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    112 views115 pages

    Pom 10 Years Shiv Das

    Uploaded by

    Anish Agarwala

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    of 115
    Makes Aumbow (&ba(H B.Com. (Hons) ‘SYLLABUS, PRINCIPLES OF MARKETING We whereof ths coume w 1 pede Bae hneaiedge of ems sd tg of Maren fone Introduction: Nature Scope and imporiance of marking: Elton owen concept Marcting mis Maren evcet +> Connumer Behaviour An Overviews Consumer buying procs ‘icone mening consemer baying dessins \ Market Selection; Maret segmentation concep importance and {Sts Tange markt sleeore Potoning cone importance od bce: Produc uilerention o Market segmentation. 4 Product Maing and imporance, Produ asiftions, Concept of poodct mn ashing Packaging an aboing: Aerie see Product Mecycle New Podset Development. 5 Pricing: Syficence, Factor alfecing pie of 2 product Mor Porm etd Prong Pe [oevlahing, personal eng pie raters ane sles promotion an publiny Concept and ther datincive characters, Promoton Ion ator lng ranasinghe Communion Approach TOY, emtbution: Channels of ditbuson meaning and Sngertnct Types of aubaion "Whang snd reaings Factors Tenet Skee" Sceipaton channel Dstibuion Togs: Inesaing and decors. ‘Caaling-Stre Seed and Nonstor bed eS stores Specialy stores, Supermarket Ral vending eine pede Howes, eal coopentves, Manageme of acne epoors an overview, Tetaing in india changing HOV evelopments & Sess in Masketng: Reral marketing, Soc aor ne maraeing, Direct marketing, Services Macken, CE Cling Relsonehp marketing, Matkting ethics o MARKETING, AND ITS CONCEETS ree palin he term Morketing 204 sting beeing ers to. eon proces - ssn what tye tng a a vate feely with oe tao a ep i af goed ss om rues snd anagerent of exchenge tmashting nvlves sy 2 ws of are ash ones a corte Be cstomet1 HP S ca ol earnings concerted wit ol Se cetuedwamoupng aa sling of 8004 Cy scotia enna song pei ear of OPA SSS Mic scene i eo Seis ers Mare ber. proper tng isan ongoing emamaicaon ren an ban = coches th LOM roc wich em prosably translates anspor se nvobies bing s bran ae conning cn i band ets. fame mt satepng Ge es and eee at» pecs tS eyey aun tem for te Longest pone Fs Soe Ming hee mre ewes my Fee ae ere proble rene Is toe proces of geting 9 sey cone fan at camgany ot endvastoner fom predict, Meds nag oe fle re pot pcre pp Soa Poportt Etions of Martating Sect, of eliaions ond procs for cating, euro. sor ae elgg orig athe nue or cones, Si pn nd sony a lege Amant Marketing Assocation (AMA) ‘ecg te acd ef xr ceing td doing To sai see gt atte ft Neng enti urd Ns and estos 1 Ss macs od ues ease of eerie ark! ne prof Foal papas wh gens Ie corpny ice afte ne a ‘ges nd pronase ppp routs Sd Sree aus oa ‘aig cr mgt ET en nates and sate meron on py naif ji fom “ell” 1 Mercting is he manent pre for Hing ening wd coarse i ag Neng ests pb AL pd dele Se Ro Ag ae ner of oer feel Trea Marin a pn fos ety Brg whch haan et oe safely be eno nde “Teo “etn Be el pry din re ce wha ed snd ot og evi any pod Maro ae Philip Kotler Disfecence between Marking and Selig ating SOT Ta pa Se ge od es tees | Ee ante oe Sets oe Sasa : 2B Approach [Broader range of seer [Sling sins at wating fue involved In Marken | curr demand ith Ie Meng we a bling | pda corey ley Seermaing ther ite | ‘seed The main de shod Fentaship with ose 3 Foes | Marketing volver valour [Salling saw av fling the betes that” focar en | ebjcive of eaxing es [Sbstacton of needa and | vara Sante fhe eustrar az Satya Pa Hodson | Conger Sener 6. Senpe | Marketing i wider sap [Sling i sarrwar fe oape fd eludes arg | it pst of Marking elles he Mktg couch, Product pling nd development "Ping Prt though eoana | Sls Non Cong Ser AE CONE