eprkanine KOHKypeHTocnocobHo- Bacninn Mia pecKHn, ctu, PaGora cygoxopHori KomnaHni LOcyWecTEARETCR B YCNOBHAK KOK) Ullaihiesils) Coe FAs sols] PeHUMH Ha HHaKOpeHTabenDKOM painke, Cynoxoanoi oprannzayner GIVING AOTA OT GIG Payy[s)]) twencctaennorencronsnieyenyrn, norpe6nseMbie 8 MoMeHT npOHSBOA- HOH AL2U1aT) (G1) del yuna ce Boru2e cro rosecnorae a ‘a cyYAOKOANOM Konan c Kien BPO IOI OE ‘TOM cnoakilt xepaktep B2aHMO- aelicrana c Ham xapakrepen ann Goneumvicrea cepavchsix oprannaa- i ( ocoBennocta rpantcropratix, Cocyulecrenmouyx cpyaoenie W nac- caxnpckne nepesosxn). na Gont- uwmncrsa oprannaauti mer 8niCo- Wnaroscnit Bacunnit Branumnposny, kyo sHasnmocrs nosTopHie noKyn- ‘Aennpanr Canit-Nlerep6yprexoro Kt H cbopmMpoBaHne AMHTENDHBIX Tocyaapersennoro Yansepenrera Bogwiix oTHOWeHHH ¢ KnmeHTaMM, BaxHo KonnydnKauit 20 H ANA cyAOXORHO KoMnaKHN, e-mail: Tivw@mailry KenveHTa1 KOTOpOR MoryT nero ne eit KKoHKypenTam, Benyuae ec COanancnpoeanian crema genrendHocTa, OnHol W3 eaxnel- 4x noTpeGHocTH He GyzyT ynOBnNeT- noxasarenet (CCM)' — wapoxo wx rpynn CCI senserca rpynna sopenbl nprmenseman Ha 3anane KOHUeN- MapKeTHHrODBIX («KNMEHTCKHX®) —_CyAOXOAHAA KOMNAHKA HMeeT wa, KOTOPaA NOSBONAeT OeHHT noKasATeNe!i, NocKOMEKY MapKETHHT _GOMNOE NACNO TOUeK COnPYKOCHO- paGoTy OpranHsalnn & YCROBMAX OAH H3 NePBLIK CTAHOBMTCA MePT- SENHA C APYTHMH OPraHHsayWAMA >2XECTKOM KOHKYPEHUMH Ha OCHORE BO! eHMTYHTHBHOTOD ynpaBNeHHR. —(cyYAOCTPOHTeNSHO-cyROPEMOHTHBI- NeTbIpex cGanancnposaneix MpaKTHueckoe npHMeHenHenoKasa- MH 3aB0aMM, nopTaMH). 3TO Ke, SSAMMOOTHO- TeNeH KMHEHTCKOH COCTABNAIOUIe — OMESHAHO, XapaKTEPHOH AA MHOTH. rpynn napaMerpos: WeHHA ¢ KnHeHTaMM, BHYTPEHHHE —NOMOXET MaKcHMa/sHO HaYenMT> —ADYTAx cepeHcHBIx opraHnsaLH GusHec-npoyecce!, cbaHancel, pabory oprannsauyi Ha ynosneTso- —_agava KWeHTCKOM cocTaRNAO- ob yuenne H passHTHe nepcoHana, peHine noTpeGHocTel cBoHx KnHeH- weil CCM cynoKoRHOH KoMnaHH — ObweHs8ectHo, uTo CCN —srome- Tos, B crarbe 6yneT npencTasneH veTKo ebinendTh HaHGonee BANHbIE XaHH3M NpespauleHHA cTpaTerHh NpHMEp PaspaBOTKH KNHEHTCKO MapkeTHHToRBIe NoKaSaTeNK, ONE Komnannn 8 nocnegosatensHocts cocraanmiouje CCTI Ana cyAoxoRn- AennioulMe creneH» yaosneTBopen- RelicTani, wanpasnenibixHanoct- Holt KoMnaHHH, HOCTH H NORMBHOCTH KAMEHTOB, ene NocTaBMeHHOX Yeneh, BTOM —_BoiGop BKaNecTBenpHMeDa cyno- AON PbiHKa cyROXoAHOH KoMna- uncne Muenelino yaosneTsopeHito xoAHOK KOMMaHKH He Goin cryuali- HAI, COXpaHEHHe H pacwHpeHHe notpe6uoctey KnmeHTor HIM H OBDACHRETCA TeM, kro MpHH- —KnHEHTCKOM 6a, Yenewsoe npwmeHenwe