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Title: 2 Author: V. Brin Last modified by: User Created Date: 5/27/2005 1:34:06 PM Document presentation format – PowerPoint PPT presentation

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Transcript and Presenter's Notes

Title: ??????


1
????????? ? ???????
  • ?.?.???????
  • ?????? ?-??????????, ????

2
????? ???? ??????????
  • ??? ? ???? ???????? ????????? ???
  • ??????? ????????? ??????? ??????? ???
  • ????? ???? ??????????.
  • ??? ????? ?????? ????????? ??? ??????? ?????.
  • ?? ?????? ???? ? ???????? ? ??????????????
  • ????? ??????.

3
??????
  • ????
  • ?????? ????? ? ????????????? ? ? ?????
    (????????? ?? ?? ? ??? ??????)
  • ????????? ????????? ?? ?????????? ? ???????????

4
????????
  • ????????????? ????????
  • ????????
  • ????? ?? ? ??????? ??????????????
  • ?????????????

5
  • ??????????,
  • ?????????? ? ??????????????.
  • ???.

6
  • ??????? ?????
  • ?????
  • ????????

7
????????? ?????? ?? ???????? ?????
  • ?? ??????? ???????? ????????? ?????

8
???????? ???????
  • ? ???? ???????? ???????? ????? (??????) ??????
    ???? ?????????? ???????

9
??? ?????? ???????? ????????
??????????? ????
????????? ?????
????? ??????????? ?? ?????
??????
??????? ????
?????????? ?????
10
?????? ???????? ????????
  • ??????? 1 - ??????
  • ??????? ????

??????? ?????????
???????? ????
11
?????? ??????? - ??????
  • ?????? ??????? ?????????, ????????? ?????? ??
    ?????
  • ???? ???????? ???????? ?????? ??????? ?
    ????????? ???????????
  • ??????? ????? ??????? ?? ?????????? ?????????
    ??????? ???? ????????? ????????????? ??????? ?
    ???????? ???????????
  • ????????????????????, ???????????, ? ???????
    ???????? ?????????????
  • ??????? ?????????????? ?????????
  • ?????? ?????? ?????????, ???????????? ??????,
    ????????? ??????? ????????? (Fp), ???? ????????
  • ??????? ??????????? ????????????

12
???????
  • ??? ???????? ??????????? ????????? ?? ???????
    ????? ????? ?????? ???? ??????? ?? ??????????
    ????????? ??????? ??????? ????????? ?????????????
    ??????? ? ???????? ???????????

13
?????? ???????? ????????
  • ??????? 2 ??????? ????
  • ???????? ????

??????????? (???????) ????????? ???????? ????
???????? ????
????????? ?????????
14
?????? ??????? ??????? ??????????
?????????? ???????????? ???? ????? ???????
?????????
  • ???? ???????? ?????????? ?????????? ??
    ??????????? ??????? ???????? ????????? ??????? ?
    ????? ???????
  • ??????? ????? ??????? ?? ?????????? ?????????
    ??????? ???? ????????? ????????????? ??????? ?
    ???????? ???????????
  • ??????? ?????????????, ???????????, ? ???????
    ???????? ?????????????, ????? ?? ???????
    ?????????? ? ???? ???????? ? ???????? ?????
  • ??????? ?????????????? ????????? ???????????
    ????, ?????? ??????, ????????? ??????? ?????????
    (Fp), ???? ????????
  • ??????? ???????????? ???????????? ? ??????????

15
?????? ???????? ????????
  • ??????? 3 ?????????? ?????
  • ??????? ????

???? ?????????? ??????? ????
????????? ?????????
16
?????? ??????? ?????????? ?????
  • ?????? ???? ?????????? ????????, ??????????
    ??????????? ????
  • ??????? ????? ???????????, ????????????? ??????
    ??????? ??????? ????????? ??????? ? ?????? ????
  • ????? ????????????? ???? ( ? ?????? ? ????)
    ??????? ???????? ???????????
  • ??????? ?????????, ?? ???????????, ??
    ???????????? ???????????
  • ? ???????? ?????? ???????? (direct mail)
  • ???????? ?????????????? ????????? ???????
    (EBITDA),
  • ????????? ????????? ????????? (FR)
  • ??????? ??????????? ???????????? ????????????

17
???????
  • ??????? 1
  • Fp (SM ?????? ?????????????) / (??????
    ??????)
  • ??????????? ??????????? ?? ??? ????? ????????
    ????????? ????????? ????? ??????????? ????
  • ??????? 2
  • FR (SM COC) / (????? ?????????? ?????????)

18
????????? ????????? ? ??????? ??????
  • ???????? ?????????? ? ??????? ??????, ??
    ?????????, ??? ??????? ???????? - ??? ?????????
    ?????????, ???????? ???????? ?????????? ?
    ????????? ???? ???????.
  • ??? ???? ?????? ???????? ? ???????????????
    ????????

19
? ???????????????? ??? ???????? ???????? ??????
  • ?? ??????? ???????????
  • ????? ?????? ??? ?? ????? ??????? ????? ????????,
    ?????????? ?????????? ?????? ?????????? ? ??????
    ????? ??????????.
  • ?????? ? ???????? ????? ???????????, ??
    ?????????? ?? ???????? ??????? ?????.

20
  • ????? ????????????

21
????? ??????????? ? ????? ?????????? ? ???????
  • ? ?????, ??? ?????????? ?? ????? ?? ?????
    ??????? ??????? ??????? ????????????, ??????????
    ????? ??????, ????????? ?????????? ????? ??????
  • ??????? ????? ?????, ? ??? ?????? ???-??
  • ?? ???????
  • ?????????? ?????????????? ????.

22
????? ??????????? ? ????? ?????????? ? ???????
  • ????? ?????????? ???, ??? ????? ????????
    ????????? ????? ? ?? ???????????, ????????
    ??????????? ? ??????? ??????? ?? ???. ? ?????
    ?????????? ????????? ?????????? ???????????
    ????????? (??., ????????, ????????), ?????????
    ?????????? ???? ? ?????????????? ???????????????
    ??????. ? ????? ?? ??????????? ??????? ?????????
    ? ???????????? ?????????????? ??????? ????????
    ?????????????? ?????????. ??? ???, ? ?????
    ???????? ?????????? ?????? ???????? ?
    ????????????.

23
????? ??????????? ? ????? ?????????? ? ???????
  • ??????? ?????????????? ?????????????? ??????????
    ???????? ? ??????????? ???????? ????????????
    ????????????, ???? ?????? ????????? ??????????,
    ????? ? ?? ?????? ??????? ???? ??????????
    ?????????? ?????? (????-?? ??? ????????? ?? ???
    ?????), ? ????? ????? ????? ?????????? ?????
    ????? ? ? ?????? ?????? ????????????.

24
  • ?????? ??? ??????????!
  • ?? ??????????? ??????!

25
  • ??????? ? ?????
  • ???????? ???????
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