Маркетинговий менеджмент. Навчальний посібник

            

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 005:339.138](075.8)  65.290-273  26

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ISBN 966–364–218–1

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54

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— +'$J%;4 !$4% @$4FB, @AA=@A==, @&4$D=, !@=K$D=, "K4%&4 + E$J%. >4!=#E@A% 4# % A=K E%K, 4 !@A4* +E4JJAB@, L +E%$ 4+'4;4@AJ %4@=, A4 @$JAB@ %@=4 BD,  AF + 4U=E= E4;=E= @'’#AE=. !4@AB &=K %4@= 4 @A%=AB !AA @%=L EA=D.  'DA % ;E %=+;# KA 4$B@A4 "4E= 4 !%= % '%’+%E ! A$B +D$A=@ % !&@4 !% EA=D%=K @$4FB. $ AD, L' %=+;=A= EA=D% @AAD4J 4 %A4$=A= HH % F=AA, 4%=&A% E@=AB EA= fA%4 %$ !: 1) %A4U# @%=L !4!=#E@A%, *D !A&4$ A A&4H +%=A; 2) +%4U# @%=L, *D @'$=%@A4 A E4@&4, L +*E# % BE & !4!=#E@A%. A4U# @%=L $4+#AB@ + A=E= !EE=:  = (HK4* !A&4$, %$4"4&4; !4'4, %; 4 !@%; &4 +$BAA4% !&4 * @A=E$J%; +'F 4 !4A=E %4@= E4F !&4%=E= AL);  D4+&4 !%$4 (E4&4*4 !&@=; D4+&4*4 @AA=; E=, !%=$, !&=; +!4$ !% A %4!%4$B@A4; 4#K4 !4!%);  "4@= (!4A=E $4%4@A4, +'+!; !='A%@A4, @A% 4%@A=&4*=K EF$=%@A*);  EA=D (@AAD4 !A; &4% @AAD4; +'A% @AAD4; E4&4* @AAD4). 66

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'’#AE= =%D @$4F # A&4H 4 !&@= +%=A =, %$J;J;= $4+ +E4= E4;=K, %AK4;=K, ED"4;=K, $D4;=K, +%;=K A 4U=K ;==4%. @$4F#AB@ @AA, DD"4 =, E4@A4@AB, =E4 !F, '’#= =, @A &4H, ’JA, L @$$@, EF$=%@A4 A =+==. @%=E= +$BAAE= @$4F = # !D+= *D +%=A, &4 ’JA=K A&4*, %=%$ $J;%=K ;==4% @!4K. =+;JAB@ *"A=%4U4 @!@'= % AH !$4A==  = * EF$=%@A4 %=K  %4 ==. P4*@J#AB@ @DEA&4 =4%, A'A %='4 &4$B%=K =4% 4 =%=K 4U. >U=E A!E %=%; AD @%=L # &4J% AD @%=L, % E !&J# ' E# E4= 4A= "4E, %=%; $B=K 4 !A&4*=K A4%. A —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«4U4»  @!F=%&BE !!=A4? @4$B= "A=% 4JAB A=  @"4 !%F F=AA#%D &=$ %='4%? 68

\J E4J 4 + K ;D A= EDJAB@ +'4$BU=A= @%J ;@A =? @4$B= U==E # @A=EA %='4% 4 !@$D, !!%=K AE=? \J D;4@AJ %$4JAB %='=;4 @=@AE= A4%, HK4 4F-@AA@B4 !4+4$=? \ !%AB@ A= @A@% +'= %=K %='4%? @4$B= D;=E= # A=  @"4 A$J + %4!%44@AJ @%HK %='=;=K !AF@A* E%E =? 0 . \ !%AB@ A=  @"4 &4A%  %4 %='=? \H !$4A== &4 A=EJAB@ A= %4@ %F @%#=K  %='=&A%4 %=4% %='4% 4 !@$D? /     . \4* "E4 $E= A= %4JAB !%D? \D  +'A%4 !4+4$= 4 @$F'= #  A4%? @4$B= A4@ 4AD%  A4% 4$B4@AB +'A%=K @$F' +4 @AAD4#J !4!=#E@A% % '$@A4 $E= @%#H !&4H, @AAD4#J +%=A +'A%D !A&4$? 5!       . \H @AAD4H A=E%$=@ A=  @"4 +'A, L' %=*A=  =* =? \4 "E= +'A A= %%FJAB + L %==@A%%A=? \=E ;=E A= +4*@JJAB A$B + $E= +'A?

