Bazin (2014) - La construction marketing de la

!
"!
#$%&'()*'(! +,! &('-$'%,./0/.1! *(2! &',./34(2! %,'5(./)6!7! +,!
8$)2.'48./$)!&49+/8/.,/'(!*(!+,!-(%%(!
:;!<,=/)!>!?;9,=/)@/2.(8;-'!!
ABCD#!
!
!"#$%&'()*+#*&,$'%*-+*'.-"&)(,#*
!+'&(*-+*#+*/"%*&()+'*%"#%*01"$),'(%")(,#*-+*01"$)+$'*
!
!
E(!%,'5(./)6!)(!&(4.!&+42!F.'(!'1*4/.!,4G!2/%&+(2!)$./$)2!*(!&'$%$./$)H!*(!
&('24,2/$)!(.!*(!0().(!I!+(!2&(8.'(!*J/)-+4()8(!*(!2,!8$%%4)/8,./$)!&49+/8/.,/'(!
2J(2.! 8$)2/*1',9+(%().! 1.()*4;! #('.(2H! +(2! KL! ,0,/().! -,/.!+J$9M(.! *(! 34(2./$)2!
1.N/34(2H! %,/2H! ,4O*(+P! *(! +,! 8$)2$%%,./$)H! +(! 'Q+(! 2.'48.4',).! *4! %,'5(./)6!
*,)2!)$2!0/(2!34$./*/())(2!*$/.!F.'(!,422/!(G,%/)1;!A+!&(4.!F.'(!,4M$4'*JN4/!F.'(!
04!8$%%(!R!-+%*/',&+%%$%*+)*-+%*/'")(2$+%*&3+'&3"#)*4*5.#.'+'6*'.7.0+'*+)*&,8&'.+'*
-+%*'+0")(,#%*/,)+#)(+00+%*+)*'+#)"90+%*+#)'+*0+%*&,#%,::")+$'%*+)*0+* /',-$&)+$'*S!
T&;!UU"V";!!
E(!%,'5(./)6!(2.!4)(!*/28/&+/)(!34/!10$+4(!-$'.(%().!()!-$)8./$)!*(2!$4./+2!
34/!2$).!%$9/+/212!*,)2!+,!&',./34(;!W'H!*$'1),0,).H!+(2!&',./8/()2!*4!%,'5(./)6!
2(!8$)8().'().!*(!&+42!()!&+42!24'!+,!%,)/X'(!*$).!+(2!&('2$))(2!2J()6,6().!*,)2!
+(!%$)*(H!8$%%().!(++(2!+J(G&1'/%().().H!8$%%().!(++(2!/).(',6/22().!,0(8!+4/!I!
+(! )$%9'(! *(! .',0,4G! (.! *J$4./+2! 24'! +(! %,'5(./)6! (G&1'/()./(+! $4! +(! )(4'$O
%,'5(./)6!()!(2.!4)(!&'(40(;!W)!2,/.!*$'1),0,).H!*,)2!+,!'(8N('8N(!8$%%(!*,)2!
+,! &',./34(H! 34(! +(2! -'$)./X'(2! ().'(! +(2! *$%,/)(2! *(! 8$)2$%%,./$)! 2$).!
&$'(42(2H!(.!34(!+(2!1%$./$)2!(.!2()2,./$)2!2$).!/%&$'.,).(2H!%F%(!&$4'!0()*'(!
*4!2$*,!$4!*4!&,'-4%;!E(2!34(2./$)2!*(!2()2$'/,+/.1H!*(!&+,/2/'H!*J1%$./$)!(.!*(!
8$'&$',+/.1! -$).! %,/).(),).! &,'./(! /).16',).(! *(2! &'1$884&,./$)2H! (.! *(2! 8/9+(2!
*(!+,!8$%%4)/8,./$)!%,'5(./)6;!!
E(2!*18/2/$)2!',./$))(++(2!*(2!8$)2$%%,.(4'2!2$).!%,/).(),).!04(2!*,)2!
.$4.(! +(4'! 8$%&+(G/.1H! (.! *,)2! +(4'2! -$)*,./$)2! 1%$./$))(++(2! (.! 2()./%().,+(2;!
