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8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Iamsuk`r E`ncvjar
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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_nct jmdhu`mi`se`ncvjar1
Iuhturch Dcitars
Yaijch Dcitars
V`rsamch Dcitars
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Iuhtur` dumlck`mtch l`t`rkjmcmt ad cp`rsams wcmts cml e`ncvjars. @.o. Csjcm injhl `xpas`l ta djhjchpj`ty, ncrl warg
Yueiuhtur`s jmihul`mctjamchjtj`s, r`hjojams, rcijchoraups, cml o`aorcpnji r`ojams.
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Kuhtj-iuhturch Kcrg`tjmo@tnmji & l`kaorcpnji mjin`s
Lamt r`spaml dcvarcehy ta kcsskcrg`tjmo
_n`r` cpphj`l1U`ojamch cml jmt`rmctjamch kcrg`tjmoKcrg`t`rs kust r`iaomjz` cml
r`spaml ta ljdd`r`mi`s jm iuhturchmarks cml vchu`s cml clcptpraluits cml prakatjams
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Yaijch Ihcss Yaijch Ytrctjdjictjam (ICY\@)nakao`m`aus cml `mlurjmo ljvjsjams
jm c saij`ty tnct cr` nj`rcrinjichhyarl`r`l cml wnas` k`ke`rs sncr`sjkjhcr vchu`s, jmt`r`sts, cmle`ncvjar - e`ncv` tn` sck` wcy(praluit cml ercml pr`d`r`mi`, k`ljcpr`d`r`mi`, hcmouco`)
Kjxtur` ad vcrjceh`s mat bust am` _` icm kav` up cml lawm _ ci
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Yaijch Ihcss Ppp`rC Vnp Vnp366,666+
Ppp`rE Vnp06,663-::,:::Ppp`r Kjllh` I3 Vnp96,663-06,666Kjllh` I5 Vnp 30,663-96,666Haw`r L@ 30,666 cml e`haw
Yauri`2 VYUI/COE lctc
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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YaijchDcitars
_`lm`slcy, Mav`ke`r 5?, 39
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U`d`r`mi` Oraups K`ke`rsnjp oraups - oraupswnak ncv` ljr`it jmdhu`mi` am c
p`rsam
Vrjkcry - iamtjmuausjmt`rcitjam cml jmdarkch - (dckjhy,drj`mls, m`jonears, cml ia-warg`rs)
Y`iamlcry - t`ml ta e` kar`darkch (r`hjojaus, prad`ssjamch
oraups)
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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U`d`r`mi` Oraups
U`d`r`mi` oraups `xpas` us ta m`we`ncvjars cml hjd`styh`s wnjinjmdhu`mi` aur cttjtul` cml s`hd-iami`pt
pr`ssur`s dar iamdarkjty tnctcdd`it aur inaji`s Cr` `v`m cdd`it`l ey oraups tnct
w` la mat e`hamo
Cspjrctjamch - w` wjsn ta bajm Ljssaijctjv` - w` wjsn mat ta
bajm
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Jkphjictjams Kcmudcitur`rs ad praluits
cml ercmls wn`r` oraup
jmstu`mi` js stramo kustl`t`rkjm` naw ta r`cincml jmstu`mi` apjmjam
h`cl`rs jm tn`s` r`d`r`mi`oraups.
_`lm`slcy, Mav`ke`r 5?, 39
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Dckjhy kast jkpartcmt iamsuk`r-euyjmo
arocmjzctjam jm saij`ty, cml dckjhyk`ke`rs iamstjtut` tn` kastjmdhu`mtjch prjkcry r`d`r`mi` oraup.
_` cr` pcrt ad ct h`cst 5 dckjhj`sjm aur hjd`tjk`
\n` dckjhy ad arj`mtctjam iamsjsts ad pcr`mts cmlsjehjmos.
C kar` ljr`it jmdhu`mi` am`v`rylcy euyjmo e`ncvjar jstn` dckjhy ad prair`ctjam mck`hy, am`s spaus` cmlinjhlr`m.
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Vnjhjppjm` Dckjhy D 5 jm `v`ry 0 naus`nahls ncv` AD_
dckjhy k`ke`r
9 aut ad 36 AD_s ncv` erag`mdckjhj`s
Jt js c mark tnct eatn pcr`mts cr`wargjmo
_`lm`slcy, Mav`ke`r 5?, 39
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Jkphjictjams rah`s cml r`hctjv` jmdhu`mi` ad dckjhy
k`ke`rs jm tn` purincs` ad c hcro`vcrj`ty ad praluits cml s`rvji`s.
