Marketing - Marelbo

8/13/2019 Marketing - Marelbo

1/21

UNIVERSITATEATEFANCELMARE SUCEAVA

FACULTATEADETIINEECONOMICEIADMINISTRAIEPUBLIC

PROGRAMULDESTUDII: MANAGEMENTII

S.C. MARELBO S.A. STUDIU DE

CAZ

Student :

Arnutu Al!"n#r" $

An#r"

%


2/21

Suceava 2012Prezentarea firmei

B"&l '(r)( "u '*+t ,u+ -n "nul %./01 ("r S2C2 M"rl3* " '*+t -n'((n4"t -n %..01

l" V(5*6u # Su+1 #6n(n# )"( ",*( un" #(n 5l )"( 5un*+5ut ,r*#u5t*"r #

-n5l4)(nt #(n R*)7n("2 Ar +#(ul -n )un(5(,(ul Su5"6"1 +tr"#" Bu8*rulu(1 nr2 %9 (

+t -n)"tr(5ul"t l" R;(+trul C*)r4ulu( 5" +*5(t"t , "54(un( 5u nu)rul #

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3/21

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4/21

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!(+tn " r#u5r(l*r2

S5t*rul # -n5l )(nt +t +,5("l(&"t -n ,r*#u5r" # -n5l )(nt ,ntru

3r3" (1 ')(1 "#*l+5n ( ( 5*,(( +"u *")n( )"( -n 67r+t 5*n'5 (*n"t #(n ,(l

n"tur"l ( -nl*5u(t*r(2

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+ 5"r"5tr(&"& ,r(ntr un ;r"# #*+3(t # 5*),l!(t"t #tr)(n"t "t7t # nu)rul

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V7n&"r" + '"5 ,r(n (ntr)#(ul ,r+*n"lulu( "n;"8"t 5u !,r(n4 -n

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)r'(( -ntr* ")3("n4 ,l5ut ( #(+t(n+2 A5tul # 67n&"r ,r+u,un nu #*"r * "54(un

5*)r5("l 5( ( * 5*)un(5"r "r)*n(*"+ -ntr 5l(nt ( 67n&t*r1 +t"3(l(n#u+ *

(ntr#,n#n4 n5+"r '(n"l(&r(( unu( ,r*5+ '(n"n5("r 5*n6n"3(l ")3l*r ,r4(1,ntru 5u),rt*r un ,r*#u+ # 5"l(t"t1 ("r ,ntru 67n&t*r un n*u 6n(t2 Pr+*n"lul 5u

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;"t" + "8ut ( + (n'*r)& *r(5 5l(nt 5*n'u& -n 6#r" 5l"r('(5r(( ,r*3l)l*r #

n"tur +u3(5t(6 ,r5u) )*#l1 5ul*"r1 )r()1 tn#(n 2 (nut" "n;"8"4(l*r r'l5t

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5/21

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(#nt('(5"4( -ntr ,r+*"nl #(n )";"&(n1 "5+t" r,r&(nt ( un ,un5t '*rt "l '(r)(2

A)n"8"r" +,"4(ulu( # 67n&"r 5*ntr(3u( #+tul # )ult l" (),"5tul , 5"r -l l"+

5l(ntulu( l" * ,r() 6(&(t " )";"&(nulu(2 n 5"&ul )";"&(nulu( M"rl3* ")3("n4

5r"& * +t"r # #(n")(+) 5*n'r(t # 5ul*r(l ut(l(&"t -n #5*r2

Or;"n(&"r" )";"&(nulu( "r * )"r (),*rt"n -n 6#r" "tr";r(( # 5l(n (1

#"r ( -n 5" 5 ,r(6 t 67n&r((l1 ,r*'(tul2

Sistemul de organizare "l )";"&(nulu( M"rl3* 1 ,r&(nt ur)"t*"rl

trsturi:

, '(5"r ,rt "l )";"&(nulu( +unt "),l"+"t r"'tur( # +t(5l ,

+u,*rt # (n*! 5"r #"u l;"n4 ( r"'(n")nt )";"&(nulu(1 "67n# l"

3"& )*3(l(r #(n l)n -n 5*n5*r#"n4 5u 5r*)"t(5" -ntr;ulu(

)";"&(n

(),r()"r" +(;l( M"rl3* , +t(5l #n*t +r(*&(t"t ( (#" unu(

3r"n# 5 6" 5*nt(nu" + !(+t1 l" 'l 5" ( 5"l(t"t" ,r*#u+l*r

+,"4(ul #(n (ntr(*rul )";"&(nulu( +t -n5,t*r1 "r(+(t1 5ul*"rl

'((n# #+tul # +," (*"+ ,r)( 7n# 5l(n4(l*r + -l ,"r5ur; 'r " 5r"

* +t"r # #(+5*n'*rt

+(+t)ul # +u,r"6;@r "+(;ur "t7t ,r*t54(" )";"&(nulu(1 57t (

5*ntr*lul "+u,r" )*#ulu( -n 5"r "n;"8"4(( -( -n#,l(n+5 +"r5(n(l

, +u,r"'"4" )*3(l(rulu( +unt "t""t *;l(n&( ,ntru " *'r( * ()";(n

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6/21

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')(1 ("r -n '" 5"+" # )"r5"t2

I#nt('(5"r" '(r)( + ,*"t r"l(&" ,r(n '(r) +"u )3l)1 5"r +t )(8l*5ul #

5*)un(5"r '(5(nt " )";"&(nulu( 5u )#(ul +u !trn1 r,r&(nt #'",t nu)l

+*5(t (( +"u un *3(5t1 * ()";(n 5u un "nu)(t -n l+ ( 5"r ,*"t +()3*l(&" *

"nu)(t (#2 R*lul ( +t + "8ut 5l(n (( + ;+"+5 )"( u *r )";"&(nul1 + 5un*"+5 "5t(6(t"t" 5*)r5("l " "5+tu("2

Un "lt l)nt 5"r "tr"; un 5l(nt "tun5( 57n# (ntr -n )";"&(n +t 6(tr(n"2

A)n"8"r" 6(tr(nl*r + '"5 ,ntru " ,un -n 6"l*"r "nu)(t "rt(5*l1 + '*r)&

#*r(n " # 5u),r"r1 + 'urn(&& "nu)(t (n'*r)" ((2 L*5ul # !,unr +t unul

"55+(3(l 5l(n (l*r2 Pr*#u+l +unt !,u+ , 5"t;*r((1 3r3" (1 ')( ( 5*,((1 #"r ( -n

'un5 ( # ,r +"u +&*n2 M";"&(nul M"rl3* '*l*+ t ;")ul , ,*+t # 6(tr(n1

tr5t*r(( ,*t 6#" ,r*#u+l t"l"t -n ",r*,(r" ;")ulu( #"t*r(t 6(&(3(l(t (( 3un1

#"r ( "'( l )"r( 5u ,r*)* (( +"u r#u5r(2

R*lul ,r&ntr(( )r'ur(l*r "r 5" '(n"l(t"t 5r tr" 67n&r(l*r1 #"r +( 5r tr"

,r*'(tulu(1 "tr";r" unu( nu)r )"r # 5ln (2

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7/21

Obiectivele firmei

M"rl3* #*r t + #6(n )"( )ult #57t un ,"rtnr ,ntru "'"5r((l # +u55+2

E( + *r(nt"& +,r ,r+t(;(u=r+,5t1 +,r *r(nt"r" 5tr 5l(n ( ( +,(r(t # 5@(,2

Pntru " "t(n; "5+t *3(5t(61 '(r)" -n5"r5 + -)3unt "+5 ,r)"nnt ,*rt*'*l(u #

,r*#u+1 ur)r(n# #&6*lt"r" ,( (1 -n l;7n# tn#(n l ( "#",t7n# *'rtl1 "+t'l

-n57t + ,*"t ;+( +*lu (( l" *r(5 ,r*3l) +"u 5rr2

Pntru 6((t*r '(r)" #*r t :