CCT eo uns! paGoTsl cyaoxonHoro npea- —_KnveHTamm cyRoxonHoH KoMna- MHOTHX OpraHHsauWAX PasBHTbIX —NPHATHAMAEMTHUHDI MPHHUMTAM pa- HAH MOTyT GbiTD Kak MaCTHbIe rpy30- cTpaH noKasbieaer, WTO oa MoxeT — GOTBI AAPYTHX KPYMHBIX CePEMCHDIX saglenbubl, TAK H ocpeAHMeCKHE GbiTp semper H Ha POCcHiiCKHx npOMSBOACTReHHEIX OpraHHsaui, a oprarnwsaynn — 6poKepcKHe KOHTO- npeANpHATHaX, fe AO CHK.NOP Tpa- yCNoBHA SHEWHEH cpeae! He NO2e0- pol. CYAOKOAHAA KOMTAHMA MOKET AMUWOHHO HenoMbsyIOTCR TONKS AAIOT epaccnaGHToch», TpeGyA No- cheunaNHsHMPoBATECA Ha KabOTaK- cbuHaHcoBble NOKasaTenH OULHKH — CTOAHHDIK, BTOM ACNE MAPKETHH- —HOIX, BHELIHETOPTOSBIX H PeHEIK MapkeTHHroBoi H OnepaUWOHHOh roobix Mep, HanpagneHHeix Ha NOR —nepesosKax (HMM Ha Tex M APYTHX). ' Kannan Po6epr, eienn Hopron. CGononenposannan crcroma noKasatenoh ~ or erparerdn x nevicrsmo. ~ M., 2004. Ema: lnfo@belmarketingsra, www-belmarketing.aha.raMpaxrwvecxait mapnoranr NF 9 (115). 2006 Tlosromy yenecoo6pasto HaMepaT> noxasaTenn KAMEHTCKOR cocraBhi rowel kak ¢ paa6uexol no cermeH- Tam poiika (KaBoraxnle, BHEUHE- Toprosble, pexnole nepesoakit; KO- Topbie MoryT 6biTb Kak naccaxKH- KHIM H rpySOBBIM), TAK H NO ace komma 8 yenoM, ‘Yaroipan ocoBenocra cynoxon- Holt Konan Kak cepeHcHoh opra- HHS2UMM, H LINONHDIX YCNOBHI, & KoTopeix ona pa6oraer, a TAKE HNcbopmaunio, nonyyennyio no- cpencréoM onpocos Ton-MeHeAmKe- 08 cyAOXoAHUIX npenNpHATH, & HacTORU\eM HccnegOBaKHn paspa- Goraem HanBonee sHavnmsie Ana crasnnoweh CCM (cw. Taba. 1). Ha sornag asropa, KnMeHTCKaR CO casnmowan CCT cyaoxonHoi KoM- mann omen nosBonsT> HsMepATe: 1. Mipucyrcrane Komnannn Ha puke, Moxer nomepaTeca doned: poinka cyBoxoaHoiiKonnanuu. Kax noGolt cepenciol opranizaun, cypoxoanon KoMnannn HeobxonH Mo oWeHHBaTS CBOIO pEIHOYNy.O Zonio, KoTopan B HeKoTopoli Mepe corpanaer M nonnsiocrs cywecTBy- roux knuextos, Momer onpege- ‘Toca C noMouso KoacbepHuMeHTa Ronn potnka (Kap) ~ orHowenve Goma yenyr (8 newencsix enn uax), Okasahiiix nano cyaoxon- Hott KoMTanHet Ha RaHHOM paInKe K ‘o6ulemy obvemy aarHoro poinka (om. 1261.1). 2, Coxpanenne knnentcKoi 6asbi. Moxasarenh sTol rpynn no- s8onsT cyAOXOAHO} KOMMAHHH Oe hitb, HackonbKo YAanoce coxpa- HHT HMGIOW\HXCA KNMEHTOS, a NPA YyMeHbWeHHH K”MEHTCKOM 6a3bI NpH- wars mepel gyn npenoTepaujenna coKpaueHHA YHcna nocTOAHHBIX xnwentos 8 6ypyuyem, Cnoco6Hocte Koma K coxpaHeHiio KnneHT- Kol Bassi Momcer BtrTe HaMepena cnenyiouywMn nokasarenaM: a) In — undexc wucaa kauenmo8, umenuux cmamye enocmosH- KweHTo8, HMeaLIHK (8. 