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Економічні основи створення і функціонування служби управління маркетингом будівельних генпідрядних організацій: Автореф. дис… канд. екон. наук / О.

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EE?ANUeEEE AeA?AEAAIEE OAOI?*IEE OI?AA?NEOAO AOAe?AIEOeOAA ?
A?O?OAEOO?E

OAeE
69.003 : 339.138

?OAOeIAA IENAIA NA?A??AIA

AEIIII?*I? INIIAE NOAI?AIIss ? OOIEOe?IIOAAIIss

NEOAEAE OI?AAE?IIss IA?EAOEIAII AOAe?AAEUeIEO
AAII?Ae?ssAeIEO I?AAI?CAOe?E

Niaoe?aeuei?noue 08.07.03 – “ Aeiiii?ea aoae?aieoeoaa ” .

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

eaiaeeaeaoa aeiiii?/ieo iaoe.

EE?A – 1998

Aeena?oaoe?y ? ?oeiien .

?iaioa aeeiiaia ia eaoaae?? aeiiii?ee aoae?aieoeoaa Ee?anueeiai
aea?aeaaiiai oaoi?/iiai oi?aa?nenoaoo aoae?aieoeoaa ? a?o?oaeoo?e .

Iaoeiaee ea??aiee – Caei?ei Iaaei Iao?iae/,

eaiaeeaeao
aeiiii?/ieo iaoe, aeioeaio,

Ee?anueeee aea?aeaaiee oaoi?/iee

oi?aa?neoao
aoae?aieoeoaa ? a?o?oaeoo?e ,

aeioeaio

Io?oe?ei? iiiiaioe – I?eiea?a Anaaieiae Iao?iae/ ,

aeieoi? aeiiii?/ieo
iaoe , i?ioani?,

AO “ Oe?a?inueea
o?iainiaa a?oia”, a?oea-i?aceaeaio

*a?iyanueeee Aiaoie?e
Aeieo?iae/,

eaiaeeaeao aeiiii?/ieo
iaoe , i?ioani? ,

I?ae?aa?iiaeueia
aeaaeai?y oi?aae?iiy ia?niiaeii,

caa?aeoaa/ eaoaae?e
iaiaaeaeiaioo

I?ia?aeia i?aai?caoe?y – Iaoeiai-aeine?aeiee aeiiii?/iee
?inoeooo

I?i?noa?noaa aeiiii?ee
Oe?a?ie

Caoeno a?aeaoaeaoueny 30 eenoiiaaea 1998 ?. i 12-00 aiaeei? ia
can?aeaii? niaoe?ae?ciaaii? a/aii? ?aaee Ae 26.056.03. i?e Ee?anueeiio
aea?aeaaiiio oaoi?/iiio oi?aa?neoao? aoae?aieoeoaa ? a?o?oaeoo?e ca
aae?anith: 252037 , i. Ee?a – 37 , Iia?o?ioeionueeee i?iniaeo , 31 .

C aeena?oaoe??th iiaeia iciaeiieoeny a a?ae?ioaoe? oi?aa?neoaoo.

Aaoi?aoa?ao ?ic?neaiee 30 aeiaoiy 1998 ?.

A/aiee nae?aoa?

niaoe?ae?ciaaii? a/aii? ?aaee , Oaaeiniaa
I.A.

aeieoi? aeiiii?/ieo iaoe ,

i?ioani?

1

Caaaeueia oa?aeoa?enoeea ?iaioe.

1.1 Aeooaeuei?noue oaie . Ieoaiiy oi?ioaaiiy eiioeaioe?? i?aai?caoe??
ia?eaoeiao, i?iaeooaaiiy ? aeiiii?/ii? ioe?iee ia?eaoeiaiaeo no?oeoo?
naia a i?ae?yaeiiio aoae?aieoeoa? ua ia iaaoee iaeaaeiiai
iaoeiai-iaoiaee/iiai iaa?oiooaaiiy a niaoe?aeuei?e e?oa?aoo?? – a oea
ia aea? ciiae noi?ioaaoe iioeiaeueio ae?iaie/o i?ia?aio, no?eio?
aoaeoeaiee ?icaeoie i?ae?yaeieo aoae?aaeueieo i?aai?caoe?e ye
o/aniee?a i?ioeano noai?aiiy ? a?aeiiaeaiiy iniiaieo oiiae?a
ia?iaeii-ainiiaea?nueeiai eiiieaeno.Oea niia?eueith? oaiie ? ianyae
no?oeoo?ii? ia?aaoaeiae ae?iaieoeoaa ? ?iaanoeoe?eii-a?aeoai?thaaeueieo
i?ioean?a a oe?eiio. Iaiao?aei?noue ?ic?iaee oeeo ieoaiue aecia/a?
iaoeiao ? i?aeoe/io aeooaeuei?noue aeaii? aeena?oaoe?eii? ?iaioe .

1.2. Oai?aoe/i? ? i?aeoe/i? ?ic?iaee aeena?oaoe?eii? ?iaioe aeeiiai? o
a?aeiia?aeiino? c ieaiii iaoeiaeo aeine?aeaeaiue eaoaae?e aeiiii?ee
aoae?aieoeoaa Ee?anueeiai aea?aeaaiiai oaoi?/iiai oi?aa?neoaoo
aoae?aieoeoaa ? a?o?oaeoo?e .

1.3. Iaoa ? caaaeaiiy aeine?aeaeaiiy . Iaoith aeena?oaoe?? ? noai?aiiy
? ai?iaaaeaeaiiy a i?aeoeeo oi?aae?iiy iaoeiai iaa?oioiaaieo ??oaiue ii
i?aai?caoe?? no?oeoo?ieo i?ae?icae?e?a ia?eaoeiao ? aoaeoeaii? iaoiaeeee
aeiiii?/ii? ioe?iee ?acoeueoaoeaiino? ?o ae?yeueiino? a ?eieiaiio
na?aaeiaeu?.

O a?aeiia?aeiino? ?c iinoaaeaiith iaoith aecia/ai? oae? caaea/?
aeine?aeaeaiiy:

· iinoaiiaea caaea/? – aiae?c ?nioth/eo eiioeaioe?e ooieoe?iioaaiiy
o??i a ?eieiaiio na?aaeiaeu? ? aea?? eiioeaioe?? ia?eaoeiao ye
ia?aaeoiiae aoaeoeaii? aaeaioaoe?? aoae?aaeueii? i?ae?yaeii? o??ie aei
ooieoe?iioaaiiy a ?eieiaiio na?aaeiaeu? ;

· ?ic?iaea ia aeiiii?/ieo canaaeao aoaeoeaieo i?eioeei?a i?aai?caoe??
ia?eaoeiao a i?ae?yaeiiio aoae?aieoeoa? ;

· aeiiii?/ia iaa?oiooaaiiy ? ?ic?iaea i?iaeoieo ??oaiue neoaeae
oi?aae?iiy ia?eaoeiaii ye i?aai?caoe?eii-no?oeoo?ii? ?aae?caoe??
eiiieaeno ia?eaoeiao aoae?aaeueieo i?ae?yaeieo o??i ;

· noai?aiiy aeai?eoio aenia?oii? ioe?iee aeiiii?/ieo canaae ia?eaoeiiai?
no?oeoo?e ia aoai? oi?ioaaiiy ;

· ?ic?iaea iaoiaeeee neeaaeaiiy athaeaeaoo ia?eoeiao aoae?aaeueii?
i?aai?caoe??, aeai?eoio aeiiii?/ii? ioe?iee aoaeoeaiino? ? iioei?caoe??
aeo?ao eiiieaeno ia?eaoeiao ;

· ai?iaaaeaeaiiy ?ic?iaeaieo iaoiaeee oi?ioaaiiy ? aeiiii?/ii? ioe?iee
ia?eaoeiaiaeo no?oeoo? a i?aeoeeo oi?aae?iiy aoae?aaeueieie i?ae?yaeieie
i?aai?caoe?yie a caeaaeiino? a?ae niaoeeo?ee ?o ooieoe?iioaaiiy.

1.4.I?aaeiao ? ia`?eo aeine?aeaeaiiy . I?aaeiaoii aeine?aeaeaiiy ?
aeiiii?/i? iniiae noai?aiiy ? ooie-oe?iioaaiiy ia?eaoeiaiaeo
i?ae?icae?e?a, e?eoa??? ? iaoiaee ioe?iee aoaeoeaiino? ?aae?caoe??
eiiieaeno ia?eaoeiao a aoae?aaeueieo i?aai?caoe?yo.

Ia`?eoii aeine?aeaeaiiy ? aoae?aaeuei? i?ae?yaei? i?aai?caoe??
??cieo oi?i aeaniino? ? ae?iaie/iai ni?yioaaiiy .

