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4. °ø°³µÈ ±âÃâ¹®Á¦¸¦ º¸¸é ´ëºÎºÐ ¾Ï±â·Î ´äÀ» ãÀ» ¼ö ÀÖ´Â ´Ü´äÇü ¹®Á¦µéÀÌ ÁÖ¸¦ ÀÌ·ç°í ÀÖ¾î ½ÇÁ¦ ½ÃÇè¿¡¼ ²À ÇÊ¿äÇÑ ¾Ï±â³»¿ëµéÀ» Àß Á¤¸®ÇÏ¿© ¼ö·ÏÇÏ¿´À¸¸ç, ÃÖ±Ù¿¡ ÃâÁ¦µÇ¾ú´ø ±âÃâ¹®Á¦ Áß½ÉÀ¸·Î ³»¿ëÀÇ ¾Ï±â¿Í ´õºÒ¾î ÀÌÇØ¿Í ÆÇ´ÜÀ» ¿ä±¸ÇÏ´Â ¹®Á¦µé±îÁö ¼ö·ÏÇÏ¿© ¼öÇè»ýµéÀÌ ´õ ±íÀÌ ÀÖ´Â ÇнÀÀ» ÇÏ´Â µ¥ µµ¿òÀÌ µÉ ¼ö ÀÖµµ·Ï ÇÏ¿´½À´Ï´Ù.
µ¿¿µ»ó °ÀÇ : www.wowedu.co.kr
CHAPTER 01 °æ¿µÀÇ ÀÇÀÇ¿Í °æ¿µÀÎ
Á¦1Àý °æ¿µÀÇ ÀÇÀÇ ··········· 2
Á¦2Àý °æ¿µÀÚÀÇ ºÐ·ù ········ 2
Á¦3Àý °æ¿µ±â¼ú°ú ÀÇ»ç°áÁ¤ ····· 4
CHAPTER 02 ±â¾÷ÀÇ ÇüÅÂ¿Í ±â¾÷ ÁýÁß
Á¦1Àý ±â¾÷ ÇüÅÂÀÇ ºÐ·ù±âÁØ ·········· 6
Á¦2Àý ÁÖ½Äȸ»ç¿Í ´ë¸®ÀÎ ºñ¿ë ······· 7
Á¦3Àý ±â¾÷ÀÇ ÁýÁß ··········· 9
CHAPTER 03 ±â¾÷ÀÇ »çȸÀû Ã¥ÀÓ
Á¦1Àý ±â¾÷ÀÇ »çȸÀû Ã¥ÀÓ ····· 11
Á¦2Àý °æ¿µÀü·« ········ 13
Á¦3Àý »ç¾÷ Æ÷Æ®Æú¸®¿À ±¸¼º ········· 21
Á¦4Àý ±Û·Î¹ú °æ¿µÀü·« ·········· 24
CHAPTER 04 °æ¿µÇÐÀÇ ¹ßÀü°úÁ¤
Á¦1Àý °íÀüÀû °æ¿µÇÐ ······ 26
Á¦2Àý Àΰ£°ü°è·Ð ··········· 31
Á¦3Àý ±Ù´ëÁ¶Á÷·Ð ··········· 33
Á¦4Àý Çö´ë°æ¿µÇÐ ··········· 35
Á¦5Àý ÃֽŰ濵ÀÌ·Ð ········ 38
±âÃâ ¹× ¿¹»ó¹®Á¦ ······· 42
PART 02 ?ÀÎÀû ÀÚ¿ø°ü¸®
CHAPTER 01 ÀÎÀû ÀÚ¿ø°ü¸®¿Í Á÷¹«°ü¸®ÀÇ °ü°è
Á¦1Àý ÀÎÀûÀÚ¿ø°ü¸®ÀÇ °³¿ä ·········· 58
Á¦2Àý Á÷¹«ºÐ¼® ········ 59
Á¦3Àý Á÷¹«Æò°¡ ········ 62
Á¦4Àý Á÷¹«¼³°è ········ 64
CHAPTER 02 ÀÎÀû ÀÚ¿ø°èȹ- ¸ðÁý, ¼±¹ß, ±³À°