4. NOMyHE- wx) craryc enoctosstitie BoTueT- HOM roay K KonAWecrBy K”MeHTOB, menu (8 T. 4. nonysAMBUsAX) CTa- rye «noctonHHbite 8 npenbiayieM ony; 6) Nn, 08 = KonuwecmBo Kmu- enmo8, nonysuGuux cmamye no- cmosneic: 6 omemHom 2004, 8) Denk — dona coxpanenserr nocmosnnet kauenmos & omiem- om 208y. Xapaxrepnayer nomio ecTapbixe NOCTORHHDIX KMEHTOE, cnenaswnx sakasei 8 oTNeTHOM rony. 1) In 108 — undexc sucna knueH- ‘mo8, nonywuBuiuc emamyc «no- cmosnneiti» 8 omvemHom 20dy. Orowenne Konmvectea KnneNTos, onyanaUnx craryc enocTORHHiie s orverHom roay (konAuecTea HOBEIX OCTORHHBIX KnMeHTOB) K KoNHMHe- Cray Kawentos, nonysnauinx craryc enocronmtbite enpeabiaywieM rony (non npenpiayuinm ronom anece 4 ane noapasymesaerca roa, npen- luecTeyiouynitoruemHomy), Xapakte- puayer Temnbi npapocra KnneHT- Kor 6aabi 1) Din ~ dona Kauenmos, cBe- aabuux noBmoprese saKase, us GnepSere o6pamubuurca 6 meve- nue nocnednux Bbys nem. OTHO- wenxe KnveHTos, cnenasuIAx no- sTopHole Sakasei M3 Tex, KTO snep- abie o6paTincn 8 TeveHHe nocnen- WX ABYK ner, K UHCAY KnHeHTOB, cHenasunx nepesit saxas © KoMna- tn 8 TeveHHe nocnenWnX AByX ner. BoiGpanet cpox 2rona xapaxtepi- ayeTCA ocoBeHHocTeKO cyAoXOAHO! komnani, KOTopan SaKTIONaeTCA 8 Tom, WTO y knieHTa Moner BOSHHKATS norpe6vocTe e yonyrax OAH paa © ron (B cHny cesonHocta cyaoxon- rsa). Yem nononarenbuee 6yner conbir enepebie oGparwewnxc KM eHTOB OT HenonssOBAHAR YEmYr KOM- nanny, Tem Gonswnit npoueH no- BTOpHeIx 2ak@908 MONKHO OAT 3. Pacwmpenue kanentcKoh Gaui, Noxasarenm aT0H rpynnei no- asonaior HsMepHT> cnoco6HocTs KoMNaHinh npHEneKaT> HOBDIK KAM- exTos, CynoxoaHol oprannsaunn saKHO onpenesMTs npoumie H Te- yune peaymbrarei pa6ore! no pac- whpeHinio Kpyra HOBDIX sakas¥nKos, Pacwnpenine KnmeHTcKoh 6a3bi oer xapakTepH3oBaTecA AEyMA 1. No — Konnectao KnneHTOB, enepebie cmenaswnx sakaa 8 oT¥eT- om roay (4em,); b. Vio8— o6vem nponam Knnen aM, enepebie oGparHewnmcn B oT- ettiom rony (nex. en,). 4, Yaosneraopenne norpe6uo- rei knventa, Cranniaprian rpynna noxasarened, exnouaemx 8 67 yx CCM cepancneix oprannsaunis C Wx nomowio KoNKpeTHAR cyAo- Xonwan KoMnaHna eMoxeT onpene- ‘te Kak Oa *cMOTpHTCR Ha bone APYTAX® KORKYPHPYIOU\AX KOMTA- Tynna ouenneaer crenetb ynoe- _neTeopeHHOCTH KnieHTa B cooTBer- cTeMA co creunansHine KpATepHEM peaynbratoe aentensHoctH. 