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ASSIGNMENT SOLUTIONS GUIDE (2014-2015)

M.C.O.-6
foi.ku izcak
(Marketing Management)
Disclaimer/Special Note: These are just the sample of the Answers/Solutions to some of the Questions given in the
Assignments. These Sample Answers/Solutions are prepared by Private Teacher/Tutors/Auhtors for the help and Guidance
of the student to get an idea of how he/she can answer the Questions of the Assignments. We do not claim 100% Accuracy
of these sample Answers as these are based on the knowledge and cabability of Private Teacher/Tutor. Sample answers
may be seen as the Guide/Help Book for the reference to prepare the answers of the Question given in the assignment. As
these solutions and answers are prepared by the private teacher/tutor so the chances of error or mistake cannot be denied.
Any Omission or Error is highly regretted though every care has been taken while preparing these Sample Answers/
Solutions. Please consult your own Teacher/Tutor before you prepare a Particular Answer & for uptodate and exact
information, data and solution. Student should must read and refer the official study material provided by the university.

Hkkx&d

lHkh iz'uksa osQ mkj nhft,

iz'u 1- oaQiuh osQ foi.ku fu.kZ;ksa dks izHkkfor djus okys fofHkUu O;f"V ,oa lef"V ifjos'kh; dkjdksa dk o.kZu
dhft, rFkk ifjos'k osQ lw{en'kZu osQ ykHkksa dk mYys[k dhft,A
mkjfoi.ku ifjos'k D;k gS\
O;kolkf;d iQeks esa vusd izdkj dh f;k, dh tkrh gSaA ;s f;k, O;kolkf;d iQeks osQ vUnj o ckgj osQ vusd dkjdksa ls
izHkkfor gksrh gSaA vr% foi.ku lacakh fu.kZ;ksa dks izHkkfor djus okys bUgha dkjdksa rFkk 'kfDr;ksa dks gh foi.ku ifjos'k@i;kZoj.k dgk
tkrk gSA foi.ku ifjos'k izk;% nks izdkj osQ gksrs gSa
vkarfjd ifjos'kvkarfjd ifjos'k osQ varxZr fuEufyf[kr rF;ksa dks j[kk tkrk gS
(a) dEiuh dk fok o ys[kk&tks[kk fofuekZ.k]
(b) izkS|ksfxdh dk;Z]
(c) 'kh"kZLFk izcak dk;Z vkfnA
vkUrfjd ifjos'k ij ,d fuf'pr lhek rd gh fu;a=k.k fd;k tk ldrk gSA
ck ifjos'kck ifjos'k dks egoiw.kZ ekuk tkrk gS] D;ksafd ;g le; osQ lkFk&lkFk cnyrk jgrk gSA vusd ckgjh dkjd
;k 'kfDr;k y{; xzkgdksa osQ lkFk liQy dkjksckj o lacakksa dks fodflr djus vkSj mUgsa cuk;s j[kus osQ lacak esa oaQiuh dh {kerk
dks izHkkfor djrh gSaA tSls fd
(a) dkj osQ Vk;j osQ fofuekZrk lacafkr ifjos'kA
(b) dkj fofuekZ.k izkS|ksfxdhA
(c) dj <kpk] vk;kr o fu;kZr fofuekZ.kA
(d) forjd] O;kikjh] izfr;ksxh vkfnA
vfkdrj ck dkjd vfu;a=k.kh; gksrs gSaA bu ifjorZuksa esa [krjk Hkh gksrk gS rFkk volj Hkh jgrs gSaA
ckgjh foi.ku ifjos'k dks eksVs rkSj ij nks Hkkxksa esa ckaVk tk ldrk gS
1- O;f"V ifjos'k
2- lef"V ifjos'k
1- O;f"V ifjos'koaQiuh osQ ikl osQ ifjos'k osQ dkjd O;f"V ifjos'k dgykrs gSaA O;f"V ifjos'k osQ varxZr fuEufyf[kr dkjd
vkrs gSa
(a) xzkgdksa] O;kikfj;ksa o forjdksa dh vko';drk,]
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izfr;ksfx;ksa rFkk miHkksDrkvksa dks ;ku esa j[kuk]

(c) dEiuh dh {kerkA
bl izdkj O;f"V ifjos'k osQ varxZr O;fDr;ksa dk og lewg gksrk gS] tks oaQiuh dh liQyrk rFkk izxfr dks izR;{k :i ls izHkkfor
djrk gSA
2- lef"V ifjos'klef"V ifjos'k mu dkjdksa ls curk gS] tks oaQiuh osQ dk;Zdykiksa osQ ckgj gksrs gSa rFkk ;gk oaQiuh osQ fudV
osQ ifjos'k osQ lkFk mudk dksbZ lacak ugha gksrkA lef"V ifjos'k osQ dkjd vfu;U=k.kh; gksrs gSa] tks fd cktkj esa fdlh izfr"Bku }kjk
izHkko'kkyh :i ls dk;Z djus dh {kerk ij vizR;{k :i ls izHkko Mkyrs gSaA
lef"V ifjos'k osQ varxZr fuEufyf[kr dkjd vkrs gSa
(a) tukafddh; (demographic) o vkFkd dkjdA
(d) izkfrd rFkk izkS|ksfxdh; dkjdA
(c) lkaLfrd rFkk jktuhfrd dkjdA
bu dkjdksa osQ izHkko lnSo gh vizR;{k gksrs gaS rFkk ;s oaQiuh rd igqpus esa le; ysrs gSaA ge ;gk ij ,d fp=k osQ ek;e
ls bUgsa n'kkZ ldrss gSaA ;gk ,d o`kkdkj fp=k izLrqr fd;k tk jgk gS] ftlosQ varxZr ckgjh o`k es fn[kkbZ xbZ 'kfDr;ksa dks fdlh
oaQiuh osQ lef"V ifjos'k osQ :i esa rFkk vkarfjd o`k esa fn[kkbZ xbZ 'kfDr;ksa dks O;f"V ifjos'k ekuk tk ldrk gSA
(b)

O;f"VO;f"V ifjos'k dkjdksa osQ }kjk fdlh oaQiuh osQ foi.ku fu.kZ;ksa dks izHkkfor fd;k tkrk gSA O;f"V ifjos'k osQ varxZr
fuEufyf[kr fu.kZ;ksa dks ego iznku fd;k tkrk gS
(a) laxBu osQ vkUrfjd ifjos'k dks]
(b) iwrdkjksa dks]
(c) foi.ku fcpkSfy;ksa dks]
(d) izfr;ksxh dks]
(e) miHkksDrkvksa dksA
laxBu dk vkUrfjd ifjos'klaxBu osQ vkUrfjd ifjos'k osQ varxZr fuEufyf[kr fu.kZ; vkrs gSa
(i) laxBu dh fokh; {kerkA
(ii) mRiknu lacakh {kerkA
(iii) ekuo lalkku lacakh {kerk, vkfnA
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iwrdkjoLrqvksa rFkk lsokvksa osQ mRiknu gsrq dbZ izdkj dh vkxrksa dh t:jr gksrh gSA ftu O;fDr;ksa ;k iQeks osQ }kjk bu
vkxrksa dh iwr dh tkrh gS] ogh iwrdkj dgykrs gSaA
fcpkSfy,lHkh mRikndksa }kjk gj oLrq dks cspuk laHko ugha gks ikrk gS] vr% os mRikn dks miHkksDrkvksa rd igqpkus osQ fy;s
fcpkSfy;ksa dk iz;ksx djrs gSaA
izfr;ksxhizfr;ksxh os gksrs gaS] tks izfr;ksfxrk djrs gSaA izfr;ksfx;ksa dh ;qfDr;ksa }kjk foi.ku lacakh fu.kZ;ksa dks izHkkfor fd;k tkrk
gSA izfr;ksxh osQ }kjk gh foi.ku uhfr dks foi.ku i;kZoj.k esa cny fn;k tkrk gSA blls foi.ku Lo;a esa ,d volj dh vis{kk pqukSrh
cu tkrk gSA
xzkgdxzkgd eky dk ; djrs gSaA xzkgd vussd izdkj osQ gksrs gSa rFkk izR;sd xzkgd dh viuh&viuh fo'ks"krk;sa gksrh gSaA
vr% fooszQrkvksa esa ;g xq.k gksuk pkfg;s fd os mfpr izdkj ls eky dks csp losaQA
lef"V ifjos'k
fdlh Hkh foi.ku iz.kkyh dks vusd lef"V ifjos'kh; dkjd izHkkfor djrs gSa] tks fd fuEufyf[kr gSa
(a) HkkSfrd ifjos'k]
(b) izkS|ksfxdh; ifjos'k
(c) jktuhfrd o fofkd ifjos'k]
(d) tukafddh; ifjos'k]
(e) lkekftd o lkaLfrd ifjos'kA
(a) HkkSfrd ifjos'kHkkSfrd ifjos'k osQ varxZr i`Foh osQ uohdj.kh; lalkkuksa esa tSls f"k o ou ls izkIr [kk| inkFkZ rFkk
lhfer xSj uohdj.kh; lalkkuksa esa] tSlsrsy] dks;yk o [kfut inkFkks rFkk ty o [kfut lalkkuksa dks fy;k tkrk gSA
(b) izkS|ksfxdh; ifjos'kizkS|ksfxdh dk vkt ekuo osQ thou ij cgqr izHkko iM+k gSA dEI;wVj] bySDVkfud lkeku rFkk vusd
u;s&u;s midj.kksa osQ vkus dh otg ls izkS|ksfxdh; ifjos'k esa dkiQh cnyko vk;s gSa] tks fd kukRed :i esa ns[ks tk jgs gSaA
(c) lkekftd o fofkd ifjos'kvkt ns'k esa vussd izdkj osQ lkekftd rFkk jktuhfrd ifjorZu ns[ks tk jgs gSaA vusd
O;kikjksa ij vfkfu;eksa dks ykxw fd;k x;k gS] ftlls foi.ku xfrfofk;k izHkkfor gqbZ gSa rFkk fchdj] vU; djkas o pqaxh dk Hkh
bu ij iw.kZ izHkko iM+rk gSA
(d) vkFkd ifjos'kvkFkd ifjos'k dk Hkh foi.ku ij cgqr izHkko iM+rk gSA vkFkd ifjos'k dks fuEufyf[kr dkjd izHkkfor
djrs gSa
(i) ldy jk"Vh; mRikn rFkk okLrfod vk; lao`f dh izo`fk;kaA
(ii) vk; forj.k dk Lo:iA
(iii) HkkSxksfyd vk; forj.k dk vUrjA
(iv) O;; osQ Lo:i o izo`fk;kA
(v) mkkj ysus osQ Lo:i o izo`fk;kA
(vi) vkFkd pj] thou fuokZg O;; o C;kt lacakh njsaA
(vii) iz;ksT; vk; vkfnA
;s lHkh dkjd ; 'kfDr;ksa] cprksa rFkk .k dh miyCkrk dk fukkZj.k djrs gSaA
(e) tukafddh; ifjos'kfdlh Hkh foi.kudrkZ gsrq tukafddh; lacakh tkudkjh dks tkuuk vfuok;Z gksrk gSA tukafddh; rRoksa
osQ varxZr fuEufyf[kr rRo vkrs gSa
(i) tula[;k dk vkdkj]
(ii) tula[;k dk HkkSxksfyd forj.k]
(iii) tula[;k dh xfr'khy izo`fk;k]
(iv) tUe rFkk e`R;q njsaA
(f) lkekftd&lkaLfrd ifjos'klkekftd o lkaLfrd ifjos'k dk lacak lekt rFkk laLfr ls gksrk gSA pwafd oqQN
lkaLfrd ewY;ksa esa cnyko Hkh yk;s tk ldrs gSa vkSj bl rjg foi.ku ifjos'k esa lkekftd o lkaLfrd ifjorZuksa dks ns[kk tk ldrk
gSA

