Page 1

 â€œŕ¸ â€? Dr. Donald R. Mott !" #3


ก%&'(&!)*+ %*, (&!-,(.ก)*+ )/0-,('12: !กก)*+45

-,5!26ก*ก,78,59' 8:)9ก. &'; 8<" 6+%&' ก*0&.*=ก1 ->.?4!)*+ %)&*,(&!


ก,!ก%&'(&!)*+ 



1950s – 1960s (8.H. 2493 – 2503): 6+4 . (! ก L*9)?M2)&'N 89H78, (=&L= 9?1 1960s – 1970s (8.H. 2503 – 2513): “ก%&'(&! )*+” !P;-(=&ก8Q!L*9)?M2%*,(&!-,(. ก)*+8<" *01.6P-R!%*,1.) 'ก ' )*+%)&*,(&! (ST"'/=ก6+%&'; &'78,6,6')


ก,!ก%&'(&!)*+ ก)*+.*5! (!T'" L*9)?M2(P 0ก1! 1!)) 5&'-U 1940 (8.H. 2483) %*,01) ! '5&'-U 1950 (8.H. 2493)


ก,!ก%&'(&!)*+ ก)*+.*5! 1960s (8.H. 2503) 2503) %*,) !01 1970s (8.H. 2513) 2513) 9"..ก%&'(&!)*+ 3 2 4

1 6

12

5

8 7 9 10

11

13


ก,!ก%&'(&!)*+ ก)*+.*5! 1990s (8.H. 2533) 2533) %*,4!*)& . 3

4

10 2

11

1 18

17 25

24

1 9

5 6

7

8 9 12 13 14 20 15 16 21 22

26 2728 29 23 43 30 36 41 42 31 32 3 39 40 33 34 5 37

38


*ภ, (89H) &. Tibia Fibula Tibialis anterior Soleus Cuneiform

  !L<! ...

Tendon from gastrocnemius Talus

Flexor digitorum longus (extends under foot, dividing into four tendons)

Calcaneus

Distal phalanges

Abductor hallucis and flexor hallucis brevis

Navicular

!ภภ)*+6,) '(./,0" =& %*,ภP!+ภ*0&. L= 9?1 ) '= &L= 9?1.1.6P-R!1.) 'ภ" .< !ภ!< &.ภ! &'; 6ภ!W!( '(12?8 L*9)?M24!1.19+ ("(! ')& 1.) 'ภ!W!) %*,) ' = &6,(<" (!W!/T'L= 9?1ภ*0&."ภP!+;+ ";! &';


ก%&'(&!).*ก,'8:)9ก.    

(/!, 'L= 45

)ก45

 ก(กS<W 10-,5!2"%('%*,1 !8


ก%&'(&!).*ก,'8:)9ก. 

(/!, 'L=4 5

– L=4 5 (9!1 +: (&!4X&?ก+)& %!+2%*, %*, ) 'ก4!-9.! "(0+ – L=4 5 %กT'" : -ก)945 %!+2 A %)& 6.)*< ก (P 'ก(9!1  A +)*+< (9!1  B *+ 1 – L=4 5 (9!1 *+1: ;+ %ก&ก*0&. '(9!1 %!+2 B ST"'ก[5<"!5 (9!1 %!+2 A +  %)&6,S<W %!+2 A )& .<" *+1&!W!


ภ%&'(&!).*ภ,'8:)9ภ. 

(/!, 'L=4 5

â&#x20AC;&#x201C; Aware Nontriers: L= 45 (9!1 "% &' !ภ!4!-,?(9!1 +ภ! %)&;.&;+ 5! <" 5 ?ภ+4!%!+2 A (< %!+24+% 4+%!+2!T !T'" ) â&#x20AC;&#x201C; L=4 5 8 "  .+* '/-a9(b: S<W (9!1 %!+2 A 8, %)&;.& 5 )(9!1  +'!! W %!+2 A 6,) '--0'(9!1 4.&&!! W 6T'6, (./P4 L= 45 1!!ภW *.S<W ;+ ภ1W' â&#x20AC;&#x201C; L=4 5 8 "  .6,*&!! (Repertoire H82'ภ*,1 ./T'1,*,1 ".*,18 .6,*&!;+ !6P!!!T"'): L= 45 "  =6 +6P%!+2(9(! 9 1  ( '< .ภภ&+ 10(.)9+ภ!%*,6,S<W "1)[. -R!ภ*0. & *ภ5 " -*" !%!+2%*,) (! ')& %*,) (! ')& '!"5ภ6='46-R! &'+


ภ%&'(&!).*ภ,'8:)9ภ. 

