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De wensen en behoeften van de doelgroep van Shurfing

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(11)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e

--Inhoudsopgave

Voorwoord ... 3

Managementsamenvatting ... 5

Executive summary ... 7

1

Inleiding ... 9

1.1

Over Shurfing ... 9

1.2

Huidige situatie ... 9

1.3

Aanleiding ... 9

1.4

Probleemstelling ... 10

1.5

Doelstelling ... 10

1.6

Onderzoeksdeelvragen ... 10

2

Onderzoeksopzet ... 13

2.1

Deelvraag 1: Wat zijn belangrijke inzichten op het gebied van social

media, social-mediastrategieën en doelgroep modellen? ... 13

2.2

Deelvraag 2: Hoe is het social-mediabeleid van vergelijkbare

diensten? ... 14

2.3

Deelvraag 3 en 4: Wat zijn de wensen en behoeften van de

doelgroep wat betreft verschillende online kanalen? en Wat zijn de

wensen en behoeften van de doelgroep wat betreft de soort content? ... 14

2.4

Schematische weergaven onderzoeksopzet ... 16

3

Theoretisch kader ... 17

3.1

Social Technographics Ladder ... 17

3.2

Social Media ... 19

3.3

Social-mediastrategie ... 21

3.4

Meer bekendheid creëren ... 22

4

Hoe is het social-mediabeleid van soortgelijke diensten? ... 25

4.1

The Quiver ... 25

4.2

Peerby ... 26

4.3

Spinlister ... 27

4.4

Gearcommons ... 28

4.5

Conclusie ... 30

5

Resultaten enquête ... 31

5.1

Enquête vragen met betrekking tot de kanalen ... 31

5.2

Enquête vragen met betrekking tot de content ... 34

5.3

Social Technographic Ladder ... 37

6

Wensen en behoeften met betrekking tot online kanalen ... 41

6.1

Kanalen ... 41

6.2

Het volgen van een merk ... 42

6.3

Activiteit op kanalen ... 42

(12)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e -.

7

Wensen en behoeften met betrekking tot online content ... 43

7.1

Type content ... 43

7.2

Content op Shurfing ... 44

7.3

Inhoud content ... 45

7.4

Conclusie ... 46

8

Social Technographics Profile ... 47

9

Conclusie ... 49

10

Aanbevelingen ... 53

11

Evaluatie ... 57

12

Literatuurlijst ... 59

Bijlage I Enquête resultaten ... 63

Bijlage II Enquête ... 125

(13)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e -/

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(14)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e -0

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(15)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e -1

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(16)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e -2

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(17)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e -3

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(18)

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(19)

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(20)

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(21)

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QWj ce[j [h [h[_aj mehZ[d c[j [j _dp[jj[d lWd ieY_Wb c[Z_W ;Wd Z[ WdZ lWd Z[p[ Ze[bij[bb_d][d aWd [h eea lWijij[bb[d mehZ[d e Z[ ijhWj[]_[ ikYY[ileb _i ][ b[a[d e d_[j P[[b leehaec[dZ[ Ze[bij[bb_d][d p_ d6 [h[_a l[h]hej[d( h[fkjWj_[cWdW][c[dj( c[[h [d]W][c[dj( _ddelWj_[ [lehZ[h[d( beoWb_j[_j l[h]hej[d( WYgk_i_j_[ l[h [j[h[d e l[haef[d

[lehZ[h[d % k_c( .,-/&

• e[b]he[f

[ Ze[b]he[f _i [[d [bWd]h_ a edZ[hZ[[b lWd Z[ ijhWj[]_[ _ m_[ mehZj Z[ Ze[bij[bb_d] [ WWbZ B[j _i d_[j Wbb[[d [bWd]h_ a ec j[ m[j[d m_[ Z[ Ze[b]he[f _i( cWWh eea e[ Z[p[ p_Y edb_d[ ][ZhWW]j [d mWWh p[ p_Y edb_d[ [l_dZ[d %Eee_( p & Q[di[d [d [ e[ j[d p_ d

_[h [bWd]h_ a( Z[p[ [fWb[d dWc[b_ a Z[ cWd_[h mWWhef [[d eh]Wd_iWj_[ ieY_Wb c[Z_W ce[j ]WWd _dp[jj[d %P[hm[_ ( .,-0&

