Capitulo 3 - Investigación de Mercados

 

Jcpâtuko tras

Ihsaóo ia kc hevasth`cjhúe

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Ihsaóo ia kc hevasth`cjhúe< Iadhehjhúe 

Qe ihsaóo ia kc hevasth`cjhúe as ue asquabc o pro`rcbc pcrc rackhzcr ak proyajto ia hevasth`cjhúe ia barjcios. Aspajhdhjc kos projaihbhaetos eajascrhos pcrc omtaear kc hedorbcjhúe raquarhic pcrc astrujturcr o rasokvar kos promkabcs ia hevasth`cjhúe ia barjcios.

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Jobpoeaetas iak ihsaóo ia uec hevasth`cjhúe  

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Iadhehr kc hedorbcjhúe qua sa eajashtc (jcpâtuko =). Ihsaócr kcs dcsas axpkorctorhc, iasjrhpthvc o jcusck ia kc hevasth`cjhúe (jcpâtukos : c 0). Aspajhdhjcr kos(jcpâtukos projaihbhaetos asjckcbhaeto > y 8) .ia baihjhúe y Joestruhr y akcmorcr kc pruamc phkoto ia ue juasthoecrho (dorbc ia aetravhstc) o uec dorbc cprophcic kc rajokajjhúe ia ictos 37). Aspajhdhjcrpcrc ak projaso ia buastrao y ak (jcpâtuko tcbcóo ia kc buastrc (jcpâtukos 33 y3=). Iascrrokkcr ue pkce pcrc ak ceãkhshs ia kos ictos (jcpâtuko 39).

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Qec jkcshdhjcjhúe ia kos ihsaóos ia kc hevasth`cjhúe ia barjcios Dh`. :.3 Ihsaóo ia kc hevasth`cjhúe Ihsaóo ia kc

Ihsaóo ia kc hevasth`cjhúe axpkorctorhc

hevasth`cjhúe joejkuyaeta

Hevasth`cjhúe iasjrhpthvc Ihsaóo trcesvarsck

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Ihsaóo trcesvarsck saejhkko

Ihsaóo trcesvarsck bükthpka

Hevasth`cjhúe jcusck

Ihsaóo koe`htuiheck

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Ihdaraejhcs aetra kc hevasth`cjhúe axpkorctorhc y kc joejkuyaeta Ycmkc :.3 Omlathvo<

Axpkorctorhc

Joejkuyaeta

Wroporjhoecr hedorbcjhúe y Wroporjhoecr jobpraeshúe.

Wromcr nhpútashs aspajâdhjcs y axcbhecr rakcjhoeas.

hedorbcjhúe eajascrhc súko sa Jcrcjtarâsthjcs< Kc iadhea vc`cbaeta. Ak projaso ia

Kc hedorbcjhúe eajascrhc sa iadhea joe jkcrhici. Ak projaso ia hevasth`cjhúe as hevasth`cjhúe as dkaxhmka y eo dorbck y astrujturcio. Kc buastrc as astrujturcio. Kc buastrc as paquaóc `rceia y raprasaetcthvc. Ak ceãkhshs ia y eo raprasaetcthvc. Ak ceãkhshs ceãkhshs ia kos ictos as jucethtcthvo. ictos prhbcrhos as juckhtcthvo.

Nckkcz`os o rasuktcios<

Yaetcthvos

Joejkuyaetas

Joesajuaejhcs<

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Wor ko `aearck, vc sa`uhic ia Kos nckkcz`os sa usce jobo bcyor hevasth`cjhúe axpkorctorhc hedorbcjhúe pcrc kc tobc ia o joejkuyaeta. iajhshoeas.

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Qec jobpcrcjhúe ia kos ihsaóos mãshjos ia hevasth`cjhúe Ycmkc :.= Omlathvo<

Axpkorctorhc Iasjumrhr hiacs y joeojhbhaetos.

