22 laws in marketing tủ tài liệu bách khoa

ﻕﻴﻭﺴﺘﻝﺍ ﺀﺍﺭﺸ ﻰﻠﻋ ﻕﻓﺍﻭﻴ ﺎﻨﻤ ﺩﺭﻔﻝﺍ لﻌﺠﻴ ﻱﺫﻝﺍ ﺎﻤ ﻡﻬﻓ لﻭﺎﺤﻴ ﻡﻠﻋ ﺔﻌﻠﺴ / ،ﺎـﻬﻨﻴﻌﺒ ﺔﻤﺩﺨ ﻪﻝﺎﻤ ﻥﻤ ﻕﻔﻨﻴ ﻥﺃﻭ ﺫﻝﺍ ﻪﻌﻤﺠ ﻲﻓ ﺩﻜ ﻱ.. ﺎﻴﺭﺎﺠﺘ ﺎﻁﺎﺸﻨ ﺃﺩﺒﺘ ﺎﻤﺩﻨﻋ ﺎﻫﺫﺨﺘﺘ ﺔﻴﻜﺫﻝﺍ ﺕﺍﺭﺍﺭﻘﻝﺍ ﻥﻤ ﺔﻋﻭﻤﺠﻤ ﻭﻫ ﻕﻴﻭﺴﺘﻝﺍ

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ﻡﺎﻋ ﻲﻓ 1993

ﺭ لﺁ ﺭﻴﻬﺸﻝﺍ ﺏﺘﺎﻜﻝﺍ ﺭﺸﻨ ، ﻴﻴ

ﺯ ﻙﺎﺠ ﺓﺩﻋﺎﺴﻤﺒﻭ ﺍﺭﺘ

ﺎﻤﻬﺒﺎﺘﻜ ﺕﻭ

ﻊـﺌﺍﺭﻝﺍ :

The 22 Immutable Laws of Marketing Violate

Them at Your Own Risk! ﺎﻬﻴﻝﺇ ﺩﻨﺘﺴﻴ ﻲﺘﻝﺍ ﺏﺘﻜﻝﺍ ﻥﻤ ﺩﻴﺩﻌﻝﺎﺒ ﻩﺎﻌﺒﺘﺃﻭ

ﻕﻴﻭﺴﺘﻝﺍ لﺎﺠﻤ ﻲﻓ ﻥﻴﻠﻤﺎﻌﻝﺍ ﻥﻤ ﻥﻭﺭﻴﺜﻜﻝﺍ

ﺯﻴﻴﺭ لﺁ ﺏﺘﺎﻜﻝﺍ ،ﻕﺍﻭـﺴﻷﺍ ﻲـﻓ ﺓﺩـﻴﺩﺠﻝﺍ ﺕﺎﺠﺘﻨﻤﻝﺍ ﻕﻼﻁﺇ ﻲﻓ لﻴﻭﻁ ﻉﺎﺒ ﻪﻝ

ﻪﻨﺃ ﻰﻠﻋ ﻪﻴﻝﺇ ﺭﻅﻨﻴ ﺎﻤﻜ ،ﺔﺠﺌﺍﺭﻭ ﺔﺤﺠﺎﻨ ﻰﻝﺇ ﺎﻴﻘﻴﻭﺴﺘ ﺔﻠﺸﺎﻔﻝﺍ ﺕﺎﺠﺘﻨﻤﻝﺍ لﻴﻭﺤﺘﻭ

ﻥﻤ ﺩﺤﺍﻭ ﻡﻫﺃ

،ﻡﻝﺎﻌﻝﺍ ﻯﻭﺘﺴﻤ ﻰﻠﻋ ﻕﻴﻭﺴﺘﻝﺍ ﻲﻓ ﻥﻴﺼﺼﺨﺘﻤﻝﺍ ﺀﺍﺭﺒﺨﻝﺍ ﻑﻝﺃ ﺎﻤﻜ

ﺓﺩﻴﺩﻋ ﺎﺒﺘﻜ ﺓﺭﻴﺒﻜ ﺕﺎﻌﻴﺒﻤ ﺕﻘﻘﺤ ،ﻉﻭﻀﻭﻤﻝﺍ ﺍﺫﻫ ﻲﻓ ﺓﺭﻴﻬﺸ

: ﻖﻳﻮﺴﺘﻟا ﻖﺸﻌﻧ نأ ﺐﺠﻳ اذﺎﻤﻟ

؟

ﻤﻝﺍ ﺡﺭﺸ ﺕﻝﻭﺎﺤ ﻲﺘﻝﺍ ﺕﺎﻔﻴﺭﻌﺘﻝﺍ ﻲﻫ ﺓﺭﻴﺜﻜ

ﺃ ﻲﻨﻜﻝ ،ﻕﻴﻭﺴﺘ ﺔﻤﻠﻜ ﻥﻤ ﺩﺼﻘ ﻏﻭﺼ

ﺎﻬ ﻙﻝ لﻬﺴ لﻜﺸﺒ

ﻕﻴﻭﺴـﺘﻝﺍ

ﻱﺭﺎﺠﺘ لﻤﻋ ﻥﻤ ﺎﻬﻴﻠﻋ لﺼﺤﺘ ﻲﺘﻝﺍ ﺩﺌﺍﻭﻌﻝﺍ ﺓﺩﺎﻴﺯﻝ ﺔﻠﻴﺴﻭ ﻭﻫ

ﺩﺌﺍﻭﻌﻝﺍ ﻙﻠﺘﻭ ﻙـﻠﻌﺠﻴ ،ﺭﺒﻜﺃ ﻼﺨﺩ ﻙﻝ ﺭﻓﻭﺘ

لﻀﻓﺃ ﺓﺎﻴﺤ ﺵﻴﻌﺘ

ﻕﻴﻭﺴﺘﻝﺍ ﺀﺍﺭﺸ ﻰﻠﻋ ﻕﻓﺍﻭﻴ ﺎﻨﻤ ﺩﺭﻔﻝﺍ لﻌﺠﻴ ﻱﺫﻝﺍ ﺎﻤ ﻡﻬﻓ لﻭﺎﺤﻴ ﻡﻠﻋ

ﺔﻌﻠﺴ / ،ﺎـﻬﻨﻴﻌﺒ ﺔﻤﺩﺨ

ﻪﻝﺎﻤ ﻥﻤ ﻕﻔﻨﻴ ﻥﺃﻭ ﺫﻝﺍ

ﻪﻌﻤﺠ ﻲﻓ ﺩﻜ ﻱ

ﺎﻴﺭﺎﺠﺘ ﺎﻁﺎﺸﻨ ﺃﺩﺒﺘ ﺎﻤﺩﻨﻋ ﺎﻫﺫﺨﺘﺘ ﺔﻴﻜﺫﻝﺍ ﺕﺍﺭﺍﺭﻘﻝﺍ ﻥﻤ ﺔﻋﻭﻤﺠﻤ ﻭﻫ ﻕﻴﻭﺴﺘﻝﺍ لﻭﺼـﺤﻝﺍ ﻪﻘﻴﺭﻁ ﻥﻋ لﻭﺎﺤﺘ ،

ﺕﺍﻭـﻁﺨ ﻭـﻁﺨﺘ ﺎﻤﺩﻨﻋ ،ﺡﺎﺠﻨﻝﺍ ﺓﻭﺸﻨﺒ ﺎﻌﺘﻤﺘﻤ ،ﻙﺴﻔﻨﻭ ﻙﺭﻤﺃ ﻙﻝﺎﻤ ﺕﻨﺃ ﺢﺒﺼﺘ ﻡﺜ ﻥﻤﻭ ،ﺔﻴﻝﺎﻤﻝﺍ ﻙﺘﻴﺭﺤ ﻰﻠﻋ

ﺡﺎﺠﻨﻝﺎﺒﻭ ،ﺡﺎﺒﺭﻷﺎﺒ ﻙﻴﻠﻋ ﺩﻭﻌﺘ ﻥﺃ ﺎﻬﻨﺄﺸ ﻥﻤ ،ﺔﺤﺠﺎﻨ

ﺒﻝﺍ ﻥﻅﻴ ﺍﺫﻫ ﻪﻨﻅﻭ ،ﺔﻘﻴﻠﺨﻝﺎﺒ ﻕﻴﻭﺴﺘﻝﺍ ﻊﻴﻁﺘﺴﻴ ﻻ ﻪﻨﺃ ﺽﻌ ﺢﻴﺤﺼ ﺭﻴﻏ

ﻥﻴﺫـﻝﺍﻭ ،ﺕﺎـﻌﻴﺒﻤﻝﺍ ﻭﺒﺭﺩﻤ ﻪﻴﻠﻋ ﺩﺭﻴ ،

ﻥﺃ ﺎﻨﻨﻭﺭﺒﺨﻴ ﻊﻴﺒﻝﺍ ﻥﻘﺘﻴ ﻡﺩﺁ ﻥﺒﺍ لﻜ

،ﻙﺤﻀـﻝﺍﻭ ﺀﺎـﻜﺒﻝﺍ ﻲﻫ ﻪﺘﻋﺎﻀﺒﻭ ،ﻊﻴﻀﺭﻝﺍ لﻔﻁﻝﺍ ﻰﻝﺇ ﺭﻅﻨﻝﺍ ﻙﻴﻔﻜﻴﻭ ،

ﻊﺒﺸﻝﺍﻭ ﻡﺎﻌﻁﻝﺍ ﻭﻫ ﻪﺒﻠﻁﻤﻭ

ﻼﻔﻁ ﺩﺠﺘ ﻻ ﻙﻨﺇ )