1.5. Iaoiaeieia?y ? iaoiaeeea aeine?aeaeaiue. Aeeiiaiiy iinoaaeaieo
caaaeaiue ? aeinyaiaiiy aieiaii? iaoe aeine?aeaeaiiy aeinyaa?oueny
aeei?enoaiiyi no/anieo iaoiae?a aeine?aeaeaiue, oaeeo ye nenoaii?
iaoiaee , i?ioeani? oa ooieoe?iiaeuei? i?aeoiaee a oi?aae?ii? , oai??y
???a?o?/ieo aaaaoi??aiaaeo nenoai, aeiiii?ei-noaoenoe/ia iiaeaethaaiiy
oa ?i. I?iaaaeaiiy aeinae?aeaeaiue a?oiooaaeinue ia aea/aii?,
nenoaiaoecaoe?? oa ocaaaeueiaii? ia?aaeiaiai ca?oa?aeiiai oa
a?o/eciyiiai aeina?aeo uiaei ??cieo aniaeo?a iaiaaeaeiaioo i?ae?yaeiiai
aoae?aaeueiiai ae?iaieoeoaa , ?ioaa?aoe?? no/anieo nenoaiieia?/ieo
?aeae ? oe?eueiaiai i?aeoiaeo c o?aaeeoe?eieie oyaeaiiyie ? ?ic?iaeaie
oai??? oi?aae?iiy, ui caaacia/o? a?eueo cia/io a??ia?aei?noue oa
aoaeoeai?noue .

1.6. Iaoeiaa iiaecia ?iaioe iieyaa? o ?ic?iaoe? i?eioeeiiai iiaiai
aeey aoae?aaeueieo i?aai?aoe?e Oe?a?ie eiiieaeno oai?aoe/ieo ?
i?aeoe/ieo i?iaeai noai?aiiy ? ae?yeueiino? ia?eaoeiaiaeo i?ae?icae?e?a
. Aecia/aii eiioeaioe?th i?aai?caoe?? ia?eaoeiao, ?ic?iaeaii
?aoe?iiaeuei? oi?ie no?oeoo?iiai ao?eaiiy oa iaoiaeeee aeiii?/ii?
ioe?iee ia?eaoeiaiaeo i?ae?icae?e?a o i?ae?yaeiiio aoae?aieoeoa?.

1.7. Iniaenoee aianie caeiaoaa/a oa ai?iaaoe?y ?acoeueoao?a
aeine?aeaeaiiy . Aei iniaenoiai aianeo caeiaoaa/a ne?ae a?aeianoe :

· no?oeoo?ioa??i? i?eioeeie ? eiioeaiooaeueia iiaeaeue i?aai?caoe??
ia?eaoeiao o i?ae?yaeiiio aoae?aieoeoa? ;

· aeiiii?/ii ?aoe?iiaeuei? i?iaeoi? ??oaiiy ii i?aai?caoe?? neoaea
oi?aae?iiy ia?eaoeiaii, aaeaioiaaieo aei iniaeeainoae ooieoe?iioaaiiy
aoae?aaeueii? i?aai?caoe?? a ?eieiaiio na?aaeiaeu? ;

· aeai?eoi iiia?aaeiuei? aenia?oii? ae?aaiinoeee aeiiii?/ii?
aoaeoeaiino? no?oeoo?e i?ae?icae?eo ia?eaeiao aoae?aaeueii? o??ie ia
aoai? eiai oi?ioaaiiy ;

· iaoiaeeeo aeeoa?aioe?aoe?? ia?eaoeiiaeo aeo?ao, neeaaeaiiy
ia?ea-oeiaiaiai athaeaeaoo ? aeiiii?/ii? ioe?iee aoaeoeaiino? neoaeae
ia?eaoeiao aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? .

Ai?iaaoe?y ?iaioe. Iniiai? oai?aoe/i? iieiaeaiiy ? i?aeoe/i?
?acoeueoaoe aeena?oaoe?eii? ?iaioe aeiiia?aeaeenue ? iaea?aeaee
noaaeaiiy ia 57-e , 58-e ? 59-e iaoeiai-i?aeoe/ieo eiioa?aioe?yo
Ee?anueeiai aea?aeaaiiai oaoi?/iiai oi?aa?neoaoo aoae?aieoeoaa ?
a?o?oaeoo?e ( 1996 ,1997 ? 1998 ??. ). ?acoeueoaoe ?iaioe ai?iaaaeaeai?
a i?aeoeeo oi?aae?iiy aoae?aaeueieo i?aai?caoe?e i. Ee?aa, a ?acoeueoao?
iaea?aeaii cia/iee aeiiii?/iee aoaeo.

1.8. Ii oai? aeena?oaoe?? iioae?eiaaii 4 ?iaioe . A ?iaio? / 1 /
caeiaoaa/oe? iniaenoi iaeaaeeoue oi?ioethaaiiy ?aaeoeaieo /eiiee?a
niiaeea/i? iiaaae?iee , ui oi?iothoue iiieo ia iineoae aoae?aaeueieo
i?ae?yaeieo o??i. A ?iaio? / 2 / aeeeaaeaii eiioeaioe?th, iniiai?
caaaeaiiy ? ?aoe?iiaeuei? oi?ie no?oeoo?iiai ao?eaiiy neoaea oi?aae?iiy
ia?eaoeiaii a aoae?aaeueieo i?ae?yaeieo i?aai?caoe?yo . A ?iaio? /3 /
caeiaoaa/oe? iniaenoi iaeaaeeoue aeai?eoi ?ic?aooieo aa?aioiaaiiai
i?eaooeo, yeei ia?eaoeiaiaa neoaeaa ?ic?aoiao? i/?eoaaiiy aoae?aaeueii?
i?aai?caoe?? a?ae ?aae?caoe?? i?iaeoo. A ?iaio? / 4 / caeiaoaa/oe?
iniaenoi iaeaaeeoue ?ic?iaea no?oeoo?e ae?aeiaiai? nenoaie “Oaiaea?” ,
ia iniia? yei? neoaea? ia?eaoeiao i?iiiio?oueny ioe?ithaaoe iiceoe??
i?ae?yaeii? o??ie i?e oeeaaeaii? oaiaea?ieo oaiae .

1.9. Ianya ? no?oeoo?a ?iaioe. Aeena?oaoe?eia ?iaioa neeaaea?oueny c
anooio , /ioe?ueio ?icae?e?a , aeniiae?a oa aeiaeaoe?a, ia?ae?eo
aeei?enoaii? e?oa?aoo?e c 144 iaeiaioaaiiy ? i?noeoue 152 noi??iee, 30
iaethie?a oa 10 oaaeeoeue .

Ci?no ?iaioe.

O anooi? iaa?oioiao?oueny aeooaeuei?noue oaie aeine?aeaeaiiy, eiai
i?aaeiao , ia`?eo, oai?aoe/ia ? i?aeoe/ia cia/aiiy, aeeeaaeaii iaoo ?
iniiai? caaaeaiiy aeena?oaoe?? .

O ia?oiio ?icae?e? “ Iinoaiiaea caaea/? aeine?aeaeaiiy” c?iaeaii aiae?c
iayaieo ?ic?iaie c ieoaiue i?aai?caoe?? ia?eaoeiao, cie?aia a
i?ae?yaeiiio aoae?aieoeoa?.

