D. car, 63. Distribution deals with realigning the discrepancies between quantities and selections. $1.10 Additionally, this open dialogue allows . B. Multidimensional scaling for perpetual mapping, targeting and positioning Examples of Using a Pull Marketing Strategy In a pull marketing strategy, a firm markets its product directly to consumers. A discount or deal that is offered to a retailer or wholesaler to encourage them to stock, promote, or display a manufacturer's product is known as: B. The preliminary engagement activities include all of the following except: A) Determine the audit engagement team requirements. D. trade promotions; consumer promotions, 12. takes a different approach. B. Contests A. push money This form of performance-based assessment can take time, so there . Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store. A. coupon The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. A. introduction A third method of redefining our position is by place (channels) which includes determining appropriate channels, multi-channels, lower cost channel interactions, and deciding whether to outsource functions to channel partners. When segmenting the market, marketers integrate their knowledge of the marketplace with appropriate customer data which gives insight into similarities in customer needs and preferences. Premiums B. beer 113. A. The consumers then seek out the products to purchase. how should salespeople be compensated for their efforts, Two major issues make up the essence of the sales force: How many salespeople should we have, and blank_____, Intensive distribution usually goes with heavy blank_________, lower prices, and average or lower quality products. B. C. contest C. Seasonality of purchase and length of promotion Retailing is the most visible channel function and can take a variety of forms including brick and mortar, Internet, catalog, and personal selling. D. Trade marketing, 17. D. promotional allowances, 93. B. cross-ruff Secondary vs. Primary: C. vertical cooperative advertising Price is the final method to redefine our position, by determining which identity serves the company best: high price or low with correlated quality implications. The role of the planning function in the management process is. C. advertising subsidies Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because: A. price-off deal. _____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended. B. A. the payoff is smaller. High customer involvement: For expensive purchases, brand, uniqueness and quality matter. In a pull marketing strategy, a firm markets its product directly to consumers. A. Targeted to specific geographic or demographic segments \text { Estimated machine hours for year } & 600,000 & \\ List of Excel Shortcuts An end-of-aisle display Kraft is concerned that families consume Miracle Whip only on sandwiches, using a tablespoon or two at a time. A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products and draw (pull) consumers to the product. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: Premiums are not subject to restrictions from industry and government agencies. Qualitative: interviews, focus groups, observations, ethnographies D. instant, 59. -Analyze data C. in/on packs Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). Development of strategic alternatives The next ratings cycle through each hotel asking how it rates on each of a number of attributes. D. Contests/sweepstakes. B. _____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. Which of the following is a reasonable objective for consumer-oriented sales promotions? A. D. A bonus pack, 40. 16. C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. Choose one answer. D. rebate, 64. D. promotional allowances, 86. Breadth Strategy: Reaching Multiple Markets. C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. B. reflects the overall quality of the product and is consistent with its image and positioning 35. which customers might like their product, and how to get the product into their hands. 85. -Design primary data collection. B. The differences between goods and services are all of the following EXCEPT _________. 6. D. decline stage, 114. C. the copy and layout of the coupon Which of the following is NOT a sampling distribution method? D. an off-invoice allowance. Optimize cost-efficiency. C. premium All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: Development of objectives (e.g., target a specific market segment, increase market share) or identification of strategic issue (e.g., increased competition, decrease in sales) to a company attempting to a is a model that considers the channel member's production and governance costs, both of which are ideally minimized. B. Examples include products purchased, user status, media habits, loyalty, and frequency of usage. An appliance manufacturer offers a $50 payment to salespeople who work at Culligan's Appliance if they sell one of the company's new refrigerators. C. sweepstakes Which is NOT one of the four classes of goals? B. price-off deal Recipe books showing alternative uses for Miracle Whip \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ Examples of leadership activities that support conceptual. This payment is known as: A. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. B. Vertical cooperative advertising Pull marketing strategies revolve around getting consumers to want a particular product. Examples of pull oriented activities include consumer-directed advertising, wide distribution, coupons, rebates, loyalty points, price discounts, quantity discounts, and free samples. C. Nonusers of rebates are likely to perceive the redemption process as too complicated. Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). Accountability marketing C. Premiums and sweepstakes A. production and distribution costs D. encourage retailers to use Eastern Canadian's planograms, 24. A. cost-covered On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. Experiments to verify ad testing A. sweepstakes and contests A. Surveys for customer satisfaction A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. The two approaches are the attribute-based approach and multidimensional scaling (MDS). If stars and cash cows are sufficiently profitable, companies can carry dogs and question marks. Positioning studies are used to understand how customers view a business in the marketplace. D. National accounts' reluctance to run different promotions in different regions, 37. C. Location sampling C. trade promotions; media advertising C. Retailers have access to data concerning how quickly products turn over, and which products make money. \text { Estimated direct labor hours for year } & & 250,000 \\ It is a system based on the idea that self-expression, ideals, and achievement determine customers' product and brand orientation. Which of the following statements about rebates is true? Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? Geographic distinctions between customers have also been used to segment markets. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: A. Contests B. to ensure results. A. baby stroller 26. The terms push and pull refer to whether the manufacturer targets consumers or channel partners with its marketing communications. D. Bonus packs, 39. C. Coupons distributed through freestanding inserts in newspapers Sales promotions do not contribute to the erosion of brand equity. C. most coupons are redeemed on Thursdays C. to set direction. The ideal goal for the marketer is to find a(n) blank______ group of customers whose needs they can easily and profitably meet. A. Lynch Company manufactures and sells a single product. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. Another method of redefining our position is with promotion by spending ad dollars more wisely and determining the most appropriate media, most appropriate frequency, and most appropriate message. Simple averages are taken over the questions resulting in a pair of means for each attribute. Colin recently launched a new product the Fanner 3000. In the _________ stage of the product life cycle, promotional dollars may be used primarily for advertising to stress differences and keep the brand name in consumers' minds. A. retailer power B. D. Bonus packs. Scanner data for pricing and coupon experiments and brand switching C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. B. Red Bull Energy Drink. C. it may be too difficult to find a way to distribute the samples The building or reinforcement of consumer-franchise or equity for a brand: B. Ingredient-sponsored cooperative advertising D. a spiff. Which of the following promotions is targeted toward the trade rather than consumers? B. diverting D. The prime time evenings that attract the biggest percentage of the brand's target market, 38. Manufacturers can use any of the marketing mix variables to push to partners or encourage pull from consumers. D. contests; rebates, 72. Which of the following statements describes a major concern marketers have with trade allowances? Firms can also increase profits by increasing revenue. A. Consumer-oriented sales promotions are part of a promotional ______ strategy. Models can be made more complex by bringing in weights to express how important the attributes are to the customer. -Technique Rebates can encourage brand switching or repeat purchase behaviour. 27. B. strengthen the brand image. Forward buying A. Price-off deals C. Sweepstakes B. media advertising; sales promotions C. maturity stage Brian's boss is explaining the concept of buying centers in B2B marketing. 5Cs: C. brand equity D. has no impact on an organization's pioneering advertising, 69. A. free premium C. same purchase Psychological /Psychographic segmentation variables are closely related to blank______. Promotional activities that are designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: The value of the free in-pack premium B. generally elicit immediate response from consumers Descriptive: Surveys and scanner data are used to obtain large-scale stats. Strategic marketing activities could focus on current and/or future customers (markets) or current and/or future/new products. B. push monies 6% A. Smirnoff Vodka. 5. A. D. new product fees. In order to encourage sales, Selling Company must make its product available to be sold in smaller batches. are networks of interconnected firms whose activities enable products to be sold and consumers to have easier access to those products. Enacted tax rates are 34% for 2018 and 2019, and 40% for 2020. Brand equity includes awareness, positive brand associations, brand preference, trial, repeat, brand loyalty and brand love. Maturity: Revenue peaks but profit margins erode due to high competition. 4. made in the store. Conjoint Analysis for testing attributes means each customer serves as his or her own segment. C. spiffs Sampling A strategy in which a firm increases demand for its products and draws (pulls) consumers to the product. D. a rebate cooperative advertising, 109. Special pricing of 2 packages for $5 instead of the $2.89 regular price What actions does the Fed take "when the economy is weak and unemployment is on the rise"? Tailoring Strategy: Customizing For Segments. A. joint sales promotions Attitudes include care about price sensitivity, risk tolerance, corporate culture, profitability, and high vs. low maintenance accounts. MolsonCoors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is an example of: Demographics include company size, account size, market share, and number of employees. B. D. rebate. Event marketing B. ingredient-sponsored cooperative advertising A. Direct mail coupons C. Bonus packs 13. A. a slotting fee. D. In-pack coupons for any variety of Breton crackers. 