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!EK 4$B@A4 (%='=&A%, !F, D4+&4 EFEA, "4@=, EA=D). =%; A% A # +ED %=%=A=  A4$B= *D, $ * @%H @$'4 A @=$B4 @A=. 4 "4E= %==@A%JAB @!F=%&B4 !$4 $ &4J% %$@=K A%4% 4 A%4% A4%, !%AB !=A% =@A='’JA4%, "K4%&4%, !!&4%. «», !=$, !# %='= A4% 4 +'=# HK (!=*E @AJ% %!=). 4E, L 'DA "4E  @%HK =+*@B=K +'K K%JAB A%= A4%. A@!EF4@AB "4E= ' A% — !AA %4@, @'$=% % =E4&4.  +$F=AB %4 A=K E%, L @$JAB@  AE ' 4UE = (@A =, *D @A!4@AB, %= A%, E%= !F 4 !$AF). +E + A=E, A@!EF4@AB — !AA E!$@, L !';# 4$B 4%4% AH !%D=. h' +'+!;=A= D4 ($4=J;) @A%=L "4E=  =, %F$=%=E @AAD4;=E +%E @A# %=!F A4%  +'$4 A @%#4 %=K A%4%, %H AK$D4H, %D =+*, %D 4% %=AA %='=&A%, %=K &4, %%%B  @=@AE4 +!4$ 4 +'A. =E @E=E @D#AB@ %4+ 4$B !EA4% AH !%D=. !=$: % H4 = AA %@A!# % % "+ +%=A * !A%J#AB@  %F$=% F$ 4$%H, !4+%$BH A +%F$BH 4"E&4H. W=@$B4@AB =@A%;4% AA, L !@A4* +@A#, %=$=#  EU U%= +@A 4 +%=A A=K @DEA4% = 4"E&4*=K AK$D4*, 4 !E ' !'4; + =E !%’+4.

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PD$B-$4A=;

1, 5, 10, 16, 23, 24, 25, 34, 35, 38, 42, 44, 47

AA

A

2, 22, 27, 29, 45

P'+!;%$B

11, 35, 48, 49

>@=&B

4, 8, 18, 28, 30, 31, 40

A%JJ;

3, 6, 7, 20, 21

@$4=&B

12, 15, 46

’JA

$4+&4*4@AEA$B=*

D4+&4*A$B=*

K$D4;=*

D4A=%=*

E= !=AB

A4U "4E%

6, 13, 17, 19, 37, 39, 43

!F=%;

9, 14, 32, 33, 41

%

1, 8, 22, 27, 30, 33, 34, 40, 43

P'A%

16, 17, 18, 19, 23, 26, 42, 44, 45

4%

3, 4, 5, 7, 10, 14, 20, 21, 24, 28, 32, 49

E4&4*

2, 6, 9, 11, 12, 13, 15, 25, 29, 31, 35, 36, 37, 38, 39, 41, 46, 47, 48

D4+&4*

1, 8, 9, 10, 11, 12, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 30

A$B

2, 3, 4, 5, 6, 7, 13, 14, 27, 28, 29

AA=;

1, 3, 4, 5, 6, 12

=E4;

2, 7, 8, 9, 10, 11, 13

A=%

3, 4, 7, 10, 14

D4;