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foi.ku esa ifjos'k dh izklafxdrk

fdlh Hkh oaQiuh dk foi.ku i;kZoj.k vyx&vyx dkjdksa rFkk 'kfDr;ksa }kjk curk gSA ;s 'kfDr;k o dkjd ck rRo gksrs gSaA
bu ij oaQiuh osQ foi.ku vfkdkfj;ksa dk dksbZ fu;a=k.k ugha jgrk gS blfy;s oaQiuh dh foi.ku O;oLFkk bUgha fujarj ifjorZu'khy
dkjdksa osQ nk;js esa gh pyrh jgrh gSA ;s foi.ku fuf'pr ugha gksrs gSa rFkk u;s&u;s volj Hkh iznku djrs gSaA lkFk gh ;s fofHkUu
izdkj dh pqukSfr;k Hkh nsrs gaSA
fdlh Hkh oaQiuh dk ifjos'k 'kfDr;ksa rFkk dkjdksa osQ vuqlkj gh <kyk tkrk gSA blesa oaQiuh osQ }kjk fokh; 'kfDr;ksa o izkS|ksfxdh
lacakh {kerkvksa dks ;ku j[kuk pkfg;sA bu ifjos'kh; dkjdksa esa oqQN lhek rd gh fu;a=k.k fd;k tkrk gSA ;s ifjos'k dkjd nks rjg
osQ gksrs gSa
(a) O;f"V ifjos'k dkjd]
(b) lef"V ifjos'k dkjdA
O;f"V ifjos'k dkjdksa dks oqQN gn rd fu;af=kr fd;k tk ldrk gS] ijUrq lef"V ifjos'k dkjd lnSo gh vfu;af=kr gksrs gSaA
ifjos'k osQ gj igyw dk foi.ku ls ?kuf"B lacak gksrk gSA vr% ;gk ij ;g vuqeku ugha yxk;k tk ldrk fd fdl rjg mRiknksa
dh ekx o iwr ij i;kZoj.kh; dkjdksa dk izHkko iM+rk gSA vkt vusd ys[kdksa us ifjos'k dh tkp&iM+rky djosQ blosQ vusd ykHk
crk;s gSa] tks fd fuEufyf[kr gaS
(a) ifjos'k esa gksus okys ifjorZuksa osQ fo"k; esa izcakdksa dh tkudkjh c<+ tkrh gSA
(b) blls foi.ku&fo'ys"k.k esa lgk;rk izkIr gksrh gSA
(c) ;g fofokhdj.k esa lqkkj ykus gsrq o lalkkuksa os vkcaVu gsrq egoiw.kZ gksrk gSA
(d) voljksa dks igpkudj muls ykHk izkIr djus esa blls iQeks dks lgk;rk dh izkfIr gksrh gSA
(e) O;kolkf;d ifjos'k osQ lacak esa blls fu"i{k lwpuk dh izkfIr gksrh gS] tks fd mfpr uhfr;ka cukus gsrq mi;ksxh gksrh gSA
iz'u 2- (d) cktkj eaFku ewY; fukkZj.k vkSj iSB ewY; fukkZj.k
mkjcktkj ifjfLFkfr;ksa dks fuEufyf[kr nks ifjfLFkfr;ksa esa foHkkftr fd;k x;k gS
1- cktkj eaFku dher fukkZj.k'kq: eas gh fdlh mRikn dh dher dks mPp j[kus gsrq ^cktkj eaFku dher fukkZj.k* dgk
tkrk gSA bl fofk dk eq[; ms'; gS fd T;knk vk; izkIr djus gsrq cktkj dk mfpr izdkj ls eaFku fd;k tk;sA bl izdkj dh ;qfDr
esa mRikn dh dherksa dks pk j[kk tkrk gS rFkk cktkj osQ lEiUu oxZ dks eFkdj mlls iSls fudyok;s tkrs gSa rkfd vfkd ls vfkd
vk; dh izkfIr dh tk losQ o izfr;ksfxrk c<+us ij u;s oxZ osQ miHkksDrkvksa gsrq mlh mRikn osQ u;s :i is'k fd;s tk;sA
ykHkbl ;qfDr osQ ykHk fuEufyf[kr gSa
1- mRikn dh dher mPp j[kus ls 'kq#vkr esa fuos'k dh xbZ jde dh olwyh 'kh?kzrk ls gks tkrh gSA
2- ,slk mu mRiknksa osQ lacak esa gksrk gS] ftuls lacafkr vuqlakku rFkk fodkl ij T;knk [kpZ fd;k tkrk gSA o budh foi.ku
ykxrsa Hkh T;knk gksrh gSaA
3- bl izdkj cktkj osQ eaFku dh iz.kkyh ls tks ku izkIr gksrk gS mldk iz;ksx t:jr iM+us ij cktkj osQ vU; [kaMksa eas izos'k
osQ fy;s fd;k tk ldrk gSA
4- eaFku dher fukkZj.k ;qfDr mRiknksa osQ fo"k; esa vPNh Nfo cukrh gS rFkk laiUu oxks gsrq etcwr czkaM dk fukkZj.k djrh
gSA
gkfubl fofk dh gkfu;k fuEufyf[kr gSa
1- ph dher lkekU;r% izfr;ksfxrk dks fu;af=kr djrh gSa] rFkk le; O;rhr gksus osQ lkFk&lkFk cktkj dk vkdkj NksVk gksrk
tkrk gSA
2- blls lkekftd rFkk uSfrd n`f"V ls xSj ftEesnkj :i esa oaQiuh dh Nfo curh gSA
3- cktkj dk eaFku djuk oqQN fo'ks"k ifjfLFkfr;ksa esa lkFkZd fl gksrk gSA ifjfLFkfr;k nks Hkkxksa esa ckaVh xbZ gSaA
(a) izFke] ;g t:jh gS] fd y{; cktkj [kaM mRikn dks u;k le>s rFkk bldh LFkkukiUu oLrq dks fodflr djus esa izfrLik;ksa
dks dkiQh le; yxs rFkk blosQ fy;s dkiQh lkkuksa dks yxkuk iM+sA
(b) f}rh;] mRikndksa gsrq ekax ykspghu gksuh pkfg,A ;gk xzkgdksa dh la[;k rFkk fch dh ek=kk osQ :i esa [kaM dk vkdkj NksVk
gks ldrk gSA
2- cktkj iSB dher fukkZj.kbl ;qfDr osQ varxZr vkjafHkd dher dks cgqr pk j[kk tkrk gS rFkk ,d NksVs ls [kaM