310 oer 6oiTe cpenHee pelitaHroBsiK ouetoK Speiim — onpezennetca no elirnnry 8cex cyAOKOAHBIX KOM- Malinh, okaabiBaioulyx anol tan yenyr (nW60 cnoMousio onpecos no lukane ouehkH yaoBnersopeHHocTH xnneHo8), O6si4Ho pH noMepeniin ymosnereopenHocrh nposoanrca kak HaMepenne ynosnerbopeHHocTa ‘es yenom» («Hackomoxo 8am noKpa- noc ¢ Hamn paGoraTs?»), Tak 4 no orgenbHei KOMMOHEHTAM yCry~ rw. Mma cynoxoaHoh KomnaHinn Ten/#ane peaanuy: (495) 168 3083, 956 7027B. Mnaroscxuii. Knuowrenan cocrannmioujan eOanaHeHposanNol enero nowazarenelt (CCM). ‘TaKHMH KOMMONeHTaMH MOryT 6oITS ymo6creo sakasa, abinonsesine yoro- anit noroBopos, yao6cr80 npego- Ccrasnenin wacbopmauvi 0 xoze Bol nontennn sakasa (fae rpys HaxoAMT- ‘A patito MomeHT) HT. 2. Bonpo- col ukan HaMepenin, ectecTBeHHo, OnSIOTCA SaxperTaIMA (C ZaKpesTBIN CorseTow); CaM wars! OBbINHO CO- cont Ka 5-7 Kareropiit ¢ aeymn esxopamity no KpanM (oveHb noHDa- sunoce — overs He noHpasnnocs); Tavoxe poaMonen papal, KorRaBce KaTeropin WMeHYIOTCA, 5, 3amMcuMocTs KonnaHHn or KonKpeTHbix KnHeHToB. Mamepe- KpeTHbix KnkeHTos MOKeT AaTb HH cpopmayno o: ‘¢ makcnmansHoii one nponaN KOH KpeTHomy KnHeHTy 8 o6ujeM O6ve- Me Bcex OcyuecTeneHHEIX Mpo- ax: ‘ cTeneHH 2aBHcHMOCTH cyAOXOR- oii KoMnaHinn oF rpynnbi Haw60~ ‘nee samtbix KMeHTOS (HaNPHMED, 20% HanGonee axrweteix noxyna- Tenet ee ycnyr); CooreereTBeHHo, «BaxHocrs Knit enray Moxer onpenenaTecn Ha oc- Hose Aayx noxasareney + Din maxcnmansHoi noma npo- Rave xnwenty (naHHbifinokasarens onpenenser notepy KoMnaHiNK pw yxone oaHoro HaxGonee kpynnoro knnenTa); + Dioy — ROMA NpoNe, NPHKORA- lugar” Ha 20% KnnenToB, 6, «loanbHocts KnuentcKol 6aabio. Tlonarie nonnsHocta knneHTcKol: Gasei goctaTo¥Ho LMpoKo MayYeHO 8 HayuHol aMTeparype. Tax, HanpH- ep, onHHMH aBTopaM NORMEHOCTS onpenenserca Kak: ecxema npes- owTeHHR OnHOM MapkH np KaxKnoH roxynke nponykra anh ycnyrits?, Apyramn wecnenosaenami no- siibHocTe NOHHMaETCA, Kak TeH AEH luna Kakoro-nh6o notpe6wrena no- xynare yemyra KOHKpeTHOH dbHpMeI cHoBa H cHoBa, noToMy WTO OH npeR- Mo mHesitio A, Aakepat ~ nonns- HocTe aTo «mepa npasepmeHHocTA norpe6irena 6paHny», npiieM as- Top nonwepknsaer, To nh 803pa- cxnonHocrs norpeGxrenei K BOC- patio eiicreHit KoHKypeHTo®. Vismeputa nonmaHocrs Toro wna Horo KnneHTa K KOHKpeTHO! cyno- XOAHOH KOMMAHAH MORHO Ha OCHO" ‘be onpocop, npHMeHAR TpaAHUMOH- Holl MeTOR epasneneHnn noTpe6- nocretie Zl, Aakepa’, Meroa nosso- get KonMueCTBeHHO HaMepHT® crenens nonnenocta, Tak, ecnn rpysoenapeney socnonssoeanca yenyramn cynoxoaHon KomnaHin 3AO «XXX» socemb pas H3 Rece- TH, anaunt 3AO eXXX» sannmaer 80% or norpe6uocrei gannoro rpysosnanensua, Orciona MoxHo sbisectH noxa- 6aabi — JIK (em. Ta6n. 1). 