BUAD 332 Syllabus, Spring 2020 PDF

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!The!University!of!Tennessee! Haslam!College!of!Business! Department!of!Marketing!! ! BUAD!332!–!Demand!Management! Spring!Semester,!2020! Mondays!and!Wednesdays!9:05-9:55!a.m.!~!AMB!Auditorium! !

Instructor:* Dr.$Mark$Moon$ 332$Stokely$Management$Center$ Office$Hours:$$10:00$a.m.$–$11:00$a.m.$Mondays$and$Wednesdays,$or$by$appointment.$ [email protected]$$ $

Learning*Resources:* *

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$ Required*Textbook:* Marketing:+An+Introduction$(Armstrong$&$Kotler,$13th$edition)$Textbook!bundled!with$ MyMarketingLab!license$available$through$VolShop$at$the$Student$Union.$$The$text$and$ MyMarketingLab$are$inclusive!access,$meaning$that$everyone$registered$for$this$course$ automatically$receives$access$to$the$text$and$materials,$and$are$charged$a$much$lower$price$ directly$to$their$UT$account.$$Students$may$“opt-out”$of$the$arrangement$if$they$believe$they$ can$find$the$same$textbook$cheaper,$and$if$they’re$not$interested$in$using$MyMarketingLab.$$ The$final$date$to$opt-out$is$January$17,$2020.! $ If$you$decide$to$use$an$earlier$version$of$the$text,$I$wouldn’t$recommend$using$anything$ older$than$the$12th$edition.$$If$you$use$anything$older,$there$may$very$well$be$material$ covered$that$is$not$included$in$the$text.$ $ Turning*Point*Clicker.!! We$will$be$utilizing$the$“hybrid$option”$for$clickers$this$semester$in$BUAD$332.$$This$means$ that$you$have$the$option$of$either$using$a$Turning$Technologies$clicker$(available$at$the$UT$ bookstore)$OR!using$your$laptop$or$mobile$device,$connected$to$the$Turning$Technologies$ app$or$website.$$Because$of$the$Enterprise$Licensing$Agreement$between$UT$and$Turning$ Technologies,$there$is$no$charge$to$you$for$the$license.$$We$will$begin$to$use$clickers$during$ the$first$face-to-face$class$meeting,$but$those$scores$won’t$“count”$until$the$2nd$face-to-face$ class,$so$plan$accordingly.$I$will$ask$questions$and$you$will$submit$your$response$using$ either$your$mobile$device$(computer,$tablet,$or$mobile$phone)$or$your$hand-held$clicker.$$ Clicker$responses$will$account$for$10%$of$your$class$grade.$$If$you$are$having$clicker$issues,$ you$should$immediately$engage$the$OIT$help$desk$to$assist$with$your$issue$before$you$ unnecessarily$lose$points$in$the$course.$$Instructions$for$properly$registering$to$receive$ clicker$points$can$be$found$at$https://oit.utk.edu/teachingtools/clickers/clickers-for-students/.$ $

Online@UT:*

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You$will$be$using$Canvas$in$Online@UT$in$this$course.$$You$must$have$your$net$ID$and$net$ID$ password$to$use$Canvas.$$Overheads$will$be$posted$on$Canvas,$and$announcements$may$also$ appear$periodically.$$You$will$take$exams$using$Respondus$Lockdown$Browser$with$ 1

Monitor,$which$you$will$access$through$Canvas.$$I$will$also$send$emails$to$the$class$when$I$ need$to$inform$all$of$you$about$something,$so$you$are$responsible$to$keep$your$mailbox$ accessible$and$mailbox$information$up$to$date.$ !

Prerequisites:*

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Progression$as$a$Business$major$in$the$College$of$Business$Administration$and$junior$ standing$~$Students$lacking$these$prerequisites$WILL$be$administratively$dropped$from$the$ course.$$ !

Co-requisite:* BA$331$(Supply$Chain$Management)$$ !

