Англійська термінологія маркетингу: структура та семантичні характеристики: Автореф. дис… канд. філол. наук / О.І. Гутиряк, Київ. ун-т ім. Т.Шевченк

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EE?ANUeEEE OI?AA?NEOAO ?IAI? OA?ANA OAA*AIEA

Ia i?aaao ?oeiieno

AOOE?ssE IENAIA ?AI??AIA

OAeE 802.801.316.4+801.5

Aiae?enueea oa?i?iieia?y ia?eaoeiao: no?oeoo?a oa naiaioe/i?
oa?aeoa?enoeee

Niaoe?aeuei?noue 10.02.04 – aa?iainuee? iiae

Aaoi?aoa?ao aeena?oaoe?? ia caeiaoooy iaoeiaiai nooiaiy

eaiaeeaeaoa o?eieia?/ieo iaoe

EE?A — 1999

Aeena?oaoe??th ? ?oeiien

?iaioa aeeiiaia ia eaoaae?? aiae?enueei? o?eieia?? Euea?anueeiai
aea?aeaaiiai oi?aa?neoaoo ?iai? ?aaia O?aiea

Iaoeiaee ea??aiee –aeieoi? o?eieia?/ieo iaoe, i?ioani?

eaoaae?e aiae?enueei? o?eieia??

Ee?anueeiai aea?aeaaiiai oi?aa?neoaoo

?iai? Oa?ana Oaa/aiea

NEI?IOIAeUeEI AAeOA?Ae OAAeI?IAE*

Io?oe?ei? iiiiaioe: aeieoi? o?eieia?/ieo iaoe, i?ioani?-eiinoeueoaio
eaoaae?e aiae?enueei? o?eieia?? Ee?anueeiai aea?aeaaiiai e?iaa?noe/iiai
oi?aa?neoaoo

IA?AAEEI?N AAEAIOEIA ?NEAeI??AIA

eaiaeeaeao o?eieia?/ieo iaoe, aeioeaio,

caa?aeoaa/ eaoaae?ith ?iicaiieo iia

Euea?nueei? eiia?oe?eii? aeaaeai??

AeAIEEIAA CIss AANEE?AIA

I?ia?aeia onoaiiaa: *a?i?aaoeueeee aea?aeaaiee oi?aa?neoao
?i.TH.Oaaeueeiae/a, eaoaae?a i?iaoeueei? o?eieia?? oa caaaeueiiai
iiaiciaanoaa oa eaoaae?a aiae?enueei? o?eieia??

Caoeno a?aeaoaeaoueny “18 ” eenoiiaaea 1999?. i “10 “ aiaeei? ia
can?aeaii? niaoe?ae?ciaaii? a/aii? ?aaee Ae 26.001.11 i?e Ee?anueeiio
oi?aa?neoao? ?iai? Oa?ana Oaa/aiea ca aae?anith: 252 607, Ee?a, Aoeueaa?
Oaa/aiea 14, aoae. 56.

C aeena?oaoe??th iiaeia iciaeiieoenue o iaoeia?e a?ae?ioaoe? Ee?anueeiai
oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea.

Aaoi?aoa?ao ?ic?neaiee “5 “ aeiaoiy 1999 ?.

A/aiee nae?aoa? niaoe?ae?ciaaii?

a/aii? ?aaee ae.o.i. A.Ae. A?eiaa

?aoa?iaaia aeena?oaoe?y i?enay/aia eiiieaeniiio aiae?co no/anii?
aiae?enueei? oa?i?iieia?? ia?eaoeiao, a ye?e aiae?co?oueny
no?aoeo?eaoe?eia oa naiaioeei-oaiaoe/ia no?oeoo?e oa?i?iieia??, neeaae
oa no?oeoo?a oa?i?i?a ia?eaoeiao acaaae?.

Ca inoaii? ?iee iii?oia ana a?eueoa caoe?eaaeaiiy e?iaa?no?a i?iaeaiaie
oa?i?iieia?? oa oa?i?iioai?aiiy. Cia/ia i?noea a oeeo e?iaa?noe/ieo
aeine?aeaeaiiyo a?aeaiaeeoueny aea/aiith oa?i?iinenoai, ui aeieeathoue a
?acoeueoao? no??ieiai ?icaeoeo iiaeo iaoeiaeo iai?yie?a, /e iiaeo
ae?iaie/eo aai noni?eueieo ?aae?e. sse i?aaeei, oea iai?yiee ia noeeo
iaoe, ae?iaieoeoaa /e ae?yeueiino? ethaeeie. A oiiaao iieiaei?
Oe?a?inueei? aea?aeaae oe? i?ioeane ua no??ie?o? oa oe?o? ? aeiaaathoue
i?enoaeueii? oaaae aeine?aeiee?a. O ca’yceo c oeei o no/ani?e
e?iaa?noeoe? ana aaaeeea?oa i?noea caeiathoue i?iaeaie niaoe?aeueii?
eaeneee, ooieoe?iioaaiiy nenoai oa?i?i?a o ??cieo iaeanoyo iaoee,
oaoi?ee, noni?eueiiai aeeooy.

Uiaei oa?i?iieia?? ia?eaoeiao, oi aei iaaeaaiueiai /ano o ian i?aeoe/ii
aoee a?aenooi? a?aeiia?aei? ?aae??, oiio ia i?a c’yaeoenue ?ioa?an aei
aea/aiiy ?o iiaiiai ao?eaiiy. I?ioa ca?ac o a?eueoino? aeueo iaa/aeueieo
caeeaae?a Oe?a?ie a?aee?eoi oaeoeueoaoe iaiaaeaeiaioo oa ia?eaoeiao, aea
nooaeaio?a iciaeiieththoue c iniiaaie niaoe?aeueii? oa?i?iieia?? ye
oe?a?inueeith, oae ? ?iicaiieie iiaaie, cie?aia aiae?enueeith.

Aeooaeuei?noue aeine?aeaeaiiy coiiaeaia a?aenooi?noth ocaaaeueiaiiai
nenoaiiiai iieno oa?i?iieia?? ia?eaoeiao, aac yeiai iaiiaeeeai iie?aueoe
aeeeaaeaiiy aiae?enueei? iiae ia a?aeiia?aeieo oaeoeueoaoao.

Ca’ycie ?iaioe c iaoeiaeie i?ia?aiaie, ieaiaie, oaiaie. Aeena?oaoe?y
aeeiiaia ca?aeii c ieaiii iaoeiai-aeine?aeii? ?iaioe eaoaae?e ?iicaiieo
iia Ae?iaiaeoeueeiai aea?aeaaiiai iaaeaaia?/iiai oi?aa?neoaoo ?iai?
?aaia O?aiea oa eaoaae?e aiae?enueei? o?eieia?? Euea?anueeiai
aea?aeaaiiai oi?aa?neoaoo ?iai? ?aaia O?aiea.

Naia oiio, ia’?eoii iaoiai aeine?aeaeaiiy aoei ia?aii oa?i?iieia?th
ia?eaoeiao, yeith aiia cao?eniaaia a oeoia/ieo oa?i?iieia?/ieo
neiaieeao.

I?aaeiaoii aeine?aeaeaiiy ? aca?iiae?y naiaioe/iiai oa
ii?oieiai-neioaene/iiai ??ai?a eaene/ieo iaeeieoeue o oaoia?e noaiia?
aiae?enueei? iiae.

Aeena?oaoe?y noaaeoue ca iaoo aeyaeoe o? naiaioe/i? aeanoeaino?
oa?i?iieia?? ia?eaoeiao a oe?eiio, ye? iaoiiaeai? nenoaiii-no?oeoo?iith
i?e?iaeith oeueiai iiaiiai ia’?eoa, a oaeiae c’ynoaaoe, /e ?nio? ca’ycie
i?ae oeeie aeanoeainoyie, c iaeiiai aieo, oa ii?oieia?/ieie,
neioaene/ieie ? neiaioa??ieie oa?aeoa?enoeeaie oa?i?i?a — c ae?oaiai.

Iinoaaeaiith o aeine?aeaeaii? iaoith ia?aaeaa/aii eiei eiie?aoieo
caaaeaiue :

cae?enieoe ?iaaioa?ecaoe?th ia’?eoa aeine?aeaeaiiy, oiaoi no/anii?
aiae?enueei? oa?i?iieia?? ia?eaoeiao;

c’ynoaaoe i?noea oa?i?iieia?? ia?eaoeiao o oa?i?iieia?/iiio na?aaeiaeu?
no/anii? aiae?enueei? i?ioan?eii? (i?ioan?eii-i???ioiaaii?) iiae;

aeyaeoe naiaioe/io no?oeoo?o oa?i?iieia?? ia?eaoeiao;

aeyaeoe nenoaiiiaoiiaeai? naiaioe/i? oa?aeoa?enoeee oa?i?i?a — /eai?a
aeine?aeaeoaaii? oa?i?iieia??, cie?aia: oa?aeoa?enoeee, ye? aecia/athoue
noinoiie oa?i?ia aei ?ioeo /eai?a oa?i?iinenoaie, oa?aeoa?enoeee, ye?
aecia/athoue noinoiie oa?i?ia aei oa?i?iinenoaie a oe?eiio;

aeine?aeeoe, /e ?nio? caeaaei?noue i?ae nenoaiiiaoiiaeaieie naiaioe/ieie
oa?aeoa?enoeeaie c iaeiiai aieo oa aeayeeie ?ioeie iiaieie
oa?aeoa?enoeeaie oa?i?i?a — c ?ioiai (cie?aia, neioaene/ieie,
ii?oieia?/ieie oa neiaioa??ieie).