• [ kpp ced_jeh[d

QWj mehZj [h el[h ek ][p[]Z [d mWWh [[ j Z[ Ze[b]he[f [j el[h Nm[[ [bWd]h_ a[ edZ[hZ[b[d Z_[ Wbi eh]Wd_iWj_[ [bWd]h_ a p_ d ec j[ m[j[d P_W l[hiY _bb[dZ[ edb_d[ jeebi _i

[j ce][b_ a ec ekm edb_d[ WWdm[p_] [_Z j[ [a_ a[d _j aWd _ leeh [[bZ l_W ieY_Wbc[dj_edi Yec( _dj[hd[jced_jeh_d] db e l_W Aee]b[ ;b[hj % k_c( .,-/&

WWhdWWij m_b [ m[j[d mWj Z[ kpp edZ[h Z[ Ze[b]he[f _i _j _i eea m[[h ][aeff[bZ WWd Z[ m[di[d [d [ e[ j[d [d [j edb_d[ ][ZhW] eeh Z[ _dj[h[ii[i _d aWWhj j[ h[d][d aWd [

_[h bWj[h _d [ ijhWj[]_[ ef _dif[b[d % k_c( .,-/&

• MeY_Wb)c[Z_WaWdWb[d a_[p[d

[ aWdWWba[kp[ Wd]j W lWd Z[ Ze[b]he[f [d Z[ Ze[bij[bb_d] H_[j [ba aWdWWb _i [l[d ][iY _aj leeh Z[ [ee]Z[ Ze[bij[bb_d] WWhdWWij _i [j [bWd]h_ a Z[ Ze[b]he[f ]e[Z j[ a[dd[d QWdd[[h [j [a[dZ _i mWWh Z[ Ze[b]he[f p_Y [l_dZj( aWd _[hef mehZ[d _d][if[[bZ ?[d eh]Wd_iWj_[ m[[j ZWd mWWh p_ m[b e d_[j kd eeZiY Wf ce[j[d

l[hifh[_Z[d % k_c( .,-/& %EWh[b][[d[d db( p & B[j _i _[h Zki m[Z[hec [bWd]h_ a ec Z[ m[di[d [d [ e[ j[d lWd Z[ Ze[b]he[f j[ a[dd[d

B[da lWd Z[h k_c( iY h_ l[h _ Z[ MeY_Wb =hemZ( hWWZj WWd ec hkij_] WWd j[ []_dd[d QWdd[[h [[d eh]Wd_iWj_[ de] d_[j WWdm[p_] _i ef ieY_Wb c[Z_W( WZl_i[[hj _ ec hkij_] WWd j[ []_dd[d eeh j[ h[[Z j[ []_dd[d( _i Z[ eYki j[ ab[_d [d b[l[hj _difWdd_d] c_dZ[h h[ikbjWWj ef % k_c( .,-/&

(22)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e ..

• =edj[dj ijhWj[]_[

?[d Yedj[dj ijhWj[]_[ _i Ze[b]he[f][h_Y j D[ peh]j [hleeh ZWj [ Yedj[dj WWdibk_j ef Z[ [ e[ j[d lWd Z[ Ze[b]he[f%[d& % k_c( .,-/& SeWbi B[da lWd Z[h k_c _[h ij[bj( _i [j [bWd]h_ a ec Z[ Yedj[dj WWd j[ ibk_j[d ef Z[ Ze[b]he[f Q[[j mWj Z[ Ze[b]he[f m_b p_[d [d bWWj ZWj p_[d [ kpp _i _[h [[d [bWd]h_ a edZ[hZ[[b lWd _dd[d Z[ kpp p_ d [h edZ[hm[hf[d j[ l_dZ[d mWWh Yedj[dj leeh ][Yh[w[hZ aWd mehZ[d Peeh m[ba[ Yedj[dj jof[

[j [ij[ ][aep[d aWd mehZ[d( Wd]j W lWd Z[ Ze[bij[bb_d]( Z[ Ze[b]he[f [d Z[ aWdWWba[kp[ % k_c( .,-/& %Eee_( .,-0&

• ?d]W][( fk b_Y[[h [d h[W][[h

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• G[j[d _i m[j[d _i l[h [j[h[d