ﺔﻴﺩﺎﻌﻝﺍ لﺍﻭﺤﻷﺍ ﻲﻓ (

ﻴﻌﺘ ﻻ ﻪﻤﺃﻭ ﻲﻜﺒﻴ ﻑﺭـﻌﻴ لﻔﻁﻝﺎﻓ ،ﻻﺎﺒ ﻩﺭ

لﺼـﺤﻴ ﺎﻤﺩﻨﻋ ﻪﺠﻭﻝﺍ ﺭﻴﺭﺎﺴﺃ ﻕﻼﻁﻨﺎﺒﻭ ﺕﺎﻜﺤﻀﻝﺎﺒ ﺊﻓﺎﻜﻴ ﻑﻴﻜﻭ ،ﺀﺎﻜﺒﻝﺎﺒ ﻩﺎﻐﺘﺒﻤ ﻰﻠﻋ لﺼﺤﻴ ﻑﻴﻜ ﺓﺭﻁﻔﻝﺎﺒ

ﺩﻴﺭﻴ ﺎﻤ ﻰﻠﻋ

ﺎـﻨﺄﻓ ،ﻕﻴﻭﺴـﺘﻝﺍ ﻊﻴﻁﺘﺴﺃ ﻻ ﻲﻝ لﻭﻘﺘ ﻥﻴﺤ ﺍﺫﻝﻭ ،ﷲﺍ ﺎﻬﻋﺩﻭﺃ ﻲﺘﻝﺍ ﺓﺭﻁﻔﻝﺍ ﺎﻬﻨﺇ ؟ﺍﺫﻫ لﻜ ﺎﻨﻠﺨﺍﺩ لﻔﻁﻝﺍ ﻡﻠﻋ ﻥﻤ

ﻕﻴﻭﺴﺘﻝﺍ ﻊﻴﻁﺘﺴﺘ ﺕﻨﺃ ،ﻙﻨﻤ ﻙﻝﺫ ﺽﻓﺭﺃ ،ﻙﺴﻔﻨﻝ

ﻙﻨﻜﻝ

ﻴ ﻥﻤ ﺕﻨﺃ ﻙﻝﺫ ﺽﻓﺭ

ﺏﺎﺴـﺤ ﻥـﻋ ﺙﺩـﺤﺘﺘ ﻙﻨﺄﻜﻭ ،ﻙﻨﻤ ﻥﻭﺭﻔﻴ ﻥﻭﺭﻴﺜﻜﻝﺍ ﺩﺠﺘ ﻰﺘﺤ ،ﻕﻴﻭﺴﺘﻝﺍ ﺓﺭﻴﺴ ﻲﺘﺄﺘ ﻥﺃ ﺎﻤ ،ﺭﺨﻵ ﻭﺃ ﺏﺒﺴﻝ

ﺕﺎﺜﻠﺜﻤﻝﺍ

ﻰـﻘﺒﻴ ،ﺍﺫﻫ ﻡﻏﺭ ﻥﻜﻝ ،ﺭﺠﻀﻤ لﻤﻤ ﻕﺎﻴﺴ ﻲﻓ ﻕﻴﻭﺴﺘﻝﺍ ﻡﻠﻋ ﺍﻭﻀﺭﻋ ﻥﻤ ﺽﻌﺒ ﻰﻠﻋ ﻡﻭﻠﻝﺍ ﻊﻘﻴ ﺎﻤﺒﺭ

ﻥﻷﻭ ،ﺡﺎﺠﻨﺒ ﺹﺎﺨﻝﺍ ﻙﻋﻭﺭﺸﻤ ﺃﺩﺒﺘ ﻥﻷ ﻙﻠﻴﺒﺴ ﻕﻴﻭﺴﺘﻝﺍ ﻙﺘﺎﻗﻼﻁﻨﺍﻭ ﻙﺘﻴﺭﺤ ﻕﻘﺤﺘ

ﺩﺠﺘﺴ ،ﺡﺎﺠﻨ ﺔﺼﻗ لﻜ ﻲﻓ

،ﻪﻘﺸـﻌﺘ ﻥﺃ ﺏـﺠﻴ لﺒ ،ﻕﻴﻭﺴﺘﻝﺍ ﻡﻠﻋ ﺓﺩﻋﺎﺴﻤﺒ ﻥﻴﻌﺘﺴﺘ ﻥﺃ ﻙﻴﻠﻌﻓ ،ﺢﺠﻨﺘ ﻥﺃ ﺩﻴﺭﺘ ﺕﻨﻜ ﻥﺇﻭ ،ﺎﻬﻴﻓ ﺍﺩﻴ ﻕﻴﻭﺴﺘﻠﻝ

ﻪﺌﺍﺭﻭ ﻥﻤ ﻙﻴﻠﻋ ﺩﻭﻌﺘﺴ ﻲﺘﻝﺍ ﺩﺌﺍﻭﻔﻝﺍ ﺏﺒﺴﺒ

ﻙـﺤﺎﺒﺭﺃﻭ ،ﻼـﻌﻓ ﺩﻴﺯﺘ ﺕﺎﻌﻴﺒﻤﻝﺍ لﻴﺨﺘﻭ ،ﺕﺎﻌﻴﺒﻤﻝﺍ ﺓﺩﺎﻴﺯ لﺠﺃ ﻥﻤ ،ﺎﻬﻠﻌﻔﺘﺴ ﻲﺘﻝﺍ ﺕﺍﻭﻁﺨﻝﺍ ﺏﺘﺭﺘ ﻙﺴﻔﻨ لﻴﺨﺘ ﺝﺎﺘﺤﻴ ﺍﺫﻫ لﻜ ،ﺎﻬﺒ ﻊﺘﻤﺘﺘﺴ ﻲﺘﻝﺍ ﺔﻴﺭﺤﻝﺍ ﺭﺍﺩﻘﻤ لﻴﺨﺘﻭ ،ﻙﻁﺎﺸﻨ ﺭﻴﺒﻜﺘﻭ ﻙﻌﺴﻭﺘ ﻁﻁﺨﻭ ،ﻙﻝﺫﻝ ﺔﺠﻴﺘﻨ ﺕﺩﺍﺯ ﻲﺘﻝﺍ

ﺎﻘﺘﻹ ﻕﻴﻭﺴﺘﻝﺍ ﻥ

ﻉﺍﺩﺒﻹﺍ ﺎﻨﻴﻓ لﺘﻗ ،لﻼﺘﺤﻻ ﺎﻨﺒﺎﻗﺭ ﺎﻬﻴﻓ ﺕﻌﻀﺨ ﻥﻭﺭﻗ ﻥﻤ ﺎﻨﺠﺭﺨ ،لﺴﻜﻝﺍ ﺎﻨﻴﻠﻋ ﺏﻠﻐﻴ ﻡﺍﻭﻗﺃ ﻡﻭﻴﻝﺍ ﺎﻨﻨﺇ

ﻲﻨﺩـﺠﺘ

ﺔﺼﻗ ﺏﺘﻜﺍ ﺡﺎﺠﻨ

ﺔﻠﺌﺴﻷﺍ ﻲﻨﻴﺘﺄﺘ ﻡﺜ ،ﺎﻤ :

؟ﻉﺍﺩﺒﻹﺍ ﻥﻴﺃ ؟ﺢﺠﻨﻨﺴ ﺍﺫﻫ ﻙﺒﺤﺎﺼ لﺜﻤ ﺎﻨﻠﻌﻓ ﻭﻝ لﻫ

ﺢﺠﻨﺘ ﻰﺘﺤ ﻙﺭﻴﻏ ﻥﻋ ﺎﻔﻠﺘﺨﻤ ﻥﻭﻜﺘ ﻥﺃ ﻙﻴﻠﻋ ﻥﺃ ﻙﺭﺒﺨﻴ ﻕﻴﻭﺴﺘﻝﺍ

ﺎﻤ

ﻻﻭ ﺭﻔﻴ ﻩﺩﺠﺘ ﻰﺘﺤ ،ﻩﺭﺎﻤﺜ ﻪﻴﻓ ﺭﻜﻔﻴ ﻱﺫﻝﺍ ﻪﻋﻭﺭﺸﻤ ﻲﻁﻌﻴ ﻰﺘﺤ ﺔﺜﻼﺜ ﻭﺃ ﻥﻴﺘﻨﺴ ﺭﺒﺼﻴ ﻥﺄﺒ ﻡﻫﺩﺤﺃ ﺢﺼﻨﺃ ﻥﺃ ﻰـﻠﻋ ﺭﺒﺼـﻨ ﻥﺃ ﺩﻴﺭﻨ ﻻﻭ ،ﻥﻴﻨﺴﻝﺍ ﺕﺎﺌﻤ ﻥﻴﻠﺘﺤﻤﻝﺍ ﻰﻠﻋ ﺎﻨﺭﺒﺼ ﺩﻘﻝ ،ﻪﻝ ﻲﺘﻝﺎﺴﺭ ﻰﻠﻋ ﺩﺭﻝﺍ ﺔﻘﺸﻤ ﻪﺴﻔﻨ ﻑﻠﻜﻴ