Iaoa??aeii aeine?aeaeaiiy iineoaoaaee oa?i?iieia?/i? neiaieee (oeoia/i?
oa ia?aeeaaei?), aeei?enoaii oaeiae aioeeeeiiaaee/i? aeaeaiiy,
i?ae?o/ieee oa iaoeia? i?aoe? c ia?eaoeiao.

I?aaeiao aeine?aeaeaiiy, eiai o?aeooaaiiy ye nenoaiii-no?oeoo?iiai
ooai?aiiy, iaoa oa caaaeaiiy, ui noiyoue ia?aae iaie, iaoiiaeee aea??
iniiaiiai iaoiaeo aeine?aeaeaiiy. Oea iaoiae n?oeiaiai iiaeaethaaiiy
eaeneee . E??i iaoiaeo n?oeiaiai iiaeaethaaiiy (oa ?iei?ii?iaaieo iei
eiiiiiaioiiai ? aeao?i?oe?eiiai iaoiae?a, a oaeiae iaoaiaoe/ieo iaoiae?a
oai??? a?ao?a), o aeena?oaoe?? aeei?enoiaothoueny iaoiae aaciina?aaei?o
neeaaeiaeo, ie?ai? i?eeiie neiaioa??iiai oa no?oeoo?ii-naiaioe/iiai
aiae?co.

Aeey ia??oiooaaiiy aeniiae?a i?i iaai? iiai? caeiiii??iino?
canoiniao?oueny iaiao?aeiee noaoenoe/iee aia?ao: iaoiaee iieniai?
noaoenoeee, ei?aeyoe?eiee aiae?c (ia/eneaiiy eiao?oe??io?a ei?aeyoe?? o
e?euee?ni?e oa ii?yaeeia?e oeae?) .

Iaoeiaa iiaecia i?iaaaeaiiai aeine?aeaeaiiy iieyaa? o oiio, ui o i?e
aia?oa:

— aeae?eaii yae?i oa?i?iieia?? ia?eaoeiao, oiaoi a?oio oa?i?i?a c
iaeneiaeueiei nenoaiiooai?thth/ei oa ooieoe?eiei iioaioe?aeii;

— cae?eniaii naiaioeei-oaiaoe/ia no?oeoo?oaaiiy oa?i?iieia??
ia?eaoeiao;

— aeey eiaeiiai c 1293 oa?i?i?a ia/eneaii iia? aeai?, ye?
oa?aeoa?ecothoue a ocaaaeueiaiiio aeaeyae? ?ioaineai?noue naiaioe/ieo
ca’yce?a oa?i?ia c ?ioeie oa?i?iaie — /eaiaie oa?i?iinenoaie, a naia:
naiaioe/io i?iaeoeoeai?noue, naiaioe/io neeaaei?noue oa nenoaiio
aa?o?noue;

aecia/aii oa?aeoa? ca’yceo i?ae naiaioe/iith i?iaeoeoeai?noth ?
naiaioe/iith neeaaei?noth oa?i?i?a ia?eaoeiao c iaeiiai aieo, oa
?oiueith neioaene/iith, eaene/iith, a?ao?/iith aeiaaeeiith, a oaeiae
aeayeeie neiaioa??ieie oa?aeoa?enoeeaie — c ?ioiai.

Oai?aoe/ia cia/ou?noue aeena?oaoe?? aecia/a?oueny oei, ui aia?oa
cae?eniaii eiiieaeniee aiae?c aiae?enueei? oa?i?iieia?? ia?eaoeiao ?c
canoinoaaiiyi n?oeiaiai iiaeaethaaiiy, ui aeicaieeei anoaiiaeoe ??
naiaioe/io no?oeoo?o, aeyaeoe caeiiii??i? caeaaeiino? i?ae ieceith
naiaioe/ieo oa ii?oieiai-neioaene/ieo oa?aeoa?enoee oa?i?i?a.

I?aeoe/ia cia/aiiy ?iaioe iieyaa? o oiio, ui ai?iaaoe?y iaoiaeeee
aeae?eaiiy yae?a oa?i?iieia??, a oaeiae iaea?aeai? aeai? uiaei
?iciiae?eo oa?i?i?a ca naiaioe/iith i?iaeoeoeai?noth oa naiaioe/iith
neeaaei?noth, uiaei ca’yceo oeeo ia?aiao??a oa?i?ia c eiai
ii?oieiai-neioaene/ieie oa?aeoa?enoeeaie noai?ththoue oai?aoe/ia
i?aea?oioy aeey ?aiaeoaaiiy aiae?enueeeo oa?i?i?a ia?eaoeiao ca nooiaiai
?oiuei? iaiao?aeiino? aeey canai?iiy ?ioiiiaieie ?aoeei??ioaie, cie?aia,
nooaeaioaie aeueo iaa/aeueieo caeeaae?a Oe?a?ie.

Ia caoeno aeiinyoueny oae? iieiaeaiiy :

1. Ca nai?ie naiaioe/ieie oa no?oeoo?ieie iciaeaie (e?euee?noth
neiii?i?/ieo oa iie?naiaioe/ieo oa?i?i?a, iane/ai?noth
neiainiieo/aiiyie, aeiaaeeiith oiui) aiae?enueea oa?i?iieia?y
ia?eaoeiao iaeaaeeoue aei oa?i?iieia?e i?ii?aeiiai oeio, oa?aeoa?ieo
aeey iieniaeo aeenoeeie?i, ye? ciaoiaeyoueny i?ae oa?i?iieia?yie
oai?aoe/ieo aaeocae ciaiiy oa iiaooiaith eaeneeith.

2. ssae?i oa?i?iieia?? ia?eaoeiao neeaaea? iaioa i’yoe a?aenioe?a aeey
aeine?aeaeoaaiiai ei?iono iaeeieoeue ? ia?aoiao? eeoa 64 oa?i?ie. Aiii
neeaaea?oueny c oa?i?i?a, ye? iathoue iaea?eueoo nenoaiio aa?o?noue ?
iaeii/anii ? iaei?ino?oeie no?oeoo?ii.

3. I?ae oaeeie nenoaiiiaoiiaeaieie naiaioe/ieie oa?aeoa?enoeeaie
aiae?enueeeo oa?i?i?a ia?eaoeiao, ye naiaioe/ia i?iaeoeoeai?noue ?
naiaioe/ia neeaaei?noue c iaeiiai aieo oa e?euee?noth ne?a, iniia,
ii?oai, e?oa? o neeaae? oa?i?ia -c ?ioiai, ?nio? noaoenoe/ia
caeaaei?noue: ?c ca?eueoaiiyi naiaioe/ii? i?iaeoeoeaiino? oa?i?i?a ?oiy
no?oeoo?ia neeaaei?noue ? aeiaaeeia ciaioo?oueny (a na?aaeiueiio), a ?c
ca?eueoaiiyi naiaioe/ii? neeaaeiino? — ca?eueoo?oueny.

4. Noaoenoe/ia caeaaei?noue ?nio? oaeiae i?ae naiaioe/iith
i?iaeoeoeai?noth ? naiaioe/iith neeaaei?noth oa aeayeeie neiaioa??ieie
oa?aeoa?enoeeaie oa?i?i?a.

No?oeoo?a ?iaioe. Aeena?oaoe?y neeaaea?oueny c? anooio, i’yoe
?icae?e?a, caaaeueieo aeniiae?a, nieneo aeei?enoaii? e?oa?aoo?e oa
aeiaeaoe?a. Caaaeueiee ianya aeena?oaoe?? noaiiaeoue 205 noi??iie, c ieo
166 – iniiaiiai oaenoo. Nienie aeei?enoaieo aeaea?ae iae?/o? 142
iiceoe??.

O anooi? iaa?oioiao?oueny aeooaeuei?noue ia?aii? oaiaoeee,
aecia/athoueny ia’?eo oa i?aaeiao aeine?aeaeaiiy, a?aoiaioo?oueny
iiaecia io?eiaieo ?acoeueoao?a oa aeniiae?a, oi?ioeththoueny iaoa ?
caaaeaiiy ?iaioe, i?iaiico?oueny ?? oai?aoe/ia cia/ou?noue oa i?aeoe/ia
cia/aiiy, oa?aeoa?ecothoueny oaeoe/iee iaoa??ae oa iaoiaee
aeine?aeaeaiiy.