1, 2, 5, 6, 8, 9, 11, 12, 13, 15, 16

350

’JA @!E%4@AB KA=+#, + D ', %=%; "A4% "E% =%H ’JA= (’JA-A%JJ; D!),  + 4UD — !=A HH @$4F (’JA-@$4=&B D!). A4U4 "4E%4 !=A @A@JAB@, @E!, @$4F %A4UBD !A&4$ !4!=#E@A%, J;= +ED % +$BAA4 $4+&4H %=+;=A= $B4 * !@!A=%4 *D EF$=%@A4.  @ABH D!= !=AB 4"E&4*-$4A=;D '$ %KAB A4 + =K, 4 !=@JAB 4+4 @!A= @$4F @!F=%;4% A HK4 !%D=. $4+&4*-4@AEA$B=* '$ @$#AB@ 4+ ;A=BK D! !=AB, 4 +%’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«>$ "A=%D !%$4». 2. PKF A$=K !$L 'DAA=4% «>$ "A=%D !%$4». 351

3. =K% +D$BJJ;=K "4&4#A4% "A=%@A4 !%$4 + '$E= !=AB !EA-+;#%H $@="4&4H. 4. +K !!%;=K "4&4#A4%. 5. +K "A=%@A4 !%$4 + FD '$ +D$A=K !=AB. 6. &4 "A=%@A4 !%$4 + '$E= !EA+;#%H $@="4&4H. 7. +K "A=%@A4 !%$4 % &4$E. 8. +$BAJ; &4 "A=%@A4 EA=D%D !%$4. 9. &4 +%4% @$J% !%$4@BD !&@. +D$E A$B4U $4+&4J FD A! 4E4A&4*H E$4. 1. %  O      «7      ». )1 10 8

)N

)2

6 4 2

)8

)3

0

)7

)4

)6

)5

=@. 7.4. DAA= «>$ "A=%D !%$4»

$ +KF !$L 'DAA=4%, 4 @A%$AB +$BAA +D$B @$4F%=K !=AB  EFK FD r-D '$ !EA-+;#%H $@="4&4H, %==@A#E EA «!%A=», $ ;D !%E + D4!AA=;D &A =352

A n- 4$B4@AB @*, F + =K %4'F# !% !=A + AD '$ (=@. 7.4).

@4 +AU#E !4 %=E= AE= ! %4UJ =  D. F %4@B E# !% '$B D&4J ($ +;@A4 +K4% E#AB@ =@A%A=@ @A='$BJ &4J U$J),  F '$ @A%=AB @'J =*@B &4=* =A4*, =* '=JAB %4$B +$F %4 !@A%$=K &4$* != $4+&4H &4#H 4E4A&4*H E$4. =E =A4#E EF 'A=: ;@AA %=4U !%=K !%$4@B=K !=AB; @A!4B HKBH !A=;H 'K4@A4; ;@%4 AE4= $4+&4H; E!$@4@AB 4 @=@AE4@AB HK %=4U AL.  F4* @4 %4$#E '$B +;, A !@A%$#AB@ 4E4AAE= $ FD !=A, %$J;D % @$4F. >A4E +’##E A=E4 A;= !E=E= $44E= * A=E#E !$@=* 'DAA=, =* # $DE D"4 % !$4* @=@AE4 =A, L %4'F# +!4$ %$=;= %4@ !;A =A. >$L A=ED 'DAA= @$#AB@ 4+ !$L A=A=4%, A%=K D&4*=E= U$E=, * +K%#AB@ + AJ "E$J: S

0,5 @1 ˜ @2 ˜ sin D  0,5 @2 ˜ @3 ˜ sin D  "  0,5 @n ˜ @1 ˜ sin D ,

(7.1)

 S — !$L 'DAA= % !%$4@B=K ==&K (!. .) @1,…, @n — +; =A=K @*; n — 4$B4@AB =A=K @*; D — A E4F @E4F=E= @E=. >A%=%U= * !AJ;= &* %=+, A=E#E @AA; "E$ +K !$L4 'DAA=: Sr

0,5 sin

360 D m ¦ ( @1 j ˜ @2 j  @2 j ˜ @3 j  "  @n j ˜ @1 j ) , n j1

(7.2)

 Sr — !$L % !. . r-D 'DAA= «>$ "A=%D !%$4»; @1j,…, @nj — '$B4 +; !=AB $@="4&4*D '$, A=E4 % +$BAA4 j-D @!=EA; m — 4$B4@AB !%=K @$4FB + ;=@$E @!A4%; n — 4$B4@AB !=AB $@="4&4*D '$. >= %==@A4 % +KK &4#H "E$= 'K4 %K%A= !%4 !=4 'EF HH +E4=K @$%=K. , 4$B4@AB %U=  'DAA=  EF 'A= EUJ %4 ABK,  '$B4 +; &4 $=%JAB@ %4 $  %KBH EF4 D&4*H U$=. 353

