ ஭ ࠡ ,   ஡  -
⥩    ࠭.
   4.     .  ।  楫  ,
騥 । ମ  楫,   ⠪  ᯥ樠 થ⨭-
.  । ᯮ⥫ 楫, ⨦ -
 ᯥ稢 ॠ ᭮ .
   5. થ⨭ ⥣.  ࠧ 饭 뭮筮
⥣ ,     㪠뢠:    ࠢ
થ⨭ ⥣ (ᥣ, 䨪, ୠ-
樮 ।ਭ⥫᪮  ⥫쭮;      ⥬
७  ⨢, ࠡ  /  ⮢-
஬,    / ஬ 뭪); ⥣ ⭮⥫쭮 -
筮  襩  (㯫,  ஭, 㯫 
   䨪樨 ⮢    ᥣ  楫-
 뭪); ⥣  ᨬ  뭮筮  (-
ᨮ, ⨬㫨, ࠧ, ६થ⨭, ᨭ-
஬થ⨭,   થ⨭,  ন,  ⨢-
  ..).
   6. ୠ ⥣. 砥  ᥡ । ᭮
⮢୮ ⥣ (७樠, 䨪, ⨪-
  ⥣,  㧪 ᯥ樠),   ⠪ થ⨭
ࠪ⨪ ⮢஢ 襩 ,  祣 ਢ ᫥-
騥 :  ⨬⭠  ᪠ த樨; -
  ⮢;  䠧  横 ⮢    
뭪;  稥   ⥫ 襬 ⮢  -
 ᥣ 뭪; ⥯  ᮮ⢥⢨ ॡ -
 㯠⥫  ॡ⥫  ᥣ 뭪;  -
⢮ ⮢;  ॡ ॣ  ⮢   㯠;
孮᪠ ᫮;  ஢ ॡ  ᫥த-
 㦨,   ।⢥  ⠪⠬
   ॡ⥫   樨 த  ॡ
⭮ ᥣ 뭪;  稥     -
⢫  ⠢;  ⥭⭠    ਤ᪠ 
⮢; ᮮ⢥⢨  ந⢠ ᫮襩 ࣠-
樮  襣 ।;  ࠧ 室  ᮧ-
  ⮢;  ७⠡쭮 ந⢠  த -
   ᥣ 뭪;  ப 㯠 権 

                            - 242 -

ࠧࠡ  ந⢮ ⮢;  প   த-
樨;  ᯥ祭  襩   ᮮ⢥騬 孮-
᪨ ᠬ,  設   㤮,  ਠ  
쥬;  ⭮ ⮢୮ ન 襩    ᥣ-
 뭪;  ⨪  ⭮襭 ࠧࠡ⪨  த  
⮢,  ⨬ த ⮢஢  .
   7. ⥣ ନ஢  ࠧ    ⮢த-
.   뢠:  ॡ  ⮢   
ᥣ 뭪;  ࣠樮  ⥬  襩
; ஢ 䨪樨 ᪮ ᮭ;  -
⮢ ࠡ 襩       筮  ᥣ
뭪;  業  楫ᮮࠧ ᯮ짮  ।-
;  ਭ  뭪   ᫮ ᯮ㥬 ।;
  㢥祭  ꥬ த   ।;
⨪ ।  ⭮襭  襬  ।;  -
  䨭ᮢ ᮢ 襩   ᮧ ⥬
;  ⥯ 䥪⨢  ᮡ⢥  ⥬    
ࠢ  ୠ⨢묨 ﬨ; ᮮ⢥⢨ 
ந⢠ ࣠樮   襩 ;  -
騥   뭪 ࠪ⨪  砨 ⢫ ⠢;
⢮ ⥭樠 ॡ⥫; ᪠ 業-
  த;  ਢ窨  ।⥭  ॡ⥫;
ࠧ  ;  ࠪ । ; -
 ⮢; 稢  ⮩稢 ⮢  樨
⥩  ࠭; ꥬ ࢨ  , ।⠢-
 襩 ମ 㯠⥫; ⥯ ६ 㪮⢠ 
஫   ;  ண 襭 ࠭ᯮ -
ᮢ; ஢ ⨪  ⮪ ⮢஢  -
ਠ;  ࠡ  ⠢騪;  ࠧࠡ⪠ ⥬ ᭠;
࣠  䨫,  ⮢    ஧ ,  
।, ᪫᪮   .
   8.   ⥣.  ࠡ뢠 ᫥騥 ࠢ-
:  ஢ 業   ⮢;   業   -
  䠧  横 ⮢;  ᮮ⭮襭 業 ⮢஢
襩 , ࠧ  ⥯   ⨬; 業
७⮢; ᮮ⭮襭 ஢  業  ஢ 業 -
७    ᥣ 뭪; ⥯ 業  -
  ७樨;  ⥯ 㭪樮쭮  ଥ -

