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1 generic strategy
Gen Mgta strategy for marketing products or services. Generic strategy is a term introduced by Michael Porter. He suggested there are three generic strategies for marketing products or services: cost leadership, differentiation, and focus. The first implies the supply of products in a more cost-effective way than competitors; the second refers to adding value to products or services; and the third focuses on a specific product market segment with the goal of establishing a monopoly. -
2 generic strategies
упр. универсальные стратегии (три общих типа стратегии, которые обычно используются компаниями; классифицируются по двум параметрам: стратегические возможности (strategic advantage), которые могут заключаться в низком уровне затрат или в уникальности продукта, и стратегической целью (strategic target), которая может представлять собой большую долю рынка или узкий сегмент; концепция сформулирована М. Портером в 1980 г. в книге "Competitive Strategy: Techniques for Analysing Industries and Competitors")Syn:See: -
3 differentiation strategy
марк. стратегия дифференциацииа) (стратегия выпуска продукта, который имеет уникальное качество, принципиально отличающееся от качества продуктов конкурентов; стратегия может предполагать захват большой доли рынка даже при более высоких ценах и отстутствия преимуществ в затратах; одна из трех универсальных стратегий по М. Портеру)See:б) (создание множества различных вариантов основной продукции, которые рассчитаны на различные группы потребителей)Syn:* * *Англо-русский экономический словарь > differentiation strategy
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4 segmentation strategy
1) марк., упр. стратегия сегментации (направление всех усилий на один сегмент рынка, напр. на очень богатых покупателей или на любителей технологических новинок; захват сегмента может быть осуществлен через преимущество в затратах или через дифференциацию; одна из трех универсальных стратегий по М. Портеру)See:2) марк. = differentiation strategy
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стратегия сегментации: стратегия маркетинга, при которой реклама нацелена на конкретный сегмент покупателей (населения).* * * -
5 cost leadership strategy
упр. стратегия лидерства в затратах* (стремление к захвату большой доли рынка через преимущество в затратах; одна из трех универсальных стратегий по М. Портеру)See:Англо-русский экономический словарь > cost leadership strategy
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6 product differentiation
Mktga marketing technique that promotes and emphasizes a product’s difference from other products of a similar nature. Product differentiation is one of the aspects of Michael Porter’s generic strategy theory and it has been described by Anita Roddick as being the key to the success of the Body Shop. -
7 marketing
сущ.1) эк. торговля, реализация, продажа, сбыт (процесс передачи товаров от производителей промежуточным или конечным потребителям)ATTRIBUTES: cooperative, direct 1. 3), domestic 1. 2) а), global 1. 1) а), local 1. 1) а), mass 3. 1) а), national 1. 1) а), regional
See:cooperative marketing 2), direct marketing 2), domestic marketing 2), global marketing 2), 1), local marketing 2), mass marketing 2), national marketing 2), regional marketing 2) marketing authority, marketing behaviour 2), marketing board, marketing contract, marketing facilities 1), marketing level 2), marketing outlet 2), marketing permit, marketing position 2), marketing potential 2), marketing quota, marketing territory, marketing transaction 2), marketing year, usual marketing requirements, advertising, selling, merchandising2) марк. маркетинг (система методов и средств продвижения товаров или услуг от производителя к потребителю; включает анализ рынка, дизайн, разработку упаковки, разработку системы сбыта, рекламу и т. д.)marketing director — маркетинговый директор, директор по маркетингу
marketing expert — маркетинговый эксперт, эксперт в области маркетинга
marketing expertise — маркетинговая экспертиза, экспертная оценка в области маркетинга
Do we need to improve marketing or simply drop a particular product? — Нужно ли нам улучшить маркетинг или лучше отказаться от какого-л. продукта?
Internet marketing is not as difficult as it sounds. — Маркетинг в интернет не так сложен, как может показаться.
ATTRIBUTES: affinity, agricultural, ambush, back end, bank, bench, brand, business site, business-to-business, buzz, catalogue, cause-related, celebrity, circulation, competitive, concentrated 1) а), consumer goods, consumer, consumer-oriented, convergent, conversion, cooperative, corporate, counter, cross, customized, database, data-driven, developing, differentiated, dimensional, direct mail, direct, direct response, divergent, domestic 2) а), door-to-door, electronic, enlightened, ethnic, event, exponential, export 3. 2) а), farm 1. 1) а), financial 1. 2) а), foreign 1. 1) б), fraudulent, front end, full-scale, generic, geodemographic, global 1. 1) б), grassroots, green, grey, health care, housing, idea, incentive, industrial 1. 1) а), а, innovative, integrated, interactive, international, Internet, joint, knowledge-based, leveraged, list, local 1. 1) а), mass, media, multichannel, multilevel, multisegment, multistep, national 1. 1) а), negative option, network, niche, non-profit, one-step, one-to-one, on-line, operational, opt-in, opt-out, organic, organizational, permission, person, personal, personnel, place, product, product-differentiated, product-oriented, promotion, promotional, referral, regional, request, retail, scientific, segmented, sense-of-mission, service 1. 2) а), shopper, social, societal, sports, stimulating, strategic, structure, supporting, symbiotic, synchro, tactical, target 3. 2) а), targeted, telephone, television, test, trade, undifferentiated, unsegmented, vacation, value, vendor, video, viral, world
See:affinity marketing, agricultural marketing, agrimarketing, ambush marketing, back end marketing, back-end marketing, bank marketing, benchmarketing, brand marketing, business site marketing, business-to-business marketing, buzz marketing, catalogue marketing, cause-related marketing, celebrity marketing, circulation marketing, comarketing, co-marketing, competitive marketing, concentrated marketing, consumer goods marketing, consumer marketing, consumer-oriented marketing, convergent marketing, conversion marketing, cooperative marketing 1), corporate marketing, countermarketing, counter-marketing, cross-marketing, customized marketing, database marketing, data-driven marketing, demarketing, developing marketing, differentiated marketing, dimensional marketing, direct mail marketing, direct marketing 1), direct response marketing, direct-mail marketing, divergent marketing, domestic marketing 1), door-to-door marketing, electronic marketing, e-marketing, enlightened marketing, ethnic marketing, event marketing, events marketing, exponential marketing, export marketing, farm marketing, financial marketing, foreign marketing, fraudulent marketing, front end marketing, front-end marketing, full-scale marketing, generic marketing, geodemographic marketing, global marketing 1), grassroots marketing, green marketing, grey marketing, health care marketing, housing marketing, idea marketing, incentive marketing, industrial marketing, innovative marketing, integrated marketing, interactive marketing, international marketing, 2), joint marketing, knowledge-based marketing, leveraged marketing, list marketing, local marketing 1), macromarketing, mass marketing 1), media marketing, megamarketing, micromarketing, micro-marketing, multilevel marketing, multisegment marketing, multistep marketing, multi-step marketing, national marketing 1), negative option marketing, network marketing, niche marketing, non-profit marketing, one-step marketing, one-to-one marketing, on-line marketing, operational marketing, opt-in