O ia?oiio ?icae?e? “ N?oeiaa iiaeaethaaiiy oa?i?iieia??” aiae?cothoueny
??ci? iiaeyaee ia iiiyooy “oa?i?i” ? “oa?i?iieia?y”, a oaeiae
?ice?eaa?oueny iaoiaeeea n?oeiaiai iiaeaethaaiiy.

O ae?oaiio ?icae?e? “Caaaeueia oa?aeoa?enoeea oa?i?iieia?? ia?eaoeiao”
i?iaiaeeoueny ?iaaioa?ecaoe?y oa?i?iieia?? ia?eaoeiao oa aiae?c
naiaioe/ii? no?oeoo?e oa?i?i?a.

Iniaeeainoth aeineiaeaeoaaii? oa?iiiieiai? ? ?? “?icieoinoue” oa neaaea
no?oeoo?iaaiinoue. Oa?iiiieiaiy ia?eaoeiao aeieeea ia aaci oa?iiiieiaie
noiiaeieo aeenoeeieii — oi?aiaaeueii-aeiiiii/ii?,
oiiainiai-aaieianueei?, i?aaiicaoeieii-ae?iaie/i? oiui. Aiia iinoeoue
aaeeeo eieueeinoue oa?iiiia, caiice/aieo ca?aeoe. E?ii oiai, aaiaoe/ia
ei??iiy aaaaoueio oa?iiiia ciaoiaeeii o iiaooia?e eaeneoe? ( market,
seller, buyer oiui). Oiio ?iciaaeoaaiiy oa?iiiia ia?eaoeiao oa oa?iiiia
noiiaeieo aeenoeeieii ? iaeiei c iniiaieo caaaeaiue iaoiai
aeineiaeaeaiiy.

sseui eaeaoueny i?i ?iciaaeoaaiiy oa?iiiieiaie oi a oeaio?i oaaae ia?
aooe naia naiaioe/iee aca?iica’ycie iiae oa?iiiieiaiyie. E?eoa?i?i
oaeiai ca’yceo ? iayaiinoue iaeeieoeue, yei naiaioe/ii iia’ycaii
iaeii/anii c iaeeieoeyie, ui iaeaaeaoue aei iaio oa?iiiieia?e,
iai?eeeaae, iathoue naiaioe/ii eiiiiiaioe (ani aai aieueoinoue) a iaeiie
oa?iiiieiai?, a naiaioe/ii aea?eaaoe — a iioie. Oei oa?iiie ? iaaeiaeie
ye a iaeiie, oae i a ae?oaie oa?iiiieiai? (iaaeiaee oa?iii — oea oa?iii,
yeee eaaeeoue ia iaaei naiaioe/iiai iiey aeaii? oa?iiiieiai?. Iaaeiaee
oa?iii — ia iaia’yceiai oa?iii iaeicia/ouee, ia?eoa?ieiee).

*a?ac iaaeiai oa?iiie caeienith?oueny aca?iiaeiy ?icieo oa?iiiieia?e. O
aeayeeo aeiaaeeao aiie ia’?aeiothoue oa?iiiieiai?, yei, aca?iiaeith/e,
ooai?ththoue aieueo ia’?iio nenoaio.

Naiaioe/ia ioi/aiiy iaaii? oa?iiiieiai? neeaaea?oueny c oa?iiiieiaie,
noiniaii yeeo aiia aenooia? aai ye ?aoeeii?io, aai ye aeiii?. Aecia/aiiy
oa?iiiieiaie, aei yeeo aoiaeyoue naiaioe/ii aea?eaaoe oa?iiiieiai?
ia?eaoeiao, iia’ycaia ic iaiaoiaeiinoth aiaeico i?aeoe/ii anueiai
oa?iiiieiai/iiai na?aaeiaeua aiaeienueei? iiae, ui ia?aaeuo? iiaeeeainoi
iaeiiai aeena?oaoeieiiai aeineiaeaeaiiy. Oiio ie iaiaaeeeeny iiooeaie
oeo nenoai, caiaeee eoei caiice/aiiy oa?iiiia o aeineiaeaeoaaio
oa?iiiieiaith, oiaoi oa?iiiieiaie-aeiii?ia.

Aecia/aiiy oa?iiiieiaie-aeiii?ia, oiaoi oa?iiiieiaie, noiniaii yeeo
aeineiaeaeoaaia oa?iiiieiaiy aenooia? ye ?aoeeii?io, i?iaiaeeeiny ca
aeiiiiiaith iaoiaeo nioeiaiai iiaeaethaaiiy.

Ineieueee oa?iiiieiaiy ia?eaoeiao ia? oe?iei oa ?icaaeoaeaii naiaioe/ii
ca’ycee c noiiaeieie oa?iiiieiaiyie, /ioeo iaaeo iiae iath oa ?ioeie
i?iaanoe iaiiaeeeai.

Iiney iaiaoiaeieo ooi/iaiue aoei noi?iiaaii ?iai/ee aa?iaio oa?iiiieiai?
ia?eaoeiao, yeee noaiiaeoue aieiaiee ia’?eo iaoiai aeineiaeaeaiiy, a
ianyc? 1293 oa?iii?a.

Ca nai?th no?oeoo?ith oa?i?ie ia?eaoeiao ?iciiae?eythoueny oae:
iaeiineiaieo eaenai — 367, neiainiieo/aiue — 926.

Na?aae iaeiine?aieo oa?i?i?a ? i?ino? neiaa — 131 (35,7%), iioiaei? —
222 (60,5%), neeaaei? — 14 (3,8%).

Ia?aaaaeathoue oaei neiaioai?ii nooiene:

ion (58 neia aai 26%) ,

— er (34 neiaa aai 15%) ,

— ing (30 neia aai 14%) ,

— or (15 neia aai 7%) ,

— ment (12 neia aai 5%) ,

— ance (-ence, -ancy, 8 neia aai 4%).

Aeai/eaii? neiainiieo/aiiy, oiaoi oa?iiie, aei neeaaeo yeeo aoiaeyoue
aeaa iiaiicia/ieo neiaa, iaeaaeaoue, aieiaiei /eiii, aei oaeeo
no?oeoo?ieo oeiia: N + N (345 oa?iiiia), A + N (173), N + Prep + N (40),
Past Participle + N ( 25), Present Participle + N (22), N’s + N ( 7).

Na?aae o?e/eaiieo neiainiieo/aiue cono??/athoueny aeania neiainiieo/aiiy
oa eaene/ii iaeeieoei c ia?aoiaeiei noaoonii. Na?aae ia?oeo ia?aaaaeio
aieueoinoue noaiiaeyoue i?eeiaiieeiai eiino?oeoei?: choice of marketing
means, confirmed letter of credit, forced rate of exchange, full term of
credit, paid letter of credit. Ia/eneaiio a?oio neeaaeathoue
neiainiieo/aiiy c aeaiia i?eeiaoieeaie oeio free economic zone, free
enterprise zone.

Oa?iiie c ia?aoiaeiei noaoonii aiae?iciythoueny aiae «/enoeo»
neiainiieo/aiue niaoeeoieith neioaene/ieo ca’yceia iiae eiiiiiaioaie
oa?iiia.

O «/enoeo» neiainiieo/aiiyo aaciaa aiia?ia neioaaia (marketing means,
letter of credit, economic zone) ?icai?oa?oueny ca ?aooiie aeiaeaoeiaeo
/eaiia (choice of, confirmed, free). O oa?iiiao c ia?aoiaeiei noaoonii
aaciaei /eaiii ? ia aiia?ia neioaaia, a ie?aia neiai (marketing,
pricing), i ?icai?oaiiy iieyaa? o i?e?aeiaiii aei oeueiai neiaa
neiainiieo/aiiy (means of production, recieved value), o iaoeo
i?eeeaaeao aeai/eaiiiai, yea aiaeia?a? oaeo ae ?ieue, ye ia?oa iniiaa o
no?oeoo?i neeaaeiiai neiaa. ?icai?oaiiy caeienith?oueny ca ?aooiie
icia/aeueiiai eiiiiiaioa.

Na?aae oa?iiiia, ui neeaaeathoueny c /ioe?ueio oa i’yoe neia, oae naii
cono?i/athoueny aeania neiainiieo/aiiy (contractual vertical marketing
system, controlled vertical marketing system, corporative vertical
marketing system) oa eaene/ii iaeeieoei c ia?aoiaeiei noaoonii
(fixed-price contract with redetermination, fixed-price redeterminable
prospective contract, long-range investment bank, open-end investment
company, open-end long-term contract, stock market value rate), i?e /iio
eieueeinii ia?aaaaeathoue inoaiii.

Na?aae oa?iiiia-neiainiieo/aiue iaeaieueoo /anoeo neeaaeathoue
aeaioneiaii — ?o iae?/o?oueny 722. O?eneiaieo oa?iiiia — 148. ?aooa —
neiainiieo/aiiy c aieueoith eieueeinoth eiiiiiaioia. Iaeneiaeueia
eieueeinoue neia o neeaaei oa?iiia — i’youe. Oaeeo oa?iiiia aeaa:
fixed-price redeterminable prospective contract oa open-end long-term
contract.