W)!&(4.!*$)8!+/('!+(2!&'$*4/.2H!+(2!%,'34(2!(.!+(2!2('0/8(2!P!*(2!2()./%().2H!*(2!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
"!<42/)(22!(.N/82!,)*!8$)./)().,+!&N/+$2$&N?!

!
U!
'(22()./2H!*(2!/%&'(22/$)2H!*(2!1%$./$)2;!E(2!34(2./$)2!*J/*()./.1!(.!*(!2()2!2$).!
*$)8!.$48N1(2;!E(2!&'$*4/.2!2$).!+/12!P!*(2!(G&1'/()8(2H!*(2!%$%().2!*(!+,!0/(;!
E(2!&',./8/()2! *4!%,'5(./)6! 8N('8N().H!0/,!+(4'! 8$%%4)/8,./$)H!P! &'$*4/'(!*(2!
4)/0('2! *(! %,'34(H! '/8N(2! ()! 1%$./$)2H! ()! 10(/+2! *(2! 2()2H! ()! N/2.$/'(2! (.!
,)(8*$.(2;! E(2! %,'34(2! +16/./%().!,/)2/! +(2! &'$*4/.2! 34J(++(2! &'$&$2().H! +(4'!
*$))().!4)(! $'/6/)(! (.! 4)(! ',/2$)! *JF.'(;! E(4'! $%)/&'12()8(! ()! -,/.!4)(! &,'.!
/).16',).(! *(! +,! 84+.4'(H! *(! )$2! 84+.4'(2H! *(! )$2! /*()./.12;! E(2! ().'(&'/2(2H! (.!
+(4'2! &',./34(2! *(! 8$%%4)/8,./$)H! )(! 2J/)28'/0().! &+42! &,22/0(%().! *,)2! +(2!
8,*'(2!84+.4'(+2H!(++(2!+(2!8$O8$)2.'4/2().;!!
Y(!)$40(++(2!34(2./$)2!1.N/34(2!1%('6().!*$)8!()!+/()!,0(8!8(2!(G.()2/$)2;!
EJ$%)/&'12()8(!(.!+(!'Q+(!2.'48.4',).! *(! +,!8$%%4)/8,./$)!%,'5(./)6!*,)2!)$2!
2$8/1.12! %$*(')(2! ,&&(++().! P! 4)! (G,%()! *(2! 2(2! 8$)2134()8(2H! *(2! &$/).2! *(!
04(!%/2!()!&'12()8(!(.!*(!+(4'!8'$/2(%().;!D)!&,'./84+/('H!$)!&(4.!F.'(!,%()('H!
&+4.Q.!34(!*(!8'/./34('!4)(!-$/2!*(!&+42!+(!%,'5(./)6!(.!+(2!&49+/8/.12H!P!2(!&$2('!
+,!34(2./$)!*4!'Q+(!*4!8$)2$%%,.(4'!-,8(!P!8(..(!.()*,)8(H!(.!*(!2,!+/9('.1;!D)!
(--(.H!&4/234(! +(! %,'5(./)6!&+,8(! +(! 8$)2$%%,.(4'! (.!2$)! /*()./.1!,4! 8().'(!*(!
2(2!&',./34(2! T%,'5(./)6! (G&1'/()./(+H! &,::$#();*:"#"5+:+#)H! /%&+/8,./$)! *(2!
8$)2$%%,.(4'2H!8$O*(2/6)VH!8(+4/O8/!)(!&(4.!&+42!F.'(!04!8$%%(!4)!,6().!&,22/-H!
%,/2!&+4.Q.!8$%%(!4)!,8.(4';!!
!
E,!&('-$'%,./0/.1!*4!%,'5(./)6!
E,!)$./$)!*(!&('-$'%,./0/.1!2(!-$8,+/2(!24'!+,!%,)/X'(!*$).!+(2!,8./0/.12H!+(2!
&',./34(2H!+(2!%,)/X'(2!*(!-,/'(!(.!*(!*/'(!$).!*(2!(--(.2!8$)8'(.2!(.!.,)6/9+(2!24'!
+(4'!()0/'$))(%().! TZ42./)H! "[\]V;! Z/)2/H! +(2! .N1$'/(2H!+(2! /*1(2H! +(2! &('2$))(2H!
+(2!.(8N)/34(2H!+(2!/%,6(2H!+(2!*/28$4'2H!+(2!'(&'12().,./$)2!)(!2$).!&,2!*(2!*(2!
