Hu:epauk uouepa / www.marketing-magazine.

ru

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/-/ 2011 14
15
www.marketing-magazine.ru / Hu:epauk uouepa

2011 ,
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oin eii, Iin. H i s
ie cia:a, n+o +o in:nc. H
yxai, xi nnnx coi+nn,
io+oie nenani+ n cono-
noai+ ie n+o nioe, iai o-
eine ionoio xna. A io-
ioxnnecine, non+nnecine n
connaiiie nonecci, io+oie
nxei+ c+oi ieia+nniie nie-
mine nonneinn n noncxon+
cennac n a:nniix c+aiax ia
caxox ee nonecc oii
ionoio xna :a cnoe nano i+i
oeiiix. Mioine :iai+ nn
xo+n i ciman no ioio-
xnnecine nnii Ioia+iena.
Jai no+, n coo+ne+c+nnn c +eo-
nen Ioia+iena, cennac
noncxon+ cxeia niion
noii, cxeia +exiooinnec-
ioio yiaa. Ixec+o nn+oio
+exiooinnecioio yiaa nn-
xon+ mec+on. O+o :iaxeiye+
ie noc+o nonneine iainx-+o
ionix +onaon nn ycyi, a
nein n n:anxocnn:aiiix n
oneii naiix coi+nn. Iee
iaxn, in xioio in xao, cxeia
ioioxnnecion xoen, xoe-
n connaiioio oionoa n
cxeia n+. A nnxein+eiio
i +exa+nie iameio a:ionoa,
noncxon+ eme n cxeia noio-
einn, io+oie yy+ no+en-
+enxn n ceyimne nana+i
e+. Ioioeine n-yxeon,
oeiiix n 1D4o-1D6o ioax,
o+xon+. Ixec+o inx ia anai-
cneie nonnne+cn ionoe noio-
eine cooiae+inx, oei-
iix n oee no:ine nenoi,
io+ooe ye+ oneen+i +e
iinenie +eii n +eieinnn,
:a io+oixn xi oii ce-
n+i. Oionexeiio noncxo-
n+ cxeia neiioc+en n c+nn,
iai cec+nne cxeia ne-
non+einn, ia io+oie oama-
i+ ninxaine +n in. Ioxe
+oio, cxeia +exiooinnecioio
yiaa iece+ xioio n:xeie-
inn n niqac+yi+ye, a +ai-
e +aicqoxnye+ nninnni,
ia io+oix noc+oeii +e nn
niie emeinn n ioioxnie.

?
Ienoe, n+o ieoxonxo s
oco:ia+i, nonecci ioa-
n:annn :anemeii. Ha cxeiy
ioan:annn ne+ acoi+-
io yion +ei ioioxnia
ciona c+aionn+cn oiaiion. I
n+ooe noncxon+ nonecc
eyain:annn. Honin yia
iece+ n cee yine neiioc+-
iie nonoci n xaai+enc+n-
in. eo n +ox, n+o iiieminn
ioioxnia n +on nn nion c+e-
nein noc+oeia ia icnya+a-
nnn nooion. Hannxe, ec+i
ne qy+oin :a 1O oaon
n :a 2OO oaon. Oin onia-
iono xoomn iai qy+oin, a
o+nnai+cn nmi +ex, n+o ia
oee ooion qy+oie c+o-
n+ en n:nec+ion ioxnainn.
Ion:non+ei qy+ooi :a
2OO oaon icnya+nye+ n
o+nac+n c+nxynye+ eaine
neoneia niine+i iyne y-
inx. Ho nonnne+cn nce oime
ien, io+oie o+ia:inai+cn
ynac+nona+i n ioioxnie no+-
eeinn. Oin o+ai+ ne-
non+eine ec+ec+neiion cee
on+ainn c+aai+cn n+i nie
iyniix iooon. C+exn+cn
noiyna+i ia+yaiiie noyi-
+i nn+ainn nxec+o nac+xac-
conix noxnoon n ia+oiiix
yieon. Oin xo+n+ ie noiy-
na+i xioionnceiiie n oo-
ine eiac+na, a oiain:oni-
na+i cnoi n:ii +ai, n+oi
i+i :oonixn. I +ai aee.
