Manual Marketing PDF

!
! !"!#! $ %
$&
'! (
"#
$% & ' ( &
#(&
((
) *
+
( , -# !
& . "!#! $ %
$&
'! (
) * "#
$% & ' ( &
&/0. 1/ &/.
( 2!#34
(- 1- - -&"#
2 &3 ( - -& &
!# ' 2#35&, 67&/ 2#34

& -' . 4 & 0 ' .5 &-& 5 #- 6,"7 &"'-'
7- ' "&8 , ' 4 (5
"& "5#",- '
- 9 ",:
:;
& " - ,- & #- (5 " ' "<, "-& .5 &- "-& ,
,& " (
#
" 3 ," '
=8-#
>?" & -, & ' @5 "<, "- 5 A"&&" ,-#,-& ? -& '
- 9 ",:
. "-# ' &":,-'-. ,
. : -,' &
.5 &-& ' "& "8("/0 #". , .5
&& & '
,&(#-' "-
"
"
>"
. 4 & B : .5 &-&C
B , 'D ,& ":, . , (5 " ( ' & AA-" & 2 (EC ,C2 &-& F -,/-G
9 4"##
-: -.D& "
. "-# - " 5H '.","& -'
- :-# 5 ",:C .
7&
"& -#C
,&(# B .-' ' &' )IJ*
. > ' ' &' )III
8( %
'. .%4
-,(-#'
- 9 ",:
-#!
!!%.5 .9: 4
7 .8 ' *KKL
! .9:
;!/( 4
-8 > ' + 6,"'-' ' 4 & 0 '
' ,-' '
2 & A- 5 &
+ 64
##&#(- /&. 1/ &/.! ! .,<,&/..

;!/( 4
(:-#+ ,& " ( - " ,-#' '.","& -/0 +
4& '
-,( # #-50
=*4
F,=.
", ,- " ,-#", : -, ' &"& ., "'-' &5 ,&?7 #5 #- '"/0 ' ' (. ,
"&8 -
+ ,& " (
F
& 5 &&;7 #G
G - & #" " - 5 #-
7 .8 ' *KKL
- " ,-#'
'.","& -/0
,'"
#( ( .9:
#/. 8( %#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(
9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( %
?
. @!(& ,? 5 .,!' & &/&.%>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
)>
*
M
- 9 ",: N"& O "- 7 #(/0 '

, " >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
> > #7.#!# '. @!(& ,
)I
>
'. @!(& , / (!B( ,. &C./& .%
*K
> > '. @!(& , .. '& &#(.9: %/.%
*)
, " & 8?&" & ' .- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
#-, & & - 3:" & '-& :-,"P-/% &>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( %
? &#(!'. ! (!%&,- /&.!' . @!(& ,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
) ".5 Q, "- '- ",A .-/0 ,
, @
:-,"P- " ,-#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
* "& .- ' ",A .-/0 ' .- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
* ) "& .- ", , ' ",A .-/% & ' .- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
* * "& .- ' R", #":<, "- ' .- 9 ",:S >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
* M "& .- ' & (' & ' . -' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
*
& (' & T(-#" - "7 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
+ ,& " (
- " ,-#'
'.","& -/0
. 8( %
? !,'! (.9: E A5%&/ #F.%

$ ! #&/& .'! ( >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
)
*
M
:. , -/0 & # /0 ' 5=8#" C-#

7 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
=8#
" C #7 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
&" " ,-. , >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.(," -/0 ' 5 &" " ,-. , >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
. 8( % D ? . !#G !.#
. @!(& , !%!$. (!# . .. '& &#(.9:
A5%&/.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5F/. 8( % D> ? . @!(& , ! ! $&9 #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
)
*
M
U
L
- 9 ",:' & 7"/ & - ,'". , >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

, " ' & 7"/ >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
&5 "A" "'-' & ' .- 9 ",:' & 7"/ & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. ' #
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.- 9 ",:C ."@' & & 7"/ & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
, #
7-#"-/0 '
& .5 ,$ >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5F/. 8( % D> ?
. @!(& , . '& &#(.9: A5%&/.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
)
*
- 9 ",:,- '.","& -/0 =8#" ->>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

-' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
+ ,& " (
- " ,-#'
'.","& -/0
: & 0 ' .- 9 ",:5=8#" . ' #:"- >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D

, # 5
&& & ' . #$ "- , ;,(- >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5F/. 8( % D> ?
'. @!(& , (! ./& .%>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
)
*
M
U
- 9 ",: , ,- " ,-#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

& -P% & '- ", ,- " ,-#"P-/0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
-.8" , 5 #;"
,O." #:-# (#( -#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5 &T("&- ' ",A .-/0 & 8 & R. -' & @ , &S >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
& A .-& ' -8 '-: . ' & . -' & @ , & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( %
F $.%&.9:
(! /.%. >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( % F
. @!(& , #(.(1,&/ !
. @!(& , ! ./& .%>>>>>>>>>>>>>>>>>>
5F . 8
(% > > ?
! #.'! ( #(.(1,&/ >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
)
*
M
U
L
!
,&-. ,
- 9 ",:
- 9 ",:
"-/0 , 7-/0
"A , "-/0
"
& - 3:" >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

& - 3:" >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5 - " ,-#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
, 5 (-#"P-/0 - & - 3:"- ' , 7-/0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
& - 3:"& ,7 #7". , >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> DD
,
8 "7 & - 3:"- ? " /0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
C - 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5F . 8
( % > > ? # #(.(1,&.# $! .'! (.&#!# .. %&/.9: H#
#(.(1,&.# .# #(&( &9I!#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
5;!/(&$ #>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
+ ,& " (
- " ,-#'
'.","& -/0
!# ' >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.%.$ .#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
(!A >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
/(&$& . !>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7%!B: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 (!#!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
$.%&.9: >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
!7! - /&.#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
%##6 & >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( %
)
U
L
U
L
J
!
. @!(& ,F &B>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
A","/0
(,'-. , & '
- 9 ",:C "@>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
> >"!7& &9:
)JL
> > #/ &
9I!# !# /!##
)JL
& #. , & T( .5% .
- 9 ",:C "@>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
> >
( > %8(&/. !
(
)J!
> >
!9 > %8(&/. ! !9
)JI
> > "&#(&5 &9: > %8(&
/. !"&#(&5 &9:
)JI
>D>
' &/.9: > %8(&/. ! ' &/.9:
)!)
> >
9. !)! .#> %8(&/. !)! .#
)!M
&R
-. , -&S ,
- 9 ",:C "@ 5 - " ,-#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
> > '.,!'
.(&$.
)!
> > ! /0. &#& ,
)!L
> >
' 9:
)!I
>D> $! ( #
)I
> >
. @!(& , "&!/(
)IJ
> > 5%&/& . !
*K)
> > ' &
/.9: #(&( /& .%
*K!
> > !%.9I!#/ ' . ' & . !
*)M
V
6
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
- 9 ",:C "@, &
7"/ &>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
W #' -,-: . , >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
- 9 ",: #- " ,-#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( %
)
*
M
%.
! . @!(& ,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
'(/0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
8 "7 ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
&&"'-' ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
>-, -: ,& ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
.- ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
( -/0 ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
, =' ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
- (& -. ,
7-#"-/0
, # ' #-, '
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D
,
. 8( % >
.5.%
0
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
+ ,& " (
- " ,-#'
'.","& -/0
. 8( %
)
. 8( %
)
*
M
U
>
J .%& . !
>
. @!(& ,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
- 9 ",:>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
X(-#"'-' ,
. @!(& ,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
, '(/0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
& -'-5 -/% & '
- 9 ",:- -.",$ ' A(( >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
& , 7 & ' &-A" &>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
& " "'-' & ' & 5 A"&&" ,-"& '
- 9 ",: '- 4 & 0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
T( & &5 - ' & 5 A"&&" ,-"& '
- 9 ",:'- 5 O@".- : -/0 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
. 8( %
> $.%&.9:
& .%F !#(!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
+ ,& " (
- " ,-#'
'.","& -/0
+ ,& " (
- " ,-#'
'.","& -/0
#( ( .9:
#/. 8( %#
. -'- -5;(# ( , ='
.?"
5- " "5-,
7"&(-#"P- ?(.- & (( - T( -5 & , - ?
-& & :(", & &(8'"7"&% & - &-8

5;!/(&$ 2#3!# !/87&
/ 2#3E, T(-# -'- 5- " "5-,
,$ ?- 5 5 & - '
-5 ,'"P-: . - & -#-,/-'- , A",-#' &&- . &.- F&(8G .?" - T(
& 7" ?' A <, "- 5- - - -( C-7-#
"-/0 H
Objectivos
!# '
. 2# 53(!'6(&/. / '
5;!/(&$ ! !#/%. !/!
. (&
/& . (!
# 5 ! / (!A ..5 . ! ##&
5&%&(. .& ! (&7&
/.9: .#& !&.#! #
/ (!A #F/0.$!/ #& ! . .# !%
!$. (!#K
Resumo
.%.$ .#F/0.$!EL ! !%
.# . !%
!$M /&. . ..(!'6(&/.!/ ' !.%/! .
.(! 9:
. (&/& . (! . . !(! '& . . !#&, .9:
/ /!&( EL !
(! 6 . # . !7& &9: ! !B %&
/&(.9: E
7& .%
/. 8( %E
!# .9
!#! $. !' %##6 &>
Palavras
(!A
, .'6(&
/ ,' & 5 ( - ? ' & ,7 #7 ' . ' #8 "7
. ": 3 ," - F&(8G .?" - . -5 / A , "-,' C& &
#. , & ' &(8& Q, "- (#:-' & .-"& &":,"A" - "7 & ' ",
&& 5- - -5 ,'"P-: . ' F-G 5- " "5-, F-G
Contedo
Actividade
/(&$& . ! ! .,<,&/.
& - &(8'"7"&0 5
,' C&
T(
-'5- " "5-, F-G - -73& ' (.- RA" $- ' @ ;" S &5 ;A" - '"&5 ,$- '
(. :("0 5- - & ('
( 5- - - -#"P-/0 ' '
.",-'- - A- T(
5 &&"8"#" (.- . #$
.5 ,&0 -5 5 "-/0
A / ' & &-8 &
-'T(" "' &H
+ ,& " (
- " ,-#'
'.","& -/0
J !#(I!# . . !7%!B:
& ? - & 0 ",& " -& 5 :(, -& T( A -#
"P .
- - ,/0
-& -5- "'-' & :," "7-& ' & 5- " "5-, & 5- - & -&5
&
,&"' -' F&G 5 #F&G -( F &G
. A(# -"& 5- - (..5 ,&0 ' (. A,O. ,
, "
( #-/0
Reflexo
8 (!#! 7& .% . T( & 5
,' T( F&G -( F &G @5#" " F.G &
, =' &C $-7 ' . ' &".5#"A" -'
, "& ", #":-'
,
0
-#
/-' & & -&5
& A(# -"& '- .?" - T( 5 ." - (.- .5 ,&0
-5 5 "-/0 .-"& #- - '( -' ( - 5 5- ' & 5- " "5-, &
Sntese
Avaliao
Referncias
( F.$.%&.9:
&5-/ T( 5
,' & (. ",& (. , ' -7-#
"-/0 '-5 ,'"P-: . A" - 5 # 5 O5 "
( & - , A",-#' -'- .?" - & ?
5 &&;7 # - -'- 5- " "5-,
-#"P- (. 8-#-,/ #- "7 - 5 : &&
,&"& <, "- '-& &(-& -5 ,'"P-: ,& 5 5 & -& , & 8 "7 & &5 ;A" &
:(-#. ,
& ? ",'" -'
# -#
,=.
' ' (. ,
,' -'5- " "5-, 8 ?-& &5 & -& .-"& -' T(-'-& Y& T( & % & A .(#-'-&
!7! - /&.# & - &(8'"7"&0 5 ' C& C? , , - (.- #"& - ' #. , &
8"8#" : ?A" & A , & Y& " -/% & A (-'-& - #,: '
@ H Y& 8 -&
,&(#-'-& 5 #F&G -( F &G " 3 #
"7 & - ": & . , : -A"-& -8-#$ &
- -'3." & ,' / & # O," &
T( 5 ' 0 - ('- , -8-#
$ '
5 &T("&- (' -5 A(,'-. , ' &-8 & ' -'- 5- " "5-, F-G
%##6 & . /&.% ( & #7-, & .5 :( & ,
@5#" " -/0
# . , &
5-#-7 -&C $-7 , ",;" '
#"& -: . ' 5-#-7 -& ( ' , . , #- ( -& .-"&

-5;(#
.
&5 ,' , ' A","/0 ( 8 7
' 7 . & ",& " -& -& 5-#-7 -& ",'" -'-& .
-5;(#
Glossrio
!B 3 (.- ? - ' & ",-'- Y ",& /0 ' ' (. , & ' -5 " Y
-5 ,'"P-: . ' -'- 5- " "5-, ' &":,-'-. , A" $- ' @ ;" '
#" ( - (' 5
& (' ' -&
Anexo
+ ,& " (
- " ,-#'
'.","& -/0
)K
9:
.-,(-#'
(&
& 8
3 ," -& ' .- 9 ",: 5- - -
-5 & , -
& 5 ", "5-"& -&5
- (-/0
&5 "A" "'-' & ' 5=8#" C-#7 ' &
A" -, & '
& -&& "-' & - & -
;,:(- A" "-#
(:( &-
A .-/0 &0 ' & ,7 #7"'-& , Q.8"
'.","& -/0
.?" -
,T(-' -,' C & , Q.8"
'
"7
-.5 '
T(-' & '- -'.","& -/0 5(8#" - ' & -;& &
'-& -& &(-& T(-#"'-' &
'
=8#" -
,& -,:". , &
: -.-
'
& -& - /% & '

,& #"'-/0 '-&
-5- "'-' & '- '.","& -/0 =8#" -S
&
.-,(-# & 7 ' &(5
, " &
-'-
.?" -&
- (.- - /0 ' A .-/0
, -.",$-,'
.- -5 A(,' . -&5
A .-/0
".5
' 5- "#$-
-8-#$ & '
5 '-:O:"
T(
'
5 &T("&-
( (C& 5
.-, " - - T(
(5-/0 ' -5 & , -
#-'
- 5 & ,/- - , -
5- " "5-'- ,-& & &&% & '
, (, - ' 5 8#.-&
'
, <. (.- 5-
.-& T( &
, ",(- ?-
#- .("
-#"P-. . &-#- ( .
"P-' &
5#" -/0 ' & - - /0 ' A .-/0 , & & (& 5-;& & ' ' & ",
' -5 "
5
&& , "-#'- -5 ,'"P-: . ",'"7"'(-#T(
-.5 ' 7"'-. , . ,"
'-
. - 5
5- - ( -& 5(8#" -/% & .-"& &5 ;A" -& T( - #,: '
#7-, &
,& " ( . (. #. ,
-,
T(-,'
&
#"
. &-#-
,& " (" (.- A -. , - '
.-,(-#
.-
"-#
-8-#$ - & 7"/ ' T( . -5 ,' 5- -
&& & - .-"& 8 . &( '"'
"&& -5 & , -
, =' ' & 7?" & 5 , & ' (.- A .- #- - &".5#&
&& , "-#& - -5 -' , &
.-,(-# 5 ' ,' &
&", 3" - '
-5 A(,'-' - 5- " '-&
A <, "-&
",'" -'-&
& 8
"7 &
T( 3 - ('-'
&(. F"," "-#G - &;, & FA",-#G 5 ." . &" (.5#. , - . ,
7"'<, "- & .-& '
-& , -'-&
. -& 5-#-7 -& + $-7
A <, "- .-"& ".5
A , "-'-& 5
R- "7"'-' S R A#@0 S
R-7-#"-/0 S 5
A#@0
A .-,'
#. , & ' -5 "
.-,(-# '
-5 ,'"P-: ,& T( & -. -5#" -'-& ",'"7"'(-#. ,

=#".- - . '-#"'-' -' 5 -'- .-"& A T( , . ,
& ('
:#&&?"
,'
. -'- -5;(#
(.- 7 P T( 5% . .
-, &
- "7"'-' & 5 '-:O:" -& T( & % & 5- 5 &&- '"&5
T( & 5
( -C& ",'" -
&5
"7-. ,
@ ;" & ' -( + -7-#"-/0 ' .-, " - - T(
T(
- & ( & ('

. : (5
,& #"'-/0 '-& &(-&
. ,'-,' C& T( & - & -
'-' T( - ,- ( P- '-& .- 3"-& 3.-"& 5 5;"- -
. '"?#: B: (5
+ ,& " (
- " ,-#'
'.","& -/0
))
'
5 : -.-
)* C (. +
.-,(-#'"7"' C&
. ' P -5;(#& F' & T(-"& ' "& &
I C - -8-#$ ' : (5 G T( & 0 87"-. ,
-5" (# )H N . @!(& , ?
.- 9 ",: "' , "A" -,'
&
#- " ,-' & ", ".-. ,
.,!'
&/&.%OE5
, " &
- ".5
Q, "- T( (.- -8 '-: . ' .- 9 ",: 5 ' ? -P Y&
,' C& -5 & , - -
:-,"P-/% & #":-'-& Y& -'.","& -/% & 5=8#" -& ,- " ,-"&
& -, & - "7"'-' &
A . - -7-#"-/% &
-#"P-'-& ,-&
:-,"P-/% &
.?" - -&& "-'- -
#- " ,-,' -& A(,/% & ' .- 9 ",:
- 7 #(/0 $"& O " - T( - -,?#"&
",
. -&
- /0
-' & A -. - #,: ' & .5 &
-5" (# * R &#(!'.# ! (!%&,- /&.!'

'
,$ ". ,
5- -
' & ,7 #7". ,
' -#$-.C& -& 5 ", "5-"& .

'"A , & #. , & T(
,A .-/0 '
5 &&-.
. @!(& ,S A-PC& (.- -,?#"& Y".5
' #:"-&
.5% .
- 9 ",:' (.-
:-,"P- " ,-# "' , "A" -.C&
",& (. , & '

.
-'
#$-
".5
Q.8"
-5;(# M R !,'! (.9: E A5%&/ F.%$ !

. #- P- '"& ",:("
.5
,'
- &(- ".5
& (( - & "-# ,'

.5- - "7-
'"7"'"
,&(."'
-5;(#
, - 5-&&-
&&
5 & -'
-'
&
-,
-5 & , -' & 5 ' 0 &

, -,
' . #$ "-& ' T(-#"'-'

:-,"P-/0 & ' & ,7 #7&(#-' & &- "&A-/0
. !#6 !.#
.- 9 ",: 5(8#"
-",'- -5- , . ,
". '
:-,"P- " ,-#
& A .-,' & &-"8-.
" . ,
$? T( A-P (.- -,?#"&
, "8(
' & :("'- & #$ -
,$
. @!(& , !%!$. (!# . ..

.- 9 ",: ",
5 (
,- " ,-#
'& &#(.9:
& - A-&
&
#7-, & 5- - -#:(.-& '-&
(,"'-' & ' .
:-,"P-/0
- . ' & & -&&(, & -'- 7 P . .-"
&-"8- -5 7 " - -& 5
(& &
-8-#$- -' T(-'-. ,
-,&A .-/0 '-& & " '-' & -& @":<, "-& .
A-P . T( &
:-,"P-/% &
, -"& , .- 9 ",: '-'- - & -&& P'

&&"'-' '
&
.5 <, "-& T( #$ & 5 ." -.
& T( .-"& 5 &&-. (&(A(" '- :-.- ' 5 '( & & 7"/ & '-
-5 & , -.C& M R
"& .- '
. & :. , & T( A-/-. & , "' 5- - -&
.?" -& &0
&
' ".5#. , -/0 ' (.-
,' C& T(
,' 5 &&-. & 5 & - (. . #$

& -&
:-,"P-/0 '
'- A" ? "-
#&/& .'! ( S 5
. - &(- - "7"'-' 5 A"&&" ,-#

& :. ,
.- 9 ",: ' & 7"/ &
5 & , -'-&
& (5
,$-. ' & ,7 #7"' -&
.5 '"&5 ,"8"#"P-' 5 #& #" , &C-#7
A-"@- '
& (&
, " &C $-7
Q, "-
"' , "A" -
5 ", "5-#. ,&-: . '
& &
' ",A .-/% & & 8
, "8( T( ' 7 '- 5- - T( & : &

'
" , -/0 ' .- 9 ",: T( 7"& . #$ "-& , A , ". ,
.5 , , & '
- -. ,
Q, "- '-
:-,"P-/0 &5 #$-C& ,
.- ' "&% & .-"& A(,'-. , -'-& ,
&
Q, "- '- ",A .-/0
A5%&/.
, " &
:-,"P-/% &
, ' &5
&& &
- ,/0 5- - T(
-' .-"& -#" "-, &
. &' &
A" "<, "- A",-, " -
+ ,& " (
- " ,-#'
'.","& -/0
)*
-5;(# U ' & ",-C& Y -#"P-/0 '

A .-,' & & 0
,7"'-' & - -5#" -
, - ,-,' C & Y - "7"'-' 'R #" , &S + '":-C&

5 -,
.5
&
, " &
#" , & '
=8#" -
. A-
" , -/0
.5 &- "-#5 "7-'-
.",-' & - & T(-"&
- 5 "&
,$
(-#. ,
-& &(-& ,
" , -/0 '-
?'
&&"'-' & - -5- "'-' '
. & ' & :( -,/- -5"' P
,&(."'
A-
- & & (&
-'- & 7"/ ' 5- -C&
&5 ,'
- -73& ' & 7"/ T(
X( . &0 & ( , & ' & 7"/ H
X(-"& -& ,
X(-# - &(- -7-#"-/0 T(-,
&&"'-' & ' & ( , & 5
& ?-
=8#"
. T(-#T( T( & -
5-
& 7"/ 5 & -'
A-P . & 7&
T( & 5
-& &(-& @5
,'
" , -'- 5- -
X(-"& & , && & 5 , & A
X(-#- & - 3:"- ' . #$ "- T( ' 7 . & ' & ,7 #7 Z
,T(-' -' & 8
, "
'
& ' 8"#"'-' & F-,?#"&
' & ,7 #7 C& C? , &
& -/0 '
&":,"A" -' '-
'
-5- "'-' &
(& &
5 5 . & - ",:"
5 ,&-. ,
. 5 ?" -
T(-'
'-& A /-& T( , &

& ,' C& -
T(
& 7"/ Z
GZ
-5;(# (. 8 7
#-,
! ./& .%S . 5
.", #:"- .-& & 8 (' - &(- ",
,- -7-#"-/0 '- , &&- 5 & ,/- ,
,$ ". ,
(& -
'
- 9 ",:
7"/ - ( ,
-5;(# L " (#-' ' R . @!(& ,!#(.(1,&/ ! . @!(& ,

,0 -5 ,-&
- "7-&
-#. , H
5 3C & (( -'
-P0
' && & 7"/ H
:-,"P-/0 7 '-' " - ", : -#. ,
. 8-& ,(. 5#-,
& 7"/ - 5 & -
8. 5 & ,
'"&5 ,"8"#"P-. &
&5 & - ' & 5 O5 " & & 7"/ & T(-#" - "7-
-#&- "&A-/0 '
3 5O# 5 ", "5-#' - ,/0
5 #- T(-#- '.","& -/0 =8#" - ' 7 ?
-&
5 & - C#$ & , & , "' '- &(- &- "&A-/0
T(-, " - "7- .
"," "-'
(! /.%. O - -73& ' T(-# &
5 ", ;5" & .","& -' & , & <& 5 ". " & -5;(#&
'.","& -/0
( , & + ,0 '"7 : '-
(. (7?" & "5 & '
3&(5 &
' , .",-' ' N $.%&.9:
&
A .-
C #-/0
, (, ( -# ",
' "-. A-
T( ' A",". & 5- -
5 ,&-. ,
@ ,
- (.- 8 - -5
"7 & #& - 3:"
( & - (. 8 .
"-/0 '-& , &&-& 5 O5 "-&
,& :("
&
"7 & T( , &
. A-P
& - 3:"
&& 5 ,&-. ,
?' &
& :("' '
] ,- ' A","/0 '
'
, (,
'
'-& &&-& A-& &
5 -/% & T( , & 5 ." " 0 5\

5 -/% & . T( &
,& O"
- 9 ",: 5 - " ,-#
+ ,& " (
- " ,-#'
'.","& -/0
)M
5 A"
, ,'". ,
'
-'- (.- ' &&-& A-& & '- & - 3:" - Y 5 - " ,-#
? " - T( -& R- /% &S &( " 0
A"
7"&-' , 5 O5 " 5 ,&-. ,
."@S
<@"
-.83.
' 5
'
R."@S '
.5
5-5 #'
-'- (.- ' &&-& A -. , -&
(# -5-&&-'-& & -&
'"& "8("/0
.5\ .
,- &(- -5#" -/0
&"'
- 9 ",:
"7 & : -"& - -,?#"&
B'"-:,O& "
#- "7-& Y #" , #-C-#7 Y& A , & ' .
- A .- ' (.
& . " & ' - /0 T(
-'- (.- ' &&-& - /% & ' , .",-,' C-& ' RA -. , -& ' .- 9 ",:C
,&0 & 8
5O& - A .(#-/0 ' &

A(,'-. , -"&
& - 3:"
-5;(# J -8 '- C& C? R . @!(& ,F &BS -& &(-& ' A","/% &
@5#-,-,'
,& T( , . ,
-5-& ".5
, (,
'
- ,0
"&
-'(P"
,
.(," -/0 '
.5 , , & ,- '"& "8("/0 ' &
-'
5 '(
- 5 &" " ,-. ,
-. ,
' ' "&% &

Y ".5
&" (- " ,-# -
& #$- '-&
,'"'
(.- 7 P
-& 5/% & & - 3:" -& A(,'-. , -"& & 8
#- "7-& Y& 5 #;" -& ' 5 '(
Q, "-
5/% &
#- "7-
' 5 /& '
- "8(;'-& - -'- (.- '-& &(-&
( & & ' T( '"&5 . &
-5;(# ! -8 '- C& C? '
, "
, @
%.
'
. @!(& , - &(-
#7Q, "-
7-, -: ,&
8(& - '-
,T("& -
' "&"7-. ,
5- -
'- &- "&A-/0 5#,-
&( &&
#7Q, "- & - 3:" - '
&
-5;(#
, ;,(- '
#" ,
#,: 7"'-' '-& .5 &-&
.",-, ,- : & 0 '-& 5
,A- "P-C& - - " (#-/0 ,
#-, '
(,"'-' &
#-, '
A-
C $-7 T(
, "8("
- 9 ",: -&&(. -&&". (.-
-.83. '-& -. -/-&
- 9 ",: & - 3:"
, "-"&
#-,
5 - " ,-#'
- 9 ",:
T(
8
&
T("&" & - 8& 7- , 5#-, -. ,
"7 & 8 . ' A","' &
(. &
"
5 .-, ,
,&"' - - ",A .-/0

- .5-,$-. ,
'
-5;(# I ".5#" - (.
' A","'
(. 5
7 '-' " & : &

-& A-& &
, - -& 5 #;" -&
'-& -& &(-& A-& & ",& " (" - A#@"8"#"'-' ,

.5 ."&& ' - /0
. .-,
&&?"- - , &
A",-#. , - . "7-/0 T(
.5.%0
5 7"-. ,
& ' .- 9 ",:
, 5 (-"&
- '"&5 ,;7 #5 ,' - - -5- "'-'
- (& - . & Y , (, ( - 5 .-, , . , .(-,

-#5#-, "," "- '? R.
' .- 9 ",: ".5
& 8
& -8 # "'
;(# R
'
+ ,& " (
- " ,-#'
-8-#$
& A .-,' & -&&(.",'
, 8 0 - A - ' &' - &(- :3, &
5 - " ,-"& ' T(-#T( (. 5
&
'
A - '
'.","& -/0
5-5 #'
' 7 0 5 5-&&- 5
- 9 ",:
,' 3
'-&
, 5/0 '-
A - '- ' A","/0 '
,&(."'
Y . #$
& - 3:"- 5- -
- /% &C "5 ,- 5 . /0 ' && . &. 5 '( B& 7"/

& 0
,&"' -' &
"-'
& :&
-5;(# )K -8 '- C& C?
", , "7-
-- &
A",-#. ,
' & ,$-,' -&
-8-#$ ' : (5 , T(-# & A .-,' &
&
. A(,'-. , -#'- X(-#"'-'
,& , Q, -. ,
,- J .%& . !
. @!(& ,
8 &
;(#C , "
", @ -7 #. ,
'
' 7 0
& ",
7 ,/0
- &(- ",
7 ," , &
.5
' & & -&5
,'
T(
& & - 3:" &
RX(-#"'-' S ".5#" -
5 - " ,-"& T(
' "-.
#-,
"7-,' - .('-,/- T(
,& -,
.-"&
- -C& ' (.- 7
.", , . ,
- 9 ",: - 7"&0 '- A -
-5;(# )) C
-5"'-. ,
5 &5
.
. @!(& ,C-8 '-
& 7-" 7 "A" -,' ,-
"7-
,&"' -,' T(
5 &5
$. . , ,
5 &5
(,'"-#
& 8-& "- ,- - " ('
T( -& "' "-& 5
.-, " - - T(
-.83. &
" '-' N(.-,-
<@"
A "(
A((
( & 5 A " . & ,(.- . -# ] ,
'-. A" -P
&(A" " , . ,
& (( -& $(.-,-& ' - #$". ,
& - ,
#- , &&- - " ('
&&?"
". , & '

5 '
. &&
&5 ,&?7 "& 5 # A((
"7- 5
,' &
(.- A"#& A"- 5 ?" - ( & - - 5
( - '- A" ? "-
- 9 ",: 3 -.83. "&&
. &.
, #(&"7-. ,
- -73& '
. =#".- ",& Q, "- :#8-#. ,

' & " &
, (,
' &
,- &5 "-#"'-' ' -
A - : "C#- A",-#. , R
(&
& -8 # "'
& ",
& .% ,' , -
,$
. -'- (. ' & -5;(#& -, " . ,
'
,$ ". , & T( & A .-,' & -'T(" " -. , T(-'
5- " ' (. T( & " ,?" 5 7"-. ,
,' C& -&&". &5 #$-
-#"P- C& C?(. & 5- - $.%&.9:
-5;(# )*
'
7 ," , & ' 7 0 &-8
-'-
.- -8 '-'
.
, 8 (.-
- S ' A .- A "7- & & (& 5=8#" &C-#7
. & 0 5 ?" &
5- - , 7 & 5 A"&&" ,-"& '
"7 & T(-,
- 9 ",: -' 5 -,' -&
: -&
5 &&;7 # 7 '-' "

, " & 5 5- -,'
"7 '
A((
- 9 ",:3 -A",-#(.- T( & 0 ' 8 . & ,&
+ ,& " (
- " ,-#'
'.","& -/0
)U
Captulo
. 8( % ?
5- " "5-,
' , "A" -
' .",-
,- : & 0 '-&
& 5 ", "5-"&
.- 9 ",: ,(.- O5 " - 5#( "'"& "5#",-
-5- "'-' '
& ,7 #7 .-"
? -& ' - (-/0 , Q.8"
.-&
, ,' ? . #$
-' H
-,&7 &-#Y& '"A , & ? -& A(, " ,-"& '-
#- " ,-' &
' .- 9 ",: ,-&
5-;& & , . -'-. , ,-T( #-& . T( @
-5;(# 5
, "
&/&.%OE -'-
-'
.- 9 ",: "' , "A" -,' 5 &&;7 "&
:-,"P-/% & '-
'.","& -/0
& ,;7 "& '
,' -5 & , -
'
.5 &-& 5 "7-'-& ( :-,"&. & 5=8#" &
.-
(8#" -& ' & & (&
. - &(- - "7"'-' 5 A"&&" ,-#
& : -,' & .-& ' .- 9 ",: ", #(",'
-& 5 ", "5"-& .?" -& T( #$ & 0 -&& "-'-&
,T(-' -. ,
. . #$
&5 & -H
& ,&"8"#"'-' - &
&
.,!'
, " & -&& "-' & Y: & 0 ' .- 9 ",: &(-& ".5#" -/% &
:-,"P-/% & , & ( #- " ,-. ,
A" "<, "- .-"
& - ?-5 F-G -
:-,"P-/0 7"&-,' (.- . #$ "- , & ( #- " ,-. ,
Resumo
.,!' & &

/&.%
A",-# '- -8 '-: . Y .?" - N . @!(& , ?
Objectivos
#- " ,-
. @!(& ,? 5
-& &(-& ? -& ' -5#" -/0 ,-&
& . '
5 O5 "
A .-,'
:-,"P-/% & T( & -.
.- 9 ",: 3-&&". -5 & , -'
,T(-,
A -. , - & - 3:" -
(.- .('-,/- (#( -# -# -/0 '- - " (' '

, (,
",
' 5 && -& T( & 7
- /% &
.
.
",
' & & #. , & '-
7 ," , &
#7-, & +
:-,"P-/0 .
5- - . #'-
, "8(" 5- ,
-' +
'-& -& ' "&% & 5 - " ,-"&
. & #" , &
A -. , -& 8?&" -& -&& "-'-& ' & - -.C&

-'
5 - " ,-# T( ' 7
- -' T(-/0 '- & - 3:"- '-
5=8#" &+-#7 '- "' , "'-'
& & (' &
-,?#"& & T( -7-#"-.
:-,"P-/0 5- - . #$ -
' 5 &" " ,-. ,
- ("#"P-
, "-#'
& ( ' & .5 ,$ H - & #$- ' &
- ' A","/0 '- & - 3:"- ' .- 9 ",: .-"&
-' T(-'- 5- - -'- -&
0 -",'- ' 8- "' & & 5 ", "5"-&

-#. ,
.5
Y &(- : & 0 T( ' 7 . &
,'"' & 5 #& A .-,' & 5 "& '-;-'7" ? - &(- -5- "'-' 5- - -,-#"&-
:-,"P- " ,-"&

@5
, " & -&& "-' & - .- 9 ",:
& "-"& # -"&
- "7-& ' & 5=8#" & ",
'
, &
,& :("
@ , & T(-,
, , - (.- & #(/0 .-"&
A" -P
&
, @ &
5 O@".- '-&
A 5 &&;7 #
Palavras
#" ,
(#( -
' , "'-'
:-,"P- " ,-#
- -
- 9 ",:
-'
&&"'-'
>-#
+ ,& " (
- " ,-#'
'.","& -/0
)J
Contedo
. @!(&,4P&
#(< &
.!!$ %9:
, "
/ /!&
(
.- 9 ",: ' "7- '- 5-#-7 - ",:#&- R.- 9 S T( &":,"A" - .
("#"P-' ,- #
;,:(- ",:#&- 5- - ' , .",- . 7". ,
-&&". - - /0 B- (-/0 T( -&
-8 -,: ,
.& 8
R. , " -S
(-3
' & ,7 #7". ,
, "
&&
'
5 &T("&- '
@":<, "- ' .
-'
7"&
-(. ,
.5 A "C&
' 5 '
,-,'
5- 5
5 ,-#"P- -
:-,"P-/0 5 & -' - - -73& '- A .(#-/0 '
5 '
' R7
& 53&S
BS (
S ] $?8"
'
@ #(&"7-. ,
&(#-' & 5-&&-,'
&(#-'
' (.-
-'- 7 P .-"& .-'(
( -&
'"P C& T(
. - 8 -S
.-"&
R.-,"5(#-/0 S R5 &&0 S
R, : "-#S ' ' "&0 ' & #" , &
.("
5 #
"-#"P-/0
#$ & 5 ."
(. 8 . ( & 7"/
",A .-/0 Y -,?#"&
. 5 ". " - ",& Q, "-
T( - #,: '
&& ", ,&"A" (C&
R7 -.
, "
:-,"P-/% & T( ", #(" (.- -#- :-'- '"7 &"'-' '
' & 5 '( & ' & & 7"/ & - &(-
' .- 9 ",: ' 7 &
R&(A"@ S R",:S
. .- 9 ",: &":,"A" -
(& - 3(.
, -/% & . , & 5 &" "7-&
( -& ] -&&". (.- A(,/0 && , "-#'-&
.5 , , & ' &'
",& Q, "-
-'
T( - -'" " ,-# ,A(&0 T( - : , -#"'-' '-& 5 && -& A-P . -&& "-,' C
- R5(8#" "'-' S R5 . /0 S
:-,"P-/% & @
R(.- - /0 & 8
-'
&
5
& #"
(& -
& ,
.5#@
,&(."'
&
& T(
-. & . &" (-/% & ' . , 5O#"

& &
#-.-/% &
& R7 -.
#-.-. 5 & -.
( . (#".-
. - .0 S
& #" , &
& .(,$ & , :- "7 &
&".5#&. , ,0 7 #-. (,0 7 -.
. ' ,- : & 0 ' .- 9 ",: &( : ' (.5
5/0 ' 5 '
T(
#& 5 &&( . & 8
7 #(, - " & ' & '" ": , & '-& .5 &-&
'-&
& #" , & <. -'- 7 P .-"& -5- "'-' '

,
&&"'-' B 8 ":-
" '-' ' ", 7-
, 7 & #" , & B("#"P-'
& ,
& & (& A ,
+ ,& " (
'
&
-'
' & #" , &
. - &(-
,0 '- R8 - 7 , -' S ( &5;"
:-,"P-/% & ^ . '"'- T( -
& #$- B( ' -7-#"-/0 -&
' . #$ -
& B(- .-,
@":<, "- ' .
& ( #- " ,-. ,
<, "- & ", ,&"A" :-,"P-/% & & , " -. -
' A .- -
,& :(" - -"
& #" , & &- "&A" &
- " ,-#'
'.","& -/0
)!
> > #7.#!#
'. @!(&,
3 - A",-#' &3 (# 1 1 ( . -' & ' &3 (# 11 ' 5 ,' '- 7 #(/0 ' & &"& .-&
",'(& "-"& ' & '"A , &
,&(."'
" O" &
@"& "( (.
'-'-& -& 5 T( ,-& & -#-& ' 5 '(/0
$-7"- -&&". (.- : -,' R", "."'-' S

.("
& "-
,&(."'
"-#"P-/0
.=(
&
5 O@".
-,&5
,$ ". ,
& 8
@"& "- -&&". (.-
5 '(
'
.(," -/0
:-,"P-/% & ",$-. (.- -8 -,:<, "' & & & (& #. , &
-'- #" ,
-#&",
& 8
,"- ,
'-& -& A-& & '
- .5 &- F5 '( G
" - A-& ' .- 9 ",:",'"7"'(-#"P-'
",'(& "-#"P-/0
5 '(
'
( .("
& ,' ' 5 T( ,- '". ,&0
& & (& '" ": , & 5 &&(;-. : -,'
&& ' 5 '(/0
'"
-& '"A" (#'-' & '
,$ ". ,
#"." -'- - (.- ? - : : ?A" -
", #(",'
5
#- " ,-. ,
,O." &
- .-&&"A" -/0 '- 5 '(/0
#- "7-. ,
#" , & -& &(-& ,
,&(."'
&&"'-' &
'
' "@ ( ' &
@5
- "7-&
5 '(
- R5
,&(.
5 7
( (. : -,' -A-& -. ,
5 &&;7 #- 5 '(
- &(- 5 &
"
,$
&- "&A-/0
'
- .-" "- ' & & (&
#- "7-. ,
- & 5 '( & '-
.5 &-
& - A-& '

5 '(
" , -/0 5- -
& & 8-& -7- ,- 8 ,/0 '
( -S
, ."-& '
- .-"
& -#- - -73& ' 5
. -,"P-' & 5 '( & R & -,'- '"P-' &S -5-P & ' &
-5"'-. ,
5 &&;7 #
. ".5
-,
T( - R A -S 5 # T(
'- - - (-/0 ' &
&& & 5 '("7 &
# -' & Y'"&5 &"/0 '
'(/0 ' 5 / & ' "7-' & '-&
& , . ,
,&(."'
.-"&
& -#- ,
-,
, ."-& '
,& :("'-&
& - A-&
'",-."P-'
N,E
' & A,O. ,
#T( -#- :-' '

,0 5 ' ,'
' A(,'-'
,&(."'
'-
"-,'
&
.5 &- -( .O7 #
5 ". "
A-. &
& #" , & ,-T( #
& T(
-A" .-' T( & #" , & 5 ' "-. & #$
RA? "#S
# -/0 ' & 5 '( & , .
-5- "'-' 5 '("7- ,(. A#" , & &
;"
,- -. @5 " , &
-,&5 ,' 5- -
R -&
-'
, -,
5- - & '"A , "- . 5-&&- -. -
'
& #$ -
"
- Q,&"- ' &
,&(."'
' &( &&
"-#"P-
+ ,& " (
5 ". "
: -,'
! #
&&"'-' ' : -
- " ,-#'
'
&'
?. &.
& . -'T(" "C#&
^ . '"'- T( -
&'
, -' , 5 '(
' & ( -( .O7 #
& #" , & 5-&&- -. - T(

.
A"
& ( ,A T( A "
! !
@": , & $ (7 ,
S
& (, .
. ' # -( .O7 # . -' "- ' 5 '(/0 - &&;7 #- (.

'
.5
-,&A .-7- -
<, "- & ", ,&"A" (
( & A( -&
&
& ' '"A , "-/0

&
&
, &
& '"A , &
'.","& -/0
)I
.-
& ,
.5 " "7"'-' ' & .
& (& &A / & ,- A(,/0
"-#
"-"& A -. A
. ,
A (-/0 '- 7 ,':-,"P-/% & 5 '( -&

Y& @5
.-
- ".5
- 5 '(P" -T("# T(
'- .5 &-
",
5
(. #-'
. "7-'-& , && & , "'
,&(."'
-' 5
,'"-
#O:" - '
-&5
&5
,&(."'
#& #- -. ,
#-/0
-' &
>
'. @!(&,
& T("5-&
,&"' -'-& '

, .
.",-, & ,R5 ' S ,-&
,$ ". , &
#- "7-. ,
.
'-& -&
-T("# T( 5 '(P"- T( 5-&&-&&
,T(-,
#. ,
, -#, ' & .5 ,$
. & #" , & - (-"& 5
-#. , - A - 5
'-'-& -& ,
&&"'-' & '
& 5 " " ?" & T( 5(' && . &
&C-#7 - .5 &-
"- '
#7-, &
&-
#-'
, "-"&
& "- ".5 &&;7 #
& -#-
& ('-' &
",
&&?"
,&(#-' &
,& :(" (.- #- - '"A , "-/0 -&& ,

- - 35 - ' .- 9 ",: '"A , "-'
.
5 #-
"-/0 ' 7-#
(C&
-8 -,: , &
, . -'-. , - ,
& & (&
,-
-'- #" ,
,&(."'
? ,- A-& ' .- 9 ",: #- " ,-# . T(
. & & (& #" , & - (-"&
' & ,7 #7"'-&
-.
, - 7 ,'
,-&& . 5 &&;7 #
7-# "P-' &
& :. , -/0 5 &" " ,-. ,
. .(" & .
. 7 ,'
& 8 C5 '(/0
@": , & :-,$- -. (.
#" ,
- 5 &&;7 # , ",(- - & -,'- '"P-
- - && &
&&"'-'
.",-,
& #$ : (5 & '
- ,'"' &
, - -. &
, "-"&G #" , & -.83. 5- - - ' A","/0 '- #",$- ' 5 '( &
"- 5 '( & F8 ,& (& 7"/ &G Y. '"'- '

& # " ,-
5 "&
&& , "-#Y .5 &- -5 A(,'-
"- . -,"&. & T(

,0
& .-"&
-& .5 &-&
, "(C& (.- : -,' ,
(C& ,(.- A-& '
-, T( - .5 &- ' "@-&& '
, (C& '
&&?"
&
, (C&
- "7-& ' & & (& F5
5/% & -
5 / 5 "& ,
",-'-&
-&
, (C& -#- :-'-
" , -/0 ,-& 7 ,'-&
-T("# T( & 5 '(P"- - T(-#T(

.
-' & - A -
$%
/ (!B(
,. &
C./& .%
#- " ,-. ,
. #" , & ",
-&&(." '"7 &-&
,A":( -/% &
, 7-&
&
, &
, #:"-& '
' ,
. '
.",-, & 5- -
@ , & -
- 3' , .",-/% &
. A(,/0 '- & - 3:"- -&&(."'- ' &
' & ,7 #7 (.-
, "-"& - -73& '- : & 0 ",A .- "P-'- ' 8-& & ' '-' & .("
. - ("#"P-/0 ", ,&"7- '
5 &- ' -& A(,/% & ' .- 9 ",: &
5 '(
(& &
",A .-/0
( -&
' & ,7 #7". ,
:-,"P- " ,-# '
:-,"P-/0 A .-#'- - "7"'-' ' .- 9 ",: 5 ' ?

'-& #-& 5
, "-' -& ' 8 ,& ( .-(&
# -' & Y'"&5 &"/0
&(#-' &
'- T(-#"'-'
. -& - A-& &0
(8#" - ,0 5 &&( .
& (( -& A .-"&
' & .5 ,$-'-&
(" -&
#- -. ,
:-,"P-/% & & 8 ('

A -#"P-'-& 5- - : "
#":-'-& Y
5
, "-
+ ,& " (
'.","& -/0
& ( #- " ,-. ,
- " ,-#'
'.","& -/0
-'
.(" -& 7 P & 5
*K
",&(A" "<, "- '

'
(& & (5
A-#- ' 7 , -' 5 #;" - 5- -
#-/% & 5=8#" -& & 7"/ & ' : & 0 ' T(-#"'-'
#" ,
- ( ,
& - '
--
.-"& 5
' & ,7 #7". ,
-'-& . '" - 7 #(/0 '- &- "&A-/0 ' & #" , &
#" , & B ,&(."'
& B "'-'0 &
-&
.5 &- "-"&
:-,"P-/% &
' 5- -. ,
( '"7"&0
-&& "-' & Y .?" - '

.- 9 ",: & - 3:"
,A":( -/% &
&
& ,'
- -'-
.(," -/0
:&
5 #& (
&"' ,
( &
.",-,
.- 9 ",: T(
5- -
-#"P- -& & #$-&
,- &(-
#-/0
. & & (&
&(5
-'-& ,(.
' .
@"& " 7?" & ' 5- -. , &
. & -. & & (' & ' .
& & ' 5- -. , & & 0 A T( , . ,

A",-, " -
( & & $(.-, &

( ,:#8- -& A(,/% &
, -#"P-' & B
T( &(5 7"&" ,- '"

:-,"P-/% & -&
#7Q, "- 5- -
:-,"P-/% & . T( ,0 @"&

5 #;" -&
& - 3:"- '
#- "7-. , - & 5 '( & B& 7"/ & 5 & -' &
'- . &.- .5 &-
:-,"P-/0
.
.
-'
. #",$-
"-#
.
( -&
"-"&
. &(.-
0 ,- . &.- ' &

'-& -&
R."&&" ,?"-S + .
, ' & 7-# &
-. ,
' ,-' & 5 #- : & 0 '
& & & 7"/ & ] A T( ,
#-.-/% & R $ :-. ' -.8(#Q, "-S
' & ,7 #7". ,
(. ' 5- -. ,
".5#. , -' & 5
&
,A":( -/% & 5 &&;7 "&
& '"P . T( ,-& &(-&
& - 3:"-&
(.-
? - A(, " ,-#
.- 9 ",: &0 .(" -& 7 P &
("'-' & ( : , &S -#3- &(-
-&
' - .5-,$-. ,
.- 9 ",: & 0 A T( , . ,
' .- 9 ",: & ? ,:#8-'
-#- :-' '
.-& #":-' & -
.- 9 ",: ' ,
' 5- -. ,
, (,
, . -'-. ,
'
& 7"/ & '"&5 ,"8"#"P-' &
-& A(,/% & '
& -, & ? -& A(, " ,-"& '-
@"& (.
#-.-/% &
,0 & 7" ?5- - -(. , - -& 7 ,'-& .-& T( & ?'
, "- . #$ "-& ,- T(-#"'-' ' & 5 '( &
-&
' :& 0 '
@"& . :-8",
-'
:-,"P-/% & 3 A(,'-. , -#
5 7-7 #. ,
-&" ,-#. ,
T( 5 ' 0 & - + ( ,0 C -&& "-' & - (.- -' T(-'- & - 3:"- ' .- 9 ",: (
#- " ,-. ,
& -&
A"
. #$ "-
(& - R",&5" -.
( :-,"P-/0 A .-#' .- 9 ",: & 8
"7 &
5 G 5- "#$-' &
(.- - (-/0 5 &"& ,
' (.- (#( -
& &
:-,"P- " ,-#
' A","' & F& 8 (' 5 #- : & 0 '
& (( -& - -73& '
(7"
+ T(-&
:-,"P- " ,-# , -'- , & #" , & - (-"&
, "-"&
> >
'. @!(&, .. '&&

#(.9: %/.%
&5 "-#. ,
- "7"'-'
,-&
:-,"P-/% & #":-'-& Y-'.","& -/0
& (( -'- ,0
. &"'
$"&
+ ,& " (
" -. ,
- " ,-#'
, -# # -#
#7-,
,A T( , .- 9 ",: ,T(-,
5 "& - &(- @ &&"7-
'.","& -/0
,A(&0
. -
*)
5(8#" "'-' A-P . T( & - .(" -& 7 P & -&& "-' - (.- -5#" -/0 ' &,
&8-, -. ,
, ('
' '",$ "
5=8#" & .(" -& 7 P & ,
. & 7 ?- #,: ' &
-.5 ' -5#" -/% & ,-& 7

,A .
&&?"- '
( & & T(-& (.
&&?" & 5- - - "7"'-' & 8?&" -& ' & 7"/ 5=8#"
' (. ,
,-& '"7 &-& ? -& ' .- 9 ",: @"&
, & .-"& & - 3:" -& F' #,: 5 -P G
& @ .5#& -8-"@ ",'" -' & T( 5 ' ?5
(. ",A",'?7 #
( .-"& 5 - " ,-#F". '"- G
, "- . #$ "-& , ' & .5 ,$ '-
:-,"P-/0
,- &- "&A-/0 ' & #" , & B( , &
& & (' & ' .
-'
#" , & -#7 F8 .
5 ." . (. . #$
. '-
,$ ". ,
' & $?8" &
<, "-G 5 ." ",' -&
@5
- "7-&
:-,"P-/% & : " . #$
@"& , & A-P ,' -& & #$-& T( .-"& & - (& . Y&" (-/0 '-& 5 5(#-/% &
5-
- /% & ' & ,&"8"#"P-/0 5- - - 5 7 ,/0 '-
' ,;
7 #'
&&"'-' & ' &
& & -&& &
(& &
@ .5#& 5 ' . &
( ' 7- ",-/0 ",A-, "# . A(,/0
,$ ". , & '-& 5 5(#-/% & -#7
- . '"/0 '- &- "&A-/0 ' & #" , &B( , &

, & , "' ' -7-#"- - &" (-/0
" " -& - 3
#- "7-. ,
Y& '"7 &-&
- 7 #(/0 '- &(- &- "&A-/0
#-.-/% & 5 "& 5 ' 0 &
.5 , , & ' & 7"/ 5 & -'
"& & -(@"#"- & ' : & 0
.-
-'
8.
,&"' -/0 -& &(-&
- 3' &- "&A-/0 5- - & ( , &
- ' A","/0 ' & 5 '( & B& 7"/ & T( .-"& & -' T= . Y& 5 5(#-/% &
#$"'- , & & (' & ' .
. A(,/0 '- ",A .-/0
. ,- & #$- '-& # -#"P-/% & B" ", ?" & T( ' 7 0 &
,&"' -' &
. & ' 5 #;" - '
.(," -/0
,&"8"#"P-/0 5- -
& "@ & ' - (-/0 -.83. 5 ' 0 &
.-&
-#". , -/0 -& 7- ",-/% &

-#- -#". , -/0
-&
#7-, &
?# #
" &
-8-
- ,
,A
- A .- '
:-,"P-/% &
. & - - -#A-8 "P-/0
(#( -"&H
:-,"P-/0 ' & & 7"/ & 5
" , . & ( , & 5 ." -. (.- .-"
#- " ,-. ,
'". , & $ ?" & ",'" -/% &
5 '("7"'-'
&- "&A-/0 '
. F-#:(.-&G 5 5(#-/% & - -73& ' . " & .-"& . ' , &
,
- 7" #<, "- -
' -'(# & -& - "7"'-' & '( - "7-& & "-"&
A;&" -& T(
& #- "'-'
-8-#$ ",A-, "# - 7" #<, "- ' .3& " - - &-='
,A .-/0 B'"7(#:-/0 ' , 7 & & 7"/ & 5 & -' & 5 #-&
,A .-/% & & 8
'"7 & &
& -& & . T( &0 5 &&;7 "& A- "#" -. - - "7"'-' '
' &H
.
' &
#A ,
-(. , -.
' & ( , &H
(- '
, "'-' & T( 5-
:-,"P-/0 ' 5 '" O " & (
", . ( -5 " . A",-, " -. ,

(-. ,
+ ,& " (
-& - "7"'-' & 8 .
. -
' 7 #(, ?" &
- " ,-#'
'.","& -/0
**
>
/!&
(#56#&
/ # '. @!(&,
&& "-' & Y .?" - ' .- 9 ",: @"& . (.
8"' & 5 #& ",
&& &
7 ," , & ' & 5
, (,
'
&& & ' A .-/0
, " & T( ' 7 . &
' : & 0 . .- 9 ",:
#- -. ,
,
' &
, " & ' & - -.C&
&&"'-'
" ('
A <, "-&
'( &
7"/ &
C 6 "#"'-'
7-#
C - "&A-/0
C
-,&- /0
-'
C 4 & 0 ' .- 9 ",:

C " # ' 7"'-
" "
R , ". ,
' 5 "7-/0 ( - <, "- - .5-,$-' '
,$ ". ,
'- @"& <, "- ' 8 ,&
& 7"/ &
T( &- "&A-P . &&- - <, "-S

@"& . '"7 &-& #-&&"A" -/% & ' ,
' & - - - ".5
. -& '
Q, "- '-& . "7-/% & ", ,& " , & ' 5
' A,' T( -& ,

,
&&"'-' &
'
-&#`
/0 "' , "A" -/0
,T(-,
&(8#".-/0
('
-&#`
&&"'-' & $(.-,-& &0 -: (5-'-& ' A .- $" ?T(" - & ,' T( &O T(-,' -&
&&"'-' & ' (. ,;7 # & "7 . &- "&A" -&
& :(",
('
:(,'
-&#` & U ,;
7 "& ' ,
&&"'-' & '
,;7 #
",'"7;'( R5-&&-S 5- - -& ,
&&"'-' ' ,;7 #
&&"'-' &0
&&"'-' & A"&" #O:" -& #":-'-& -
8 .C & -
A;&"
&5" -/0
-#". , -/0 8 8"'-& &-='

&&"'-' & ' * ,;
7#
&&"'-' & ' & :( -,/- 5
/0
& -8"#"'-'
,- & " '-'
.5 :
&&"'-' & ' M ,;
7#
.(,"'-'
&&"'-' & '
&&"'-' & & "-"& -&& "-'-& - & & , ". , & ' 5
& - :-.- ' ,
&&"'-' & ' & - -C& - -&& "-/0 - " -/0 -."P-'
,;7 #
&&"'-' & '
:-,"P-/% & ' T( A-P5-
. & -.
+ ,& " (
,/- - : (5
& ".- #":-'-& - 5-5 #' ",'"7;

'( ,- & " '-'
-5 /
- " ,-#'
,-&
,$ ". ,
'.","& -/0
*M
&&"'-' & ' U ,;

7#
-
-8-#$
"- "7
&&"'-' & ' -( C -#"P-/0 -&& "-'-& - ' & ,7 #7". ,
: -'
'
&- "&A-/0
",'"7"'(-#
-#"P-/0 5 && -# Y . #$ "- '-&
.5 <, "-&
",'"7"'(-"&
:(,'
-&#` -& ,
,&(."'
&O& & , " ?- -;' 5
"7 &- "&A"
& ('
&&"'-' & &0 &- "&A" -& ' (.- A .- $" - T("P-'-
-& &(-& ,
'-& ,
&&"'-' & $(.-,-& 3A(,'-. , -#, .- 9 ",: 5 "& &0 -& ,
.",-. -& . "7-/% &
. - 7 #(/0 A;&" &- "&A-P (.- ,

5- - 5 && -
&&"'-' ' -( C -#"P-/0 & ?
&&"'-' & ' ,;7 #R",A " S
,$ ". ,
T( '
-#: T( & ' & ", - &(5 - (.- ,
T( &":,"A" - T(
", <, "- -& ' "&% &
5&;T(" - ' &
&&"'-'
& 0 .("
,&(."'
,&(."'
&
,&(. &
& ,(, - & ,'
.5# -. ,
#-'
&&"'-' &
70 .('-,'
&- "&A" -&
. A"
& , #: ( - & ,' T( . : -,' . '"'- 7- "-. ' 5 && -
#":-'-& - & -&5
& & " (#( -"& ,'
& ",'"7;'( & & ",&
"
" ('
' A", C&
:," "7 & .

A .-
5 '(
R :-,"P-/0 '( ?7 # '
#-/0 - (. -&5
&& & . "7- " ,-"&
. " ,-"& 5
5 "7 &
' .(,' ' ",'"7;

'( S ] (.- 5 '"&5 &"/0 5- - -7-#"- '
& 7"/ (.- -
& - " (' & ' & ",'"7;

'( & &0
.5 , ,
:," "7-
.5 & -& 5
A C& -
, (,
<&
.5 , , &
'
:," "7-& -A "7-&
,$ ". , &
,- "7-&
,/-& .-, "'-&
#- "7-. ,
,&"' -' H
.5 , ,
-A "7-
A C& - & & , ". , & 5 &" "7 &
5 '( & & 7"/ & 5 && -& 8 .

.5 , ,
,- "7-
. -& . /% & T( & A -.
A C& Y& ", ,/% & '
.5 - B & #$- A(( -
0 ".5
.5
#" , &
-. , & A(( & '
, :- "7 & T( &
-, & 5- -
.5
"-,'
-. ,
& -8 #
& -8 # .
&
,& #"'-,' H
#- "7-. ,
5 7"&% & '
.5
7 ,'-& B 5
-. , & '
(-
5 7
QR
&&
,& " (;' 5
'(-& A-& & - & ,&-/0
& & ,&-/% & & 0 A(,'-. , -#. ,
- ",
-/0
-&& "-'-& Y &(- ,- ( P- '"A , "-# 5 "& &
& 8 (' & ,&;7 "& - & ;.(#& T( & .-,"A& .
. : -,' ", ,&"'-'
A .- &
&A / & ' . #$ "-
@5#" - T( . .(" & & 7"/ & -5 &- '
&":,"A" - "7-. , -& &(-& 5

",
5/% & 5 # . , & ,
-/0 &":,"A" - - ' & '"A" -/0 '-& & ,&-/% &
. (. #".", ;,(-
,&(."'
& &0
#7-'
&-
& ( , & ,0 -# -.
5 -P
@"& . <& . -,"&. & 8-& ' ' & '"A" -/0
T( &0 & ,;
7 "& -& -&& "-/% & -& : , -#"P-/% &
+ ,& " (
- " ,-#'
'.","& -/0
&5
5/% & ' & #" , & B( , & 5 ' . &
A-P ,'
(.- -,?#"&
,& (/0 '-& 5
.5- - "7- '- 5

5/% & . -'- -&
& (' '-& 5
5/% & 5 ' ? &
-'.","& -/0 # -#
",'" -'
& ".5
7"&(-#"P-'-& - -73& '- ("#"P-/0 ' .-5-& 5
5/0 ' & #" , &
#- "7-. ,
- & - "8( & 5
", , & Y
&5 ;A"
.("
#7-,
'-& -& ? -& ' - (-/0 '-& .5 &-&
, -# 5 "& &5 #$- - -7-#"-/0 ' & ( , & - A .-
-, &
5 (-"&
#- "7-. , -
.5
-. , & '
,&(.
7 #( .
'-
A,
5/% & A(( -&
+*
, ". ,
5 #
' ' &
,&(."'
(. '
.",-' & 7"/
( 5 '( T( &- "&A-P (.-
& , "'-
& 5 A <, "-& 5 &&(5% . (.- -,?#"& ' -# ,- "7-& & # /0 '-T( #- T( & -A":( -
.-"& -' T(-'- 5- -
,&(."'
&" (-/0 '-'-& -& " (,& Q, "-&
-8 "' , "A" - -& 5 A <, "-& ' &

-' T(-'-& ( -& . #$
,&(."'
&
&
,'" " ,-#"&. &
$-8" -, & ' A .- - , , - -& & #(/% & .-"&
& 5 &&;7 "& 3 (.- - A- A(,'-. , -# T( ' 7 ? &
O :0 & '- -'.","& -/0 5=8#" - : -# # -# &&". 5 ' ? &
@ "'- 5
5 &&;7 #-5#" -
@"& , & '- A .- T( .-"& &- "&A-/- -& 5 A <, "-& '-& 5 && -& ' &":,-'-. ,
# -#"P-/0 "5 ' 5 '(
"
. &(.-
. &. '",$ "
.5 &-&
& F & -&& &G

.
(& &
. & ' $ ?" &
( - - . #$ -5#" -/0 5 &&;7 #
)Q
--
,&(."'
+ ( ,
5 A <, "-& ,0 & 5

-'T("
,&(."'
, -,
5- - -
".5
(5-,'
5
&
- &(- ,
&&"'-' &- "&A" - ' -
'
. -& &(-&
. -& A(, " ,-#"'-' & 3 ," -& -&& "-'-& - & 5 '( & B& 7"/ & T(
( - -, & ' .-"&
:-,"P-/0 A ,
'"A " : -,' . ,
-,
#(/% &
' - -
& "7 . & 5 -,
.5#@"'-' -&& "-'- Y&(- 5 '(/0
(. 5 '(
( (. & 7"/
'"& "8("/0 5 ' ?
@"& . T(-
--
;& " -&
A(,'-. , -"& -&& "-'-& - & & 7"/ & T( & '"& ",:( . ' A .- A(,'-. , -#' & 5 '( &
-
(. ,&5&%& . ! #: T( 5 ' &
#! . .5&%& . !
@5 ". , -' .-& ,0
& & 7"/ & &0 , .-#. ,
-'
5 '(P"' &
"-#"P-' &
,&(."' &
. &".(#Q,
-
P!(! ,! !& . !
& ,' 5
#,: '
5 " ,-' ' A .-
.5# -. ,
#" ,
5- - #" ,
'"A ,
'
' (. . . ,
#" ,
5- - #" ,
5- -
( . &. -
.5
! !/&5&%& . !
,0
& 7"/ 5 ' 7- "- '
& 7"/ ,0 5 ' &
- .-P ,-'
-& ,0 & -
?T(-#T( 8 , A;" B("#"'-' A(( - 5 # T( 3'
.",-,
,&(."' ' ". '"&-8 5 7 - 5
(-
T( @"& " ?- -'- . . ,
+ ,& " (
- " ,-#'
'.","& -/0
*U
& -&
--
;& " -& ", ;,& -& Y 5 '(/0 '
- .5-,$-. ,
,
.("
( & -&5
---
.5 &- "-# " , -'- 5- -
#(
@"& . ".5
-, &
, "8("/% & -
#$
,7 ," , . ,
"' #"P-/0 ' & #" , &H

"A , "-/0
,'"8"#"'-' -&& "-'- - (. .-"
& -8"#"'-' '- -
,:- "-/0 ' , 7 & #" , &
" -'
- - -& , "'-' & 5=8#" -&

- & & 7"/ & 5 & -' &
-&& "-' & 3 0
S" "
R".5
:& 0
&
.(,"'-'
-P ,'
8 ":-. - (.- 5#-,"A" -/0
.-"& ("'-' & & - ,;7 #'- -5- "'-' ",& -#-'- ' .- 9 ",: '- #:;& " -
' & & 7"/ & -& & -. A , "' &

C
& 7"/ &
& , -'
#" , &
-P"' & 5 #- 5(8#" "'-'
&(#-' T( & 5
& 7"/ & 5 '(P"' &
5 # & .(,$ ' & #" , & - (-"&
,' -&& , - ,- .-@"."P-/0 '- ("#"'-' -&& "-'& - -P0 - - " ,-#"P-/0 '- : & 0 ' &
(& &
#7-,
) S
(.- 5 &T("&- ,
Q, "-
7-# -
'" " ,?"
7-# &":,"A" - R>-#, "-S R-5 / S R T("# T( -#: 7-#S
#- "7- '-'- - -#:(.-
:-,"P- " ,-# 7-#
"&-S R. '"'- '
-'(PC& R,-T("# T(
: -,' P-S
-'(P",'
5- -
& #" , & & 0 '"&5 & & - 5-:- 5
-.8" ,
& #$ .
&
5 '( &S ,- R&- "&A-/0 T( 8<.S ,- RT(-#"'-' S RA"' #"P-/0 S R ,A"-,/-S , R8 , A;" S T( #$ &
(@
&
& ( ,&(.
.5 &-&
5 @"."'-'
,& :( . : - 7-# 5- .
,&(."'
5 ' 0 -(. , -
&
& ( #-'
7-# : -'
5 5
#" , & - -73& '- ", 7-/0
(&
-& , "'-' & 5=8#" -& & . 8
" ,-,'
.-"
8 .C & -
. #$
R", "."'-' SB
"7 & '

&
,'"8"#"'-'
,'"/% & ' 7"'- Y&
5 5(#-/% & T( & 7 .
& ( #-'
5 '(
B& 7"/
? (.- '
' , .",- - &(- -5 "'0 5- - &- "&A-P (.- ,

(&
.",-'- 6
&&"'-' '
,&(."'
T( ' (.- A .- &".5#"& '"A ,/- ,
- ("#"'-'
' , .",-C& ' >
QR
& 5 && -& 5 ' . 8

-( 5 '(/0
& 8 ,&
(& -
& 7"/ & ' T( ,
&&" -. ' '"7 &-& A .-& , . -'-. ,
-,&- " ,-' C & - -73& '- A - ' -#:
+ ,& " (
- " ,-#'
'.","& -/0
-,&- /0
*L
, ,' C& -
- ' 7-#
-.8 & & ",
7 ," , & T( 5 '
(.- .-
"-#"P-/0 . , ?"- (
,0 . , ?"-
"
R &5-/ S
.5 &
5 #
5 ' . ",A#( , "5
, (,
,&(.
, "-"& ("#"P-'
, "-"&
-&
.- . 7- ",-&
--
.5 -'
, . -'-. ,
& -'" " ,-' & -
' & , && & 5

"-,/-&
'
.5 -'
"P-/0 ' .
&
,(.
5
'
, "-"&
&5 & "
. & -. 5
& #;'
&'
-' - (-# 5
5","0
&
.5
-. ,
& .3'" & T( - ,& #$-.
.",-,
5- - - -7-#"-/0 '-& ,
-'
&&"'-' & '-&
( - + & ,;7 "& '
,&(.
' 7- ",-' & ( '
. &( && G
5 &&"8"#" -.C, & (.- . #$
& ,&"8"#"'-'
Y$" - T("P-/0 ' 5 " "'-' & ' - (-/0 . &.

,& -,:". , & Y: & 0 ' &
. & 7"/ &
(& &
: & 0 ' .- 9 ",: , ,' C& - : & 0 '. '"?" &
' & -: , & T(
(,"7 & ' & , && &
@ .5# - -73& '- 7 #(/0 ' ,(.
'- -'.","& -/0 # -# ,' $? -, -& #"." -/% &
, "-"&
5 & , -.
&&"'-' & '-& 5 5(#-/% & + - 5
-,?#"& & '
F",G&(A" "<, "- '- -5- "'-' ",& -#-'-
"
( &
, "-#3 '
' & .5 ,$ F5
-#"P-/0 '
(& -
@ .5# & 5 A&&
"-,/-& T( ,0 70 Y & #- (T( - &(5 -.
T( , . ,
& ",
&
& - (-"&
' & -T( #& ",'"7;'( & T( 5 &&-. ",A#( , "-
.(,"'-' & 5 ." ",' C, & . '" -& ,

- (-"&
& B("#"P-'
.-
<, "-
#-/0
. &A ,
.
'
. "
,7 #7 ,
. &
,&(."'
&
&
: & 0 ' .- 9 ",: ,7 #7

-
,?#"& ' .
-' H
# /0 ' &
"7 & T( 5 &&-. &
( & & @"& , & T( 5 &&-. &
- ",:;7 "& , . -'-. ,
-'T(" "' &H
# /0 ' & 8
"7 & T( 5 &&-. &
A","/0 ' 5
&& & B& 7"/ & B5 '( & - ' & ,7 #7
- ",:"' &H
( -& 7- "?7 "& A(,'-. , -"& ' .- 9 ",:

& -&
7- "?7 "&
.5% .
- -73& '- -,?#"& ' &
. -
".5#. , -
.(," -/0
5 /
' ,-,'
'- '"& "8("/0
.- 9 ",:C."@
S " )"
& ,;7 "& ' 5
"' , "A" -'-&
,;7 "& ' 5
( - ' & 5 '( &
& 7"/ & 8 '
' #"." -'-& T( .8 - 5 &&-.
. - (. " # ' 7"'-
'( -/% &
. A-& & -8& #(-. ,
,A":( -/% & '"A , & &0 ' "&"7-& , &
(-
+ ,& " (
- " ,-#'
'.","& -/0
*J
& A-& & '
C ,
" # ' 7"'- &0 -& & :(", &
'(/0
X(-,' (. 5 '( B& 7"/ 3#-,/-'

T( A T( , . ,
5 '( &
5
@"&
(.- 5
( - "," "-# '(P"'- 5
(.
, (,
& ' , .",-. ' R-' 5 -, & "," "-"&S 5 && -& T( : & -. '
T( ' 5 "&
&5-#$-. - &
( & -& &(-& 5
5/% &
#- "7-. ,
' -'
, &
@5 ". , - , 7 &
5 '(
B & 7"/
5 " ,-'
& - A-&
-5#" -
' & &
,;7 #' 5
:-,"P-/0 ,0
?' 5 '(P"
( & & ' &'
. . ,
. : -,'
& -#- ( -& &
' & (#-,/-. ,
' & 7"/ & ,0
?'
' ?A-P<C# ' (.- A .- A-& -'- ?T(
( - & ?5 : &&"7
& ". ,
. ,
'
?5"'
& ". ,
'- 5
(-
& - A-&
3 && , "-#:- -, "
-5- "'-' '
&5 & -
(.
#7-' ,;7 #' T(-#"'-' , & 5 '( & & 7"/ & T( &0 A , "' &
- ( "'-'
-& '
& -8"#"P-/0 '- 5
- 3& ". & ( '
(-
. ,;7 "& #7-' &
3& ". & 5 , (-"& ( & (( -"&
("#"P-'
& (.- 7 P T( - A - ? 3
RA"' #"P-
& #" , &S
.8 & - A-&
,$ "'- 5
,0 $-7 ? - - - /0 ' .(" & , 7 &
: -,' 5-
(& - :- -, " T( &0 8 . - ,'"' &
-' T(-'- ' . ' - 5 ." " (.- : & 0 .-"& A" -P' &
. -#:(.-& 5 &&"8"#"'-' & ' #": " &
' & (.
T( ("#"P-.
'(P"' &
-' 5
, "-# N? T(
& 7"/ B5 '( ' A .-
( & & '"&5 ,;7 "&
#;,"
(" & ' & & 7"/ & 5 & -' & Y& 5 5(#-/% & , - 0 . ' #;,"
5 T( A -. &(8& " (;' & 5

@5
- "7-&
T( - -'.","& -/0
-# ,- "7-& .-"&
,O." -&
A" -P & (
&&"'-' & '-& 5 5(#-/% & 7 #( . 5-&&-,'

, -# # -#' 7 ?'-
5 T(
,;7 #' 5
,7 ," , &
& -& - 5
,'
( - '".",("
(
&
-5 &- ' &
-8-,' ,-' ' ". '"-
, - , & - A-&
-
-#"'-'
-&
"5 ' 5 '( & -
&5 & -
& - A-& 5 ' ' . - '"-& . & & -, & ('3 -'-& - $ :- ' 5 ,' ,' '- 5 &"& <, "- '- ,
, -,
#-'
-#,0 ,
&&" - ,
&&- "-. ,
5 ' ?A" - -, & , & - A-&
T(
.8 -
&&"'-'
5 '( B& 7"/ ' 7. (. ,;7 #' 5
(-
",A "
+ ,& " (
- " ,-#'
'.","& -/0
*!
],
&&?" "' , "A" -
,;7 #' 5
.5 :( & 5- - &- "&A-P - 5
(- 5
(-
-'
. ,
5- - T( & 5 7 -. &
' &5 ';"
- - -#3. '-& ".5#" -/% & - ,;7 #'- 5 #;" - ' 5 '(
$? -.83. T( T(- " ,- -&
.(," -/0
<. '
5 '(
. '"A , &
' & & (& $?8" & '
,&(.
" # ' 7"'- ,' &
, , -.
-&& "-' & YA-& '
. &'
& -, & 7- "?7 "& ' .- 9 ",:C."@
(- 5 - " ,-#"P-/0
( & & T( ' 7 0 &
-5- "'-' 5 '("7- ", 7-/% &
. & -.
5 / - '"& "8("/0
T("&" & . A(,/0 '
,$ ". ,
#- "7-. ,
T(
. &.
T( -& 5 && -&
& 0 5 A(,'-. ,
> %
. #!#(.(1,&
/ # .# ,. &
C.9I!#
& 5#-, &
& - 3:" &
".5#. , -' & ,-&
&(#-. '- &=.(#- '
:-,"P-/% &
(.
, (,
& -. - >"&0
'
-&5
"&&0
& -,
" . ,
& >-# &
&
' A","' &

8
"7 & '-
:-,"P-/0 , #,: 5 -P
$&#: 3(. -&5
R,0 & " S '-
' & & (& 5 ", "5-"&
'&##:
? T(
:-,"P-/0 & 8 - 5 &5
Y& &(-& ' "&% &
' . "7-'
5 & , - - -5- "'-' ' "' -#"P- (. (.
,- @5#" " - - 7"&0 '- .5 &. 5 ,
'
."&&0 F -# . - 7"&0 G &0 A

"7-&
@5
. ,
- "7-& ' & '" ": , & '- $"& O "- '-
" , -'- 5- -
,0 5- -
-'
@ .5# ) -
"7-
' & &
(.- . - 5- - -'-
&
(5-
& #-&
.",-' & : -(& '
, ( & Q.8" &
"-#"P- . ' (. , & & " &
' & & #. , & ';& " -& ' & ( . "
:-,"P-/0 ' & & (&
' & .5 ,$ '-
:-,"P-/0
,7 #7 ,
(& &
-&
'-& &(-&
:-,"P-/0 - ."&&0 ' 7 &
.("
5 '(
"&, E , - - &(- - "7"'-' ,-&
5- T( & .?" &
@ .5# *
"7-,' C- ?T( - .-
",A#( , "-'-& 5 #-& - -
- - T( ,0 #"."
,7 :<, "- ' & &A / & '
.5 <, "-& '"& ", "7-&
'
& "' -"& '-
-'- & 7"/
A .-"& A(, " ,-,'
5 &5
A#
&5 ,&?7 "& & 7",' C#$ & ' ",&5" -'
#. , & '- T("5:-,"P-/0
:-,"P-/0
"-,/-&
,0 , & A"#. & 5
"&&
" ( -.83.
(P " &
, -. - &(- - "7"'-'
,&",
( 5=8#
" &
&&". & ,
. & -. A .-/0 5 A"&&" ,-# -
,&",
&&?"
(5-/0 '
,-
.(,"'-'
,0
5 ' . '",-."P- - "7"'-' &

.5 & #"7 & '-&
"-,/-&
7 ,&
+ ,& " (
- " ,-#'
'.","& -/0
*I
& ).% !# @5#" " -. & ' &

. & & "-"& 3" & ,- &(-
& . T( #-/0
:-,"P-/0
. - /% & &5 ;A" -&

(. #. ,
' &
'
&
-,
.",-,
. & T(-, " - "7 & ' A .- - 5 '
' & .5 ,$ '-& T("5-&
, &5
#. , & '-
- .5-,$-. ,
5- "#$-.
&& & ' . #$ "-
T("5-
' A","/0 '
:-,"P- " ,-"&
& -8 # . 5 " "'-' &
. .-
"7 &
& &5 5
"-#"P- C&
:-,"P- " ,-"& 3
" ,-. (.- '"
" , -. -& ' "&% &
/0 -
A- "#" -.
# -7-#"-/0 ' ' & .5 ,$
@ .5# ' (. 8
"7 ' (.- .5 &- -(. , - - A- ( -/0 '- .5 &- . )Ka - -, H
@ .5# ' (. 8
"7 ' (.
&
' &-='
5 ;' .?@". '
&5 - ,-& ( :<, "-& ' 7
' MK.",( &
- - T( & -. = "&
& 8
"7 & ' 7 . &
$" - T("P-' & T(-, "A" -' &
P&! . L &C. # 5 T( ' 7 . -'7" ' (.- -' "- '

, -,' "-. &
& -, &
T( ".5#" - T( &
J . (&7&/. #
(.5 -. ( & 8
@ .5#& '
?,
".- 3,
@ .5#H (.- & #- T(
-'.","& - "7 & *KKK#"7 & ,- 8"8#"
"7 &
"7 &
-#"& -&
, &
& .-"& ".5
-, & '
.",-.
MKK-#(, & ",& " & , 5 O@". -, # "7
. & -. 5 &&(" )K &-#-& T("5-'-& U .5 :-' &
&&?" &-8 RT(-,
3 (. 8 . ' & .5 ,$ S 5- -
5 ' . & . '"
&
&&?" ' A"," T( &0 MKK-#(, & 5 "& & - & #- &O- ",:" *!K &":,"A" - T( &
&(#-' & ' & ( -8-#$ - && ,;7 #,0 A "

,=.
'" -.
. & ( & ",'"7;

'( & : (5 &
5;!/(&$ # -'(P . - ."&&0 '- .5 &- .
&
& & (& #. , & -
. #$
.?@". ' -#(, & 5 &&;7 #S ,(, - &-8 "- T(-#"A" -
"7 && A"@-'
"7 ' R
' & .5 ,$ , . & T( T( 8
("7 & '
& :(,' ,;7 #' 7 "- ", #("
!.%&#(.# & 8
"7 & ' 7 . &
.-& -.83. <. ' &

5
- ",:;7 "& -&
&& ' 5#-, -. ,

8
' &-A"-, & ' A .- - : - . (.
-&& "-'
.5
-. ,
.-"& '",Q."
, ?" ' &. "7-. & & (& @ (-, & 5% . . -(&(" -& 7 P & 5
8 - 7 , -'
( @ && '
5 "."&.
'
A"@-.C&
"7 & ",- ",:;7 "& T( A(& -. ' &. "7-. T( . #(- 5- - & @ (-
! ! (!# &
( & & '-&
: -,'
&& ' ' A","/0 ' & 8
:-,"P-/% & '
( - A .-
& &A / &
,A(&0 ", A" "<, "-& ' &5 ';" '
+ ,& " (
"7 & .
,& ,Q, "-
- ".-: . , .
. - ."&&0
-' -5-
& 7-# &
.' &
&
' ,-' &
(& &
- " ,-#'
'.","& -/0
MK
!#(.(1,&.
A C& Y A .- ' ("#"P-/0
'"&5 &"/0 '-&
:-,"P-/% &
A"@-' & 5- - -
:-,"P-/0
, "8("
A "7-. ,
& (& A",-, "-'
.-,'
5
- - T(
'
& (( -'
'
& 5
T(
' & ,7 #7". ,
#,: ' & 5
:-,"P- " ,-#
& & (&
"-"&G Y
"7 & ' #,: 5 -P
&& 3(.- & T(<, "- ' 5-&& & T( ' 7 . &
"7 & ' #,: 5 -P '-&
T( ' 7 . &
& 8
.-
'-' & ' A .- -
.5 ."&& & 5 -,
&
&
5 -P F5- - "&&
&
( & & $(.-, &
. . " ' - ",:"
5- - - . #$ "- '- A" "<, "-
A <, "- & 8
( & & ' A(,'
- A-& '
' & & (& ' 5- -. , &
& ("#"P-'
:& 0 ' & . " & F
-8-#$-' &
(.5 "' & - #,: '
$? & 5#
-, & 5 - " ,-"&
&& & 5 &&-
' ,-
,:#8 (.- A "7-
&& ' 5#-, -. ,
('
3,
.5
,0 &
, -,' ,-&
5 -P G
&&?" T( $- - (. 5
' ,-/0 '
' 5-' % & ' ' & .5 ,$
:-,"P-/% & -& & - 3:"-& -.83. -/-.
&& ' 5#-, -. ,
&A / & (.- 5 5- -/0 5- - - .('-,/-
- A .-/0 ' & '" ": , &
7-. &
&5 ,' ,' - T( & % & A(,'-. , -"& 5- - -
,' T( . & $ :- Z FA"@-/0 ' & 8
:-,"P-/0
"7 &G
T( & -. & - A-P Z F & - 3:"-& - (-"&G

T( ' 7;-. & A-P Z F-,?#"& -.8" , -#G
T( &-8 . & A-P Z F-,?#"& ' &
T( 5 ' . & A-P Z F 5
( & &G
(,"'-' & & - 3:" -&G
. A-P Z F.('-,/-& & - 3:" -&G