2. G F    O      «7      ». \L  !!BE A!4 !%=$=@ +K= + %=+; "A=;H !$L4 'DAA=, A'A %=+;$@ "A=; EF$=%4@AB %=4U !=AB EA=D%D !%$4, A  &BE A!4 +K%#AB@ E@=E$B !@A=E !$L 'DAA=, A'A %=+;#AB@ 4$B=* @A EF$=%@A4 %=4U %@4K !%$4@B=K !=AB. +K= 'E !%=A= + "E$J: Srmax

0,5n ˜ m ˜ A 2 ˜ sin

360 D , n

(7.3)

 Sr max — E@=E$B !$L % !. . r-D 'DAA=. @ — E@=E$B +; D&4*H U$=. 3. +    PP               -    . +K D !+= EF 'A= +4*@=* $ FD r-D '$ !=AB !EA-+;#%H $@="4&4H E + AJ !!%J =F; "E$J: Ks r

Sr , Srmax

(7.4)

 Ksr — +D$BJJ;=* "4&4#A "A=%@A4 !%$4 ! r-E '$ !=AB; 4. %      .

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

@!@'E %=K% !!%;=K "4&4#A4% $ FD '$ !%$4@B=K !=AB. >= &BE @%J +K4% %=@A!JAB +$BAA= !!B !%D @!AD !=A%, L E#  EA4 +’@%A= @A!4B AA=;H @@A4 $ ;@=4% 4E4A&4H !=AB, !@A%$=K  $@="4&4*=K '$K. >= &BE !EA= &4;H U$= EFAB  +'4DA=@, A 4  +'4DA=@ + &4=E= !EAE= !=AB !EA-+;#%H $@="4&4H. ='4 =A4J AA=;H @@A4  =D%$BH %$=;== +E%$=* A=E, L @E %4 *!%4U KA=+# "A=%4@AB ' "A=%4@AB !%$4 EA=D%J 4$B4@AJ !4!=#E@A% A D4+&4*  &4$E. +K "4&4#A, A=* %4'F# AA=; @4@AB @$4F%=K !=AB, !@A%$  A4* "E$4: n

K. . r

m

¦ ¦ Bij i 1 j 1

n

m

¦ ¦ Bij

,

(7.5)

i 1 j 1

 m..r — !!%;=* "4&4#A (@4@AB AA=;) r-D '$ !=AB; (ij — '$, !=@%#=* i-E @!AE j-E !=AJ; Bij* — E@=E$B 4$B4@AB '$4%, L ED$ 'A= !=@%# i-E @!AE j-E !=AJ. 5. %        F        . E$ %=+; "A=%@A4 !%$4 + F=E '$E !=AB !EA-+;#%H $@="4&4H E# A=* %=D$: I$.r

Ks r ˜ K. . r ˜ 100%

(7.6)

6. +                  >4 ;@ $4+&4H &BD A!  @$4@AB EF @A%=A= %=+; &4=K =A4H%. E != "E%4 =A4H% &4= "A=%@A4 !%$4 E#AB@ %==@A%%A= $D4-&4$4@A=;=* !4K4, =* # +ED + @AA4E @A!E A;@A4 %=+;=A= EF4 &4 + F=E $@="4&4*=E '$E. 355