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dk eaFku djus dh ctk; bl dher dks gh ;FkklaHko j[kk tkrk gS rkfd cktkj esa 'kh?kzrk ls izos'k fy;k tk losQA bUlVwesUV
tSls oaQifu;ksa }kjk bl ;qfDr dks dk;ks esa yk;k tkrk gSA tc dher dks fuEu fd;k tkrk gS] rks O;olk; dks cgqr T;knk gkfu
gksus dh laHkkouk jgrh gS] ftlls ykxrsa vkSj de gks tkrh gSaA
ykHkbl ;qfDr osQ ykHk fuEufyf[kr gSa
1- uhph dher gksus ls izfrLikkZ dks izksRlkgu izkIr gksrk gSA
2- bl ;qfDr dk iz;ksx djus okyh oaQiuh dks cktkj dk cM+k Hkkx izkIr gksrk gSA
gkfubl ;qfDr dh gkfu;k fuEufyf[kr gSa
1- de dher ysus ls vfkd miHkksDrk vfk'ks"kksa dh o`f gksrh gSA
2- tc cktkj vfkd dher nsus dks rS;kj gks tkrs gSa rks de dher ysus okyh oaQiuh dks vk; dh gkfu gksrh gSA
3- dher de gkssus ls ;fn ekax c<+ tk;sxh o oaQiuh bl ekax dks iwjk ugha dj ikbZ rks oaQiuh dh [;kfr dks Bsl igqapsxhA
4- dbZ ckj de dher gksus ls xzkgd lksprs gaS] fd eky ?kfV;k fdLe dk gSA
([k) fo; laokZu vkSj O;fDrxr fo;
mkjfo; laokZufo; laokZu ,d ,slh fofk gS] ftlosQ }kjk fo; cy] foozsQrk rFkk miHkksDrkvksa dks vfHkizsfjr djus
gsrq iq'k iqy laokZu ;qfDr;ksa dk iz;ksx fd;k tkrk gSA
vesfjdu ekfoZQfVax ,lksfl;s'ku osQ vuqlkj fo; laokZu ls rkRi;Z gS O;fDrxr fo; foKkiu rFkk izpkj osQ vykok os lHkh
dk;Zdyki tks fd miHkksDrkvksa osQ }kjk ; djus gsrq O;kikjh osQ oqQN dk;ks dh izHkkfork dks c<+krs gSa] tSls fd izn'kZu o izn'kZuh
rFkk izfrfnu u fd;s tkus okys foi.ku lEcUkh iz;kl vkrs gSaA
jkWtV ,- LVSax dh ljy ifjHkk"kk osQ vuqlkj] fo; laokZu fdlh mRikn ;k lsok osQ ; ;k fo; dks izksRlkfgr djus gsrq
y?kqdkyhu izksRlkgu gksrk gSA**
^gSaMcqd vkiQ lsYl izkseks'ku* uked iqLrd osQ vUrxZr LVsuyh ,e- ;wukukWiQ us ifjHkk"kk nh gS] tks fd O;kid&lh yxrh gSA
vr% bl bdkbZ esa mldk iz;ksx fd;k x;k gSA bl bdkbZ esa LVsuyh us fo; laokZu dks ifjHkkf"kr djrs gq, dgk fd foKkiu]
O;fDrxr fo; rFkk izpkj osQ vykok os lHkh foi.ku rFkk laokZu dk;Z tks fd izhfe;eksa] foKkiuksa dh fof'k"Vrkvksa] uewuksa]
fj;kvrksa] owQiuksa] nkoksa] [ksyksa] izn'kZuksa rFkk izksRlkguksa }kjk miHkksDrkvksa dks [kjhnus o vfHkizsfjr djus gsrq izksRlkfgr djrs gSaA ;gk
ij vfHkizsfjr djus gsrq iqjLdkjksa] izR;{k Hkqxrkuksa] fj;k;rksa] lgdkjh foKkiuksa o O;kikj izn'kZfu;ksa vkfn izksRlkguksa dks dk;Z esa ykdj
fch djsaA ;s vLFkk;h izksRlkgu ml oDr o LFkku ij fn;s tkrs gSa] tc ; lEcUkh fu.kZ; fy;s tkrs gSaA
O;fDrxr fo; dk egofdlh Hkh vkS|ksfxd mRikn osQ lEcUk esa laokZu feJ.k esa foKkiu dh txg ij O;fDrxr fo;
dk LFkku egoiw.kZ gksrk gSA bl izdkj osQ mRiknksa dh dher T;knk gksrh gS rFkk ;s tfVy izo`fk osQ gksrs gSaA vr% budh mi;ksfxrk
o xq.kksa osQ fo"k; esa xzkgdksa dks fo'okl fnykuk t:jh gks tkrk gS rkfd xzkgd buosQ lkFk O;fDrxr :i ls lEioZQ dj losaQA ogha
nwljh rjiQ miHkksDrk oLrqvksa dks cukus okyh dEifu;k foKkiuksa osQ lkFk O;fDrxr fo; dk iz;ksx blfy;s djrh gSa rkfd muosQ
czkaMksa dh vktekb'k djus gsrq os [kjhnkjksa ij viuk mfpr izHkko Mky losaQA budk mi;ksx fliZQ foi.ku iz;klksa dks c<+kus gsrq fd;k
tkrk gSA ;fn Hkkjr osQ lUnHkZ esa ns[kk tk;s rks O;fDrxr fo; dk ego fuEufyf[kr dkj.kksa ls gS
(1) vf[ky Hkkjrh; Lrj osQ tulapkj ek;eksa osQ u gksus osQ dkj.k vkt laokZu ms';ksa dks izkIr djus gsrq vusd oaQifu;ka
O;fDrxr fo; dks cM+s iSekus ij mi;ksx djuk T;knk mi;ksxh le>rh gSaA
(2) tks oaQifu;ka fu;fer :i ls foKkiu ij cgqr T;knk [kpZ ugha dj ldrh gSa] os Hkh O;fDrxr fo; dks T;knk fo'oluh;
fofk ekurh gSaA
(3) gekjh forj.k iz.kkyh osQ tky osQ T;knk foLr`r gksus osQ dkj.k cktkj osQ rFkk fodkl gsrq fofuekZrkvksa osQ fch cy ls
leFkZu dh t:jr gks tkrh gSA
(4) lk{kjrk osQ Lrj osQ fuEu o vusd mRiknksa osQ fo"k; esa xzkgdksa dh tkudkjh de gksus osQ dkj.k miHkksDrkvksa }kjk mRiknksa
osQ mi;ksx osQ lacak esa O;fDrxr fch fofk T;knk izHkkoh fl gksrh gSA ,slk fo'ks"k :i ls xzkeh.k cktkjksa osQ lacak esa gksrk gSA
(5) #i;s osQ lhekar ewY; osQ cgqr T;knk gks tkus dh otg ls Hkkjr osQ miHkksDrk vkt vius #i;s gsrq lokZfkd ewY; dh
ekax djus yxs gSaA blosQ dkj.k gh vkt O;fDrxr fo; fofk dk iz;ksx djuk vko';d gks x;k gSA

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(x) foHkkxh; Hk.Mkj vkSj J`a[kyk Hk.Mkj

mkj1- foHkkxh; HkaMkjfoHkkxh; HkaMkj ,d cgqr cM+h laLFkk gksrh gS] ftlosQ varxZr vusd foHkkx gksrs gSaA buesa ls izR;sd
foHkkx esa ,d fo'ks"k izdkj dh oLrq gh csph tkrh gSA ;s lHkh foHkkx ,d gh Hkou esa fLFkr gksrs gSa rFkk mu ij ,dhr fu;a=k.k
gksrk gSA miHkksDrk dks viuh vko';drk dh leLr oLrq, ,d gh HkaMkj esa izkIr gks tkrh gSaA vr% buosQ fy, vyx&vyx nqdkuksa
esa tkuk ugha iM+rkA ;s HkaMkj cMs+&cM+s uxjksa osQUnzh; LFkkuksa esa fLFkr gksrs gSa] tgk rd xzkgdksa dh vklkuh ls igqp gks ikrh gSaA
foHkkxh; HkaMkjksa osQ fuEufyf[kr ykHk gSa
,d gh Hkou esa vko';drk dh leLr oLrq, miyCk gksukA
osQUnzh; LFkku esa gkssus osQ dkj.k ;s HkaMkj T;knk yksdfiz; gksrs gSa blfy;s budh ykHkktZu {kerk vfkd gksrh gSA
Fkksd [kjhnkjh ls bUgsa fofuekZrkvksa ls fj;k;rh nj ij eky fey tkrk gSA blosQ vykok ,slk djus ls <qykbZ ij ykxrsa de
gksrh gaSA
lekpkj i=k] jsfM;ks] Vh-oh- vkfn osQ ek;e ls foKkiu ij gksus okys O;; dk ogu foHkkxh; HkaMkj dj ldrs gSa vkSj bl
rjg os xzkgdksa dks vkd"kr dj ikrs gSaA
vius cM+s vkdkj osQ dkj.k ;s oqQ'ky vkSj fo'ks"kKrk izkIr deZpkfj;ksa dks j[kdj dk;ZoqQ'kyrk dk Lrj pk cuk, j[k
ikrs gSaA
foHkkxh; HkaMkjksa dk fodkl eq[;r% fodflr ns'kksa esa bl ms'; ls gqvk fd laiUu xzkgdksa dks fof'k"V oLrqvksa dh
vko';drkvksa dh iwr ,d gh LFkku ij dh tk losQ vkSj mudks 'kkjhfjd Je ls cpk;k tk losQA ij ;s HkaMkj vc fodklksUeq[k
ns'kksa osQ cM+s&cM+s uxjksa esa Hkh cgqr yksdfiz; gks x, gSaA Hkkjr esa Hkh cM+s&cM+s 'kgjksa fo'ks"kr% egkuxjksa esa budh la[;k c<+rh tk
jgh gSA
2- k`a[kykc HkaMkj k`a[kykc nqdkusa vFkok k`a[kyk HkaMkj dk rkRi;Z ml laxBu ls gksrk gS tks ,d gh LokfeRo rFkk izcak
osQ vkhu dbZ HkaMkjksa ij fu;a=k.k djrk gSA cgqla[;d nqdkuksa ls rkRi;Z [kqnjk HkaMkjksa osQ lewgksa ls gksrk gS] tks ,d gh fdLe dh
oLrqvksa dk ;&fo; djrs gSaA ka`[kykc nqdkuksa dh LFkkiuk dk eq[; ms'; gS] [kjhnkjksa osQ ikl igqpdj mudh lsok djukA
ka`[kyk HkaMkj nqdkusa izk;% fofuekZrkvksa vFkok Fkksd fooszQrkvksa }kjk pykbZ tkrh gSa o ,slk djus dk ms'; gksrk gS [kqnjk iqQV O;kikfj;ksa
dh vko';drk dks lekIr dj nsukA blosQ eq[;r% nks mnkgj.k gksrs gSa
(a) ckVk twrksa rFkk
(b) "kk flykbZ e'khuksa dh cgqla[;d nqdkusaA
budks fofuekZrkvksa us Hkkjr esa [kksyk gSA oqQN diM+k feyksa osQ }kjk cM+h&cM+h nqdkuksa dks Hkh pyk;k x;k gSA ;g eq[;r% osQfUnzr
; rFkk foosQfUnzr fo; iz.kkyh dks viukrk gSA
k`a[kyk HkaMkj osQ ykHk k`a[kyk HkaMkj osQ ykHk fuEufyf[kr gksrs gSa
1- izR;sd nqdku ,d gh izdkj dk lkeku csprh gSA
2- Fkksd [kjhn osQ iQyLo:i dherksa dks de j[kuk laHko ugha gksrk gSA
3- udn fch dh otg ls v'kks; .kksa dks gkfu dk [krjk ugha gksrk o ys[kk j[kuk Hkh ljy gksrk gSA
4- izR;sd nqdkuksa gsrq ,d gh eky osQ foKkiu ls bu ij gksus okys O;;ksa esa deh gksrh gSA
5- fdlh ,d eq[; 'kk[kk ij eky dh deh gksus dh fLFkfr esa ml uxj dh fdlh nwljh 'kk[kk ls eky ljyrk ls eaxk fy;s
tkrs gSaA
k`a[kyk HkaMkj dh gkfu;k k`a[kyk HkaMkj dh gkfu;k fuEufyf[kr gksrh gSa
1- cgqla[;d nqdkuksa dh la[;k T;knk gksus osQ ckotwn ;s miHkksDrkvksa dks vyx&vyx fdLe dk eky ugha ns ikrh gSa tSls
fd foHkkxh; HkaMkj vFkok ;gk rd fd lkkkj.k [kqnjk HkaMkj dj ikrs gSaA
2- bu nqdkuksa esa ?kj ij eky Hkstus o mkkj fch dh lqfokk u gksus ls buesa ls vusd xzkgd ugha vk ikrsA
3- gj nqdku dk fu;a=k.k izkku dk;kZy; ls gksrk gS] vr% 'kk[kk izcakd LFkkuh; ifjfLFkfr;ksa o u;s voljksa osQ vuqowQy vius
fo; uhfr esa lek;kstu ugha dj ldrsA
4- dkykUrj esa buesa ukSdj'kkgh laxBu osQ leku osQ nks"k mRiUu gks tkrs gSa] ftuls deZpkfj;ksa esa igy dh Hkkouk mRiUu gksrh
gSA