T( 7-. & A-P Z F .-'- ' ' "&0 & - 3:" -G
-P Z F".5#. , -/0 '- & - 3:"-G
-P . & 8 .Z F ,
#G
& - 3:"- ' .- 9 ",: 3(. ' &

& 8
5 '(/0
' (.-
.5 , , & '- & - 3:"- '-
"7 & ' & '"A , & ' 5- -. , &

,
( -&
, -,
& ( , & B #" , & A-P . T(
. & -. - & - 3:"- '
& (".5-
" , -/0 ' .- 9 ",:T( & 5
, &
&(#-' & '-
,' 5- - -&
,$- (.- ".5
+ ,& " (
:-,"P-/0 T( ' 7 &
Q, "-
- " ,-#'
:-,"P-/% &
( & & $(.-, & A",-, " - '
:-,"P-/0
&5 "-#. ,
- &(- -&& "-/0 -
, Q.8"
,-
#7-,
'.","& -/0
M)
& .O'(# ' 7 ? ,
Actividade
5 && -&G
":",-
(.- 5 ". " - A-& - 5
,& (/0
A#@0
@- -. ,
, (,
<& - "7"'-' &
. : -,' : (5
' 8, "
,'
(- '
' .- 9 ",:F . 5 T( , : (5 F* - M
' (.- ' A","/0 ' .- 9 ",: ' : (5

8
' .- 9 ",:
"7 T(
-'- 5- " "5-,
A",-#' ' 8-
.5
&
-8-#$ ' 7
,'-
: (5 ' 7 ? &(.- "-
T( &":,"A" -
'
&&
R ,& (",' S ' A","/0 ' .- 9 ",:' : (5 H
-5#" -/0 '
, "
' .- 9 ",: Y
:-,"P-/0
- "7"'-'
-'- A .-,' -5 & , - - &(-
".5#;" -
& - A .- 7 "A" -C& - -5#" -/0 '
5 & , & -
,A , - . & & (&
&0 , : (5
A. ,
@ ;" R:#&&?" S +
'
:-,"P-/0
, "
Reflexo
--
,'
-'- (. ' & A .-,' & @
-,-#"&- - &(- & - 3:"- ' .- 9 ",: @5#;" - (

- (.-
-#"'-'
A "7-
8 ":-'
#- " ,-. ,
",
"P-'-& 5
-'- (. ' &
5 && -#H
-'- : (5 ' * - M 5 && -& & #$- (.- '-& 5-#-7 -&C $-7
& -,'
- &(-
,$ ". , & '- ? - & 7",' - - "7"'-' 5- - : - (.- .-"
5 &T("&- A-P(.- 5 T( ,- -5 & , -/0 - : -,' : (5
,O."
, "
.5#. , - &
",& "' &
&5 ,' - T( & % &
.(,"'-' &
. (. ,;7 # '
-5O&
.5 '
' ,- ' 8-
' & ,7 #7". ,
& " C
: -,' & - <, "-& ,- 5 & -/0 ' & 7"/ & Y& 5 5(#-/% & ' T( A .- -&
-'.","& -/% & F , -"& (# -"&G 5 ' 0 : - - -73& '- 5 - " ,-#"P-/0 '- &(- : & 0 ' .- 9 ",:
(.- .-"& 7-#"- A "7- 5- - -& 5 5(#-/% & (.- . #$
X( : -,' & '"A ,/-& @"& " 0 ,

5(8#" - -& ' .-"&
5- "/0 '
- - "7"'-' ' .- 9 ",: .
(& & -
'- -
.(,"'-' Z
:-,"P-/% & #":-'-& Y-'.","& -/0
:-,"P-/% & .5 &- "-"& @"& , &Z
+ ,& " (
- " ,-#'
'.","& -/0
M*
Sntese
:& 0 '
&
5 ". "
#- " ,-. ,
#":-'-& Y-'.","& -/0
'-&
:-,"P-/% &
#- " ,-. ,
,' ( ,T(-' - C& - ".5
-'
T(
&
.- 9 ",: ,T(-,
,&(."'
& - 3:"- -' T(-'- 5- - ".5#. , -
. .5 &-& T(
& ,
- "7"'-'
& , "'
(-5 A(,'-
, -#'-&
' -,-#"&- -& &(-& ,

#- " ,-. ,
'"& "8("/0 + : " - &(- ".5#. , -/0
, ?" ' T( 3 A T( , . ,
T("7-# ,
'"
&&- "-. ,
&-
,& " ("
:-,"P-/0
(.
,T(-' -
#-'
&&"'-' & ' A"," (.-
"' , "A" -,'

7
& 5=8#" & -#7 .-"&

, & + 5 '(
5 /
&(#-' & T( &0 : -' &
".5#. , - (.-
&&"'-' & ' , && .
-& '"A" (#'-' &

& "'- ,- 5
- - T( -
#. ,
" , -/0
. : "
-' C-#7
: & 0 ' .- 9 ",: ,0

&
(& & '
A .- .-"&
(. , -,' - A" "<, "- '- &(-
:-,"P-/0
(#( -# A(,'-. , -# '
'-& -& ' "&% & 5 - " ,-"&
,0 -5 ,-& (. ' 5- -. ,
"P-'
' & .5 ,$ '
& - -8 '-: . &
( - ' & #(/% & ".-:",- "7-&
@5
- "7-& '
5#-, -. ,
T( 5- - ' (.- -,-#"&
& :("
".5#. , -' T(-'-. ,
-'
+ ,& " (
&
#. , & '-
" , -/0 ' .- 9 ",:".5 ,$- '"&5 ,"8"#"P- .-"&
' &' T( #$ & - -&& "-' .-"
/-. , -"& ".5% . T(
' &
&5 "A"
& - 3:" -&
A" "<, "-
(" -& 7 P &
- -&& "-'- - (. &A /
' '" -/0
,O." -&
:-,"P-/0 ' & .5 ,$ - &(- - "7"'-' ' (.- A .- A" " ,
&&"'-' &
T(
'- -
. &. T( - ".5#. , -/0 ' (.-
( & & -#' 7 ?&
-& ,
- "7-&
" , -/0 ' .- 9 ",: -: :-
:-,"P-/% &
- &- "&A-/0 '-& 5 5(#-/% &
' 7 ,'
A "'
&
- R:-& - .-"& '",$ " S .-& &".
" ,-'- 5- - -& @5
("#"P-/0
:-,"P-/% & T( ,T(-' -
-' T(-' & . '(#-,' - A - - & - 3:"- ' .- 9 ",:-&& "-'- ,-& &(-&
.(," -/0
Q, "- ' .- 9 ",:
, -# # -#
& - A .- ' 7 , ,' C&

& (
-5;(# 5
3,
&&?"
- Y .5 &-
- " ,-#'
' ,-'-
T( & ".5#. ,
- .
-'
'.","& -/0
' -
'
(. &"& .- A .-# '
T( "' , "A"T(
& -.",$ -
MM
Avaliao
A .-,' ' 7
A .- - -A "
&5 ,'
& & (&
,$ ". , &
#- "7-. ,
Y .?" - . T( & 0
Y& & :(", & T( & % &
J !#(:
!# #(.4
2)! . !E .%# E* ?
: #!& (! 0
A$& .#3
'! (6 &#
- 9 ",: 3&",O,". '- ("#"P-/0 ' , 7-& A .-&

' 7 ,'
.(," - (. 5 '( (& 7"/ Z
: & 0 ' .- 9 ",: 3 & 8 (' - ,& #$?7 #:-,"P-/% & 5 "7-'-& ( . A",& #( - "7 &
@"& <, "- ' (. ' 5- -. , ' .- 9 ",: 3
& .5
. ,'-'- . :-,"P-/% & T( 5
,'-.
,& (" (.- " , -/0 ' .- 9 ",:
& & (' & ' . -' -5#" -.C& - &" (-/% & .("
&5 ;A" -& . T( 3, &&?" 5 5- - - ", '(/0
' , 7 & 5 '( &
6. .-5- 5
5 (-# 5 & , - : -A" -. ,
-7-#"-/0 ' & #" , & #- "7-. , - & - "8( & T(
,&"' - #7-, &
&
, ",:<, "-& -&& "-'-& Y . "-#"P-/0 B
5 & -/0 ' & 7"/ & &0 .-"& .5#@-& T( ,
-& ' & 5 '( &
#-/0 , - ("#"'-' T( 5 '(
?5- ( ,
(& T( &(5 - ? 5 & , - & (7-#
& - 3:"- ' .- 9 ",:-&& "-'- - & & 7"/ & ' 7
.-, C& ",-# -'- - #,: ' " # ' 7"'- '
A .- - .-, <, "- '- &(- A & A-& & '
" # ' 7"'- ' & 5 '( & &0 ", '(/0
& ". , .- ( "'-' ' #;,"
"' , "A" -/0 ' & 5=8#" & -#7 3.(" ".5 -,
T(-#T( T( & - 5 '( ( & 7"/ . &. T(
' Q.8" & "-#
+ ,& " (
- " ,-#'
'.","& -/0
Referncias
b
$
. .,& , = .
F)II)G
&&
b
c2
7" ` 2-,(- EC
L &(UE . &
(.%&C& ,
! /.( WW ? ! &.! 6(&/.
-#F*KK G
*.'!
`W 9
F)IIJG = &% & , 5 . #V&(0 ('.##'! &.> N- 7- ' (&", &&
N
N
8 (- E MICUK
,,"&
(0!).% ! 7. = .
. @!(& , )Kd '"/0
. X("@
"&8 -
Glossrio
%&! (!+ 6 ,
-#:(3. T( -'T("
%( . ,. &C./& .%+
:-,"P-/% &
, (,
T( 70 & ,
",
5 '(
(,
-& ' &
: - ("
-#:(3. T(
' 5 &&(5 & & 8?&" & T( A -. & ,'

" "P-' & 5 #& . .8 & '-
:-,"P-/0
"-' &
& #" " - ("#"P-
' & ,7 #7"' & ,-&
. A .- ' #"'-
. &
5 8#.-& &" (-/% &
! (& . ! +
'"A , "- ' &
. @!(& , C
.
-/ & "' , "A" -'

& -, &
,A
&
--
"P-'
& ' (.- 5 && - .- -
7-# - & & (& ("#"P-'
:-,"P-/0 T( -
&
. .- 9 ",: &":,"A" - -&&". - - /0 B- (-/0 T( -&
:-,"P-/% & @
.& 8
-'
! /.
C R &5-/ S
.5 &
-: , & T( 5 ' . ",A#( , "-
5 #
, (,
'
.5 -'
& B("#"P-'
& - (-"&
, "-"&
' &
,&(.
+ ,& " (
- " ,-#'
'.","& -/0
MU
*!/!##& . !C
, ". ,
' 5 "7-/0 ( - <, "- - .5-,$-' '
,$ ". ,
'- @"& <, "- ' 8 ,&
& 7"/ & T( &- "&A-P . &&- - <, "-
).% C
'"A ,/- ,
- ("#"'-'
(&
+ ,& " (
' , .",-C& ' >
- " ,-#'
'.","& -/0
ML
Captulo
. 8( % ? &#(!'. ! (!%&,- /&

.!'
Objectivos
.5
A",-#'- -8 '-: . Y .?" - R &#(!'.# ! 7 '.9:

5- " "5-, & - ?-5 F-G -
,'
5-5 #5 5 ,' -, '- ",A .-/0 ,-&
& ,7 #7 - & ,&"8"#"'-' 5- - - ".5

:-,"P-/% &H
' , "A" -
'"& ",:("
&
Resumo
&
Q, "- ' & &"& .-& ' ",A .-/0 ' .- 9 ",:,-&
.5 , , & ' & &"& .-& ' ",A .-/0 ' .- 9 ",:H
-5;(# 5
,'
'- : & 0 '-& ",A .-/% & ,-&
.('-,/-& '- & " '-'
' .
7 P & &0 A(,'-. , -'-&

,&(."'
- - T( -&
&
&
-'
"," "-#. ,
. -& - -
. '
'(P"
. ",A .-/% & 8-& -'-&

-'
,&":-. 8
,'
& "& & ",
"5-
,'<, "-& '
Q, "-
" . - # -' '-&
, & Y& ' "&% &
& -& .(" -&
@5 "<, "-& 5 && -"& , :#": , "-,'
&
& 0 ",& "' &
-& ",A .-/% & 5
", , & 5- - - &(- - "7"'-'
' & ,7 #7 C& (. &"& .- ' ",A .-/0 ' .- 9 ",: T( & - -5-P' . ,"
,& :(" -,
;& " -& ", ;,& -& '
' . ,& - - & A .-,' & - ".5
:-,"P-/% & ' A .- - - .5-,$-
8.
, & -3 .
:-,"P-/% &
! . @!(& ,S -'-
:-,"P-/% &H
#- " ,- - "-/0 ' &"& .-& ' ",A .-/0 ' .- 9 ",:
-'- :-,"P-/0 H
& ,
. @!(& ,
3,
&&?"
"P- -& ",A .-/% &
,&(.
+ ,& " (
- " ,-#'
'.","& -/0
MJ
0 ' . ,& -'-&
@5#" " -'-& - #,: '
.- 9 ",: ' T(-#- 5 ". " - + &"& .- ",

",A .-/% &
' & ,$
5
( '-' & T( -
- &(- ("#"'-'
-5;(# -&
, ' ",A .-/% & C
&"& .- ' ", #":<, "- ' .- 9 ",: 5
Q, "- '- A"-8"#"'-' '- ",A .-/0 5 "&
- 3' & . " & '
"P-C& 5
& ("#"P-
&
(.
,& :("
&(- 7 P - -
&
, (,
'
( ,0 - .-P ,- 5 "&
"P-C& 5
:-,"P-'- .-& &"& .?" - 5 &"& ,
#$ ",A .-/0 - -73& ' & . " & T( . #$ &
- ".5
--
:-,"P-/0 ? 5 &&(" .-& T( ,0
&& ' 5 &T("&- ' ",A .-/0 ' A .- ,0
"?
.5 , , & ' (. &"& .- ' ",A .-/0 '
&
(.
:-,"P-/0
-& & ? -#/-' - & A .-,' &
. - .-&&"A" -/0 '- ",A .-/0 - -73& '- ",
.(," -/0 ".5 && & #7- - (.- '"A" (#'-' ' '"& ",:(" ",A .-/0 & :( - '-T( #
-
& . A(,'-. ,
"
=#".
,(.-
.5 , ,
' &"& .- ' ",A .-/0 ' .- 9 ",: & & (' & ' .
#$- ' ",A .-/% &
'
.",-'
-'
5 8#.- '-
:-,"P-'-
:-,"P-/0
' &' - & (5#-, -. ,
A". & ? @5#" " -'
" , -'- 5- 0 -8 '-' &
,O."
' &
, 5/0 ".5#. , -/0
,'
& -&5
(. -&5
& ",
,&"& .
& #7
(.
, & - & & (' & '
-7-#"-/0
A(,'-. , -' - & A .-,' & - -' T(-/0 ' & &"& .-& ' ",A .-/0 '
.- 9 ",:- & "5 & ' ' "&% & T( 5 ' 0 &
, @
.5
-'
& "-#
, #O:"
.-'-& 5 #-
,' &
:-,"P-/0 8 .
& 8
"7 & ' & -
, , - ",& "'-
Palavras
. & -
- O.
#(&
& (' & ' .
(& : (5&
&
-'
6,"7 &
+ ,& " (
- " ,-#'
'.","& -/0
M!
Contedo
>
&
'
(M /&
. .&7 '.9:
",A .-/0
- ,
:-,"P-/% &
&&"'-' '
& " '-' &
A .-& '
,& :("
: & 0 '-&
/ (!B(
,. &
C./& .%
,$ ". ,
8(& - '
(5-. (. #(:- A(,'-. , -#,- 7"'- '-& 5 && -&
,$ ". ,
:-,"P-/% &
- "7-&H . ,"
,'"'- . T(-&
<. & A"' -# -/% & - #,: ' & &3 (#&
' & & (&
(& &
"P- -
<, "-
'-& -& , &&-& - /% &
&(- ".5
A(,'-. , -'-H
-.8" , H
' ,-
,$
&
,&(."'
& - 3:"-H . '"
-&
Q, "- 3 , -#5- - -
&&(" ",A .-/% & ' 8 - T(-#"'-' 5 ."
"& & -&& "-' & - (.- ' "&0 ",&(A" " , . ,
@5
& ,
'(P"
&
&&"'-' &
-7-#"- ' & .5 ,$ &
7 "A" - '- 7 - "'-' '-& ", ("/% &
7 #(/0
, #O:" -
. A"
. T(
.(,' &
5- "#$- ' ",A .-/0 & A-/- ' A .- .-"& ?5"':-,"P-/% & ' (.- A .- 7" (-#F- -73& '- ",
( & - 7"-& '
-#:(,& 8# &
.(," -/% &

,O." &
. 3
' -5 @".- -& 5 && -& F -&

",
Q.8" '
.?@". '
:-,"P-/% & (.- .-"
&& "-'- Y".5

7 ":", &
Q, "- '
8 ":-' -&
- &&
.(," -/% & Y'"& -, "-G

,O." &
-&
A;&" -
#-'
( 5 "- <. &"' A" & : -,' & &A / & , & , "'
- -73& '
: -.-
,O." - -8 #",' A , " -&
& 5 : -.-& ' . 8"#"'-' '
-&.(&
'
&& & '
&&"'-' &
&& '
#,$- +
"-,' (.- . '- -,&,- " ,-#F
T(-, "'-' ' ",A .-/0
- ,/0 - & 5
-, 7 ' &-A" & ,
T(
A,O. , -5 @".- -& 5 && -&
.-"& A" " , &
:-,"P-/% &G - -73& ' . -,"&. &
-5 @".-/0
,$ ". ,
&
'-& -&
-,&5
'- & - -5 @".-/0 : - (.- .-"
@":",' Y&
-'- 7 P .-"& 5 T( ,
A T( ,
-& '- 6,"0
& ('-, & C , . -'-. ,
A . , - (.- .-"
( G
&"& .-& '
,$ ". ,
#$- ' ",A .-/0 5- -
- " (##$
(,"'-' & A(( -&
.",-, '- ",A .-/0 7 "A" -C& T( - & " '-' &
-,&A .- - (. " .
:-,"P-/% & - (. &A / 5 .-, , ' - .5-,$-. ,
- (.- -5- "'-' '
+ ,& " (
- " ,-#'
'.","& -/0
MI
-,
"5- F5 7 G -& ,'<, "-& '
,&(. T( &
-' T(-' - & & (& #" , & T( & -. ( , &
&
:-,"P-/% & <. '
#" , &
,&(."'
-5"'-. ,
- &(- ?5"'- 7 #(/0 '-& ,
F ,&(."'
& - -"&G
7 #(" .("
& 0 - -5 @".- & ,'
5- - T( & & (& 5 '( & & 7"/ & &- "&A-/-. & & (&
&&"'-' &
&
-& .5 &-& .-"&
' . '
.5 " "7-& - -73& ' (.-
5 '("7"'-'
- T(
& ( , & A"T( . &- "&A" &

,-& '"7 &-& ",& " ("/% &
&5 & - .-"& ?5"'-
-' T(-'- 5 &&"8"#" -,' C
.5 " "7"'-'
- - T( ' & ,7 #7-. & - -5- "'-' '
7 #(/0
:-,"P-/% &
, ",(-. ,
-'
& ( .5 &-&
& ",'"7"'(-"& C , & & 7"/ & .3'" & ,-& ",& " ("/% & ' &-='
#$ & (.- .-"
-5-P & ' 5 & - (. & 7"/
. ' A-P (. &A /
' -,
- -73& ' (. &#(!'. ! 7 '.9: !'
"5-/0 '-&
& ,
,'<, "-&
'-& ,
, & , "' ' . #$
. @!(& ,
&&"'-' & -&

,$
& (
,& -, . , . #$ -'
> &
#(!'. !&7 '.9: !'. @!(&,
&"& .- ' ",A .-/0 ' .- 9 ",: .
:&
&
-,-#"&-
- - -# ' 7 ,:#8- 5
'"& "8(" - .5-'-. ,
5- - T( -& 5 && -& T(
. =,"
C ' A .-
.-. ' "&% & , Q.8"
"7 5 '(P" ",A .-/0 T( 5 ." - - &

&& & 5 && -&
:-,"P-'-
T("5-. , & 5- -
A .-#C ",A .-/% & ":
' .- 9 ",:5 &&-.
& #7
&-&
#$
#7-, &
. .-"
& :( -,/- &
"5 ' ' "&% & T( 5 ' 0 &
.-'-& 5 #-
5 8#.-& B' &-A" & T( ,A , -.
:-,"P-/0
:-,"P-/0
' ,-.
A(, " ,-. ,

& & (& 8
' &
&"& .- ' 5 ,' '
"7 &
(& &
"7 &
' ",A .-/0 ' & ,7 #7". ,
&(5
#$"'- 5
' '"-:,O& "
'
"7-& ,7" &-'-& ' & 5 8#.-&
5 ,
& :&
& T(
' 5- "'- ' 5
&& 3 -
,' 7 & #( " ,-' & ' A .- - 5 '
- ,
&&?"
-8-#$ '
#$-
- -. ,
A .-#"P-/0 ' -# ,- "7-&
&"& .- ' ",A .-/0 & - ="# (& - - (' -
- ' "&% & 5 7"-. ,
, -,
' & 5 8#.-& T( & 5
"' , "A" - - ",A .-/0 T( ' 7 ?&
5 &5
& T( ",A#( , "-. -& &(-& ' "&% &
: . - ",A .-/0 5 & -'- 5 # &"& .-
"' , "A" -/0 ' & & (& 8
- - T(
& A-
( ,0 5
.-'-& & 7",'
,'
.-'- ' . #$
T(
. A .- '
& ' "&% & ,0 5 ' . @"& "
&"& .- ' ",A .-/0 & - ("#"P-' 5- 8
7-, -: ,& 5 && -"& - & : &
& (
& 7" 5- - #:" ".- ' "&% & 5 && -"&
+ ,& " (
- " ,-#'
'.","& -/0
&"& .- ' ",A .-/0 ' .- 9 ",: ' 7
.5
.(," -/0 ' A .- - -5 7 " - - .?@".
&
,;7 #",
,'
-& ",A .-/% & ' 7 ,'-& B5 & -/0 ' & 7"/ & ' &-: :-'-& 5
,;7 # @ ,
.5
,'
&(- 5
-&
&5
:-,"P-/% & ' 7 . &

&& & '
5/0 & 8
#-.-/% & A" $-& '
#" , & ,
-5-P & ' & :. , -
-'
.5 - B & #$- "' , "A" -,' -& &(-& ,
' & .5 ,$ '-
@ ,-& '
? -& $ ?" &

( &H
'
--
"P-
&&"'-' & ,0 &- "&A" -&
:-,"P-/0
"& .- ' ",A .-/0 ' .- 9 ",: , 3. M &(8&"& .-& F

"& .- ",
,-&
( & & '"&5 ,;7 "&
5 '( & (& 7"/ &H '-' & ' & 7"/ - #" , &
o
- ("#"P-/0 ' A , & ",
: & )II!G
, ' ",A .-/% & ' .- 9 ",:
"& .- ' R", #":<, "-S ' .- 9 ",:

"& .- '
> >
& (' & ' .
&
#(!'.&(!
5 ". "
' &
!&7 '.9I!# !'. @!(&,
.5 , , & ' &"& .- ' ",A .-/0 ' .- 9 ",: 3 &"& .- ",
T( 5 ' &
,& " (;' 5
,- .-"
' & -& & ,0
5-
#$ & A- "#" .
-'
(. : -,'
--
.-'-& ' ' "&0
& & '-' &
, (,
,7 ," , . ,
(.- -8 '-: .
, , -. ,- -'.","& -/0 5(8#" - 5 '

" $-& ' ( , & ('
,?#"& -
, & , "' ' #$ &
:-,"P-/0 ?5 &&(" .-& T(
="#5- - 5
(-
#. , & T(
5 ." -. (.- . #$ 5 & -/0 ' & 7"/ &
( -,'
' ",A .-/% & ' T( -
, ' ",A .-/% &
-,&7 &-#-
(,"7 &
'
:-,"P-/% & T( &
. & , , -
#" , &H
" # ' 5 '(/0
#:;& " H
:"& & ' ",A .-/% &H
- ( -& :("-&
- -. ,
-: :-'
A-."#"-
:"& & '
-8-#$
"5
. & '-' & ".5
(-
- "'-'
&& &
' (. , -/0 ".-:",-/0
(& & -&& "-' &
&' T( @"& - (. 5 T( ,
& ,&"8"#"'-'
+ ,& " (
&
- " ,-#'
. -'-
& (( - '
7 #(/0 5 7"&;7 #'-& ,
5/% & '"-& $ ?" & ' 5 A <, "-& ,
, ' ",A .-/% & 5 ' ,0
-5 & - , & & 5
-, &
T(-, "'-' & ' & 7"/ & T( 5
#-.-/% & ' 5
&"& .- ",
7 , -'
' & - ",A .-/0
( & '-' &
&&"'-' &
#7-, &
T( R-5 ,-&S - @"& <, "- ' 8 .5(-'
&"& .-& '
&"& .- 5 ' ?&
' & ,7 #7"'
'.","& -/0
:-,"P-/0 '
& 7"
(. 7-#" & ",& (. ,
' -5 " Y : & 0 , . -'-. ,
, T(
, - 5
&
'
&& & ' -,?#"&
5 7"&0
> >
&
#(!'. !N&(!%
&
,- /&
. !'. @!(&,O
, "
' &"& .- ' R", #":<, "-S 5 73. ' & & 7"/ & &
-&& "-' - 5
&& & ' 5 &T("&- ' ",A .-/0 ' A .- ,0
& - A .-
& :&
-'- - @":("'-' '
(5-&&;7 "& ' &
( & & 5- - ' & ,7 #7
'
R", #":<, "-S 5 ' 0
, "-,' -
5('
&?
5 &"& ,
. , , - "' , "A" -,'
. ("#"P-'-&
& (' & ' .
, "8(" 5- - -
(& -
:-,"P-'- .-& &"& .?" -
& ("#"P- 0 & . " & ' 5 &T("&- T( & (8 .
(P-,' A , & Y&(- '"&5 &"/0
&5" ,-: .
#$- '
.-'- ' ' "&% & .-"& & (( -'-&
-' -5 A(,'-' & - ("#"P-/0 ' &"& .-&

",A .-/0 ".5
A(,'-. , -'-&
-,
,
.("
#7-,
-& A , & 7(#:- . ,
("#"P-'-& ' & - -.C&

o
": &
7"& -& .
7"& -&
,-"&
& (' & 5(8#" -/% & A" "-"& ('-&
;" & ' ",
-' &
8& 7-/0 '"
N? T( ,
,
#$"' & - ,;7 #5 && -#
, -,
-#:(. ("'-' ,- ("#"P-/0 ' & - A -. , - ' 5 &T("&- 5 "& - T(-#"'-' B
A"-8"#"'-' ' & '-' &
(-#. ,
:-,"P-/% &
#$"' & . ' &
5 ,' -'- -7-#"-'-
. - 5 5-:-/0 ' &;" & ,- ,
'"8"#"'-' ' 7 &
-#- :-'-& -.-'-& '- 5 5(#-/0 Y 5(8#" -/0 ' '-' &
> >
&
#(!'. !!#(
- - -#3. ' & '-' &

5 ' &
-' T(-'
-&& "-'
":
("#"'-'
' 5(8#" -/% & -&&"& C& Y ."&&0 ' : -,' &
T(-, "'-' & ' ",A .-/0 '-& .-"& 7- "-'-& A , & (-
", ,7 ," , & -&& "-' & &5 "-#. ,
& ( (&
. &'
-A "'-
A? "#- && '
@ & & . -7-#"-/0 5 37"-
'"8"#"'-'
": T( ".5
. -#:(,&
- &-#7-:(- '-
# !'!/.
#$"' & - -73& ' &"& .- ' ",A .-/0 ",
- (& -'
A (-
& (' & ' .
+ ,& " (
-'
- " ,-#'
T( 5
,-
' ", #":<, "- ' .- 9 ",:
, " . - 8 ,/0 ' '-' & 5 ".?" &
'.","& -/0
,&"' -' & ,

A .-
&&?" & - -' T(-' A(, " ,-. ,
&"& .- '
& (' & ' .
."&&0 5#-, -',A , -'- 5 #-&
-' 5 ' &
&"& .- "P-'- ' '-' &
A-
' A","'
&
-, &
",T(3" & ' & ",& " ( & '

- (-/0 5 ' 0
-8-#$ & , &
,&"' -
& & (' & ' .
Q.8"
' & ,7 #
7". ,
-' 5 ' . &
'
, -,
, "'-' & @ ,-&
&& '
&-
#$- -,?#"&
-&
,& & '- 5 5(#-/0

:-,"P-/% & ' ,
-#"P-/0
& & (' & B
'- &(- &A - '
,T(-' . , & (Q.8"
' - (-/0
A" "<, "- . #$ "-& ,- ("#"P-/0 ' & & (&
' & ,7 #7"' & 5 #

-& 5 O5 "-&
:-,"P-/% & T( 5
"-'-& &5 "A" -. ,
.5 &-& &5 "-#"P-'-& ,- ? - ' & & (' & ' .
-'
(& &
( -. - ",A .-/0
5- - &&
T( &
A" G
(5
&5 ,&-8"#"P . 5 #-
. ? -& : ,3" -& ( &5 "A" -& ' & & (' &
"7 & : -#. , -&& "-' & - ' & ,7 #7". ,

'"/0 ' 5
, "-#' .
-7-#"-,' T(-"& -& @5

-
&
& (' & T( &
F- -73& ' ' 5- -. , & &5 "-#"P-' & ( & (( -&
& 8
. (. R 5
:-,"P-/0
#7-, & 5- - -& &" (-/% & &5 ;A" -& ' .- 9 ",:
& - ;& " - ,- " ,-"&
&(#-' & #$ 5 ." -. .-"& &- "&A-/0
&(- A "7-
'- - (-/0 '-
:-,"P-/% &S
& -' ' & ,7 #7 ".5
( &
B' & ,7 #7". ,
'
& (' & ' .
-' ,- " ,-# ( # -#5- - (. '
-' &0
.",-' 5 '(
( & 7"/
- "7-& '-& 5 5(#-/% &H
,?#"& '- T( - ' .
-'
( -@-& ' 5 ,
-/0
,& :("'- 5 # 5 '(
( & 7"/ '-
:-,"P-/0 H
-
' T(-8"#"'-'
5 , (-#"'-'
'-& '"A , &

A" ? "-
& (' & ' ".-: . ,
" '-' &- "&A-/0 5
-' & -
3 ," -
$ ?" &
&& ' ' "&0 '
-#"P-'
3,
"7 & '
& (' H
&&?"
.5 -B & #$-
' & ,7 #7 (.
, (,
' A-& & T(
,' .
A","/0 ' 5 8#.- ' & 8
& ,7 #7". ,
& -8 #
' 5#-, '
.3 ' & '
' & ,7 #7
-
F .5 <, "-
GH
& 7"/
7"&% &H
- - T( (. & (' ' .

.5
.5 , , & '
' A","
& (' &
"5 ' 5 &T("&- - ' & ,7 #7 H
#$- ' ",A .-/0 + & A

(,"7 &
-& + ' & ,$-
& T( & " ,?" & -
-. & - - -8-#$- H
#$- '- ",A .-/0
,?#"&
#-8 -/0 '
- -. ,
'- ",A .-/0
#- O "
-5 & , -/0 ' &
+ ,& " (
&(#-' &
- " ,-#'
'.","& -/0
5 ,'
5#-, '
. 5
&& ' . ' - . #$ -
& & (' & ' .
-' T( &
-#"P . , A((
& (' & ", #("

A","/0 '-& A , & ' '-' & 5 ".?" & & (,'?" &H
& -8 '-: ,& & #$"'-& F 8& 7-/% &
& ",& (. , & '
,-
F ,
7"& -& 5 && -"& 5
":",-"& - &
&(#-' & .- .?" & T(-, "A" -' &G

",'"7"'(-"& ( . : (5 + -
.5
-. ,
#$"' & , Q.8"
'
& ('
T(-#" - "7-& FT( -&& , -. . 8& 7-/0
,0 5-&&;7 "& ' T(-, "A" -/0 G
#. , & 5
@"& , & ,- .5 &-
A .- T( & 5
,' -' T(-'-
,'"P ,
& '-' & & (,'?" &
,- & " '-' T( &0
. & 8
&5 ;A"
5 & , - "7-& ' (,"7 &
, (, & ' 5 && -& -7-#"-,' -& &(-& . "7-/% & 5 ,'
' (.- &3" '
> > >
#A , 7"- ",
' #:"-& T(-, " - "7-& F ,:#8-. - ' A","/0 ' -. & -&
#":-' & -
GH
'- -. & -
& '-' & 5 ".?" & &0 ",A .-/% &

' .
& ,T(3" &
#$- ' ",A .-/0 FX( & " ,?" & ,& (. , & . Q," &
' A","/0 ' (,"7 &

& .3 ' & '
-",3"&B8- O.
"7 & '
5 &&"8"#" -.
B( ,
.
7"& -& +
#7 -&5
&(#-. '-
- -' &
- -73&
&
.5"#-/0
("#"P-' & ' (.-
& (' - ' & ,7 #7
L 1 &( #
& ",T(3" & &0 (.- A ,
5 "7"#:"-'- 5- - -
#$- ' '-' & 5 ".?" &
& 8
"7 & 7(#:- . ,
-&& "-' & - & ",T(3" & &0

-
,?#"& ' & $?8" & '

4 -('
,7 #7". ,
" '-' F
,&(.
@5
'
- "7-&
.5 - ' & 5 '( &H

#- "7-. , - 5 '( & & 7"/ &H
,$ ". , G '-& ",& " ("/% &
' & & 7"/ &
-& - " (' & ' 5(8#"
5 -,
-&
:-,"P-/% &H
-
N?8" &
" 3" & '
& ",T(3" & 5 ' . &

-
A" & ' A .- "& #-'-
& ",T(3" & "& #-' & & 7" 0 5- . . ,
.5 -
"& #-' ,
&5 ?'" - (5 "O'" & ('- (. 5 8#.-
( (.- T( & 0
&5 ;A" - ,(.
.5 H
C & ",T(3" & 5 "O'" & &0
5 "' & - (.- -. & -
+ ,& " (
- " ,-#'
,& -, F5-", #G (7- "?7 #F8- O.
'.","& -/0
' & ,7 #7". ,

5
' ",T(3" &
&& & ' . #$ "- 5 "& -&
'",$ "
- 5 '(/0 ' ",A .-/0 <. ' & 7" 5- - &(5

, ?"
- &(-
-#"P-/0
- ' "&% &
-'(PC& ,(.- , . 5 '- '
(& &
.5
> > > > J !#(& 6 &#

& T( & " ,?" & 5 ' .
'"A , & "5 & ' T( & % & . A(,/0 ' & & (& 8
"7 &
J !#(I!#.5! (.#
& 5 :(, -& -8 -& 5 ." .
&(: & " ,-'
#$ -& 5
. & -#-& ( T(-#T(
5/% & B. "7-/% & ' & #" , & & . T(
. -,"&.
& -& T( & % & 5 ' . &
A" -& - -73& ' -&& "-/% & ' 5-#-7 -& ' A",-#"P-'
5
5/0
&
-#. ,
,$-. &
-8 -&
& ' A-& & ' $"& O "-& ( ' A":( -&
&
(
'
.?" -
(.$1# ! ! , (.#.5! (.#

@ .5#H !
# -C& (.- T( & 0
' "@-C& -
) *" &
&5 & -
7 ,' - &(-
-#. ,
- ",T(" "'
&5 & - ' A .- ", : -# & .
, - T( & - & - ,7" &-'-
(.$1# ! .## /&.9I!# ! .%.$ .#

A-&
&5 ,' ,
,7"'-' -
.5# - - (#".- 5-#-7 - ' (.-
@ .5# T(-,' 5 ,&- . $ &5" -#T(-#- 5 ". " - "' "- (5-#-7 - T( #$
(.$1# !7& .%&C.
!# !7.#!# -5 & , -.C& A-& &
B @5 &&% & R!
"
(.$1# !7& .%&C.9:

T(
&5 ,' ,
-73& '
&" (-/0
!7&, . 5 '
5/0
# - C& (. ' & ,$
.?" -
.-
.",- -& A-& &
+
+
+
,-
( (. T(-' -' ' 8-,'- ' & ,$-'-
7 (.- A-#-H
&5 ,' , 3 ,7"'-' - 5 -,
(.- A":( - T(
- - (.-
7 (.- $"& O "-
& T( & % & A $-'-& #"." -. -& 5/% & '

. 5- Q.
3 ,7"'-' -
! #
5 -, (.- &" (-/0 3 ,7"'-' - &
& &' 5
&
&5 ,' ,
& ;:"' &

& ('
5 3 & -8 # "' &
&0 '
".5 &&"8"#"'-' '
& #$- '
A? "# 5- -.
( &
&5 ,' ,
<. - 7-, -: . '

"P-/0
R 8 ":-,' C S , , - - -,?#"&
- -. ,
T( 5 ' "-. &
#7-, &
&5 ,'
' -
'
@ #(&"7-. ,
' &7-, -: . ' & - -C&
& 5 ", "5"-& "5 & ' T( & % &
A $-'-& @"& , & &0

"
O." -& . T(
&5 ,' ,
. '(-& $"5O & &
+ ,& " (
- " ,-#'
&".
,0 H
'.","& -/0
& #$- .=#"5#& -#- '

.
. <& (.-"& $"5O & & '
"9
&5 ,' ,
5/% &
"&
"A , "-#
'
. & -
& ( : -( ' F' &G-
-#. , H '"&
.Q, "
& #$-H
'
&5 ,' ,
, (
'
'
. (. '
,
-&&",-#- - &(- 5 &"/0
'
.",-'
.-
,'
-#
. ,
. T( , &
@ . & -5-
' &":,-/% & 5 & -&H

& -#- ' ".5
-&5
'
".5
Q, "- B #-&&"A" -/0 B", ,/0
A .- A $-'- F ( & - '
Q, "- - "8(" -
R (R
#" ,
(.
#-&&"A" -
-&&",-#- - A ., (,
'
. T(-#"A" - '
$"5O & & 5- -.
.",-'
"P-'-&G RX(
& 7"/ 1 ZR ( R- $- T( " "- ("#"P- '
.",-'
& 7"/ Z
> > > >
!#! 0
L !#(& 6 &
T( & " ,?" ' 7 ?&

' ,0 &
A .-
. : -,'
# 5 O5 " (. . -,"&. '
("'-'
,7" &-. ,
. -& T( & % & &0 A .(#-'-&
5 ,' -'
-, T(
,(.
.5
-5 & , - A $-'-& '
&5 ,' ,
#-'
'(P"
> > > >
",T(3"
"&
5- - -#3. '
@ ",
- -73& '-
("'-' &-. ,
"7 &
' .
#-8 -'
A $-'-& + ("#"P-,' (.- #",:(-: . #- - 5- - &
' 7 &
7"&
.5 '
&5 & - 3.-"&
& -'
'(O " T( 5 ." - ("#"P-,' (.- #",:(-: . & ('-'-
"7 & - - ",:"
- 5- " "5-/0 T( #$ & ?- &
' '"& - /0 ' &
5- - -#3. '- &(-
5 - " ,-#"P-/0 + A .&A / '
(.
& 8
"&&
& #$- .=#"5#- ( 7"- & -#- ' 7 0 + & .5
-8 #-& -, @-& 5- -
&5 & -& , . -'-. ,
&A / - T( - &(- A" ( - & 8 ":- ?F
' T( & % &G
& T( & " ,?" & 5 ' 0
' A .- - ,0 & ' &7"- ' & & (& 8
'
# -'-&
( & - '"A , & "5 & ' T( & % & C -8 -&
&5 ,' , &

".5
' & ,7 #7"'
& (( -
-& 5 :(, -&
T( 5 &&;7 #+ -5 & , - -& & -#-& .
&5 ,' , & ('
T( & % & ' 7
. & ?-5 & , -' - &
5 '"'-
,7" &-. ,
C&
&5 ,' , & +
'
7"& -'
,&"' -/0 T( - &(-
,'" " ,- ? & ( <@"
8.
7"& -'
&'! #:
..' #(.
& ",T(3" & &0 A" & - (.- -. & - '- 5 5(#-/0 F' &":,-'- ' (,"7 & G (.- 7 PT( '
& (' & "- .("
#7- "- .("
+ ,& " (
.5 - &
-#"P-'
- " ,-#'
& :-,$ & .
'.","& -/0
( - A .-
. & ' A"-8"#"'-' ,0
& "-. 5 5
-#"P-' &
" ,-"&
& ",T(3" & A" & Y
. (.- 5 " '" "'-' -#- :-'- '-' & &
e -&&". ,
&&?" ' A"," (.- -. & -
T(-#"'-' '
&(#-' & A",-"&
,& &
&0
&&" -
- .- : . '
(- '". ,&0
-&& "-'-
& #$- '-
A" - ' '"A , & A .-&
' #(.#.%!.(< &.# . T( & 5' & & ( , & ' (.

.3 '
( & & ' T( ,
5 & , - "7- ' (,"7 & B5 5(#-/0 . & ('
.",- ? - A"-8"#"'-' ' &
-. & - 5 ' &
&
-#"'-' '- 5 5(#-/0 ' , .",-.C& '
' (.- #"& -: . @-(& "7- ' (,"7 & F5
' &-=' G
3 A" -P & 8 ('
& A-/- (.- & #$- RY&
T(-,'
@"&
@ .5# (.- #"& - '
S '-& 5 && -& - &
(.- #"& -: . ":
&- '
(,"7 &
, - -'-&
& .
."&&% &
'(5#" -/% &
' #(.,!'
5 5
L (.# 5
" ,-#"'-' & .-"&
( - (.-
#7-, &
. - "'-' & @ $-8"#" -/% & #" ?"-&
' &7-, -: ,& (. 5 &&;7 # &T( ". ,

,7" &-. ,
'- -. & -
' &
. & :( -,/-& ' ,-& '
-&-
'1(
T( 5 ' &
A"
'
" 3" & ".5
&(#-' & '"

.
#&(& ! 6 &# ,&"&
- -8 '-
.5 &"/0 '- -. & - "'<, " - Y ' (,"7 &
7"& -' & .-"& '"&5 ,;7 "&
A .-' &
. '- ",& (/% & ":
.3 '
-, & 5- - - ' A","/0 '-& T( -&
" ,-,' ' .-&"-' 5- - ,
"-, &
&
&5 " -,' -&
&-& - & ,
. & : : ?A" & F' @ . @5
7"& -'
&
#- "7-. , ?& 5 && -&
-&G (' 5 && -& F-8 '- -& 5 && -&
@- -. , ' *K . *KG
& .' #(.,! # . 5&(6 &.# & #$ .C&

,
7"& -'
&
,A ",' - 5
& ",T(" "' & 5
&& (. . ,
":
A .-& T( &0 5 - " -& ( 5 O@".-& - &

, -,
&
.3 ' 3(&-'
, . -'-. ,
. & (' & @5# - O " &
> > >D>
1(
# ! !.%
&C.9:
!L !#(& 6 &#
@"& . '"7 &-& A .-& 5- - ".5#. , 5 && -#
,
A"
",
",T(3"
#AO,"
7"& - 5 && -# A3
- A-
.3 ' .-"& & :(
7 ,/0 5 && -# '"
& T( & " ,?" & & ,' T( -& .-"& (&(-"& &0 - ,
& ,' T( 5- -##-. , 5 ' ("#"P- C&
A" .-"& -
(& - ,
T(
7"& -'
",T(3"
& &5 "A" -. ,
":",- (.- .-"
- 5 &&"8"#"'-' ' -8 '- 5 && -& T( ,0
+ ,& " (
- " ,-#'
5 & -# - ",
'.","& -/0
-@- '
7"& -
A .-' & 5- &5 & - '-'- - &(-
&5 ,' "-. '
( - A .-
5 T( ,0
.-"
"-. '"&5 ,"8"#"'-'
(&
-&& "-' F5
( ",7 #(, ?"& ( -?

,
'
&& #, G
: & - ?'
(7" G
.5
(& - ,
A- "#"'-' '
&&
7"& -&
&5 ,' , &G
5 '
'
#-'
@ #(" (.- 5
7"& -'
& ' 7"' Y& &(-& 5 O5 "-& 5
&5 ,' . -T("# T( 5 ,&-. &
&
-#"P-
-5"' P' - &&
-#/-.C&
&5 & - T(
A". '
.",- .-"&
& ( -?
-8-#$ '
, -: . #7-'- '- 5 5(#-/0
#$- ' '-' & '-'- (& & '
".5 && -#F,0 $?
,-
#& 8
@5 '" ,
-#"P-' & - 5 && -& T(

- -@- '
&5 & - 3. ,
-,&5
A;&"
5 A"#' &
. 5 && -& T( & 0 . -&- - $ -& '
& & ",T(3" & &O 5 ' . &
5 -, &
' 7"' Y-(&<, "- '
'- -. & - F5 "& ,0 $?: -,'
-#"P-' &
5/% &
-. , & . , & 5 A"&&" ,-"& T( 5 ' . ", #(" - A-#&"A" -/0
. - & # /0 '-& 5 && -& - ",T(" "
,-
' &7-, -: ,&

,7" &-. ,
-&-G
/0 T( 5 ' ? -&" ,- ' A .- 7 #(, ?"-
#AO," -& 3(.- A .- ?5"'- '
.(" & ' & & & (' & &0

'
. ", ,7 ," , & ' & - -C&
(' ,0 -8 '- 5 && -& T( #$ & 5- /-. . , & &".5?" -& (
& -8 # ". ,
, -,
, -,
, "-#' '"&
7 P & & ",T(" "' &
&5 & -& ( ' ",T(3" & 8 .
-5"'-. ,
A-P
. & -. & ,7" &-. , & ' & ,
", "."'- O " F5
7"& -'
( .5 5- -
&
.
&5 ,' , &

"' & &
' ,-&
#A ,
T(
,$-.
' T( &
",T(3"
A && 5 && -#
& ",T(3" & 5 & -"& <. - 7-, -: . '- -5"' P &".5#" "'-' 5- -@- '
&5 & - -&& "-'- - &
&5 & - 8-"@- ?-",'- .-"& &
(-#. ,
,-&
&-
",T(3"
,-C 5 ( ("#"P-'
, -,
#-'
.C& -5 & -' , & ",T(3" & A" & - -73& '- ",
5/0 3 @ - '",- "-. ,

T(-,' 3A"
- - ,
-
'
#
-8 -'
5 ,
' 7"& -
& ' (.-
O"
5 '
&5 ,'
-@- '
&5 & - 3",&":,"A" -,
, ."-& . 7"-& ' ' & ,7 #7". ,
5 && -&
. - && - ",
&5 "-#. ,
- & ",T(3" &
--
- -. ,
-#:(.-&
:-,"P-/0 T( ("#"P . - ",
5 "& $?(.- ' 5 ,'<, "- A(, " ,-#T( & R 8 ":-S -
& ",T(3" & 5
'(P"'-
:"& C& T( - -@- '
,O." & T( 5 ' . & - -&& "-' & - &"& .-& -( .?" & '
-5#" -8"#"'-' & , . -'-. ,
A #,:
, ."-& .-"& ' & ,7 #7"'-&
. & A`- & &5 ;A" &

' & '-' &
.3 '
:-,"P-'
5(8#"
. : -# #"." -'-& -
8& 7-/0 -
#$- '- ",A .-/0 3 A" - - -73& '- 8& 7-/0
-#"P-'- - -73& ' T( & " ,?" & ' 7 ,'
& ,
7"& -'
& -&&",-#- . & A-
. 7 P' &
& 8& 7-' & ,(.-
: #$- T( #$ & 3'"&5 ,"8"#"P-'-
> > > >
1(
# !(.(.'! ( ! . #
+ ,& " (
- " ,-#'
'.","& -/0
-- --
& '-' &
#$"' & , & ",T(3" & 3 ,
& ,' T( -& A #$-& '

-5- "'-' '
&5 & - 5
?#(#& 5 ' . & 7"
,&"& . . -,-#"&-
-8& #( &
A(,/0 '
#
-/% & ' ' 5 ,'<, "- , , -'-&
T(
,-.
> D>
#(
@"& . ( -& A .-& '
& (' .-"& , "T(
'
. '",'
.
,'<, "-&
' #:"-& T(-#" - "7-&
&
& R: -,' &
.8 - & . - . &.-
&(#-' &S 8"' &
-8-#$- -: :-,' A-
&
& & 5 ." . '"7 &-& -8 '-: ,&
, "-'
' .-"& 7-#"-& ".5
. T( 5
-5- "'-' '

& -& &0
,' T(-, "A" -
. ,=.
&
&5 ,' , &
A-
& ' -,?#"&
-, &
' T( - -73& ' (. .

5 ' ? ,'" " ,- -&
",T(3"
-5-P & ' -7-#"- -& 5
5/% &
,& (",'
:-,"P-/% & 5 ' . -.83. 5 5/% & ' (. 5 T( , ,=.
' & 8 ",' .-"& & 8
. T( - &(5 A" "-#"'-'
- ' & ,A"-,/- A-& -
'
& ",'"7;'( &

,
7"& -'
&5 & -&
& & .3 ' & T(-#" - "7 & , . -'-. ,

5&" O#: & ' 7 . &
T( ,0 &0 -8 '-: ,& .((-. ,
Actividade
- /% &
&5 & -& - & ;.(#& -&
#. , & .-& ' A .- -5 A(,'-'- ' -#$-'- ",' .-"& #,:
" , -' & 5
A"
#L .%
&
(.(&
$#
- - -#. ' & & (' & T(-, " - "7 &
. -#:(,& -& & 5- -
, "-#"'-' &
- - -#. ' & .3 ' & #?&&" & T(

, -: ,&
&&?"- - ("#"P-/0 ' & A`- & &5 ;A" &
-#"P-' & - -73& '
("#"P-' & ' (.- A .@ #(&"7-&
& ,7 #7- (. "& .- '
-'-5 -' Y& - -
0 .("
7"& -& #"7 &
.5#. , - - & & (' & T(-#" - "7 & ?
- :-,$- & A .
, #":<, "- '
;& " -& ' & (5-;& '
' #
- 9 ",:
.5#. , - &
, ." -. , 7"?7 #
": . 5- - (. ' & & :(", & .-&
# #"&.
-8-#$ ",A-, "#
#A-8 "P-/0
+ ,& " (
- " ,-#'
'.","& -/0
>- ",-/0 ",A-, "#

B
, 8- (. T( & " ,?" T(
, .5# -
", #":<, "- ' .- 9 ",: & (( -' ,
@ ;" -,
-5#" -/0 '
Reflexo
#$- ' ",A .-/% &
(& &
#7-, & 5- -
"
. &"& .-& '
R", #":<, "-S
:-,"P-/% & #":-'-& Y -'.","& -/0 5=8#" - (. 5

5
( -'
5 -,'
( & & R && , "-"&S
, @ & T( &
", #(&"7-. ,
--
. ".5
"P-. 5
-8-#$-,'
& ,
'
(5-/0
A(,'-. , -'-&
:-,"P-/0
&
( & & . &.
-, & - <, "-& T( ".5 ' . - 5 & -/0 ' & 7"/ &
".5#. , - & 7"/ &
", #":<, "-
. - &- "&A-/0 '-& ,
&&"'-' & ",'"7"'(-"&
# "7-&
-,
. T( & : &
.5#@ & - @"& <, "- ' (. &"& .- ' ",A .-/0 T( &(5
"&&
.-"&
"P-/0 ' ' & .5 ,$ 5 ."

-&
. ", 7" ?7 "&
@"& ",' (.& <.
-& ' "&% & ' &
T( -& ' "&% & & -.
,& T(<, "-& 5 &" "7-& 5- - -
& " '-'
&"& .- 5 '
(.-
#. , - & 5 ." " ? -: :, . -'-. ,
& -&& P '
, @ & . T( - T(-#"'-' -&&(. (. 5-5 # -'- 7 P.-"& ".5
& T( #$ & 5 ." - (.- -' T(-'- . ,"
. #$
".5#. , -'
& (( -' &
& #7 5 8#.-&
:&
. .- 9 ",: 3 ,-&
&& 5 (
(.- : -,'
. . #' & &- "&A- O " & .(" -& ' & -& , "'-' & & 0 #,: ' 5 '
' 7"'-. ,
&"& .- '
' & 7"/ 5 & -'
.5#@"'-'
( & & 7- "?7 "&
",A .-/0 ",
. & ' . ' #& ' 5 7"&0
,-,
- -' T(-8"#"'-' '- -5#" -/0 ' &
+ ,& " (
- " ,-#'
, -,
,-& &(-& 7
@ ,- T( A- "#" - "5-/0 '
,'<, "-& ",
.-'- '
, & .-"&
' "&% &
. , -,' - T(-#"'-'
(& &
'.","& -/0
UK
Sntese
5 ."
",A .-/0
'(P"
,&(."'
,$
&&"'-' &
,&":-. 8
& (.
-,
@5
- "7-&
- 3 . ,"
&&-& ",A .-/% & -&
-'
&& "-'- Y".5

7 ":", &
,-&
:-,"P-/% & ,- . '"'- . T(
& "& & -&& "-' & - (.- ' "&0 ",&(A" " , . ,
& ,
- - T(
. (. 5-5 #5 5 ,' -,
8 ":-' -&
<, "-
-.8" ,
,$
&
' .- 9 ",:
:-,"P-/% & <. ' A-P (. &A / , & , "' ' . #$
- -73& ' (. "& .- '
Q, "- '
"P- -
A(,'-. , -'-H
,A .-/0 .
- 9 ",:
.",-, '- ",A .-/0 7 "A" -C& T( - & " '-' &
-,&A .- - (. " .
:-,"P-/% & - (. &A / 5 .-, , ' - .5-,$-. ,
- (.- -5- "'-' '
"5- -& ,'<, "-& '
,&(. T( &
& 0 - -5 @".-
&"& .- ' ",A .-/0 ' .- 9 ",: 3 ,- &(- -"P (. &"& .- ' : & 0 '- ",A .-/0 ' (.:-,"P-/0
&
- .5-'-. ,
,&"&
f. 5
+ ' A .-
.-. ' "&% & , Q.8"
&"& .- ",
-5-
:-,"P-'-
&
(. : -,'
' & -& & ,0
,$
& :(,'
&
A .-#+ ",A .-/% & ":
-5 & - , &
.5 , ,
5 ". "
, (,
"5 ' 5
- -'
-'
-' T(-' A(, " ,-. ,
'"& "8("
#7-, & 5- - -& 5 && -& T(
:-,"P-/0 ?5 &&(" .-& T( ,- .-"
( :-,"P-'
&-
38-& -,
&& &
:-,"P-'- .-& &"& .?" -
5 &"& ,
&
. , , - "' , "A" -,'
#$"' & - -73& ' & &"& .-& -,

& & 5
.5 , ,
T( ,' -5 ,-& - @"& <, "- ' 8 - 7 , -' ' &
(&
&&?" -#:(. ("'-' ,- ("#"P-/0 ' &
- - -#3. ' & '-' &

& (' & '
' ",A .-/% & T( -
&&?" 5 ,' - - T(-#"'-' BA"-8"#"'-'
#$"' & & ,' ,
-,-#"&-
.5 , , & ' &"& .- ' ",A .-/0 ' .- 9 ",: 3
. (& & -&& "-' &
. " & ' 5 &T("&- T( & (8 . 5('

3,
&-&
#$
&"& .- ' ", #":<, "- ' .- 9 ",: & ?-&& "-' - 5
",A .-/0 ' A .- ,0
, -,
' &
( ,0 & ?"' , "A" -'
7-, - &- ,- . '"'- T( ,0

#-8 -'
T("5-. , & 5- -
' .- 9 ",:g
, ' ",A .-/% &
"P-' 5
&& & 5 && -&
, "-. -
B' & ,7 #7". ,
+ ,& " (
8 ,/0 '
- " ,-#'
:-,"P-/% & ' 7 0 ("#"P-
&
(P-,' -& A , & Y&(- '"&5 &"/0

-&& "-' & ":
("#"'-' ' & '-' &
"5 ' A -. , -
"
&
@"&
(-
'-' & 5 ".?" &
'- - (-/0 '-
&& & ' 5 &T("&- '
:-,"P-/0
'.","& -/0
.5 , ,
T( &0
,&"' -' & ,
& & (' & ' .
&
&&?" & -
-' 5 ' . &
U)
' & ,7 #7"' & 5 #-& 5 O5 "-&

@5 " , & , &
, -,
:-,"P-/% & T( 5
:-,"P-/0
A(, " ,-. ,
.-'-& 5 #-
:-,"P-/0
& & (& 8
& T(
'
' &
"7 &
&5 ,'- ("'-' &-. ,
-5;(# "& .-& '
,A .-/0 '
' , "A"T( - ".5

:&
, "'-' &
@ ,-&
&"& .- ' 5 ,' ? '

(& &
& A-
"5 ' ' "&% & T( 5 ' 0 &
& T( ",A#( , "-. -& &(-& ' "&% &
&
' ,-. : . - ",A .-/0 5 & -'- 5 # &"& .-
Avaliao
A .-/0
(5
"5 ' A -. , -
:&
( -. - ",A .-/0 G
5 & ,
.-,(-#
. & & (&
,$ ". , & -'T(" "' & ,-
- -'- (.- '-& & :(", & T( & % &B- "7"'-' &
#- " ,-'-&
- 9 ",:
Q, "- '- ",A .-/0 ,- : & 0 '-&
:-,"P-/% &
, 5
&& ' ' "&0 ' &
&
"& .- ' ",A .-/0 ' .- 9 ",:
, 3. M &(8&"& .-& '"& ",:- -'- (. ' & & &"& .-&
-,-#"&-,' -& 7-, -: ,& -&& "-'-& - -'- (. ' #&
,'"T(
.
@5#" "
& 8
"7 & : -#. , -&& "-' & - ' & ,7 #7". ,
'
& (' & '
-'
"& ",:- '-' & 5 ".?" & ' '-' & & (,'?" &
"& ",:- ",T(3" & "& #-' & ' 5-",3"& 8- O.
X(-#- '"A ,/- ,
T( , ,' 5
.5-
&
5 :(, -& -8 -& 5 :(, -& A $-'-&Z
(,"7 &
,&
-. & -Z 2(& "A"T(
-& 7-, -: ,& ", ,7 ," , & '-& ,
+ ,& " (
- " ,-#'
7"& -& 5 && -"&
'.","& -/0
#AO," -&
U*
"A , " .3 ' & T(-#" - "7 & ' T(-, " - "7 & 5 &&;7 "& -5#" -/% & '
5O&
.5
-#"P-'
,'
@ ;"
,A , -& &(-&
&5 & -&
-'- (. ' #&
. - .- 3"- # " ,-'- ' A .- -
T(-"& & 5 , & ' & - .- 3"- . T( & , "(.-"
& '"A" (#'-' & . -&&"."#-
Referncias
4
&#(!'.# !& 7 '.9: !'
. @!(& ,4 . !
&E "&8 - 6,"7 &"'-'
8 -
/! (#E (.(!,&!#.
.#!#E
)II!
c
,' ,E E' ,
$"#"5
##! (&.%# 7 ! $&/!# . @!(& ,4
2
&&
" & *KK)
T (%! .
. @!(& ,4P V ( / !.(!EV& .
'& .(! '. @!(#
,' ,
&& F)IIIG
Glossrio
' #(. C 5-
5 & , - "7- ' (. (,"7 &
T( 5 ' &
' A","'- - -73& ' '"7 & &
" 3" & '
-. & -: .
+ ,& " (
- " ,-#'
'.","& -/0
UM
=. <'!( 2 ! !#L &#.3 C

.
-'
@ .5#
8- O.
:-,"P-/% & - #,: '
% #(! #
#(
&T("&-
, ;,(-
-& -# -/% & ,
:"& -'-& ,- ".-: . '-&
.5
#$- -,?#"&
.'
.",-'-& - -
."&&0 5#-, -'-
5- - -& &" (-/% & &5 ;A" -& ' .- 9 ",: ,A , -'-& 5 #-&
/ #,
"7 ' - .5-,$- A" #. ,
'- ".-: . ",& " ( " ,-#. ' -& -# -/% &
:#. -' & : (5 & ' 5 && -&
# ! '! /.
# . 4 (5 - T( -
:-,"P-/0 & '" ":
;& " -& & . #$-, &
&"& .- "P-'- ' '-' &
A-
&
#7-, &
:-,"P-/% &
5- -
T(-#" ? ' & ,7 #7 - "7"'-' & '
.- 9 ",: &5 ;A" -&
7 '.9: +
, (,
'
,$ ". , & T( 5 ' . &
,& 7-' &
-,&." "' & : -/-& - (. &(5
- (. O'":
&#/ + 5 &&"8"#"'-' '
&$! # + 5 5(#-/0
5 ": (",
-#' (. & ('
@ .5# ,
& (' '- T(-#"'-' ' 7"'- ' (.- "'-'
(,"7 & & ? '- - 5 5(#-/0 ' &&- . &.- "'-'
+ ,& " (
- " ,-#'
'.","& -/0
Captulo
. 8( % ? !,'! (.9: E A5%&/ #F.%$ !
Objectivos
5- " "5-,
&
#&
/& .'! (
-5;(# R !,'! (.9: E A5%&/ #F.%$ !
A",-#'
#&/& .'! ( S
-'-
& - ?-5 F-G 7
' , "A" #- " ,-
"' , "A" -
&
& '"A , &

&5
, " & -&& "-' & - -'- (. ' & .-&H

" 3" & ' & :. , -/0
&& & ' & :. , -/0 5=8#" & -#7
-'.","& -/0 5=8#" - Y& 5- " (#- "'-' &

&& "-
& &5
5 &" " ,-. ,
?& &5 "A" "'-' & '-
#- "7-& - & 5-;& & . T( & 0
&& & - &"& .- ' . #$ "- '- A" ? "- '-&
:-,"P-/% & ' &":,-'-. ,
#":-'-& Y '.","& -/0 (8#" -
5 & ,
Resumo
-5;(# " ? -8 '5 &" " ,-. ,
' , .",-' 5
+ T(
+ & :. , -/0
A(,'-. , -#'- & - 3:"- '
.- 9 ",: ' T(-#T(
:-,"P-/0 T( 7"&
&- "&A-/0 ' & #" , &
& :. , -/0 3 -&&". - - "7"'-' ,- T(-#&
5-
& :. , & F5-
,$-. - -
.(,&
&&- '"7"&0 3 8-& -'- .
.5
-. , -"& ' & ",'"7;'( &
-5
&G T(
;& " -& : : ?A" -&
&( &&
,& " (" 5-
&&
;& " -&
5&" : ?A" -&
, , & Y? - ' - (-/0 5
- -73& ' . #$ "-& ' ' & .5 ,$
&&"'-' &
' . : ?A" -&
,'"'- 5 #-
:-,"P-/0
-' T(-'- - &
(& &
-'
'
-# .
"7 & T(
& - 5 &&("
( & - - & #$- ' & & :. , & 5- - & T(-"& &A / & & ? -.83. @5#" " -' - #,: '
'
&&
A .- -
,-
-5;(# 5- - T( &
& & ' "& 5
+ ,& " (
:-,"P-/0 ' 7 ? , , -
- " ,-#'
.5
&& & F& :. , -/0
'.","& -/0
& & (&
,'- - &(- ("#"'-'
- : ",:G ,(. #. ,
UU
A(,'-. , -#'
& #$"'
&
' -
'- - & - 3:"- ' .- 9 ",: 3 -#/-'- - ".5

'
. & & :. , &C-#7 & # " ,-' &
5 " ,-'- 5
& & . &. & & :. , &C-#7
-' T(-/0 '- : & 0 '-
:-,"P-/0
Q, "- ' 5 &" " ,-. ,
5 #- A .-
. T( -
- &
:-,"P-/0 T(
A". & ?' . ,& -' - & A .-,' & T( -
'- &(- A - - 5 &" " ,-. ,
3(. #. , C $-7 5- -
&( && ' & -
Palavras
" 3" & ' & :. , -/0

' , "'-'
&" " ,-. ,
:. , -/0
:. ,
' .
-'
Contedo
> !,'! (.9: !#!%
!/9:
& :. , -/0
, ,' C& 5
$ . :3, &H "' , "A" @5
A5%
&
/ F.%
$
- "7-& "'<, " -&
' A","
&&
5 A"#' '"A , & : (5 & '
,&(."'
@"& . '"A , & A .-& ' & :. , - BR5- " S
#":"0 . -'- $-8"#" -/% & & #- &
' &-A" 5 ", "5-# ,&"&

T( - . &.
' R5- " S B' &-: :- B'"7"'"
. , , -
.5 & - 5 &&;7 #
& "5 & ' ",A .-/0 ' T( ,
&
-'
-'
. 5 '-/ &
.,
&&"'-' & (
. & -. & @
,'". ,
&
" 3" & ' & :. , -/0 .-"& -' T(-' & 5- - -'- -&
#$ ",A .-/% & 5- - & - - 5 T( ,0 8-& - "' , "A" -
&&" - ;-. & .-& & 8 (' &-8 . & ",
+ ,& " (
- " ,-#'
'.","& -/0
5 - -& ,
&&"'-' & '
UL
",A .-/0
. &
& # " ,-
A .- ' - '
( & & T( &
" 3" ' & :. , -/0

- &&- ",A .-/0
' & ,7 #7". ,
' 5
-'-5 - - A - - -'- : (5 '

"' , "A" - #- (,-&
& 7"/ - A .-
,;7 #'
,$
.("
. #$ -& - -
,&(."'
& - .5-,$- - 7 #(/0 '

#-,/-. ,
5- - -&
.5
, (,
. & -. - '". ,&0 '
& @ '". ,&0 ' -: :-' A-."#","- ,- " ,-#"'-'
. & #&/ , 67&/ # 5 ' . & & #$ '
( &
. & /'
-&"% & '
,&(."'
" 3" & : : ?A" & ' . : ?A" &
' 8-& & ' & :. , -/0 T( & -. 5
", , &
"'-' ' 8-"
('- (- - ' ,&"'-' 5 5(#- " ,-#
' 8-& & ' & :. , -/0
.5 - ('
&&?" T( &
(.
, (,
(5-/0
,&(. - "8( & - -@- ' ("#"P-/0 - - " (' A-
'". ,&0
-& - -
-& '
,7 ," , . ,
-: (5-' & '
#":"0
. & -. -&
- 5 '(
:-,"P-/% & #":-'-& Y -'.","& -/0 # -# 3

;& " -&
;& " -& ' & & :. , & ' 7 . 5 '
(8& -, "-# & & :. , & . -,?#"& ' 7 . &

-8-#$-' &
. -
- #-&& & "-# & "#& ' 7"'- 5 & ,-#"'-'
" 3" & ("#"P-' & 5 &&(-. -& & :(", & - -
,&( ?7 #
' 7. &
,'". ,
(.'! (.&# 5 ' . & , , - '"A , & 8-& & ' & :. , -/0
- - T( - & :. , -/0 & - A "7- ,
&
-'- "5 '
' , 7-& & #(/% & . #$ -,' - T(-#"'-' '
" # ' 7"'- A-."#"-
-/-
,&(."'
( &
. & !' , 67&/ # 5 ' . & & #$ '
-'- "5 '
-. , -"&
. -,?#"&
@"& ,
:-,"&. & #":-' & Y
- &- "&A-/0 T( : -
. & ,! , 67&/ # 5 ' . & ("#"P- (.
"'-'
,0 "7 . &
" 3" & ' & :. , -/0 T( 5 ' . & ("#"P-' & ' A .- "& #-'- ( , (, - - -73& '-
5&" : ?A" &
="#5- - &
;& " -& '
("#"P-/0 ' '"A , & 8-& & ' & :. , -/0 ' (. ( .-"&
" . ,
' - -8-#$-
(,"'-' & 5- -
. 35 & -'
@ .5# ,0 3 -' T(-'
,'". , & & 5 &
&& & ' & :. , -/0 5 ' ?&
-'.","& -/0 5(8#" - 5 "& 5 ."
@"& .
, , -. Y , &&- '"&5 &"/0
&(8& -, "-#. ,
. T(-#"'-'
&
#7-, & 5- - 5 '
A" "<, "- X(-,'
( - A .- 5- - T( 5 &&-. &
T(-, "A" -'-&H

.
-#,0 - ,
R -8-#$-' &S
& 7"' & .-"&
-' T(-'-. , H
+ ,& " (
- " ,-#'
'.","& -/0
UJ
&&;7 # & & :. , & ' 7 . 5 '
&
-#-,/-' &
- ",:"' &
,-C& ",="# , - - ",:" & :. , & 5- - & T(-"& ,0
. A" ? "-
,$-. &
& - A .-
.5 <, "-& (
(& &
-' 5 ' .",- -'" " ,-.C&
( -&
&(A" " , & 5- - 5 & - (. & 7"/ -' T(-'
-& '-&
--
:-,"P-/% & .5 &- "-"&
;& " -& T(
-5- "'-' ' &
,& :(",'
& & :. , & ' 7 . 5 &&(" 5- - T( ' 7-. &
& :. , -
-'
:-,"P-/0
" ,- - & ( , &

& :. ,
@ .5#
'
. A(,/0 '-& &(-& ,
& :&
- &(- - "7"'-'
& , -
& -. -
&5 "-#"P-,' C&
, & 8 , A;" & T( 5 ' 0

, (,
' & 7"/ &
-'
& 4 7 , & ,- " ,-"& # -"& <.

#- "7-. ,
Y '( -/0 &-='
&&"'-' & B
:( & '-& - "7"'-' & '
(,(.- :-.- &5 ;A" - ' 5 '( & (5 & -,' (.
' .
.",-'-& .- 3"-&
A
. : (5 & $ . :3, &
( & 7"/ 5 & -'
.- 9 ",: ' 7 0 ' & ,7 #7
- (. =,"
("#"P?7 "&
. '"A , "?7 "& - " ,?7 "&
- " (' & 5 -,
5 5
. T( - #O:" - ' .
- -&5
' 7"?"- '
'
",
&&
& T( 5 ' 0 &
-,&5
& ,
. & :. , -
& & (& "'-'0 & .
' "&"7 & , . -'-. ,
( & -&5
&
@"& , &
:&
, T( &
> A5%
&
/F %
$
5 "& ' ' A","
& '"A , & & :. , & ' .
& # " ,- -T( #&
. T( . .-"& ' 7 ?
,& " ( .
& ( 5=8#" C-#7
& 7"/ B5 '(
,;7 #'
& :. ,
' .
,&(."'
7-#"-
-'
& #7-,'
#7Q, "- T(
& 5
&
.5- - . & - ".5

(& &
:-,"P-/0 5 ' ?",

# " ,& - ".5
'
. #",$- '
- - & # " ,-
&A / & '
.(," -/0
& 5=8#" & -#7 '-
Y: -'(-/0 ' ,;7 #'

, - - ".5
@"& , &
T(
:-,"P-/0 B
5- - -'-
-'-
, (,
5 '( 5 ' ?
. & '
, "-#' -'-5 -/0
-' H
. &( &&
'
'
5- - -'-
5 '( & "'<, " &
#- "7- ' & '"7 & & & :. , & ' .
7-#"- -.83.
&- "&A-P
7 #(/0 T( -
'(P" , & & , "' H
5=8#
" C-#7 T( -, 5- - -&
Q, "-
Q, "- T( &
- <, "- '
.5 <, "-& ' T( '"&5% , & , "' ' 5 '
-'- (. ' & & :. , & -#7
& & (&
& , && & 5 '( & B& 7"/ & 5 ' 0
-& -# ,- "7-& - (-#. ,
&(8& " ( &

*
-#7
, , -
' .- 9 ",: ' 7 ?
' 7 C&
' , "A" -
5=8#"
( & :. ,
-'
:-,"P-/0
,& :(" ?- ",:"
. &( &&
(- ("#"'-'
A "'-& 5 5(#-/% &
+ ,& " (
- " ,-#'
'.","& -/0
U!
&-
& #$- 3 ".5
, -"&
# -"&
&A / '
-,
'-' &
&
& : -,' & #"." -/% & '
.(," -/0 5- - T(
@ .5# ' & - &" (-/0
7?" & & :. , & ' .
>
/-. , -"& '-& -'.","& -/% & 5(8#" -&
( & & 8 ":-. - (.- : -,' & # "7"'-' ' , &&
,&":-. & &
A" -P &
. & -& -.5-,$-& ' #(-
-'
#7-, &
5 & " (-& .-& T( .(" -& 7 P & &

( :<, "- ' &
,& -,:". , &
, --
& -' #& , &
5-5
'" ":" -
. -
:-,"P-/0 5
B
7 ,&
. T(
&
@"& .
@" ' 5 ,' , & -&
.(," -/0 - -5 ,-& (. ' #& . A(,/0 '-
( & & '"&5 ,;7 "&
#&
/& .'! (
5 &" " ,-. ,
--
A#
- A .-
;& " - '"A , "-' - 5
("#"P-'
&
(-
-#/- , & (5 '(
(.
, (,
.(," -' .-"& ", ,&-. ,

(&(-#. ,
&".5#"A" - - ."&&0
-5- "'-' '
.("
'(P"'
- 5=8#" C-#7
' &":,-'
.5
'
& ;.(#& '
B5 & -'
.(," -/0 - T( &0
& ' & 7"/ &
& : -#. ,
7
-: .
, "-"& #" , &
5-
-5 ,-& (. - &
' "' , "A" -/0
' 7 C&
Y,
, ,
. : -,' ",'"A ,/- 5 -,
. & & (& &A / & '
, -.C& ,(.
, (,
-5"'-. ,
-&
"&&
&&"'-'
'
: -,' ,=.
&& , "-#T( & 5 '(
.(," -/0 ,(. =,"
. - ' & . '" -. , & 7 "A" -C& A- "#. ,
.("
, ('
#"." -'
'
,-&
, (,
&'
- A-P - &(- '"7(#:-/0 -& .5 &-&

--
;& " -& 5- - T( ' &&- A .-
( - A .- -
, "-"& #" , & 5 & "
- " ,-#'
&
& , "'
5 5 " '-' & 8 ,3A" -& 5- - (. : -,'
& & (& 5
+ ,& " (
'
' 5=8#" C-#7
,& -, . , &( " & ]5
-& - 7 -& &(-& R8(#-&S ",A",'?7 "&
"'- -A-& -,'
-&5
& #$- ' (. =,"
,&":-. -5 - - - ,/0 ' & ( 5=8#" C-#7

-8
T(
- &(- '"&5 ,"8"#"'-' 5- - & - . - , -& - . ,&-: ,&
& . '" -. , & 5 ' .
A- .- <(" -&
-'
, "'-' & '- -'.","& -/0 # -# , -# ,- " ,-#+ -# . - ,
-P ,' (.- -,-#:"- - &" (-/% &
'"-:,O& " &
'
,&0 '- . ,&-: . 5
, , -/0 '-& 5 && -&
:-,"P-/% & 5 "7-'-& C
&" (-/0
(& 7"/ 5- - T( & 5
/ !
5(8#" " ?"-& 3 '(P"'- 5 # T( & 5=8#" &

'
,$ "'- 5 # .
"' , "A"T( . '"& ",:-.
7 & # " ,- C&
'"A , "-/0
,' &
'.","& -/0
.(," -/0 & "- @-(& "7&
UI
A-
' -&
:-,"P-/% & & 5 &" " ,- . #- -. ,
.(," -/0 ,0 ".5#" - T( '" " -. &
.("
#"." -' ' 7
&'
, && & 7"/ @ #(&"7-. , , && & , "'
& .5 &-& T( & 5 &" " ,-. 5- - 5=8#" &

5
. (. ,=.
7 ,& + @ .5#
7 -& + -.83. &0 ("#"P-'-&
5=8#" & .-"& "' & &H

& .- -& ' 5 & ;:"
&
-'T(" "'-& 5
-5- "'-'
'"
" ,-'-& 5- - 5 && -& '
#. , & '
A",-, " - 5- - -#
#-&& & & " C

0 &
#7-' 5 '
'
.5 - 5 ' . -.83.
,O." -& .-"& 8-"@-& ' &'
#$ & ".5 '
T(
- 7 ,'- .-& -5 ,-& &
,$-.
'"
" ,- -
.(," -/0 H
& . '" -. , & T( & 5 &" " ,-. 5- - (. '"-:,O& "
A(,/0 '-& &(-& 5 5 " '-' & T( & & (& ("#"P-'
D>
/'
A","'
&
/.9:
& :. ,
,'"/% & '
5 ' .
'"A , & ("#"P-/% &
& 5 ' 0 , , - ' & " -& ,- &(- 8(#-
#&
/& .'! (
-#7
5 &" " ,-. ,
#7- Y5 ?" -
- ("#"P- 5 #-&
( & - ' A"," -& . #$
:-,"P-/% & 5 #& & 7"/ & & ?C&
& & - 3:"-& ".5#. , ?C#-&
.
#- -
&(- A" ? "-
' A","/0 ' 5 &" " ,-. ,

70 .("
5- - -#3. '-
,& T(<, "-& 5 A(,'-& -
.(," -/0
' &":,-'-. ,
' & & ,;7 "& ,-
'- 5(8#" "'-'
. #'- - 5 #;" - ' 5 '( + - :-.- ' 5 '( & B& 7"/ & T( & (& #" , &
("#"P-'
5 ' 0 &
&H & # -"& ,' 5 ' 0 &
8"' & B(
8 ,/0 5
5-
' &
8 -' & ' A .- -
,&(."'
- - T( - - A- ' & :. , ,
&(-
&&?" T( & 8(&T(

,
&
& .5
:-,"P-/0 '"&5 ,"8"#"P- ? - &
.","& -' &
5 / B -@- B&(8&;'" & T(
,- 5 &&;7 #- 5 & -/0 ' && & 7"/
5 &" " ,- (. 5 '(
<, "- .
.-"& 5 &" "7 & A-P ,'
' 7 ?
- &(-
&
& 7"/
:-,"P-/0 A-/- & , "'
' & & #. , & '- & - 3:"- ' .- 9 ",: 8 .
' & & & #. , & &
A"T( . .-"& &- "&A" &

@5
5 &" " ,-. ,
"P-/0 5 - " ,-# - ,;7 #' & & 7"/ & 5 & -' & '- &(-
&- "&A-/0 X(-,'
:-,"P-/0 T(
.(," -/0
' ,-. ' A .- -' T(-'-
. T( -
&
:-,"P-/0 & - .-"& A" " ,
. (. & 7"/ T(
&5 ,' ? . #$
. ,-
'- . '"/0 '-
&(#-' &
&
Y& &(-& ,
,& :( .
,&(."'
&
&&"'-' &
- "7-&
+ ,& " (
- " ,-#'
'.","& -/0
LK
+R
.-
#-8 -/0 '- > , P( #-
-#& 5\&
Actividade
( - ,&",- - #
@
)
- / ' *KKL
"?" > . #$
"& (- . : (5 - -5#" -8"#"'-' ' &
("#"P-
&
'-
#;7"-
-.5-,$- .-&&"7- '
- .3'" 5 -P .-"& ' (.
7#
(/0 ' .
?" - 5 5(#- S '"&&
-#& S
' , " "- ' ** '
, Q.8"
5 &"' ,
#;7"- "," " ( -T(" (. &A / .-&&"7 5- - -#A-8 "P- .-"&
' (. ."#$0 ' $-8" -, & . 8 , A;" ' & (5-;& ' &(5 &"' ,
(8-
. .- $- ,- & :(,'-CA" - (.-
-#A-8 "P-/0 T( 5
."#$0 ' 5 && -& , 5-;& -,'",
'
' (.- -.5-,$- '
- (.T(
-?
-#"'-' & "-#T(

5/% &
"- .
-&"#
, " & ' & :. , -/0 5=8#" C-#7
5 &" " ,-. ,
& "-# . - - ".- ' & " -
,$ /- '"& (- . : (5 T(
. & ' 5 &" " ,-. ,
" 3" & ' & :. , -/0 5 ' "-
#- " ,-,' C
. & 5=8#" C-#7 T(
5 ' "- & # " ,-
C h #(P' &
(.- 5 /- '
,$ ". , & -'T(" "' &

.(," -/0 T(
+ - ",' ' 5 &&(5 &

-8 '- -# #"&.
' ,
'
, @ ' 5
&& ' & :. , -/0
. ,
,$ /-
' T( 3: &
' (.-
-8-#$ ",A-, "#-#A-8 "P-/0
:-,"P-/0
T(
@" ' 5 ,'<, "-
. & & :(", &
.-& 5- -
& #$- (. .- "' , "A"T(

&
" 3" & ' & :. , -/0 T( ("#"P- "-
& 5 &&;7 "& 5=8#" C-#7

, & ' ",A .-/0 T( ("#"P- "5 &" " ,-. ,
-' 5 -'
+ ,& " (
- " ,-#'
'.","& -/0
L)
&
Reflexo
, " & ' & :. , -/0 & :. ,
'3 -'-& ("#"P-'-& 5 #-& : -,' &
"' , "A" -/0 '
&5-/ ' .-, 8 - '-& .- -& T( & 5
- -5 ,'"P-: . '
-#7
.5 &-& .(,'"-"&
,' .
.- 9 ",: .(" & A .-,' &
#- " ,-
, " & 5 "&
' 7. &
R,0 ' 7 . & '"& ".",- ,",:(3.S
--
'- - : , S
,' C& ,-
-#"'-' "' , "A" -
' & ,$-,' B. #'-,'
5 '(
,&"' -. T( R-& .- -&
. #$
&
&5
5 &&"8"#" -. -
. ",
" "P-
& 5 '( &

, -,
-'
& & 7"/ &
,0 3'"&& T( &
-.5 ' .-, 8 - 5- - - & - 3:"- ' .- 9 ",:
.(," -/0
-&
: (5 F&G ' 5 && -F&G T( .-"& 5 ' 0 8 , A" ".-"
$? .(" -&
'"A , "- , .
7 #-. '"A" (#'-' &
-5#" -8"#"'-' 5 - " - ' & &

5- -
5 &" " ,-. ,
& -, & 7- "?7 "& ' .- 9 ",:C."@ -
. &&- &" (-/0
5- - -& T(-"& 5 &&(;. &
.5 <, "-& 5- - -& &- "&A-P
&& & '
:. , -/0
' &":,-' 5
F & #$- ' & :. ,
5 ' 0 '
& 7"/ .-"
A" ? "-
.-"
.",- (.- ".5

'"7(#
:-/0
7-# -
& , -' 5 ' 0
Sntese
-' T(-' & Y -5- "'-' '-
5 ' ,'
, 0 -&
(,"'-' ' . #$ "- '- T(-#"'-' '

&(#-' & "-# & -
, , -/0 '
& : (5 & F& :. , &G
. A(,/0 5 ", "5-#'"7"'"
;& " -& $ . :3, -& & :(,'
#$<C#&
&
:-,"&. & #":-' & Y -'.","& -/0 5=8#" - ,- . '"',&(."'
(&(-#. ,
" - '- &(- ("#"P-/0
. --
:-,"P-/0
5 &" " ,-. ,
-5 ,-& '"A , "- 5 &" "7-. ,
&& ' & :. , -/0
& :. , &
( & - .-"
&A / & ,0 @ #(" , ,$(.- 5 && - (: (5

T( .-"
-,
-#7 G
-'
" 3" & 8 . ' A","' &
&& 3 -",'- .-"& 5
. T( -(. , -
", ,
,$ ". ,
:-,"P-/% & -'-5 - . . #$ - &(- A - . '"-,
, &
'
"-/0 '
'"A , & & #(/% & 5- - -'- & :. ,
+ ,& " (
- " ,-#'
'.","& -/0
L*
&&". - -73& '- & :. , -/0 A" ? "- 5 "& " ? &5 "-#"P- C&
:-,"P-/0 5 ' ? ' & ,7 #7
. '
- &(- - "7"'-'
.",-' & 8 , A;" & - -73& ' (.
-'-5 -' & - (. ( .-"& & :. , & ' .
-'
& & ' 7 0 &
. .-"
, (,
'
A -&
& #$"' & F - : ",:G ' . ' -
. #$ &- "&A-P . -& 5 5(#-/% & T( & -.
-#"P?7 "& ' -
,-& -'.","& -/% & 5=8#" -&
O - -73& ' (.- & #$- & (( -'- & ? 5 &&;7 #
'" ":"
&A / '
, -"&
# -"&
'
.(," -/0 5- - & & :. , &C-#7 & . ' &5 '"/-
,& -,:". , & @"& , &
( & & T( ,- &(- : -,'
.-" "- &0 & -&& &
5 &" " ,-. ,
&(- 7 P 3 - & #$- '- R".-: .S
,$ "'- 5 #& & (&

'
.",-' & -&5
#" , &
& T( -
5 # .
--
-'
5 &" " ,-. ,
' 7 ? &-
A# "'
5=8#" C-#7
' &
& 5
&& &
- " (#-/0 '
#. , & & ? 5 &&;7 # - ",:"
:-,"P-/0
& &
& #$- '
5 "& 3 5 " " ?"
T( - &(-
.(," -/0 ' ,
, "&-
& - 3:"-& 5 #;" -& 5 '( &
A - '-
:-,"P-/0
&(#-' & 5 &" "7 &
O - -73& '-,
5- - -
. 5- - - &- "&A-/0 ' & #" , &
&5 ,'-
Avaliao
-& &
&&?"
,' &
& #$"' & ' (.- A .- #- -
& 7"/ & '- .5 &- 8 .