$9M(.2! &,22/-2H! /),)/%12! (.! 2,)2! (--(.2! %,/2! &+4.Q.! *(2! &,'./8/&,).2! ,8./-2! 34/!
/)-+4()8().!(.!%$*X+().!+(4'!()0/'$))(%().;!L,'!+,!8$%%4)/8,./$)!&49+/8/.,/'(H!
+(2!&',./34(2!%,'5(./)6!)(!-$).!&,2!34(!*$))('!0/(!P!4)!&'$*4/.!$4!4)!2('0/8(H!
(++(! 8'11! ,422/! 2(2! 8$)*/./$)2! *J4./+/2,./$)! (.! /)2./.4./$)),+/2(! 4)(! /%,6(! *4!
8$)2$%%,.(4'!.(+!34J/+!*(0',/.!F.'(;!YX2!+$'2H!&$4'!^(++(22$)H!R!+(!8$)2$%%,.(4'!
8$)2./.4(!4)!&$/).!)$*,+!8().',+!*4!*/28$4'2!%,'5(./)6!S;!!
!

!
_!
<(%&,$'%*/$90(&()"('+6*/'")(2$+*:"'=+)(#5*+)*5,$7+'#+:+#)"0().>*
EJ,),+?2(! *(! B5,+()H! ^(++(22$)! `! ^$46X'(! 2(! 8$)8().'(! 24'! +(! */28$4'2!
%,'5(./)6!()!,),+?2,).!8(!34J/+!8N('8N(!P!6$40(')('H!8$%%().!/+!6$40(')(!(.!8(!
34(!)$42!*(0()$)2!+$'234J/+!)$42!6$40(')(;!Y,)2!8(..(!&('2&(8./0(H!+(!%,'5(./)6!
)J(2.!&,2! 4)(! 2/%&+(! &'12().,./$)! *(! &'$*4/.2!$4! *(! 2('0/8(2H! 8J(2.! 4)! */28$4'2!
34/!&'$*4/.H!'(&'$*4/.H! /)2./.4./$)),+/2(!(.! +16/./%(!8('.,/)(2!,8./$)2! (.!8('.,/)2!
%$*(2! *(! 0/(! *,)2! 4)(! &('2&(8./0(! 8$)24%1'/2.(! T+JF.'(! N4%,/)! (2.!
-$)*,%().,+(%().! 8$)2/*1'1! 8$%%(! 1.,).! *J,9$'*! R!8$)2$%%,.(4'!SV;! Y,)2!
4)(! ,&&'$8N(!-$48,+*/())(! T^$48,4+.H! U]]]V! +(2! &',./34(2! */284'2/0(2!
8$)2./.4().! *(2! */2&$2/./-2! *(! 8$).'Q+(! 2$8/,+! *,)2! +,! %(24'(! $a! (++(2! 2$).!
&'(28'/&./0(2H! (++(2! &'$&$2().! *(2! '16/%(2! *(! 01'/.1! 34/! &$22X*().H! *(! -,/.H! 4)!
&$40$/'!*J/)-+4()8(;!!
E,!&49+/8/.1H!()!.,).!34(!*/28$4'2!&'$*4/.!&,'!+(2!&',./34(2!%,'5(./)6H!)J(2.!
*$)8!M,%,/2! )(4.'(H! 8,'!(++(! 8$)2./.4(! 4)! */2&$2/./-! *(! 6$40(')(%().,+/.1;! L$4'!
,4.,).H! 2/!(++(! -$'6(! P! +,! -$/2! 4)! 2,0$/'! (.! 4)! &$40$/'H! (++(! )(! &$2(! ()! '/()! 4)!
*1.('%/)/2%(!I! +(! 8$)2$%%,.(4'! 6,'*(! 4)(! +/9('.1!7! R!E(2! -$'%(2! *J/*()./.1!
&'$%4(2! (.! &'124&&$21(2! &,'! */--1'().(2! &',./34(2! (.! &'$6',%%(2! )(! *$/0().!
&,2!F.'(! 8$)-$)*4(2! ,0(8! +(2! 24M(.2!'1(+2!TbV! E(2! '16/%(2! *(! 6$40(')(%().! )(!
*1.('%/)().!&,2!*(2!-$'%(2!*(!249M(8./0/.1;!A+2!(G.',/().H!&'$%(40().H!-,8/+/.().H!