marketing, opt-out marketing, organic marketing, organizational marketing, permission marketing, person marketing, personal marketing, personnel marketing, place marketing, political candidate marketing, political marketing, pre-emptive marketing, premarketing, pre-marketing, product marketing, product-differentiated marketing, product-oriented marketing, promotion marketing, promotional marketing, referral marketing, regional marketing 1), remarketing, request marketing, retail marketing, scientific marketing, segmented marketing, sense-of-mission marketing, services marketing, shopper marketing, social marketing, societal marketing, sports marketing, stimulating marketing, strategic marketing, structure marketing, supporting marketing, symbiotic marketing, synchro marketing, synchromarketing, tactical marketing, target marketing, targeted marketing, telemarketing, telephone marketing, television marketing, test marketing, trade marketing, undifferentiated marketing, unsegmented marketing, vacation marketing, value marketing, vendor marketing, video marketing, viral marketing, world marketing, marketing action, marketing administration, marketing agency, marketing agreement, marketing analysis, marketing analyst, marketing appeal, marketing approach, marketing area, marketing arithmetic, marketing audit, marketing auditor, marketing behaviour 1), marketing bill, marketing budget, marketing campaign, marketing capability, marketing career, marketing chain, marketing channel, marketing communications, marketing company, marketing concept, marketing consultant, marketing control, marketing cooperation, marketing cooperative, marketing cost, marketing database, marketing decision, marketing department, marketing editor, marketing effectiveness, marketing efficiency, marketing environment, marketing ethics, marketing evaluation, marketing event, marketing expenditure, marketing expense, marketing expense-to-sales analysis, marketing experiment, marketing facilities 2), marketing feasibility, marketing firm, marketing function, marketing image, marketing implications, marketing information system, marketing instrument, marketing intelligence, marketing intermediary, marketing launch, marketing level 1), marketing logistics, marketing man, marketing management, marketing manager, marketing margin, marketing media, marketing medium, marketing middleman, marketing mix, marketing model, marketing myopia, marketing niche, marketing offer, marketing opportunity, marketing organization, marketing orientation, marketing outlet 1), marketing overkill, marketing performance, marketing plan, marketing planning, marketing position 1), marketing positioning, marketing potential 1), marketing productivity, marketing representative, marketing research, marketing response, marketing risk, marketing science, marketing scientist, marketing segmentation, marketing service, marketing specialist, marketing spread, marketing stimulus, marketing strategy, marketing strength, marketing support, marketing system, marketing tactics, marketing technique, marketing tool, marketing transaction 1), marketing value, marketing warfare, marketing weakness, advertising, pricing, promotion, product line, ICC / ESOMAR International Code of Marketing and Social Research Practice, ICC Guidelines / Code on Advertising and Marketing on the Internet, ICC International Codes of Marketing and Advertising Practices, Journal of Marketing, Marketing Society, American Marketing Association, British Institute of Marketing, Chartered Institute of Marketing, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation3) торг. покупка продуктов (как правило, на рынке), закупка провизииI could prove that any male could do the weekly marketing at our local Ding Dong faster than any Mom. — Могу сказать с уверенностью, что любой мужчина может закупать провизию в нашем местном "Динг-Донге" быстрее домохозяйки.
See:4) потр., редк. предметы торговли; купленные товары [продукты\]See:
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маркетинг: система методов и средств продвижения товаров от производителя к потребителю; включает анализ рынка, дизайн, разработку упаковки, организацию сбыта, рекламу и т. д.* * *. система организации производственно-сбытовой деятельности предприятия, в основе которой лежит комплексное изучение рынка, оценка и учет всех условий производства и сбыта продукции, товаров, услуг в ближайшее и более отдаленной перспективе. Основными элементами М. выступают: маркетинговые исследования и сбор информации, планирование ассортимента продукции, реализация, реклама и стимулирование сбыта. . Словарь экономических терминов 1 .* * *маркетинг’процесс выявления, максимизации и удовлетворения потребительского спроса на изделия компании -
8 financial management
управление финансами
Управление финансами заключается в определении и соблюдении формата эффективной финансовой отчетности и контроля деятельности ОКОИ. Задачей в этой области является создание оперативной отчетности и контроля над финансовой деятельностью ОКОИ, предоставление своевременной и достоверной информации и консультаций Наблюдательному совету, высшему руководству ОКОИ, внутренним и внешним комиссиям.
[Департамент лингвистических услуг Оргкомитета «Сочи 2014». Глоссарий терминов]
управление финансами
(ITIL Service Strategy)
Общий термин, используемый для описания функции и процессов, отвечающих за управление требованиями к бюджетированию, учёту и взиманию оплаты. «Корпоративное управление финансами» – специальный термин, используемый для обозначения соответствующих функций и процессов в организации вцелом. Термин «управление финансами для ИТ-услуг» обозначает соответствующие функции и процессы с точки зрения поставщика ИТ-услуг.
[Словарь терминов ITIL версия 1.0, 29 июля 2011 г.]EN
financial management
Financial management relates to determination and maintenance of the framework for effective financial reporting and financial control over the OCOG's operations. Its primary objectives include the provision of timely and accurate financial reports, financial information and commercial advice to the OCOG Board, Executive Office and relevant internal and external committees.
[Департамент лингвистических услуг Оргкомитета «Сочи 2014». Глоссарий терминов]
financial management
(ITIL Service Strategy)
A generic term used to describe the function and processes responsible for managing an organization’s budgeting, accounting and charging requirements. Enterprise financial management is the specific term used to describe the function and processes from the perspective of the overall organization. Financial management for IT services is the specific term used to describe the function and processes from the perspective of the IT service provider.
[Словарь терминов ITIL версия 1.0, 29 июля 2011 г.]Тематики
EN
Англо-русский словарь нормативно-технической терминологии > financial management
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9 advertising
сущ.1) рекл. реклама (совокупность каких-л. рекламных объявлений; обычно употребляется с указанием места, где размещается данная реклама)Over 60 percent of alcohol advertising [on television\] is shown during sports programming
Asian governments have attempted to limit excessive consumptions by instituting strict control over the content and amount of advertising in the media.
Advertising [on buses\] is one of the important advertising means to which companies and establishments attach great importance because this type of advertisement is a mobile one seen by all.
two-thirds of the food and drink advertising for children under 12 — две трети всей рекламы продуктов питания для детей младше 12-ти лет
Last month, 10 companies that produce almost two-thirds of the food and drink advertising [for children\] under 12 agreed to start cutting back on advertising junk foods.
No person shall within the city distribute [printed\] advertising by placing it within or upon parked automobiles.
