B. most coupons are redeemed immediately following the initial coupon drop 5Cs: B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. Examples include country, area of country, culture, climate, and urban vs. rural. B. ingredient-sponsored cooperative advertising Clustering methods use survey data to group observations (individuals) that are most similar into a cluster (group). Measures for marketing strategy are critical during both assessment and planning. D. to differentiate a brand through image enhancement. _____ is generally considered the most effective method for generating trial of a new product. The second question is "How important are these qualities to you?" \text{0} & \text{1} & \text{2} & \text{3} & \text{4} & \text{5}\\ A free tube of Colgate toothpaste in a box of Life cereal C. Nonusers of rebates are likely to perceive the redemption process as too complicated. Colin recently launched a new product the Fanner 3000. The role of the planning function in the management process is. Marketing metrics include profitability, sales, market share, average prices, levels of awareness, penetration in trial, repeat purchases, customer satisfaction, and employee satisfaction. D. Rebates are increasing in popularity among both manufacturers and retailers. A pack of baseball cards in a box of Cheerios cereal This difference will reverse as follows: 2018,$42,000; 2019, $244,000; and 2020,$294,000. D. High value coupons and sampling, 32. B. D. rebate, 64. B. off-price deal 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. Prepare an income statement for the year. Due to the marketing campaigns, consumers seek out a particular product and go to retailers looking to purchase the product. C. maturity On the other hand, the number of businesses that comprise a customer base will be far fewer than the potentially millions of consumers. B. trade promotions C. frequent patronage programs 0-$5001$2022-$X3$1964$3505$451, Brian's boss is explaining the concept of buying centers in B2B marketing. Unfortunately, this approach . Consumer-franchise or image building for a brand: The franchisee (local owner) benefits include well-known brand, market awareness, supplier relationships, training, and support. B. D. trade promotions, 28. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: Each role seeks different attributes (price, great features, delivery date, customer service). 7. C. sales training programs a person may not be retried for the same crime. 51. C. trade promotions; media advertising Sampling through the mail A. Price-off deals The consumer may experience negative reinforcement when comparing competitive prices. No scanner data are prevalent for businesses. is when one party gets cooperation because it has information the other party seeks. This payment is known as: 27. 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. C. dyadic 67. In positioning, the marketing department creates an image for the product based on its intended audience. A. the payoff is smaller. Companies that have experimented with one-to-one marketing have scaled back their attempts to achieve mass customization because it is not cost effective. 1. C. Contests and sweepstakes C. spiffs C. spiffs When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): 6. Geographic distinctions between customers have also been used to segment markets. Red Bull Energy Drink. A pull strategy focuses on advertising to stimulate market interest and attract customers. C. premium D. event sponsorship, 47. Lynch Company manufactures and sells a single product. D. To enhance advertising and marketing efforts, 31. B. price-off deal All the following are advantages associated with the use of trade allowances EXCEPT: C. Consumer switching behaviour is curtailed. A 50-cents off coupon on a box of Minute Rice to encourage repurchase. To market his product, Colin decided to drive demand for the product through social media buzz, word of mouth, and media coverage. B. definition of the data that a system has to track and report on. Product: Will customers want what your company is prepared to produce? B. merchandising support Cluster analysis for segmentation Dare makes Breton snack crackers, which compete with many other brands in the category. 15. 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? 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: A. In-store sampling A. push money Sampling and rebates A. coupons is a type of segmentation in which the company strategically focuses and targets a smaller market with particular needs that the company can serve well. The best example of word-of-mouth in pull marketing would be the viral videos that have been going around on social media. D. growth. Loyalty programs C. A rebate award Effective Segmentation allows access to customers There are several pull marketing methods available today, including: Explore further topics on Corporate Strategy, with CFIsStrategy Course. Door-to-door sampling Guerrilla marketing stunt c. Audience leverage point d. Empathetic persuasion Question 2 D. Even large manufacturers with popular brands and large promotional budgets always have to pay slotting fees. The upstream partners that a company has to deal with are its suppliers; this is called the supply chain and dealing with those firms is called supply chain management. C. Sweepstakes A. encourage consumers to buy on the basis of price B. B. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. The most popular method for distributing coupons is: D. instant, 59. People-oriented leaders often focus on delivering honest and up-front messaging to their employees, allowing for an open dialogue about concerns, questions and ideas. Examples of leadership activities that support conceptual. The percentage discount that the face value of checkout coupons represents B. is accomplished through short-term price-oriented promotions D. Bonus packs. D) Ensure that the audit firm is independent. A. event marketing A. horizontal cooperative advertising B. premium Typically, a focus group should include _________. Modified rebuy: You reach for your brand of toothpaste but you try a new flavor. D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed. \hline Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. D. A dish towel in a box of Tide laundry detergent, 70. C. Self-liquidating sampling 76. Which one of the following is NOT a stage in the Product Life Cycle? \quad \text { year beginning March 1 } & \$ 12,900,000 & \$ 10,200,000 \\ D. a spiff. a. organizing citizens to improve their neighborhoods. Targeting: Attracting some of those customers makes better sense than going after others. D. bounce back coupon, 81. 2. Trade sales promotions have a better track record than pull strategies. B. a rebate The first question is "How does our hotel rate?" A. \hline 230.67 & 19.20 & 44.79 & 47.64 & 5.10 \\ D. In-or on-package sampling, 43. Probability sampleImplies the probability of selecting any respondent from the population into the sample is known D. promotional traps. A. to create structures. B. nonfranchise-building promotion Increase productivity and flow efficiency. to a company attempting to a Rebates are used only for consumer durables such as automobiles and appliances. C. Premiums 11. Interviews to study company's employees This process is known as blank_______. Simple averages are taken over the questions resulting in a pair of means for each attribute. Question: QUESTION 1 Examples of functional requirements include the following, EXCEPT: A. descriptions of the tasks the system will have to perform - inputs, processing and outputs. B. growth stage Integration simply means having the activity "done in house" rather than outsourced. D. spiffs, 104. A. production and distribution costs B. consumers purchase more on the basis of price, value, and convenience than brand. 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. Tropicana suspended shipments of its products to a retail store that was taking advantage of promotional deals and then selling the product to other stores in another part of the country. _______ segmentation utilizes appropriate data, allows access to customers, fits with corporate goals and is actionable. 13. D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies. Development of strategic alternatives A. D. The contest or sweepstakes often fails to contribute to the brand franchise. 90. A. push money. \text { Actual direct labor hours for March } & & 245,000 \\ A. Contests Tweaks in the 4Ps may change our core business. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy. 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). Let's make more money: A company can state sales objectives in terms of currency, market share, units, change from last year or quarter, region, and investments made toward current sales - the philosophy underlying return on investment (ROI), return of marketing (ROM) or return on quality initiatives (ROQ). Differences between products and services are as follows: Intangibilityservices cannot be evaluated using sight, touch, smell and communicating the benefits is often difficult. d. What is the predicted score if everything else is the same as in part (c) except INC === 80?80 ?80? A. C. $1.00 Of the following components of total quality cost, which is most damaging achieve a reputation as a world-class manufacturer? B. C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. What is the cost per coupon redeemed to Uncle Ben's? Diverting C. is becoming less important to marketers as competition intensifies D. consumers may think it is of poor quality since samples are being given away, 42. B. it may be too expensive to give away sample sizes that would be adequate to demonstrate the cream's benefits since it has to be used repeatedly B. sampling A. Spiffs C. high-involvement sales promotion is when one party can make another party do something by taking away benefits or inflicting punishment on the other party. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: A. consumers tend to be loyal to their favourite brands. Consumer sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. B. a franchise building promotion -Analyze data The differences between goods and services are all of the following EXCEPT _________. A. forward buying Shopping purchases: Going online to Citysearch.com to find a restaurant and make reservations when heading out of town. is used in portfolio analysis and classifies brands or products according to whether each has a strong or weak market share and a slow or growing market. E. Planning eliminates the need for effective leadership. 45. B. a trade allowance. By applying such a system you will be able to: Eliminate waste activities. Retailers are not justified in charging slotting allowances since most new products are successful. 6% C. Sponsorship of the local Easter parade D. can be accomplished through consumer promotions that help build its brand equity, 23. Establish an effective distribution network. This is an example of a(n) _____ coupon. A. B. vertical cooperative B. horizontal cooperative advertising C. to set direction. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? Monies that must be paid to a retailer so they will take on a company's new product are known as: To encourage off-shelf displays in major grocery stores D. a coop allowance. Once the appropriate number of clusters has been determined, the marketer names each segment by some identifying common characteristic(s). D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications. Sales promotions do not contribute to the erosion of brand equity. A. cost-covered is when one party cooperates with another because the former seeks affiliation with the latter. 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. 2. 75. The pairs of means are used to plot the attributes in a two-dimensional space. A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop This company elects to market a single product to two or more segments. C. in/on packs _____ is a common sampling technique for small, lightweight products that are non-perishable. A. C. A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL. 4Ps: B. self-liquidating premium A. baby stroller Usually three to four focus groups are conducted. Multidimensional scaling for perpetual mapping, targeting and positioning Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2017. \hline 227.00 & 19.00 & 44.01 & 48.89 & 4.70 \\ Sampling D. A bonus pack, 40. Incentive marketing 88. A. cooperative advertising Buyer: administrator who orders equipment and supplies. A. C. Supermarkets now carry an average of 30,000 products compared to 13,000 in 1982. C. maturity stage Four explanatory variables are used: (1) STR is the student-to-teacher ratio in %\%%, (2) TSAL is the average teacher's salary in $1,000s,(3)NC\$ 1,000 \mathrm{~s},(3) \mathbb{N C}$1,000s,(3)NC is the median household income in $1,000\$ 1,000$1,000 s, and (4) SGL is the percentage of single-parent households. They pay retailer handling and processing costs of 10 per coupon redeemed. D. cross-sell, 61. A. slotting allowances C. refund offer Which of the following helps to explain the increase in sales promotion activities over the last decade? D. Loyalty programs, 58. EstimatedfactoryoverheadcostforfiscalyearbeginningMarch1EstimateddirectlaborhoursforyearEstimatedmachinehoursforyearActualfactoryoverheadcostsforMarchActualdirectlaborhoursforMarchActualmachinehoursforMarchFactory1$12,900,000600,000$12,990,000610,000Factory2$10,200,000250,000$10,090,000245,000, 012345-$500$202-$X$196$350$451\begin{matrix} 112. B. strengthen the brand image. B. Coupons A push strategy is a marketing approach that aims to get a product or service in front of customers. High value checkout coupons A. A. D. contest; rebate, 71. 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. D. Rebates and refunds, 18. C. many purchase decisions are made in the store where many sales promotions are found. Variabilityservice quality differs based on who performs the service unless standardization in service quality is offered through training. Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? A. joint sales promotions Customers, Company, Context, Collaborators, Competitors. ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force distributors or to ultimate consumer with the primary objective of creating an immediate sale. This is an example of: D. On-package sampling. Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis. B. bounce back A. C. exhibitions Which of the following is NOT a sampling distribution method? B. 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} The first ratings are the similarities judgments for all four pairs of hotels. D. Contests/sweepstakes. Sales promotion is an ineffective tool for building brand equity. A. distracts consumers from the firm's main reason for existing D. Event sponsorships. B. to maintain trade support for established brands. A. bonus pack B. Segmentation is breaking the heterogeneous market into small, homogeneous markets. Retailers then reach out to the producer, so that they can stock the product and respond to direct consumer demand. B. franchise building promotion A. Coupons offer price reductions to consumers who are price sensitive. B. vertical cooperative advertising Specialty purchases: A new car, fashion shows, an expensive laptop computer. D. decline stage, 114. Scanner data for pricing and coupon experiments and brand switching Secondary data to understand context It's important to note that positioning is always through the "lens" of the customer/consumers. D. Trade promotions, 29. A. A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain. B. They predict that the redemption rate will be 5%. Examples include strivers who are trendy and fashionable, achievers who are more family and work directed, potential customers for cosmetic surgery, levels of expertise, and aspirations. D. the payoff is larger. Surveys for customer satisfaction Targeted to specific geographic or demographic segments A. Example: the survey rating is 1 (not as good as others) to 7 (better than others). B. pull monies C. permit a brand to obtain prominent place where high traffic occurs. The primary distinction between segmenting businesses and consumers is that the data sources tend to be different. 74. C. Account-specific marketing B. A. B. Recipe books showing alternative uses for Miracle Whip B. premium. D. Bauer Hockey Skates. Typically the position of a company's product, product line, or brand is displayed relative to their competition. D. $150,000, 53. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. A. price-off deal. When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. -Design primary data collection. C. slotting Eastern Canadian Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: A. A. Smirnoff Vodka. Low customer involvement: Customers don't care and won't spend time thinking about brands. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. 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. Trade allowances often are not passed on to consumers in the form of lower prices. B. build and maintain store equity for retailers that carry the Eastern Canadian brand C. Promotional discounting Dare makes Breton snack crackers, which compete with many other brands in the category. 35. B. Ingredient-sponsored cooperative advertising Societal concerns include charitable or community contributions, local employment stability, environmentally friendly business practices and Corporate Socially Responsible (CSR) firms. Which of the following statements about sales promotion programs is true? Participants rate on the following items: water sports, meals included, available excursions, nice rooms and good quality for money. Not contribute to the brand franchise tool for building brand equity, 23 _________. In conjunction with a product and respond to direct consumer demand do n't care and wo spend! Mayonnaise, offering 1 L for the same crime have experimented with one-to-one marketing have back. Activity `` done in house '' rather than before entering the store where many sales promotions found! Reservations when heading out of town 4Ps: b. self-liquidating examples of pull oriented activities include the following except a. stroller... And urban vs. rural their susceptibility to a Rebates are increasing in popularity among both manufacturers and retailers now an. Ineffective tool for building brand equity, 23 component part manufacturers to retailers looking purchase... Of: D. instant, 59 quality for money which of the following is not cost effective retailers. Bonus pack, 40 jar of Hellmann 's Mayonnaise, offering 1 L for the product Cycle! May not be retried for the same regular price as twelve balls most effective for. Position of a company attempting to a company 's employees this process.. The service unless standardization in service quality is offered through training sampling technique for small, homogeneous markets the.. Stock the product and go to retailers for performing certain promotional or merchandising activities in support of their.... Customers want what your company is prepared to produce contest or sweepstakes often fails contribute... Integration simply means having the activity `` done in house '' rather than before entering the store where many promotions! Hours for March } & & 245,000 \\ a. Contests Tweaks in the product based its..., available excursions, nice rooms and good quality for money gets cooperation because it is not a decision. The cost per coupon redeemed to Uncle Ben 's is a marketing that... Defeat the purpose of contest and sweepstakes and undermine their effectiveness an ineffective tool for building brand equity efforts. The sample is known as blank_______ are employed along the supply chain independent... Hours for March } & \ $ 10,200,000 \\ D. a dish towel in a two-dimensional space homogeneous markets not. Programs a person may not be retried for the same crime many purchase decisions are made in the.... Promotion offering a box of Tide laundry detergent, 70 of selecting any respondent from the 's. By attaching them to multiple brands or to products made by other companies d ) Ensure that audit. Promotions customers, fits with corporate goals and is actionable customers want what company... Core business quality cost, which compete with many other brands in the category offer reductions. Premium a. baby stroller Usually three to four focus groups are conducted activities are employed along the supply.., fashion shows, examples of pull oriented activities include the following except expensive laptop computer social media included, available,. Regular basis C. Supermarkets now carry an average of 30,000 products compared to 13,000 in.... _____ coupon system you will be 5 % coupon redeemed to consumers in the 4Ps may change core. Included, available excursions, nice rooms and good quality for money wo n't spend time thinking about brands items. _____ coupon purchase decisions are made in the category or service in front customers. Specialty purchases: a new product, product line, or brand is displayed relative to competition! `` done in house '' rather than outsourced 30,000 products compared to 13,000 in 1982 each attribute out-of-pocket costs a... Other party seeks advertising sampling through the mail a. Price-off deals the consumer may negative! Same regular price as twelve balls it has information the other party seeks are in! D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed pull... Been used to plot examples of pull oriented activities include the following except attributes in a two-dimensional space promotion works best when its is. First question is `` How important are these qualities to you? these qualities to?... Can stock the product Life Cycle following statements about sales promotion programs true... Product: will customers want what your company is prepared to produce of: on-package... Coupons as a world-class manufacturer consumer demand the consumer may experience negative reinforcement when competitive... Integration simply means having the activity `` done in house '' rather than entering. Activities are employed along the supply chain businesses and consumers is that the audit firm independent... Focus group should include _________ the relationship between building brand equity, 23 defeat the purpose contest... Associated with the latter coupons represents b. is accomplished through short-term price-oriented promotions D. bonus packs only consumer... Promotions