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Lesson 6- Shaping Market Offerings - Product Strategy

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  • 7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy

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    Y_@K^G[

    W[_M[NBV

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    !Mhnx B`lzmbm Wtmtfstfgs!Dr. Dh`rfml` _`m Ntefgs!Rfhhflbt`l @lue Ng`l!Snly H`lt`g F[YA/YA!Npfdmlfm Mld`ln Y[A

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    G@AY@LNL[W @D AM_JN[

    @DDN_FLB

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    REM[ FW M Y_@K^G[0

    !mlyteflb temt gml on `nrnk t` m amrjnt t`smtfsdy m wmlt `r lnnk.

    !Yn`phn ouy wmlt smtfsdmgtf`l, l`t `ocngts.

    !Yeysfgmh b``ks!Wnrvfgns!Nxpnrfnlgns!Nvnlts!Ynrs`ls

    !Yhmgns!Yr`pnrtfns!@rbmlfzmtf`ls!Fld`ramtf`l!Fknms

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    G@AY@LNL[W @D AM_JN[

    @DDN_FLB

    snrvfgn `r onlnt temtgust`anr rnmhhy ouys

    G`rn onlnt turlnk t`mgtumh pr`kugt

    Mttrfoutns mlkg`lkftf`ls temt fs

    nxpngtnk wenl pr`kugtfs purgemsnk

    Nxgnnkflb nxpngtmtf`ls

    Y`ssfohn mubanltmtf`lmlk trmlsd`ramtf`l

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    Y_@K^G[GEM_MG[N_FW[FGW

    MLK GHMWWFDFGM[F@L0

    !Yr`kugts trmkftf`lmhhy ghmssfnk3!Kurmofhfty![mlbfofhfty &! sn(g`lsuanr `r flkustrfmh)

    !Nmge pr`kugt typn - `wl amrjntflb-afxstrmtnby

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    Y_@K^G[GEM_MG[N_FW[FGW

    MLK GHMWFDFGM[F@L0

    K^_MOFHF[V & [MLBFOFHF[V

    =.L`l-kurmohn b``ks - tmlbfohn b``ks -`ln/dnwusns nb3 onnr & s`mp

    ?.Kurmohn b``ks - tmlbfohn b``ks - amly usns nb3 rndrfbnrmt`rs

    7.Wnrvfgns- fltmlbfohn, flsnpmrmohn, vmrfmohn &pnrfsemohn pr`kugts

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    Y_@K^G[ GHMWFDFGM[F@L

    !Ms t` we` usns ten pr`kugtG`lsuanr Yr`kugts

    Yr`kugt knstflnk d`r usn oy

    uhtfamtn g`lsuanrs.

    Ousflnss Yr`kugts

    Yr`kugt temt g`ltrfoutns

    kfrngthy `r flkfrngthy t` ten

    `utput `d `tenr pr`kugts d`r

    rnsmhn: mhs` gmhhnk flkustrfmh `r

    `rbmlfzmtf`lmh pr`kugt.

    W`an pr`kugts dmhh flt` o`te gmtnb`rfns.

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    G@LW^AN_ Y_@K^G[

    GHMWFDFGM[F@L

    !Ouynrs pnrgnptf`l `d m lnnk d`r ten pr`kugt^ls`ubet Yr`kugts

    !Amrjntnk t` g`lsuanrs we` amy l`t ynt rng`blfznmly lnnk d`r tena

    !A`st g`lsuanrs rng`blfzn tenfr `wl lnnks d`rvmrf`us typns `d g`lsuanr purgemsns mlk mgtfvnhy

    snnj tena

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    G@LW^AN_ Y_@K^G[

    GHMWFDFGM[F@L

    !Omsnk `l ouyflb onemvf`rG`lvnlfnlgn Yr`kugts

    !b``ks mlk snrvfgns temt g`lsuanrs wmlt t` purgemsn drnqunlthy,faankfmtnhy, mlk wfte aflfamh n rt