FTEs Gsloer ose ‘One many. ler oe ‘eo 1 Tage [Gow pbtic Indus oe mal ope, TE Rule [Caveat Vendor Baer |Crort Empor (Bove evar)_"_"__| teva) Se Nang ean te Sn sparta tape ies pes ae rte concept philosophy Sc genes te mab ey yy he cae ete ea a a cai amettveiyacrea teem oepan? ih eathecrmmeah eran ee ony weicdser ater etn rel ere regen ebtutieny cart arcaneesar date is heer Litre rome oes Soon oasis atten meee etait caattopartaoctomosmt wd Sgriegraneciel ate gente nee shez emr ga tenement my aeemuam nar iter aan ar csan eet wien Tal cnsieterhr ete ptaneeer a eerie milange tees et cnt cme sates gins egg vomise wooo nee seis tetiegatae e'caersy cree Noe Here on eet unter Stacie meet SEIN Sige cata tongs SR Iat eee Sere Sefeh esa mereren niente meas scm attends oe fant Seer mes Sr Sees tenes tiatewre "ES map Comune tnt ity Ser oes or are see co Stem oer Soe ee Soce cements SER Sats Oe oe pons ewe Seis coc commerciale sotavicre soy mrmer rene So a Seas nearer inate Fea emia eh Beagle as we ne SAS Ser Beoa! se Sea eats us ete eer ae Geo ce Sorta Weta “th aga ae _ one oy ng pit SRNR SPST ae a ster es earn Et en ero wt Cn seri mete gts Taney ort TST pee oy Sate Se Saparenec t e fer ccaesy monehahera ea cy at Sng coe ware nett a mathe tensa See eer are aes eae cer el ae pastry ra Iie te re ean iaeuccing mare ateoraspteaons Social Marketing Concept olds tat the ogaisatins tt I atemin fede waned of gets nd der the deaad nttacton more ceive on elicit thn compe ES pes rues cnn we ie eye = Mise Marketing Concept is consumer oxenle baked by Meee marin and Sed geting etme acon ‘pe hc organs eas Fhe tne tein etree Siac onntaton, All Uaioe aces should be dead ‘Grands conor neds, want and dears ay usages Mao sald ae threes eset wih er ngeeryents ad eats of customers (ay Marin planing. Tee Senig ert outh ‘Seung ene vlune and pai, On th fa of i on tnd psc maring mut be eed (ene Ga arta Toe sas a he egret ae atest mar gle objecve othe ogi of Prot though cuter maison. oy uBR custome! “Ip concopt of sytem opororh rues an (0 Sate rerio ofthe fut Poe, Proce Pre, Peon nee view pint The im shut be tbe eto cee he Lerrcwers ong pero of ne : swperunee ot Meseciog Markelnginipor the nes consue ss ean ins evident rom te flowing pot: = he sel. so hexp pace wie canging utes sons ya ty: INTRODUCTION 5 en works ont pinay teams snes of et aera oon ascertaining contig products and introduction of new products 2 ior pe ry iran proces Mab Oe and ty hp eo frog er nr in he devlpmnt lh xno Eg ay ep as man ae ve rice ona te fee reheat tcc peice ieee om is meting campeon os lei in ee athens se te eee a ron a oy cng be Marci Ball Conran a an wh ae me sere ea a ye clge arb cume tint pe te ie ingests Sylar dun scram “ 0 ane enh fr eter esc Gin ho Martin gran comes wl ey Thi et eect Ce tgp Comune Fe qs te pe Mag ts ae ome a cand eau. Wie hh Lita pa tte aware pene emerge Soa re eninge ees agg ee Beas ee et la erent nase ease Met Renee be cy fing ape a withers nctcanet ates enue oes nce Seimei rence attr ieecnronespopee ccs 9 By bay nce thes endl bf cen, cones Paton Sect orb te posse co Siti eget ean conce the Cet inurcip icing (iy camer gece oan orn ale peace ie net ne SNS Rats too gee ste weed iota nt frente copay the Na are SUsCnen aor woss sachet mut aoe Imports omrhing fr Seta Ges rte Sang vi ke advrisig pero BEE packaging transportation ee, lage nam E ‘lie ae generated Tagg suber of employment erro (i Marketing ele increase the atic as Epigenetic coe by ening i “gibson an ny on vl itn of ses urns te SR toner Der se ping ne er Ze ey Remy arn al deteaton eo cea customer” Mader day aren cnsunet chlented her fan prot ore eeuring ta al urns aces revolve Sound the customers The secon of eitomers the bse paper of ‘Sn gl ying te