Course*Objectives:*

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• $ • $ •

To$develop$an$understanding$of$how$organizations$manage$demand$for$their$ goods$or$services,$and$how$they$work$to$integrate$their$ability$to$supply$with$ demand$in$their$marketplace.$ To$develop$an$understanding$of$a$typical$customer-value-oriented$organization’s$ vision,$goals$and$problems.$ To$develop$an$understanding$of$the$role$of$each$component$of$the$marketing$mix$ in$achieving$an$organization’s$goals$as$it$manages$demand$for$its$products$or$ services$in$a$constantly$changing,$globally$competitive$environment.$

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Attendance*&+Professionalism:+ You$are$expected$to$be$polite,$punctual,$responsible,$and$committed$to$learning!in$this$class.$$ Attendance$is$an$essential$part$of$learning,$so$I$encourage$your$attendance$at$ALL$class$ sessions.$$If$you$want$to$be$successful$in$your$future$business$careers,$regardless$of$your$ intended$area$of$concentration,$you$will$need$to$understand$customers$and$the$marketing$ function,$so$it’s$in$your$long-term$interest$to$get$as$much$out$of$this$class$as$you$can.$$Use$of$ clickers$in$BUAD$332$is$designed$to$encourage$regular$class$attendance.$$In$addition,$some! number!of!the!exam!questions!will!be!based!on!examples!and!discussion!from!class! sessions.!!Answers!to!these!questions!will!not!be!available!in!the!textbook!or!on! posted!PowerPoint!slides!–!you!will!have!to!attend!class!to!hear!the!discussion!from! which!these!test!questions!will!draw.!!$ $

Speaking$of$PowerPoint$slides,$I$will$post$PowerPoint$slides$on$Canvas.$$However,$when$you$ look$at$these$PowerPoint$slides$you$will$find$simply$an$outline$of$the$topics$that$will$be$ discussed$in$class.$$The$PowerPoints$that$I$use$in$class$will$be$far$more$detailed$than$those$ that$will$be$posted.$$Therefore,$you$will$need$to$take$notes.$$This$is$another$way$to$ encourage$class$attendance.$$If$you$rely$on$the$posted$PowerPoint$slides$to$study$for$exams,$ you$will$be$in$considerable$difficulty.$ !

It’s$also$very$important$that$you$read$the$textbook,$and$to$read$the$assigned$material$PRIOR! TO!CLASS.$$I$don’t$feel$it$is$my$job$to$regurgitate$everything$that$is$in$the$textbook.$$Rather,$ it$is$my$job$to$explain$concepts$that$might$need$additional$explanation$and$to$highlight$ areas$that$are$particularly$important.$$To!encourage!you!to!read!the!textbook!carefully,! 2

there!may!be!occasional!clicker!questions!early!in!the!class!period!that!will!test!your! advance!preparation!for!class.!Thus,!in!order!to!be!successful!in!this!class,!it!will!be! necessary!for!you!to!a)!come!to!class,!b)!take!good!notes,!and!c)!read!the!textbook!and! other!assigned!readings.! $ Please$note$that$unprofessional$or$rude$behavior$will$not$be$tolerated.$$Students$engaging$in$ such$behavior$will$be$asked$to$leave$the$classroom$so$as$not$to$detract$from$the$learning$ experience$of$other$students.$I$consider$the$practice$of$curling$up$in$your$seat$and$blatantly$ taking$a$nap$to$fall$in$the$category$of$unprofessional$and$rude$behavior,$and$there$is$a$good$ chance$that$I$will$embarrass$you$in$front$of$all$your$classmates$if$you$do$so.$Laptops!and! tablets!will!be!permitted,!but!only!for!note!taking.!!I!would!ask!that!you!not!distract! other!students!by!doing!things!on!your!laptop!or!tablet!that!is!not!class!related.!!Now,$ if$you$decide$that$you$don’t$want$to$pay$attention$in$class,$that’s$your$business.$$But$when$ you$have$a$computer$open$and$you’re$playing$solitaire,$or$browsing$ESPN.com$or$Instagram,$ your$actions$affect$the$people$around$you$and$distract$them.$ $