2) рекл. реклама, рекламирование (процесс осуществления рекламы; как правило, употребляется с указанием рекламируемого продукта)Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media.
the control of medicines advertising in the UK — контроль за рекламой лекарств в Соединенном Королевстве
ATTRIBUTES: accessory 2. 1), advance 3. 2), aerial 3. 1), agricultural, air 2. 1),
alternative 2. 3), ambient 1. 1), audiovisual, auxiliary 2. 1), block 1. 4) а), boastful, broadcast 2. 1), n1, classified 1. 1), commercial 1. 4) а), comparative, competing 1. 1) а), competitive 1. 2) а), concept 1. 2) а), consumer 1. 1) а), continuity 1. 1) а), controversial 1. 1) а), cooperative 2. 1), n2, coordinated, corporate 1. 2) а), б, corrective 1. 1), creative, deceptive, demographic, denigratory, dissipative, domestic 1. 2) а),
foreign 1) б), global, professional 1. 3) б), regional, repeat 3. 3) б), strategic, superior 3. 1) б), test 3. 3) б), traditional
Syn:See:accessory advertising, advance advertising, advocacy advertising, aerial advertising, agricultural advertising, air advertising, aisle advertising, alternative advertising, ambient advertising, analogy advertising, association advertising, audiovisual advertising, auxiliary advertising, bait advertising, bait and switch advertising, bait-and-switch advertising, bank advertising, banner advertising, bargain advertising, bargain-basement advertising, block advertising, boastful advertising, brand advertising, brand image advertising, brand name advertising, breakthrough advertising, broadcast advertising, burst advertising, business advertising, business paper advertising, business publication advertising, business-to-business advertising, car-card advertising, cause advertising, challenged advertising, charity advertising, children's advertising, cinema advertising, classified advertising, combative advertising, commercial advertising, comparative advertising, comparison advertising, competing advertising, competitive advertising, concept advertising, consumer advertising, continuity advertising, controversial advertising, co-op advertising, cooperative advertising, coordinated advertising, corporate advertising, corporate image advertising, corrective advertising, counter advertising, counteradvertising, coupon advertising, creative advertising, deceptive advertising, demographic advertising, demonstration advertising, denigratory advertising, direct advertising, direct response advertising, direct-action advertising, direct mail advertising, direct-mail advertising, directory advertising, display advertising, dissipative advertising, domestic advertising, door-to-door advertising, educational advertising, electric advertising, electrical advertising, e-mail based advertising, entertaining advertising, ethical advertising, export advertising, eye-catching advertising, factual advertising, false advertising, farm advertising, fashion advertising, film advertising, financial advertising, flexform advertising, follow-up advertising, foreign advertising, fraudulent advertising, full-page advertising, gender advertising, general advertising, generic advertising, global advertising, goodwill advertising, group advertising, hard-sell advertising, hard-selling advertising, heavy advertising, help wanted advertising, high-pressure advertising, house advertising, house-to-house advertising, idea advertising, illuminated advertising, image advertising, impact advertising, indirect action advertising, indirect-action advertising, individual advertising, indoor advertising, industrial advertising, information advertising, informational advertising, informative advertising, in-house advertising, initial advertising, innovative advertising, institutional advertising, in-store advertising, insurance advertising, international advertising, interstate advertising, introductory advertising, intrusive advertising, issue advertising, joint advertising, large-scale advertising, launch advertising, legal advertising, local advertising, mail advertising, mail-order advertising, mass advertising, mass-media advertising, media advertising, military advertising, misleading advertising, mobile advertising, mood advertising, movie theatre advertising, multimedia advertising, multinational advertising, national advertising, non-business advertising, non-commercial advertising, novelty advertising, obtrusive advertising, offbeat advertising, off-season advertising, on-line advertising, on-target advertising, opinion advertising, oral advertising, outdoor advertising, out-of-home advertising, package advertising, periodical advertising, personality advertising, persuasive advertising, point-of-purchase advertising, point-of-sale advertising, political advertising, postal advertising, postcard advertising, poster advertising, postmark advertising, pre-launch advertising, premium advertising, press advertising, prestige advertising, price advertising, primary advertising, print advertising, private sector advertising, problem-solution advertising, procurement advertising, producer advertising, product advertising, product-comparison advertising, professional advertising, promotional advertising, public relations advertising, public sector advertising, public service advertising, public-affairs advertising, public interest advertising, public-issue advertising, public-service advertising, radio advertising, railway advertising, reason-why advertising, recruitment advertising, regional advertising, reinforcement advertising, remembrance advertising, reminder advertising, repeat advertising, retail advertising, retentive advertising, saturation advertising, scented advertising, screen advertising, seasonal advertising, selective advertising, self-advertising, semi-display advertising, show-window advertising, sky advertising, slide advertising, social advertising, social cause advertising, soft-sell advertising, specialty advertising, split-run advertising, spot advertising, store advertising, strategic advertising, street advertising, strip advertising, subliminal advertising, sustaining advertising, switch advertising, tactical advertising, target advertising, taxi top advertising, teaser advertising, television advertising, test advertising, testimonial advertising, tie-in advertising, tombstone advertising, total advertising, trade advertising, trademark advertising, traditional advertising, transformational advertising, transit advertising, transportation advertising, truthful advertising, truth-in-advertising, two-step formal advertising, unacceptable advertising, unfair advertising, untruthful advertising, visual advertising, vocational advertising, wall advertising, word-of-mouth advertising, written advertising, yellow pages advertising, advertising abuse, advertising action, advertising aids, advertising analysis а), advertising appeal, advertising approach, advertising audience, advertising awareness, advertising balance, advertising band, advertising believability, advertising break, advertising brochure, advertising catalogue, advertising circular, advertising claim 1) а), advertising clutter, advertising column, advertising communication, advertising competition 2) а), advertising copy, advertising coupon, advertising credibility, advertising cue, advertising decay, advertising deception, advertising device, advertising emphasis, advertising exaggeration, advertising exposure 2) а), advertising factor а), advertising film, advertising folder, advertising frequency, advertising gift, advertising gimmick, advertising handbill, advertising hoarding, advertising image, advertising impact, advertising impression, advertising influence, advertising insert, advertising intensity, advertising jingle, advertising label, advertising leaflet, advertising letter, advertising literature 1) а), advertising location, advertising magazine, advertising material, advertising matter, advertising media, advertising medium, advertising novelty, advertising operation 2) а), advertising page, advertising pamphlet, advertising panel, advertising penetration, advertising perception, advertising personality, advertising playback, advertising point, advertising posttest, advertising pretest, advertising puffery, advertising pylon, advertising race, advertising readership, advertising recall, advertising response, advertising retention, advertising sample, advertising section 2) а), advertising site, advertising slogan, advertising space, advertising specialty, advertising sponsorship, advertising spoof, advertising spot, advertising standards, advertising structure, advertising supplement, advertising test, advertising testing, advertising text, advertising threshold, advertising time, advertising vehicle, advertising wearout, advertising wedge, Canadian Code of Advertising Standards, Code of Advertising Practice, Defining Advertising goals for Measured Advertising Results, Federal Cigarette Labeling and Advertising Act, ICC Guidelines / Code on Advertising and Marketing on the Internet, ICC International Code of Advertising Practice, ICC International Code of Environmental Advertising, ICC International Codes of Marketing and Advertising Practices, Standard Advertising Register, Standard Directory of Advertising Agencies, Standards of Practice of the American Association of Advertising Agencies, Advertising Association, Advertising Association of the West, Advertising Checking Bureau, Advertising Club of New York, Advertising Council, Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc. 2), Advertising Council, Inc., Advertising Council, Inc., Advertising Council, Inc.3) рекл. рекламное дело, рекламная деятельность, рекламный бизнес (реклама как вид деятельности безотносительно каких-л. конкретных продуктов; реклама как одна из функций организации)advertising counsellor [consultant\] — рекламный консультант, консультант по рекламе