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(?k) Fkksd fooszQrk vkSj iqQVdj fooszQrk

mkjiqQVdj ([kqnjk) O;kikj ls rkRi;Z ml ysu&nsu ls yxk;k tkrk gS] ftlesa vfUre miHkksDrkvksa osQ O;fDrxr miHkksx gsrq
mUgsa fd;s x;s eky osQ fo; vkrs gSaA ozzsQrk ;fn eky dk mi;ksx iqufoZ; miHkksx osQ fy;s djrk gS] rks mls [kqnjk fo; lkSnk
ugha ekuk tkrk gSA
mRiknksa oLrqvksa osQ forj.k esa iqQVdj O;kikfj;ksa dh Hkwfedk[kqnjk O;kikjh eky osQ forj.k esa ,d e;LFk dk dk;Z djrk
gSA bl fLFkfr esa og nksgjh Hkwfedk fuHkkrk gSA ,d rjiQ og mRikndksa o Fkksd O;kikfj;ksa gsrq o nwljh rjiQ vfUre miHkksDrkvksa
gsrq mi;ksxh lsok, iznku djrk gSA viuh oLrqvksa dks vfUre miHkksDrkvksa rd igqpkus gsrq fofuekZrk o Fkksd O;kikjh cgqr cM+h lhek
rd [kqnjk O;kikfj;ksa ij fuHkZj djrs gSaA oLrqvksa osQ foi.ku dh lqfokk, iznku djosQ [kqnjk O;kikjh] Fkksd O;kikfj;ksa dks izR;{k :i
ls rFkk mRikndksa dks vizR;{k :i ls lgk;rk djrk gSA [kqnjk O;kikjh miHkksDrkvksa dks fuEufyf[kr izdkj dh lsok, nsrk gS
1- [kqnjk O;kikfj;ksa osQ }kjk miHkksDrkvksa osQ nSfud iz;ksx dh oLrqvksa dk mfpr LVkWd vius ikl j[kk tkrk gS o miHkksDrkvksa
dh ekx ij rRijrk ls mUgsa miyCk djk;k tkrk gSA
2- fofHkUu izdkj dh oLrqvksa dks viuh nqdkuksa esa j[kdj [kqnjk O;kikjh xzkgdksa dks buosQ p;u dh lqfokk, nsrs gSaA
3- u;s&u;s mRiknksa dk mfpr izdkj ls izn'kZu djosQ ^[kqnjk fooszQrk* vyx&vyx izdkj dh oLrqvksa osQ mRiknu eas cnyrs
Lo:iksa osQ fo"k; esa miHkksDrkvksa dks crkrk gSA blosQ vykok bu dk;ks ls og mRiknksa osQ laokZu esa Hkh lgk;rk iznku djrk gSA
4- [kqnjk O;kikfj;ksa }kjk mRikn fo'ks"k osQ vyx&vyx czkaMksa osQ lkis{k xq.kksa osQ fo"k; esa lykg nsrk gS rFkk bl rjg og mUgsa
oLrqvksa osQ p;u osQ fo"k; esa lgk;rk nsrk gSA
5- [kqnjk O;kikjh vius xzkgdksa dks lqfokk, Hkh iznku djrs gSaA tSls?kj ij fu%'kqYd eky igqpkuk] mkkj ij eky nsuk rFkk
foozQ;kskj lsok, nsuk vkfnA
Fkksd fo; ;k Fkksd O;kikj osQ vUrxZr eky dks [kjhnk tkrk gS rFkk mUgsa [kqnjk fooszQrkvksa o O;kikfj;ksa dks iqu% cspk tkrk
gSA
Fkksd O;kikj rFkk iqQVdj O;kikj esa fuEufyf[kr vUrj ;k fHkUurk, ikbZ tkrh gSa

iqQVdj ([kqnjk) O;kikj

Fkksd O;kikj
(1) Fkksd O;kikjh fofuekZrkvksa dks cM+s&cM+s vkWMZj nsrk gSA ;k (1) [kqnjk O;kikjh vusd izdkj dh oLrqvksa dks Fkksd O;kikfj;ksa
muls cgqr cM+h ek=kk esa eky dk ; djrk gSA bl rjg
ls ; djrs gSaA fdlh fo'ks"k oLrq gsrq mUgsa miHkksDrkvksa
fofuekZrk vius eky osQ foi.ku dh fpUrk ugha djrsA
dh ekx esa gksus okys ifjorZuksa o izfrLikhZ oLrqvksa osQ
fo"k; mesa mUgsa [kqnjk foozsQrkvksa ls fofHkUu lwpuk izkIr
gksrh gSA
(2) Fkksd O;kikjh [kqnjk O;kikfj;ksa ls fudV dk lEioZQ j[krs (2) NksVs O;kikjh Fkksd O;kikfj;ksa ls eky dks ckj&ckj izkIr
djrs gSaA bl rjg os lkIks{k :i ls de iwth ls vius
gaSA fdlh fo'ks"k oLrq gsrq miHkksDrkvksa dh ekx esa gksus
O;kikj dks pyk loQrs gSa o eky dk T;knk LVkWd mUgsa
okys ifjorZuksa o izfrLikhZ oLrq osQ lacak esa mUgsa [kqnjk
vius ikl ugha j[kuk iM+rkA vr% xksnke osQ LFkku dh
fooszQrkvksa ls lwpuk izkIr gksrh jgrh gSA
cpr gksrh gSA
(3) fdlh oLrq dh Hkfo"; esa gksus okyh ekx osQ vkkkj ij (3) Fkksd O;kikjh ftu oLrqvksa dh [kjhn fch djrs gSa]
muosQ lacak esa mUgsa fof'k"V tkudkjh izkIr gksrh gSA
Fkksd O;kikjh iwoZ vkWMZj ns nsrs gSaA
(4) Fkksd O;kikjh mRikndksa osQ lkFk feydj mRikndksa dks (4) Fkksd O;kikjh cM+h ek=kk esa eky dk LVkWd j[krs gSa o
[kqnjk O;kikfj;ksa dh ekx ij mUgsa csprs gSaA
la;qDr :i ls iznf'kZr dj ldrs gSaA blls nksuksa i{kksa dks
ykHk gksrk gSA
iz'u 3- (d) ek;e oS"kE; ls D;k rkRi;Z gS\ blosQ fofHkUu dkj.kksa dks le>kb;sA izHkkoh ek;e izcak osQ fofHkUu
ra=kksa dh O;k[;k dhft,A
mkjek;eksa osQ mfpr fMtk;u o izcak osQ ckotwn Hkh muesa oqQN la?k"kZ vo'; mRiUu gksrs gSaA ;gh ek;e la?k"kZ dgykrs
gSaA
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ek;e la?k"kks osQ izdkjek;e la?k"kZ vusd izdkj osQ gksrs gS] tks fd fuEufyf[kr gSa
(a) leLrjh; ek;e la?k"kZblesa ,d gh Lrj osQ lnL;ksa osQ e; la?k"kZ mRiUu gks tkrk gSA tSls ,d ns'k osQ dkj foozsQrkvksa
dh ;g f'kdk;r jgrh gS fd mlh ns'k osQ oqQN vU; dkj fooszQrk foKkiu rFkk dherksa osQ fukkZj.k djus dk dk;Z mfpr izdkj ls
u djosQ vkked :i ls djrs gSaA ;gh leLrjh; ek;e la?k"kZ dgykrs gSaA
(b) cgqek;e la?k"kZtc fofuekZrk }kjk nks ;k T;knk ek;eksa dh LFkkiuk dh tkrh gS] rks bl rjg dk la?k"kZ mRiUu gksrk gSA
tSlsGood Years us vius yksdfiz; Vk;j] czkaM dks Sears Mart and Discount Tire osQ }kjk cspuk 'kq: fd;k] rks blls Lora=k O;kikjh
ukjkt gks x;s o cgq ek;e la?k"kZ mRiUu gks x;sA ;gk oqQN oaQifu;ksa osQ fo"k; esa crk;k tk jgk gS tks fd vkWiQykbu rFkk vkWuykbu
foi.ku ek;eksa osQ e; mfpr lkeatL; fcBkus gsrq izfl gSaA
Liberty Mutual us vius vkWuykbu xzkgdksa ls iwNk fd D;k os fokh; lykgdkj osQ ek;e ls dk;Z djsaxs] vxj gk] rks
mudh lwpuk fokh; lykgdkj }kjk nh tk;sxhA
AVON us vius izfrfufk;ksa dks ;g crk;k fd mldh vkWuykbu fch orZeku xzkgdksa dh fch esa ckkd ugha gksxh rFkk
mlus vius izfrfufk;ksa dks vius csclkbV dks LFkkfir djus esa lgk;rk djus dk opu iznku fd;kA
Japans vkWuykbu owQiuksa dks nsrk gS] ftUgsa eqfnzr fd;k tkrk gS rFkk LVksjksa esa okil fy;k tk ldrk gS o ;g ,slh oqQN
enksa dh fch Hkh djrk gS] ftudk fo; LVksjksa osQ }kjk djuk ykHkizn ugha gksrkA
ek;e la?k"kZ osQ dkj.kek;e la?k"kks dks le>us osQ fy;s budks igpkuuk vfr vko';d gS] D;ksafd oqQN la?k"kks dk lekkku
rks ljy gS ijUrq oqQN dk dfBu gksrk gSA bldk eq[; dkj.k gS y{; dk vlaxr gksukA dHkh&dHkh {ks=kh; lhekvksa rFkk fch osQ
fy;s oszQfMV osQ dkj.k Hkh la?k"kZ mRiUu gks tkrs gSaA IBM osQ lkeus rhu rjg osQ ek;e la?k"kZ mHkjdj vk;s] tks fd fuEufyf[kr
gS
a
jk"Vh;rk [kkrk izcakdksa vkSj {ks=kh; fch cy esa la?k"kZjk"Vh; [kkrk izcakd osQ }kjk bu dk;Z gsrq {ks=k esa fch djus
okys O;fDr;ksa ij fuHkZj jgrs gSa fd os vius {ks=k esa fLFkr oqQN jk"Vh; [kkrk xzkgdksa ls laioZQ dk;e djsa] ,slk muosQ fy,
dHkh&dHkh {kf.kd uksfVl ij djuk t:jh gksrk gSA dbZ jk"Vh; [kkrk izcakd ;g dk;Z djus osQ fy;s dgrs gSa] ftlls fch
djus okyksa dh lkekU; dk;Z lwph esa ckkk mRiUu gksrh gS o muosQ deh'ku dks Hkh {kfr igqprh gSA vxj ,slk djus ls
fchdrkZvksa osQ fgr dks {kfr igqaprh gS] rks os euk dj ldrs gSaA
{ks=kh; fchcy vkSj nwj fooszQrkvksa esa la?k"kZNksVs xzkgdksa dks cspus gsrq oaQiuh }kjk nwj fo; dk;ks dh LFkkiuk dk
izk;% fch djus okys fojksk djrs gSaA oaQiuh mUgsa dgrh gS fd nwj fch dk;Z ls rks bu fch djus okyksa dk le; cprk
gS] ftlls os cM+s [kkrksa dks eky csp dj T;knk deh'ku izkIr dj ldrs gaS_ fiQj Hkh fchdrkZvksa fojksk fd;k tkrk gSA
{ks=kh; fchcy vkSj O;kikfj;ksa esa la?k"kZbu O;kikfj;ksa osQ varxZr ewY; okr O;kikj vkrs gS] tks fd IBM ls dEI;wVjksa
dks ; djrs gS o buesa t:jh fof'k"V lkVos;j dks tksM+dj y{; oszQrkvksa ,oa iquo; LVksjksa dks csprs gSaA ;s O;kikj
izk;% gh fof'k"V lkVos;j dh LFkkiuk djus izf'k{k.k] vPNh lsok djus rFkk IBM osQ izR;{k fch cy dh rqyuk esa de
dher ij cspus osQ bPNqd jgrs gSaA
ek;e la?k"kks dk izcakek;e la?k"kZ vusd izdkj osQ gks ldrs gSaA oqQN rks jpukRed gksrs gS] os ifjorr i;kZoj.k osQ
xfr'khy vuqowQyu dh rjiQ tkrs gSa] ijUrq budk ifjorZu vif;kRed gksrk gSA bl lanHkZ esa og pqukSrh la?k"kZ dks lekIr djus
dh ctk; bldk izcak djuk pkgrs gSaA izHkkoh :i ls ek;e la?k"kZ osQ izcak dh dkiQh fofk;k gksrh gSaA tks fuEufyf[kr gSa
1- mPp dksfV y{;ksa dks viuk;k tk;sa rkfd ek;e osQ lnL; ftu Hkh ewyHkwr y{;ksa dks la;qDr :i ls izkIr djuk pkgrs gS]
os bl fo"k; esa lgefr ns losaQA
2- fdlh Hkh ek;e dks nks ;k nks ls vfkd O;fDr;ksa osQ e; fofue; fd;k tk;sA tSlseksVlZ osQ vfkdkjh FkksM+s le; osQ
fy;s fooszQrk osQ :i esa dk;ks dks djus gsrq lger gks losaQ rFkk fooszQrk usrk GM osQ uhfr fukkZj.k foHkkx esa dk;Z dj ldrs gSaA
,slk djosQ ;g ,d&nwljs osQ n`f"Vdks.k dks HkyhiwoZd le> losaQA
O;kikj la?kksa esa vkSj muosQ chp la;qDr lnL;rk dks izksRlkfgr djosQ cgqr oqQN fd;k tk ldrk gSA tSls fd vesfjdk esa xzkWljh
fofuekZrkvksa vkSj Food Marketing Institute osQ e; cgqr vPNk lg;ksx gS] tks T;knkrj [kk| inkFkks dh k`a[kyk dk izfrfufkRo
djrh gSA bl lg;ksx osQ iQyLo:i Universal Product Code (UPC) dk fodkl gqvkA ogk ,slk Hkh ekuk tkrk gS fd ;s la?k [kk|
inkFkks osQ fofuekZrkvksa vkSj [kqnjk fooszQrkvksa osQ e; leL;kvksa osQ lacak es fopkj djsxk vkSj HkyhHkkafr mudk lekkku djsxkA