Jcrcjtarâsthjcs< Dkaxhmka, varsãthk

Bètoios<

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Iasjrhpthvc Jcusck Iasjrhmhr jcrcjtarâsthjcs Iatarbhecr o duejhoeas iak barjcio. rakcjhoeas jcusckas. Za ihsthe`ua pravhc por kc ia dorbukcjhúe nhpútashs aspajâdhjcs.

Bcehpukcjhúe uec o bãs ia vcrhcmkas heiapaeihaetas.

 C baeuio, as kc pcrta droetck ia kc hevasth`cjhúe totck.

Ihsaóo pkceacio y astrujturcio ia cetabceo.

Aejuastcs joe axpartos Aejuastcs phkoto Ictos sajueicrhos<  Ceckhzcios juckhtcthvcbaeta Hevasth`cjhúe juckhtcthvc

Ictos sajueicrhos (ceckhzcios Axparhbaetos. jucethtcthvcbaeta) Aejuastcs Wceakas Ictos por omsarvcjhúe y otros

Joetrok ia otrcs vcrhcmkas baihciorcs.

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otros  

Qsos ia kc hevasth`cjhúe axpkorctorhc 

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Dorbukcr ue promkabc o iadhehrko joe bcyor prajhshúe. Hiaethdhjcr jursos cktarecthvos ia cjjhúe. Iascrrokkcr nhpútashs.  Chskcr vcrhcmkas vcrhcmkas y rakcjhoeas rakcjhoeas jkcva jkcva pcrc ue axcbae bãs bheujhoso. Omtaear hiacs pcrc iascrrokkcr ue aedoqua iak promkabc. Astcmkajar prhorhicias pcrc kc hevasth`cjhúe postarhor.

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Bètoios ia kc hevasth`cjhúe axpkorctorhc 

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Aetravhstcs joe axpartos (ceckhzcics ae ak jcpâtuko =). Aejuastcs phkoto (ceckhzcics ae ak jcpâtuko =). Ictos sajueicrhos ceckhzcios ia dorbc juckhtcthvc (ceckhzcios ae ak jcpâtuko 9). Hevasth`cjhúe juckhtcthvc (ceckhzcic ae ak jcpâtuko 1).

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Qso ia kc hevasth`cjhúe iasjrhpthvc 

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Iasjrhmhr kcs jcrcjtarâsthjcs ia `rupos partheaetas, jobo joesubhioras, vaeiaioras, or`cehzcjhoeas o ãracs iak barjcio. Jckjukcr ak porjaetcla ia uehicias ia uec pomkcjhúe aspajâdhjc qua buastrce jhartc joeiujtc. Iatarbhecr kc parjapjhúe ia kcs jcrcjtarâsthjcs ia proiujtos. Iatarbhecr ak `rcio ae qua kcs vcrhcmkas ia bcrfathe` astãe csojhcics. Dorbukcr praihjjhoeas aspajâdhjcs.

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Bètoios ia kc hevasth`cjhúe iasjrhpthvc 

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 Ceãkhshs jucethtcthvo, bãs qua juckhtcthvo, juckhtcthv o, ia ictos sajueicrhos (ravhscio ae ak jcpâtuko 9) Aejuastcs (jcpâtuko 4)

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Wceakas (jcpâtukos 9 y 4)

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Ictos por omsarvcjhúe y otros (jcpâtuko 4)

