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11-2

( )

( )

( )


11-3
1)
2)

1)
2)


11-4


11-5

( ,
)

( )

( )

( )

( )

( )


11-6

( ,
)

( )

( )

( )


11-7


11-8

(
)

( )

( ,
)

( )


11-9

( )

____ ____ ____ ____ ____ ____ ____

____ ____ ____ ____ ____ ____ ____


____ ____ ____ ____ ____ ____ ____
____ ____ ____ ____ ____ ____ ____


12-1

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.

___ ___ ___ ___ ___ ___ ___


___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___
___ ___ ___ ___ ___ ___ ___


12-2


12-3


12-4

1.
2.
3.
4.
5.
6.

VALS 2
12-5

VALS2
12-6

111
68
53
87
71
87
58
112
110
45
94
53

109
54
133
55
115
157
216
89
172
154
143
88

123
104
86
91
81
123
88
116
135
63
102
171

118
109
103
88
117
101
130
141
104
96
123
82

82
118
96
126
89
73
41
57
69
67
69
85

125 93
150 155 129

217
117

120
119

171
125

141
88

238
93

155
129

114
73

293
63

145
114

161
113

SLR

50
80
47
116
68
50
12
32
34
14
39
58

VALS2

59
96
50
37
66
63
37
93
44
42
109

52
90
79
179
87
90
46
129
77
62
114

283
231
254
71
109
57
130
135
105
35
71

171
94
157
33
49
87
209
86
45
37
89

36
73
50
74
106
150
119
113
29
161
132

48
64
105
227
173
143
83
115
120
199
113

190
109
92
255
274
58
56
83
533
161
96

12-6
(II)

7
62
22
8
15
130
79
46
31
126
70

GLOBAL SCAN
12-7


13-1


13-2

1.

2.

3.

4.

5.


13-3


13-4


13-6


13-6
(II)


13-7

1.
2.
3.
4.
5.

6:30
7:30


13-7
(II)

1.
2.
3.
4.
5.


13-8


15


Ritz Carlton


--

intangibility
heterogeneity
inseparability
perishability

intangibility

intangibility

intangibility

ISO 9001

30

heterogeneity

heterogeneity



heterogeneity

7-11


350

3.5

inseparability

inseparability


inseparability

inseparability

inseparability

2,000

perishability

perishability


perishability

1.
2.
3.
4.

5.
6.
7.

8.
9.
10.
11.

1.
2.
3.
4.

5.

6.
7.


1. Curiosity

2. Observation

3. Imagination

4. Inspiration

5. Insight

6. Connectedness

7. Combination

8. Intuition

9. Solitude

10. Relaxation

11. Sleeping

12. Dreaming
13. Visualization

14. Incubation

15. Exploration

16. Experiment

17. Discovery

18. Innovation

19. Creation
MP3

20. Invention


7-11


7-13
100


7-14

Fast Diffusion

Slow Diffusion

2% 13% 34% 34% 16%

2%13%34% 34% 16%


7-16


7-17

1.

2.

3.

4.
5.
6.

7.

8.
9.

10.

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