؟ﻥﻴﻨﺴ ﻊﻀﺒ ﺎﻨﻌﻴﺭﺎﺸﻤ

ﻭﺃ ﺎﻨﻤ ﺩﻭﻬﺠﻤ ﻥﻭﺩﺒ ،ﺱﻤﻷﺍ ﻲﻓ ﻕﻘﺤﺘﻴ ﻥﺃ ﺡﺎﺠﻨﻠﻝ ﺩﻴﺭﻨ ﺎﻨﻨﺇ ﻡﻴﻌﻨ ﻲﻓ لﻓﺭﻨ ﻥﺃﻭ ،ﺭﺒﺼ

ﺎﻨﺍﻭﻜﺸﻭ ﺎﻨﻤﻭﻝ ﻥﻤ ﻙﺒﻴﺼﻨ ﺕﻠﻨ ﻻﺇﻭ ،ﻡﻭﻴﻝﺍ ﺍﺫﻫ ﺡﺎﺠﻨﻝﺍ

ﺘﻨﻭ ،ﺩﻬﺘﺠﻨ ﻰﺘﺤ ﺍﺫﻫ ﺙﺩﺤﻴ ﻥﻝ ﻑﺍﺭـﺘﺤﺍﻭ ﺔـﻴﺍﻭﻫ ﻕﻴﻭﺴـﺘﻝﺍ ﻥﻭﻜﻴ ﻰﺘﺤ ،ﻕﻴﻭﺴﺘﻝﺍ ﻡﻠﻌﺒ ﺭﻴﻨﺘﺴﻨﻭ ،ﻉﺩﺒﻨﻭ ،ﻥﻘ

ﻕﻴﻭﺴﺘﻝﺍ ﺏﺤﻴ ﻥﺃ ﺏﺠﻴ لﻜﻝﺍ ،ﻊﻴﻤﺠﻝﺍ ﻩﺩﻴﺠﻴﻭ

ﻕﺸﻌﻨ ﻥﺃ ﺏﺠﻴ ،ﺍﺫﻬﻝ

ﺎﻨﻠﻜ

،ﻕﻴﻭﺴﺘﻝﺍ

ﻕﻴﻭﺴﺘﻝﺍ ﻻ

ﺭﻓ ﻱﺫﻝﺍ ﺎﻨﻴﻠﻋ ﻩﻭﻀ

ﻲﻓ ﺏﺘﻜﻝﺍ

،

ﺓﺎﻴﺤﻝﺍ ﻥﻤ ﻕﻴﻭﺴﺘﻝﺍ لﺒ ﺓﺎﻴﺤﻠﻝﻭ

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ﺀﺎﺸﻨﺈﺒ ﻡﻗ لﻭﻷﺍ ﻪﻴﻓ ﺕﻨﺃ ﻥﻭﻜﺘ ﺎﻔﻴﻨﺼﺘ

ﻙﻴﺩـﻝ ﻥﺄـﺒ ﺀﻼﻤﻌﻝﺍ ﻉﺎﻨﻗﺇ ﺔﻝﻭﺎﺤﻤﺒ ﺔﻨﺭﺎﻘﻤ ،لﻭﻘﻌﻝﺍﻭ ﻥﺎﻫﺫﻷﺍ ﻰﻝﺇ لﺨﺩﻴ ﻥﻤ لﻭﺃ ﻥﻭﻜﺘ ﻥﺃ لﻬﺴﻷﺍ ﻥﻤ

ﺎﺠﺘﻨﻤ / ﻤﺩﺨ ﺕﺎﻤﺩﺨﻝﺍﻭ ﺕﺎﺠﺘﻨﻤﻝﺍ ﻩﺫﻫ لﺜﻤ ﺓﺭﻤ لﻭﻷ ﻡﺩﻗ ﻑﺭﻁ لﻭﺃ ﻥﻤ لﻀﻓﺃ ﺔ

لﻭﺤﺘﺘ ﺫﺇ ،ﻕﻭﺴﻠﻝ ﺎﻬﺘﺩﺎﻴﻗﻭ ﺎﻬﺘﺩﺎﻴﺭ ﻰﻠﻋ ﻅﻓﺎﺤﺘ ﺎﻤ ﺓﺩﺎﻋ ﻕﻭﺴﻝﺍ لﻭﺨﺩ ﻲﻓ ﻰﻝﻭﻷﺍ ﺕﺎﻜﺭﺎﻤﻝﺍﻭ ﺕﺍﺯﺍﺭﻁﻝﺍ

ﺕﻻﻵﺍ ﺔﻴﻤﺴﺘﻝ ﺕﺎﻓﺩﺍﺭﺘﻤ ﻰﻝﺇ ﺎﻬﺌﺎﻤﺴﺃ /

ﺎﻬﺘﺍﺫ ﺓﺯﻬﺠﻷﺍ )

ﺕﻴﺴﺎﻜﻝﺍﻭ ،ﺭﻓﻭﻭﻫ ﺔﻴﺌﺎﺒﺭﻬﻜﻝﺍ ﺔﺴﻨﻜﻤﻝﺍ لﺜﻤ

ﻲﻨﻭﺴ

ﻙﻔﻤﻝﺍﻭ ،ﻥﺎﻤﻜﻭﻭ ﺱﺒﻴﻠﻴﻓ

( ﺎﻬﻨﺴﺤﺃﻭ ﺎﻬﻠﻀﻓﺃ ﻲﻫ ﺕﺎﺠﺘﻨﻤﻝﺍ لﻭﺃ ﻥﺄﺒ ﺩﺎﻘﺘﻋﻼﻝ ﺱﺎﻨﻝﺍ لﻴﻤﻴ ،ﺔﻴﻠﻌﻔﻝﺍ ﺎﻬﺘﺩﻭﺠ ﻥﻋ ﺭﻅﻨﻝﺍ ﺽﻐﺒ

ﻡﻏﺭ ﺔﻫﺍﺩﺒ ﻙﺎﻨﻫ ﻥﻜﻝ ،ﻥﻭﻨﺎﻘﻝﺍ ﺍﺫﻫ ﻕﺭﺍﻭﺨ

ﻪﻝ ﺓﺭﻴﺜﻜ ﻪﻨﻜﻝ ،

ﺎﻬﻴﺠﻭ ﻰﻘﺒﻴ ﻙﻝﺫ ﻡﻏﺭ

ﻴﻝﺍ ﺎﻫﺩﺠﺘ ﺍﺫﻝﻭ ،ﺔﻴﻜﻴﺭﻤﻷﺍ ﻕﻭﺴﻝﺍ ﻲﻓ ﻲﻫ ﻪﺘﺃﺩﺒ ﻑﻴﻨﺼﺘ ﻲﻓ ،لﻭﻷﺍ ﻱﺯﺎﻐﻝﺍ ﺏﻭﺭﺸﻤﻝﺍ ﻻﻭﻜﺎﻜﻭﻜ ﺕﻨﺎﻜ

ﺭﻬﺸﺃ ﻡﻭ

ﺔﻴﻜﻴﺭﻤﻷﺍ ﻕﻭﺴﻝﺍ ﻲﻓ ﻰﻝﻭﻷﺍ ﻲﻫﻭ ،ﻡﻝﺎﻌﻝﺍ ﻲﻓ ﺔﻴﺭﺎﺠﺘ ﺔﻤﻼﻋ

ﻕﻭﺴـﻝﺍ ﺔﺼﺤ ﻲﻓ ﺎﻬﻨﻋ ﺓﺭﺨﺄﺘﻤ ﻲﺴﺒﻴﺒ ﺎﻬﺘﺴﻓﺎﻨﻤ

ﻥـﻤ ﺭـﻴﺜﻜﺒ ﺭﺒﻜﺃ ﻲﺴﺒﻴﺒ ﺔﺼﺤ ،ﺏﺒﺴﻝﺍ ﺍﺫﻬﻝﻭ ،ﻻﻭﻜﺎﻜﻭﻜ لﺒﻗ ﺔﻴﺒﺭﻌﻝﺍ ﻕﺍﻭﺴﻷﺍ ﺕﻠﺨﺩ ﻲﺴﺒﻴﺒ ﻥﻜﻝ ،ﺔﻴﻜﻴﺭﻤﻷﺍ

ﻕﺒﺴﻝﺍﻭ ﺓﺩﺎﻴﺭﻝﺍ ﻥﻭﻨﺎﻗ ﺏﺒﺴﺒ ،ﺔﻴﺒﺭﻌﻝﺍ ﻕﻭﺴﻝﺍ ﻲﻓ ﻻﻭﻜﺎﻜﻭﻜ ﺔﺼﺤ

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2

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Ùưù]<âìÓi<â_<ăÚ<ăÓÛji<<]ƒc Ìĩß’jÖ]<»<

HHHH<<<<

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Ùưù]<ôĩÍ<kÞ_<âìÓi<]‚ỉ‚q<^Ịĩß’i<

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ﻪﻨﺃ ﺔﻴﻠﻤﻌﻝﺍ ﺏﺭﺎﺠﺘﻝﺍ ﺕﺘﺒﺜﺃ ،ﻙﺭﻴﻏ ﻥﻋ ﺎﻔﻠﺘﺨﻤ ﻥﻭﻜﺘ ﻥﺃ ﻙﻴﻠﻋ ﺏﺠﻴ