Ciainae+cn ionin +ei
o+ coioio i noc+oxy. I
cxexe cnonx nenon+einn n
n cxexe non:noc+na xioine
in ianniai+ no:nama+icn
i iexacconoxy ninnnyai-
ioxy n:io+oneini, necoin-
qniannn, ninnnyan:annn
ncex noyi+on, niinan ae
eiac+na. Ioee +oio! ae
noximeiiie +eii yy+
a:nona+icn ia xnionon:-
noc+nax, n o+nnne o+ neno-
a niyc+naiioio, ioia nce
c+onoci ia ioaiiix xe-
yiaoiix ionoannnx.
Jenei nocxo+nx ia qn-
iaiconyi cnc+exy. O+ii+in
niqoxannoiiin oxei, xo-
niioc+i n nn+yan:annn
conexeiioio xna co:ai+ +ex-
inneciyi no:xoioc+i n yco-
nnn n nninnnnaiiix n:xe-
ieinn. Mi nennnx o+ia: o+
nai+nin ccyioio nonei+a n
neexo i ioioxnnecion cnc+e-
/-/ 2011
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/-/ 2011 16
xe I2I-qniaicnonainn (eison
to eison) iain qniaicn-
ye+ iaoio. I +on cnc+exe
ia cxeiy ncex nai+ax (o-
ay, qaiiy, eno nn neie)
nny+ enei+an:onaiiie
aiaxnnecine inn+onai+iie
cnc+exi. Iai ceioin ion
neonei xoe+ c+a+i cec+nox
xacconon niqoxannn, +ai n n
nanmex yymex iain
neonei cxoe+ c+a+i aiiox.
Ha cxeiy iaoiy ia oxo c no-
an nne+ +ai:ainnoiioe
iaoioooeine, no iao-
ioooeine ieqqei+nnioio
naeinn, +o ec+i iaoiooo-
eine n:nmion.
Ceioinmine in:nci ne+io
noia:an, n+o yc+onnnnoe a:-
nn+ne, io+ooe oecnennnae+cn
noc+oniiix oc+ox non:noc-
+na n no+eeinn, n yymex
ieno:xoio. Io+oxy xaie-
+nii n:xein+cn ianiaiio.
I c+aon naanixe xi nin-
an xey neox c ion
nn yonion, n xoomnn nio
i n noi:y yonin. I ionon
naanixe nne+cn non+n eme
aime. Mi oii nina+i
ianiin onn ii, io+oie
no:non+ iax caxoc+on+eiio
cea+i n: ny+nia yoniy, a
n: +anniin eciy n nonxa+i
iy, ioia +o no+eye+cn.
Ha cxeiy qyiaxei+aiiix
:iainnx nnxon+ aan+nniie
ianiin, nn ianiin, io+oie
no:noni+ neoneiy coo+ne+c-
+nona+i ciooc+n n:xeieinn,
noncxonmnx n oiyaimex
xne. Ha cxeiy xoen n:in
:a cne+ oia nne+ noinxaine
+oio, n+o yc+onnnnoe a:nn+ne,
n nenyi oneei, omec+na
xoe+ i+i oecneneio +ex, n+o
xn o+iae+cn o+ caxon nen
oc+a.
aee. Cxeia ioioxnnec-
ion xoen iece+ :a coon cxe-
iy ocioniix non:non+eiiix
cn n no+en+en. I ianec+ne
ionon non:non+eiion cni
ia cxeiy ioaiiix ionoa-
nnnx yy+ nixon+i +e, ioio
xoio ceioin ia:na+i ni+e-
ei+yaiiixn execeiinia-
xn. Ha cxeiy no+en+ei-ne-
coie: nooc+iy, enymie, xy-
nnie, eimnie nne+ yion
no+en+ei, io+oin ye ie
ye+ necoion n ionon naa-
nixe. Ocionion neenon ayn-
+onen ye+ oxoxo:nnc+no.
He +ai y anio (no nc+onnec-
inx xeiax) n n Ioccnn, n no
xioinx yinx c+aiax n:na-
+eiiix nanox oaa oxo-
naeen. oxoxo:nnc+no
+o oxonaeine. I nnxox
n neeiociox cxice oxoxo-
:nnc+no a:nye+cn ia +ox, n+o
ec+i ox, n io+oox ec+i noe
+yocnocoiix n:ocix,
e+n, niyin, eymin, aymin,
a noon, n naaymin.
