Page 60 - ENGLISH-RUSSIAN MARKETING DICTIONARY

146. multlunit peKJia.Ml1pOBaH11e B MaClliTa-
organlzatfon 6ax BCSH CTpaHbl /peHJiaMO­
HOBOe Ha3BaHHe .IVIR p;aTeJieM .ffBJIRSTCR rrpOl13B0-
"chain store" ,JJ;HTSJih HJI!.1 OTTTOBhlH Topro­
CM • C ha i n S t O r e B64 B OTJil14l16 OT p03Hl14-
HOPO l1Jll1 MeCTHOPO TOproB-
147. mupples
(middle-aged 4a/
urban profes­ 6, national brand
sionals) 06ll(eHa4110HaJihHaR MapKa;
"nnmi:" cpe,l\Hero aospacTa Map04HbIM TOBap, pacnpocT­
CM,TaKate yuppies paHRSMbIH qepe3 llil1pOKyro
148, muslcvld ceTb p03Hl14HOM TOprOBJIH
MY3bIKa.JlbHbIS·BH,D;60pOJIHKH /B OTJIH4He OT private 11
/BnepBble TTORBl1Jll1Cb Ha brand - 114aCTHOH MapKl1
Ka6eJibHOM TSJ16Bl1�eHHl1, np11Ha.rvie*a�eti onpep;e­
11
KOMnaHHR HTV 11 / JieHHOMY p;HCTp116roTopy HJIH
p03HH4HOMY Toproa4y7
149. Mylar
MaJ1Jiap /TOBapHbIH 3HaK ]. national
�HpMhl �TTOH ,IVJR Cl1HTSTl1- penetration
46CKOH nJieHKH, l1CTTOJlb3ye­ BHep;peHHe Ha pbIHOK B 06-
MOtt ng11 H3rOTOBJl6Hl1l1 Mar­ �eHa4110Ha.JlhHOM MacmTa6e
HHTHOYi JI6HTbl/ 8, needle trades,
pi
"HrOJlbHb!M Ol13Hec" /rrpo­
N MblllJISHHble !pl1pMbI, Bblnyc­
Karo�e roTOBOe ITJiaTbe/
1, name plate
11Memmn 1pv1pMeHHaR nnanrna 9. negative groups
rpynnbl, K KOTOpbIM ITOTpe�
2. name slug Ol1T6Jll1 HSOXOTHO rrpl14l1C­
1
1l1M0HHaR CTpOKa"; nop;­ JIRIDT ce6R; HeraTHBHble
IU1Cb l1JIY1: JIOPO'rlim peKJia.MO­ rpynm,1
p;aTeJI.ff
10, negative option
3, narrowcast npweM npRMOPO MapKeTHH­
TpaHCJiflQl1R Ka6eJibHOPO ra, 3aKJIID4aID�l1MCR B TOM,
T0JI0Bl1,l\0Hl1H /B 0TJil14l1e 4TO TOBap BbICbIJlaeTcR
OT sqmpHbIX 11broadc;asts 11 / KJll16HTY aBTOMaTH46CKl1,
ecJIH OT H�ro He nony4eH
4, national
advertiser ITHCbM9HHbll1 OTKa3
peKJiaMOp;aTeJlb a Ha4HO­ 11. negotiated
Ha.JibHblX MaCJIITa6ax price
p;oroaopHaR 4eHa /o6bl4HO
5. national
advertising Hl1Jie, 46M CTaHp;apTHa.ff/

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