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Основы маркетинга

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Eaeoeey 8.

Iaaeaeoia?iaeiue ia?eaoeia.

Iniiaai ia :

ia?eaoeiaiaie oai?ee

oai?ee aiaoiayeiiiie/aneie aeayoaeueiinoe

iaaeaeoia?iaeiii i?aaa

iaaeaeoia?iaeiuo oeiainao e o.ae.

Iaaeaeoia?iaeiue ia?eaoeia – yoi ia?eaoeia i?aaei?eyoee ca i?aaeaeaie
iaoeeiiaeueiuo ?uieia.

Oi?iu inouanoaeaiey aeciana ia iaaeaeoia?iaeiii ?uiea:

1) niaianoiua i?aaei?eyoey ( NI);

OIE e OIA ( oeiainu, i?aaenoaaeoaeuenoaa, aei/a?iea eiiiaiee). Iai?eia?,
“Oeeeii Ii?en”, “Aeaeiinii”.

Iaoiaeu auoiaea ia iaaeaeoia?iaeiue ?uiie

Yenii?o

Niaianoiay i?aaei?eieiaoaeueneay aeayoaeueiinoue

I?yiia eiaanoe?iaaiea

aeoeaiue

ia?aaoey?iue

Eeoeaice?iaaiea

Iiae?yaeiia i?iecaiaenoai

Oi?aaeaiea ii eiio?aeoo

NI

“Coca-Cola” eeoeaicei? n eeoeaicea?ii. I?aai eniieueciaaiey oiaa?iiai
ciaea

Caeeth/aiea n ianoiui i?iecaiaeeoaeai iiae?yaea ia i?iecaiaenoai
“aeaeoay nai?ea eiiiuethoa?ia”

Ia?aaea/a “know-how” a oi?aaeaiea, a ae?oaay noi?iia -eaieoae

Eaieoae + oi?aaeaiea niaianoiia

I n i a a i i i n o e i e ? i a i a i i ? i oe a n n a.

A ie?a eaeao aeoeaiay eiiiaiey noaiaea?oecaoeee i?iaeoeoeee –
auaea?aeeaaiea aaeeiuo noaiaea?oia ai anao oaieeao caiiiai oa?a.

Aaaeiia ianoi caieiaao na?oeoeeaoeey.

Iaienaiia i?aaeei ie?iaie oi?aiaee: – oiaa?u, ia eiathuea na?oeoeeaoa
ea/anoaa, i?iaeathony ii oeaia a aeaa ?aca aeaoaaea, /ai iau/iua
(“Acianoaeue” – ia?aui iniciae: – iaaeaeoia?iaeiue na?oeoeeao;
“A?eeeeaioiaay caacaea ea/anoaa”).

Naaiaeiy nouanoaoao i?eaeeceoaeueii 25 iei. iaeiaiiaaiee oiaa?ia.

?uiie ia?aianuuai oiaa?aie a 1,5 ?aca.

I?eaeeceoaeueii 80% ecaeaeee ia ii?aaaeuaatho ?uii/iuo iaeeaeaiee e
ooiaeyo n ?uiea.

Oeaeue auoiaea ia ie?iaie ?uiie: –

oaaee/eoue yooaeoeaiinoue i?iecaiaenoaa e nauoa ca n/ao aieaa
yooaeoeaiie ie?iaie nenoaiu ?ani?aaeaeaiey niaoeeaeecaoeee e iienea
iiauo ?uieia nauoa.

Iniaaiiinoe nia?aiaiiiai ie?iaiai ?uiea.

Eioa?iaoeeiiaeecaoeey oicyenoaaiiie aeayoaeueiinoe. Ie?iaie ?uiie –
onoie/eaay nenoaia oiaa?ii-aeaiaaeiuo ioiioaiee iaaeaeo noauaeoaie
oicyenoaaiiuo ioiioaiee, naycaiiuo iaaeaeo niaie o/anoeai a
iaaeaeoia?iaeiii ?acaeaeaiee o?oaea.

Yenii?o anaaaea ia?ae/ai.

Yeiiiie/aneee iaiai anaaaea auaiaeai aeey no?aiu i?e oneiaee
oi?ie?iaaiey iioeiaeueiie no?oeoo?u yenii?oa.

O/anoea a iaaeaeoia?iaeiii ?acaeaeaiee o?oaea iicaieyao aeinoe/ue oeaeae
n iaiueoei eniieueciaaieai iauanoaaiiiai o?oaea.

Iniaaiiinoue nia?aiaiiie niaoeeaeecaoeee: oaeoaeaiea aa i?eaaei e
iioceiaie niaoeeaeecaoeee.

Iniaaiiinoe nia?aiaiiie ie?iaie oi?aiaee.

Nie?auaiea cia/eiinoe oi?aiaee nu?ueai. Iaaeaiea oeai ia nu?uea.
Iaaethaeaaony eioaineoeeaoeey iaiaia aioiauie iaoeiaieeie ecaeaeeyie.

“Oeaiiaua iiaeieoeu” ia nu?uea e aioiaoth i?iaeoeoeeth.

Aeoeaecaoeey oi?aiaee oneoaaie (25% ie?iaiai iai?ioa – oaoie/aneia
niaeaenoaea ( eiinaeoeia e o.ae. ) + eeceia ).

?anoao iaiai eioi?iaoeeae, iao/ii-oaoie/aneeie aeinoeaeaieyie e o.ae.
?ino i?iaeaaee eeoeaicee e iaoaioia.