)ภ45

)ภS<W hi*2./&?8 (12 +< !*&(0+)

)ภ9?1 6!+&!/?))1% drive-in (6P!!1W'4!,, 30 !) L= S<W (='(0+ 37.2% (9 1W'< .ภภ&)

)* "8-R!-ภ)9 20% '-,5ภ9?1 80% 'L*9)?M2!

;.&45&L= S<W 7.2% (0 1W')

;.&45&L= S<W 46.7% (0 . !)

L= S<W (='(0+ 21.1% (7 . !< .ภภ&)

L= S<W ,+)"P 16.7% (1-3 1W')

L= S<W ,+ภ*' 27.4% (4-8 1W')

->.ภ '!ภภ)*+

L= S<W ,+ภ*' 20.3% (3-6 . !) L= S<W ,+)"P 11.9% (1-2 . !)


ก%&'(&!).*ก,'8:)9ก. 

 ก(กS< W – S<W -R!-,6P – S< W 78,4! ก(89H

(?8 กH(&'L*ก,)& กS<W


ก%&'(&!).*ก,'8:)9ก. 

10-,5!2"%('%*,1 !8 – – – – – –

10?8,+(=' 1/=ก (9.j!, +T'+=+'8H (!9.+ 101&59'(X*ก2


ก%&'(&!).*ก,'?=.H 9 ()2


ก%&'(&!).*ก,'?=.H 9 ()2

),!)ก) !!<

),! ก ),!)ก

" (='

),!)ก) !4)

),!)ก ) !ก*' 4)

) !!<


ก%&'(&!).*ก,'?=.H 9 ()2 ),!)ก) !!< ),! ก 7'!<

),!)ก

?1ก*'

?14)

?14) ),!)ก


ก%&'(&!).*ก,-,5กH()2          

0 8H !+1 1 (1 1. 1-2, 3-4, 5+ 1!) '659)1 1 ( 0! -R!(+, %)&''!)W'%)& 0! , m*m.) ;+

58 กHTก H(! 5)98!b02 (L9 , L9+P, 5 5, ก*0&.5!*,)9! .9ก, m*m) (X5)9 (5 .9ก! , 5n'" H(, 5 .!, m*m)


ภ%&'(&!).*ภ,-,5ภH()2 Demographic Data Age Age

6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+

Sex

Male, female

Family size

1-2, 3-4, 5+

Family life cycle

Young, single; young, married, no children; young, married, youngest child under 6; young, married, youngest child 6 or over; young, unmarried, with children; older, married, with children; older, unmarried, with children; older, married, no children under 18; older, single; other.

Income

Under $ 10,000; $ 10,000-20,000; $20,000-30,000; $30,000-40,000; $40,000-60,000; $60,000-100,000; $100,000-150,000; $150,000 and over

Occupation

Professional and technical; managers, officials, and proprietors; clerical, sales; craftspeople, supervisors; operatives; farmers; retired; students; homemakers; unemployed graduates

Education

Grade school or less; some high school; high school graduates; some college; college

Religion

Catholic, Protestant, Jewish, other

Race

White, Black, Asian

Nationality

American, British, French, German, Scandinavian, Italian, Latin American, Middle Eastern, Japanese


ก%&'(&!).*ก,59'69)9 

!กก)*+%&'011*-R!ก*0&.).กM2: – – – –

1&!9. H!1)9 01*9ก?8 9/59)


ก%&'(&!).*ก,59'69)9 !ก!)ก.

8ก(=' ก( '(12(9"'4.&.ก

%'6='468<W!j! 0+.1)9

1.(P[6

!ก19+

L= -,( 1.(P[6

L= Hb L= (!(!0!