Exam*Policy:+

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Exams$will$consist$of$multiple-choice$questions.$$Four$exams$will$be$given,$each!worth! 21.25%$of$your$final$grade.$$The$first$three$exams$will$occur$on$regularly$scheduled$class$ days.$$The!fourth!exam!will!be!given!during!the!final!exam!period,!but!it!will!not!be! cumulative,!and!will!cover!the!final!¼!of!the!course!material.!!Exams$are$mandatory$ and$will$be$administered$through$Canvas$using$Respondus$Lockdown$Browser$with$ Monitor.$$This$means$you$will$need$to$have$a$laptop$computer$with$a$working$microphone$ and$webcam.$$You$will$have$12$hours$during$which$to$commence$and$complete$the$exam$ (from$8:00$a.m.$until$8:00$p.m.$on$the$scheduled$exam$day);$once$commenced,$you$will$have$ 50$minutes$to$complete$it.$$Each$of$these$exams$is$worth$21.25%$of$your$final$grade.! ! For$any$of$the$4$scheduled$exams,$if$there$are$any$circumstances$that$will$prevent$you$from$ taking$the$exam$during$the$allotted$period$YOU$MUST$inform$me$PRIOR$TO$THE$ SCHEDULED$EXAM$PERIOD.$If$you$do$not$take$any$one$of$the$exams$during$the$assigned$ period$without$prior$notification$and$approval,$you$will$receive$a$zero$for$that$exam.$$Since! there!are!12!hours!during!which!you!may!complete!the!exam,!I!do!not!expect!that! there!will!be!many!–!if!any!-!legitimate!reasons!to!reschedule.! $

* Clicker*Questions* I$have$chosen$to$incorporate$clicker$technology$into$our$class.$The$clicker$questions$are$not$ designed$to$be$“easy$points.”$$Most$will$be$challenging$questions,$which$have$right$and$ wrong$answers,$not$just$questions$to$see$if$you$are$in$attendance$and$awake.$$If$you$answer$ the$question$correctly,$you$will$get$credit.$$If$you$answer$the$question$incorrectly,$you$will$ not$get$credit.$$I$do$realize$that$there$are$sometimes$technical$issues$with$clickers,$so$I$am$ building$a$15%$buffer$into$the$grade$calculation.$$Here’s$how$it$will$work.$$Let’s$say$there$ ends$up$being$100$clicker$questions$throughout$the$semester$(I$don’t$know$what$the$actual$ number$of$questions$will$be,$this$is$just$an$example).$$And$let’s$say$that$a$student$receives$ credit$for$correctly$answering$80$of$those$100$questions.$$As$a$“buffer,”$I$will$reduce$the$ number$of$questions$“counted”$for$the$grade$calculation$by$15%,$so$the$student’s$clicker$ score$will$be$80$out$of$85,$or$94%.$$$The$maximum$semester$score$for$clicker$questions$will$ be$100%.$$$This!15%!buffer!is!designed!to!accommodate!any!technical!glitches,!and!to! 3

give!you!a!little!leeway!if!you!need!to!miss!a!class!or!two!due!to!illness!or!other! problems.!!Beyond!this!15%!buffer,!if!you’re!not!in!class,!FOR!ANY!REASON,!or!if!you! forget!to!bring!your!clicker,!those!are!just!lost!clicker!points.$$$ $ Please$note$that$students$have$in$the$past$been$observed$bringing$multiple$clickers$to$class,$ and$“covering”$for$their$friends.$$Any$student$who$is$observed$with$multiple$clickers$(and$ we’ll$be$watching)$will$be$guilty$of$an$Honors$Code$infraction,$and$will$receive$a$zero$for$the$ clicker$portion$of$the$class$grade.$$The$student(s)$whose$clicker$is$being$used$ inappropriately$will$also$be$guilty$of$an$Honors$Code$infraction,$and$will$also$receive$a$zero$ for$the$clicker$portion$of$the$class$grade.$$In$other$words,$if$you$are$observed$clicking$for$ someone$else,$both$you$and$the$“someone$else”$will$immediately$lose$10%$of$your$class$ grade.$$Both$students$will$also$be$reported$to$the$Office$of$Student$Conduct,$and$the$incident$ will$become$a$part$of$their$records.$$$

