p4 #da
      d*"ev'ax' s`e{"d!ak_`k%"j!"c8"
  k*'r/'hw"m0`k31gu"r!1d>"ey1b%'k*1i:"
bx1d!ae*`*'k*"bu1c+"k)"ix"23`mu1l!`*`q>'
et"e)"c+"d!ap?`pw12:1j+`m0`*'k!"p?`pw1
d('s`o/"f&1d!ak_`k%"j!"c8"-
  p?`pw1  k_`k%"j!"c8"
  ,Dreft  y':1*'/"a}'6"d!ae*`*'k*"-
  ,Ivory ,Snow  k*"nz1jy'k+1s"nz1g(1g}`
*'/"-
  ,Gain  jy'k+1lv"d!akt"2e?'et'=1d!ad%"-
  ,Cheer k!"a&`i$`='d('i:"6"d!ae*`*'k*"-
  ,Bold  k*1i:`i:"nv1e*`d!aet"dw"*'c{"2
+`e*`d!akv'kv'ky"ky"-
  ,Tide  i:`6" ,Tide2/'k("o/"kt"c!a"1
m0`k31gu1h$"e*`r}'d!ae*`*'k*"-
  ,Dash  p%"m<"i%`d!an&1e3'e*`*'k*"-
  ,Oxydol  p{`ow1k&'nz1ks"e."f>'d!ae*`
ky"c*"*'."j.1-
  3`mu1$"i!1m!ae|'{"a!"e+'o/"f&1d!ae*`
*'k*"n!ao k*'ou`ix"2e3`s`d!ae*`*'k*"d!a
k&'nz1d('e.'f&12dx'3`mu1o>`e*`*'k*"d%"
k?"h:"d&"i:"d!ae*`*'k*'i:12e*`*'k*"d!a
k&'nz1d('i:"hw"ox'a/"3`mu1j|"b/1*'q/1ix"
d!ax'hx'/"a:1- $"i!1m!ar$"s`a!"m!ad3'o/"
f&1d!ap?`pw1n!ao f>'mu1$"i!1m!aj.1d{"o/"
f&1d!af!"dt`n!ao f>'mu1$"i!1m!a{"i:`6"
o/"f&1d!ak_`k%"o{'|`n!ao d>1v"ru`kt`dv'2
?'$"m0`*'k!"p?`pw1d('e.`{"mv`h/1o/"f&1
d!ai:"bx1e|'js1- s`e+'e{'q0"a!`o*`k{"e*`
r}'*"f*`d!ae*`*'k*"2:1o/"e*`r}'qu`m<"
a_";s`e+'gu1o*`k{"e*`r}'k|"s`p{`ow1k&'
nz1d!ae*`*'k*";cy"7"s`e+'gu1o*`k{"e*`r}'
p%"m<"i%`d!ae*`*'k*"- r}"t1a:'2iz'bv`bx`
ix'*'o/"f&1d!ae{'q0"a!`e?'c*`2o>`e*`*'
k*"i:"bx1h3"c!ak%'d/"j|'k!1-
p4 #db
  $"c!a{"q/1/"a!"e+'o/"f&1d!ai:"bx12|1
i:"e*`*'k*"iz'bv`bx`ix'lw'q>'c!ae|`d3'
a&`o/"f&1p0"qx'd!abv`p?`2m0`*'a&`p0"qx'
d!abv`p?`d('i:"6"cw1az'j|`o/"f&1d!ai:"
bx1j|'k!1- $"c!a{"b}1d>1m0`*'k!"p?`pw1
e3`f*1k&'d!ac*"*"2m0`*'k!"p?`pw1d('jw`6"
o/"f&1d!ak_`k%"j!"c8"r3"b_"*"j!"c8"- m0`
*'a&`bv`p?`d('e*'_"hw"i:"bx1ix"a&"d3'd!a
ky"az'a!`a&'2$"h:"k*`b_"h%"b/'*'k!"c*"
k*' 7,Niche74 $"c!a{"r3"d!1i:"bx1av"s`
c|"2bv`p?`o*"e|'j.1d{"o/"f&1|1j*1f>'p?`
pw1d!as'dt`2r3"f*1b/'k+`k81e{'q0"a!`o/"
f&1="f*1d!aqx'q>`- e$'gv1g/1j:`2ix"i/"
d!aa!"e+'e*`*'k*"d('s`*'k!"k&"f&1dt`2f>'
mu1j~1i:"f&1*'k)'k&'e:'e3`iz'bv`2d('i:"
m0`k31o%`et1k&'e:' 7,Procter & ,Gamble7
d!abv`p?`- ,P &,G *'e."iv"bx1|1q>'av`
i:"bx1dy"$"|`k_`k%"j!"c8"2e3`s`d!aa!"e+'
p?`pw1d('hw"e*`*'k*"i:"bx1jv'|"ky"az'2
hw"m(`e+'bz1d/"n0"2f>'mu1o*`j:`r/"e.'ky"
az'2dv"i:"h$"a&"{"d!arw1i:"|`q0' ,P &,G
d!ae*`*'k*"p?`pw1ky"az'- {"i:`e{'q0"a!`
jy'b/`ot"o+1p?`pw12ks"e|'{"s`*'f%"q0'bx1
my1j8",q0'bx1c.1r%`d!ak_`k%"j!"c8"-
  d>"o/"qu"d!ae{'q0"a!`d('j&1k_`k%"ix"2
r3"d!1s`k}'bv`p?`d!ad>"o/"qu"a:'i:"- ?'