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leL;k tc nh?kZdkfyd ;k rhoz gksrh gS] rc lacafkr i{kksa dks owQVuhfr e;LFkrk ;k fookpu dk vkJ; ysuk iM+rk gSA owQVuhfr
ml fLFkfr esa mRiUu gksrh gS] tc izR;sd i{k ,d O;fDr ;k O;fDr;ksa osQ lewg dks nwljs i{k osQ vius led{k ls feydj la?k"kZ
dks lekIr djus dks iz;kl djrs gSaA e;LFk dk vFkZ gksrk gS fdlh rhljs i{k dh lgk;rk ysuk] tks nksuksa i{kksa osQ fgrksa osQ vuqlkj
mik; <wa<us esa oqqQ'ky gksrk gSA
fookpu;g ml fLFkfr esa gksrk gS tc fd nksuksa i{k ,d ;k mlls T;knk fookpdksa osQ lkeus viuh nyhysa izLrqr dj] mlosQ
fu.kZ;ksa dks ekuus dks lger gks tkrs gSaA dHkh&dHkh ,slk Hkh gksrk gS fd buesa ls dksbZ Hkh izHkkoh fl ugha gksrsA ,slh fLFkfr esa
fdlh oaQiuh ;k ek;e dks U;k;ky; dk vkJ; ysuk iM+rk gSA
([k) izpkj ls D;k rkRi;Z gS\ ;g foKkiu ls fdl izdkj fHkUu gS\ mfpr mnkgj.k lfgr O;k[;k dhft,A
mkjizpkjog izdkf'kr ;k izlkfjr iz;kl ftuosQ fy;s dEiuh dks dk;ks Hkqxrku ugha djus iM+rs] os izpkj dgykrs gSaA izpkj
dh eq[; fo'ks"krk, fuEufyf[kr gSa
(a) vO;fDrxr@ tu ek;e
(b) O;kolkf;d n`f"V ls egoiw.kZ lekpkj
(c) dksbZ iz;kstd ugha
(d) fcuk Hkqxrku osQ
(e) iz;kstu
foKkiu rFkk izpkj esa vUrjfoKkiu rFkk izpkj esa fuEufyf[kr vUrj gksrs gSa
dkjd
1- Hkqxrku
2- iz;kstd
3- fo"k; oLrq

4- vko`fk
5- ms';
6- fo'oluh;rk

foKkiu
izk;kstd oaQiuh] LFkku rFkk le; gsrq Hkqxrku
djrh gSA
iz;kstd dh igpku dh tk ldrh gSA izk;% ;g
oaQiuh ;k czkaM uke gksrk gSA
lans'k dh fo"k; oLrq vkSj igqap ij oaQiuh dk
iw.kZ fu;a=k.k gksrk gSA

izpkj
D;ksafd lans'k dh fMtkbu eq.k osQ dk;Z ek;e djrk
gS blfy;s oaQiuh dks dksbZ Hkqxrku ugha djuk gksrkA
iz;kstd dh igpku ugha dh tk ldrhA ek;e [kqn gh
bls izLrqr djrk gSA
lans'k dh fo"k;oLrq vkSj igqap ij oaQiuh dk dksbZ
fu;a=k.k ugha gksrkA ;gk ;g Hkh laHko gS fd lans'k osQ
izfr tu lkekU; esa #fp iSnk djus gsrq og t:jh
tkudkjh tqVkus esa lgk;rk djsA
lans'k dh iqujko`fk djuk oaQiuh osQ fy, laHko ugha
gksrkA
;g lekpkj osQ :i esa izLrqr gksrk gS vr% de vkxzgh
gksrk gSA bldk vuqowQy ;k izfrowQy izHkko iM+ ldrk
gSA
mPp gksrh gSA

dEiuh lans'k dh ftruh ckj pkgs iqujko`fk dj

ldrh gSA
lans'k dk ms'; oaQiuh rFkk mlosQ mRikn osQ
lacak esa ln~Hkkouk tkx`r djuk] bls cuk, j[kuk
o bls c<+kuk gksrk gSA
U;wu ls lkekU; gksrh gSA