?ani?ino?aiaiea aacaaethoiiai iaiaia:

a) eiiiainaoeeiiiua niaeaoaiey ( /anoue ca ?oaaaeii );

a) eee?eia ( acaeiiia iiaaoaiea ieaoaaeae );

a) ia?aeeaeueiue aa?oa? – aeaa eiio?aeoa ia iaeeiaeiaoth noiio;

Iniaaiiinoe aeeyiey nia?aiaiiuo aaethoii-oeiainiauo ioiioaiee:

a) cieioie noaiaea?o ( XIX – XX);

a) cieioi-aeieea?iaue noaiaea?o : A?aooii – Ao?aneay eiioa?aioeey.
1945a. World Bank.

a) aeaiieeoi?ecaoeey cieioa ( 1973-1975aa), 1976a. Eeianoii (ssiaeea),
(O?aioeey i?aoaicee NOA).

Iniiaa: – iieoiaoaeueiay niiniaiinoue.

Oe?ieia ?ani?ino?aiaiea iieo/eee eee?eiaiaua aaethou ( a ieo aaaeoony
n/aoa a aaieao ).

Nouanoaotho iaaeaeoia?iaeiua eee?eiaiaua aeaiaaeiua aaeeieoeu:

YETH (EQU) ( n?aaeiaacaaoaiiay 12 no?ai AN );

cdr – niaoeeaeueiua i?aaa caeinoaiaaiey ( n?aaeia acaaoaiu ooio,
aeieea?, o?aie,)

?acaaeaine?iaaiiinoue ?uiea ni?ina e i?aaeeiaeaiey.

?acaeoinoue e?aaeeoiuo ioiioaiee.

Iiaeaa?aeaiiinoue ?aaoee?iaaieth:

i?yiia ( iieeoeei-aaeieieno?aoeaiua iaoiaeu);

einaaiiia ( yeiiiie/aneea iaoiaeu ).

AAOO/AOI ( anaie?iay oi?aiaay i?aaiecaoeey ) – iaaeaeoia?iaeiia
niaeaoaiea ii oa?eoai e oi?aiaea.

Nae/an: ? ?aaoee?iaaiea ? iaaeaeoia?iaeiiio

Neeueiay eiieo?aioeey ia anao o?iaiyo.

“Iaaeaeoia?iaeiua eiiia?/aneea oa?ieiu”.

Ca aiaeu eioaineaiie aeiaiai?iie i?aeoeee ii iiaiaeo iaaeaeoia?iaeiiai
eiiia?aoeaiiai acaeiiaeaenoaey noi?ie?iaaeenue ioeoeeaeueiua e
iaioeoeeaeueiua i?aaeea. Aeey i?aiaeieaiey ?acii/oaiee e nenoaiaoecaoeee
Iaaeaeoia?iaeiie oi?aiaie iaeaoie a Ia?eaea ecaeaiu i?aaeea oieeiaaiey
iaeaieaa ?ani?ino?aiaiiuo iiiyoee iiae iacaaieai “Iaaeaeoia?iaeiua
eiiia?/aneea oa?ieiu” ( nie?auaiii “Eieioa?in” ). Aia?aua a 1936a,
aeaeaa 1953a, 1967a, 1976a, 1980 e 1990. Nae/an a neea Eieioa?in 1990a.

Eieioa?in aeeth/aao ia?a/aiue e iienaiea i?aaiecaoeeiiiuo i?aaee –
aa?eaioia inouanoaeaiey aeiaiai?iuo iinoaaie.

Aaceniua oneiaey ?aca?aie/eaatho ioaaonoaaiiinoue iinoaaueea e
iieoiaoaey:

“O?aiei – caaiae” – AO Works (EXW).

“O?aiei – ia?aaic/ee” – Free carrier.

OAN – Free along side ship ( FAS ).

“O?aiei – aaaii” – Free on Rail/ Train (FOR/FOT) ia?aaea/a i?e iia?ocea
a aaaii eee ia oneiaiie noaioeee.

OIA ( FOB ) – Free on Board.

OIA – ay?iii?o (FOA).

EAO iacaaiea ii?oa iacia/aiey Cost & Freight ( CFR ).

CIF ( Cost, Insurance and Freight ) – EAO + no?aoiaea ca iia?aaeaeaiea
ai a?aiy o?ainii?oe?iaee.

“O?aoo/ i?iaiciay ieaoa iiea/aia aei …” – Freight/ carriage Paid to
(PCP) ~ EAO, ii ethaui aeaeii ia?aaicee.

CIP ~ PCP + no?aoiaea; ii nooe NEO, ii aeey ethaiai aeaea o?ainii?oa

“N noaeia” – EX Ship ( EXS) ia?aaea/a ia ai?oo noaeia.

“N i?enoaie n iieaoie iioeeiu/ iioeeiu ca n/ao iieo/aoaey ( aeieaeii
auoue oeacaii a aeiaiai?a )” EX Q Duty Paid (EXQ)

Iinoaaea aei a?aieoeu ( iacaaiea iia?aie/iiai ioieoa) Delivered at
Frontier ( DAF)

Iinoaaea ( iacaaiea eiia/iiai ioieoa a no?aia iacia/aiey ) n iieaoie
iioeeiu Delivered Duty Paid (DDP) – “O?aiei – iauaeo”

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