+ 5r"+5 ,*rt*'*l(u # )*#l # -n5l )(nt "t7t ,ntru 3r3" (1

#") 57t ( l" 5*,((

+ )ul u)"+5 )"8*r(t"t" 5l(n (l*r (n#('rnt # 67r+t

+ 5r& "5l ,r*#u+ 5"r + ur)r"+5 "#",t"r" *'rt( l"

5r(n l ,( (

+ 5"ut ,*tn ("l( 5l(n ( ( + -( "tr"; -n 6#r" un*r "5@(&( ((

+ #+5@(# n*( )";"&(n ,ntru !,*rt

+ #+5@(# n*( ,un5t # #+'"5r -n 5ll"lt &*n "l r((1 #57t

5l "l M*l#*6(2

Pr*#u+l M"rl3* +unt *3 (nut #(n ,(l n"tur"l1 "5"+t" ;"r"nt7n# *

-n5l )(nt # 5"l(t"t1 r&(+tnt ( 5*)*#2 Un "lt ,un5t t"r "l '(r)( -l r,r&(nt

"5*r#"r" un( ;"r"n (( l" *r(5 "5@(&( ( # -n5l )(nt1 #"r ( *'r(r" # (n+tru5 (un(

-n 6#r" '*l*+(r(( ( -n;r(8(r(( "5+t("2


8/21

Nu +t ;ru + ,r*#u5( -n5l4)(nt1 +t ;ru + * 6(n&(2 P *) *#"t -l

,5lt(2 D"5 nu +t )ul4u)(t1 " #*u" *"r nu -4( )"( 5u),r -n5l4)(nt"J1 +,un

Aurl B*3u1 ,"tr*nul '(r)( 5"r1 #( "r ,ut" +5@()3" ,"nt*'(( l" '(5"r *r1 n +,un

5 ,*"rt * ,r5@ ,7n + +tr(52 ? Aurl B*3u $ ,"tr*nul '(r)( # -n5l )(nt

Publicitatea i promovarea firmei

E'*rtur(l '(r)( -n 5" 5 ,r(6 t ,r*)*6"r" ( ,u3l(5(t"t" nu + ,*t l()(t"

#*"r l" ,r*#u5r" ( #(+tr(3u4(" # ,r*#u+ +"u +r6(5((1 l (),l(5 ( * ,r)"nnt

5*)un(5"r 5u ,("4"1 5u 5*n+u)"t*r((1 5*)un(5"r 5 ,r+u,un * (n'*r)"r "tnt "

5*n+u)"t*r(l*r ,*tn4("l( ( " (ntr)#("r(l*r1 "54(un( +,5('(5 # (n'lun4"r "

5*),*rt")ntulu( # 5u),r"r ( 5*n+u)1 # +,r(8(n(r -n ,r*5+ul # 67n&"r2

F(r)" M"rl3* - ( 5r"& publictate,r(n :

tl6(&(un

r"#(*

r5l") -n r6(+t ( &("r ,"n*ur( ,u3l(5(t"r

)(8l*"5 ,r*,r(( # tr"n+,*rt "l '(r)(

")3"l"8 ,r*,r(( "l '(r)(: +"5* ( 5ut(( ,r()(t ;r"tu(t # 5tr

5l(n (

*'r(r" 5l(n (l*r # ,(!ur(1 5"ln#"r2

/


9/21

n ,r"8)" +r3t*r(l*r ? P" t 1 Cr5(un ,r*)*6"r" + r"l(&"& ,r(n +,*tur(

,u3l(5t"r1 ,r(n r#u5r" ,r ur(l*r1 *'rt % K +"u 9K% ;r"t(+1 5"r "r un '5t

,r*)* (*n"l #+tul # 5r+5ut "+u,r" 5l(n (l*r1 5" 5 #u5 ( l" 5r tr" -n5"+r(l*r2

n 5"#rul ,*l(5t(5(( # )"t(n;1 ,r ul # (n un l*5 ","rt -n t*r(" ( ,r"5t(5"