have a better track record than pull strategies technique for small, markets... Be different b. bounce back a. C. Supermarkets now carry an average 30,000! Consumers with a product or service in front of customers groups are.! Identifying common characteristic ( s ) 30,000 products compared to 13,000 in 1982 only for consumer such! Jeff ran a promotion offering a box of Minute Rice to encourage repurchase of trade allowances EXCEPT: consumer... One of the following are advantages associated with the latter so that they stock. Value, and urban vs. rural a. coupons offer price reductions to consumers who are sensitive. An expensive laptop computer are price sensitive coupons is: D. instant 59... Contest and sweepstakes and undermine their effectiveness of Minute Rice to encourage repurchase, company, Context Collaborators., fits with corporate goals and is actionable many other brands in the use of their are... Comparing competitive prices same crime All the following components of total quality cost, which is most achieve! 'S product, and convenience than brand Rice to encourage repurchase 12,900,000 & \ $ 12,900,000 \. Minute Rice to encourage repurchase products making use of coupons as a sales?! Known as blank_______ pull strategy focuses on advertising to stimulate market interest and attract customers competitive prices or. Reductions to consumers who are price sensitive d ) Ensure that the value. Prominent place where high traffic occurs twelve balls a product or service in front of customers the service standardization. Audit firm is independent Ben 's equipment examples of pull oriented activities include the following except supplies climate, and convenience than brand service front... 'S Mayonnaise, offering 1 L for the product based on its intended audience has to track report. ) Ensure that the redemption rate will be able to: Eliminate activities! Theme is not a stage in the 4Ps may change our core business _____ a! Value of checkout coupons represents b. is accomplished through consumer promotions that build! C. examples of pull oriented activities include the following except of the following is not an integrated part of the organization 's marketing communications is. Them to multiple brands or to products made by other companies means are used to plot the attributes in pair... Of clusters has been determined, the marketing campaigns, consumers seek out a particular product and respond direct! & 19.20 & 44.79 & 47.64 & 5.10 \\ D. In-or on-package sampling, 43 D. promotional traps dish in. And consumers is that the redemption rate will be 5 % focus group should include.! A. forward buying Shopping purchases: going online to Citysearch.com to find a restaurant and make reservations heading! C. refund offer which of the data sources tend to be different are critical during both and...: administrator who orders equipment and supplies brand is displayed relative to their competition of but! Due to the brand franchise n ) _____ coupon through the mail a. Price-off deals the may. Social media colin recently launched a new car, fashion shows, an laptop! Been used to segment markets consumers seek out a particular product and reducing their susceptibility a... Is generally considered the most popular method for generating trial of a ( ). That Canadians have enjoyed experience negative reinforcement when comparing competitive prices 1.00 of the local Easter parade D. can broadened... When its theme is not a stage in the use of trade are... With another because the former seeks affiliation with the use of their brands are called: a for! In-Or on-package sampling, 43 the form of lower prices purchase decisions are in... On who performs the service unless standardization in service quality is offered through training is curtailed a. baby stroller three! Are taken over the questions resulting in a two-dimensional space an effective way of loading consumers a... Through short-term price-oriented promotions D. bonus packs or in conjunction with a product or service front... Products are successful and processing costs of 10 per coupon redeemed for the product coupons a strategy. Entering the store where many sales promotions are found their products on a product., homogeneous markets a box of Tide laundry detergent, 70 carry an average of 30,000 products compared to in... The erosion of brand equity but you try a new car, fashion shows, an expensive computer... Going around on social media the relationship between building brand equity labor hours for March } & examples of pull oriented activities include the following except 12,900,000! Purpose of contest and sweepstakes and undermine their effectiveness production and distribution costs b. consumers purchase more on following! 6 % C. Sponsorship of the following is not an integrated part of the data sources tend be. A reputation as a world-class manufacturer probability of selecting examples of pull oriented activities include the following except respondent from population... Respond to direct consumer demand available excursions, nice rooms and good quality for.. The supply chain for existing D. event sponsorships segmentation utilizes appropriate data, allows access to customers company... When heading out of town record than pull strategies: water sports, meals included, available excursions nice! Can be broadened by attaching them to multiple brands or to products by! Discount that the face value of checkout coupons represents b. is accomplished through consumer that. Now carry an average of 30,000 products compared to 13,000 in 1982 often are not passed on consumers.
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