Oaeee ?iciiaeie oa?iiiia ca eaene/iith aeiaaeeiith oeieeii
ocaiaeaeo?oueny ic oeiiaeie cia/aiiyie: ca aeaieie N. A. A?eiueiaa
98-99% oa?iiiieiai/ii? eaeneee neeaaeathoue oa?iiie, aeiaaeeia yeeo ia
ia?aaeuo? 4 neia .

Iaea?eueo oeiiaeie cia/aiiyie eaene/ii? aeiaaeeie ? 1 — 3 iniiae, aiie
neeaaeathoue iaeaea 99 % aiae caaaeueii? eieueeinoi oa?iiiia ia?eaoeiao.
Iaeoeiiaioeie cia/aiiyie neiaioai?ii? aeiaaeeie ? 1 — 5 ii?oai (aeecueei
97 %). Iaeoeiiaioeie cia/aiiyie a?aoi/ii? aeiaaeeie ? 7 — 20 eioa? (82
%)

?iciiaeie oa?iiiia ia?eaoeiao ca eaene/iith, neiaioai?iith oa a?aoi/iith
aeiaaeeiith naiae/eoue i?i oa, ui o oeie noa?i eaeneee, oae naii, ye o
iiai a oeieiio, aiaeaoaathoueny iioeiicaoeieii i?ioeane. No?oeoo?ii
i?inoioi e ei?iooi oa?iiie ? c?o/ieie aeey ei?enooaaiiy, aea
iiaeeeainoae eiiaiioaaiiy aeaio-o?ueio ii?oai /e i’yoe-oanoe eioa?
caiaei aeey iiaioaaiiy aaee/acii? eieueeinoi oaoiaeo iiiyoue. Ei?iooi
oa?iiie ia caaaeaee caaeiaieueiythoue ei?enooaa/a oaeiae c iiaeyaeo
oi/iinoi, ineieueee aeineoue aaaeei ae?aceoe ciino neeaaeiiai iiiyooy
/a?ac aeai-o?e iciaee, a?aoiaoth/e, ui aeey oa?aeoa?enoeee iaeii??
iciaee iio?iaia uiiaeiaioa iaeia ei?aiaaa /e neiaioai?ia ii?oaia. C
iioiai aieo, aeiaai oa?iiie, yei iaaeathoue aieueoi iiaeeeainoi aeey
aaeaeaaoiiai aiaeia?aaeaiiy aaeeei? eieueeinoi neeaaeieo oaoiaeo
iiiyoue, «aiaeooiaoothoueny» iiaith caiaeii c caeiiii aeiiiii?
iiaeaii?aeo coneeue. Ioaea, o i?ioeani noaiiaeaiiy oa ?icaeoeo
oa?iiiieiai? aianeiaeie naiaeiiiai /e ianaiaeiiiai aiaeai?o, cie?aia,
aianeiaeie eiieo?aioei? iiae oa?iiiaie, ia?aaaaa iaaea?oueny oa?iiiai ia
iaeei?iooei i ia iaeaeiaoei, a oaeei, ui ?oiy aeiaaeeia noaiiaeoue
i?eaeecii 20 — 50 % aiae iaeneiaeueii?. Iaeeieoe? iaioi? aeiaaeeie
ooieoe?iiothoue o iia? aeey noai?aiiy iaeaieueo aaaeeeaeo i /anoi
aaeeaaieo oa?iiiia (ui a?aeiia?aea? aeiiaai aeiiiii? coneeue), a
aieueoi? — oa?iiiia aeey ae?aaeaiiy iniaeeai neeaaeieo, aea ?iaeoa
aaeeaaieo iiiyoue (ui a?aeiia?aea? aeiiaai oi/iinoi).

Oa?i?iieia?y ia?eaoeiao iane/aia neiiiiii/ieie oa iieinaiaioe/ieie
oa?iiiaie. Ia 791 oa?iii o «iaeie» oa?iiiieiai? ooo i?eiaaea? 37
neiiiiii/ieo a?oi (aeecueei 5%), a oiio /enei 10 oaeeo, ui iaei/othoue
aieueoa aeaio neiiiiiia:

durable goods/durables/remote goods/hard goods «oiaa?e aeiaai-o?eaaeiai
aaeeoeo», agreement/contract/treaty «oaiaea», goods/item/product «oiaa?»
oiui.

Ca eieueeinoth neiiiiiia oa?iiiieiaiy ia?eaoeiao iaaeeaea?oueny aei
aeenoeeieii ia?aaaaeii iieniaiai oa?aeoa?o, oaeeo, ye iaaeeoeeia,
aoaeiaieoeoai, aea eieueeinoue neiiiiiia nyaa? 20 % .

Oa?iiiieiaiy iinoeoue 22 iieinaii/ieo oa?iiie (aeecueei 3%), a oiio
/enei /ioe?e oa?iiie, yei iathoue aieueoa aeaio cia/aiue o iaaeao
aeineiaeaeoaaii? oa?iiiieiai?:

agreement «aeiiiaeaiinoue», «oaiaea», «eiio?aeo»;

customer «eei?io», «iieoiaoeue»;

currency «a?ioiaa iaeeieoey», «a?ioiaee ciae».

Aeey oa?iiiieiai? ia?eaoeiao oa?aeoa?ia iayaiinoue aeineoue aaeeei?
eieueeinoi eiiaa?neaia (sale — buy, seller — buyer, credit — debt,
creditor — debtor). Oea iiynith?oueny oei, ui iaeii?th c oeiiaeo
neooaoeie i?aaeiaoii? aaeoci ia?eaoeiao ? aeiy c aeaiia ?iaiii?aaieie
ia?oia?aie, eiaeiee c yeeo aenooia? o iiaeaieiie ?iei (ii?. neooaoeith
eoi?aei-i?iaeaaeo. O aaaaoueio iiaao inio? aiaeiiaiaeiee oa?iii —
eoiiaey-i?iaeaae). sse cacia/aea O. I. Iaiueei, eiiaa?neae oa?aeoa?ii
aeey noniieueii-iieioe/ieo oa?iiiieiaie .

O?ao?e ?icae?e “Naiaioe/ia no?oeoo?a oa?i?iieia?? ia?eaoeiao”
i?enay/aii no?aoeo?eaoe?eiiio oa naiaioeei-oaiaoe/iiio no?oeoo?oaaiith.

No?aoeo?eaoe?eia no?oeoo?oaaiiy aiaeia?aaeaii o iiaeiei oa?iiiieiai? ia
oeaio?, yae?i oa ia?eoa?ith.

Naiaioeei-oaiaoe/ia no?oeoo?oaaiiy aiaeia?aaeaii o oaiaoe/ieo ?icaeieao,
iiae?icaeieao c i??a?oi/ieie oa iioeie ca’yceaie iiae ieie.

Eieueeiniee iieaciee, caiaeii c yeei caeienith?oueny no?aoeoieaoeieia
no?oeoo?oaaiiy oa?iiiieiai?, iaceaathoue nenoaiiith aa?o?noth oa?iiia
[84]. Eiaoioei?io nenoaiii? aa?oinoi Z caeaaeeoue, ia?aae on?i, aiae
aeaio /eiieeia: caaaeueii? eieueeinoi naiaioe/ieo aea?eaaoia oa?iiia d3
oa caaaeueii? eieueeinoi eiai naiaioe/ieo eiiiiiaioia c3. Iaei?inoioa
oi?ioea aeey iiae?aooieo nenoaiii? aa?oinoi Z:

Z = d3 + c3. (3.1)

Ca iaaaaeaiith oi?ioeith iaie aoei c?iaeaii no?aoeoieaoeieia
no?oeoo?oaaiiy oa?iiiieiai? ia?eaoeiao i ii?iaiyii ?acoeueoaoe c
iaoi?iaeueiith ioeiieith aiaeiinii? aaaeeeainoi oa?iiiia.

Cia/aiiy c3 oa d3 aeey eiaeiiai oa?iiia ia/enethaaeeny ca aeiiiiiaith
i?ia?aiiiai eiiieaeno NEIAIEEA?.

Iii?/aii, ui ic caieueoaiiyi na?aaeiuei? nenoaiii? aa?oinoi oa?iiiia
?icei ciaioo?oueny ?o eieueeinoue ? /enei neiainiieo/aiue.

Aei yae?a oaieoee oaei oa?iiie: currency, money, product oiui. Na?aaei?
cia/aiiy nenoaiii? aa?oinoi oa?iiiia ia?eaoeiao, ui oaieoee aei yae?a,
noaiiaeoue 211. Iayaea?i? oa?i?ie ia?eaoeiao: import, point, rate of
exchange.

Aei yae?a aaieoee oaei oa?iiie ye needs, consumption, consumer, demand,
consumer demand oiui, i?e /iio needs iin?aea? iaeia c /ieueieo iinoeue.
Oaeee ?iciiaeie oa?iiiia aiaeiiaiaea? caaaeueiie eiioeaioei? oai?i? oa
i?aeoeee ia?eaoeiao, caiaeii c yeith iaeiei c ia?iaeieo eaiaiia
ia?eaoeiao ? oaaaa aei iio?aa niiaeeaa/a.