7.Cnoco6Hocts komnannn yoe- nunpars oGyersi npona cy cTayiounm (nocroRHHbIM) KnMeH- Tam, [lossonir KocBeHHo OueHHTe kavecTao MapkeruhroBbix meponpH- TAH, NPOBOAHMEIX B agpec cyte CTayIouyAx (NOCTORHHbIX) K”HEHTOB WW cTenenb Hx yaoBsneTeopeHHocTa pa6oroi KoMnanny, Marker oueH- aTsca npH noMOWA HHAeKca yeenH- ena oB ema nponak nocTomHibim kennexram — lyn (nen.en,). NoKase- Temp paccuntoisaeron no nocTos- [AMR CYROKOANOR KoMnaHHh CopMA- POBAHMA A/MTeMDHbIK BsAHMOOTHO- WeHiit c KnieHTaMi, Taloke B03Mo- >xeH noaxoa, Koraa oH GyaerT pac canToiBateca no acem cywecrayio- unm KnneHTaM. HypkHo oTMerHTD, ‘To cbopmyna pacuera nokasarens, npeanoxernans Ta6nnye 1, Meu baer aepebexro! or HenocpencreeHHo Yenivienna niTeHcHeHOcTA Hcnomb- ‘308aHMA YCRyr KOMNAHHH HOT HME Econ atm adhere! tpe6yercn paa- ennTp, 970 MOKHO cAenaT», HanPA- ep, BHecA nonpaeKy Ha KaMeHeHne eTHOM roay no cpaBHeHKio c npe- vinyuynm (nonenne Ha HAseKC HHc za noctonbibix KnieHTOB). 8. Cnoco6nocrs Komnannn x noccraHosnennio yrpaueHnoi knwenrcKoli 6aaui, Momer HaMe- praca Kak NB.yk — KonMuectEo KenweHT08, AenaBulWx 2aKa2si paHee, xoropble We Aenann saxaabi 8 npe- Ainyiyen rony, Ho cpenann saxas 8 oneTHom rony (hanpHMep, KawenT onan aaKaabi @ 2003 roay, He ne- zran saKasbi ® 2004, Ho cHoBa cne- znan 8 2005 roy ~ 8 2004 roy on tin norepaa AA KoNMaHA, HOB 2005 roay ero yaanoce «pear povares). Pacuerhi abiweykazaHHtix noKa- eli npraegensi 8 mabnuue 7. Paccmorpna pacuer noxasareneli KnnenTcKoi cocrasnaiouer CCT wa 2 Busch PS. Houston MJ. Marketing Strategie Foundations, ~ Homewood, Ik: Richotd D. Irwin, 1985. ~ P22. ® Hofmeyr J, Rice B, Commitment-Led Marketing. ~ John Wiley and Sons, 2000. ~ P, 85, 22. “Aaker D. A. Managing Brand Equity, ~ The Free Press, 1991, ~P. 39, STam xe, Email: lnfo@belmarkotingsru, www.bebmarketing.aha.ra10 paxrwvecxait mapnoranr NE 9 (115). 2006 Togo 1 oyna sosenrcyas cocrannmiewase cHcrents CSonancxposaniitx nokaaareneil cygaxoRHOl KOMEN Teyana noxaaareneh Tlowasctenn wx pacer Tipwaewcionn T Flora paca CR | 1] Kooper aon pec /V obten yay, xavanmux nanan G/AaxoRNOR Kownionnal wa Kap =V / Voy.06u1 x 100, % vwion pace [xen 08); Voy.o6ut — 06s punts (nen. 9m). Ouch ofa pues santorcn skeneprnok w ee wenbsa cuttae 100% craracravacen Ti Coxpaneine T] aaaxe wera eenton, weseune crrye]| NM, — Konnecrao winehToe, webu [oT RonyAWeMAR] TENE remasrocor 6am | enocrenwaaio: ‘Nn, / Nn 2) Konwtocro anenton nonymBunx cary nocromixe ovvemon ray (x onnuecrao nosie nocroaineennenres) — No, Hoe (sen, 3) lone coxpenennox nocromnx uenton orserton roy [Rona wraps fowervon ony): enw = (Nn, - Nn, won) / Nn, % 4) Musexc steno kraes08, mony crarye anoctomean » orvetnoi a5 In wos =Nn, woo/ Nn, wos 5) lone eaneniten