$"i:"bx1ix"a:"i%`s`#be a&`*`ix"o/"f&1
p?`pw1d!ae*`*'k*"2e3`*`k_`k%"j!"c8"o*"
e|'jy'jy'b/`b/`d!ab}1d>1kw'p?`pw1e3`k|"
s`d!ae{'q0"a!`c*"*"2r3"nz1$"e{'q0"a!`k+`
k81e+'i!1m!a="f*1- j&1ix"i/"d!ak_`k%"j!"
c8"a&'2m0`*'k!"p?`pw1d('s`a!"a&`iz'my1
r3"bz1n3"2:1j+`m0`*'k!"p?`pw1e3`jw`6"d!a
j!"c8"et`gv1d('o/"e.'f&1-
  ,P &,G k&'e:'k*1j*1k_`k%"dw"c*`ix'iv"
bx1|1q>'av`d/1f!"d!ak_`k%"j!"c8"2gv1r("
f("k3"k_`k%"o{`et"2o>`a!"e+'e4"e*1az"j8"
/1/"d!ab}1d>1k0`e{'q0"a!`- hw"i:"bx1j|'
k!1 7,Market ,Segmentation71 bv`p?`b>'
*"r9" 7,Product ,Differentiation71 *`k*1
p0"r!1d!ak_`k%"j!"c8"qx'mt"2f>'mu1i:"et'
j|'a!`- f>'mu1hw"a!"qx'mt"d!ak*"j{`2oy"
o/"k?`y"6"hw"e*`*'k*"i:"bx1:1*`2hw"j*1
f>'i:"bx1cy`|"+`*'."s`bz1ks"- ,P &,G k&'
e:'f$'b/'ev'a&`o/"f&1d!ae*`}`ky'2*`k*1
a:"i%`s`cs"a&`o/"f&1p?`pw1d!ae.'h%"- m0`
*'e."bv`p?`d('nz1hw"i:"bx1ix"av"s`*'e*1
a:'d*"2m0`e."bv`p?`d('k!"s`j*1a&'i:1d!a
k*'ou`k/"l!"- f>'mu1i:"h!`m!ah3"d!an!ao
f>'mu1g/1r!1q>'av`k_`k%"j!"c8"2jw1nz1gx"
kw'k&'e:'hw"i:"bx1ix"f&1i:16`s`o>'a&`e.'
dx'bz1k&'d!ae*`*'k*"n!ao d>1v"i:"f>'mu1
6`s`a318"b_"*"d!ak_`k%"j!"c8"-
7,Creative ,Advertising  ,Strategy74
p4 #dc
    #c-a k_`k%"j!"c8"d!aa&"{"ey"
  +`e|`3`mu1d('r$"="2k_`k%"j!"c8"d%"d*`
s`d31a&"{"o
  m0`k31 ,Mac,Manus1 ,John & ,Admas k_`
k%"k&'e:'{*"k*1et"hw"d!a ,D' ,Arcy
,Mac,Manus & ,Masius k&'e:'o d!ab_"ov"
gu1a:'*'2av'm/`i:")`-dx'e:' 7,James ,R4
,Adams7 hw"f>'d!a*'ou`a/"h3";-k*'q>'3`
d!acy1kv`-2 7,Sparks off ,My ,Anvil7 a&'2
g/1j:`m{1i/"k_`k%"j!"c8"d!aa&"{"ey"33
  ;-g/1k3`*'dy"{"3`f*1b/'*'e."h/1*`kw`
iv"m0`k!"k_`k%"d!akt"*"23`r$"f!"o+1j.1
d{"k_`k%"gu1hw"i!"dy"k_`k%"d!ak*'ou`m/"
d*"|`m/"o{'i:12{"d3'r9'e+'k&'q/'- $"c!a
o{`et"b_"*"2f>'mu1d('k3"|1k*1j+"2*`a:"|1
/1q>`d&"i(`r9"bz1f/1v"r3"e+`b/'=1v"- f>'
mu1_`_`hw"e{'q0"d>"a&"rw1m01s`lv"d%"k_`
k%"a:'jt12ks"*`ky'i:'j|"c!ab_"*"d!ar3`
r9'- k_`k%"a/`a:'e3`*`r$"s`a:"iz"d!as'
i:"}1j~1i:"s1|1j.1i:"d!aj!"c8"e3`ey1bz1-
b=1j$"*`b_"*"d!ak}'dt`:1t12k81d>"d3'i/"
m0`k31d!ak_`k%"d('ru`r%`2i:"k81o{`et"+`
s`*'a:"ey"d!ak%'i$`a=`2=1v"e+`h3"k*"j{`
*"s`e.'dx'k%'d!abz1d/"- hw"s`e{"d!a4"6"
j!"c8"qx'mt"2ks"s`g/1ft'gx`a:'o+1c!a-
i:"i:1ix"2s`ru`d3'd!ak_`k%"ku'ou`m01s`
j!"c8"l!`t12a!"i:"?'$"o/"my1ow1j!"c8"d!a
k&'nz1e3`a:"- 3`mu1y'kw'h3"e+'i!1m!a2~`
o*`g/1r!1j|"h3"kz"a&"{"--2
  a!"ks"i:"ou`i/'*`j!"c8"$1j*`dt`cw1f%`
c="k_`k%"b_"*"d!a~1?'- ?'$"j!"c8"e|'{"
e:'l%`2p<`q0"l/`e?'2e3`*`*'ov'gu1d('j&1
a}"e+`k_`k%"lw'i:`2:1o/"e*1k}"|1j&1i:"
e:'l%`j!"c8"- py1k/'i:"r("b/'et"hw"dt"
i:"ix"d!a|`dt"fw1d!ak_`k%"2bx1bx1r$"q>'
et"f>'mu1hw"a}"e+`k_`k%"i:12ku'ou`ks"m01
s`iu'g/"e:'l%`-
    #c-b s`e{"d!ak_`k%"j!"c8"s`i!1m!af!"