' &
,-
-'
:-,"P-/0 5
. : -# - - -# 3 ,
"P . A-
.(," -/0 & '" " - - & & :. , & ' .
. T( -
,A ,
. T( & , "( .-"
("'-' &-. ,
-& &(-&
&5 & -&
'"A" (#'-'
-'- (.- ' & -& T( & % &

.
( T( -& &(-&
-5 & , -' & - #,: ' .-,(-#' 7 ?-5 A(,'-
T( , ,' 5
' , "A"T(
X(-#3- - -
5 &
8"8#" : -A"- &(: "'&5 & -& &
" . ,
8 (' , &
-A-& - -. ' &
, " &
& ( & ('
&& ' & :. , -/0 Z
@5#"T( -'- (.- ' &
" 3" & ' & :. , -/0
;& " - ' (. 5=8#" C-#7
, ,' T( & ' 7 &
,&"' - T( & ' 7 & #$ (. 5=8#" C-#7 . 7 P' ' & ,7 #7
& # " ,-' Z
&A / & .-&&"A" -' &
.-"& -8 -,: , &Z 2(& "A"T(
+ ,& " (
- " ,-#'
'.","& -/0
LM
X(-#- '"A ,/- , 5=8#

" C-#7
",
" -. ,
".5
'"& ",:-
Q, "- '
-'-
5 &" " ,-. , Z
.5 , ,
-'- (. ' & & (&
'
&&
'
& :. , -/0
-,-#"&-,'
.5 , , &
Referncias
= &% & , (
=.
,= . #
(.(!,&/= .
. .,!'! (>
&& )IIL
. .,!'! (4*!V .
./0!#( / !.(& ,.
!$.% .(& ,
,' , b :-, -: )IIU
$"#"5 T (%! .
`W 9 $
. @!(& ,4P V ( / !.(!EV& .
'& .(!'. @!(#
&&
,' , )III
,,"&
X("@
-#
! /.( WW 4 ! &. !
6(&/.
. @!(& , )Kd '"/0
"&8 -
F*KK G
Glossrio
&(1 &# !#!,'! (.9: 5-' % &
0 ' ,1 !
"' #:"-& "' -"& ( 8
, (,
"7 &
'
&5 "A" -/% &
",'"7;'( &
. 8-& , & T(-"& & " ?& :. , -
--
;& " -& & . #$-, &
B( ",
-'
&& &
.(,&
+ ,& " (
- " ,-#'
'.","& -/0
! (& . !4 , (,
", : -' '
#&/& .'! ( 4 , (,
&" (- (. '
#& ,
;& " -& 5 .-, , & ' (.- .- - ( :-,"P-/0
'
-/ & &-#" , & '"& ", "7 & '- ".-: . T( 5 ." - &
,&(."'
.",-' 5 '(
(& 7"/ , (,"7 & ' 5 '( & (& 7"/ & -,?#: &
'"& ",:("C
&
#&
!,'! (.9: '"7"&0 ' (. .

'"& ",:(;C#& - & T(-"& 5 ' &
&&"'-' &
!%!/9:
T(-#(.-
-'
. 7?" & : (5 & F$ . :3, &G '
' (. .
.(,& 5- - & T(-"& " 0 &
#!,'! ( F.%$ 4'

:-,"P-/0
,&(."'
& 5
A .- -
' & ?7 #-5#" - (.- & - 3:"- (.- 9 ",:C."@ &5 ;A"
!,'! ( !'! /. 43- 5,
--
-'
(. : (5 '
,&(."'
&
. --
;& " -&
-5#" -' & & &A / & ' .- 9 ",:
.",-/0 ' : (5 & '
( 5 '( & T( '" ":"
5- -
,&(."'
&
@"& , &
, "-"& -
T(-#' & ,7 #7 - "7"'-' & ' .- 9 ",:
&5 ;A" -&
+ ,& " (
- " ,-#'
'.","& -/0
LU
Captulo
. 8( % D ?
'& &#(.9:
. !# G !.#
A5%&/.
5F/. 8( % D> ?
. @!(& , ! ! $&
9#
A",-#' &(8C -5;(#
Objectivos
.5
. @!(& , !%
!$. (!# . . .
. @!(& , ! ! $&9 # & A .-,' & ' 7 0 & -
-5 & -
,'
5-5 #' & & 7"/ & ,-&
"A , "- -& - -
, ."-& & -. #-& .-"& (. , & ' & ,7 #7"'-&H
;& " -& &5 ;A" -& ' (. & 7"/ A-
- (. 5 '(
, @ '
.- 9 ",:H
.5
,'
-& 8-& &
T(
,& " ( .
. ' #
&(-& ".5#" -/% & ,-
:-,"P-/0 H
"& ",:(" -& 7- "?7 "& &5 ;A" -& '
#- " ,-
- ".5
Q, "- '
1' & & 7"/ &H

,
# '-
& - 3:"- '
.- 9 ",:
&( &&
:-,"P- " ,-#
Resumo
-8 '".5
Q, "- '
.- 9 ",: ' & 7"/ &
,A T( ' &
-5;(#
. /- 5
& 5-;& & . , & ' & ,7 #7"' & ,0 ' 7 . &
+ ,& " (
- " ,-#'
'.","& -/0
&
, , -
LL
' .-&"-'
&(#-' & ". '"- &
- "7"'-' & 5 '("7-& -
A- "#. ,
5 ;7 "& &
#7- - (.- -5 & - .-" " ?"- .
, ?" ' & 5-;& & ' & ,7 #7"' & T( '"
" ,-. - : -,' 5-
' & & (&
",7 & ". , & 5- - & & 7"/ &
'"A , "-/0 ,
5- ,
& 7"/
, -,
5 '( 3-#:
@"& . - -
", -,:"8"#"'-'
&".(#-, "'-'
.-"
- #,: '
5 . ,
: , "'-'
1,
-& ' & & 7"/ & -
"7 ' &- "&A-P
-&5
. &" '
' & ,7 #7"'-&
(.- A .-
&T( .- "P-&
'
#-/% & ,
,'
&&
&"
&& &
.(," -/0
'- &- "&A-/0 ' ( ,
#- "7-. , Y. &.-
(. &"& .- '
A-
'
-7-#"-/0 '
& & 7"/ & 5 '
" ,-,' -&&". (.- .-"
. &
", : -/0 ,
& &
& #" , &
,-
'- 5 . /0 ' 7-# &
' . ' - -.",$- 5- - (.-
O -&&". & ?5 &&;7 #.-,
& 7"/
.5
7" C7 &- 5 5
-'- 7 P. #$
"P-
- 3 - & #" , &
5 / '"& "8("/0
'- . "7-/0 ",
T(-#"'-' ' - ,'". ,
'
T( " 0 &
& , -.C& .-"& <& 7- "?7 "& + 5 && -& 5
A" ? "- '- 5 & -/0 ' & 7"/
. 5 '( &
A". & ? A -'
,-
& A .-,' & & 0 & ,&"8"#"P-' & 5- -
.5#. , -' &

.
"T( &",
5 && -#'
& 7"/ & -.83. ' 7 ?
' & .5 ,$
"8"#"'-'
. ' #
7"'<, "- A;&" - + - & ? ,$ "' & 5 '(
.- 9 ",: '
#-& - &(-
-5;(#
' 5 '(/0 ' (. & 7"/ ' &'
A .- - . #$ -
& 0 '-' & -#:(,& @ .5#& ,' "&& 3
;& " -& T( '"A , "-. & & 7"/ & ' & 5 '( & & ,'
& & 7"/ & -.83. & ?-&& "-'
,;7 #'
.5#@-
& 8
,O." -
. -
5(-/0
" , -/0 ' .- 9 ",: &"& .?" -
"7 & & "5(#-' & ' &' - & - 3:"- - 3Y5 & -/0
-' T(-'- -
, @
'-& & " '-' &
,'
-&
:-,"P-/% & & 0 ",& "'-&
Palavras
, ."-& '
- 9 ",:'"
& -#-
. /0
+ ,& " (
- " ,-#'
'.","& -/0
LJ
(8#" "'-'
#-/% & =8#" -&
Contedo
>
. @!(&, !#!$&
9 #!.(! &
'! (
& & 7"/ & ' & .5 ,$-. (. 5-5 #A(,'-. , -#

.-"& ' LKa '- 5 5(#-/0 - "7- ,-&
7"-& ' ' & ,7 #7". ,
'-'
- -'.","& -/0 5=8#" - - ".5
- "7"'-' 5 '("7- 3 ,
'.","& -/0 (8#" - 3(. ".5
&
&",
#7-,
#- "7- ' & & 7"/ & 3-",'- .-"

, ."-& : -,' 5-
'.","& -/0
& -'
=8#" - 5 #
"&& ,0
, ?"
(,0 && , "-# & & 7"/ & <. &"' ' & ,7 #7"' &
#, - 5 "& & ",7 & ". , &

,'
& &A / &
& A" &
&
, , -.C& A T( , . , ,&(#-' & &0 8 . .-"& 5-#5?7 "&
&&- "-. , .-"& R7-#" & &S ( #7-, & 5- - -& 5 5(#-/% &
.5#@"'-' -
'-
-, R5 '( S ' & 7"/ &
- "7"'-' 5 '("7- F",'=& "- -: " (#( -G
(.-
Q, "-
.5 :-,'
- ' MKa , & 5-;& & .
- : , -#"'-' '-&
' &":,- 5
,&"' -'- (.- - "7"'-' . ,
". '"- & .8 - ,0 ,
, ."-& ,- " ,-"&
:( - -: , & 5 "7-' & ( Y : & 0 .5 &- "-#'
", #(;'- ,-T("# T( $-8" (-#. ,
' (.- A .- : -#. ,
,-&
, ."-& .-"& ' & ,7 #7"'-&
& ( ,A T( , & 7"/ Y& 5 5(#-/% &
(" -& 7 P &
& ,
& "'- -&& "-'- - & - - "7"'-' T( & :(,'
@"& -",'-
-(T( & 5 ' .
"P- ,-& & :(", & F>" " - *KKKG
] .-"&
.5#@ - ",:" .C&
' & & 7"/ &
- A-#- '
& " #& ' 5 '(/0
, ."-& '
& -#- '-'
(#( - ' 5 '(/0 . &3"
5 5(#-/0 - "7- T( ,0 , ,
.5 & '
"&
,;7 #' R. -,"P-/0 S
.5 , ,
$(.-,- '"A" (#-
, ",(-H
& - "7"'-' & #":-'-& - & & 7"/ & &0 .(" -& 7 P &
. ,
,O." -
/-. , -"& 7 "A" -,' C& (.-
+ ,& " (
,&"' -'-&
R A=:" S '-
(#(:- ,- ",'=& "- ,- -: " (#( -H

&
' & & 7"/ & 3 .(" -& 7 P & -A -' 5
&
& , A -#"P-/0 ,-& - "7"'-' & 5 '("7-&H
- " ,-#'
'.","& -/0
L!
> "A" -C& (. .-"
"&
,- 5 7"&"8"#"'-' '- 5
, ?" ' T( - ,
@ .5# &
-& $ -& '
T( - 5
.-,
>
. .(" & ' & &
, - - . & (. .3'"
,&(#-
'-& 5
( - & - .-"
-& 5 && -& & .5
& 5 '("7 & ,0 5 ' . &
' (.- '
, $"'-&
5 #
( - (.- 7 P T( , & & 7"/ & -
.",-'- &5 "-#"'-' &
& -& ,0 5 ' 0 &
, ?"
&
,0 "7
:(- '-'-& 5- - ( - -#( - .
& 5 '(P" . & (. '
(5-'-& - .-P ,-,'
- .-P ,-' &
.",-' 8 . 5 ' . &
& 8 ,& ,0 ". '"- -. ,
,&(."' &
/!&
( !#!$&
9
' A","/0 ' & 7"/
-'" " ,-#. ,
' "@-' ' A-P & , "'
A" - . 5 &"/0 -
5 "& $? (. : -,'
, "
' 5 '(
" O" ' A , " -
. -'- 7 P.-"&
,' - &(- '"& (&&0 &
,-
& 3"# . & -
N?'
.",-' & 8 ,& T( "' , "A" -. & #- -. ,
7"- ( - (.- 5",/- ( (.- .?T(",- ' #-7-
. & ,' 5 '( & 5
@ .5# (.-
- . &.- A .- , & & 7"/ & (.-
,&(#-
. '"'- 3 #- -. , (. & 7"/ H
( -& ? -& 3 (. 5 '(

"@- ' &
- ,
&5 & - ,0 3,-'- O87"'" 0 .(" & .-& &
(. 5 '(
.
& A`-
' '"&5 ,"8"#

"P-
@"&
,&(#- . &
(R' & , ='
- & #" , & B
3T( -&
("#"'-'
& - -P0
' &0 A .-&
,0 (.- A .- '
,&(#- .3'" -
7"& - ,T(-,
.",-' 8 , A;" F8 . & -
> > . ./(! 8#(&/.# &7! ! /&.
& & 7"/ & '"& ",:( .C& 5 #- ",

, -,:"8"#"'-' &".(#-, "'-' $
.#
&
.5 #"7
-,
T( -
, , -,' C& & 8 ('

-(. , -,' - &(-
", : -/0 ,
5 '( &
-'(P . 8 , A;" & 5- - & #" , &

#. ,
. ,
A;&"
&A /
F5 '( G .-&
#! $&9
5 -/0 '
: , "'-'
+ ,& " (
-"& ".5
5 -/0 ' 8 , A;" &
, ' & 8 , A;" & T( 3 T( ,- 5 ?" - &
' (. '
. &.
# -'- ,(.- & -#- . T( ,(. @ .
-'- 7 P.-"& & ' 7 ' & ,7 #7 (.- .-"
-&&". (.- .?T(",- ' #-7- ,0 ' 7 &

, "-'
&
. 5-5 #
# O," Z
- . &.-Z
- R -"@-S (-
:-,"P-/% & ",7"& -. -& , &&-& , :"-&
,& (" 7-# 5- - & & (& #" , & ,- ",
,&(."'
(.-
,- A .- '
& 7"/ &
,-# . A .@- -. ,
:-' S '- ,
,-#
(& 7"/
, , -C& (. -( .O7 # ( (. #?5"&
. &.
A "7-. , (.- '",Q." - -,:;7 #T( 5 ' &
#7Q, "- ' & ' 8-
@ .5# ,(.
-5 &- ' - &(- ("#"'-' &
& (
' , .",- ' 5 '(
,& . & 5
-5
- " ,-#'
;& " -& . &".(#Q,

"8"#"'-'
'.","& -/0
LI
& (. ,&5&
%& . !
,0 $?5 &&
.5
.5
,' C& - R-(&<, "-S '
.-& -5 ,-&
,'
,&(.
-7-#"- 5 #
0 -
-,&A <, "- A;&" - ' 5 5 " '-' ,- -,&- /0
& , - ,-'- ' A;&"
,&(."'
& - A .-
-&& "-' Y&(- -T("&"/0 &O5 ' ,' -7-#"-
,&(."'
5- -
' & 7"/
&&
"&
5 ' &
& 7"/ C S& 7( " ,S
'-
'".",(;'
'
#&' %(. !& . ! , ,' C& - ,

B5 & -'
, . . ,
. (. ".5-
#7-,
'"&5 ,"8"#"P-' - ("#"P-'
&&
&-,
&&"'-' '
,'
A" ? "- 5 &&-.
.",-' C T( ,- 5
-#:(.- A .- ,0 &0
' & 7"/
-'- ",
'
- /0
=8#" -
5/0 T( ,
-#. ,
5 && -#'
,-
,'
,&(."'
#?7 "&
,-
3 && , "-#T(
,-
("#"P-/0 '
&0 && , "-"& -
. .(" -& #-&& & ' & 7"/ & - &(-
&5 "-#. ,
. T(
, &
-'" " ,-"& & 7"/ & Y
& ( &(#-' A",-#3 . : -,' . '"'-&5
& ' ,- ( P- ",'"7"'(-#T( '

&& '
.",- T(
' 7- . & - : -,' 5 A"&&" ,-#"&.
( &
@"&
: , "'-'
' & ( & -' '
&5;"
'
5 & -'
,$ ". , &
' . . ,
,;7 #'
' "7-'- '-& 7- "?7 "& ",'"7"'(-"& ' R #" , S ,0
#?7 "& ( . &. 5 7"&;7 "& T( ",A#( , "-. . : -,' . '"'- - A .-
-5 ,'"'
7 ,/0
& 7"/ & -
( #$ 5 &&- - '
.5#@"'-' ' 5
. & #" , & ",' 5 ,' , . ,
-.83. (.- : -,' $
,(.-
' 7 ,' '
B- && B5 & ,/- B",
&&
.",- T(
,&(. C 5
-,&-/ 5 8#.-& 5 && -"& ,
&
-#:(.- 7- "-8"#"'-'
.(,"'-' 5 & -' & 5 #- '.","& -/0

'
-'(P"'
- &- "&A-/0 ' 5 ,' . . : -,' . '"'- ' & -&5
0!(! ,! !& . ! '- 5 & -/0 ' & 7"/ & '
T(-#"'-'
7 ,/0 '
.5 <, "-& ' 5 && -# &"& .-& '
5 "& - T(-#"'-' ' & 7"/
&& 5 '("7
( &
- : & 0 '-&
(" -& 7 P & 5- -
& 7"/ T( 5 ' &
,- : & 0 #:;& " - ' 5
T(-,'
"&
(.(" -& 7 P &
- -73& '- R , 5/0 S ' (. 5
&&"'-' '- 5 & ,/- B",
'- -,&- /0
.("
. ' # & 7( " ,
-'T(" "
,&(#- .3'" -G
-,:"8"#"P-/0 '
.8-#-: . -5- - 0 ' (. , -/0
"-# 3'"A;"#'
5 ' & , " (. #7-'
& (' & .5 ,$ ' 5 "& '
, . "&& F -& ' (. & :( ' 7"'- ( . &. ' (.5 & -'
5 # T( 3".-
& 7"/ 3
-'- 7 PT( - . &.- 5 && - R(&(A("S ' #
& -& -P% & 7 "A" -C& (.-
& ,
&&"'-' '
,7 '- 5
3
( 4
&& & '
2 (
' &":,-'-. , - -73& ' . ' #
+ ,& " (
- " ,-#'
'.","& -/0
JK
! !/&5&%& . !
(B '
5
,&(.
(-
- - - ".5 &&"8"#"'-' ' - .-P ,-. ,

5 # T( &
(.-
("'-'-
,- && , "-#-
' & & 7"/ & , & (# -#' 5 '(/0
,& (/0 ' -' T(-' & . -,"&. & ' 5 7"&0 '-
-' T(-'- ("#"P-/0 ' &
( & & F, . -'-. ,
. $ ?" & .-"&
-#- :-' & -5 7 " -,' - .?@". - -5- "'-' ",& -#-'-G
> # !/&
7&
/&. !# '. @!(&, !#!$&
9#
T( &
,& -,
.5
A
5
(5-/0
,' C&
' & .5 ,$
5
- .- 9 ",: ' & 7"/ & -&& "-' Y -'.","& -/0 5=8#" . - . #$ "- '- T(-#"'-'
' & .5 ,$ T( & 5 '

. #$
& -&& "-.C& -",'- -&5
'"8"#"'-' ' & 7"/
",& -#-/% & - ,'". ,

& -.
, -"&
:-,$ & '
: & 0 ' .- 9 ",: .
-5- ,
".5
8 ,/0 '
.
G
-#"'-'
&& & -&5
& -#- 5
. #$
,
"8"#"'-'
: "' & & -
- - -# & ? ,
' & & ,;7 "& ' : & 0 ' &":,-'-. ,

A#@"8"#"P-/0
:-,"P- " ,-# ,(.-
T(-#"'-' '-&
,0 5 & , "-# .
.-
"-#"P-' & - -73& '
( & -&5
, &&
&
& -'" " ,-"&
. &"'
& 5 '("7 & ",'(& "-"& ' 7"'
Y &(-
'"A" (#'-' & '
. -
& -,'- '"P-/0
5(-/0 - T(-#"'-' ' - ,'". ,
:-,"P-/0 ' & ,7 #7
&&?"- (.- -5 & - ,- ",

'- : & 0 '
& ,
(.-
7 ,/0 '"
#" ,
'
" , -/0 ' .- 9 ",:

-
5 .-, ,
, & , "' ' (. &"& .?"
A -#"P-/0 ,
,-
A",-# , &
'
&A / '
-& , & ( , &
5(-/0 , - ,'". ,
, &"& .?"
# -A "/0 '- &- "&A-/0
- - - ",:"
. "7
& & 8
"7 &
'-& -& 5 && -& ,-
R5 . 7 C& S & (A(, " ,-. ,

-
Y T(-#"'-'
3 ," - 8 .
F' &":,-'-. ,
&"& .?"
5- - -#3. '- T(-#"'-' ' & 7"/ $?T( -5 & - ,- &(,
$ . : , "'-' , & (
#- "7-. ,
& ' 7. &
3 ," -
- -#:(.-& '-& &(-& &5 "A" "'-' & , . -'-. ,
, .- 9 ",: ' & 7"/ & 7-# &
&"& .?" -
:-,"P-/% & ' & 7"/ & &5 "-#. ,
, ."-& '
T(-#"'-'
-& ' - ,'". ,
&"- - .5-,$-. ,
Q, "- & - 3:" -
& 7"/ 5 ' 0 &
&
5=8#"
A (-'- ' A .- .-"& #, - T( , & &

. ,
8"'-
& '- &(- T(-#"'-'
,-
5(-/0 - #$". ,
A" "<, "- -5"' P
: -#. ,
'
#AO," -& ( &;" & '
#$ '- &(- ("#"P-/0 F.-"
5 5- -/0 3 ," - ' & & (& 5 & -'
8"'- 5 #& ("#"P-'
. #$ "- '-
3 ," -
. ' $-7 (.-
' & ,7 #
7". ,
' (. &"& .- ' .- 9 ",: ",
:-,"P-/0 3(. -&5
:-,"P-/0 - & & (&
#-8 -'
, -#'" ;-. & . &.
- ,'". ,
- & '"7 & & 5=8#" & T( - ("#"P-.
+ ,& " (
- " ,-#'
,$ ". ,
& ,&"8"#"P-/0 5- -
' (.- .-"
'.","& -/0
T( ,7 #7-
&& , "-#
& , & , "' ' (. . #$
'-& 7" (' & ' & & 7"/ & T( 5 & - ' (.- .-"
& - A .& 8
("'-'
& ,&"8"#"'-' 5- -
J)
& (-
&( , &
- - 5 #-
& - A .- 5 ' 0 -.83.
:-,"P-/0 S
, -,'
3 A? "# 5 "&
- -.C&
&"& .- '
5-
' &
.- 9 ",: ",
A"
&
&5
' A .- &"& .?" - &3"-
&",
- 5
,7 #7". ,
.
'(P"'
& 5 8#.-&
T(
& .-,
"-' &
&& & 5 ". "
' & -'
' R'- A- "#" - -
'-& T("5-& , .
(& &
& -&& & .(" -&
.-& 3(. ' &-A" T( @":
' & & & (& '" ": , & 5- - 7-# "P- . "7-
@": .-"& 7 , -'

'
5","% &
:-,"P-/% &
:-,"P-/0
& & 7"/ & T( 70 & ,'
&(: & % & ' -5 & , -
'
- "7-&
"'
,$- &( :"'
&5 ,&?7 "&
,&"' -/0 5 #- T("5- ,(. &A / &",

:-,"P-/0
,$-
( . (. ,;7 #' A .-/0
-5 "- -& &(-& T("5-& A-P C#& & , " -
&
-,
A T( , . ,
- <, "-& 5 && -#' &. "7-'

(. &A / 5 .-, ,
- -& &(-& @5
":" -#: T( ,0
&(5 -/0 ' -#:(.- ",&- "&A-/0 T( ,

& .5
. & ,' ' #&
(& &
@": & 8 ('
",A .-' & & 8
( . #$ -' & '
Y& T("5-& ",
,-&
, "- O5 ". &
.(" -
T( & 5-&&#$
.-
-5#" - -& &(-&
&O ' 5 "& - & #" , & X(-,'
&(#-' &
(.- .-"
&- "&A-/0 5- - &
( , & 5- - -& T("5-&
- - . #$ - 5-5 #
5(-/0 ' & 7"/ 3 && , "-#T(
"7 & '-
&5 ,&-8"#"'-'
T(-#"'-'
", #(- @ #,
, " (.- #":-/0
D>
. "
. -
(.
& " '-'
'
.(,"'-' (.
(.- &( &&0 '

,A"-8"#"'-' '-
(.- ".-: . ' & " '-'
. ' A-P 5-
#- " ,-. ,
' (.
. ("'-'
'
.(,"'-'
'
-8-#$ &3"
:-,"P-/0
T( 7-# "P -
- #,: '
'- &-='
.5
.(,"'-'
' & & (& #. , &
'-& -& ? -& '- -'.","& -/0 5=8#" - T( &
T(
. #$ "- &"& .?" -
@5 "<, "-& 5 &" "7-& 5- - -
&
T(
T( -
-8-#$ 3
'- '( -/0
('
' !%
'
' & ,7 #7"' 5
":#"
&& ' 5 '(/0 ' (. & 7"/ - -73& '-
#. , & A;&" &
$(.-, & ,
' T(-#"'-' A -. 5 '
&
@ "
, '
( - T( ",A#( , " - T(-#"'-' ' 7"'- ' & & (& ( , &
, "
5
'" - ,- T(-#"'-'
&& , "-# .
T(-#T(
& 7"/
. ' ' & ,7 #7
-,&5- /- 5- -
,0 8-& - ('
-,&." - (.- ".-: . '
:-,"P-/0
A-/-. -
-& "&
T(-#"'-' '
:-,"P-/0
:-,"P-/0 5- - T(
'- - T("5- & - . &", ,"- .
. ' # ' A", & 7"/
(. 5 '(
( &" (-/0
-,: - ' F)II!G 5
:-,"P-/0 &"& .?" -
&&?" & - ' & ,7 #7". ,
.",-' & ' A .- - 5
' & 7"/
, "- - &(- : & 0
&(#-' '- ",
(-& - & & (&
.5
,'
'
' & &
;& " -&
,;7 "&
&(#-' &
- /0 ' '(-& (.-"& 5 && -& B , "'-' & & 8
,T(-' -'-& ,(. -.8" ,
+ ,& " (
,'
- " ,-#'
-5 5 "-'
-5 "-'- 5
'.","& -/0
(. . " A;&"
J*
#:;& "
5- ",' ' '(-& 5 ."&&-& && , "-"& - @"& <, "- ' 5
& 5 '(P"
' . " & 5- -
'"&5 ,"8"#"P-
":( - )
' #'
& A-
7( " ,
":#
"
& T( ",A#( , "-. -
R",7"&;7 "&S
& A-
,&(."'
& B( , &
,T(-,
:-,"P- " ,-"& ,0 '"
-. ,
'"A , & #. , &
@5 "<, "- '
T(
5
&
#. , & ",7"&;7 "& ,
- - -#3. ' "' , "A" -
-'- A-& '
&& & . , -"& ("#"P-' & 5 #
' ",A .-/0
.5
'
G 5
,&(."'
,'
5 && -# '
&
& 7"&;7 "&S
,-
&
( &
' & & #. , &
&"& .-&
. -&&". T( "' , "A" -
' & &
& - A .- -
' & ,7 #7". ,

, "- - . #$
.5 -
& RA-
8 - ",A#(<, "- ' & ( , & ,- 5 & -/0 ' & 7"/
.5 -
&&?" & -
,-
A;&"
:-,"P-/0
,& " (", & ' & 7"/ 5
"-
' & - -.C&
& R",7"&;7 "&S &0
5 ;7 "&
"-/0 '- &(- 5 O5 "- @5 "<, "- '
F)II!G
& 7"/
-.8" ,
& A-
,-
& ?:"
c -,: - '
& R7"&;7 "&S &0
F, . -'-. , , & 5 , & '
( - 5 # & 7"/
:-,"P-/0 & - ? .
'
,'"/% & '
#. , & 7"&;7 "& -' T(-' &
@5 "<, "- '
,&(.
' R5 '(/0 ' & 7"/ S 3 ,
&&?"
, ,'
&
. -'- A-&
. & .-,"A& -
5 8#.-
T(-# & (5
&& '
#$-
& #$- F& # /0 ' -# ,- "7-&G
+ ,& " (
- " ,-#'
'.","& -/0
JM
& ?:"
.5
@5 "<, "-& T( 7-"
,'
#$ ,'
-&
- /% & ' &
'- ",
- "7"'-'
,&(."'
.
& '( -,
5 && -#'
,&(.
,-
. A(,/0 '-&
5 & -'
'
& 7"/
& ?:"
&- "&A-/0
O , & - A-&
#- "7-. , Y @5 "<, "- '
' 5 && - 5- - 5 && - & -,' .("
>
,&(."'
'
,&(. T( 7"7 ( & ,' T(
' 5 ,' , '-& &(-& @5
.",- ?
, "
& ( ,;7 #'
' &- "&A-/0 7- "-
- "7-& "," "-"&
'. @!(&,F '&

B ##! $&
9#
.- 9 ",: ."@ 3 (.- A .- '
'"&5% B
:-,"P-/0 '-& 7- "?7 "&
' ,- , & , "' ' 5
5=8#" C-#7
' 5 &" " ,-. ,
& - -8 '-: . .("

' 5 ' . &(8'"7"'"
/ $
.(," -/0 $
-'
. A(,/0 '
b # -&& , - . T(-
&&"'-' &
&5 "A" "'-' & '
7- "?7 "& 8-& T( ' 5 "&
-'- -&
'
'
".5#. , -/0 ' (.- & - 3:"- ' .- 9 ",:-' T(-'- 5 ." - (& - - - (-/0 '' & & -&5
'"7 & & #. , & '

-'" " ,-"& -
&
#7-, & -# -,' 5- - -&

,& " ( .
- 9 ",:C."@
& , -.C&
, ('
,& T(<, "-& '
#- " ,-. ,
'-
- 9 ",: '
-& '
.-"& M >- "?7 "& F D&G T( &0 -&
' - 7"'<, "- A;&" - $067
> >
&5 & - - .
'
T(-#T( (.- '-& 7- "?7 "& T(
$0
.",-'-
:-,"P-/0
'
C "& "8("/0 $
.5 &- .
(.- '
'"7(#:-'- 5
. A(,/0 '-& ,
'( $
#?7 "& ' T( (.-
T( ' A","(
("#"P-'-
, 5/0
(-
-'- ' "&0 - ,;7 #'
:-,"P-/0
7"/ & Y&
&& -& $0
' &
-'
&
7- "?7 "&
&& &
'
( 2 ! $&9 3
' ' A"," C&
'"&5 ,"8"#"P-. 7-# -
2 (
#" ,
A -5 ' &
5 '( 8-& $96
. & - - -.- ,(. T(-
, (,
-,-#"&-''
:#8-#'
&
&& & T(
,' '"7 & & ,;7 "&
, (,
' & 7"/ & 8?&" & '(. & 7"/
' $ # ,' & 5-&&- - , " H
+ ,& " (
- " ,-#'
'.","& -/0
5 '(
&5 -' $96
.;,".-& ' -T("&"/0 @5

5- - & , -
' 8 , A" "
?7 "& 5
&5 -. &
&"-
@ .5# ,(.-
'' .5 , ,
- A -& -# ,- "7-&
@ .5# -
-&& "-. &C#$ (. ,;7 #'

".-: . ' .- - @"& ,
-
5 '( 5
&
&
,A
.5-,$"- '
, "-#$96
''
& , -'-& - 5 '(
( ,0 &
&- "&A-P ,
&(5 "
-#"P-'
, (,
.-& A(, " ,-,'
.",-C& 5 #- &(- -5- "'-'
' 5
, "-"& . #$ "-& T( 5 ' 0
&&?" & -
7-# -
A , "-#'
7#
(/0 .
. - ('-
7 #(/0
("#"P-'
8 , A;" .- :",-#-&& "-' ,0 & "- &(A" " ,
-&
'"A , "-#'
, ?"
' A .- .-"& ' T( 5 5
& - -8 '-: .
,-C&
.-"&
.5#@- 5 #-& '"A ,/-&

. T(
5- -
5 ' . '".",("
7-# T(
& ("#
"P-'
, "-#' &- "&A-/0 7-" '".",(",'

' "@- ' &
", 7-'
(&
8"
& (
& - A .- -&
. ,-
, ",(-. ,
- &
5 &&(- (.- 5
5 #- 5-&&-: . '
,' , .
:-,"P-/% & 7< .C&
& 7"/ B5 '(

-'
&
" 3" &

5/0
.5
& -&& "-. - & 8 , A;" & '"&5 ,"8"#"P-' &
Y . '"'- T(
70 -5-
#- "7-. ,
-'- ("#"P-'
8 , A;" & =," & -&& "-' & Y -T("&"/0 B("#"P-/0 ' & 7"/ +
.5# -&
" ,-# #- "7-. ,
(&
",'"7"'(-"& ' - "8("/0 ' 7-# C T( A-P .
#,: '
& #7 5 8#.-& B
&&"'-' & B: - 8 , A;" & ^ . '"'- T( & -#- :- - -8 -,:<, "- ' & 8 , A;" &
-'
' ",
. (.-
, ' 5 '(
&(5
& , -'
& ( ' & ,7 #7". ,
-(. , -'
"
. A(,/0 ' & - "8( &
7-# : -' ' 7 -.83. &
, ('
#" ,
.5-,$"- -3 -H
& (& & ,
&53 " ' R7"&0 S T( ,T(-' - ? & &A / & '
7-# ' (. & 7"/ '
& , -' -
T( #$ 5 ' 0 5 7 - .-"& &- "&A-/0
,;7 #' -,?#"& 5 ' B' 7 ", #("
5 ' ,'
, "-#' '"A , "-/0 '
7-# -
-7"-/0
'"A , "-'-. ,
#- "7-. , YT( #-
.8- T( B' & .8- T( H
B5
-5-P' : - &- "&A-/0
7 - . & ,(.-
,'"/% &
.5-,$"- -3 - -#3. ' (. #(:-
A"/% & -: -'?7 "& & 7"/ & '
5 '( -(. , -' $96

5 '( A-
, -#-'" " ,-' '-&
T(
&&".
,- ' ("#"P-/0
( -& & #(/% & .-"&
,O." -& (
8 ":-'-& - (. &A / ' ", 7-/0
,;
,( -5-P
7-# Y&(- A - &(& , -,' - &(- -5- "'-' ' : - 8 , A;" & -
.5
+ ,& " (
- " ,-#'
'.","& -/0
JU
> > $& - /&.78#&/.

-.8" ,
A;&"
F ( 7" (-#G ,'
7 "A" -. -& ",

,& " ( .
- /% & 8 .
-/0
B("#"P-'
& #. , & -,:;7 "& -&& "-' & Y&(-
#?7 "& 5 #-
T("5-. ,
F & - " ,-. ,
"#
(.",-/0
. : -,' . '"'-
:-,"P-/0 F . & -.
( - &(- : & 0
& :( -,/- @ "
@"& . ( & #. , & ", ,
&
#" ,
.(," -/0
#?7 "&
,'" " ,-. - &(- 5
#":-/0
& ( , &
,A
& - A - '-& - "8("/% & '-&
- && &
-,&"
. -& " (,& Q, "-&
:-,"P-/% &
- - -#3. '"&& -",'-
& -' '
&5;"
' ( ,
T(
5/0
& -.
' (. , -/0 S R",T(3" & ' &- "&A-/0 S ,
> >
-5#" -/0
- ,'". ,
:-,"P-/% & 5 ' . -",'- R "- S 7"'<, "-& A;&" -& #":-'-& Y7- "?7 #5 '(
"- .-"
,' &
& (-.8" , A;&"
& & #. , & 5 ' . &

'
& 7"/ 3 '"&5 ,"8"#"P-' -
R - 0
#" , S
T( &" 7-. 5- -
& R8"#$ &S -& R5-& -& '
( &
/!## #
& 5 '( & .-,(A- ( -' & ,0 $?: -#. , - ,

'
,$
5 '(
'-& -& A-& & ' 5

A",-#
&".(#Q,
5
- -,' C&
5 7 -,'
'
&& 5 '("7 5 ' ,'
& 7"/ &
, , - C& T(-&
. T( - 5 '(/0
- /% & ",A#( , "-,' -& 5
&& & & -. ' -#$-'-. ,
&&"'-' ' ' & ,7 #7 - A(,/0 ' .- 9 ",:
,$ "' &
,&(.
&
5/% & ' & #" , & 3,
-,-#"&-' & 5 #-& 5 && -& T(
@ #(&"7-. ,
' & ,7 #7 .
&&?" T(
' & &
. -& A(,/% & '
.- 9 ",:
-
;##
- ,
,-,' 5 &&;7 #- '"&5 ,"8"#"P-/0 ' & 7"/ H
:-BA , ". ,
' & 7"/ F5 && -# (Y'"& Q, "-GH
.(," -/0 ' & 7"/ T( &
5=8#" -&G
("#"P-'
( ",A .-# F- -73& '
-#"P ' A .- A .-#F- -73& ' 5(8#" "'-'

5 && -# '
,-
( ' & ' 5 ". , & '
#-/% &
( &
&G
>D> "&#(&5 &9: 2' '! ( !% ,. 3

& 7"/ 5 ' &
-
:( . '"7 & & # -"&
:-,"P-/0 5 & -' - & - & #- $ &5" -# "8(,-# 5- "/0 5=8#" -
' 7 ? @"& " (. .-"
("'-' ,- #".5 P- -5-
+ ,& " (
- " ,-#'
( (-
,'
"- 5 , (-#"'-' H
'.","& -/0
JL
. # -# ,7 ," , 5- -&
& ' "&% &
- - " ('
'
5 & -'
-8-#$ ( (
'
&
& 7"/ ' 7 . &
("'-'-&H
:- ".5 && -# &5 "-#. ,
,-
& - # & (' ." ;#" # -#'
A" "<, "- - 5 , (-#"'-'
5- " (#- . ,
-
#" ,
A;&"
#- "7-. ,
- -73& '
5 & -'
#A ,
"
( ,
. T( ,0 $?
( ,
- # -#' 5 & -/0 ' 7 0 &
.-'-& . A(,/0 '-& ,
&&"'-' & ' &
#" , & F @ .5# ' , & - -.-' & . -&-G '- ,- ( P- ' & 7"/ F @ .5# '"& "8("/0 '
"
& #-G ' &
( & & A",-, " & @"& , & ' 5-:-'
' & 7"/ F & -'
(( , G
'-
-5- "'-' B ( & & #:;& " & ' 5 & -'
7- "?7 # # -# -&&(.
, . -'-. , , &
-
-&
",
(.- ".5
'- &-='
'- &-='
Q, "-
& ,
'- '( -/0
'.","& -/0
' & ,7 #7 C&
-#:(,& & 7"/ & ,
,-. , & &5 ;A" & + #"8 -C&
&5-/
&(5
& -& 7-, -: ,& 5 ' .
- 5- -
-#"P-
-5 "
- (-/0 '
' ." "#"
T( ,
.5 ,&-
& -'
5 && -#$ &5" -#- F, . -'-. ,
,A .- "-G 5- - ( & -& & .-"& : -7 &

5 O@".
. .(" -& ? -& '
,- ? - '-
&&" -. ' (. - .5-,$-. ,
& (& & ' ' &# -/0 T( - ",& " ("/0
' ." "#"?"
5 5
" ,- .-"
& -.
.-"&
?'
T(-#"'-' ' 7"'- - &
' , &H
-
-& ' (.- & #-
& -' 5 ' ",7 & " ,- -5 @".-/0 '- 5 5(#-/0 - "7- . , &
T(-#"A" -'- ' &"& .- '

5 '("7"'-'
,&",
' & .5 ,$
5- - T( ' & - A .- -'T(" -
&&". 5 ' . . &. &
.5 &-& ,-& &(-& 5 O5 "-& ",& -#-/% &
,' & ' &#T( . 5 A&&
, "-,' (. .-"
, -#"P-/0 ' 5 & & ' - ,'". ,
-# '
- ,'". ,
"'-'0 S
#AO,"
5 ' .
(:-#
-P
8 , A;" & ".5
:-,"&. & 5=8#" & F' & ,: & " ,-. , G , &
- ,'". ,
#AO,"
, . -'-. , ,
& 5 & - ,& #$-. ,
Q.8"
-.5 '- &-='
( , -.",$-. ,
+ ,& " (
#-'
- " ,-#'
,A .
- &(-
. (. " . '
(.- . #$ "-
'- & " '-' H
:-,"&. & 3 .(" -& 7 P & (.- 8 -
5/0 T( & - A" - ' (.- A .- A;&" - B( 7" (-# . 3

R
&
-'- 5=8#"
' & ,7 #7". ,
' '"7 & &
. #$
"-'-& R ( .-&S . -#:(.-& : -,' &
-5 ,'"P-: . -5 5 "-' Y& &5 "A" "'-' & '"&5 ,"8"#"'-' '
'-& $-8"#" -/% & ' & "'-'0 & 5
.5 <, "-&
-& '- R
-'
' & ,7 #7". ,
'
"'-'0 S
,
& '
-, & - & ( , & F .5 G
- &
5 ' 0 @"& " -#:(.-& #",$-& '

,' & A-/- (. -&
" &", 3"
& -& &
'.","& -/0
JJ
. . ,
. T(
5 #-& #"." -/% &

& -'
& 7"/ 35 & -'

,O." -& -&& "-'-&
- &-='
A-P & , "'
.-@"."P-'- ' &":,-'-. ,
> >
'
.",-' 5 #-& @5
&5 "-#. ,
#7-, & ,
T( -#:(,& & 7"/ &
-& &-#-& '
& -&& & 5 # T( 5 A"&&" ,-"&

.-& :-,$-,'
' 7 &
,O." -
,$-. - &(- ("#"P-/0
-#:(,& T("5-. , & .("
5- " , & 5 ' 0
A" "<, "- - " ,-#"'-'
,&(."'
"5 ' & 7"/ 5 & -' 5 #
T("5-. , &
5 -/% &
- "7-& '
'"&5 ,'" & &
' & A#@"8"#"P- 5 ' ,' -#:(.
,A
-5"' P
!9
A"@-/0 ' 5 / ,
-& ' & 7"/ & 5 & -' 5 #-
' A","'- 5 #- 4 7 ,
.-7
5/% & 5 #;" -& & :("'-&
& Q.8"
-
5 ' 0 &
,'". ,
-5#" -' &
,;7 #'
(& & '
, -#
-;&
"5 ' & 7"/ 5 & -'
,0 $- -
,& -,:". , & 5 #;" & (3" & Y&(- A"@-/0
" . T( & 5
5- - T(
8 , A" "- ' & 7"/
,' T(
&&"'-'
T( 5
&&- -P0
8 -,/-H
& ( , & 5-:( . -
-#"'-'
( : -,' 5-
'"&5 ,"8"#"P-/0 H
'- - & " '-'

&
-&
5 ", ;5" &
5- - & 7"/ & T( ,0 & -. ' 5 ". " - ,
-# 3 : - : -#
'-& 5 && -&
' & (& & -&& "-' & Y&(- 5 '(/0

-
'.","& -/0
-&
,$- - &&
& -'
& .
? ' &(5
,& -,:". , &

- : -,' 5-
,O." & .
+ ( . &. -
-#"'-' ' & & (& (& & ' 5 '(/0 H

-
"' -
T(-#T(
, -,
'
( - #-&&"A" -/0
.5 , ,
5 #;" -
. -& - -
;& " -& & " C
. & - - "'-' 5 A"&&0
,O." -& '
-'- ( ,
& -' ' &-='
: 7 ,-. , -#-&& "-'- - &
&&
( &
,0 &
.5 <, "-& ' & 5 A"&&" ,-"& ' .- 9 ",: 5 # T( ,0 & ? -5 A(,'-'- , Q.8"
('
,T(-' - ,-&
' &
.-,(-#
- /0 ' A .-/0
> >
'
&/.9:
-8 -,:<, "- '- 5 #;" - '

8.
-& ,
. '- '". ,&0
&&"'-' & &0 .("
.(," -/0 ' 5 ,' ' &

, "-#'
-'-
:-,"P-/0
: -,' & 5 # T( 3 ,
+ ,& " (
- " ,-#'
(& &
# -' & - '"&5
5- -
: - : -# &
( & & &0 .("
&&?"
("'-'
: -,'
'.","& -/0
A"
#"." -' &
".-:",-/0 ,
J!
' & ,7 #7". ,
'- 5 #;" - '
.(," -/0
: -,'
":
5 ,' -/0
. -'- ",7 & ". ,
"7 & '-
.(," -/0 ' A .- -
A (-'
. 5 ". "
#(:- $?T( ' A","
' & ,7 #7 (. 5#-, .("

N? 5 &
,
" . ,
F&G 5=8#" F&G - - ",:"
&5 "A"
T( ' A","
&&?"-& 5- - T(
'
"&&
"7 & ,
. .-"
& , "'
& 7"/ & - ' & ,7 #7"' ,-&
'-& - /% & T( A -. A (-'-& '

@ .5# 5
,' C& ' & ,7 #7
.",-'- "'-'
( 8-"
-#A-8 "P-/0 T( -
& 8
& 5 8-8"#"'-' & ' &
' ' & ,7 #7
,'"/% & 5
"7-
- (-/0 ,(. 5=8#"
, & , "' ' '

& ( !#(&%
'" G
' &5
T( ' 7 &
&5 ;A"
& 3"
",
,'"'
A" -
&& & T(-,'
5 ,
$?T(
-#7
, (,
(& &
& (/ (!A
F T( 7-" &
.(," -/0
.
. : -,' 5 A"&&" ,-#"&.
&. " &'
,&"' -/0 T( & - 3

T( & -. & -
, - -
5 7 - -&
- /% &
5#-, ' 7 & 7"

.(," -/0 .("
' 7 &
' & "5 & '
. A(,/0 ' & (
, ' & ",- ?"
"7 ,0 3
-5 #- "7-& .-& A" -P & - & #$ &
.(," -/0 - ("#"P- 5- - T( -& - /% & 8 ,$-.

.(," -/0
'
. -
#7"&0 - ?'"
@ .- ("#"'-'
&&". 5 ' C& C?' & ,7 #7 & 8 (' - /% & '
,&"' -/0 -& &(-& - -
. 5 && -&
-'" " ,-"&
' -# ,- "7-& T( 5 ' 0 &
"7 & 5=8#" C-#7 & #$"' &
Y. ,&-: . T( & 5
.(," -,'
"7 & '-
3A(,'-. , -#
F5-#& -& ' & ,&"8"#"P-/0 " ", -, &G ' .- 9 ",: '"
,T(-' . , & 8
"-/0 ' (.- , 7- &-#- '
.",-
.(," -/0 & " -. ,
- - -#3. ' & . " & '
".5 ,&- @"& . (.

& #"." -/% & '
-'(# & ,(.-
&
(#". ' 7 & # " ,- C&
&
35- - && : (5 T(
' & ,7 #7 5 /-& '
, "-"& ("#"P-'
&( && 5
&(#-' &
- &(- 7 (! FT( . - 7-" ' & ,7 #7 G
(" & 5 A"&&" ,-"& ' & ,7 #7 . -.5-,$-& '
&&- "-. ,
&
:-,"P-/0 & ?- 5 5- -
5(8#" C-#7 3& ,&;7 #
5 O5 " & , "'
,'"/% &
"7-& -' T(-'-&
(.- - /0 5- - 5 . /0 '- -#A-8 "P-/0 '
. ,&-: . - ' & ,7 #7 ' 5 ,' ' 5=8#" C-#7 ' & 8
' & -'-&
-&
,'"'-& 5- - -7-#"-
' A .- - - -" 1 5 && -& 5- - -
'" G - !#( ( . F . 7-" &
(.- - A- .("
,-. ,
- A-#$-& ".5#. , - -& . '"'-&
' A","/0 '- . ,&-: . 3 5-&& & :(",
& ;.(#& - T(
",
8 . &( '"'
,'
;& " -& 5 &" " ,-. ,
-,&." " 5 "& '
. &" (-/% & '

#-/% & =8#" -&
( -& ' &' T(
- & #$- ' & . " & '
87"-. ,
&
.(," -/0 - ("#"P-
-' T(-8"#"'-' A-
- 5=8#" C
( - A .- & - . & - ' &5 '"/-
( . ,7 #7 , & T( ,0 &0 -& -' T(-'-& 5- - - ",:"
(& &
& , && &
"7 &
+ ,& " (
- " ,-#'
'.","& -/0
JI
:(,'
( 9#E F)IIMG ,
- ,& #$?7 #T( &
' & ,7 #7". ,
"& -& -,:;7 "& - 5=8#" C-#7 H
-P
. T(
& 7"/ & - -' T(-'-. , 5
& ,7 #7 (. &A /
. ,
, ;,( '
5- - T( ,0 & - &T( "'- 5
. ,&(-& 5
8"' H
.(," -/0 . &. T(

, "-,' - &(- ",
. (.- ", ,&"'-'
" "P-/0 5 # 5=8#" C-#7 H
R8 -C-C8 -S 5- - T( & -. & ( , & - 5-&&- 5-#-7 - & 8
& 7"/
-&
, "-#"'-' &H
.(," - ' A .- '"

& , "' '
& . "7-
.(," -/0
.(," -/0 3
,&":- 5 7"' , "-
".5#. , -/0 '- 5 #;" - '
& (( -'-
& ,&"8"#"P-
' & & A(, " ,?" & '-
:-,"P-/0 ,
. #$ -,' - &(- . "7-/0
", <, "- -
. 5=8#"
& ",& (. , & Y '"&5 &"/0 '-&
:-,"P-/% & 5- -
.(," -
& ( 5(8#"
-#7
' & - -.C&

-
(8#" "'-'
,-
.-& -5-P '

. (. (&
-
#7"&0
?'"
2 ,-"&
,& :(" (. : -,' ,=.

-&& "-'
#7-'
#-/% & 5=8#" -& - -73& '-
( &
& &
,-
& .("
'
&(#-' & , . & .5
:-,"P-/0 '
,& " ( . (. . " ".5 && -#

-5"'-. ,
". '"- &H
7 , & ' & ,&"8"#"P-/0 ,-& &(-& ",& -#-/% &
( , & # -"& A T( , -' & 5 # 5=8#" C-#7 - -73& '- 5-#& -&
#-'
- & ,&"8"#"P-/0 '-& 5 5(#-/% & , . -'-. ,
#;'
&'
- "& -&
5","0 F5 ' . &
. " 5 ' &

-8-#$ &
, "-'
?T(
, "- O5 ". &
' 8 ,&
,=.
'
&(#-' &
,-
-5 & , -/% &
- -73& ' (. -8-#$ A"
5 && -& '"7 &-& , . -'-. ,
G 2 ,-#"& -& 5 ' 5
.-#. ,
5-' & 5 A&&
(
(,
& 5 #;" &
&(#-' & -&& "-' & Y&(- '"7(#:-/0

. (. (&
'(P"'
& 8"' & . -'- - /0 '
' &
, -,
&
3.("
#-/% & 5=8#" -& 3 : -
: -# '(P"' H
-
. /0
5
- -73& '
, "-"& ( , &
- .5-,$-' 5
&
- 9 ",: "
--
"5
- /% & '
5 ' ?",'(P" Y- /0
-
- -P &
-5
- -73& '
;& " -& 5- - ("#"P-
8-, -& . 7 "& ",& -#-'-&

'
.(," -/0 5 ' ? &
#-/% & 5=8#" -&

, "-
' 5(8#" "'-'
&(#-' & ,
C.-"#& - -& (. &.
. # -"& '
-' T(-'
5 "& 3(.
5-&&-: . '
&5 "-#. ,
&
.5#. ,
T(
5 -P H
#A , .-& - 5 && -& T(
(,-. -&
& 7"/ F5=8#" C-#7 G
+ ,& " (
- " ,-#'
'.","& -/0
!K
> > !## .#

& 5 && -& &0 (. #. ,
,
5 & -'
'-
("#"P-'
&& , "-#,- -' T(-'- 5 & -/0 ' & 7"/ '-'
.
:-,"P-/0 ' 7 0 &
'-& -& A-& & '- &(-
' 7"'-. ,
A .-'-&
" , -/0 ' .- 9 ",: 5- "#$-'- 5

,;7 #' ",
- /0
,' 5 ,' , . ,
' &
' 5
"&&
. "7-'-& 5- - T( & -
' & & #. , & '-
- /0
'-& -& 5 && -&
"-'- (.- 7 '-' " -
:-,"P-/0 ",' 5 ,' , . ,
'
. & #" , & B( , &
( & & A",-, " & @"& , & 5- -
"," "- "7-& T( 5 ' . &

& , ". ,
, 5/0 B5 & -/0
,;
7 #' ",
.-'-& 5 #&
,/- ' & A(, " ,?" &
'- &(- - (-/0 , ' & ,7 #7". ,
'-
&5 ,&?7 "&
-#"P-
& - - A- $? (.
:-,"P- " ,-"&
#$ & ",'(P" 0 (.- .-"

:-,"P-/0
, (,
'
A(, " ,-"& T( . #$ - 0
& ,&"8"#"'-' 5- - - ".5
Q, "-
,- 5 & -/0 ' (. ,;7 # -'- 7 P.-"
- &
& (& #" , & B( , &
, /0 ' RA
#" , S
'
R #" ,
",
, S
,A- "P- - ".5
5 A"&&" ,-# , -'- , & ( , & ' & & 7"/ & B- "7"'-' & '
Q, "- ' (.- - (-/0
-'- (. T( & -. ",
, & F #:-&G
( @ , & F #" , & A",-"& B( , &G
>
( % ! $.%
&
.9: !"!#!' ! 0
A .- - . '"
".5-
'- & - 3:"- ' .- 9 ",:& :("'- 5 #-
:-,"P-/0
- ' & ,7 #7 (.
&& ' -5 ,'"P-: . T( 5 ." - Y& 5 && -& T( ' & ,7 #7 . -& A(,/% & ' .- 9 ",: (.-
.-"
& ,&"8"#"'-' - & -& T( & % & F ", 7" -7 #. ,
T( & A-/- (. A "7
#& 8
&
(. . #$ ' & .5 ,$ A(( G 3,
&(#-' & 8"' &
:-,"P-/0 ' 7 "' , "A" - 5- - -'- #. ,
T(
,&"'
5 &&- . '" & . T( -# ,$- (& & -&& "-' & #7-' &
,=.
-'" " ,-#'
8 7
A-."#"- & -.": &
- - -#3. '
:"& &
( 5 :(, -,'
,$ ". ,
, (,
' -&5
& T(
@ .5# 5 ' 0 T(-, "A" - C&
- -'- 5 && - ,
'- . &.- F5 #- 5(8#" "'-'
. . ,
'- .- -/0 '-
5 . /% &
#-/% & 5=8#" -&
#- - A" ? "- ' -#:(,& ' & ",& (. , & ("#"P-' & ,- '"7(#:-/0 ' & 7"/ -
:-,"P-/0 5 ' ? 5 - 5
. &.-
$-7 (.
,&(#-& .3'" -& .- -'-& , ' ( & ' (.- -.5-,$- ' 5(8#" "'-' - -73&
' (.- . - #" ( - ' &

,&(#-
&&?"
- - -# $? '(-& .
#- - 5 & -/0 ' & 7"/
' #:"-& T( 5 ' 0 &
- &- "&A-/0 ' ( ,
("#"P-'-&
#- "7-. ,
& ",T(3" & - & ( , &
Y
&
#" , & ."& 3"
+ ,& " (
- " ,-#'
'.","& -/0
!)
> >
&,!'E/ /!&( !M'5&( !
(.- A .- &".5#"& - 5 '

T( 7"&- -,-#"&- - : & 0
", "' C&
, ,' C& 5
A" " , . ,
& A .-& '

&&
"- R- - "7"'-' ' '"-:,O& "
-7-#"-/0 ' -#$-'- '
. - A",-#"'-' ' 5
, , - . #$
-('"
B(A"& -#"P-/0
- &" (-/0 A",-, " - ' (.- .5 &- ( :-,"&. S
,- 7 "A" -/0
:-,"P-/0
&( &. ! . @!(& ,
, "
- "7"'-' & '
#H
A#
#7-
A-
@ #(&"7-. , #":-'-& - - "7"'-' & '
'
-?
5 -/% &H ("#"P-
-'" " ,-#. ,
-& -('"
A",-, "
('"
"-& '
?5"'- 8& #& <, "- '- : & 0 ' .- 9 ",:5 - " -'-H
A-
-# -
"-&
-8-#$ H
( & & .-"&

. & -' T(-&
-'.","& - "7
-7-#"-
& .3 ' & '
A" "<, "- '
& 5 ", "5-"& - :(. , & A-7 ?7 "& Y -#"P-/0 '
' (.-
: & 0 ".5#. , -'-& 5 #-
"&- 5 '-& ' A" "<, "-&H ' A"," . #$

,
( -& 5-#-7 -&
" , -/% &
- 9 ",:&0
"7 &
:-,"P-/0
,0 & . ,
&
. " &H
(. #. ,
(. ",& (. ,
(.- A .- ",' 5 ,' ,

#:" ".-
- -#"&-'
' .('-,/- '",-."P- - ", 7-/0
T( , "T(
,$ ". ,
8
,7 #7". ,
& 8 - .5 &- .
"7- 5- - & 5 " "P- "' "-&
,- .5 &-H
-' H
" , -/% &
(& "A" -
5/% &H
(.- A -. , - T( &"& .- "P-
' & ,7 #7 ' (. , & '
&(5
5- - A(( &
5#-, -. , &
> > . ./(! 8#(&/.# ! '.

& 5 ", "5-"& - &"& .- "P-/0
> > >
('"
.5#
"- '
- 9 ",: &0 - -8 -,:<, "- ",' 5 ,'<, "-
5 " '" "'-' '- -,?#"&
"- '
- 9 ",: ' 7 &
!! #&$.
& .5
(. 5
&&
#- "7 Y& - "7"'-' & ' .- 9 ",: - & A-
-,?#"& & 5- "-"&
-('"
;& " -& ' (.- ('"
6%&#!.' %.E.5 . ,! (!!/ '
6.-
&( &. ! . @!(& ,
7 -&&". -,-#"&-
"7 & & - 3:"-&

"- ' 7
:-,"P-/0
;(# '
-.8" ,
@ ,&
-5 A(,'-'
$ "P , -#
& T( -& ",A#( , "-. ,0 & #"." -,' -
' .- 9 ",: '- .5 &- 8 .
& & (&
&"& .-& X(-,' & A-P(.- -,?#"& 7 " -#F @ (.- A(,/0 G . -,?#"& F @
+ ,& " (
- " ,-#'
('"
"- YA /- ' 7 ,'-& -('"
'.","& -/0
"- - 5 /
!*
A .- - -&& :( - - &(- 7-#"'-'
8-& "- .
> > >
: -& 5
&& A .-# 5#-, -'
'-'-& ,
#" ,
F &G
&(#-' & '- -('"
5- - ' & ,7 #7 - -('"
5 A , "-#. ,
#- "7-. ,
"-
' 7.
Y .5 &- ( Y - A- -('" -'- 3 && , "-#5- - -
:- (.- T("5- ",
&& ' 7 .
(5-
,- '
, - - (.- , "'-'
A-P
, -,
- "7"'-' & ",' 5 ,' , & '
- : & ' : -,'
&5 ,&-8"#"'-'
A .- - ,0 & & , " . 5 &&" ,-' & ,- &(- -,?#"&
&
&
A? "#5 & ,-#"P-/0 '-&
&5 ,&-8"#"'-' &
-8-#$ 5 ' &
,- ",' 5 ,' ,
. &. -
"& , -
5 - C& 5 #-
, "-#' , :O " A((
&A / & 5- - T(
T( (: & - "- '
> > >
&(#-' '- -('"
'- -('"
A"
"-
:-,"P-/0 '
:-,"P-/% &
#-/% & ,
-& 5 && -&
,-. '"A;"#-
,& (/0 '
T("5-& @ ,-& 5 ' ? $-7 '"A" (#'-' & .

.- 5- "' ' -#:(.- '-& 5-
,&"' -. 5 &&;7 #'
& .
, - - N?T( A-P
' & &
(7" S . 7 P' &
R-T("#
"- & - R-T("# T( (5
"& '
& T( , "-# ,0 ". '"-
' - "7"'-' & 5 ."
6%&#! &#(!'6(&
/.
, (,
' ,-'
.-"& -5 A(,'-'- (. . #$
, #(&% & 7-#"'-'-&
5-' ,"P-'-
,$ ". ,
'-& &" (-/% &
. ,'-/% & -' T(-'-&
' ,-'- #O:" - '
-,
-5-& ' '"-:,O& "
(.- .-"
(.-
(.- -,?#"&
5 &&"8"#"'-' ' - ",:"

' 7 ?&
(.- & T(<, "-
5 & "/0
6%&#! ! &< &

/.
& .5 &-& 5 ' . , - - (.-('"
& :(,'
:-,"P-/% & -.8-& -& & #(/% & &0 5 &&;7 "&
&5 ' . 5- 5
T(
"-
@ ,-
(7" S
@"& <, "- ' (.
> >D>
-& : -,' &
, - -/0 '
-&& :( - - ",' 5 ,'<, "- 5 "& & -('"

A(,/0 ' 5
, #(&% & '- -('"
, &
,"'-' ,-
@ ,-& 5 "& - -8 -,:<, "- ' A(,/% & '-& T("5-& - 5 @"."'-' '-&
, -,
T( &
-('"
:-,"P-/0 5 ' ? 5 - 5
"- ( , -
-& 5 && -& - ,7 #7 , 5
(.- T("5- ",
:-,"P-'
! ! ! (!
",' 5 ,'<, "- ' F&G -('"
-&
3(. 5
& -8 # "'-& A .-#. , -
6%&#!
T(-#"'-' ' &
&
"-& 5 ' . &
A" -&
,(.- 5 &5
&5 & - - (.
&(#-' & '- A /- ' 7 ,'-& '"A" (#

'-' & ' .
+ ,& " (
"7- R5 7 , "7-S ( R - "7-S

&(#-'
-'
- " ,-#'
, :- "7 FA-#- '
", ,&"A" -/0 '-
'.","& -/0
( & - -&
. "7-/0
<, "-
('
G ('
!M
A .- - 5 '( -
& -&5
& .-"& 5 &" "7 & '- - (-/0 '- .5 &- F,
-&& "-/% & Y.- 5 ."
.-,
-# . ,- &-='
( . #$ - '
T( 5 ." -. '
- B-,
' & ,7 #7". ,

& 8 7- "-'-& 7
- & :(,'- 5/0 5-
" '-'
&
.",-' & ' & .5 ,$ & ' & ,7 #7 ,'
T( - ' .
- .-"&
,7 ," ,
, ",(-. ,
-'
5 "&
",& (. , &
"5- 5 8#.-& (-. -/-&
' -,?#"& & 5 "O'" -& 5 ." . -7-#"- - 7 #(/0 ' ' & .5 ,$ '- .5 &, &
& - A .-
,& :( .C& ".5
-, &
&(#-' & F &5 "-#. ,
5 -P G - -73& ' . -,"&. & ' "' , "A" -/0 ' & 5 8#.-& ' 5 ."- ' & .5 ,$ &
, #,:
5#" -
&
' & .5 ,$ & .-"& 5 &" "7 &
> >D> ! .'! (.!#(.(1,&/. !/ ( %
- - -#3. '-& - -
;& " -& - ?& -5 , -'-& (.- ('"
"- 3(.- A -. , - '
@-.
# '-
: & 0 ' .- 9 ",:T( -",'- ' 7 ?&

C A .-#5#-, -'-
:-,"P-'- F8-& -'- .
;" -
" , -'- 5- - - /0 ' #,: 5 -P
& -8 # "'-&
5 "O'"
;"
('"
"- '
'
@-.
- 9 ",: , ,' C& (. R5

,
- ? -& 5 8#.?" -& B 5
5 A .-,
:-,"P- " ,-#S
Actividade
&& -.5# &"& .?"
# '- : & 0 ' .- 9 ",: '(,"'-' &
"- ' .- 9 ",:
' A" "<, "-& ' & &"& .-& .3 ' & 5
,' C&
. - A",-#"'-' '
,&"&
&& &
' .- 9 ",:
, - -
-8-#$ ",A-, "# & : (5 & 5 ' 0 & #$ #"7 . ,
' & & .-& & -. -8 '-' &
,(. & (' '-
T( . : (5 & ' * ( M 5 && -& & ' & ,7 #7- (. 5#-, '
.(," -/0 5- - (.- -.5-,$- ' #(('".",("/0 '
:-,"P-/0
",' 5 ,' ,
. ,'- 5#-, & ' - /0 5- - . #$ - - A" ? "-
& - A .- ' (.- -('"
T(-#"'-' A"-8"#"'-' 7-#"'-'
A-."#"-
A# "'-& ' (. , -' GH
& - 3:" -H
. &(.- 5
'
: -& 5
5#-, '
+ ,& " (
5#-, -. ,
.- ' &' T(
.(," -/0 ' 7 ?", #("
- " ,-#'
'.","& -/0
"7 & '-
.5
-. ,
#7 & '.5 -'
.(," -/0 FA ,
5=8#"
",A .-/0
.(," -/0 & "-#
-. , -& '
- 5
( - ",A#( , "-
.(," -/0 F #" , & - (-"&

&
& ".(#-
#" , & 5
, "-"& ",A#(<, "-'
& ' "&
&
.(," -/0 F5(8#" "'-'
#-/% & 5=8#" -& 5 . /0 .- 9 ",: '"
G
" &'
@ ;" R
&"& .- '
@ ;" & -,
.(," -/0 F #7"&0
@ "
,' C& T(
& A .-,' & A ( . (.
# ' (.- - "7"'-' ' .- 9 ",: FT( 5 5(& -. 5- - -& &(-&

"
:-,"P-/% & .
&G , . -'-. ,
,& (-. $ 9C#"& & 5- -
A",-. A .-& ",& (. , & '
, 8-. .3 " -&B",'" -'
#- . - - "7"'-' ' .- 9 ",:H

#$- ' & '-' &
, "' & ,-& $ 9C#"& &H
& ' ' & .5 ,$ - 5- " '- ",A .-/0 ' A","'- , 5 ,
" H
A",-. - 5 " '" "'-' ' - (-#"P-/0 '
4 -,' 5-
Reflexo
& & 7"/ & '-
<. - -
- &(- 5 '(/0
- & & 7"/ &
".5% . - & ' "&
' & ,7 #7". ,
.5#@-&
-'"/0 @"& ,
& (. ' &-A" -#" "-,
,O."
8 . & (( -' &
:-,"&. & 5 & -. Y& " '-'
"P-'- - -73& '

- & "'-'0 &
;& " -& T( & '"A , "-. 5 A(,'-. , ' & ( & & 7"/ &
'"&5 ,"8"#"P-/0
-. ,
-'- ",'" -'
'- 5 '(/0 '- -'.","& -/0 5=8#" - 3 ,
& 7"/ & T( & '"A , &
& 7"/ &
7"& -& 5(8#" "'-'
# '- - "7"'-' ' .- 9 ",:S 5
-,
,-"&
- &(- : & 0 -#" "-,
- ,;7 #' &

, "T(
,-,'
& &5 "A" "'-' & -&& "-'-&
,$ ". , & 3 ," & ,- ? - ' & & 7"/ &
'
,-& & " '-' & . ' ,-&

& & 7"/ & 5 &&"8"#" -.
.C& A"
&5 "-#. ,
,'"/% & 5- - T(
8 ,$-. .-"& 7-#"-& && , "-"& ?& . #$ "-& ' 5 '("7"'-'
, &
& "'-'0 &
,'"/% & 5- -
& (
' &
.5 &-&
& ". ,
&(& , -'
+ ,& " (
- " ,-#'
'.","& -/0
!U
("#"P-/0 '
' #:"-& -&& "-'-& -
' & ,7 #7"' &
' ,-' &
#" , & 5 # T( 5- - -&
Sntese
.- 9 ",: '
. (.- #":-/0 .-"& 5 O@".- - .