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Ihsaóos trcesvarsckas 

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Hbpkhjce omtaear uec sokc vaz hedorbcjhúe ia juckquhar buastrc icic ia akabaetos ia kc pomkcjhúe. Ae kos ihsaóos trcesvarsckas shbpkas  ,  ,  sa axtrca uec üehjc buastrc ia aejuastcios y sa omthaea hedorbcjhúe ia astc buastrc uec sokc vaz. Ae kos ihsaóos trcesvarsckas bükthpkas , sa juaetc joe ios o bãs buastrcs ia aejuastcios y sa omthaea uec sokc vaz hedorbcjhúe ia jcic buastrc. C baeuio, kc hedorbcjhúe ia kcs ihdaraetas buastrcs sa omthaea ae bobaetos ihsthetos. jonortas  joeshsta ae uec sarha ia aejuastcs Ak ceãkhshs ia rackhzcics c hetarvckos cprophcios, ioeia kc jonorta shrva jobo uehici mãshjc ia ceãkhshs. Qec jonorta as ue `rupo ia aejuastcios qua axparhbaetce ak bhsbo avaeto iaetro iak bhsbo hetarvcko.

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Joesubo ia mamhics `csaoscs ae vcrhcs jonortas ia aici Ycmkc :.: Worjaetcla ia joesubo ae ue iâc eorbck

Aici

3817

3847

3848

3808

>-38 =7-=8 :7-:8 97-98

1=.8 91.= ::.8 =:.=

4=.4 47.0 94.4 97.>

0:.= 04.7 40.0 1>.4

>3.7 01.> 03.9 40.>

J> J0 J4

17+

3>.3

=>.> J3

17.7 J=

13.8 J:

J1 J9

J3< jonorta ecjhic cetas ia 3877 J=< jonorta ecjhic aetra 3873 y 3837 J:< jonorta ecjhic aetra 3833 y 38=7 J9< jonorta ecjhic aetra 38=3 y 38:7 © =770 Wraethja Nckk

J1< jonorta ecjhic aetra 38:3 y 3897 J4< jonorta ecjhic aetra 3897 y 3898 J0< jonorta ecjhic aetra 3817 y 3818 J>< jonorta ecjhic aetra 3847 y 3848

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Ihsaóos koe`htuiheckas 

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Qec buastrc dhlc (o buastrcs dhlcs) ia akabaetos ia kc pomkcjhúe sa sobata c baihjhoeas rapathics ia kcs bhsbcs vcrhcmkas. Qe ihsaóo koe`htuiheck ihdhara ia ueo trcesvarsck kc buastrc o buastrcs soe kcs bhsbcs ae c koqua kcr`o iak thabpo.

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Yrcesvarsck draeta c koe`htuiheck Ihsaóo trcesvars ck 

Ihsaóo koe`htuiheck 

 Yhabp o

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Buastrc aejuastci c ae Y3

Buastrc

Bhsbc buastrc

aejuastci c ae Y3

aejuastcic tcbmhèe ae Y=

 Y3

 Y=

: 39  

 Taetclcs y iasvaetclcs rakcthvcs rakcthvcs ia kos ihsaóos ihsaóos koe`htuiheck y trcesvarsck Ycmkc :.9 Jrhtarhos ia avckucjhúe

Ihsaóo trcesvarsck

Iatajjhúe iak jcbmho @rce jcethici ia ictos rajokajtcios Wrajhshúe Buastrao raprasaetcthvo Zas`o ia raspuastc

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Ihsaóo koe`htuiheck

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Eotc< Qe sh`eo + heihjc uec vaetclc rakcthvc somra ak otro ihsaóo6 bhaetrcs qua ue sh`eo - heihjc uec iasvaetclc rakcthvc. © =770 Wraethja Nckk

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Kos ictos trcesvarsckas quhzã eo buastrae ak jcbmho Ycmkc :.1

Bcrjc jobprcic

Warhoio Aejuastc Warhoio 3

Aejuastc Warhoio =

Bcrjc C

=77

=77

B Bccrrjjcc MJ Yotck

:17777 3777

1:7777 3777

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Kos ictos koe`htuiheckas puaiae bostrcr ue jcbmho joeshiarcmka Ycmkc :.4 Bcrjc jobprcic ae ak parhoio 3

Bcrjc C Bcrjc M Bcrjc J Yotck

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Bcrjc jobprcic ae ak parhoio = Bcrjc C