advertising expert — рекламный эксперт, эксперт по рекламе
Syn:See:above-the-line advertising, below-the-line advertising, flat fee advertising, investment advertising, per inquiry advertising, advertising account, advertising activity, advertising agency, advertising agent, advertising agreement, advertising allowance, advertising analysis б), advertising appropriation, advertising assistant, advertising audit, advertising brief, advertising broker, advertising budget, advertising business, advertising campaign, advertising canvasser, advertising claim 2) б), advertising club, advertising code, advertising community, advertising company, advertising competition 1) б), advertising contract, advertising contractor, advertising control, advertising cooperative, advertising copywriting, advertising cost, advertising coverage, advertising customer, advertising department, advertising director, advertising directory, advertising drive, advertising effect, advertising effectiveness, advertising efficiency, advertising environment, advertising ethics, advertising exchange, advertising executive, advertising expenditures, advertising expenses, advertising exposure 1) б), &3, advertising factor б), advertising firm, advertising guide, advertising industry, advertising injury, advertising landscape, advertising legislation, advertising leverage, advertising liability, advertising linage, advertising literature 2) б), advertising man, advertising management, advertising manager, advertising method, advertising mix, advertising monopoly, advertising network, advertising objective, advertising office, advertising operation 1) б), advertising order, advertising outcome, advertising outlay, advertising output, advertising people, advertising performance, advertising personnel, advertising plan, advertising planner, advertising planning, advertising portfolio, advertising practice, advertising practitioner, advertising professional, advertising programme, advertising purpose, advertising rate, advertising register, advertising representative, advertising research, advertising restrictions, advertising sales agents, advertising schedule, advertising section 1) б), advertising self-regulation, advertising services, advertising specialist, advertising spending, advertising statistics, advertising strategy, advertising substantiation, advertising support, advertising talent, advertising theory, advertising value, advertising variable, advertising weight, media buy, copywriting, advertology
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реклама, рекламирование: использование печатных, теле-, радио- и иных посланий, оплаченных рекламодателем, для благоприятного воздействия на потенциальных покупателей товара или клиентов.* * *размещение объявлений; размещение рекламы; рекламирование. . Словарь экономических терминов .* * *эмоционально окрашенная информация об основных характеристиках отдельных видов страхования и страховых операций с целью формирования устойчивого спроса на страховые услуги-----средство распространения информации и убеждения людей через прессу, телевидение, радиовещание, объявления, плакаты и другим образом -
10 brand
1. сущ.1) марк. торговая марка, товарный знак (определенное название, знак (символ) или дизайн продукта, которые отличают его от конкурента и помогают потребителю находить этот продукт в магазинах)Syn:brand name 2), brand mark 2)See:barnacle brand, blanket brand, competing brand, controlled brand, corporate brand, dealer brand, dealer's brand, distributor brand, distributor's brand, distributor's house brand, domestic brand, elite brand, established brand, familiar brand, family brand, flagship brand, flanker brand, generic brand, gift brand, global brand, good ordinary brand, high-status brand, house brand, household brand, individual brand, internal brand, international brand, local brand, major brand, manufacturer's brand, mature brand, megabrand, middleman brand, name brand, national brand, own brand, own-label brand, packer's brand, private brand, product brand, regional brand, regular brand, store brand, top brand, top-of-mind brand, top-selling brand, trend brand, unadvertised brand, wholesaler brand, brand acceptance, brand advantage, brand advertising, brand allegiance, brand association, brand assortment, brand attitude, brand attributes а), brand awareness, brand beliefs, brand cannibalization, brand category, brand choice, brand communications, brand comparison, brand competition, brand competitor, brand consciousness, brand conviction, brand development, brand differentiation, brand domination, brand equity, brand essence, brand establishment, brand exposure, brand extension, brand familiarity, brand family, brand franchise, brand harvesting, brand identification, brand identity, brand image, brand insistence, brand instability, brand label, brand leader, brand leverage, brand leveraging, brand licensing, brand life cycle, brand logo, brand logo type, brand loyalty, brand map, brand mark1&2, brand monopoly, brand name 1. а), brand perception, brand personality, brand position, brand positioning, brand power, brand preference, brand profile, brand proliferation, brand protection, brand rating, brand recall, brand recognition, brand reinforcement, brand repositioning, brand revitalisation, brand revival, brand rivalry, brand selection, brand sensitivity, brand share, brand soul, brand sponsor, brand strategy, brand switcher, brand switching, brand tag, brand transference, brand value, brand X, battle of the brands, brand of goods, brand of merchandise, brand potential index, family of brands, Brand Names Education Foundation, Brand Names Foundation, Brand Protection Group, trademark, mark 1), 2)2) марк. бренд (хорошо известная торговая марка или знаменитый производитель, которые значительно способствуют реализации продуктов; может употребляться в переносном смысле по отношению к людям, идеям и т. п.)See:elite brand, flanker brand, gift brand, regular brand, top-selling brand, brand attributes б), brand management, brand manager, brand marketing, brand plan, brand policy, brand producer, brand products, brand promoter, brand team3) общ. клеймоSee:, brand mark 3)2. гл.1) общ. ставить клеймо [марку\]2) с.-х. клеймить; таврить ( животное)3) торг. маркировать ( товар)See:
* * *
"брэнд", марка, тип, сорт: название или символ товара или услуги, которые отличают их от товаров и услуг конкурентов; см. trademark.* * *наименование, символ, знак, дизайн или их комбинации как средство идентификации товара-----1. сорт, качество2. торговая марка -
11 Porter, Michael
перс.эк. Портер, Майкл (1947-; американский экономист; наиболее известен работами в области конкурентной стратегии; автор теории конкурентных преимуществ как основы международной торговли; один из четырех полных профессоров Гарвардского университета за всю историю его существования)See: -
12 product
сущ.1)а) эк. продукт, изделие, товар (предмет, созданный человеком, машиной или природой; чаще всего имеются в виду предметы, созданные с целью продажи); мн. продукцияfood products — продукты, продовольственные товары
high-quality product — товар высокого качества, высококачественный [первоклассный\] товар
premium quality [premium grade\] product — товар высшего сорта [качества\], товар класса премиум-класса
undiscounted products — товары, продаваемые без скидки