,
- ?".5
& & 7"/ &
5/0
' & & (&
'"A" (#'-' & , T( '"P &5 "

.(.
' & ,7 #7". ,
,&"&
- "7-& ' &
,&"' -
& ",7 & ". , &
& 7"/ -5 & , -.C&
#- - '- ' A","/0 ' 5 '(
, ('
, ."-&
&
,-& - "7"'-' & 5 '("7-& ' 7"' Y A- "#"'-' '
@"& . -.83.
. & ,' - &(- ", -,:"8"#

"'-' &".(#-, "'-' $
. ' #
Y& @5
3. ,
&(#-' & h ' A","/0 '
Y 5 &"/0
. -.8-& -& ' A","/% &
& 7"/ &
& & & -.
5 & , -. -'- 7 P .-"& (. 5-5 #A(,'-. , -#,-&
, , -. .-" " - "-. ,
". '"- "&.
-'
-, & .-"& 7-#"-& T( ".5
.-"& ' & ,7 #7"'-& & ,' T( ,-T( #-& ,'

&A / & -",'- &
& 7"/ & 5 ." . T(
,(.- &"& .- "P-/0 T( 5
--
5 "& @"& . 5 , & .
;& " -& '"A , "-' -& ' &
: , "'-'
,'
-#:(.-&
.5
"8"#"'-'
,'
'
&& '
5 '(/0 ' (. & 7"/ 5- ",' ' '(-& 5 ."&&-& && , "-"& - @"& <, "- ' 5
( - 5 # & 7"/
' . " & 5- - & 5 '(P"
. -
'"&5 ,"8"#"P-
T(-#"'-' ' - ,'". ,
' & 7"/ 5 ' 0 &
.- 9 ",: &"& .?" T(
,7 #7-
& 7"/ &
' 5 / 5 '(
:-,"P-/0
,' -&&". (.- .-"

.(," -/0
: "' & & -
- -73& ' ' & ,7 #7". ,
. "7 -& 5 && -& ,-
.5
.- 9 ",: ' & 7"/ & 7-# &
:-,"P-/0 "7 (.-
" , -/0 '
' (. &"& .- ' .- 9 ",: ",

'Q, "-
. "&
.- 9 ",: ."@ ' &
&5 "A" "'-' ,- &(- -8 -,:<, "- - -73& '
'"& "8("/0 8 .
5(-/0 -
. '-& 5 && -& ' & 5
-'" " ,-#."@
&& &
'- 7"'<, "-
-7-#"-/0 '
A;&" -
.- 9 ",: ' & 7"/ &
-.83. ' 7 ?
.5
,'
(. &"& .- '
' & .5 ,$ ' A .- - . #$ - - A" ? "- ' -#:(,& ' & ",& (. , & ("#"P-' & , & 7"/ '5 O5 "- 5 & -/0 ' & 7"/
5 ' .&
7"& & "& #-'-. ,
5 '( & & 7"/ & .
'- &- "&A-/0 ' ( ,
#- "7-. ,
5 "& 3 -'- 7 P.-"& ".5
-,
Y. &.-
&&".
( - (.- .-"
& & 7"/ & ,0

", : -/0 ,
, ' & 8 , A;" & 5- - & #" , &
+ ,& " (
- " ,-#'
'.","& -/0
!L
Avaliao
'
5 & ,
.-,(-#
. & & (&
,$ ". , & -'T(" "' &
&5 ,'- ("'-' &-. , - -'- (.- '-& & :(", & T( & % &B- "7"'-' &
X(-"& &0 -& - -
T(
,&"&
,(.
;& " -& '"A , "-' -& ' & 7"/ Z @5#"T( -'- (.- ' #-&
. ' # & 7( " ,Z X(-"& &0 -& &(-& - -
;& " -& 8-& Z
@5#"T( -& 7- "?7 "& &5 ;A" -& ' .- 9 ",:C."@' & & 7"/ &
2(& "A"T( - ".5
Q, "- '
# '- & - 3:"- ' .- 9 ",:
T(
,&"&
(.- $ 9C
#"& Z
5O&
&5 ,'"'
.5
,'
,A ,
-& &(-&
&5 & -&
. - .- 3"- # " ,-'- '
T(-"& & 5 , & ' & - .- 3"- . T( & , "(.-"
A .- -
& '"A" (#'-' & . -&&"."#-
Referncias
6 b
4
"&8 -
0! ##! /! 7 ! $&/!#'. @!(& ,
N-## ( 5 )IIM
! $ /(& 4. !#(:
. @!(& , ! '
##! (&.%# 7 ! $&/!#
. @!(& ,4
!#.# ! ! $&9 #
4 -`CN"##)II!
.#!#E E' ,
>
,"
2 &3
2
&&
/! (#E (.(!,&!# .
" & *KK)
$.9: ! . @!(& , ! ! $&9 # "&8 -
+ ,& " (
- " ,-#'
'"
- > 8 *KKK
'.","& -/0
!J
Glossrio
/
'&.# ! !#/.%.4 7-, -: ,& '
5 '(/0 ,7 #7"'
X(-,
.-"
(& &
A -
&(#-, & '-
:-,"P-/0
B( '
T("5-. ,
'
:-,"P-/0 ( ,;7 #' 5 '(/0 .-"& 8-"@ & ?
(&
(," ?" ' 5 '(
. @!(& , &!/( 4A .- ' 5 . /0

5 ." ",'
- ",:"
. ,&( ?7 "&
-' C-#7 '
'"& "8("/0 T(
A .- .("
'"
& 5 ", "5-"& 3 ," -& ' .- 9 ",: '"
7 ,'- 5
-C-C5
.8",- 5(8#" "'-'

" ,-'-
5 .
,' -(. , -
,=.
' 7 ,'-&B("#"P-/0 - (
@ .5#& - 5 . /0 ' 7 ,'-&
& -. & -& (5% & 5 3." & - /% & '
5%&/& . !4 '' & ",- - ",A .-
>"&- -&&". -(. , - -
"7 '-&
' & , & :\,' #-&

.8 #&
T( , -(. ,
"#$-&
'
@5 &"/% & A" -&
#(8 & ", , "7 & ,
( &
",
&&-'-
&
#-/% & 5=8#" -& ,0 3 -,
7 ,'
(. 5 '( B& 7"/ .-&
' & '"7 & & 5=8#" & (.- ".-: . A-7 ?7 #'- .5 &- ( :-,"P-/0
'"8"#"'-'
.- -& 5 '( &B& 7"/ & ",A .-
."&
.5 ?"
5 &(-'"
,& (" (,
! $ /(& 4 , "
-&
5 -P - . #$ -
T(-#T( ",A .-/0 T( ("#"P & . '"- T( 35-:- 5 #- 5-
!%.9I!# A5%&/.#4
& 8 ('
&5 & -& '"
&0
? " 5 / B7-# ' (. 5 '( B& 7"/ T( - -73& ' (. ' & ,
0
' 9: 4 3 ," - T( 5
& ( 7-#
. 7 ,'- 5 && -#
" '-'
. "7-
#-8 -'
' .- 9 ",: ' & 7"/ & ",
'- 5-#-7 - A-, &- R& 7" S
. #$ - - ".-: . '& ",
'(P"' 5
, & 8.
":#"
'- 5-#-7 - ",:#&- R5 '( " ,S
:-,"P-/0 '-& &(-&
. - -" ",7 & "'
-,: -'
&
. 3 (.
&":,"A" - - R5 '(/0 ' (.
& 7"/ S
+ ,& " (
- " ,-#'
'.","& -/0
!!
5F/. 8( % D> ?
. @!(& , .
. @!(& , .
A",-#' &(8C -5;(#
Objectivos
.5
&
A5%&/.
'& &#(.9:
A5%&/. & -#(, & F-&G
' 7 0 & - -5 & F-&G -
,'
7
& -.
'& &#(.9:
, .
-.5 ' - /0 '-& ",& " ("/% & 5=8#" -&
"' , "A" - -& - - 9 ",:& "-#
;& " -& '
- 9 ",:5=8#" A-
- 9 ",:5 #;"
"& ",:(" -& '"A , & ,
&&"'-' & - &
, -"& # -"&H
- ( -& -8 '-: ,&
- 9 ",: #"
-#H
. &- "&A" -& , .- 9 ",: 5=8#"
- ,;7 #'-&
5 5(#-/% & '- T(-#"'-' ' & 7"/ T( #$ & 35 & -' H
#- " ,- -& 5 && -&
Resumo
. /-,' 5
. - & - 3:"- '
' A","
5- " (#- "'-' & ,
T( '"P &5 "
'- - & " '-'
-.83. & ? & #-
.- 9 ",:5=8#"
- --
' &&
"'
- & A .-,' & - '"A ,/-
.- 9 ",:& "-# .- 9 ",:5 #;"
.- 9 ",: #"
;& " -& ' .- 9 ",: 5=8#"
& 0
@5#" " -'-& -& ,
. & ,' -& ,
.5- -'-& 2?& ?5 &&;7 #- & A .-,' & - 5- " ' & 5 ,
#- " ,-# . -& 5 5(#-/% &
, "8(",' 5 &" "7-. ,
? -5 ". -'- - & ,&"8"#"'-' ' & A .-,' & 5- -
+ ,& " (
-#
- " ,-#'
A-
'
&&"'-' & T(
&&"'-' & , .- "7-& & , "'-&

'
-5;(#
Q, "- ' (.- : & 0 ' .- 9 ",: ,- -'.","& -/0 5=8#" - ' A .- -
- "7
-&
& . #$-, &
& 0 #":-'-& - & - -8 '-: . ' .- 9 ",:
",
-5;(#
& #" , & ' & & 7"/ & 5=8#" & F 5 & , -' & 5 #-& -'.","& -/% & # -"&
.8 - Y5 ". " - 7"& - 5- /-.
- ".5
:-,"P-/0 5=8#" -H
.?" - ' .- 9 ",:,- -'.","& -/0 5=8#" - & ?-8 '-'- , &
, -#G T( &0
@5 &&-&
.(," -/0 ' (.-
5- -
.5
,'
(. 5-5 #.-"&
& ( ' & ,7 #7". ,
"7 ' & - 5 @"."'-' ,-
'.","& -/0
!I
",
- /0 ,0 &
5 5 "-. ,
'".",(" - -A#(<, "- - '
X(-,
Y & - 3:"- ' .- 9 ",:5=8#"
. -,?#"&
&5 "
",A .-/0 ,
&& &
&
5=8#"
Y 5 - " ,-#"P-/0 '- & - 3:"-
'-& 5 5(#-/% & - .5-,$-,'
5","% & ' . : -A"- '- 5 5(#-/0
,-C&
& 8
&
&&?"
,-
& -&
-5;(# " ?' . ,& - - & A .-,' & -&
. A .- '
"7 &
&5 ,'
" , -/% &
@ .5# '- '"& "8("/0 F , ,'"'-
5 "7-' & @"& , &
& ,'
(- 3,- ".5#-, -/0 ' , 7-& & #(/% & '"
A". & ?&-#" , -' - & 5- " "5-, & - 5

& - 3:"- ' .- 9 ",: 5=8#"
Y& @5
(. . -,"&.
, (,
'
",<, "- ' (.
" -. &
&&"'-' &
&
. '
' A-P
$ :-
& '- -,
:-,"&. & 5=8#" & (
" ,-'-& Y& 5 5(#-/% & # -"&
&"& .- '
' A .- - -A " - &(- ".5#. , -/0
A .(#-/0 ' (.- 5 O@".- & - 3:"- &
- "7-&
&-( & ' 4 7 ,
8 , A" " Y 5 5(#-/0 G 5 ' ? 8-& - C& ,- ("#"P-/0 ' (.
' . #$ "-
" 3" &
- . #$ -,?#"& 5 &&;7 #
, "-#"'-' & ' .- 9 ",:C."@ 5=8#"
("#"P-,'
( -& -8 '-: ,& 5 #& '"A , &
("#"P-' & ' A .- "& #-'- (-: :-'- 5 "& ' 7"' Y& #"." -/% & , T(
Y 5 &T("&- '
T( '"P &5 "
& - '"A C& '
. & ,' -& - "7"'-' & ",
& & 5 ' .&
'"A" (#'-' & 5- - 8
,&(. ' & & 7"/ & .-& . -#:(,& -& & - 3 '
.",-' & & 7"/ &
' & :. , -/0 ("#"P-' &
'"P
' -(. , -
"
# -&& "-' Y
&(#-' & 5- - T( ,-
,& (",' -&&". (. 5
&&
, ;,(-
Palavras
(&
- 9 ",:
- 9 ",:
- 9 ",: #"
'
" &'
&& '
(,"'-'
"-#
#" "
-#
.(," -/0
.(," -/0
+ ,& " (
- " ,-#'
'.","& -/0
IK
Contedo
>
. @!(&, .
'&&
#(.9: A5%
&
/.
: & 0 ' .- 9 ",: . (. -#- :-'

# -"& '-'- - ".5
Q, "- ' T( &
T( #$ & 35 & -'
7 P.-"&
T(
5#-,
.5
-.5 ' - /0
7 & - .-"
-#"'-'
,'-
"'-'0
&&"'-' &
&5 ,'
&.
. -.8" , &
--
Y& &(-& @5
"P-' & 5
:-,"P-/% & #":-'-& Y '.","& -/0

.- 9 ",: 5 ." " ? (.- . #$
' A","/0 ' 5 " "'-' & 5 5
6 "#"P-,' (.( &
#" , &C-#7 &0
@"& .
.
N?
.
-& ,
@"&
& 5
&& & '
, "8(",
5 '( & &
-'(P . ,(.-
-&
'-&
- :& 0 '
(& &
.- 9 ",:
, -# # -#3 (. & 7"/

? (. 5-5 # #7-,
- 5 5(#-/0 .-
"-#"P-'-& . 5 & -/0 ' & 7"/ &
-8-#$ H
5=8#" C-#7
("#"P-'-&
5 &" " ,-. ,
& & (' & '

' A","/0 '
( -&H
, ?"
( 8 , A" "?"
3 : -#. ,
. -& 5 5(#-/% &
& :. , -/0
- , /0 ' & 7"/ 5=8#"

,0
'.","& -/0
.5 <, "-& '- : & 0 ' .- 9 ",: T( ' 7 0 &
"'-'0
&&-
#-/% &
'.","& -/0
( - &(5 -
&&"'-' & - -73& ' (.- .-"& -' T(-'-
:& 0 '
, -5- "'- ' ".5 & & -@-& 5 / &
-'
(8#" - ' & 5-;& & . 7"-& ' ' & ,7 #7". ,
'-&
& - 3:"-& ' .- 9 ",: ,

-
(& &
" ,-,' . #$ "-& ,- -A -/0 '
- &&;7 # ,
- "7-& '- . #$ A .- 5 &&;7 #
$" - T("P-/0 '-& ,
-5 A(,'-. ,
& - #-
- -'.","& -/0 ' 7 "' , "A" -
& -&& P '
'- - & " '-'
, -"&
- T( - -'.","& -/0 5=8#" - & - -'-
& (A(, " ,-. ,
.", #:"- ' : & 0 ' .- 9 ",: -
' & ,7 #7". ,

-
'" "
T(
&5- "-# .5 -# . , -# - - -#3. '"&&
-& &(-& ,
'-& ",& " ("/% & 5=8#" -&
&- "&A-/0 '-& 5 5(#-/% & - T(-#"'-' ' & 7"/
& "'-'0 & <.
.5
(,
'
#" ,
- -73& '- T(-#- -'.","& -/0 ' 7 & 7"
R #" , S 5 ' 0 ("#"P- C&

T( - ,;
7 #'- &(-
-&
@5 &&% & '
#7Q, "- 5- - - ' A","/0 ' (.- :-.- '
.", #:"- T("7-#,
&.
. &" (-/% & ' . , 5O#"
" , -/0 ' 7 ,- . &.- @"& " 5 "& & & 8-& "-.C& ,(.- #O:" - '
+ ,& " (
- " ,-#'
"'-'0
'.","& -/0
:(#-/0 & "-#H
I)
N? (.- : -,' ".5

5 & -/% &
.
Q, "- ,- : & 0 '- 7- "?7 #5 /
-"& 5-:-& 5 #& "'-'0 &
,&"' -/0 - &
?T( &
5- 5
&(8&"'"- '
( & & &0 #"." -' & 5
: & 0 ' .- 9 ",: 5 ' ?
. (. (&
'
, ,'"'5
(,"'-' T( ' 7 &
.",-'- - "7"'-'
"&&
& O :0 & '-
.-'
('" -'-&S
'.","& -/0
, -#
' & ,7 #7-. (.- 5 &T("&- ' ",A .-/% & .-"& -' T(-'- & 8 -& 5 5(#-/% & F & (' & ' .
. #$
5
' ,-/0 A(, " ,-# &5- "-#' &
'
:-,"&. &
# -#
-' G
& 7"/ & 5 & -' & Y& 5 5(#-/% & 5 &&-.
' (.- A .- .-"& &(& , -'- Y' A","/0 '-& 5 " "'-' & ' - (-/0
.- 9 ",: 5=8#"
: -'
'"&5 ,"8"#"P-' & Y & " '-'

.(," -/0
, "'-' & 5=8#" -&
,A(,'"'
- 9 ",: #"
- 9 ",:
& "-"& T( &
' & ,7 #7". ,
"-# 5
& ".(#-
- 9 ",:
#;"
. & -
A- "#" - - - " -/0 ' "' "-&
. 8 ,3A" & 5- - - & " '-'
A(, " ,-. A T( , . ,
- 9 ",: #"
.-@"."P&5-/ '
&
-# 5
&(#-' & F7
.5 8 . '
#7-, -. ,
&&"'-' &
.5 H
,'
& - 3:"-&
&G A"' #"P-,'
&0 A T( , . ,
-. , &
&
& -5 "-, &
#"
,T("& -,'
#"
-,&" '-' & '-&
7-# "P-'-& ' A .- -
7 ,/0 5 #;" - - #,: '

' A"," -& . #$
.5
( & - ' ,- "7 &H
'-& ,
.",-' H (.- -.5-,$- (. -
, .- 9 ",: 5=8#"
- 9 ",:& "-#
, "'-' & ,0 : 7 ,-. , -"& T(
:". & ' 7 #(, - "-'
,' A-P
, @(-#"P- - - /0 ' ",
, -,
"-#- &(-
. & -. - $":" , ' , ?"- ( -
5 5(#-/% & , & , "' ' "' , "A" - -T( #-& T( &0 .-"& & , "'-&
-
"
-#
,'
,&"'
. ( -& -8 '-: ,&
("#"P-/0 ' 5 & 7- "7 ] ,- &(- .-" "- A"

-
5 '( & B & 7"/ &
- 5- " "5-/0 '- 5 5(#-/0 ,- ' A","/0 '-& &(-& 5 #;" -&
- 9 ",:5 #;"
-
,:#8- - :-.- '
- &(- A .- ' '"&5 ,"8"#"P-/0
- 9 ",:5=8#" ,0 ' 7 &
-"& '
A .- -
& ",' "& & ,(.
-#
' & ,7 #
7"'-& '"7 &-& - /% & ' .- 9 ",:
& "-#, & , "' ' . #$ - - T(-#"'-' ' 7"'- '-& 5 5(#-/% & -#:(,& ' & & (& $?8" &
>
'-&
& ?- A-P C& (.- & #$-
( -& - "7"'-' & & 0 R5
, "8(" 5- - T(
. & .- O "
5/% &
!/.
Q.8"
A;&" -&
'- -'.","& -/0 5=8#" ( ;'" -& T( 5 ' . ("#"P-
-' 5 ' &
,&"' -'
& & 7"/ & 5=8#" & ,(.
+ ,& " (
- " ,-#'
, (,
' 5 && -&
" O " ' A","' -'.","& - "7-. ,
'.","& -/0
I*
T( 5 '
",:" C& Y& A , " -& ,- " ,-"&
5 @"."'-' : : ?A" -
&(#-' '- ",
"7 -&& "-' - -(. ,
"7 5 ' &
",7 &
'
' '"7 &-& A .-&

& - A .'" "
. & -
'(P"
. & -
5 /
& "'-'0 & ' 7 .
-8-#$
( -&
& & 7"/ &

& -'
T(-#"'-'
@"& . '"A , & ,
&&"'-' & - &
. &- "&A" -& , Q.8"
'
'.(&$.#4
#- "7-& Y " (#-/0
("#"P-/0 '
5=8#" 5-:-C &
&A / 5- - 8
0 -& -5 & -& '- -'.","& -/0 .(" -& 7 P & ,0 & , "'-& B .5
: -&
' 7"&" -& - ( :<, "-&
5- " "5-/0 ,- ' A","/0 '-& 5 #;" -& '
. -'- 7 P.-"
. & -.
*!/!##& . !#
& -.
. ' &
.",-' 8 . ( & 7"/

,=.
& ".5 & &
-'- 7 P.-"
' .- 9 ",: 5=8#"
.- 9 ",:5=8#"
" '-' C ,0
' & 7"/ & ' ("#"'-' - & & (& ' & ",- ?" & F "'-'0 &G
Y 8 ,/0 ' & 7"/ &
i.8"
-' +
,&(. ' '
$ &5" -#- & - - /% & ' 5 7 ,/0 -& -.5-,$-& -, " -8-:"&.
& -' 3(. 5 & -'
. & T(-"& @"& - .-"
(#( -#
- /0 '- -'.","& -/0 5=8#" -
, , - ,(. 8
, ?"
,O." -
( -#- :-C& - ( & 5-;& &
' 7"?"- .
", & ' & :( -,/-
'
-5-
&
,'"'-& 5 #-& 5 5(#-/% &
. & ' #"." & ' 7 # "'-'

-.83.
,& " (" (.- - /0
8 ":-
" '-' '
. 7"& - - &(5 " (.-
&&"'-' , .- "7- - & ,&"8"#"P-/0 5- - - '".",("/0 '-& ( :<, "-& $ &5" -#- & . &" (-/% & '
,0 ( :<, "- T( 5 ' "-. &
& #7"'-& .
, (5". ,
' & & 7"/ & ' ( :<, "-
5 (5-,/- '
, :"- , 5#
-, -. ,
&0 -&5
( & @ .5#& ' ,

A-."#"- , -(. ,
& 5- - & T(-"& : -#. ,
T( &0 @ - '",- "-. ,
,&(#-& , .-"&
7" -,'
-&&". - ("#"P-/0
&&"'-' & , .- "7-& , , -.C& ,-
'- & #- "'-'
( -&
-& 5 5(#-/% & ,0 <. -",'- (.- : -,' 5
&
. '
(5-/0 .-&
#7-, & 5- - - &(- 7 #(/0
*!/!##& . !##! (& .#4

,
& .5
&&"'-' & & , "'-&

, (,
'-& ,
-. , &
,' .C&
& R' &
&
. "7-/% & & , "'-& 5 #-& 5 5(#-/% &S
&&"'-' & & , "'-& 5 #& . .8 & ' (.- & " '-' T( & 5 ' . -'(P" .
"7 & F,
,& T(<, "- 5 ?" - .

$-7 "-
.5
&&"'-' &
, &'
,'"/% & 5- - T(
,&(.
&&-& ,
@5 &&-&G
(' 5
( &".5#&. ,
( - 5 "& & "'-'0 &
&&"'-' & 5(' && . &
&(5 "'-&
,0
. T(-#T(
,&"' - -. T( ,0
, . -'-. ,
:-,"P-/% & #":-'-& Y-'.","& -/0 5=8#" -
+ ,& " (
- " ,-#'
'.","& -/0
IM
*!/!##& . !#!B !##.#4

&
&
. "7-/% & @5 && & 5 #-& 5 5(#-/% & - -73& '
("#"P-,'
& '"7 & & . " & - & ( & 7"/
&
Q.8"
5- - -& T(-"& & "'-'0 & 5
,' . (.-
'-& -T( #-& - T( . -
&&"'-' & @5 &&-& & 0
8.
, -,
( -& - T( & "'-'0 & ,0
#(-. 5- -
.5
, , -.C&
&5 & - -' T(-'- '-
8<. (.-
-. , &
' - " (' & 5 ?" -&
'-& -T( #-& ,
'.","& -/0
'.","& -/0
&5 & - T(
(8#" -
&&"'-' &
(8#" -
,& :(" '-
-&
&5 & -
,&"' -. -' T(-'- .-& T( ,
,& :("
*!/!##& . !#/ ' . . .#4

&
.5- - &" (-/% & & "-"& : : ?A" -& , , -.C& .(" -& 7 P & '"&5- "'-' &
- &
( & & @"& , & - & 7"/ '-& 5 5(#-/% & T( ' 7 . &
,;7 #' ' & ,7 #7". ,
-8 - & '"A , &

5 5(#-/% &
-#- :-,'
-&&".
& '
(. ,;7 #' & 7"/
& '"A , & #T( & '

.. ,
T(-#"'-'
-, ,- "' , "A" -/0
&(5
. ' "&% & .-"& 5 ,' -'-&
A , "-#
#- "7-. ,
& 7"/ & -
"-/0 '
$ . :3,
:"% &
,'
,'"/% & 5- - T( -&

- #,: '
,0
@"& -.
" O"
( & -.
(A- "#"'-'
",7 & ":-/0 - -'3." -
".5
,'
,' 5- - - & " '-'
:-,"&. & #":-' & Y -'.","& -/0 5=8#" - -
,&":-. 8
'"&5 ,"8"#"P-' &
& 5
' & 7"/ T( & 5
- ,(-'-&
#- "7-. ,
&
7-# "P-/0 ' & -& ,
& (' & '
-'
&&"'-' & ' -,'
5 ' 0 '- (.
& ' "&
, "8(
& ' ",A .-/0 T(
A" -P & - -73& '
-,"&. & ' T(-, "A" -/0 H
# /0 ' & . " & '
.(," -/0 .-"& -' T(-' &H
C ' , "A" -/0 ' # -#"P-/% & 5 " " ?"-&

C ' , "A" -/0 '
C 7-#"-/0
>
& "# '
.5- -'- ' ,
.(," -/0 - ("#"P&&"'-' &
,!#(: !'. @!(&, A5%

&
/ 4'!( %,&
.
-'.","& -/0 5=8#" - ' A", 5- - &" . &.- 5- - -& &(-& ",& " ("/% & 5#-, & & - 3:" &
$ "P ,
.5 -#' A","' + T( .(" -& 7 P & T("7-# - '- '( -/0 '- #:"&#- ( -
5 : -.-& ' 4 7 ,
5 5 & & Y& " '-'
+ ,& " (
-5 7-' & 5 #& O :0 &
- " ,-#'
'.","& -/0
.5
. (.
. A(,/0 ' &
, &
,;7 #.-
5 : -.- ' 4 7 ,
#:"&#- ( -
,' 7<. ",'" -'-& -& : -,' & 5 " "'-' & ' - (-/0 '-
,(, "- -& 5 ", "5-"& ? -& ' ",7 & ". ,
T( & ("#"P- ? . & '"7 & & 5=8#" &

. -&
& :("'-&
' & -T( T(
.-'-& .
4 7 , ' "'
,& T(<, "-& ,

, . -'-. ,
'- A .- '
A(, " ,-. ,
- "7-&
'
- "-& '
& -'
. -& 5 ", "5"-&
"
' 4 7 ,
" , -/% & & - 3:" -& T(

5
@ .5#
( Y-#A-8 "P-/0 ' -'(# &

&
-. -
(&-,
/% & 4 -"&
, -# ' 7 0 ' & ,7 #7
R.
& & (& 5#-, &
-' S ,' & ",&
& -8 # "'-& ' -
'
,&"& ,
. -&
& 5 #;" -& ' 5 '(
. & . #$
& ",
&& & '-
/!## !#!,'! (.9: ! ! #&/& .'! (
("'-' &-. ,
".5
Q, "&&"'-'
'
A .- - 5
-' & -.83. . 5 '( &

, "- - ("#"P-/0 T( &
#- "7- ' & '"7 & & & :. , & .

-& &(-& @5
- -,?#"& '
- "7-&
( -,'
. & ('
:(,'
. & ' '". ,&0 - ", ,&"'-'
. T( & , . -
#- "7-. , - & 7"/ 5=8#"
.5
.8",-/% & '
" 3" &
,&0 '
" 3" & ' A .-
-'- T( & 0 .
7- "?7 "& '"A , "-'-&
'- ",A .-/0 '"&5 ,;7 # '- -8 -,:<, "- 5
#(..
" -' 5
&&"'-' & B - -
$-5.-, c
' 7 0 &
+ ,& " (
&
5- "
& (.
-'
. A(,/0 '
,'"'-
`' #F)II!G 5- - -#. ' & -'" " ,-"&
& ' .- 9 ",:5- -
;& " -& $ . :3, -&
' .- 9 ",:5=8#"
A" -
- -7-#"-/0 '-
,- -& #"." -/% & - ,;7 #'- ",A .-/0 T( & ?'"&5 ,;7 #& 8
& :. , -/0 ("#"P-' & 5 #& : &
Q.8"
'- ? - &
-'- T( & 0 -& ",& " ("/% & 5=8#" -& 5 ' 0 ("#"P- '"A , &
& - A .- 5 ' ? ("#"P- C&

8
& 7"/ & 5=8#" & ' 7 &

(& &
"& #-'- (-: :-'- 7"&-,' (.- . #$ "' , "A" -/0
#- " ,-. ,
:-,"P-/% & - (&-,
A-."#"-
#- " ,-. ,
" , -/% & 5 #;" -& ' A","'-& - . , -,
. : -,' (.- - (-/0
-' T(-'- & :. , -/0 ' & .
"5 '
",& " ("/% & T( #$
'.","& -/0
'"& "8("/0 ' 7 0 &
,' & ",&
> >
:-,"&. &
.5 ."&& & -&&(."' &
.(," -/0
& " '-'
'
-& ",& " ("/% & '-
& - 3:" & ' -
5 /
,&"' -/0 5 #-& '"7 &-&

,A " - 5#-, -. ,
","& 3" &
,;7 # ."
5 : -.-
& -, & , "'-' & '- -'.","& -/0 5=8#" - -'7<. .(" -& '-&
' 7 0 &
@5
' &",7 & ". ,
-'
" 3" & '
. : (5 & ' 5 && -&
" 3" & R&(5#. , - &S ' & :. , -/0 - ("#"P- ,
-& - "7"'-' &
- " ,-#'
& ",
&& & -& 5","% & - ' . : -A"-
'.","& -/0
IU
&(1 &4 /(&$& . !#

>- "?7 "&
(5-/0 5 A"&&" ,-# - "7"'-' & '
.5 & #"7 & $6
5- " "5- A3"-& '"7 ". , & #(8 & : (5 ' T( 3. .8

# -"& '
.5 - ,
' 7 , & & "-"& . T(
&".5- "P-,
' &5
& T( 5 - " -
( &
&(1 &4 (! !##!#

>- "?7 "&
-.;#"- -&- .5 :
.(," -/0 T(
&(1 &4
,&(#- 8
.(,"'-' - "7"'-' &
"7 & 5 && -"& ,
- "7-& . '- :-&
, ."- . " & '
( &
& &I!#
>- "?7 "& -( C".-: .

'( -/0 5 '( & T(
-(
,$ ". ,
,& . A((
,& "<, "- & "-# 5 #;" - , :O " &
(#( - ,
, ."-
( &
&(1 &4"!' , .7&.

>- "?7 "&
'-'
'( -/0
,'". ,
(5-/0
& (( -
'". ,&0 '- A-.;#"- -&5
&
: : ?A" &
> >
!#(.(1,&. !'. @!(& , .. '& &#(.9:
A5%&/.
-'.","& -/0 5=8#" - , & & (& '"7 & & ,;7 "& ' 7 ? ' & ,7 #7 (.- & - 3:"- ' .- 9 ",:
,
,
. & 8
"7 &
" , -/% & ' 4 7 ,
& & (& & - ( & 8 .
. '-& @5
- "7-&
&&"'-' & '-& 5 5(#-/% &
> > >
(F
, .'.# !./( .9:
- ' A","/0 ' & 5 : -.-& ' - /0
& 8
- /% & B5 : -.-& - 0 5- - - 5 5(#-/0

,O." H ' 7 ,'
(& & '
#- " ,- C&
,-
B( , & (
-&5
&-
, -' & '- &- "&A-/0 T( -&
, "8( 5- -
' & ,7 #7". ,
. & (& & -&& "-' & , . -'-. ,
& "-#
. &
(,"'-'
& 5 : -.-& - T( ' & -7 #. ,

F",
&
"7 & 5 ' 0
# "7-G T( ("#"P .
& ' 7 0 5 "7"#:"- &0 -T( #& T( : . .-"

. ,
+ ,& " (
7 #(. '
- " ,-#'
&- "&A-/0
( & & A",-, " & 5 &&;7 "&
'.","& -/0
IL
":( - *
A #" ' & 5 : -.-& 5=8#" &
$"-"& 2 F)IIUG
> > > "&#(&5 &9:

'"& "8("/0
, ,'"'-
& ,- ("#"P-/0 ' (.
. . -,"&. ' A-P

, (,
' , 7-& & #

(/% & T( &
' 7 0 &
'
,&"'
.,
&&?"-&
:(,'
$"-& F)IIUG
&
(,- ".5#-, -/0

" 3" & 3 ," & T(
("#"P-' & ,- & #$- B& # /0 ' &&-& -# ,- "7-& ' 7 0 &
8
"7 &"'-' ' & 5=8#" & - - ",:" H
8 , A;" Y5 5(#-/0 5 ' 8-& - C
:-,"&. & 5=8#" & (5 "7-' & @"& , &
$ :-
"7 & ' & 5
:". '
&& & '-& ",& " ("/% &H
&5 ,&-8"#"'-'
-,"&. & '
@":"' B' & -'
# ' 5
+ ,& " (
/0 ( ;'" -
- " ,-#'
'.","& -/0
IJ
5 & -/0 ' & 7"/ & 5 ' &

, (,
,A"-'- -
:-,"&. & # -"& &5 "-#"P-' & ,- 5 & -/0 ' (.
' & 7"/ & - (.- . &.- 5 5(#-/0 F &5 "-#"P-/0
:" ,-# T( &
&5 "-#"P ,- ".5#-, -/0 ' && 5 '(
:" ,-#G ( - (.- , "'-'
-,&C
( & 7"/ - (. ,;7 #: : -A" -. ,
.-"& -#- :-'
> > >
!9
& -' '"&5% ' (.

5 5(#-/0
. - @5
:& 0
5- "/0
&& &
( & & <.
5 #& "'-'0 &

@5# - . '
5-:-. , & '
",
, (,
'
( & & A",-, " & (- : & 0 #$ 3 ,A"-'- B' #:-'- 5 #-
- "7- ' .?@".
": ,& '"7 &-&
.5 &-& -&
.",-' &
": ,- ' A","/0 '-& 5 " "'-' &
,- &(- -' T(-'-
-& T(-"& & ' & - -. & ".5 & &
5 & -/% & 5-: &
, -5- "'-& A",-, " -& 5-:-& 5
(& &
(,"'-' &
&
",& " ("/% & 5- " (#- & 5- -
&(#-' & '-& .5 &-& 5=8#" -&
5 5(#-/% & - '"7 &-& 5 & -/% & '"&5 ,"8"#"P-'-& 5 #
& -'
&
- ('-&
,- " ,-"&
. 8-&
.
, & & #. , &
. &'
-
,-& &" (-/% & & "-"& &5 ;A" -& ' A", .C&
&
" 3" & - ("#"P-
C5-:-. , &
X( . 5-:- & -& 5 & -/% & & "-"&Z
. &0 5-:-&Z
. T( 5 ,' -/0 F . 5
, -: . (7-# G & -& 5 & -/% & ' 7 0 &
5-:-& 5 #&
( , & 5 #- & -, 5 5(#-/0 Z
- -##-. ,
' &
,& -,
( & & 5=8#" & T( '- 5-
("#"P-'
-&5
' (.- A .-
&
.8-
& 5 .-, , . ,
, -
' 7 $-7 (. ("'-' 5 .-, ,

'- -'.","& -/0
' &5 ';"
, -# # -# T( '- 5-
# &"& .?"
-,-#"&-' & , & , "' ' . #$ ("#

"P-
8 , A;" & T( 5 ' 0 5 5
,- ("#"P-/0 - " ,-#

' & & (&
'- &(- -5#" -/0 ' 7 0 &

&
(& &
.-@"."P-
&
" ,- Y& 5 5(#-/% &
+ ,& " (
- " ,-#'
'.","& -/0
I!
> >D>
'
&/.9:
&& '
.(," -/0
. T(-
A-& & T( ' 7 . &
("'-' &-. ,
-8-#$-'-& 5
& &
:-,"&. &
C X(-"& &0 & 5=8#" C-#7 Z
C X(-#
C ,'
.(," - Z
T(
5
, (,
"7 '-
.(," -/0 Z
":" Z
&& '
.(," -/0 3
.5#@ 5 "& ", #(" . -'- (.- '-& &(-& A-& & (. -#- :-'
' 5- " (#- "'-' &
- "' , "A" -/0 ' & 5=8#

" & -#7 $? T(
&( " - . Y, &&-
. - ,/0
",
.(," -/0 - '"&5 ,"8"#"'-' ' . " & '
' & 5=8#" C-#7 ' ' & '"A" - - . ,&-: . - ", ,&"'-'
.(," -'
( & -&5
&(-& - -
;& " -&
5 7"-. ,
' & ,7 #7"' A- "#" - &
,;7 #& " C
,O."
'-& &(-& -5- "'-' &

5 7 - -
. ,&-: .
#- P& -&& &
&".5#" "'-'
.- T( & ? - &
&&
5=8#" C-#7 T( & 5
&& ' & :. , -/0
,-
,&(."'
-#"'-'
,' - ",:"
5 &" " ,-. ,
T( A "
,0 $? 5 &&"8"#
"'-' ' ' & ,7 #7
5 # T( $? - ,
&&"'-' '
& -: (5-
'
& ,&"8"#"'-' & ' A .- - , , - - A .- .-"& A" -P '
- /0 T( & 5
,'
&".5#&
A# ",'
#- -
",' 5 ,' , . ,
0 3 -' T(-' 5
-A-& -. ,
5 &(-'"
.' &
. T( & , .
,&"' -/0
5
(.- . ,&-: . &5 ;A" - 5- - -'-
& ,&"8"#"P-
.(," -/0 @"& , & - -5- "'-'
&
& #$- '- . ,&-: . - ("#"P- ' 7
,$
&& ' '"7 & & 5=8#" & . &
(-
5 &" " ,-. ,
:-,"P-/0
. : -,'
' & . " & A",-, " & @"& , & T( &0
87"-. ,
-,&." " . ,&-: ,&
.5#@-& ( #,:-& 5 "& " 0 5 7 -
5(#&- ,- .-" "- ' 5=8#" C-#7 N?T( ' &5

5=8#" C-#7 - ' & ,7 #7 (.- '
'-
&
.",-'- - " ('
",
.5
&& & ,&"8"#"P- . "7-. ,
(. &. 5
(-
",A .-/0 -'" " ,-#
& #$- ' & . " & - ("#"P":",- ? ' &5 ';" & '
" & - #-' S
. -.83. ' &
(& &
("'-' &- 5 "& & ,0 A A" -
(.- ",-' T(-'- -8 '-: . - .
(" -& 7 P & '-' & & (& & -&& "-' &
- -73& ' & ;5" &
-,-"& '
.(," -/0
+ ,& " (
,-C&
- " ,-#'
-'
5 "& R & - . & - '-
'"A" (#'-' & . - ",:"
&&?"
'.","& -/0
-. ,
& 5=8#" & -#7
- . " &
A .-& '
II
.(," -/0 .-"&

-5 7 " -
"- "7-&
-& '-& ",& " ("/% & ' -'.","& -/0 5=8#" , "-,'
&
' &":,-'-. , ,-& & #-& $ &5" -"&
>
-& &", :"-& 5
'
.(," -
"-#"P-. .
- -73& ' &
& -8 # .
-'
.(," -/% & T( &
&
& ",A .-"& ' & & (&
#-8 -'
'-& -& ( -& ",
@5 "<, "-& T(
, -,
,A#" & ".5
".5
& ("#"P-'
& ",A .-"&
-, T( , Q.8"
'-
- /% & '-
",A .-/% &
(5-/% &
:-,"P-/0 5 & -
. "7- " ,-#'-& T("5-&
&5;"
. & 8
( %!
'
@ (/0
"7 & '-
& 8 .
&& & '
-#"P-'-&
:-,"P-/0
&
-'
.(," -/0 5 '
.
. -
5 7 - ",A .-#
:-,"P-/% &
& & (&
&5 ,&?7 "&
. : -,' . '"'- - A .-
. -
.(," -/0
. A -. , -& ' &
&&
& :&
& 5 ' . 5- "#$-
#$ &(: & % & 7-# "P- -& &(-& 5","% &
T( & 5-&&- ,-&

7 . -",'- &
' : (5
#- " ,-. ,
.(," -/0 A .-#BR A" "-#S
' ",
:-,"P-/% &
. & & 7"/ & T( -
-#"P-'-& - /% & T( A . , .
C- ('- 5- - T(
:-,"P-/0 5- "#$ . 7-# & &", -.C& . "7-' & 5- - & -8 #

'
&. " &
-'
. -& &(-& T("5-&
( 7-" 5 & -
:-,"P-/0
.(," -/0
" , -/0 ' .- 9 ",:'-&
, "8( & .-, <C#& ",A .-' & & 8
. T( &
& -,-"& ",A .-"& T( &
:-,"P-/0
& & , . ,- &(-
:-,"P-/0
-'" " ,-"& F . -
.-"& A" " , & T( & A .-"& 5 "& &(& , -.C&
' & ,7 #7-. & - 3:"-& T( 5 ." -. ",A#( , "",A .-#3 -#"P-'- ,-
& ' T( 3 '"
& 7-# & -,&." "' & 5 #-
,-
.(," -/0
, "-"&
- ",-' T(-'- : & 0 ' & & 5
-, & ,
-#"P-'- - -73& ' &
& -8 # . ,
.(," -/0 ",A .-"& 5 ' . &
:-,"P-/0
D>
( &
G @"& . .(" & ( & -,-"&
. & #" , & - (-"&
'-& -&
,-
&. " &'
7?' -
. - 5 5(#-/0
:-,"&. & A" "-"& ,
& 5-",3"& ' 5(8#

" "'-'
& 7"/ & FR8 - - 8 -SG '
e .("
& ' &-='
?&
.(," -/0 A .-# -#"P-'- - -73& ' & . " & '
#7"&0 - ".5 ,&- - ?'"
,-
& T(
", ,
&/.9: 7 '.%!& 7 '.%
- - -#3. '-
.-
,-
,-C& 5
-&5
' & & &", -. (.- 5-
'-
(.-
.(," -/0 ",A .-#T(
#-'
' A .- - -A " - &(-
:-,"P-/0
/!### !'!%
0 &
./ (8 .
&A / '
.(," -/0 ' 7 &
&(#-' & 7 "A" -,' -&&".
+ ,& " (
5 .-, , . ,
.5
-. ,
- " ,-#'
' & (& &
'.","& -/0
' & 8 , A;" & -&& "-' &
)KK
& (
# 5 .-, ,
-5 A(,'-. ,
5
5 ." " ? -#"P- - (& &
' &5
&& & T( &
&& & ' -5 ,'"P-: . T(
, , -. ,(.- A-&
&( && '- & - 3:"- '

. & ' &
.5
,' , & Y . #$ "- ' & & (&

-#"P-'- 5 #&
.8 " ,?"- ,- .-" "- ' &
@ .5#
,&(. ' ?# # ( '
,=.
'
T( &
'". , &
. & - (.- #",$- #AO," - ' -5 " - ( :<, "-&G
& 5 A"&&" ,-"& '
.(," -/0 & " -. ,

,0 5 '(P . &
-5 #- "7-&
. #$
(- . ,&-: .
A .-
& $?8" & -#". , - &
5(8#" " ?"-& -: &&"7-& ,0
& (( -
& ' & (
.5
<. A T( , . ,
- @5 "<, "- ",:"'
. & '
- '".",("/0 '
' & ,7 #7
&& &
& - 3:"-& '
5 A(,'-& .-& T( ",A#"P. ,
&&
-. ,
' A","'
& & (& 8
5#-, '
"7 &
.(," - " ,-# T(-,'
T( 5 ' .
. - 5 7 ,/0 '- &"'- '- ' :- '

, -,
. ,&-: . 7" #, - B-: &&"7- T(
, 7 5-5 #'- .(#$
,0 3 A" -P5- - - ",:"
.5#@ "' , "A" - - . #$ A .- '
(;P & ",'"7"'(-"& ( & "-"&
,A , - .
, -/0 '
. . ,&-: ,& .("
,' . & -# - 5 5(#-/% & & 8 -&5
: -7 & 5
"-#"P-
,$ ". , & F",A .-/% & & 8
.- 9 ",: <. -
& &
&(#-' & . '"' & .
&(#-' & ' & ?7 "& 5 "& ,0 <. (. 5=8#" C-#7 #- -. ,
. " & ,0 3 -' T(-'
e .(" -& 7 P &
.("
&5 ,&?7 "& 5
' &-='
.- F @ .5#
(5-/% &
",A-, "#G
T( , . ,
-8-#$
&
5 ' . .-
,&(#-& .- -'-& ,
-8- G & ,&"8"#"'-' 5- -
" O " & ",& " ("/% &
.(," -/0 5-&&- 5 #- 8 ,/0 ' & . #$
A" & 5 7 -' & , & 5=8#" &C-#7
-. , & F5
?' &
&(#-' &
-8-
-'(P" C&
5
(- '
. ' . ,& -' T( -& -.5-,$-&
& & (&
& 5=8#" & -#7 5 A .
"-
"7 & 5 "&
, <. (.-
( ":, - ' A .- - ,0 &
. #-
Actividade
,& (- -& #",$-& : -"& '

&5
"7 5
" , -/0 '
- 9 ",:C."@ ("#"P-,'
&& ' & :. , -/0 ? A (-'
. @ ;" & -,
."
&
' A .- - -5#" ?C# - (. 5=8#" C-#7 &5 ;A"
C . -.8" , & ' ",&(A" "<, "- '

' (.- & - 3:"- ' '"& "8("/0 .-"&
+ ,& " (
( & & T( 8 , A;" & 5 ' ?- -'.","& -/0 5=8#" ,7 ," , 5- -
- " ,-#'
"-
("#"P-' Z
'.","& -/0
)K)
C ' , "A"T(
'"& ",:-
& 5 ", "5-"& . " & '
-'.","& -/0 5=8#" - A -#"P-,' C& ,
, @ '
#,: ' & &3 (#&
Reflexo
#- " ,-. ,
5 (
.(," -/0 Y '"&5 &"/0 '

& -&& &
:-,"&. & '-
(& &
& "'-'0 &
&
:-,"&. & & - -"&
-."& &
--
"P-'
,& #"'- -. (.
&" (-/% & '
: -,' &
& 7-& ' & ,A"-,/-
(" & "'-'0 &
,&"' -. T(
5 7 ," , & ' ".5 & &

#-'
( & & ,- ( -"&
,&"' -. T( ,0 &0
(.- 5
' 7. &
&
(5-/0
,& -,
& -'
#-.-/% &
(#( -&
, 8"'- & ?A T( , . ,
37"&;7 #(. : -,'
:-,"P- " ,-"& .("
, "8(", &
T(
, -"P-'-& , . & .5
,&"' -' &
#,: ' &
. (. R.-#,
(
& -'
"&&
,&"' -.
& . #$
, -,
&
&-
&A / , & , "' ' . #$ - - T(-#"'-' ' & & 7"/ & &O T( .(" -&
, (,
' ".5
#, -. ,
:-,"P-/% & #":-'-& Y
-, & R:-,$ &S - ,;7 #' T(-#"'-' ' & 7"/
&- "&A-/0 ' & R #" , &S .-& -.83. & -#- . #$
- (& -'- Y -#"'-' 5 "& . .(" & & 7"/ & '
5/% & ' & #" , & &O3-# -'- .("
-'.","& -/0 5(8#" - (.
" ,-
&&?" S
("#"P-/0 ' (.- -8 '-: . ' .- 9 ",: 5 ' ? 5 ." " - .(" -& '-&
, ."-& '
' & #&
@":<, "-&
& R #" , &S &0
7 P & - -# -/0 '-& 5
(& &
.-'- '-& : -,' & ' "&% &
& & (& R7 '-' " & #" , &S - T( . ' 7 . 5 5
& 7"/ & A T( , . ,

"' "- 5
& & (&
( -& 5 & -/% & A",-, " -& ' &
(7"' & -T(-,' '-
, -"& A( '
& & (& "'-'0 &
,7 ," , . ,
. -(. , - -& - /% & ' A"& -#"P-/0 - & "'-'0 & 5 # T( 5
, "' & ,-& &(-&
:-,"&. &
& -' ,0 :
,;7 #
& &"& .-& '
5 7"&0
,O." CA",-, "

.-"
- -73& '-
'
8 ,/0 '
' & ,7 #7". ,
'
& - 3:"-& .-"& -' T(-'-&
@"& <, "- ' -8 '-: ,& ' .- 9 ",: ,0 &":,"A" - ,

. #$
:-,"P-/0
A" ? "- #"8 -,'
(.- . #$ : & 0 ' &

' & 7"/ & ' - ,'". ,
&-=' '
"'-'0
( & & @"& , &

#AO,"
. (.- .-"
&&- "-. ,
& (& & .-& &".
& "'-'0 & 5- - - "7"'-' & .-"& 5 '("7-&

.
A- "#"'-' '
5 ." ",'
@ .5# ' & - &" (-/0 5 ' ",'" - C& - @"& <, "-
5 3C$ &5" -#- T( 5 ."
+ ,& " (
.-"
, -.",$-. ,
- " ,-#'
(.- -7-#"-/0 5 37"- '
& -' '
$ &5" -#- F& 7"/ .-"& ?5"' G
'.","& -/0
)K*
' &5"&
' A-#&-& ( :<, "-& T( ,0 ,
( :<, "-& 5- - &" (-/% &
'
&
-#. ,
'".",("/0 '
& " '-'
5 5(#-/% &
, -,
.- 9 ",: 5=8#"
. 3
&&"'-' &
& & 7"/ & '
5- - T( - -'.","& -/0
5 ." " .-"
& 5 (5-,/-& B
#-
,0 ' 7 &
#-/% &
,A(,'"'
'- -
. ( -& -8 '-: ,&
&&"'-' & - &
&&"'-' & & , "'-& ,
&&-& . &.-&
-# @"& . - -
. & ,' -& ,
&&"'-' & , .- "7-& ,
3 5=8#"
T( : & 0 ' .- 9 ",:
'-&
.- 9 ",: #"
#" ,
;& " -& T( ,

. &- "&A" -& '-&
&&"'-' & @5 &&-&
.5- -'-&
",7 &
- /0 '- -'.","& -/0 5=8#" '
. & -
T( '"P &5 "

"
,-C&
-5 A(,'-. ,
&0 '"A , "-' -&
-& '-& ,
, , - ,(. -(. ,
-,
#" ,
5- " ' & - 5 ."&&-
.- 9 ",: & "-# .- 9 ",: 5 #;"
&(#-' ' & - ",
&
@5# -'
, -# # -#&0 (. & 7"/ (
' & ,7 #7". ,
' .- 9 ",: 5=8#

"
,7 ," , . ,
& ( '(5# 5-5 # & 7"
'.","& -/0
(. 5-5 # #7-,
5 5(#-/% &
#"8 -,'
(& &
Sntese
Q.8"
$ &5" -#-
.5#@-&
-.5 ' - /0 ' 7 -&&". &
5=8#" - (.5 - A "7-. ,
& -.
&&" -. ' -5 "
& &
- 5
,&(. ' '
'
'(P"
,=.
-'
,0
.",-' 8 . (& 7"/
' .- 9 ",:5=8#"
"& #-'- ( -: :-'- 7"&-,' (.- . #$ -,?#"& '

,;7 #'- ",A .-/0 T(
"-. , ' &
, ?"
- : ",: 5 &" " ,-. ,
?-8 '-'
7 & C& ' 5- " (#- "'-' &
-'- T( & 0 -& ",& " ("/% & 5=8#" -& 5 ' 0 ("#"P- '"A , &
-& #"." -/% & -
. 8 ":-
"7 5 '
' 7"&" -& - ( :<, "-& $ &5" -#- &
&& ' & :. , -/0
&& , Q.8"
" 3" & ' & :. , -/0 ("#"P-' & &0 -& - "7"'-' &
& ",
.-&
- -,?#"& '
" 3" & ' & :. , -/0 ' A .-
-'- T( & 0 .
& ? '"&5 ,;7 #& 8
& (.
-'
&& &
5","% &
( -,'
,-
& - A .-
&
' . : -A"- '-
5 5(#-/0 . -,?#"&
.- 9 ",:C."@ 5=8#"
",& " ("/% &G
FT( &
,& " (;' 5 #&
, , -. ,(.- A-&
D& ' 5 '( F
+ ,& " (
- " ,-#'
.8 " ,?"- ,- .-" "- ' &
G 5 / F
'.","& -/0
.(," -/0 F
" O" &

G
)KM
'"& "8("/0 F
G ' 7 ?&
& - ( & 8.
5 '( &
. '-& @5
- "7-&
& & ,0 &0 5 5 "-. ,
5 ' 0 &-
A".
"7 &
" , -/% & ' 4 7 ,
&&"'-' & '-& 5 5(#-/% &
@ .5# ,
R5 '( &S .-& &". 5 : -.-& ' - /0
& "-#
' A .- - -&& :( -
. #$
.5
-. ,
' 7 ?&
A"
&(#-' & 8 .
. &
( & 8
, " &' &
, "
& -
@5#" " &( ", -. ,
B( , & (
' & 8 , A;" & -&& "-' & Y
, ;,(-
& & (&
,$ ". , & -'T(" "' & -
"7- ' -( C-,?#"&
&&". ' 7 ? .5- -
-5;(# T( & , .-"& (. , & '"A" (#'-' ,- &(- -5
'
- 9 ",: 5=8#"
- 9 ",: & "-#
,0 ' 7 &
- 9 ",: 5 #;"
,A(,'"'
,&0
. ( -&
- 9 ",: #"
-#
-'- (.- '-& -8 '-: ,&
"& ",:- -& '"A , & ,

@ .5#& '
"7 &
, " & O " & -5 & , -' & , .-,(-# -& -(#-& # " ,-'-& ' A .- -
2(& "A"T( 5 T(
-8 '-: ,&
-& ' &
# ' A .- - -A " - &(- @ (/0
&& & ' . #$ "-
#,: '- A .-/0 ,(.- 5 &5
T(-"& &
Q.8"
' & (& &
& & :(", & T( & % & & 7" 0 5- - -A "
&5 & -&
& & (&
,O."
. - ".5#. , -/0 ' 5
Avaliao
,'
' & ,7 #
7". ,
& - 3:"- ' .- 9 ",: 5=8#"
.5
. & 8
, -' & ,- &- "&A-/0 T( -& - /% & B5 : -.-& - 0 5- - - 5 5(#-/0
, "8( 5- -
-& &(-&
&&"'-' & - &
. &- "&A" -& , Q.8"
' .- 9 ",: 5=8#"
'<
-'- (.-
'- : & 0 ' .- 9 ",:5=8#"
X(-"& ' 7 0 &
&
'"& ",:- -& .
' #:"-& - ,;7 #."
.-
" 3" & ' & :. , -/0 - ("#"P- , .- 9 ",: 5=8#" Z @5#" "
.5- C & ' "& - ' "&
T( , ,'
.(," -/0 A .-#Z < @ .5#&
+ ,& " (
- " ,-#'
'.","& -/0
)K
X(-# 5-5 #'-& 5 && -& ,- & - 3:"- '
.(," -/0 ' (.-
:-,"P-/0 ,(.
, @ '
.- 9 ",:5=8#"
Referncias
N
*!V
5%&/ !/(
. @!(& ,
,' ,
",-, "-# ". &
-,-: . , )II!
. @!(& , A5%&/ 4
-' "'
, 5&!
'& &#(./&< .%#! $&/& !% A5%&/
4 -`N"##)IIU
' !(&(&$! . @!(& ,4 #(.(!,&/.
D N 64N
W 2 $,
`W 9
, ", N-##)IIU
./0E
/(%!, ! M ' '" " ,
Glossrio
#(
-# ,- "7-
. @!(& ,
& "-"& T( &
( & . !4- /0
&
(&
5 ' &
/&.%4 .
,&"'
( 5 : -.- T( ' "@- ? ' &
. '"'
. 7-# . , ?"
"7
& ".(#-
-#"P-'
B ( . 8 .C & -
&
5- 5
(.-
5 : && & "-#
A- "#" - - - " -/0 ' "' "-&
.5
-. , &
. 8 ,3A" & 5- - - & " '-'
+ ,& " (
- " ,-#'
'.","& -/0
)KU
. @!(& ,
%8(&/ 4 .
- -73& ' #7-, -. ,

#,: '
"7 "' , "A" - -& ,
&&"'-' &
-,&" '-' & '-& 5 5(#-/% &
, @(-#"P- - - /0 ' ",
7 ,/0 5 #;" - -
.5
&G A"' #"P-,'
!&# !/ '
,' ' A"," -& . #$
& -5 "-, &
,T("& -,'
&/.9: 4 -.83.
,0 5 && -#F #7"&0
?'"
<%& &"& .- ' .

,' : -,' #"8 '-' ,- '
5 #-
'-& . &.-& ' A .- -
. @!(& , %!&( .%45

7
-'
,'
&0
7"& -& 5(8#" "'-'
@"&
-"& ' A .- - .-@"."P-
&
& ",' "& &
,$ "' &
,-"&
& & - 3:"-& #"
@ "
-5 ,-& (. A ,
.",-/0 ' & (5 / ' .
' & & "5 & '
'
-'
.(," -/0
( &G
' (. 5 '( B& 7"/ &5 ;A"

& - #"8 '-' 5 ' ?&
"-/0 ' 5 '( &B& 7"/ & &(8& " ( & 5 #- , -'- ' , 7 &
, &
- ,(-'-
5 #- ",
7 ,/0
: 7 ,-. , -#
%.
'
!'!&#2
.(," -/0
%.
!'! &.345#-, T( &5 "A" - & 8
"7 & - & # /0 '
& . '"- ",'"7"'(-"& - ("#"P-/0 ' & . '"-
/-. ,
"5 ' . "

&T( .- '
5(8#" -/0
/!##
5-&&- 5
!/ '
'"7 & & #. , & T( 5 ' . &
",A .-/0 &5 & -
&/.9: 4A .- 5 #- T(-#-
'"A" -/0 - . ,&-: .
A '8- 9
.(," -/0 3 -#"P-'-
-: (5-' & ,(. . ' #

. " '
& T(-"&
.(," -/0
&& '
-,&."&&
.(," -/0
- A,
- ' & '"A" -/0 -
(;'
+ ,& " (
- " ,-#'
'.","& -/0
)KL
5F/. 8( % D> ?
Objectivos
'. @!(& , (! ./& .%
. @!(& , (! ./& .% & A .-,' & ' 7 0 & -
A",-#' &(8C -5;(#
-5 & ' , "A" - -& -P% & T( 5 ' 0 #7- Y",

"& ",:("
.5
-5
,'
#- " ,- ".5
(- . .
& -.8" , & 5 #;"
",
A .-,' & .
-' & ",
& ,
-5;(#
,- " ,-#
#$"' & & 8
:-,"P-/0 ' -'.","& -/0 5(8#" -
& 0 -8 '-'-& -& '"A , & -5#" -/% & '

#7-, & 5- - - -'.","& -/0
5=8#" -
.- 9 ",:
&-#" , -,'
- &
#- " ,-. ,
,- " ,-"&
-,?#"&
,- " ,-#"P- C& , . -'-. ,

"&
",
,-
A" -& T(-,'
&&?" A-P (.- -,?#"& ",
-8 '-: .
@ ,- 35
(- &
5 &&0 '- :#8-#"P-/0 , & , "' ' & -(. , -
,- " ,-#"P-/0 & ,' T( 3,
,' . ",
,O."
,- " ,-#"P-/0 5- - (.-
0 '"7 &-& -& -8 '-: ,& T( 5 ' . &

",
:-,"P-/0
,- " ,-"&
8 -& 7-, -: ,& '- ",
&
#:-#
Q, "- ' (.- -,?#"& ' -#$-'- '- A - 5
-' & ",
Resumo
,- " ,-#"P-/0 ' (.-
? . #",$- '
,O."
T(- " ,- (. 5
,--
- ,;7 #A",-, "
#$ .C& ",A .-/% & & 8
,;7 #' -.8" , 5 #;"
, - -&
&
&&
'
@ ,- 5- - & #$ - . #$
;& " -& '-&
$(.-,
& 5-;& & ,' 5
:-,"P-/% & T(
, #O:"
,' . & ",
- -,?#"&
,- " ,-#"P- -
#:-# (#( -#
& - 5 &T("&- ' ",A .-/0 3A(,'-. , -#5- - (.
:-,"P-/0 " ? & - - 5 - ,(. 5-;& ' T(-#' & ,$
+ ,& " (
- " ,-#'
&& ' ",
,- " ,-#"P-/0 5 "& -
'-& -& &(-& - -
'.","& -/0
;& " -&
T(
)KJ
,& " (" (. "&

A .-,' & - 5
5
& "' 5- - - @5
",<, "- ' & -,-#"&- - 5
, "-# 5
"7- '
5 -/0
& , "' ' & # " ,, .-#. ,

'-&
& "/% &
/-. , -"&G
@5
-& ' &

-/0 ",'"
,7
5-
& - ' 7 ?&
' & -& & - -,?#"& '-
&
,$ ". , & -'T(" "' & ,

-& '- -'.","& -/0 5=8#" -
,'"/% & .;,".-& 5- - &
5 &&;7 #' ",

-
Y A -
-#
,- " ,-#"P- '
5 - F . 7" ('
.",-' & & 7"/ & @"&
@5
-/0 '"
( '- 5 '(/0 , & .
-' &
- & 5- " "5-, & T( - . #$
A .- '
",
,- " ,-#"P-/0 " ? ' 5 ,'
'-&
,- " ,-"&
? &-#" , -'
",A .-/% &
, "'-'
",
'-
X(-,
-' &C-#7 - - ",:" T( ,

@"& .
& ? ,A- "P-' - &
@"& "
5 O@". 5-&& & ?
& 5 ", "5-"& .
. '
' & 7"/ ' (.- A .-
", 7-/0 5 "& ,- .-"
&0 & # " ,-' & -T( #& ,'
- 5 &&"8"#"'-'
",
( - , A((
<, "- Y-'.","& -/0 5=8#" - ,0 A- ?& , "' '
5O& - 5 &T("&- ' ",A .-/0
&
( - , 5-;& ' - #$". ,
( -,' 5 7 - 7 #(/0 '- 5
-,-#"&-'- ,(.- 5 &5

,
-/0 ' & & (& & 7"/ &
8"'-& - -73& '-& -,?#"& & ",
.5
,- " ,-#
,- ? -
&&". 5
,-
,' C&
@ ,-
-,&." " - & A .-' & - ".5
. A -. , - ' -5 ,'"P-: .
& -,: " & -#- :-,'
-#"P-'-& 5 #-
- '
@5 "<, "-&
:-,"P-/0
( (-
Q, "- ' .- 9 ",:
&", :"-&
. .
-' &
"7 ' (.- . #$ "- , & & 7"/ & 5 & -' & 5 #-& -'.","& -/% &
5=8#" -& - & & (& "'-'0 & A - ' & & (& 5-;& & '
": .
Palavras
, $.- 9",:
@5
-/0 '"
@5
-/0 ",'"
", :"-&
+ ,& " (
- " ,-#'
'.","& -/0
)K!
Contedo
>
. @!(&, (! ./& .%
&5
(.
&& & ' ",

, (,
8# &
'
,- " ,-#"P-/0 &0 -'- 7 P.-"& A T( , &
#. , & A- "#" -'
,O." C: : ?A" & - ",
&
. & -. & -
,- " ,-#"P-/0 '-& ,
, #O:" & - . #$ "- , & . " & '

:#8-"&
, -,
( & A-
'"&5- "'-' & &O " C

-, "C:#8-#"P-/0
.(," -/0
-& 8-
" -& 5 #;" -& 8(
<, "- ",
5 5O&"
, - -& -5- "'-' & '-
"P-/0 '
,O." & 5 #;" & ,
&&"'-' & ' &

-,&5
,O." -& @"& , & -& (#( -& ,- " ,-"&
T( & ' & ,7 #7

.
'
&(#-' '-
,&(."'
-&
& -",'- '"A" (#-. .(" & ' & & 5
@"& . '"7 &-& ' A","/% & ' .- 9 ",: ",
,'
' &
:7 , &
&
& -7-,/ &
,'<, "-&
&& &
,O." -&
:-,"P- " ,-"&
& -. -&
& . 7". , &
?" -& @"& , &
,- " ,-# T( 5 ' . &
' -#-,/- '
.",-' & 8
&",
"P-'-& . R & - 3:"-
"7 & , & .
-' & @ "
&
-.8" ,
:-,"P-/0 FA /-& BA-T( P-&G - &" (-/0 '
,- " ,-#S
& #. , & & (( -, & ' &&- & - 3:"- &0

C
@"& <, "- ' - "7"'-'
@"& <, "- ' (. 8 , A" " -&& "-' H
:&
&&"'-' '
, & -&5
,
#- " ,-. ,
' .- 9 ",: ",
: -,' ,=.
'
&
, "-#
. .-"& ' (. 5-;&H
, #O:" & 5 #;"

&
,- " ,-#
,- " ,-# - ' & ,7 #7 - &(- - "7"'-'
#. , & ", ,
?'
. (. -.8" , ",
.5
#?7 "& , -.8" , ",

#:-#
,'
+ ,& " (
,O."
&-8
,A , - (.
,- " ,-# . & -. : -,' & '"A ,/-&

(#( -# : : ?A"
,- ' A .- - - ",:"
- " ,-#'
? -: - '
'.","& -/0
",A-C & (( -#
& & (& 8
-3
"7 &
)KI
> # .CI!# .&(! ./& .%

&
C.9:
@"&
(. : -,' ,=.
'.","& -/% &
' -5#" -/% & , Q.8"
=8#" -& 5 ' .
T(- " ,-
' .- 9 ",: ",
,- " ,-# T( & 4 7 , &
' & .5 ,$- (. 5-5 # #7-,
-&
#-&
' & - -.C&

-
,-
. "'-'0 & -
&"'" ,
& -,: "
- -&&"& <, "- T( #$ & 3 ' 7"'- - &
.-"& '"7 & & ,;7 "&H

-
5 & -/0 ' & 7"/ & - "'-'0 & T(
-5 " - & 5
.
&& & ' ",
& -,: " H
,- " ,-#"P-/0 '
.5 &-& - 5
(- '
#" , & , &
-' & ' ' & ", H

5 . /0 ' &
" O " & ,T(-,
F, . -'-. , 5- - -
&"'-. ,
-#"P-/0 '
' & ",
(- '
5-
' & ,7 #7 5
" & ",
('
, ,
& ' , :O " &
,: && &GH
- - /0 ' ",7 & ". , & @ , & 5- 5
' A3"-&
,- " ,-"&
-"&H
. T( . &
&& & ' -5 ,'"P-: .
5 &&-.
.(,& , . -'-. ,
@5 "<, "-&
, ' & ,7 #7". ,
'
- /% & ' 8 , $.- 9",:
& 5 ", "5-"& 7-, -: ,& ' & 5
&& & ' ",
(. ,
", :"-& '
- "#$- B'"&5 &0 '
'-& 7 ,'-& B#(
,- " ,-#"P-/0 &0
&
(& &
#-8 -/0 ,
.;," ' & .
"& &
.5 &-& ",& " ("/% & 5=8#" -&

-' &
>-, -: ,& -8& #(-& F ,
> , -' ' -'T(" "
#'
( & & =," & , . -'-. , ,- ( -"& b, `C$ `G
( -5 A(,'-
,$ ". , & . ? -& T( 5 ' "-. &
R. #$
' .",-'-&S
@"& . <& -P% & 5 ", "5-"& 5- - ' & ,7 #7 5
+ ,& " (
&& & ' ",
- " ,-#'
,- " ,-#"P-/0
'.","& -/0
))K
( & . !!#(.(1,&/.4 -P% & #":-'-& Y".-: . A-7 ?7 #'

-&5
& - A- "#"'-' ' - && : : ?A"
5- - '
-
(. ! ! / !#/! 4 -P% & #":-'-& Y '"7 &"A" -/0 '

, ."-& '
& -#- -&& "-'-& - (.- .-"
# -"& T( , & A , /-.
.",-' &
(#( -# - . :<, "- ' , 7 & .
.",-' & 5 '( &H & ", , "7 & : 7 ,-. , -"& (",
(& &
-;& . '
-' &
,- " ,-"&H
"&
& 8 (' 5- "#$-& '
'". ,&0 H - @"& <, "- ' 5-
< 6 < ( - && - .
-' F5
" &
@ .5# ",& -#-/% & B(
R #" , &SGH
-
./( !# !%./& . # / ' # '! /. # ! /%&! (!#4 -P% & #":-'-& Y . :<, "- '
'
.",-'-& ,
&&"'-' & T( ' &
, & , && & "'-'0 &

5
",
(- , .
.5 &-& T( -.83. & ",
-' ,- " ,-#
&5 "-#. ,
@5 "<, "-&H ' &", :"-& '
T( &
(& &
& 7"/ & - R,- " ,-"& @5- "-' &S '
,O."
-&& "-'-& Y ",
,;7 #'
' 5
- 5
&& &
&& & '
'
-'- 5-;&
"5
,- " ,-#"P-/0 '-
:-,"&. & 5=8#" & 3 ,
#-'
;"
-5 ,'"P-: .
"'-' , T(
-& 5
, ."- ,
#. ,
'
& (
- '
- Y 5 & -/0 '
(,"'-' & ' ' & ,7 #7". ,
&&" -. ' (. &(5
-' T(-' -
&&?" T( - -'.","& -/0 5=8#

" - #"'
- .5-,$
& &
&& &
5
@5
,- " ,-#"P-. & T(
,- " ,-#"P-. ( - &- ( -/0 '-
,- " ,-#"P-/0 3 -.83. 5- - - -'.","& -/0 5=8#" - (.
' & ,7 #7". ,
" O " & 5- - ,' , & ",
&& ' ",
,- " ,-#"P-/0 -&
:-,"P-/% & 5 ' . ' & ,7 #7 (.- -8 '-: . :#8-# ('
-/0
-
-& ' (.- -8 '-: . :#8-#- & - 3:"- ' .- 9 ",:3A" - 5- - (. .

:#8-# ",' 5 ,' , . ,
'- &" (-/0 ' .
( ;& " - ( ' ",7 & ". ,

' ,
S ' 5 ,
5#" - C& 5- -
( & 7"/ & T( A -. -,

Q.8"
'
' 7"& - '- , "'-'
-& ' .- 9 ",: '

' 7 ,'
@ ,
, , -.C&
@5
&&" -.
' &5
"7 &
+ .8 -
" . ,
,& (;' R' A - 5- -
&&
. -& ,
. 8-&
' & ,7 #7"' & 5- -
, ,
.,
(#( -"& & 7"/ & ' -5 " & "-# ,
- " ,-#'
-'
",
&&?"-& -# -/% & ' & 5 '( &
@ "
-'
,'-. ",
",
&
,- " ,-#"P-
-#:(,& ' & & 7"/ & ' T(
. & -. ."&&0 ' ' (. , & ' "' , "A" -/0
+ ,& " (
@ .5# ,- 5 . /0
&& ' 7 &
& & 7"/ & Y 5 5(#-/0 T( & 5
& , "' ' 5 & - - & "'-'0 & T( &

,
": . 5
@ ,-H
-/0
@ "
-' '
-' -#7
:-,"P-/% & '
7, &
( & & 7"/ &
'.","& -/0
)))
&5
&& & ' ",
7 P& & 5
,- " ,-#"P-/0
&& "," "-C&
' & .5 ,$ ' (.- '

(.- '(7"'- '
- "7"'-'
. @5
A T( , . ,
-/% & 5-&&"7-& 3 .
.",-'- - "7"'-'
"'-'-,"-
& ,
@"&
5- -
. & -5
-'
@ ,
-&
-' T( 7-" & #" " -,' Y :-,"P-/0
:-,"P-/% & ' & ,7 #7 . -#:(,& &A / & , & , "'
5 7 , ( - .-"& ?5"'
-.83. -
- &(- - (-/0 F,(.
(,"'-'
'"&5 ,"8"#"P-' &G
:-,"P-/% & 5 '
>
5- - -#- :.5
. .-"
'
- & (( -/0 '-& - "7"'-' &
,- C& .("
-' S , & , "' ' ' & ,7 #7 (.-
' 5 & - . (. & 7"/ .-"& -' T(-'

5
-5-&
@ .5# - ."&&0 ' (. 5-&&-5
, "' R-#:(.- 5 &&0 ' .

.
(.- 7 #(/0 : -'(-# 5
T(-#"'-'
5 '( &
: -( ' ",
-5 7 " '
& 7"/ &
,- " ,-#"P-/0 '-&
&":,"A" - "7
.'5&
! (! %
8
(&
/ E!/ <'&
/ E%
!,.%!/ %
( .%
] A(,'-. , -#T(
,$-. (. -' T(-'
> >
& :&
& '-&
,$ ". ,
:-,"P-/% & ' &":,-'-. ,
' & -.8" , & ",
& 5 A"&&" ,-"& ' .- 9 ",:
,- " ,-"& ' ' & ",
.'5&! (!/ %( .%
,7 #7 ,
(#( -# & ?& .5
5 & ,
,- - "7"'-' ' 5 A"&&" ,-#' .- 9 ",: . T(-#T(
- "7"'-' T( ' & ,7 #7- ",' 5 ,' , . ,

& -,: " & - -73& ' & & (& &;.8 #&
R& .- O " '
,$ ". ,
,/-& -
'
& - - #"'-
-'"/% & 7-# &

7-# & , .-&
. R #" , &S B "'-'0 & ,- " ,-"& (

, @ &
(#( - , ,' C&
& (. & $?8" & -'T(" "' & ,- 7"7<, "-
. & " '-' S
& 5 ", "5-"& 7- "?7 "& ' -.8" ,

C '" .C
",:(-: .
,'"/% & ' (&
-# ,0
(#( -#&0
-#F: & & &",-"&
"A , & A .-& ' ("#"P-
C & 3" - 4 & &
& A .-& .(&" - ' & ,$
C '( -/0
& #- "'-'
;7 "& '
" (' & 7-# &
> >
T( 3
"5 '
GH
& 5 '( & & 7"/ &H
'( -/0
- " & "-#. ,
T( ,0 3
.'5&! (! %8(&/
-& 7- "?7 "& ' -.8" , 5 #;"
+ ,& " (
' & - -.C& -& & :(", &
- " ,-#'
'.","& -/0
))*
' & ,
:7 , &
' & ,7 #7". ,
@"& <, "- ' -
' - "7"'-' &
' &
' 5
,7 ,/% & ,
&& & .
, (,
' "& (.-"& 5-;& &
8.
,' , & -
. 5 &&"8"#"'-' '
-& '
@5 "<, "-&H
,& -8"#"'-'
5 #;" - , & 5-;& & '
",
,- " ,-#"P-/0 ' &
'
A(, " ,-. ,
",
,- " ,-#"P-/0 .
C&
. &.
" , -/% &
".5-
.?&
'-& A- /% & -# ,- "7-&
- #$". ,
-.83. ", #("
& ",
-- &
-7-,/-
. 5
.
, 5
&(- 5 7"&;7 #5
,- " ,-#"P-
,$-. - 7
5 '
&& & '
' & & ("'-' &

&&
- - -# ' 7
5/0 & 8
R, && S
&&
@ "
& -,' ,
-A"#"-/0 - & ( 5
" ,"&. &
&& & , ". ,
- & & 7"/ & 5 & -' & 5
@ "
'
& , ". , &

5 &"/0 - &
5 ' 0
-#:(.
:-,"P-/% & ' & ( 5 O5 "
&& ' ", : -/0 -
& ( 5-"& '
,&(. ' 5 '( & & 7"/ & # -"&
:-,"&. & ,- " ,-"& - ",
. T( & 5 ' 0 ' 8-
:-,"&. & '- -'.","& -/0 5=8#" -
. ,- " ,-#"&. & 5
. 5 "7"#:"- -& &" (-/% & '
&
&
& "'-'0 & ,- " ,-"& T(

#- "7-. ,
,& T(<, "- '
] ' & ?7 #T(

- /% &
- /% & T(
' &(5 " "'-'

.
& - 3:" -&
,&(. ' 5 '( & B& 7"/ & 7",' & '
& 7"/ & 5 '
5-"&
( '"A" (#-
,- " ,-#"P-/0
, ?" & -
& , ". ,
5 ' 0 A- "#" -
T( &&- & -8"#"'-' 5 ' ?
5 &"/0 - 5 '( & & -,: " &
5 ' 0 & A
' & ",
, @ & ' ",& -8"#"'-' 5 #;" - 3' & ?7 #-7-,/-
, ,'". ,
&& ' ",
'
:-,"&. & 5 "& 5 ' 0 5 7 - .('-,/-& &=8" -& ,-& , .-& #"& A .-&
,' - -5- "'-' ' 5 7

,$
": .
,- " ,-#"P- . - &(- - (-/0 &-"8-. 5 7 -&
' A .- - 5 7 .
- /% &
, , - -& . #$
&
&5 & -&
-# ,- "7-&
> >
.'5&! (!!/ <'&/
- -,?#"& - -.8" ,
5 8#.- . & ('
,O."
3,
&&?" "' , "A" - -& 7- "?7 "& T( &0
(& - -T( #-& T( 5 ' 0
5 '( & B& 7"/ & - 5 & -
-& 7- "?7 "& $-8" (-#. ,
,- , &&- ' "&0 ,- "' , "A" -/0 ' &
,- &(- : & 0
,&"' -'-& ' & - -.C& -& & :(", &
7.F!#( ( .#!/ <'&/.#4 ,&(.
7.F!#( ( .#,! , 67&/.#4 - -
".5-
#7-, & 5- -
"!' , 67&/.#4 5(#-/0
, :3" H ,A-C & (( -&
,&(. H
;& " -& : : ?A" -& B #".?" -&
& (( -& & "-"& A-."#"- & 5" Q."' & ?"-&
+ ,& " (
"-"&
- " ,-#'
'.","& -/0
(5-/0 H
))M
.#
(!#4>"-& '
.(," -/0 . " & '
". #'./ !/ <'&/ #4

-@-& ' ( H -@-& '
- " ,-# ( F
"&'! #: !/. ./(! 8#(&/.# #'! /. #4 .5
*8$!&# ! !/
'&. . .%!%.4
&( .9: /.'5&.%4 "&
- -,?#"& Y &" (-/0
"7"'-'
>D>
-#' 5-;&H ,A#-/0 H
Q, "- ' &
,-
, ."- ' 5-;& ,
- T( &
"&& ,0
, ."- ",A .-#S
, ",:<, "-& '
5 "& 5 ' 0 ",
'(/0
,O." - ,0 &(5 7"&" ,-'-
3'"
& - ? - & ('- , T( '"P &5 "
& 7"/ ('- - "7"'-' ' 7 0 & # " ,- C&

-'- -&
?A: H
:-,"P-/% &
R -@-'-S - (-#. , ' , .",-'- ' R

-
A T(<, "- '
Q.8" H .5 : H "T( P-H
,&(. '-& A-.;#"-&

-
'(
-,&5
& -&5
& T( 5 ' 0
A " , ' & .5 ,$ B &(#-' & ' 5
Y& &5 "A" -/% & '

.-"
#7Q, "- 5- -
&&
.'5&! (!%!,.%
- -,?#"& - -.8" ,
('" "-# -& A .-& '
(, :- "7-. ,
#:-# 3 ,
& #(/0 '
&&?"
.5
,A#
" &
-& #"&
,'
' T( A .- -
:-,"P-/0 ' &"& .-
: -& @"& , & 5 ' 0
,'" " ,- 5 &" "7-
, && ' & .5 ,$
@"& . '"7 & & ' .;," & T( 5 ' 0 &
-,-#"&-' & , -.8" ,
#:-# , . -'-. ,
-&
#- "7-&
5 " '-' ", # (-#H

"& '-
<, "- F @
(8#" "'-' GH
/0 -.8" , -#H
, " (& F-, " . , 5O#" B5 &"/% & ' .",-, &GH
"8 #-` F
" "
N":" ,
& :( -,/- ,
-8-#$ H
" "
"& -#F".5 & &
-@-&
'
.;," & ".5 & & ( "&'"/0 GH

-8-#$
' &
,&(."'
+ ,& " (
&H
#& -'(-, " &G
- " ,-#'
'.","& -/0
))
D>
!#L &
#. !&7 '.9: # 5 ! #N'!/. #!B(! #O
6. 5
&& ' 5 &T("&- ' ",A .-/0 3& .5
<. &&- R -'"/0 S
, ."-
5=8#" - -
-'" " ,-# - <, "- '
"&& & . T(-#T(
,;7 #' & .

-",'- .-"&
. & .("
.-,
-' & ",
( & & A-P
,- " ,-"& - ".5
5 "& 5- - -#3. ' (.
5 (
,$ ". ,
:-,"P-/% & T( ,0
-' 5- - .
- 5 &T("&- ' ",A .-/0 5
-,-#"&- - ",A .-/0
Q, "- '- 5 &T("&- ' ",A .-/0 3 (.- - "7"'-'

" O" -
& "'
.-"
- -C& ' (.- & " '-' '- T(-#
.5#@"'-' '- - AA .-& '
&5 ;A" - 5 "& - ",
. -.83. - 7
#$ - ",A .-/0 T(
-/0
A"-8"#"'-'
'"A .
-'
,' C&
5 5 & - ' 7-# '- A"@-/0 ' & 8
#$
& #. , & ,
"7 & '- .-@"."P-/0 ' &
' -,-#"&- - &" (-/0 '- A - '- 5

.- 9 ",:C."@ .-"& -' T(-'
- ,;7 #'- -'.","& -/0
& & 7"/ & & -. 5 & -' & . &" (-/% &
& .3 ' & ' ",7 & ":-/0
5- /-. .-"& -' T(-' & Y &(- &" (-/0

: -,' . , ' .
&5 "-#. ,
. T(
& ,&"8"#"'-'
, , -
#-'
,'"/0 5- - - - &"& .- "P-
#7-,
&&"'-' '
&5 "-#. ,
" O " & ,' ,0 37-& - - ",A .-/0 '"&5 ,;7 # A"?7 # , . -'-. ,
& - ;& " -& & 8 - & " '-'
?"-&
.5#@
( - . -'- (. ' & .
&&?" & Y . #$ "- '- , &&&(#-' & 8"' &
&&".
. &
-' & - -,-#"&- ' A .- - ' A","
- A .- ' 5 & ,/- , .
-'
-#"P-'- .
, "-"&
- & - 3:"- - ".5#. , - .-"&
- (& -'-
D> >
6%&#! .
-,?#"& '- 5
-,-#"&-
/ .
(- ' 7 &
@ #(&"7-. ,
A "7-. ,
- T(-, "'-'
F @ .5#
T( 5 ' "- @"& "
-&
,=.
,&(#-& '
&(8C&
(& - ,0 8-& - .(" -& 7 P &
( & 7"/ & T(
#;," - : -#5
(- ' 7
-,
-&
&
'
& ( , & 5
( - -.
( -'-&G .-& -.83. - 5
(-
@ .5# &-8 5 7 T(-, -&
.",-'
' &-='
5 -&& 5
.",-'- 5 5(#-/0 G
#$ C& '-' & T(-, " - "7 & T(-#" - "7 &
& '-' & T(-, " - "7 & ' & - -.C& ",'" -'
5
5 '( &
( -'-& 5
& - &5 "-#"'-' - (.- '
- -,?#"& '- 5
'
-"&
5 '( B& 7"/ & "7 && '"&5 ,;

7 #F5
,&(#-& ' ' , "& - & "-. 5

'"&5 ,"8"#"P-
'
. &
&
A , & Y5
:"% & ? -& : : ?A" -& (5 7 -/% & ,' &
+ ,& " (
- " ,-#'
'.","& -/0
(- (
,&(. -5- ,
T(- " ,- 5 & -
& 7"/ H
))U
& '-' & T(-#" - "7 & @"&

-& . "7-/% & '
5/% &
(. ' & -T( 5- - - "5 #:"- ' &
.5 - $?8" & '
& - -,?#"& ' 7 &
,&(.
5 A <, "-&
A" - - & & :. , & '
.5 -'
.5
& B ,&(."'
&
-. , & 5 -, '"7 &-&
#" , & T( &
& ".-. &
, &&
& :. , C-#7
D> >
6%&#! . 7! (.
- A - $? T(
A- "#. ,
,$
. ' -#$
5 7 . &
& 5 '( & R ,
, "-#' 5
(-
,& :(" -5 ,'
. #$ - - , &&- 5 & -/0 ' & 7"/ & (5 '( &

- T( & 0 '-
<, "- -",'- ,0 & 5% .
-5 ,'"P-: .
5 -/0
& #. , & - 5 &T("&-
--
# -#"P-/0 5 , & A
'-
&
A - '
5 "& ' &
" O" &
'
( "&.
, &
,'"/% & 5- - 8
& . #$
&
&5 -' '- 5
& 7"/ 5 ' ?5 5

5
- ?&
&& ' ",
&(#-' &
@ .5# ,=.
(- '
5 &5
"7-& '
7#
(/0
& 7"/ & P ,-& : : ?A" -& '

( & #. , &
& -,: " &S
@ .5# ,- 5
(- '
( &
,' . & B . &
( ' & ",7 & "'
'
, &
,' 5
.": -,
A,
' 7 -,-#"&- C& - - "7"'-' ' '",-."P-/0 '
-#:(.- ",A .-/0 : ,3" - & 8
-' F5
, &S
-' FT(-,' & (& "A" -G ,
& # " ,- -T( #&
' .
-' &S '- -'.","& -/0 5=8#" -
A- & 5 ", "5-"& 5 '( &
#'! /. #..5
( & A .-& '
.5 "/0 .-& 3(.- @ #,
&B R ,
( & R ,
",7 & ". , & @ , &

5-;& & B
&
#- "7-. , Y A - ' & -T( C&
".5#-, -/0 T( -& ' .
D> > !%!/9:
. &'
"P-/0 ' & 5 ", "5"-& 5 '(
,?#"&
. .(" & R.
", 7-/0
, &S ( &(8& " ( & ' A .- - .-"&
'
& T( 5
-'- .
-'
&
-' &C-#7 5
,'"/% & 5- - A "7-. ,
&&- -,?#"& 5 ' ?&
#" , & 5
A" -
, "-"& T( 5 ' &
,'
5 ' . 7" - -5 & - , , &&
H -& 7-, -: ,&
,
&H
,;7 #'
& -, & -&5
, "-"& $?T(
5 .
.5 " "7-& T(
5 "&
. &
, - - '". ,&0
- '". ,&0 '-
, "-#. ,
" ,- - & & (& ("#"P-'
,- " ,-#"P-/0
& 5 ", "5-"& .
.(,"'-'
-;&GH
& ". ,
, && 5 '(
(& & B5 / & T( & 5 ' ?-&& "- -
& , . -'-. ,
(#( -"& 5 #;" &
#:-"&
A , "-' &
+ ,& " (
- " ,-#'
'.","& -/0
))L
> #7 '.# !.5
.,!'
#'!/. #!B(! #
@"& . '"A , & A .-& T( 5 ' 0 &
("#"P-'-& ,- -8 '-: . - & .
-' & @ , & ' T( &
' & - -.
-
@5
-/0 ",'"
@5
-/0 '"
'(/0 , & .
-' & ",
& #$- '- A .- ' ",

,& -,:". , & ",
"5 & '
,- " ,-#"P-/0 - -' 5 -
, &
5 '( &
'
@ , &
-'
> > B
-&& "-' - 5
. -'- &" (-/0
,& -,:". , & ",
, & <. - 7
( & & '"&5 ,;7 "&

A " C& - 8-
" -&
&5 ;A" - ' 5 ,' '
"7 & B
", , "7 & #:-"&
&& ' ",
,- " ,-#"P-/0
T(-,' -
:-,"P-/0 ,0
. & & (& 8

( & & ",
5 #;" &
"7 &
, &
--
&
;& " -&
(.9: & &!/(.
!B
5
"&
&
& 7"/ &
,& -,:". , & @ , & 5 ' .

' .
,- " ,-"&
(.9: & &!/(. - ,
&& ' ",

-
,- " ,-#"P-/0
@ .5# )
& -& & '
( ("'-' & ' &-='
. T(-#T( ",
& - ,
T(-& & . &(- ",
"'-'0 & '
( & 5-;& & T( & ' &# -. 5- -
& . T( 5- - "&&
A <, "- & 8
7 ,/0 , && & , "'
,$- @"& "' T(-#T( ",
8 . '( -/0
7 ,/0 '-
:-,"P-/0
, && & , "' H

-
@ .5# * X(-,'
( - , "'-'
--'
'
,$-. & T(-#T( 5- " "5-/0 - "7- , && 5

-
@ .5# M X(-,'
7 ,/0 '-&
.5 . ,
, -,
":",-
'-'- -
("#"P-'-& , && & .

, && & .
-' &
,- " ,-#"P-/0 & . T(
&& H
, (,
@ "
'
-5 7 " -. ' &# -/% & Y&(-
& 7"/ & '
T( -5
"-.
( ,0
-& ' - #$". ,
-'- - A-#- ' ",
5 ' .
&& ' ",
"'-'0 & ,- " ,-"& T( 7"7 . ,
? "- 5- - -'T(" " . B ("#"P- . (.