seer oh cute tn loping snd sopplyng protec sx perth reqs, oduct lng snd promotion Sweden i thew acti eave tun the oak of curs I's th proces by wih Sunes eevee for Somes an bull tong costar iatonaps node tape vu om hore int eer an in ee Rane of rieing (i Costomer Focssed” A marking aces should be cotomer Stewed They sould start woth Hinting he cuerpo (Gtowed ty” aeveloping produc priohg te promoting Mand tisibuing is er he utes reureet (o overated Process. Being an integrated proces mateing fvaves [oeBion ‘of mary ativter eer esines fnetons ke reduction, pronoe Searing, resench end evelopment (ey Riot Duciptinny. Marketing mt dciplinry wf as evolved fut ef commerce and has got is sengih fom lw, paycholony. Sxllogy. motiemates and tc I san art as well ot «scene, oxilog, ia Intenclon with ternal Bovronment Te operates. win the Peon of exert environment which compres of ener, ‘vray eal legal plied encore (oj havaliy Benen Exchange mane buyers gut wanking ny get value nochange ofthe geods lading to mea ese bork the pation {up Based om Sytem Appach i based on system appezach a i ft) eS iaigentcostnaton of for sof maraing i Thee me Prec, Price, Pine and Promation Inportenc of Merketing "ts the beating bene of © producing deparone Is 2 (iy Fetecitatr cretion of place these utes Blp 9 ari i eelp n improving te san business ongaization. Beng the reverie Vay important unto of maragemet Wie and possesion wi. A resting to aiuve sucess inthe basis dard of living ofthe people. This s dove ‘okeing wide vay of goods and serves the pop ey aca moyen age munber of people employed by Ate cry ut various fonction of aarkting fo) Piegiste cman development of the ation obese aaeage ee cates ful llieton of production capacity and ter ceerel hence leads to sconami development ofthe aton (@.8 Desai the makaing concep and its application with reference 3 cain p eta you engaged it marketing of consumer Curabes. “ae Maren ceneapte xe Pape Seg n company whch is engaged by all marking Speco _ SISERE Sens podc i nit nd Cmdr Prt ae aunts crn ul pe oad oe Erica shoul be igh seen ee Hi Pts Mi Ps Fc mc Se gy ty ret et et REUSED SSIS ae ston on pe So eet sing afer ogame ea Siang ach na as crn are ronhapy wth he oral nd wee Sipps oy roa concpt, 7 elem Cro of Ht wee al he ee in marttng are applied for taining xenon) ily 2.6 Be shrt note on Selling Coes ea) GS Bie see ot aling ives pocoing odes om customers 2 na SUNT he produto hers The sting cone sts ithe ‘eating 2a la pot hog ses vue. Te oes ome Product ‘ee tr ing sn ron. Setng hs roi one SEIN arte pldton bene is one wih le of Selling eo aling comes to sn end with the delivery of he produ © he sendy prods conegctes on inning thesis volume, Selling © Seared wi ser ned fo conver spot in CASH, ced Aird at re etn ing Conse Siang Pot Foes ites ale = acory Produce | Seng and | Prot ough ‘remeing | Sales Voume GT; Diningaish babecen Maeting concept snd Sling cones. SUPPHt your answer ith some nda ease Ie we banncen Marketing Concept and Sling Concept __ aa Marketing Concert Selling Coney Senne [waiting cong 2 ba [Baling corp « Dag Meet ft sine at [tin tat states thw if ae raking orgaicoterel consumers and busines Mer by ntegingcastomer | remain untied ire BE Med aniston, [be deine in the le of pasties product, Dining gods apd seve | Compaling consumes mind 7 pes ‘Aeseteed rdaengumer mind. _| towards gos ad Fo oe [pen "| Produce 5 teapding Gases —~ ——iaeat Essence | Consumer saticacwon. Transfer of title and ooo) amiemteneres |e 7 Business | Long-term ‘Short-term | ae 6 Beans [Tai Wadating sa lng and promaon” Bike [eno predation — "pliedion ITC & 3 company which le mgagad In all markaing + Proietion coop: n is produce Uke Mint and Cendy-Mon totes the raducin cone it taken its eoieraon thatthe pie should be ins and avait shout be hgh + Pre onc Ces ranges Tels an Per, Mie lagers |S ej pct caret tales thay non ob fae coe + Sting conep. Produces ike Pansbi Wile shampoos gn spa ed “shave morkting and sling forts gin she nthe mht a8 ‘mpetin e alendy ery hgh + Markefg concep ITC hr introduced Aah ata, 2 it elie the ‘unt customers who arent happy with nema rand aval a Ems of hygane and aay + Moore marketing conc I ome Grup of Holds, where l the tesla of Modern marketing ste applied Tor ssn snpasetionl fete succefuly. 