Aiae?c e?oa?aoo?e cana?ae/ea , ui o i?ae?yaeiiio aoae?aaeueiiio
ae?iaieoeoa?, iiee ua iaaeinoaoiuei i?aai?caoe?eii o?ainoi?iiaaiiio aei
no/anieo ?eieiaeo iio?aa ? oneeaaeiaieo oiia ainiiaea?thaaiiy, ooieoe?th
ia?eaoeiao iiee ua ooioiaeiththoue eeoa c ooieoe?yie caooo ? ?aeeaie.
Ia?eaoeiaia? ?ino?oiaioe ?icaeyaeathoueny a no/ani?e a?o/eciyi?e
iaoeia?e e?oa?aoo?? ,ianaiia?aae , ye ?ino?oiaioe , i?eaeaoi? aeey
?ica`ycaiiy ciai?oiueiaeiiii?/ieo i?iaeai. Ieoaiiy ?ic?iaee
ia?eaoeiaiaeo eiioeaioe?e aenoa?oeai? , a ia?oo /a?ao, aeey
?iaanoeoe?eii?, eiia?oe?eii?, oi?a?aaeueii? oa iina?aaeieoeueei?
ae?yeueiino? , a iaioiio ianyc? aeey aaeocae i?iieneiaiai ae?iaieoeoaa
oiaa??a niiaeeaaiiy. Aeey aaeocae naia i?ae?yaeiiai aoae?aieoeoaa, a
o./. eiai ieciaiai ??aiy,?icaaeyae ia?eaoeiiaeo i?iaeai i?aeoe/ii
a?aenooi?e. Aiae?c ?nioth/eo i?aeoiae?a oi?iioai?aiiy ia?eaoeiaiaeo
no?oeoo?, iiaeaiee a niaoe?aeuei?e iaoeia?e e?oa?aoo??, cana?ae/ea, ui
aeiaeai c ?icaeyaeoaaieo i?aeoiae?a ia a?aoiao? niaoeeo?ee caaaeaiue
eiiieaeno ia?eaoeiao o i?ae?yaeiiio aoae?aieoeoa?, aeey yeiai oae?
no?oeoo?e aeyaeeenue i?aai?caoe?eii iaoyaeeeaeie, ia i?enoiniaaieie aei
aoaeoeaii? eii?aeeiaoe?? oi?aae?inueeeo ??oaiue ? ?acoeueoaoeaiiai
caaacia/aiiy oe?eae aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? a ?eieiaiio
na?aaeiaeu?. Oea coiiaeth? iaoeiai-i?aeoe/ia ni?yioaaiiy aeine?aeaeaiiy
ia ?ic?iaeo aoaeoeaieo iaoiaeee i?iaeooaaiiy ? eiiieaenii? aeiiii?ii?
ioe?iee aoaeoeaiino? ae?yeueiino? ia?eaoeiaiaeo neoaea ? i?ae?icae?e?a
aoae?aaeueieo i?ae?yaeieo i?aai?caoe?e .Aeoiaey/e c aeiia ? iio?aa
i?ae?yaeiiai aoae?aieoeoaa, ia canaaeao nenoaiii? iaoiaeieia??
cae?eniaii iinoaiiaeo caaea/? – ?ic?iaeaii no?oeoo?ii-eia?/io iiaeaeue
i?iaaaeaiiy aeine?aeaeaiue , yea ia?aaeaa/a? oae? aoaie :

1) ?ic?iaea eiioeaiooaeueii? iiaeae? noai?aiiy ? ooieoe?iioaaiiy
ia?eaoeaiaeo no?oeoo? o i?ae?yaeiiio aoae?aieoeoa? ,aeeth/ath/e
no?oeoo?ioa??i? i?eioeeie ? aeiiii?/i? iniiae ?o i?aai?caoe?? ;

2) ?ic?iaea i?iaeoieo ??oaiue ii i?aai?caoe?? neoaeae oi?aae?iiy
ia?eaoeiaii, c o?aooaaiiyi niaoeeo?ee ooieoe?iioaaiiy i?ae?yaeii?
aoae?aaeueii? o??ie ;

3) ?ic?iaea aeai?eoio aenia?oii? ae?aaiinoeee no?oeoo?e neoaea
ia?eaoeiao ia aoai? noai?aiiy ;

4) ?ic?iaea aoaeoeaieo iaoiaeeee athaeaeaoe?ecaoe??, aeiiii?/ii?
ioe?iee ?acoeueoaoeaiino? ? iioei?caoe?? aeo?ao eiiieaeno ia?eaoeiao.

No?oeoo?ii-eia?/ia iiaeaeue aeine?aeaeaiiy iiaeaia o aeaeyae?
iao?eoe? noiaioeyie yei? ( ao?eaooaie iiaeae? )
aenooiathoue aeo?aei? aeai? , e?eoa???,iaoiaee aeine?aeaeaiiy , a
?yaeeaie iao?eoe? – i?aeoe?e? ? caaea/? , ia ye? aeeoa?aioe?th?oueny
aieiaia iaoa aeine?aeaeaiiy.

O ae?oaiio ?icae?e? “ Oi?ioaaiiy aeiiii?/ii? no?aoaa?? ? no?oeoo?ii?
?aae?caoe?? neoaeae oi?aae?iiy ia?eaoeiaii aoae?aaeueieo aaii?ae?yaeieo
i?aai?caoe?e” cae?eniaii iiaoaeiao eiioeaiooaeueii? iiaeae?
i?aai?caoe?? ia?eaoeiao, ca?aeii c yeith cai?iiiiiaaii iaoiaeeeo
i?iaeooaaiiy ia?eaoeiaiaeo i?ae?icae?e?a aoae?aaeueieo i?ae?yaeieo o??i
? ?ic?iaeaii i?iaeoe ?o no?oeoo?iiai ao?eaiiy, aaeaioiaai? aei iio?aa ?
aeiia ae?yeueiino? ia ?eieo i?ae?yaeieo ?ia?o .

O a?aeiia?aeiino? aei iinoaaeaieo a iiia?aaeiueiio ?icae?e? caaaeaiiyo
aeine?aeaeaiiy ? niaoeeo?/ieo aeiia i?ae?yaeiiai aoae?aieoeoaa aei
i?ioeano i?aai?caoe?? ? no?oeoo?e oi?aae?iiy ia?eaoeiaii, ?ic?iaeaii
eiioeaiooaeueio iiaeaeue ae?yeueiino? ia?eaoeiaiaiai i?ae?icae?eo
i?ae?yaeii? o??ie ( ?en . 1 ) . Iiaeaia iiaeaeue a?aeia?aaea? :

– no?oeoo?ioa??i? i?eioeeie noai?aiiy ia?eaoeiaiaeo i?ae?icae?e?a
aoae?aaeueieo i?ae?yaeieo i?aai?caoe?e ;

– iniiai? aoaie ? nenoaie ?aae?caoe?? eiiieaeno ia?eaoeiao ;

– iaoo ? iniiai? caaaeaiiy ?iaioe ia?eaoeiaiaiai i?ae?icae?eo a
i?ae?yaeiiio aoae?aieoeoa? ;

– ?ino?oiaioe eiiieaeno ia?eaoeiao i?ae?yaeii? o??ie ;

– oaeoi?e iae?i- oa i?e?ina?aaeiaeua ooeoe?iioaaiiy aoae?aaeueii?
i?ae?yaeii? i?aai?caoe?? .

Aieiaiith iaoith ae?yeueiino? ia?eaoeiaiaiai i?ae?icae?eo aoae?aaeueii?
i?ae?yaeii? o??ie ? ?ic?iaea , ieaioaaiiy ? ao?eaiiy a aeeooy
ia?eaoeiaiaeo caoiae?a ca?aaee aeinyaiaiiy oe?eae i?aai?caoe?? –
iaea?aeaiiy i?eaooeo ,?icoe?aiiy ia?aae? niiaeeaa/?a iineoa
aoae?aaeueii? o??ie, aaeineiiaeaiiy aoaeoeaiino? ae?iaieoeoaa ? yeino?
i?iaeoeoe?? .Iniiai? caaaeaiiy neoaeae ia?eaoeiao aoae?aaeueii?
i?ae?yaeii? i?aai?caoe?? noi?ioeueiaai? oaeei /eiii :

· ?ic?iaea ia?eaoeiaiai? eiioeaioe?? ? i?ia?aie ae?e o??ie ;

· oi?ioaaiiy no?aoaa?? ia?eaoeiao ;

· aiae?c iae?i- oa i?e?iioi/aiiy o??ie ,

· aea/aiiy ? ioe?iea oaiaeaioe?e ?icaeoeo iioaioe?eii? /anoee ?eieo
i?ae?yaeieo ?ia?o , ui iiaea aooe ioiieaia aeaiith o??iith ;

· aiae?c noaio eiieo?aioe?? a iioaioe?eiiio ?eieiaiio naaiaio? ;

· ioe?iea yeino? AI? o??ie oa ?? iaae?eiino? ye ia?oia?a c oi/ee ci?o
?iaanoi??a, caiiaiee?a ;

· ?ic?iaea cania?a noeioethaaiiy ? aieeao aeey iaea?aeaiiy aea?aeieo
caiiaeaiue – ?ic?iaea aeanieo iiceoe?e aeey o/ano? a i?ae?yaeieo oi?aao,
oaiaea?ao oiui ;

· oi?ioaaiiy e?eoa???a ? oiia aeey cae?eniaiiy i?ae?yae?a ,
aoae?aaeueieo ?ia?o ;

· ?ic?iaea o??iith aio/eeo i?aeoiae?a aei oe?iiooai?aiiy (
aeeoa?aioe?eiaaia oe?iiooai?aiiy ii a?oiao niiaeeaa/?a , aeaeai ?ia?o;
aeani? eiooi?enieo ii?iaoea?a iathoue noaoe iaeiei c ?ino?oiaio?a
eiiieaeno ia?eaoeiao ;

· ?ic?iaea ieai?a ia?eaoeiao ;

· inoaoi/ia oi?ioaaiiy no?aoaa?? ? i?ia?aie o??ie ;

Oe?EUeIA? NIIAEEAA*? I?IAeOEOe?? AOAe?AAEUeIEO

I?Ae?ss AeIEO O??I

caiiaieee

?iaanoi?e

·

· · iii?oi?eia ia?eaoeiao – ioe?iea aoaeoeaiino? ?aae?caoe?? no?aoaa??
o??ie oa ae?yeueiino? ?? no?oeoo?iiai ia?eaoeiaiaiai i?ae?icae?eo .