                            - 243 -

७樨;  ᨬ      業  ⮢   (筮
);  ᮮ⢥⢨  ⨬쭮 ᮮ⭮襭  業 
ॡ⥫쭮 ⮨ ⮢; ⥯  ⮢; -
࠭ ⠪⨪ 業 ⨪;  稥   -
⥫ 襬 ⮢   ᥣ 뭪; ᮮ⢥⢨ -
    ⮢,  ࢨ᭮ ⨪  㦨-
,  ⨦ ࣮ ન 襩 ,   ॠ-
樨, ⨯ ᯮ㥬 ।, ࠪ 뭪 (ࢨ-
   ),  ᫮  ⠢,  ।⭮-䨭ᮢ
᫮,  ⥬ ᪨  ,  ਭ樯 業ࠧ-
; । ஢  ⥬  業   -
䨪樨 ⮢  楫 뭪,   ⮬ ᫥  ᨬ 
䠧   .
   9. ⥣  ନ஢    ⨬㫨஢  -
.  砥  ᥡ ᫥騥 ⠢騥:  ᮡ
४ ⨪;  ४ ய⨩  ४ -
⨪;  㤨⥫ ⨢  ࣠樨 ४
   ᥣ 뭪 (⢮,  業,  㤮⢮,
筮  ..); ।⥫  䥪⨢ ।⢠
४    ᥣ 뭪;  ࠧ 室  ४
  ᥣ 뭪;  । 室  ।⢠
()  ४;  室  ⮢  ⨦ ४;
業  ७⠡쭮    䥪⨢  ४  ;
 ४ ய⨩  ; ᮮ⢥⢨ ४ ࠪ-
 ⮢,  ࠧ  ଥ ⨫ 襩  ,  
楫 뭪;  । ᭮    ⠢
 ଠઠ;  業  䥪⨢ ⮣ ; -
। 㣨 । ⨬㫨஢ ;  ⨬㫨஢
।  ; । ⮤ 䨭ᮢ । 
⨬㫨஢    (⮤  䨪஢ 業,  ⮤
⠭ 業  㬬  ਡ뫨,    ꥬ  த
諮  ਮ  ।  饬;  뫪 -
ࠧ殢  .
   10.   ॠ樨  થ⨭ ணࠬ,  業 
䥪⨢  ஫.  ।ᬠਢ 襭 ᫥
ᮢ:  騩 ꥬ 室   室  ࠧ-
  ॠ  ᥩ  થ⨭  ணࠬ,  ணࠬ
થ⨭  ய⨩  믮 ⠢   -

                            - 244 -

;  ।⥫쭠  業  䥪⨢     ॠ樨;
室  થ⨭ ᫥;  室  ⠢
ண ࠧ 뭪; 室  ࠡ  㤭-
 થ⨣ ⤥;  室    ᯥ樠-
஢ થ⨭  ४ ࣠権; 室  -
   ।;  室  ।⥫  -
⥫ 業 䥪⨢   થ⨭  ணࠬ;
ᠭ   ⮤ ஫; 浪  ⥬ ࣠-
樨 ஫    室  믮  થ⨭  ணࠬ;
室  ⢫ ஫  ॠ樥 થ⨭
ணࠬ  ஫ ਭ;  室  ᥭ ⥪
४⨢  થ⨭ ணࠬ  ਮ  ॠ樨;  
.
   11. ⮢, ९⮢  襭 䨪樨 -
ࠢ᪮  ࠡ祣 ᮭ ।.


                          :

    ਭ樯쭠 奬 થ⨭ ⥫쭮 
           ࠢ થ⨭
_________________________________________________________________
                                 :          
                                                               
(: ᪨,  ᪨,  ਤ᪨,  孮- 
᪨ (),  䨭ᮢ,  , 横᪨ (- 
), 樠,  樮, ᪨  . 䠪- 
஢.    譥 ।).                 
_________________________________________________________________
                              
                              
______________________________________________________________
  1- :      (⥬  ; 
              થ⨭ ।, 祭 뭪     ------
             㠫 ॡ⥫   -⮢)         
              ᥣ⮢  ७⮢                       
____________________________________________________________       
                                                                    

                            - 245 -

                ---------                                            
                 :                                            
                ---------                                            
 - "omplex reserch of market";                                      
 - ᫥   "efficient production";                     
 - 祭 譥 । થ⨭   ᯮ짮-                    
     "ଠ樮 䨫".                                
                                                                    
_________________________________________________________________    
 2- :     ( ꥬ , ᥣ-      
஢ 뭪, 롮 楫 ᥣ⮢, 樮஢)    
_______________________________________________________________    
                                                                    
     ---------------------------------------------------------       
     室  楫 뭮: ᥣ஢, 䨫 楫-        
      ᥣ⮢, 樮஢ ⮢஢  ,  .                                              
     ----------------------------------------------------------                                      
                                                                    