L= +9W!!)& (=

L= " =& +

ก%(+' ก/T'))! L= +* ' -,(ก2

L= -a9)  9

8ก!  ก( '(12(9"'4.&)"P

,ก6+%&'-,?+ VALS™ กP!+L= 9?1+ 8ก (%*&'"./ 9bก) "*ก* – 69)9, ก?8, ! 59')/0 ./T'1.(./ – 4ก* 1'ก 011*+ !! '%L!L' %*,011*". 8ก)"P+ !*&' 'L' %L!L'6+%&'L= 9?1 ก-R!(&!+j! 4!ก)+(9!46: %!19+ 0+.1)9, 1.(P[6, < ก%(+' ก/T'))! 5& ')&'N ")+ 'ก!%(+'/T'011*'ก*0&. 6/=ก896.;-+ ก! ) &' !กก)*+ 66+%&' “!ก19+” ก “L= Hb L= (!(!0!”  -R!ก*0&.+ก!


ก%&'(&!).*ก,59'69)9 !ก!)ก.

8ก(=' ก( '(12(9"'4.&.ก

%'6='468<W!j! ก%(+' ก/T'))!

0+.1)9

1.(P[6

!ก19+

L= -,( 1.(P[6

L= +* ' -,(ก2

L= Hb L= (!(!0!

L= +9W!!)& (=

L= -a9)  9

L= " =& +

8ก!  ก( '(12(9"'4.&)"P

8 ก*0&.!8<W!j! '%'6='46 8<W!j!%*, 8ก


ก%&'(&!).*ก,59'69)9 %'6='468<W!j!: %%L! 'H!1)9%*,ก96ก. !ST"'5& 011*4 % ['%ก&'9"' TW! '" <!%*,--*"!'('1.< ?8*ก2)! ' -t66ก011*/=ก6='46+: %!19+ 0+.1)9, 1.(P[6 %*,ก%(+' ก/T'))!

%ก! '8ก:  )59'69)9 59'ก?8 59' -,5ก %*,59'1.(./+ !)/0 !ST"'011*(./ !P.45 -,5!2 (9"'*&!W../T'กHTก ;+ 1. ."!464!)! ' (0 ?8 1.ก,)< <  !"6,S<W %*,,+ 8*''!


ก%&'(&!).*ก,59'69)9 ก45 VALS !ก!)ก.

8ก(=' ก( '(12(9"'4.&.ก

%'6='468<W!j! 0+.1)9

1.(P[6

!ก19+

L= -,( 1.(P[6

L= Hb L= (!(!0!

L= +9W!!)& (=

L= " =& +

ก%(+' ก/T'))! L= +* ' -,(ก2

L= -a9)  9

8ก!  ก( '(12(9"'4.&)"P

L= 9?1;+ (='"5 ht' &%*, ก(!!'90 6+ =&4! ก*0. & !ก!)ก. !ก19+ %*,L=

-,(1.(P[6 011*5! W %''!L=.

%!19+ !0ก  2!9 . ST'" -,ก  29% 6ก6P!!-,5กW'.+ .ก*< กht'(/!8*'*=ก0&' /=ก 6+ =&4!ก*0. & L= Hb L= (!(!0! %*,L= -a9)  9


ก%&'(&!).*ก,59'69)9 ก45 VALS: VALS: !ก!)ก.

8ก(=' ก( '(12(9"'4.&.ก

%'6='468<W!j! 0+.1)9

1.(P[6

!ก19+

L= -,( 1.(P[6

L= Hb L= (!(!0!

L= +9W!!)& (=

ก%(+' ก/T'))! L= +* ' -,(ก2

L= -a9)  9

• ก8Q!L*9)?M24.& • ก ก% • กกP!+)*+->. • กกP!+)P%!&'L*9)?M2 • ก8Q!(8<" ก

L= " =& +

8ก!  ก( '(12(9"'4.&)"P

• ก'%L!ก45 (<"


%nvก+4! '!


8ก 10 !!


)*+ก1  & )*+?1j 

%. &กS<W 'b0ก96ก9+ TW!6กก" 9 461.) 'ก '*=ก1 %*,. !+ " ก[). L= S<W )69'1< 011*ST"' 6 /=ก5ก6='466กb.!.-a9)9&+ ก ( ')(9!1  'L*9)?M2ก[;+ (S<W 8,(9"' +."-,4!1.19+1.= (Tก)


)*+ก1  & )*+?1j 

)*+ก1  (-R!ก % '12ก(=& '12ก;.&45&% '12ก(=&L = 9?1< ก1 -* -*ก)

– – – – – –

L= L*9) !&'!?1j L= 1 (&' L= 1 -*ก b!1 '12ก/(/!L= S<W L*9)?M28<" P!ก-a9)9'! ?4!