dt`o
  s`e{"d!ak_`k%"j!"c8"o%'k9'e)"c+"e:"k!"
k*'ou`?'e/"33
p4 #dd
  #a4 j!"c8"o*"e|'nz1f*1k&'e{'q0"a!`c*"
*"2r3"k+`k81e{'q0"a!`d!a="f*1-
  #b4 e3`f*1k&'d!ac*"*"2r3"e3`bz1n3"k+`
k81="f*1d!aqx'q>`2o*"e|'i:"e{'q0"a!`e3`
e|'{"r3"e3`j*1_"d!a-
  #c4 e3`f*1k&'d!ac*"*"2r3"k+`k81="f*1
d!aqx'q>`o*"e|'rv"p?`pw1r!1:1$1*'-
  #d4 e3`f*1k&'d!ac*"*"r3"k+`k81="f*1d!a
qx'q>`2o*"e|'l!`*`f("k3"m01f*`2b}1d>1k0`
e{'q0"d>"a&"-
  *`e)"k.'k!"o+1f%`c="a!"e:"k!"?'e/"-
    #c-c f*1k&'e{'q0"a!`c*"*"r3"k+`k81="
f*1d!aqx'q>`
   e3`s`d!ak_`k%"d('r$"a!"."bz1n3""1
;-k("mw`a!"e."bv`p?`r3"q/1/"2n?1ks"l!`*`
r3"d!1a!"e."c*"*"--2 a!"i:"ru`py1bx1s"
kt`dv'd!ah3"q>`- o/"ey"d!ai:"2s`e|`d3'
d!ae4"e*1d('o0"r9"a_'d!aru`r%`lv"2*`k_`
k%"d!ah:'fw"b/'et"2dv"i:"?'$"m01s`r3"o/"
~"*"h3"a!"."d!abz1n3"2:1e~'k%"i:'ow"-
a:`{"qv'8"gu"r!1*'ou`h>1a:"r3"o%"a:`23`
mu1o/"nv1q>'et"2s`ru`d3'k_`k%"o/"i:"m01
s`bz1n3"2ks"i:"o>`c*"*"r3"nz1ox'e{'q0"
a!`k+`k81="f*1d!aqx'q>`2?`jx1hw"s'm0`d!a
j:1k|"|`m0`c*"d!af/1v"a:'a&'2a:"i:`e{'
q0"a!`/1q>`lv"d!ad%"- k_`k%"j!"c8"o*"e|'
my1et`,}1az`2oy"j+`nz1k("f*1k&'c*"*"r3"
k+`k81="f*1d!aqx'q>`k0`e{'q0"a!`- g/1k3`
m01s`r!1r/'a!"k!"~1h!12ks"o/"nz1bz'$1r%`
d!ak_`k%"j!"c8"-
  gx"3`mu1hw"h:`e*"lv"lv" ,P &,G k&'e:'
d!ae*`*'k*"- ky'k3"t1ks"a:'r("2 ,P &,G
k&'e:'q>'et"2e*`*'k*"i:"bx1*`ky'o0"k%'
d/"j|'k!1- r}"t1a:'2e{'q0"a!`j&1f>'mu1
e3`i:`6"d!ae*`*'k*"a&'2e41js1o/"f&1d!a
c*"*"2r3"k+`k81g:"bx1e3`|"d%"s`k}'e*`*'
qx'mt"d!ao/"f&1="f*1- e{'q0"a!`e3`a$'js1
d!ac*"*"2r3"e*'_"k+`k81d!a="f*12oy"q0'
jt'pt'*'c|"- |1i:" ,P &,G k&'e:'q>'av`
b/'k!"a&`o/"f&1p0"qx'd!abv`p?`2*`mv`h/1
a!"e+'o/"f&1d!ae{'q0"a!`e|'js1|`|"_"-
b_"*"j!"c8"ks"i:"6"cw1b}1d>1a!"e+'o/"f&1
p?`pw1d!ac*"*"r3"f!"dt`d!a-
  c*"g/12 ,Gain j.1d{"l!`o>`*'q/1e*`d!a
kv'kv'ky"ky"2f&1i:1rw1l!`i:`e*`k3"d!a*'
q/1dw"s`*'k/`e?'et'd!a$"d%"- ky'k3"t1ks"
a:'r("2 ,P &,G k&'e:'ru`my1et`d!aq>'et"2
s`e+'e{'q0"a!`*`$"d%"2cw1pv"dy"*'q/1i:"
q(`e*`ky"2e3`*` ,Gain j.1d{"i:`6"f>'cw1
p4 #de
jy'e*`*'q/12r$"s`*'k/`;-e?'et'd!a$"
d%"-2- s`ru`d3'e{'q0"a!`d('gu"$12e?'d!a
gu1h%"et'$1*'q/1ru`o/"g&1*"e*`d!akv'ky"2
e3`*` ,Bold j.1d{";-k*1i:`i:"nv1e*`d!a
et"dw"*'c{"2+`nz1e*`d!akv'kv'ky"ky"-2-
,P &,G k&'e:'c{`k+`d>"d3'i/"k)'fy1d('s`
ru`d3'o/"f&1a:1c{"d!a*'q/12e|'{"6"o/"f&1
='d/"d!ai$`cw1e*`2e3`*` ,Cheer j.1d{"
;-$1*'i:"6"|1k!"a&`i$`='-2 d!aix'p?`c*"
*"-
  e$'gv1m0`*'e."bv`p?`k!"s`o/"f&1d!ap0"
qx'2y"6"o/"f&1d!ab_"*"j!"c8"cw1b}1d>1f!"