                                                                    
 _______________________________________________________________     
 3- :     (ࠧࠡ⪠ -     
 ஢, ⠭ 業  ⮢, ࠧࠡ⪠ ⮤ -       
 ࠭ ⮢஢, ⨬㫨஢  ⮢஢)                
 ______________________________________________________________     
                                                                   
     --------------------------------------                          
     ⠢ થ⨭ ணࠬ:                          
     --------------------------------------                          
                                                                   
     --------------------------------------                          
     ⠢ થ⨭ ணࠬ:                          
     --------------------------------------                          
                                                                   
     -     ண  뭪;  - ⠭ 楫       
થ⨭;  - ࠡ⪠ ⥣  થ⨭;  -  ࠧࠡ⪠       
த⮢ ⨪;  - ࠧࠡ⪠ 業 ⨪; - ࠧ-       
⪠ ⮢ ⪨;  - ;  - ஢  ⨪;  -       

                            - 246 -

  室;  - 業 䥪⨢;  -  ஫        
 裡.                                                      
                                                                   
  ----------------------------------------------------               
    ࠡ :   ⪮                
  ----------------------------------------------------               
                                                                    
     -------------------------                                       
        த                                        
     ------------------------- /;  ; ᥢ ; 
                               롮 ; 襭 孨᪨ /                                         
                                                                    
 ------------------    ------------------    ---------------------   
  ࠧ -- ஡ த -- .஢  
 ------------------    ------------------    ----------------------  
                                                                  
                                           ------------------------- 
                                            ਩ ந⢮  
                                           ------------------------  
                                                                  
                                                   ------------      
                                                    :       
                                                   ------------      
    - communication policy,  -  promotion  policy,  -  public        
relations,  - publicity, - product policy, - pricing policy, -       
distribution channel policy, -  .                                 
  (ନ஢  ⨬㫨஢ ;  ⮢ୠ  ⨦       
४, ⠢,  ଠન, 㯠, ⮢   ଥ-       
 ⨫, 审㦨, ࢨ᭠ ⨪  ..).              
                                                                  
_________________________________________________________________    
 4- :      (ॠ-      
  ⨢ ⥣; ஫;  ஢)        
________________________________________________________________    
                                                                   
                        --------------                             
                                                        
                        ----------------                             

                            - 247 -

                                                                    
                       -----------------                             
                                 ----------------------------
                       -----------------  裡              
                                                          --------- 
                              --------------------------- :
                                                          --------- 
                                                                    
                   -------------------------                         
                     () ------------------------
                   -------------------------  裡
                                             (ਡ뫨    .)




                               :
                                 
   ----------------------------------------------------------

            [ C.: "  થ⨭"... . 32-44].

                      ᯥ:
   1. ⢥    ⮫쪮  쬥 ଥ.
   2.       ⢥,  -
  ᮤঠ .
   3. ⢥  ,   ,   ᫥饩 :
3.1. ⢥   . 3.2. ।   -
     ⢨  -
 .  3.3.  ।  ᯮ짮  -
    । ⢨  ᯮ짮 -
.  3.4.    ⥩  ।-
 ⢨   騥 . 3.5. -
    㤮⢮⥫쭮  ﭨ    ।

                            - 248 -

⢨  㤮⢮⥫쭮 ﭨ (ਬ:  -
 ). 3.6.   䠪஢  ।-
  /室/  ⢨   騥 䠪.  3.7.
 ᤥন 䠪஢  室 ⢨  ᤥন-
騥 䠪.  3.8.  ᯮᮡ 䠪஢  -
 ⢨  ᯮᮡ騥 䠪. 3.9.  ਫ
ᨫ : (1) ᯮᮡ騥 䠪; (2) ࠫ ᤥ-
 䠪஢; (3) ࠭ଠ ᤥন  -
 䠪஢.
   4. ⥫    ଠ樨      ࠧ
(뭪, ⮢,  ⮢, 㯠⥫  ..):  ଠ-
 頥  ᢮   ⠡  䠬 -  ᨫ
஭   ᫠  ஭ થ⨣ ⥫쭮 ,  
ᮮ⢥饩 業.

                                  
   ----------------------------------------------------------
          (⢥  ⮫쪮  쬥 ଥ)

                      1:      
   N 1.    뭪 ࠡ⠥ ଠ ?  N 2.     
᭮ ( )   梥⠭ ? N 3.  -
   뭪 ? N 4.  ⭠  -
 뭪 ?  N 5.  ᭮ ᥣ  뭪, -
騥   ?  N 6.     ᥣ
 뭪, 㯮⮣   N 5 ? N 7.  -
   ᥣ  뭪, 㯮⮣  -
 N 6 ?  N 8.  ண 襣 (0,5  - 1 )
ࠧ:  8.1.  饩   뭪 ?  8.2. ⭮
  뭪 ? 8.3.  ᭮ ᥣ⮢ -
 뭪,  騥   (ᮮ⢥⢥ 㭪 5) ?
8.4.  ⭮   ᥣ  뭪,  -
騥   (ᮮ⢥⢥  㭪  5,7)?  N  9.  
ᯮ 뭪,     㥬,   ࠭ -
᪮ 䥪⨢ ᯮ ?  N 10.    
뭪  ⮢஢ 襣 । ? N 11.  
   뭪  㭪 1       ⮢஢  襩
   ?  N 12.   ண । (2-3

