Page 27 - ENGLISH-RUSSIAN MARKETING DICTIONARY
P. 27
corJiarnemrn o KDOPAI1rnaqvm 121. convenience
yciun1i1 B ccpepe �McTp1-16y meal
q1111 nonycpa6pMKaThl /cerMeHT
phlHKa/
115. contribution
margin 122. convenience
sanac np1-16bln1-1; Ben1-1qMHa merchandise
np116bW11, He 3aBMC.fII]la.fl OT TOBaphr noace�HeaHoro
KDne6aHMH ce6ecTOMMOCTM cnpoca
TOBapa
123, conversion
11 6. cont ro 1 I ed rate
circulation ITOKa3aT0Rb npMBneqeHMfl
/o neqaTHOM M3�aHMM/ C noKynaTeneA B �ByxcTy
orpaHMqeHHhlM TMpaJitOM, neHqaTDM MapKeTMHre
npe�Ha3HaqeHHhlH WI.ff ys /T.e. npo4eHT RID�eH, co
KOH rpynnhl RMQ /npe�cTaB BepillMBlliMX BTOpOH mar
R.fleT OC06b1H MHTepec �Rfl. nocne TOPOi KaK OHM c�e
peKRaMO�aTeReH, T.K. Ha RMH nepBhlM/
QeReH Ha KOHKpeTHYJO ay�M CM. two-step marketing
TOpMIO
12'4. co-op ads
117. controlled COBMSCTHble peKRaMHhle
distribution 06'b.fBReHMfl o6meHaQHOHMb
pacnpocrpaHeHMe B KOHTpo HhlX peKRaMO�aTeneH H
n1-1pyeMblX ycnOBMflX MSCT.HblX p03HMqHblX TOproa
QeB /nepBhle peKRaMMPYIDT,
118. control side
KOHTPORbHaJI rpynna norpe- 4TO KynMTb, BTOpble - r�e/
61-1TeneH, KOTopoH npe�na 125. co-op
raeTC.fl craphlH, HeycoBep advertising
rneHcTBOBaHHMH TOBap /KJIM COBMSCTHaJI peKnaMa npOM3-
cTapaR �opMa ero peKnaMM BO�MT9R.fl M p03HH4HOPO
poBaHMH/ TOproBqa /c COOTB9TCTBYID
mMM pas�eneHHeM 3aTpaT
119. controversial Ha peKRaMY/ /B peKRaMe
advertising
peKRaMa, npaBOMepHOCTb Ha p03HH4HYID TOprOBRID/
KOTOpOH no TeM KJIM MHHM CM. coope rat I ve advert i.-
coo6paJiteHMHM npeACTaBM s Ing
eTCfl COMHMTSRbHOH 126, co-op chain
ceTb p03HMqHblX TOproaqea,
120. convenience COBMSCTHO 3aKYITaIDlllHX TO
goods
TOBapbl ITOBC8�H9BHOro Bap y OITTOBhlX ToprOBblX
cnpoca /Ta6aK, MhIRO, ra- cpMpM; "ToprOB0-3aKynoq
Hble KOOnepaTMBbI"
3eTbl M T.n./
CM, cooperative chain
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