()8$4',6().! (.! ,..'/94().! */--1'().(2! 8,&,8/.12H! 34,+/.12! ,)*! 2.,.4.2! ,4G!
*/--1'().2!,6().2!S!TY(,)H!"[[[!7!_UV;!!
L$4'! ^$48,4+.! T"[\\!I! "[c"!I! U]]],VH! +(! 6$40(')(%().! TR!+,! 8$)*4/.(! *(2!
8$)*4/.(2!SV!'(&$2(!24'!*(2!-$'%(2!*(!2,0$/'2!34/!2J().'(+,8().!(.!2J().'(8'$/2().!
,0(8! *(2! -$'%(2! *(! &$40$/'2;! E(2! /)*/0/*42! 2(! 6$40(')().! (.! 6$40(')().! +(2!
,4.'(2!()!-$)8./$)!*(!8(!34J/+2!8'$/().!F.'(!0',/H!*(!+,!%,)/X'(!34J/+2!&()2().!F.'(!
M42.(;!Z/)2/H!+(!6$40(')(%().!'(&$2(!24'!4)!*/28$4'2!34/!%F+(!2,0$/'!(.!&$40$/';!
L$4'!,4.,).H!4)!*/28$4'2!)(!*1.('%/)(!&,2!+(2!249M(8./0/.12H!/+!+(2!/)-+4()8().!()!
&'$&$2,).!*(2!1+1%().2!*(!01'/.1!34/!()8$4',6().!$4!*18$4',6().H!0,+$'/2().!$4!
*10,+$'/2().H! '18$%&()2().! $4! 2./6%,./2().! 8('.,/)(2! 8$)*4/.(2;!E(!
6$40(')(%().! 8'11! *(2! 8N,%&2! '164+1(! *(! +/9('.1! *,)2! +(234(+2! +(2! /)*/0/*42!
,M42.().! +(4'2! 8$)*4/.(2! ()! -$)8./$)! *(2! )$'%(2! 1.,9+/(2;! E(2! */28$4'2!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
U!B5,+()H!^(++(22$)!`!^$46X'(!TU]]dVH!CN(!6$0(')%().,+/.?!$-!%,'5(./)6!*/28$4'2;!B8,)*/),0/,)!
e$4'),+!$-!f,),6(%().;!

!
K!
-$4')/22().! 4)(! %,)/X'(! 2&18/-/34(! *(2! &,'+('! *(2! /)*/0/*42! (.! *$)8H! *J4)(!
8('.,/)(! %,)/X'(H! 8$)2.'4/2().! 8(2! 24M(.2;! B/! R!+(! 8+/().! (2.! '$/!SH! /+! )J()! (2.! &,2!
%$/)2! +J$9M(.! *J4)! */28$4'2! &49+/8/.,/'(! 34/! 2J/%&$2(! P! +4/H! *J4)(! 0$+$).1! *(! +(!
%$*(+(';!L$4'!,4.,).!+(!*/28$4'2!&49+/8/.,/'(H!2/!/+!(2.!$%)/&'12().H!)J(2.!&,2!)$)!
&+42! 4)/34(;! Z/)2/H! +J/)*/0/*4! 2(! '(.'$40(! P! +,! 8$)M$)8./$)! *J4)(! %4+./.4*(! *(!
*/28$4'2! 34/! +(! 6$40(')().H! (.! /+! )J(2.! &,2! >! /+! )(! &(4.! &,2! F.'(! >! .$.,+(%().!
*1.('%/)1;!L$4'!,4.,).H!+(!*/28$4'2!&49+/8/.,/'(!)(!&(4.!F.'(!'1*4/.!P!4)! 2/%&+(!
%(22,6(! 34(! +J$)! &$4'',/.! ().()*'(! $4! )$);! Y(! &,'! 2,! ),.4'(! */284'2/0(H! /+! (2.!
&$'.(4'!*J(--(.H!/+!(2.!&('-$'%,./-;!
!
?"*/+'@,':")(7().*-$*-(%&,$'%*/$90(&()"('+*
E,!&('-$'%,./0/.1!(2.!4)(!)$./$)!34/!&('%(.!*(!8$%&'()*'(!+(!+/()!().'(!+(!