snepaue pervauoxet 8 tehne Noeneahrx Ay er, eenanue nosroprese soto Dnn=Nnn,/N, , % fanccromi 8 orverion rony (ut, Nn, -ron#vecrso xmenTos,wesune (97%, mony) crarye snocroma 8 npeawayuten rony (ser Na, Hom —Konnuactao anwenros, onywnaunx crarye nocromsa 8 npenwayuten rony (ser | Dian -suépannut enor 2 rona xopartepnayetcs ocobennocrio cyaoxonvio Konan n 2aemovGeTeR B Tom, Wo y Kava omer aosunears norpe6uocn yenyrax | por 8 raa (ro: IN, ~ Shane wnwenroe, egenosun nepasssonas 8 KoAnaNM 8 revere nocnennn abyx ner [ven]; Nan, ~ Yneno unnentoe, caenanuinx noaropHie nox ns 6X, sro anepatie oGparuncn revenne nocneavx maya net (ven T] Konevectao annenros, anepe aenatuie 2x9 » vernon ony NHOB, ond 2) bse nponax exneson, snepasie eeprom crn ey ne Lm remavroco Banh CK TV.Yaoanersopanne nerpe6woene enna 1} Mokasorens(=r]yaounersopennocin emanron § (Bonne). ‘onpeaenaerc: no cooTeeTeTsySweA meTORKs mareToHroBW heenanonainl (wanpmuep, enowouie onpoces no wane cue yaoaneraopenvoct) FV. Sasnonmacr ovapernx eewron T] Mararmarovos nora nponax amen Dan = Vnop.xn/W x 100, % 2) Rona nponax, npuxoasuianes Wa 20% Dn = nsaer onsen pocsninnai, KOTAG KONOHA CPUTOOHWO| saanont of ophora went, % Vaop.sen —oxcnansait 60m oKasonx Yenyr Aa Onn rerwoira 8 orvernon roay (eH); |W ~ fui Stem oxasannax yenyr& owerion rony [ashe Dip. ~ xoparvepmayer ame o6yeNs NpoROK, MHXORRLYIOS 1 26% wmenros, caneounx soxasuie overHoM ray a oxomansiyo eynny(apyinni enoeai xapocTepHayer sonncmoct or xoneperitix eonenton), Vjp~ 2680 oxasanun yoryr ara 20% HowBonee arma. srmonron [exencauine 2am Wa uaxooanro cy, %. FV Toansors remesroxoh Gash 1] Toxasavens noaniostn eenroxoh Gass JK = (Kn, + Kn,-Kn,) / Ka, Kn, = Konnvecrao woenTo8, noms OuHKes Yenyran KOM te awe, ve yonyrans ncex auacteaatrax ee xonypentos (ven): Kin, ~koncecrao ensue, nonsayowncr wae aero yer pacouarpreaanat wounanuit (en): Kn, ~ronmvecraownnevts, nonesyeect yenyraMs TK pacouarpracenok wownonnn (en; kn, Ka, Kn, onpegentiores va 2ovoue anpocoe. Kan, ~ 06ue sneno scox nnwentos kounon (0. JK npnnwnger suse oF-1 Rol, sou on Bb, TOM Vi Yasrisaione oStenon nponax cyuecrsyourie T]Yeenvesne oBvena npaROX yuecreyoutos |nocronvy) nero een on Tyn=Va, /(a,*hy) Va,=nponoxs 8 orseron ray xnvenTou, Wann TOTYE nocroaioanc s npenwayuenrony (xe. 68) 'Va,~ npoaexm a npestnyaion fy KrenTon, webu rarye noctosieanx 8 nosonpounon ray (0. «a; Iiy~ suspanna wore er (nonpanna wa wha); Vir Boccroncenaoee yrpavennoi montero Beau BSccTanGaTans IPSN ORTEGA oan = Ns.yx (¥en), Tie.yR=xonnecto nario, lanonunx sarc 8 ONGTOH