لﻀﻓﻷﺍ ﻁﻘﻓ ﻥﻭﻜﺘ ﻥﺃ ﻻ –

لـﻌﻔﻴ ﺎﻤﻠﺜﻤ

ﻥﻭﺭﻴﺜﻜﻝﺍ

ﺩﺌﺎﻗ ﻑﻴﻨﺼﺘ لﻜﻝﻭ ،ﺍﺩﻴﺩﺠ ﺎﻔﻴﻨﺼﺘ ﻑﻼﺘﺨﺍ لﻜ لﺜﻤﻴ /

ﺩﺌﺍﺭ ﻜﻝ

ﻥﺃ ﻙﻴﻠﻋ ﺏﺠﻴ ،ﺍﺩﻴﺩﺠ ﺎﻔﻴﻨﺼﺘ ﺊﺸﻨﺘ ﻲ

ﺀﻼـﻤﻌﻝﺍ ﻥﺎﻫﺫﺃ ﻲﻓ ﺎﺤﻀﺍﻭ ﻥﻭﻜﻴ ﻰﺘﺤ ،ﻙﺠﺘﻨﻤ ﻲﻓ ﻪﻤﺩﻘﺘ ﻱﺫﻝﺍ ﻑﻼﺘﺨﻻﺍ ﻪﺠﻭ ﺓﻭﻘﺒ ﺢﻀﻭﺘ

ﺀﻻﺅـﻫ ﺩـﻨﻋ

ﺏﻴﺘﺭﺘﻝﺍ ﻲﻓ لﻭﻷﺍ ﺕﻨﺃ ﻥﻭﻜﺘ ﻥﺃ ﺏﺠﻴ ،ﺀﻼﻤﻌﻝﺍ

ﺏﺠﻴ لﺒ ،ﺏﺴﺤﻭ ﻑﻴﻨﺼﺘ ﻕﻠﺨ ﻰﻠﻋ ﺍﺩﻤﺘﻌﻤ ﺭﻤﻷﺍ ﺱﻴﻝ

ﺎﺒ ﻙﻴﻠﻋ ﺩﻭﻌﻴ ﻑﻴﻨﺼﺘ ﻕﻠﺨ ﻙﻴﻠﻋ ﺡﺎﺒﺭﻷ

ﺏﺴﺎﻜﻤﻝﺍﻭ

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ÑìŠÖ]<»<Ùưù]<âìÓi<â_<î×Đ<HŒ^ßÖ]<ăđƒ<»<Ùưù]<âìÓi<â_<ÔÖ<Ø–Íù]<ăÚ

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ﻕﻴﻭﺴﺘﻝﺍ ﻲﻓ ﺀﻲﺸ لﻜ ﻭﻫ ﺱﺎﻨﻝﺍ ﻥﺎﻫﺫﺃ ﻲﻓ لﺨﺩﻴ ﻥﻤ لﻭﺃ ﻥﻭﻜﺘ ﻥﺃ

ﻕﻭﺴﻝﺍ لﺒﻗ ﺏﻴﺘﺭﺘﻝﺍ ﻲﻓ ﺔﻴﻭﻝﻭﻷﺍ ﻪﻝ ﻥﻫﺫﻝﺍ

ﺭﺜﻜﺃ

ﻪﺒ ﺭﺩﻬﺘ ﺎﻤ لﺎﻤﻝﺍﻭ ﺩﻬﺠﻝﺍ

،ﻥﻫﺫـﻝﺍ ﻲﻓ ﺕﺭﻘﺘﺴﺍ ﺓﺭﻜﻓ ﺭﻴﻴﻐﺘ ﺔﻝﻭﺎﺤﻤ ﻭﻫ ﻕﻴﻭﺴﺘﻝﺍ ﻲﻓ

ﻻ ﺱﺎـﻨﻝﺎﻓ

ﻡﻬﻴﺩﻝ ﺕﺭﻘﺘﺴﺍ ﺕﺍﺩﻘﺘﻌﻤ ﺭﻴﻴﻐﺘ ﻥﻭﺒﺤﻴ ،ﻕﻴﻭﺴـﺘﻝﺍ ﺔﻴﻨﺍﺯﻴﻤ ﻥﻤ ﺍﺭﻴﺒﻜ ﺎﺒﻴﺼﻨ ﻕﻔﻨﺘﺴﻓ ،ﻥﺎﻫﺫﻷﺍ ﻲﻓ ﻰﻝﻭﻷﺍ ﺔﺒﺘﺭﻤﻝﺍ ﻉﺍﺯﺘﻨﺍ ﺕﺩﺭﺃ ﺍﺫﺇ ،ﻙﻝﺫ ﻡﻏﺭ

ﻙﻨﺎﻴﺴﻨ ﺱﺎﻨﻝﺍ ﻰﻠﻋ ﺏﻌﺼﻴ ﻰﺘﺤ ،ﻕﺎﻔﻨﻹﺍ ﻲﻓ ﺭﺍﺭﻤﺘﺴﻻﺍ ﻙﻴﻠﻋ ﺔﺒﺘﺭﻤﻝﺍ ﻩﺫﻫ ﻰﻠﻋ ﻅﺎﻔﺤﻠﻝﻭ

4

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¹]<°e<íÒ†Ế<ÐỉìŠjÖ]<‹ĩÖ l^ÊÎìi<íÒ†Ế<ÐỉìŠjÖ]<Hl^rjß

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ﺀﻼﻤﻌﻝﺍ ﻥﺎﻫﺫﺃ ﻲﻓ ﺕﺍﺩﻘﺘﻌﻤ ﻻﺇ ﻭﻫ ﺎﻤ ﻕﻴﻭﺴﺘﻝﺍ ﻡﻝﺎﻋ ﻲﻓ ﺩﻭﺠﻭﻤ ﻭﻫ ﺎﻤ لﻜ

لﺎﻴﺨﻝﺍ ﻭﻫ ﻩﺍﺩﻋ ﺎﻤ لﻜﻭ ،ﺔﻘﻴﻘﺤﻝﺍ ﻭﻫ ﻊﻗﻭﺘﻝﺍ

ﺔﻜﺭﺎﻤ ﻥﻋ ﺱﺎﻨﻝﺍ ﻪﻨﻅﻴ ﺎﻤ /

ﻭﺃ ﺎﻬﺤﺎﺠﻨ ﺩﺩﺤﻴ ﺎﻤ ﻭﻫ ﺞﺘﻨﻤ ﺱﺎﻨﻝﺍﻭ ،ﺎﻬﻠﺸﻓ

ﺴ ﻥﻭﺩﻴﺭﻴ ﺎﻤ ﻥﻭﻗﺩﺼﻴ

ﻠﺘ ﻡﻝ ﺎﻬﻨﻷ ،ﺕﺎﺠﺘﻨﻤﻝﺍ لﻀﻓﺃ لﺸﻔﺘ ﺎﻨﺎﻴﺤﺃ ﺀﻼﻤﻌﻝﺍ ﺕﺎﻌﻗﻭﺘ ﻲﺒ

ﺕﻠﺸﻓ ) لﺸﻔﺘﺴﻭ (

ﻲﻌﻗﺍﻭﻝﺍ ﻡﻝﺎﻌﻝﺍ ﻲﻓ ﺭﻭﺩﺘ ﺎﻬﺘﻜﺭﻌﻤ ﻥﺃ ﺕﻨﻅ ﺎﻬﻨﻷ ،ﺓﺭﻴﺜﻜ ﺔﻴﻘﻴﻭﺴﺘ ﺕﻼﻤﺤ

ﻲﻘﻁﻨﻤﻝﺍ

ﻕﻭﻠﺨﻤ لﻜﻝ ﻤﻠﻜﻝ ﺹﺎﺨﻝﺍ ﻪﻔﻴﺭﻌﺘ ﺽﺭﻷﺍ ﺭﻬﻅ ﻰﻠﻋ

ﻲﺘ ﻥﺴﺤﺃﻭ لﻀﻓﺃ ﻊﻗﺍﻭ ﻰﻝﺇ ﺩﻨﺘﺴﻴ ﻻ ﻑﻴﺭﻌﺘﻝﺍ ﺍﺫﻫ ،

ﻲﻤﻴﺩﺎﻜﺃ ﺞﻬﻨﻤ ﻭﺃ ﻕﻁﻨﻤ ﻭﺃ

ﻭ ﻥﻤ لﻀﻓﺃ ﺱﻜﻨﻴﻝ ﻡﺎﻅﻨ ﻥﺃ ﻰﻠﻋ ﺀﺍﺭﺒﺨﻝﺍ ﻊﻤﺠﻴ

ﺘ ﺯﻭﺩﻨﻴﻭ ﻥﺃ ﻥﻭﺭﻴ ﻥﻴﺭﺘﺸﻤﻝﺍ ﻥﻜﻝ ،ﺯﻭﺩﻨﻴ

ﺎـﻤ ﻡـﻬﻝ ﻕﻘﺤ

لﻬﺴﺃ ﺎﻬﻨﺃﻭ ،ﻪﻨﻭﺠﺎﺘﺤﻴ

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ﺔﻤﻠﻜ ﻰﻠﻋ ﻙﻫﺎﺒﺘﻨﺍ ﺯﻴﻜﺭﺘﺒ ﻥﺎﻫﺫﻷﺍ ﻭﺤﻨ ﻙﻘﻴﺭﻁ ﻕﺸ /

ﺓﺭﻜﻓ / ﺩﻴﺤﻭ ﺃﺩﺒﻤ /

ﺓ

ﺔﻴﻝﺎﻌﻓ ﺕﺎﻤﻠﻜﻝﺍ ﺭﺜﻜﺃ

ﻲﻫ ﻠﻬﺴﺃﻭ ﺎﻬﻁﺴﺒﺃ ﺔﻌﻔﻨﻤﻝﺍ ﻥﻤ ﺔﻘﺘﺸﻤﻝﺍﻭ ،ﺎﻬ

ﺔﻴﺒﺎﺠﻴﻹﺍ ،

ﻭ

ﺭﻭﻬﻤﺠ ﻭﺃ ﺔﻤﺩﺨﺒ ﺔﻘﻠﻌﺘﻤﻝﺍ

ﺕﺎﻌﻴﺒﻤ ﻭﺃ ﻙﻨﺌﺎﺒﺯ ﻥﻴﺒ ﺔﻌﺌﺎﺸﻝﺍﻭ ،

)