                            - 249 -

)   祬 ?  N 13.   ᫥ ⢥  襩
ଥ      ?  N 14.    ᤥ 
⮣ ?  N 15. ⢥   ந⢥  -
  ⥭樠 ⥭  뭪  㭪 8  -
訥 2 - 3  ? N 16.   । (2-3 )
   뭪 㭪 1  祬 ?  N 17. 뢠 
 १ । (2-3 ) ண ? N 18. -
    ॡ⥫      ᥣ 
⮢ ? N 19.    ᥣ  ⮢ -
襣 । ( ⮨⭮ ࠦ) ?  N 20. ࠥ
   த    ஬  ᥣ⮢  ?
N 21.      ⮣ ?  N 22.     
⭮襭  ⮢ࠬ 襩  (᫨  ⥫  
⥫ 䠪) ?

             2:          (     )
   N 23.    ᭮  ⮢ (㣨 / 쭥襬 ᫮
"㣨" - ᪠/) 襩  ?    ᯮ
?  N 24.    ⠤  横 室  
?  N 25.   ७⭮ᯮᮡ   ⮢  
 뭪    ᥣ ?  N 26.    祬 ᫥
 (㦠) ⨬  ࠬ᪨    ⮢
()  ?  N 27.    뭪  ᥣ ᫥  
⮢  祬 ? N 28.  ᯮ ॡ⥫  ⮢
(⨯   ਢ ᯮᮡ ਬ) ?  N 29.  
ॡ । ॡ⥫  ⨬ ⮢ࠬ?  N 30. -
뢠   ⢥  㭪 25-29  ࠧࠡ⪥  -
 ?  N 31.   ⨬ ⮢஢ 襩     
࠭  ?  N  32.      ,  ⮡ ࣮ 諠
ᯥ譥 ? N 33.  䠪 । 㯪 襣 ⮢-
    ࠭,  㤠   ᯮ㥬 ? N 34. -
   ⢥  㭪 31-33  ࠧࠡ⪥  
       뭪 ?  N 35.  ⠢  । ந-
⢥  ⮢ :  " 䥪⮢" ?  N 36.
     ॠ樨 ?  N 37.  ᪮쪮 䥪⨢
  ? N 38.  ᤥ  ⮣, ⮡  ⮢  -
᫮  㧭 । 㣨  ?  N 39.  㤥 
 ⮢   쭥襬    ᮪  ॡ⥫᪨

                            - 250 -

᢮⢠  ࠢ  ⮢ࠬ ७⮢ ? N 40. 
   ७⭮ᯮᮡ ?  N 41.    
 ࠬ᪨     ⮢஢ ?  N 42. -
砥  譨  襣  ⮢  ᮢ६    
ॡ 㯠⥫ (⤥쭮   ) ?  N 43.
 ꥬ 頥  㯠⥫ﬨ  ⮢஢  (⤥쭮  
  ) ?  N 44.   祬 稭  ( 
) ? N 45.  ᤥ, ⮡ 㬥  ( -
  ) ?  N 46.   䥪⨢ ਭ  (
 ) ?

        3:                 (     )

              3.1. ""  :
                      
   N 47.   ਡ쭮 ( )     
த ? N 48. 騥 ७ ? N 49.  -
७ ?  N 50.  뭪 ? N 51. ஢ 室 -
権  ந⢮ ?  N 52. ⥭⭠  ? N 53. -
 ᪠ ( ⭮襭  ᪮ 䥪⨢ ᯮ
⮢) ?
              3.2. ""  :
                     
   N 54.    ⥭樨 뭪  ᫥ 5  ?  N
55.  ࠢ⥫쭠 ࠪ⨪ 襣   ⮢-
஢ ? N 56.  ⥫쭮  横 襣 -
 ?  N 57.    襣 ।  㯠⥫  
      १   뭮 ⮣ 
⮢ ? N 58.   ᥧ 䠪   ⮢?
N 59.  樨 ᯮᮡ 맢  ⮢  㯠⥫?

              3.3. ""  :
                
   N 60.    ਩    ⮢      祬
᭮뢠  㦤 ?  N 61. 쪮 ६ ॡ
 砫 ਩ ᪠? N 62.  㤭  -
  ࣠樨 ந⢠  ⮢ ? N 63. 
 室 ਠ  㯭 ?  N 64.    