Á¦1Àý ÀÎÀû ÀÚ¿ø°èȹ ······ 68
Á¦2Àý ¸ðÁý ······· 71
Á¦3Àý ¼±¹ß ······· 73
Á¦4Àý ±³À°ÈÆ·Ã ········ 75
Á¦5Àý °æ·Â°³¹ß ········ 77
Á¦6Àý ½ÂÁø ······· 79
CHAPTER 03 ÀÎÀû ÀÚ¿ø°èȹ-Æò°¡¿Í º¸»ó
Á¦1Àý ÀλçÆò°¡ ········ 80
Á¦2Àý ÀλçÆò°¡ÀÇ ¹æ¹ý ·········· 81
Á¦3Àý ÀλçÆò°¡¿¡¼ ¹ß»ýÇÏ´Â ¿À·ùµé ········· 84
Á¦4Àý º¸»ó°ü¸® ········ 87
Á¦5Àý Àμ¾Æ¼ºê ········ 90
Á¦6Àý º¹¸®ÈÄ»ý ········ 93
CHAPTER 04 ³ë»ç°ü°è
Á¦1Àý ³ëµ¿ 3±Ç°ú ³ëµ¿Á¶ÇÕ ·········· 95
Á¦2Àý ³ëµ¿Á¶ÇÕ ········ 96
Á¦3Àý ³ë»çÇù·ÂÀ» À§ÇÑ °¢Á¾ Á¦µµ ······· 98
Á¦4Àý °æ¿µÂü°¡Á¦µµ ····· 100
±âÃâ ¹× ¿¹»ó¹®Á¦ ····· 102
PART 03 ?Á¶Á÷ÇàÀ§·Ð
CHAPTER 01 °³ÀÎÂ÷¿øÀÇ Á¶Á÷ÇàÀ§
Á¦1Àý Á¶Á÷ÇàÀ§·ÐÀÇ ÀÇÀÇ ····· 116
Á¦2Àý °¡Ä¡°ü ········· 117
Á¦3Àý Áö°¢°ú ¼º°Ý, ŵµ ······ 118
Á¦4Àý ÇнÀÀÌ·Ð ······ 123
Á¦5Àý °ÈÀÌ·Ð ······ 124
CHAPTER 02 µ¿±âºÎ¿© ÀÌ·Ð
Á¦1Àý µ¿±âºÎ¿© ÀÌ·ÐÀÇ ºÐ·ù ······· 126
Á¦2Àý µ¿±âºÎ¿© ³»¿ëÀÌ·Ð ····· 127
Á¦3Àý µ¿±âºÎ¿© °úÁ¤ÀÌ·Ð ····· 130
Á¦4Àý ³»ÀçÀû µ¿±âÀÌ·Ð ········ 133
CHAPTER 03 Áý´ÜÂ÷¿øÀÇ Á¶Á÷ÇàÀ§
Á¦1Àý Áý´ÜÇൿÀÇ ±âÃÊ ········ 136
Á¦2Àý Áý´Ü ³»ÀÇ ÀÇ»ç°áÁ¤ ·········· 139
Á¦3Àý Áý´Ü ³» Ä¿¹Â´ÏÄÉÀÌ¼Ç À¯Çü ····· 142
Á¦4Àý Áý´Ü ³» ±Ç·Â°ú °¥µî ········ 144
CHAPTER 04 ¸®´õ½Ê ÀÌ·Ð
Á¦1Àý ¸®´õ½Ê ÀÇ¹Ì¿Í ÀÌ·ÐÀÇ ¹ßÀü°úÁ¤ ······ 148
Á¦2Àý ¸®´õ½Ê ÇàÀ§ÀÌ·Ð ········ 148
Á¦3Àý ¸®´õ½Ê »óȲÀÌ·Ð ········ 151
Á¦4Àý ±âŸ ¸®´õ½Ê ÀÌ·Ð ······ 154
CHAPTER 05 °Å½ÃÀû Á¶Á÷ÇàÀ§