, , -. ,-& &(-&
:-,"P-/% & , & - A .- ' ",
,- " ,-#"P-/0 ,0 -
-- . &
' "@-C& (.- $-.-'- ' - ,/0 5- - & R5 ": &S T( & & 5
-# -(&<, "- '
' ",
&& &
7 ,/0 ,-& ' A","/% & & - 3:" -&
A-#- ' - .5-,$-. ,
'- 7 #
(/0 '-& @5
+ ,& " (
'.","& -/0
- "7-&
5/% &
-' &
- " ,-#'
))J
> > B
(.9:
- @5
-/0 '"
A .-
&!/(.
- -
:-,"P-/0 @ (- : -' 5-
& 5 '( &
F5- " "5-/0
& 7"/ & &0 -5 & , -' &
",7 & ". ,
& - A .- ' - &&
"-#"P-/0 '- @5
,- " ,-#"P-/0 '

"& "8("'
#-,' -
& ( 5=8#" C-#7
. & 8 - @5
-/0 '"
-/0 ",'"
@": (. .-"
: & 0 ' (.- & - 3:"- ' .- 9 ",:
- &0 '"7 &-&
, -,
#
- "7-. , - 5
&& &
:-,"P-/% & #":-'-& Y-'.","& -/0 5=8#" - ' & - -.C&
&
5- -. ,
-/0
'"&5 ,"8"#"P-' & -
&A / Y :-,"P-/0 -&& "-'- Y' A","/0
& A .-& ' .-
@5
#7-, ,- & # /0 '- & - 3:"- ' .- 9 ",: ,- & #$- ' & 5=8#" &C-#7 G
5 &- '-& 7-, -: ,& T(
' ",
'-& 5 -/% & '
:, &
-#"P-' & ,
@ "
B& 7"/ & 8-& -' & , 5-;& '
": .
( ( &-#B "#"-#
&
"& "8("'
, -
:-. '
F .8-"@-'-&
& # -#"P-' & ,

".5#. , - -
&
& - 3:"- '
".5#. , -'-
A- "#" -'
'
, ,
&
, (,
.": -,
& -,: " -&
& 7"/ & T(
( & & T( ? @"& . @ ,-. ,
, ." -S T(
. 7",' - &
(- '
",
#&
. ",& (. ,
,T(-,
& & ,
: 7 , & ,- " ,-"&
& - -"&
@ , G ( 5 "7-' & F , "'-' & T(
'
#& .((-. ,
&5 "-#. ,
A- "#" -,' Y .(,"'-'

'"7"&-&
:-,"&. &
",7 & "'
&
& , . ,
@ , &
&&-, & - ,;7 #'-
5 -/0
3 ," -H
@ "
'
' . &
:-,"P-/% & B , "'-' & , & , "' ' & -A" .- . , &
:-,"P-/% & 5 "7-'-& 5 ' 0 & 7"
& 7"/ & ,
'
' 5
( 5 "7-'-& T( &
& & & 7"/ &G
. '"7 & & 5-;& & ,- 5
5 - " ,-#A",-, " -
&
( -&
.3 "
-' & 6. @ .5# 3 - R'"5#.- "-
A-#-'-
5 & , -. (.
("#"P-' & 5
, "'-' & 5=8#" -&
.- 9 ",: ' A","'-
"-#"P- B'"&5 ,"8"#"P-
:-,"P-/% & & - -"&
T( 5 ' 0 &
.
5 ' . &
,&(#-' & ",& " ( & ' A . ,
& -. '"&5 & -& -
@ "
&&" .
&
Q.8"
' '"&5 ,"8"#"P-/0 ' -#:(,&
. -,"&. & '

( '",-."P-,'
5-
& 8-, & 5 ' .
.": -, & 7"/ & A",-, " & ' T( ,

.
'"& "8("/0 Y
.5 &-& 5 "7-'-&
- -73& '
" -&
.(,"'-'
.5 &-&
(. 5-5 #".5
&&" . ,
@ "
-.5-,$-&
-,
,7" &
& 7"/ &
&5 "A" -. , ' & ",-' & - &&-& 5 5(#-/% &
+ ,& " (
- " ,-#'
'.","& -/0
))!
> >
9:
!B(! &
& - A .- ' ",
,- " ,-#"P-/0
5=8#" - 5 "& - A-#- '

",
,- " ,-#"P-/0
, "'-' &
- ,- ( P- ' & 5 '( &
,&", '- #;
,:(-
, "'-'0 & T( &
, , -. ,
,- " ,-#"P- C&
& (& &
, &&
7 , (-#. ,
@ "
, @ ' & ,7 #7
&& & ' ",
.5#@"'-'
' "&0
,A#"
-& & -' T(-'-. ,
7 ," , & .
& -&
&
. & -. - "7"'-' &
7 - " ,-'-& 5- - -&
.(,"'-' &
- ."&&0 ' ' (. , & ,
&&?" & - &
' &":,-'-. , ' (. , & ' "' , "A" -/0
'
5 7 " & -&& "-' & + ( - .5-,$-'-&
5- "#$- ' & 5
&& & -&& "-' & Y
'"&5 ,"8"#"P-' & 5
@ " S
A" -& - ,;7 # ",'"7"'(-# + -
5- "#$-' ",7 & ". , & ' "&% &
>D>
& 7"/ & $-8" (-#. ,
'- (#( - ,- " ,-# &5 "-#. ,
& -& - "7"'-' & 5 ' . &
",
.5#@"'-' ' & 5
&& & 5 ( A T( , &
.": -'-& -#:(,& & 7"/ & ' &-='
-#:(.-
:-,"P-/% & #":-'-& Y -'.","& -/0
5 ' . , , - C& -#:(,& @ .5#& ' R5 '(/0 ,
#":-'-& -
",
3 -' T(-'- -
( & & A",-, " & @"& , & -
,-. & & 5
, -,
- -. ,
:-,"P-/0 5
&" &O ' "'
&& & P",$- -&&(.",' ' A .- ", : -#

. , "'-' & ' 5-"& '
": . ( ' & ",
&(#-' &
,- " ,-#"P-/0
- 5
&&
-#"P-'- - -73& '
-&& "-'- -
".5#. , -'- 5
. & ' 5- "#$-& '
(& &
, (:-/0 '
, "- ? ".5
(#( -&
& ,-
& (( -& '
-, & .-"& 7-#"-& - & '"7 & &
,$ ". , & 3 ," & -&& "-' &
(! ./& .%&C.9: 4 (! /&.%
& 5
&& & ' ",
-& & . T( &

& (( -'-
, -,
,- " ,-#"P-/0 &0 ,- -'.","& -/0 5=8#" -
-#"P-. 5 (
-",'- <. - 7
3 ,"
.-"& 5 & ,
' &
&
.- :",-"&
, &
" , -/0 ' .- 9 ",: ' 7"'-. ,
<. -",'- (.- #O:" - .", , . , 5 #;" - . &. , & 5-;& & .-"& ' & ,7 #7"' &
, "-#' .-"& 7-#"-& -&& "-' - & 5
#":-'-& Y-'.","& -/0 5=8#" - 3.("

-5 "
. (.-
#- "7-. ,
#7-,
&& & ' ",7 & ":-/0

", ,
,?7 #T( ",
& -' & , . -'-. ,
&& & ' ",
- ,;7 #'-& 5-
+ ,& " (
(- '
- " ,-#'
"-& 5- "#$-& '
:-,"P-/% &
(& & &", :"-&
:#8-#"P-/0 3(. A,O. ,
5 - (. -#- :-'
,- 5
,- " ,-#"P-/0 '
, (,
'
(,"'-' & 5-
'.","& -/0
(,"'-' &
"-&
-'- 7 P
@":<, "-& -
' & ,7 #
7". ,
))I
,O."
( - ' ",7 & "'
.(,"'-' & ,- " ,-"& -
& - A .- .(" -&
&"'" ,
, "-#' 5-
5 ' &
"7"'-'
' & 7"/ & Y& 5 ", "5-"&
-& #":-'-& Y-'.","& -/0 5=8#" - -.83.
.-
"-#"P- ,(.
, @ '
"-& , . -'-. , , Q.8"
,&"' -' (.- ".5
&& ' -8 '-: . ' & .
,(.
& -,: "
( - 0 - . #$ A .- '
( & & .-& ' (. -.5# 5
' (. ,
5 & -/0 ' (. .-"
:-,"P-/% & & - -"& , . -'-. ,
& , " 0 && -5 #
&
&
-,
A -. , - '
@":("'-' '
'-
-8-#$ 5- -
' & ,$ '
-' & @ , &
",
,- " ,-#"P- & 7"/ &
@5#"T( F (& "A" -,' G
. 5
. & ,' - ."&&0 ' ' (. , & A" "-"&

' "- 5- - ' & ,7 #7 - -,?#
"& -.8" , -#
A",- -.83. T(-"& -& ",A .-/% & 5 " " ?"-& , & - A-& "," "-#' -8 '-: . - 5-;& ' ' & ",
+
.
-8 ,' T(
& &
.5#@ &
& (& #" , & ",
& & 7"/ & '

. 5
."&&0 ' ' (. , & - -73& '
' "- 5- - . #$ - - -5"' P 5 @"."'-' ' &
A",- T(-#- A .- ' ",
-P% &
& 7"/
. &
,- " ,-"&Z
,- " ,-#"P-/0 T( -' 5 - "- 8 .
& #$- ' & 5 ". " & 5-;& & - (&(A(; . ' & & 7"/ & ' & " & , 5 ,
C 5
.8-"@-'-& &0 : -#. ,
/-. , -"& C ,0 5 ' ? -8 -,:
& 7"/ & 2(& "A"T(
7 , (-"& 5-
' &
&
" 3" & - ("#"P- 5- - -
-,
"
& 5-;& & T( ,
"-&B-#"-,/-& & - 3:" -& 8 .
,'
, - T(
&&" -. ' && & . &. &
. -
, , -/0 ' & 7"/
,(.- ( . .-"& ' T( (.- "'-'
>+
Q.8"
. -5;(#& -,
& (5 : -.-
> +
, . -'-. ,
' &
"
' & ,7 #7- (. 5 : -.- ", -C,- " ,-#5- - (. ' & .-& ? & #$"' &
&F
-8-#$ ",A-, "#
'< @ .5#& ' - "7"'-' & T(
G 2(& "A"T( -& 7-, -: ,& ' &7-, -: ,& '
,&"' - "- 5
", , ' & ,7 #7
& (( - "- (. 5#-, ' .- 9 ",: 5- - - -" ",7 & ". ,

5- -
( "&.
2(& "A"T(
. " "- 5
'
5- -
#$
",
,- " ,-#- & ( 5-;&
& '-' &
#7-, & T(-"&
& . " & ("#"P-' & & :. , &C-#7 - - ",:"
+ ,& " (
- " ,-#'
'.","& -/0
)*K
",
Reflexo
,- " ,-#"P-/0
,& T(<, "-& -
3 (. A,O. ,
' &
& ,;7 "&
", ,
,0 &O -
,?7 #
. 5 A(,'-&
,;7 #
,O."
(&(-#. , 3 A "'
& "'-'0 &
-&
:-,"P-/% & <. -'- 7 P.-"&
,-
& ",
A;&" & (7" (-"& 5 "& -& 7"-: ,& &0 .-"& A T( , & -& ",
& 4 7 , &
5
,' . - 5 . 7
( -,'
-5 - .-"& ",7 & "'
,7 ," , . ,
(" -&
( -. 5-
' #:"-& T( A- "#" . &
& & (& -;& & ' (.- A .- -'- 7 P .-"& & (( -'&
( "& -& - -73& ' -8 '-: ,& T( & 5
"-& T( #$ & 5 ." -.

&(#-' &
' & ,7 #7". ,

5 ." -. .-"
&& & ", #( .C& - /% & '
8 ,/0 '
,$ ". , &
& "'-'0 & T( &

, (,
,' .
& #-&
, (,
'
A" "<, "-
$ &5" -"&
5 : -.-&
, ."-& '
T( A-7
. - ?5"'-
& -#A" -P
@5 "<, "-
, , -. A -. ' & ( -"&
' & 7"/ & T( 5 ' 0 &
&- "&A-/0
&0 H
& (( -'-&H
' (.
- /% & -.83.
:-,"P-/% & #":-'-& Y -'.","& -/0 5=8#" - ' &":,-'-. ,
& & 5
,- " ,-"& T( & -. & &
. 7"&" - ( . -8-#$ 5 ' 0 (&(A("
. #$
:-,"P-' &
, "-'
& ' .-"
'-& & -& -P% &
' & ,7 #7". ,
5 ." " (&(A(" ' (.
, (,
'
' -' T(-'-& & - 3:"-& ' .- 9 ",: ",

(,"'-' & '
& ". ,
B. #$ "-
,- " ,-#5 '
#7-, & 5- - .(" -&
:-,"P-/% &
Sntese
,;7 #' .- 9 ",: ",

T(
& 4 7 , &
' & .5 ,$- (. 5-5 # #7-,

,
&&"'-' & '
#- " ,-. ,
,'
-&
.
. -.8" , & ",
+ ,& " (
,- " ,-# @"&

'.","& -/% &
(. : -,' ,=.
=8#" -& 5 ' .
, - T( - :#8-#"P-/0
. 7",'
' -5#" -/% &

T(- " ,- -(. , - -&
,- " ,-"&
- " ,-#'
'.","& -/0
)*)
5
@5
&& ' ",
,- " ,-#"P-/0 -&
-/0 . '"-,
' "'" . & ",

&5 "-#. ,
:-,"P-/% & 5 ' . ' & ,7 #7 (.- -8 '-: . :#8-# ('
- -,?#"& ' -.8" ,
,- " ,-#"P-
5 #;"
#-'
5 &T("&- '
",
",A .-/0
7 & C&
,- " ,-#"P-/0 5- - -#3. ' (.
.("
5 (
,$ ". ,
-"& F- (-#. ,
- 5 7"&0 '
,0 & 5%
<, ".
5 -/0
& "'
Q, "-
-&
(- ' 7 &
'-
. &5
A - 3,
,&"' -'- (.- @ #,
?
. &
, "-"& ", #(",' -&&".

&&?"
-5 A(,'5
A,
&
, "-#'
. 8-&
. -,?#"& &
<, "- -",'-
-& '- -'.","& -/0 5=8#" - - T( & 0 '-
.5 "/0 .-& 3
,-
-#"P-'- .
, &S ( &(8& " ( & 5- - & 5 7
,- " ,-#"P-/0 ' 5 "& ' &
-' &C-#7 5
,' B @"& .
- -73& '- @5
A .- ' ",
",
. T(
- -C& ' (.- & " '-' '- T(-#&
&&". - -,?#"& '- 5
A((
,- . '"'-
' -5 ,'"P-: .
", 7-/0
&& ' ",
, &
, -,
. & '
",
#7-'- ".5
( - - ' & ,7 #7 A .-& ' . #$ - - 5 & -/0 ' & 7"/ & (5 '( &
A" -& Y ,
,- " ,-#"P-/0
,$ ". , & - ,;7 #' 5 '( & R ,

5
, @ ",
?"-& #7-,' - '"A" (#

'-' & ,- &(- ",
" O" -
(- ,
&&?" -,-#"&-
( & & A-P . T(
@"& , , 5-;& ' - #$". , G 8 .

7 #(/0 '- 5
(#( -#' & 5-;& & ,'
,' - -'" " ,-# - <, "- '
'
& ,&"8"#"'-'
#:-#
3 -.83. ,
- ,;7 #'- -'.","& -/0 5=8#" -
& & 7"/ & & -. 5 & -' & . &" (-/% & 5
,O."
. ",A .-/% &
, "-"& $? T( & # " ,- - -73& ' '

,'"/% & 5- - A "7-. ,
-/0 ",'"
@5
-/0 '"
,- " ,-#"P-/0 - & #$
5 -
#7-, & & 8
.",-' &
&&-
" 3" &
& 5 ", "5"-&
-T( #& ,' &
5 - " ,-#"P-/0 5 ' ? &
( '- 5 '(/0 , & .
-' & ",
. -'- &" (-/0 &5 ;A" - " ?' 5 ,'
'
A" -
,- " ,-"&
,& -,:". , &
@ , &
,- " ,-#"P-/0
' & ,7 #7". ,
,& " (" -&&".
&5 "-#. ,
@5 "<, "-&H ' &", :"-& '
,
(& &
5- - - -'.","& -/0 5=8#" - (. #. ,
T( &
' 5
- 5
&& &
'
&& & '

"5
( "-#- & (
-5 ,'"P-: .
"'-' , T(
'
- '
- Y 5 & -/0 '
& 7"/ &
Avaliao
'
- 9 ",: ,
.5-
& & (&
,$ ". , & -'T(" "' & - #,: '- A .-/0
, " &
' A","/% & ' & ,7 #7"'-& - #,: ' 5 & ,
,- " ,-#6 "#"P -& & :(", & T( & % & 5- - -A "
+ ,& " (
- " ,-#'
& & (&
'.","& -/0
. &
.-,(-# , Q.8"
,$ ". , &
)**
T( , ,' 5
@5#" "
- 9 ",: ,
-& -P% & T( 5 ' 0 #7- Y",
,(.
-.8" ,
:-,"P-/0
Q, "- '
' 7. &
.5-
(#( -#
' -.8" , #:-# < @ .5#&
,O."
-'- (.- ,(.
X( '-' & ' 7 . &
"' , "A"T( -& '"7 &-&
7- "?7 "& -&& "-'-&
@5#"T( -
, @ ' .- 9 ",:5=8#"
#$"' & & 8 - 5
(- , & .
-' & ",
,- " ,-"&Z X( '-' &
#$"' & - ,;
7 #'- A -Z
-& 7-, -: ,& '
X(-"& -& 7-, -: ,& '- ",
-T( #-&
,- " ,-#"P-/0 ' (.-
@5#"T( &( ", -. , -& 5 ", "5-"& 7- "?7 "& ' -.8" ,
"& ",:- -.8" , 5 #;"
".5
,- " ,-#Z
&5 & -& . T( & ,
' 7 ?-5 A(,'-
& ( & ('
-'- (.- '-& A .-& ' -8 '-: ,& - & .
,- " ,-#"P-/0 5- - (.-
T( & '"& -, "- ' &

, . -'-. ,
#,'
-' & ",
,- " ,-"&
:-,"P-/0 ' -'.","& -/0 5(8#" -Z
, " & -5 & , -' & , 5 & ,
-5;(#
.-,(-# ( 5 &T("&-,' ,- 8"8#" : -A"- '
A <, "-
Referncias
(! .(& .% . @!(& ,E & ,E `", )III
N6
c4
. @!(& , (! .(& .% -' "'
+ ,& " (
- " ,-#'
'.","& -/0
'
" Q."' )IIU
)*M
(! .(& .% . @!(& ,4
,' `
# '& , ,%5.%%UE(0& @& , %/.%%U $" $ &
[ "#E ", *KKL
4#,
, ",
N [
N-##
"!#&, .
2 $,
/(# *,' '" " ,
. @!(& , 7*!V
` 2 & E )IIM
Glossrio
=! /0'. @& ,
:-,"P-/0
&
.5- -/0
. & ' & 5 ", "5-"&
& ' - "7"'-'
(.9:
:(#- '-& 5 A .-, &

, &
(-& 5 ?" -& 5 &&-.
&!/(.
5-;& ,' & ",
./(&$.4-
,- " ,-#"P- 5
B(
,& " ("
:-,"P-/0
' & .3 ' & '
-8-#$ '- , &&-
:-,"P-/% & 5
.", , & '
( &
A <, "-
.- -
&5 ,&-8"#"'-' 5 # .
-' , 5 O5 "
@ .5# - -73& ' (. & " O " ' 7 ,'-& ( ' (.- A?8 " -
5 O5 "-
(.9: & &!/(.
.##&$.4 "5 '
@5
-,A" "0 3' & .5 ,$-'- 5
:-,"P-/% & ,0 5
Y & (F$! ( !#4 A .- '
5 -/0 #:-# ,
& 5- -. 55
-/0 ,- T(-#- -8 '-: . ' .

, , & Y .5 &-
:-,"P-/% &
' & - "7 & '- &(- .5 &- T( ' 5 "& &0
&(- 7 P ' & ,7 #7 (.- - "7"'-'
-' , 5-;&
( @5# - (. .
. T(
& -&
(,"' & ,(.- , 7-' 5
,-
"&
:-,"P-/% &
:-,"P-/0 T(
, (,
& ! ,&.# A,O. , T( & '?T(-,' - "7"'-' & '"A , & (, -& &0 .-"& A" " , & ' T( & .- '-& - "7"'-' & . & 5- -'
.( .9:
/ .4 &" (-/0
5 '( B& 7"/ &5 ;A"

5 &&;7 #-(. , - ' (.- 5
&
. T( - : , -#"'-' ' &
,- -. A "7-. ,
.5 -'
-/0 B("#"P-/0 5 #- & ".(#-/0 '- ,
,&(."'
& 5
, "-"& ' (.
&B("#"P-'
&
,- T(-#,0 3
&&"'-' '
,&(.
B(5
. "
( - -'" " ,-#
+ ,& " (
- " ,-#'
'.","& -/0
)*
Captulo
. 8( % F $.%&
.9:
(! /.%
.
+ ,& " (
- " ,-#'
'.","& -/0
)*U
Captulo
. 8( % F
. @!(& , #(.(1,&/ !
5F . 8( % > > ?
. @!(& ,
! ./& .%
! #.'! ( #(.(1,&/
& A .-,' & - A",-#"P-
.- ' 7 0 & - -5 & -
Objectivos
"A , ",&-
&
, " &
#-, -
A"," - '"A , "-/0
.5
,'
, & - -'-
& -8 #
& - 3:"-& -5-& ' 5
& A(,'-. , & '
&& '
C T( & & <. ,- . ,
#":-/0
'
& A" &
&
'
' &
.(,& C ,- .5 &- ( ,
. R 5 - " ,-#S ,0 5 '
"-'
(8C -5;(# 3-8 '-'- - #",$- ' ' & ,7 #7". ,

5
,0
- 9 ",:H
#" , B( ,
, 7 R' 5 ,&- S - RA-P S

. &.
- 9 ",:
- 9 ",: ,- O5 " - '-& & - 3:"-& : 7 ,-. , -"&
& - '"&& "-' '- & - 3:"- ' #", -'- & 85 ,- '
Resumo
'
5 - " ,-#"P-/0 5- - T( - 5- " '
& 7"/ & T( -& 5 - " ,-#"P-. - &(- ",

& 7"/ 5=8#"
.", #:"- , T(-'
-P
5 &&-. A- "#. ,
5 ", ;5" & ",
=#".
("
' 5
- R ,& :(" S
&&
-7-#"-
&&
+ ,& " (
- " ,-#'
'.","& -/0
)*L
- 5-#-7 - 8
, & , ,
3(.- '-& .-"& 7(#:- . , ("#"P-'-& T(-#T( T( & - - &" (-/0 . T(
. & X( ,- - "7"'-' 5 A"&&" ,-#T( ,- , &&- 7"'- 5- " (#-
- #" - ( - & 8
:& 0
& 7 ?8(#& R5 #;" -S R & - 3:"-S
.5 :( & ",'"A , "-'-. , 5- - ' &":,-
.5
- T(
& A .-,' &
'"A , & ,
&" 5 T(-,
, .",-. & '
6.-
,$ /-.
, (,
.",-' 5 ;' '
&& & 8
.(" -& 7 P &
, "
,'-.
& , "'
'
-'- (. ' &
. & -#"?&
, 0 #$ & & ?A- "#" -'- - &(- -5#" -/0
. (.
3 -.83. (.
7"& - - ",:"
.5
- 5- " '
>
5 ", ;5" '( -, (. '
. &.
R5#-, S &0
' ' "&% &

.5
'
: -& '
7"&-,' - ",:"
,'(- -' 5 -'-& 5
& 8
( ("#"P-' &
"7 & .-& '"& ",:( C& ' (.- 5 #;" - 5 # A-
"7 & : -"&
' ,-'-. ,
' &
,'
, & , "'
. T( 3'" ":"'-
$-.- . & '
- (.- #"& - 5
'- ' & "/0 ' & . " & .-
"-"&
"&- ' - /% & - .5-,$-'- '-& '- -& '

@":"' &
A T( , . ,
@ (/0 ' & (& &
-.83. '- ' &":,-/0 ' & & (&
&5 ,&?7 "&
6.- & - 3:"- '

&5 "
(.- '-&
5O&
",& -#-
, (,
- 9 ",: 5 '
'- -
'"A , & : -(& ' : , -#"'-'
" - ' - "7"'-' & '- .5 &- ('- ",& " ("/0
.5 , , & && , "-"& '- &(-
. & R5 ,&-' S
.
,;7 # .-"& #7-' '"P

- &
;(#
,& " ("
>
& A .-,' & ", : - C& C0 , 0 , .- 9 ",: 5 - " ,-# ( & -
& -8 #
A-P
&
"-#. ,
-'- (.- '-& 5 -/% & ' -
'
.
. -
& - 3:"- ' #", -'-
&& '
- 9 ",: T( & "," "- ,-
5 '( F (& 7"/ G ' 7 &
5 & ,
, 5 (-#"P-/0 - 3Y", 7-/0 ' -
,- &(- :3, &
'
, 5 (-# , & (' & ,7 #7". ,
. - 7"'- '
,- . ,
' & A .-,' & 5 5- -,' - &(- -5#" -/0
+ ,& " (
- " ,-#'
'.","& -/0
)*J
Palavras
,?#"&
" # ' >"'- F ' 5 '( G
& - 3:" -
, @
, "-#
&C $-7 '
( &&
-'
#-, -. ,
& - 3:"
#-, -. ,
5 - " ,-#
>-# ' (. ' .;," ' - "7"'-'
Contedo
>
! #.'! ( #(.(1,&
/
5-#-7 - 8
5 T(-,
5 73. '
3 5-
& - 3:"- 3
,(.
'- , (,
' .;,"
& - 3:"-
."#" - T(
T(-,'
,A#" &
,T("& -& T(
& & -' &
@3 " S F : , -"&j& - : &G
, 8"'-& 5- - &(5 - (.- &" (-/0

5 #;"
. 0 5 (
#- "7-. ,
, 5-&&-'
& A-#- ' #- '( -,
- - /0 83#" - &
. /- -. - 5#-, - ,(. ,;7 #&(5 "
+ ,& " (
.5#@-
- '-'
'(P"- Y& -P"-&
3'"- T(-,' & ' -. -&
":",- -. & - (-"& 5-;& & ( 5 (& ] 5 &&;7 #A-#- ?'
. & & (& 5- & , . -'-. ,
&&". -
.5 &- "-# ( ( &
3 , 8"'- ,0 @"& "- T(-,'
?& @5 '"/% & 5(," "7-&

,T("& -&
,O."
&":,"A" - R .-,' '
,7 #7 - 5#
-,"A" -/0 '-& 5 -/% & ' :( -
'-& - /% & 5
& - #
. $
. : :
' & ,7 #7". ,
'-& &(-&
& - 3:"#-/% &
& & (& ",".": &
- " ,-#'
'.","& -/0
)*!
& - 3:"- ' &

"
2 0
. ' ,
& 8 ". , & "," "-'- .

3
@ .5# .-"& #-
(:-#5 # ",A-,
.(. ' -5-
N , "T(
". ,
' & ,7 #7"'- 5 #
' 0
& - 3:"- ' & ' & 8 ". , & ' & ,7 #7 (C& - #,: ' T(-& (. &3 (# ,0
-5 ,-& 5
"7
5 ' " ."#" -
- && Y ,'"- 5
"-#' ".53"
'- - - (-/0 ' & 5

:7 , '
T( & 5
",
,0
,'"- - ",:"
,-7" & ' -5 "
(:( & & '
7"- .- ;".- 5- - A",&
,'
"-"& .-& -.83.
.5
T( ,-T( #- 35 - -. -/-7- & & -' & ( 5 (&
, 0 A " 5 . , "P-'-. ,
,' &"'
&T( "' T(-#T( -&5
- 3? -
: -A"- ,-7 :-/0
& ('-'-
5#-,"A" -'- 5 #
' &' - @5# -/0

Q," -
&
' & ,7 #7". ,
'-&
-&
'-& - -7 #-& ' &
- 3. &. - @5 ". , -/0 ' , 7-& - .-& ' A : - 8 ' ' & ,-7" &
& - 3:"- &(5 "
3- -
"<, "- T( 5 ."
' A"," . - ("#"P-/0 ' & & (&
(& & ' -
- & O :0 & &(5 "
'
7"&-,'
& 8
& ' & & -' & 5#-, - .

"7 & ' A","' & 5 #- 5 #;" -
@ ,& - 3:"- ' A", -& ."&&% & - A-& 5 5O&" & 8 .
5-#-7 -
,A",-'- Y -
83#" -
3("#"P-'
,?" &
. .5 ' :( - T( , & 5
.5 &- "-#
87"-. ,
& ,' " 0 - (-
, . " ."#" -
' & &&
& - 3:"
3. ?,0
& ' - "7"'-' T( , &
.5 &- "-# Y& 5 #;" -& ' & : 7 ,-, &
&& & ' 5-P ' & ,7 #7". ,
, "
& & (& 5 ", ;5" & 8?&" & &0 -' 5 -' & 5
' &' - , &&- 7"'- 5 "7-'- Y- "7"'-'
T(-'
&
3(.- '-& .-"& 7(#:- . , ("#"P-'-& -",'- $
& ? &".5#&. ,
' "-.
-'- (. ' ,O&

' & & -' & T(
'-& ,-/% & '- N(.-,"'-'
3 -.83. ("#"P-'
. : -,'
& -#- .(" -& 7 P &
. &":,"A" -' & '"A , &
& , "' , .- "7
5 & ,-
'- - #O:" - :#8-#' A(, " ,-. ,
-& -P% & 5 #-& T(-"& - .5 &- . 7-, -: ,&
(. , :O "
' A",
.5 " "7-&
' 7 ,:#8- - ' A","/0 '-&
-& - & - 3:"- 5 ' ":(-#. ,

,
'
- &
T( - .5 &- ' A-
-'
&.
T( (.- .5 &- ,0 ' A",- @5 &&-. ,
&" &O
A-
' A","
A-P (& -
& (5 &" " ,-. ,
, &
,& " (" (.- ",'" -/0 '- &(-
+ ,& " (
(.- & - 3:"-
& ( .5
-. ,
. : -#
" , -/0 & - 3:" -
- " ,-#'
'.","& -/0
)*I
&&". - & - 3:"8
&5 ,' -
, (,
' 5 #;" -& : -"& - .5
,'
5- - -
"P-/0 '
"7 & 5 7"-. , ' A","' &
& - 3:"- 3 , 0
-' T(-' ' &
. 7
'"&
,". ,
' (.- #",$- '
( & & 5- - & - ",:" . & 8
.-,'
"7 & 5
T( 5 . 7-
,'"' & A-
- . "
'"
" ,-. ,
,' -
:-,"P-/0 &
- & "& & (' &-A" & ,7 #7"' &
6.- & - 3:"- ,0 3(.- . ,- . -
. - 5 O5 "- 7"'- - & - 3:"- ' 7 &
: (.- & - 3:"- ,0 5 ' "- &
& - 3:"-
,:#8- - "7"'-' &
5 . /0
(.- . - ] (.-
, & '
" , -/0 #O:" - '
- 9 ",: 5 '(
'-& -& - "7"'-' & T( A-P . 5-
'
A -#"P-'- ,-
.5 &
5 #;" - '
T( 3
5 /
,-'- ,0
- 9 ",: 6.'"& "8("/0
- 9 ",: ' 7 . & -
A -#"P-'-& ' A .- $- . ,"P-'-
",-#. ,
(.- & - 3:"- 3(. '"
" ,-. ,
: T( - & - 3:"- & ? & -8 # "'- - '"

A",-#"'-' '- & - 3:"- 3- ' . 8"#"P.5 .
' & & , && &
, '
/0 ,0 ' 7 &
& & (&
( & & 5- - (.- '
- 9 ",:
-# -'-
( & & 5- - :- -, " - 5 " "'-' '- ? " .",-'- '"
/0
& - 3:" - .-@"."P-. & -
@5# -/0 '- ? " - & . - #"." -/0 ".5#;" - ,- @"& <, "- ' (.- . .
- 9 ",:
'-& -&
.5 &-& ,
& - 3:"-
&
",
. ,- :( - - & - 3:"- .-"& & :( - 3(.- @5# -/0 ?5"'- '- ? " -
T("
.5 &-& &0
-: . (.-&
' .('-,/-
(-
&&" -.
A /- T(-
5"#- & 5- - &
.-,
. 7"7-&
.5 " "7-&
,: ,$- "- 4 7 ,-/0
, "'-' &
.5#@-&
' 0 &
. -& ( -& ( .5 &-& 5 T( ,-&
T( & 0 &5 ;A" - T( &
: -,' &
3.
.5 & -& 5
.(" -& 5-
& T(
'-& & 0 &( " -& - ", ,&-& 5 &&% &
# - 3 X(-"& & 5"#- & 8?&" & '-& .5 &-& ( '
(-
A .- T(-"& -& 5 ", "5-"& A , & ' 7-# ' (.- .5 &- Z
&& & 5"#- & &0 T(-
6.- 8 - & - 3:"- 6.- 8 - - T("
( - 6.- 8 - ,: ,$- "- F 5 -/% &G
(.- 8 - : 7 ,-/0
A",-. C#-&
+ ,& " (
- " ,-#'
'.","& -/0
)MK
& - 3:"-
'
"
/0 '
.",-'- '"
T("
(-
, :O "
,: ,$- "-
4 7 ,-/0
",
, (,
'
.5 , , & ' , :O "
-.8" ,
.A-
:-,"P-/0 & "-# '

& #(/0 '
. .- -#
& @ , & ' ",A#(<, "-
, @
,O."
-& ,
#:"&#-/0 - A - '
-.8" ,
-.8" ,
#":-/0
", :"3- ",
. $(7-& 7 , & A
-.8" ,
T(
-& -& .5 &-& 5
5 -/0 '- - T("
( -H
'" " & $- . ,"P-/0 '
&
- .5 &- 3 (.- 5#- -A .- ,
.(" -& ,'-&
' "- - .5 &- .('-
&&"'-' & ' & #" , &
(" & A&
,&"'
&-
. C#& '
&5 ,' - &&-&
& @ , & 5 ' . .(', &
-& &(-& & - 3:"-& -
"7?7 "& (", &5 -' &
T( " (,'- & 5"#- & .('- - .5 &-
& 5"#- & & 0 ",

A#
#":-' & ' A .- ",'("7-
&5 ,' Y& .('-,/-& '
- /0 &",3:" - ' & T(-
-,
T( (
T( 37 '-' " -. ,
& 5"#- & , .-#. , .-"& ' & ("'-' & &0 - - T("
"'-& , -.8" ,
( - ,: ,$- "-
+ ,& " (
".5
-,
( - - : 7 ,-/0
, , -. 3- ,: ,$- "-
"&-. - - ' A .- ":(-#. ,
. #- -& &(-& - T("
T( - ,
5"#- &
,' -& .5 &-& .-"& &
,& -, -& .('-,/-&
' '("7-
C& , & ( &H
,$(. 5"#- 3.-"& ".5
8 -,:<, "5"#-
,& (/0
-#"P-,' .('-,/-& , & 5"#- &H
,(. ' & 5"#- &
&&?" & 5- - &
.5 , , &H
.-"& T( (. '"A;"
, #:"-& .(" & ( & 5 &5
('-,/-
, #:"- ,
&5 ,&-8"#"'-' &
-#"P-,' .('-,/-& , & & (& 5 O5 " & 5"#

- &
.-
,(.-
,A#" &
5 7 - .('-,/-& , & 5"#- &
A T( , . ,
.('-,/-&
. - ", : -/0 ' && &
&A / 5 O5 " + ( , - -' + '
&& &
'- .5 &- 5- - & . 7
/0 H
-#-,/- - & - 3:"- 8 .
5 &" " ,-. ,
("'-'- & T(-
- .5 &- ' 7
A T( , . ,
- " ,-#'
5"#- &
" , - - &(- & - 3:"-
' -
'
- : 7 ,-/0
'.","& -/0
)M)
. 7". & & & T(-
",
#":-/0 ,
5"#- & & 0 ",
& 5"#
- &
-#"P-C& T( 5
7"- R' '("7-S 5 T( - - T("

-
: 7 ,-/0 ' '(PC& ' &
-5- "'-' & '
,'
'
'
.",-'-&
( - (.-
-5- "'-' & '
<& 5"#- &
- T("
-,
7"- R",'("7-S 5 T(
- - T("
,'
'
(-
.",-'-&
(-
( - 3 5 &&;7 # .('- (.-
5 7 - .('-,/-& , &
-. , & ?,
5 ' . &( :" .('-,/-& ,
&&?" 5
& , "'
'
, ?"
& - 3:"-
,'
& - 3:"- (.-
.5 &-&
-.",$-. - 3Y'
& ('-. 5 (
& -, &
- .('-,/- , & ( & 5"#- &

@ .5# - '".",("/0
,: ,$- "- 5 ' . #7- - .('-,/-& ,- - T("
: ,0 $? ' . 5 A , "-#, & 5"#- &
>
C& , & ( &
- ,: ,$- "-
- & - 3:"- .('-
#:(.-&
A#
",'("7-
: 7 ,-/0 3 5 &&;7 # ",'(P" (.-
6.- .('-,/- ,(. 5"#- 5 ' 5
-5- "'-' & '
,(. 5"#-
( - ' '(PC& '- & - 3:"-H - ,: ,$- "- ' '(PC& '- - T("
( &
-5- "'-' & '
T( - ,
7"- ' '("7- T( 5
,: ,$- "- 35 &&;7 #",'(P" (.-
.",-'-&
- T("
#":-' &
-& -.83.
-(. ,
( - ,- : 7 ,-/0
'-&
,- & - 3:"-
' & &0 ' "&"7 & 5- - T( - .5 &- & - & ?7 #
A#
. 5 (
& (( -. 5 (
:-,"P-. 5 (
- A",-#
. @!(&, #(.(1,&
/
.
A ". & -,
" . ,
- & - 3:"- .
-
'
5 . 7
- 9 ",: 3
' & & & (& -&5
. - ' A","/0 ', -7 #. ,
-'-5 -' & Y& ,
'-& 3 ," -&
, . -'-. ,
@5
, @
' & .3 ' & T( <. 5
& (' ' & .
- -C& '- '"& "5#",- T(
,(.
&&"'-' &
&
, (,
,&"&
, "-# 5 '( &
- "7-& '-& #" , #-& 7"&-'-& 8 .
-' &
. ' A","
, 8
& 7"/ & 5 .-, , . ,

. Y&
,'"/% & ' . "
,7 #7 ,
'(P",' (. R.-"&S .
. -'-5 -/0 Y& ,
& 7"/ 5 & -'
,'
#-/0 Y ,
&&"'-' & @5 &&-&
<, "-H
".5#;" -&
", #(",' - . &.
.5
,;7 #'
,;7 #' 5 / - " ?7 #H
, - - #" , #- A",-# & 7 , (-"& & -#% & ",
+ ,& " (
- " ,-#'
.3'" & H
'.","& -/0
)M*
. ' - T( - A - & - ' ,

' "@- ' &
#,: '
'
.- -
' 5 &&;7 # - .-"& 8 . -'-5 -'" -5
, "-#'
- .-"& '"A , "-'- & .
, #:"-& '- .5 &-H
" # ' 7"'- ' 5 '( H
(-#. ,
- .5 &- ' "@ ( ' &
,O."
0 &
,&(."'
. &. - & #$ & ' & & (&
& (5
&5 ,&?7 "&
( -& 5-#-7 -& 3 5 O5 " .
. &. . ' - A(,/0 5 ", "5-#'- .5 &- ,0 3 .-"& 5 '(P"

5 '(/0 .-& 7 ,'
5- - 5 '
-' T(
,' 5
' (,"7 &

(5- && #(:-
8 ":-/0 &: - -
, ",(- - 5 '(P"
concorrentes
o
MERCADO
EMPRESA
(funo
essencial:
vender)
Fornecedores
de Capitais
& - , 7- O5 " -#- :-. ,

5 '(/0
T(-#T(
'- #" , #- '- .5 &A",-, " (-
& - ".5
Q, "-
. &.
'
T(
7 #(" '- 5 &"/0
:-,"P-/0
5- - -
- &&O "-
& ,
'- A(,/0
5-5 #'
#- "7-. ,
& (
,& 7-/0
Y& A(,/% & '
& ". ,
- 9 ",:.-,"A& -C& &".(#-, -. ,
:-,"P- " ,-"& 5 #&
.5 T(
"-/0
,-,' C& ,- A(,/0 5 ", "5-#'- .5 &- - T(-# .-"& '
/-. , & T( #$ &0
'"7 &"A" -7-.C& H 5
(. #-'
(
#-'
, ",
5 ,
"
5 # &5-/ T( #$ 3
,&-: -' &
- 9 ",: ,- : & 0 '-& .5 &-& &
-#- :-7-C& & 8 '(5# -&5
& ,'"-.C&
('
,'" " ,- - &(- & 8 7"7<, "- - &(- 5 &5 "'-'
'-' ,-& & (( -&
Q.8"
- 9 ",: T( '"P
Fornecedores
de trabalho
'-&
-7- ,(. ,=.
,-7- 5 ". '"-#
& (
:-,"P-/% & -& &(-& A(,/% &

& ,
' &
& '
- "7"'-'
+ ,& " (
- " ,-#'
'.","& -/0
)MM
. &(.-
- 9 ",: -8 -,:"- & ' , .",-' & X(-
"#- &
& - 3:" & - T( , &
A ". &
-, &
'( -,
& , "'
.("
& "
.5 7". &
'
- 9 ",:
#"." -,' C&
Y&(- A- ( -/0 A T( , . ,
A-8 "
& -8 # ". ,
5 '(
5- -
5-5 # - -5 "-
&
,$
.
-#3. '"&&
&
-#"P-'
& -& .5 &-&
& & (& .

-,
7",' - (, - C&
.5 -'
&
.- -.
(-
&&?" T( -, & . &. ' - ,
&&?"
5-
' & 5 '(
& "7 && . 5#,-. ,
& -
&- "&A" &
,& "<, "- 5-(#- ",-. ,

& - (.- .
, 8
"-#"P-
'
-' "- ?
5 '(P" ".5
5- " '- -,?#"& '-& ,
T( " "- 5 '(P" - T( 5 / & - ' 7 "-
' T( 5- - - .-"
& (
.(" -& 7 P & - 5(8#" "'-'
-' & ,0 8-& -7- 5
& $-7 "- (.- #" , #- ( & -
-' 5- - ' "'"
, 5/0 ' 5 '(
.",-,' T(-,' - -,&A <, "- ( ;'" - ' 5 5 " '-' '
",$-
,& 7-
5 '(P"'- - (. 5 / A"@ .-&
& Y'"& "8("/0 A;&" - ' & 5 '( &
&O & "," "-,' - &(- A(,/0 -5O& -
-8-#$ & ' & 7 ,' '
T( 5- - ' & ,7 #7
. - 7 ,'- ' 5 '( & ( & 7"/ & ,
Y- "7"'-' ' & 7 ,' '
' 5 /
,&(."'
,A(,'" C&
-7-
&&"'-' & '

5
8 -.C&
,& 7-/0 ' (.- #" , #- A" #&(5(,$- T(

T(
,& T( , . ,
& "- ,
&&?"
-&& :( - C#$ & & 7"/ & ' 5O&C7 ,'-
,& T(<, "- ' & - @ ,&0 '-& A(,/% & '
- 9 ",: '"& ",:( .C& $
MARKETING ESTRATGICO
Estudo de Mercado
Escolha dos mercados ( ou das clientelas-alvo)
Concepo do produto ou servio a vender
Fixao do nvel de preos
Escolha dos canais de distribuio
Elaborao de uma estratgia de comunicao
. @!(& , #(.(1,&/
- 7 ,'- ' 5 '(
, 5/0 ' 5 '(
(5 - -& A(,/% & T( #O:" -
(& -
&& 5
' (. 5
-'
- & #$- ' & .
' . - 5 '(/0
-' &C F ( #" , #-&G + -#7 -
- A"@-/0 ' & ( 5 / - & #$- ' & -,-"& 5 #& T(-"& & ?'"& "8(;'
#-8 -/0 ' (.- & - 3:"- '
. & 5 "&
& (' ' .
, #O:" -. ,
.(," -/0
' 5 . /0
( & - -.",$- -, & ' T(
( & 5-&&- ?", @ ?7 #. , 5 #-
+ ,& " (
5 '( 5 &&- &
, 5/0 '- 5 O5 "-
- " ,-#'
-#"P-'
:-,"P-/0
'.","& -/0
)M
A .- &", 3" - #-8 -. &
&& '
H interesse do
mercado num
produto?
5- ",' '-& ,
Podemos
responder ?
Qual (is)
mercado(s)
A quem
interessa Z
Vendas e
Distribuio
Displaying
Factores
Internos
(Recursos)
Enquadra-se
na nossa
actividade
reconhecida?
Comunicao
Promoo
Outras
vertentes
estratgicas
Caractersticas
tcnicas
especficas
rentvel?
'
-'
Que
suportes
Preo
Servios
Face
concorrencia
Que riscos?
,&-. ,
- "7-& '
Que
posicionamento
Factores
Externos
(Legal, etc)
Temos
interesse ?
Em que
condies se
enquadra esse
interesse ?
.5#@"'-'
&&"'-' & ( @5
Que produto.
Caractersticas.
Temos
condies
tcnicas Z
Quantos
podero estar
interessados ?
- 9 ",: - &(-
- 9 ",:
& - 3:"
5- ",'
'-
"-/0
F"' "-G
'
(.
'(
Criao do produto
(ideia ou oportunidade)
Posicionamento
H interesse do
Mercado ?
Interessa ou
enquadra-se na
empresa?
H condies
( produo,
distribuio, etc)
Riscos
(avaliao)
Suportes
Servios
Que mercado(s)?
Quem, Onde,
Quantos
rentvel ?
+ ,& " (
Que/quais
implicaes ?
- " ,-#'
Concorrncia
Mutaes no
mercado
'.","& -/0
Outros
)MU
> "A" -C& A- "#. ,
T( -
& - 3:"
,:#8- ' "& "5 & ' 7
-7
@ ,-
"5 '
# -/% & '"7 &-& F #".-
&
,'"/% & &O " C
:-"&
,
- 9 ",:
,-
,&"' - &0
,O." -&
G
<, "-
. &
. A-
& 5 ", "5-"& -
,-
@ .5#&
-5- "'-' ' 5 '(/0

T(-#"'-'
@ T(;7 #'
, -8"#"'-'
5 /
.(," -/0
5(8#" "'-'
'"& "8("/0
-5- "'-' ' 7 ,'-
&5 & - - ,
&&"'-' & 5 , (-"& ' Q.8"
& 7"/ - ,:#8- - 5
" C& C"- T(

R , , -S
- 5- " '
&& '
& : ' ' <@"

' A","
-'- (. ' & T(-
'
#;" &
,-. ,
& ' ",A#(<, "- -
,&-. ,
& 7 , (-"& 5 '( & &(8& " ( &
,&"' - ,
,&(."'
&
& -
, & - @ ,- - ,
& 5 ", "5-"& A-
.5#@"'-' ' A-
' & & A-
"-#
A -
' 5 ,&-. ,
& - 3:"
' 5 ,' '- -5- "'-' ' : &
& ' ",A#(<, "- T( & . '=7"'- 5 &&" ,- 0 -
5"#- & '- .5 &- . 8
, 0 ' A","
&5 & -& - " ?7 "& A-
-.",$ - 5 && :("
& -8 #
L!
'
- -'- (. ' && & A/'
:-,"P-
&
-#"P-
&&
& L -#E & / '

!#(.(1,&.&":,"A" - 5
L-
& / ' &0 @- -. ,
"&-. ,
+ ,& " (
- !#(.(1,&.>
" C& C"- ' : && . '
T(
! #. >
- " ,-#'
'.","& -/0
)ML
&&".
, #(&"7-. ,
, (,
'
"7 &
, ,' C& 5
5 ,&-. ,
& - 3:"
,&"' -/0
' 5 #;" -& 5 ", "5-"& -5-P & ' :("-
" ,-
, 5 (-#& 8
.5
-. ,
'-
.5 &- - #,: 5 -P
A",-#"'-' '- & - 3:"- 3 '
.",-
5 ", "5-"& (.- ".-: . '- &53 " '
.(," - . '"-,
.5 &- T( & 5
5-5 #C $-7 '- A(,/0 ' : & 0 3' & ,7 #7

:#8-#8-& -'- ,-& ,'<, "-& ' 5-&&-'
6.-
(,"'-'
-.8" , -#C 5
(,"'-'
, ",(-. ,
,'"/% &
- A .(#-/0 '- & - 3:"- ' 7 5- " 'A
"7 &
5 #;" -&
,'
A",-
,-&
(. &"& .- '
,- .5 &- (.- & - 3:"-
, & ,-& & ".- "7-& ' A((
,&"' -/0 ' & T(-
"'- 5 # -.8" ,
'-
-&5
& & :(", &
.5 &- "&
T( -
:-,"P-/0 5 ' "- A-P H

-
.5 <, "-
( & &C"&
&& & ' &
& '- : & 0
&5 ,&-8"#"'-' 5- -
& & - 3:"-&

8
&
-#"& - -
&
&
" -. ,
( & & 5- -
-#"P-
#- " ,-'-&
& &
& 5 ". " -&
. & 7"( ".5#" -.
8 . -&&". -& 5 #;" -& - & :(" ,- ("#"P-/0
( & &H
T(
5 5O&"
5 #;" - 5
,'
(.- & T(<, "- ' ' "&% & T(
,O." -
& 8
"7 & #( - "7 &
& & (&
(& &
&(- 7 P &(#- '- ",& " ( " ,-#"P-/0 '-& ' "&% & & - 3:" -& - & #$- '- &53 "
' , :O "
. T( , & ' 7 . & ,7 #7
5 #;" -& T( 5 ' . :("A .(#-/0 -#
- &(-
"7 . & .
, - T(
& -8 #
'" ":" (.- .5 &- '( -,
(. '
- A-& "," "-#'
' & ,7 #7". ,
.",-' 5 ;' '
'
.5 - 3T( -
,A"-,/- & - 3:" -
- .5 &- -5 ,-& @"& 5 T( @"& . #" , &H
T( - 7"'- '- .5 &- ' 5 ,' 5 ".- "-. ,

@5
.5
'- .5 &- - &(- 8-&
5#-, & 5 - " ,-"& 5- - ("#"P- 5 ;"-&
"5
. 5 &&"8"#"'-' & ' A-P H
3 T( - .5 &- ' 7 "- A-P H
& - 3:"- & ? .8 8"'- ,- A .(#-/0 5 #;" A#
:-,"P-/0
3 T( - .5 &- ' & - A-P H
. - & " '-'
-& 5 #;" -& & 0
"7 & - ' A","/0 ' &
' -"&
3 T( ' . '
' -.8" ,
T( -
' "-
'-& &(-& ,
&&"'-' &
- "7-&H
+ ,& " (
- " ,-#'
'.","& -/0
)MJ
T(
'-& -& A -& T( - .5 &- 5 &&- 5 5
" ,- - & & (& 5=8#" & + -#7 ' 5 ,' .
&& , "-#. , '- - " -/0 ' & &H

-
T( - & (( - '-
.5 &- 3 & .5
&(8 '",-'- Y& ,
&&"'-' & "5
--
;& " -& '-
&5 & - - & #" , &H

-
T(
#" , 3 "
("P5 -, - 7"'-
5 : && '- .5 &-H
-",'-
X(
X(
CX( -8 -
' .
-' & 8-& "- , N . .H
'-& -& ' A","/% & Q.8" & ' 5 5 & - & ' <. -
& (",
&&
- 9 ",: & - 3:"
&& . &. N . . -8 '?C# ' A .- -
. @!(&,
"&-. , ,- &(- 5 O5 "- 7
": .
. -
#?&&" - -5#" -' & Y7"'- '-& .5 &-&

5 && :(". ,
' ",
-,&5 &"/0
. A"
&& 5 && -#3(.-
& :(,'
, "8(-. & .
5 && -"& T( &" 7- - A". -
T(
5- -
, "-# 7 #
(, ?"- : -'- 5 #- R.0 ",7"&;7 #S
, ."- ' .
-8
",
"-
-.8", R5- ",' ' 5 ", ;5" ' T(
(. A-
5-
' & $ . ,& +
+ '-. ." $ &(:
8.
.(.
T( & ' "@
A .- - T(
& &"& .- 3 , 0
- ' 5 && :(". ,
'-
&
-
: ;& - ' ",
&& &
& #$-& ",'"7"'(-"&
& -.
&& : -#
( -. @5 "<, "-& : - "A" -, & T( 5
A(,/0 ' & : & & '-& (#( -& ' & &"& .-& ' 7-# &
- 7 #(, ?"8
, " & '-
-' -&& , - . <& "' "-& 5 ", "5-"&
& ",'"7;'( & 5
5 - " ,-#' &
T( &0 .-& T( & ' & ,7 #7- (. &"& .- T( A(, " , 5
",'"7;
'( & : <, " &
,
& - 3:" -
,'<, "- ",A-#;7 #5- - - .-"
T( & 5 ' ' 5# - , 5#

-, . -#.-& T( 5 .-,
.
!./& .%
- 9 ",: &( : ' &' - &(-
-& 5 && -& &
"-
- 9 ",:3- .5 &-
&& R - 9 ",:S "," "-C& 5
' & . &. N . .H
-' &0 H
, 0 '" . & T(
>
,$
'
, "-#5 ."
"7 & . #$ 5 &&;7 #, T(-'
+ ,& " (
'
'-. '
H
- & ",'"7;'( &

. &'
- " ,-#'
Y&
:-,"P-/% &
-#"P- . & & (&
- &- "&A- O " & 5- - -& '(-& 5-
'.","& -/0
&H
)M!
5 ", ;5" '- #"8 '-' ",'"7"'(-#

.
-'
5 T(
.5 -'
'- & 8 -,"- '
,&(."'
. & & (& 5 O5 " & 8
& 0 ,- 8-& '-
, ."- '
"7 & (.- -( , ."- ' 5 & ,-#"'-'
& #$-& ",A#(",' & 8 - ,- ( P- - T(-, "'-' ' 8 ,& & 7"/ & 5 '(P"' &H
- 9 ",: 5 ' 5 "& &

&- "&A-/0 '-& ,
,
' A","'
&&"'-' &
,A .
' &
(8 "& R
&&"'-' & ' &
&5
& ' & ",'"7;'( &
, "-#' 5 '( & & 7"/ & : -'
--b #
-.8",
R6. 5
'-&
&& & "-# " , -' 5- - -
:-,"P-/% & 5 #-
- 7 #(, ?"-
& ' ("#"'-' &S
- 9 ",:3 . -,"&. 5 # T(-# ",'"7;'(
: (5 & &- "&A-P . -& &(-&
. " '-
"&-& && , "-"&
"-/0
'-
- ' 5 '( &
( -&
. 7-#
5- - & ( &S
,&5" -,' C& , & -& ' A","/% &
-& 5 5% ", : - ":(-#. ,
&
, " & ' ",A .-/0
'
.5
- 9 ",:
,-C&
, 0 (. 5
( :-,"P-/% & G '-& A , &

- 7 #(, ?"-
&& & "-#' : & 0 F- -73& ' & -
A#(@ & ' ",A .-/0 ' 8 ,& ( ' & 7"/ &
, "-#' && & 8 ,&
#,: 5 -P & 5- - & 5- " "5-, & ,-
-&
,&"' - ' & . ' &
, /0 '
",& (. , & '
'". ,&% & '
& "-# T(
- 9 ",:
.5
&"& .- '
& 5 & "
5 &T("&-& '
",
& -&5
,&(."'
A#(@ & ' ",A .-/0
&G (
.3'"
.3'" '-& 7- "?7 "& ' - /0 '
F5 '(
F
& ",
. '"?" &
:-,"P-/% &
. A". ,0
GH
- "7
' - /0 F & (' & ' .

#.- 9 ",:
# -. - T( & 0 '- A -
- 9 ",:C "@ C & 3#8 &
F8 ,& B& 7"/ &G 5 / 5(8#" "'-' B5 . /0
+ ,& " (
& .3 ' &
:-,"P- " ,-# - ", : -/0 '
- 9 ",: &5 ;A"
#- "7 & Y A-& ' -,?#"&
& 7"/ & T(
:-,"P- " ,-"&
-.8" ,
- 9 ",: 8-& & ' '-' & .- 9 ",:",
A#(@ & ' 8 ,&
&
- 9 ",: #?&&"
.5 &-& 5=8#" -& (5- -5=8#" -&
& A, &
& A, &
&
,'
. - ,/0
,/-. -
& ' ("#"'-' & - (
"-/0
- 9 ",:
& -
& T( 5
. 7"& -
:-,"P-/0 H
#( - "7
& 7"/ & : -'
- 9 ",:,-& ( -& A(,/% & '-
'"& "8("'
&&
& T( & -. ",'"7;'( &
- " ,-#'
'.","& -/0
GH
- &(-
D& '
'"& "8("/0 F . ",:#<&
-'
"P-/0 5
- $E 5 '(
GH
)MI
- 7 #(, ?"-
, "-#T(
'- ' A","/0 ' & -.5 & '-
("#"'-' T( & :(,' 5 #& -
.3'"
&' .
-'
<, "-H
"- ,
#?&&" - ,0 & ?8 ,3A" - - 7 ,' '
#- "7-. ,
( #,: 5 -P &G 7- "?7 #' - /0 , T(-'
. @!(& ,
# - - T( & 0 '
& ,0 A 5- "#$-'-
. @!(& , #(.(1,&/ F ,T(-,
'- '( -/0 '
A"
. , -'
&
-,
, & G 8.
' & A#(@ & ' 8 ,&
,&(."'
(- G
(- '
. - '- 7 # "'-' '-& -,&- /% &
&
'- ",A .-/0
,&(."'
5- - -& A" .-&
,' . , & . 7"& - - &- "&A-/0 '
.5 " "7"'-' '- .5 &- F A ,' & ,G
( ,-
5 -'- ' A .- .-"& ",&"'" &- - -73& '-& 3 ," -& '- 5(8#" "'-'
' & & (' & ' . "7-/0 F A - 9- 'G
& -& -,?#"& & 70 & (( -, & '
, ,
& -'
'-& '
'
8 '"<, "- &0 -
& '
'" ( & 8 - 7" #<, "- &".8O#" - @ "'- 5 #-& & (( -&
-'
(- '-& - .-& ( ' '",$ "
& (( -&
-5- "'-' ' -'-5 - - A - Y5
#- "7"P-. - , /0 ' & 8 -,"- '
' T( - & 8 7"7<, "-
'- 5 . /0
- 9 ",:C "@ T(
'-& - /% &
7 ,' ' -& '-& A , &
' &
'
! ./& .% F8-& -' ,- &".5#& -'-5 -/0 '- A - Y5
A .- '( ?7 # . #$ T( & & (&
,&(."'
,T("& - ' 5-
& . 5 & ,/-H
.5 F (
&
# - -& 5 8#.?" -& '-
:(,'
. & .5
,$ ". ,
(.- '". ,&0 &".8O#" -
'
:," "7-& &(& 5 ;7 "& ' &
# - ' .",-/0 . &. T(-,' -&& , - ,- A /- ,(-
,$ ". ,
-5#" -'-& -
T(
'-& -&
&-
,T(-,
"&-& '
& ' &(8."&&0
'
-"& 5% . . - /0
(,'
. 5- " (#- Y&
& (( -& & "-"&
] Y 7 #- ' 5- &- "&A-/0 B' .",-/0 T( & ' 7 0

.5
-. ,
'
,&(."'
,' C&
&
,&(."'
" , - -& 5 &T("&-& A(( -& . .- 3"- '

&
,-' .-"& - " ,-"& . , & A"3"&
.-"&
-A "7 &
A","/0 5 - " ,-#'
- 9 ",: ' <. 5

,
&&"'-' & '
'
"7 5 7
,&(."'
- 9 ",:
. - $ #.E R3
(
,& - . '
, (,
'-& - /% & T( ,(.-
,(.- '-'- &" (-/0
& ".(#-
.",-'- - : "- ' 8 ,& ( & 7"/ &
+ ,& " (
- " ,-#'
'.","& -/0
, ."- ' .
&(& " -
-'
( , 7- -&
:- -, " - -'-5 -/0
) K
, ;,(- '
'
-5- #$ 5 '("7
'
-5- #$
- 9 ",: -'" " ,-#'
.5% C&
"-# '-
.5 &- Y& ,
&&"'-' & -&&".
.",-'-&S
&& '
'(-& : -,' & - "7"'-' & '- .5 &Y.
&
. T(-&
"5 & ' - /% & T( & ",&

@
"&
7 . ,-&
' &' - "' "- ' 5
-3
' 5 '(
"
Projecto
AL
RH
LOG
"
* S
Operao
TdD
TEC
Observa
o e
Anlise
Ideia de
Projecto
Ajuda
deciso
Organizao da
comercializao
Controlo
Morte do
Produto
Ajustamento
TdH-Tomada de deciso TEC-Dimenso Tcnica do Projecto RH-Recursos Humanos
AL-Dimenso Administrativa e Legal LOG-Dimenso Logstica F-Dimenso Financeira
5#! $.9: !.. 6%&#!&0 -& A(,/% & 5

'-' & T(-, " - "7 &
5
T(-#" - "7 & & 7",' + , T(-'
' ".5#-, -/0 ' (. 5 ,
-7-#"-
"&
, $"'-& 5
' 7 ,'- 5
:-,$ '- , -'- , .
&& & -8-#$ & 5 ' . &
&& & '
' 5
' (. 5 '( , 7
@ .5# + 5- - & ('-
#$-
-,?#"& ' &
-' 5
('
, "-#
-'
-#"P-' & 5 # ' 5- -. ,
5 #-& & " '-' & @ ,-& (5
' & &5
'
& (' & '- .5 &- 5 #- '"7"&0 C5 '(
(.- T("5-C5
+ ,& " (
- " ,-#'
'.","& -/0
) )
- .; . H !/&#: - -,?#"& ' &

#-,
, (-#'
&(#-' & ' & '"7 & & & (' & A (-' & 5 ."
- 9 ",: F #- O "
(. 5 '(
.- - ' "&0 '
(. .
-'
, -'- , .
& "
' -,?#"&
( (. #. ,
-'
'
'
. ,'-/0 '
- 9 ",:T( &",
-' &
,. &C.9:
- ,;
7 #'
'-& '"A , & A(,/% & '- .5 &-
' & & 5 '( & B('
' (. R5
' & &
& "
, -'- , .
-'
(.- 7 PT( ?,0 & ",&
S .-& ' (.- R 5 -/0 S
,0 '
:-,"P-
- .5-,$- -& - A-& ,
( % ! .; #(.'! (
8
.-'- - ' "&0 '
:- (. 5-5 # 5 - " ,-#+ . & , "'
F5 '(/0 5(8#" "'-' B5 . /0
&
,'
#
-8 -. 5#-, & :#8-"&
. / '! /&.%&C.9: C 6.- 7 P ,$ "' & & . -,' & '-& '"A , & '". ,&% & '-
- 9 ",: 7 #- -
- -C&
/0
' . '"A" -/0 (' -8-,' , ' 5
"P-. -& 5 -/% & - .5
-,?#"& ' 5
T(-'
(.
- 9 ",: 5- - (.
- 9 ",:C "@ G ,- 8-& ' T(-# - '"
(.- A .- .-"& : -#- .5 &- B( -'- (.- '-& &(-& '"7"&% &C5 '(
'
#-8 -
"-#"P-/0 '
5 '(
'"& "8("/0 G
&
.5
'-& -& A-& & '
( 8(#<, "- @"&
&&?"-& Y
-. , & ' & 5 '( &
' &-
&B ,&(."'
" # ' 7"'- ' (.- -,?#"& 5 .-, ,
-'- 7 P.-"& "&
'
&- ,
& ' 7.
5 T( ,-
". , & ".5 7"& & 7" . - 5
- '-
( 8- - @ (/0
' & 5#-, & ' - /0
# ' .- 9 ",:
A .- -8& #(.5 &- 5
,&"&
#- "7- F
:"0 5
. . '" -
#- "7-. ,
& :. ,
'
, -8"#"'-'
- & 8
#" , #- .
'",Q." - F #- "7-. ,
- & -, & -,
7 ,'- ' & (& &
"-"& '-& .- : ,& '-& 5-
& ",'" -'
"
# '
5 / & ,=.
- 9 ",:
,&"&
":(-#. ,
"7 & A"@-' & 5
5 ,
#-/0 Y ,
<, "-
@ .5#G - 5- "
&' .
-'
' 7 ,'- '- . &.G
' A .- & ?" -
( & ' & ",'" -'
' & ",'" -'
'
A <, "-& -8-,' ,-'-&

. " '
'"&5 ,"8"#"'-' 7-#
' 7 ,' '
T(-#" - "7 & F
,=.
&
5- "/0 '
.(," -/0
( 7"&" -& - # -"&
"-, & ('"& "8("'
. R-(& (#- S
& T(-, " - "7 & F-.5#" ('
'-& ' &5 &-& 5(8#

" " ?"-& 5
"-# A",-, " - ' & 5 '( & '
& '-
&'
<, "-
& '- #" , #-
@ (/0 T( - 5- " ' ",'" -'
& 5
& ,=.
& #. , & '- 5 #;" - 5 & - .

5 A(,'"'-' '- :-.-
/-. ,
B (5
'
5 ;'
.(," -/0
-#"P-'-&
- " ,-#'
'.","& -/0
G T(
. #" , &
& & ' 5 '( & (' ' &":,-/% & ' ("#"P-/0
+ ,& " (
, -8"#"'-'
'"&5 ,"8"#"'-' ,(.3" -
A T(<, "- '-& 7"&" -&
(,"% & ' : (5 '
7 #(/0 ' &
,7 &-&
G
) *
",-#. ,
. '"'-&
# '
"7-& T( 5 ." -. - (& - - #,: ' 5
, #(&"7-. ,
-"&
- 9 ",: @5#" - -& '"&A(,/% & 7 , (-#. ,
- 5 #;" - '
- 9 ",: 5 - " ,-#' &":,- -& 5 -/% & '
& -8 # ". ,
'"& "8("/0
(&
'
-.5-,$-& ' 5(8#" "'-'
"' , "A" -'-&
, 8
- 9 ",:
- 9 ",:5 &
"
& Y5 '(/0
' 5 . /0 - - /0 ' & 7 ,' '
&
& & 7"/ & 5O&C7 ,'-
MARKETING OPERACIONAL
Estabelecimento de campanhas de suporte
Aco de vendas: vendedores e Mkt.Directo
Distribuio dos Produtos e Merchandising
Servios ps-venda e assistncia a clientes
D>
&
.9: E.
) *
6.- 7-, -: .
T(
, "-#
,& " (- (. A-
- "7"'-' 6. -
6.- 7-, -: .
6. 5 A"
8-
/! (.%
&
C.9: !. #(.(1,&
. !
,&"&
. ' .",- . #$ ' T( &
' "&"7 F ( -
C $-7 G '
C $-7 ' &( && 3(.- - -
, "-#
: -( ' ' .;,"
$.9:
&( &&
, & (.-
,(. '
.",-'
' .;,"
'
;& " - 5 O5 "- ' ' .;," '- - "7"'-'
&5 ,' - : -(' ' .;," ' && A,' ,' 5- -
.5 <, "-
5 A"#"' -#
5 #- .5 &-
,& " (" 5- - & 5
, "-"& , -, & (.-
" - '"A;"#' (# -5-&&-
6.- 7-, -: .
,
, "-#' 7 &
' "&"7-
"- -5"'-. ,
- '"& Q, "-
#- "7-. ,
- &
, &
-
7 -5 "- C& ,(. -
7 &
7-, -: .
C $-7 ' &( && H
,&"' -'- ".5
, "-#' 7 &
-, 5 #
,&(."' H
'( ?7 # ,0 &(& 5 ;7 #' &
5 & - . -(&- - .3'" 5 -P
' '"& ",:(" C& F @& G
+ ,& " (
- " ,-#'
'.","& -/0
) M
(.- . '"A" -/0 ,-
(.- . '"A" -/0 , &
(.- ", 7-/0
7-, -: .
. T( &
&& , -,'
>
,&(."' H
' A,&?7 #
, & ,0 5 &&-. -,(#- A- "#. ,
&&- 7-, -: .H
.5 <, "- =," -&
$.9: > #(.(1,&

.!"!#! $ %
$&
'! (
6.- '-& 7-, -: ,&

"&&
, "-"& T( -& .5 &-& 5 &&-. '
( 3(. ' &
&0 -& &(-& -5- "'-' & ' ", 7-
. & .-"& 5 ,(, "-' & 5 & , . ,
-& -A",-#T( 3 , 7-/0 Z
X(-#- ".5
X(-"& &
", 7-/0 & ?",
Q, "- '
, 7- Z
&(#-' & 5- - - .5 &-Z
#":-'-
, 7-/0 3 - -5#" -/0

5
" 3" & ' 5 A , "-/0 '
, #O:" -H
, "-#' 7 &
' ' '"& "8("/0 H
. - & - 3:"- ' .('-,/-
":",-#
,& :("'- ' (.
, "
'(.- ' & 8 - ( '(.- ",7 ,/0
-' - ' 5 : &&
, 7-/0 35 "&
(. A#"P- -&
&(#-' ' (.- 7 , -'
@5#;" - ' .('-,/-
,0 - &".5#&
,& T(<, "- '
F -.8",G
5 &T("&- ' , 7-& "' "-&

, & ' 5 &T("&- ",
( & & ",
7 ," , & , &&- 5 &T("&-
, &
+ ,& " (
- " ,-#'
'.","& -/0
'"
/0
5 && -# -
T(-#T( : (5 '
/- ' > ,'-&
-8-#$ ",& -#-' 5- -
A"
& & 7"/ & ' ",7 & ":-/0

F=
' & ,7 #7". ,
6.
& A , & @ ,-&

,7 & ":-'
.
-'
&
,7 ,
@ , &
& 4-8",
#" , &
&'
& (' &
"& "8("'
&
7"& -& 5 A"&&" ,-"&
&& "-/0 '
.5 &-&F
, &
G
& (' & '

"-&
(,"7 &"'-' &
& 3 ," -& '
'"P ('
&T("&-
T( 7 . Y -8 /- - 5- " ' (.- "' "-
, -#
]
":(-#>
.-& ' A .- ",'"
& -8 # ". ,
' (.- #"& - ' - "8( & . '"A" -,' C &
k4
"' , "A" - - 5- " ' (. 5 '(
-#:(,& ' & & (& #. , &
l
-&& "- 5 '( & 5- - , , - , 7 & 5 '( &
^
'
6
- 5 8#.-& ,
,&(."'
64
.-,
",
&& '-& 5 && -& ,-
R "# -: . '
,- ("#"P-/0 ' && & 5 '( &
"-/0 ' , 7 & 5 '( & "' "-&
' "-&S
5 '(/0 H
, "-# .
"-#- (
, "-# .
"-#- #,: 5 -P H
, "-#'
,?#"& '
#".",- "' "-& , :- "7-&
.-"&
' 5 &&;7 #H
5 -P H
& ". , H
@ T("8"#"'-' H
+ ,& " (
- " ,-#'
'.","& -/0
) U
,/0 '-& "' "-& T( 5 &&-. 7" - &

.
,- &
A-8 " -
( & & '- .5 &-
.-"& - '
3 ," -
"-#. ,
-#"P?7 "&
,'
& -& ' 7 0 ' '" - C& - & 5 '( & T( & -. -5-P & '
&5 "-#. , - ,;7 #' & T("5-. , & ' 5 && -# ' R9, `#': S
6.- "' "- 3(.- 5 &&"8"#"'-' ' 5 '(

6.
3(.- ' & "/0 ' &&- "' "- & 8- 5 &5
, "
"7- '-& 7-, -: ,& T(
,&(."'
'-;5 &&-
"-
, 7-/0 3(.- - " ('

]- -5- "'-' ' ".-:",- ' -' 5 - - , 7"'-' ' 5\ . -(&- -
",- '
& (",-
& $?8" &
, 7-/0 3(. "&

T( ".5#" - T( &
,A ,
' & ,$ "'
.5#" - -.83. (.- -8 '-: . .(#"'"& "5#",3.m
.-"
, 7-/0
7"'-&
"&
T( &
, - @5 ". , -/0
& 8 (' -
#
"&0
. R . '"&. S
>
7-, -: . ' - - -,
,O." - 3(.- #(- ,
& T( T( . .('-
& -' '-&
"&-&
& T( T( . .-,
"&-& - . ' -, ": F (- (-#G

.
. T(-#T(
8- -#$- - 7-, -: . & ? , .-#. ,
, #O:" - 3(.- - .- 5 " " ?"- , &&
.8- m
'
#-'
' & T( - - -.
", 7-/0
(.- & - 3:"- ' & 8 7"7<, "-
, 7-/0 . 7 #(/0
'(/0 ' (. , 7 5 '( F ((.- . #$ "- ,- T(-#"'-' ' (. 5 '(
",
-8 ( - ' (. , 7
'(/0 ' (. , 7 .3 ' ' 5 '(/0

-'
6.- , 7- A , ' A , ". ,
6.- , 7- A .- '
A","/% & '
'
- 3"-&C ".-&
:-,"P-/0
, 7-/0
R6. ",& (. ,
5
? @"& , G
' & .5
,' '
(,"'-' 5- - (. , 7 5 '(
& - -73& ' T(-# & & @5# -. - .('-,/-
. (.- , 7-
(& 7"/ S
+ ,& " (
- " ,-#'
'.","& -/0
) L
R6. A,O. ,
.5#@
#", - 3 - -
"P-' 5
. -,"&. & ' #
R & .5 &-& :-,$-. 7-, -: ,&

. & , "' -.5# ", #(",'
R
&& '
-,&A .-
, 7-/0 3 (.
-&5
&'
, "
"-/0
&& - -73& ' T(-#- ", 7-/0 . : T( ,0 & :( (. 5-' 0
.5#@ & 5
.5 " "7-& - -73& ' -
(& ' , 7-&
& ' ", 7-/0
, #:"-& , 7-& A .-& '
(,"'-' & . , 7-& "' "-&
$ #;& "
,7 #7 - -5#" -/0
' & 8 - - 3- & ' '"A(&0
# -,' C-& ,
F5
-#"P- -& - A-&S

-' S
"-#'-& ",7 ,/% & ",
5 - ' &'
&
'-& 5 &&;7 "& -5#" -/% & G
T( & 5 ' .-,"A& - ,- . #$ "- '
'- A#@"8"#"'-'
. #$ "- ,- T(-#"'-'
'". , & ' #:;& " -
#(& # !
&&
& -& , - -. - ", 7-/0
' & .5 ,$ '
5 O5 "
&&
&& & .-"& ", : -' & (-( .- "P-' &G
(. ,
5
- "7-&S
-5#" -/0 S
, 7-/0 , 5 '( F (. . #$ ' & .5 ,$ (-#

- :-. ,
, 7-/0 ,
#-/% & ",
, "
&&
'(/0
#' &
#7 '.# !
9&
, #:"- ( 5 & , -/0
$.9:
.-#. , 8-& -'- . c
.-#. ,
( !# .
&(#-, '-& 5 &&% & ' .
C , 7-/0 ",'(P"'- 5 #
0.$! .
,&-
-'
$.9:
C , 7-/0 ",'(P"'- 5 #-
(' &
$.9:
'(
& :( -,/- ( '(/0 ' '-, & -.8" , -"&
, #:"- -'
$.9:
".-:",- #"7 . , H
+ ,& " (
- " ,-#'
'.","& -/0
) J
C @5 ". , -
("'-' &-. , H
C @ (- 5 (' , . , H
. .L !.
' , "A" -
$.9: 7 /& ![
5 ,
6.- -('"
"- ( '"-:,O& "
& - 3:"-&
& -('"
' 5- "'- ' A","
-.",$ - & :(" H
, #O:"
3 (.- '-& . #$
& A .-& ' & 5 &" " ,-
' A","
, #O:" -&H
"-&
, #O:" -& ' 7 . &
-#"P-'-& 5
&5 "-#"& -& ' ", 7-/0
-# #-8 -/0
'-& , "'-' & -('" -'-&H

' 5 - (.- A .- &"& 3." - '
-:" - 5 8#.-&H
& ('- 5
? &(#-' &H
&& &
8 ":- C& - ", 7-
,'<, "-&
-'" -# 5 " '" -. , H
' 5 -,' A -. , -& ' -5 " Y "- "7"'-' H

, -,'
. :&
N" - T("-& : .
"-,' (.
&' 5
",
"- 7- "?7 #H
& ". ,
(,",' .-"& . #$
5 5;" &
* ) Q
& ". ,
' "' "-&H
( & & N(.-, & A",-, " &
0 -& '(-& A- & '- . &.- . '-
, 5- - & : " H
& 0 ", ".-. ,
#":-'-& ,(. ; (# ' . #$ "-
, ;,(-
"
#
2 !(! " /@! 3
>
"&
7!! /&
.9: ! (! 5;!/(&
$ E #(.(1,&
.E 6/(&
/.! /9:
(" & 5 A"&&" ,-"&
,A(,' . A T( , . ,
- -P0 ' &
' & & +
& &m C T(-
. &
&(- ' A","/0 5 3. ,0 & ? ",:"'- Y
.", #:"- '
- 9 ",: .-& - (' T(-,
A-P . & -
#,: '- , &&- 7"'- . &. , , && T( "'"-,
+ ,& " (
- " ,-#'
'.","& -/0
) !
5;!/(&$
#: T( & 5
,' -#-,/-
(- ",:" H
#(.(1,&.
A .-
. 5 ,&-. & 5- - 5 '
-#-,/-
&&
"7
6/(&/.
:-,"P-/0 ' & . " &
.5
,'". ,
'
- /0 ("#"P?7 "& 5- -
& . #$
&
&(#-' &
. T(-#T(
5 && :(",' - & - 3:"- ' A","'-H
/9:
:"
\ . 5 ?" -
-#"P-
& - A .- &".5#& '

5 ,&-. ,
-P
.5
,&0 5 '
. & 7"&(-#"P-
Y , #(&0 (& - Y 8 ,/0 ' &&
&& ' : & 0 ' &'
"7
Ideia.
Concepo
Anlise da
viabilidade
Avaliao da
oportunidade
Desenho
Estratgico
Definio das
tcticas
Instalao/adaptao dos
recursos
Aco.
(prtica no
terreno)
Objectivo a
alcanar
>
./ ! &/
#(.(1,&.#>
, /0 ' ' .;," ' - "7"'-'

5 ('<, "-
!,'! (.9:
#(.(1,&/.
5 ' - -,:(#- '- -,?#"&
. : -# (.- .5 &- -5 & , -C&
+ ,& " (
. (.
- " ,-#'
& - 3:" - ' 7 &
, (,
("#"P-'-
-: :-' ' 5 '( & A(,/% &
'.","& -/0
) I
' 5- -. , & '"7"&% &
:-,"P-/0 '-
' .;," & ' - "7"'-'

7?" &
. 5 '
.5 &- 5 '
",7 &-. ,
& ' ' "&0 -(O, . &
-: (5- - "A" "-#. ,
'"A , &
",'" (. . &. ' .;," ' - "7"'-'
- & - '"7 &"'-'
7 #-C& ",'"&5 ,&?7 # (. -8-#$ '
& :. , -/0 & - 3:" -
' .;," ' - "7"'-' 3 - (,"'-' ' -,?#"&

& :. , -/0
5
", ,
5 &&;7 # #- "7-. ,
& :. ,
A-
'-& - "7"'-' & '- .5 &-
& - 3:"
& 8 - T(-#& -5 "-
. 5
Y& & #$-&
--
6. ' & & #$ & T( .-"& A T( , . ,
&
- & :. , -/0 '
$ . :3,
.5
, (,
- - #7-
-' 5 ." "& #-
& -'-5 -. & 5
&& &
& :. , -/0 '
(.-
'
=," - '
.8",-/% & ' & -&
- & :. , -/0 '
-'- (.-
,-
.,
-'
- -. ,
&&"'-' & .3 ' & '
& -& '"7 :<, "-& - & :. , -/0
5 "."P- -& - /% &
#- "7-. , - & & (&
&
"-"&
,&(."'
&"' ,-
- 9 ",:
,& - -/0 ' T( (. .
.5 -'
- 9 ",: ",'(P
.8",-/0
:( . T(-,' '- & :. , -/0 & - 3:" -
- 9 ",: -5 "-C& ,-
.5% C& ' (.
-. , & '"A , &
5 '( B.
"P-' 5
' & - 5 -/0
& -, &
("#"P-/0 -8(&"7- ' (.- & :. , -/0 5 3C @"& ,
-#"'-'
& - 3:"
& - (,"'-' ' . ' .-"&

&(#-'
N? -, & & :. , & & - 3:" & T(-, -&
'-& T(-"& 3$ . :3, - '"A , ' T(-#T( '-&
"7 ' A","
& - 3:" -& - A (-
3 (. ' .;," '- - "7"'-'
&C $-7 ' &( &&
- " ;,"
.5 . 5- &
#- "7-. , Y #" , #- A",-# &&".
&
- 9 ",:C "@ - -
;& " -& ' & 5 '( & 5(8#" "'-'
'"& "8("/0 A /- ' 7 ,'-& 5 #;" - ' 5 / &
- - (. A-8 " -, ' -( .O7 "& 5

7?" & & :. , & '
5 . " ,-"&
#" , #-
@ .5# - :-.- ' 7"- ( -& 5- " (#- & 5 ' &
- 9 ",: 5 T( ,- .3'"- ( -#- "#",' -'- 8 - 9
.-"& : -#. ,
- -'- 5 '(
, (,
'- 5 #;" -
7-'- Y& =#".-&
,& T(<, "-&
"-# &0
(53
'"7"'"'- .
& - /% &
-'-5 -' & - -'- -#7 '-
& - #",$- ' - /0
,'(PY "-/0 '
&3" & &5 "-"&
& :. , -/0 '