?[d ieY_Wb)c[Z_WijhWj[]_[ _i dee_j lebb[Z_] abWWh ?h _i leehjZkh[dZ WWdfWii_d][d deZ_] WWhec _i [j [bWd]h_ a ec Z[ Ze[bij[bb_d][d j[ c[j[d Cd e[l[hh[ p_ d Z[p[ m[b e d_[j ][ WWbZ G[[j eea m[ba[ feiji [ [Yj WZZ[d [d m[ba[ d_[j eeh [j Yedj_dk c[j[d lWd h[ikbjWj[d pWb Z[ ijhWj[]_[ ij[[Zi c[[h [ [Yj [ [d %P[hm[_ ( .,-0& % k_c( .,-/& %Eee_( .,-0&

O_j Wbb[ leeh]WWdZ[ ijWff[d _i j[ YedYbkZ[h[d ZWj Z[ m[di[d [d [ e[ j[d Z[ Wi_i _i leeh [j lehc[d lWd [[d ]e[Z[ ieY_Wb)c[Z_WijhWj[]_[ %P[hm[_ ( .,-0&

?[d m[di _i _[ji mWj [ eefj j[ ah_ ][d [d+e mWj [ m_bj %?dYoYbe db( p & [ e[ j[d p_ d Wbb[ m[di[d Z_[ c[d _d l[hlkbb_d] m_bj p_[d ]WWd %?dYoYbe db( p &

/ 0 G[[h [a[dZ [_Z Yh[wh[d

[ Ze[bij[bb_d] lWd Z_j edZ[hpe[a _i _dp_Y j ah_ ][d _d Z[ m[di[d [d [ e[ j[d lWd Z[ Ze[b]he[f lWd M kh _d]( peZWj [h WZl_[i aWd mehZ[d ][][l[d leeh Z[ ieY_Wb)c[Z_WijhWj[]_[ j[h [lehZ[h_d] leeh Z[ [a[dZ [_Z lWd M kh _d] Peeh [[d ]e[Z[ ieY_Wb)c[Z_WijhWj[]_[ ce[j [[d eh]Wd_iWj_[ Z[ Ze[b]he[f ]e[Z a[dd[d If Wi_i lWd Z[p[ a[dd_i pWb Z[

Ze[bij[bb_d] Ze[bjh[ [dZ [ WWbZ akdd[d mehZ[d ?h p_ d [Y j[h [[d WWdjWb WdZ[b_d][d Z_[ Wb [ [Yj_[ akdd[d p_ d pedZ[h Z[ Ze[b]he[f j[ a[dd[d ;b][c[d[ ijWff[d Z_[ leeh [[d el[h]heej Z[[b lWd Z[ ][ hk_a[hi [ [Yj_[ p_ d QWdd[[h [h m[b lebZe[dZ[ a[dd_i el[h Z[ Ze[b]he[f _i( akdd[d Z[p[ ijWff[d WWd][fWij e ][iY hWfj mehZ[d _j Wd]j W lWd Z[ h[ikbjWj[d lWd Z[ [dgkvj[ [ ijWff[d l[hiY _bb[d f[h c[Z_WaWdWWb

/ 0 - @WY[ eea

Ic ef @WY[ eea c[[h lWd Z[ Ze[b]he[f j[ [h[_a[d _i [h _dj[hWYj_[ deZ_] P_ik[b[ Yedj[dj m[haj _[hleeh [j[h ZWd WdZ[h[ Yedj[dj %peWbi j[aij& %Jk_ [d he[a( p & ?[d @WY[ eeafeij c[j [[d fbWWj [ ah_ ]j 1/" c[[h b_a[i( -,0" c[[h h[WYj_[i [d [h mehZj 40" c[[h ef ][ab_aj %Jk_ [d he[a( p & I Z[ Ze[b]he[f lWd M kh _d] l_ik[b[ Yedj[dj fh[ [h[[hj el[d WdZ[h[ ieehj[d Yedj[dj pWb b_ a[d k_j Z[ [dgkvj[

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Peb][di Deeij Jk_ [d he[a %p & _i Z[ j_c_d] lWd [[d feij [bWd]h_ a @WY[ eea bWWj d_[j Wbb[ [h_Y j[d p_[d WWd Wbb[ Wdi @WY[ eea ][ hk_aj [[d Wb]eh_jc[ Z_[ a_ aj dWWh m[ba[ lWd Z[