)*+ภ1  & )*+?1j 

)*+ภ1 

L= )& ภ'ภ'!(2 Leviâ&#x20AC;&#x2122;s P /T'L=

9?1 %)&+% 69'%*  -R!ภ (<W L %ภ& !(  W',+?=.? 9 1%*, ,+-,H ./T'  '(8(9!1 %*, !(9!1  78,' ภ+ 


)*+ก1  & )*+?1j 

NAICS ,ก6+%&'-,? 0)(ก. '- .9ก!< ((j .9ก %1!+ .[กS9ก)

%&'ก 'N ก-R! 20 -,? .< '%& กL*9) ก (&' 9ก .=* &( m*m

5&4 96+%&' (&!)*+%*,P96


L*. '(&!%&')*+)&'N 

%!! .8<W!j!)&'N ')*+ – %!! .กP!++ก96'ก)*+ – %!! .!P.45 ,05W5+/T'1.6P-R! 1. ) 'ก *ก,&. 'ก*0&.L= 9?1" *ก*%)ก)&' L= 9?1ST"' H =&4ก*  !1  -*ก/ !( "ST"'-R!60+6P!&(9!1  '9 – %!! ./=ก45 8<" .ก*0&.L= 9?1 + ก! + H*ก,&.8<" ( ')*+->.


)*+->.  )*+->.

– ก*0&. '(&!'ก)*+"9-/! 6,+T'+=+1.(!46 "9  ) 'ก ก%L*9)?M28<" (! ')& 1. ) 'ก "96+Pก96ก.'ก)*+ "78,.,(.;-/T'


(&!-,(.'ก)*+ 

!)W'%)&L*9)?M2(! /-,5!2 .ก. L= 9?1= /T'101&)&'N 8 " &' 89".8=! TW!. !กก)*+%*,!ก' ) '8.19+ W!)& ;-6กL*9)?M2.=*j! ;-(=&%!19 %!19+ + 'L*9)?M2


(&!-,(.'ก)*+ 

4 “P”s: – – – –

Product L*9)?M2 Price 1 Placement ก6+ ((/!") 6P!& Promotion ก(&'(9.ก 


P L*9)?M2 

'659)L*9)?M2 – – –

L= " .L*9)?M24.&N ก& !41 ,,%!,!PL*9)?M2 (,,0ก9ก) ก*0b2L*ก%*,+T'  

+T' – 4 .=* &(P4 L= 9?1) 'ก(9!1  L*ก – ก,)0 !4 L= ก,6/)ก*'ก1 .(9!1 8 .6P!&

– ,,)9))[." – ,,(<" ./ 


P L*9)?M2 

กกP!+)P%!&'L*9)?M2 – -R!6  ' “1P” " b9/T')(9!1  Levi’s = “!(2” FedEX = “ .1<!” Volvo = “1.-* +?”


P L*9)?M2 

ภ( '1.%)ภ)&'4!L*9)?M2 1.%)ภ)&',&'L*9)?M2 6;+ %ภ& =; +  46;+

-ภ-i+%n' ! . 9b98*5ภ6='46

Hank Seiden ภ*&&L*9)?M2"-,(1.(P[60ภ)6,) '. -,5!2/ ;+ -". ภ*ภ278,)&!W! Bob Pritikin ภ& â&#x20AC;&#x153;%-*ภ4.& &'!& H6246â&#x20AC;? 6â&#x20AC;?