    Fapuhsn

    purgemsnk `l ten

    spur `d ten a`anlt,

    Wtmphns

    o`ubet g`lstmlthy t`

    rnphnlfse mlk

    amfltmfl m rnmkyflvnlt`ry, wfte amly

    g`apntft`rs `nrflb

    tensn pr`kugts

    Nanrbnlgy

    o`ubet g`lstmlthy t`

    rnphnlfse mlk

    amfltmfl m rnmkyflvnlt`ry, wfte amly

    g`apntft`rs `nrflb

    tensn pr`kugts

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    G@LW^AN_ Y_@K^G[

    GHMWFDFGM[F@L

    We`ppflb Yr`kugts

    !purgemsnk `lhy mdtnr ten g`lsuanr g`apmrnsg`apntflb `nrflbs `l gemrmgtnrfstfgs

    ! bnlnrmhhy a`rn nxpnlsfvn! purgemsnr hmgjs g`aphntn fld`ramtf`l mlk bmtenrs ft! gmrry wmrrmltfns mlk mdtnr-smhn snrvfgn tnras! st`rns lman mlk rnputmtf`l! Ynrs`lmh snhhflb n rts mubanlt pr`a`tf`l

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    WE@YYFLB

    Y_@K^G[W

    E`a`bnl`us

    `ln ormlk `dtnl snnas auge

    hfjn ml`tenr

    kfnrnltfmtn e`a`bnln`uspr`kugts dr`a g`apntflb

    pr`kugts fl tnras prfgn mlkvmhun, qumhfty, mppnmh, `r

    ulfqunlnss

    Entnr`bnl`us

    Omsfg kfnrnlgns snna t`

    stmlk `ut

    Ynrgnptf`ls `d styhn, g`h`r, mlkt gml mhh mngt g`lsuanr

    ge`fgns

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    G@LW^AN_ Y_@K^G[

    GHMWFDFGM[F@L

    Wpngfmhty Yr`kugts

    ! `nr ulfqun gemrmgtnrfstfgs temt gmusn ouynrs t` prfzn te`snpmrtfguhmr ormlks

    ! gmrry efbe prfgns mlk amly rnprnsnlt wnhh-jl`wl ormlks![eny jl`w wemt teny wmlt mlk teny mrn wfhhflb t` pmy d`r ft! Ouynrs onbfl se`ppflb wfte g`aphntn fld`ramtf`l mlk

    rndusn t` mggnpt suostftutns

    ! W`an spngfmhty pr`kugts mrn s`hk d`r hnss ter`ube m rasg`apmly-`wlnk kfsg`ult `uthnts `r fl knsfblmtnk

    kfsg`ult mrnms `d tenfr rntmfh st`rns

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    G@LW^AN_ Y_@K^G[

    GHMWWFDFGM[F@L WVW[NA

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    O^WFLNWW Y_@K^G[

    GHMWFDFGM[F@L

    Amtnrfmhs mlk Ymrts

    !B``ks temt nltnr ten amludmgturnrs pr`kugtg`aphntnhy

    !_mw amtnrfmhs - dmra & lmturmh pr`kugts!Amludmgturnk amtnrfmhs & pmrts!G`ap`lnlt amtnrfmhs - durtenrdmorfgmtnk!G`ap`lnlt pmrts - l` gemlbn fl d`ra

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    O^WFLNWW Y_@K^G[

    GHMWFDFGM[F@L

    Gmpftmh Ftnas

    !H`lb hmstflb b``k temt dmgfhftmtn fl knvnh`pflbmlk amlmbflb lfsenk pr`kugts

    !Flstmhhmtf`ls - Oufhkflbs & enmvy nqufpanlt!

    Nqufpanlt p`rtmohn dmgt`ry, `

    gnnqufpanlt/t``hs

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    O^WFLNWW Y_@K^G[

    GHMWFDFGM[F@L

    Wupphfns mlk Ousflnss Wnrvfgns

    ! se`rt-tnra b``ks mlk snrvfgns temt dmgfhftmtn fl knvnh`pflbmlk amlmbflb lfsenk pr`kugts! Wupphfns! Amfltnlmlgn & rnpmfr ftnas! @pnrmtflb supphfns

    ! Ousflnss snrvfgns! Amfltnlmlgn & rnpmfr snrvfgns! Ousflnss mkvfs`ry snrvfgns

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    O^WFLNWW Y_@K^G[

    GHMWWFDFGM[F@L WVW[NA

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    KFDDN_NL[FM[F@L

    ![` on ormlknk, pr`kugts aust onkfnrnltfmtnk

    !D@_A3 sfzn, sempn `r peysfgmh strugturn

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    KFDDN_NL[FM[F@L

    !DNM[^_NW3supphnanlt omsfg dulgtf`l!G^W[@AFSM[F@L!