(23)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e ./

Wdi lWd [[d fW]_dW edb_d[ p_ d WWhec _i [j [bWd]h_ a ec j[ m[j[d mWdd[[h Z[

Ze[b]he[f edb_d[ _i CdZ_[d [[d [Zh_ ifW]_dW ef @WY[ eea Wb lebZe[dZ[ ][ hk_a[hi [[ j( _i Z_j j[ p_[d _d Z[ fW]_dWijWj_ij_[a[d CdZ_[d [[d eh]Wd_iWj_[ h[Y[dj[b_ a []edd[d _i ef @WY[ eea( _i _[h WY j[h j[ aec[d Zeeh c_ZZ[b lWd [[d Ze[b]he[fedZ[hpe[a If Z[ ijWj_ij_[a[d fW]_dW ef @WY[ eea _i [[d ]hW _[a j[ l_dZ[d Z_[ WWd][[ j e[l[[b ][ hk_a[hi WWdm[p_] p_ d ef [ba cec[dj lWd Z[ ZW]

/ 0 . Nm_jj[h

G[[h [a[dZ [_Z ef Nm_jj[h aWd l[hah[][d mehZ[d Zeeh c[[h leb][hi j[ m[hl[d ?h p_ d [[d WWdjWb WdZ[b_d][d Z_[ k_j][le[hZ akdd[d mehZ[d mWWhZeeh [h c[[h %amWb_jWj_[l[& leb][hi aec[d eeh Z[ Ze[b]he[f j[ a[dd[d( _i _[h [j[h ef _d j[ if[b[d

• P[hj[b c[di[d ZWj [ Wbi eh]Wd_iWj_[ ef Nm_jj[h WYj_[ [dj _j aWd [j[a[d[d ZWj [j Nm_jj[hfhe _[b _d Z[ [)cW_b WdZj[a[d_d] l[hc[bZj mehZj( [[d b_da dWWh [[d Nm_jj[hfhe _[b ef Z[ @WY[ eeafW]_dW lWd Z[ eh]Wd_iWj_[ ][fbWWjij mehZj e [[d Nm_jj[hm_Z][j ef Z[ m[ i_j[ e be] lWd Z[ eh]Wd_iWj_[ ][fbWWjij mehZj G[j Z_j bWWjij[ l[hiY _ d[d Wbb[ Nm[[ji ef Z[ m[ i_j[ lWd Z[ Z[i [jh[ [dZ[ eh]Wd_iWj_[ Se p_[d Z[ m[ i_j[ [pe[a[hi Z[ Nm[[ji [d m[j[d p[ ][b_ a ZWj [h [[d

Nm_jj[hfW]_dW lWdk_j Z[ eh]Wd_iWj_[ [ijWWj

• PeehZWj c[di[d [[d eh]Wd_iWj_[ leb][d( aWd [[d eh]Wd_iWj_[ eea WdZ[h[ c[di[d ]WWd leb][d P_W if[Y_Wb[ jeebi peWbi Nm[[f_ _i [j leb][d lWd c[di[d c[j Z[p[b Z[ _dj[h[ii[ ][cWaa[b_ a QWdd[[h jm[[ji lebZe[dZ[ _d ehc[h[d [d l[hcWa[d( leb]j ][c_ZZ[bZ .," lWd Z[ c[di[d _[cWdZ j[hk] %Jk_ [d he[a( p & • Seh] leeh p_Y j WWh [_Z _j ][ [khj Zeeh h[][bcWj_] [h_Y j[d j[ b_ l[d fbWWji[d

Nm_jj[h [ijWWj k_j [[d ed[_dZ_][ ijheec lWd [h_Y j[d( mWdd[[h [h d_[j h[][bcWj_] ][jm[[j mehZj l[hZm_ dj Z[ _dj[h[ii[

/ 0 / CdijW]hWc

If CdijW]hWc mehZj [h eea c[j leb][hi ][m[haj G[[h [a[dZ [_Z ef CdijW]hWc mehZj l[hah[][d Zeeh c[[h leb][hi WWd j[ jh[aa[d G[[h [h[_a [d [a[dZ [_Z mehZ[d l[hah[][d Zeeh Z[ eje i ef [[d CdijW]hWc W m_ii[b[dZ j[ bWj[d p_ d _dd[d [j WYj_[l[ lWa][ _[Z ce[j[d [h W m_ii[b[dZ[ eje i mehZ[d ][fbWWjij B_[hZeeh b_ j [j edZ[hm[hf _dj[h[iiWdj ec j[ leb][d