P L*9)?M2 

ก( '1.%)ก)&' 4!L*9)?M2


P L*9)?M2 

ก( ')L*9)?M2: 5<" ก – 1P b9 – (X*ก2 – ก ก% –


P L*9)?M2 

ก( ')L*9)?M2: – – – – –

)L*9)?M2(&!011* (%)&*,)(9!1 ) )L*9)?M21 1 )L*9)?M2,+-,H )L*9)?M2 'L= 1 -*ก (House Brand) )";+  !0X)6ก6  'L*9)?M2


P 60?  M2 

ก ก%60?M2: – – – –

ก( ก*ก2 ก60 -ก-> '(9!1 ?4! +T'+=+1.(!46L= 9?1


P 60?  M2


P 1 0-('12)*+ - L*9)?M2;.&1*<" !; ;.&8Q! ;.&--0' %)& 0-('12')*+)9).ก TW! = 189".(=' TW! - ก 0-('12*+*'.กก& 0-! (-9.(9!1 ".8 .6P!&%)&)*+;.&) 'ก) = 1)ก*'


P 1 1/=ก 0-('12(='

0-!.ก (! 1(='

-9.

0(' 12

0-!!  (! 1)"P

!  0-

1)*+

1(=' 0-('12)"P 1


P ก6+ ((/!)" 6P!& 9b8<W!j!( '' ' กก,6/6+ ((/!") 6P!&(9!1 

')'

' .


P ก6+ ((/!)" 6P!& ')' )%!  %*, ก)*+ )' H1< &ก)*+< ก)*+*5! W ) &': ': L*9)?M2 AMWAY


P ก6+ ((/!)" 6P!& ' . L=

)& < 8& 1 1!ก*'

L=L

*9)

L=

)&

L=

9?1


P ก6+ ((/!)" 6P!& -,? 'กก,6(9!1  กก,6(9!1 % . !%*,4 L*) %!89H (9!1 .8 .6P!&4!0ก(/!"&"6,-R!;-;+

L*) %!)& !&)"P%*,! !-9. .ก;+ .ก กก,6(9!1 %*< กh>! 6Pก+6P!! !& *+) !0! ?, 'ก)ก-R! 'L= 1 -*ก +'!W!6T'ก9+.ก&..< + ! กก,6(9!1 %L=ก +L= + !0X)4 (9b9ˆ +%ก&L= 1 (&'< L=1

-*ก4!8<! W "'?=.9H()2!T"'N &!W! () &': )ก*' /!)2, (9!1 %h5"!, 1<" '.< 0-ก245 4! !)


P ก(&'(9.ก  '12-,ก ก(< " (

ก(<" ("ก"!<" 'กก)*+ W'.+,&'L= %*,L= S<W


P ก(&'(9.ก  ก(<" ((&!011*: ก)9+)& ,&'011*-/T'-011* ก(<" (%;.&-R!(&!011*: •

ก

ก)*+')'

ก96ก.ก-,5(.8!b2

(9"'1' (4!ก-,5(.8!b2)

ก(&'(9.ก 


P ก(&'(9.ก  ก ก %.*5!< ;.&-R!(&!011* • .%!! .59' 0-('12 ! W -j.?=.( 9 =' • . ก(4!ก("'8<" ( '1.%)ก)&'4!L*9)?M24 +++&!-R!89H • 10?8% " n' !.!(P1X)& *=ก1  • . ก(45 (9"'6='46"'8*' . ! •  +. ''9!4!ก(!(!0!ก(=' (45 '9!.ก)


P ก(&'(9.ก  ก)*+')' !P !;-(=&*ก = 1  • %*,%1)*[ ก • ก)*+';ก*


P ก(&'(9.ก  -,5(.8!b2 กL%8&%*,ก6+ก96ก.89H • 6+P1.89H • ก%6ก &(<" .*5! • ก96ก.%!,!P '12ก (OPEN HOUSES) • ก-i+4 " 5.''! • '!('(12*ก = 1 011*(P1X • '!-i+)(9!1 


P ก(&'(9.ก  ก(&'(9.ก  .0'& ->.8< " กก,)0!

*=ก1 ;-(=8 & :)9ก."-i+L 5+6!%*,78*!! • 6+P )ก*''ก1  • %6ก(9!1 ) &'h • ก6+%(+'(9!1  • %6ก%().-‹%*กS<W • ก59'51 • %6ก1=- '*+1 & %6ก ' X89H


6" #3


;.&.ก !!


Lesson3  

““““““““ กกกกกกกก” ””””””” Dr. Donald R. MottDr.DonaldR.Mott : กก กกกกกกกก กกกกกกกก 1950s1950s –– 1960s1960s ((.... 24932493 –– 25032503)...

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