A-
- 9 ",:
, , -C& 5
&C $-7 ' &( && '- - "7"'-'
#-'
,(.- 5 &5
,
(.- 5-
<, "- - .3'"

' &
"7- '
5 -P
- #,: 5 -P &
, & -5 ,-&
, &
. 5- " (#,0
& A-
. ,-'- - 7
-& -,' C&
,&"' -,'
+ ,& " (
-,
#
&
"-"&
":, -
& -"&
, #O:" & ,&
7 C& 5
. & A(,'-. , & && , "-"& '-
,(.- & :. , -/0 5 '( B.
& T( A-8 " -.
- " ,-#'
-'
#- ":, -
. &. 5 '(
'.","& -/0
)UK
(,'-. , - .5 .
A#@0
' -& 5- -
& - 3:" A((
,(.- & :. , -/0 '
'- .5 &- -' 5 -,'
- 9 ",: #7- "- .
A <, "-
.- ' "&% &
& . #$
&
( 5"
&
' & .5 ,$ & ' (. 5 '(
&& 5 &&(5 "- T( 35 &&;7 #' A","

& .
' & A-
& - 3:"-& 5
,&"' -/0 A" & ",'(P"' &
& ' &( &&
(-
.5#. , - "'-' & "&
": . ,0 3 .
"
5- 5 '( B.
-'
( . &. 5
. ' #
3 ":, -,' (.- : -,' 5-
"-#
SEGMENTAO DE MARKETING
SEGMENTAO ESTRATGICA
Respeita a um sector de actividade da

empresa
Visa dividir os compradores em grupos ,
caracterizados
pelas
mesmas
necessidades, os mesmos hbitos e
comportamentos de compra.
Permite adaptar os produtos aos
consumidores, seleccionar os alvos
privilegiados, definir o Marketing-Mix
Provoca mudanas a curto e mdio
prazos.
Respeita as actividades da empresa no

seu conjunto
Visa dividir essa actividade em grupos
homogneos que assentam:
na mesma tecnologia;
nos mesmos mercados;
nos mesmos concorrentes;
Permite revelar:
Oportunidades de criao ou de
aquisio de novas actividades;
Necessidades de desenvolvimento
ou de abandono de actividades
actuais;
Provoca mudanas a prazo;
Permite revelar necessidades no satisfeitas ou mal satisfeitas

pelos produtos ou servios actuais
5 - - & :. , -/0 & - 3:" - '-& - "7"'-' & '- .5 &'" ": ,
(.-
5 & , -/0 '
",A .-/% &
"7 5 ", "5-#A ,
-.5 ' 8- -#$- . & -#- -5 5 "-'-
- .5 &- -# . ,(. -.5 ' 8- -#$- T(-,' &

'" ": , & ' 7 . - " ",-
.5
. 8-& , : -( ' 5 . ,
-- '
.5 .
& ( A((
.-"& -5 5 "-' 5- - ",
&
-
-&
(,"'-& (5 '(P"'-&
& :. , -/0 & - 3:" - -5 "-C& ,(.- -,?#"& '-&

,(. '-' & :. ,
, - A (-
.5 <, "-&
T( "'-& 5- - & &
S T( 5 ." - - - "8("/0 .-"& ('" " &- '
.5 " "7
(& &
& & #$-& ' -A -/0 ' & ",7 & ". , & ' & $ . ,& ( . &. ' & # -"& -5 "- C& C0 ,(.-
+ ,& " (
- " ,-#'
'.","& -/0
)U)
A : -A"- '-& - "7"'-' & '- .5 &- T( ' 7 &
A" - ,- & -#- -' T(-'- T( .","."P
&
,A#" & ' A , " -
!,'! (.
!/ (!! !.,
,&"&
& - 3:" & T(
,- 5
.'! (
( - - 5- " '-
,&"' -/0 :#8-#'- .5 &- ' & '"A , & & :. , &
,& " ( . - &(- - "7"'-'
. & ",'" - - & :("
EMPRESA
SEGMENTOS
ESTRATGICOS
O RECORTE
.3 ' ' & :. , -/0 ' , .",-' ' R
' #" -'
]
-& ",A .-/% & ,
&&?"-&
'-7"- - =," - -8 '-: . 5 &&;7 #T(-,'
-: (5-. ,
(, -
,&"&
S 3 ' -5#" -/0 '"A;"#5 T( 3 .(" -& 7 P &
& -. & 5 -, (.- .5 &- . , 5 '(
. 5- " ' & 5 '( & F (& 7"/ &G
"-#"P-' & 5 #- .5 &- 5- - &
. & :. , & & - 3:" &
SEGMENTOS
ESTRATGICOS
PRODUTOS
SERVIOS
O REAGRUPAMENTO
+ ,& " (
- " ,-#'
'.","& -/0
)U*
0 - . &. & :. ,
.5 <, "-& &

,
--
& - 3:"
5 '( & ( & 7"/ & T( 5 ,$-. .
"P . 5 #- . &.-
.8",-/0
' A-
: -& . &.-&
&C $-7 ' &( &&
,$-.
, & "'<, " &
- & T(<, "- ' & -& '(-&

- . &.
-5-& &( &&"7-& ".5
-: (5-. ,
,'(P .
&(#-'
! (&7&/.
#!,'! ( !#(.(1,&/
. - - ('- '
(.- 8-
"- '
'"7 :<, "-& @"& , & ,

. &.-& - -
-&
" 3" & -5 5 "-' & '
-'- (.- '-& - "7"'-' &
;& " -& A-
& - 3:"
"& &
- :- -, " T(
' &
&
.",-.C&
& -'-&
" 3" & -' 5 -' &
-&
,7 :<, "-&
( -&
'(-& - "7"'-' & -5 & , -. -&
#-& 5
, . -
. &.
& :. ,
, ?" A .-. ' "& & :. , & & - 3:" & '"& ", &
" 3" & .-"& ("#"P-' &
"5 '
#" , #- -8 -,:"'
7 5 ." " '

"'<, " -&
.",- -5"'-. ,
& -& - "7"'-' & T( &
"& ",:( .C& 5 ", "5-#. ,
7 ,'"' & - : -,' 5=8#"
.5- -.
&5 " -.
(,0 #" , #-&
& 5 '( & (& 7"/ & ' & ",-' & - & ",'(& "-"& ' & T( &0
-& ( -& '"& ",/% & &0 5
7 P & .-"& 5
", , & & @ "'-'
- : "-& &O " C5 A"&&" ,-"& & "#& ' 7"'-
&&"'-' &- "&A" -
,7 & ":-C& &

&
& 5 '( &
&& & 5 '( &
&
&
" 3" & '
.5 -
&(#-, & '-& - "7"'-' &
&5 ,' . - & . &. &
" 3" & '
.5- -'-& &- "&A-P . - . &.- ,
&&"'-'
.5 -
" 3" & ' '"& "8("/0
. ' ' '"& "8("/0 3.(" -& 7 P & (.
.",-,
<, "-
5 & ,/- '

-: (5-. ,
-' 5
, & "'<, " & . '(-& - "7"'-' & & ? .(" -& 7 P & ,-
' & & ,(. &O & :. ,
(.- .5 &- 5('
" 3" ' & :. , -/0 '
&
& - 3:"
6. & :. ,
& - 3:"
": . ' (.
&O . &":,"A" -' &
,';7 # &5 "-#"P-,' C& , #
", ,
+ ,& " (
- " ,-#'
'.","& -/0
)UM
-'- & :. ,
: : ?A" -&
T( &0
& - 3:"
5 & , - (. -.5 ' #(-
@"& . & :. , & '
-?
:" ,-"& A",-#. , -#:(,& ",
# -# ( &
, "-# . -& &(-& 5 O5 "-& A , " -&
. (.- ' #"." -/0
:" ,-# ( & -",'-
,- " ,-"&
& - '". ,&0 : : ?A" - '- & :. , -/0 & - 3:" - 3.(" -& 7 P & ":, -'& (' & ,$ ". ,
,(. , 7 .
( -& @-: -'-
#7- -& .5 &-& - &(8 & ".- . & &A / & - ' & ,7 #7 5- - & ".5#-, - .
-'
, #:"&
'
A-
' & .5 ,$- (. 5-5 # -'- 7 P.-"& ".5
, #:"-& '"A , &
-,
,- & :. , -/0 & - 3:" -
@"& <, "-
5 & , - .(" -& 7 P & (.- 5 ."&&- &(A" " , 5- - "& #- ' "& & :. , &
& (( - ' & (& &

-'- ' .;,"
& (( -& '
' - "7"'-' 5 &&(" (.- & (( - '
(& & ' '(-& - "7"'-' & 35 &&;7 #&-8 & ' -
,0 - . &. & :. ,
&
.5 <, "-& ,
-'- #. ,
,
-,
(& & T( #$ 3 5 O5 "-
'
'
. &
@-.",-,'
" 3"
-&
, . (
& - 3:"
&&?"-&
(&
.-"& ".-
-'(P - @ (/0 '
.5 <, "-& 5- " (#- &
"-"& .-"& -8& - -& & . ' "@- . '
-&
,& " (; (. A-
.5 <, "-& &0

C $-7 ' &( &&
5 5 ,' -,
&", :"&
, "
@5 ".
,'"8"#"'-' ' T( & ,'

(.- : -,' 5-
'
A-
'
'(-& - "7"'-' &
@ "'-& & 5- -'-. ,
@ "'-&
(-& - "7"'-' &
.(.
. (.- . #$
. 8 - &", :"-
.5
-.
(& & 5- "#$-' &
"
&. & :. ,
Clientela
Necessidades e critrios de compra
Distribuio
Concorrncia
Mercado pertinente
Tecnologia
Estrutura dos custos
Competncias necessrias
Sinergia
+ ,& " (
:. ,
Idntica
Idntica
Mesma rede
Mesmos concs.
Mesmo merc
Mesma tecn
Partilhados
Mesmas compS
Forte
- " ,-#'
'.","& -/0
'"A ,
Diferente
Diferentes
Rede diferente
Concorr. difer.
Mercado difer.
Tecnologia dif
Especficos
Diferentes
Fraca
)U
>
./ ! &
/ F . @!(&,
- - . #$
--
-8 -,:
, (,
"P- - '"A , "-/0
".5\ C&
T(
"
"
,-
A-
- 9 ",:7-" 5 #
#:<C#-
$(.-,
"&
&
"
,&(."'
, ?"
@5 ". , - ' A","
3 - 5-
-,:;7 #'
5
.5
-. ,
' .
' & -: , &
-'
- 9 ",:
&5 ,' Y 7 #
(/0 ' & .
'-
-'
- - "&&
8
(.-
-' & , A",-#' & -, & " , -
& &0 -'- 7 P.-"& @": , & .(?7 "&H

& .'
". ,
'
(-
7 P & . &. 5 "7"#:"- - &(- 5 O5 "- .- -H
A <, "- '
5 ' 0
(. R A
& 3 ," -& '
"
"& & T( 5 ." . . 5 ", ;5"
#-/0 - .
& 5 '( & &0 A T( , . ,
#?&&"
.-"&
' (.- 7"&0 #?&&" - '- A -
: -,' '"& "8("/0 3 -5-P' ".5\ (.- .- - , & & (& @5 &"
5 ' ,' 5
-' ' .-&&-
. -#7
- 9 ",: ("#"P- ",& (. , & @ .-. ,
@5-,&0 '
"
- 9 ",: + T(
. 5- " (#- 5 #- 7"- '- 5(8#" "'-' , &
- 9 ",: 5 - (.- '"& ",/0 A(,'-. , -#, 5 O5 " ",
- "7"'-' A
A " T(
( & 7"/ ,(. .
- 9 ",:' .-&&- 3. -," "& - + # '
(- +
. .
' & & & (& -P".( &
"&-. , 5 &&;7 #(.- #" , #-
,T(-,
- 9 ",: ' .-&&- +
'-& 3 ," -& ' 5 . /0 ' (. 5 '(
- , (-,' - 5 . /0 & :(,'
"
@ .5# .-"&
&".(#Q, -. ,
(.
.(. ,(.- &O
(. R
- 9 ",: & 0 ' 5 ,' , & ' (.- '(5#- ,'<, "-
<, "- -
5 O5 "
, , - C&
S ((. R
5 ". " - '"P

,
&(8'"7"'"' & . . ' #&
&5 "
. T( - .-"
&&?" & Y -,?#"&
&&"'-'
",7 & ":-/% &
&&"'-' & '-&
.5 &-& ,
' .;,"
"-#
& "'- 8 ": (C-& - .(," C& ' ",& (. , & ' .- 9 ",: A" -P &
. . ,
'
Y& ,
'
"&0 ,
" , - -.C&
#-/0 T( # .-, 3.
-'
'
"&& 5- - (.
. & 5 '( &
5&" #:"- .-& -.83. . 5-
+ ,& " (
'-&
.5 &-& 5 &&(;-.
#-& - $- -.C&
& ('
5
5-
& ",& (. , &
5 7"'-& '-& . &.-& - .-&
- 9 ",: APC&
,$ ". ,
& ,"
.-"& 5
, & - 35 "& '
( & Y& "<, "-& & "-"&
#" ,
&
'-
. 5- " (#- Y
,0 ' &5 P-,' - & " #:"- 5 ." "( ("#"P- , 7 &
- " ,-#'
'.","& -/0
)UU
, " & .-"& ' .
-'
'
. - RT(-#"'-' S ' &
,&(."'
&
-,
&&?" -,
,0 -5 ,-& & :("C#
& :(,'-
,'<, "- '"P &5 "
",A .?" -
'"
-. ,
- .5-,$-. ,
, #:"-
& -5 A"/ -. , & '-
- A- "#"'-'
'
.-,"5(#-/0 ' &
- T(-#"'-' '- A - 5 ." " -. - . :<, "- ' ",& (. , & '
' -,
"5-/0 '- 5
7- "?7 "& A-P .C& -: - . .5
,$ "' & ",
(-
& - -. , &
(P-' &
# '-& 7 ,'-&
5 A"#' &
-#
& & (& $?8" & -& &(-& 5 A <, "-&

(P-' &
& 5 : && & '- .","- ( "P-/0
",& (. , & #O:" &
& & (&
,'". , &
:-' & 5 & & . 5 &5
- ' '-' & ",A .- "P-' & 5 '
& & (& #" , &

8.
" , - : : ?A" -. ,
,-& ". ,
5 5\ - & #" , &
"
,$
'
- % & ' 5-:-. ,
,$ "' & 5 '( & '
.5 &-&
&
- -' &
: -,' '"& "8("/0
- &(- P ,- '
& ",T(3" & (,
' R'"& "8("'
#" , #- A"' #"P' &
,&(."'
&
&S 5 ." . Y& : -,' & &(5 A;" &
A <, "-
' 5
-' '-& .5 &-&
- -73& ' .3 ' & 5 & & Y 5 7- .-& 5

7 ,'- ,(. -&5
.5 -'
"7- ". '"- -. ,
A- "#. ,
- &(- 5(8#" "'-'
- 9 ",: 35 "& (. . 7". ,

. #$
,$
- -,?#"& '-&
5 ' . &
#:(.-& .5 &-& &5 "-#"P-'-& 5 5\ . & & (& & 7"/ & , & & ' .;," &
- -73& '-
"5-
"&0 , ",
"
& - 5 &T("&- ,0 & A-P ? .

(.
(P-. ,
-5 A(,'- -
- 9 ",: T( 7"&-
. & T(-, " - "7 & , .
: -#' '-' & T( 5 ." - 5 7< -
#- " ,-# ,0 ?-5 ,-& -,&- " ,-#
#- "7 & - & & (& #" , & 5 ."
'- 5 &T("&- '
, (,
#-/0
' & '-' & - (.(#-' & 5 #-&
. & &
#-,/-
5 -/% & '
- 9 ",: "
,T(-,
- 9 ",: ' .-&&- 5 ."
7 ,'
. &. 5 '( - (.- 5 5(#-/0 7-& -
- 9 ",:7"&- 5 5(#-/% & #" -& B( '(P"'-&

& 5 '( & . & :. , &
,T(-,
",
&& ' -#5
, ?7 "& . &. T( & & 5- /-. 5 (
- 9 ",: ' .-&&- ("#"P- . " & ' 5 . /0
#7"&"7 & 5(8#" -/% & & .-,-"&
".5 ,&- #?&&" - +
'". ,
3 ' 5 '
"
7 ,'
@ ,& &
-'" " ,-"& +5(8#" "'-' , & -,-"&

"
- 9 ",: 7-" 8
"7-
& & (&
. " & ' 5 . /0 . A(,/0 '- #" , #- -,-#"&-'-
.5 &- -: C-#". , - -. " -,- N ",P c

5(8#" " ?" ,(. =,"
5 '( ,(. &O -,-#'
+ ,& " (
",7 & "( T(-&

#7"&0 F
- " ,-#'
. -'
'
& (
/-. ,
>G 5- - $ :- - & (5=8#" C-#7
'.","& -/0
&
)UL
-' #& , &

& :. ,
"
& - - /0 5 ." "( Y .- -
' .
(5 - ' -#:(,& -, & ' ' #;,"
,'<, "- - ' A". ' & .
$ :-'- ' , 7 & . " & '" ":"' & ' '"A(&0 '- ",A .-/0 5 ." "(' 5 '( & , 7 & . A(,/0 '-& - : "-& #":-'-& - -'- . " '
T( , ",;" ' & -, & &
T(
.(," -/0
<& -,-"& '
#7"&0
- && - 7?"-& ' P ,-& ' 5 : -.-& : -/-& -
-8
'
-
,& " (;- $?-#:(,& -, & (. R#(@ S -. " -,
-'- -,-#3 &5 "-#"P-' + ( " , -' + 5- - (. 5=8#"

5- " (#- . ,
,(.
&-&
'"A(,' . -& , 7-&
5- " (#-
,'<, "-&
5 -/% & '
- 9 ",: '"
-,
&O ".-: ,&
& -' "-& R 7 ,&S &0
#3. '"&&
7"&;7 "& ,- -&&",- ( - 5 ' . ("#"P- -& 8-& & ' '-' & ' & & (& -'
'"A(,' 5
-' & ' .-&&-
- 9 ",:#-,/- - 5 . /0
, - & A-, & & '"&5(,$-. '
-#:(.-& ?'" & ,- " ,-"& 5 ' . $

&- 3#"
. & '
-'
C - 9 ",: 3 - "#(& -/0 5 A" - '(.-
,T(-,
-& -' "-&
, &
'"A" -'-&
"7 ' #-,/-
T( 5- - #-& 5 O5 "-& T( 5- - 7 , (-"& #" , &

#- 5 ' ":(-#. ,
-#"P- #(
& : -/-& - (.
#7"&0 ,0
,$ ". ,
"&
' & & (& #" , &
"
C - 9 ",: 5-
@ .-. ,
5 #;" ' .
.
-'
5 - " ,-# ?5"'

"-#'- .5 &&
T( . -'- -& &
, -,
&5 ,'
&
.5
7"&-
,&(."'
" , -& 7 ,'-& &
- 9 ",: ,0 ' 7
,$ ". , & -
#" , 5 '
& -& & &
& -8 # ". ,
T(-#" - "7
& & :. , & '
-. , & ' &
&
' &
'-& -& 5 :(, -& ' &
&".(#-, -. ,
",A .-/0
, -
&5 ,&?7 "& '
T(-, " - "7
,&(."'
# 5 ."
& -,-#"&-,'
& &0 5-&&-' & 5 #
"7
- 9 ",:
-,
" ,- - 7 #(/0
-,-#"&-' & 5 ." ",'
,$ /-. -& ,'<, "-& . : , &
,- C& ,(. &5 #$ 5- -
7"-&
- ' & #" , & A . 5- " (#- . ,
- -. ,
"& & -
#-/0
'.
&(8 & ".-'-
R#(:- ' 7"'-S
7 . 8-& -, 8 . - 3T( 5 ,
.5 - 5
3'"A;"#&".5#"A" -
& . '-& 7 #( . &( : . , 7-& 3 ," -&
".5(#&
& 5 A"& '
'-7"- ,-'- A-P
R ,&(."'
,&(."'
T(
,&(.
-.-#0 S
. & ;:"' &
. (.- 7"-
.-" " ?"-
+ ,& " (
- " ,-#'
'.","& -/0
)UJ
.- 9 ",:. & - . &. T( - -,?#"& T(-, " - "7- ,0 3&(A" " , 5- .
-'
.5
T(
-. ,
&
.5 & '
'-&
, #(&"7-. ,
-5 &- '-& &(-& -5- "'-' & '
@ #(&"7-. ,
-#. ,
"8 ,3" - -,
+ . , . '-
&3" & 5 8#.-& 3" &
& ,0 &0 &(A" " , & 5- - -,
"5-
- -. ,
,$ ". ,
.-"& T(
' -,?#"&
$(.-,
'
&&-& 5 ?" -& 7"&-,'
&5 & - Y& &(-& ,
3'(7"' & 5 ,&- T( &

, S 5
,$
(.- -8 '-: .
",'"7"'(-#. ,
-'-
&&"'-' & .-"& &",:(#- & C ,0 ' "@-. ' -5 & , -
A"#&OA" &
"7"'-'
& :(", & .
.5(-'
' (.
.5 -& -& , 7-& ,'<, "-&
5 &&- (. '"- &(8& " ("
,&(."'
&5 & - ' &
,$ ". ,
. 8-&
, &
- & :. , -/0
-' & .
. &'
, " & 5
&& & -5
& - 3:" - ' &
,'"' & , &
7- &(.- "-. ,
(8C -5;(# T(-,

.
& :. , - "-
&
,&(."' C "5
) ) ( . 7 "&
6 "#" ?" &
#- 5 A .-,
, 7 #(.
)*
#7"&
"-#' 5 T( ,-& '". ,&% & F- 3) U
& ' : -,' & '". ,&% & F5#-&.-G
A",- - R: #$-S & - 3:" - 5- - & -8 #
C
-,
, B* #(:- &G
#" , C "5 F 5 A"&&0 "'-'
: :-' A-."#"-
"5 '
#" , F&G 5
,&"' -'
, - -'- & :. ,
,'". , G
, "-#F"&G
& -8 #/- (.- R: #$-S 5 ".?"- '

" . , -5O&
- A - ",
5 5 & -C8-&
5- -
-'- (. ' & 5 '( &
" -' &
R - : S -5 5 "-' 5- - -'- (.
+ ,& " (
- " ,-#'
'.","& -/0
)U!
PRODUTO
PRINCIPAIS BENEFCIOS A PROPR
CLIENTE-TIPO
(DEFINA CARACTERSTICAS)
#7"& B #-&.-
-'- 7 P .-"& & 5
A#@0
' &.-&&"A" -' &

8
( & -
".5#&. ,
"7-' 3 - -
,-
"7-' S
( -. & #(/% & T( 7"& .
& &
, , -/0 '- , &&- - ,/0 , & .
-' &
- -. ,
. (. (.-"& : (5 & '
.-@"."P-/0 '
&-8 T( . &0
",'"7;
'( & 5 '
#" , & 5
"7 3(. 5-&&
,'
&0
. &5 '
&
, "-"& 5 ", "5-"& 5- -
(. ' & -&5
, "-"& +
T(
=,-. 5
&
, 5
, "-"&
& - 3:"- '
,' . & 5 5\ C#$ &
" & 5- - -
-' - (-# -'- 7 P. , & &
<, "-H
T(-# ' & &0
.5 -'
( "-"& ,- & :. , -/0 ' .- 9 ",:+
5 A"#-& - -
.- 9 ",:
-& ,0 5 &&-. & -5 ?C#&
&"' ,- -5- "'-' ' ' A"," . & 0 @- -. ,

"&-. ,
-' &
'(P"' & - ' "& 5 ", ;

5" &
& 5
3 -T( # 5- -
A .- '
T( 5
&& , "-#5 "& T( , .
.5 -'
(.
0 $?(. 5 '( (,"7 &-#"&
-, "&
&0 8 . ' A","' &
- "<, "- '- "' , "A" -/0 ' & "/0 # -#"P-/0
& '"7 & & .3 ' & -5#" ?7 "& - & - T( & 0 5 ' . &
' , .",-' R.- 9 ",:
T(-,
& .5
. '
, "-#
& , && & #" , &
5 &&;7 #T(-"& & ",'"7;'( &
;& " -& - -5 <, "- + (-& ,
&&"'-' & + 5- - -'T(" "
T( #$ & 5 5 . &
5 "& $?T(
,$
, ,'-. - T( A"T( .
0 @"& A ,
,7 , "' &
' ",A .-/0 .-"
- 9 ",: ' #:( . & 8 (' - ,
& & (& $?8" & 5- - T( #

$ & 5 &&-. & '"P '- , &&- A - ' A .- - T(
" &
' T( & #" , &

-
&5 ,&-8"#"'-' '
.8 - -'" " ,-#. ,

(," ",A .-/% & & 8
&&"'-' ' T( #& 5 O5 " & & -5 @". . 5 && -#. , ' .
+ ,& " (
- " ,-#'
& 5 A"&&" ,-"& '
'.","& -/0
& #" , & $?
-'
)UI
N?T( (7"
T( & #" , &
6.- AO .(#- ' <@"
&"' , & & :(", & 5
@-.",-,' , .
& -,-"& ' '"& "8("/0 <. 5- - , & '"P
-' (.
,&(."' C "5 '
& 8 " (.- & #(/0 5- - &&
'". , &
-'- 7 PH
,&(."' H
.",- T(-, & ( & A" - "-. -.83. &- "&A" &
. & (. .
-'
' 7 . & (,0
.5
&5 ,'
&
, "-#
- && .
BC
Sntese
. &&- . &.- & #(/0 H
-' & ? ?(.- T( & 0 & - 3:" -
"
3 @- -. ,
. T( 5 ' ;
-. & ("#"P-
. 8-& ' (.- R-, "C
& - 3:"-S
6.- & - 3:"- 3-A",-#(.- 5 5 & - 5- - (. 5

R & - 3:"-S
5
, (C& 5- - -& .5 &-& (. #. ,
(,"'-' ' & -,-#"&- . - &" 5 O5 "-&
A",-#. ,
5- - - .5 &' & - 7 #("
&5 "
"&
&& . "7
' '
.5
&&"'-' ' &- "&A-P
& & &0
&& , "-# - : -,' + T("/? - =," - +
T( A-P .
, @
& - 3:"- ' .- 9 ",: , "8(" ' A-
"' , "A" -
,'(P" ?- (.- . - ' A","'-
T( 5
,' 0 A-P
A-
- T( .
( & ' .- 9 ",:", : -C& ,
( & ' - /0 T(
& - 3:"
5- - - '
- -C& ' ' A","
&& .
-'
'- .5 &-
.",-/0 '- -
" - ' - "7"'-' & 5
(,-
-.5 ' - "7"'-' , T(-#- .5 &- 7 #(" (
. ' .;," & ' - "7"'-' & & - 3:" -&
- #" , #-C-#7
, #:"- ("#"P-'- &0
&
" 3" & T( 5 ." .
-'- ' .;,"
,& " (;' & 5 #& '"7 & & 5- & 5 '( C.
-'
&5 ,' - (.- & :. , -/0 5 - " ,-#T( 5

, (, & '
#" , & T( -5 & , -.
+ ,& " (
& . &. &
- " ,-#'
R."
& :. , -/0 , T( #$ '"P
( - "' , "A" - & :. , & ' .

.5
-. , & '
'.","& -/0
.5 -
-'
-,-"& '
)LK
'"& "8("/0 '"& ", &

'"7 &"'-' '- 5
#",$-&
( :-.-& '
.5-
&
5 '( & & . #$-, & ' & ",-' & -
,$ ". , & T( -'T(" "( -
&5 ,' ,' Y& & :(", & T( & % & - -73& '-& T(-"& & 5
,' ' A","
- & - 3:"- - 5 - " ,-#"P-/0 , T(-'
'
.5 &-S 5 -,
<-#:(,& @ .5#& ' (.- R5 #;" - '
C-
,&(."'
A",- & T(-
(-
Avaliao
T(
&5 ,'
' (. #
&
, " &
(8C -5;(#
#- " ,-' &
- 9 ",:
- :- -, "- 5 & -'- + ( Y& A .-& ' -
' .3& " H
5"#- & & - 3:" & ,- .5 &- -
T( 3 T( , .-#. ,
#,: ' &
#-/0 ,
&"H
& 5"#- & .-"& ' & ("'-' & ,-& .5 &-& &0 - R
T("
( -S
R4 7 ,-/0 RZ
&
7- - R, /0 & "-#'- .5 &-S
",-#. ,
A" -
. A-
<& 5 ", "5-"& '"A ,/-& ,
' ' "&0 & - 3:" -H
R :. , -/0 '
- 9 ",:S
R :. , -/0
& - 3:" -S
Referncias
-,B ##",&
.B& . @!(& ,
. @!(& , !*&/0 #
+ ,& " (
4 -`CN"##)I!!
4 -`CN"##)IIM
- " ,-#'
'.","& -/0
)L)
Glossrio
6%&#! #(.(1,&/. C
-#F'" ": , G
?" - ' "&O "- '
( A" ;"
F& 7"/
"5 . , C - " ,-# -,
( :-8",
&5 "-#"& -G 5
"5-' ,- T(-#(. ' - (.-
A#@0
=,"
& - 3:" -
A .-#"P-'-
&/%
! )& . 2
(3C
,'"8"#"'-' : -'- 5
(!B( / /
7#
(/0 ,
' (&
'
.5
'
7 #(. ' , :O " &
'-
(. '-' 5 '( F (& 7"/ G
! /&.%+
, (,
'-& 7- "?7 "& T( '
.",-.
-.8" ,
,O."
, T(-#-
.5 &- & . 7
./( !#F 0.$!
&5 ,' ,' Y&

5- -
/!## +
.5 <, "-& T( 3,
, (,
' 5 && -&
(.- '-'- A - ' 5 '(
%. !.'! (
: -,' &
T(-"& &
( A-
<, "-
&&?" ' .",- 5- - & - ",:" - R5 A .-, S
T( "'-
& T(
#(.(1,&/ +
'". ,
.5 ,$- ? - ", ,&"'-' ' &&
! ./& .%C
. 5 : -.-& ' - /0
=, . -& . &.-& - -
;& " -&
5 A"#5 -,
(& 7"/
A .-#"P-' ' ' "&0 5 # T(-#(.- .5 &- A"@- -&
" , -/% & ' & (' & ,7 #7". ,
%. !.'! (
).%
<@"
! /.
Q.8"
#. , & , & T(-"& & A(,'- 5 " " - "-. ,
. 5- " (#- - ,- ( P- ' & ' .;," & ' - "7"'-' , &
.5 ,$-. ,
'". ,
@ (-' & 5
5 # T(-#- .5 &- -'(P-& &(-&

' & & & 7"/ & ' 5- -. , &
" , -/% & & - 3:" -&
(,"'-' & '- .5 &- ,
'-& &(-& - "7"'-' &
! '
'8 &
! ./(&$& . ! +
7-#"-/0 '
",
&& T( (. ' .;,"
' - "7"'-'
-5 & , - 5- - (.- .5 &-
+ ,& " (
- " ,-#'
'.","& -/0
)L*
5F . 8( % > > ? # #(.(1,&.#

. %&/.9: H# #(.(1,&
.# .# #(&( &9I!#
&
Objectivos
-5;(# 7"&- & -8 #
T(-'
' .- 9 ",:
#-/0
$! .'! (.&# ! # .
-& & - 3:"-& .5 &- "-"& ,
-& & - 3:"-& : 7 ,-. , -"& 5 # T( , A",-# &
A .-,' & ' 7 0 & - -5 &
5#" -
&
, " & & - 3:" & ' .- 9 ",: .5 &- "-#,- 7"'- 5 #;" - : 7 ,-. , -#H
#- " ,- -
.", #:"- R
- 9 ",:C "@
A","
--
'( S R
/ S R "& "8("/0 S
. /0 S , Q.8"
'
#" " C & - 3:" H
& R4 (5 &C #7 S A-
"P-
5 ", ;5"
Y& ,& " ("/% & : 7 ,-. , -"&H
'- R A -S A-
Y R
( -S ",& ",' C
,-&
& - 3:"-&
4 7 ,-. , -"&H
Resumo
5(' && . -5#" - C&
-'" " ,-#. ,

.
5-
-, "& C
"- ,
.- 9 ",: & 7 -&& "-'
. A",& #( - "7 &

&&?" T( & "7 && .
- - T( & .3 ' &

(,"' & T(-
.5 &-G T( 5 5% (. 5 '( F ((. & 7"/ -,:;7 #G - (

&& 5 '(
(& 7"/ (.-
- - "7"'-' &
&5;"
#. , &
.
'
"-"& +
- 9 ",:
#:(3. F ( (.-
-#:(3. T( & ?'"&5 &
- '- 5
"8("/0 . , ?"-
+ ,& " (
- " ,-#'
'.","& -/0
)LM
, , ?. & ? . -5;(# -,
&&".
& 5 ", ;5"
.- 9 ",: - &".5#&. ,
&&- .5 &-G
"
,$
- , &&-
' & .3 ' & T( 5 ." "-. - && -#:(3. F ( -
. #$ - &(- #" , #- - A". '
Y& #"/% & + T(-#T( T( & -
-(?T(" - + A-P",T(3" & 5

-& -&5" -/% & ' & #"
& ,'-: . 5- - . #$
& ("#"P-,'
& ( 5 : -.- #"
-#+
&
3. ,0 3' (. 5 '( T(
&&- 5 && - 5
-&
-(& , &
-&
& (5 '(
5 '( +
&
.5
& #$
& -&5
-. , & -& . "7-/% &
,' .-& &".
-'" " ,-"& ' .- 9 ",: +
( -& 5 /
. ( -& -.8 &
- " (' T( 3- 5 O5 "- &&<, "- ' .- 9 ",:

. "&& -5
T(
7 P & ' "& + & 0
, ",(- - $-7 (.- .5 &- F ( :-,"P-/0 G (.- #" , #- F (. 5=8#" G
(. 5=8#" G 5- - - &- "&A-P
. #$
& T( . #$ & ' & ,$-.
& + '"PC& T( A-P
"8("/0 . , ?"- T( # 5
(. ' & #. , & 5 # . , &

5 '(
,$
#"/0 5 &"' , "-# #:"&#- "7- (
- - - A -B5 5 & - .-& ' (.- 5 && - '-& &(-& "' "-& +
( - R7 ,' S + ,0 3
7 P&
"5 '
&(#-' & ' && & ",T(3" & 5- - RA .(#- S
5 -, -& -&5" -/% & '- #" , #- + && & . &. & #"
&
A" -P. , #$ 5 5\
, 5/0 ' .- 9 ",:3.(" ;&&". .-"& -8 -,: ,
X(-,' (. -,'"'-
-5 & , -
, (,
' &
' -#:(3. . 8 .
,$
& 8 (' (.- #" , #- F (
- -#:
Palavras
-,'"'- &
#"
@ ("7
: -.-
&
+ ,& " (
- " ,-#'
'.","& -/0
)L
Contedo
> # #(.(1,&.#, $! .'! (.&#!.#!#(.(1,&.# .# #(&( &9I!#
,&"'
. & T( (.- 5 && - ((.
, (,
' 5 && -& &
-,'"'- - Y: 7 ,-/0 ' (. T(-#T(
5-;&
&(- A .- ' - (-
.5 (
& '"A , "- ? : , " -. ,
' 5
&& ' #-,/-. ,
' (.
5 '(
. (.- R7"&0 S
C ,-#"&- -& @5
- "7-& '
C ,-#
"&- - R ,
<, "-S
A",
R5 '( S
=8#"
,&(."'
. &(.-H
(-& ' 8"#"'-' & & ($"& O " H
5 : -.- #"
-#
, "
& --
;& " -&
AO .(#& 8 , A;" &

C
A",
C
& 8
&5
"7-
"7 & H
& ( 5=8#" C-#7
& :. ,
' 5 5(#
-/0
. --
;& " -&
@5
- "7-&
.(,&H
C & -8 #
- & - 3:"- H
C ,& -#- & . " & ' &(5
: - "
,
,&"'
.(," -/0 5 . /0
. & T( - -# T("5- 7 , ( -& #"/% &
5 # 5=8#" C-#7
<, "-G Y& @5
&& A-
& ( 5 '( + - &(- 5 5 & - +
GH
&":,"A" - T( - &(- 5 5 & - A "

&5 ,'
.-"& T( -&
& -, & F -
- "7-& '- .-" "- '- 5 5(#-/0
+ ,& " (
- " ,-#'
'.","& -/0
)LU
Estratgia
Anlise
Candidato
Eleitoral
Feed Back
1
Proposta
Sondagem
Definio dos
Pblicos-Alvo
Populao
A ANLISE DO MERCADO E A FORMULAO ESTRATGICA-ELEITORAL
>
. %&/.9:
, 0 $?T(
6(&/. .!#(.(1,&., $! .'! (.%. #
# - ,
-'- 5 '( C5 #;" - &
&"& .- 3 #-
-'
& ( , (,
,. &#' #
' 5 '( &
R5
AO#" S
"-#C -A - - -'- (. ' & .","& 3" &
-8 - , 7
@ ("7 - ".5#. , -/0 '- 5 #

;" - :#8-#
-8 - -'- (. ' & .","& 3" & - ".5#. , -/0 '-& 5 #;" -& &
-'- (.- ' &&-& 5 #;" -& ' 7 & -
. &", ,"-
+ ,& " (
"-"&
. - 5 #;" - :#8-# & -8 # "'- 5 # 4 7 ,
- " ,-#'
'.","& -/0
)LL
Governo
Poltica global
Ministrio da
Poltica sectorial
Ministrio da
Ministrio da[
Poltica sectorial
Ministrio
da
Ministrio da[
Poltica sectorial
Poltica sectorial
Poltica sectorial
Utentes
(Segmentos)
Mercado: Pblico.
&&".
:& 0 '
, #(&"7-. ,
' A .- : ,3" - & -. & 5 -, (. 5
&&
.(. '
- 9 ",: '
- 9 ",:
+ ,& " (
- " ,-#'
'.","& -/0
)LJ
Definio
de Target
especficos
Definio das
necessidades
e das
expectativas
Anlise da
exequibilidade
e dos recursos
Programa
Eleitoral
( o produto)
Anlise da
concorrncia
Avaliao das
oportunidades
Congregao
dos recursos
Estratgia e
Objectivos do
Governo face
ao Pblico
Comunicao
Informao
Estratgia e
Objectivos
de cada
ministrio
Tcticas sectoriais
& 4 7 , & & -8 # . & 5 : -.-& :#8-"& ' F'
-'- .","& 3"
( &5 ,&?7 #BT("5- ",'":" -' &G
,(. '-' 5 ;' '
&
","& 3" &
, (,
& 8
, (:-/0 ' & 5 : -.-& &
"-"&
"7 & -& & - 3:"-& 5- - & - ",:"
:-,"&. & 5% . . 5 ?" - -& &(-& 5 O5 "-& & - 3:"-& .

#"?&
#- - 5 && (/0 '
' &&-& & - 3:"-&
, 5 : -.- #"
.-
.5
& - 3:"- ' 5 O5 " 4 7 ,

4 7 ,
'
4 7 , 3
, (,
' && & 5 O5 " & &
-'- (. ' & #-, & & - 3:" & &
":",- -
,& ,Q, "&F
. -
","& 3" &G
"-"&
.5 &"/0 '- & - 3:"- : 7 ,-. , -#T(
. - &(- :3, &
-#
+ ,& " (
- " ,-#'
'.","& -/0
)L!
T( A-#$-. -& ",& " ("/% &
, .5
, -5- "'-' 5- - 5\ . 5 ?" - -& ? " -&
& ".5 ,' ?7 "& - . . ,

,&0 '-& & - 3:"-&H
A","/% & & - 3:" -& &
'- 5#-,"A" -/0 H
-#- '
. " &
"-"& ,0
,'"/% & &
,& ,-, &
,& ,-, &

"-"&
. -& & - 3:"-&H
. - & - 3:"-C8-& H
('
, (,
5- - 5\
. 5 ?" - -&
& - 3:"-&
' #", -'-&

C
A" " , -7-#"-/0 ' &
(' "&
T(-'
&
.(" & .-"& A-
& - 3:"
& - 3:"-& &
-&
& ' ",A#(<, "- C -#:(,& ' #& ,0 -A
.(. + 3 A T( ,
7 "A" - . & - '"&
&&- "-. ,
- & - 3:"-C8-&
-&
(' A-#$-
' & ,7 #7". ,
,&"'
T( 3 (.
-,'"'-
T( 7 "A" - <@" & -&&",-#?7 "& ,-
#"
-# ,(. 5-;&
(5 -/0
?" -& + ' (. , -/0
'"A" (#'-' &
T( 3 ,
. &
, ,'
&&?"
5- -
'
. @ &&
8
. 7"-& '
,O." - .-& T( ,
( - -73& ' & ,'-: . Y& .5 &-& T( & ' '" -. - &
' .=#"5#-& '"A" (#'-' & 8(
5Q, "- ,
&,
"-"&
Actividade
'
( & & '"&5 ,;7 "&H
@5
-,
-/0 - @"& <, "-
' . - ,-& -( "P-/% &
&&-& -( "P-/% &
C 5- -
&&- . & & (& , :O " & && ' & , , - & ",'(& "-"& -A - - 8-#-,/- ' 5-:-. , &
A",-
5 8#.- F ( & ( , (, GH
A",-
R - : S - T( . & ' 7 '" ":" H
& -8 #/- (.-
& - 3:"- :#8-# 5- - '-
&5 & - -
& - 5 8#.?" -
&5 "A" -. , H
& ,$ (.- 5 5 & &
5 ". "
';7 #- & - -('"<, "- ,7 #7 ,'
.","& 3" T( -&&(.
,7 #
7"' ,- .- 3"- . -(&-H
+ ,& " (
- " ,-#'
'.","& -/0
)LI
C ",-#. ,
& -8 #/- (.- & - 3:"- '
5 5 &-
& . " & .-"& A" -P & '
& - /% & ",
Reflexo
.(," -/0
.(," -/0 - ("#"P-
,-& - ' & , -' -
.- 9 ",: 5 #;"
( #"
-#3
, (,
5- "' & 5 #;" & ("#"P-. 5- - , - ",A#( , "- - 5","0 5=8#" & &(-& 5 ", "5-"& 5- " (#- "'-' & '"P .
& - 3:"-& '
.(," -/0
&5 "
Y :-,"P-/0 '
-.5-,$-& #"
&(."'-. ,
& . &. & T( &0 ("#"P-' & , & ' .;," &
Y ".-: . ' & 5- "' &

#"
& .3 ' & ' ",T(3"
'"P .
&5 "
-'
#"
& #"
&
&
-# Y #-8 -/0 '
-"&
& (' & ' .
,'"'-& 3'"A ,
. 5- " (#-
& (' ' .
. .- 3"- '
",A .-/% & 5
-'
' & . " & . ' , & T(
("#"P-' & ,- 7
.
5 #;" - &0
"-"& .-& - ,- ( P- '-&
5 ", "5-#. , ?& - " (' & 5 #;" -& ' & #"
' & $ . ,& 5 #;" & Y& ", ,/% & ' 7
- & 5
&& & '
&
& #$-
-#
5 #;" - '
.(," -/0 3 . " ' - /0 5 ", "5-#' .- 9 ",:5 #;"
5 8#.-& &5 ;A" & , T(
- & #$- ' & -#7 & 5 " " ?" & '
&(- #-8 -/0

#"
& -
.- -
# .
'- -.5-,$- - & . '"- -' 5 -' &
Sntese
--5
, $ -& ."&&% & T( #$ & &0
A T( , . ,
#7-'-& - ",A#( , "-
+ ,& " (
- " ,-#'
,A"-'-& -& ,& " ("/% & =8#" -& &0

&
.5
'.","& -/0
-. , & '
& 5=8#" &
)JK
. 5
@ .5#
","& 3" '- '( -/0 - -73& '
5 5(#-/% & - # . .-"&

'
","& 3"
.",-'-& 5 5(#-/% & '
- "7"'-' & ' &5
T( , . ,
&(-& .- -&
,T(-,
&0
-=' - 5 . 7
, (,
&&- 3 (.- A .- '
","& 3"
5 -/0
: -#. ,
&&-& - "7"'-' &

, ?7 # ,
".5-
, -8"#"P- &
.5 &- "-' 5 T(-,

5","0
/-. , &
:(#-. , - S 5 ' ", A" ? "- (,
:(#-. , -/0 -( " ?"- 3&(8& " (;'- 5 #
",&5" -' & , .- 9 ",:
. &5 "-#, & . ' , & . " & '
& T( & % & T(
&
,$ ". ,
.(," - " ,-"&
&" -'T(" "' & - 5- " ' & @ & -,
.5-
&5 & -&
X(-"& ' 7 0 &
. &
&
"
'-& 5 5(#-/% &

(&
-'- 7 P
- . " & ' ",A#(<, "-
.(," -/0
# -. & :("'-. ,
,$ ". , & 5
- ", , "7-
. 7 ;(# 5 . " ,-# '-&
& -'
.-"& . .(" -& ? -& -
",-' -&
,& - -C& T( - 7"- ' R5 '
-& &(-&
' 7 ",A#( , "- -&
.5
' &&-& - "7"'-' & ,-
'(P & , - : & A",-, " & '-& ,& " ("/% &
Avaliao
,&(#-& .3'" -& &"& .?" -& -
,7"'-'-& .5 &-& - ("#"P-
'-& 5 O5 "-& .5 &-& 5-
'-
.5
"7-&
T( -(. , -,'
5=8#" &
"&
:-,"&.
& 7" 0
5- - -A "
&
&
, " & . , " ,-' & , && & @ &
" 3" & '

.8-
& :. , -/0 T(-,'
: 7 ,-. , -"& & 5
,'
X( . " & ' 7 0 &
("#"P-' & 5- -
- -73& '- R7"&0 S
5 : -.-
@" ' 5 ,'<, "- Z
.(," -
. (. &
' ' 8"#"'-' & "-# .
-8-#$ ",A-, "#Z

C X( . &0 & 5=8#" &C-#7 Z
C X( . &0 & R .5 -'
&SZ
C X(-"& & R8 , A" "?" &SZ
X( "5 ' ",T(3" & ("#

"P- "- 5- -
+ ,& " (
,$
- " ,-#'
& ,;7 "& ' 7" #<, "- ' .3& " - Z
'.","& -/0
)J)
T( . & '" ":" F5=8#" &C-#7 G Z
C 2(,
' T( ,& " ("/% & & #" " -
& - 3:"-&
,& ,-, &Z
X(-# 5-5 #' &
","& 3" & ,- 5 - " ,-#"P-/0 '-& & - 3:"-& : 7 ,-. , -"& Z
Referncias
! /.(
>
. X("@
[ =.#&/ . @!(& ,
2- T( & #&/ %,&.
)II*
4 -`CN"## )IIL
/&.%
& ,-B '"/% & JK )II!
Glossrio
. & .( #F
&& - ( :-,"P-/0 T( & 5 5\ ' & .5 ,$- (. '
.",-'
-8-#$
( (.-
."&&0
%!&( !#F
&& -& T( #: . ( -& ( (. '
- -' & ( . T( -
B!/ (&$ F
'
&& -
'" -.
, (,
&5 ,'
'
.",-'- 5 -/0 X( @ (-
, .'.F
.3 ' - ("#"P-
(. ,
.",-' 5 : -.- ,-& T(-"& F ( , T(-#G & 7<.
. #$
Y& &(-& @5
5 && -&F4-8",
5
@ ("7 G
- "7-&
:-,"P-/0 T(
-#"P- (.-
T( #$ A " - "8(;'
F ( ", ,/0 G ' ' & ,7 #7 (.- '
.",-'- - A-
&5 "A" -/0 '
#-,
+ ,& " (
- " ,-#'
'.","& -/0
)J*
Captulo
. 8( % ?
. @!(& ,F &B
7"- '
Objectivos
C
,$
.5
.- " (#-' ' R - 9 ",:C "@S
"' , "A" - -& : -,' & ? -& T(
,'
5#-, -. ,
-& '"7 &-& RA -. , -&S '

5 - " ,-#'
",' 5 ,' , . , '-&
5O& '
.",-
A(, " ,-. ,
. (.
&
"7 & : -"&
& . " & ,
& #$"'-& , T(-'
' & 8
"7
5 O5 "
& - 3:"-
&&?" & 5- -
#":-/0 ",& "'-& ,
' 7
&
,&"' -'-
,&"&
-#"P-
&
"7 & ' 7 ,'-
& A .-,' &
. #$
,(.- ."& ( - '
"7 & 5 7"-. ,
5 &&;7 # -& & - 3:"-&
.",-' &
&A / & T( ,(. '-' . . ,

5- -
,0
-#"P-
"7 & 5 7"-. , '
- 9 ",:C "@
Resumo
- 9 ",:C "@ - &(- ",
& -, &
.",-' &
' 7 0 '
R - 9 ",:C "@SH
- 9 ",:H
-'- (.- ' &&-& A -. , -&
.5% .
& 5- " "5-, & A" - 0 -5 & -
, (,
'-& ' "&% &
(' &
&5 ,&?7 #5 # .- 9 ",: 5 ' 5\ .

'
.",-' &
- ",:"
& .
-' &C-#7
7"&-' &
+ ,& " (
- " ,-#'
'.","& -/0
)JM
5- " '5
5 & , -/0 ' .
"&
&' &
-'
. T( & ",&
- .5 &-
T(
,'" " ,- - &(- - /0 3
,-
&'
#" ,
A",-#H -
<, "-H & &"& .-& ' '"& "8("/0 @"& , & , .
-' H
- #:"&#-/0
, , -C& - .5 &-
& '"A , & #. , & T(

"& "8("/0 -
. & & (& 8
.5% .
/- ' > ,'-& -
"7 & . " &
- 9 ",:C "@
. &-8 . & ?&0
&5 ,&?7 #' .- 9 ",: ,&"&
" . , ' A","'-& ' A .- - 8
-- 8
&&- A" ? "- - #-8 -/0 ' (. 5#-, ,
&5 ,'
- <&
5 #;" -&
/& -
-#"P-
. #$ 5 &&;7 #- ' &-: . (
- .?@".- A" ? "- '
, @ '
, (,
- 9 ",:C "@ ' 7
. : -#
: -& A(,'-. , -"&
' 5 ,'<, "- '-& 5 #;" -&H
' A","/0
&
.(," -/0
& ,;7 # 5-5 #'

'-& 5 #;" -& -,
'(
"P-/0 '
<, "- '-& 5 #;" -&H
- 9 ",:C "@
&&". T(-#T( ' "&0
, -8"#"'-' '- 5 #;" - .-"& A- -H
&5 ,' . Y ,&"' -/0 :#8-#'
.-'- - ,;7 #' (.- 5 #;" -
A#
C&
8 ":-
, (,
'-&
"-. ,
,-&
( -&
] ".5 &&;7 #":, - (.- ' #-& & . &

&5 - '- - /0
& -. & 5 "&
.5
,'"'- - ,;7 #'-&
A ",' C, & Y",
: - '-
A-
(.- ",
' - (",-
& A" & T( &
'" "
'
& -, &
' 5 ,'<, "- '-& 5 #;" -&
<, "- ' "7- '"
.- 9 ",: ' 7 ' 5 "& '
"&
-. ,
'
5 ", ;5"
'- ",
' 5 ,'<, "-
#-8 -' -& &(-& '"A , & & #$-& 7 "A" - -
<, "- - "& -C& - 7 - - A- -&&
+ ,& " (
- " ,-#'
, (,
'
'.","& -/0
&5 ,&?7 #5 #
<, "- '
, (,
- 9 ",:C "@
)J
7 . & & .5
-&& :( - . C, & T( -& '"A , & & #$-&
' 5 '( 5 / & '"& "8("/0 A /- ' 7 ,'-&
5 ", ;5" '-
-&& "- (. .-( :" -C'"& & &(5 "

. &.
&
Y' :" -C'"& &

.
.(," -/0 &0
, -8"#"'-' '- 5 #;" - .-"& A- -
-8 C& T( (.- -' "- 5-
,'". ,
& .5
#(,-& ' -#-
5 #;" -& T( #-8 ?. & . .- 3", & ,
&"
,& " (" -T("# - T( -#:(,& $-.-. '
5 # & ( # .-"& A#
@ .5# & "- -8&( '
T(-#"'-' ' & . ,(, - 5 ' "- &
, -5- "'- & ' A" & - "& - C& C"-. - &
'- 5 #;" - ' .- 9 ",: ] ",="#-(. , -
-.5#"A" -' &

/-. ,
-&&-C&
5(8#" " ?" &
&
9& & 0 . (5 ( -
]5 "& : -7 &
&5 ,&?7 #'
- 9 ",:' "@- &(8&"& " A(:-& ".5
-, & ,- &(- 5 #;" -
Palavras
' 5/0
^ - ' > ,'-&
"8(
-,-#'
(8#" C #7
> ,'-
-#" ,
"& "8("/0
& ,-#"P-'-
+ ,& " (
- " ,-#'
'.","& -/0
)JU
Contedo
> "!7&&
9: !
X(-#T(
.'! (#
& - 3:"- '
- 9 ",:3 .5 & - 5
5 O5 "-& -5- "'-' & ",

5 "& '
A (-'
.- 9 ",:
. @!(&,F &
B
,-& - . &.
&& '"-:,O& "
A",-, " &G
"' , "'-' ' & (
,0
#
&&-& '(-& 5 ". " -&
7?"-&
.5 T(
-5-&
.5 &- -7-#"- ' ". '"-
& ('-
- .5 &- 5 ' A"@-
-.8" ,
@ ,
& & (& 8
,O." & F& "-"& & " ?" &
&
"7 &
-& &(-&
-'
,O." & : -"& F '
",'"7"'(-"& G
. A(,/0 '- &(-
'- &(- 7 -/0
-5-& & 0 & :("'-& '- #-8 -/0 ' (.- & - 3:"-
-#"P-/0 ' &&-& 5/% & & - 3:" -& & ? A-7
"'- 5
- 9 ",:
'"7 & & . " & ' - /0
. @!(& ,F &B #. ,
=, .C& & 8- ' &":,-/0 '
'
, -#'- & - 3:"- '
#
?7 "&
- 9 ",:
> >"!7&&
9:
:(,' 4 3: E
5 '(
"&
- 9 ",:C "@5 ' &
' A","'
'-& 7- "?7 "&
' 8 ,& (& 7"/ & T( #$ & 7 . 5- - ' & ,7 #7 - &(- A - (,
, (,
' & & (& . " & ' - /0 & 8
& - -8 '-: . 5 ."

, '
(.- ".5
5( -. ,
.5;" -
",;"
&(8#",$- - ",
> > #/
. ",& (. ,
& ,&",-. , &
' 5 ,'<, "- T( ' 7"- #

":-
.5 &?"
, "
.
3 (.-
"-/0
"-"& .-"& ' T( (.-
' -7-#"-/0 '
(&
-' 5- - - ",:" (.-
'- A" ? "- '-&

.8",-/0 O5 ".-
' .- 9 ",: T( & & 7" -. ' &
&&-& '"A , &
& .
&(5
5- -
.5 , , &
&
9I!# !# /!##
& 7- "?7 "& '

- /% & T(
,7 ," ,
:(" -.C&
&
,0 & T( "- 5 5\ - & T(-' &
'"7 &-& 7- "?7 "& ' - /0 5 & -& . @ (/0 , .

' && & . " &
#-'-& 5 #
' & (5=8#" C-#7
, - & 5 ", "5-"& . " & ' - /0 ' T( '"&5%
#- ' 7 "- & 7"
-'
Q, "- @ &&"7- - (. &O ' && & #. , &
&".5#& : #$- ' -,?#"&
",
, (,
- 9 ",:C "@,0 5 ' . &

#-& 5 '(P . ,
' &-: .
&"
5 & -& . - /0 ' A .- -(O, .- & .
, -.8" ,
,-C& 5
<, "- '-& - /% & ' .- 9 ",:
+ ,& " (
- " ,-#'
"&& ,
,&"' - -&
&&?" -&& :( - -
&&". -& '"A , & 7- "?7 "& ' 7 .
'.","& -/0
)JL
&-
. $- . ,"-
#:"&#-/0
A",-, " &
-.8" ,
& . " & '
(-
- A- '- .5 &- F .
. &' 5
- /0 5 ' . ":(-#. ,
(- '
,-
&
<, "- '
#. , & $(.-, &
"-"& #:;& " & '- .5 &-
<, "- ' 7 & :( -. ,

@ .5# ,
'
-5#" - C&
-& 5 O5 "-& 7- "?7 "& 6. 5 '(
&&" - ' (.- A /- ' 7 ,'-& 5- " (#- . ,
.-,
(.-
'Q, "- .?@".-
T(-#"A" -'- ] ,
5 '(
5 /
.5#@ 5
&&?"
- '"& "8("/0
"&&
- A /- '
7 ,'-&
&
&A / ' 7 ,0 &O. ,
: , -#"P-' -
' & &
: "
- 9 ",:C "@ ' (. 5 '( 8 . ' A","'
1' & 5 '( & ' (.- . &.- :-.-
- 9 ",:C "@ ,0 ' 7 .-"& &

-'-5 -/% & 5 &
&
.
, "
-'
"
",
&
& 7- "?7 "& '
&&". 5
#' 7
'(P"' 5
#-,/-. ,
, 8"' ' A .- ' .-&"-'

. A"
-, ' &
' & ,7 #7". ,
- 9 ",:C "@ ' 7 0
@ .5#
#-,/-. ,
7 #("
. A(,/0 '
- .-,( ,/0
- .- ( "'-'
5 '(
5#-, ' .- 9 ",: ' 7 &
A",-#. ,
"& "8("/0
&
& -8 # "'- 5
, (,
&5 ,' , &
5 '(
@5 ". , - ,
' #;,"
, - -'- (.- ' & -& A-& &
.(," -/0
-, & ' 5 && :(" (. 8
&A / 3 A",-#. ,
#-8 -'
(.- 5 #;" - '
"7 '
'(P"' - .;,". , ' #;," '

,'
,- - 8-
' ,-/0 ' &
.5
> #!%
!'! (#L !/ ' I!'
#-&&"A" -/0
&
,- '"A; "& -&
" # ' 7"'- ' 5 '(
' 5 '( & ? - .5-,$-' 5
A"' #"P-/0 '( -,
. " & ' - /0 ,
;:"'- 5 "& "&&
7 -& '"A , & &" (-/% & T(
",A .- "7- T( & " ? ", ,&"A" - ,- A-& ' ' & ,7 #7". ,
A".
.-& ' 7 &
. @!(&,F &
B
- $E -: (5- T(-
7- "?7 "& T( &0
'(
.(," -/0 B . /0
'
#. , & 3 7(#:- . ,
,$ "'
D& A-P ,'
A <, "- - &
. & ",:#& & ' & & . " & ' - /0
+ ,& " (
- " ,-#'
'.","& -/0
)JJ
5 &- ' & - #-&&"A" -/0
,& " (" -
A <, "- : -#. ,
-",'- (.- X(", - 7- "?7 #' - /0

A-P ,' 5-
'-
#?7 # -
(>
%
8
(&
/. !
' (.- 5 #;" - 5
-,
'
' & & & (& -&5

&&"'-' &
-#
.
&' 7 5
@5
. /- 5 #-
, 5/0 '
& (-.8" ,
6. (
5 O5 "
&5 ,'
5 '(
-&
&5 "-#. , -& @5
- "7-&
:"'
A-P<C#- 7 #(" &0
-5-& T( ,
] ",'"&5 ,&?7 #T(

&
-,&5
-'
#3. '- & #$- ' & .- -73& '
",A .-/% &

(.-
- .-P ,-'
5 '(
:(#-. , -/0
&5 ,'
( .
. #$ 5 &&;7 # Y&
#- '"P
&5 "
. - & & (& '"7 & & - "8( &
8.
& 7"/ T( &
'
. -&
#
-. ,
,&(."'
' &
A .-
& "/% & T(
@"& <, "- '
&&?"
,'
G
8 ":-. G
5 #
&
"- (.- .- A#@0 .-'( -
".5
#-
&&- .- - ,
. A"
'- .5 &-
'(.-
& - .
A#@0 ", "'",' & 8

,'"/% &
- ,'" " ,-. ,
& - .8-#-' 5- - 5 '
&-
-5 & , -' Y #" , #-
"-"& ("#"P-' & 3,
&&?"
- ,'" " ,-. ,
# 3 - .5-,$-'
#- "7-& - 5 '(
5 ", "5-# .
%8(&/. !
;& " -& 3 ," -& F .5 &"/0
&&" -. ' (.-
5 '(
'- .- - 5 "&
'- 5 . /0 '
.5
5 #;" - ' 5 '( 3- .5-,$-'- ":(-#. ,
, ,'"'-
#. ,
3 ' & ",-'
8.
,& " ("7 ' & - 5 #;" - 3 - '. /.
#. ,
=#".
"&
, F -5- "'-' ' 5 '(/0
5- - A .- - ".-: . ' .- - ' 5 '(
' &
("'-'- 5- 5 '(
--
,& " ("
#-8 -/0 '-
@ .5# - & 3" -m G T( &0 A"@-'-& ' -
.5 &- , 5#-, ",
-'
5- " (#- . ,
- "7-& '-& 5 && -& Y& T(-"&
# ' 7
5&" #O:" -& F 5
"&& &
.",-' &
Y. '"A" -/0 (- -8-,' , ' (. 5 '(
"-#"P-
" . ,
"&- 5- - -'- (. ' & & #. , &
- 9 ",:C "@ 5 "& #
A(,/0 ' T(-# & ( & . " & ' - /0 &0 '
#-,/-. ,
/- ' > ,'-& F -,
& 5 A . '"& ",:("
5 '( 3 (.- 7- "?7 #".5
& -(
.(," -/0 G
- 9 ",:C "@ ,'(P- ' & ,7 #7". ,
> >
- "
Y& &(-& - -
("'- '- -5 & , -/0 . : -# &5 "-#. ,

, & ( , (,
: -#. ,
3(. ",& (. ,
(.-
".5
-,
"T( -: . + &(5
'
;& " -& - & (. ' ' ("#"P-/0 + T( 3: "'- 5
& " "7- & 8 (' , ' .;," ' & 5 '( & -#". , - &
+ ,& " (
- " ,-#'
'.","& -/0
)J!
. =#". #(:- ,0 ' 7 . &

.5 -
. 5 &
' &5 P-' & & & 7"/ & T( - .5-,$-.
" . ,
- -C& A T( , . , '
'- :- -, "- &(5#. , - YT( 3".5 & - 5
#"
(. #-'
'- -5- "'-' '- .5 &- . A-P A-
'- A - A .(#-'- 5 #-
> >
!9 >
%8(&/. !
-' 5 - (.,-C& ,
-'
'
'-
.",-/0 @- - ' && & & 7"/ & ' 5 ,'
.5 ' &5 P-'-
!9
5 /
& 3,
' & 8
&5 ,'
-(. ,
Y& @5
'- 5 &&0
. A"
".5
. & ' 5-
- & 8
& & ' "& '-' &
' &
(& & '
&
-,
- "7-& ' & #" , &
"7 & 5 && :("' & .
- -7-#"-/0 '
& 5 #&
-&
. " ' - /0 ]
. (.- ",A#(<, "- '"
",'(P ":(-#. ,
' 7 ,'- T( ' 7 0 &
. &
T( 5 &&-
-5 A(,'-'
, -8"#"'-' 5 T(
<C#-& .
.("
!9 # . &( &&
& -8 # "' & && & ' "& 5- Q.

5- - 5 '
:- ' & 7"/ 5O&C7 ,'- (
- & (& & Y :-,"P-/0 - T( & & '0 #(:-
A / '- - ,/0 5- -
&&?" (. @-.
.",-/0 '
'"& "8("/0
,- -#( - '-
<, "- , & ' .;,"
- 9 ",:C "@ A " '( -,
, "-# ,'(P- (.
"&&
'- ,
-,
%
8
(&
/. ! !9
& - 7- "?7 #'

,
'
3'"
5 '(
&'
5 '(/0 '
,'". , &
&&?" -",'- -,-#"&- -& -8 #-& 5 - " -'-& 5 #-
<, "-
, - (. &. 5 5\ (.- A - .-"& 7-, - &-
'-& & -& ",A .-/% & & 7" 0 5- - A"@5 ", "5-#' & - 7- "?7 #'
- 9 ",:C "@3 ' -5 & , - (. A
- 5 &&"8"#"'-' ' (.- -'-5 -/0 ?5"'-
&&-& . '"A" -/% & 5 &
5 / "," "-#' #-,/-. ,
"
& ",
A" -PY& A#((-/% & ' .
7<. & 8 - A .- '
, .
: -('
-'
",
&&
- "7"'-' ".5#" -,'
-'
.8 #& & ' & , &
( - /% &
5 . " ,-"&
A .- : -# 5 / 3A"@-' #"7 . ,
.-& &-#" , -C& T( & - #"8 '-'
,
> >
5 #- .5 &- ' 5 "& '- -,?#"&
& ?&(8 '",-'- -
&5 "
'
5 #- #:"&#-/0
' & & & -&5

#- "7- -
&
,&(.
<, "-
"&
#(&
5&
9: >
%
8
(&
/. !"&
#(&
5&
9:
"& "8(" 5 '( & 3 ,'(P"C#& - # -# @. . ,
& & 7"/ & ,
,- T(-#"'-'
&&?" & Y &(- 7 ,'-
@":"'- ,-&
-",'- & A
,'"/% &
-&
T( "'-& ,
Y &5
"7-
.-,( ,/0
+ ,& " (
- " ,-#'
'.","& -/0
)JI
& - - " (' ' 5\
5 '( Y '"&5 &"/0 3 ",'"&5 ,&?7 # ] 5 "& ,
&&?"- - -' 5/0 ' (.-
%8(&/. ! &
#(&5 &9:
5- " ' & & 8

' 7 ? & ('&" (-/0
",
"7 & A"@-' & .
#5 '
' &
. '
. '"?" & F : &&"& -&
A (-'-
#" , #-C-#7
' & :. ,
& '"A , & .3 ' & ' '"& "8("/0 5- - & #$

& #$ - 7 ,'- '"
, -"& '
. , & #,: . A(,/0 ' ,=.

&
. &'
.-"
'"&
' ",
,". ,
.5 -&
T(-#
,&(."'
-'
5 '(
.-"& -'-5 -'
Y &(-
(& -
" & B
G T( A . . (. -,-#' '"& "8("/0 .-"&
7 ," , &
&
- -
' .
& # /0 ' (.-
' ' '"& "8("/0 ' 7
. " ' - /0 ".5#" - (& & ".5
-, &
#-/% &
, - (-"& ' & ",-'-& - 5 .-,
' . C, & -5 "- , &

5 7"& - 5 ."
'"& "8("'
-#"P-
'". ,
(&
. '"7 & &
" 3" &
' & . " & - 5\ . - /0
& - -5- "'-' ' A-8 " -,
. , -,
5 '
'-& 7 ,'-& T( - & #(/0
' , : "-/0 5 &&(;' 5 #&
#- - '"& "8("/0
DISTRIBUIO
6
4
N
N
6
*L
+ ,& " (
- " ,-#'
'.","& -/0
)!K
",
8
&& '-& '(-& =#".-& ",

"7 &
,7 : , &
' #& ".5
>D>
-& &(-&
'
] ".5
.5 -'
& &(-&
F5
%
8
(&
/. !
'
&
/.9:
5- - - .5 && '"& "8("'
& 5 ", "5-"& ",& (. , & '.
,-
5-
' 8 ,&
A"
5(8#" "'-'
5 (
A /- - &(- ".-: .
-'- . "
- ' & ,7 #7
5 #&
5- (5
, "-"&
( & ".(#- -&
- 5 . /0 ' 7 ,'-& -&
#-/% &
;,"
&5 " - (.-
<, "- "&
$-.-' '
3 A .- (.
, (,
( ' & ",-' & -
.(," -/0
'
.(," -/0
&5 ,'
- (. 5
'". ,
&5 ;A"
. . " & .-&&"A" -' & 3- ,& #$-'- T(-,' , & T( . & '" ":" - (. 5=8#"
'"A , "-'
- (.
& - -,&."&&0 ' ",A .-/% & ' (#(:-
.(," -/0 &0 - 5(8#" "'-'
.5#. , - & ":(-#. ,
",& " (; (.- & - 3:"- '-
T( 5 ."
&/.9:
("#"P-/0 ' & & '"A , & . " & ' 7

:-,"P-'
:"'-& 5 #- A /-
& ,0
& & (& '"A , & 5=8#" & + #" , & 5
A"' #"P- - #" , #-
%8(&/. !/ '
Y #-8 -/0 ' (.-
+' . ' " '-'
' & '"& "8("'
@ .5# ,- : -,' '"& "8("/0 G
.(," -
&
' 5 '(
#-/% & &0 A T( , . ,

(
7 ,'-& -(. , - - &(- ,
5=8#" -&
&"' , A-
,'"/% & -
&
/.9: >
-,
:-/% &
A /- - ,
T(-#T(
" '-'
&(5
- ".-: . ' (. 5 '(

F - -P & -,(?" &
5 . /0 & 7 .-"& 5- - & ".(#- -& 7 ,'-&
&5 "-#. ,
#- 5 ' &
&&". 7-&
7 " (#-'-
- -73& '
'(/% & ' 5 / &
.5 ?" & '"& "8("/0 ' -. & -&
-5 '
5
.(," . &
, "-"&
. 5 5(#
-/% &C-#7 8 . ' A","'-&
- .- 9 ",:'"
& - 3 ," -
A "' & , & A" $ " & '- .5 &- 5
-,&." " (.- . ,&-: . &5 ;A" - T( ,
+ ,& " (
&5 ;A" -& - A". '

,&"&
,- -
- /% & ". '"- -&
#" , &
( .5 -'
&
7"- 5 & -# #AO," - ( ( - - A". ' #$ &
&&" ' (.-
- " ,-#'
&5 & - '- &(- 5-
'.","& -/0
)!)
A COMUNICAO
Nomes e marcas,
logotipos, visual e
sonora, linha grfica
SISTEMA DE
IDENTIFICAO
Ser reconhecido para
ser conhecido
SISTEMA DE
COMUNICAO
COMERCIAL
Comunicar para
vender
SISTEMA DE
COMUNICAO
DE PERTENA
Comunicar para partilhar

valores e interesses
comuns
Organizar o feed back
SISTEMA DE
AUDITORIA E
CONTROLO
",-#. ,
-&
#-/% & 5=8#" -&
' & ,7 #7 . - ".-: . ' (. 5 '(
,-
5-
M*
;,"
+ . &.
- 5 O5 "- 5 . /0 C
'(.- .- - ('(.- .5 &- , & ( , (,
+ ,& " (
- " ,-#'
'.","& -/0
)!*
PROMOO
$%&'( )*$
')$
#.&
* ( &
!.!
'.,!'
C& H
/' .
'! (.
/ #'
/!%! .
(.9:
! .9:
"&
#(&5 & !#
B !&
! /&
.
.( &(.
! 9: !
!9
&,
!!'5 %
#
$.#
"!#/ (#
J . (& . !#
1'&#
7! (.#
Y , #!
(!&#
%/. !'
"!#(.L !
' 9I!#.
"&#(&
5&
*!
' # 5 . " ,-#5 " " ?"
> >
9. !)! .#>
%
8
(&
/. !)! .#
A /- ' 7 ,'-& A " '( -,

5 #;" - '
.(," -/0
- 9 ",:C "@
- #":-/0 ,
#" , #-
' # 5 . " ,-# 5 " ,-#
.("
.5
(-#. ,
3 - -'- & 5- -'-. ,
A /- ' 7 ,'-& 3
- .5 &-
. A"
- &(- #" , #-
.(," - C#$ -& ",A .-/% &
-&& :( - C& ' & ( - .5-,$-. ,

'"& "8("/0
'
, "8(",'
,&"' -'- , T(-'
(. #. ,
'-
,T(-,
'
-, ;&&".
#- "7-& - 5 '(
, : "- -&
'- A"' #"P-/0 ' & #" , &
T(", -
<, "-
- A .-/0
.5 , ,
(.- 7 PT(
&(- 5 ". " - - A- 3- ' 7 ,'
- ,& #$-. ,
#$- ' ",A .-/% & & 8 -
".5
'- 5 #;" - ' '"& "8("/0
"&
,& " ("
3 5 &5
- -
,'"/% & ' A , ". ,

-& #- -5 "- ":(-#. ,
' . &-
& , - -",'- - A(,/0
& 8 - #" , #- T( #- A-P $ :- Y'"
/0 '
.- 9 ",:
, (,
'-& A(,/% & -A -& YA /- ' 7 ,'-& 3' A-
. .- 3"- '
:-,"P-/0 ' & # /0 ' A .-/0 '
+ ,& " (
- " ,-#'
(. #. ,
&& , "-# T(
.(, -/0 ' -,".-/0
'.","& -/0
'
,73. : "
,
)!M
/% #:
],
&&?" ,0 &T(
T(
(.- -5 & , -/0 : -# '
- 9 ",:C "@,0
'"A , &
5 - " ,-# . A-& '
&5 ,'- -
, , - (.-
#. , & -
. ,'-/0 ( . A-& '
- 9 ",:C "@ ' 7 & - -'-5 -'

. #$
,& " (" (.- & #(/0 ."#-: &-
-'
&A /
, - ,(. 5
&&
(.-
,& , "' 5
'
--'
.- 9 ",:
. A(,/0 '-& 5 7"&% & - A". ' & A .- -
T( -&& :(
<, "- ,
0 &
, -8"#"'-' .?@".-'- 7- "?7 # & .
.8",-/0 T(
- - "&&
3,
, ('
&&?"
- (. =,"
. " ' - /0
> #N ! .'! (.#O

> > '.,!'
. @!(&,F &
B
!./& .%
.(&
$.
(. -.8" ,
&(- ".-: .
"-#A
. ,
.5 " "7 3,
&&?" T( -& .5 &-& & 5
(5 .
.-
5 - "7-
. A"
&&- . &.-
- - ".-: .
- ' (.- .5 &-
, (C& (. A-
&& , "-#5- - .-,
.5 " "7"'-'
6.- ".-: .
5 - "7- 3 .("
@5 &&- & 8 '"7 & & .-5 "-,' - ,
" '-'
"-"&
.-"& ' T( (. #: "5

,'
,&(."'
3 (.- 5 & ,-#"'-' 7"&(-#T( &
& $-8" (- - "' , "A" -
<, "-
T(-#"'-'
& ".-
#: "5 3-5 ,-& (.- '-& &(-& @5 &&% &
- - T( (.- ".-: . 5 &&- ",& " (" C& ,- . ,

5 "/0
& , ". ,
7" -,' C& '
.?@".
,&(."'
- -5- "/0 & 8 &":, & T(
& 3,
" .
&&?"- - &(- ", ,&-
,A(&0
.5-.
<, "- ",& " (;'
- - T( - 5 & ,-#"'-' '-
:-,"P-/0 & & 8 5 ,$- Y A-
. & (?" & T( " 0 '- 7 P Y .- - 3 ,

A , " . - (.-
' &
-#"'-'
&&?"
7"&;7 #' & ",'"7;

'( & 5-53"&
,T(-' ?C#& ,(.- ".-: . T(
& 5=8#" &
,:#8-,
+ ,& " (
- " ,-#'
'.","& -/0
)!
".-: .
5=8#"
5 - "7- 3 - 5 & ,-#"'-' 7"&(-#T( (.- .5 &- (
- T(-#3 ,& (;'- - -73& '-
: -/-& Y&"."#- " (' 7"&(-#T(

@ "
5 - "7- '-&
T(-#"'-' T( & -& 5
' & & A"' , "A"T( .

5 -,
&(#-' & ' ,
:-,"P-/% &
& T( ' -#:(. . '
T(-,
' ".-: .
'
,& T( , . ,
& ? ", ",& -. ,
,- -
,&"' -/0
#- " ,-'-
( . T(-#T( # -# - -'- . . ,
. & #. , &
&
& ".-
, " & '
'
& -8 # "'
# -
5 "& ' A","
5=8#
"
:-,"P-/0
&& &
#. , & &0
. & ,' - 5 & ,/- ' &&- . &.- .5 &-
-#. , '"A , "-'- ' T(-#T(
5 - "7- 5 ."
5=8#"
"5
"' , "A"T( . ( &
<, "- -#T(
5 & , -, & '- 5 O5 "-
& '-& A .-& '
5 &&;7 # , ,'"' &
-A",-#- ".-: . '- .5 &-
'"A(,'" ?5 -,
& , ". , & '
. - ".-: .C8-& '- .5 &- ' 7 0 -5 & , - (.-
-73& ' & &;.8 #& '-&
, "
" '-'
,' . ", (#- ,- . , ' 5=8#"
#& 5 &&- "' , "A" ?C#&
". '"- -. ,
- "7"'-' &
' & & .=#"5#& #. , & - -73& ' & T(-"& & -
-5 & , -. 5 '(P",'
".-: .
<, "- '-& &(-& - " (' &
:-,"P-/0 ' 3. A-
#& &0
(-
",& -#-
&&- . &.- '"A , "-/0 T( &
. & (R-#7 S
# & /& .&# 5;!/(&$ # . '.,!'
.(&$.
! (&
7&
/.9:
# #(.5!%
!/&
'! ( #
! (&7&/.9:
#
(#
! ! $&9 #
! (&7&/.9:
. . /.
(.9:
!J .%& . !
+ ,& " (
. . (&. !
(! (&/& . !
- " ,-#'
'.","& -/0
)!U
' & "
-,
" . ,
&- 5 '
"7 & T( ,T(-' - ' 7 ?&
,-
> >
&- RA -. , -S '
-5#" -'- -
.(," -/0
' & & #. , & - -73& ' & T(-"& 3 & -8 # "'
5=8#"
! /0. &
#&,
-' "-S 3
. ("#"P-' 5- - ' &":,-
- &5
- 9 ",: &
, "-"&
.5 -'
, (,
' 5 '( & T( (. 7 ,' '
. 7" - &
("#"P-' , ( -& - 5/% &
$-,'"&",:S &":,"A" - & 8 ('
&
, @
R.
& -8 # ". , &
'
(.- 5- 5
& &A / & .5
$-,'"& &S
,'"' & 5- - -(. , - -& 7 ,'-& ' & 5 '( &
. '
5 A"&&" ,-"&
-' ."-
-, &- '-&
4 T( ,:#8- 3 ," -&
, "-# .5 -'
. &.
&0
&5 "-#"P-' &
,-& . #$
T( &
&
,'"/% & .-
5-&&- ,
"<, "-&
5 & , -/0 B @5 &"/0

,$ ". ,
,'"8"#"'-' H
-/0 H
#-,"A" -/0
&5-/
,& -#-/% &
.-'- '
,-
5 '("7"'-'
'
.5
"7- '
-. ,
"-"&
"-"& -& T(-"& 5 ." . -5 & , -
' &
43
5 '(
"-"& 5&" #O:" -&
4 5 # T( -& '"7 &-& ' A","/% & <. .
(& &
"-"&
. - ' A","/0 ''
. 5- -
&
, & & -8 # ". , & - -73& '- ("#"P-/0 ' 7?"-& A -. , -& - /% &
"' , "A" -/0 5 #&
,0
@"&
, - -&5
(.- ' A","/0

&
=," - '
'( H
'
#" , B &5-/ O " C
. : ?A" H
#H
.8" , H
T("5-. , H
,A .-/% &
+ ,& " (
- " ,-#'
'.","& -/0
)!L
& . '
, (,
"& -#:(.-& '-& 5 ", "5-"& ' A","/% & '
' .3 ' &
&(- -5 & , -/0
3 ," -& T( 5 ." . '- - 5 '( (. 5-5 #- "7 ' 7 ,'- - -73& '-
' & ( ,
5 "."P-,' -
, -8"#"'-' S
F
, (,
'
& (' &
'"& "8("'
&
[ ##AAG
3 ," -& ' -5#" -/0 T( &0 5 & & . 5 ?" - & 5- -'- ( , (, -. ,
5 '(
&
A". ' -(. , - -
,'"8"#"'-' '
" , -/0 ' & 5 '( & - -73& ' (.- -'-5 -/0 5 .-, , ' &
5 ,
"' Y& ,
' 7 ,'-
&&"'-' & ' .
-'
' (.- -5 & , -/0 -5 5 "-'- ' 5 '( S

$
5#-,"A" -/0
. . , & , & 5 /&
#,
&&?" & 5- - -
'
"-#"P-/0 ' 8 ,& (& 7"/ & , & #(:- &
,-& T(-, "'-' & &(& 5 ;7 "& ' A- "#" - -
,& (/0 ' & 8
$:
, &
"7 & '
- 9 ",:'- .5 &-S
, (,
' 3 ," -& T( A- "#" -. -
& -8 # ". ,
.(," -/0 ,
A-8 " -,
'"& "8("'
'
,&(."'
, "-,' - 7 ,'- ' 5 '( S

$
. &;, &
& - 3(.
, (,
7 ,'- & 7",'
4 3 (. . " A
' .3 ' &
#" , - & ,;7 "& '- T(-#"'-' T(-, "'-'
@5 &"/0
, "8(",' 5- - (.- .-"

8-&
'
-5 #- "7 '
3 ," -& ' & ",-'-& - 7-# "P-
] -.83. (.- A .- ' 5 & - (. 7 '-' "

(.- . #$
. ,
, -8"#"'-'
"-
- -,".-
'
.5 -
& 5 '( & , # -#'
A /-,'
-#$"& - 5 5
- ",A .-/0
"- (.- .-"
#-/0
" ,-,'
- &(- ".-: .
-/0 ' & 5 '( & 5 "."P-,' - @5# -/0 ' #", ('- -.83. -
5 /
& 7"/ ' 5O&C7 ,'- -
-5 & , -/0 ' & - ": &
' &
'
A"' #"'-'
- &(- 5 O5 ",
#" ,
& -8 # ". ,
-,
5 '(
3(. ' & #. , & 5 ", "5-"& ' '",-."P-/0 '- &(- & - 3:"-
"-#- ('-,' Y
" '-' ' 5 '(
+ ,& " (
- " ,-#'
'.","& -/0
)!J
] (. .3 ' '
A-P &-" ' -, ,".-
5 ." " (.
,-
'"
5 '(
,&(."'
] (. . " ' A ,
RA '8- 9S - & 5 '(
,'
&& & ' - (-/0
5 '( & A-
Y ,
5- -
. 7"& -
A/ '
& 5 ." ",' -
- 9 ",: -:" -7-#"-
5 "."P-/0 '-& & - 3:"-& '
-# -
"-#"P-/0 ' &
<, "-
$-,'"&",:'
- 9 ",:& "- (.- -8 -/0 5 "& -& &(-& 5 #;" -& A .- ' - (-/0
&0 5 O@".-&
'
. &
,&"' ?C#& R" .0 & &"-. & &S 7" -' & ":(-#. ,
' & ,7 #7". ,
& -. ,
5- -
' & 5 '( &
MERCHANDISING
MARKETING
DESENVOLVIMENTO
ESPAO
PRODUTO
PREO
COMUNICAO
DISTRIBUIO
SERVIO
MERCADO
&( && '- 7 ,'- - -73& '
AMBIENTE
QUALIDADE
IMPLANTAO
PUBLICIDADE
PROMOO
PONTO DE VENDA
PRODUTO
ESCOAMENTO
+ ,& " (
- " ,-#'
'.","& -/0
)!!
- ",
#":-/0
- 9 ",:C
$-,'"&",: &(#- - &- "&A-/0
' & ,7 #7". ,
'
T
,?#"&
A"' #"P-/0 '
P *"
& ,7 #7". ,
, @
& - 3:"- '-
& ,7 #7". ,
-'
(-/0 ,
- " (#-'-
' > ,'-
4#8-#'
#" ,
'
' > ,'-
(-/0 ' i.8"
'
-#A-
".5#. , -/0 '
' > ,'-
5 @".-/0 - #" , &C "5

A","/0 '
#7 &
.5-,$-. , B & #$-
4 ,3" & ( &5 ;A" &
-' T(-'- ' & 5 '( &

.5#-, -/0 T("#"8 -'-
5 @".-/0 -
#" ,
&.-&&"A" -/0
.5#
- "&A-/0 '
> >
&&"'-' &
,$ ". ,
"' #"P-/0 -
'
#" ,
' > ,'-
' 9:
5 ", "5-#A(,/0 ' .