I?e iiaoaeia? eiioeaiooaeueii? iiaeae? aecia/aii no?oeoo?ioa??i?
i?eioeeie , ui iiaeii? noaoe aacenii noai?aiiy ia?eaoeiaiaeo
i?ae?icae?e?a :

· aaeaioiaai?noue – caeaoi?noue ia?eaoeiaiaiai? no?oeoo?e i???iooaaoenue
ia ci?io caaaeaiue ? no?aoaa?? aoae?aaeueii? i?ae?yaeii? o??ie , ui
iaoiiaeaii ia`?eoiith i???ioaoe??th ?? ae?yeueiino? ;

· eiiieaeni?noue – ia?eaoeiaiaa no?oeoo?a ia? aooe i?aai?ciaaia oae ,
uia aeeiioaaoe aanue eiiieaen ia?eaoeiaiaeo caaaeaiue ;

· aeoeai?noue – aeoeaia ?ieue ia?eaoeiaiaiai i?ae?icae?eo o oi?ioaaii?
aca?iia?aeiinei c oe?eueiaeie niiaeeaa/aie ( caiiaieeaie ) oa ?ioeie
o/anieeaie ?iaanoeoe?eiiai i?ioeano , aaeineiiaeaii? oi?aae?iiy
ae?iaieoeoaii ? oaoiieia??th i?ae?yaeieo ?ia?o ;

· oe?eani?yiiaai?noue – a?aeiia?aei?noue caaaeaiiyi , ui noiyoue ia?aae
i?ae?yaeiith o??iith ;

· aaoi?aaoeyoe?y – iaiao?aei?noue iino?eiiai iii?oi?eiao aoaeoeaiino?
ia?eaoeiaiaeo caoiae?a oa cai?iaaaeaeaiiy iaiao?aeieo ei?aaoth/eo ae?e .

No?oeoo?a ia?eaoeiaiaiai i?ae?icae?eo ia? aooe oaeith , uia aooe
caeaoiith aoaeoeaii aieeaaoe ia ianya ? no?oeoo?o ii?ooaeth caiiaeaiue
i?ae?yaeii? o??ie a iaeaeioe?euei?oiio aeey ia? aa??aio? , no?oeoo?a,
ooieoe?? ? ianya caaaeaiue ia?eaoeiaiaiai i?ae?icae?eo ia ? noaeeie ,
aiie aeaeici?iththoueny a?aeiia?aeii aei aa??aoe?? ianooaa?a
ae?yeueiino? , ianya?a ae?iaieoeoaa , oi?i aeaniino? , ae?iaie/iai
ni?yioaaiiy . C oeeo iiceoe?e aoei ?ic?iaeaii iaoiaeeeo i?iaeooaaiiy
neoaea ia?eaoeiao i?ae?yaeieo o??i. sse iaoiaeieia?/iee ?ino?oiaioa??e
aeei?enoaii oai??th ???a?o?/ieo aaaaoi??aiaaeo nenoai.. Cai?iiiiiaaii
i?ioeaaeo?o i?iaeooaaiiy ia?eaoeiaiaeo i?ae?icae?e?a o i?ae?yaeiiio
aoae?aieoeoa? ? ?ic?iaeai? i?iaeoe ?o no?oeoo?iiai ao?eaiiy a ??cieo
i?aai?caoe?eieo oi?iao :

· ooieoe?iiaeueii i?aai?ciaaia neoaeaa oi?aae?iiy ia?eaoeiaii
aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? ,

· niiaeea/i no?oeoo?iaaia ia?eaoeiaiaa neoaeaa ,

· a?aeae?e ia?eaoeiao iaei? i?ae?yaeii? o??ie ,

· a?oia ia?eaoeiao ? caiiaeaiue iaaaeeei? niaoe?ae?ciaaii? aoae?aaeueii?
o??ie ,

· neoaeaa ia?eaoeiao aoae?aaeueii-?iaanoeoe?eii? eiiiai?? .

A?aeiia?aeii aei cai?iiiiiaaii? iaoiaeeee , aaoi?ii ?ic?iaeaii i?iaeo
ooieoe?iiaeueii no?oeoo?iaaii? neoaeae oi?aae?iiy ia?eaoeiaii (?en. 2),
ui i/ieth?oueny ia/aeueieeii neoaeae ia ??ai? canooiieea ea??aieea
aoae?aaeueii? i?aai?caoe?? . ???a?o?y oi?aae?iiy oaei? neoaeae
ia?aaeaa/a? 3 aoaeiie ( ??aiy ) oi?aae?iiy : ia/aeueiee neoaeae naeoi?e
a?oie.

Aei ia?aaaa cai?iiiiiaaiiai i?iaeoiiai ??oaiiy ii i?aai?caoe??
ooieoe?iiaeueii no?oeoo?iaaii? neoaeae oi?aae?iiy ia?eaoeiii ne?ae
a?aeianoe aenieo no?oeoo?io aaeaioeai?noue – iioeiaeueiee uiaei
caaaeaiue ao?aaeueii? o??ie ooieoe?iiaeueii-???a?o?/iee ?iciiae?e
caaaeaiue ? iiaiiaaaeaiue ana?aaeei? neoaeae ? aenieo iia?euei?noue –
caeaoi?noue a ?aieao ?aeeii? ia?eaoeiaiai? no?oeoo?e aeaeici?ithaaoe ?
?aae?ciaoaaoe eiiieaen ia?eaoeiaiaeo caoiae?a a?aeiia?aeii aei oa?aeoa?o
ci?i ciai?oiueiai na?aaeiaeua o??ie. Cai?iiiiiaaia no?oeoo?a
ia?eaoeiaiai? neoaeae caaacia/o? aoaeoeai?noue ? aeoeai?noue
ia?eaoeiiaeo coneeue o??ie /a?ac e?i?eio ???a?o?th naeoi?o eii?aeeiaoe??
, ui aenooia? ye nai???aeia no?oeoo?ia eaiea oe?eueiaiai oi?aae?iiy.
?ic?iaeaia iiaeaeue ia?eaoeiaiai? neoaeae , /a?ac naith no?oeoo?io
oi?aa?naeuei?noue, i?eaeaoia aeey an?o aoae?aaeueieo i?ae?yaeieo o??i,
iacaeaaeii a?ae ?o ?ici???a, ae?iaie/iai ni?yioaaiiy , iiiaieeaoo?e
?ia?o ? o.?i.

Aeey i?ae?yaeieo aoae?aaeueieo o??i , iiceoe?iioaaiiy yeeo ia
i?ae?yaeiiio ?eieo i?eeiyei onoaeai? oi?ie ? ianyae ( ye?noue,
iiiaieeaoo?a ? aa?o?noue ?ia?o caaeia?eueiythoue caiiaiee?a , a ?o
i?iiiceoe?? ia aeeiiaiiy AI? ? a?aeiia?aeaeuei?noue o aca?ii?ic?aooieao
a?aeiia?aeathoue ia?eaoeiaiaei iiaeeeainoyi ? oe?eyi o??ie ) , aai aeey
o??i , ui iaaeathoue i?ae?yaei? iineoae iaiaaeaii? iiiaieeaoo?e ,
niaoe?ae?ciaaieo o??i, aeioe?eueii ao?eaiiy neoaeae oi?aae?iiy
ia?eaoeiaii . I?aai?caoe?y oi?aae?iiy a ?aieao oaei? no?oeoo?e
cae?enith?oueny ca ?eieiaei i?eioeeiii. Aeey oaeeo oiia aaoi?ii
cai?iiiiiaaii i?iaeo niiaeea/i-no?oeoo?iaaii? neoaeae oi?aae?iiy
ia?eaoeiaii (?en. 3). Oey no?oeoo?a , ia a?aei?io a?ae iiia?aaeiuei? ,
ia?aaeaa/a? a?aeo?ae a?ae aeeeth/ii ooieoe?iiaeueiiai ?iciiae?eo
iiaiiaaaeaiue ? caaaeaiue oi?aae?iiy , ine?eueee i?e ?? iiaoaeia?
a?aoiaaii iaeiioeii?noue ia?eaoeiaiaeo caaaeaiue aeey ??cieo a?oi
niiaeeaa/?a ,ui aecia/a?oueny oa?aeoa?ii iineoa o??ie.