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He nciinae+. Joiio. s
Io:xoio, n cennac ciay nemn,
n io+oie +yio nonen+i,.
io nei oxamiexy xo:nnc-
+ny ie iao e:n+i n xaia:ni.
oxamiee xo:nnc+no nenon-
+e+, n+oi i iexy, iai n n c+a-
ie oie nexeia, i mec+n
y+a nne:a xoonini c+ann
xooio ia iiino. I n +oio
ie iyei xaia:ni. Moonini
:iae+, cioiio +o oxoxo:nnc-
+no no+en+ xooia :a cy+in
nn noe, anio iai oxamiee
xo:nnc+no caxo :iae+, cioiio
oio ninie+ xooia. Ixy iao in
oime n in xeiime.
oxamiee xo:nnc+no ncei-
a annoiaiio. Oio +onio +ai
e eae+ cnon nio no cxexe
ynmee ianec+no :a nnexe-
xie eiiin. I xo+n nonoc
ianec+na oxninye+ ia non-
ocox eiei, +o ie o:ianae+,
n+o oxoxo:nnc+ny noyi+i
yy+ oxon+icn ooe. Iei
n nenonie xoonini oxo-
xo:nnc+no o+cy+c+nyi+ xioio-
c+yneina+ie n ooioc+onmne
cnc+exi nonneinn, nc+n-
iinnn n einonainn. Oin
noc+o ie iyii.
oxamiee xo:nnc+no oneii
cniio o+nnae+cn n cnonx none-
einecinx nenon+einnx no
o+iomeini i iix necoiax. I
iex xoio nien+i ceyimne
naiie xaai+enc+nin. Ienoe:
n oxamiex xo:nnc+ne cocymec-
+nye+, iai nanno, na, a +o n
+n noioeinn. O+o o:ianae+, n+o
ecn oio noioeine yxon+, exy
ia cxeiy oinio nnxon+ ce-
yimee. uai+nnecin, oxamiee
xo:nnc+no nenamae+cn n nen-
ioio no+en+en. C+ao i+i,
neia omnin, neia noaiion
oce+nii n+oon cneec+n c+a-
ionn+cn ianie nicoion. Icn
ni +ene+e +oio no+en+en,
qai+nnecin ni nmae+eci nen-
ioio ioi+ai+a. Ioynae+cn, n+o
ianion xaie+niionon cxna+-
ion yymeio c+aie+ oia :a
iynnonoio no+en+en, iainx
nnne+cn oxamiee xo:nnc+no, n
+o ye+ oia :a neniin ioi-
+ai+, nai+nnecin iai :a ec-
cxe+iyi ymy.
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P2P- (person to
person)
Hu:epauk uouepa / www.marketing-magazine.ru
/-/ 2011 17
Hy, nce eo n +ox, n+o s
xo+n+e nei+e, xo+n+e ie+ n
oo:nxox yymex non:on-
e+ :iann+eiioe coiameine
iai ionnec+na, +ai n acco-
+nxei+a +onaon n ycyi.
Io:xoio, ae ie n a:i,
a ia nonin. Iei noan-
nimee oimnic+no +ona-
on noae+cn ceioin nmi
aioan cnoen emenn:ie
n xaie+niionix ycnnnx.
I ionon e naanixe ian-
iix +eiox c+aie+ o+ia: o+
noan noyi+a iai +aio-
noio. Iyy+ noana+icn eio
non:noiie. Jo ec+i noi-
:onaine. Oneeeiion qo-
xon +oio nnni+cn oaniie
nnoeinn, ioia noae+cn
ie noiaxxiin noyi+, a
noi:onaine nx iai cenncox.
Ieonaneiiie noaoniie
ia+i qnxeiiix xaia:n-
ion, ia io+oie xoio, iai ia
eiiin, iynn+i +ona no cy+n,
+aie nnni+cn n+oon non:-
noion noyi+a iai +aionoio.