* Research*Participation* A$core$aspect$of$marketing$is$conducting$research.$To$enhance$your$understanding$of$the$ marketing$research$process,$you$are$invited$to$participate$in$academic$research$sessions$ during$the$semester$that$account$for$5%$of$your$overall$course$grade.$You$will$need$to$ participate$in$4$30-minute$sessions$to$earn$full$credit.$Partial$credit$will$be$awarded$for$ each$individual$session$you$attend.$$Alternatively,$you$may$complete$a$research$article$ summary$to$fulfill$your$research$participation$requirement.$Complete$guidelines$for$the$ research$participation$portion$of$your$grade$are$available$in$the$syllabus$insert$document.$ $ Please$direct$all$questions$regarding$research$participation$to$mrlab@utk.edu

* Grading+

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Your$final$grade$will$be$determined$as$follows:$ $ Exam$1$...........................................$21.25%$ Exam$2$...........................................$21.25%$ Exam$3$...........................................$21.25%$ Exam$4$...........................................$21.25%$ Research$participation$...........$5%$ Clicker$points$..............................$10%$ $ Your$weighted$numeric$grade$resulting$from$the$scores$of$each$graded$element$will$be$ assigned$a$letter$grade$pursuant$to$the$table$below:$ $ $ $ A$ $ 92-100$ $ $ A-$ $ 89-91$ $ B+$ $ 87-88$ $ B$ $ 82-86$ $ B-$ $ 79-81$ $ C+$ $ 77-78$ $ C$ $ 72-76$ $ C-$ $ 69-71$ 4

$ $ $ $

D+$ D$ D-$ F$

$ $ $ $

67-68$ 62-66$ 60-61$ 0-59$

$ Please$note$that$I$do$not$round$the$grades.$$In$other$words,$if$you$receive$a$92.0,$that’s$an$A.$$ If$you$receive$a$91.9999,$that’s$an$A-.$$$$ !

Reporting*of*Grades:* * Exam$grades$will$be$posted$on$Canvas$as$soon$as$possible$after$exams.$$NO!GRADES!WILL! BE!GIVEN!OVER!THE!PHONE!OR!VIA!E-MAIL.!!I!also!will!not!provide!you!with!the! simple!calculation!of!“where!you!are!in!the!class!right!now.”!!These!are!simple! weighted!average!calculations,!and!as!business!students!at!the!Haslam!College!of! Business,!you!are!perfectly!capable!of!calculating!those!yourselves.! !

* Academic*Honesty:**

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The$Haslam$College$of$Business$holds$Integrity$as$one$of$its$four$core$values.$$Integrity$is$ essential$to$our$community.$Integrity$is$supported$by$openness,$communication,$ accountability,$professionalism,$and$the$courage$to$live$our$values.$Our$core$values$provide$ the$foundation$for$a$collaborative$community$and$for$achieving$our$mission$and$vision.$ Therefore,$the$guidelines$set$forth$in!Code+of+Student+Conduct$will$be$followed$in$cases$of$ academic$dishonesty.$$WE!ADHERE!TO!THIS!POLICY!VERY!STRICTLY.!!If$you$are$a$ registered$student$in$this$class,$it$will$be$assumed$that$you$will$abide$by$the$following$UT$ Honor$Code$Statement:$$"As$a$student$of$the$University,$I$pledge$that$I$will$neither$ knowingly$give$nor$receive$any$inappropriate$assistance$in$academic$work,$thus$affirming$ my$own$personal$commitment$to$honor$and$integrity."$$For$a$complete$text$of$the$Code$of$ Student$Conduct,$click$the$following$link:$$ $ https://hilltopics.utk.edu/student-code-of-conduct/$ $ All!honor!code!violations!are!reported!to!the!office!of!student!conduct!and! community!standards.!!Violations!will!go!on!your!records.!!$ $ A$special$note$about$online$exams.$$All*exams*in*BUAD*332*are*closed*book,*closed*note* exams.**Students*observed*looking*away*from*the*computer*screen*for*extended*periods* of*time*during*exams*will*be*carefully*evaluated*to*determine*if*inappropriate* assistance*was*provided.**The$Respondus$system$flags$students$who$its$algorithms$identify$ as$being$at$risk$of$engaging$in$inappropriate$behavior$during$the$exam.$$This$inappropriate$ behavior$includes$other$people$being$in$the$room,$or$(most$commonly)$face$not$identifiable$ or$looking$away$from$the$computer$screen.$$We$will$be$closely$examining$all$flagged$ incidents,$and$deciding$if$there$is$evidence$of$Honor$Code$violations.$$! $ Bottom$line:$$please$do$not$put$yourself$at$risk$of$having$your$integrity$questioned.$$It’s$a$ crummy$two$credit$hour$class.$$It$ain’t$worth$it.$ !