If CdijW]hWc mehZj l[[b ][peY j c[j Wi jW]i ;bi [[d eh]Wd_iWj_[ Z[ Ze[b]he[f ]e[Z a[dj( m[j[d p_ mWWh Z[ Ze[b]he[f dWWh efpe[a _i eeh h[b[lWdj[ a[hdmeehZ[d Wbi Wi jW]i j[ ][ hk_a[d( mehZ[d d_[km[ leb][hi dWWh Z[ k_ij[ eje i ][b[_Z B[j _i _[h _ m[b [bWd]h_ a ZWj [h h[b[lWdj[ meehZ[d ][ hk_aj mehZ[ %=eb[i( .,-0&

(24)
(25)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e .1

0 Be[ _i [j ieY_Wb)c[Z_W [b[_Z lWd

ieehj][b_ a[ Z_[dij[d9

Cd Z[p[ Z[[blhWW] mehZj [h ][a[a[d dWWh ieehj][b_ a[ Z_[dij[d( c[j pem[b [[d l[h][b_ a Wh[ Ze[b]he[f Wbi WdZ[h[ Ze[b]he[f[d [ Z_[dij[d p_ d [Y j[h m[b l[h][b_ a WWh( ecZWj [j Wbb[cWWb Z_[dij[d p_ d Z_[ Z[ ce][b_ a [_Z WWd _[Z[d ec ifkbb[d j[ kh[d [d j[ l[h kh[d lWd c[di[d _d Z[ kkhj [ Z_[dij[d mWWh dWWh ][a[a[d mehZj p_ d6

• N [ Kk_l[h • J[[h o • Mf_db_ij[h • A[WhYeccedi

0 - N [ Kk_l[h

B[j [[hij[ l[h][b_ a Wh[ fbWj ehc mWWh dWWh ][a[a[d mehZj _i N [ Kk_l[h _j _i ][b_ a [j c[[ij el[h[[daec[dZ[ fbWj ehc gkW Ze[b]he[f Wbi M kh _d] N [ Kk_l[h _i []edd[d k_j

[jp[b Z[ fh_dY_f[ Wbi M kh _d]( dWc[b_ a [j ce][b_ a cWa[d lWd ikh [d mWWh _[cWdZ p_Y eea [l_dZj ;bb[ ikh ][Wh e[ j d_[j c[[h c[[ ef h[_i( cWWh akdd[d ][ kkhZ mehZ[d lWd [[d beYWb WWhdWWij cWWaj N [ Kk_l[h [j ce][b_ a ][bZ j[ l[hZ_[d[d c[j [ ikh cWj[h_WWb If Z[ m[ i_j[ lWd N [ Kk_l[h ijWWj ][[d Ze[b]he[f [iY h[l[d GWWh p[ l[hc[bZ[d m[b ZWj _[Z[h[[d p_Y aWd WWdc[bZ[d WWhec b_ aj [j Wbie Z[ Ze[b]he[f Wbb[ ikh [hi [d c[di[d Z_[ m_bb[d ]WWd ikh [d eclWj B[j fbWj ehc mehZj m[h[bZm_ Z ][ hk_aj( cWWh [j el[h]hej[ Z[[b lWd Z[ ][ hk_a[hi [l_dZj p_Y _d Z[ P[h[d_]Z[ MjWj[d %N [Kk_l[h Yec( p & N [ Kk_l[h _i WYj_[ ef Z[ leb][dZ[ ieY_Wb)c[Z_WaWdWb[d6

- @WY[ eea - Nm_jj[h - CdijW]hWc - Nkc bh 0 - - @WY[ eea

[ @WY[ eeafW]_dW lWd N [ Kk_l[h [[ j ef 2 c[_ - 431 b_a[i

?h mehZj ZW][b_ ai [[d feij ][fbWWjij c[j [[d eje mWWh _d _[Z[h ][lWb [[d ikh fbWda ef j[ p_[d _i [ feiji [ijWWd k_j6

- F_da dWWh [[d be]feij ef Z[ Nkc bhfW]_dW c[j [[d _djhej[aij - ?[d gkej[ lWd [[d ][ hk_a[h( c[j eje

- @eje lWd ][ hk_a[hi( mWWh Z[ gk_l[h %l[hpWc[b_d] ikh eWhZi& mehZj bWj[d p_[d - @eje i lWd [bWd]h_ a[ f[hied[d+ c[ha[d _dd[d Z[ ikh iY[d[

- [b[d Whj_a[b[d lWd ikh ][h[bWj[[hZ[ Z_[dij[d

PWd Z[p[ l_ Yecfed[dj[d _i Z[ c[[ij leehaec[dZ[ [j Zeehb_da[d dWWh Whj_a[b[d ef Z[ Nkc bhfW]_dW If Z[p[ fW]_dW ijWWd pem[b be]j[aij[d Wbi l_Z[e i [p[ l_Z[e i mehZ[d dee_j ef Z[ @WY[ eeafW]_dW ][feij