roxy, yxe oSpasonsinxer pave Wo Ne nenOMn aKo36 8 pansy ray (en). Ten/#ane peaanuy: (495) 168 3083, 956 7027B. Mnaroscxuil. Knwowroxan cocrasnstoujan c6anaHcHposannol cicroMui noxaaarensi (CCM). IMpnMepe cpenHeli cyOXOAHOHKOM- a 3HaviTenbHOe NACo KeanncH- _PacueT KnMeHTCKHX noKasarenei nanan eT pysonepesosunk», Ocyule- _UMPOBAHHIX KaR|OB, 8 TOM UHcNe CCI] npowsBeAeM no OTYETHOMY CTenmoweli MopcKHe sarpakMulbie cHMHO nocrpanian uraT oBcnyxH- 2005 H npembiayuiey — 2004 rony nepesosKncyxorpysos.B 2005rony saiowjeroqucnetwepexoronepcona- (ma6in. 2. ‘ peaymbrare HecosepuleHcTBa Kag- fa, NTO He MornO He CKaSaTBCR Ha OBO! NONMTHKH KOMMaHMANOTepR- KavecTBe OBCMYAHBAHAA KMEHTOB. Toons 2 oynne aenrexan cocrenmowens cHcrents eSenencypononiis oxesare ed 8 eynoxoavo nounnw ofpysonepewossns Ha 2004-2005 rons Tpynne noxasarensh 2004 2005. Tlomaevornn 7 2 a 4 T) Kosbnumenr aon pow T]Kosbipniwans aon panes Vay.06uy = 5 000 naw py 38 20041. 5 500 nnn py6. 92 2005 r. (ne ouput axonepr08) 8, mumsoupn | Eenw a 2004 renee nocrominan Kap = 480 /5000x100=9,6% | Kap = 450 / 5.500 100=8,1 TiMiaexe enera eiventon, ours | T]AvaaKe wrena a crorycenocrosvt crarye «necrosis: rnwetron yerossono posne [30798 I= 300 /290= 1,03 In=270 /300=0,9 pwpocr cocranun 10 venosex, Yo 2} Kenvecrncxanerncs,nonywe- [2] Kernveerooeavenros nonyenaun | x 2005 r. 30 nocromnaa eto lun craryenocromounxe omemian | craryenocromox x creation roay | napecrann nanvsosoTecs Yemyran ray ina xonmvectaa wows un vonsuectu Howx nacroninix | xounanan noeroaiiaoe enevrtos) ~ 10 (ten). rnovros) ~2 (sea) 3) ons coxparermuornocrosaex | 3) [lon coxpanennot noc fenton n ontemon tony (gone xrewton a overont tony (Rom craps nocronanix erweiron, | craps nocrosinn eros, aenceuox saxasu a ovverton rogy: |eaenabuine sau orverwon rony: Denk = (300 - 10) /290,= 19% | Denk = (270-2) / 300, 4) Manexc iene xawewros, 4] Mnonc ena enaonros, nonysnauinx canyc anoctosni 8 corverwon ony Inwon=10/8=1,25 5) fons emnenros, srepsue oSparmaunxen a everine nocreaviex | oBparvauixa a revehne nocneaine [aepener, crenanuns nosropine [ay er, cnenonuinx noeropiie Daan = 70 /90=0,77% Dan=41 /70=0,58% Ti Facunperoe | T] Kornvecrao kiventos, nepane | 1] Konnvectao kiwentos, nepane | SaneTio cylecTeenioe Owneeine remowrexod 6aam CK | caenasunx sona3.orseriourany- | xenstux soea3 8 oweriom rany~ | o6vena nponax ermeHTom, 20 ven 7 en nepaue o€parvauate 8 2005 r 2) Ofseunponan xenon, 2] 26 en nponax ennevron, no epaienin ¢ 2004 r srepaue ofpervaunncs 8 orveriom /snepeue oSparnsumucs s cveeriom | Taxxe 8 