dy"d!ac*"*"2h$"r("d!apv"dy"rw1i:"{"ku'
k|"e{'q0"a!`i:`6"a:'r("d!aqv`y"- r}"t1
a:'2o*"e|'gx"e{'q0"a!`kv`k81d%"2bv`p?`
j8"i:1rv1s`b_"*"j!"c8"e3`j.1d{"d!ac*"*"-
  h&`:1t1a:'23`mu1o*"e|'c{`k+`d%"2b_"*"
j!"c8"o*"e|'ku'k*'|1e)"c+"k!"dt`33
  #a4 a%`b/'e|'js1m(`e."bv`p?`c*"*"d!a
i:"bx1j|'k!1-
  #b4 *`my1j8",kt`dv'd!ab_"*"j!"c8"2b}1
d>1bv`p?`c*"*"-
  #c4 i:1et"e3`bz1n3"d!abv`p?`c*"*"2gx"
e{'q0"a!`k*"e|"k("mw`kw'bv`p?`-
p4 #dh
    #c-d o*"e|'i:"e{'q0"a!`e3`j*1_"d!a
r3"e|'{"d!a
  iz'bv`bx`ix'r3"k_`k%"dw"c*`ix'e3`q>'
av`b/'cw1d!abv`p?`c*"*"2bx1bx1d('i:"f>'
mu1h:"k*`k81d!aru`a&"{"d!a2:1ru`i%`i:"
e{'q0"a!`au'az"k}'e?'d!ac*"*"- gv1:12k_`
k%"c*"i:`*`ky'az"i:12k}'e?'e{'q0"a!`e3`
j*1_"d!ac*"*"2a!"i:"bx`ix'r3"k_`k%"dw"
c*`ix'o/"l!`r/'c8"d!a*'kt"i:"-
  $"c!a{"i3'my1a!"*'dt`2k)`i!"n?1i:"*'
k)'iz'bv`m/"a:1*'k)1d!abx`ix'2?'$"e{'i("
+"k*'m0`l_"|"e)"2o*"e|'e.`b/'*'f%"qx'q>`
cw1}`ks"$1k*'- n?1{'js1k&'e:'d!at1ks"q>'
av`gu1~1t1ks"a!"k!"nv1f*1- ?'j:`i:1t"i:"
d!aa}'k)'mu1q>'et"c!a*'k!"r%`qx'q>`2kt"
*"o>`m/"a:1*'k)1gv`bz1k!"a&`o/"f&1d!at1
e!"- a!"i:"k!"d31m!ak|"s`b_"e?'ey"d!ak("
e.`2gu1mu1hw"iw"*'q/1i:12l!`*`$"f>'mu1/`
t1cs"e!"d!a*'k)"2e~`h!1e!"jw`f{1r!1d!a*'
k)1c!a-
  n?1iu"a:"+`l!`*`j.1d{"2gu1mu1l!`*`*'
k!"a&`o/"f&1t1e!"d!a*'q/12p0"*`o/"f&1t1
e!"d!a*'k)12:1cy"c?1k|'mu1et"m/"o/"*`-
kz"a&"{"d!ai:"2n?1l!`*`iu'jy`gv`e!"qx'
q>`d!aa}'c*"2a!"."*'cw12ky"az'a!`ks"/1
q>`m<1qx`n?1d!ajw`e!"*'k)1c!a- n?1gu"$1
j&1j:`ot"l!`k+`b/1$1k*'c!a2j:`i:1n?1$1*'
e|'{"h3"d!ai:"2ks"i:"{"k%"a:'jw`e!"*'
k)12gx"e{'q0"a!`e*`r}'n?1d!abv`p?`2o*"
ky"m01gu1l!`*`m<1qx`n?1d!agv`e!"qx'q>`2
a!"au'i:"d/1*'/1:"d!ac*"*"dt`-
  dv"a!"au'i:"*'a&`s`e{"d!ak_`k%"j!"c8"
m>ao l!`nz1o/"i:"o>al n?1a:`j&1h:"k*`d!a
c*"bx1cw1lv"c*"*"dt`- o/"j3"2a:`s`n?1l!`
*`iz'bv`jw`e!"*'k)12jw`e!"*'k)1l!`nz1i:"
k|"s`e?'j*1ey"2dv"i:"="f*1hw"|1e{'q0"a!`
r$"k}'e?'f>'m>ao d$"*'k!"m0`ey'j*1{"e*`
a31k*1c."kv'e:"j:"*'q/1d!aq/"n|`:1t12jw`
e!"*'k)1i:"*'e."c*"*"m>ao f>'e3`k}'e?'