@4EA=; !=*EE A4 A%F: 1. !%$4 EA=D%J 4$B4@AJ # +%=;* "A=%=E, L %=4UJAB@ %@4 !=A, L %KAB  $@="4&4*=K '$4%, 4 @4* '$, =* !@A%$JAB 4E4AA=, 4%J# 10; 2. !%$4 # "A=%=E, L EF$=%4@AB %=4U !=AB $=%#AB@ % EFK %4 7,5  9,5 '$; 3. "A=%4@AB !%$4 # %=LJ + @J, L &4 %@4K !=AB, 4 %KAB  $@="4&4*D '$, @A%=AB 6,5—7,5 '$; 4.  "A=%4@AB !%$4 @!@A4D#AB@, L %@4 !=A &44 %4 5,5  6,5 '$; 5. "A=%4@AB !%$4 # =F;J + @J, L @ '$B &4 $=%#AB@ %4 4,5  5,5 '$ ; 6. =+B "A=%4@AB !%$4 %4!%4# &4;=E !+=E %4 3,5  4,5 '$; 7. !%$4 # "A=%=E != &4;E !+= =F; 3,5 '$. >4'4 &4;4 =A4H "A=%@A4 EFAB 'A= +@A@%4 AF 4  !+=, L KA=+# AA=; @4@AB !=AB, 4 %KAB  $@="4&4*=K '$4%.

&4 "A=%@A4 !%$4 + '$E= 'E +4*@J%A=, @!=J;=@B  D=;4 +; %=+;$B=K +E4=K Ksr 4 K..r, %4'F=K  A'$. 7.3 4 +K%=K 4+ +@A@%E "E$ 7.5 4 7.6. >%;= %4!%44 +K= + K%E %=K %=L @4EA=;=K !@=$B, %=+;=E 4%4 "A=%@A4 !%$4. 7. %           . PD$B "A=%4@AB !%$4 EF %=+;=A=, +@A@%J;= A "E$: k

¦ ( Ks r ˜ K. . r )

"

r 1

k

˜100% ,

(7.7)

 " — "A=%4@AB EA=D%D !%$4 % &4$E; k — +D$B 4$B4@AB @$4F=K '$4% !%$4@B=K !=AB.  &BE A!4 AF %=#AB@ + &4$B +’@%A= %@ FD !+= "A=%@A4 + '$E= $@="4&4*=K !=AB  +D$B=* +$BAJ;=* !+=.  EF 'A= @DA U$KE +!4$ %$=;= !=%A=K +$BAJ;=K !+=4%  !+=, L KA=+# +D$B "A=%4@AB !%$4 % &4$E. 356