8. Wha the holistic masketng concept? eon Ana: Helse marketing concept es ew apprasch lo Mackin ad ae fe srs busnescacept tainted a responce ounce changes nthe nen turkting enemas Ike Tniret developer, Emerge. of ‘onporse Socal espns, Hypercompesten Ciatoaton ee ‘AcondingoPalip Ratler ed Revi Cane Rel, A li ring cme ‘it the acy deg ond tht of meting prem, ses ant atte tat repute the beth diterpenes siting ecoenses ti ‘vying mate il inating a The red ‘hia recite f even tant tat ain piste aie tin nr ep yg aoe un a * buses tse» hae macketing appro epents under the song, ‘eh tat all aspects of i marketing steered, Under ee ee ee ‘ost ur vrmopucrion , cf shtng cpg and the inplementation of mating process a not Stine ta for ed tens len sang nips reaching # conto arginine ne acetng Spprsch or emp keri cont the Coders of sakabadent (Bisers enipoyes, suppine an the coma a whole when retin 3c pleating ceingstetegies Uderhsagpronh al he partments Gite Danas Ue Ra, Mesias Fmne Ho te tegrated sd work ‘alley towards the marketing and sae of Se produc This approach Wels des and soggestios fom everyane who are tc or inety ‘e's the bese in rer to match op wi th changingarktng mode olate apponch con be sadutoo ath th hal of tmp ecampl ny the Reach een RD parma check he errant fhe Product an srk sogarions forte ler person to bag aout a pore "kage inthe podott n doings he Fnac department cml fer Be iv oe fe The sl ve er me mpg Putpreideret et hae I ‘eons to cst ends Henee the hse ppeneh s Sing folowed hare where ereryone x wortng ng oct s and ig ‘emia te cstomes and compe wh eer arsine ae (29. Whi oie! mariting concep? Explain some situatons i which nd price af cater concep the company ate problems fr oxy. “Ans Soci marbtng concep empha on dermis wane ana ern tart stand deve te See acon re ‘Hecivey and efitendy tan de competi: In S wey that preserves Of shana fe contumard and He soc well bang ys ting Sup catomer teed ar King, Compares nows-die tke in Srueraon he nee and wants of fe coaraebefre Sgn and ‘Seetoping thee produce The requir geri selying abt "uso ut conc ete Sa hoocng acl vals which long tar scl wate, Bat gute of reo plawe el somes compari can crate problem forthe sre. Fr esempe here has beast indemand for spoca tty veices that fun on dee engine Veins Big Suomeble manuacores fave produced fren: model 9 Ge att Sat the needs and wants fhe conor: Dus fo nese he net wy lst as onthe rads, he tr nd ne patin eve has dry fee op. Ths as ried enzomental ites sconce, Tus there ae Een sitatins where lowing te customer concep has ceaied woul for fe 10 “The prevent day marketing is customer driven” Explain this shalement withthe help of suitable example, ‘Ans, Business ss find out wha! te consuters want and then produce yoods sccording othe needs ofthe crtumers What fered fore sas ee ermine by the buyer ster than bythe slr. lead of tying ts mare (cl whats ait fora ake, we mus ind out mac nar ee wha cesune is wing o buy. Under sonsumeroviened manere ne ‘essential to know what the consumer rketing it ly |nfrmaton cole ro Be consaters,Marktingrsech ard Marketing Information Systems ae now'aps flee! fesctoe of makeing, simiatons deep atthe theting ste mon sr i