d!ai:"*'k)1d!ae?'j*1ey"2*"r3"*'k)1i:"q(`
nz1k)1a/"f>'ax"q/'s"r("s"a&"d!ak&'h3"
q/12*`qx1a:`hw"j.1qz'a&'o0"b$'c3"n!ao
hw"a!"k!"c*"h:aa&'2e3`$"d!ac*"*"dt`2}1
j~1i:"av"hw"bx`ix'd!ac*"bx1:1t12:1m01s`
*`e{'q0"a!`d!ak}'dt`cw1l%`c|"-
  ;-jw`e!"-2 *'k)1d!ac*"*"dt`2l!`nz1o/"
a&"{"2i:"i:1ix"n*`a:`o/"k3"i:"f*1k&'c!a2
d$"e{'q0"a!`m01s`gu"r!1a&"{"ey"l!`t1d!a
c*"*"o>"c!a- a!"i:"k!"a:`k/"k*1k&'e:'c*"
*"2:1r/'c8"e{'q0"a!`c*"*"d!ac*"h:a- kz"
kt'k/"nw"6"d!a*'k)12r3"e|`l!`}`ks"j*"+"
$1k*'2:1jw`e!"*'k)1l!`nz1/1k*"|1i:"-
p4 #di
  a&"{"d!ai:"i:"2e3`f*1k&'d!ac*"*"dt`o*"
e|'i:"e{'q0"a!`gu"$1s`k)"a:1d!ai:"/"2r3"
l!`k+`k81e{'q0"a!`d!a="f*12q(`h!1ks"o/"
l!`nz1bz1$1s`e{"d!ak_`k%"j!"c8"-
  av'm/`i:"-)`dv'e:'hw"f>'e3`a/"d!a
;-k*'q>'3`d!acy1kv`-2 7,Sparks ,Off ,My
,Anvil7 *'i/'a&'2d$"bx`ix'|`e{'q0"a!`d!a
c*"*"2s`a!"."d!alv"q>`33
  ;-hw"n?1k&'h3"a:'jt12n?1o*"e|'et'j8"
dy"n?1e.`gx"gu1mu1e.'e?"n?1d!abv`p?`r3"
h/`a:'d!ai!1m!as'dt`o e$'gv1d>"k)'d('a:'
d%":1j+`k*"d!1a!"k!"{"dt`2dv"hw"i!"dy"
k_`k%"m/"o{'i:12gz1bx1bx1qv"j3"- k_`k%"
a/`_`_`e.`gx"gu1mu1e.'e?"j3"/"d!ai:"jy12
r3"oy"m01s`d$"h$"s`e{"d!ai:"/"h3"k_`k%"-
h%"bz1a!"a&`j3"/"d!a~1?'2f&'bx1d('i:"s1
|1j&1i:"k_`k%"e:'l%`d!agu12ou`m<"d%"a:"
d!ar("k3`- f>'mu1h&`i:"et'e.`d%"f>'mu1
h:"*`k*1j*1bv`p?`2:1m01s`l%`c|"d%"f>'mu1
e.`{"i$"q/1d!ai:"k("mw`bv`p?`d!ae{'q0"
d>"a&"- e{'i("i:"cw1h:"|1gu1mu1d!af(1n%`
{:1o/"i:"bv`p?`o2e3`*`$"c!a{"h3"b/'s`
e{"d!ak_`k%"j!"c8"2o*"e|'et'j&1jt1hw"e{'
q0"a!`d!ae?'c*`lw'i:`a31i(`2gv1r("hw"a/1
o/"d!akt`i:"bv`p?`d!ac*"*"dt`- n?1o*"e|'
a:`b/'n?1e.`{"e{'q0"a!`e.'e?"n?1d!abv`
p?`d!an>`e+'f!"dt`2jw1nz1i:`f>'mu1hw"e3`
s`d!af&1c0"bv`p?`a&'2d$"n?1d!abv`p?`bv`
iz'f!"o+1d!apt'r%"- q(`h!1n?1a:`nz1i:`
gu1mu1lv"d%"n?1d!ak_`k%"2dv"d$"bv`p?`d!a
e{'i("/1q>`ox'a/"-
  m01s`*'e."bv`p?`2r$"hw"/1q>`i:`gu1bv`
iz'*'dt`ey"j|"d!ajy1l_"e)"f$'b/'2+`ks"
i:"b=1j$"$"c!aiz'bv`:1iz'bv`"1+`e|`r$"s`
o>al n>"i:"iz'bv`a!"e."bv`p?`d!abx`ix'-
  $1s`o>`bv`p?`a}`r9"bz1gu1c0"d!amv`h/1
kv` 7,Human ,Satisfac-tion71 kw'e."bv`
p?`jw1r$"cy"gu1bv`iz'ey"j|"|`j*1_"--2
  a!"i:")`dv'e:'h%`hw":"i:1nt1jt1e3`i3'
d!ar9"2a:"k?'gz1gv1az"j8"/1/"- g/1k3`n?1
+`e.`q>'av`r%`d!ak_`k%"j!"c8"2a}"e+`s`
e{"d!ak_`k%"2o*"e|'et'j&1n?1d!ak/"l!"lw'
i:`q>'e.`2:1o/"i:"n?1h:"*`-
p4 #eb
    #c-e |`p?`pw1r!1:1$1*'
  c*"*"r3"="f*1d!ak+`k81qx'q>`2o*"e|'
rv"k_`k%"d!ap?`pw1k?`m*"d!ak+1r!12gx"ky"
az'a!`/1q>`s`e{"d!ah3"f&1."d!ae/"js1-
hw"az`k!"k3"bz1a&'2q>'av`c*"*"dt`r3"="
f*1d!ak+`k81qx'q>`2oy"o/"g&1*"- c*"g/12
,P &,G k&'e:'d!acy"*'k!"p?`pw1 ,Coast1
i:"*'a&`e.'$"ru`a&"2k|"s`qx1b("h3"6"d!a
e.'h%"2e3`i:`6"d!ak_`k%"j!"c8"i:"2;-e.`
i("jy'i_`i/'i:"d!am/"|"-22j!"c8"d!ao{`
et"h!1i:"6"*'k|" ;-,Coast b&1et"n?1d!a
r31c*"-2- a!"ks"i:"f>'e3`j.1d{"i:`6"
,Coast e.'h%"e*`h%`2l!`dw"cw1jy'k+1i/'
i:",f*1iu1i_`iu'd!ac*"*"-