izpkj osQ ykHk vkSj nks"k

izpkj osQ vUrxZr fuEufyf[kr ykHk o nks"k ik;s tkrs gSa
ykHkizkpkj osQ ykHk fuEufyf[kr gksrs gSa
(a) izpkj ls mu yksxksa rd igqpk tk ldrk gS tks fd foKkiu] fch laokZu ;k foozsQrk nyksa dh rjiQ ;ku ugha nsrsA
(b) izpkj foKkiu dh rqyuk esa T;knk izHkko'kkyh gksrk gS] D;ksafd ;s laikndh; ;k ys[kksa osQ lUnHkZ esa izLrqr fd;s tkrs gSaA
(c) izpkj dk;ks ij de ykxr vkrh gS o FkksM+s [kpsZ ls gh T;knk yksxksa rd igqpk tk ldrk gSA
(d) ;g mRiknksa dh dksfV esa Hkh yksxksa dh #fp tkxzr djrk gSA
nks"kizpkj osQ nks"k fuEufyf[kr gksrs gSa
(a) foKkiunkrk ftu izpkj lkefxz;ksa dh rS;kjh djrs gSa] mudk vyx&vyx i=k if=kdkvksa osQ laikndksa osQ }kjk euekus :i
esa iz;ksx djus ls foKkiunkrkvksa osQ ikl dksbZ vkSj lkku ugha gksrkA
(b) izpkj ek;eksa esa dk;Z djus okys O;fDr ml lkexzh dh vogsyuk djrs gaS o mu ij ;ku ugha nsrs ftls os vklkef;d]
xSj fnypLi rFkk xyr ekurs gSaA
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lkexzh osQ ;ku nsus ;ksX; gksus ij Hkh foKkiunkrkvksa osQ le{k ,sls lkku ugha gksrs] ftuls os i=k&if=kdkvksa osQ laiknu }kjk
viuh bPNkuqlkj mi;ksx djus ij fu;a=k.k dj losQA
izpkj vkjEHk djuk
tu lEioZQ foHkkx osQ }kjk lekpkj osQ izdk'ku o laoknkrk lEesyu ls lekpkj nsrk gSA lekpkj osQ forj.k] laoknkrk lEesyuksa
osQ vk;kstu] mifLFkfr o dEiuh osQ osclkbV osQ }kjk lekpkj fn;s tkrs gSaA izpkj gsrq fuEufyf[kr mik; viuk;s tkrs gSa
(a) lekpkj izys[k
(b) laoknnkrk lEesyu
(c) mifLFkfr
(d) dEiuh osc lkbV
(e) :i ys[k
tu lEioZQizpkj o tulEioZQ ,d ugha gksrsA ;s nks vyx&vyx 'kCn gSa] bldk rkRi;Z fuEufyf[kr gStulEioZQ ,d
O;kid 'kCn gS] ftlls vFkZ laxBu dh Nfo dks c<+kus osQ leLr lkkuksa o xzkgdksa 'ks;j kkjdksa] fokiks"kdksa] ljdkj] ek;eksa] LFkkuh;
turk vkfn dks mRiknksa rFkk dEiuh ls lEcfUkr lwpuk nsus ls gksrk gSA tu lEioZQ eSustj dk eq[; dk;Z ladV dh fLFkfr ls fuiVuk
gksrk gSA
iz'u 4- foi.ku vuqlakku ls vki D;k le>rs gSa\ foi.ku vuqlakku osQ fofHkUu pj.kksa dh O;k[;k dhft,A
mkjfoi.ku vuqlakku % vFkZ vkSj Lo:i
vuqlakku vFkkZr 'kksk ls rkRi;Z gS fdlh Hkh fo"k; vFkok leL;k osQ fo"k; esa O;ofLFkr o fu"i{k :i ls tkp&iM+rky djuk
rkfd blls lacafkr lwpukvksa vFkok flkarksa dks tkuk tk losQA tc vuqlakku fofk dk iz;ksx foi.ku dk;ks o leL;kvksa osQ lekkku
gsrq fd;k tkrk gS] rks bls gh foi.ku vuqlakku dgk tkrk gSA
foi.ku vuqlakku dks xzhu] rqy rFkk vkyckWe us vius&vius 'kCnksa esa O;Dr fd;k gSA buosQ vuqlkj foi.ku osQ {ks=k esa
vuqlakku osQ }kjk fuEufyf[kr dk;Z fd;s tkrs gSa
(a) foi.ku {ks=k ls lacafkr leL;k dh igpku djukA
(b) lekkku ls lacafkr lwpuk dks O;ofLFkr djukA
(c) lwpuk ls lacafkr fu"i{k tkp iM+rky djukA
(d) tkp osQ i'pkr tks fu"d"kZ vkrk gS] mldk fo'ys"k.k djukA
;w-,l- osQ izeq[k foi.ku vuqlakku fo'ks"kK eYgks=kk (1999) us Hkh viuh ifjHkk"kk esa crk;k fd foi.ku vuqlakku dk vFkZ
gksrk gS] foi.ku esa voljksa vFkok leL;kvksa dh igpku] lekkku ls lacafkr fu.kZ;u esa lqkkj djus osQ ms'; ls lwpuk dh O;foLFkr
rFkk fu"i{k :i ls igpku] laxzg o fo'ys"k.k djuk vkfnA
;fn vesfjdh foi.ku la?k (AMA) dh ifjHkk"kk ls ge ;g tku ikrs gSa fd ;g la?k fo'o esa foi.ku izcakdksa rFkk fo}kuksa dh
eq[; laLFkk gSA bl la?k osQ }kjk foi.ku dks fuEufyf[kr izdkj ls ifjHkkf"kr fd;k x;koLrqvksa rFkk lsokvksa ls lacafkr vkadM+ksa
dk O;ofLFkr :i ls ladyu] fjdkWMx rFkk fo'ys"k.k djuk gh foi.ku vuqlakku dgykrk gSA o"kZ 1986 esa AMA }kjk ,d ubZ
ifjHkk"kk nh xbZfoi.ku vuqlakku og dk;Z gS] tks miHkksDrk] xzkgd o turk dks lwpuk osQ }kjk foi.kudrkZ osQ lkFk tksM+rk gSA
lwpuk ftudk iz;ksx fd;k tkrk gSfoi.ku voljksa vkSj leL;kvksa dks igpkuus gsrq] ifjHkkf"kr djus foi.ku dk;ks dks ifj"r o
ewY;kafdr djus gsrq] foi.ku dk ekWuhVj djus vkSj izf;k ossQ :i esa foi.ku dks le>us esa lqkkj ykus osQ fy;sA
foi.ku vuqlakku bu leLr fo"k;ksa ls lacafkr lwpukvksa esa lqfuf'pr djrk gS rFkk lwpuk osQ laxzg ls lacafkr iz.kkyh osQ
fMtkbuksa dk fuekZ.k djrk gSA ;g vkadM+ksa osQ ladyu izf;k dh O;oLFkk Hkh djosQ mls dk;kZfUor djrk gSA lkFk gh lkFk ;g
ifj.kkeksa dk fo'ys"k.k djosQ muosQ fu"d"kks o vfHkizk;ksa dks Hkh laizsf"kr djrk gSA
mi;qZDr ifjHkk"kkvksa osQ vkkkj ij foi.ku vuqlakku dh fuEufyf[kr fo'ks"krkvksa dks crk;k x;k gS
(1) foi.ku vuqlakku dks vkaadM+k laxzg dh O;ofLFkr izf;k dgk x;k gSA ;gk ij O;ofLFkr 'kCn ls rkRi;Z gS fd foi.ku
vuqlakku vkSipkfjd o vk;ksftr izf;k gSA blesa oqQN iwoZ fu.kZ; fy;s tkrs gSa] tSls
(a) foi.ku leL;k D;k gS\
(b) foi.ku leL;k dks lekkku gsrq fdl izdkj dh lwpuk dk laxzg fd;k tkrk gS\
(c) iwoZ fu.kZ; osQ vkkkj ij gh okafNr lwpuk laxzg dh iz.kkyh dk mi;ksx fd;k tkrk gSA
(c)

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blesa lwpuk laxzg gsrq foozsQrkvksa] lsYleSuksa rFkk xzkgdksa ls ckrphr vkfn dh tkrh gSA
(2) foi.ku vuqlakku esa lqfuf'pr Hkh ;g fd;k tkrk gS fd ftu oLrqvksa dk laxzg fd;k x;k gS] os iwokZxzg eqDr gSa ;k ughaA
;gk ij vkadM+k laxzg gsrq fu"i{k rFkk fo'oluh; iz.kkfy;ksa dk iz;ksx fd;k tkrk gSA
(3) foi.ku vuqlakku lnSo gh foi.ku leL;kvksa ij viuk ;ku osaQfnzr djrk gSA blesa fdlh fo'ks"k leL;k ls lacafkr lkekU;
izdkj dh lwpukvksa dk laxzg fd;k tkrk gSA bleas izkIr dh dh xbZ tkudkjh mi;ksxh rks gks ldrh gS] ijUrq bls foi.ku vuqlakku
dk va'k ugha ekuk tk ldrk gS] D;ksafd bldk laxzg vkSipkfjd :i ls fdlh iz;kstu gsrq ugha fd;k tkrk gSA
foi.ku fLFkfr dks mfpr izdkj ls le>us gsrq fu.kZ;u xq.kork esa lqkkj ykus gsrq foi.ku vuqlakku fd;k tkrk gSA ;g vuqlakku
;kstuk cukus osQ mfpr rjhdksa ij fuHkZj djrk gSA foi.ku vuqlakku izf;k dh ;kstuk fdl izdkj ls cukbZ xbZ o mldk f;kUo;u
fdl rjg fd;k x;k] ;g ,d egoiw.kZ dk;Z gksrk gSA foi.ku vuqlakku izf;k dk fMtkbu cukrs le; eq[;r% fuEufyf[kr ikp
rF;ksa dks ;ku j[kuk vfuok;Z gS
(a) leL;k ifjHkkf"kr djukloZizFke leL;k dks ifjHkkf"kr djosQ crk;k tkrk gS fd leL;k D;k gS\ rFkk mls fdl izdkj
ls lqy>kus osQ iz;klksa dks fd;k tkuk pkfg;sA ;gk ij leL;k dh tkp&iM+rky djuk vfr vfuok;Z gksrk gS o tc leL;k uktqd
gksrh gS] rks foi.ku vuqlakku ij lalkkuksa dks yxkuk t:jh gksrk gSA vr% foi.ku vuqlakku osQ lEcUk esa leL;k dh igpku djosQ
mls ifjHkkf"kr djuk igyk o eq[; pj.k gksrk gSA
(b) vuqlakku fMtk;u dk fuekZ.kleL;k dks mfpr izdkj ls ifjHkkf"kr djosQ gh vuqlakku fMtk;u dk fuekZ.k fd;k tkrk
gSA vuqlakku fMtk;u og ;kstuk gksrh gS] tks fd vko';d lwpuk dh [kkst rFkk ladyu dk;ks dk ekxZ funsZ'ku djrh gSA lkFk gh
;g vkdMksa osQ laxzg gsrq vkdMk ksrksa vkdM+k iz.kkfy;ksa osQ fof'k"V vuqlakku midj.kksa o izfrp;u ;kstuk lEcUkh fu.kZ;ksa dks Hkh
ego nsrh gSA
(c) {ks=k dk;Z o vkadMk laxzgvuqlakku fMtk;u esa ;kstuk ls dk;kZUo;u voLFkk dks mfpr :i fn;k tkrk gSA blesa ;g
t:jh gksrk gS fd {ks=k esa tkdj vkadMk laxzg dk dk;Z 'kq: fd;k tk;sA {ks=k dk;Z dh nks voLFkk, gksrh gSa
(1) {ks=k dk;Z dk xBu djukA
(2) laxzg dk i;Zos{k.k djukA
(1) {ks=k dk;Z dk xBu djukloZizFke fdl {ks=k esa dk;Z fd;k tk;s ;g tkuuk vfr vko';d gksrk gSA vr% blosQ fy;s
{ks=k dk;Z dk xBu fd;k tkrk gSA
(2) laxzg dk i;Zos{k.k djuk;g r; djus osQ fy;s fd laxzfgr vkdMs izkekf.kd o ;FkkFkZ gS ;k ugha] {ks=k dk;ks dk
i;Zos{k.k fd;k tkrk gSA
(d) vkadMk fo'ys"k.kvkdM+ksa dks ,d=k djus osQ ckn mudk fo'ys"k.k djuk vR;Ur vko';d gksrk gSA ;g fo'ys"k.k fuEu
izf;kvksa }kjk lEHko gksrk gS
(a) vkadMk lEiknu
(b) lkj.kh;u o xzkiQh; fp=k.k
(c) vkadMk la'ksi.k
(d) lkaf[;dh; fu"d"kZ rFkk
(e) lglEcUk o vfrfjDr vkadMk fo'ys"k.k vkfnA
(e) fjiksVZ dh rS;kjh o izLrqfrfjiksVZ dh rS;kjh rFkk izLrqr izLrqfr dh vfUre pj.k esa j[kk tkrk gSA blosQ pj.k fuEufyf[kr
gS
a
(1) ms'; o dk;Ziz.kkyh rS;kj djukA
(2) fu"d"kks o fliQkfj'kksa dk lkjka'k rS;kj djukA
(3) izfrn'kZ fMtk;u cukukA
(4) foLr`r fu"d"kZ o izs{k.k rS;kj djukA
(5) ifjf'k"V dh rS;kjh djukA
izkDdYiukRed foi.ku vuqlakku ifj;kstuk;gk ij ge ,d izkDdYiukRed foi.ku vuqlakku ifj;kstuk osQ vkkkj ij
mi;qZDr ?kVdksa osQ e; osQ lacakksa dks ns[ksaxs
1- loZizFke daiuh osQ vkUrfjd fu.kZ;ksa o ?kVukvksa osQ fo"k; esa tkudkjh izkIr dh tk;sxhA ;gk ij vkUrfjd fjiksVZ iz.kkyh }kjk
vkadM+ksa dk izlkj fd;k tkrk gSA