                            - 251 -

室  ᯥ樠,  ࠡ稥 ⢨⥫쭮 ⮢ ᢠ-
  த ?  N 65.     ࣠  ந-
⢮ ⮢, த ⮬  ७⭮ᯮᮡ -
 ?  N 66.    譨  ⮢   㯠-
?
              3.4. ""  :
                       
N 67.    㦭 १  ? N 68.  
  த⥫쭮  ?  N 69.   ᪮쪨 த 
᫥ ந ?  N 70.     த 
 ந  ?  N 71.  㤥  ࠭,  ᬮ 
,   ७⮢  ᪮쪮   㤥 -
  ६ ?

                 4:           

   N 72.   ⭮ ⤥    㯠 
⮢;    ਨ, ᥫ᪮ 宧⢠, -
࠭  ..  ਭ ? N 73.    -
 ।⥫   ?  N 74.    ᠬ ।-
⥫ ⭮  訬 ⮢ࠬ?  N 75.     -
襭  㯪 ? N 76.  ॡ, ⠢騥 -
  ⮢,   襣  (ࠣ ) ?
N 77.  ᯥ⨢   ॡ⥩  -
⮢,  ⠢騥  㯠    ⮢  ?  N  78.  
ᯥ⨢    ᯮᮡ  㤮⢮७   ॡ-
⥩  ࠣ⮢, ⠢騥 ᥣ 㯠  ⮢
? N 79.   ⥭樠 㯠⥫ ? N 80. ନ஢
    뭪 㯯 㯠⥫,     -
  묨   ᯥ稢   -
᭮,  ࠧ⨥ ᪨ 権  饬 ?  N 81.
  栬: ) 樨騬 㯪; ) 騬 
襭  㯪; ) ਭ騬 襭; ) ।⢥
ਮ騬;  ) ।⢥ 騬; ) 뢠-
騬  ନ騬   ॡ⥫ ᢮⢠ ⮢ ?
N  82.  쪮  ⨯ ⥭樠 㯠⥫ 襣 
⮢  뤥 ?

                            - 252 -

       5:                         
   /設⢮ ६ ᮢ  ࠬࠬ "७
    । "  1-  ᮢ ஥  થ⨭/

   N 83.   ⨢ 㤭 ?   ᮮ⭮ 
ନ஢ ଥ 㤮 ࠫ, ᮧ -
 宫᪮   ⨢ ?  N 84.  -
ࠧ 㤭 ?   ॠ  ⢠ ?  N  85.
  㤭:  ) 孨᪨ ? ) ᪨ ? )
饭  ࠭ 몥 ?  ) ஢ ॣ஢ ?  N
86.    㤭 ९⢥   -
樨  뭪,  ७,  ॡ⥫ ᢮⢠ 襣
⮢,  뢮 ॡ⥫ ?   㦭 ᤥ,  ⮡ 
 ⠪  ?  N 87.    ࣠樮  ⥪:
業 , 㠫  㯯 , ଠ 
ଠ ⭮襭,  稥 த⢥  "" -
  ?  N  88.    ⥪⮭  ࣠樨:  
,  ⨯   饭,  ⨯ ⢨, ⨫
. N 89.    祢묨  ଥ, ⢮-
騬 ᯥ ⥫쭮 , ᮡ   ᯮ⭮?
    ᯮ  ᯮᮡ ?  N 90.  ᫥-
 ᤥ, ⮡   ࠡ⠫  ᨬ쭮 ⤠祩 ?

         6:                      
    /設⢮ ६  ᮢ  ࠬࠬ "
    । "  1-  ᮢ ஥  થ⨭/

   N 91.  ᫨ 䠪 譥 ।,  ஫
襩 ଥ,    뢠   ࠧ⨥ ⢥
ﭨ (ਬ:   /⥬ ,  প, ,
業 ⠢, ⮨ ७  㤮, ஢ -
樨,  ࠡ  ../; ॡ⥫ /ࠪ⨪, -
筮⭮ ﭨ,   ਭ  襭,  ࣠樨/;
ᨬ  ।⢠  થ⨭  ଠ樨 /⥫,
,  ࠤ, ଠ樮 ⢠/; 孮 /⨦-
,  ⥭,  ࠭祭  ᠬ/; ७ /-
, , ⭮襭   , 騥 䠪
७樨/; ࠢ⥫⢮  ૠ /᪮  -
᪮   ᢮ ࠭;   㣨 ࠭/;  ࣠