ahead of foocton The empary atl sppec and anduan he coroune Ses rons deat he fi us go is Pnlospay a martin mers that the ene hing eniged ose Sosumer nade The aching mn since the begin eter en ‘heen ole produce cee an tng bop aah po “Thos, Maken, euouph ts studies and seach wil deeming fr the gets, designs tee mancting murager wha he conser wane Sees pect what pice ing t ay and where od wh ll be ‘rene The sucha ie Nano nema fr the commen ano i 39 sstant aoe "Krenn an erguizatos fancon wich cde of rss ‘oreraing combusting and divrng vaca case anor fag ‘Stoner tesonspe in aye tat butler and sabe ‘by ting dtinon of markating tnt becomes ler hat suring ao sents in roan os prac redone y mex rove manteng 1etuming on caremes nen heeds For ths the pres of Makati Tench i Spe, Tere aye te compared taper bave eed foe Nnakeentselpiasply te cemecnd-epont psp. In err ‘Sah df comes aoe nna lt tai ‘urs se thy hoe at abot te nent of eorer “ess few fot tment mig ey hy cee arnt pce tgp te os ot nyse aa [pueden be ane ough caromer rant arapemert where (flees cn fle tg provide afer slerurdcen wore sanoes ‘Bodat fee far dacune on ner pore 1212. ‘Nutetng ese saan for caomer and bus proftable came: stn ayes ase cite =e Hing ‘kon hain cent value fr castors and bul profile ase scope ae gear Fae 7 “Terie tw maces of mariting im modern sera It #3 ve Woy ro sing ve for cso Y lang gh aly rac Picange sf pride whch ace te vaue fom the cate 2 Sel ey wh eS Clg a martin be tate canoer reaonaipe, Totae este oman fre sere) Fee Gna snd tent ened touting Tey share psn fr ndestancing and sting cuter win and make + sce lt to frovie sles fy coming ot wth navnve prota oom Preset E'Gamies one ofthe me's Inge a ost epee arg opr eter tle fv cosas by efng movaive products ke Td, Pre Sl aw ity ean can 8 tn Pe (Gen ge reward with band eal esa ‘mindy, Pali anathereompey wc ways ving to con eo wir ot aig robes peda ky ae jc the “Ar Fer, Ese Sine eT ta ate reves Sn wh tery ak prs re cunt snd stacion of man wan Cotes “a3 “Ken'The ern marketing oept eure fat sis esol 3 seta pee le a pute ioe or Si relsedeough cmane epanaton inert! anager es [Bu’graauon of conte setae Mathng posuere pet Itplls deteisng the segarenenr of pvran corer an cing Frcs Wot say tha requseent Tut, do makeing the Etcrete pcan of io, meen nd stot ah wa ‘Palas Eon the comer a hie wate rte rcar ocean Tevlingconumes warts product eric andthe nr ah ste more ond more pone neo ort ove tpn oncom for canomey ade and want nar the acpi othe pic When sf peduoe thc posit wich mee he eget ae emt he ged ramet edad reuar consnas paren ‘Some Urenton tun aces tent cont and iene Gnibee Sol auicing poles slang with ter ec ston: hee ‘he management 9 Set organ lontoyashe ng on wir Eeaeibaity a potters Sst cin waht ne "rth aregenet cleraton at oli ht ehh of te npn ‘atone the me wat ed le are cand oop ‘rp to deiver te dened mieten resets ety Ee competion, "Thu madam mart nite prosear fenon, ase "Qi Modern markating concep i aplcable al Dosis xgniatins| seapetv of tesa, oe ancl Give ean a out ay "Ane Tes adopton snd an of tern theta sume Reve vane ‘efor ny eompany tepeivo ta ssa ste fen “Son ofthe fe tba (Concern for canter esta and wast ater tn th el st ‘reach sceptaly ote prc (a Mashing conse rues tmnt an conor making. Herel the busines ative an fcused award a sng ‘ganatna goa ton wehcing ore 2 at ane maeing tits & atonal thuljas of all marking problems along wih thas eee ‘olsen, ve event 4) A busin om poring Marketing concept can respond elciely to the changes ucoring inthe make enveonnent " (0) Maaing concep sa stele and fiosophicl valve. ele the ‘management to deat oegaiotion] efor toward lg tere aed ir gst 2.35: Discuts the stages Inthe evolution of modern marketing by giving