%$)*(! *(2! /*1(2! >! '+%*&,5#()"#%! >! (.! +(! %$)*(! 34/! )$42! ().$4'(! >! '+%*+A)+#%"*
TgM(++9('6!`!h(+6(22$)H!V;!B/!8J(2.!*(4G!%$)*(2!2$).!21&,'12!&,'!4)!-$221!',*/8,+!
TE,.$4'H! "[[[VH! /+! (G/2.(! 4)(! '(+,./$)! 8,42,+(! 8/'84+,/'(!7! +(! %$)*(! *(2! /*1(2!
-,i$))(! 8(+4/! 34/! )$42! ().$4'(H! (.! '18/&'$34(%().;! W)! -,/.! 2()2! *(2! 2/.4,./$)2!
34(!+J$)!'()8$).'(!6'j8(H!)$.,%%().H!,4G!/*1(2!34/!)$42!-$4')/22().!*(2!8,*'(2!
*J/).('&'1.,./$);! f,/2! 8(2! 8,*'(2! 2$).! P! +(4'! .$4'! %$*/-/12! &,'! +(4'2! %4+./&+(2!
%/2(2! ()! ,8./$)2;! Z/)2/H! +(2! 2/.4,./$)2! 8$)8'X.(2! 2$).! '(O&'12().1(2! *,)2! +(!
%$)*(!*(2!/*1(2H!(.!8(!%$)*(!*(2!/*1(2!(2.!2,)2!8(22(!R!&('-$'%1!S!()!2/.4,./$);!!
L$4'! Z42./)! T"[dUVH! +(2! ,8.(2! *(! */28$4'2! %$*/-/().! +,! '1,+/.1! 2/%&+(%().!
()!1.,).!&'$)$)812!*,)2!+(2!9$))(2!8$)*/./$)2b!
E(2! &('2$))(2! %/2(2! ()! 28X)(! *,)2! +,! 8$%%4)/8,./$)! %,'5(./)6! T+(2!
%,))(34/)2H!+(2!8$)2$%%,.(4'2H!+(!&('2$))(+V!2$).!&'12().1(2!2$42!*(2!,2&(8.2!
8$).'Q+12! (.! 2.',.16/34(2H! %(..,).! ()! ,0,).! *(2! .',/.2! (.! *(2! 1+1%().2!
*1.('%/)12B;! #(! -,/2,).H! (++(2! /)-+4()8().! )$2! &('8(&./$)2H! )$)! 2(4+(%().! *(! +,!
8$%%4)/8,./$)!(++(O%F%(H!%,/2!,422/!*4!%$)*(!34/!)$42!().$4'(H!*(!8(!34/!(2.!
/%&$'.,).H! *12/',9+(H! 8$)2$%%,9+(! *,)2! )$2! 2$8/1.12;! D++(2! 8$)2./.4().! 8(! 34(!
f,'6,'(.!k'9,)!l,+5('!,&&(++(!*(2!&',./34(2!*(!'(&'12().,./$)H!(++(2!&'$&,6().!
(.! 8'1().! *(2! 8'$?,)8(2! 34(! +(2! &('2$))(2! '(+X0().! *J4)! .?&(H! *J4)! 6()'(H! *J4)!
2.?+(!34/!2(',/.!*12/',9+(!$4H!,4!8$).',/'(H!/),88(&.,9+(;!E(!%,'5(./)6!&'$*4/.!*(2!
'(&'12().,./$)2! .?&/-/1(2H! 34/! /2$+().! *(2! 1+1%().2! &,'./84+/('2! T0F.(%().2H!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
_!<,*!-,/.NH!%,'5(./)6!`!'(2&$)2,9/+/.?!

!
m!
,+/%().,./$)H! N,9/.4*(V! (.! +(2! '()*().! '101+,.(4'2! *J4)! .?&(H! *J4)(! /*()./.1!
&,'./84+/X'(;! YX2! +$'2H! /+! /)-+4()8(! 2,! 8/9+(H! +(! 8$)2$%%,.(4'H! P! +,! -$/2! *,)2! 2$)!
/*()./.1H!%,/2! ,422/! *,)2! +,!%,)/X'(! *$).!/+! 0$/.! +(! %$)*(! (.!8(! 34J/+! ()! ,..()*;!