                            - 253 -

ᠬࠢ  ;  ..) ? N 92.  ﭨ  -
 ⥫쭮 ⮬   뭪  騥 ⥭-
樨 ࠧ "஫㥬 䠪஢ 譥 ।" (-
, ॡ⥫, ᨬ ।⢠ ᮢ ଠ-
樨,  ७, 孮, ࠢ⥫⢮, ૠ, -
 ࣠   ..) ?  N 93.   ﭨ    -
⥫쭮   ⮬   뭪  騥 ⥭樨
ࠧ 㪨  孨 ?  N 94.   ﭨ    -
⥫쭮    ⮬     뭪  ⥭樨 
᪮ 樨     ⤥ ॣ    -
,    ? N 95.  ﭨ   -
⥫쭮  ⮬   뭪    ⥭樨  
㤠⢥ ⨪  ⥫⢠ ࠭ - ஢
 ⮢஢ ?  N 96.   ﭨ   ⥫쭮  
⮬   뭪  ⥭樨  ७ -
⨪ 襩 ࠭ ? N 97. ᫨ ଠ  ᯮ ⥫-
,     ࠭  ⭮⥫쭮: - ।-
ਭ⥫⢠;  - ந⢠ ⮢஢,  襬; -
ᯮ⭮- 権; -  㦠饩 । ?

     7:                          
    /設⢮ ६ ᮢ  ࠬࠬ "७-
    樨"  2-  ᮢ ஥  થ⨭/

   N 98.   ᭮ ७ 襩     ࠭
  뭪    ᥣ ?    뭪 -
  ७ ?  N  99.    ⮤  ७⭮
  ᯮ? . N 100.  ᯥ⨢ ࠧ-
 ७樨;    뭪  ᯥ⨢  -
  ७ ?  N 101.   ७⮢  -
 ⮢: - 業; - 業 ⨪; - ⢮ ⮢஢;
-  㯠 ?  N 102.   ᨫ  ᫠ ஭ 
७ ? N 103.  ⭮襭   ७⠬   
࠭  㥬 ᯥ譥  祬 ?  N 104.  -
࠭塞     㣨 ࠭ ?  N 105. ⢥  -
 ७⮢ ⠪ ॡ 㯠⥫,  : - -
⥫᪨  ᢮⢠;  -  ⨯ࠧ;  ;   ᮢ;   -
㤮⢮  짮;  -  ;  - 梥 (;   

                            - 254 -

..) ? N 106.   ॠ ७⮢ : - -
   ⮢  뭮; -   業 -
 ⮢;  - 㢥祭  뭪 襩 ;  - 㬥襭
 뭪 襩  ? N 107.  ⥣ ⨬㫨஢
 ਬ  ७ ?  N 108.   ⭮ -
⥫쭮   ७⮢ ?  N 109.    ⭮
⭮⥫쭮 孮 ந⢠    ७⮢  ?  N
110.    ⥭⭠   ⮢஢  ७⮢ ?  N
111.    樠   ਡ   ⪠  ?  N
112. ᫮ ࠡ   ७ ? N 113.  ७-
  ४ ᢮ ⮢஢ ?  N 114.  ७ -
 ᥡ ࠢ ?  N 115.   १ 㯫
 ७⮢  ࣠ ?  N  116.      ७⮢
⠭  ᭠ 쥬  騬 ﬨ ? N
117.  ᪨ १ ७⮢  ⠢ 
ଠઠ ?  N 118.     ७ ⭠  -
樮쭠   ࠭,  㤠   ᯮ ?  N  119.
  ⭮  த  㯪 訬 ७⠬ -
  ?

           8:                  
     /設⢮ ६  ᮢ    ࠬࠬ  "楫
     થ⨭"  1-  ᮢ ஥  થ⨭/

   N 120.   થ⨭ 楫 襩  ?
N 121.  । થ⨭ 楫 襩  ? N
122.   ⪮ થ⨭ 楫 襩  ?  N
123.  ࠧ   楫 易 ? N 124. ࠦ-
    楫  ଥ,  㤮  ஫  ਡ-
   (⥫쭮  ஢ ଥ) ? N 125. ⢥-
   楫 (㭪 120-124):  - ७⭮ᯮᮡ -
;  - ⨦      ⮢஢   㯠-
⥫;  - ᠬ ; - ⫨⥫ २⢠ ;
- ந⢥, 孮᪨, 䨭ᮢ   -
 ; - 䥪⨢ ࠡ  痢 (ଠ-
樥  ஫㥬 䠪  㦠饩  ।,  ⥫-
 ࣠樨  ॠ樨  થ⨣ ) ?

                            - 255 -

        9:                       
    /設⢮ ६ ᮢ  ࠬࠬ "ணࠬ
     થ⨭"  1-  ᮢ ஥  થ⨭/

   N 126.  쭠 ⥣ ( , "")
 ?  N 127.  ⭮ ⨦ 楫 થ⨭
(㭪  120-125).  N 128.  筮  뤥 । 
⨦  楫 ?  N 129.   ।  ।⢠
 ࠧ묨 뭪,  ᥣ⠬,  ⮢ࠬ ?  N 130. 
।  ।  㬥⠬  ⨦-
  楫 થ⨭:  - ᯥ祭 ᮪ ⢠ -
⮢ ⮢; - ४  㣨 யﬨ ନ஢-
  ;  - ४  㣨 யﬨ ⨬㫨஢
;  - ⥬ ⮢த; - ⥬ ࢨ  .. ?
N 131.     થ⨭ ? N 132.  -
楤 ஢ થ⨭ ? N 133. ஢  -
   ?  N 134.  ࠥ  થ⨭ -
ଠ    뭪,    㯠 ? /-
砭:    ஡ 孮 ⠢  -
  ।⠢ /.