sullable amples ‘om ‘Or Grielly incu the sages in the evolution of madera main, concept co ‘ns In the ely timer of indus revolton, mass marketing of gon as production wa he halimark nthe fy to uses pring es oe ‘raph ted to sling by any mea: However the acer pene ee I lately sce nf ph ‘Stee nthe eooation of tater marketing conesp "Production Oriented Agen thi stage, muacturing of products was ried ut by assuming Unt cutoners would South and oy ‘earoably priced aad wel-bultprodct Ata ine thece see 9 Macktng Bepartnent, There were Sales Deparenets toma ont les nals force Product and Pacrent er Dshbates were ‘wo main frctions Wcontinid tl 1899 shen te Great Donece Siturbed ve inking proces 2. Sales Oren Age. rts he peso of 929, he Goat Depesion St Word War fin rag, eon polo mess pees ‘Sutton, but how to all The fre wih te best sled personel and wide ition network weve ml sucearal.RsSage oe “harold with ard sling by prometina sci: Howeve the process of promoting, the prodace tough “hard wets Serupulous practices topped 2. Mavketing Oriented Age’ "The Ucrupslow practies ofthe sale: rleied stage gave rise to consumer avareness. Technology devloped String war tine wor conan ino pace Une wciiy lied restr variety of products before cutorer The relan dawned Spor busncaes at hy tu een about ceases nats Bae thas the fins sated marketing the prods rather than js sling ther produes ‘A Comparison ofthe 5 Stage [Prodicton Oriented] —Slea-Onent Maiti oon Dette 4330), 03505) tama i. Features / Mass. productions [Mase production] Customised pro: Demand! exceeds | Supply excess de-| duction, supply. cuir nae intropucrion 2 : ca ‘own demand. | if there is no| customer's needs", ete” Bip | Renta Pos a preg (es ‘bation, bution ‘and sales| Mix strategy. Eo 336 gos ren” oa ding a stort inca tg aang an Ansa py sel hat “Wier Ming ne atheros arly eee wesc cee Suet ‘Mibang cnet pwning Star baie Ly ng Sree ge Tae ha mer meng ek ‘Minton se nating Ni aang Sat ‘into wy aa het att aon as ee "eigen as ued Wrst conan Shem wnome get oe hone ns as Sct ten ronan ic Sse ee wii te fone ot eo Se ea eet Salen ty med tue ce sad ae Se Be Senco ieee fe marta a ig. SQ Unt dct, TPaee2 MARKERNG MKS 7 Win do you mean by Marketing mie pein the cong and scope cf esanded siting ie oon Gry iia bare ight muketng min? Ao dh lent of math mi nie 0) ‘hw Markt mies ts eomnton of fcr that can be conte a camgany i ince omamers pra e podice ramen 4 seol clans orcs at company ues a pomete stone eee the masiet isa lend of be dec then by arn seat oy 2s is Pdi Pe Pace and Promation Thee fou rac earn ne he clement of Machtig mis in spe words Marking mins ota ae therm ase to purse te mang choses ne ere es To met canter’ ends base must develop precinct them, charg the High pce, gt the goods tote ght pace aad ree ae ‘iste othe product Lnewn rough prone ‘Sccrting Pip Kate, Marcing mae ie of cna ating ‘ers tt hf espa te gh le of sles aoe nee isis mise marketing el Bt areata plete tne nd te se tomes eet ‘he marketing mix the oering a a Tos pinay ofr ete by the foving varies en fered at te lou eRe Pac sn hems) ne mn in ed “ ‘uve Deu unvensery seas lonents of Marketing Mi 1) Pret ror ay gods or vis tau wa. is le of es er 9 ter of tanger ing mts requires decisions wr, the sae and weight of produce, quay of Product design volume, band ‘name fechagitg tas slog, ‘rane’ and ater lenses ee (@ Pre Pce has diet iarce ‘on sales vole and pote of ‘snes: Dende competion govern! rpuaon ee ie ‘il clors tat mast be taken in concierto, egies deca te te then regain tos pce, acount pce seen et (i Promotion t's concord 0 ti concer with the ringing of products to te lowed of customers and peruang teh buy tne I invlvs

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