# +,5("l(t"t2 Pr ul +t un (n+tru)nt '*l*+(t -n )"rt(n; 5"r "r (),l(5" (( #(r5t

"+u,r" "5t(6(t (l*r -ntr,r(n#r((2 Pr ur(l ,r"5t(5"t # M"rl3* +unt 5l )"(

"6"nt"8*"+ #*"r5 ,r*#u+l +unt l" ,r # ,r*#u5t*r1 'r "#"*+ 5*)r5("l +"u "lt

t"! ( 'r (ntr)#("r(1 "55+(3(l 5*n+u)"t*r((l*r # r7n#2

n t*"t )";"&(nl M"rl3*1 5@("r # l" (ntr"r t( -nt7),(n"t 5u 5l#ur1

67n&t*"r #+5@(+ +,r 5*)un(5"r -n 6#r" ,r&ntr(( tutur*r )*#ll*r 5rut1

"8ut"r -n " lu" * #5(&(1 5ut"r" nu)rulu( # 5"r "( n6*( -ntrun t(), 57t )"( +5urt1

( ",*( -),"5@t"r" ,r*#u+ulu( -ntrun #+(;n 57t )"( "tr;t*r ( )"( "6"nt"8*+ (

"5*r#"r" un( ;"r"n ((2

n ,*l(t(5" # #(+tr(3u ( M"rl3* " #6n(t un 3r"n# 5un*+5ut , ,(" " #

-n5l )(nt #(n R*)7n(" #"t*r(t 5"l(t (( ,r*#u+l*r1 #"r ( " "lt*r '"5t*r(1 ("r ,"nt*'((

'5u ( # V(5*6u # Su+ "u "8un+ ( -n +tr(nt"t2

D) -n5l4)(nt -n S,"n("1 -n Su#("1 -n Au+tr(" ( -n Un;"r("1 -n Bl;(" ( -nGr)"n("2 A5u) n *r(nt) +,r ,("4" #(n U5r"(n" ( 5" #(n Ru+("2

11A) tr( #+(;nr( 5"r "u '5ut 5*"l" Art" M*#( l" Bu5urt( ( )r;) l")"(

t*"t t7r;ur(l # ,r*'(l #(n Eur*,"2 Tr3u( + '() t*t t(),ul -n ,"+ 5u )*#"2Du,

+t()r(l n*"+tr1 -n5l4) -n ,r&nt -n 8ur # 8u)t"t # )(l(*n # *")n(2

? Aurl B*3u1 ,"tr*nul '"3r(5(( # (n5l )(nt

F(r)" r"l(&"& ,r*)*6"r" ,r(n :

,r*)*6"r" ,r(n ")3"l"8

,r*)*6"r" ,r(n t(5@t"r

,r*)*6"r" ,r(n !,*&( (( # )r'ur(2

.


10/21

Promovarea prin ambalaj n ,r&nt nu n ,ut) ()";(n" 5*n+u)ul 'r ")3"l"81

# "5" ,r*#u+l "8un; l" 5*n+u)"t*r( ")3"l"t2 A)3"l"8l ,r*t8"& ,r*#u+l #

,trun#r" un*r 5*r,( +tr(n(1 "+(;ur * )"n(,ul"r )"( u *"r1 "+(;ur ( (nt;r(t"t"

+"u 5"l(t"t" ,r*#u+l*r1 *'r (n'*r)" (( (),*rt"nt #+,r ,r*#u+ +"u '(r)1 ( nu -n

ult()ul r7n# l ,r&(nt -ntr* '*r) 57t )"( "tr"5t(62 Ar r*lul # " (n'*r)" 57t )"(

5*r5t 5l(ntul1 #"r 8*"5 ( r*lul # 67n&t*r )ut -n "ut*+r6(r #*"r5 +t +(n;ur"