Ia?aaaae iiaeaii? oi?ie i?aai?caoe?? ia?eaoeiao iieyaathoue o
oaeiio :

1) ?aae?caoe?y eiioeaioe?? aeoeaiiai , oe?eueiaiai ia?eaoeiao ;

2) a?aeiiaa a?ae iaaeeeoeiaeo aeey oaeeo o??i ai?eciioaeueieo ?
aa?oeeaeueieo no?oeoo?ieo aeaiaio?a aeicaiey? iiaoaeoaaoe ia?eaoeiaiao
neoaeao no?oeoo?ii i?inoo ? eaeii?/io , c aenieith ii?iith ea?iaaiino?
;

3) aeinyaa?oueny aenieee nooi?iue no?oeoo?ii? eiioeaio?aoe?? , ui ,a
ii?aeiaii? c iaiao?aeiei ?ioi?iaoe?eii-aiae?oe/iei iaa?oiooaaiiyi,
aeicaiey? ?ioaineo?eoaaoe i?ioean a?ae ieaioaaiiy ia?eaoeiao – aei
inoaoi/iiai eiio?aeoiiai ioi?ieaiiy i?ae?yaeo .

Aeey na?aaei?o oa iaaaeeeeo aoae?aaeueieo i?ae?yaeieo ( cie?aia
niaoe?ae?ciaaieo) i?iiiio?oueny noai?aiiy a?aeae?eo ia?eaoeiao (?en.
4). I?e iiaoaeia? i?iaeoo ia?eaoeiaiai? no?oeoo?e a?aoiaaii a?eueoee
nooi?iue caoaeaiino? , eiioeaio?iaaiino? ia?eaoeiaiaeo caaaeaiue ,
iaiaaeaiiy ?o , aieiaiei /eiii , aei ?ioi?iaoe?eii-iiooeiaeo caaaeaiue
? oe?eueiaiai ia?eaoeiao c caiiaieeaie .

EA??AIEE

aoae?aaeueii?
i?aai?caoe??

ooieoe?iiaeuei? i?ae?icae?ee i?aai?caoe??

IA*AEUeIEE

neoaeae oi?aae?iiy ia?eaoeiaii

naeoi? ?ioi?iaoe?eiiai caaacia/aiiy

a?oia cai?o ? ia?iaee

?ioi?iaoe??

a?oia AII oa ?ioi?iaoe?eii-i?ia?ai-iiai caaacia/aiiy

naeoi? ia?eaoeiaiaiai ieaioaaiiy ? no?aoaa?/iiai eiio?iethaiae?oe/ia
a?oia

a?oia ia?eaoeiaiaiai ieaioaaiiy ? athaeaeaoo

?aa?c?eia a?oia

naeoi? i?aaiaiai caaacia/aiiya?oia i?aeaioiaee oaiae

a?oia i?aaiaiai caaacia/iiy ? no?aooaaiiy

naeoi? aeo?ao oa o?iainiai-aa?o?niiai eiio?ietha?oia nia?aa?oino? ,
oe?iiooai?aiiy ? aeo?ao

a?oia o?iainiaiai eiio?ieth

naeoi? ae?iaie/i-oaoiieia?/iiai ia?eaoeiaoae?iaie/iai ia?eaoeiao

i?aai?caoe?eii -oaoiieia/ieo

iiaaoe?e

naeoi? aca?iiae?? c caiiaieeaie

iaiaaeaea?e i?ae?yae?a?en. 2. Noaia i?iaeoo ooieoe?iiaeueii?
i?aai?caoe?? neoaeae oi?aae?iiy

ia?eaoeiaii aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? .

Ea??aiee aoae?aaeueii? o??ie

Canooiiee aee?aeoi?a –

ia/aeueiee neoaeae

oi?aae?iiy ia?eaoeiaii

N A E O I ? E

IA?EAOEIAIAI? Oe?IIOOAI?AIIss

?IOI?IAOe?? ,

IEAIOAAIIss ? OA OEEAAeAIIss

NOEIOETHAAIIss OAIAe

CAOOO

I a i a ae ae a ? e c i a ?
e a o e i a o

c ?iciiae?eii ia neeaaeia? c ?iciiae?eii ia a?oie
niiaeeaa/?a

ia?eaoeiao

?eiei-

aiai iii?oi-?eiao?aeeaie ? noeioeth

aaiiy caoooieaioaaiiy ? athaeaeaoo ia?eaoeiao

1

2

3

iniiai?
caaaeaiiy

aiae?c iio?aa eii-e?aoiiai niiaeeaa/a?ic?iaea i?iiiceoe?e

uiaei aeeiiaiiy

AI?

neeaaeaiiy eaeueeoeyoe?e

ia i?iaeoeoe?th (iineoae )

aoae?aaeueii?

o??ieInoaoi/ia ioi?ieai-iy aca?iei c

caiiaieeii

o oi?i? oaiaee

?en. 3 . I?iaeoia ??oaiiy ii i?aai?caoe?? niiaeea/i no?oeoo?iaaii?

neoaeae oi?aae?iiy ia?eaoeiaii aoae?aaeueii? o??ie.

Aee?aeoi? aoae?aaeueii? o??ie

?iniaeoi? ii eaae?ai

Ia/aeueiee

a?aeae?eo

ia?eaoeiao

A?oie a?aeae?eo

ia?eaoeiao

Aieiaiee

?iaeaia?

?iaeaia?

-oaoiieia

Ae?eueieoe?

a?eaaaee

Aieiaiee

aooaaeoa?

a?aeae?e iae?eo ?

ieaioaaiiy

aooaaeoa?e

aeiiii?noe

Ia/aeueiee

ainiiaea?-

noaa

neeaaenueea

ainiiaea?-

noai

oaoi?ea

onoaoeoaiiy

IA?EA-

OEIAI-

AI?

?IOI?-

IAOe??

i?aai?caoe??

caiiaeaiue

o o i e oe ? ?

1

2

3?ioi?-

iaoe?e-

ia ?

i?ia?ai

ii-nen-

oaiia

caaac-

ia/aiiy

ia?ea-

oeiao

ioe?iea ? aeya

iio?aa a iineoaao

o??ie?ioaineo?-

eaoe?y ?aae-

oe?? caooo ,

?icoe?ai-

iy ia?aae?

caiiaiee?aioi?iea-

iiy aca?-

iei c ca-

iiaie-

eii

o aeaey-

ae? eiio-

?aeo?a

?en. 4. I?iaeoia ??oaiiy i?aai?caoe?? a?aeae?eo ia?eaoeiao

iaei? aoae?aaeueii? i?ae?yaeii? o??ie .

Eia?ea iiaoaeiae oeeo oa ?ioeo cai?iiiiiaaieo i?iaeo?a no?oeoo?
ia?eaoeiaiaeo i?ae?icae?e?a a?aoiao? niaoeeo?/i? iniaeeaino?
ooieoe?iioaaiiy aoae?aaeueieo i?aai?caoe?e ??ciiai ae?iaie/iai
ni?yioaaiiy, aeiiae ? aeiiii?/i? e?eoa??? aoaeoeaiiai ooieoe?iioaaiiy
ia ?eieo i?ae?yaeieo ?ia?o.

O o?aoueiio ?icae?e? “ Iaoiaeeea aenia?oii? ae?aaiinoeee ia?eaoeiaiai?
no?oeoo?e aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? ” cai?iiiiiaaii
i?ioeaaeo?o ? ioe?iee aeiiii?/ii? aeioe?eueiino? no?oeoo?e ia?eaoeiaia?
neoaeae i?ae?yaeii? o??ie ia aoai? ?? oi?ioaaiiy .

?ic?iaeaiee aeai?eoi aenia?oii? ae?aaiinoeee no?oeoo?e (?en. 5 )
aeeth/a? oae? aoaie :

1) i?aeaioiaea ?ioi?iaoe?eii-ii?iaoeaii? aace aeey oi?iae?caoe??
caaea/? ? ocaiaeaeaiiy neeaaeo aenia?oiiai aeth?? ;

2)i?iaaaeaiiy aenia?oii? ae?aaiinoeee, ui ia?aaeaa/a? aeeiiaiiy
aeaionoaae?e – ia ia?o?e cae?enith?oueny ?aiaee?oaaiiy nieneo
i?aaeeeoi??a , a ia ae?oa?e – iaea?aeothoue oaeoi?i? , a?oiia? ?
?acoeueooth/? ioe?iee ia?eaoeiaiai? no?oeoo?e ;

3)aiae?oe/iee aoai , ia yeiio ioe?iththoue nooi?iue ocaiaeaeaiino?
ioe?iie ca oaeoi?aie ? aenia?oaie , i?eeia?oueny aeniiaie i?i
a??ia?aei?noue noeoiii? aenia?oii? aeoiee oa aeioe?euei?noue i?eeiyooy
ia?aiiai aa??aioo no?oeoo?iiai ao?eaiiy neoaeae ia?eaoeiao .

?ic?iaeaia iaoiaeeea aenia?oii? ioe?iee no?oeoo?e ia?eaoeiaiai? neoaeae
aeicaiey? iaa?oiooaaoe ??oaiiy i?i aeiiii?/io aeioe?euei?noue
ai?iaaaeaeaiiy i?iaeoo ?? i?aai?caoe?? a caaaeueio no?oeoo?o
aoae?aaeueii? i?ae?yaeii? o??ie .