       10:                        
   N 135.   ஢ થ-४ ? N 136.
  䨪  㤭 㦡 થ⨭ ?  N
137.  ⨬㫨   樠⨢ ? N 138.  ।
⢥⢥  ॠ થ⨭ ய⨩ ?  -
  ࠡ ⤥ થ⨭  ? N 139. -
  ᮭ 楯 થ⨭  ਬ   ࠪ⨪
᫥騥   뢮 ?

                       11.     

   N 140.  ᪮쪮 業 ࠦ:  প 襣 ।-
;  ७⭮ᯮᮡ 襣 ⮢;     ? N
141.  ⭠ ॠ 㯠⥫  襭 業 ? N
142.  ⭠ ॠ 㯠⥫   業 ? N
143.   ⭮ 㯠⥫  ⠭  業 ?  N
144.  ᯮ  ⨪  ⨬㫨  業  ?  N  145.
ᯮ  ⨪ ⠭ 業 ? N 146.  -

                            - 256 -

 ଠ, ᫨ ७  業 ? N 147. ਢ⥫-
   業 ? N 148.   ⥭樠 㯠⥫
 業 ? N 149.   ᫮ ।  業-
 ⨪ ?  N 150. ⢥   業  -
? N 151.    業  (業 ) ⠬, 
  ?

             12.              

   N 152.  ᪨ 室 ᪫  ⮢஢ ? N
153.  룫廊 冷 ࠭ᯮ஢  ᥬ ॢ
?  N 154.   楤 ࠡ⪨ 㯠  ?  N
155.    প ⮢த ?  N 156.  ⨬쭮 
ᯮ ᪫ ⭮⥫쭮 ॣ ࣮ ? N 157. 
 ,  ⮡ ᪮  㤥訢 ॢ,  ᭨-
 ஢ 㦨 㯠⥫ ?  N 158.    -
 ࠭ ⮢஢   ?  N 159.  奬 -
 ⮢  뭮  ࠭ ?  N 160.  ନ
  뢮 ?  (᫨ ) N 161.   
⮢த  । ?  N 162.      
  ⮢ᮯ஢⥫쭮  㬥樨 ?  (᫨
 㬥).

        13.                     

   N 163.  ⢥    ᫥  ࣮ ᮭ
⠢ 楫 । ?  N 164.  樠  
ᮭ  뭪  ⮢ࠬ ?  N 165.  ஢ ⥭-
樨  ࠡ⭨ ?  N 166.   । ।
ꥬ த ?  N 167.  業 १ ࠡ -
 ᮭ ? N 168.   ࣠樨 ࣮-
    ⭮襭      ࠭,  㤠  ।⨥ 
ᯮ ?  N 169.      ࣠樨 ࣮
 ?  N 170.   ⮤ ࣮ (,  ⮢,
  ..)  ᯮ㥬 ?  祬   ?  N 171.
  襣 ।  ⭮襭   ।-
 ?  N 172.   । ࠡ  訬 ⮢ࠬ 
 ᭮ ?  N 173.  ᪮쪮 ⢨    -

                            - 257 -

䥪⨢ ? N 174. ,    ᫥   ࠧࠡ-
   ॠ樨  ? N 175.  ଠ, 㯠-
   ।,    ,  ? N 176. 
ଠ樨,  㯠饩   ।,   , -
⠥ ?  N 177.  ᫥ ᤥ, ⮡ ࠢ ᮧ-
襥   㭪⠬ 175, 176 ? N 178.   -
⭠  ࠡ⭨ 㦡    ⨢  -
祭 ᤥ ?  N 179.    ᯮᮡ 㦤  ⨢-
 ਬ ? N 180.   ⮢  ९-
⮢  ᮭ ?  N 181.  ࠨ    
⮬  ।  ࠧ ࠭,     
ᯮ  ?  N 182.  쪮 ⥭樠 㯠⥫ (
  㯨  㯪)    㦨    
  ?  N 183.   室   饭 (⠪)
⥭樠쭮 㯠⥫ ? N 184.   㬥 室
    饭 (⠪) ⥭樠쭮 㯠⥫,  
᭨ 䥪⨢ ?  N 185.  ᯮ㥬    (ᤠ
㤮  ७) ?  N 186.  ᯮ㥬    
㣨  । ?  N 187.  ⮢ 室  -
 த ⮢ ?


        14.     
                  (  "      ")

N 188.    襩  ணࠬ  ?

