Page 63 - ENGLISH-RUSSIAN MARKETING DICTIONARY
P. 63

CITOHCOpOM  Ka.KOH-TO  paAHO­           5,  offshore
     f1JIH  TeJierrepeAaqJIJ             "saMopcKl!.IH"  /o  JIID6hlX  ,u;e­
                                         JIOBhlX  onepa4HffX  aMepHKaH­
                   0                     CKMX  �MPM  sa  rrpeAeJiaMH
                                         CIIIA/
                                             6. oligopoly
         t. O&O  station
            (owned  &  operated)         OJIHronOJIH�  /OTpaCJib  npo­
    M8CTHafI  pa�o- HJIH  T8Jie­         H3BOACTBa,  B  KOTOpOM  He-
    CTaH4Hff,  rrpHHaMelltall\afI  H     60Jiblli08  qHCJIO  cpMpM  no­
    yrrpaBJiffeMaff  OAHOH  H3  KOM­     CTaBJiff8T  Ha  pblHOK  OAHH  H
    rra1rntl  "ceTeH"                    TOT  �e  TOBap,  MM0ff  B03-
    CM,  nets                            MO�HOCTh  .qHKTOBaTb  Ha
                                         Hero  4eHbl/
        2,  obsolescence
    TIJiaHOBOe  CHffTHe  �HpMOH­             7,  on-air
    -npOH3BO�TeJieM  csoero              scpMpHhlH,  B  ScpHpe
    TOBapa  C  phlHKa  KaK  ycTa­            8. "on-body"
    pesmero  M  saMeHa  era  HO­                slgnage
    BhlM,  6oJiee  COBepweHHhlM          peKJiaMa  KOMnaHHH  Ha
    TOBapOM  /qTO  06blqHQ  CO­          cnopTMBHOH  �OpMe  KOMaHA
    npOBO�aeTCff  lliMpOKOH  pe­
    KJiaMHOH  KaMnaHHSH/                     9,  one-call  closers
                                         KOMMHBO.IDKepbl,  MMeIDll\M8
        3,  odd-pricing                  06hlKH0B8HMe  3aKJIIDqaTb
    npMCBOSHMe  TOBapy  "He­             ToproByro  c,u;eJIKY  npM  nep­
    KpyrJIOH"  I.\8Hbl  /Hanp. ,         BOM  llte  BH3HTe
     99  I.\0HTOB  BM0CTO  I  AOJI­
    Jiapa/                                   10. one-step
    CM.TaKllte  pshychologlcal                    (marketing)
                                         OAHOCTyneH4aT�M  /MapKe­
    pricing
                                         THHr/  lnpHMoe  conepmemie
        4. off-price                     CA8JIKH  KyITJIH-npO�a.iKH  no
            retailers,  pl               TeJie�oHy,  tiepe3  ..IJCITOJib30-
    TIP0ACTaBMT0JIM  cne4HaJIH-          BaHHe  Kyrrmia  MJIH  110  IT04-
    3HpOBaHHOM  p03HHqHOM                Te,  B  KOTOpOM  ITOJ!OJitHT0Jlb­
    TOprOBJIM,  npOAaID�He  Ma­          HhlM  OTB0TOM  Ha  Toprosoe
    potmble  Tosaphl  no  4eHe  Ha       npeMollte1rne  ffBJIHe·rcH  aKT
    20-60%  Hw.te  MX  CTOHMOCTH         noKynKH  HJIH  ITOAnHCKH  Ha
    no  npeMcKypaHTY  mHpMhl­            4TO-TO/
     -npoHSBOAHTeJIH.  Eb!cTpO
    pac•ryll\M  c  80-x  ro'AOB  06-         11. one-time  rate
    JiaCTh  Toprosoro  6HsHeca,          OAHOpasosaH  pac4eHKa
    Bb13blBaIDU\a.fl  He'AOBOJibCTBO     /pac4eHKa,  no  KOTOpOM
    �yrHX  p03HHqHblX  TOproB-           peK�aMOAaTSJib  OITJia4HBaeT
    40B                                  BpeMH  H  MeCTO  B  cpe,u;cT­
                                         BaX  peKJiaMbl  npH  noKynKe

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