ﻲﻬﻓ ،لﻀﻓﻷﺍ ﻭﺃ ﻯﻭﻗﺃ ﻭﺃ ﻥﺴﺤﺃ ﻭﺃ ﺹﺨﺭﺃ لﺜﻤ ﺕﺎﻤﻠﻜ ﻡﺩﺨﺘﺴﺘ ﻻ

ﻡﺍﺩﺨﺘﺴﻻﺍ ﺓﺭﺜﻜ ﻥﻤ ﺎﻫﺎﻨﻌﻤ ﺕﺩﻘﻓ ﺕﺎﻤﻠﻜ (

لﻴﻤﻌﻝﺍ ﻙﻠﻬﻤﻴﺴ ﻪﻌﻴﺒﺘ ﺎﻤ ﻪﻝ ﺡﺭﺸﺘﻝ ﺔﻘﻴﻗﺩ ﻥﻤ لﻗﺃ

ﻤﻠﻜ ﻲﻓ ﻪﻌﻴﺒﺘ ﺎﻤ ﺎﻴﺍﺯﻤ ﺹﺨﻝ ﻁﻘﻓ ﺓﺩﺤﺍﻭ ﺔ

(

ﺯﻴﻜﺭﺘﻝﺍ ﻲﻫ ﻕﻴﻭﺴﺘﻝﺍ ﺔﺼﻼﺨ

ﺕﻠﻠﻗ ﺎﻤﻠﻜ ﻕﺎﻁﻨ

ﺎﻤﻠﻜ ،ﻙﺘﺎﻴﻠﻤﻋ ﻕﻭﺴﻝﺍ ﻲﻓ ﺎﻴﻭﻗ ﺕﺤﺒﺼﺃ

ﻙﻨﻜﻤﻴ ﻻ ﺫﺇ ،

ﺀﻲﺸ لﻜ لﻤﻋ )

ﺩﺤﺍﻭ ﻥﻼﻋﺇ ﻲﻓ ﺔﻜﺭﺸﻝﺍ ﺕﺎﻁﺎﺸﻨ ﻊﻴﻤﺠﻝ ﻕﻴﻭﺴﺘﻝﺍ ﻙﻨﻜﻤﻴ ﻻ –

لﺎﺜﻤﻝﺍ لﻴﺒﺴ ﻰﻠﻋ

(

ﻲﻨﻌﻴ ﺯﻴﻜﺭﺘﻝﺍ ﻥﻭﻨﺎﻗ ﺎﻀﻴﺃ

ﻙﻴﻠﻋ ﻪﻨﺃ ﻙﺍﺭﺩﺈﺒ ﺏﻝﺎﻁﻤ ﻙﻨﺃ ﻙﺭﺘ

ﺀﺎﻴﺸﻷﺍ ﺽﻌﺒ ﻷﺍﻭ

ﺭﻭﻤ

ﺔﻠﺜﻤﺃ : ﻙﺒﻴﺠﺃ ،ﻊﻴﺭﺴﻝﺍ ﺩﻴﺭﺒﻝﺍ ﻥﻋ ﻲﻨﻝﺄﺴﺘ ﺎﻤﺩﻨﻋ DHL

ﻭﺃ FedEx ﻨﻜﻝ

ﻲ ﺱﻜﻤﺍﺭﺃ لﻭﻗﺃ ﻥﻝ ﺎﻤﺘﺤ

ﻥﻭﺘﺒﻴﻝ ﻙﺒﻴﺠﺃ ،ﻡﻝﺎﻌﻝﺍ ﻲﻓ ﺔﻓﻭﺭﻌﻤ ﻱﺎﺸ ﺔﻜﺭﺎﻤ ﺭﺜﻜﺃ ﻲﻨﻝﺄﺴﺘ ﺎﻤﺩﻨﻋ

ﺎﻨﺎﻤﺃ ﺕﺍﺭﺎﻴﺴﻝﺍ ﺭﺜﻜﺃ :

ﻭﻔﻝﻭﻓ

6

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ﺭﻁﺨﻝﺍ ﺭﻁﺨﻝﺍ لﻜ ﺔﻝﻭﻘﻤ ﻙﻼﺘﻤﺍ ﺔﻝﻭﺎﺤﻤ

ﺩﻭﻌﺘ ﺭﺨﺁ ﺱﻓﺎﻨﻤﻝ لﻌﻔﻝﺎﺒ

ﺱﺎﻨﻝﺍ ﻯﺩﻝ لﻌﻔﻝﺎﺒ ﺕﺨﺴﺭ ﺓﺭﻜﻓ ﺭﻴﻴﻐﺘ ﻙﻨﻜﻤﻴ ﻻ ﺍﺫﻫ ﻙﻌﻗﻭﻤ ﻥﻋ ﻊﻓﺍﺩ ﻡﺜ ،ﻻﻭﺃ ﺱﺎﻨﻝﺍ ﻥﺎﻫﺫﺃ ﻲﻓ لﺨﺩﺃ

ﻥﺎﻔﻝﺅﻤﻝﺍ ﺩﻬﺸﺘﺴﺍ ﺕﺎﻴﺭﺎﻁﺒﻝﺍ ﻲﻌﻨﺎﺼ ﺭﺎﺒﻜ ﻥﻴﺒ ﻉﺍﺭﺼﻝﺎﺒ

: ﻡﻭﺩـﺘ ﺔـﻝﻭﻘﻤ ﻰـﻠﻋ ،ﻱﺩﻴﺭﻔﻴﺍ ﻭ لﻴﺴﺍﺭﻭﻴﺩ

ﻼﻴﻭﻁ Long-lasting

ﻭ ﻤﻫ ﺎ ﺭﻴ ﺎﻴ ﻕﻭﺴﻝﺍ ﻥﻤ ﺎﻬﺘﺼﺤ ﺍﺫﻝ ،ﻻﻭﺃ ﺔﻝﻭﻘﻤﻝﺍ ﻩﺫﻬﺒ ﺕﺀﺎﺠ لﻴﺴﺍﺭﻭﻴﺩ ﻥﺃ

ﺔﻴﻜﻴﺭﻤﻷﺍ 46

% ﺩﻨﻋ ﺕﻔﻗﻭ ﻱﺩﻴﺭﻔﻴﺇ ﺎﻤﻨﻴﺒ 33

%

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ﺫﺎﺨﺘﺍ ﺩﻨﻋ ﻪﻨﻭﻤﺩﺨﺘﺴﻴ ،ﺱﺎﻨﻝﺍ ﻥﺎﻫﺫﺃ ﻲﻓ ﻲﻤﺭﻫ ﺝﺭﺩﺘ ﻙﺎﻨﻫ ﺕﺍﺭﺍﺭﻘﻝﺍ

ﺝﺭﺩﺘﻝﺍ ﺍﺫﻫ ﻥﻤ ﺔﺠﺭﺩ لﻜ لﻤﺤﺘ

ﺎﻬﻨﻴﻌﺒ ﺔﻜﺭﺎﻤ ﻡﺴﺍ

،ﺀﺎﺸﻴ ﺎﻤ لﻘﻌﻝﺍ ﺭﺎﺘﺨﻴ ﻭ

ﻊﻤ ﻕﻓﺍﻭﺘﺘ ﻲﺘﻝﺍ ﺕﺎﻤﻭﻠﻌﻤﻝﺍ لﺒﻘﺘﻴ ﺏﻴﺘﺭﺘ

) ﺔﺠﺭﺩ ( ﻜﺭﺎﻤﻝﺍ

،ﻑﻴﻨﺼـﺘ لـﻜ ﻲﻓ ﺔ

ﺍﺩﻋ ﺎﻤ لﻜ لﻫﺎﺠﺘﻴﻭ ﻙﻝﺫ

ﺔﻗﻼﻋ ﻙﺎﻨﻫ

ﻲﻓ ﻙﺘﺼﺤ ﻥﻴﺒ ﻕﻭﺴﻝﺍ

؛

ﻭ ﻙﺒﻴﺘﺭﺘ

ﺴ ﻲﻓ ﻥﻴﻠﻤﺘﺤﻤﻝﺍ ﺀﻼﻤﻌﻝﺍ ﺕﺎﻴﻭﻝﻭﺃ ﻡﻠ

ﻰﻠﻋ ﺹﺭﺤﺍ ﻥﺃ

لﻤﺎﻌﺘﻴ ﻡﻠﺴﻝﺍ ﺍﺫﻫ ﻲﻓ ﻙﺒﻴﺘﺭﺘ ﻊﻤ ﺔﻴﻌﻗﺍﻭﺒ ﻲﻘﻴﻭﺴﺘﻝﺍ ﻙﺠﻤﺎﻨﺭﺒ

) ﺭﺘﻐﺘ ﻻ

ﻙﺭﺩﻗ ﻑﺭﻋﺍﻭ

ﺍﺩﻴﺠ ( ﺎﻬﻌﻤ ﺽﺭﺎﻌﺘﻴ ﺎﻤ ﻥﻭﻀﻓﺭﻴﻭ ،ﻡﻬﻝﻭﻘﻋ ﻲﻓ ﺕﺨﺴﺭ ﺕﺎﻋﺎﻨﻗ ﻊﻤ ﻕﻔﺘﻴ ﺎﻤ ﺱﺎﻨﻝﺍ لﺒﻘﺘﻴ

8

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ﺔﻠﺜﻤﺃ : ﻻﻭﻜ ﺎﻜﻭﻜ ﻭ ﻲﺴﺒﻴﺒ –

لﺎﻴﺭﺍ ﻭ ﺩﻴﺎﺘ –

ﻥﻭﻜﻴﻨ ﻭ ﻥﻭﻨﺎﻜ –

ﻭﺩﻨﺘﻨﻴﻨ ﻭ ﻲﻨﻭﺴ

ﻥﻴﻴﺭﺎﺒﺘﻤ ﻥﻴﺒ ﺎﻤ ﺕﺎﻴﻔﺼﺘﻝﺍ ﻲﻬﺘﻨﺘ ﺎﻤ ﺓﺩﺎﻋ /

ﻥﻴﻨﺜﺍ ﻥﻴﺒﻋﻻ :