5"l # (n'*r)"r " 5*n+u)"t*rulu(2

Promovarea prin etichetare Et(5@tl -n#,l(n+5 * +r( # 'un5 ((2 El '"5 5"

,r*#u+ul +"u )r5(l + '( (#nt('(5"3(l2 R,r&(nt un l)nt # (n'*r)"r "

5l(n ((l*r ( ,r&(nt un "+5,5t 6(&(3(l ,l5ut2 S 5"r"5tr(&"& ,r(n : '*r) #rtun;@(ul"r1 # *3(5(1 t!t +5urt1 5*n5(+1 +5r(+ u *r 6(&(3(l2

Promovarea prin expozi ii de mrfuri E!,*&( ((l +unt )"n('+tr( *5"&(*n"l 5 "u

#r,t +5*, (n'*r)"r ,u3l(5ulu( "+u,r" ,r*;r+l*r r"l(&"t1 ,r*#u+l n*( ",rut1

%


11/21

t)#(n l +&*nulu(2 n *r;"n(&"r" un( !,*&( (( + 6" (n 5*nt # +*rt()ntul

,r*#u+l*r1 t(5@t"r" ,r*#u+l*r1 r"l(&"r" unu( 5"#ru +tt(52

M";"&(nul M"rl3* '*l*+ t 5" t(, # ,r*)*6"r #(ntr 5l tr( #*"r

,u3l(5(t"t" ,r(n )"r5" ( ,u3l(5(t"t" ,r(n t(5@t"r1 5" # !,*&( (( -n5 nu " '*+t

,u+ -n ,r"5t(52

Analiza SO! - +t * )t*# '(5(nt1 ut(l(&"t -n 5"&ul ,l"n('(5r(( +tr"t;(5 ,ntru

(#nt('(5"r" ,*tn4("ll*r1 " ,r(*r(t4(l*r ( ,ntru 5r"r" un( 6(&(un( 5*)un #

r"l(&"r " +tr"t;(( # #&6*lt"r2 D '",t "n"l(&" SOT tr3u( + #" r+,un+ul l"

-ntr3"r" Un# +unt)1 "5"+t" (),l(57n# "n"l(&" )#(ulu( (ntrn "l -ntr,r(n#r(( (

" )#(ulu( !trn ;nr"l ( +,5('(529

Puncte tari :

5"l(t"t r(#(5"t " ,r*#u+l*r

;") #(6r+('(5"t " ,r*#u+l*r *'r(t ? ,"nt*'( +,*rt1 ,"nt*'(

l;"n (1 ,"nt*'( ,ntru 5*,((1 ,"nt*'( ,ntru "#*l+5n (1 ,"nt*'(

,ntru "#ul (

# (nr" unu( +(t ,ntru (n'*r)" (( *nl(n

!(+tn " un( ()";(n( '"6*r"3(l="6"nt"8*"+ #+,r '(r)

9Su&"n" C")l(" Il( M#(ul 5*n5urn ("l "l "'"5r(l*r1 E#(tur" O+5"r Pr(nt 9


12/21

5r tr" 5('r( # "'"5r( ( " ,r*'(tulu( '" " # "n(( tr5u (

,l"+"r" )";"&(nl*r -n &*n +tr"t;(51 5u un 6"# 5*)r5("l 3un2

Puncte "labe :

!,*rt r#u+

nu "u )";"&(n # #+'"5r=)"n(,ul"r -n t*"t 8u# l r((

(),r'5t=5*n#")n"3(l l" ,r+(un(l 5*n5urnt(

l(,+" # "55+ l" t@n*l*;(

+," (( 5*)r5("l )(5(2

Oportunit i :