Z/)2/H!+(!.$4'/2.(!,''/0,).!()!D8$22(!8N('8N(',!+(2!5/+.2!(.!+(2!8$')(%42(2H!(.!2(',!
*1i4! ()! 8,2! *J,92()8(;! D.! +(2! .$4'/2.(2! M,&$),/2! ,''/0,).! P! L,'/2! 2$).! 2$40().!
*12(2&1'12!*(!)(!&,2!0$/'!+,!8/.1!*(!+(4'!'F0(H!%,/2!4)(!0/++(!34/!(2.!,422/!&$++41(H!
2,+(!(.!2$40().!,6'(22/0(;!
E(! %,'5(./)6H! */'(8.! $4! /)*/'(8.H! 8'1(! *(2! '(&'12().,./$)2! *4! %$)*(! 34/!
*(0/())().!*(2!(G&1'/()8(2!*(!)$2!'1,+/.12!0184(2;!E(!&',./8/()!*4!%,'5(./)6!2(!
*$/.!*$)8!*(!2(!8$)-'$).('!P!*(2!34(2./$))(%().2!1.N/34(2!24'!+(2!8$)2134()8(2!
(.! /%&+/8,./$)2! 34(! 2(2! &',./34(2! &(40().! ,0$/'! 24'! +(! %$)*(H! 24'! +(2!
8$)2$%%,.(4'2!(.!24'!+,! 2$8/1.1;!L,'!(G(%&+(H!+(2! '(&'12().,./$)2!*(!+,!-(%%(!
*,)2!+,!&49+/8/.1!*(%,)*(',/.!P!F.'(!&+42!2?2.1%,./34(%().!/).(''$61(2;!
!
!
#$)2.'48./$)! *J4)(! /%,6(! *(! +,! -(%%(! *,)2! +,! 8$%%4)/8,./$)!
&49+/8/.,/'(!
!
C,::+#)*0+*-(%&,$'%*/$90(&()"('+*'+8/'.%+#)+*0"*@+::+D*
YJ,&'X2!4)!2$)*,6(!A&2$2!*,.,).!*(!U]]"H!K"n!*(2!&('2$))(2!/).(''$61(2!
*18+,'().!F.'(!8N$341!&,'!+,!%,)/X'(!*$).!+(2!-(%%(2!2$).!'(&'12().1(2!*,)2!+,!
&49+/8/.1!(.! mcn! 8$)2.,.().! 4)(! N,422(!*(2! 10$8,./$)2! P! 8,',8.X'(! 2(G4(+! *,)2!
+(2!&49+/8/.12;!B,8N,).! 34J4)!/)*/0/*4! (2.!()!%$?())(! 2$4%/2!P! Um]]!%(22,6(2!
&49+/8/.,/'(2! &,'! M$4'H! +,! '(&'12().,./$)! *(! +,! -(%%(! *,)2! +,! 8$%%4)/8,./$)!
%,'5(./)6! 2(%9+(! 2J/%&$2('! 8$%%(! 4)(! &'$9+1%,./34(! %,M(4'(H! 24'.$4.!
+$'234J$)! ()! 8$%&'()*! +,! */%()2/$)! &('-$'%,./0(;! #N,&42! `! Z)8(+/)! TU]]dV!
/*()./-/().! *(4G! .?&(2! *J4./+/2,./$)! *(! +J/%,6(! *(! +,! -(%%(! *,)2! +,! &49+/8/.1! 7!
+J/*()./-/8,./$)! *(! +,! -(%%(! 8$)2$%%,.'/8(! 34/! 2(! &+,o.! P! 2(! '(8$)),o.'(! (.! +,!
21*48./$)!$a!+(!8$'&2!*(!+,!-(%%(!(2.!4./+/21!&$4'!2,!0,+(4'!(2.N1./34(;!#J(2.!*,)2!
8(..(!2(8$)*(!4./+/2,./$)!34(!+(2!&+42!-$'.(2!*1'/0(2!0$).!F.'(!8$)2.,.1(2!.,).!$)!
&(4.!0$/'!4)(!/),*134,./$)!().'(!+J/%,6(!(.!+(!&'$*4/.;!^/),+(%().H!()!34$/!4)(!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
K!#N,&42H!D;!`!Z)8(+/)H!Z;!TU]]dV;!EJ/%,6(!*(!+,!-(%%(!*,)2!+,!&49+/8/.1!