fairly-priced product — товар по приемлемой [справедливой\] цене
See:acceptable product, accessory product, actual product, adulterated product, advanced technology products, ageing product, agricultural product, alimentary products, allied products, all-meat product, alternative products, ancillary product, anonymous product, augmented product, bakery products 1), basic product, beauty product, best-selling product, business products, by-product 1), &3, capitalized product, captive product, characteristic product, 2), co-product, commercialized product, commodity product, common product, comparable products, competing products, competiting products, competitive product, competitive products, complementary products, complete product, complicated product, conforming product, consumer products, consumer durable product, convenience products, core product, crop products, custom-designed product, customized product, custom-made product, declining product, deficient product, dehydrated product, differentiated product, diminishing marginal product, disposable product, diversified products, DIY product, do-it-yourself product, domestic product, durable products, egg product, electronics products, end product 2), &3, energy-saving product, entrenched product, essential product, established product, ethical product, ethnic product, everyday product, exclusive product, export products, fair trade product, fairly traded product, fairtrade product, fighting product, final product 1), а&2, financial product, food products, foreign products, formal product, functional product, generic product, global product, green products, grooming product, hair-care product, half-finished product, harmful product, health product, hedonic product, heterogeneous product, high performance product, high quality product, high-interest product 1), high-involvement products, high-margin product, high-reliability product, high-risk product, high-tech product, high-turnover product, high-value product, home-grown product, home-produced product, homogeneous product, hot product, household cleaning product, household maintenance products, household product, hygiene product, imitative product, imperfect product, import products, import-sensitive products, impulse product, industrial product, inferior product, information product, innovative product, in-process product, intangible product, interlocking products, intermediate product, investigated product, joint product, key product, knowledge-intensive product, known product, laundry products, lead product, leading edge product, leisure products, leisure-time products, licensed product, line extension product, livestock product, low-interest product 1), low-involvement products, low-value product, luxury product, main product 2), &3, manufactured products, marginal physical product, marginal product, mature product, me-too product, metal product, misbranded product, multinational product, multiple-use product 2), mundane product, national product, necessary product, necessity product, new product, no-name product, nonconforming product, non-conforming product, non-durable products, nonfood products, non-standard product, novel product, office products, off-price product, off-standard product, oil products, one-shot product, optional product, over-engineered product, paper products, parity products, patentable product, patented product, patent-protected product, payment product, pension product, pharmaceutical product, physical product, plant products, potential product, premium product, prestige products, price-sensitive product, primary products, prime product, printed products, private brand products, private label products, processed product, qualified product, quality products, ready-made product, rejected product, related product, replacement product, representative product, retirement product, revenue product, revised product, safe product, saleable product, salutary product, satisfactory product, scarce product, second generation product, secondary product, semi-finished products, shoddy product, sideline product, single-use product, skill-intensive product, slow-moving product, social product, sophisticated product, standardized products, sugared product, superior product, supplementary products, surplus product, synthetic product, tainted products, tangible product, tied product, tied products, tinned products, tobacco products 1), tying products, unacceptable product, unbranded product, unidentified product, unpatented product, unsafe product, unsaleable product, unsatisfactory product, utilitarian product, vendible product, viable product, wanted product, well-designed product, worthwhile product, product acceptability, product acceptance, product adaptability, product adaptation, product addition, product advertising, product analysis, product announcement, product application, product area, product arsenal, product assessment, product association, product assortment, product assurance, product augmentation, product availability, product awareness, product benefit, product billing, product brand, product branding, product bundling, product capabilities, product category, product choice, product claim, product class, product classification, product company, product compatibility, product competition, product comprehension, product concept, product conception, product control, product copy, product cost, product costing, product coverage, product cycle, product decision, product deletion, product demand, product demonstration, product departmentalization, product design, product development, product differences, product differentiation, product display, product distribution network, product diversification, product division, product element, product elimination, product engineering, product enhancement, product evaluation, product evolution, product exchange, product exhaustion, product expansion, product extension, product failure, product family, product field, product flows, product form, product graduation, product group, product homogeneity, product idea, product image, product improvement, product inflation, product innovation, product inspection, product integrity, product introduction, product invention, product item, product knowledge, product label, product labelling, product layout, product leveraging, product liability, product life, product life cycle, product line, product lineup, product literature, product management, product manager, product manual, product market, product marketing, product matching, product message, product mix, product modification, product name, product nameplate, product offering, product opportunity, product organization, product orientation, product origin, product patent, product perception, product performance, product personality, product placement, product plan, product planner, product planning, product policy, product portfolio, product position, product positioning, product preference, product presentation, product price, product pricing, product profile, product proliferation, product promotion, product proof, product protection, product publicity, product puffery, product quality, product quantity, product range, product rationalization, product recall, product release, product requirements, product research, product research and development, product retailer, product revision, product revolution, product safety, product sales, product sample, product sampling, product satisfaction, product segment, product segmentation, product shortage, product specialization, product specifications, product standard, product statement, product strategy, product structure, product style, product styling, product subline, product superiority, product survey, product tangibility, product team, product technology, product test, product testimony, product testing, product trial, product type, product uniformity, product usage, product validation, product variation, product variety, product warranty, endorse a product, Central Product Classification, Certificate of Pharmaceutical Product, Chemical and Allied Products Merchant Wholesalers, Clay Product and Refractory Manufacturing, debt-for-products swapб) эк. продукт, объем продукции ( количество произведенных товаров или услуг)company's product — продукция компании, товары компании
See:2) общ. результат, продукт (итог какой-л. деятельности)History is the product of social and economic forces. — История — это результат взаимодействия общественных и экономических факторов.
the product of this activity is radiation — в результате этой деятельности появляется радиация.