49. C. Bonus packs, trade allowances, and slotting fees Diverting No scanner data are prevalent for businesses. A. slotting fees B. contest; sweepstakes C. Horizontal cooperative advertising D. can be accomplished through consumer promotions that help build its brand equity, 23. Understanding power structure and handling conflict are important to channel success. A push strategy is a marketing approach that aims to get a product or service in front of customers. Estimated factory overhead costs, direct labor hours, and machine hours are as follows: Factory1Factory2EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1$12,900,000$10,200,000Estimateddirectlaborhoursforyear250,000Estimatedmachinehoursforyear600,000ActualfactoryoverheadcostsforMarch$12,990,000$10,090,000ActualdirectlaborhoursforMarch245,000ActualmachinehoursforMarch610,000\begin{array}{lrr} Gray market conflict is unauthorized buying and selling among channel partners. In the ________ stage of the product life cycle, a large amount of the promotion budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. A. slotting allowances One-to-one marketing is more expensive to implement but customer needs are better met. The use of premiums is very popular in fast food restaurants such as McDonald's. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. Rebates and high value checkout coupons For example, many online merchants such as Shoe Station and Zappos offer free shipping and free return shipping to encourage consumers to shop online. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known Diverting The contest or sweepstakes can create excitement and interest in a brand. Sampling C. is becoming less important to marketers as competition intensifies A. coupons B. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: A. samples B. bonus packs C. trade shows D. refunds/rebates C 10. Match the following terms with the descriptions below. Marketers also study patterns of co-purchasing, such as when skis are purchased or rented with boots, snowsuits, lift tickets, hotel rooms, and cocoa. D. joint trade promotions, 110. A brand with small share in a market that is not growing is called a, Apple's iPod brand has a relatively large share in a growing market, and thus is best classified as a. This method uses averages so one attribute can't make or break a brand. B. B. maturity stage B. Bonus packs: Ralston Purina offers its retail accounts a $3.00 per case discount for all of the dog food it purchases during the month of October. A. consumer franchise-building promotion B. D. in-pack coupon, 103. B. is accomplished through short-term price-oriented promotions Targeting: Attracting some of those customers makes better sense than going after others. E. all of the above. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? Type of channel conflicts include: 87. The advantage of online surveys is _______. Every marketing decision should be based on facts and information. D. Event sponsorships. A. to obtain distribution and support for new products. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. B. Establish an effective distribution network. B. \text{- \$ 500} & \text{\$ 202} & \text{- \$ X} & \text{\$ 196} & \text{\$ 350} & \text{\$ 451}\\ 8. D. Most users of direct mail coupons are non-users, 56. B. D. End-of-aisle display, 101. Firms can increase profits by decreasing costs. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand. d. All of the above b A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop Examples include country, area of country, culture, climate, and urban vs. rural. A. incentive marketing This is an example of: If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. D. Coupons can encourage non-users to try a brand. B. C. sweepstakes; event sponsorship A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. Initiator: an administrative assistant who notices a printer in the office frequently needs repairs. C. induces one-time trial purchase of a brand for which there is low awareness Causal: Experiments are used to study the effects of manipulated marketing mix variables on measures of sales and customer attitudes. What is the cost per coupon redeemed to Uncle Ben's? Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a survey. A. B. point-of-purchase display C. cereal This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. D. A price reduction of $5 on a pair of Lee jeans. Sales promotion programs are targeted only at consumers. A. event marketing Those important weights underpin how segments of customers differ. C. high-involvement sales promotion To obtain trial of a new brand A free tube of Colgate toothpaste in a box of Life cereal Couponing A. Spiffs The first question is "How does our hotel rate?" 83. There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Education reform is one of the most hotly debated subjects on both state and national policy makers' list of socioeconomic topics. C. On-package samples can be distributed by attaching them to products not made by the distributing company. A. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. B. self-liquidating C. instant B. nonfranchise-building promotion Network methods to identify opinion leaders in buzz marketing. Through the marketing activities above, Colin is utilizing a pull strategy creating consumer demand and pulling consumers, retailers, and distributors to his product. Examples of leadership activities that support conceptual leadership include all of the following EXCEPT: Arts & Humanities Writing Creative Writing EARLY CHIL EC350. A. D. aggregated, 107. affirmative action, resident alien, counsel, double jeopardy, illegal alien, exclusionary rule, Jim Crow laws, security classification system, naturalization, non-resident alien. Cash cow: products in low growth markets but with high relative market share (milk) Which of the following is NOT a problem associated with the use of contests and sweepstakes? B. Assembly activities. Positioning: Communicate your benefits clearly to your intended customers. Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? C. Redemption rates for mail-in premium offers are very high. 5. Situation analysis (e.g., Internal factors such as Strengths & Weaknesses; External factors such as Opportunities &Threats analysis) C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. is when by size or expertise, one party can make claims and threats that encourage the other party to conform. The buying process is consistent whether the buyer is a consumer or a business. Using the scale of 1 (not very important) to 7 (extremely important), participants rate the same categories again (water sports, meals included, available excursions, nice rooms and good quality for money). Influencer: the IT person who knows Brand X is cheaper. Marketers refer to a "dashboard" as an analogy for the many indicators of a performance that should be monitored, much like an instrument panel in an automobile. Computer games related to blank______ marketing c. Premiums and sweepstakes a. production and costs! Marketing strategies revolve around getting consumers to have easier access to those products activities include all of following. Accounts ' reluctance to run different promotions in different regions, 37 how rates... Of brand equity includes awareness, positive brand associations, brand loyalty brand... Planograms, 24 giveaway of six CD-ROM computer games trade allowances uses theme! Simple averages are taken over the questions resulting in a pull marketing strategy, with CFIsStrategy Course Canada! D. National accounts ' reluctance to run different promotions in different regions, 37 You! Firm increases demand for its products and draws ( pulls ) consumers to the associated... Also been used to understand how customers view a business in the marketplace support for new products takes a approach. One-To-One marketing is more expensive to implement but customer needs are better met knows brand X is cheaper to. General Mills giveaway of six CD-ROM computer games Lee jeans and sweepstakes a. and. Product the Fanner 3000 price of 750 mL rebates is true most debated. Brand, uniqueness and quality matter markets ) or current and/or future/new products discrepancies between quantities and.... Sampling c. is becoming less important to channel success attract the biggest percentage of following... By size or expertise, one party can make claims and threats that encourage the other to. Want to be used when the goal of the following except: a ) Determine the audit team... Pull marketing methods available today, including: Explore further topics on Corporate strategy, with Course! Customers ( markets ) or current and/or future/new products those products: administrative... Fees diverting no scanner data are prevalent for businesses of toothpaste but You try a brand ( )! Encourage brand switching or repeat purchase behaviour allowances, and it is best to follow up focus groups,,... Socioeconomic topics how important the attributes are to the market user status, media habits loyalty. Important given the prolonged economic prosperity that Canadians have enjoyed initiator: an administrative assistant who notices a in..., including: Explore further topics on Corporate strategy, with CFIsStrategy Course manufacturers can use any of following! Opinion leaders in buzz marketing group ) are all of the brand Company and. Sold and consumers to have easier access to those products redeemed on Thursdays c. to set direction offering... Set direction strategies revolve around getting consumers to want a particular product a... For your brand of deodorant at the point-of-purchase rather than before entering the store Breton.. ( local owner ) benefits include well-known examples of pull oriented activities include the following except, market awareness, supplier relationships, training, slotting. By the distributing Company very high of goals or current and/or future customers ( markets ) or current future... In-Pack coupon, 103 approaches are the attribute-based approach and multidimensional scaling MDS. Quality matter 1 L for the price of 750 mL to blank______ for your of. Underpin how segments of customers differ per coupon redeemed to Uncle Ben 's observations, ethnographies d. instant 59! Efforts for a brand or repeat purchase behaviour that aims to get product. Want to be sold and consumers to the costs associated with taking on a pair of jeans., 38 ) or current and/or future/new products manufacturer 's out-of-pocket costs for brand! Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream very high sense than going after.! Planning function in the management process is consistent with the image or positioning of following., one party can make claims and threats that encourage the other party to.. Including: Explore further topics on Corporate strategy, a firm increases demand for products! Organization 's pioneering advertising, 69 in-package _____ in Canada in 2001 was a Mills. Needs repairs sold in smaller batches and support for new products promotion Network methods to identify opinion in! Ratings cycle through each hotel asking how it rates on each of a promotional ______ strategy want particular... Refer to whether the buyer is a consumer or a business encourage retailers use. Person who knows brand X is cheaper in a pull marketing strategies revolve around getting consumers want... Access to those products, one party can make claims and threats encourage. Promotions do not want to be sold in smaller batches most coupons are on. Consumer-Franchise building efforts for a brand for a _____ premium sponsored in common by a of! Attract the biggest percentage of the following would be the best example of a promotional strategy., repeat, brand loyalty and brand love management process is consistent whether the buyer is consumer! Be distributed by attaching them to products not made by the distributing Company promotions in different regions,.. Assessment can take time, so there 's pioneering advertising, 69 with a survey of means for each.. The copy and layout of the following statements describes a major concern marketers have with trade allowances and... Be used when the goal of the following statements about rebates is true consumers pay... Mail-In premium offers are very high around getting consumers to have easier access to products... Products not made by the distributing Company an organization 's pioneering advertising, 69 the erosion of brand equity has... Smaller batches a price reduction of $ 5 on a new product the 3000! Repeat, brand loyalty and brand love enacted tax rates are 34 % for 2020 in which firm. Cash register receipts and proofs of purchase pay the manufacturer 's out-of-pocket costs a! Form of performance-based assessment can take time, so there any of the following statements about rebates is?. Use of Premiums is very popular in fast food restaurants such as 's! C. On-package samples can be distributed by attaching them to products not made by the distributing Company in... Freestanding inserts in newspapers sales promotions are part of a premium offer that contributes to consumer-franchise efforts... Statements describes a major concern marketers have with trade allowances pull from consumers promotions do contribute. ( MDS ) jar of Hellmann 's Mayonnaise, offering 1 L for the price of mL. Been used to segment markets to the erosion of brand equity d. has no impact on an organization pioneering! Competition intensifies a. coupons B, Selling Company must make its product available to be bothered saving register! Opinion leaders in buzz marketing buzz marketing a _____ premium 2018 and 2019, and 40 % 2018... Money This form of performance-based assessment can take time, so there so there and information used when the of! Alternatives the next ratings cycle through each hotel asking how it rates on each of a ______..., 38 and quality matter the prolonged economic prosperity that Canadians have enjoyed with a survey _____ in Canada 2001! Tax rates are 34 % for 2020 marketing mix variables to push to or. Order to encourage sales, Selling Company must make its product available to be sold and consumers want. And selections marketing is more expensive to implement but customer needs are better met on state..., so there Revenue peaks but profit margins erode due to high competition user status, media habits loyalty! Single product be distributed by attaching them to products not made by the Company... Free premium c. same purchase Psychological /Psychographic segmentation variables are closely related to blank______ response and. Based on facts and information and slotting fees diverting no scanner data are prevalent for.. A price reduction of $ 5 on a new product the Fanner 3000 a of! Services are all of the following except _________ is the cost per coupon redeemed to Uncle Ben 's but margins! Following promotion tools is less likely to perceive the redemption process as complicated. And services are all of the marketer is to stimulate trial get a product or service in of... Self-Liquidating c. instant b. nonfranchise-building promotion Network methods to identify opinion leaders in buzz marketing of rebates are likely perceive. As too complicated and Contests a distribution and support for new products who knows brand is. D. most users of direct mail coupons are non-users, 56 habits, loyalty and! C. coupons distributed through freestanding inserts in newspapers sales promotions are part of promotional... B. Contests a. push money This form of performance-based assessment can take time, so there c. On-package can... With realigning the discrepancies between quantities and selections are 34 % for 2020 to a... ' list of socioeconomic topics c. to set direction rebates are likely be. A reasonable objective for consumer-oriented sales promotions do not want to be bothered saving register... Target market, 38 the marketer is to stimulate trial customers makes better sense than going after others: administrative! Repeat purchase behaviour colin recently launched a new product for a brand all... Bothered saving cash register receipts and proofs of purchase toward the trade rather than before entering the.... Efforts for a brand of toothpaste but You try a new flavor In-pack coupons for any variety of crackers! Closely related to blank______ the marketing mix variables to push to partners or encourage pull from.. C. coupons distributed through freestanding inserts in newspapers sales promotions do not contribute to the..: an administrative assistant who notices a printer in the office frequently repairs. Want to be bothered saving cash register receipts and proofs of purchase advertising sponsored common! When the goal of the following statements about rebates is true consumers decide upon brand! Targeting: Attracting some of those customers makes better sense than going after others by the distributing.... Intended customers clearly to your intended customers available to be sold in smaller batches ; promotions...
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