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2- blosQ i'pkr~ foi.ku vklwpuk iz.kkyh osQ }kjk laxBu osQ vanj rFkk ckgj osQ ksrksa osQ fo"k; esa vukSipkfjd lwpukvksa dks
,d=k fd;k tkrk gSA blls cktkj osQ fo"k; esa lEiw.kZ tkudkjh izkIr gks tkrh gSA
3- fiQj foi.ku vuqlakku iz.kkyh osQ }kjk mu lwpukvksa dks ladyu rFkk izlkj fd;k tkrk gS] tks fd iQeZ esa fu.kZ; ykus okyksa
osQ le{k vkus okyh fof'k"V foi.ku leL;kvksa osQ lekkku gsrq t:jh gksrh gSA
4- vUr esa fo'ys"k.kkRed foi.ku ekWMyksa o rduhdksa dks cuk;k tkrk gS o mudk iz;ksx fd;k tkrk gS rFkk miyCk lwpuk dk
fo'ys"k.k djosQ foi.ku izf;k dks mfpr rjg ls le>k tkrk gSA
iz'u 5- fuEufyf[kr ij laf{kIr fVIi.kh fyf[k;s
(d) foi.ku ykftfLVDl dh oqQy iz.kkyh vokkj.kk
mkjoqQy iz.kkyh vokkj.kk,ge ;g tkurs gSa fd foi.ku ykWftfLVDl dk lacak oLrqvksa osQ HkkSfrd izokg osQ lkFk
gksrk gSA blls vFkZ ;g gS fd foi.ku ykWftfLVDl dk lacak mRiknksa dh Hkyh&Hkkafr izokg dks fodflr djus osQ lkFk gksrk gSA
fdlh iQeZ esa foi.ku ykWftfLVDl izcak dk eq[; y{;] forj.k ykxrksa dks de&ls&de djuk vkSj xzkgdksa dks nh tkus okyh
lsokvksa dks vfkdre djuk gksrk gS] ijUrq okLro esa xzkgd lsok dks vfkdre djus vkSj forj.k ykxrksa dks U;wure djus osQ dk;Z
lkFk&lkFk djuk laHko ugha gksrkA vfkdre xzkgd lsok ls rkRi;Z gS fd cgqr cM+h ek=kk esa LVkWd j[kuk] rst xfr okys ifjogu dh
O;oLFkk djuk vkSj ;FkklaHko loksZke izdkj dh HkaMkj.k lsokvksa dk izcak djukA
vc ge forj.k dk;Z osQ roksa osQ lacak esa fopkj djsaxsA fdlh Hkh foi.ku laxBu esa forj.k dk;Z osQ fuEufyf[kr izeq[k rRo
gksrs gSa
1- ifjogu
2- HkaMkj.k
3- LVkWd j[kuk vkSj mudh ns[kHkky djuk
4- yxkbZ xbZ iwth ij C;ktA
ijaijkxr izcaku esa bu lHkh i{kksa dks ,d&nwljs ls Lora=k ekuk tkrk gSA nwljs 'kCnksa esa] ifjogu osQ izdkj osQ fo"k; es fu.kZ;
ysrs le; vkidks LVkWd ;k laxzg.k ls lacafkr fu.kZ;ksa osQ ckjs esa tkuus mls vkkkj cukus vkfn dh vko';drk ugha iM+rhA blh rjg
bl fofk esa bu lHkh roksa dh ykxr dks U;wure djosQ forj.k dh ykxr esa deh ykus dk iz;kl fd;k tkrk gSA
([k) czk.M fukkZj.k ;qfDr;ka
mkjczkaM fukkZj.k laacakh fu.kZ;czkaM fukkZj.k ;qfDriw.kZ fu.kZ;ksa ls c<+dj lkekftd foi.ku rd o`f dj ysrk gS] D;ksafd
blosQ varxZr O;olk; dks cuk;s j[kus o xzkgdksa osQ nh?kZdkfyd ewY;ksa dks iznku djus dh mPp {kerk jgrh gSA czkaM dk p;u djus
esa czkaM eSustj dks tks fu.kZ; ysus gksrs gSa] muesa ls oqQN fuEufyf[kr gSa
czkaM djsa ;k u djsafdlh oLrq ;k mRikn dk czkaM fd;k tk;s ;k u fd;k tk;s] ;g fuEufyf[kr ckrksa ij fuHkZj djrk gS
(i) mRikn dh izfr ij]
(ii) mRikn gssrq dfYir cktkj ij]
(iii) czkaM djus ls vuqHkwr ykHk rFkk
(iv) czkaM dks fodflr djus dh vuqekfur ykxr osQ lacak esa lksp&fopkj djus ijA
vkt gj oLrq ij ,d czkaM uke yxkdj mlosQ nkeksa dks c<+k;k tk ldrk gSA vkt rks vkVk] pkoy] rsy o fjiQkbUM lHkh czkaM
osQ uke ls gh fcdrs gSaA elkys tSlh oLrq ij Hkh czkaM dk uke o VSx yxkus ls blosQ miHkksDrk c<+ tkrs gSa] tSlsMDH osQ elkys]
ckn'kkg o ,osjsLV elkys vkfnA
czkaM iz;kstu fu.kZ;czkaM osQ iz;kstu dk lacak eq[;r% bl fu.kZ; osQ lkFk gksrk gS fd ;g fofuekZrk dk czkaM gks] tks fd jk"Vh;
czkaM dgykrk gSA vxj ;g futh czkaM gksrk gS] rks bls futh yscy dgk tkrk gSA lkFk gh bls va'kr% fofuekZrk dk czkaM rFkk v'kr%
futh czkaM Hkh dgk tkrk gSA Hkkjr esa [kqnjk O;kikjh fofuekZrkvkssa osQ fMikVZesUVy LVksj ls eky [kjhndj vius czkaM osQ vUrxZr mUgsa
csprs gSaA vkt vusd psu LVksj Hkkjr esa Hkh gaS] tSlsenj Msjh] vewy] bZth Ms] fjyk;Ul] izsQ'k] lqij ekosZQV rFkk fdM~l oSQEi vkfnA
czkM
a xq.kokk fu.kZ;fdlh Hkh oLrq dh rqyuk eas czkMa T;knk ewY; iznku djrk gS] vr% vuqHkwr xq.kksa dks egoiw.kZ ekuk tkrk gSA
;gk foi.kudrkZ osQ lEeq[k ;g fodYi jgrk gS fd og cktkj osQ fdl [kaM esa vius mRiknksa dks ysdj tk;s vFkkZr lcls ij] lcls
uhps vFkok chp osQ [kaM] ;s ;g fu.kZ; fy;s tkrs gSAa
O;fDrxr czkaM fukkZj.k cuke vEczsyk czkaM fukkZj.k;gk ij ;g fu.kZ; fy;k tkrk gS fd dkSu&lk czkaM viuk;k tk;s
vEcszyk czkaM vFkok O;fDrxr czkaMA vEczsyk czkaMx osQ varxZr lHkh mRiknksa gsrq ,d gh czkaM uke gksrk gS] bls ifjokj czkafMx Hkh dgk
tkrk gSA ohfM;ksdkWu] xksnjst rFkk L&T vkfn bl uhfr dk ikyu djrs gSaA ifjokj czkaM ,d ykxr izHkkoh foi.ku iz.kkyh gSA tc