,7
$-,'"&",:3- '
&&- &" (-/0 . 7 ,'-
"-
& 3 ," -& ' .
. .(" & -& & #-& & 7 . 5- - '- .-"

.- - (. &.
&5 ;A" &
7 ,'-
.
'( -,
' /& .%
A /- -
#-/0 ' & -
& ".(#- - 5
(. 5 ;'
( !$! .
@5
- "7-
&&
(,
#" ,
#" ,
A",-# -"& 3 ," -& ", #( . . &.
8 . ' A","'
& 8 ('
, "- -& 7 ,'-&
.",-' & 5 '( & '- -
( - - -73& '- @5 ". , -/0 -(. , : -#. ,
'
$-,'"&",:,0 & #"." -. - 5
' & -T( - '

.
",
,$
8
(."7 &
&5-/ , & 5 , & '
A ". C, & Y ./(&$& . !
#:(.-& '-& 5 . /% & .-"& ("#"P-'-& &0 , . -'-. ,
+ ,& " (
- " ,-#'
'.","& -/0
)!I
GRATUITA A TODOS OS VISITANTES
AMOSTRAGEM
OFERTA NA COMPRA DE OUTRA REFERNCIA

REDUO DE PREOS NA AQUISIO DE PRODUTOS
COUPONING
(Coupons)
BENEFCIOS POR FIDELIZAO
AOS RETALHISTAS
DESCONTOS
AOS CLIENTES FINAIS

AOS RETALHISTAS
CONCURSOS
AOS CLIENTES FINAIS

AOS CLIENTES FINAIS
BRINDES NAS
EMBALAGENS
BRINDES
ANUNCIADOS
BRINDES
SUPRESA
& .-"& '"7 &-& - "7"'-' & , & 5 , & ' 7 ,'- (- 5- " "5-/0 . A" -& @5 &"/% &
-.83. A-P 5-
' 5 : -.- 5 . " ,-#,- ? - ' .
(,- -T("&"/0 ' 5 '( 1 ,
& 5 -/% & ' .

' A","'-& ' -
'
. & & :(", &
.",-'-&
' , 7-
A - &5 "-#,- 7"&" -
WG
$-,'"&",: ,7 #7 ,' - /% & 5 . " ,-"& , 5 ,
#- .5 &-C -,/-. ,
5- - '
& -8 # ". ,
$-,'"&",:F @
5 ' .
' 7 ,'- 5 ' . &
" 3" &
A <, "-
@-(& 0 '
A <, "-&
. /0 B "
" ,-. ,
A <, "-&
# "& "8("' C (. ,
'
- "7"'-' ' '
+ ,& " (
.",-'-
- " ,-#'
A <, "-
'.","& -/0
" '-' '
'>
)IK
"
*Q
\*
.3"!7& &9:
6.-
"
" ) *"
! .%
5 -/0 ' 5 . /0
' & ",-'- - A- "#" 7-, -: .
. -&& "- - (. 5 '(
( - & ".(#- - &(- ("#"P-/0 - &(-
"'-
,&"&
&
'" ":
- &
8 , A" "-
&
(.- 7-, -: .
.5 ?"-
.5 - ( - &(- '"& "8("/0
,&(."'
&
- -C&
'
(.-
'"& "8("'
&
- -C&
'
(.-
53"&7! ! 9.#! (!.
' 9: !.
5 . /0 '"& ",:( C&
%8(&/. !
,-& 5 #;" -& '
.5 ?" '-& 7-, -: ,& T( A
/3"&7! ! 9.#! (!.
'
' 9: !.
.8 - - 5 . /0
- 5(8#" "'-'
. ,&-: ,&
( - ",A#( , ",' 5
A"
5 '(
,&(."'
,$-.
&& , "-#. ,
5 #
-?
(- '"& "8("'
"7 A",-#",A#( , "-
'" ": . '"& ",:( .C&
&
. '"A" -
-. , & ' (. 5=8#"
&
,$ ". , & -& ".-: ,&
.(," -/0
5 . /0
.5
,-,' C & .-"& A? "&
&
.5
-. , &
5 #& & (& . ' & '
.5
5(8#" "'-' 3(. . " '

-. , & ' & -' &
5 /
5%&/& . !
.5 - ' & 5=8#" & - T( &
5(8#" "'-' 5
( ! !9
&&- 5
- -73& '-
- /0
-,&."&&0 '
-& - " (' & ' && 5=8#"
(- 5 7 -
( .-"& : - "A" -, &
( & ".(#, ?"
5(8#" "'-' T( - -73& ' (.- . '"A" -/0 5 : &&"7- '-& - " (' & . , -"& ' 5=8#"
8
& 8
& & (&
.5
5 &- '- '"A ,/- ' & & (& . ' & ' - /0 - 5 . /0
\*
& 5-;& &

.5 &-&
5
, -: .
7"&-
.5
- 5(8#" "'-' &0 .(" -& 7 P & ("#"P-'-&
A /- C& .((-. ,
"' , -"&
'-
-. , & A" & '"A , & .-& 5 #,:-' & - 5 . /0 ' & ",-C& -
5 '(P" A" & ?5"' & (. &. ". '"- & .-& #"." -' & ,
, (, -. , 5 "& 5 ' .
&
"
,& - -C& ' &' $? (.- ' P ,- ' -, & T( -& ' &5 &-& ' 5 . /0 '-&
& . .-"&
-5"'-. ,
#- "7- , &
/-. , & '
T( -& '
+ ,& " (
5(8#" "'-'
T(
,& T( , . ,
- &(-
- 9 ",:-(. , -
- " ,-#'
'.","& -/0
)I)
. 5- " (#- ,-& & " '-' & ' 8 ,& ' : -,'
5 . /0 &0 .(" -& 7 P & '- . &.& -(. ,
#- "7 5
5-
. 5 ". "
#(:- , & &
,&(.
' . ' : -,' P- T( & ' 5(8#" "'-'
'- 5 . /0 5 '
& ,'
8 ,& & ."C'( ?7 "&
@5#" - C& 5
7?"-& -P% &
& 5 '( & &0 5 ( '"A , "-' & 35
7 P & '"A;"# "- , &
& (.- 7 '-' " - 5 A <, "- 5
,&(."'
& ?.(" -& 7 P & & ,&;7 #Y& 7-, -: ,& 5 . " ,-"& T( #$ &0 A
@"& . &
' ,;
7 #' &- ( -/0 "&
&- ( -/0
,-C& .-"&
"
#(:-
' 7 ,'-& 5- - 5
&
(-
(.- .- - &O - -73& '- 5(8#" "'-' H , & & -& &
"'-&
& ,' - 5 &&0 5(8#" " ?"- @ "'- 5 #& 5 '(
3 T(
/-. , & '
(- 3 & (# -5-&&-.
,&(."'
. & :(,' #(:-
&
& ( ,'". ,
,'"7 #:-& - '",$ "
.- :",-#&
& & -5 @".-
,- A- H 5- - #? ' &
#"."- '
. 5 . /0 T( . 5(8#" "'-'
&5 ,&?7 "& 5 # .- 9 ",:'-& .5 &-& <. 5
7 P&
,'<, "- .
. &
&(#-' & ". '"- & .-"& ' T( . #$ - - &(- .- : . ' .- - , #,:
5 -P
A". - '"& "8("/0
.(" -& 7 P & 5 &&% & & 8
5 . " ,-"& ( & A" & & 8 -& 7 ,'-& &0 ". '"- -. , 5
+ ,& " (
- " ,-#'
& 5 '(
& - A-7
'-& 5 -/% &
5 ;7 "&
'.","& -/0
)I*
=Y
] Q
FACILITAR O
ENSAIO DO
PRODUTO
MELHORAR A
NOTORIEDADE
PROMOVER O
CONTACTO
!
"
PROTECO DA
IMAGEM DE
MARCA DO
PRODUTO
%&
"
(!
+
%*
'
)
PROMOVER/
/PROVOCAR A
COMPRA
)
"
#
-%
)
INCITAR AO
AUMENTO DO
CONSUMO
.
%
+ ,& " (
- " ,-#'
'.","& -/0
)IM
>D> $! (#
7 , & &0 - "7"'-' & '"7 &-& - ,;7 #'(
,O."
:-,"P-/0
.(,"'-' ' ;,' # ' &5
"7 & "-# (#( -# #-P
,-& T(-"& (.- .5 &- 5- " "5- T( & - 5 #- &".5#& 5 & ,/- T( ,- 5 O5 ".
", ("
' & -5 & , - ' A .- - T(
- (.- .5 &- '",Q." - ' T(-#"'-'
'
,-
.5 &. &.
. : -# - -&& " A(( -. ,
,A"-,/-
-5 "
VANTAGENS
5=8#"
,& (/0 '
:-,"P-/0
"5 '
'
.",-'- ".-: . 5
(,
'
5=8#" C-#7
-'
,'"'- 5 #,
' &&
7, &
. . "P-/0 '- .5 &- ('- .- - - -73&
5 : -.-/0 5 T(-,
' '
.",-' - ,
& 5
,'
A T( , . ,
, - A-
7 , & ,0 35 7"&;7 #T(-,' '- #-8 -/0 '

. :",' ' && A-
-&
". ,
. T(-# & -
- & (5=8#"
(,"'-' '
#-, '
,& T( , & '"A" (#'-' & '
-"&
- 9 ",:H
DIFICULDADES
:-,"P-/0 (
' '"&5 ,"8"#"'-' A",-, " -
A-
"&
' T( -# 7 ,
'
- , & . #' & .-"& &- "&A- O " &
T( A T( , . , 3 @O: , -
+ ,& " (
# '- 5 O5 "- .5 &-
- " ,-#'
'.","& -/0
)I
=Y
APRESENTAO
"7(#:-/0
"
) *
'- .- -
-&& "-/0 - (.
5 '(
7,
'"
( & 7"/
-. ,
- -73& '-
#- " ,-'
. -
- "7"'-' '- .5 &-
NOTORIEDADE
&&- -&& "-/0
,A
" '-' Y.- -
5- " "5-/0 , & 7 , & 5 ." (.
CONTACTO
,-
'"
5=8#"
5- " "5-/0 . 7 , & 5 ." -
ASSOCIAO
-&& "-/0 '-
:-,"P-/0 ('- .- - -
-&& "-/0 '-
:-,"P-/0 ('- .- - - (. '
& :. ,
' .
-'
:-,"P-/0 '",Q." - T( & ? .
INFORMAO
.",-'
5- " "5-/0 . 7 , & -,&." - 5=8#" - "' "- ' (.-
MOBILIDADE
REACO
7, H
&&"8"#"'-' '
.- - 5 '(
,& - - R", # S -
+ ,& " (
"7"'-'
- " ,-#'
#-'
- /0 ' 5=8#"
(& 7"/ -5 & , -' 5 #- .5 &-
- ' ",A .-/0 ,

.-"
'
& . ",
- .5 &-
#" ,
3A" -
. '"?" &
'.","& -/0
)IU
& 8
"7 & ,- 5- " "5-/0 . 7 , & 5 ' . '"7 :" ' -
5 & ,/-
8 . -&&".
,-C& '"A , "-'
Q.8"
'
8 (- '
",
7,
&& ' & -: , & .

. T( -'- (. ' #&
5- " "5F @G
EVENTO
Objectivos
Diferenciados
Objectivos
Semelhantes
Geogrfico
Pblico
Ponto de Venda
(vs. Marca)
Promoes
Marca
(vs. Ponto de
Venda)
Produtos
Servios
+ ,& " (
- " ,-#'
'.","& -/0
)IL
> >
. @!(&, "&!/(
X(-,'
",
<, "- -(. , -
&&-' & 70
&5 "-#. ,
-:" .-"& Y&
- "7 &
,'
&(#-' & 5 ' . &
#" , + (-
-& '
&&"'-' &
, (,
&
&5 "
3 @- -. ,
' & . " & '
"7 5 '(P" '- 5-
'
",A .-/0
&
#" , &
- &" 5 O5 " &

' .;," '
.(," -/0 '"
T( &0
b
& ",'"7"'(-"&
'-& 5 && -& 7"&-'-& (.- - /0 ". '"- -
( &
. '"' &
- 9 ",: "
-
(.- .-"
A -& T( -5 ,-& '":-.
, 8"'-& 5- - -& &(-& ,
b
",
@"& ",'
3(. .3 ' '

#" , 5
- 9 ",: , #
(" T(-#T( - "7"'-' - -73& '- T(-#&
, "-#+ '"
-. ,
-' & 3 (.- #"& - ' , . &
.8",-'-& 5- -
.-
5 &" " ,-. ,
3 A-
-#7 .-"& 5
'
( . T( &
&5 ,'- '"
$ :(
-. ,
A <, "-& : -/-& Y T(-# '-& -& ",A .-/% & &0
"&
.-"& ".5
-,
-8-#$
"- "7 ' &( &&
,-
" , -/0 5
"&-
' -#7
&. T(-,'
"7 ,0 3 (.- 7 ,'- ". '"- -
- 9 ",: "
. : -,' 5 '
'
5 &(-&0
(" -& '-& 5 && -& -",'- 5 ,&-. T(

- 9 ",:T( ("#"P-
"
- 9 ",: "
3. -#,0 3
3 -5 ,-& (.- '-& RA -. , -&S '

- 9 ",: "
5 ' - (- - -73& '
(.- .(#"5#" "'-' ' . " &
+ ,& " (
- " ,-#'
'.","& -/0
)IJ
(!#
AS BASES DE DADOS
O Correio Directo
Inbound (*)
%&/.9I!#
O Telemarketing
(Telefone/Fax)
Outbound (*)
Conquista de Novos Clientes

Promoo de Vendas
Pesquisa de Mercado
Fidelizao do Cliente
Aceitao de Encomendas
Distribuio de Produtos
Rendibilizao da Fora Vendas
A Venda Telemtica
A Televiso
Reunies
(*)
InBound: comunicao do exterior

OutBound: comunicao para o exterior
+ ,& " (
- " ,-#'
'.","& -/0
)I!
=Y
"
!%!//& .
"&!//& . .
. ,!(
'
& !%&C.
! &9:
* "
&/.9:
. ,!(
! !# #(.#H #(.(1,&. (&

%&C. .
##&5&%& . ! ! !,'! (.9:
'&. !
. ,!(
#( #
&$./& . ! ! #(.(1,&.
(./( "&!/(
'! ( .#)! .#
+ ,& " (
- " ,-#'
'.","& -/0
)II
) *
Economia
de Custos
Medio de
Respostas
Contacto
Directo
.5
"
5 A"#'
T(-#
] ,& :("'- - -73& ' (.- . ,&-: . 5 & ,-#"P-'5 T( '" ":"'- - , . ' -#7 5-&&-. & - #"'. (.
A. "7- " ,-#.(" A
Privacidade de
Estratgia
- /0 '
* "
.5 - ' (.
",& 7 C& ,(. ' &
",& (. , & ' .- 9 ",: . (.- '-& .-"& A &
#-/% & (& BA"
Fidelizao
7" - '"&5<,'" . -#7 & T( ,0 5 , $ .

"'-' & @ #-&& & "-# ( 5 A"&&0 5- 5 '( A " 5 ,&-'
Selectividade
@"&
* "
A - & - 3:"- $ :-. 7"&;7 "& 5 #- ,

<, "-
' & ",
& . &
& Y & - 3:"- ' .- 9 ",: . "-#"P-/0 5

,- -,?#
"& ' ".5- ' (.- - /0 5 . " ,-#
"&0
&&"8"#
" - (.
5=8#" -#7
,-
'"
.-"& 5 & ,-#"P-'
(.- .(#"5#" "'-' ' . " & - -73& ' & T(-"& 3 5 A" -. ,
5 &&;7 # :-,"P- (.-
- 9 ",: "
5 & ,
&
+ T(-# . #$ . "
3(. -&5
7" -#5- - - 8 ,/0 '
.-"& -' T(-' + 5- - '
+ ,& " (
- " ,-#'
.",-'
A" ? "- ,(.- - /0 '
- 9 ",:
#" , C-#7
'.","& -/0
*KK
6.- 7 P.-"& -& ",
T( & % & 5 .-, , & '
Quem?
(ou a Quem)
- 9 ",:& 8 7<.
"!7& &
. ,!(
. !E#!B E/%.##! # /&F!/ <'&/.E%/.%

& . !E!#(&
%
!$& .E!(/>
J .% ' '! ( & !.% . . L ! . !## . !/!5. / '
., .
.'! #.,!'
J !'
!'! #.,!'
2(!%
!7 !E/
%.
Quanto?
(ou a Quanto)
9.'! (.%
J .(
#(.
J .(
Para qu?
(Objectivo)
> >
!&#E!(/>3
!6 ! !
!7& &9:
# 5;!/(&
$ #L . (&(.(&$ #! L .%&(.(&$ #
2L !!# ! ! !.%'! (!^3
5%
&
/&. !
(8#" "'-' (.- '-& A -. , -& .-"&
1'
.(," -/0 & ,'
& (.- 5-
,$ "'-& ' .- 9 ",: 3(. ' & 5 ", "5-"& #. , & '
' 5 : -.- ' .- 9 ",:
(8#" "'-' 3(.- '-& .(" -&
- "7"'-' & ' .- 9 ",:
. &
5
A "( - 5(8#" "'-' 3 (.- A .- '
( - - (- ,-& '"A , & A-& & '

,$ ". ,
5 '( &
' "&0 '
",
&& ' & #" , &
5(8#" "'-'
. A(,/% & .("
.5 - ' & #" , &
'(P"
+ ,& " (
.(," -/0 ,0 5 && -# 5-:&&
A,
'
.5 - '
(. 8 .
,' '-' & 5- - -7-#"-
7- "-'-& .-&
& ( "&
'-& #-& 5
- . &.
- " ,-#'
"' , "A" -'- T(
, -,'
-(. , -
@5 ". , -
-' 5 -
( -. A- "#" -
&
&& '
.5 T( -5 & , -. & #(/% & 5- -
'.","& -/0
*K)
-& &(-& ,
&&"'-' &
' &
& ' . ' - T(
5 . 5 #& 5 '( &
& 7"/ & '- .5 &- ( '-
.- - 5(8#" " -'-
, - "-. ,
5 && -&
,
,-&
T( .(" & -A" .-. - 5(8#" "'-' ,0

:-,"P-/% &
&&"'-' & @"& , &
& 8 -& - -
5(8#" "'-'
5(8#" "'-'
5 '
(.5
: -
"- ,
&
& -& @"& . ,-&
( -T( # ' &
&&-& A(,/% & A ,
;& " -& ' & 5 '( & 7-, -: ,&
&&"'-' &
5- - &- "&A-P
,' ",A .-/% & - & ",
", ,7 ," , & # -"& ,' 5 ' . &
&&-' &
-'T(" "' &
. ' & ' ("#"P-
",A .-/0 3(. ' & 8

.5 &- ( T(-#T(
"5 '
#" , & '"A" "#. , & -5

3 (.-
"7 & 5 ", "5-"& '- 5(8#" "'-'

:-,"P-/0 ' (. 5 '(
& &0 ":(-#. ,
'".",(" - '"&& ,Q, "- ,
- -;' & 5
-T("# T(
,A" .-,' - &(- ' "&0 '
#" ,
& 7"/
-.83. '"A , "- (. 5 '(
(- , &
-&
-T("# T( -7-#"- -5O& - &(- -T("&"/0
( (.- .- - '-& &(-&
-#"P-
#- " ,-
-T("# T(
F5 ", "5-#. ,
7 P&
A /- - &(- ".-: . (,
. #-
- (.- ".-: . ,
F &;.8 #
- 5(8#" "'-' 5
, & T(-,'
&&- '"A , "-/0
#7"&0 &
A " C& T( - 5(8#" "'-' ,0 & ' & ",- (," -. , - A- "#" - - 7 ,'- ' (. 5 '(
"' , "'-' ' (.A-
&
,$ "' &
,& ("
. ' &
" '-'
- @"& <, "- ' (. 5 '(
.(," -/0 & ,' - ".5 ,&- - ?'"
. ( & . (.- .- - & ,' 5
. ' -
. ,
.5 -
5(8#" "'-' & 7 C& ' '"7 & & . " & '
7 -",'-
( .
&5 -7-
& - "8( & .-"& -,:;7 "& ,0 &0 &(A" " , & 5- -
.-"& (&-' &
,$
" '-' ' (.-
- 5 &&"8"#"'-' '- &(- -T("&"/0 .-& . .(" & -& & & #" , &
& ( ("#
"P-'
5(8#" "'-' 5 ."
3-(. , - - ,
( ' (.- .- -
8 . '-& -# ,- "7-& - & ('"&5
,'"/0 T( A-7
,&(."'
( -C&
' &
( ,(. ",'"7;'( '
' 5=8#" T( ' -#:(.
. '
, "8(" 5- - -
"-/0 ' (.- "' , "'-' T(
@ "
:-,"P-/0
( ",'"7;'( 3 ,& " (;'- 5 # & ( 5 &" " ,-. ,
#- "7-. ,
- -73& ' 5(8#" "'-'

#: "5
, -'- ,(.- ",& " ("/0
( -&
+ ,& " (
.(," -/0 T(
-#"P-
#-/% & 5=8#" -&G 5 #& #. , & -,:;7 "& T( -5 & , -
-& ",& -#-/% & -& &(-& - -&
5 && -#5 ", "5-#. , -T( # T( & ? .
3 7 ;(#-'- 5 #-
,- & " '-'
,-
- " ,-#'
( - #" - ( -G
5 #
.5
-. ,
' & (
. & #" , &
'.","& -/0
*K*
=S
" "
"
INFORMAR
Compara Produtos
Apresenta Caractersticas
Apresenta o Contedo
Onde podemos adquirir
Onde os Servios so prestados
AUMENTAR O
NVEL DE
NOTORIEDADE
Dar a conhecer a existncia do produto

Fomentar a experimentao do produto
Dar a conhecer aos agentes a existncia do produto
DIMUIR O
RISCO DE
COMPRA
Fornece Informao
Aumenta o Nvel de Notoriedade
Diminui o Risco de Compra
DIMINUIR O
ESFORO DE
COMPRA
Facilita na deciso de compra dado que o

conhecimento da marca e dos atributos de um produto
facilitam a sua identificao e escolha
CONFIRMAR A
DECISO DE
COMPRA
A publicidade elimina ou minimiza os efeitos negativos

que, podem influenciar a deciso de compra
Atravs da publicidade o posicionamento dos produtos

no mercado pode ser reforado pela identificao das
classes sociais e estilos de vida, associados ao
produto e a quem o compra ou utiliza
Aumentar o Nmero de Clientes

Aumentar a Facturao
Garantir a Prpria Quota
Conquistar Quota Concorrncia
Captar Novos Clientes dentro do Mercado Potencial
DIFERENCIAR
AUMENTAR AS
VENDAS
+ ,& " (
- " ,-#'
'.","& -/0
*KM
5%&/& . !
'! /&.%F
#(&( /& .%F

.
!#! 4
, -C& ,-
.(," -/0 ' & - "8( & 7-, -: ,& ' & 5 '( & (& 7"/ &
& ? A -'- ,-
:-,"P-/0 F .5 &-
. A",& #( - "7 & ( ,0 G T( A ,
"-#"P- & 5 '( &
- /0 5(8#" " ?"- . 5
",;"
&& ' ' A","
& -/ &
"7 & ' (.- -.5-,$-
&
",;" A-PC& - -73& '- #-8 -/0 ' (. R8 " A",:S 5- - -.5-,$- 5(8#" " ?"- T( 3 $-8" (-#. ,
.5 &
5 #-& & :(", & 5-
&
Que pretendo com uma

Campanha Publicitria
Definio do Produto ou Servio

do ponto de vista de Marketing
Como actuam os meus

concorrentes ou como opera o
mercado em geral
Caracterizao da situao
concorrencial
Quem so os meus clientes

potenciais
Definio dos mercados-alvo

a atingir
Que quero provocar no

consumidor
Definio dos objectivos da

campanha
Quando
Calendarizao da Campanha
Quais os resultados de
eficcia que pretendo
comunicacionalmente
Controlo e avaliao
da campanha
Quanto posso investir
Oramento destinado
+ ,& " (
- " ,-#'
'.","& -/0
*K
) *
*QR
& -,(, "-, & T( &0 -& .5 &-&
&(-& -('"<, "-& @"& . ,(.

<&
.-&
& & ",
,& #$ 5- - -
.5 -' -& ' 5(8#" "'-'
& &(5
. '"?" & (-& 5 ", "5-"& A(,/% & &
, 5/0 '-& -.5-,$-& -
& T( 7 ,' . -&

:-,"P-. .
-#"P-/0 '-& -.5-,$-&
, '
- 7 ,'- '
&5-/
"
=S
" "
Anunciantes
Agncias de Publicidade
Concepo e realizao das campanhas
Centrais de Compra
Produtores
Vendem o espao directamente aos

anunciantes ou por intermdio de uma
agncia de publicidade
Especialistas (fotgrafos,
desenhadores, grficos) que
trabalham por conta das agncias ou
directamente para os anunciantes
Suportes
Vendem as audincias
+ ,& " (
- " ,-#'
'.","& -/0
*KU
5- " '
& -8 # ". ,
'-& 5 ."&&-& ' & " -& -, & & :(" C& C?- -' 5/0 ' & . " &
5(8#" " ?" & - ("#"P-
#7"&0
?'"
.5 ,&-
#$ &
- -P &
- -&
( ( &. " &
5O& - ' A","/0 ' & . " & - -' 5 - $?T( &5 "A" - -",'- .-"& 5 A(,'-. ,
-'-5 -8"#"'-' - & R - : S F5=8#" &C-#7 G & -8 # "' & -,
,& -,
- &(-
" . ,
F @G
Que Canais
A que hora, que programas, etc.
Televiso
Quais as Estaes
A que hora, em que programas, etc.
Rdio
Imprensa
Que Imprensa (Jornais, Revistas, Outros)

Quando, Que Tipo (Perodos, Dirios,
Semanais, Mensais, etc.)
Cartazes
Onde
Que Tipo
Quando
Outros meios
F ", .-
+ ,& " (
- " ,-#'
'.","& -/0
*KL
O SUCESSO DA PUBLICIDADE
COMEA NO NOSSO CONHECIMENTO
SOBRE O PBLICO-ALVO E SUAS
REACES
"
_=S
1. NECESSIDADES, MOTIVAES, DESEJOS E EXPECTATIVAS

(Ex. Prestgio, Afirmao, Segurana, Conforto, Economia (na Compra de
um Automvel), como exemplo mais comum).
2. NOTORIEDADE E IMAGENS DE PRODUTOS E MARCAS

NOTORIEDADE: nmero de pessoas que conhecem um produto
IMAGEM: conjunto de conhecimentos, valores e opinies que esto associados
aos produtos e marcas
3. ATITUDE GLOBAL
Julgamento de valor global feito por um ndividuo a determinado produto
+ ,& " (
- " ,-#'
'.","& -/0
*KJ
> >
'
&
/.9:
X(-#T(
,
"5
#(&
( /& .%
'
.(," -/0 + 7"&(-#
" '-' 5- - (.- , "'-' 5 '(
-# ( & " - +
& -, & A .-& '
' ",A .-
: -, -
(& 7"/
.(," -/0 ",& " ( " ,-#3A T( , . , -' 5 -'- 5- - 5 5

:- -, "- + -&
", ("
" ,-
&(5
'
'"8"#"'-' +
.(," -/0 ' & ,7 #7"'-& ,- 5 . /0 ' & & (& 5 '( & (
& 7"/ &
7 5 "&
& 7"/
A " C& T( - 5(8#" "'-' ,0 & ' & ",- (," -. ,

. ( & . (.- .- - & ,' 5
,& ("
A /- - &(- ".-: . (,
( -C& ' &
. '
7 P&
- A- "#" - - 7 ,'- ' (. 5 '(
, -'- ,(.- ",& " ("/0 ( ",'"7;'( ' . ' -
' 5=8#" T( ' -#:(. . '
, "8(" 5- - -
&
#- " ,-
"-/0 ' (.- "' , "'-' T( 5
. #-
- (.- ".-: . ,
@ "
"' , "'-' ' (.A-
YT("# T(
F5 ", "5-#. ,
:-,"P-/0
( ",'"7;'( 3 ,& " (;'- 5 # & ( 5 &" " ,-. ,
#- "7-. ,
- -73& '- 5(8#" "'-'
-5 & , - F&;.8 # #: "5
( -&
'-&
.(," -/0 ",& " ( " ,-# . ' "& "5 & '
.
"-# (A -' , 5 '(
' > ,'-
#-/% & 5=8#" -&G 5 #&
-& ",& -#-/% & -& &(-& - -&
& (5 && -#5 ", "5-#. , -T( # T( & ? .
3 7 " (#-'- 5 #-
--
T(
& - ",&
C& ,(. $ "P , '
-#. ,
(
,-
,- & " '-'
.(," -/0 T(
-#"P-
#. , & -,:;7 "& T(
( - #" - ( -G 5 #
.5
-. ,
'
. & & (& #" , &
"7 &H 6. ",& " ( " ,-# (A -' ,-
:-,"P-/0
(& 7"/
",
&&- 3-
.(," -/0 A -'- , 5 '(
(& 7"/ 5 "&
5 -P
+ ,& " (
- " ,-#'
'.","& -/0
*K!
COMUNICAO
INSTITUCIONAL
Institucional
Comercial
Granjear notoriedade
para uma entidade
produto ou servio e
formar opinio favorvel
Venda de um
produto ou servio
Insere-se num horizonte

de mdio ou longo prazo,
dito remoto
Insere-se num horizonte

de curto prazo, dito
meditico
+ ,& " (
- " ,-#'
'.","& -/0
*KI
* S>
ESTRATGIAS
ADOPTVEIS
Directa
Indirecta
Direct Marketing, verifica-se sempre

que a mensagem visual ou audio,
ocorre sem intermediao do
transmissor para o receptor.
Pressupem sempre uma

intermediao na circulao da
mensagem entre o transmissor e o
receptor.
NOTA: Entenda-se em ambos os casos:

Transmissor: entidade na origem da mensagem
Receptor: entidade destinatria da mensagem
+ ,& " (
- " ,-#'
'.","& -/0
*)K
* S>
& A .-& '"A , & &(5
&
. & T(-"&
"& "8("'
5 ' ",A .-
Correio Directo
D
I
R
E
C
T
A
I
N
D
I
R
E
C
T
A
'"& "8("'
5 '(
Telefone Directo
Contacto Pessoal
Promoes Eventos
&O ' 7
.
.(," -/0 T( 5
(-
# -#, 5 ,
&0
Newsletters
Carta de Apresentao,
Divulgao, Promoo
(genrica/especializada)
Brochura, Dpliant, Folder e
Folheto
Telemarketing
Entrevistas
Reunio
Work Shops
Seminrios
Congressos
Exposio
Mostras
Feiras
Publicidade
Televiso
Rdio
Imprensa
Outdoors
Indoors
Comunicao
Institucional
Publi-Reportagens
Notcias
Conferncia de Imprensa
Press-Release
.(," -
( & 7"/
5=8#
"
", ("
"-#. ,
' #7-
( & - ' & , -' - ,&(."'
.(," -/0 - ,;7 #'
- -'T(" " T(-#T(
&(#-' & - (
5 -P , &
-& - 7 ,'- ". '"- -
+ ,& " (
- " ,-#'
'.","& -/0
(. ' #& ] (.T( 3A" - - ,;7 #
' 7 ,'-
*))
Z*
"
* S^
7 '. &!/(.
& & (& 5 '( &
' ,=.
'
-& 5 &&;7 #
"& "8("'
(& 7"/ & ] (.-
#" , &
5 ' 5- " "5-
.(," -/0
. A" -& ' . ' - 5 . 7
. -?
"-# T( 7"&-
-(. ,
,& T( , . , ' 7 ,'-&
7 '.& &!/(.
F G (8#"C
-: .
7-, -. ,
# /0 ' . "
' . " &
2 ,-#B 7"& -B # ".H
:- ' R, && S
M)
O5" & & 8

5/0 '
:" ,-"&B# -"&H
- . " & # " ,-'
& T(-"& - (8#"C
" -/0 B
-: . ' 7 ", "'"
' . "
) X( & " ,?" T( " ?&

*
A"
5-
' . " H
(&- ' 8 " A",: F' T( & " ,?" T( " ? &
A" G
. -& '
(&- & #" " - -& -# -/% &

U
5- - -&
&5 & -& - T( & " ,?"
5 ", "5-# ", ,/0 '5
(8#"C
. .("
-: . FA"' #"P-
, "-"& #" , &G -, @-,' (. -,=, "
Y .5 - ' (. 5 '(
("'-' ,(, - 5 ' ,' ' 7"& - -
. --
&
#" , &
;& " -&
@"& , &
- -"
"-"& 5 &(-'",'
(-T("&"/0 ' (. & 7"/
2=3* (8/&.#! !## !%!.#!
F (8#" -/% & ",
,-&
D+ #-8 -/0 '

))
", ("
' ",A .-
5=8#" -#7 G
, =' '- , ;"- (
T( T( . &
)*
X(-"& & 8
)M
X( . 5
.(," - Z
"7 & '-
.(," -/0 Z
,' . & - ",:"
+ ,& " (
.-
- " ,-#'
.(," -/0 Z
'.","& -/0
*)*
# /0 ' . "
*)
" H
**
, @-,' - (. (
*M
(7 ;(# 5 ' &
.(," -/0 ,& " ( " ,-#B "& "8("'
> > !%
.9I!#/ ' .
X(-#T( -
'
'
(& 7"/
, "'-' 5
&&-,
. -5 /
#-/% & =8#" -&
.-,
C
. #$
& ( 8
R &
"7 ,0 37 ,'
#-/% &
&
'"-#"'-'
- .5 &-
.(,"'-'
'"7 &"A" -' 3 & ( -.5 '
&A / ' #"8 -'
.=( ,
(.-
, " & T( , & A-."#"- "P-.
5#-, -'
:-,"P-/0
. -
, ",(-' 5- - & -8 #
& (5=8#" S
(. 5 '( .-& ' #", - (.- ".-: . A-7 ?7 #' (.- .5 &-
=8#" -& &0 (.,-#"&.
.8",-/0 '
.(," -/0
A"#& A"- & " #:"( &
, ."- "'" .-&
,$ ". , & ,(. &"& .- '
,&0 $(.-,-S
#-/% &
,7 #7 .
' 7 ,'-&
&&?" S
#" - ( - 5&" #:".5
'- ",A .-/0 5- -
&&?" & F= "&G Y&(- @ (/0
,& " ( .
, ,'". ,
. #$ ?C#- & ,
,=.
( A /- #-/ & '
-5 & , - ' & :("'- -#:(,&
- "7"'-'
R &
& -8 #
#-/% & =8#" -& 0 : -,'
-, & &0 & .3 ' & ,
& ? ",
. A .- ' -(. , -
, , - (.-
0 3A? "#, . #", - - ' A","/0 '

.-, 8 -
-'(PC& ,(. -5 7 " -. ,
#-&
&. !
.(," -/0 T( 7"&
'- T(-#T(
' GH
, - - (.- -:<, "- 5- - '"& "8("/0 '- , ;"- (5 &&
5 . /0 ' 5 '(
, ('
. " F. '"-, -
.-
.(,"'-'
& 5 ", "5-"& 8
* ( &! . !C
/!&(.9: C
T(-,' -
<. 5
"7 -5 @".- - .5 &- - & '"7 & & 5=8#" & T( -
"7 & - - ",:" &0
,A . .-"
@"& . .-"
" '-' Y.- - 5 '(
(& 7"/
& 5 &&"8"#"'-' & ' - .- - 5 '(
( & 7"/ &
8. - "
.(,"'-' & , T( - .5 &- 7-" -P (.- .-"& 7-#"- # -#
+ ,& " (
- " ,-#'
'.","& -/0
*)M
( #.'! ( C
C
,
C
&-. ,
."
(.- .-"
'- 5 ". " -
"&$ %,.9: C 5
.-
.5 &- -
5=8#"
#7-,'
.(,"'-' # -#
(,"'-' ' '"7(#:- - .5 &-
7 '.9: C ,A .-/% & '
-5 @".-/0 '-
-?
& & 7"/ &
: -#& 8 - .5 &-
T(
5 T(<'- &(-
@"& <, "B&'.9: C ](. . " ' -5 @".- -
(!, .9: C
C
A
C
", : -/0 ' (.-
5-5 #' & -: , &
"&$ %,.9: F
. T(
:-,"P-/0 ,(.-
&5 ,&?7 "& 5 #-&
5=8#"
'- -
,$- 5- " "5-' ,-
:-,"P-/0 ' 5=8#"
7" C7 &-
.(,"'-' 3.("
.-"
T(-,
. #$
#-/% & 5=8#" -&
:-,"P-/0 -&& "-,'
( #- " ,-,'
& - =#".- - 7 , &
.(,"'-'
_=S
`
Z
"
"
" "
QR
"
S QR
_=S
(1) Pblicos Externos

(2) Pblicos Internos
+ ,& " (
- " ,-#'
'.","& -/0
*)
&
#-/% & 5=8#" -& &0 && , "-"& 5- -
&-. ,
'- .5 &-
. & '"7 & & 5=8#" &
RELAES PBLICAS
Esforo deliberado, planeado e continuado para estabelecer e
manter o melhor atendimento mtuo entre uma organizao e
os seus pblicos.
Preparao de um Plano de Aco de Relaes Pblicas:
1. Conhecer com rigor o meio envolvente;
2. Identificar os seus diferentes pblicos
3. Identificar o tipo de informao que eles necessitam;
4. Seleccionar os meios mais adequados para os atingir;
5. Estabelecer um plano de aco de relaes pblicas coerente
com os objectivos visados.
So utilizadas na comunicao relativa a produtos, marcas, pessoas e
organizaes:
Criar ou aumentar a notoriedade de uma empresa;
Aumentar a credibilidade;
Estimular a fora de vendas e os distribuidores;
Obter a boa vontade das entidades governamentais, fornecedores,
comunidade financeira;
Aumentar o conhecimento, compreenso e aceitao pblicas pelas
actividades da empresa;
Revelar os contributos da empresa para o desenvolvimento do pas ou
regio;
Orientar a gesto das empresas de acordo com o interesse pblico;
Atrair investidores;
Manter os colaboradores da empresa bem informados sobre a
actividade da empresa, contribuindo para o seu envolvimento;
Criar um sentimento de pertena;
Partilhar valores comuns entre colaboradores.
+ ,& " (
- " ,-#'
'.","& -/0
*)U
S QR
) *
*" "
=Y
_=S
"
D
*
_=S
" "
C >"&" -&
C 2 ,-#
C 7"& -
C ,-(:( -/% &

C -,/-. , &
C " -&
-#% &
C ,: && &B
B .",?" &
>
*
"
>"
= "
>
>
*
"
C
S`"
"
*" "
* *
,7" & 5- ,: && &B

B .",?" &
C >"&" - ,& -#-/% &
C -,/-. , &
C
$( -&
C - " "5-/0 .
B #OT(" &
*"
QR
*
"
*
*" " S
"
=
*
> *
a
"
_=S
C , , &
C ,"7 &?" &
C ,-(:( -/% &
C 7, &
C .5 ,&C /% & '
7"/ =8#"
S
*
S
*Q
C ,"7 &?" &

C & "7"'-' &
C
, (& &
C A -&
C & "7"'-' &

C
": & .
7"& C
,'". ,
C O&C> ,'C - " "5-/0
. 7, &
C #- O " &
C
-&
8 -&
,:C &&(&B
,"% &
C
": & .
7"& -&
, (& &
" -&B -#% &
C @5 &"/% &
C - " "5-/0
.
, , &
C A -&
C , , &
C -,/-. , &
C -(&-&
"-"&
C
/0 '
.8" ,
C &53 " & .
":
C ;," &
C
," -&
-#% &
C .5 ,&-
C
C
-& 8 -&
/0 '
.8" ,
&53 " &
"
S * "
- - ' & ,7 #7 (.- & - 3:"- '
,,7" & 5- - " "5- .

7, &
C , (& &
C ;," &
C 2 ,-#
C 7"& -&
C - -P &
C X(-' &
,A .- "7
&
C
C
C .5 ,&C
"
F
$( #$ &G
C
-& 8 -&
C
.5 ,&C 2 ,-#
, (& &
C " -&
C A -&
C C
C ,-(:( -/% &

C -,/-. , &
C , , &
:(#- &
C .5 ,&,A <, "-&

C #OT(" &
C .",?" &
C - " "5-/0
. 7, &
;," &
,-
C ,: && &
C .",?" &
C ;," &
C
,-
C - " "5-/0
. , , &
&& -#&
&&" '
.5 ,&C ,A <, "' .5 ,&C
C .5 ,&C "7(#:-/0
'
,
S QR
, (& &
(,"% &
C 2 ,-#
C ('" C7"&(-"&
C #(8 &
" =S]
,7" &
5- ,: && &
.",?" &
" -&
C , ,
"
C
C
,: && &
.",?" &
C
7"/
=8#"
C .5 ,&C
$( -&
C ('" C7"&(-"&
C
C
$( -&
(,"% &
&
8- &
C
(,"% &
C
C
*) S)
C .5 ,&C
$( -&
C 2 ,-#
8- &
C , , &
:(#- &
C (,"% &
,A .- "7-&
". , &
C ,7" &
5- - " "5- .
,
C .5 ,&C
, (& &
C
C
C
C
C
C (,"% &
C , , &
C >"&" -&
". , &
,/% & '

7"/
=8#"
,: && &
.",?" &
/0 '
.8" ,
-#"P-/0
'
-,"A& -/% &
(#( -"&B
A&- '
.8" ,
C @5 &"/% &
C " -&
C
/0 '
.8" ,
_=S
#-/% & 5=8#" -& A" -PT(
&5 ,'- - & 8
"7 & 5
,'"' &
5 #- .5 &- & - ' 7 ?
+ ,& " (
- " ,-#'
'.","& -/0
*)L
,$
. ":
' , "A" -
' , "A" # " ,-
& -8 #
& (. "
,7 #7 , H
& & (& '"A , & 5=8#" &H

"5 ' ",A .-/0 T( #& ,
&&" -.H
& . " & .-"& -' T(-' & 5- - & - ",:" H

(. 5#-, ' - /% & '
#-/% & =8#" -&
_=S
"
- 5 5- -/0 ' (. 5#-, ' - /% & '
-'
Q.8"
5 &
" . ,
' - (-/0 '-&
"7 & 7"&-' &
*] Q
#-/% & =8#" -& ' 7 C& C? 5- " '- "' , "A" -/0 ' &
7?" & R& :. , &S ' 5=8#" & 5- - - 5- " '-& &(-& - . " & .-"& -' T(-' &
. & 8
5#-, - -& - /% &
;& " -&
-& -
-#"P-
&&"'-' & "' , "A" -
#-/% & 5=8#" -& 3 A(,'-. , -#T( - .5 &- 5
&
'- - (.-
& :. , -/0 - ' "& ,;7 "&
] A T( ,
=8#" & ",
=8#" & @ , &
, &H
.5 &-& ' : -,' '". ,&0
' & ,7 #7". ,

.("
' - /% &
&5 ,&-8"#"'-' ' '" - .
" , -'-& 5- - 5=8#" & @ , &
'(P"' & . - /% & '
/-. , &
&T(
#-/% & 5=8#" -& 5- - & 5=8#" & ",
,&"' ?7 "& -
. ( ",7 & " . 7-# &

, & ] (.- A-#$- : -7 ,-
. '"'- . T(
& 5=8#" & ",
, & &0 (. 7 ;(# A(,'-. , -#' '"7(#:-/0 @ ,- '- ".-: . '- .5 &-
-& ,0 & -. ,7 #7"' & 5 ' . -&&(."
. ' $-7 (.-
<, "- ,
&&- A(,/0 5 #- , :- "7-H
.(," -/0 @ ,-
",
,- 5 "& -&
-. ,
-#,0 & 7 "A"T(
- A" ? "- & ? '(P"'-H
- .5 &- T( ,0
,& :( . "7- B,7 #7 - ,;7 #",
,0
,& :(" ?A-P
' A .- A" " , - ,;7 # @ ,
& .5 &-& T( ' & ,7 #

7 . -.5-,$-& '
-7-#"-/0 '- &(- A" ? "' '" -.C#$ &
& -8 # . 8
#-/% & =8#" -&

"7 & .("
, &
T( & 5
(5-.
.-
#- & 5- - & ' "& ,;7 "& ' 5=8#" &
/-. , & &":,"A" - "7 & ] , .-# , & & -& & T( -& .5 &-& - " (#. - /% & '
#-/% & 5=8#" -& ,0 &O
. -&
& -, & - /% & '
+ ,& " (
- " ,-#'
.(," -/0 .-& ,(. Q.8"
'.","& -/0
.-"& -#- :-'
*)J
. (.
$ A"-&
' &
, (,
' - /% & '
,7 #
7". ,
T(-' & , ' & ,7 #7". ,
@5#
;"
'
' & &
$- . ," & '- .5 &- F
"5 -&& :( - ,0 &O (.- A
<, "- '
-8-#$-'
&
&5 "-#. ,
'- .5 &-G 6.- 5 & ( -
'-& -& - "7"'-' &
. '?:- -, "-& ' : -,'
A" ? "- ,- &(- ".5#. , -/0
- "' , "A" -/0 ' & '"A , & 5=8#" & ' (.- .5 &- 3A T( , 5
-
'
' C& - (.-
' ,-/0 '
: -(' 5 @"."'-'
- - -#3. '- ".5

.(," -/0
Q, "- ' & 5=8#" & ",
"-#T( & ,'
, &
? A "'- &-#" , C&
-.83. #& (. 5=8#

"
&5 ;A"
5-5 # ' & O :0 & '
-&&(. . (.- 5 &"/0 '
#7
,- . '"'- . T( 7 " (#-. ",=. -& ",A .-/% & T( 5 ." . - & ( & 5=8#" & - A .-/0 '
5","% &
-;T( -& .5 &-&
& ' 5- -. , & '
#-/% & =8#" -& #$ & ' '"T( . (.- - ,/0
5- " (#-
D>
. @!(&,F &
B # ! $&
9#
- 9 ",: , & & 7"/ &
,(.
& &
, " &
- ,;7 #' & & 7"/ &
'"A ,/-
-,&A <, "- '
"-#"P-' &
- 9 ",: ' & 8 ,&

, -'- ,
, "
5 &- '- &5 "A" "'-' '
-,
& 7"/ &
A" ,
- '"A ,
- ",' ' & 5 ,

.- 9 ",:
- 9 ",: , "T( "'- 5
&&?"
5 #- @5 "<, "- -,
- 9 ",: ' & & 7"/ & 5-&&- 5 #- , /0 '
' & 7"/
. 5 &"/0 Y -,:"8"#"'-' ' & 8 ,& -5 &- '

(' & 7"/ & & . 8 ,& -&& "-' &
- 9 ",:' & & 7"/ & 5-
- -",'- (.- ",
-,(, "-' ' & (5 & ,-
'
. '-& -(&-& & "-"&
@"& " . 5 ( -& A .-& 5( -& ' 8 ,& & . & 7"/ &
R& 7"/ S
",& (. , & &5 ;A" & 7"' , "-' & 5 #- 5 &T("&-
", -,:"8"#"'-'
5 & , - (.-
:-/0 5- -
&- $
#-'- - 5 O5 "- , /0 '
- 9 ",: ' & -, & & && , - .-&
& ". ,
, ."- ".5\& 7?"-& ",7 & ":-/% &
&5 - 5 # A",-#' & -, & &
T( # @":"- , 7 &
, " & 5- - & R#"8 - '
' 7"& - -#:(,& 5 5(& -. T( &
& - 5 5 & - A " ' ,(, "-'-
+ ,& " (
, - 5- - (7" -A" .- T(
- " ,-#'
.- 9 ",: ' &
- 9 ",:' & 5 '( &S
,-&& . -,:;7 "& & & 7"/ & 5- - A- "#" '( - 5 #-
'.","& -/0
'-
& #-
O '" - ' &
*)!
7"/ & T(
, (, -. ,
. & A-, & & A"P -. 5 : '" .("
& (' '
- 9 ",: ' &
& 7"/ & , & -, & " , -
,'
& & 7"/ & ' ,- ( P- .("
-8 '-: ,& &
'"7 &-
"-"& T( ' -. #(:-
, "
'
- 9 ",: ' & & 7"/ &
#-& 5 O5 "-& - -.5#& ' & ,7 #7". , &
.5
,'
- '"7 &-&
#-&&"A" -/% & , - -& T(-"& ' 7 . & &-#" , - -& & :(", &H
- 9 ",:8-, ?"
- 9 ",:' & & 7"/ & 5 A"&&" ,-"&H
- 9 ",:'
#-P
('
' & & :( &H
( "&. + T( &
-,&5
&
- ' $ 3"&
(' 7
+ 5 #- ",
: & 0 '-& -5- "'-' & F & 8 (' 5- - -&

C
- 9 ",:'- '"& "8("/0 C
& -( -, & '
"'-' & ( :"% & '
&'
'(/0 '(.- , 7- -8 '-: . '-
.5-,$"-& -3 -&GH
' & ,7 #7". ,
'
"-& '
, " &
' ",& (. , &
&5 ;A" &H

C
- 9 ",:'- A .-/0 H
#!# !/&7&/& . !#
. @!(& ,
- - -#3. ' &&-& '"7 :<, "-& &

.(,& T(
5% . -
"A , . ,
# ! $&9 #
"-"&
- 9 ",: ' & & 7"/ & -5 & , - ' "& : -,' &
-/ &
- 9 ",:' & 8 ,&
' &"& .- ' A-8 "
'(. 8 . -,:;7 #
#" ,
A-P5-
", : -,
' &"& .-
' R& 7"/ SH

C
&
R#
#-/% &
##
",
- /% & ' R5 && -# .
(' #
+ -,
, ",& -,
, -#' .- 9 ",:' & & 7"/ & A-P ,'
&5 & - - &&-& '(-& - -
5 O5 "-
-(O, .-
;& " -&
. (5 ( -
,-
S
.
#" ,
+ $-.-' ":(-#. ,
. 5 .-,<, "-
5 & , -.
. T( & - -5 #"'-' ' R - 9 ",:",
'
#. ,
- "7 S
- 9 ",: ' & & 7"/ & 7 #("( , & , "' '(.- #" ( .- 9 ",: ' & 5 '( &
&(
4 ,
&
,(, " (
#- -. , -& &(-& $"5O & & ' 8-&
+ ,& " (
- " ,-#'
'.","& -/0
*)I
"
Mquinas
Matrias Primas
Mo-de-Obra
Produto
Distribuidor
Cliente
)Q
SO
Suporte
Fsico
Cliente
Pessoal
em contacto
Servio
+ ,& " (
- " ,-#'
'.","& -/0
**K
& . ' #& '
- 9 ",: '- #" - ( -
, , -. -'-5 -' & Y : & 0 '-&

A(,'-. , -' & ,-& &" (-/% & '
: -,'
-'" " ,-#' -'.","& -/0 '
#-/% &
- 9 ",:
#" ,
- 9 ",: ,0 &
5 T(
& 0 ' .-&"-'
. '-' & .5;" & , ' .;," ' & 8 ,& '
,&(.
&&
& ' & 7"/ &
- 9 ",: 3 .-"& (. 5 8#.- ' -'.","& -/0 :#8-#' T(
(.- A(,/0 - ."P-'-
& . '
- A(,/0 '
' 5- -. ,
'
- 9 ",:' &# -C&
- 9 ",:F A-#-C&
, 0 ' R & -' '
' & & -: , & '- & " '-' ' & 7"/ & &
&(-& - A-& 5 ", "5-"& F5 '(/0
.
- 9 ",:
&&".
.(," -/0 -
&5-#$-C& 5
&5;"
,-. R.- 9
A(,/0 G ,' . -
:-,"P-/0 ' &-#-& '
(.-
- 9 ",:SG
:-,"P-/0 5
,& T(<, "-
&S
7< . -'- 7 P.-"& -
&
Y&
- 9 ",: - ' "&0
@5 &"/% &
7 #-C&
@-
5 '( & B5
5- -
'-& -& A" .-& T(
& B# -#"P-/0
,- C& 7 '-' " & : , -#"& -& (. &. R.(#" &5 "-#"& -&S
- 9 ",:,0
' & ,7 #7". ,
'
:- -&&"& <, "-m G - 7 ,'- - 5 &T("&- .
' & & -: , & '- & " '-' ' & 7"/ & F"&
5 -. 5 : &&"7-. ,
'- - .5 &- 8-& -, 5- - -#3. '
,&"& -5 ,-& ,- : & 0 '-& 7- "?7 "& '

'
#-/% &
. & #" , & 5
- 9 ",:C "@ .-& ,
A .- - T( & - ", -. & 8
& -8 # ". ,
"7 & ",'"7"'(-"&
:-,"P- " ,-"&
0 .((-. ,
#-/0
-'-&
.-, "'-& 5 . &&-& '
& -& 5 . &&-& ' T(-#"'-'
' & & "5 & ,
& ' "& 5- " "5-, & ,-
( ' A"' #"'-' 5 ." . - .-,( ,/0
A / ' &&-
#-/0
,& T(<, "- 5 ", "5-# ' & -& $"5O & & 3 T(
&& , "-#. ,
' & 7"/
- - "&&
,- T(-#"'-' ' && & . &. & & 7"/ & -,
& =#". 5 ,
&- "&A-/0 '
- 9 ",: ' & & 7"/ &
#" ,
".5#" - - . 8"#"P-/0 '
- ,;
7 #'-
5- - (.
, 5/0
' & & ' 5- -. , &
- 9 ",: @ ,
5 7"-. , R7 ,'"'-S -
, (,
A" " ,
X(-#T( , 7- - /0
-#"P-/0
#-8 -'
& 5- - -
'
+ ,& " (
. : -# -
- " ,-#'
'.","& -/0
- 9 ",: ",
#- "7- -
- ,
. '-
5 ." ",' -&&". - .-,( ,/0 '(. -# ,;7 #' RT(-#"'-'
-& .5 &-& ' & 7"/ & ' 7 . ' & ,7 #7 (. 7 '-' "
5 3C T("&"
# -
#- " ,-#S
,
#" ,
&53 " '

35
"&&
. &5 "-#
**)
,&"' -,' T( (. R
7"/
>
7"/ S 3 ", ",& -. ,
& - T( -'-5 . &
X!%
' & &
, " & -,
(. R
"
'( S -
- 9 ",:C "@ -5#" -' -
& - & . &. R
'( S
. .,!'! (
- 9 ",:' & & 7"/ & -5 "-C& ":(-#. , ,- ", : -/0 '(.- ( - 7- "?7 # 5 /
5- - - 7 ,'- ' (.- . &.- 5 & -/0 ' 8-&
'"A , &
-'- 5-&&-: "
'(.- . &.-
5 / T( ,0 & ?5 &&"7 #. ,
5 / ' (. 5 '(
'"A , "-'-&
' & & (& 7"P",$ &
@"& . #" , & .-"& & ,&;7 "& -
.-.
@ .5#
- "A- ", " -
, ",: ,
N?(.
-,-#"& - #"." -
- "&
7- W T( "' , "A" -,'
,=.
' #(:- &
A". ' A"@- ' A .- O5 ".- & ,;7 "& '
#'
& A" &
=#". . . ,
. - "A-
, ",: ,
- &(-
'(P"'#' 7
,$
"5 & ' '"&5 &"/% &
, ",: , .-& ,0 & ? .5#
& 7- ,0 3- " 5 "&

- "A- &(5 "
& A" & ' & - - /0
0 , 0 5 &&;7 "& T(-
& 7-
& 7- .-& 5-:-,'
5 ". "
' 5 / '
A". ' :- -, " #(:- & 5- - & 5-&&-: " & T( 5 &&-. ' "@- 5- -
# RA"@-S (.
- "A" -/0 .("
& A" & ' & -& - "A" -/% & -& .5 &-& 5(& -. . - /0 &"& .-& '
5 &&;7 "& ' 7
( -& '
.5 H
,$ "'-& 5 # , . ' 7
-(' # >"-##
. #,: '- -8 '-: . . , #;" - '
-& .5 &-& ' & 7"/ & ' & ,7 #7 -. - T("
@"& . #" , & .-"& & ,&;7 "& - 5 / H
&&
. - "A-&
.5-,$"- -3 - ,(.- . &.- #-&& - "& -C& - 5-:- (.
& 7"/ '" ": C& - 5=8#" & '"A , &
.-" "- '-& - "A" -/% & &0 8-& -'-& ,(. 5 ", ;5" &".5#&
- - .","."P-
. A"
- A". ' ,0 -# -
& 7- ,0 3- "
, ",: ,
- (& -. ,
, ",: ,
,0
&?5
& 7-&H
& ? .5#
.-&
#" , ' "'
- (. 7 '
& (5#-, ' 7"-: .H
#" ,
' "'
, $"'
'-& &" (-/% & ' 5
" -.C&
- (. (
A,O. ,
'-
'- . &.-
-,&A <, "-
.5-,$"-
,'
&5 -'- T( 5 ."
( -H
+ ,& " (
- " ,-#'
'.","& -/0
***
& 7- 3
.5-,$"-
5 ", ;5" '

5
(,
(&-',
, ",: ,
. A-P
#" ,
' "' -,(#- - &(- 7"-: . ( , 0 '" ":" C & - (.- ( -
] T( &
$-.- ' R 7-&0 '
& ?-&&". ,
- 9 ",: #?&&"
?A: SH
-/0 ' 7
5 ."
,0
.-& - &(- - " -/0 '" ":",' C- (
& ;.(# '-
(&-,' C- ( & -
#-,' C-
T(-'
' & - -5#" -/0
- " (#-C&
&"& .- :#8-#' '"& "8("/0 ",& (. ,

-#
,& -. ,
",A .?"
, '
.("
- '"7(#:-/0 '-& '"&5 ,"8"#"'-' & 5
<& ",& (. , &
5 '
#-&&
&
5 ." ",'
.5
- "A?"- . T(-#T( 5 ,
' 7 ,'-H
C
& . ' #& ' 5 7"&0 ' 5
& . ' #& '
( - - (& ?7 "& , '"-C-C'"-H
5 "."P-/0 5 ." ",' : " -&
& - -8 '-: . '",Q." -
& 7-& . A(,/0 '-& 5 7"&% & ' -,(#-/% &H
5 "."P-' - '- 7- "?7 #5 / "," "-#. ,
.5-,$"-& -3 -& , & & -' & 6,"' & -5O& - ' & :(#-/0 . )IJ!
A
7"?" & - -#(:( ' 7"- ( -&
",'"7"'(-"& '
, ,
-'-
'-& -8 '-: ,& ' R."
&&".
& - 3:"-&
#-
& ,' C& $
,' - -5 @".-
", : -,' -& &(-& 5 O5 "-&
& "/% &
- & -,&5
& 7"/ '-& ,

&& -&5
&
&&"'-' &
#- 7-" -
.- 9 ",:S - -73& '- 5 & ,-#"P-/0 ' 5 '(
-&& :( -,'
7 '-' " -. ,
>
,&(."'
Y $ #- "-
5 & - . @ (/0 ,-&
(.- - .- & - 3:" -
- : & 0 '-&
-5- "'-' &
.5
-#
,-C&
5- - -& & " '-' & ' & 7"/ & 5 ." ",' C#$ & -' 5 -
, "-"& 8-& -'-& . ' "& A-
&
5 /
.5
. @!(&, !%
./& .%
-"& ' T( T(-#T(
&
& & 7"/ & <. ,
& -5 "- . ,(.- R-8 '-: . '

' .=#"5#-&
' S T( &
&&"'-' 5- - - &(- @5-,&0 ",
-'(P,(.- ". ,&"'0 ' -
,- " ,-# '
' & ' -#"-,/- 7
&
#-8 -/% &
+ ,& " (
- " ,-#'
'.","& -/0
**M
QUADRO DE COLABORADORES NO MERCADO
(
.
(
+
/01
+
, -
(
(
+
.
231
+
4
(
(
+ 5
"
+ 6
.
&&". 5- - (.- =," - -#"-,/- ,
(
5
'(-&
5 -/0 & :(", & ", ,&"A" -/0 '",'(& "-"&

5
Y .-,( ,/0
A / '-
+
,
78
+9
!
,
.5-,$"-& -3 -& 5 ' .C& #"& #-8 -/0

5 -/0
,&O "
. .- 3"- '
#- "7-. ,
& ' .;," & '

Y& 5 & -/% &
'"& "8("/0 ",A .- "P-'-
& ' ' & ,7 #7". ,
+ ,& " (
- " ,-#'
'.","& -/0
**
5#" -' - . " ",'(& "-#
- 9 ",: ' & & 7"/ &
.8",-C&
- 9 ",:",'(& "-#- A". ' 5 5\ (.- , 7- -8 '-: . '

'
C
C
#-/% & ",
- "7-& ' #,: 5 -P
-/0 '
- 9 ",:
#" ,
A,
7 '-' "
#- " ,-#3 ,& " (;' 5
'
& -8 # .
" , , . & .5
#-/% &
.5#@-& ,
&( : , .
-' H
. A,
' H
#" , 3 -.83.
& . -,"&. & ' .
-' &0 . '"A" -' & 5 #& -
& . -,"&. & ' .
-' &0
@"&
",
-' & ,
' 5 ,'<, "- '-& A(,/% & ,
- 9 ",: 8-& -'- , ' & ,7 #7". ,
, 7 5 , &
",
C5 '(
&"
. -& =#".-& -8 '-: ,& '
&"H
' &
#-/% & ,
.5 &-&H
.5 &-&H
&5 "-#. ,
' .- 9 ",: .
'-& -&
& -, &
A(,/% &H
C
#-/0
#" , CA ,
& 7"/ C
C
'
#":-
' & & -: , & - ",
"
'- .5 &- & 8
T(-#"'-'
&&"'-' ' (.
- 9 ",:",
#- " ,-#3(. #. ,
, H
' T(-#"'-' & , "' 5 # #

" , H
- 9 ",:' & & 7"/ & . &5 "-#- -73& '(.- -8 '-: . && , "-#. ,
, & , && & '"-& (.- : -,' ".5
Q, "- 3 & . '=7"'- 5 T(
,& "<, "- ' & ( 5 '
' 7 . A-P 7-# -& &(-& -5

- -73& ' & ( .5
-. ,
& 8 -& .- -& -,
"-/% &
'
R8(& - ' "' , "'-' S
- -C& ' A-
,&(."'
&
&
T(-,
,&(."'
#- " ,-#-&&(.
& R#"8 -' &S C T(
& 8 -& ",&;:,"-& + - $-. T(
" 3" & ' 7-# .-"& @": , &
" & &'
(& "A" -/0
.5 -
-#&( ' & . '=7"'- 5 T( && &
& 7 ,' '
"7 '
#" , H
@"& - ,
.- -.
,&(."'
& ("#"P-. -&
#-/% &
"-"&
. 5
&& '
. #(:- ' -A" .-/0 5 O5 "-
& && , "-#. ,
@ -C .
"-"& T( '"P .
& - -' 5 - . (. ,;7 # -'- 7 P .-"& #7-' '
&5 "
Y5&" #:"-
T( 8 ":-.
,&"' -/0 5 #- &- "&A-/0 ' &
&
+ ,& " (
- " ,-#'
'.","& -/0
**U
,'
.",-'
- 9 ",:C "@ ' &
T(-# &"' . A-.;#"-& '
#-&& &O " C
5 : -.- & - 3:"

5 - " ,-# .
C & -8 #/-
' &
"5
, (,
&5 "A"T( - &(- & - 3:"-C8-& - -' 5 -
'-& 5 ", "5-"& RA -. , -&S T( 5 ' ?("#"P- ,(.
& #$- , 0 -& T(
,&"' - .-"& -5#" ?7 "& - (. 5 : -.-
7"&-'
R8-#-,/ S T( '- "- ,
Reflexo
$? T(
7-
&& . &. & 7"/ '- A .- .-"& A" -P
: - T( ?& A-."#"- "P ( .
#-'
8-"
5- -/% & ' .3& " -&
,O." - .3'"-
, - -& 7- "?7 "& '
.(," -
,' #-,/- (. , 7 & 7"/ '
7"/ S - 5 5\
.
5- -
T( 5
&".5#& ,(. '
Actividade
"
,&"'
#-& ,- &(- 5 #;" -
.(," - " ,-#- ' & ,7 #7
- ' A","/0 '- & - 3:"- ' .- 9 ",:

".5
Q, "- '
,-C& ,
&&?" 5 ,' - & 8 -
-'- (.- '-& 7- "?7 "& ' .- 9 ",:C."@ '-' T( 5
& #$ -T( #-& T( 5 ' 0 5 ." "
7-, -: ,&
.5 " "7-&
(.
&
( & & A",-, " & &0 #"." -' &
"&&
-, & ' A .(#- ' A .- 5
' 7 T( & " ,- C& & 8 T(-#- ".5

( 5
"&- - &(- 5 #;" Q, "-
( -& 5-#-7 -& T(-# ( T(-"&
A(,/0 ' & - & #$- T( ' 7 ? 5- "
0 @"& .
: -& : -"&
' (.- & - 3:"- -,
,& " (" 0

& & (&
5 '(
+ ,& " (
Y& T(-
.5 , , & '
#- "7- T( ' 7 ?- "8(" - -'- (.- ,- &(- & - 3:"& #. , & .
& '- &(- & - 3:"- ] .
( & & 5 #& '"A , &
&5 " -, & Y5 ,' -/0 "' -#'-&

5 ' &
&5 " -,
- " ,-#'
.5 , , & '
.5 , , & '
& 7"/ G
'.","& -/0
1+
#. ,
- '"& "8("/0
5 / -
**L
.(," -/0
( A T( , . ,
.8",-/0
5- " (#- - & #$- ' & #. , & .
& . "7-/% &

5 '(
&
&
5- -
(& & 5
-'
A "7-. ,
",
A-T( P-& ' 5 '(
. & :(,' #(:- '- ".5
&&
. & ",
:(,'
T(-
&&
& ( #. ,
: -,' & A-.;#"-&
&
.-'-& 5 #&
' T( '"&5%
. & #$
#. , & .
A -.
5 &" " ,-. ,
5 & ,- . &
- ( -&
( -&
&
#-&&"A" -'-& .
&
- 9 ",:C "@
& .- 9 ",:C "@8-& -' & ,- 5 #;" - ' '"& "8("/0 (,- A /- '
.(," - " ,-#
- 9 ",:C "@ 3
- 9 ",:C "@ ' 7 &

'-&
' 5 '(
<, "-
- 9 ",:C "@ 8-& -' & ,- 5 #;" - ' 5 '( H
5 ". & -& 5 #;" -& ' 5 '(
'
#-/0 Y ,
5 ", "5-# -& & - 3:"-& ' .- 9 ",: 5 ' . &
&5 ,&?7 "& ' .- 9 ",: , T( '"P &5 "
.-'-& ,
.
&
&'
( & & ' T(
& ' (.- & - 3:"-
C, & , & -.5 & ,' & . & A
-8 . & ? T(
&&". ' A",",'
'- ,- ( P- ' &
& #$-H
, "-"& A /-& A-T( P-& ' & (5 '(
- 9 ",:C "@8-& -' & ,- 5 #;" -
Sntese
" 3" & '
. 8-
8-& -' & ,- 5 #;" - ' 5 / &

7 ,'-&
.5 -
& #$- ' & #. , & .
Q, "-
.5 , , & & 8 -& T(-"& '"&5 . & ' (.- &(5 " "'-'
5-#-7 -&
. -'- -&
,&"' -/% & 5 ", "5-"&
. -(&- -& 5 ", "5-"& . "7-/% & '
'"&5% - .5 &- '-& 5
. &
. '(-&
.5 , , &
& #$- '- #" , #-C-#7 C - -C& ' &-8 T(-"& &0 5- -
, "-"& A /-&
(.- & - 3:"- ' 5 ,'
'(-& ( .-"&
& ' 7 ",&5" - C&
" 3" & '
7- "?7 "& 5 ", "5-"& ' - /0

'
-'(/0
"
, . -'-. ,
-5-& -,
&
- '-&
.(," -/0
" , -/% & & - 3:" -& T(

'-&
&5 " -, & -
& '- & - 3:"-
:-,"P-/0 ' 5#-,
- 9 ",:C "@5- - (. 5 '( ' : -,'
Y& T(-
'-& ' "&% & A(,'-. , -"&
' 5 / ' '"& "8("/0
- & #. , & .
@ .5# '
, (,
& - 3:"
,&"' -,' -& 7- "?7 "& '
,&(.
) C 5/% & & - 3:" -&
+ ,& " (
- " ,-#'
'.","& -/0
**J
&" " ,-. ,
A","/0 GH
- : F - T( . & '" ": 5 ", "5-#. , G
, &'
*C
F T( 3 5 '(
-' F.- -&
#. , & .
& ' ."@
, & , 7-& A .-& '
"& "8("/0
,&(.
.(," -/0
#;" - ' 5 '(

C
- -
"5 #:"- B - -
MC
;& " -& ", ;,& -& ' 5 '(
F&G A .- F&G
#;" - ' 5 / &

C
,'"/% & ' 7 ,'-
#;" - ' '"& "8("/0

C
-,-"& ' '"& "8("/0 F ,'
/- ' 7 ,'-& F T( . " ?7 ,'
-,-"& ' 7 ,'- 5- -
UC
& - ?5- , -' -
& - 3:"- '
. ' 7 &
5 & , mG
5- -
7G
7F @
/-. ,
" & 5 . " ,-"&
.(," - " ,-#G
",7 & ". ,
. &. T(-,' -&

'
.",-' 5 ;'
.(," -/0
& - 3:"- ' . " & F
,=.
5 ' ?, , -G
# -/0 ' 5 '(
"7 & ' #", - F ,'
",-#. ,
,'
. G
"7 & ' '"& "8("/0 5- - '
#;" - '
,&(."'
.'
.",-' 5 ;'
" , -/% & : -"& '- & - 3:"- ' .- 9 ",:&0 #- -. ,
.8",-/% & 5 &&;7 "& "&
,=.
' A","'-&
' .- 9 ",:C."@ .-, 3.C& #" -#. ,
",A","
+ ,& " (
- " ,-#'
'.","& -/0
**!
& T( & % & & :("'-. ,
$.%&.9:
.5
,&0 T(-,
-5 & , -'-& ' & ",-.C&
- -#:(,& ' & -&5
,A" .-
& 5 ", "5-"& A -' & , &
- &(-5;(#
" (#-' ' R - 9 ",:C "@S
A",- -
&
#-/0 ,
- 9 ",:C "@ '
7- & 5 ", "5-"& ",
'(
- 9 ",:C "@'
7"/ H
7 ," , & ,- #-8 -/0 ' (.- -.5-,$- 5(8#" " ?"-
&(-&
A(,/% &H
A" - -&
.5 , , & 5 &&;7 "& '
"@ ,-
"& "8("/0
& -8 #/- - &(- ".5
Q, "-
#- "7-
> C X(-# 5-5 #T( 5 ' ?' & .5 ,$- (.- 5 -/0 '
#-/% & =8#" -& ,- ",
'(/0 '
(. , 7 & 7"/ # -#
"
& 7"/
A",- & 8
' &
7- - 5 -/0 &(.- "-. ,
"7 & ' &&- 5 -/0
Referncias
/(! #!( (.(!,&!#C 4 & " ,
6
>
2
.-,-: . , ' & ,

>
W 2 S!'. @!(& , !%.(&
, ."T( C)IIU
!%C ' 'D :-,"&- " ,C)IIL
5 "& & ' & 7" &C ' 'D :-,"&- " ,C)I!
! /.( C)IIJ
2B
, -55#" '
7"
- 9 ",: $ EC ( 5 2 A 9C)I!
+ ,& " (
- " ,-#'
'.","& -/0
**I
Glossrio
9: C
&& 5 # T(-# &
-' 5/0 &O5 ' - ,

,
&&
"
7-#"-/0
' #:-' (.
@ #(&"7
.5
-. ,
(&5 ( .%&! (!+

,' - &
5 #-
-&5
& "7 . 5-&&-' 5
(.- . '- ((.- "' "7?"-& A-& &
" '-'
A",-#. , - ' 5/0
,'(P . - (.-
" &
(,"'-' 8?&" - '-
" O"
& -' 5 -. (. , 7 5 '(
,&(."'
& 5-&& & T(
&& ' &5
5 # ' & ,7 #7". ,

(#5- G 5 #
&
@5 ". , -/0
G !. ! )! .#+
5 '(
T(-,'
' &
,/0 .-,
,&(."'
,-
-5 - -
/0
:-,"P-/0 ' (.-
,' ' 7 7 ,'

"-/0 '
.(," -/0 8 . &( '"'-
/- ' > ,'-&
& 5 '( & '- .5 && , &&
" O"
-'- 7 ,' '
7 ,' '
' 7 ,' - " -
3 &5 ,&?7 #
.3"
F (-
' 7 ,'-& , . &.
' (. 5 '( T( &-#- .-"& Y7"& - '
,&(."'
5 # T(-# &&
-7-#"-'
. .% !"&#(&5 &9: +
' '
.5 &-& T( . 7". , -. & 5 '( & ' &'
A-8 " -,
- 3-
,&(."'
A5%&/ F %$ +
.
-('"<, "- - T( . (.- '
. & ' . : ?A" &
O T(-,'
,& -,
.",-'- -.5-,$- ' 5(8#" "'-' 3'" ":"'- ' A","'-
& @ "'-'
=8#" C #7 A ' A","'
,'". ,
& ?5 &&;7 #"," "-
&&
"- "7
' 5#-, -. ,
' . " &
)! .2 ! # .%&C. .3+
.(," -/0 '"
+ ,& " (
- A , C-CA ,
- " ,-#'
'.","& -/0
7 ,' '
.5 -'
*MK
Captulo
. 8( % ?
%
.
5O& &
Objectivos
&
5 ,
! . @!(& ,
-5;(#
& A .-,' & ' 7 0 '
&
&(A" " , & 5- - ' & ,$- (. 8 7 #-, '
& 0 .","& -' &
- .5-,$-. ,
'
#-, -. ,
& 5 ", ;5" &

& - 3:"
&
,$ ". , & #. , - &
- 9 ",:
, " &
-& A-& & '
5 - " ,-#'
5#-, -. ,
'
- 9 ",: 5 # T( ' 7 0
&
A .-,' &
.5
.",- -& 3 ," -& ",& (. , & && , "-"& - 5#-, -. ,
.5
-8
,'
5-5 # -& A",-#"'-' & ' 5#-, -. ,
,'
- -& -P% & - ".5
" - 5- "' ' 5#-, -. ,
' .- 9 ",:H
' .- 9 ",:H
Q, "- '-& &(-& '"7 &-& A-& &H

' .- 9 ",:
. 8-& '
'
&& T( ' #
-'7" ?H
#-, '
Resumo
#7- & :("'-. ,
- 9 ",: 3 5#-,
&(-& .-"& '"7 &-&

- -8
#-8 -' 5 #& : &
"7 &
-& & - 3:"-& -
,& " (;'
5 #-& & :(", &
' .- 9 ",: '- .5 &- ( :-,"P-/0 , 5-&&-'
, ,' '-' &
.-#. ,
.5 <, "-& 5- - ' A","

(.
#-,
'
& 8
& ' .- 9 ",: ,-&
- 9 ",: 3
& /% &
6. -,?#"& '#7-, & & 8
#
.
-'
F'". ,&% &
& ". ,
+ ,& " (
- " ,-#'
.5
-. , &
'.","& -/0
,'<, "-&m G
5 '(
*M)
F7 ,'-& 5 / &
,'"8"#"'-' m G - '"& "8("/0
#:-# ,'<, "-&
, #O:" -&m G
&
,'(P - (.- ' #- -/0 & 8
& 5 , & A
&
F' . : ?A"
,O."
-& ' 8"#"'-' & '- .5 &-
5 #;"
& 8
-&
"7 & A",-, " & F #(
&
(,"'-' & -. -/-& ,A , -'-& 5 #- . &.-
A .(#-/0 '
,'". ,
& 8
'-& 7 ,'-&
"7 & '
.- 9 ",:
,'". ,
& 8
#- "7-. ,
- &
-5" -#",7 & "'
5 ;' ' 5#-, -. ,
.5
(-(. , -
T( & - 5 &&;7 # & 8
.",-' 5 ;' '
T(
,'". ,
"7 & ' .- 9 ",: 5 ' . 7"&- -(. , - - T( - ' .
'( -,
'
-.8" ,
-' '- ",$- '
'(
. 1a
'-& 7 ,'-& ' (.- .- - . 1a
"7 & ' .- 9 ",: &0
& "5(#-' & T(-, " - "7-. ,
. (.
.5 5- - & -#-,/-
' & ,7 #7". ,
'-& & - 3:"-& ' .- 9 ",: 5- - -'- 8
"7
& :&
& <.
' ' "'" T(-#'-& .(" -& 5 &&;7 "& & - 3:"-& & ' 7 ?& :("
A /-' -5 " ' .- 9 ",: (
-' '- #",$- ' 5 '(
5 ' &
5 ' . &
5 ' &
& #$"'- (.- .- - 5- - (.
& , -'- Y #",$- (.- ( - .- -
&
"7 3-(. , - - T( - '
,'". , & 5 7 ," , & '-& 7 ,'-& '- .- -
-(. , -' & ("#"P-,' (.- - /0 5 . " ,-# &5 "-#' 7 ,'-&m ( -(. , -,'
5 / '- .- 5 5- -/0 ' & 5#-, & ' - /0 #-8 -,' -T("# T( $?- A-P T( . A- ?T(-,'
- T( (&
Palavras
-' '-
-'
#-,"A" -'
7"&0 ' > ,'-&
<, "-
' > ,'-&
(8#" "'-'
+ ,& " (
- " ,-#'
'.","& -/0
*M*
Contedo
>
9:
#" , 3 2("P&(5 . T( '" - - & , ,/- A",-#' 7"'- (.
' & 5 '( & (& 7"/ & T( #$
&0 5 5 & &
&
, @
, "8(" 5- -
#-,
5
'
- 8(& - '&( &&
5 &5
-. -/-&
& 8
&- "&A-/0
"7 &
-&&". (., "-"&
- "7"'-' & 5
&5 ,&-8"#"'-' &
-8 C#$
#" ,
-'
. .- 9 ",: -# .
5 7
& - 3:" - '
A /- -& 7-, -: ,&

, ",(-'-
& . -,"&. & '
- 9 ",: & 0 .("
.-"& A-:"#"P-'-& A-
5;!/(&
$
"7 '
A-
C $-7 T( .-"&
.",-,
,- : & 0 '-&
.5 " "7-
-8 C#$
.5 " "7-& & .5
&(& , -'-
,-
-8 C#$ ' A","
-7-#"-/0 ' &
&(#-' & '-&
7 #(/0 ' .
#-, '
&(-& 5 &&"8"#"'-' &
%
.
.-"& @5 & -& Y A#((-/0 '-&
Y& ",7 & "'-& '-
<, "-
'"& -, "-.C&
-'
' & & ( & ' .;," & '- - "7"'-'
R -#$-
T(- " ,- - 5 &"/0
' A .-
#-8 -. (. #-, '
5 : &&"7-. , ' 5(#&-
>
#" ,
-'-&
& .5 &-& T( ,0
, (, ( -& '
#7Q, "-
-& & - 3:"-& A(( -& 5- -
"7- ' .-@"."P- - &- "&A-/0 '
& . " & - "8("
, ;,(- '
#,: 7"'-' '-& .5 &-&
- 9 ",: -&&(.
(,"'-' &
& -8 #
,T("& -
.5 &- "-#m
#-, - 3 #-, -
-#$- S
! . @!(&,
- 9 ",: 3A"@-
A((
( & & 5- - :- -, " (. . #$
+ ,& " (
- " ,-#'
"-#'- .5 &-
5 "."P- - ("#"P-/0 '-&
&(#-'
'.","& -/0
*MM
#. ,
'
.",-,
'- .5 &- ' 7 &
. #$ -'-5 -/0 '- .5 &- - & & (& .