  f("k3"a!"e."k_`k%"j!"c8"2 ,Coast *`ky'
$"f>'h:"*`kt"c*"c!a;-jy'i_`i/'i:"d!am/"
|"e.'h%"-2 d!aey1e."2?'$" ,Coast i:`6"
a!"a&`k_`k%"j!"c8"2m01s`j*1f>'d!agu"r!1
e.'h%"+`nz1f*1k&'a!"e."c*"*"2+`m01s`j*1
f>'d!ae.'h%"h3"a!"a&`e/"js1- ,Coast *`
my1et`,ky'j8"d!aqx'q>`2o>`f>'d!ak_`k%"
j!"c8"rv"p?`pw1a:1k+'ct1k+1hw"*'j*`-
  ,P &,G k&'e:'d!acy"*'k!"p?`pw1"1
,Ivory e.'h%"2i:"k_`k%"j!"c8"rv"p?`pw1
k?`m*"k+1r!1hw"*'j*`d!acy"*'k!"c*"h:a-
,P &,G k&'e:'y"6"a!"k!"k_`k%"j!"c8"2*`
ky'b%'k3"*'ow`nt1c!a2 ,Ivory o0"gu"$1i:"
a:1b=1,g(1e*"d!ae.'h%"2?'$"f>'d!ak_`k%"
o{'|`j.1d{"2;-b=1d/"k%'d>1#ii`01 e3`*`
nz1q/1hw"i$`mt"-2- k_`k%"j!"c8"k?`m*"d!a
rv" ,Ivory p?`pw1r!1:1$1*'2*`a:"m01s`j*1
f>'d!ap?`pw1l!`j?'qv"j*1a:1b=1,g(1e*"d!a
k_`k%"e/"js1- jy`o+1_"c!a2c*"*"dt`rv"p?`
pw1{"k?`m*"d!ak+1r!1j*`cw1-
    #c-f l!`*`f("k3"m01f*`b}1d>1k0`e{'
q0"d>"a&"
  r%`d!ak_`k%"j!"c8"2o*"e|'i:"l!`*`f("
k3"m01f*`k_`k%"2b}1o<"s`k}'e4"e*1- a!"
e:"r/'i:"bu1j.'cv"d{"d!ai3'q>`2o/"ey"d!a
i:"s`e+'k_`k%"j!"c8"2o/"l!`nz1r3"ru`nv1
*`m01f*`ey1i:"b}1d>1a:'- n?1hw"q>'av`k_`
k%"j!"c8"i:12d$"m01f*`d!aet"a:"f{1kt"2+`
o*"e|'s`e3`c{`k+`-
  s`e+'i:"/"i:"h3"o/"b/'cw1d!a2r3"/1
q>`f("k3"m01f*`f&'c/"h3"s`e{"d!ab}1o<"-
gu1~1i:"qv"o{`t`ks"i:"i/`|1a!"*'c0"2?'$"
f>'e|'{"r9'q0"*'d}"bx1i:1kt'jw1nz1}1bz1-
p4 #ec
cy"7"s`e+'o*"e|'ky's1gu1mu1j?'iu'ky't"
jw1nz1f*`r$"d!ai:"/"2c*"g/1;-$"k81-2 bx1
bx1/1q>`bz1k&'d!ac*"6"m01f*`b}1d>1a:'-
gv1:1k81d>"d3'i/"d!ak_`k%"j!"c8"d('i:"
l!`*`f("k3"*'a&`r3"d3'a&`m01f*`cw1o{`
et"2dv"i:"o*"e|'f!"o+1a/"*"/1q>`f("k3"
m01f*`cw1o{`et"d!ak_`k%"j!"c8"r3"/1q>`
b}1o<"d!aj!"c8"2o*`ku'ou`m01s`j!"c8"kz"
h%'k%'-
    #c-g a%`b/'m/"o{'i:"bx1
  g/1jt1e3`i/"2s`e{"d!aj!"c8"o*"e|'nz1
f*1k&'e{'q0"a!`c*"*"r3"k+`k81e{'q0"a!`
d!a="f*12dv"i:"$"c!aq>'av`s`e{"d!aj!"
c8"2gz1e|'{"l%`c|"kz"d3'd!a?'e/"2i(`et'
o*"e|'{"c{`k+`k/"l!"hw"n>`c*`r3"m/"o{'
i:"bx1hw"n>`c*`2dv"i:"k/"l!";-hw"-2 n>`
c*`n!ao f>'mu1o/"i:"ks"hw"n>"c*`m>ao f>'
mu1d('hw"i:"bx1ix"2:1n?1d!aa:1/"o/"ks"
i:"gx"f>'mu1a:'d%"n?1d!aj!"c8"m>ao j*1
i:1o/"k?"gv1-
  d$"gu"r!1ey1i:"d!abv`p?`r3"q/1/":1t12
e3`s`e{'q0"a!`d('j=1hw"|1e)"c+"i3'my1d!a
ev'k!"i:"bx1j|'k!1c*`33
  ,N h/`j41i:"o/"k("mw`m(`*'c0"bv`p?`gu"
r!1p?`pw1d!ae{'q0"a!`- r}"t1a:'2g/1k3`
n?1e3`mw"d!ai:"h:"d&"e*`*'k*'a}'6"d!ae*`
*'k*"2a!"e+'ks"i:"m01s`e*`*'k*'d!agu12
f>'mu1o/"i:`6"e*`*'k*"2r3"j&1o/"e*`*'q/1
d!agu1- /1c="i!1m!a~1?'2f>'mu1d('o/"i:`
6"gu"r!1p?`pw1a!"a&`e*`*'k*"-
  e.'qv`d!a2 ,C h/`j41i:"a:`a:`k("mw`ky"
az'p?`pw1d!ae{'q0"a!`2f>'mu1i:`6"h:"d&"
e*`*'k*'6"d!ae*`*'k*"2dv"i:"f>'mu1k("mw`
j*1f>'p?`pw12:1o/"i:"n?1d!ap?`pw12iu"a:"
f>'mu1d('o/"jz1i:"6"k3"n?1d!ap?`pw1-
  ,E h/`j41ks"i:"n?1d!ap?`pw1d!aet"s`k/"
l!"2a!"e+'gu1ky'bx1k("mw`n?1d!ae*`*'k*"2
e3`*`l!`i:"$1n?1d!ak/"l!"-
p4 #ed
  jy`a/"*"2i:"bx1i:"d&"fw"d!a2a!"ev'k!"