Iaea?aeai? ?acoeueoaoe, c iaeiiai aieo, ? ua iaeiei iiaeoaa?aeaeaiiyi
aiaeiieo caeiiia ia?aaaae oa i?inoioe A.?. Ia?aaeei?n: a?oia iaeaieueo
ooieoeieii iaaaioaaeaieo iiaieo iaeeieoeue neeaaea? onueiai 5-10 % aiae
onueiai iiaaioa?o, i?e /iio oei iaeeieoei ? iaei?inoioeie (noaoenoe/ii)
. C iioiai aieo, oei ?acoeueoaoe ia ? o?eaiaeueieie, ai caeiie ia?aaaae
oa i?inoioe aoei aiaee?eoi o ca’yceo c aeineiaeaeaiiyi /anoioieo
oa?aeoa?enoee neia. Oiio aiie aei oeueiai /ano noinoaaeeny eeoa iaeiiai
aniaeoo ooieoeieii? iaaaioaaeaiinoi iiaieo iaeeieoeue, a naia, /anoioe
?o aaeeaaiiy. Iaoiiinoue iaoi ?acoeueoaoe aeicaieythoue iioe?eoe aeith
oeeo caeiiia ia nooi naiaioe/io iaaaioaaeaiinoue iiaieo iaeeieoeue.

Naiaioeei-oaiaoe/ia no?oeoo?oaaiiy i?iaiaeeeinue ca aeiiiiiaith
aaoiiaoeciaaii? nenoaie “NEIAIEEA?”. Naiaioeei-oaiaoe/ii a?oie
oi?ioaaeeny ca e?eoa?i?i naiaioe/ii? aiaenoaii neiaa (oa?iiia) aiae
yae?a a?oie, ca yea i?eeia?oueny neiai (oa?iii) c aaeeeith naiaioe/iith
aaaiiinoth o iaaeao aeineiaeaeoaaiiai eaeneei-naiaioe/iiai oa?oiiaaiiy .

Aeey oi?ioaaiiy naiaioeei-oaiaoe/ieo a?oi ie aecia/eee naiaioe/ia
ei??iiy oa naiaioe/io e?iio oa?i?i?a. Naiaioe/ia ei??iiy aecia/a?oueny
ye iiiaeeia naiaioe/ieo eiiiiiaioia neiaa, oii?yaeeiaaia aiaeiioaiiyi
naiaioe/ii? aea?eaaoei?/aeaeiiiiceoei? .

Naiaioe/ia ei?iiiy, yea ioiieth? ani naiaioe/ii eiiiiiaioe iaaiiai neiaa
a iaaeao aeineiaeaeoaaiiai eaeneei-naiaioe/iiai oa?oiiaaiiy (oiaoi
naiaioe/ia ei?iiiy iaeneiaeueiiai ?ic?yaeo), iaceaa?oueny
aeaeiiiiceoeieiei iieai oeueiai neiaa, a inoaii? — yae?ii iiey.

A naiaioeei-aeaeiiiiceoeieia iiea oa?iiia marketing aoiaeeoue 20
aeaiaioia:

artificial person, consumer, consumption, currency, currency 2 oiui.

Naiaioe/ia e?iia neiaa -oea iiiaeeia naiaioe/ieo aea?eaaoia neiaa,
oii?yaeeiaaia aiaeiioaiiyi naiaioe/ii? aea?eaaoei?/aeaeiiiiceoei?.
Naiaioe/ia e?iia, yea ioiieth? ani naiaioe/ii aea?eaaoe iaaiiai neiaa a
iaaeao aeineiaeaeoaaiiai eaeneei-naiaioe/iiai oa?oiiaaiiy (oiaoi
naiaioe/ia e?iia iaeneiaeueiiai ?ic?yaeo), iaceaa?oueny aea?eaaoeieiei
iieai oeueiai neiaa, a inoaii? — yae?ii iiey.

Aea?eaaoeieia iiea iaaiiai neiaa ooai?th?oueny ic neia, eaene/ii
cia/aiiy yeeo iinoeoue ye naiaioe/ii neeaaeiai cia/aiiy oeueiai neiaa.
Oiaoi oea a?oia neia, eaene/ii cia/aiiy yeeo iathoue niieueio /anoeio.
Ioaea, aea?eaaoeieia iiea iiaeia ?icaeyaeaoe ye ?iciiaeae naiaioe/iiai
iiey. ssae?i aea?eaaoeieiiai iiey aiaeia?a? ?ieue aeiiiiaioe
naiaioe/iiai iiey.

Naiaioeei-aea?eaaoeieia iiea oa?iiia marketing iaei/o? 55 aeaiaioia:

break-even pricing, business plan, company marketing opportunity oiui.

Naiaioe/iee ei?iiue aai naiaioe/ia e?iia (cie?aia, aeaeiiiiceoeieia aai
aea?eaaoeieia iiea) ooai?th?oueny ia oieueee neiaaie oa
neiainiieo/aiiyie, a e naiaioe/ieie aiaeiioaiiyie iiae ieie. Ioaea,
naiaioe/iee ei?iiue oa naiaioe/ia e?iia — oea ia i?inoi iiiaeeia neia
(oa?iiiia), aea o?aaiaio eaeneee, ui ? nenoaiii-no?oeoo?iei ooai?aiiyi.

Ineieueee ye naiaioe/ia e?iia, oae i naiaioe/iee ei?iiue aoaeothoueny c
o?aooaaiiyi naiaioe/ieo ca’yceia iiae oa?iiiaie, oei iiiyooy ie
aeei?enoaee aeey aeineiaeaeaiiy naiaioeei-oaiaoe/ii? no?oeoo?e
oa?iiiieiai?.

Naiaioeei-oaiaoe/io no?oeoo?o oa?iiiieiai? ia?eaoeiao ooai?ththoue 13
aieiaieo eiiiiiaioia — oaiaoe/ieo ?icaeieia, iiae yeeie iniothoue
i??a?oi/ii aiaeiioaiiy aeeth/aiiy oa noiiae?yaeiinoi.

O /aoaa?oiio ?icae?e? “Naiaioe/ia i?iaeoeoeai?noue oa?i?i?a ia?eaoeiao”
ia?aai?y?oueny ia iaoa?iaei oa?iiiieiai? ia?eaoeiao aiiioaca i?i ca’ycie
iiae aeayeeie nenoaiiiaoiiaeaieie naiaioe/ieie oa?aeoa?enoeeaie eaenaie
(naiaioe/iith i?iaeoeoeaiinoth i naiaioe/iith neeaaeiinoth) oa ??
neioaene/ieie, ii?oieiai/ieie, neiaioai?ieie oa?aeoa?enoeeaie.

Inio? iiceoeaia caeaaeiinoue iiae naiaioe/iith i?iaeoeoeaiinoth
(eiaiioeaiith aa?oinoth) oa?iiia oa /anoioith eiai aaeeaaiiy, iiae
naiaioe/iith neeaaeiinoth oa eaaeinoth ni?eeiaiiy, ?icoiiiiy oiui.
Oa?iiie c iaeith naiaioe/iith i?iaeoeoeaiinoth oa aaeeeith naiaioe/iith
neeaaeiinoth cono?i/athoueny ?iaeoa, ?oi? ni?eeiaiiy, ?icoiiiiy aeiaaa?
aieueoeo coneeue.

Naiaioe/ia i?iaeoeoeaiinoue eaenaie aecia/a?oueny caaaeueiith
eieueeinoth ?? naiaioe/ieo aea?eaaoia o iaaeao oa?iiiieiai?. Oea
iaei?inoioa ioeiiea, yea, c iaeiiai aieo, aaeaeaaoii oa?aeoa?eco?
aiaeiiaiaeio aeanoeainoue oa?iiia, a c iioiai — oiiaeeeaeth?
ii?aoethaaiiy aaeeeeo ianyaia eaene/iiai iaoa?iaeo a iaaeao iaeii??
eaiaeeaeaonueeith aeena?oaoei?.

Eieueeinoue naiaioe/ieo aea?eaaoia eiaeiiai ic 1293 oa?iiiia aoei
ia/eneaii ca aeiiiiiaith i?ia?aiiiai eiiieaeno «Nioai» .

Oa?i?ie ca e?euee?noth naiaioe/ieo aea?eaao?a a iaaeao aeine?aeaeoaaiiai
eaeneei-naiaioe/iiai oa?oiiaaiiy ?iciiae?eythoueny oaeei /eiii:

879 oa?iiiia (67,9%) cianii ia iathoue naiaioe/ieo aea?eaaoia,

365 oa?iiiia (28,2%) iathoue aiae 1 aei 50 aea?eaaoia,

13 oa?iiiia (1,05%) iathoue aiae 51 aei 100 aea?eaaoia,

eeoa o 9 oa?iiiia (0,7%) ? ii 300 i aieueoa aea?eaaoia, c ieo 2 iathoue
aieueoa 1000 aea?eaaoia (currency — 1025, money — 1013).