2005 r wa 13 senosox roxy 60 mm py. ony 28 man py. coxpatwoce Konnvecrs0 xrwenr08, snepatiecpenanuinx 30603 TVYaosrewopenre | T)Tloxasarene-v) T)Toxasarens [) ‘Onpocs: norasar, 9 orpe6woem annenta | yaoaneracpennocia ements S=80 | ynoanereopennocta xmentos $= 50 | yaoanersopennoct weHto8 Sennce onnos Symoxopwor xounanined cnnavnces 097,5% 2005 cpasnesoio ©2004. V. Seanamocrs | T) Maxesnanwian aaranponsx | 1] Makarwansion aanenpoaa [2005 soxpecna maxoonanniaa ounovwin or exwonry ommpentsx ementon | Din = 40 / 480 x 100 = 8.3% Bona npOHeK KHOHTY 10,8% | Jona npoxex, nprxcrauancs na 20% xnwesos, 2005 nospocna 2) lone nporax, npuxcrauasce wa 2) lons nponax, npuxonnuatcr wa | Sones cywecreenHo Nn cocresuna 20% xmas 20% arnevos 36,56%, aro rosopi o| Dog = 112 / 480 x 100=23,33% [Dyn = 165 / 450 x 100 = 36,66% | neobxosmnocrs npmneris wep nO (oF 20% wowBonae xpyrianx Vi Tlomicew | T)TTewaserens noanwnoctn T)Tloxascrenenoanmnoem Tloxeaarens noanmaaw eomamtecor Bass | ewennenon au emantexon Baas eevreco Baa yore 8 JK = (220+ 105,-95) /420= — |NNK=(170+97-113) /380=0,4 | 2005, wrorosopur 0 0,54 conpautn sera Konest08, rpxbepvwtix Kouneet, oropue nomsoxance Youle Boro Tomeo ee yenyrou Ema: lnfo@belmarketingsra, www-belmarketing.aha.ra12 paxrwvecxait mapnoranr NE 9 (115). 2006 Tanna 2 (Oxonsanne) 7 2 a a VIL Yaarwwonne | T]Yaonnveine oBsewanpoaax | 1]Yeenwvonve oGsena npanax | Pec ofveua nponax o6rence npoace — |eywecrayrount (nocrosumue) | eyuecroyeuna nocrosiinu) | cywecrayrou nocrosmua) eyuecroyoune — |eswenron aero) ‘rwevran (ne 62) ‘evans 2004 F.cwesnnes ero ‘ewowrau Tyn= 340 /(305%1,1)=1,01_|Iyn=298 /(340 x 1,05)=0,83 | coxpawennons 2005 r Vil Boczrancanenme | T] Boccronounenne yrpaverwok | 1)Boacrovosnenne ypavennor |B 2005. yaanoce soccTonoaniy yrpovenion ermenrexok Boas ~ 21 ver. seeyrekok Gosh ~ 2 ven, scato 2x yrpaverve pate emonrexo Soa oon, s70 cyuecrsonno xy anoraoro peaynerev, onywenars a 2004 Kak eno 43 Ta6.nny 2, KoMMaHAA norepana 15,62% (1,5 npoyenTHEix nyhikra) gonk psinka 8 2005 no cpasnennio c 2004 rogom, Coo BercTBeHHo, NPOKSOWNO yxyAWe- we W apyrax nokasarenel KnveHT= cko#t cocrasnmiouen CCN, Tax, ecnn 8 2004 roay uncno nocromH- bik KnweHTOS pocno (3a rom NpH- poct coctasna 10 uenoBek), 10 & 2005 roay 30 nocronunex Knnel- yor nepectann nonsaosaraca ycny- rama KoMnannn, Ha 32 maw pyGnel chwswnnce ‘oGvemei npowan KnveHTaM, snep- pte ofparweunncs 8 2005 rony no cepapnenno ¢ 2004 ronom 4 coKpa- Tunace NoANDHOCTS KnMeHTcKO! 6asei nowrH Ha 26%. 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