357

0,24

0,255

0,27

0,285

0,3

0,85

0,9

0,95

1

0,35

0,332

0,332

0,297

0,28

0,262

0,245

0,227

0,21

0,192

0,175

0,157

0,14

0,122

0,105

0,35

!%$4 "A=%

0,225

0,18

0,6

0,8

0,165

0,55

0,75

0,15

0,5

0,21

0,135

0,45

0,195

0,12

0,4

0,7

0,105

0,35

0,65

0,09

0,3

0,3

*

Ksr

0,45

0,427

0,405

0,382

0,36

0,337

0,315

0,292

0,27

0,247

0,225

0,202

0,18

0,157

0,135

0,45

=+B "A=%4@AB !%$4

0,4

0,38

0,36

0,34

0,32

0,3

0,28

0,26

0.24

0,22

0,2

0,18

0,16

0,14

0,12

0,4

0,55

0,522

0,495

0,467

0,44

0,41

0,385

0,357

0,33

0,302

0,275

0. 247

0,22

0,192

0,165

0,55

"A=%4@AB !%$4 =F; + @J

0,5

0,475

0,45

0,425

0,4

0,375

0,35

0,325

0,3

0,275

0,25

0,225

0,2

0,175

0,15

0,5

0,65

0,617

0,585

0,552

0,52

0,487

0,455

0,422

0,39

0,357

0,325

0,27

0,26

0,227

0,195

0,65

357

 "A=%4@AB !%$4

0,6

0,57

0,54

0,51

0,48

0,45

0,42

0,39

0,36

0,33

0,3

0,27

0,24

0,21

0,18

0,6

0,75

0,712

0,675

0,637

0,6

0,562

0,525

0,487

0,45

0,412

0,375

0,337

0,3

0,262

0,225

0,75

"A=%4@AB !%$4 %=L + @J

0,7

0,665

0,63

0,595

0,56

0,525

0,49

0,455

0,42

0,385

0,35

0,315

0,28

0,245

0,21

0,7

0,85

0,807

0,765

0,722

0,68

0,637

0,595

0,552

0,51

0,467

0,425

0,382

0,34

0,297

0,255

0,85

0,9

0,855

0,81

0,765

0,72

0,675

0,63

0,585

0,54

0,495

0,45

0,405

0,36

0,315

0,27

0,9

0,95

0,902

0,855

0,807

0,76

0,712

0,665

0,617

0,57

0,522

0,475

0,427

0,38

0,332

0,285

0,95

!%$4 "A=%

0,8

0,76

0,72

0,68

0,64

0,6

0,56

0,52

0,48

0,44

0,4

0,36

0,32

0,28

0,24

0,8

+J!"+K") )$%(J; 'H'$(/"+#$! &7%)/:!"";

!%$4 +%=;* "A=%

1

0,95

0,9

0,85

0,8

0,75

0,7

0,65

0,6

0,55

0,5

0,45

0,4

0,35

0,3

1

  7.3

8. % P           .

&4 +D$BH "A=%@A4 !%$4 EF +'=A= + !!%J =F; &4;J A'$=&J (A'$. 7.4), % 4* 4+=E 4%E "A=%@A4 !%$4 @A%=AB@  %4!%44@AB HK4* ;=@$%=* %4%$A 4+ %=+;E EF4 *D %4!%4@A4.   7.4 +J!"+K") $)C:(J; G)*):E"+5 'H'$(/"+#$! &7%)/:!""; 4%4

&4 "A=%@A4

P;, %

6

!%$4 +%=;* "A=%

" = 100

5

!%$4 "A=%

100 > "64

4

"A=%4@AB !%$4 %=L + @J

64 > "49

3

 "A=%4@AB !%$4

49 > "36

2

"A=%4@AB !%$4 =F; + @J

36 > "25

1

=+B "A=%4@AB !%$4

25 > "16

0

!%$4 "A=%

16 > "

 &BE A!4 AF %A +'=A= +K +D$BH ;@A= "A=% +%’+%=K !%$4@B=K !=AB. 9. +              . >4@$ A=E @AA;H %$=;== "A=%@A4 !%$4 % &4$E * +4*@ HH +$BAJ;H &4= %=#AB@ + &4$B &4=A= +%= %@$J% !%$4@BD !&@ % &4$E A + D!E= !=AB !EA-+;#%H $@="4&4H. >4' &4 EF 'A= +4*@ + !EDJ "E$= 7.8.  !. = " – (" min + 0,5 · " max),

(7.8)

  !. — +% @$ !%$4@BD !&@ % &4$E (+ D!E=); " — "A=%4@AB EA=D%D !%$4 % &4$E (+ D!E=); " min — E44E$B !@A=E=* 4%B "A=%@A4 !%$4 % &4$E (+ D!E=); " max — E@=E$B=* 4%B "A=%@A4 !%$4 % &4$E (+ D!E=). 358

44E$B !@A=E=* 4%B "A=%@A4 !%$4 @A%=AB @'J %$=;=, A KA=+# !+=, !;=J;= + D !%$4 EA=D%J 4$B4@AJ @A# '@$JA "A=%=E. @=E$B=* 4%B "A=%@A4 !%$4 4%J# E@=E$B EF$=%E +;J !+= "A=%@A4 (100 %). E !+=4%, L E4@A=AB@ % FK, "A=; # EA=%E !%$4@BH "A=%@A4. P; &BD !+= @A%=AB @'J @%#4 A$B &=", A %4'F# +; !A=E$BD 4% "A=%@A4.

A=E 4E4A&4* E$B E# =+ !%D, L %=F#AB@ %: 1) ;E D"4;E !@A%$4 EF$=%@A4 %=4U  E=K !%$4@B=K !=AB, A 4 +D$BH HK @!@A4 % EFK FH D!=; 2) EF$=%@A4 =D% +D$BJJ;=K "4&4#A4% "A=%@A4 + '$E= !=AB !EA-+;#%H $@="4&4H; 3) EF$=%@A4 + @AA4E @A!E A;@A4 ';=@$ A%JJ;=K @$%=K 4&%D +$BAJ;D !+=; 4) !@AA4 +K4% A%JJ;=K "4&4#A4%; 5) ;@A4 D"4;D !@A%$ 4%4% "A=%@A4 EA=D%D !%$4.