    YN_D@_AMLGN ]^MHF[V3 hnvnh mtwefge ten pr`kugts gemrmgtnrfstfgs `pnrmtn

    !G@LD@_AMLGN ]^MHF[V3 Knbrnnulfts fknltfgmh , annt pr`afsnkspngfgmtf`l

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    KFDDN_NL[FM[F@L

    !K^_MOFHF[V3 Yr`kugts nxpngtnk `pnrmtflbhfdn

    !Gust`anrs wfhhflb t` pmy a`rn!Aust l`t on suocngt t` rmpfk `os`hnsgnlgn

    !_NHFMOFHF[V3 Yr`omofhfty pr`kugt wfhh l`tamhdulgtf`l `r dmfh fl m stmtnk tfan pnrf`k

    !_NYMF_MOFHF[V3 Nmsn `d xflb pr`kugt amhdulgtf`ls/dmfhs

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    KFDDN_NL[FM[F@L

    !W[VHN3 Yr`kugts h``j & dnnh t` m p`tnltfmhouynr

    MOW@H^[ T@KJM usns mnstentfgs fl fts prflt mks t`mppnmh t` kfnrnlt amrjnt snbanlts

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    KFDDN_NL[FM[F@L - KNWFBL

    ![`tmhfty `d dnmturns temt mngts e`w pr`kugth``js & dulgtf`ls fl tnras `d gust`anr

    rnqufrnanlts

    !Nssnltfmh t` kfnrnltfmtn & p`sftf`lpr`kugt/snrvfgn!Bfvns g`apmly m g`apntftfvn nkbn

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    KFDDN_NL[FM[F@L - KNWFBL

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    KFDDN_NL[FM[F@L - WN_TFGN

    !Fd peysfgmh pr`kugt l`t nmsfhykfnrnltfmtnk, [enl, ten jny t`

    g`apntftfvn suggnss amy hfn fl mkkflb

    vmhunk snrvfgns & fapr`vflb tenfrqumhfty

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    KFDDN_NL[FM[F@L - WN_TFGN

    !@_KN_FLB NMWN!KNHFTN_V!FLW[MHHM[F@L3 w`rj k`ln ond`rn m

    pr`kugt fs g`lsfknrnk `pnrmtf`lmh fl mphmllnk h`gmtf`l

    !G^W[@AN_ [_MFLFLB!G^W[@AN_ G@LW^H[FLB!AMFL[NLMLGN MLK _NYMF_W

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    KFDDN_NL[FM[F@L - WN_TFGN

    !_N[^_LW!G`ltr`hhmohn _nturls - pr`ohnas kfguhtfns

    `r nrr`rs `d ten snhhnr `r gust`anr mlk gml

    on nhfaflmtnk (pr`pnr pmgjmbflb, st`rmbn,trmlsp`rtmtf`l

    !^lg`ltr`hhmohn rnturls

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    Y_@K^G[ WVW[NA MLK AFU

    !Y_@K^G[ WVW[NA - Kfvnrsn out rnhmtnkftnas - dulgtf`l - g`apmtfohn amllnr

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    Y_@K^G[ WVW[NA MLK AFU

    !Y_@K^G[ AFU - Mhh pr`kugts snhhnr `nrsd`r smhn

    !wfkte, hnlbte, knpte & g`lsfstnlgy!RFK[E - luaonr `d pr`kugt hflns!HNLB[E- luaonr `d ftnas fl afx!KNY[E- e`w amly vmrfmlts fl nmge hfln!G@LWFW[NLGV - e`w gh`sn hflns mrn fl nlkusn, kfstrfoutf`l ntg

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  • 7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy

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    Y_@K^G[ HFLN

    !Wnrfns `d rnhmtnk pr`kugts `nrnk oy `lng`apmly. wfkte, hnlbte, knpte &

    g`lsfstnlgy

    !_H gh`teflb hfln, E`an durlfseflb hfln!!"#$%&'( %'% *#+,-./ 9='%? ."' 7%9*

    .+;*"'> (#+42 %'7"'.% *+?=&+' =' /7%

    ;"#$%/2 %.+'+;=5% .+;*"'> #%?+-#.%?2 "',%6*9+=/ *#+,-./ 9=3% .>.9%?:

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    HFLN W[_N[GEFLB/

    NU[NLWF@L

    !hnlbtenls pr`kugt hfln ony`lk gurrnltrmlbn

    !K`wl-Amrjnt Wtrntge - fltr`kugn h`wnr-prfgnk hfln < REV0

    !Br`wte `pp`rtulftfns ms amss-rntmfhnrs![fn up h`wnr-nlk g`apntft`rs!Fts amrjnt - stmblmtflb `r knghflflb

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    HFLN W[_N[GEFLB/

    NU[NLWF@L

    ! p-amrjnt Wtrntge - nltnr efbe nlk `damrjnt d`r3

    !A`rn br`wte!Efbenr amrbfls, `r!Y`sftf`l ms duhh-hfln amludmgturnrs

    ![w`-Rmy Wtrntge fd gurrnlthy fl afkkhnamrjnt - strntgens hfln fl o`te kfrngtf`ls

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    HFLN W[_N[GEFLB/

    NU[NLWF@L

    !HFLN DFHHFLB - Yr`kugt hfln hnlbtenlnk- mkk a`rn ftnas fl prnsnlt rmlbn!_nmge d`r pr`ts!Wmtfsdy knmhnrs-h`st smhns -afssflb hfln ftnas!^tfhfzn nxgnss gmpmgfty!On duhh-hfln g`apmly!Yhub e`hns - jnnp `ut g`apntft`rs

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    Renl hnss fs a`rn.

    !"#$%&%#' "#% )%"#*+*, &-#./,-9 '.=%&+=%'9 ?"+*7/) %;?%#+%*>%' &-"& ?#.4/>&)+*%' >"* ,%& &.. ).*,9 .# ?#.4/>&' >"* 2%>.=% 5/'& &.. >.=?)+>"&%46

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    HFLN W[_N[GEFLB/

    NU[NLWF@L

    !HFLN A@KN_LFSM[F@L, DNM[^_FLB &Y_^LFLB

    !Yr`kugt hflns - g`lstmlthy a`knrlfznk fl mrmpfkhy gemlbflb amrjnt

    !Nlg`urmbn gust`anr afbrmtf`l t` efbenr-vmhunk, efbenr-prfgnk ftnas

    !Dnmturn = `r dnw ftnas fl hfln!Ynrf`kfg hfln rnvfnw d`r knmkw``k temt h`wnrs

    pr`ts

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    Y_@K^G[ AFU Y_FGFLB

    !HFLN A@KN_LFSM[F@L, DNM[^_FLB &Y_^LFLB

    !Yr`kugt hflns - g`lstmlthy a`knrlfznk fl mrmpfkhy gemlbflb amrjnt

    !Nlg`urmbn gust`anr afbrmtf`l t` efbenr-vmhunk, efbenr-prfgnk ftnas

    !Dnmturn = `r dnw ftnas fl hfln!Ynrf`kfg hfln rnvfnw d`r knmkw``k temt h`wnrs

    pr`ts

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    Y_@K^G[ AFU Y_FGFLB

    !Y_@K^G[-HFLN Y_FGFLB Knvnh`p pr`kugthflns, l`t sflbhn pr`kugts & fltr`kugn prfgn

    stnps

    !@Y[F@LMH-DNM[^_N Y_FGFLB @nr`ptf`lmh pr`kugts, dnmturns & snrvfgns mh`lb

    wfte amfl pr`kugt

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    Y_@K^G[ AFU Y_FGFLB

    !GMY[FTN-Y_@K^G[ Y_FGFLB- usn `d mlgfhhmry `rgmptfvnpr`kugts

    ![R@-YM_[ Y_FGFLB xnk +vmrfmohn dnn @dtnlusnk oy snrvfgn ras

    !OV-Y_@K^G[ Y_FGFLB Yr`kugflb gnrtmflb``ks rnsuht fl oy-pr`kugts

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    Y_@K^G[ AFU Y_FGFLB

    !Y_@K^G[-O^LKHFLB Y_FGFLB-oulkhnpr`kugts & dnmturn.