j|'k!1h/`bz1az`k!"i:"bx1- gu1mu1j&1*'k!"
j|'k!1cs1e."cy"*'k!"j|'k!1- a!"a&`cs1d&"
i:"k*'|1f>'mu1d!ae|'js12r3"?'$"i("d%"n?1
d!ak_`k%"j!"c8"|`o{`et"d!aj:"k*'e3`a:"-
  gu1mu1g/1r!1cs1d&"n!ao d*"*'2hw" ,N
h/`j41d!agu1mu1lw'i:`i:`6"h:"d&"e*`*'
k*'6"d!ae*`*'k*"2f>'mu1k("mw`c!ah:"d&"
e*`*'k*'- dx'f>'mu1a!"."kw`ot"i:12r$"s`
c.`a&`a_"l_"l!`nz1q>'iz'2f>'mu1l!`nz1cs1
e."ky"az'p?`pw1d!a ,C h/`j412r3"bz1$1n?1
d!ak/"l!""1 ,E h/`j41-
  n?1d!aet"s`k/"l!" ,E h/`j412l!`nz1+`
r$"q>'iz'f&1."d!ajy1ey12g/1k3`n?1d!ap?`
pw1/1q>`mv`h/1k/"l!"e|'js12n>"ks"l!`nz1
r$"q>'iz'c.`a&`jy1l_"2f>'mu1o/"i:"}1j~1
fy1a:`i:`6"h:"d&"e*`*'k*'6"d!ae*`*'k*"2
ks"i:"lw'i:`i:`6"ky"az'p?`pw1- ,C h/`j41
+`r$"q>'iz'c0"e:"d!ajy1ey12f>'mu1l!`nz1
r$"o/"i:`6"a!"a&`e*`*'k*"2r3"a}`e."i:`6"
n?1d!ap?`pw1-
  c{`k+`i:"bx1h/`bz1a:'r("23`mu1ks"r$"
kz"jy'b/`c{`k+`k_`k%"j!"c8"d!aa&"{"ey"-
$"c!a{"q>'av`my1j8"d!ak_`k%"j!"c8"23`mu1
o*"e|'j8"gu"j!"c8"{"a:`e.";-i01-2-
p4 #ee
  g/1k3`j.1d{"n?1d!ae*`*'k*"l!`o>`*'q/1
e*`d!akz"jy'k+1,kz"et'c*"2a!"o/"r$"d$"
,N h/`j41d!agu1bv`iz'ey"j|"2?'$"f>'mu1
o/"i:`6"e*`*'k*"2$"i!1m!a{"e."f>'mu1j.1
d{"n?1d!ae*`*'k*"l!`i:`*'q/1e*`d!akz"jy'
k+1,kz"et'c*"n!ao
  e.'qv`d!a2o>`*'q/1e*`d!akz"jy'k+1,kz"
et'c*"2a!"r$"i:` ,C h/`j41d!agu1kv`d%"
ru`s`ey"j|"2?'$"f>'mu1i:`6"j*1f>'p?`pw1
d!ae*`*'k*"2g/1k3`f>'mu1d$"et"hw"i:`6"
d!ap?`pw1kv`d%"o/"mv`*"2r3"gu"$1f>'mu1
d!a*'q/1e*`d!ao/"k("jy'k+1,o/"k("et'c*"2
f>'mu1r$"gu"$1a!"i:"*'k!"j*1dw"d!ac*"*"2
r3"i:"l!`*`k+`k81e*`*'d!a="f*1-
  n?1d!ae*`*'k*"l!`o>`*'q/1e*`d!akz"jy'
k+1,kz"et'c*"2a!"."d!abz1n3"s`c.`a&`r!1
c*`d!ae/"js1d$"e."2*'a&`i:"i:`6"j*1f>'
p?`pw1d!a ,C h/`j412cy"7"h!1i:"n?1et"hw"
d!ak/"l!"2f*1ey`f>'mu1n*`d!ae*`*'k*"l!`
*`o>`f>'mu1d!a*'q/1e*`d!akz"jy'k+1,kz"
et'c*"-
  g/1k3`n?1{"$" ,N h/`j41d!agu1q>'av`k_`
k%"j!"c8"2o*"e|'a:'d%"f>'mu1$"r!1o/"i:`
6"e*`*'k*"2g/1k3`i:"?'$"f>'mu1m01s`e*`*'
k*'2{"i:`f>'mu1jw`6"n?1d!ap?`pw1d!ak*'
r$"2j8"i:1i:"q0'bx1m{`mx1- g/1k3`="f*1
hw"|1f>'mu1gu"$1e*`*'k*"r$"ix'rw"*'c{"2
n*`ks"l!`*`q>'av`j.1d{"a!"*'a&"dt`d!ak_`
k%"j!"c8"2+`ks"i:"j.1d{"n?1d!ae*`*'k*"
ru`='r!12o/"e=`ix'*'c{"- b/1c!af*1k&'my1
j8"f!"i/'d!ae{'q0"a!`c*"*"2r3"k+`k81e{'
q0"a!`d!a="f*1a:'7"2k_`k%"j!"c8"o*"e|'
d$"m(`*'i:"bx1j|'k!12h3"s`e{"d!ae/"js1-
    #c-h q>'av`k_`k%"j!"c8"i:1bx1qv"d!a
c.`e."j3"/"
  i:"f/1e/"js1fw"d>"d!ai:"bx1r3"fw"d3'
d!agu1- a!"i:"q>'av`k_`k%"j!"c8"i:12h$"
bx1qv"d!ad*"*'e."j3"/"2dx'n?1i:"f/1au'