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Inclement*Weather*Policy:* * Regarding$inclement$weather,$if$UT$is$in$session,$we$will$have$class.$$Listen$to$the$local$ radio/television$stations$for$announcements$of$university$closings,$and$check$the$UTK$Web$ site.$ !

Disability*Statement:* * If$you$need$course$adaptations$or$accommodations$because$of$a!documented$disability,$ please$contact$the$Office$of$Disability$Services$at$2227$Dunford$Hall$at$974-6087.$$Go$ahead$ and$register$using$their$online$system,$and$I’ll$gladly$make$whatever$accommodations$are$ appropriate.$ $ $

TENTATIVE!SCHEDULE! !

You$are$responsible$for$knowing$about$any$changes$that$are$announced$in$class$whether$or$ not$you$are$present$when$such$changes$are$announced.$$You$are$expected$to$have$read$each$ textbook$chapter$and$other$assigned$readings$in$their$entirety$by$class$time$on$the$day$they$ appear$on$the$schedule$below$or,$in$the$case$of$assigned$readings,$the$date$announced$in$ class.$$These!readings!will!be!fair!game!for!exams.$ !

DATE!

1/8$ Wed.$

1/13$ Mon.$ 1/15$ Wed.$ 1/20$ Mon.$ 1/22$ Wed.$ 1/27$ Mon.$ 1/29$ Wed.$ 2/3$ Mon$

TOPIC!

Course$Overview$ $ PLEASE!NOTE:!!I!HAVE!TO!BE!OUT!OF!THE!COUNTRY! THIS!DAY,!SO!I!WILL!RECORD!AN!INTRODUCTORY! LECTURE!AND!SEND!INSTRUCTIONS!FOR!HOW!YOU! CAN!VIEW!THAT!INTRODUCTION.! Marketing:$$Creating$and$Capturing$Customer$Value$ $ What$is$Customer$Value?$$

READING! ASSIGNMENT! (COMPLETE! BEFORE! CLASS)! $

1$

Readings$ distributed$ via$Canvas$ MARTIN!LUTHER!KING!HOLIDAY,!NO!CLASS!–!WOO!HOO!!

What$is$Customer$Value?$(continued)$ Company$and$Marketing$Strategy:$Partnering$to$Build$ Customer$Value$and$Relationships$ Analyzing$the$Marketing$Environment$ Managing$Marketing$Information$to$Gain$Customer$ Insights$

$ 2$ $ 3$ 4$

6

DATE!

2/5$ Wed.$

2/10$ Mon.$ 2/12$ Wed.$ 2/17$ Mon.$

2/19$ Wed.$

2/24$ Mon.$

2/26$ Wed.$

3/2$ Mon.$ 3/4$ Wed.$ 3/9$ Mon$

TOPIC!

