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
-62-