I?ney ?ic?iaee ia?eaoeiaiai? no?aoaa?? aoae?aaeueii? i?ae?yaeii? o??ie ?
no?oeoo?iiai ioi?ieaiiy neoaeae oi?aae?iiy ia?eaoeiaii iinoa? caaaeaiiy
neeaaeaiiy ia?eaoeiaiaiai athaeaeaoo .Aieiaio oaaao i?e oeueiio ne?ae
cina?aaeeoe ia ieoaiiyo eeaneo?eaoe?? ia?eaoeiiaeo aeo?ao ca ooieoe?yie,
oa?aeoa?ii ? aeaea?aeaie a?aeoeiaeoaaiiy.

Aaoi?ii cai?iiiiiaaia ne?aeoth/a eeaneo?eaoe?y ia?eaoeiaiaeo aeo?ao o
i?ae?yaeiiio aoae?aieoeoa?:

noeoii? ia?eaoeiaia? aeo?aoe m , ui aeeth/athoue o?e neeaaeia?:

m =mi+mconst +mvar ( 1 ) ,

aea

– mi- iaeii/ani? aeo?aoe, iia`ycai? c iaiao?aei?noth aeiaeaoeiaiai
o?iainoaaiiy i?e noai?aii? iiaiai ooieoe?iiaeueiiai i?ae?icae?eo
aoae?aaeueii? i?aai?caoe?? – ia?eaoeiaiai? neoaeae ;

– mconst – iino?eia neeaaeiaa ia?eaoeiaiaeo aeo?ao ;

– mvar – ci?iia neeaaeiaa ia?eaoeiaiaeo aeo?ao .

Aeo?aoe mi ?iciiae?eythoueny oae :

mi =morg + mpr + mn
( 2 ) ,

1 I?aeaioiaea ia?aiao??a ye?nii?
ae?aaiinoeee

ia?eaoeiaiai? no?oeoo?e

1. 11.21.31.41.51.6aecia/ai-iy caaaeaiue ye?nii?
ae?aaiinoeeeaecia/ai-iy e?euee?n-iiai ? oaoiaiai

neeaaeo

aenia?o?ai?aeaioiaea aeey aiae?co ii?iaoea.-?ino?oe-oeaii? aace
ia?eaoeiaoi?aeaioiaea

aeey aiae?co ?ioi?iaoe?eii-i?ia?ai-iiai caaacia-/aiiyiiia?aaei?
ocaiaeaeaiiy nieneo ? ci?noo i?aaeeeoi-??a

aeey ioe?ieeiai?aaeai-iy i?iiiceoe?e aenia?oai uiaei o/ano? a i?ioean?
ae?aaiinoeee

2 ?ic?aooiie ia?aiao??a no?oeoo?e

iaoiaeii aenia?oieo
ioe?iie

2.12.22.32.42.52.6Aenia?o-i? ioe?iee oaeoi??a

Eij,Si,

Ri

?aiaee?oaaiiy oaeoi??a

Aiae?c a??ia?aeiino? ioe?iie (Si=fl(Ri) ? ocaiaeaeaiino? aenia?-o?a
rA?aaeaoe?y i?aaeeeoi-??a ca a?oiaie,ei?aeoe?y nieneoIoe?iea no?oeoo?e

ca ?-i oaeoi?ii Lij,s,i,Ioe?iea no?oeoo?e ca a?oiaie oaeoi??a ?

a oe?eiio Gk,

3 Aiae?oe/ee aoai

3.1 3.2 3.3Oi?ioaaiiy nenoaie
a?aie/ieo ii?iaoea?a:

Gul,k -ulIi??aiyiiy iaea?aeaieo

aenia?oieo ioe?iie c ii?iaoeaieieAeniiaie i?i aeioe?euei?noue i?eeiyooy
ia?aiiai aa??aioo no?oeoo?e

?en.5. Aeai?eoi aenia?oii? ae?aaiinoeee no?oeoo?e neoaeae oi?aae?iiy

ia?eaoeiaii aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? ia aoai?
?? noai?aiiy .

aea

– mirg – aeo?aoe ia i?aai?caoe?th iaoeaoeiaiai? neoaeae ,noai?aiiy
iaiao?aeii? oaoi?/ii? aace ia?eaoeiao, a o./. aeiaeaoeiao caeoi?aeth
i?aoaoi?ee oa IAII; – — mpr – aeo?aoe ia i?ia?aiia caaacia/aiiy
ia?eaoeiao ;

– mn – aeo?aoe ia noai?aiiy ii?iaoeaii? aace ia?eaoeiaiai?
ae?yeueiino?.

Iino?eia /anoea ia?eaoeiiaeo aeo?ao aeeth/a? oae? neeaaeia? :

mconst = mz + mvm
( 3 ),

aea mz – iino?ei? a iaaeao aeaiiai ?-ai ieaiiaiai ia??iaeo aeo?aoe ia
ca?ia?oio ieaoo i?aoe?aiee?a neoaeae oi?aae?iiy ia?eaoeiaii; mvm –
iino?ei? a iaaeao oeueiai ae ia??iaeo aeo?aoe ia aenieoaoaoe?th
oaoi?/ieo cania?a neoaeae .

Ci?iia neeaaeiaa ia?eaoeiaiaeo aeo?ao aeeth/a? aeo?aoe o.ca.
“eiioeaio?iaaiiai ia?eaoeiao” :

i=1,k* i=1,k**

mvar = mn,k + maen,k
( 4 )

· mn,k -oe?eueia? aeo?aoe ia iiooe caiiaeaiue ia i?ae?yaee ? iineoae
o??ie ? ocaiaeaeaiiy oiia ?o aeeiiaiiy ;

· maen,k aeo?aoe ia aeiaeaoeiaa noeioethaaiiy ni?a?ia?oiee?a
ia?eaoeiaiai? neoaeae a ?ac? iiceoeaiiai ??oaiiy aeaio noi??i (caiiaieea
? o??ie) uiaei eiio?aeoo – aeeth/aiiy caiiaeaiiy a i?ia?aio ?ia?o ?
iineoa o??ie ;

· k* – e?euee?noue eiio?aeo?a (oaiae), ye? ia?eaoeiaiaa neoaeaa i?iiiio?
oeeanoe aeey aeeiiaiiy ?o a ianooiiiio ieaiiaiio ia??iae? ;

· k** – e?euee?noue eiio?aeo?a c /enea k*,inoaoi/ii oeeaaeaieo o??iith
c caiiaieeaie ,ye? ia?aaeaa/aii aeeiiaoe a i-io ieaiiaiio ia??iae?.

C o?aooaaiiyi iiaeaii? niaoeeo?ee ia?eaoeiaiaeo aeo?ao o i?ae?yaeiiio
aoae?aieoeoa? cai?iiiiiaaia iaoiaeeea neeaaeaiiy ia?eaoeiaiaiai
athaeaeaoo o??ie, yea ?aae?co?oueny iine?aeiaii o e?eueea aoai?a ( oaae.
1), a ?acoeueoao? aecia/athoueny ?aoe?iiaeueiee aeey oiia o??ie ianya
noeoiieo ia?eaoeiaiaeo aeo?ao m oa ?o ooieoe?iiaeueieo neeaaeiaeo mi,
mconst oa mvar.

Cai?iiiiiaaia iaoiaeeea aeiiii?/ii? ioe?iee ?acoeueoaoeaiino? ae?ao
eiiieaeno ia?eaoeiao ? aoaeoeaiino? ae?yeueiino? ia?eaoeiaiai? neoaeae
aoae?aaeueii? i?ae?yaeii? o??ie. Iaoiaeeea a?oioo?oueny ia c?noaaeaii?
aeeiai?ee ia?eaoeiaiaeo aeo?ao ? ?acoeueoao?a ainiiaea?nueei?
ae?yeueiino? aoae?aaeueii? o??ie. Caaaeueiee aoaeo a?ae ae?yeueiino?
ia?eaoeiaiai? neoaeae i?ae?yaeii? o??ie ca ?ic?aooieiaee ia??iae t
aecia/a?oueny ye ??cieoey iaea?aeaiiai i?e?inoo aaeainiaiai i?eaooeo
Pbal ? cae?eniaieo ia?eaoeiaiaeo aeo?ao m:

Ef1,m = Pbal(t) dt – m ( 5 ) .

Ioe?ieo /enoiai aoaeoo Af2,m a?ae noai?aiiy ia?eaoeiaiaiai i?ae?icae?eo
cai?iiiiiaaii cae?enithaaoe ia iniia? i?iaiicii? ooieoe?? P*(
?ic?aoiao?oueny iaoiaeii i?iaiicii? aeno?aiieyoe?? ) , yea aeaco?
i?iaiici? cia/aiiy aaeainiaiai i?eaooeo, yeeo aeinyaea a o??ia aac
ae?yeueiino? ia?eaoeiaiaiai i?ae?icae?eo :

Ef2,m = (Pbal(t) – ?*) dt – m (6) .