READING! ASSIGNMENT! (COMPLETE! BEFORE! CLASS)! Chapters$1-4$ EXAM!1!–!NO!NEED!TO!COME!TO!THE!CLASSROOM!ON! THIS!DAY.!!YOU!WILL!TAKE!THE!EXAM!VIA!LOCKDOWN! and$Customer$ BROWSER,!WITH!MONITOR,!OVER!CANVAS,!ANY!TIME! Value$material$ BETWEEN!8:00!A.M.!AND!8:00!P.M.!!YOU!WILL!HAVE!50! MINUTES!TO!COMPLETE!THE!EXAM!ONCE!YOU!START! IT.! Understanding$Consumer$and$Business$Buyer$Behavior$ 5$ Understanding$Consumer$and$Business$Buyer$Behavior$ (continued)$ Customer-Driven$Marketing$Strategy:$$Creating$Value$for$ Target$Customers$ $ PLEASE!NOTE:!!I!HAVE!TO!BE!OUT!OF!THE!COUNTRY! THIS!DAY,!SO!I!WILL!RECORD!MY!LECTURE!AND!SEND! INSTRUCTIONS!FOR!HOW!YOU!CAN!VIEW!THAT! RECORDING.$ Customer-Driven$Marketing$Strategy:$$Creating$Value$for$ Target$Customers$(continued)$ $ PLEASE!NOTE:!!I!HAVE!TO!BE!OUT!OF!THE!COUNTRY! THIS!DAY,!SO!I!WILL!RECORD!MY!LECTURE!AND!SEND! INSTRUCTIONS!FOR!HOW!YOU!CAN!VIEW!THAT! RECORDING.$ Product,$Services,$and$Brands:$$Building$Customer$Value$ ! PLEASE!NOTE:!!I!HAVE!TO!BE!OUT!OF!THE!COUNTRY! THIS!DAY,!SO!I!WILL!RECORD!MY!LECTURE!AND!SEND! INSTRUCTIONS!FOR!HOW!YOU!CAN!VIEW!THAT! RECORDING.! Product,$Services,$and$Brands:$$Building$Customer$Value$ (continued)$ ! PLEASE!NOTE:!!I!HAVE!TO!BE!OUT!OF!THE!COUNTRY! THIS!DAY,!SO!I!WILL!RECORD!MY!LECTURE!AND!SEND! INSTRUCTIONS!FOR!HOW!YOU!CAN!VIEW!THAT! RECORDING.! New$Product$Development$and$Product$Life-Cycle$ Strategies$$ EXAM!2!–!SEE!NOTE!ABOVE!CONCERNING!EXAM!1! Pricing:$$Understanding$and$Capturing$Customer$Value$ $

$ 6$

$

7$

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8$ Chapters$5-8$ 9$ 7

DATE!

3/11$ Wed.$

3/16$and$ 3/18$ 3/23$ Mon.$ 3/25$ Wed.$ 3/30$ Mon.$ 4/1$ Wed.$ 4/6$ Mon.$ 4/8$ Wed.$ 4/13$ Mon.$

4/15$ Wed.$ 4/20$ Mon.$ 4/22$ Wed.$ TBD$

TOPIC!

Marketing$Channels:$$Delivering$Customer$Value$ !

READING! ASSIGNMENT! (COMPLETE! BEFORE! CLASS)! 10$ (Skip$section$ on$Supply$ Chain$ Management)$

SPRING!BREAK!!!!!WOO!HOO!! Retailing$and$Wholesaling$

11$

Engaging$Consumers$and$Communicating$Customer$Value:$$ Advertising$and$Public$Relations! Engaging$Consumers$and$Communicating$Customer$Value:$$ Advertising$and$Public$Relations$(continued)$ Personal$Selling$and$Sales$Promotion$ $ EXAM!3!–!SEE!NOTE!ABOVE!CONCERNING!EXAM!1!

12$ $ $

Direct,$Online,$Social$Media$and$Mobile$Marketing$ ! The$Global$Marketplace$$ $ PLEASE!NOTE:!!I!HAVE!TO!BE!OUT!OF!TOWN!THIS!DAY,! SO!I!WILL!RECORD!MY!LECTURE!AND!SEND! INSTRUCTIONS!FOR!HOW!YOU!CAN!VIEW!THAT! RECORDING.$ Sustainable$Marketing:$$Social$Responsibility$and$Ethics! Demand/Supply$Integration:$$Forecasting$and$S&OP$ ! Demand/Supply$Integration:$$Forecasting$and$S&OP$ (continued)$ ! EXAM!4!–!SEE!NOTE!ABOVE!CONCERNING!EXAM!1!

13$ Chapters$9,$ 10,$11,$12,$13$ 14$ 15$

16$ Articles$ distributed$ via$Canvas$ $

Ch.$14-16$plus$ material$on$ Forecasting$ and$S&OP$

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