See:3) мат. произведение ( результат умножения двух чисел)
* * *
продукт, товар: что-либо производимое для продажи.* * ** * *. . Словарь экономических терминов .* * * -
13 marketing
марк., рек., збут n маркетинг; організація збуту; реалізація; збут; система збуту; торгівля; a маркетинговий; збутовийсистема організації підприємницької діяльності, що орієнтується на врахування вимог ринку та активний вплив на попит з метою розширення збуту товарів; ♦ на організаційному рівні маркетинг охоплює великий спектр діяльності, пов'язаний з рекламуванням (advertising¹), стимулюванням збуту (promotion¹), плануванням (planning), стимулюванням сфери торгівлі (merchandising), реалізацією (sales¹) товарів чи послуг, їх популяризацією (publicity¹) тощо═════════■═════════agricultural marketing сільськогосподарський маркетинг • маркетинг сільськогосподарської продукції; brand — маркетинг товарної марки; competitive marketing конкурентний маркетинг • маркетинг конкурентів; concentrated marketing концентрований маркетинг; consumer marketing маркетинг на споживчому ринку; consumer-orientated marketing маркетинг з орієнтацією на споживача; cooperative marketing спільний маркетинг • збут через систему кооперативів; corporate marketing маркетинг корпорацій • корпоративний маркетинг; counteractive marketing протидіючий маркетинг; data-driven marketing маркетинг, керований потоком даних; direct marketing прямий маркетинг • збут без посередників; domestic marketing маркетинг на внутрішньому ринку; domicile marketing маркетинг житла; electronic marketing електронний маркетинг; export marketing маркетинг експорту; foreign marketing маркетинг на закордонних ринках; full-scale marketing повномас-штабний маркетинг; generic marketing маркетинг немарочних товарів; global marketing; industrial marketing промисловий маркетинг; innovative marketing новаторський маркетинг; integrated marketing інтегрований маркетинг; international marketing міжнародний маркетинг; joint marketing спільний маркетинг; local marketing маркетинг на місцевому рівні; mass marketing масовий маркетинг; media marketing маркетинг засобів поширення інформації • маркетинг засобів реклами; multistep marketing багатоступеневий маркетинг; national marketing загальнонаціональний маркетинг; niche marketing; non-profit marketing маркетинг некомерційних організацій • маркетинг у сфері некомерційної діяльності; one-step marketing одноступеневий маркетинг; political marketing політичний маркетинг; product marketing товарний маркетинг; product-differentiated marketing товарно диференційований маркетинг; publishing marketing маркетинг видавничої діяльності • книжковий ринок • видавничий маркетинг; regional marketing місцевий маркетинг • регіональний збут • маркетинг регіонального масштабу; retail marketing роздрібний маркетинг • маркетинг у сфері роздрібної торгівлі; scientific marketing науковий маркетинг; service marketing маркетинг послуг; social marketing суспільний маркетинг; target marketing цільовий маркетинг; test marketing пробний маркетинг; video marketing відеомаркетинг; world marketing всесвітній маркетинг • маркетинг у світовому масштабі═════════□═════════marketing activities діяльність у галузі маркетингу • маркетингова діяльність; marketing agreement угода про збут продукції; marketing analysis аналіз збуту; marketing association збутова асоціація; marketing audit перевірка збуту • ревізія збуту; marketing board рада з маркетингу; marketing budget бюджет маркетингу • маркетинговий бюджет; marketing campaign кампанія організації й стимулювання збуту; marketing cartel картель у сфері збуту продукції; marketing competition конкуренція за ринки збуту; marketing concept маркетингове поняття; marketing contribution сприяння збуту продукції; marketing contol регулювання збуту • керування маркетингом; marketing cooperative збутовий кооператив; marketing costs витрати збуту • маркетингові витрати; marketing department комерційний відділ • відділ збуту; marketing director директор відділу збуту • завідувач відділу збуту; marketing effort маркетинговий захід • захід у сфері організації і стимулювання збуту; marketing environment маркетингове середовище; marketing executive спеціаліст у галузі маркетингу; marketing exhibition торговельна виставка; marketing expenses витрати збуту; marketing information system система маркетингової інформації; marketing manager завідувач відділу збуту; marketing method метод збуту продукції; marketing mix; marketing organization збутова організація; marketing plan план збуту продукції; marketing policy політика в галузі збуту • стратегія в галузі збуту; marketing possibilities можливості маркетингу • можливості збуту; marketing potential сподівана реалізація • потенціал маркетингу; marketing practice методика маркетингу; marketing purpose мета маркетингу; marketing research маркетингові дослідження • аналіз можливостей збуту; marketing scheme програма збуту продукції • система маркетингу; marketing strategy маркетингова стратегія • стратегія маркетингу; marketing syndicate синдикат у сфері збуту • маркетинговий синдикат; marketing team маркетингова команда; marketing technique методи маркетингуmarketing ‡ business organization (384)═════════◇═════════маркетинг < англ. marketing < market — ринок, збут* * *маркетинг; реалізація; збут -
14 brand
n марк., вир. марка; ґатунок; торгова марка; марочний товар; товарна марка; товарний знак; фірмовий знак; фабричне клеймо; клеймо; a марочнийпродукт, послуга або асортимент продуктів (product line) з конкретною назвою, символом або дизайном (design), що чітко відрізняє його від подібних продуктів чи послуг інших фірм; ♦ марка є засобом, який допомагає споживачеві (consumer) виділити специфічні продукти чи послуги серед аналогічних, запропонованих конкурентами; серед найпопулярніших марок: Тайд (Tide) — марка прального порошку; Пепсі (Pepsi) — марка безалкогольного напою; Нескафе (Nescafe) — марка кави═════════■═════════advertised brand рекламована марка; competing brand марка-конкурент • марка конкурента • конкурентний марочний товар; controlled brand марка контрольованого розповсюдження; corporate brand загальнофірмова марка; dealer's brand марка торговельного посередника • марка дилера; distributor's brand марка оптового торговця; domestic brand внутрішня марка; elite brand добірна марка • елітна марка; established brand визнана марка; familiar brand знайома марка; family brand родинна марка • сімейна марка; flagship brand провідна марка • основний марочний товар; generic brand родова марка; gift brand подарункова марка • подарунковий марочний товар; global brand марка глобального розповсюдження; house brand марка торговельного дому; household brand домашня марка; individual brand індивідуальна марка • товар з індивідуальною марочною назвою; known brand відома марка • знана марка; local brand місцева марка • марочний товар місцевого розповсюдження; major brand основний марочний товар • популярний марочний товар; manufacturer's brand марка виробника; mature brand зріла марка • зрілий марочний товар; name brand іменна марка • товар з марочним іменем; national brand загальнонаціональна марка • марка загальнонаціонального розповсюдження; new brand нова марка; ordinary brand рядова марка • звичайна марка; own-label brand власна марка; private brand приватна марка • приватна марка посередника • марка торговельного посередника; product brand товарна марка • марка штучного товару; range brand асортиментна марка • марка товарного асортименту; regular brand звичайна марка • марка регулярного користування; reseller brand приватна марка • марка перепродавав • марка торговельного посередника; runaway brand марка значно краща; specific brand особлива марка; store brand магазинна марка • крамнична марка; top brand провідна марка; top-selling brands марки з найбільшим попитом • марки з найбільшим збутом; trendy brand модна марка • марка, яка задає тон; unadvertised brand нерекламо-вана марка; wholesaler's brand марка гуртовика; wildcat brand нерекламована марка═════════□═════════brand advertising рекламування марочного товару; brand advertising expenditure витрати на рекламування марочного товару; brand attitude ставлення до товарної марки; brand awareness обізнаність з товарною маркою; brand category ґатунок виробу; brand choice вибір марки; brand competitor конкурент марочного товару; brand consciousness обізнаність з товарною маркою; brand differentiation марочне розрізнення; brand equity цінність марочного товару; brand extension розширення меж марки; brand familiarity обізнаність з товарною маркою; brand identification розпізнання товарної марки; brand image обізнаність з товарною маркою • репутація товарної марки • престиж товарної марки • репутація марки товару; brand label марочна наліпка; brand leader найпопулярніший ґатунок; brand loyalty прихильність до марки; brand manager керівник товарної марки; brand mark символ марки; brand name назва товарної марки • фабрична марка • марка товару • товар відомої марки • фірмові товари; —name goods товари відомих марок • фірмові товари; brand personality індивідуальність марки; brand position позиція марки; brand preference переважна прихильність до товару з певною маркою; brand proliferation марочне поширення; brand recognition пізнавання марки; brand rejection відхилення марки; brand strategy марочна стратегія; brand switcher споживач, який змінює марки товарів; brand switching зміна марки товару споживачем • зміна марки; brand transference перенесення назви товару; brand value вартість марки; of the best brand найкращої марки • найвищої марки; to buy a (particular) brand купувати/купити продукт специфічної марки; to develop a (particular) brand розвивати/розвинути специфічну марку; to launch a (particular) brand випускати/випустити продукт специфічної марки; to sell a (particular) brand продавати/продати продукт специфічної марки; to test a (particular) brand випробовувати/випробувати продукт специфічної маркиbrand ‡ B. four principles of marketing (386)пор. trademark▹▹ copyright▹▹ patent -