Ixec+o ioaiiix yin-
necaiiix aiion, oxnin-
onanmnx nee, ye+ ao-
+a+i +eeqoiiin xoniiin
aiinii, noc+oeiiin no nn-
innnax mesL-acneeeiiix,
cxemaiiix cnc+ex. Ye ceio-
in nnco n+een 8exn, nxe-
imnx xoniiie +eeqoii,
nnnae+cn i mec+n xnn-
aax. In +ox cne+axn n ai-
ie oaae+ nmi oni xnn-
a neonei
Ha cxeiy +aicianno-
iaiiix ionoannnx yy+
nnxon+i ionie coomec+na
nenninxa+een, ni+eei-
+yaiiix execeiinion. Ye
ceioin ia nnxee ienein-
iix ciaiaon n n:iec-ia+ac-
+oq xi nnnx, n+o +aiciann-
oiaiian ionoannn oneii
ieyc+onnnnoe oa:onaine. A
no+ co+in caxo:ain+ix no-
qeccnoiaon, ao+aimnx n:
ion +onin xna, ioioxn-
necioe oa:onaine, oaai-
mee cnexnicoion nnynec+ii
n cnocoioc+ii i aan+annn.
Ixeiio +aine coomec+na
yy+ nic+yna+i n ianec+ne
ocionion non:non+eiion
cni.
Coomec+na ninnnyyxon
yy+ co:ana+i coiie o-
enieinn, coiie cnc+exi n
ce+nx. Ie niqoxannn ye+
acnoc+ain+icn n nne eio-
xeiannn o+ noqeccnoiaa
noqeccnoiay. n +oio n+oi
noynn+i oc+yn n +y cnc+e-
xy, ieoxonxo ye+ iaynn+i-
cn acnoc+ain+i cnon nen,
neoeinn. Io+oxy iine-
non acnei+, ia io+oox ceio-
in oei ainei+nona+i cnoe
ninxaine xaie+ooi, iainx
oa:ox n c noxomii neio ne-
na+n+i cnoe niqoxannoiioe
nocaine n ieiyi qoxy nny-
ca, n+oi, yynn nieeiiix
n ce+i, oi cxoi acnoc+an-
in+icn yiaxn noi:ona+een n
ianec+ne eioxeiannn, qai+n-
necin iai ce:oiiin innn.
I:xein+cn n xaai+e
xaie+niionix ninnna+nn. I
ionox xne nnymen cnon
c+aionn+cn ie ioiiyeinnn,
a iooneannn. Ycnex n ionon
ioioxnie oc+niae+cn ie
ny+ex nnxon noan ycyin.
Ianian :aana nc+on+icn n
cymec+nyimne n a:nnnaimn-
ecn nenonin co:ainn neiioc+n
ny+ex nnnieceinn n inx neio-
+o +aioio, n+o no:non+ nonn-
iy+i, yynmn+i nn noynn+i
xaicnxaiiyi oaneiiyi
c+onxoc+i n ncex ynac+inion,
n nn +ox iao yxe+i nien+i
n: ncen oaneiion c+onxoc+n
cnoi nac+i ycnexa.
Honie qoxi n xe+oi
xaie+niia, io+oie nny+
ia cxeiy iiieminx +iiax
n yoniax, yy+ iananeii
ia yc+aioneine o+iomeinn
c neniix no+en+eex, ia
noyneine nenioio ioi+ai-
+a c oxaminx xo:nnc+nox, n
+a oia ye+ noncxon+i
nciinn+eiio n niqoxann-
oiiox noc+aic+ne.
Maie+ooiax iyii a-
coi+io yine ioxne+einnn,
io+oie, nee nceio, o-
ii onei+nona+icn ia +o,
n+oi oiaynna+i ieqqei-
+nnioc+n n no+en, io+oie
ec+i n enc+nyimnx n:iec-
noneccax nn noyi+ax, n
:axein+i nx ia no:xoioc+n n
onoin+eiiie oxoi, nn-
iocnmne noi:y n non:non-
+ei, n no+en+ei, n ncex
ynac+iniax iooneannoiion
nenonin.
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Iinenixn einoiaxn oc- s
+a c+aiy+ eienmne c+aii c
caxix oimnx iaceeinex.
Icn ionon+i c +onin :einn
ioaiiix xacm+aon, i +ainx
einoiax, n nenyi oneei, (n
no nnceiioc+n iaceeinn n no
+exnax oc+a) xoe+ i+i o+ie-
ceia Aqnia. 8a+ex Iinn,
Iioie:nn, Iaiiaem. Ho n
acoi+io yneei, n+o xaxonni
Honon Oioioxnin ianie+ ac-
iynnna+icn +ax, ie ioia-+o
nonnncn neonei ia neiox
ioi+niei+e.

www.marketing-magazine.ru / Hu:epauk uouepa

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