ﺩﻴﺩﺠﻝﺍ ﻡﺩﺎﻘﻝﺍﻭ ،ﻡﺩﻗﻷﺍﻭ لﻭﻷﺍ

ﻪﻴﻓ لﻭﻠﺤﻝﺍ ﺏﻌﺼ ﺏﻴﺘﺭﺘ ﺔﺜﻝﺎﺜﻝﺍ ﺔﺒﺘﺭﻤﻝﺍ ،ﺔﺨﺴﺍﺭ ﺔﻐﻝﺎﺒ ﺔﻌﺒﺸﺘﻤ ﺔﻋﺎﻨﺼ ﻲﻓ

ﺏﺤﻴ ﻴﻨﺜﺍ ﻥﻴﺭﺎﻴﺨ ﻥﻴﺒ ﺔﻠﻀﺎﻔﻤﻝﺍ ﻥﻭﺭﺘﺸﻤﻝﺍ

ﺎـﻴﻨﻫﺫ ،ﺎﻗﺎﺸ ﺍﺩﻭﻬﺠﻤ ﻙﻝﺫ ﻥﻤ ﺭﺜﻜﻷﺍ ﺕﺍﺭﺎﻴﺨﻝﺍ لﺜﻤﺘ ﺫﺇ ،ﻥ

ﺎﻴﺴﻔﻨﻭ ﻥﻭﺤﻤﺴﻴ ﻻ ﺱﺎﻨﻝﺍ ﺀﻻﺅﻫ ﻥﺈﻓ ،ﺱﺎﻨﻝﺍ ﻥﺎﻫﺫﺃ ﻲﻓ ﺔﻴﻨﺎﺜﻝﺍﻭ ﻰﻝﻭﻷﺍ ﺔﺒﺘﺭﻤﻝﺍ ﺦﺴﺭﺘ ﺩﻨﻋﻭ ،ﻕﻭﺴﻝﺍ ﺞﻀﻨ ﺩﻨﻋ

ﻲﻨﺎﺜﻝﺍ ﻙﻝﺫﻜﻭ ،لﻭﻷﺍ ﻰﻘﺒﻴﺴ ﻰﻝﻭﻷﺎﻓ ،ﺯﻜﺍﺭﻤﻝﺍ لﺩﺎﺒﺘﺒ ﺎﻤﻬﻝ

ﻼﺨﻹﺍ ﻙﻝﺫ ﺩﺭﻤ ﺎﻤﺘﺤﻓ ،ﺎﻘﺒﻁﻤ ﻥﻭﻨﺎﻘﻝﺍ ﺍﺫﻫ ﺩﺠﺘ ﻡﻝ ﺍﺫﺇ

ﻡﺩـﻋ ﻭﺃ ،ﺭﺎـﻜﺘﺤﻻﺍ ﺩﺠﺍﻭﺘﻭ ﺓﺭﺤﻝﺍ ﺔﺴﻓﺎﻨﻤﻝﺍ ﻁﻭﺭﺸﺒ ل

ﺴﻝﺍ ﺞﻀﻨ ﻥﻴﻜﻠﻬﺘﺴﻤﻝﺍ ﻯﺩﻝ ﻲﻋﻭﻝﺍ ﺔﻠﻗ ﻭﺃ ،ﻕﻭ

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ﺩﺌﺎﻗ ﻥﺎﻜ ﺎﻤﻝﺎﻁ /

ﺩﺌﺍﺭ / لﻭﺃ ﻕﻭﺴﻝﺍ

ﻭ ﻰﻠﻋ ﺍﺫﻫ لﺩ ،ﺎﻴﻭﻗ ﺔﻴﻨﺎﺜﻝﺍ ﺔﺒﺘﺭﻤﻝﺍ ﻲﻓ ﻩﺩﻌﺒ ﻲﺘﺄﻴ ﻥﻤﻝ ﺔﺼﺭﻓ ﺩﻭﺠ

ﻲﻓ

ﻑﻌﻀﻝﺍ ﻥﻁﺍﻭﻤ ﻥﻤﻜﺘ ﺓﻭﻘﻝﺍ

ﻑﺸﺘﻜﺍ ﺏﺒﺴ ﺏﻝ

ﻭ ،ﺩﺌﺍﺭﻝﺍ ﻕﻭﻔﺘ ﻪﺘﻭﻗ ﻥﻁﺍﻭﻤ ﺩﻀ ﻑﻘﺘﻝ ﻙﺘﻴﺠﻴﺘﺍﺭﺘﺴﺇ ﻡﻤﺼ

ﻥﻜ ،ﺎـﻔﻠﺘﺨﻤ

ﻥـﻜﺘ ﻻﻭ

لﻀﻓﻷﺍ ﻕﻭﺴﻝﺍ لﻭﺃ ﺕﺎﺠﺘﻨﻤﻝ لﻴﺩﺒﻝﺍ ﺎﻬﻨﺃ ﻰﻠﻋ ﻙﺘﺎﺠﺘﻨﻤﻝ ﻕﻭﺴ

ﻤ ﺓﺩﺎﻋ ،ﺃﺩﺒﻤﻝﺍ ﺍﺫﻫ ﻕﻴﻘﺤﺘ ﻲﻓ ﻰﻝﻭﻷﺍ ﺔﻴﺭﺎﺠﺘﻝﺍ ﺔﻤﻼﻌﻝﺍ

ﻻ ﻥﻴﺩـﻠﻘﻤ ﻡـﻬﻨﺃ ﻰﻠﻋ ﻥﻴﺴﻓﺎﻨﻤﻝﺍ ﻪﻴﺒﺸﺘ ﺎﻬﻨﻜﻤﻴ ﺎ

ﺭﺜﻜﺃ

ﺓﺭﺼﺘﺨﻤ ﺕﺎﻤﻠﻜﺒ ﻭﺃ :

ﻪﻨﻤ لﻀﻓﻷﺍ لﻴﺩﺒﻝﺍ ﻙﻨﺃ ﻰﻠﻋ ﻙﺴﻔﻨﻝ ﻕﻭﺴ لﺒ ،ﻕﻭﺴﻝﺍ ﺩﺌﺍﺭ ﺩﻠﻘﺘ ﻻ

ﻡﺎـﻋ ﻲﻓ

1994

،

ﺔﻴﻝﺯﻨﻤﻝﺍ ﺎﻬﺒﺎﻌﻝﺃ ﺓﺯﻬﺠﺃ ﻪﻝ ﻕﻭﺴﺘﻝ ﻥﺴﻝﺍ ﺭﻴﻐﺼ ﺏﺎﺒﺸﻝﺍ ﻰﻠﻋ ﻭﺩﻨﺘﻨﻴﻨ ﺔﻜﺭﺸ ﺕﺯﻜﺭ

،ﻕﺎﺒﺴﻝﺍ ﻲﻨﻭﺴ ﺕﻠﺨﺩ ﻥﻴﺤ

ﺎﺴﺭ ﺕﻬﺠﻭ ﺒﺸﻝﺍ ﻰﻝﺇ ﺎﻬﺘﻝ

ﺕﺩﺎﺴﻓ ،ﻥﺴﻝﺍ ﺭﻴﺒﻜ ﺏﺎ ﺔﺌﻔﻝﺍ ﻩﺫﻫ

/ ﻕﻭﺴﻝﺍ ﻥﻤ ﻉﺎﻁﻘﻝﺍ

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ﺓﺩﺤﺍﻭ ﺔﺌﻓ ﻥﻤ ﺔﻨﻭﻜﻤ ﺕﻨﺎﻜ ،ﺕﺍﺭﺎﻴﺴﻝﺍ ﻉﺍﺭﺘﺨﺍ ﺩﻨﻋ :