Oaaeeoey 1.

Iaoiaeeea ?ic?aooieo ia?eaoeiaiaiai athaeaeaoo aoae?aaeueii? i?ae?yaeii?
i?aai?caoe?? .

?Ci?no aoaioOi?ioea ?ic?aooieoI?ei?oee

1Aecia/aiiy oe?ie i?ae?yaeieea – aa?oino? aeeiiaiiy an?o ?iia?o ? iineoa
i?ae?yaeii? o??ie OeIj ia j-iio ia`?eo? caiiaieea ? ?ic?aooiie noie
a?ioiaeo iaaeoiaeaeaiue AI ca ieaiiaee ? -ee ia??iaeAI = j OeIj ( ti/ Tj
)?ic?aoiao?oueny ia iniia? eiooi?enieo ?ic?aooie?a ? eiio?aeoieo oaiae,
oiia ?ic?aooie?a ca aeeiiai? ianyae ?ia?o 2Aecia/aiiy a?ioiaiai
aeioiaeo aoae?aaeueii? AAeAI i?ae?yaeii? o??ie, noeoiieo ci?iieo aeo?ao
Zvar ? aaeiaiai i?eaooeo ?intAAeAI(?)=AI(?) –

– j IAeA j ;

j=1,no ; h=1,nj

Zvar(i) =j(Zmat,j +

hQjh*(CI,h +Zex,h))

?int(i) = AAeai(?) – Zvar(i) ; j=1,no ; h=1,njIAeA ?ic?aoiao?oueny
ie?aii ii eiaeiiio ia` ?eoo j oa aeaeai ?ia?o h ; Qjh – ianyae
?ia?o aeaeo h ia ia?eo? j 3?ic?aooiie noeoiieo iino?eieo aeo?ao Zconst
? aaeainiaiai i?eaooeo Pbal aoae?aaeueii? i?aai?caoe??1) Zconst (i)=

s Zconst,s (i) ;

2) Pbal (i) = ?int(i) – Zconst(i) ;Aeo?aoe iathoue aooe iino?ei? a
iaaeao aeaiiai ia??iaeo;4Aecia/aiiy ?ici???a /anoee aaeainiaiai i?eaooeo
?cae, ui caeeoa?oueny a ?icii?y-aeaeaii? aoae?aaeueii? o??ie i?ney
iiiaeaoeoaaiiy?cae (?) = ?ii – FP =

(Pbal (i) – Pii(i) – Fsp(i))(1-FP) ;

FP – ii?ia iiaeaoeo ia i?eaooie?ici?? iaiiiaeaoeiaaii? /anoee i?eaooeo
Pii(i) ? niaoe?aeueiiai

iiaeaoeo Fsp anoaii-aeth?oueny caeaaeii a?ae oiia ae?yeueiino?
o??ie5?ic?aooiie ?ici??o /anoeie caeeoeiaiai i?eaooeo, ui ia? eoe ia
iie?eooy aeo?ao oiiae?a /enoiai i?eaooeo ?/; aecia/aiiy /anoee i?eaooeo
Zpr yea, ie??i oiiae?a /enoiai i?eaooeo, iiaea aooe aeei?enoaia
aoae?aaeueiith o??iith aeey aeanieo iio?aa .?/(?)=On+Oi+O?+Oa ;

Zpr(i) =?cae (?) – ?/(?)?ici?? oiiaeo Oa , c yeiai cae?eniththoue
aeieaoo aeea?aeaiae?a, anoaiiaeth?oueny ? ?aaoeth?oueny

noaoooii AO ? cai?aie aeoe?iia??a6Aecia/aiiy ianya?a noeoiieo
ia?eaoeiaiaeo aeo?ao m ? ?o neeaaeiaeo:

iaeii/anieo aeo?ao mo

iino?eii? neeaaeiai? mconst

ci?iii? neeaaeiai? mvarm Zpr(i),

m= mi+ mconst + mvar ?ici??e neeaaeiaeo aeo?ao eiiieaeno ia?eaoeiao
aecia-/athoueny aee?ae-oeaii /e ia iniia? aeiiii?ei-noaoen-oe/ieo
iaoiae?a?en. 6. Iioei?caoe?y ia?eaoeiaiaeo aeo?ao ia iniia?
aeiiii?ei-noaoenoe/ii? iiaeae? “aaeainiaee i?eaooie-ia?eaoeiaia?
aeo?aoe”.

“”

“”

C?noaaeaiiy cae?eniaieo ia?eaoeiaiaeo aeo?ao ? /enoiai i?e?inoo
aaeainiaoai i?eaooeo c /anii aeyaeoue aeeneiioiaaiee /enoee aoaeo a?ae
ae?yeueiino? ia?eaoeaiaiai i?ae?icae?eo i?ioyaii ?ic?aooieiaiai
ia??iaeo.

Aeey aeyaeaiiy iioeiaeueieo ianya?a ? no?oeoo?e ia?eaoeiaiaeo aeo?ao
?ic?iaeaii iaoiaeeeo ?o iioei?caoe?? ia iniia? aeiiii?ei-noaoenoe/ii?
iiaeae? “Aaeainiaee i?eaooie – ia?eaoeiaia? aeo?aoe” (?en. 6) .

Iniiai? aeniiaee iaoeiaiai aeine?aeaeaiiy .

1.. Aeoiaey/e c niaoeeo?ee ? aeiia i?ae?yaeiiai aoae?aieoeoaa ye
aaeoc?, ia aac? nenoaiii? iaoiaeieia?? ?ic?iaeaii eiioeaiooaeueio
iiaeaeue ae?yeueiino? ia?eaoeiaiai? neoaeae aoae?aaeueieo i?ae?yaeieo
o??i ? no?oeoo?ioa??i? i?eioeeie, yeei ia? a?aeiia?aeaoe ?? oi?ia
i?aai?caoe?? oi?aae?iiy ,- i?eioeeie aaeaioeaiino?, eiiieaeniino?,
aeoeaiino? , oe?eani?yiiaaiino? ? aaoi?aaoeyoe??; aecia/ai? aieiai?
aoaie ? caaaeaiiy ?o ae?yeueiino? .

2. ?ic?iaeai? i?iaeoe no?oeoo?iiai ao?eaiiy ia?eaoeiaiaeo i?ae?icae?e?a
, a oaeeo i?aai?caoe?eieo oi?iao :

· ooieoe?iiaeueii i?aai?ciaaia neoaeaa oi?aae?iiy ia?eaoeiaii
aoae?aaeueii? i?ae?yaeii? i?aai?caoe?? ,

· niiaeea/i no?oeoo?iaaia ia?eaoeiaiaa neoaeaa ,

· a?aeae?e ia?eaoeiao iaei? i?ae?yaeii? o??ie ,

· a?oia ia?eaoeiao ? caiiaeaiue iaaaeeei? niaoe?ae?ciaaii? aoae?aaeueii?
o??ie ,

· neoaeaa ia?eaoeiao aoae?aaeueii-?iaanoeoe?eii? eiiiai?? ;

eia?ea iiaoaeiae oeeo no?oeoo? a?aoiao? niaoeeo?/i? iniaeeaino?
ooieoe?iioaaiiy aoae?aaeueieo i?aai?caoe?e ??ciiai ae?iaie/iai
ni?yioaaiiy , aeiiae ? aeiiii?/i? e?eoa??? aoaeoeaiiai ooieoe?iioaaiiy
ia ?eieo i?ae?yaeieo ?ia?o.

3. ?ic?iaeaii aoaeoeaiee aeai?eoi ae?aaiinoeee aeiiii?/ii?
aeioe?eueiino? no?oeoo?e ia?eaoeiaiai? neoaeae aoae?aaeueii?
i?ae?yaeii? i?aai?caoe?? ia iniia? iaoiaeo aenia?oieo ioe?iie ia noaae??
?? noai?aiiy .

4. Cai?iiiiiaaii eiiieaen i?aaeeeoi??a-oaeoi??a ioe?iee ? a?aie/ieo
ii?iaoea?a, ci?no ? ianya yeeo aaeaioiaaii aei niaoeeo?ee ioe?iee
no?oeoo? o i?ae?yaeiiio aoae?aieoeoa? .