?h mehZj l[hZ[h m[_d_] ][h[W][[hZ [d ][b_a[Z ef Z[ fW]_dW ?h _i Zki m[_d_] _dj[hWYj_[ ef Z[ @WY[ eeafW]_dW ?l[djk[b[ fh_luYedjWYj _i d_[j p_Y j WWh lWd k_j[dW %N [ Kk_l[h

T@WY[ eeaU( p & 0 - . Nm_jj[h

N [ Kk_l[h [[ j ef -0 Wfh_b Nm_jj[h /31 jm[[ji ][fbWWjij [d leb]j -50 f[hied[d P[hZ[h [[ j N [ Kk_l[h -., leb][hi [d .4- Wleh_[j[d

(26)

MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e .2

[ Yedj[dj lWd Z[ jm[[ji lWd N [ Kk_l[h aec[d l[[bWb el[h[[d c[j Z[ _d ekZ lWd Z[ @WY[ eeafeiji Iea _[h mehZj l[[b Zeeh][b_daj dWWh Z[ Nkc bhfW]_dW ?Y j[h mehZj Z[ Yedj[dj d_[j ef Z[p[b Z[ ZW] ][fbWWjij Wbi ef Z[ @WY[ eeafW]_dW Se b_ aj [j e [h [ba[ ZW] ef [_Z[ aWdWb[d kd_[a[ Yedj[dj mehZj ][fbWWjij

?h l_dZj m[_d_] _dj[hWYj_[ fbWWji ef Nm_jj[h ?h p_ d dWkm[b_ ai jej ][[d Wleh_[j[ [h_Y j[d ?h p_ d ][[d [h_Y j[d j[ p_[d Z_[ Z_h[Yj ][h_Y j p_ d WWd N [ Kk_l[h %N [ Kk_l[h TNm_jj[hU( p & 0 - / CdijW]hWc

[ CdijW]hWcfW]_dW [[ j ef -0 Wfh_b _d jejWWb ..5 [h_Y j[d( .(,/. leb][hi [d leb]j 30, f[hied[d Iea ef CdijW]hWc fbWWjij N [ Kk_l[h l[[b lWd Z[p[b Z[ Yedj[dj Wbi ef @WY[ eea [d Nm_jj[h B_[h mehZj _ dW ZW][b_ ai [[d eje ][fbWWjij [ dWZhka b_]j _[h [Y j[h c_dZ[h ef Z[ Nkc bhfW]_dW [d c[[h ef Z[ eje i

[ eje i Z_[ j[ l_dZ[d p_ d ef Z[ CdijW]hWcfW]_dW( p_ d eea j[hk] j[ l_dZ[d ef Z[ @WY[ eea) [d Nm_jj[hfW]_dW Cd Z[ j[aij lWd Z[ eje mehZj Wbj_ Z l[hm[p[d dWWh Z[ m[ i_j[ lWd N [ Kk_l[h CdZ_[d Z[ feij el[h [[d Nkc bhfeij ]WWj( mehZj d_[j Z[ m[ i_j[( cWWh Z[ Nkc bhfW]_dW l[hc[bZ

If Z[ CdijW]hWcfW]_dW lWd N [ Kk_l[h l_dZj l[[b _dj[hWYj_[ fbWWji ?[d feij mehZj ][c_ZZ[bZ Zeeh -,,' c[di[d ][b_a[Z ?h mehZj ZWWhdWWij eea cedZ [icWWj ][h[W][[hZ %N [ Kk_l[h TCdijW]hWcU( p &

0 - 0 Nkc bh

[ Nkc b[hfW]_dW lWd N [ Kk_l[h [ijWWj k_j _bcf [i [d ejeh[fehjW][i [ _bcf [i [ijWWd k_j _dj[hl_[mi c[j eWhZ i Wf[hi( e c[j ikh [hi [ ejeh[fehjW][i p_ d lWWa Wbb[[d [[d _dj[hl_[m c[j [[d ikh [h( pem[b [a[dZ Wbi ed [a[dZ

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(27)

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(28)

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(29)

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(30)

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MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e /0

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MYh_fj_[ M kh _d] | M[ Wij_WWd ?[a e /1

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