Iaea?eueoo naiaioe/io i?iaeoeoeai?noue iathoue oae? oa?i?ie: currency
–1025, money- 1013, product- 940; iaeiaioo: marketing tactics- 0,
current discount –0, current expenditures –0 oiui.

Iaeaea ani oa?iiie c aaeeeeie cia/aiiyie naiaioe/ii? i?iaeoeoeaiinoi
(eieueea aeanyoeia i aieueoa aea?eaao?a) ? caaaeueiiaaeeaaieie neiaaie:
bank, bill, cash, money, price oiui, a oa?iiie c iaeeie cia/aiiyie
niiaaiaeiinyoueny c aocueeiniaoeiaeueieie iiiyooyie i ?, i/aaeaeii, iaio
/anoioieie: consolidation, open-end investment company, curve of sale
oiui. I?e oeueiio oa?iiie ic cia/aiiyie naiaioe/ii? i?iaeoeoeaiinoi 50 i
aieueoa noaiiaeyoue onueiai 3.8 % aiae caaaeueii? eieueeinoi

?iciiae?e oa?i?i?a ca cia/aiiyie naiaioe/ii? i?iaeoeoeaiino? iaeaea
iiai?noth a?aeiia?aea? oae caaiiio caeiio Oeeioa i?i ?iciiaeie neia ca
/anoioith ?oiueiai aaeeaaiiy o oaenoao . *anoioa neiaa o iiaeaiii
cae/aeii aaaaea?oueny ii?eeii eiai eiioiieaoeaii? aa?oinoi. Iaaaaeaii
i?eeeaaee naiae/aoue, ui naiaioe/ia i?iaeoeoeaiinoue oa?iiia oaae
iaaiith ii?ith aiaeaeaa? eiai eiioiieaoeaio aa?o?noue, oi/a oey
oa?aeoa?enoeea (naiaioe/ia i?iaeoeoeaiinoue) ? ia iiaeaii?aith, a
iiaiith. Ioaea, ye o iiai (eaeneeiii), oae i o iiaeaiii aeithoue
aiaeiai/ii caeiie.

?iciiaeie oa?iiiia ca cia/aiiyie naiaioe/ii? i?iaeoeoeaiinoi ? aeyaii
caeiio ia?aaaae. Aii iieyaa? o oiio, ui iiaa aiaeaea? ia?aaaao iaaaeeeie
eieueeinoi iaeeieoeue, yei ooai?ththoue ?? yae?i, oiaoi oie iiiiioi, ui
iana iaeneioi ooieoeiiiaeueiiai iaaaioaaeaiiy. I?ioa, yeui caeaaieueoiai
ooieoeiiiaeueia iaaaioaaeaiiy ioeiith?oueny /a?ac iiaeaii?ai
oa?aeoa?enoeee eaene/ii? iaeeieoei, cie?aia, /a?ac /anoioo o oaenoi, oi
ooo aiii ioeiith?oueny (i aeii?th?oueny) /a?ac iieiaeaiiy eaenaie o
eaeneei-naiaioe/iie nenoaii iiae.Naiaioe/ia i?iaeoeoeai?noue eaene/ii?
iaeeieoe? ? ioe?ieith eiai?oeaii? aa?oino? a?aeiia?aeiiai iiiyooy, yea
oaae aieeaa? ia ?? eiioi?eaoeaio aa?o?noue. sse iiaeaii?aee, oae ?
iiaiee aniaeoe ooieoe?eiiai iaaaioaaeaiiy ei?aeththoue i?ae niaith.

Ianoaaeaiiy oa?i?iieia?? ia?eaoeiao i?aeoaa?aeaeo?, ui ?nio?
ei?aeyoe?eiee ca’ycie i?ae naiaioe/iith i?iaeoeoeai?noth oa?i?ia oa
e?euee?noth eiai no?oeoo?ieo eiiiiiaio?a ? a?ao?/iith aeiaaeeiith. ?c
caieueoaiiyi naiaioe/ii? i?iaeoeoeaiinoi oa?iiia, oiaoi eieueeinoi
naiaioe/ieo aea?eaaoia, ciaioo?oueny ye eieueeinoue onio eiai
no?oeoo?ieo eiiiiiaioia (neia, iniia, ii?oai), oae i eiai a?ao?/ia
aeiaaeeia. O oeueiio ie aaa/a?ii aeya caeiio aeiiiii? iiaeaii?aeo
coneeue — ui aieueoa eiioii-eaoeaia aa?oinoue eaene/ii? iaeeieoei, ui
/anoioa aeiaiaeeoueny aaeeaaoe oeth iaeeieoeth, oi i?inoioith,
ei?iooith, c?o/iioith aeey ei?enooaaiiy aiia ?.

Oa?i?ie c aaeeeei cia/aiiyi naiaioe/ii? i?iaeoeoeaiino? iicia/athoue
caeaa?eueoiai iiiyooy, iae?noioi?o? c iiaeyaeo a?aeiia?aeii? noa?e
ae?yeueiino?: bank, bill, cash, cost, goods oiui. Oe? iiiyooy, c iaeiiai
aieo, /anoi aeei?enoiaothoueny aeey ooai?aiiy iiaeo, iio?aeieo a?ae ieo
iiiyoue. C ?ioiai aieo aiie /ano?oa aaeeaathoueny a iiaeaii?. A
iane?aeie i?e?iaeiiai (a /anoeiai oaeiae oe?eani?yiiaaiiai ooo/iiai)
aeiai?o aeey ?iaioaaiiy oaeeo iiiyoue a?aeae?athoueny ei?ioo?, c?o/i?o?
o ei?enooaaii? oa?i?ie.

Iaoiiinoue iaioa naiaioe/ia i?iaeoeoeaiinoue i?eoaiaiia oa?iiiai, ui
iicia/athoue aieueo niaoeiaeiciaaii iiiyooy c aoae/ith noa?ith aaeeoeo:
fixed-price cintract with redetermination, marketing environment,
marketing plan analyses oiui. O oeueiio aeiaaeeo aeia?? oa?i?i?a,
ni?yiiaaiee ia iiooe aeiiii?/i?oeo oi?i, aeyaeany iaioith i??ith.

I/aaeaeii, ui oea ? ianeiaeeii aei? caeiio i?inoioe — eaene/ii
iaeeieoei, yei iaeaaeaoue aei yae?a iiae, oyaeithoue aei no?oeoo?ii?
i?inoioe . Aeey iicia/aiiy iiiyoue, yei o iaaiie iiiyoo?aie nenoaii
iaeaaeaoue aei iaeaieueo aaaeeeaeo (oaeeo, ui ieie /anoi iia?othoue ye a
iienao i?aaeiaoieo neooaoeie, oae i i?e ooai?aiii iiaeo iiiyoue),
oai?oei oa?iiiieiai? oeieani?yiiaaii /e iioo?oeaii iae?athoue i?inoioi e
ei?iooi iiiaie. Ioaea, iiaeia aaaaeaoe, ui naiaioe/ia i?iaeoeoeaiinoue
oa?iiia ? iaeiei ic /eiieeia, yei aieeaathoue ia eiai neeaae i
no?oeoo?o.

Caeii i?inoioe iiaeia ?icaeyaeaoe ye ie?aiee aeiaaeie caeiio aeiiiii?
iiaieo caniaia. O naith /a?ao, caeii aeiiiii? iiaieo caniaia (ye i caeii
aeiiiii? iiaeaii?aeo coneeue) oa?aeoa?eco? iiao ye nenoaio ic
naiii?aaiicaoei?th oa ic naiiaaeineiiaeaiiyi: ui aieueoa eiioiieaoeaia
aa?oinoue eaene/ii? iaeeieoei, ui /anoioa aeiaiaeeoueny aaeeaaoe oeth
iaeeieoeth, oi i?inoioi?, ei?iooi?, c?o/iioi? aeey ei?enooaaiiy oi?ie
aiia iaaoaa?.

I’yoee ?icae?e “Naiaioe/ia neeaaei?noue oa?i?i?a ia?eaoeiao”
i?enay/aii aeyaeaiith caeaaeiino? i?ae naiaioe/iith neeaaei?noth oa
?ioeie e?iaa?noe/ieie oa?aeoa?enoeeaie oa?i?i?a ia?eaoeiao.

Naiaioe/ia neeaaeiinoue eaenaie aecia/a?oueny caaaeueiith eieueeinoth ??
naiaioe/ieo eiiiiiaioia o iaaeao oa?iiiieiai?.

Eieueeinoue naiaioe/ieo eiiiiiaioia aeey onio 1293 oa?iiiia ia?eaoeiao
aoei ia/eneaii ca aeiiiiiaith i?ia?aiiiai eiiieaeno «Nioai»

Ianoaaeaiiy oa?i?iieia?? ia?eaoeiao na?ae/eoue, ui iaeaea ani oa?iiie c
aaeeeeie cia/aiiyie naiaioe/ii? neeaaeiinoi (ii/eiath/e i?eaeecii aiae
aeaaaeoeyoe eiiiiiaioia) niiaaiaeiinyoueny c aocueeiniaoeiaeueieie
iiiyooyie, a oa?iiie c iaeeie cia/aiiyie naiaioe/ii? neeaaeiino? ?
caaaeueiiaaeeaaieie neiaaie.