`xp`msjv` - bajmt l`ijsjam injhlr`m ncv` stramo vaji` jm
purincs`s
_`lm`slcy, Mav`ke`r 5?, 39
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Uah`s cml Ytctu Uah` iamsjsts ad tn` citjvjtj`s cp`rsam js `xp`it`l ta p`rdark @cin rah` jm turm iammat`s c stctus.
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Uah`s cml Ytctu Uah` iamsjsts ad tn` citjvjtj`s cp`rsam js `xp`it`l ta p`rdark @cin rah` jm turm iammat`s c stctus.
Jkphjictjams
_`lm`slcy, Mav`ke`r 5?, 39
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Uah`s cml Ytctu Uah` iamsjsts ad tn` citjvjtj`s cp`rsam js `xp`it`l ta p`rdark @cin rah` jm turm iammat`s c stctus.
Jkphjictjams V`aph` inaas` praluits tnct r`dh`it
cml iakkumjict` tn`jr rah` cml cituchar l`sjr`l stctus jm saij`ty.
Kcrg`t`rs kust e` cwcr` ad tn` stctussykeah pat`mtjch ad praluits cml
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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V`rsamchDcitars
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Co` cml Hjd`iyih` Ytco` \cst` jm daal, tnjmos & r`ir`ctjam -co` r`hct`l Iamsukptjam sncp`l ey dckjhy
hjd`-iyih` & muke`r, co` & o`ml`rad p`aph` jm naus`nahl
psyinahaojichhjd`-iyih` stco`s kcykctt`r.
Cluhts `xp`rj`mi` i`rtcjmpcssco`s ar trcmsdarkctjamscs tn`y oa tnrauon hjd`.
_`lm`slcy, Mav`ke`r 5?, 39
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Aiiupctjam cml @iamakji Ijriukstcmi` Jl`mtjdy aiiupctjamch oraups wjtn
ceav`-cv`rco` jmt`r`st jm praluits
\cjhar praluits dar sak` ad tn`k Vraluit inaji` cdd`it`l ey
`iamakji ijriukstcmi`s2 jmiak`,scvjmos
Kar` Csjcms cr` purincsjmo amir`ljt
V`rjals ad r`i`ssjam_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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V`rsamchjty cmY`hd-Iami`pt
V`rsamchjty2 C s`t ad ljstjmoujsnjmonukcm psyinahaojich trcjts tnct h`cl
ta r`hctjv`hy iamsjst`mt cml`mlurjmo r`spams`s ta`mvjramk`mtch stjkuhj - (`xckph`euyjmo e`ncvjar)
\n` jl`c js tnct ercmls ncv`p`rsamchjtj`s cml iamsuk`rs cr`hjg`hy ta inaas` ercmls wnas`p`rsamchjtj`s kctin tn`jr awm.
_`lm`slcy, Mav`ke`r 5?, 39
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V`rsamchjty cml
Y`hd-Iami`pt Ercml p`rsamchjty js l`djm`l cs tn`
sp`ijdji kjx ad nukcm trcjts tnct kcy e`
cttrjeut`l ta c pcrtjiuhcr ercml.
Iamsuk`rs chsa inaas` cml us` ercmltnct ncv` c ercml p`rsamchjty iamsjst`mtwjtn tn`jr awm cituch s`hd-iami`pt (nawam` vj`ws tn`ks`hv`s).
Chtnauon jm sak` ics`s, tn` kctin kcye` ecs`l am tn` iamsuk`rs jl`ch s`hd-iami`pt (naw w` wauhl hjg` ta vj`waurs`hv`s).
_`lm`slcy, Mav`ke`r 5?, 39
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3. Yjmi`rjty (lawm-ta-`crtn, nam`st, wnah`sak`, cml in``rduh) Dar `xckph`, N`hha Gjtty
5. @xijt`k`mt (lcrjmo, spjrjt`l, jkcojmctjv`, cml up-ta-lct`) Dar `xckph`, K\T
9. Iakp`t`mi` (r`hjceh`, jmt`hhjo`mt, cml suii`ssduh) Dar`xckph`, Yamy
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Hjd`styh` cml Tchu`s
Hjd`styh` js c p`rsams pctt`rm ad hjvjmo jmtn` warhl cs `xpr`ss`l jm citjvjtj`s,jmt`r`sts, cml apjmjams.
wnah` p`rsam jmt`rcitjmo wjtn njs arn`r `mvjramk`mt.
Kcrg`t`rs s`crin dar r`hctjamsnjpse`tw``m tn`jr praluits cml hjd`styh`oraups.