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,d mRikn T;knk liQy gks tkrk gS] rks blh czkaM osQ uke ls csps tkus vU; mRiknksa dks Hkh bl liQyrk dk ykHk feyrk jgrk gS]
ijUrq ifjokj czkafMax dks viukus osQ lacak esa vR;Ur gh lkokkuh j[kuh pkfg,] D;kasfd mRiknksa osQ xq.kksa esa vlekurk gks] rks ;g fu.kZ;
xyr gks tkrk gSA
O;fDrxr czkaMx esa gj mRikn dks vyx&vyx uke fn;k tkrk gS] tSlsfgUnqLrku yhoj vius mRiknksa dks fju] liZQ] yDl vkfn
vyx&vyx czkaMksa osQ uke ls csprs gSaA
czkaM iksVZiQksfy;ks fu.kZ;dksbZ iQeZ ,d gh mRikn osQ ,sls vusd czkaMksa dh 'kq#vkr djus dk fu.kZ; ys ldrh gS] tks oqQN gn
rd ,d&nwljs osQ lkFk izfr;ksfxrk djrs gSaA bldk eq[; dkj.k ;g gksrk gS fd de&ls&de miHkksDrk mRiknksa osQ lacak esa
vyx&vyx ykHk dh vihysa fn[kk, tkrs gSaA bl dkj.k ls rFkk czkaMksa esa FkksM+k lk Hkh vUrj ikus ij xzkgdksa dh la[;k c<+ tkrh
gSA mlh izdkj czkaM eSustj czkaMksa dk la;kstu djus dk fu.kZ; ys ldrk gS] ftls oaQiuh vius xzkgdksa osQ lEeq[k izLrqr dj ldrh
gSA fgUnqLrku fyoj fyfeVsM osQ ikl cM+k iksVZiQksfy;ks rks gS ijUrq og ikoj czkaMksa osQ :i esa vius iksVZiQksfy;ks ls FkksM+s ls czkaMksa ij
viuk ;ku osQfUnzr dj jgk gS ftlls Hkfo"; esa oaQiuh dks cgqr vfkd ykHk gks losQA
czkaM iqu% fLFkrh;u fu.kZ;czkaMksa dks Hkh dky osQ izHkko dh izf;k ls xqtjuk gksrk gSA rnuqlkj xzkgdksa osQ chp ewY; thou
p osQ vuqlkj ifjorZu gksrk gSA vr% czkaMksa dk ;fn dk;kdYi u fd;k tk, rks cktkj esa igys tSlh mudh fLFkfr ugha jgsxhA fdlh
mRikn osQ thou&p osQ nkSjku vusd cktkj iSjkehVjksa esa ifjorZu gks ldrs gSa] tSls fd izfrLikhZ mRiknksa vkSj@;k mlh oxZ osQ czkaM
dk cktkj esa vkuk] miHkksDrk dh ilan esa ifjorZu ;k ubZ vko';drkvksa dk mHkjukA buesa ls lHkh vkSj izR;sd izfjorZuksa dk bl n`f"V
ls ewY;kadu djuk gksrk gS fd czkaM dk ewy fLFkrh;u b"Vre gS ;k ughaA fch dh xfrjksk gksuk ;k mlesa fxjkoV vkuk Hkh bl ckr
dk lwpd gksrk gS fd ewy czkaM fLFkrh;u dk iqu% ewY;kadu djus dh vko';drk gSA mnkgj.kkFkZ] gky osQ o"kks esa ykbiQck; dk
dbZ ckj iqu% fLFkrh;u fd;k x;k gSLokLF; {ks=k ls [ksy osQ {ks=k esa vkSj vc ykbiQck; Iyl ,DlVas'ku }kjk lkSan;Z osQ {ks=k esaA
(x) ewY; fukkZj.k osQ ms';
mkjdher fukkZj.k osQ ms'; fuEufyf[kr gksrs gSa
(1) ykHk mUeq[k ms';ykHk mUeq[k ms';ksa osQ vUrxZr fuEufyf[kr ms'; vkrs gSa
(a) orZeku ykHk vfkdredj.k (Current Profit Maximization)gj daiuh dk ,d gh ms'; gksrk gS fd fudV Hkfo";
esa T;knk ls T;knk ykHk fdl izdkj ls mBk;k tk;sA bu ms';ksa ls iQes vius mRiknksa gsrq ;FkklaHko mPp dherksa dks j[kus dk fu.kZ;
ysrh gSaA lkFk gh iQeks osQ }kjk dher ekax rFkk ykxrksa osQ chp osQ vuqekuksa dks Hkh yxk;k tkrk gSA lkFk gh iQes ml bdkbZ dher
dk p;u djrh gSa] ftlls T;knk ls T;knk ykHk dh izkfIr gks losQA ;gk mRikn gsrq dher rc yh tkrh gS] tcfd mRikn vuks[kk
gksrk gS rFkk ;g mRikn mu miHkksDrkvksa dh t:jrksa dks iw.kZ djrk gS] tks fd buosQ fy;s O;; dj ldrs gaS] ijUrq bl ms'; dh
,d deh ;g gS fd mPp dher ls nh?kZdkfyd izfrLikkZ mRiUu gks ldrh gS rFkk miHkksDrkvksa osQ chp mRikn dh Nfo [kjkc gks
ldrh gSA
fuos'k ij okafNr izfriQy izkIr djuk [Achieving desired return on investment (ROI)]dher fukkZj.k djus dk nwljk
ms'; vk; dh mUeq[krk gksrk gS vFkkZr~ fuos'k ij iwoZ fukkZfjr izfriQy dh izkfIr djukA ;gk ij oaQifu;ksa osQ }kjk ;g fukkZfjr fd;k
tkrk gS fd os vius fuos'k ij izfriQy dk fdruk izfr'kr izkIr dj ldrh gaS rFkk blh osQ vuqlkj gh os vius mRikn dh dher
dks ,sls fuf'pr djrh gS fd ykHk bruk gks rkfd ms';ksa dh iqf"V gks tk;sa ;g ms'; rHkh mi;qDr gksaxs tcfd daiuh fofHkUu dkj.kksa
esa ls ,d vofk esa fuos'k dks olwy djsxhA
(2) fo; lacakh ms';daiuh dh dher fukkZj.k osQ fo; ls lacafkr ms'; fuEufyf[kr gksrs gSa
(a) okafNr fch&ek=kk dks izkIr djukoqQN dEifu;ksa osQ }kjk fch dh ek=kk ls ml y{; dk fukkZj.k fd;k tkrk gS] ftls
og izkIr djuk pkgrh gSa rFkk os ,slh dher dks fuf'pr dj ldrh gS] ftlosQ }kjk okafNr fch ek=kk dh izkfIr gks tk;sA ;gk ;g
y{; gksrk gS fd fdlh fo'ks"k o"kZ esa iQeZ osQ mRiknu Lrj ls lacafkr fch ek=kk dks T;knk djuk vFkok fdlh fo'ks"k m|ksx esa
fch osQ lacakksa esa] cktkj esa usrk cukuk vFkok vyx&vyx o"kks gsrq vyx&vyx fch Lrj cukukA vYidky osQ vUrxZr ykHk
dks T;knk djus dh rqyuk esa ;s ms'; nh?kZdky esa cktkj esa fVosQ jgus dh ;qfDr osQ :i esa T;knk mi;qDr fl gks ldrs gSaA bl
;qfDr ls daiuh dks gkfu Hkhs gksrh gS] D;ksafd okafNr fch Lrj dks cukus gsrq iQeks dks laokZu ij O;; vR;fkd djuk iM+rk gSA
lkFk gh ^lsYleSuksa o fMLVhC;wVjksa dks NwV o vR;fkd izksRlkgu iznku djuk iM+rk gS] ysfdu daiuh ;gk vius dks cktkj esa LFkkfir
dj pqdh gksrh gS] vr% og dherksa esa o`f dj ldrh gSA
(b) okafNr cktkj va'kksa dks izkIr djukoqQN daifu;ksa dk eq[; ms'; cktkj va'k vFkok okafNr cktkj va'k dh izkfIr djuk
gh gksrk gS] D;ksafd ;s dEifu;k ;g eglwl djrh gSa fd fch dh ek=kk ;k ykHk ;k fuos'k ij izfriQy nsus osQ ctk; cktkj va'kksa

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osQ xzkgdksa osQ leFkZu o oaQiuh dh 'kfDr dk gh izeq[k lwpd gksrk gSA cktkj va'kksa osQ vusd :i gksrs gSa] tSls vfkdre cktkj
va'k dh izkfIr djuk vFkok cktkj dk okafNr va'k izkIr djuk vkfnA daiuh osQ }kjk ftl cktkj va'k ms'; dks fukkZfjr fd;k tkrk
gS] mlh osQ vkkkj ij og dher rFkk foi.ku dk;Ze dk fMtkbu rS;kj djsxhA
(3) izfr;ksfxrk mUeq[k ms';izfr;ksfxrk mUeq[k ms'; fuEufyf[kr gksrs gSa
(a) thfor jguk (Survival)oaQifu;ksa osQ }kjk thfor jgus osQ fy;s dher fukkZj.k osQ lkFk&lkFk vusd fLFkfr;ksa ij Hkh ;ku
fn;k tkrk gS_ tSlsvfk{kerk] rhoz izfr;ksfxrk] miHkksDrk dh ilan esa ckj&ckj ifjorZu djuk] ekax esa deh djuk] izfrowQy
O;kolkf;d i;kZoj.k vkfn lacakh dk;ks djukA bldk ,d mnkgj.k gS] tSlsflrEcj 2001 dks U;w;koZQ osQ oYMZ VsM lsUVj Hkou
osQ fV~ou Vkoj ij gq, geys osQ i'pkr~ rFkk 2003 osQ iwokZkZ esa SARS dk Hk; iSQykus osQ i'pkr~ ok;q;ku ;k=kk HkkM+k dks ?kVkuk
thfor jgus gsrq dher fukkZj.k osQ eq[; n`"VkUr gksrs gSaA
(b) izfr;ksfxrk dks jksdukdHkh&dHkh oaQiuh dk eq[; ms'; T;knk vFkok rRdky :i esa ykHk dekuk gksrk gSA ;gk ij y{;
cktkj esa izfrLik;ksa osQ izos'k dh laHkkouk dks jksduk gksrk gSA ;gk oaQiuh mRikn dh dher fuEuke laHko Lrj ij fuf'pr djrh
gSaA daifu;k ;gk ij miHkksx dh oLrqvksa dks r; djosQ cktkj esa vius iSj gaSA cktkj tc ;s izfr"Bk izkIr dj ysrh gaS o liQyrkiwoZd
izfrLik;ksa dks cktkj ls ckgj dj nsrh gS] rks daiuh gsrq cktkj vkc cktkj (Captive Market) rS;kj gks tkrk gSA tkikuh daifu;k
leqniz kjh; (Overseas) cktkjksa esa bUgha ;qfDr;ksa dks viukrh gSaA
(4) vU; ms';dher fukkZj.k djus osQ ms'; fuEufyf[kr gksrs gSa
(a) dher fLFkrhdj.kos daifu;k ftuosQ ikl lalkkuksa dh deh jgrh gS os cktkj esa nsjh ls izos'k dj ikrh gSA ;s mnie
fliZQ ekudhr mRiknksa dks gh cuk ikrs gSa rFkk mRikn foHksnu ugha dj ikrs gSaA vr% ;s daifu;k dher ;q ls vius cpko osQ
fy;s dher fukkZj.k osQ usrk dk vuqlj.k djrh gSA ;g dk;Z eq[;r% fcfLdV] lkWV fMad] oSaQMh rFkk cszM vkfn osQ fofuekZrkvksa
}kjk fd;k tkrk gSA
(b) dher usr`Rogj daiuh dh ;g bPNk gksrh gS fd og mPp xq.kokk osQ mRiknksa dk fuekZ.k djs] D;ksafd buosQ fuekZ.k esa
vfkd O;; djuk gksrk gS] vr% budh dher Hkh mPp gksuh pkfg,A ,slh daifu;k mPp dherksa dk fukkZj.k djrh gSa rFkk viuh
,d vyx Nfo dk gh fuekZ.k djrh gSaA vr% ;s vius mRiknksa osQ fy;s izfr"Bk Nfo cukus esa liQy gks tkrh gSA tgk rd xzkgdksa
dk fo"k; gS] os NksVs vkdkj osQ cktkj [kaMksa esa gh vius mRiknksa dks csp ikrh gSa] ijUrq bu mRiknksa dh dher T;knk gksus ls gh daiuh
dks i;kZIr :i ls ykHk gksrk gSA IBM tSlh daifu;k cktkj osQ eq[; usrkvksa osQ :i esa tkuh tkrh gSaA
(?k) iqu% fLFkrh;u
mkjfoi.ku esa iqu% fLFkrh;u ,d egoiw.kZ fu.kZ; gksrk gSaA dksbZ Hkh izcUkd iqu% fLFkrh;u djus osQ fu.kZ; nks dkj.kksa ls
ys ldrk gSA ;s dkj.k gSa(a) vYi fLFkrh;u] (b) vfkd fLFkrh;u] (c) vO;ofLFkr fLFkrh;uA
bu rhuksa gh fLFkrh;u lEcUkh dkj.kksa ls orZeku fLFkrh;u ;qfDr dh vliQyrk o ewY; thou p xzkgdksa osQ vkus osQ
dkj.k ,d vkSj fLFkrh;u volj miyCk gks tkrk gSA lkFk gh izfr;ksfxrk dh lajpuk dks iqu% ifjHkkf"kr djus gsrq ubZ
izkS|ksfxdh dk mn~Hko gks tkrk gSA okafNr fLFkrh;u ;k czkaM laizs"k.k }kjk dk;Zr fLFkfr rFkk xzkgdksa }kjk vuqHkwfr fLFkfr osQ
chp osQ vUrjky dh igpku djus gsrq czkaM izcUkd izk;% czkaM VSadx djrs gSa] rks czkaM izcUkd dks iqu% fLFkrh;u djus
dk fu.kZ; ysuk gksrk gSA vr% ;gh fLFkfr gh iqu% fLFkrh;u dgykrh gSA

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