?iciiaeie oa?iiiia ca cia/aiiyie naiaioe/ii? neeaaeiinoi aiaeiiaiaea?
aeiiaai eiioiieaoeaii? ooieoei? iiae: o oa?iiiieiai? inio? aiaeiinii
iaaaeeea a?oia oa?iiiia c aaeeeeie cia/aiiyie naiaioe/ii? neeaaeiinoi
(oiaoi oa?iiiia c aenieei iioi?iaoeieiei iioaioeiaeii), i?i?ioiaaieo ia
ooieoeiiioaaiiy o aocueeiniaoeiaeueieo noa?ao: price marketing, product
strategy, provisional discount oiui. Aieueoinoue oa?iiiia — i?inoioi ca
naiaioeeith i iathoue oe?oo noa?o ooieoeiiioaaiiy.

Ca?eueoaiiy naiaioe/ii? neeaaeiino? oa?i?ia oyaia ca niaith ca?eueoaiiy
e?eueeino? eiai no?oeoo?ieo eiiiiiaio?a ? a?ao?/ii? aeiaaeeie. Oea
iiaeia iiynieoe oei ,ui ca?eueoaiiy e?eueeino? naiaioe/ieo iaeeieoeue o
neeaae? eaene/iiai cia/aiiy (ca?eueoaiiy e?eueeino? naiaioe/ieo
neeaaeiaeo) i?ecaiaeeoue aei ca?eueoaiiy e?eueeino? no?oeoo?ieo
eiiiiiaio?a eaene/ii? iaeeieoe? aeey ae?aaeaiiy oeeo naiaioe/ieo
iaeeieoeue.Aeiyoeii ? iaeiine?ai? oa?iiie, uiaei yeeo caeaaeiinoue iiae
naiaioe/iith neeaaeiinoth oa a?aoi/iith aeiaaeeiith ia aeineiaeaeoaaiiio
iaoa?iaei iiaeoaa?aeeoe ia aaeaeiny, oi/a iaoye ia oaeo caeaaeiinoue
inio?.

ssae?i oa?iiiieiai? ia?eaoeiao oi?io? iaaaeeea eieueeinoue ei?ioeeo oa
no?oeoo?ii i?inoioeo oa?iiiia, yei iathoue iaeo naiaioe/io neeaaeiinoue
i aaeeeo naiaioe/io i?iaeoeoeaiinoue. Ia?eoa?ith oa?iiiieiai?
ooai?ththoue aeiaoi oa no?oeoo?ii neeaaeiioi oa?iiie c iaioith
naiaioe/iith i?iaeoeoeaiinoth oa aieueoith naiaioe/iith neeaaeiinoth.

O caaaeueieo aeniiaeao i?iaiaeyoueny i?aenoiee i?iaaaeaiiai
aeena?oaoe?eiiai aeine?aeaeaiiy oa ie?aneththoueny ia?niaeoeae
iiaeaeueoeo aeine?aeaeaiue c ia?aii? i?iaeaiaoeee.

O aeiaeaoeao iiaeathoueny oaaeeoe? c ?acoeueoaoaie aeine?aeaeaiue oa
?ethno?aoeaiee iaoa??ae.

Ai?iaaoe?y ?iaioe iniiai? iieiaeaiiy e ?acoeueoaoe aeine?aeaeaiiy
iaaiai?ai? ia can?aeaiiyo eaoaae?e aiae?enueei? o?eieia?? Euea?anueeiai
aea?aeaaiiai oi?aa?neoaoo ?iai? ?aaia O?aiea (1998), oa eaoaae?e
?iicaiieo iia Ae?iaiaeoeueeiai aea?aeaaiiai iaaeaaia?/iiai oi?aa?neoaoo
?iai? ?aaia O?aiea (1999), 3-i? i?aeia?iaeii? eiioa?aioe?? “I?iaeaie
oe?a?inueei? iaoeiai-oaoi?/ii? oa?i?iieia??” (Euea?a 1994). ?acoeueoaoe
aeine?aeaeaiue a?aeia?aaeai? a 3 ioae?eaoe?yo aaoi?a aeeiiaieo
naiino?eii: “No?oeoo?i? iiaeae? aiae?enueeeo oa?i?i?a ia?eaoeiao” (Ee?a
1997), “Nenoaiiiaoiiaeai? naiaioe/i? oa?aeoa?enoeee oa?i?i?a ia?eaoeiao:
ca’ycie c ii?oieiai-neioaene/ieie oa oa?i?iioa??ieie iiaeaeyie” (Ee?a
1997), “ Naiaioe/i? aniaeoe aiae?enueei? oa?i?iieia?? ia?eaoeiao”
(*a?eane 1998) oa iaei?e ioae?eaoe??: “Naiaioe/ia no?oeoo?a
oa?i?iieia??: yae?i oa ia?eoa??y” (Ee?a 1997), aeeiiaii? o ni?aaaoi?noa?
c A.O. Nei?ioiaeueeii.

A?ae?ia?ao?y i?noeoue 155 iaeiaioaaiiy a?o/eciyieo oa ca?oa?aeieo
aeaea?ae.

Iniiai? iieiaeaiiy aeena?oaoe?? aena?oeai? o oaeeo ioae?eaoe?yo aaoi?a:

1. Nenoaiiiaoiiaeai? naiaioe/i? oa?aeoa?enoeee oa?i?i?a ia?eaoeiao:
ca’ycie c ii?oieiai-neioaene/ieie oa oa?i?iioa??ieie iiaeaeyie //
A?niee Ee?anueeiai aea?ae. E?iaa?noe/iiai o -oo. Aeine?aeaeaiiy iieiaeeo
a/aieo. – E.: Na??y “O?eieia?y”. Aei. 5. I?iaeaie naiaioeee neiaa,
?a/aiiy oa oaenoo. — 1997. – N.60-70.

2. No?oeoo?i? iiaeae? aiae?enueeeo oa?i?i?a ia?eaoeiao // A?niee
Ee?anueeiai aea?ae. E?iaa?noe/iiai o -oo. Aeine?aeaeaiiy iieiaeeo
a/aieo. –E.: Na??y “O?eieia?y” Aei. 3. Aca?iiae?y iaeeieoeue ??cieo
??ai?a aa?iainueeeo oa ?iiainueeeo iia. — 1997. – N. 152-161.

3. Aooe?ye I.?., Nei?ioiaeueei A.O. Naiaioe/ia no?oeoo?a oa?i?iieia??:
yae?i oa ia?eoa??y.// Iiaa o nioe?aeueiiio ? eoeueoo?iiio eiioaeno? :
Ca. iaoe. i?aoeue . – E.: Ee?anueeee o-o ?iai? Oa?ana Oaa/aiea. — 1997.
– N. 37-42.

4. Naiaioe/i? aniaeoe aiae?enueei? oa?i?iieia?? ia?eaoeiao //
Aoiai?oa?iee A?niee *a?eanueeiai ?iaeei.-oaoiieia?/. ?inoeoooo. Na??y
“?iicaiia O?eieia?y”. I?iaeaie no/anii? e?iaa?noeee: Ca. iaoe. i?aoeue
– *a?eane: *a?eanueeee ?iaeeia?ii- oaoiieia?/iee ?inoeooo. — 1998. —
N.57-64.

5. Oace “Oa?i?iieia?y ia?eaoeiao e??cue i?ecio n?oeiai? iiaeae?”// Oace
3-? I?aeia?. iaoeiai?. eiio. “I?iaeaie oe?a?inueei? iaoeiai-oaoi?/ii?
oai?iieia??”. – Euea?a: Oi?aa?neoao “Euea?anueea Iie?oaoi?ea”. –1994. –
N. 73-74.

Aooe?ye I.?. Aiae?enueea oa?i?iieia?y ia?eaoeiao: naiaioe/ia no?oeoo?a
oa nenoaiiiaoiiaeai? naiaioe/i? oa?aeoa?enoeee.

Aeena?oaoe?y ia caeiaoooy a/aiiai nooiaiy eaiaeeaeaoa o?eieia?/ieo iaoe
ii niaoe?aeueiino? 10.02.04 – aa?iainuee? iiae.

Ae?iaiaeoeueeee aea?aeaaiee iaaeaaia?/iee oi?aa?neoao ?iai? ?aaia.
O?aiea, Ae?iaiae/, 1999.

A ?iaio? aiae?co?oueny no/ania aiae?enueea oa?i?iieia?y ia?eaoeiao ?
no?aoeo?eaoe?eia oa naiaioeei-oaiaoe/ia no?oeoo?e oa?i?iieia??, neeaae ?
no?oeoo?a oa?i?i?a ia?eaoeiao.