d$"q0'bx1d>"d!ah/`j41i:12k+1k3`_`_`/1q>`
a9'a/"f!"dy"d!ad$"e."- k_`k%"i:"*'d$"*'
d!ak('f&' 7one to one communication71
m01f*`a:`i:"n?16"cw1e."k!"gu1i3'my1k*1
o{`d>1d!ak&'k|":1*`-
  s`i:1r("n?1r$"d{"g/"et"ky`2gu"$1k_`k%"
i:"{"k0`j~1k31i/"ow`}"d!agu1lv"2e3`*`o*"
e|'f*1k&'e3`s`d!agu1d('kv`d%"ey"j|"d!a
i:"/"- j*1i:1oy"q0'g/1j:`2lv"d%"r3"fy'
d%"k_`k%"d!am0`*'k!"gu12k!"s`qv`y"2:1j+`
a!"e+'qv`y"f&'bx1d('k!"*"j*1j|"2a!"i:"
o/"o*"fw"j.1d{"d!ad%"c*`- e$'gv1k_`k%"
i:`6"d>"a&"m01f*` 7,Mass ,Media71 dv"f>'
i:"*'a&`;-*'d$"*'-2 d!ak('f&'qx'i:"2jt'
}"o/"{"*`d>"c."d!ae4"e*1k%`r='c!ad>"a&"
d!af(1-
p4 #ef
  cy"7"2i:"f/1o%'rv1fw"d3'd!ak("e.`2fw"
d3'd!ae{'i("a&"dt`2a!"i:"q>'av`k_`k%"j!"
c8"i:12d*":"e."h$"bx1qv"d!aj3"/"- h$"a&"
{"d!ai:"2r%`d!ak_`k%"j!"c8"a:`o%'rv1*'
k!"e{'i("e4"e*1- n?1d!aj!"c8"o*"e|'s`*'
k!"a/`{"d!ac*"*"r3"nz1k+`k81*'k!"a&"{"
d!a="f*1-
  dx'n?1lw'i:`hw"j!"c8"a&'k)'g/"j*1f>'
d!ac*"*"2i:"f/1rv1kw"j*1f>'d!ai:"bx1j|'
k!1i:12az`k!"j!"c8"ks"?'c*"c."qu'ev"2:1
et`d!a/1c*"-
  g/1k3`n?1gu"$1e|'{"e."j*1f>'e{'q0"a!`
i3'my1o/"f&1d!ac*"*"2r3"n?1d!abv`p?`l!`
$"f>'mu1k+`k81j*1f>'d!a="f*12h!1a:1k+'
au'd$"f>'mu1cy"7"hw"q>'av`*'k!"j!"c8"qx'
$1ix"j!"2jt'}"o/"{"i:"f/1e/"js1az`k!"i:"
bx12o%'rv1fw"d3'd!ac*"*"2a!"i:"m01s`e{"
k3`d!aj!"c8"-
p4 #eg
  &b_"*"b_'"1i:1c*"#fy
  a:`s`cs"a_"i:"jw1nz1dw"n?1r$1k{"fx1m>a
  l!'c!"k{"i(" 7,Prof4 ,Philip ,Kotler7
jz1a:`b/'2ey1e{'kw"nt"|`j!"c8"o/"k?`
l!`i:"6"|1bv`p?`r3"c%1/" 7,Service71
rw1l!`t1iu'a:"k!"gu1,bx1e3`,f}1f*`,k*'
k(",iu"a:"|1k31k)'- k{"r$"i/`|1k*'k("d!a
*'a&`2h:"gv1+`l!`*`jw`6"ey1e{'d!akw"nt"
|`j!"c8"cw1k)'*`f$'k_`-
  m0`k31a/`k{"pw"k{"r$" 7,The ,Episcopal
,Church7 jz1|1j|"{*'ks`o>'j*'o nt1hw"my1
n*1e/'d>1a('my1n*1)`o<'c*"i:"a:';-q>1
c&1-mw"l%`w"c*"k!1k_`k%"k&'e:'-2 d!aj*"
r9"a:'e)"2f$'b/'*'e."dy"my1$1;-a/`k{"pw"
k{"r$"k_`k%"k*"r9"-2 d!aey1d&"
7,Episcopal ,Church ,Adv4,Project71 hw"
e*"c+"k_`k%"h3"p?`a:'a&'h$"cy"gu1k*'ix`,
h$"l7"a:"gu1l(`2+`?':1r3"d!1j~1m0`k_`k%"
b_"*"k.` 7,The ,One ,Show7 dv'e."k?'pw1
k.`d!ah3"p?`2i:"f/1a&'d!aa!"q/1k_`k%"h3"
p?`-
  r9"mt"a&'s`cs"my1a_"dy'az"r!1c*"fw1j*`
q/"a!aet'r9'd!af&1a:"cy1ks"2r}`r}`d!aj&1
k{"fx1mu1l(`o/"b/'2h(`e)"c!afw1k+'- o{'
f*1e+`a!a33;-i:"q(`a:`s`cs"my1a_"dy'jw1
nz1o>`n?1dw"r$1k{"fx1o-22au'i:"|`a&"e?'
bx12nw"gu1e41$"-
  a!"q/1k_`k%"d!a ,,AD i:" ,Dean
,Hanson1 =1v"i:"kw'k&'e:'b_"ov"gu1a:'*'
d!a ,Tom ,Mc ,Elligott1 i!"k*"i:" ,Peter
,Paul ,Rubms4