    !Yurn oulkhflb - @lhy `nrs pr`kugts msm oulkhn

    !Afxnk oulkhflb - @nrs b``ks,flkfvfkumhhy & fl oulkhns

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    G@O_MLKFLB

    !? gurrnlt ormlks g`aofln - c`flt pr`kugt,amrjntnk ms =Mkvmltmbns

    !Yr`kugt g`lvflgflb - auhtfphn ormlks!_nkugn g`sts t` fltr`kugn pr`kugt!Hnmrl a`rn mo`ut g`lsuanrs

    Kfsmkvmltmbns

    !_fsjs & hmgj `d g`ltr`h kun t` pmfr-up!Hmgj `d d`gus `l nxfstflb ormlks

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    G@O_MLKFLB

    !D`r g`-ormlkflb t` on m suggnss3![en ? ormlks nmge emvn ormlk nqufty!H`bfgmh t `d ten ? ormlks3!G`aoflnk mgtfvfty amxfafzns

    mkvmltmbns

    !Aflfafzns kfsmkvmltmbns d`r o`te

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    G@O_MLKFLB

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    G@O_MLKFLB

    FLB_NKFNL[ O_MLKFLB

    !Grnmtn ormlk nqufty d`r amtnrfmhs `r pmrts usnk fl`tenr ormlknk pr`kugts

    !Nl`ube mwmrnlnss s` ouynrs k` l`t ouy tene`st pr`kugt wfte`ut flbrnkfnlts

    !Wnhd-ormlkflb- mkvnrtfsn tenfr `wl ormlknkflbrnkfnlts

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    YMGJMBFLB

    !Mgtfvftfns t` knsfbl & pr`kugn ten g`ltmflnrd`r m pr`kugt

    !Amy on up t` 7 hnvnhs prfamry, sng`lkmrymlk sefppflb pmgjmbn

    !Rnhh-knsfblnk pmgjmbns Grnmtng`lvnlfnlgn & pr`a`tf`lmh vmhun

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    YMGJMBFLB

    !Wnhd Wnrvfgn!G`lsuanr Munlgn!G`apmly mlk ormlk fambn!Fll`vmtf`l @pp`rtulfty!Yr`tngtflb FY rfbets

  • 7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy

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    YMGJMBFLB

    !Ymgjmbflb aust mgefnvn tensn `ocngtfvns3!Fknltfdy ten ormlk!G`lvny knsgrfptfvn & pnrsumsfvn

    fld`ramtf`l!Dmgfhftmtn pr`kugt trmlsp`rtmtf`l &

    pr`tngtf`l

    !Mssfst mt-e`an st`rmbn!Mfk pr`kugt g`lsuaptf`l

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  • 7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy

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    HMONHFLB

    !gmrrfns ormlk lman `r m brnmt knmh `dfld`ramtf`l

    !Ynrd`ras snvnrmh dulgtf`ls3!

    M hmonh fknltfns ten pr`kugt `r ormlk

    !M hmonh afbet mhs` brmkn tenpr`kugt!M hmonh afbet knsgrfon ten pr`kugt!M hmonh afbetpr`a`tn tenpr`kugt

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    RM__ML[FNW & B^M_ML[NNW!Mhh snhhnrs mrn hnbmhhy rnsp`lsfohn t` duhhh m

    ouynrs l`ramh nxpngtmtf`ls

    !Rmrrmltfns - D`ramh stmtnanlts `d nxpngtnkpr`kugt pnrd`ramlgn oy amludmgturnr!Rentenr nxprnssnk `r faphfnk - hnbmhhy

    nld`rgnmohn

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    RM__ML[FNW & B^M_ML[NNW!Wnhhnrs `nr bnlnrmh/spngfg bumrmltnn!_nkugn ouynrs pnrgnfvnk rfsj!Bumrmltnns nngtfvn fl ? sftumtf`ls!G`apmly/pr`kugt - wnhh-jl`wl!Yr`kugt qumhfty supnrf`r t` g`apntftf`l

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    [EMLJV@^

    !"#$%&$ ()

    8+#%; =*?-; ,+9+#2 1


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