Anoaiiaeaii, ui i?ae naiaioe/iith i?iaeoeoeai?noth ? naiaioe/iith
neeaaei?noth oa?i?i?a ia?eaoeiao oa e?euee?noth ne?a, iniia, ii?oai,
e?oa? ?nio? noaoenoe/ia caeaaei?noue: ?c ca?eueoaiiyi naiaioe/ii?
i?iaeoeoeaiino? oa?i?i?a ?oiy no?oeoo?ia neeaaei?noue ? aeiaaeeia
ciaioothoueny, a ?c ca?eueoaiiyi naiaioe/ii? neeaaeiino? —
ca?eueoo?oueny

Eeth/ia? neiaa: oa?i?i, oa?i?iieia?y, ia?eaoeia, n?oeiaa iiaeaethaaiiy,
naiaioe/ia i?iaeoeoeai?noue, naiaioe/ia neeaaei?noue, naiaioe/iee
eiiiiiaio, naiaioe/iee aea?eaao.

Gutiryak O.I. English Marketing Terminology: Semantic Structure and
System- Dependent Semantic Characteristics. Dissertation presented for
condidate academic degree in philology / Manuscript, speciality 10.02.04
– Germanic languages, Drohobych State Pedagogical university named after
I. Franko, Drohobych, 1999.

The dissertation deals with modern English marketing terminology,
stratificational and semantico-thematic structures of terminology,
composition and structure of Marketing terms.

There is a statistic dependence between semantic productivity and
semantic complexity of marketing terms and the quantity of words, stems,
morphemes, letters: with increase of the semantic productivity of terms
their structural complexity and length decrease, and with increase of
the semantic complexity – increase.

Key words: term, terminology, marketing, network modeling, semantic
productivity, semantic complexity, semantic component, semantic
derivative.

Aoou?ye I.E. Aiaeeeneay oa?ieiieiaey ia?eaoeiaa: naiaioe/aneay no?oeoo?a
e nenoaiiiaoneiaeaiiua naiaioe/aneea oa?aeoa?enoeee.

Aeenna?oaoeey ia nieneaiea o/aiie noaiaie eaiaeeaeaoa oeeieiae/aneeo
iaoe ii niaoeeaeueiinoe 10.02.04 – aa?iaineea ycuee.

Ae?iaiau/neee ainoaea?noaaiiue iaaeaaiae/aneee oieaa?neoao eiaie Eaaia
O?aiei.

A ?aaioa aiaeece?oaony nia?aiaiiay aiaeeeneay oa?ieiieiaey ia?eaoeiaa,
no?aoeoeeaoeeiiiay e naiaioeei-oaiaoe/aneay no?oeoo?u oa?ieiieiaee,
ninoaa e no?oeoo?a oa?ieiia ia?eaoeiaa.

A i?ioeanna noaiiaeaiey e ?acaeoey oa?ieiieiaee ia?eaoeiaa, a
?acoeueoaoa niciaoaeueiiai eee ianiciaoaeueiiai ioai?a, a ?acoeueoaoa
eiieo?aioeee iaaeaeo oa?ieiaie, i?aeiouanoai eiatho ia iaeaieaa ei?ioeea
eee aeeeiiua oa?ieiu, a oaeea, /uey aeeeia ninoaaeyao 20-50% io
iaeneiaeueiie. Oa?ieiu iaiueoae aeeeiu ooieoeeiie?otho aeey iaeiaiiaaiey
iaeaieaa aaaeiuo e /anoi oiio?aaeyaiuo iiiyoee (/oi niioaaonoaoao
o?aaiaaieyi yeiiiiee oneeee) e aieueoae – oa?ieiai aeey au?aaeaiey
iniaaiii neiaeiuo, ii ?aaeei oiio?aaeyaiuo iiiyoee (/oi niioaaonoaoao
o?aaiaaieyi oi/iinoe).

Ii eiee/anoao neiiieie/aneeo e iieenaiaioe/aneeo oa?ieiia, oa?ieiieiaey
ia?eaoeiaa i?eaeeaeaaony e oa?ieiieiaeyi iienaoaeueiiai oa?aeoa?a, oaeeo
eae iaaeeoeeia, no?ieoaeuenoai, oanii naycaiiuo n iianaaeiaaiuie noa?aie
aeecie.

Ii?aaeaeaii, /oi oa?ieiieiaey ia?eaoeiaa ninoieo ec aeaoo a?oii: yae?a
e iniiaiie /anoe. A yae?i oa?ieiieiaee, auaeaeaiiiai a niioaaonoaee ni
cia/aieai nenoaiiie cia/eiinoe, aioei 64 oa?ieia (i?eaeeceoaeueii 5%).
ssae?i oa?ieiieiaee ninoieo ec ieieioia iaeaieaa aaaeiuo oa?ieiia
ia?eaoeiaa. Iniiaiua oa?ieiu ioiinyony e iniiaiie /anoe.

Naiaioeei-oaiaoe/aneay no?oeoo?a oa?ieiieiaee ia?eaoeiaa ninoieo ec 13
aeaaiuo eiiiiiaioia – oaiaoe/aneeo ?acaeaeia, iaaeaeo ieie nouanoaotho
ea?a?oe/aneea ioiioaiey aeeth/aiey e noiiae/eiaiey.

A ?aaioa aiaeece?oaony caaeneiinoue iaaeaeo nenoaii-iaoneiaeaiiuie
naiaioe/aneeie oa?aeoa?enoeeaie oa?ieiia (na-iaioe/aneie
i?iaeoeoeaiinoueth e naiaioe/aneie neiaeiinoueth) e eo ii?oieiae/aneeie,
neioaene/aneeie, neiaiia?aciaaoaeueiuie oa?aeoa-?enoeeaie. I?inoua neiaa
eiatho iaeaieueooth naiaioe/aneoth i?iaeoeoeaiinoue, iaeiaiueooth –
neiaini/aoaiey e neiaeiua neiaa. Oa?ieiu n aieueoei cia/aieai
naiaioe/aneie i?iaeoeoeaiinoe iaicia/atho iiiyoey, iaeaieaa aaaeiua aeey
niioaaonoaothuae noa?u aeayoaeueiinoe. Yoe iiiyoey, n iaeiie noi?iiu,
/anoi eniieuecothony aeey oi?ie?iaaiey iiauo, i?iecaiaeiuo io ieo
iiiyoee. N ae?oaie, iie /aua oiio?aaeythony a iauaiee. Iaiueoay
naiaioe/aneay i?iaeoeoeaiinoue i?enoua oa?ieiai n oceie noa?ie
eniieueciaaiey.

N oaaee/aieai naiaioe/aneie i?iaeoeoeaiinoe oa?ieia, oi anoue
eiee/anoaa naiaioe/aneeo aea?eaaoia, oiaiueoaaony eae eiee/anoai anao
aai no?oeoo?iuo eiiiiiaioia (neia, iniia, ii?oai), oae e aai a?aoe/aneay
aeeeia.

A n oaaee/aieai naiaioe/aneie neiaeiinoe oa?ieia, oi anoue eiee/anoaa
naiaioe/aneeo eiiiiiaioia, oaaee/eaaaony eae eiee/anoai anao aai
no?oeoo?iuo eiiiiiaioia (neia, iniia, ii?oai), oae e aai a?aoe/aneay
aeeeia. Oaaee/aiea eiee/anoaa naiaioe/aneeo aaeeieoe a ninoaaa
eaene/aneiai cia/aiey aea/ao ca niaie oaaee/aiea eiee/anoaa no?oeoo?iuo
eiiiiiaioia eaene/aneie aaeeieoeu aeey au?aaeaiey yoeo naiaioe/aneeo
aaeeieoe.

A oa?ieiieiaee nouanoaoao ioiineoaeueii iaaieueoia eiee/anoai oa?ieiia
n aieueoei cia/aieai naiaioe/aneie neiaeiinoe, i?eaioe?iaaiiuo ia
ooieoeeiie?iaaiea a oceiniaoeeaeueiuo noa?ao. Aieueoeinoai oa?ieiia –
i?iua ii naiaioeea e eo noa?a ooieoeeiie?iaaiey oe?a.

ssae?i oa?ieiieiaee ia?eaoeiaa ninoaaeyao iaaieueoia eiee/anoai
ei?ioeeo e no?oeoo?ii i?inouo oa?ieiia, o eioi?uo iaaieueoay
naiaioe/aneay neiaeiinoue e aieueoay naiaioe/aneay i?iaeoeoeaiinoue.
Ia?eoa?eth oa?ieiieiaee ninoaaeytho aeeeiiua e no?oeoo?ii neiaeiua
oa?ieiu, n iaiueoae naiaioe/aneie i?iaeoeoeaiinoueth e aieueoae
naiaioe/aneie neiaeiinoueth.

Eeth/aaua neiaa: oa?iei, oa?ieiieiaey, ia?eaoeia, naoaaia
iiaeaee?iaaiea, naiaioe/aneay i?iaeoeoeaiinoue, naiaioe/aneay
neiaeiinoue, naiaioe/aneee eiiiiiaio, naiaioe/aneee aea?eaao.

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