15 set
1) набор; комплект- semiconductor assembly set - set of Belleville springs - set of conventional set - set of drawing instruments - set of gate patterns - set of gauge blocks - set of logical elements - set of statistical data - set of technical aids- snap set2) партия3) совокупность; множество4) установка; агрегат- desk telephone set - dial telephone set- gear set- local-battery telephone set - man-pack radio set - multi-operator welding set - sound-powered telephone set - wall telephone set5) регулировка; настройка || регулировать; настраивать6) группа; ансамбль7) класс; семейство9) схватывание || схватываться10) затвердевание || затвердевать11) крепление || закреплять12) геол. свита пород13) осадка (грунта) || оседать ( о грунте)14) радиоточка15) спорт сет16) включать, приводить в действие17) мат. множествоset closed under operation — множество, замкнутое относительно операции
- absolutely compact set - absolutely continuous set - absolutely convex set - absolutely irreducible set - absolutely measurable set - affinely independent set - affinely invariant set - algebraically independent set - almost finite set - almost full set - angular cluster set - asymptotically indecomposable set - at most denumerable set - centro-symmetric set - completely bounded set - completely continuous set - completely generating set - completely improper set - completely irreducible set - completely nonatomic set - completely normal set - completely ordered set - completely productive set - completely reducible set - completely separable set - constructively nonrecursive set - convexly independent set - countably infinite setto set aside — не учитывать, не принимать во внимание; откладывать
- cut set- cyclically ordered set - deductively inconsistent set - derived set - doubly well-ordered set - dual set of equations - dynamically disconnected set - effectively enumerable set - effectively generating set - effectively nonrecursive set - effectively simple set - enumeration reducible set - finely perfect set - finitely definite set - finitely measurable set- flat set- full set- fully reducible set - functionally closed set - functionally complete set - functionally open set - fundamental probability set - generalized almost periodic set- goal set- internally stable set- knot set- left directed set - left normal set - left-hand cluster set - linearly ordered set - local peak set - locally arcwise set - locally closed set - locally compact set - locally connected set - locally contractible set - locally convex set - locally finite set - locally invariant set - locally negligible set - locally null set - locally polar set - locally polyhedral set - metrically bounded set - metrically dense set - multiply ordered set - nearly analytic set - nearly closed set - nonvoid set - normally ordered set- null set- open in rays set - partitioned data set- peak set- pole set- positively homothetic set- pure set- radially open set - rationally independent set - recursively creative set - recursively indecomposable set - recursively isomorphic set - recursively productive set - regularly convex set - regularly situated sets - relatively closed set - relatively compact set - relatively dense set - relatively interpretable set - relatively open set - right normal set - right-hand cluster set- scar set- sequentially complete set - serially ordered set - set of elementary events - set of first category - set of first kind - set of first species - set of possible outcomes - set of probability null - set of second category - set of second species - shift invariant set - simply connected set - simply ordered set - simply transitive set- skew set- star set- strongly bounded set - strongly closed set - strongly compact set - strongly connected set - strongly convex set - strongly dependent set - strongly disjoint sets - strongly enumerable set - strongly independent set - strongly minimal set - strongly polar set - strongly reducible set - strongly separated set - strongly simple set - strongly stratified set- tame set- tautologically complete set - tautologically consistent set - tautologically inconsistent set- test set- thin set- tie set- time set- totally disconnected set - totally imperfect set - totally ordered set - totally primitive set - totally unimodular set - totally unordered set - truth-table reducible set - uniformly bounded set - uniformly continuous set - uniformly convergent set - uniformly integrable set - uniformly universal set - unilaterally connected set- unit set- vacuous set- void set- weakly compact set - weakly convex set - weakly n-dimensional set - weakly stratified set - weakly wandering set - well chained set - well founded set - well measurable set - well ordering set - well quasiordered set -
16 space
1) интервал, промежуток2) пробел || оставлять пробелы3) область; площадь4) пространство || пространственный5) космос, космическое пространство6) полость7) расстояние•- absolutely compact space - absolutely embedded space - absolutely thick space - algebraically parallel space - almost complex space - almost expandable space - almost isomorphic space - almost metric space - almost nonsingular space - almost paracompact space - almost pretopological space - analytically ramified covering space - arcwise connected space - centrally harmonic space - compactly ordered space - completely continuous space - completely degenerate space - completely disconnected space - completely harmonic space - completely metric space - completely normal space - completely reducible space - completely regular space - completely reticulated space - completely separable space - completely separated space - completely symmetric space - completely uniformizable space - constant curvature space - continuous sample space - continuously ordered space - contractible in itself space - countably compactifiable space - countably dimensional space - countably generated space - countably infinite space - countably metacompact space - countably multinormed space - countably normed space - countably paracompact space - countably refinable space - countably subcompact space - finitely productive space - finitely sheeted space - finitely triangulated space - fully normal space - general metrizable space - general topological space - global analytic space - globally symmetric space - hereditarily normal space - hereditarily paracompact space - hereditarily separable space - hereditarily symmetric space - holomorphic tangent space - holomorphically complete space - holomorphically convex space - homotopy associative space - iterated loop space - linearly connected space - linearly ordered space - linearly topologized space - load space - locally bounded space - locally closed space - locally compact space - locally complete space - locally connected space - locally contractible space - locally convex space - locally directed space - locally fine space - locally holomorphic space - locally homogeneous space - locally hyperbolic space - locally linear space - locally metrizable space - locally ringed space - locally separable space - locally simply connected space - locally solid space - locally spherical space - locally star-shaped space - locally symmetric space - locally timelike space - locally triangulable space - monotonically normal space - naturally isomorphic space - naturally ordered space - naturally reductive space - nearly paracompact space - negative metric space - normally separated space - not simply connected space - nowhere connected space - null space of linear transformation - n-way projective space - perfectly normal space - perfectly regular space - perfectly screenable space - perfectly separable space - peripherically bicompact space - peripherically compact space - pointwise paracompact space - projectively metric space - quaternion hyperbolic space - quaternion projective space - quaternion vector space - regularly ordered space - relatively discrete space - relatively strong space - sequentially closed space - sequentially compact space - sequentially complete space - sequentially quasicomplete space - sequentially separable space - simply ordered space - simply partitionable space - space of affine connectedness - space of complex homomorphisms - space of continuous functions - space of finite measure - space of linear interpolation - space of right cosets - space of scalar curvature - strongly bounded space - strongly closed space - strongly compact space - strongly complete space - strongly irreducible space - strongly normal space - strongly normed space - strongly paracompact space - strongly pseudocompact space - strongly pseudometrizable space - strongly rigid space - strongly screenable space - structural space - structure space - topologically complete space - totally disconnected space - totally geodesic space - totally imperfect space - totally normal space - totally orderable space - totally ordered space - water jacket space - weakly closed space - weakly compact space - weakly complete space - weakly covering space - weakly dense space - weakly favorable space - weakly n-dimensional space - weakly paracompact space - weakly regular space - weakly separable space - weakly symmetric spaceto space out — полигр. набирать вразрядку