5. Aecia/aii niaoeeo?eo ni?yioaaiiy ? no?oeoo?ecaoe?? ia?eaoeiaiaeo
aeo?ao o i?ae?yaeiiio aoae?aieoeoa? .

6. Cai?iiiiiaaii iaoiaeeeo oi?ioaaiiy ia?eaoeiaiaiai athaeaeaoo,
e?eoa??? ? i?ioeaaeo?o ?ic?aooieo aeiiii?/iiai aoaeoo ooieoe?iioaaiiy
ia?eaoeiaiaeo no?oeoo? ? aeo?ao eiiieaeno ia?eaoeiao ,aeai?eoi
iioei?caoe?? ia?eaoeiaiaeo aeo?ao ia iniia? aeiiii?ei-noaoenoe/ii?
iiaeae? “aaeainiaee i?eaooie-ia?eaoeiaia? aeo?aoe”.

7. Iaa?oioiaai?noue iniiaieo oai?aoe/ieo iieiaeaiue ? i?aeoe/ieo
?ic?iaie aeena?oaoe?eii? ?iaioe a aaeoc? i?iaeooaaiiy i?aai?caoe?eieo
no?oeoo? i?ae?icae?e?a ia?eaoeiao ? aeiiii?/ii? ioe?iee ?o ?iaioe a
aaeoc? i?ae?yaeiiai aoae?aieoeoaa aeiaaaeaii aoaeoeaieie ?acoeueoaoaie
ai?iaaaeaeaiiy a i?aeoeeo oi?aae?iiy ?yaeo aoae?aaeueieo o??i i.
Ee?aa .

Ia i?aenoaa? i?iaaaeaieo aeine?aeaeaiue i?iiiio?oueny ia?ae?e
iioae?eiaaieo ?ia?o .

1. Iieieaiei A.I., Iiai?aeueoeaa A.I., ?oaoeiaa I.N. Iiaeaeue
niiaeea/i? iiaaae?iee a no?oeoo?? ae?yeueiino? neoaeae oi?aae?iiy
ia?eaoeiaii aoae?aaeueieo aaii?ae?yaeieo i?aai?caoe?e.// Ca??iee
iaoeiaeo i?aoeue “Oeyoe i?aeaeuaiiy aoaeoeaiino? aoae?aieoeoaa a oiiaao
oi?ioaaiiy ?eieiaeo a?aeiinei” .- Aei. 1.- E.: EAeOOAA , 1996. N. 32-36.

2. ?oaoeiaa I.N. Oi?ioaaiiy aoaeoeaieo no?oeoo? oi?aae?iiy
ia?eaoeiaii o aoae?aaeueieo i?aai?caoe?yo. // Ca??iee iaoeiaeo i?aoeue
“Oeyoe i?aeaeuaiiy aoaeoeaiino? aoae?aieoeoaa a oiiaao oi?ioaaiiy
?eieiaeo a?aeiinei” .- Aei. 2.- E.: EAeOOAA , 1997. N. 89 – 97.

3. Ooaoeueeee N.A., Iieieaiei A.I., ?oaoeiaa I.N. Aeai?eoi ?ic?aooieo .
nooiaiy ?eceeo ?iaanoeoe?eieo i?ia?ai. // Ca??iee iaoeiaeo i?aoeue
“Oeyoe i?aeaeuaiiy aoaeoeaiino? aoae?aieoeoaa a oiiaao oi?ioaaiiy
?eieiaeo a?aeiinei” .- Aei. 2.- E.: EAeOOAA , 1997. N. 35 – 38.

4. Oeeia A.E., Iieieaiei A.I., ?oaoeiaa I.N. Aei ieoaiiy noai?aiiy
aoaeoeaieo iaoiaeee i?iaaaeaiiy ? i?aai?caoe?? oaiaea??a o
eai?oaeueiiio aoae?aieoeoa?. // Ca??iee iaoeiaeo i?aoeue “Oeyoe
i?aeaeuaiiy aoaeoeaiino? aoae?aieoeoaa a oiiaao oi?ioaaiiy ?eieiaeo
a?aeiinei” .- Aei. 2.- E.: EAeOOAA , 1997. N. 38 – 42.

?oaoeiaa Ienaia Na?a??aia. Aeiiii?/i? iniiae noai?aiiy ?
ooieoe?iioaaiiy neoaeae oi?aae?iiy ia?eaoeiaii aoae?aaeueieo
aaii?ae?yaeieo i?aai?caoe?e.

Aeena?oaoe?y ia caeiaoooy iaoeiaiai nooiaiy eaiaeeaeaoa aeiiii?/ieo
iaoe ca niaoe?aeuei?noth 08.07.03. – Aeiiii?ea aoae?aieoeoaa. Ee?anueeee
aea?aeaaiee oaoi?/iee oi?aa?neoao aoae?aieoeoaa ? a?o?oaeoo?e , Ee?a ,
1998 .

Aeoiaey/e c iio?aa i?ae?yaeiiai aoae?aieoeoaa ye aaeoc? , aeey
aoae?aaeueieo i?ae?yaeieo i?aai?caoe?e ?ic?iaeaii eiiieaen oai?aoe/ieo ?
i?aeoe/ieo i?iaeai noai?aiiy ? ae?yeueiino? ia?eaoeiaiaeo i?ae?icae?e?a.
Aecia/aii eiioeaioe?th i?aai?caoe?? ia?eaoeiao , ?ic?iaeaii aoaeoeai?
oi?ie no?oeoo?iiai ao?eaiiy oa iaoiaeeee aeiiii?/ii? ioe?iee
ae?yeueiino? ia?eaoeiaiaeo i?ae?icae?e?a o i?ae?yaeiiio aoae?aieoeoa?.

Eeth/ia? neiaa : eiiieaen ia?eaoeiao ,aeiiii?/ia no?aoaa?y, aoae?aaeuei?
aaii?ae?yaei? i?aai?caoe?? , ia?eaoeiaiaa no?aoaa?y , ia?eaoeiaia?
aeo?aoe o i?ae?yaeiiio aoae?aieoeoa? , athaeaeao ia?eaoeiao , aeiiii?/ia
ioe?iea no?oeoo?e ia?eaoeiao ,iioei?caoe?y aeo?ao eiiieaeno ia?eaoeiao .

?oaoeiaa Ienaia Na?aaaaia. Yeiiiie/aneea iniiau nicaeaiey e
ooieoeeiie?iaaiey neoaeau oi?aaeaiey ia?eaoeiaii no?ieoaeueiuo
aaiiiae?yaeiuo i?aaiecaoeee.

Aeenna?oaoeey ia nieneaiea iao/iie noaiaie eaiaeeaeaoa yeiiiie/aneeo
iaoe ii niaoeeaeueiinoe 08.07.03. – Yeiiiieea no?ieoaeuenoaa . Eeaaneee
ainoaea?noaaiiue oaoie/aneee oieaa?neoao no?ieoaeuenoaa e a?oeoaeoo?u ,
Eeaa , 1998 .

Enoiaey ec iio?aaiinoae iiae?yaeiiai no?ieoaeuenoaa eae io?anee , aeey
no?ieoaeueiuo iiae?yaeiuo i?aaiecaoeee ?ac?aaioai eiiieaen oai?aoe/aneeo
e i?aeoe/aneeo aii?inia nicaeaiey e aeayoaeueiinoe ia?eaoeiaiauo
iiae?acaeaeaiee. Ii?aaeaeaiu eiioeaioeey i?aaiecaoeee ia?eaoeiaa ,
?ac?aaioaiu yooaeoeaiua oi?iu ?aaeecaoeee i?aaiecaoeeiiiie no?oeoo?u e
iaoiaeeee yeiiiie/aneie ioeaiee aeayoaeueiinoe ia?eaoeiaiauo
iiae?acaeaeaiee a iiae?yaeiii no?ieoaeuenoaa.

Eeth/aaua neiaa : eiiieaen ia?eaoeiaa ,yeiiiie/aneay no?aoaaey,
no?ieoaeueiua aaiiiae?yaeiua i?aai?caoe?? , ia?eaoeiaiaay no?aoaaey ,
ia?eaoeiaiaua cao?aou a iiae?yaeiii no?eoaeuenoaa , athaeaeao ia?eaoeiaa
, yeiiiie/aneay ioeaiea no?oeoo?u ia?eaoeiaa , iioeiecaoeey cao?ao
eiiieaena ia?eaoeiaa .

O.Rubtsova. Economic fundamentals for creating and functioning of
marketing departments in building contract organizations .

The thesis for the accepting of scientific degree of candidate of
economical sciences on speciality 08.07.03 – Economy of construction ,
Kiev State technical University of Construction and Architecture , Kiev
, 1998 .

In accordance with requirements of contract building as an branch ,
theoretical and practical problems of creating and functioning of
building contract organizations are developed . There are elaborated
the marketing conception, effective structural implementations and
methodics of economic evaluation for activity of for marketing
departments in building contract organizations .

Key words : marketing complex , economic strategy , building contract
organizations , marketing strategy ,marketing budget, economic
evaluation of marketing departments` structure , optimization of
marketing complex` expenses .

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