ﺏﻭﻜﺭﻝﺍ ﺕﺍﺭﺎﻴﺴ

ﺔـﻴﻠﺌﺎﻌﻝﺍ ﺕﺍﺭﺎﻴﺴﻝﺍ ﺎﻨﻴﺩﻝ ﻡﻭﻴﻝﺍ

ﺔﻴﻋﺎﺒﺭﻝﺍﻭ ﺔﻴﻀﺎﻴﺭﻝﺍﻭ ﺓﺭﺨﺎﻔﻝﺍﻭ

ﻴﻤﺭﻭﻔﻝﺍﻭ ﻥﺎﻔﻝﺍﻭ ﻼ

ﺩﺌﺎﻗﻭ ﺩﺌﺍﺭ ﺎﻬﻝ ﺩﺠﺘ ﺎﻬﻨﻤ ﺔﺌﻓ لﻜ ﻲﻓ

ﺕﻴﺍﺩ ﺕﺎﺒﻭﺭﺸﻤ ﺎﻨﻴﺩﻝ ﻥﻵﺍ ،ﺏﺴﺤﻭ ﺔﻴﺯﺎﻏ ﺕﺎﺒﻭﺭﺸﻤ ﻻﻭﻜ ﺎﻜﻭﻜﻭ ﻲﺴﺒﻴﺒ ﺕﻨﺎﻜ /

،ﺔﻗﺎﻁ ﺕﺎﺒﻭﺭﺸﻤ ،ﺔﻴﻤﺤ

ﺔﻴﻨﺩﻌﻤ ﻩﺎﻴﻤ ﻥﻭﺩﺒ ،ﻑﺼﻨ ،لﻤﺎﻜ ﻡﺴﺩ ﻥﺎﺒﻝﺃ ،

ﺔﻴﺍﺩﺒﻝﺍ ﻲﻓ ﺭﺘﻭﻴﺒﻤﻜﻝﺍ ﻥﺎﻜ MainFrame

لﻭـﻤﺤﻤﻭ ﻲﺼـﺨﺸﻭ ﻡﺩﺍﻭﺨﻭ لﻤﻋ ﺕﺎﻁﺤﻤ لﻭﺤﺘ ﻡﺜ

ﻲﻔﻜﻭ ﻊﻘﺘ ﺄﻁﺨ ﺭﺒﻜﺃ

ﺎـﻤﺎﻤﺘ ﺓﺩـﻴﺩﺠ ﺔﺌﻓ ﻲﻓ ﻪﺒ ﺝﺯﺘﻭ ،ﺎﻤ ﺔﺌﻓ ﻲﻓ ﺎﺤﺠﺎﻨ ﺎﻴﺭﺎﺠﺘ ﺎﻤﺴﺍ ﺫﺨﺄﺘ ﻥﺃ ﺕﺎﻜﺭﺸﻝﺍ ﻪﻴﻓ

)

لﺎﺨﺩﺇ ﺕﻝﻭﺎﺤ ﻥﻴﺤ ﻥﻜﻝ ،ﺕﺎﻨﻴﻌﺒﺴﻝﺍﻭ ﺕﺎﻨﻴﺘﺴﻝﺍ ﻲﻓ ﺓﺭﻴﻐﺼﻝﺍ ﺕﺍﺭﺎﻴﺴﻝﺍ ﻉﺎﻁﻗ ﺓﺩﺌﺍﺭ ﻥﺠﺎﻓ ﺱﻜﻝﻭﻓ ﺕﻨﺎﻜ

ﻕﻭﺴﻝﺍ ﺕﺍﺫ ﻰﻝﺇ ﺓﺭﺨﺎﻔﻝﺍﻭ ﺓﺭﻴﺒﻜﻝﺍ ﺕﺍﺭﺎﻴﺴﻝﺍ ﻥﺠﺎﻓ ﺱﻜﻝﻭﻓ ﻡﺴﺍ ﺕﺤﺘ

ﺫﺇ ،ﺕﺎـﻬﺒﺠﻝﺍ لـﻜ ﻰﻠﻋ ﺕﺭﺴﺨ ،

ﻥﺠﺎـﻓ ﺱﻜﻝﻭﻓ ﻥﺃ ﻥﻴﺭﺨﻵﺍ ﻥﻫﺫ ﻲﻓ ﺭﻘﺘﺴﺍﻭ ،ﺭﺨﺁ لﻴﺩﺒ ﻥﻋ ﺙﺤﺒﻠﻝ ﺓﺭﻴﻐﺼﻝﺍ ﺕﺍﺭﺎﻴﺴﻝﺍ ﻭﺭﺘﺸﻤ لﻭﺤﺘ

ﺔﻌﻀﺍﻭﺘﻤﻝﺍ ﺓﺭﻴﻐﺼﻝﺍ ﺕﺍﺭﺎﻴﺴﻠﻝ ﻑﺩﺍﺭﻤ (

ﻲـﺘﻝﺍ ﺔﺌﻔﻝﺍ ﻲﻓ ﻕﻭﺴﻝﺍ ﺓﺩﺎﻴﺭ ﺎﻬﺒ ﻥﻭﻨﻅﻴ ،ﺔﻔﻠﺘﺨﻤ ﺕﺎﻜﺭﺸ ﻥﻤ ﺕﺎﻤﺩﺨ ﻭﺃ ﺕﺎﺠﺘﻨﻤ ﺀﺍﺭﺸ ﺱﺎﻨﻝﺍ لﻀﻔﻴ

ﺘ ﺎﻬﻴﻓ ﻥﻠﻤﻌ ﺕﺎﻜﺭﺸﻝﺍ ﻙﻠﺘ

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ﻯﺩﻤﻝﺍ ﺓﺭﻴﺼﻗ ﺞﺌﺎﺘﻨﻝﺍ ﻙﻠﺘﻝ ﺎﻤﺎﻤﺘ ﺱﻜﻌﻝﺍ ﻯﺩﻤﻝﺍ ﺓﺩﻴﻌﺒ ﺞﺌﺎﺘﻨﻝﺍ ﻥﻭﻜﺘ ﺎﻤ ﺓﺩﺎﻋ

ﺭﺎﻌﺴﻷﺍ ﺕﺎﻀﻴﻔﺨﺘ ﻥﺃ ﻰﻠﻋ ﺩﻜﺅﺘ ﺕﺎﺴﺍﺭﺩ ﻙﺎﻨﻫ )

ﻡﺴﻭﻤﻝﺍ ﺔﻴﺎﻬﻨ ﺕﺎﻤﻭﺴﺤ لﺜﻤ (

ـﻤﻝﺍ ﺕﻤﻠﻋ

ﻻﺃ ﻥﻴﺭﺘﺸ

ﻱﺩﺎﻌﻝﺍ ﺭﻌﺴﻝﺎﺒ ﺍﻭﺭﺘﺸﻴ )

ﺭﻴﺒﻜﻝﺍ ﺢﺒﺭﻝﺍ ﺙﻴﺤ (

ﺕﺎﻀﻴﻔﺨﺘﻝﺍ ﻡﺴﻭﻤﻝ ﺍﺭﺎﻅﺘﻨﺍ )

لﻴﺌﻀﻝﺍ ﺢﺒﺭﻝﺍ ﺙﻴﺤ

(

ﺏـﺠﻴ ﺫﺇ ،ﺩﻴﻌﺒﻝﺍ ﻯﺩﻤﻝﺍ ﻲﻓ ﻙﺭﻤﺩﺘﻭ ،ﺭﻴﺼﻘﻝﺍ ﻯﺩﻤﻝﺍ ﻲﻓ ﻙﻴﺸﻨﺘ ،ﺕﺍﺭﺩﺨﻤﻝﺍ لﺜﻤ ﺔﻴﺠﻴﻭﺭﺘﻝﺍ ﺽﻭﺭﻌﻝﺍ

ﺕﺎﻌﻴﺒﻤﻝﺍ ﺓﺭﻴﺘﻭ ﺭﻤﺘﺴﺘ ﻰﺘﺤ ﺽﻭﺭﻌﻝﺍ ﻩﺫﻫ ﺀﺍﺭﺠﺇ ﻲﻓ ﺭﺍﺭﻤﺘﺴﻻﺍ ﻙﻴﻠﻋ

ﻥﻭﻨﺎﻘﻝﺍ ﺍﺫﻫ ﺕﻔﻠﻴ ﺔﻴﻘﻴﻭﺴﺘﻝﺍ ﺩﻭﻬﺠﻠﻝ ﻯﺩﻤﻝﺍ ﺔﻠﻴﻭﻁ ﺞﺌﺎﺘﻨﻝﺍ ﻥﺃ ﻲﻫﻭ ،ﻥﻴﺭﻴﺜﻜﻝﺍ ﻥﻋ ﺔﺒﺌﺎﻏ ﺔﻘﻴﻘﺤ ﻰﻝﺇ ﻩﺎﺒﺘﻨﻻﺍ

)

ﻲﺘﻝﺍ

ﺭﻬﻅﺘ ﻰﺘﺤ ﻼﻴﻭﻁ ﺎﻨﻤﺯ ﺝﺎﺘﺤﺘ (

ﺔﻴﺒﺎﺠﻴﺇ ﻥﻭﻜﺘ ﻯﺩﻤﻝﺍ ﺓﺭﻴﺼﻗ ﺞﺌﺎﺘﻨﻝﺍ ﻥﺃ ﻥﻴﺤ ﻲﻓ ،ﺔﻴﺒﻠﺴ ﻥﻭﻜﺘ ﺩﻗ

12

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ﺞﺘﻨﻤ ﻡﺴﺍ ﺫﺨﺄﺘ ﻻ ﺢﺠﺎﻨ

ﺭﺨﺁ ﺞﺘﻨﻤ ﻰﻠﻋ ﻪﻌﻀﺘﻭ لﻭﻬﺠﻤ ﺩﻴﺩﺠ

ﺓﺭﻴﻓﻭ ﺎﺤﺎﺒﺭﺃ ﻙﻝ ﻕﻘﺤﻴ ﺩﻴﺤﻭ ﺞﺘﻨﻤ ﻰﻠﻋ ﺓﻭﻘﺒ ﺯﻜﺭ

ﻻ ﺓﺭﺴﺎﺨ ﻯﺭﺨﺃ ﺕﺎﺠﺘﻨﻤﻝ ﻙﻠﻤﺤﺘﺒ ﻙﺤﺎﺒﺭﺃ ﻰﻠﻋ ﻁﻐﻀﺘ ﺀﻲـﺸ لـﻜ ﺭﻴﻓﻭﺘﻓ ،لﻜﺎﺸﻤﻝﺍ ﻥﻤ ﻕﻴﻤﻋ ﺭﺤﺒ ﻲﻓ ﻲﻬﺘﻨﺘﺴﻓ ،ﺱﺎﻨﻝﺍ لﻜﻝ ﺀﻲﺸ لﻜ ﺭﻴﻓﻭﺘ لﻭﺎﺤﺘ ﺎﻤﺩﻨﻋ