377   =1   01 =77

Bcrjc M

  17 377 317 :77

Bcrjc J

  17 301 =01 177

Yotck

 =77  :77  177 3777

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Qsos ia kc hevasth`cjhúe jcusck 

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Aetaeiar què vcrhcmkas soe kc jcusc (vcrhcmkas heiapaeihaetas) y juãkas soe ak adajto (vcrhcmkas iapaeihaetas ) ia ue daeúbaeo. Iatarbhecr kc ecturckazc ia kc rakcjhúe aetra kcs vcrhcmkas jcusckas y ak adajto qua sa vc c praiajhr. BÈYOIO< Axparhbaetos

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Ihsaóos cktarecthvos ia hevasth`cjhúe (c)

Hevasth`cjhúe axpkorctorhc •  Ceãkhshs ia ictos  sajueicrhos • Zashoeas ia `rupo

(m)

Hevasth`cjhúe joejkuyaeta • Iasjrhpthvc/Jcusck 

(j)

Hevasth`cjhúe joejkuyaeta  Iasjrhpthvc/Jcusck 

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Hevasth`cjhúe joejkuyaeta • Iasjrhpthvc/Jcusck   Iasjrhpthvc/Jcusck 

Hevasth`cjhúe axpkorctorhc • Ceãkhshs ia ictos  sajueicrhos • Zashoeas ia `rupo

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  Ihsaóos ia hevasth`cjhúe cktarecthvc

(c)

Hevasth`cjhúe axpkorctorhc • Ceãkhshs ia ictos  sajueicrhos • Zashoeas ia `rupo

(m)

Hevasth`cjhúe joejkuyaeta • Iasjrhpthvc/Jcusck   Iasjrhpthvc/Jcusck 

(j)

Hevasth`cjhúe joejkuyaeta • Iasjrhpthvc/Jcusck   Iasjrhpthvc/Jcusck 

Hevasth`cjhúe joejkuyaeta • Iasjrhpthvc/Jcusck 

Hevasth`cjhúe axpkorctorhc • Ceãkhshs ia ictos  sajueicrhos • Zashoeas ia `rupo

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Duaetas potaejhckas ia arror ae kos ihsaóos ia hevasth`cjhúe Dh`. :.= Arror totck Arror ia buastrao ckactorho

Arror eo ctrhmuhmka ck buastrao

Arror ia raspuastc

Arror iak hevasth`cior 

Arroras iak aetravhstcior 

Arror por susthtujhúe ia kc hedorbcjhúe

Arror ae kc sakajjhúe ia aejuastcios

Arror ia baihjhúe

Arror ck pra`uetcr 

Arror ae kc iadhehjhúe ia kc pomkcjhúe

Arror ae ak ra`hstro

Arror ae ak bcrjo iak buastrao

Arror por ncjar trcbpc

Arror ae ak ceãkhshs ia ictos

Arror por dcktc ia raspuastc

Arroras iak aejuastcio Arror por hejcpcjhici Arror por dcktc ia ihsposhjhúe

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Arroras ae kc hevasth`cjhúe ia barjcios 

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 totck  Ak vcrhcjhúe aetra akaevckor variciaroy iaarror  kc baihc ia as kc kc vcrhcmka ia hetarès kc pomkcjhúe ak vckor omsarvcio ia kc baihc omtaehic ae ak proyajto ia hevasth`cjhúe ia barjcios. arror  ia buastrao ckactorho 

  Ak vckor variciaro ak ia kc baihc pcrc  askckcbuastrc vcrhcjhúeorh`heck aetra y ak vckor variciaro ia kc baihc ia kc pomkcjhúe. Kos arroras eo ctrhmuhmkas ck buastrao  puaiae  puaiae csh`ecrsa c duaetas ihsthetcs ck buastrao. Wuaiae sar ckactorhos o eo ckactorhos, hejkuyaeio arroras ae kc iadhehjhúe iak promkabc, aedoqua, asjckcs, ihsaóo ia juasthoecrho, dorbc ia aetravhstc o prapcrcjhúe y ceãkhshs ia kos ictos. Kos arroras qua eo soe ia

buastrao joeshstae raspuastcs hejorrajtcs. ae arroras por dcktc ia raspuastc y

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Arroras ae kc hevasth`cjhúe ia barjcios 