Hjd`styh`s sncp`l pcrthy ey e`jmo2
Kam`y-iamstrcjm`l - haw`r iastpraluits
\jk`-iamstrcjm`l - kuhtjtcsgjmo,
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Kal`h ad Iamsuk`r E`n
_`lm`slcy, Mav`ke`r 5?, 39
8/13/2019 Topic 4 - Part 1 Analyzing Consumer Markets
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Hjd`styh` cml Tchu`s Euy`rL`ijsjamVrai`ss
_`lm`slcy, Mav`ke`r 5?, 39
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Hjd`styh` cml Tchu`s Euy`rL`ijsjamVrai`ss
_`lm`slcy, Mav`ke`r 5?, 39
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Vraeh`k U`iaomjtjam Euyjmo stcrts - r`iaomjz` praeh`k/m``l M``l trjoo`r`l ey stjkuhj
Jmt`rmch stjkuhus2 markch m``ls,numo`r @xt`rmch stjkuhus2 hav` m`w icr-
trjoo`rs euyjmo am`
Jl`mtjdy sjtuctjam tnct trjoo`r m``lcml L`v`hap strct`oj`s tnct trjoo`rjmt`r`st
_`lm`slcy, Mav`ke`r 5?, 39
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Jmdarkctjam Y`crin Craus`l iamsuk`r s`crin dar kar`
N`jont`m`l ctt`mtjam2 r`i`ptjv`ta jmdarkctjam
Citjv` jmdarkctjam s`crin2 djmlwcys ta h`crm ceaut praluit
_`lm`slcy, Mav`ke`r 5?, 39
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Jmdarkctjam Y`crin Craus`l iamsuk`r s`crin dar kar`
N`jont`m`l ctt`mtjam2 r`i`ptjv`ta jmdarkctjam
Citjv` jmdarkctjam s`crin2 djmlwcys ta h`crm ceaut praluit < sauri`s23. V`rsamch
5.
Iakk`rijch9. Vuehji
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Jmdarkctjam Y`c
\atch ercmls cvcjhceh` tatch s`t
Gmaw amhy sues`t ad tatch cwcr`m`ss s`t K``t jmjtjch irjt`rjc iamsjl`rctjam s`t
Kar` jmdarkctjam, d`w r`kcjm inaji` s`t Kcg`s djmch inaji` drak tnjs s`t
_`lm`slcy, Mav`ke`r 5?, 39
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Jmdarkctjam Y`c
\atch ercmls cvcjhceh` tatch s`t
Gmaw amhy sues`t ad tatch cwcr`m`ss s`t K``t jmjtjch irjt`rjc iamsjl`rctjam s`t
Kar` jmdarkctjam, d`w r`kcjm inaji` s`t Kcg`s djmch inaji` drak tnjs s`t
_`lm`slcy, Mav`ke`r 5?, 39
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Jmdarkctjam Y`c Kcrg`t`rs m``l ta gmaw2
Iamsuk`rs atn`r ercmls jm inaji` s`t -iakp`tjtjam
Jl`mtjdy sauri`s & jkpartcmi` Vr`pcr` `dd`itjv` iakkumjictjams dar
tcro`t kcrg`t
_`lm`slcy, Mav`ke`r 5?, 39
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Tchu` bulok`mt prai`ss - iamsijaus &rctjamch
Iamsuk`r `vchuctjam prai`ss2
\ry ta sctjsdy c m``l Haag dar i`rtcjm e`m`djts jm sahutjam
@cin wjtn cttrjeut`s, e`m`djts sauont Cttrjeut`s ad jmt`r`st ta euy`rs vcry
@vchuctjam ad Ch
_`lm`slcy, Mav`ke`r 5?, 39
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E@HJ@DY & C\\J\PL@Y jmdhu`mi` euyjmoe`ncvjar
E`hj`d - l`sirjptjv` tnauont amsak`tnjmo
Cttjtul` `mlurjmo `vchuctjam, d``hjmo& citjam t`ml`mij`s tawcrl sak`tnjmo
@vchuctjam ad Cht`rmct
_`lm`slcy, Mav`ke`r 5?, 39
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@^V@I\CMIZ TCHP@ KAL@H Iamsuk`r `vchuct`s praluit Iakejm` ercml e`hj`ds - jkpartcmi` _`jonts cttcin`l ta `cin cttrjeut`
\atch p`ri`jv`l vchu`
; (w`jonts x e`hj`ds) ad chh cttrjeut`s
@vchuctjam ad Ch
_`lm`slcy, Mav`ke`r 5?, 39
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@^V@I\CMIZ TCHP@ KAL@H Iamsuk`r `vchuct`s praluit Iakejm` ercml e`hj`ds - jkpartcmi` _`jonts cttcin`l ta `cin cttrjeut`
\atch p`ri`jv`l vchu`
; (w`jonts x e`hj`ds) ad chh cttrjeut`s
@vchuctjam ad Ch
_`lm`slcy, Mav`ke`r 5?, 39
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@^V@I\CMIZ TCHP@ KAL@H Iamsuk`r `vchuct`s praluit Iakejm` ercml e`hj`ds - jkpartcmi` _`jonts cttcin`l ta `cin cttrjeut`
\atch p`ri`jv`l vchu`
; (w`jonts x e`hj`ds) ad chh cttrjeut`s
@vchuctjam ad Ch
_`lm`slcy, Mav`ke`r 5?, 39
Jd ` l E
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Jd yau cr` ercml E wnct
snauhl yau la1
_`lm`slcy, Mav`ke`r 5?, 39
Jd ` l E
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Jd yau cr` ercml E wnct
snauhl yau la1
_`lm`slcy, Mav`ke`r 5?, 39
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Jm tn` `vchuctjam stco`, tn` iamsuk`rdarks pr`d`r`mi`s ckamo tn` ercmls jm tn`inaji` s`t. \n` iamsuk`r kcy chsa dark cmjmt`mtjam ta euy tn` kast pr`d`rr`l ercml.