ﺩﻋ لﺩﺎﻌﻴ

ﺀﻲﺸ ﻱﺃ ﺭﻴﻓﻭﺘ ﻡ

ﺏﺎﺘﻜﻝﺍ ﺭﺸﻨ ﺦﻴﺭﺎﺘ ﻲﻓ ﺕﻨﺎﻜ ﻲﺘﻝﺍﻭ ،ﺕﻓﻭﺴﻭﺭﻜﻴﺎﻤ ﺔﻜﺭﺸﺒ ﺍﺫﻫ ﺎﻤﻬﻨﻭﻨﺎﻗ ﻰﻠﻋ ﻼﺜﻤ ﻥﺎﻔﻝﺅﻤﻝﺍ ﺏﺭﻀ )

1993

(

لﻴﺴـﻜﺍ ﺕﻓﻭﺴﻭﺭﻜﻴﺎﻤﻭ ،ﺩﺭﻭﻭ ﺕﻓﻭﺴﻭﺭﻜﻴﺎﻤﻭ ،ﺯﻭﺩﻨﻴﻭ ﺕﻓﻭﺴﻭﺭﻜﻴﺎﻤ لﺜﻤ ،ﺎﻬﻤﺴﺍ ﺕﺤﺘ ﺓﺩﻴﺩﻋ ﺕﺎﺠﺘﻨﻤ ﺭﺸﻨﺘ

لﺸﻔﻝﺍﻭ ﺓﺭﺎﺴﺨﻝﺍ ﺎﻬﻝ ﺍﻭﻌﻗﻭﺘﻭ

ﻤﺌﺎﻗ ﺕﻓﻭﺴﻭﺭﻜﻴﺎﻤ ﺕﻝﺍﺯ ﻻ ، ﻡﻌﻨ ﻑـﻗﻭﺘ ﻥﻭـﻅﺤﻼﺘ ﻻﺃ ﻥـﻜﻝ ،ﻡﻭـﻴﻠﻝ ﺔ

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đêỄ<ĩừÂ<ửỖvjỷ<HđêŽe<êvỜi<á_<ÔéừÂ

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ﺎﻬﺒ ﻲﺤﻀﺘ ﺔﺜﻼﺜ ﺀﺎﻴﺸﺃ ﻙﺎﻨﻫ :

ﺃ ﺕﺎﺠﺘﻨﻤﻝﺍ ﺩﺩﻋ :

ﺘﻝ ﺕﺎﺠﺘﻨﻤﻝﺍﻭ ﺓﺭﺴﺎﺨﻝﺍ ﺕﺎﺠﺘﻨﻤﻝﺍ ﺩﺩﻋ لﻴﻠﻘﺘ ﻙﻴﻠﻋ ،ﺢﺠﻨ ﻲﻁﻌﺘ ﻻ ﻲﺘﻝﺍ

ﺕﺍﺭﺸﺅﻤ

ﻰﻠﻋ ﺔﻴﺒﺎﺠﻴﺇ ﺔﻴﻨﺎﻜﻤﺇ

ﺎﻬﺘﻴﺤﺒﺭ ﺓﺩﺎﻴﺯ لﺒﻘﺘﺴﻤﻝﺍ ﻲﻓ

ﺏ -ﻑﺩﻬﺘﺴﻤﻝﺍ ﻕﻭﺴﻝﺍ

ﺕ -ﺕﺒﺎﺜﻝﺍ ﺭﺎﻴﺘﺨﻻﺍ :

ﺕﺒﺎﺜ ﻊﻗﻭﻤ ﻰﻠﻋ ﻅﺎﻔﺤﻠﻝ لﻴﺒﺴ لﻀﻓﺃ ﻕﻭﺴﻝﺍ ﻲﻓ

ﺭﻴﻴﻐﺘ ﻭﻫ

لﺼﺘ ﻰﺘﺤ ،ﻊﻗﻭﻤﻝﺍ ﺍﺫﻫ

ﺞﺌﺎﺘﻨ لﻀﻓﻷ

ﻥﻋ ﺍﺩﻴﻌﺒ لﺎﺤﻝﺍ ﻙﺒ ﻲﻬﺘﻨﺘﺴﻓ ،ﻕﻭﺴﻝﺍ ﺕﺎﻓﺍﺭﺤﻨﺍ لﻜ ﻉﺎﺒﺘﺇ لﻭﺎﺤﺘ ﻻ ﺓﺩﺎﺠ

ﻕﻴﺭﻁﻝﺍ

ﺽـﻌﺒ ﻲﻓ ﻙﻴﻠﻋ ﻥﻴﻌﺘﻴﺴ

ﻪﻨﻴﺴﺤﺘﻭ ﻩﺭﻴﻭﻁﺘﻭ ﻙﺠﺘﻨﻤ ﻰﻠﻋ ﺯﻴﻜﺭﺘﻝﺍ لﺠﺃ ﻥﻤ ،ﺔﻴﺭﻐﻤﻭ ﺔﺤﺒﺍﺭ ﺕﺎﻘﻔﺼ ﺽﻓﺭﺘ ﻥﺃ ﻥﺎﻴﺤﻷﺍ

ﻗ

لـﻜ ﻙـﻝﻭﺒ

لـﻤﻬﺘ ﻭﺃ ﻑـﻗﻭﺘﺘﻓ ،ﺎـﻤ ﺞﻤﺎﻨﺭﺒ ﻊﻴﺒﺒ لﻐﺸﻨﺘ ﻥﺃ لﺜﻤ ،ﻪﻌﻴﺒﺘ ﺎﻤ ﺓﺩﻭﺠ ﻰﻠﻋ ﺎﺒﻠﺴ ﺭﺜﺅﻴﺴ ﻙﻝ ﺔﻤﺩﻘﻤﻝﺍ ﺽﻭﺭﻌﻝﺍ

ﻪﻠﻜﺎﺸﻤ لﺤﻭ ﺞﻤﺎﻨﺭﺒﻝﺍ ﺍﺫﻫ ﺭﻴﻭﻁﺘ

14

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ﺎﻬﻴﻠﻋ ﻙﺩﻭﻬﺠ ﺯﻜﺭﺘﻝ ،ﻙﺒ ﺔﺼﺎﺨ ﺔﻔﺼ ﻭﺃ ﺓﺭﻜﻓ ﻙﻴﺩﻝ ﻥﻭﻜﻴ ﻥﺃ ﺏﺠﻴ

ﻰﻠﻋ لﻭﺘﺴﺍ

ﻙﺘﺎﻌﻴﺒﻤ ﻥﻤ ﺩﻴﺯﻴ ﺎﻤﻤ ،ﺎﻬﺘﻤﻴﻘﻝ ﺓﻭﻘﺒ ﺝﻭﺭﻭ ،ﺔﻔﻠﺘﺨﻤ ﺔﻔﺼ

ﻙﻠﺘ ﺓﻭﻗ لﺩﺎﻌﺘ ،ﻯﺭﺨﺃ ﺔﻔﺼ ﺩﺠﺘﺴﻓ ،ﺎﻬﺠﺘﻨﻤﻝ ﺔﻔﺼ ﺔﻝﻭﻘﻤﻝﺍ ﻩﺫﻫ ﺕﻨﺎﻜﻭ ،ﺎﻤ ﺔﻝﻭﻘﻤ ﻰﻠﻋ ﺎﻤ ﺔﻜﺭﺸ ﺕﺫﻭﺤﺘﺴﺍ ﺍﺫﺇ

ﻰﻝﻭﻷﺍ ﻙﻠﺘ ﺭﻴﺜﺄﺘ ﻥﻤ لﻠﻘﺘ ﻰﺘﺤ ،ﺔﻴﻘﻴﻭﺴﺘﻝﺍ ﻙﺩﻭﻬﺠ ﺎﻬﻴﻠﻋ ﺯﻜﺭﺘ ،ﺱﻓﺎﻨﻤﻠﻝ

ﺎﺘﻝﺍ ﻥﻭﻨﺎﻘﻠﻝ ﻁﻴﺴﺒ ﺭﻴﻭﺤﺘ ﻥﻭﻨﺎﻘﻝﺍ ﺍﺫﻫ ،ﻡﻌﻨ ﻊﺴ

: ﻪﻨﻅﺃ ﻻ ﻲﻨﺃ ﺎﻤﻜ ، ﺩﺎﻀﺘﻝﺍ ﻥﻭﻨﺎﻗ

ﻥﻜﻝ ،ﻡﻭﻴﻝﺍ ﺎﻨﻤﻝﺎﻋ ﻲﻓ ﺎﻘﺒﻁﻨﻤ

ﺀﻲﺸ لﻜ ﻡﻏﺭ ﻪﺒ ﻡﺎﻤﻝﻹﺍ ﺏﺠﻴ