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Qe arror  por dcktc ia raspuastc  ojurra juceio ck`ueos ia kos aejuastcios hejkuhios ae kc buastrc eo raspoeiae. Qe arror ia raspuastc  sur`a  sur`a juceio kcs raspuastcs aejuastcios heaxcjtcs, sa ra`hstrceia iakos dorbc hejorrajtcsoe o sa ceckhzce bck.

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc, iasjrhpthvc y jcusck Kc hevasth`cjhúe ia barjcios ae Jhthjorp Jhthjorp  as tâphjc yc qua sa usc pcrc baihr ak rajoeojhbhaeto iak joesubhior ia kos proiujtos, boehtoracr su scthsdcjjhúe y kcs cjthtuias csojhcics joe ak proiujto, csâ jobo icr sa`uhbhaeto ck uso iak proiujto y ihc`eosthjcr promkabcs juceio sur`ae. Wcrc ko`rcr astcs tcracs Jhthjorp uthkhzc bujno kcs hevasth`cjhoeas axpkorctorhc, iasjrhpthvc y jcusck. C baeuio sa ciakcetc pcrc odrajar pcquatas dhecejharos aspajhckas c `rupos aspajâdhjos ia jkhaetas. Ae asta jcso, sa astã ihsaóceio ue pcquata dhecejharo pcrc ciuktos bcyoras. Wcrc ae akprojaso ihsaóo,iakcshata hevasth`cjhúe rackhzúcyuicr ak sh`uhaeta pcsos.  ia barjcios pcsos. 

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc,, iasjrhpthvc y jcusck axpkorctorhc

3. Za jraú uec duarzc ia tcracs pcrc iadhehr balor kos pcrãbatros ia barjcio a hejkuhr toics kcs eajashicias ia kcs bujncs sujursckas ia Jhthjorp. Za iajhihú hejkuhr c toios kos astciouehiaesas bhtci suparhor iakiaastrcto 11, o dhecejharo bãs, cóosiaiaasa aici, barjcio. lumhkcios y ae kc

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc,, iasjrhpthvc y jcusck axpkorctorhc =. Kua`o, sa kkavú c jcmo uec hevasth`cjhúe axpkorctorhc ae kc dorbc ia ceãkhshs ia kos ictos sajueicrhos iak barjcio ia parsoecs ia aici bciurc o bcyoras, y sa rackhzú ue astuiho ia kos proiujtos jobpathioras. Ycbmhèe sa adajtuú uec hevasth`cjhúe joe iak sashoeas ia `rupo pcrc iatarbhecr kcsaxpkorctorhc eajashiciasjuckhtcthvc y kos iasaos barjcio y ak ehvak ia scthsdcjjhúe joe kos proiujtos cjtuckas. Ae ak jcso ia kos jhuiciceos bcyoras, `rceZa ihvarshicisaaeaejoetrú ak barjcio. iatarbheú qua asto sa iamâc c dcjtoras jobo kc prosparhici, kc aici rakcthvc yjúeyu`a. kc dcktc o prasaejhc ia

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc, iasjrhpthvc y jcusck

:. Kc sh`uhaeta atcpc ia kc hevasth`cjhúe dua kc kkuvhc ia hiacs. Asto hbpkhjú kc dorbcjhúe ia bujnos pcquatas dhecejharos ihdaraetas ihrh`hios ck barjcio batc. Ae asta

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jcso, sa dorbukcroe ue totck ia 37 hiacs.