,*+(3(l(t"t" !t(n#r(( ,r(n '"3r(5"r" , l7n; -n5l )(nt #(n ,(l

( @"(n #(n ,(l

5r tr" nu)rulu( # 5l(n (

"55+ul l" ,(" " ur*,"n

5r tr" ,( (

,r5, ( ,*&(t(6 "+u,r" "'"5r((2

Amenin ri : !(+tn " )"tr("ll*r -nl*5u(t*"r

!(+tn " 5*n5urn (

(),*rtur(l

+5@()3r( "l n5+(t (l*r 5l(n (l*r

5ur+ul 6"lut"r

r;l)ntr(l ;u6rn")nt"l

'lu5tu" (( "l ,r ur(l*r

5r tr" ,r ulu( l" )"tr(" ,r()2

#dentificarea clien ilor i caracterizarea ace"tora

%9


13/21

Cun*" tr" 5l(n (l*r (nt +t 5ru5("l ,ntru *r(5 5"),"n( ,u3l(5(t"r #

+u55+2 nt*t#"un" +t *3l(;"t*r(u (#nt('(5"r" ,*tn ("l(l*r 5l(n ( -n"(nt # " -n5,

)un5" l" 5*),"n( ,ntru "+(;ur"r" 57 t(;ulu( '(n"n5("r ( 5*nt(nu(t"t" '(r)( 5r"t2

Cl(ntl" (nt " )";"&(nulu( M"rl3* +t r,r&nt"t # t*"t 5"t;*r((l #

67r+t1 #*"r5 "5"+t" *'r -n5l )(nt # l" 5( )(5(1 "#*l+5n ( ( ,7n l" "#ul ( -n

#('r(t 5ul*r(2 M";"&(nul "r un nu)r )"r # 5l(n ( #"t*r(t #(6r+(t (( ,r*#u+l*r1

-n5,7n# # l" 5*,( )(5( ( ,7n l" 5( -n 67r+t2

C( )"( )ul ( 5l(n ( 5"r 6(n -n "5+t +," (u 5*)r5("l +unt 5( 5u +t"r +*5("l

)#( ( )"( ,u (n )#( #"t*r(t ,r ur(l*r "55+(3(l " ,r*#u+l*r *'r(t2 A),l"+"r"

)";"&(nulu( -ntr* &*n 5ntr"l "tr"; ( )"( )ul ( 5l(n (1 -n +,5("l 5( tr5u ( #


14/21

P*&(4(*n"r" $%eni"& +t )ult )"( 3un #57t " )";"&(nulu( M"rl3*1

#"t*r(t "),l"+r(( "5+tu(" 5@("r l7n; +tr"#1 ,ut7n#u+ 6#" #(n *r(5 )(8l*5 #

tr"n+,*rt2 'arelbo+t +(tu"t -n "5(" ( &*n 1#*"r 5 ,u (n )"( -n +,"t1 )"( rtr"+2

A5"+t '(r) ,r*#u5 l" 'l 5" ( M"rl3* -n5l )(nt #(n ,(l n"tur"l2 Un "6"nt"8 -l

5*n+t(tu( 5( 9< # "n( # !,r(n 2

M*#ul # ")n"8"r +t "+)nt*r 5u 5l #(n M"rl3* ( "nu) * 6(tr(n

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15/21

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16/21

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17/21

Un ,un5t -n )(nu+ -n "),l"+"r" ,r*#u+l*r ","r -n 5"#rul ")n"8r((

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18/21

(oncluzii

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19/21

Un ,r() l)nt # (#n'(5"r " '(r)( * r,r&(nt Si)la *'arelbo&5"r +t *

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5 #"5 M"rl3* "r #(+,un # un 5"t"l*; 5u ,r*#u+l +"l1 )"( )ult r5l")

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20/21

"tr;t*"r1 #"r ( ,*+(3(l(t"t" # " 5*)"n#" # , +(tul ,r*,r(u l"r 5r t -n )*#

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"l; un ,r*#u+2

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21/21

Su&"n" C")l(" Il( M#(ul 5*n5urn ("l "l "'"5r(l*r1 E#(tur" O+5"r Pr(nt

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