5 - " ,-"& .-& 3 7"' ,
<, "-
,' 5
T( ,
&(#-,
& -8 # "' -, & '
-' &
,'" " ,- ?
('
.-"&
& -8 # ". ,
'
5 ." " ( & 5#-, &
'-& -& - /% & ' 5 5- -/0 ' & '"A , & 5#-, & ' 7 $-7
- #",$- A"@-'- 5 #& 8
"7 & : -"& '- .5 &-
#-, '
,7 & ":-/0
& ,7 #7". ,
#
-, '
'(/0
0
=
%
S * "
T
*
;
@
&FG
0
#
-,
",-, "
#
-,
'.","& - "7
O Plano de Marketing obriga a um permanente exame:

-
Das novas possibilidades de desenvolvimento dos produtos e dos mercados;
Das mudanas e mutaes do meio;
Da utilizao ptima dos recursos humanos, financeiros e materiais;

O Plano de Marketing assegura a coerncia do Pensamento Marketing
3.
*!/!##&. !
#-, '
%
.
! . @!(&,
- 9 ",:5 ' ' A"," C& - -73& '
7-#"-/0 '- &" (-/0 '
7-#"-/0 '-
#-,"A" -/0 ' &

' & ,7 #7". ,
-'
"@ &
' . " F & (' & @ , &GH
.5 " "7"'-' '- .5 &-F & (' & ",

8
"7 &
. " & F8",O."
'-& - /% &
+ ,& " (
, & 5 &" " ,-. , GH
.5 &-B.
-' G
-'-5 -/0 '-& - /% & '
'.","& -/0
*M
"7-&H
- " ,-#'
). (.,! #
D>
%
.
! . @!(&,
& 7-, -: ,& '- ".5#. , -/0 ' (. 5
&& ' 5#-, -. ,
' .- 9 ",: &" (-.C& - '"A , &
,;7 "&
- -,?#"& &"& .?" - ",
,-
- A"@-/0 '
,'(P- (.- .-"& .- -'-
"7 &
@ ,- 5 '(P(.- . #$
.5
,&0 H
" , -/0 5- - &
- - " (#-/0 '-& "," "- "7-& 5#-, -'-& 5 . 7 (. .-"
&(#-' &H
,7 #7". ,
'-& T("5-&
' &
'"7 & & ' 5- -. , &H

& . -,"&. & '
&
' 7-, -: ,& 3 ' ' & - - - ".5
5 ."
T(
, (,
' &
#' &
&(#-' & A- "#" -. - '
,$ /-. #- -. ,
-& . -& -&
/0
/0 ' ' &7" &
Q, "- '- ' A","/0 '
"7 & T(
&5 ,&-8"#"'-' & - "8(;'-&
# '
&(#-' &
VANTAGENS DO PLANO DE MARKETING

Detecta as
ameaas e
oportunidades
Identifica os
indicadores
a medir durante
o processo
Estabelece
processos de
correco em funo
dos desvios
5 5- -/0 ' (. #-, '

5#-,
Y& T(-"&
,'(P- '"
- 9 ",:
/0 '- .5 &- -
?' & -'-5 - & T("&
5#-,"A" -/0 5 ."
. /- 5
.-
Fomenta
coordenao das
aces e optimizao
dos resultados
(.- -,?#"& '- &" (-/0
-T("
&(#- T(
,& "<, "- '-& . '"A" -/% & ' . " , T(-# 7 #("(
& 8 7"7
Y .5 &- ("#"P-
] . .(" & -& & -
& & (&
5 '(/0 m G , & ' .;," & ' - "7"'-' T( .-"
+ ,& " (
Prev
cenrios
alternativos
Prev
Constrangimentos e
desencadeia as
aces adequadas
Minimiza a
ocorrncia de
insucesso
Quantifica
resultados
Detecta
Pontos
Fortes e
Fracos
Impe a tomada de
decises baseada em
elementos concretos e
quantificados
Promove a
gesto por
objectivos
-&"0 5- - & ' & ,7 #7
( & & F -5" -"& .0 C' C 8 - . " & '
& 5 &&"8"#"'-' & ' ' & ,7 #7". ,
- " ,-#'
'.","& -/0
*MU
5#-, A-7
- & #$-
5- " "5-.
,- : & 0
, , -,'
- 5
(- .
"-# '-
& &A / & . '"
.5- -/0
5#-, A ,
Y '"
&5 ,&?7 "& -
."
"7 & ' A","' & 5
-&&".
7" -
"& & 5 5- -' & -,
.5- -/0
. & 8
' & -T( #& T(
' &5 ';"
'
, :"-&
"5-'-. ,
"7 & & -8 # "' &
T( 35 A ;7 #
&(#-' &
/0 (. T(-'
:-,"P- .C&
-:" -5O& & - ,
- -&
. &
.5 &-
/0 - A",& 5
5#-, 5 ." -7-#"- - : & 0 5

T(-,' '-
.(. '
'
-8-#$ T( A- "#" - -&
- -:" . 5- - T( -&
"&-&
.-'-& ' ' "&% &
-.
. & 5
,'
8 ":- &
. 7 P'
". , &
A" -P 5#-, ' 7
&(A" " , . ,
& -,'- '"P-' 5- - 5 ." "
(.-
'- /0 (.- '"& (&&0
(.- -5 7-/0
?5"'-&H
-
& #(/% & -# ,- "7-&

"7-& ,
-P
- & 8
$"5O & &
5 "'-&
- /% &
&&?"-&H
:(#- . ,
- -'
. A(,/0 '- ,0 C -#"P-/0 '
. '- -& 5 7"& -& (. @-. &"& .?"
. (. ",& (. ,
'
:-,"P-/0
7 , (-"&
/% &H
T( T("7-# - '"P T( & -5#" - & " -. ,
"7 & A(,'-. , -"& Y& 5 #;" -& ' 8-&
T( 3-'-5 ?7 #Y& 5 7"&% & - (
5 -P
5#-,"A" -/0 '-& T(-, "'-' & 7-# &H
, & ' 5 && :(" ".5\ C&

-
5#-, '
:- -, "
- 9 ",: 3 (. 5
<@"
5 &&-. ",A#( , "5('
&
<& $-.-'-& ' - ,/0
8"'-
, ?"
A((
&
&& #O:"
8 ":- &
0 5
,'
&5 ,&?7 "& -
"-#'- .5 &-
&
&5 ,&?7 "& &-8 0 "& #?C#- . '" -,
& #7
' & & 5 8#.-& , .
(," .
'-& -& ",A .-/% & T(
T(-#
T(
-P0
-#",A .-/0 ,0
"5-'-. , -&
,& T(<, "-& ' &&-
."&&0
-
]5
"& ,0
-,(-"&
]".5
,A(,'"
& -8 # ". ,
. -& 5 7"&% & ' 7 ,'-&
' (. 5#-, ' .- 9 ",:
. -& T( -& ( . & 5 : -.-&
.
.
' &
/-. , &
"-"&
-, #.8 - T(
+ ,& " (
- " ,-#'
'.","& -/0
*ML
&
/-. , & -,(-"& -& T( -& ( & 5 : -.-&
"7 & - #(
(- & @ ' , & - (
5#-, ' .- 9 ",: '"P &5 "

@ ' , & - .3'" 5 -P
5#-, '
-'-5 -
' & & -, &

' 7 C&
. A(,/0 ' &
5- -
' ,-/0
-,
7 ,'-&
,& " ("
'
"7 & - #(
-8-#$ T(
R$ "P ,
(- &
,73. & :("
- 9 ",:S ' 5#-,"A" -'
'- -,?#"& ' & ' &7" & .
.",-' 5 ;' F 5
#-/0 Y& 5 7"&% &
@ .5# ",
-, &m G (& -
.5
7 #(, - "& - T(
.(," -/0 , & " '- .5 &-H
.",- -& ' #:-/% & '- -( "'-'
"5- -& - /% &
'-&
&5 ,&-8"#"'-' & ,(. T(-'
' "&% & ' &
&'
5 7"& H
&5 ,&-8"#"'-' F A?8 " -
, -8"#"'-'
( & & $(.-, &GH
,& " (" (.- &3" ' 8-#"P-& 5- -
,& " ("C&
@ ;"
,O." C .
- 5- " ' 7- "?7 "& . ,&( ?7 "& -"&
7 #(/0 ' .
-'
.5
,'
"-#A(( H
-& 5 7"&% & '-& 7 ,'-&
- @5 &&0 '- 7 , -' ' - /0 '- .5 &-
5.
'.
%
.
! . @!(&,
5#-, ' .- 9 ",:' 7 &

.
"-# ' 7
#-8 -/0
(. ' (. ,
7-# ' (.
.5 ,$ ' "'"' 5
A .- & " - '

-
5#-, & 8 &" . &. - #,: '
"7"#:"- -
] (. T(-'
&(#-' & 8"' &
&(. 3(. .5 ,$-. ,
- & #" , & - &
.(," -/0 H
#-8 - (. , 7 5#-, 5- - (. '
' 7 A-P ' &#"P-
Y& " (,& Q, "-&
&5 "
-' & - & 5 '( & - & 8
- 9 ",: ,0 3 ;:"' , . & ?"
:(#- . ,
"-"& '"P .
5 -P H
- &.
- &. " &'
#-, '
8 ":- - & - .-"& - ,
& "
, -
&& ' (. ,
.5#" - 5- - -'- (. ' &
(,-,"."'-' 5- - - ",:"
- 9 ",:-5 & , Y-,?#"& ' & A-
+ ,& " (
#. ,
& 8
&& , "-#'- 5 #;" &5 ,&?7 "& 5 #- &(-
"7 & A"@-' &
. 5 ", "5-"& 7-, -: ,&

& T(
- " ,-#'
& & & -. ",
, & ( @ , & Y .5 &-H
'.","& -/0
*MJ
- "#" - 5
.-'- '
(,"'-' & - (
,& "<, "- '
T(
&& & A-
&
5 & , -.
8 ":-/% &
(.3'" 5 -P &H
8 ":- - ' & ,7 #7 . " & -
,& " ("
- -#(#-
& & (& (& &
- A"@- -& '- -& ' &(-
-#"P-/0 H
A" "-#"P- -& & #$-& -& ' "&% & 7" -,'
&
' (. ,
".5 - "7 & ' .
&&
'
& "
-'
. ?#(#& 5 ."
& .-#C , ,'"' & -& ", .5
A- "#" - - - 8" -: . '- '"
,&% &H
/0 C: -# ,
&
& '- .5 &-
#-8 -/0
".5#. , -/0
-7-#"-/0 '
(.
#-,
'
- 9 ",:
5-
C&
"5" -. , 5 #-& & :(", & A-& &
+ ,& " (
- " ,-#'
'.","& -/0
*M!
#;" -& '

'(
#;" -& '

/
,?#"& '.5 &-
7-#"-/0
.5 " "C
7- 4#8-#
& - 3:"-&
8 "7 & '
- 9 ",:
" , -/0
& - 3:" -
-,-"& '
"& "8("/0
,?#"& '
-'
7"&% &
' > ,'-
.5#. ,
-/0
7-#"-/0
, #'
#-, '
9
#-, -. ,C
'
.(," -/0
#-, -. ,C
'-&
"7"'-' &
'-& > ,'-&
>
" .9:
.-"
5-
%
.
! . @!(&,
'-& .5 &-& T(
& -8 # . (. 5#-, ' .- 9 ",: <. : -#. ,
.3'" 5 -P ' M - U -, & T( ", : - (. 5#-, - (
5#-, - .3'" 5 -P
.5
,'
&&?" & -
'"A ,/- ' ",

5
5 - " ,-#G ' ) - * -, &
& - 3:"-& T( 5 ." . - ",:" -
- 9 ",: '- .5 &- , & 5 O@". & -, & ,T(-,

&. " &,
5 -P F 5#-,
T(
(. 5#-, -
5#-, - (
-#"P-/0 ' & 8
"7 &
5 -P ' A", ' -#$-'-. ,
"7 -,(-#
-/0 ,
.3'" 5 -P A (-C& 5 #- -,?#"& '-& 8 ":-/% & '-&
(,"'-' &
+ ,& " (
- " ,-#'
'.","& -/0
*MI
(!A
>
%
.
! . @!(&,
(Ou: como elaborar um Plano de Marketing nos seus aspectos principais)
>
> >
> > >
! (&7&/.
( 2 #&/& .
(3
& "/0 ' 5 '( (& 7"/ T( & ?- &
.
>
>
>
>
>
> >
> >
> >
! (&7&/.
. ,!(
-' & . : ?A" &
-' & 4 : ?A" &
-' &
,O." &
>
>
>
>
>
>
>
>
>
>
! (&7&/. .
/ - /&.
> ' , "A" - - ,
<, "- '"
> > &" " ,- 5 '( '- ,
> ' , "A" - - ,
<, "- ",'"
> > ' , "A" - , # -#B " O "
5 ( - -# ,- "7- - , && 5
"-#"P-'
- F5 '( &"."#- G
<, "- #- "7-. , - , && 5 '(
- F5 '( -# ,- "7 G
@ #(&"7 T(-#
.3 " @"& ,
'(
-5-P ' 5 7 - (.-
DESENHAR A ESTRATGIA
> =
*" F
S =
Q
*
"
"
S * "
Q
)" "
* "
" F
>
> >
QR
J .% . 6/(! .# ' 9I!#
& 5 . /% & 5 ' . & ",& " ( " ,-"& F , -.C& ,:-,"P-/0
.
", (" ' 5
'"7(#:- G
. "-"& F , -.C& , 5 '(
( & 7"/ T( - :-,"P-/0
. "-#"P-G
> >
G !. ! , 67&/...5 . ,! !%.# ' 9I!#

X(-#- ? - T( & 5
,' - ",:" 5- - . .-" - ("'-'
& #$
#/ %0. .# ' 9I!#'.&# ! (& ! (!#

"& "8("/0 ' 4"A&
",' &
F @G ",D& .-,& $ #- & &A : ?A" -&
> > >
'(/0
.5 ?"- '
/ - & #" , & T( -'T(" " . '
,(.- '
.",-'- -#( -
"5 ' 5 . /0
> >
> > >
>D>
>D> >
>D> >
.",-' 5 '(
( & 7"/
(. .# ! '. ! .9: ! ' 9:

& #$- '-& . '-#"'-' & 5 "&-& '- 5 -/0
> "A" -/0 '- @ T("8"#"'-' '- 5 -/0
+ ,& " (
- " ,-#'
'.","& -/0
* K
>D> >
>
>
>
>
#-,"A" -/0 5
>
>
> >
> >
D>
"&- F ' & & ",
7 ," , & , & - 5 -/0 <. '
(&%&C.9: !& #( '! ( # . .'! & .!7&/6/&. .

- " "5-/0 5 5- ' & ,&(."' &
'"/0 . #-/0 - & 8 "7 & - "8(;' &
'"/0 '- ,'"8"#
"'-' A",-, " -
& - &",
,"P-' &G
! .9:
) *
D> >
,. &C.9I!# ! $! ( #
D>
D>
D>
D>
D>
D>
D>
D>
D>
>
' %. !. . ,. &C.9: ! ' $! (
> >
5- " A",:' 7 ,
> > >
T( T( . & -,&." "
> > >
& (( -/0 '- ,A .-/0
> >
7-, -. , ' & 5 , "-"& # -"& 5- - - :-,"P-/0 ' 7 ,
> >
& #$- ' & # -"& 5- - - :-,"P-/0 ' 7 ,
>D>
# " ,-:
> >
,7" '
,7" &
> >
-/0 ' # -# ,' . , - -& - - ;& " -& ' 7 ,
- .5 &- . "-#"PD> > >
-P (. - .5-,$-. , 5O&C 7 ,
D> > > > - - ( - 0 ' -: -' ". , - & 5- " "5-, &
D> >
D> > >
D> > >
D>D>
D>D> >
D>D> >
> "
& 5 '( & (& 7"/ & T(
. (&/& .9: !' $! ( #

" -& #- " ,-'-& . -& # .(," -/% &
@5 &"/% & #- " ,-'-& . -& # .(," -/% &
B!' %# ! $! ( #. ,. &C.
2-, - &
#. / & ' - - ;& " -& A"#-, O5" -& .
8 "7 '
'"8"#"P- - .5 &.",?" & & 8 (. ..
8 "7 ' '"7(#:- - &(- ".5 Q, "- ,- ,& (/0 '-&
& " '-' & F @G
> >
%. !.'! ( ! /9I!# ! . @!(& ,"&!/(
> > >
A","/0 ' ,=.
' 5 && -& T( & 5
,' - ",:" F - : G
] ".5 -, &-8
,=.
' 5 && -& T( & 5
,' - ",:" 5- - 5 '
.(," -/0
> > >
A","/0 '- ^ - 4 : ?A" - - 8 "
-8 T(-#- ? - - 8 " 5- - ,0 @"& " '"&5 &0 7" -,'
' &5 ';" ' &(5
> > >
T("&"/0 ' -& ' -' &
@"& . .5 &-& T( & ' '" -. Y ,& (/0 7 ,'- ' 8-& ' '-' &
-P (. #7-, -. , ' &&-& .5 &-& ' & & (& 5 '( &
# " ,- -F&G T( ",

&&-F.G
'T(" " - 8-& ' '-' &

> >D>
7-, -. , ' & &(5
& @"& , &
@ .5#
#$
- - - ?#: (50
&5 & - 35#"-,
& -# #A ,
+ ,& " (
- " ,-#'
'.","& -/0
'"
" ,- -
&
* )
> > >
' T(-/0 ' & &(5

& - & . " & ( & #$- ' & . " & ,& -, & & &(5
& @"& , &
"
",$- #AO,"
.5 ,&- F",& /0 & (. &(5
. &(5#. , ,(. ,-# (,(.- 7"& -G
> > >
"&5 ,"8"#"P-/0 '
> > > >

> > > >
> > > >
> > >
>
>
>
>
>
>
A"," - ".5 Q, "- '- .(," -/0 , #-, 4 -#'- .5 &A"," T(-#- ".5 Q, "- ' '"
.- 9 ",:, #-, '
.(," -/0 '- .5 &"&5 ,"8"#"P- 8(':
,& -, & ' "& 5 , & -, " &
'"/0 '-&
> > > >

> > > >
> > > >
(':
/% & '
"
- 9 ",:
'"/0 '-& &5 & -&

'"/0 '- A- ( -/0
'"/0 5
.5- -/0 ' & (& &
, '- - /0
>
#( # .# /9I!#
> > T("&"/0 ' ,' / & F8-& ' '-' &G
> > (& & '- : & 0 '- 8-& ' '-' &
> > "-/0 5 '(/0 : ?A" -& '-& 5 /-& 5 . " ,-"&
>D> &5 &-& ' ,7" ' . ,&-: ,&
> > &5 &-& ' @5 '"/0
(& & ' & 5 '( & 7 ,'"' &
>
=S
" "
> >
> > >
>
>
>
>
J .%. #(.(1,&. ! ' &/.9:

5%&/&(6 &.
X(-"& & 8 "7 & '- 5(8#" "'-' Z
A","/0 ' & 8 "7 & T( & 5
,' - ",:"
. - 5(8#" "'-'
> > X(-# - : Z
X(-# & :. , T( 5
,' . & - ",:" H - T( . & '" ": - 5(8#" "'-'
> >
"- (.- . ,&-: . F , =' ",A .- "7 -5 #- "7 5 &(-&"7 G T( - "7 5 , "-#
,&(."'
>D>
# " ,- . " T( . #$ & -'-5 Y. ,&-: .
> >
,A , - - & - 3:"- & :("'- . 8(': '"&5 ,;
7 #5- - - 5(8#" "'-' ' , ' 5#-, '
.(," -/0 '- :-,"P-/0 B .5 &-
> >
> > >
> > >
%.
! .' . 0.
A"," 5 5O&" '- -.5-,$- 5(8#" " ?"# /0 ' (5
&
5
>
5
?'"
,=, " ' .5 ,&> > >

# /0 '
"
#7"&0
?'"
.5 ,&- "
O " & "& -& #AO," -&
> >D>
A","/0 '
, =' '- -.5-,$- 5(8#" " ?"> >D> >
-P
8 " A",: '
, ='
, :- Y -:<, "- , , #("
"5 ' ,=, "
+ ,& " (
- " ,-#'
'.","& -/0
:( '-
"-/0 ' -,=, "
* *
.- ' ,=, "

=.
' ,& /% &
> >D> >
"-/0 '- ".-: . 5 5> > >
9.'! (.9:
/-. , ' A", C& 5 #& 8
,
"P- && & 8 "7 &
>
>
>
>
>
>
>
>
>
>
> >
> >
> >
>D>
> >
> >
> >
> >
'- -:<, "-
. 8-& , 8 " A",:
"7 & T( & 5
,' - ",:"
. " & ",'" -' & 5- -
0!/@ S&#( ! '. #(.(1,&. ! 5%&

/& . !
,-#"&- - .(," -/0 ,
, , &
. T( & 0
X(-"& & #"." & /-. , -"&Z
X(-# 5-5 #'- .(," -/0 ,- & - 3:"- ' .- 9 ",:Z
X(-# ."@'
.(," -/0 Z
X(-"& & 8 "7 & - & -8 # 5- - - 5(8#" "'-' Z
X(-"& & -#7 &Z
X( & - 3:"- ' "-/0 Z
X(-"& & .3 ' & - ("#"P- ,- . '"/0 '- A" ? "- '- 5(8#" "'-' Z
>
> >
> > >
*
Q
*
* S
"!7& &9:
# 5;!/(&$ #
T( & 5
,' Z
,A .- 5=8#" ' T( 3- :-,"P-/0 B .5 &

,A .- 5=8#" & 8 & 5 '( & (& 7"/ & '- :-,"P-/0 B .5 &
-" 5 , "-"& #" , &
(. , - -& 7 ,'-&
(. , - - A- ( -/0
> > >
T(
.> > > >
,'"
-73& ' (.- (8#" 5 -: .
-73& ' (.- 0

&
> > > >
"
-73& '- 5- " "5-/0 . " -&
> > >
. #-8 - (.- (8#" 5 -: .
> > > >
A","/0 ' - : - - ",:" '- ? - - 8 "
> > > >
7-, -. , ' & . " & :" ,-"&B# -"&
> > > >
# /0 '
"
2 ,-# 7"& - # ".
> > >D>
: "- 5 7"-. ,
. . " -& ,'"/% & '- (8#" 5 -: .
> > > >
, :- '
# - . " & # " ,-'
O5" & & 8 & T(-"& - 5 -: . ' 7 ", "'"
> > > >
5/0 '
# ' . "
X( & " ,?" T( " ?& A" 5 5- ' . "
" -/0 B (&- '

# 5 5- '- :-,"P-/0 BB .5 &
-& ' &
(&-'-H & #" " - -& ' 7"'-& -# -/% &
> > > >
, @-/0 ' (. -,=, "
. -;& " -& . "-"& 5 &(-'",' Y
5 '( (Y-T("&"/0 ' (. & 7"/
:2;
. #-8 - (. 0
&
> >D> >
T( T( . & .(," - Z
> >D> >
X(-"& & 8 "7 & '- .(," -/0 Z
> >D> >
X( . 5
,' . & - ",:"
. - .(," -/0 Z
> >D>D>
"-/0 '
, =' ",A .- "7
> >D> >
& (( -/0 '
, ='
+ ,& " (
- " ,-#'
'.","& -/0
.5 - ' (.
* M
> >D> >
# /0 '
"
"
.5 ,&- F . &(5#. ,
. '"-, - ' G
, - -/0 ' (.- -:<, "- 5- - '"& "8("/0

> > > X(-"& -& " -& - 5- " "5- Z
> > > >
7-, -. , '-& A" -& T( & " 0 -#"P> > > >
# /0 '-& A" -& ,& -,
-. ' - "7"'-'
>
> >
>
>
>
>
>
>
`*
L !7.C! . (!# ! .( /& . ' !$! (
'../(&$& . !^
&5 ,' Y& & :(", & T( & % &
> >
?5 &&;7 #".5 - &(- .- - - 5;," Z
> >
?T( 5;," 7-" - , , '- .- - ('- .5 &-Z
> >
?T( A-P-5 # - R - : S
- ",: & . -' & 5
,'"' &Z
>D>
9
& ?
Z
> > N-7 ? 5 (,"'-' & 5- - 5 . /% & , . 5=8#"
- /% & '
> > 2? ?$-7"' (. 5",-' Z
>
>
>
>
>
>
>
> >
> >
> >
>D>
> >
> >
> > >
> > >
>D>
>
- "'-' Z
J .&# # 5;!/(&$ #
.( /8 &^
(. , - -& 7 ,'-&
(. , - - A- ( -/0
4- -, " . -' 5 O5 "
,T("& - . -' Y ,
<, "#-,/- . -' ", @5# -'
J .&#.#./(&$& . !#. .( /& . ^
"7"'-' & #- " ,-'-& . -& # .(," -/% &
"7"'-' & T( - -"-. : -,' & R.-&&-&S
& ?'" ' A( 8 #
T("5-& ' A( 8 #
& -& '- :"0 B# -"&
, , & ( ,-'-& ' ,;7 #,- " ,-# ( ",

# -#
L !7.C! . . .( /& . ' !$! (
S QR
,- " ,-# T(
,$-. #(:- ,-
:"0 (
'../(&$& . !
*" "
> >
> > >
> > >
%.
! /9: ! !%.9I!# A5%&/.#
,$
. ":
. " ,7 #
7 , . T( - :-,"P-/0 - (' , "A" - & & (& '"A , & 5=8#" &
=8#"
, , - " & ;' & '
5","0
",'" - &
.(," -/0
.(,"'-'
-# =8#"
. 4 -#
> > > ' , "A" "5 ' ",A .-/0 T( & '"A , & "5 & ' 5=8#" & , &&" -.
> >D>
# " ,- & . " & .-"& -' T(-' & 5- - & - ",:"
> > >
& -8 # (. 5#-, ' #-/% & 5=8#" -&
,
. & 8 "7 & 7"&-' &
> >
"-#
(./( #L !#! !$!7.C!
, - & . -& A /-& 7"7-& ' (.- .(,"'-' &0 (. . " ' '"7(#:-/0 '- .5 &- T(
5 # & (5 & ;:" T( 5 # ,=.
' 5 && -& T( . 8"#"P-
+ ,& " (
- " ,-#'
'.","& -/0
>
>
>
>
>
> >
> >
> >
>D>
> >
>
,,,,"-/0
& . -& .5 &-& .-"& ".5 -, & '- .(,"'-'

& . -&& "-/% & @"& , & ,- .(,"'-'
& . #88" & 5 ' & &
& . ",& " ("/% & '
.3 "
' , 7-& -&& "-/% &
S *"
] Q
-5-& ( .- "P &
- 9 ",:
>
S
QR >
. '- -& 5 -P &
*a
&5 ,&?7 "&
/-. ,
* *
)! .#= (.#
)! .#S8L & .#
#(
( 7& .%&C.
. ,!' = (.
#( .# ! .9I!#
F (& & '
- 9 ",:G
(&5 &9: ! . @!(& ,
#( # ! ./& .&#
F "& "8("/0 '.","& -/0
. ,!' %8L & .
' & &
'
-'- - /0 '
#-,
'
"
& -, & ,- .5 &-G
/% #:
, & '
&&
'
& -8 # ". ,
.5 &- ' 7 0 ' A"," (.

T(-'
, (,
'
5#-,
' .- 9 ",: 5 - " ,-# &
' 5 ", ;5" & T(
"7-& -
: -#' 5#
-,
&
/0 ' 7 ? A# " -, & '
.(," - -&
&5 ,&?7 #5 # .- 9 ",:&0 -& & :(", &
X(-# 5-5 #
X(-#- &(- 7 -/0 - (-# A(( -H
X(-"& &0 & "5 & ' & 7"/ & T( #- 5
X( ".-: . ' .- - 5
&
T(-'
3- @5 &&0 '- 5 #;" - F ('-& 7 -/% &G '- .5 &-
& T( & % & 5 ", "5-"& & 8 -& T(-"& - T("5- ' '"
'"
,& " (-.
&5 ,&?7 "& 5 #-
&5 & -& T(
,O."
'- .5 &-H
,' 5 & - - & & (& #" , &H
,' '- - .5 &- , & .
-' &H
,& " ( . - @5 &&0 '",Q." - ' RT(
S A((
'- .5 &- ' 7 0 &
@5 &&-& #- -. ,
+ ,& " (
- " ,-#'
'.","& -/0
* U
& -,'
'
.",-'-& & -& T( & % & 5 37"-&
.- 9 ",:5 ' 0 , 0 ,
>
-5- '
5 - " ,-#"P-/0 '
(%
%
.
#-, '
'
5#-,
'
" . ,
! . @!(&,
- 9 ",:
,73. '"& ",:(" -
-5- ' -7-#"-/0 '-
5 &- ' & 5- -'-& 5

' & .5 ,$ '
&(- 7 P
&5 ,&?7 "& 5 # & -8 # ". ,
- - &(- #-8 -/0 '- A .- T( 7". & -,
!.; #(.'! (> $.%

&
.9: !
(.- O5 " - '
&
(.- A , " - '"A(&-
&& ' -7-#"-/0 7"&- "' , "A" - - 7 #(/0
-'- (.- '-& 7- "?7 "& ' ."@
&& '
,A":( - -",'- -& . '"'-&
.5- -,' - 5-
"7-& - ",
5-&& - &" (-/0
'(P" T(-,' '-
-Dos objectivos
-Dos
oramentos de
custos
-Dos resultados
financeiros
desejados
AVALIAO
-Do
desempenho
consoante os
vrios critrios
definidos para
cada uma das
variveis do
Marketing Mix
+ ,& " (
- " ,-#'
- & 8
"7 &
<, "- ' ' &7" &
#L .( !(. .#(8 &

/.# ! ' #&#(!'. !.$.%
&.9: !/ ( %
DEFINIO
-#A-
DETECO
-Dos desvios
eventuais e
respectiva
anlise de
causas
'.","& -/0
%.
! . @!(& ,
CORRECO
-Novas medidas
para atingir os
objectivos
-Redefinio dos
objectivos
-Aplicao dos
planos de
contingncia
* L
&& ' -7-#"-/0 ", : - (.-
.5 , , T(-, " - "7-
( - T(-#" - "7-
5#-, T(-#" - "7 -",'- T( ,0 $- - AO .(#-& (,"7 &-"& 5- - -A "

'
- 9 ",: $?,
-
5 ". "
& :(,'
& 5 ", ;5" & -
#7-
5 ", ;5" '-
. ,'- - ,
"
,
, -,
5 ", ;5"
.3"
(' .3"
' 5#-,
&5 " -
<, "-H
&&"'-' ' -'-5 - -& 7- "?7 "& '
& "5(#- T(
#-, '
"@-
- 9 ",: ' 7 ?-&& , -
, @
, "-#
. 7-, -: ,& A-
<, "-
T(-
5 ", ;5" 5
- 9 ",: ' 7
,"P- T( 5- - -(. , - -& 5 &&"8"#"'-' & ' &( &&
8& 7- -
: - '- 5 ('<, "-
'- & :( -,/- &-8 ,' C& T(
#-, '
& .=#"5#&
,?" & 7"&-' & , 5#-, & 8-& "-. . 5 &&(5 & & T( 5 ' 0 7 #(" ' A .- '"& ", ' & "," "-#. , 5 7"& &
Actividade
(. #-,
?&"
5O&
#-, '
'
.-
,$ ". ,
'-& 7?"-&
-5-& 8?&" -& , ' & ,$ ' (.
- 9 ",: ' 7 A .(#- (.- R: #$- 5 ", "5-#S ' & ",-'- - A .- -
- 9 ",:5- - (. 5 '( ' : -,'
,&(. F @
:,
5- - #-7-
(5-
Y.0 GH
+ ":- -&
: -& T( #$ A -. .","& -'-& - 5- " '-& A-& & + $-7 ' ' & ,7 #7". ,
- 3Y& 7- "?7 "& T(
C ",-#. ,
. & ( , ,'
' A",- ' "& R
' 7 0 &
, &'
+ ,& " (
,&"' -'-& , &&
#-,
#-, H
#S - 7 "A" - 5 " '" -. , ,
- " ,-#'
'
'.","& -/0
#-,
* J
(&5 &9:
!(. !7.#! !#
#.5&%& . !#
Reflexo
,' - ('" " &-. ,
' & .5 ,$
T( . ' 7 ",
@ (- '
;" - ' ' "&
,- ( @ ,-. ,
.",-'- - A- . : ,
'
#-, '
@ , ' & 7"/ & F @ -:<, "- ' 5(8#" "'-' G 5 '
-&" -. ,
.5 <, "-
- 9 ",:
T(-#"'-' '
,& " (" (.- - "8("/0
' .- 9 ",:
. .- 3"- 0 & ,&;7 # - ",'":" -/0 ",-' T(-'- ' (.
A",-# ('
5 #- &(-
&(#-' 5
#-8 -'
",
( ' (. 5 & -'
,' ,- ", @ -7 #. ,
- T(-#"'-' '
,'"'
- & #$- ' T( . @ (- ? (.- '-'- - A- ' 7
8'
" 3" R.- ( "'-'
#7-, 5- - - - A-S
&
",& (. ,
#-8 -'
",
, 5 (-#' -7-#"-/0 -5 "-C& , & ",'" -'

,
( @ ,
,- @ (/0 ' -,
- - -#3. '- -5#" -/0 ' &
" 3"
5 &&;7 "& - T( . - "8(" (.- '

A
".5-
"!7& &9:
(-
, "-#, &
! .C #!/
' ,-/0 '-& '- -& '
(.
,-
@ .5#
#AO,"
' .- 9 ",:' 7 ?-",'- @-.",& - 5#,-
( -& -# ,- "7-&
,& (/0 ' & - 5 '(P"
, .'.#
@ (/0 '
"7 & &(& , -' & ,
'"'-
#-, '
(5
-& 7- "?7 "& '

'"'- 5
5-
+ ,& " (
' & 7 ,' '
- " ,-#'
& - A". '
- 9 ",:C "@ $-7 ?
"," "- "7-& , ( -& A , &
,7" ' (.- , 7- -8 #- ' 5 / & - & '"& "8("'

&(8& T( , 5
- 9 ",: &(#- '-
'-& -& "," "- "7-& - /% & 5#-, -'-&
' 5 ,'<, "- @"& ,
- /% & (- @ (/0 ' 7 ?&
(.
&(#-' &
,&"' -,' - - , (-'- ",
@"8"' & 5
& - A-& &"."#- &
.",-'- - A- &5 "-#. ,
,'"/0 A(,'-. , -# 5- - (.5 "
. " (#&-
& .5
' "&
"
& ' ' & .5 ,$
& #-
'.","& -/0
& T( 5 ' ?
. ,'-
7 , (-"& '=7"'-&
* !
Sntese
' T(
T(
5
'
. & ' & ,7 #7 (. #-, '

5#-, '"P
&& ' 5#-, -. ,
.- 9 ",:
,7 #7". ,
' "7- -,
- &(-
- T(-#"'-'
. - T(-, "'-' ' & 8
-& 5 && -& 5- " "5-. ".5(#&" ,-
5 ' A-P -A(,'- (.- .5 &-
- /0 - 5
(,"'-' &
' &-A" & ' .
& - 3:"-&
. '"'-
& (
. "
& "' "-& ".5#. , -'-& .-"& A" " ,
A" -P. ,
- A .-
' 5#-, .-&
&& ' 5#-, -. ,
&&" -. ' -7-#"-
& & (& 5
-'
" # ' ' & ,7 #7". ,
.5 " "7- 5 ." ",' - (.- .5 &- -'"-, - C& - ( - 5
' . #$
- '-,'
5 '
,& " (" (.- 7-, -: .
4 -#. ,
' '" -C& .(" - - ,/0
5 # . , & ":(-# ,&"' -/0
&& & ' 5#-, -. ,
. '"A" - & .5
T(
&&
. -& . '"A" -/% & ,- .5 &- , & & (& .
'
7 #("
7 #(-
."#" -
&& ' 5#-, -. ,
-.83.
& .5 &-& ,
. : -,'
"7 &
-,
' & .5 ,$
&& ' 5#-, -. ,
' 5 '(
.-"& ".5
"& ,$ ` ' & 8 "( . - &(- @5 "<, "- . 5#-, -. ,
T(-,'
. "7-/0
- 9 ",:3A T( , . ,
,&":-. ",7 , - .-, " -& ' . #$ -
-'- 7 PT( 5#-, "-.
& ( 5#-, -. ,
,0 &
'
&
T(
-' & - .5 &- . &" . &.- 5- - ?
. /- ?- & -:,-
6.- A .- '
, ",(- - . #$ -
.5 &- - (-#. ,
,0
&
&& ' 5#-, -. ,
. (. A .-#35
7-#" 5
Avaliao
&" 5 O5 "
&
"- (. 8 . 5
&&
& -
( - "' "-& , ( -& .5 &-&
,$ ". , & -'T(" "' & - #,: '- A .-/0 & 8
;(#
)C X( 7-, -: ,& , , - , 5#-, -. ,

A",- -&
('
' .- 9 ",:Z
5 ", "5-"& 7-, -: ,&
+ ,& " (
- " ,-#'
'.","& -/0
* I
*C X(-"& -& 5 ", "5-"& A , & ' ' &7" & A-
- 5#-, -. ,
A-
& ' ",A#(<, "- ",
A-
& ' ",A#(<, "- @ , &
MC X(-"& -& A-& & '
'
- 9 ",:
, &
# -7-#"-/0 ' 5#-, Z
Referncias
N
)> > . @!(! +
#@-,'
W
,"
N-#
#)II!
@( %. & ,E*KKK
Glossrio
'
! /.
./ /
! /.
%. &7&/.
.5
,' '
, (,
T(-'
#" , & T(
.5 -. - &
3A"@-' 5 # & -'
#(:-
,'
A C& - (.- # - '
A " C& - (.
'
( 5 #-
, &
A"&&0 6# -5-&&- -& 5 &5
"7-&
".5% C& Y .5 &-
! )! .# +
: -#. ,
!$&#:
- /&.+
'
&A / ' .- 9 ",: + - 7 ,'- + (#.",-
-#$ .-&
&( :". ,
'-& , 7-&
, #:"-& 5 ' . &.
.",-#,-
!)! .#+ & ".- "7- ' T(-,
6.- 5 7"&0 ' 7 ,'-& A ,
(.- .5 &- &5 - 7 ,'
- 8-& 5- - & -8 #
+ ,& " (
- " ,-#'
- (. '
.",-' .
-'
- T( - ' 7 ,'-&
'.","& -/0
*UK
5%&/& . ! + 6.- 5-
".5 & ",';7 #' .- 9 ",: .-& #,: ' &
5(8#" "'-' 3- ("#"P-/0 ' & . " & '

5 &(-'"C#& - A-P -#:
& 7"/ &G
&
,&(."'
&(."'-. ,
.(," -/0 5- - ",A .- 5(8#" "'-'
& $- . ,"P-,' -
+ ,& " (
#-/0 ,
- " ,-#'
&
- =," - - "7"'-'
,&(."'
,'(PY-5 @".-/0 ,
& & 8 -#:
B(
& 5 '( & F (
#&
'.","& -/0
*U)
Captulo
. 8( % >
"
.5.%0
4 . (: NY $! ( !O
- -C& ' (. - 0 5 && -# ." "' 5

& @ & 5 ' 0 8 , A" "- ' (.
, (,
, "'-'
A" "-# : -/-& - T(-# & ",'"7;'( & ' -.8 & &
' 7-, -: ,&
3. @"& . ?7?" & - % & ' & ",-' & - & & :. ,
&& @&
. "'-'
-&& "-/% & '
.5
,'"'- ,
)L
8-, ?"-& ' -A
( & - ": & ' ",
T(-, " - "7-. , -
",-'
-
& ." "' & 5
. 7"-: ,&
-,&5
&
&& 5- - & ('-, &H 2( & ",
, (,
'
& T(
, -,
'
7 "A" ( (. ;,'"
' & &
- 9 ",: 8-& -'

87"-. ,
'
5 ,
& , & .
. #"7 &
H A -&
&&-, & 5- -
& -, & - % & & . #$-, & , .
-'
,(.- 5 5 & - :#8-#. ,
&&-,
5- - & ("#"P-'
A",- 9
-& &(-& @5 - "7-&H
, 8- , :O " F & 5 '( ' 7 &
A",'(
-;& " -& >-, -: ,&
, A;" &H
, -&
",
+ ,& " (
>
T(
&"."#-
5- -
&
&
, ?7 #5- -
5 .
GH
- - ("#"P-'
#-8
& & -, & .5 , , & '
- 9 ",:C "@5- ,'"/% & '
&& F
/G
"& "8("/0 H
. /0
& -8 #/#-, 5 . .(," - " ,-#H
;9:E; #
-/0 ",7 ?7 # T(-&
- - F&G 5 .
-
, "'-' & 8-, ?"-&
B 7.
- 0 R2(7 , (' S ,
5-
7 ,& & ('-, & ' -.8 &
(7 , (' + T( 5 ." . (&(A(" ' .=#"5#-& 7-, -: ,&
5 "O'" -& ' #"7 &
#-,
-' +
* -, & C & 8 ('
.5 -& . & -8 # ". , & ' 7?" & "5 &
-/- (.
' .
"
- " ,-#'
F &G
5 '( H
'.","& -/0
*U*
Captulo
10
. 8( %
>
J .%& . !
&
Objectivos
-
R>"&0 S
X(-#"'-'
X(-#"'-'
X(-#"'-'
-5;(# .
'- X(-#"'-'
,'
. @!(& ,
,-
"7 & ,&"8"#"P-
, "
- 9 ",:
. (. ' & A-
& .-"& :#8-"& '- 5 #;" - : -#' , :O " &
,:#8-,
. A, '
0 !
"- "7"'-' , & 5
6? ( 6
&& & '
A - ' 5 '( & & 7"/ &
C
+C
Resumo
& A .-,' & T(-,
] -&&(."' T( (. ' & 5 ", "5-"& A-
& & - 3:" & ' &
.5 & - (-"& 3
T( 7(#
:- . , & ' , .",- ' RX(-#"'-' S
2?,0 35 &&;7 #' "'" & 8 T(-#T(

A(,'-. , -# ' "&"7 .
'
& - 3:"-
.5 " "7- & .
,&"' -
&
A-
. 5-
&&
+ ,& " (
- " ,-#'
'.","& -/0
*UM
X(-#"'-' 3 -,
.-"& ".5
7 '-' T( - &(A "7"'-'
-,
,& (/0
& - 3:"- (.- A .-
, , -/0 '
' 5 ,' '- ' "&0
'-
.5 " "7"'-' T(-,
-A -/0 ' &
(& &
'
.",- -
& .-"& 4#8-"& '- 5 #;" - : -#' , :O " & 5 "& T(
:-,"P- " ,-#(. 5
&A / &
,7 #7 (.-
&& ' "&" ,-# (.- "' , "'-' B (#( - &5 ;A" -
, :"-& ' : &
&
& - :-& & 8
&
.- . ?7?"-& '3 -'-&
": . - '"A , & 5 &" " ,-. , & & - 3:" & - 3 $ :- - ,;7 #- (-#T( 5 ' ? &
,&"& , . ,
' , .",-' ' X(-#

"'-' 4#8-#
- " - . & T( (.- 8 - ",

- 9 ",: & ?&
' 7"& - '- & - 3:"-
&(& , -8"#"'-' ' 5 &" " ,-. ,
X(-#"'-' 3 (. ' & A-
' (
' 5 ,
,- . .
' .-, " .5 &-
-/0 '- X(-#"'-' ,- 4 & 0
,&"' -/0 ' T( #",-&
' &
-S 5 '
? - '-
. -,&A "' &
. & "' , "A" -
'(/0
,&"&
-? -'
,(.
, (,
.5 &- "-# ( '- X(-#"'-' ,
' . ' #&
:-,"P- " ,-#. ,
",;" '- &(- @"& <, "-
&"& .-& 5-&&;7 "& '
. 7"& - - A "7- R -&
"&-&
. '(-& ? -& &5 ;A" -& ,-
- 9 ",:
Palavras
, @
, "-#
"A , "-/0
.-&
'". , & F -,'- 'G
X(-#"'-' #":-'A"& " -/0
>":"#Q, "-
, #O:" -
+ ,& " (
- " ,-#'
'.","& -/0
*U
Contedo
>
J .%
&. !
(. .
-'
. @!(&,
- -73& '- A"' #"P-/0
, "-#
.5 " "7
, &&
,& "<, "- ' T( 3,
,$
#" ,
X6
3 -, & ' .-"& -
(. & 7"/ T(
&- "&A-/- 5#,-. ,
, &&
# - . C, & , #(:- '
&&(" (. 8 .
A","
&"-H
#" , H
#- " ,-. ,
,;7 #' T(-#"'-' T( 5
T(-
T( & % & A(,'-. , -"&
". " -
T(<Z
:(,'-
. Z
"-
#" , H
,' . & A
#" ,
- -73& '-
&5 & - -
X(-,' Z
X(- -
#" , H
. & T(
&&?"
6 "#"P- .-"& T( - &".5#&
-5 ,-&
&- "&A-/0 5#,- ' & , && & #" , & & ?5 &&;7 #- & 8 7"7<, "-
,' (.- 5-#-7 - 0 ("#"P-'- - (-#. ,
-& 5- - A ,
. -T( # T( & 7 "A" - , & '"-& ' $
. T(
5 '( &
,'"/% & Z
B( 5 & - & 7"/ & T( &- "&A-/-. 5#,-. ,
, &&
#" ,
&":,"A" o
o
,'
Y& @5
- "7-&H
- "&A-P -& ,
&&"'-' &H
RX(-#"'-' S 3' A","'- , .- "7-. ,

!
+ ,& " (
. R
(
- " ,-#'
>
#2
'.","& -/0
>
*UU
#- -P7?"-& ", 7-/% &
#- "7-. ,
Y, .- T( - 5
- -, ":- ' A","/0 '"P"- R -5 "'0 5- - &- "&A-P -& ,
- -C& -: - '-& ,
&&"'-' & Y& T(-"&
& ( " # ' 7"'- . &.
-&
".5#;" -&
' ",
&. T( &
' 5 '(
"& 5 "& (.- ".5
"' -# & "- 5
(. #-'
&& , "-#. , -A "7 &

, . ,
- . &A -& T( , &
. R("#"P-'
&&"'-' & ' & ("#"P-'
( & 7"/ ' 7 .
-#3. '-& ,
(F
&S G
&5 ,'
&&"'-' & @5 &&-&
. '"?" & '"& "8("'
&S ' &-5-
- #,: '
@"& " . ,
'
&&"'-' &
& T( ,0 &0 7 '-' " & ("#

"P-'
&
-, -.8":("'-' T( 3&(5 "."'-
'"& ",:(" -& ,

(
&&"'-' & , . ' &
'
5 '(
'"-
#-'
",
'(P" -&
& .-& Y& T(-"&
5 " , -&
&&"'-' & ' ,- ( P- .-"& - " ,-#

,'" " ,-, & ' . "
5 '( ' 7 - ,'
-.8" ,
&
,7 #7 , T( ,0 &0
5" -# ( -&
. & T("5-. , & #3 " &H ' . &. . '
@ &&"7- ".5 :,- -& .8-#-: ,& . - 0 T( 5 ' . 5- "-#. ,
& ' &
&"& <, "- Y
- $(."'-'
.5 &&0
7 " -# G
( - 7-, -: . ' & - , .- 3 - '
7"' , "- ," "'-. ,
T(-#"'-' ' 7"'- Y , 5/0 T(-#"'-' ' 7"'- - A-8 "
&
, --
& - ' A","/0
' &
'
& &5 ;A" & ' & & :. , & '
. "
,7 #7 ,
, 5/0 -
A-
8
- ".5
'
& ".-S T(
- 7"' ,
' .3 ' &
'
&&"'-' &
,'" " ,-, &
.5#. , - "'-' ' & ' "&
, " &
. -
- 9 ",: - X(-#"'-'
" # ' 7"'- ' 5 '(
& -&&(,
, (,
- 5 . 7 5 '( & -'-5 -' & Y& ,
& . "7 & - " ,-"&
8.
- 9 ",: +
#" , #- 7"&-' & Y&
+ 7<C& -5-
- 9 ",:' & 8
RA(,/% & '
, 8
,& " (" - - " (#-/0 ,
&- "&A-P '( -,
-5-& '- T(-#"'-'
T(-#"'-' ' 7"'- - & 7"/ -5O& 7 ,'-
,' ,&-'- .-& #- - ,
",& (. , & ' & ",-' & - ' A","
-& '"A , &
-A "7 &
5 "& & -8 #
-&
,'" " ,-, & T( 3,
&&?"
- #"& - '-& RA(,/% & ' (& S '-&
& 7"/ ( 5 '( ' 7 ?-&& :( -
-,/-"& '( - 9 ",: ,
5 "& & '
G 5 -,
"&0 & ,0 - -(&<, "- ' ' A","/% & #- -& '"& ",:(
& 8 ,& 5 5 "-. , '" &H
& & 7"/ & (5 & -/% & ".-
"-"& T( #":-' & - 8 ,& T( ' - .5-,$-. , H
+ ,& " (
- " ,-#'
'.","& -/0
*UL
& 5 '( & T( &0 8 ,& - .5-,$-' & ' & 7"/ & ,0 -5 ,-& ' & 7"/ & ' -5O&C7 ,'- .-&
' & 7"/ & -,
"
& &".(#Q, & 5 &
"
"
& Y7 ,'-
"
* "
* S
DEFINIO
Qualidade-aptido
para satisfazer as
necessidades reais
do Cliente
Anlise Marketing
CLIENTE
Necessidades e
desejos previsionais
-' , '
, - :&
A(, " ,-#
Domnio
do valor
CONFORMIDADE
Especificaes participativas
com caractersticas/tolerncias
. 5 '
. & A- "#. ,
(,$- ,- 7-#'
' A","/0 8 .
7 "A" - , T(-'
-' , '
.
&(5 -
, - : & A(, " ,-"&

,;7 #' A","/0
, "8( '
. ",
#" ,
- /% & ,
, - : & - ' & .8 -
. --
'
# Q, "-& , : "-'-&
-#"P?7 "& - (. 5 / - " ?7 #5- -
A (-' 5 #
;& " -& ' & " "7-& ' ' & .5 ,$ &
- 9 ",: .
-. ,
- " ,-"& -A "7 & T( 5 &"' . Y .5 - ' (. 5 '(
'
",'"7;
'(
.5 - 3 . 8 - 7 '-'
( ' "&
",'(& "-#- -'T(" "
+ ,& " (
- " ,-#'
. (., 5/0
-' ,
@5# -/0 - .5-,$-' &
#" ,
. 7"& - '
& . "7 &
A" &
(& 7"/
& #(/0 ' (.

5 '(
& ,;7 "& '
( 5-", #' & 5 O5 " & #" , &
'
& (' T(-#" - "7
- 9 ",:5 ,
,A#"
& . "7 & T( ".5 #.
& A " & 5&" #O:" & A;&" &
'.","& -/0
,O." &
*UJ
T(
,' . - ","8"
5 #-
.(," -/0
& ".(#-
(".5 '"
, . -'-. ,
'(P"
'
.5 -
- - T( -#-
& 5 '(P- & ?5 "& ,
&&?"
5 #- - :(. , -/0
& . "7 & . & -,'
' & .5 ,$
-
&& -
& .5
- O5 ".- -' T(-/0
- ,
&&"'-'
&5 ,' , ' 5 '( H
& A " & F, /0 -(& ,
A .-/0 ' & ("#"P-'

,O." & F - -C&
'- ' A","/0 '
T(-#"'-' G 5&" #O:" & F:- -, C&
&G A;&" & F -# '"&5 &" "7 &(5 ".

-T(" '
7" -
T(
5 / '
& "& & '
- "' ,
.5 - & - ' ,(, "-'
GH
5 A"&&" ,-#' .- 9 ",:' 7 5

-
-,
-P (. & (' ' R5 / 5&" #O:" S . '",'

'"&5 &
- 5-:- 5
7-#"- '
'-' 5 '(
#-& " "'-'
' &&
.'
T(
#" ,
(: (5 '
#" , & & ?
.",-' ,;7 #' ' & .5 ,$ H
' & .5 ,$
.",-'- . #$ "- ' ' & .5 ,$ Z
T( -(. ,
'
, , -C& -T(" -
5 / - "1
#" ,
5- -
' & -,-#"& -& '
7-#
5 / '
.5 - 5(
&".5#& 3A(,'-. , -# 5
@ .5# 6.-
, -#' -T( ". ,
(& - A- "#. ,
.("
(&
'
.5 - .-"&
>-# C
(. 8 . 5 '(
' 7", -, & '
( -& 5-#-7 -& ' 7 C&
-#"'-'
(&
@-.",-
5 '
*K -, & ( & - -
@5# -/0 - (-#"P-' - . . ,
T( (.- .5 &- ' 7
.5 &- ' 7 5 5
: -( ' &- "&A-/0 B5 / T( '"P
8"' '
. 7"& - ,0 3 (. : -( ' &- "&A-/0 .?@".
7-# '
(. 7-# "&
3 (.-
#-/0 T(-#"'-' B5 / &(5 "
Y' &
, &
<& A .-&
4 -(' &- "&A-/0 ":(-#5
(. 5 / ",A "
4 -( ' &- "&A-/0 &(5 "
( ":(-#5
T(
,& " (" "- (.- R5 A"/0 (", &-S
:#8-#' 5 && '( -,
& 7"/ (& #(/0
".5#" - "- (. 5 / 5 "8" "7
T( 5 ' &
:#8-#' 5 && S ' (. 5 '(
.5 -'- *Ka .-"& - - T( - & #(/0
. , & & - ,' . & (&
R (&
-' 7-&
(. 5 / ":(-# ]
T( & 5 ' ' &":,- 5
+ ,& " (
- " ,-#'
'.","& -/0
*U!
4 -( ' &- "&A-/0 .("
.-"& #7-'
5 ." ",'
-&
'
'
(. 5 / .("
&&- & #(/0
.-"&
#7-'
R,0
,$- 5 / S (
] - & #(/0 !
. &5
. #$ 7-#
' A .- T(
-,
, #("
,- '
#-, $ T( R 0 $? T(-#"'-'
-# .-& -5 ,-&
#- "7 S
5O&
-'T(" "' & ,$ ". , & #. , - & & 8 - X(-#"'-' ' (.
5 '( ( & 7"/
.
, " 8?&"
.5 ,' -.83. T( &
,, &&?" -#: ' R "- "7"'-' S 5- &5 ,' Y& @5 - "7-& @5 &&-&
,&(."' &
Actividade
(,0 ' &
&&". ' A",- (. 5 '( T(

-.83. ' &5 "A" - GH
A" - -& - -
,&"'
' T(-#"'-' ' & ",-' - (. R - : S &5 ;A"
F T(
;& " -& ' && 5 '( H
(8#",$ - R5 5 & - 8?&" - R ' && 5 '( H

&
7-
& 7"/ &(8- , - && . &. 5 '( H
:C
Reflexo
' & ,7 #7". ,
'
-5 & , - A .-&
A"#& A"- '- X(-#"'-'
, "
'- '"& "5#",- ' .- 9 ",: '"
-. ,
#":-' Y ,
, =' & '"A , & ' R& -,'- 'S . A -& &5 ;A" -& . #. , & A-
+ ,& " (
-'
&&"'-' '
",
'(P-
& ", -,:;7 "&
- " ,-#'
'.","& -/0
*UI
A-
,0 8-& - ,(.- & - 3:"- ' '"A , "-/0
& 8 ('
&&?"
(.- ".-: . '"A ,
(.- .- - 3A .-'- .-" " - "-. , 5
6.
, (,
' , 7-& 3 ," -& '
. & &-8
'"A ,
.-& 3
- ".-: . ' (.- .5 &- ( '
#. , & R& AS
.(," -/0 '"& "8("/0
".5 & ",';7 "& 5- - - '"A , "-/0

2 (
-5 ,-& (. 5 '(
5 &5 /0 &0 ' & ,7 #7"'-&
&&- 5 #"A -/0
A("A" -/0 3 - .5-,$-'- 5
.
(.-
'- , 7- '"& "5#",-
&<C# - ("#"P-/0 '-& 3 ," -& ' .- 9 ",: #"." -. - @ ,&0 5 7"&;7 # '- A"#& A"- 'X(-#"'-'
5
-#-
'- - .5 &- .8 - - -.5#" - (.- 5-
.5- -/0
. -
5 ?" - "," "-#'- A"#& A"- '
& - 3:"- .5 &- "-#(. #. ,
Sntese
&
.5
& ,' - T(-#T(
> #(. '
#" ,
,&0 '- ".5
'"A , "-/0
#" ,
,(. 5
&&
& ,'
" , -/0 ' . #$ "-
, ;,(- - T(-#T( - "7"'-' '-
-# #" ,
#" ,
3 ' -T( # T(
,0 3 -5 ,-& -T( # T( & ,'
& 7"/ & - & - .-& -.83. T(-#T(

-#"P-' 5
"
&8E ( 5 # . , & - &
8 -#: T( #$ 3 ,
&&?"
,' -&&".
",
-#T( & - "8(" - 2( -.
(-
.- -. & & (& , . &
(.- A"#& A"- ' X(-#"'-'
-#:
' 5 &&-
-#"P-/0
, -C& ,(.- , 7- A-& '- X(-#"'-'
5 '(P"' 5
& - 3:"
'- & - 3:"- T( & - ' & - & :(" & - #- '
.5 &- & - #- ,- ? - '- 5 '(/0 -'.","& - "7- ' .- 9 ",: (T(-#T(
.3 ' & T(
-P 5- - -
#" , S
Q, "- '
.5 &- ",' 5 ,' , . ,
# T( 5 ."
..",: R
A(,'-. , -# ' "&"7
"A , "-/0 ('
-'" " ,-#'-& - "7"'-' & '- .5 &-
.5 :-'
.5 :-'
& /0
@ "
(& /0
( ' 5- -. ,
Y .5 &-
(' 5- -. ,
, 5
.5 - 5 '( & (
'- .5 &- T(
&& ' 5 '(/0 ' 7-# ,
'- .5 &-
+ ,& " (
- " ,-#'
'.","& -/0
*LK
Avaliao
.5- C
A-
, "
' X(-#"'-'
C # - (. 5 '( T( ("#"P
. (
R5 / S
5 '(
A",-
& . #$-,
& ",
:(#- . ,
T( ,0 ("#"P- ,(, -
( R'"&5 ,"8"#"'-'
. 7 P'
-#
7 , (-#S
. @ 5/0 '
& -8 #/- -& -P% & T(
7 , (-#. ,
#7-. - ("#"P-
&&
( H
-& -P% & , , -'-& -&
, -'-&
. RT(-#"'-' SH
> C -/- (.- : #$- '-& R -P% & T(-#" - "7-& , , -'-& 5 " "P C-&H
Referncias
-, "&
$
, ."& +
C #(.(1,&.!
' !(&(&$& . ! d>-:- )IIM
. @!(& ,J .%
&(UC '"/% &
)IIJ
Glossrio
(!B( / /
! /&.%+
, (,
'-& 7- "?7 "& T( '
.",-.
-.8" ,
,O."
, T(-#-
.5 &- & . 7
"&7! ! /&.9: C
, (,
'-& '"A ,/-&
'"7 &-& A(,/% & '-& '"A ,/-& '
:," "7-&
& (( - ,
+ ,& " (
. " ,-"&
& ",'"7;'( & T(
(5-.
-& (,"'-' &
- " ,-#'
'.","& -/0
*L)
* '.#+
: -& &5 ;A" -& '
.5
/! &'! ( # 2 (. . 3 C
& :(,'
&T( .-&
J .%& . !%&,. .+
'
T( & -5#" -. -
' & & . .8 & ' : (5
: -& A .-#"P-'-& T( 5 ." .
- - 5 8#.-&
A .(#-' &
,$ "' &
7-# ' (. 5 '( - -8-'
' & 5 '( & (& 7"/ & ",
7&#(&/.9: +
-. ,
'" -. ,
(' (. & 7"/ 5 & -' 3A(,/0 '- T(-#"'-'
.3'" & F .5 -' & (,0 - A ,
'
--
;& " -& - (. 5 '(
' G
( & 7"/ 5 ." ",' T( - ", - (. -#7
#" , #- &5 ;A"
)&,&%M /&. (!/ %<,&/. +

, #O:"
T( '"P &5 "
#$-
@5# -/0 5 .-, ,
'
",A .-/% & & 8
, @
-m
+ ,& " (
- " ,-#'
'.","& -/0
*L*
Captulo
11
. 8( %
>
&
Objectivos
. @!(& ,
-5;(#
8-& & ' 5 ,' -/0 , Q.8"

-
5 &5
"7 5 5
X(
,'<, "-& Z
X(
, " &Z
X( , 7 & . " & Z
A",-#. ,
, " &
"7
,& T(<, "- X( &
(.- ? - .", , . , ' &-A"-,
A"
", (#-
&5 - ' & 5 A"&&" ,-"& '
. 5 && -&
$. .
5 && -
&?-
,T(-,
7 #("
- -C& 5
-,
'
=#".
.- T(
A(( 3 ?$
N?
. 5 A"&&" ,-"&
- 9 ",: 3- "<, "- T( ,A- "P-
Resumo
- 9 ",:Z
#- "7-. , - & A .-,' &
& A .-,' & - -73& ' &
5 "& T( & - . & 5 5- -' &
-&
" ,- - & A .-,' &
. & ?-.-,$0Z
.5
'- - &(- - ,/0 , $ . .
,T(-,
#" ,
& &(-& -&5" -/% &
& & (& ' &
& -# -.C&
-'- 7 P .-"&
-5"'-. ,
+ ,& " (
- " ,-#'
'.","& -/0
*LM
.5
- - & 5 A"&&" ,-"& ' .- 9 ",:- .5-,$-
0 8& -,
- - # -/0
&&-& .('-,/-& .-& .-"& -",'-
, ;,(- '-& .('-,/-& , & $?8" & ' 7"'- , 5 ,&-. ,
-&5" -/% & $(.-,-& -8 - & 5 A"&&" ,-"& '

3 .-"& &(A" " ,
5 5
.
" ,-
- .5-,$- -&
T(
@5
- 9 ",:(. ' &-A" -",'- .-"& ?'( R2?,0
- "7-&
-&5" -/% & ' &
#& -",'- ,0 ".-:",-. N? T(
-' & &0 -A",-# & 8 ('
& & ,$
,-&
"- .
#" , & N? T( #$ &

-' &
&
"-'
& '
& '- :( -S
Palavras
.5 <, "-& '"& ", "7-&
,&(."'
& , 7-'
&
, 7-/0
'-
'( -(. , -'
&5 /0
Contedo
>
9:
#- "7-. ,
Y 7 #(/0 '-& . , -#"'-' &
' R5O& . ' ,-S
& .
-' &
'-&
,/-& ,(.- & " '-' T( .(" & #-&&"A" -.
"' , -"& . '"A" -.C&
+ ,& " (
- " ,-#'
,-,'
'.","& -/0
-'(
(. : -,' ,=.
'
*L
5 ", ;5" & '

"& &
:-,"P-/0
. &"'
' '"
"- '
' &.(#"5#" -/0 '-& -8 '-: ,&

",7 & ":-/0 &( :" -.
7 #-
&&
".5
&-& &(8
"-&
- -& -,'
(.-
- 9 ",: , 7 & .3 ' & '

,&(."'
&
,'<, "-& #- , & ,- -5- "'-' T( & 5 '( & ", 7-'
&
,&(."'
. @!(&,./.'&0
,' , "-#. ,
&
-"& &0 -& -5 & -& ' R
.- 9 ",:S
7(
A((
,' ? -
5 - (.- .('-,/- ' 5- -'":.-
, ",(-. , - 7 #(/0 '- & " '-'
- 9 ",: ,
&5 ,'
;" -&
& & 8-& "-.C& . , & ,-& ' #- -/% & ' &
&&- 7"'<, "- - & #$ & ' &
- 9 ",: - (-#
8& 7-,'
' &&-&
- 9 ",:,0 A " 5 (5-'- - &&-&
- 5 #"A -/0 '-& . '-#"'-' & '
, . ,
#. . (.9I!#
>
A(,/0 '
- 9 ",: . ,(.
, "-"& ' T( ,- ' & '"A" -/0 '
<. 5- -
.5 &-&
, A",-#' &3 (# 5-&&-'
#3. '- A-:. , -/0 '-
/0 '
A((
& ?,
&&?"-. ,
(.- -8 '-: . -8 - '
Y , (:-/0 '- ",& -8"#"'-' & "-# . - ",& -8"#"'-'
- 9 ",:
-,
, ' ? Y& 5 &T("&-& . & " #:"-
5 T(
&
,&(."'
& & 0 .-"&
- 9 ",: T( ' 7 ?
, #O:" -
Y& , 7-& A .-& ' & "-8"#"'-' (. #(:-
.-"& '"A; "& '
--
"P-
.-"& 7 #? "&
, ",(- 0 - '"7 &"A" - -& &(-& 5 ?" -&
,T(-,
T(
.-" "- T(
- 9 ",: ' .-&&- ,0 & '? , - '

,' ? -.83. #- - '"7 &"A" - C&
5#( "'"& "5#",- "'-'
Y-8 '-: . .=#"5#- ' &
, (,
' &
.5
-. , & .-& '(.-
-& , 7-& -8 '-: ,& ' .- 9 ",: ,' 0 Y
.5
-. , &
# $ # !#.7&#
>
(,'
(. T(-'
& ?.('-,'
' .('-,/-
& 5 && -& -.83. ,-& &(-& @5
- "7-& ,
& : -,' & ' &-A" & T( & ' 5- -. 5 -,
&0 5 ", "5-#. ,
& T( & 5 & (#-. & 8 & & :(", & 5 ", ;5" &
7"/ & -A - YX(-#"'-' ' & 5 '( &
X(-#"'-' ' &
+ ,& " (
- " ,-#'
'.","& -/0
&&"'-' &
& 5 A"&&" ,-"& '
- 9 ",:
*LU
6 :<, "-
4- -, "-&
,A .-/0
]" -
&A /
&&
"-#
# & &. !# #
D>
('- -
7&
##& .&
# ! . @!(&,! . !#(:
:-,"P-/0 -
",7 , - C& - &" 5 O5 "- +
, ",(-. ,
C 5- -
.5 " ' A .- .-"&
A" -PH
C
",7 , - - A(,/0 R
-; ' & ,7 #7 - 5 O@".- : -/0 H
, "8(" 5- - -
( & & N(.-, &S
, ,/0 ' & (& &
-'- 7 P.-"& 5-
"
, , :O "
, - C& -5 ,-& , T( 3".5
,&"' -/0
A",-#. ,
T( &
,&-. ,
-5- "'-' & : -"& ' : & 0
. & & (& #" , &H
-, H
- 9 ",:Z
.(," -/0
,&"8"#"'-' - & #" , & - R
.5 <, "-& '
, (,
& - 3:"
7&
##& .&
# ! . @!(&, . <B&
'.,!.9:
-5- "'-' '
&A / & ' : & 0 H
&5 - ' & 5 A"&&" ,-"& '
#" , H
' &-A" '- '"7 &"'-' H
L !#!!# ! . #
>
, -#"P?C#- .-"& ,
7"/ S
" , -/0 '-& 5 && -&
, 7-/0
-5- "'-' & -,-#;" -& '
,$ ". , & B'
,$ ". , & '
.5 <, "-& . 5
& #(/0 ' 5 8#.-&
" , -/% & ",
,- " ,-"&
( -& A(,/% & -#3. '- &(- 5 O5 "- &5 "-#"P-/0

&&-. ,
'- ,A .-/0
+ ,& " (
- " ,-#'
'.","& -/0
*LL
, #(&"7-. ,
'
5 ,&-. ,
'
- 9 ",:
, , - C& C? , A((
m && &
N?T(
.5
- - "&&
,'
. #$
.5#@ .(-,
, . , N
-.8" " &
N?T( , & -'-5 - . & Y&(- A .- ' 5 ,&- ' 7"7
- 9 ",:& ?& .5
.-,$0 (& - N 2
& , && & 5
' T(
- "<, "- T( 7"&-
& ("
Actividade
&
( &
, , -. C, & ,
,& (" -& 5 , &
'
-' 4#8-#
, "-"& #" , & ,0 & 0 .-"& -T(" (-#" .-& .
& - (-"& . " & '

.(," -/0 ' ",A .-/0 5 ." . T( .(,"T( . &
( . T(-#T( .5 &- , . &. ",& -,
. -#:(. #-' ' .(,'
'
4#8
. T(-#T( 5 && -
-/- (. #-, &(.?" ' 5 &5 /0

> <3(. 5 '(
,'
@5
' A(-
?C#- -: -
# ?C#- , &
-' & @ , &
N? , 0 T( - (- m
)G
& ,$ (. 8 7 5#-, ' 5 &5 /0 ' .

C
,'
-'
. /- Z
,- - Z
T( -5 " &
C X( . " & 7-" ("#"P- Z

*G
#-8
(.- 5 5 & - ' &' ?
+ ,& " (
- " ,-#'
'.","& -/0
*LJ
A",-
C &8
MG
,&"'
4)
-& 7
'( H
F . T(-
, &'
( ",
5- ?: -A &G (.-
5 &-
- 9 ",:C "@, & (8 7 #-, H
-/- - &(- -5 & , -/0
5 &5
Reflexo
"7- 5 && :(
-'.","& -/% &
& ( ".5(#& '"A(,'",' C& ,-& .5 &-&
-& 3& 8 ('
& -' '
&5;"
:#8-#&"& 3."
,-&
#,:
5 -P T( & ".5%
'
&(." C& 5
8
#
. " ' -#:(.-& AO .(#-& &".5#& R/
3 2
>
"
,+
& .3 ' & #?&&" & '- 5 &5

,?" & ,0
,$
.=#"5#-& -5#" -/% &

2
b-5A
. A"
A-
-. -7-,/ &
('
. &
&
& 5 ?" & "7 && . & :("'

!
.5#@ &0 5
(P-' &
#5$"
& - 3:" -H
:" ,-"& '-& -(- T("-& # -"&
. & - ,'<, "- 5- - (.- '"A(&0
# ( !
&
- -73& '
. ,'-/0 '
(
?,+
"& & ",& (. , & &".5#& -5 5 "-' &
.- -'- 7 P.-"& - A .- ' (.-
Y& .(-/% & '- ,7 #

7,
:-,"P-/% &
: P" -
"7-
& (( -# & ".5-
O " & &":,"A" - "7 & .-& '"A(,'" -.C& #- :-. ,
# (
5- - -8 '- (. .(,'
&5;" & A-
. - -,?#"&
& 5-&& (
R=
- 5 &5
"7-
A#@0
,$
'-& 5 T( ,-&
# "7-
(. <@"
(.- . 8"#"P-/0 ' &
-'- 7 P .-"
.3'"-& .5 &-&
(.- -5 5 "-/0 .-"
& 7-'- - & &5 "-#"& -& -.83. $?T( #-. , - -& A-T( P-& .
& '- 5 &5
(,
'-&
, & ' 7. &

"7- - 3$?5 (
' #O:" -& T( &(8&"& .
&
' ,(, "-.
+ ,& " (
- " ,-#'
'.","& -/0
*L!
' A&- ' 2- T( &
& ( , F)I!IG ' (.- 5 &5
,A(,' . ",& (. , & &".5#&
' C& T(
.3 ' ' &
,?" & -# . A "
. & 8 ('
T(-#" - "7- '-&
,'<, "-& 5 &-'-&
Sntese
: -,' .3"
&( &&
&5
,A#" &
, @
T(-#"'-' & .- -'-. ,
, 8"' $?
' ".5
"A , "-/0
& 5 ", "5-"& - -
.-"& T(-,
-#:(,&
"7- ' &
:& ' -
,& (/0 ' &
& - 3:"
&
- ' 7",
-, & .-, 3.
'- -
(. ": ", # (-# -,?#"& T(-, " - "7-
,?" &
&
7"' , "-/0 ' & : . & '
, &
.5# &
- (-# T( & ' & ,$- 5- -
. ",A#( , "-' -& A .-&
7"' , "-,' T( - &".5#" "'-' ' 5 &" " ,-. ,
+ > #(.
-,
. ",& (. , & &".5#"& -&
&(- ("#"'-'
.('-,/- '-& ,&% & ' &
"7- (& "A" -C&
A((
--
7"-& & - 3:" -&
"P-' 5
,'( , & -
. 8-& ,(.- '-& & - 3:"-& : ,3" -&
-#"P-/0 + 3.-,"A& -. , ",&(A" " ,
;& " -& T( .('-. -&
: -& T( '- & :. , -/0 T( ' 5 &" " ,-. ,
&0
-& & :(", &
4#8-#"P-/0 ' & .
-' &
5#-, -
& ,7 #7". ,
, #O:"
- # -'
,-C&
:#8-#"P-,
, #:"-& 70 : -,' -5#" -/% & & - :" -. ,

-# -/% &
(. ,
,&"' ?7 "& ,
- 8 . 5- -
&(5 .- "- ' ",'"7;'( 3
", , 5- - -& .5 &-&
: -,' 7 # "'-'
'
@":<, "- 5
",'"7;'(
,&(."'
#7-, & 3 ?' &" (. A-
5-
' & #" , &
' & - " -7-. -& . &.-&
"- "7"'-'
T(
"-
- 8.
"&-& N
-8-#$ T( -'- 7 P.-"& & -&&(.
$-7 ' 7-, -: . '"& ", "7- ,- .5 &- & ,' -T( # T( .-"& '"A" "#. ,
&- A /- '
-5-P'
.-
T( . ' "'
7-& @":<, "-& ' T(-#"A" -/0 ' A-
5 '
. T( -& , 7-&
, @
' : -( ' & A"& " -/0
5- - - ",& " ("/0
-' 5
A-
3"." ?7 # - .-"&
.5- - "7-
+ ,& " (
- " ,-#'
'.","& -/0
*LI
Avaliao
7-#" &
T( & % &
&5 ,'- Y& & :(", & ",
X( &":,"A" - R5 &5
"&
,$ ". , & T( -,:- " (- #,: '- A .-/0
"7-SZ
' & 5 ", "5-"& ' &-A" &
. T(
5 A"&&" ,-#' .- 9 ",: & ' A , - 7"&-,'
A(( Z
X( &":,"A" -
,'
# - "-
. R] " -S Z
RN . .S
A" - -& .('-,/-& ,
. 7
' & (, :O " F T(-#T( T( # & -G Z
,&(. -#". , - F
@ .5#G ,- 5 O@".- : -/0 , & 5-;& & .
7"-& ' ' & ,7 #7". ,
Referncias
4
" $ #"!Sc. (&/& .(& H%c /(& +

-, "&
.X("@ C )IIL
+ #(.(1,&
.!/ ' !(&
(&$& . !C d>-:-C )IIM
+ ,& " (
- " ,-#'
'.","& -/0
*JK
Glossrio
' !(- /&.# &#(& (&$.#+
# '&
!#
$.
"7"'-' T( (.- .5 &- 5 ' ' & .5 ,$- . #$ T( -& ( -&
!#+
,&(."'
& T( & 0 5 , &
'"&5 & & - -' 5 - (.- , 7- "' "-
(5 '(
<
+ ,A .-/0 T( '?-
5 : -.- ' .- 9 ",:F
,$
- & :&
, (,
( . '! (.
T( &
,&(."'
# !/9: +
5 '(
:-,"P-/0
' & .5 ,$ '
-'-
&5 & -G
$.9: + #: T( ,(, - A " @5 ". , -'
.C (.
& ' (.-
. T(-#T(
' '-' &
,=.
&5 -' T( A " . #$ -' 5
'(
T(
(-
:-,"P-/0 (, .
.-"& A T( , . ,
. " ' (.
& ,0 &5 -7-. (T( @ ' -. -& &(-& @5
&& ' # -#"P-
-'
#-&&"A" - 5
, "-"&
, (,
' 8 , A;" &
- "7-&
.5 -'
& F ( ",
&&-' &G ' (.
(& 7"/
+ ,& " (
- " ,-#'
'.","& -/0
*J)
Captulo
12
. 8( %
> $.%&.9:
& .%F !#(!
+ ,& " (
- " ,-#'
'.","& -/0
*J*

Manual Marketing PDF

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Manual Marketing PDF

Enviado por

Direitos autorais:

Formatos disponíveis

!

!# ' 2#35&, 67&/ 2#34

##&#(- /&. 1/ &/.! ! .,<,&/..

G - & #" " - 5 #-

- 9 ",: N"& O "- 7 #(/0 '

? &#(!'. ! (!%&,- /&.!' . @!(& ,>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

? !,'! (.9: E A5%&/ #F.%

:. , -/0 & # /0 ' 5=8#" C-#

- 9 ",:' & 7"/ & - ,'". , >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

- 9 ",:,- '.","& -/0 =8#" ->>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

: & 0 ' .- 9 ",:5=8#" . ' #:"- >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> D

'. @!(& , (! ./& .%>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

- 9 ",: , ,- " ,-#>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

& - 3:" >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

& .%F !#(!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

. -'- -5;(# ( , ='

7"&(-#"P- ?(.- & (( - T( -5 & , - ?

-& & :(", & &(8'"7"&% & - &-8

#"& -: . ' 5-#-7 -& ( ' , . , #- ( -& .-"&

3 ," -& ' .- 9 ",: 5- - -

& 5 ", "5-"& -&5

&5 "A" "'-' & ' 5=8#" C-#7 ' &

A" -, & '

& -&& "-' & - & -

;,:(- A" "-#

A .-/0 &0 ' & ,7 #7"'-& , Q.8"

,T(-' -,' C & , Q.8"

'-& -& &(-& T(-#"'-' &

,& -,:". , &

& -& - /% & '

-5- "'-' & '- '.","& -/0 =8#" -S

.-,(-# & 7 ' &(5

- (.- - /0 ' A .-/0

-8-#$ & '

(5-/0 ' -5 & , -

5- " "5-'- ,-& & &&% & '

&& , "-#'- -5 ,'"P-: . ",'"7"'(-#T(

-.5 ' 7"'-. , . ,"

,& " (" (.- A -. , - '

-8-#$ - & 7"/ ' T( . -5 ,' 5- -

&& & - .-"& 8 . &( '"'

, =' ' & 7?" & 5 , & ' (.- A .- #- - &".5#&

&& , "-#& - -5 -' , &

.-,(-# 5 ' ,' &

&", 3" - '

-5 A(,'-' - 5- " '-&

&(. F"," "-#G - &;, & FA",-#G 5 ." . &" (.5#. , - . ,

7"'<, "- & .-& '

. -& 5-#-7 -& + $-7

A <, "- .-"& ".5

#. , & ' -5 "

-5 ,'"P-: ,& T( & -. -5#" -'-& ",'"7"'(-#. ,

- "7"'-' & 5 '-:O:" -& T( & % & 5- 5 &&- '"&5

@ ;" & ' -( + -7-#"-/0 ' .-, " - - T(

- & ( & ('

,& #"'-/0 '-& &(-&

. ,'-,' C& T( & - & -

'-' T( - ,- ( P- '-& .- 3"-& 3.-"& 5 5;"- -

. ' P -5;(#& F' & T(-"& ' "& &

I C - -8-#$ ' : (5 G T( & 0 87"-. ,

#- " ,-' & ", ".-. ,

Q, "- T( (.- -8 '-: . ' .- 9 ",: 5 ' ? -P Y&

,' C& -5 & , - -