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17 Memory
To what extent can we lump together what goes on when you try to recall: (1) your name; (2) how you kick a football; and (3) the present location of your car keys? If we use introspective evidence as a guide, the first seems an immediate automatic response. The second may require constructive internal replay prior to our being able to produce a verbal description. The third... quite likely involves complex operational responses under the control of some general strategy system. Is any unitary search process, with a single set of characteristics and inputoutput relations, likely to cover all these cases? (Reitman, 1970, p. 485)[Semantic memory] Is a mental thesaurus, organized knowledge a person possesses about words and other verbal symbols, their meanings and referents, about relations among them, and about rules, formulas, and algorithms for the manipulation of these symbols, concepts, and relations. Semantic memory does not register perceptible properties of inputs, but rather cognitive referents of input signals. (Tulving, 1972, p. 386)The mnemonic code, far from being fixed and unchangeable, is structured and restructured along with general development. Such a restructuring of the code takes place in close dependence on the schemes of intelligence. The clearest indication of this is the observation of different types of memory organisation in accordance with the age level of a child so that a longer interval of retention without any new presentation, far from causing a deterioration of memory, may actually improve it. (Piaget & Inhelder, 1973, p. 36)4) The Logic of Some Memory Theorization Is of Dubious Worth in the History of PsychologyIf a cue was effective in memory retrieval, then one could infer it was encoded; if a cue was not effective, then it was not encoded. The logic of this theorization is "heads I win, tails you lose" and is of dubious worth in the history of psychology. We might ask how long scientists will puzzle over questions with no answers. (Solso, 1974, p. 28)We have iconic, echoic, active, working, acoustic, articulatory, primary, secondary, episodic, semantic, short-term, intermediate-term, and longterm memories, and these memories contain tags, traces, images, attributes, markers, concepts, cognitive maps, natural-language mediators, kernel sentences, relational rules, nodes, associations, propositions, higher-order memory units, and features. (Eysenck, 1977, p. 4)The problem with the memory metaphor is that storage and retrieval of traces only deals [ sic] with old, previously articulated information. Memory traces can perhaps provide a basis for dealing with the "sameness" of the present experience with previous experiences, but the memory metaphor has no mechanisms for dealing with novel information. (Bransford, McCarrell, Franks & Nitsch, 1977, p. 434)7) The Results of a Hundred Years of the Psychological Study of Memory Are Somewhat DiscouragingThe results of a hundred years of the psychological study of memory are somewhat discouraging. We have established firm empirical generalisations, but most of them are so obvious that every ten-year-old knows them anyway. We have made discoveries, but they are only marginally about memory; in many cases we don't know what to do with them, and wear them out with endless experimental variations. We have an intellectually impressive group of theories, but history offers little confidence that they will provide any meaningful insight into natural behavior. (Neisser, 1978, pp. 12-13)A schema, then is a data structure for representing the generic concepts stored in memory. There are schemata representing our knowledge about all concepts; those underlying objects, situations, events, sequences of events, actions and sequences of actions. A schema contains, as part of its specification, the network of interrelations that is believed to normally hold among the constituents of the concept in question. A schema theory embodies a prototype theory of meaning. That is, inasmuch as a schema underlying a concept stored in memory corresponds to the mean ing of that concept, meanings are encoded in terms of the typical or normal situations or events that instantiate that concept. (Rumelhart, 1980, p. 34)Memory appears to be constrained by a structure, a "syntax," perhaps at quite a low level, but it is free to be variable, deviant, even erratic at a higher level....Like the information system of language, memory can be explained in part by the abstract rules which underlie it, but only in part. The rules provide a basic competence, but they do not fully determine performance. (Campbell, 1982, pp. 228, 229)When people think about the mind, they often liken it to a physical space, with memories and ideas as objects contained within that space. Thus, we speak of ideas being in the dark corners or dim recesses of our minds, and of holding ideas in mind. Ideas may be in the front or back of our minds, or they may be difficult to grasp. With respect to the processes involved in memory, we talk about storing memories, of searching or looking for lost memories, and sometimes of finding them. An examination of common parlance, therefore, suggests that there is general adherence to what might be called the spatial metaphor. The basic assumptions of this metaphor are that memories are treated as objects stored in specific locations within the mind, and the retrieval process involves a search through the mind in order to find specific memories....However, while the spatial metaphor has shown extraordinary longevity, there have been some interesting changes over time in the precise form of analogy used. In particular, technological advances have influenced theoretical conceptualisations.... The original Greek analogies were based on wax tablets and aviaries; these were superseded by analogies involving switchboards, gramophones, tape recorders, libraries, conveyor belts, and underground maps. Most recently, the workings of human memory have been compared to computer functioning... and it has been suggested that the various memory stores found in computers have their counterparts in the human memory system. (Eysenck, 1984, pp. 79-80)Primary memory [as proposed by William James] relates to information that remains in consciousness after it has been perceived, and thus forms part of the psychological present, whereas secondary memory contains information about events that have left consciousness, and are therefore part of the psychological past. (Eysenck, 1984, p. 86)Once psychologists began to study long-term memory per se, they realized it may be divided into two main categories.... Semantic memories have to do with our general knowledge about the working of the world. We know what cars do, what stoves do, what the laws of gravity are, and so on. Episodic memories are largely events that took place at a time and place in our personal history. Remembering specific events about our own actions, about our family, and about our individual past falls into this category. With amnesia or in aging, what dims... is our personal episodic memories, save for those that are especially dear or painful to us. Our knowledge of how the world works remains pretty much intact. (Gazzaniga, 1988, p. 42)The nature of memory... provides a natural starting point for an analysis of thinking. Memory is the repository of many of the beliefs and representations that enter into thinking, and the retrievability of these representations can limit the quality of our thought. (Smith, 1990, p. 1)Historical dictionary of quotations in cognitive science > Memory
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