Jm `x`iutjmo c purincs` jmt`mtjam, tn`iamsuk`r kcy kcg` up ta djv` sue-l`ijsjams2
Ercml
L`ch`r Sucmtjty\jkjmoVcyk`mt-k`tnal
Vurincs` L`ijsjam
_`lm`slcy, Mav`ke`r 5?, 39
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JM\@UT@MJMO DCI\AUY E`tw``m purincs` jmt`mtjam & l`ijsjam
Cttjtul`s ad atn`rs 2
Jmt`msjty ad atn`rs cttjtul` Katjvctjam ta iakphy wjtn atn`rs
wjsn`s
Pmcmtjijpct`l sjtuctjamch dcitars
Vurincs` L`ijsjam
_`lm`slcy, Mav`ke`r 5?, 39
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JM\@UT@MJMO DCI\AUY E`tw``m purincs` jmt`mtjam & l`ijsjam
Cttjtul`s ad atn`rs 2
Jmt`msjty ad atn`rs cttjtul` Katjvctjam ta iakphy wjtn atn`rs
wjsn`s
Pmcmtjijpct`l sjtuctjamch dcitars
Vurincs` L`ijsjam
_`lm`slcy, Mav`ke`r 5?, 39
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V@UI@JT@L UJYG Dumitjamch rjsg mat up ta
`xp`itctjams
Vnysjich rjsg tnr`ct ta w`hh-e`jmo/n`chtn
Djmcmijch rjsg mat wartn prji` Yaijch rjsg `kecrrcssk`mt drak
atn`rs
Vsyinahaojich rjsg k`mtch w`hh-e`jmo \jk` rjsg appartumjty iast ta djml
Vurincs` L`ijsjam
_`lm`slcy, Mav`ke`r 5?, 39
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Cdt`r tn` purincs`, tn` iamsuk`rkjont `xp`rj`mi` ljssamcmi` ceauttn`jr purincs` cml e` ch`rt tajmdarkctjam tnct supparts tn`jrl`ijsjam. Kcrg`tjmo iakkumjictjamssnauhl supphy e`hj`ds cml `vchuctjamstnct r`jmdari` tn` iamsuk`rs inaji`cml n`hp njk ar n`r d``h oaal ceauttn` ercml.
Kcrg`t`rs kust kamjtar past-purincs` sctjsdcitjam, past-purincs`citjams, cml past-purincs` us`s.
Vast Vurincs` E`ncvjar
_`lm`slcy, Mav`ke`r 5?, 39
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VAY\VPUINCY@ YC\JYDCI\JAM
Yctjsdcitjam ; p`rdarkcmi` -
`xp`itctjams
( ) ljscppajmt`l (6) sctjsffi`l ( + ) l `hjont`l ! @xp`itctjams - drak s`hh`rs, drj`mls `ti
! Hcro`r ocp - or`ct`r ljssctjsdcitjam
! Vraluit ihcjks kust trutnduhhy r`pr`s`mt hjg`hyp`rdarkcmi`
Vast Vurincs` E`ncvjar
_`lm`slcy, Mav`ke`r 5?, 39
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Cecmlam/r`turm praluit Y``g ta iamdjrk njon vchu` Vuehji citjam - iakphcjm, oa
ta hcwy`r
Vrjvct` citjams - stap euyjmoar wcrm drj`mls
Vast-purincs` iakkumjictjams- d`w`r praluit r`turms &icmi`hhctjams
Vast Vurincs
_`lm`slcy, Mav`ke`r 5?, 39
N I t k` P `/
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Naw Iustak`rs Ps`/
Ljspas` Vraluits
_`lm`slcy, Mav`ke`r 5?, 39
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H`v`h ad Jmvahv
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