                  14.1          

   N 189.  楫 ⠢ । ४ ? N 190. -
 뤥   । ? N 191.  業 㯠⥫
⢮  ४ ⥪⮢  権 ? N 192. 
ﬨ  㥬  롮  । ४-
 ? N 193. ᫥  裡  ⨢ ४-
 : - ஢ ; - ஢ ਡ뫨 ? N 194.   
襩 ४ ଥ ⨫ ?  N 195.    ⥭ 
⮢  ।  ?

                            - 258 -

      14.2                      

   N 196.   ணࠬ  ? N 197.  १ 
ॠ樨 ?  N 198.   ਥ  ᯮ ? N 199.
 䥪⨢    ?  N 200. ᯮ㥬  
  㣨  ।⮢  ⢥ ⨬஢ 
?   N  201.      ⥭樠  㯠⥫  ᫮
窨  㣨  ।⮢  ⢥ ⨬஢ -
 ? N 202. ।   ࠧ ⮢  ஡ (஢-
) ?  N 203.   ࠭ ଠ樨 
 ᯮ㥬: - ࠤ; - ⥫; - ⠢  ଠન; -
ᨯ;  -   ⠭ ?  N 204.   
᫥  .  203   䥪⨢ ?  
 䥪⨢ ?  N 205.   ਥ  ⨬㫨஢
 ᮭ  ᯮ㥬 ? N 206. ᯮ㥬   ६-
 ࣮ ?

           14.3                 

   N 207.     ନ஢ ⢥  ?
N  208.  ਢ易    ନ஢ ⢥  
뭪  ⮢ࠬ ? N 209.   - 
  ਫ譧 (ନ஢ ⢥ ) ?  N 210.
ࠨ  ଠ -७樨 ? N 211.   -
祭 ⭮-ୠ १ ?

      14.4                      

   N 212. 祭   ࠭ ⮢   믮-
   ?  N 213. 祭   ࠭ -
⮢ ࠧ ᯮ짮 ४ த樨: १  -
  ୠ, ஫, 䨫, ⮣䨨,  ଥ
⮢    ᢮  ࠡ ?  N 214.   ᯮ ।⢠
ᮢ ଠ樨 訬 ⠬ (䨫) ?  N 215.  
஢    ⥭樠    㯠⥫ ?
     ? N 216. 筮  ᨮ-
 ⠢ 㯯,   ?


                            - 259 -

                  15.         

   N 217.  ᪮쪮 㯠 ᮤ த,  ਢ
 ? N 218. ࠭  㯠 ⮢  ० ?
N 219. 砥  㯠 ࠡ த ? N 220.  
ᯮ짮 㯠 ᫥ ⮣,  ⮢    -
⥫ ? N 221.    ⮢  㯠  䮭 -
 ⮢஢  㯠  ,   㫨,  ᪮ 
? N 222.  㦭 ᤥ, ⮡  뫨 ᫮ 㧭-
 ?  N 223.  ⢥  ꥬ ᮢ (⨮)
ॡ 㯠⥫  ॡ  뭪 ?

                     16.       
   N 224.  ᪨ ᯮ  ࢨ 㭪?
  ⥩ ?  N 225.   ந⢥ -
 ()  ?  N 226. 뫨    ⢨
⥩  ᪫ ?  N 227.  ਭ , ⮡ ⮣
 ਫ ?  ᪮쪮  䥪⨢ ? N 228.  
祭 ࠡ⭨ ࢨ  ?  ,        室
᫥ 祡 ᥬ ?  N 229.   ।  䥪-
⨢ ? N 230.  㦭 ᤥ, ⮡  祭 ?
N 231.     ᨬ ப ⠢ -
  㧫 ?  N 232.     ᨬ ப
 䥪 㧫  ⠫ ,  室  -
⥫ ?  N 233. ⢥   ப ப ७⮢
?  N 234.  ᤥ, ⮡ ॢ ७⮢  ⮬ -
ࠢ ?  N 235.   ॡ⥫  㦡 ࢨ
? N 236. ⨢   ࢨ᭠ 㦡 ? ਨ ⨢
?  N 237.    ࠡ   ᭮ ? N 238. 
㦭  ᤥ,  ⮡   ࠡ ࢨ᭮ 㦡 -
쭮 ⮢ ? N 239. ।  ஢ ࢨ, -
騩 ⫨,   뭪,  ஬  -
 ।⨥ ? N 240.    㯠⥫ ࠭⨨ -
筮 ࢨ ? N 241.   ⠭ 㦨 ? N
242.  ॢ  믮 ⠭⮢ ⢨⥫묨 ᠭ-
ﬨ  ᮭ ? N 243.    ⮢ ⭮-
⥫쭮 ⢠ ࢨ ?  N 244.      
ࢨ ? /襭 ⮤/

               /த  䠩 m-04.txt/