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(# ):

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57. * . =@% @@A= !!=A=. EAš &=. — ., 1997 58. *! . F. AAD=;@ !%$= E!=*. — .: @@ $% =AA, 1998. 59. * (. 6., 5 (. ;., 6 %. (., B 5. (. Fš* EA=D: ;' !@'= / > 'L. . . /. +&%. — &: / , 2000. 60. G  J -J  AAD=;@=* EA=D. %!*@ !@!A=%: >. @ "&+D. — >'.: , 1996. 61. G " B. . =%* š. — .,  , 1996. 62. G" F. @. @%š $D=@A==: ;' !@'=. — .: U=@A=, 2002. — 464 @. 63. D=@A=: !%$= % D+%šK A@!A-$D=@A=;@=K @=@AEK: ;' !@'= / > . . . =A=. — .: C=@Aœ, 2002. — 414 @. 64. D=@A=: ;'=/ > . . . ==. — .:  -, 2004. — 368 @. 65. G’ . C. A=D% !$iA= Ei&i*: %;. !@i'. / . I. ’&B. — .:  , 2000. — 380 @. 66.   %. F. "E&=š* '=+@: EE;@ @!@A= = EA=D. — .: =@AA, 1993. — 354 @. 67. A=D / !. %@A! @A. . . =@%. — .: H, 1994. — 399 @. 68. A=D: >=&=!š = "&==: ;'.-!A. !@'= $ %+% / > . . . +. — =%:  ==@A@A% '+%= =š;   «A&A», 2000. — 320 @. 69. A=D: ;'= / . . E%, C. C. ;$%, . . @=$B=% = .; > . . . E%. — .: = = '=F=; C, 1996. — 560 @. 70.   . @. K$D= = ›""A=%@AB @&=$BD !%$=. — .: >D@@, 1982. 71.   (. @. >'$= =$*U+: = = !A=/ ;@$% =@%. — .:  -, 1999. — 376 @. 72. 9" \. . D=@A=: ;'= $ %+%. — .: C  , 2003. — 495 @. 73. 9  (. I. @%š $D=@A==: ;' !@'=. — &: / , 1999. — 166 @. 74. 9  (. I., * (. 6. = = !A= !%$= EA=$BšE= !AE= ($D=@A=;@ &!&=): D"=. — &: , 1999. — 413 @. 75. 9  (. I., 9  . F. Aš =$$J@AA=%D $=+ % EA=D. — &: / — «», 1999. — 67 @. 76. 9  7. ., +   @. 9.,  ! V. . @'@A= = @$%= @+= $D=@A=;@=K ="@=@AE % !%$B@A%E E!$@ @@== // @A= &D =%@=AA. — 2002. — ‚ 2—1. — . 7—11. 404

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›$$@, F A,  =A=; >. @ D$. . AJK = .; > . . . š$%, . . $B%@D. — >'. = .: >=A, 1999. — 236 @.: =$. 107. B (. /., B 9. 6., V  5. @. @%š EA=D. = « ;'==, ;'š !@'=». — @A% /: =@, 2001. — 512 @. 108. B" %. ™E= / . =U, . 'U, . ?E$+=. — . : $, 1993. — 830 @. 109. 8  (. /. @%š EA=D. — .: > , 1997. — 160 @. 110. '+%= = š. — .: >D@@, 1992. 111. D  @. 7. D=@A=: ;'=. — +A$B@A% , 2001. — 480 @. 112. D  9. 6., +  9. F. = !%$;@=K U=*. — .: š@U. U$, 1981. — 255 @. 113. V (. /L $E: 199 !%=$ = !=E. @A=F= @!K / $BA ?A; >. @ E. . . W%. — .: A›@!A, 1999. — 304 @.: =$. 114. V, G& , (., Y-@ , @, F., *$ , Y . A=D%š $š. — 5- =+.: >. @ D$. — .: +A$B@=* E « =$BE@», 2002. — 624 @. 406

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