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc, iasjrhpthvc y jcusck 9. Kua`o sa promú kc dcjthmhkhici ia kcs 37 hiacs `aearcics ae ak pcso :. Kcs hiacs duaroe promcics ae ak saethio ia sh arce jobpcthmkas joe ak ea`ojho. Za usú kc sh`uhaeta khstc ia pra`uetcs jobo uec sarha ia omstãjukos qua kcs hiacs iamâce suparcr pcrc cvcezcr ck sh`uhaeta pcso. • ¿Za puaia axpkhjcr kc hiac ia uec bcearc bcearc qua ak barjcio barjcio batc kc aethaeic dãjhkbaeta? • ¿Aejclc kc hiac ae kc astrcta`hc astrcta`hc `aearck `aearck ia Jhthjorp? Jhthjorp?

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc, iasjrhpthvc y jcusck 

¿Ncy ck`uec iasjrhpjhúe ihspoehmka cjarjc ia ue barjcio batc aspajâdhjo pcrc ak proiujto propuasto?

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¿Heihjc kc hevasth`cjhúe rackhzcic ncstc cnorc uec jorraspoeiaejhc potaejhck joe kcs eajashicias iak barjcio batc? ¿Za parjhma kc hiac jobo ctrcjthvc pcrc asta barjcio? ¿Axhsta ue asquabc vhcmka ia kcs tãjthjcs y astrcta`hcs pcrc poear

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ae bcrjnc ak pro`rcbc? ¿Za nce avckucio bheujhoscbaeta ak hbpcjto dhecejharo y ak josto iak pro`rcbc y sa nc iatarbhecio qua astã ae kâeac joe kcs prãjthjcs ia kc jobpcóâc? Ae asta astuiho, hiac `aearcic kc sashúe ia kkuvhc hiacs suparú toiossúko kos uec omstãjukos khstcios yaecvcezú ck pcso 1. ia

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc, iasjrhpthvc y jcusck 1. Iaspuès sa dorbukú ue pkce jracthvo ia trcmclo, pcrc rajckjcr kc vaetclc jobpaththvc iak proiujto propuasto, csâ jobo pcrc iakheacr balor sus jcrcjtarâst jcrcjtarâsthjcs hjcs aspajâdhjcs. 4. Wostarhorbaeta, kc hevasth`cjhúe axpkorctorhc pravhc dua sa`uhic por kc hevasth`cjhúe iasjrhpthvc iasjrhpthvc ae kc dorbc ia aejuastcs ae jaetros jobarjhckas c parsoecs iak rce`o iak barjcio batc. Kc aejuastc bostrú qua kc khstc ia jcrcjtarâsthjcs aspajhckas arc iabcshcio kcr`c y sa iajhihú obhthr cquakkcs jcrcjtarâsthjcs qua kos jobpathioras odrajâce ncmhtuckbaet ncmhtuckbaeta. a.

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Jhthjorp Mcefs ae kc hevasth`cjhúe axpkorctorhc, iasjrhpthvc y jcusck 0. Dheckbaeta, sa promú ak proiujto ae ak barjcio ia sahs ia kcs sujursckas ia Jhthjorp iaetro iak barjcio batc. Kc pruamc bcrfathe` as uec dorbc ia hevasth`cjhúe jcusck.iaIcios kos rasuktcios axhtosos ia kc pruamc ia bcrfathe`, ak proiujto sa hetroiulo c ehvak ecjhoeck.

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Wropuastc ia hevasth`cjhúe ia barjcios   

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]asubae alajuthvo  Cetajaiaetas Iadhehjhúe iak promkabc y ia kos omlathvos ia kc hevasth`cjhúe Aedoqua iak promkabc Ihsaóo ia kc hevasth`cjhúe Yrcmclo ia jcbpo y rajokajjhúe ia ictos  Ceãkhshs ia kos ictos Hedorba Josto y thabpo

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 Cpèeihjas