Á¦1Àý Á¶Á÷±¸Á¶¿Í Á¶Á÷¼³°è ········· 158
Á¦2Àý Á¶Á÷À¯Çü ······ 161
Á¦3Àý Á¶Á÷¹®È ······ 166
Á¦4Àý Á¶Á÷º¯È ······ 169
Á¦5Àý Á¶Á÷ÀÌ·Ð ······ 171
±âÃâ ¹× ¿¹»ó¹®Á¦ ····· 173
PART 04 ?»ý»ê¿î¿µ°ü¸®
CHAPTER 01 »ý»ê¿î¿µ ½Ã½ºÅÛ°ú ÇÁ·Î¼¼½º °ü¸®
Á¦1Àý »ý»ê¿î¿µ°ü¸®ÀÇ °³³ä ¹× ¸ñÇ¥ ········· 194
Á¦2Àý Á¦Ç°ÀÇ ¼³°è ········ 196
Á¦3Àý »ý»ê½Ã½ºÅÛÀÇ ¼¼ºÎÀû À¯Çü ······· 198
Á¦4Àý »ý»êÀÇ È帧°ú ¼³ºñ¹èÄ¡ ·········· 200
Á¦5Àý ´ÙÇ°Á¾ ¼Ò·®»ý»ê°ú ¼ÒÇ°Á¾ ´ë·®»ý»êÀÇ Á¢±Ù ········ 203
CHAPTER 02 ¼ºñ½º ¿î¿µ°ü¸®
Á¦1Àý ¼ºñ½ºÀÇ Æ¯Â¡°ú Á¾·ù ······· 208
Á¦2Àý ¼ºñ½º ÇÁ·Î¼¼½º °ü¸® ······· 209
CHAPTER 03 Ç°Áú°ü¸®
Á¦1Àý Ç°Áú°ü¸®ÀÇ °³³ä ········ 212
Á¦2Àý Ç°Áúºñ¿ë ······ 212
Á¦3Àý Åë°èÀû Ç°Áú°ü¸® ········ 213
Á¦4Àý °ü¸®µµ ········· 215
Á¦5Àý ÃÑ°ýÀû Ç°Áú°ü¸®(TQC) ······ 217
Á¦6Àý µ¿±âºÎ¿©¿¡ ÀÇÇÑ Ç°ÁúÇâ»ó¿îµ¿ ······· 218
Á¦7Àý Á¾ÇÕÀû Ç°Áú°æ¿µ(TQM) ······ 219
Á¦8Àý 6½Ã±×¸¶ ······· 221
Á¦9Àý ¼ºñ½º Ç°Áú ········ 223
Á¦10Àý ±âŸ Ç°Áú ÃøÁ¤ ¹æ¹ý ······ 226
CHAPTER 04 »ý»ê°èȹ
Á¦1Àý ±â°£¿¡ µû¸¥ °èȹ¼ö¸³ÀÇ ¼öÁØ°ú ÃÑ°ý»ý»ê°èȹ ····· 227
Á¦2Àý »ý»ê´É·Â°èȹ ······ 227
Á¦3Àý »ý»ê°èȹ ······ 228
Á¦4Àý ÃÑ°ý»ý»ê°èȹ ······ 230
CHAPTER 05 °æ¿µÁ¤º¸½Ã½ºÅÛ
Á¦1Àý Á¤º¸¿Í Á¤º¸È »çȸÀÇ µµ·¡ ····· 233
Á¦2Àý Á¤º¸½Ã½ºÅÛÀÇ Çʿ伺 ········· 234
Á¦3Àý ±â¾÷ ¿¬°è½Ã½ºÅÛ ········ 235
Á¦4Àý Á¤º¸Àü·«°èȹ ······ 237
Á¦5Àý µ¥ÀÌÅͺ£À̽ºÀÇ È°¿ë ········· 239
Á¦6Àý IT È°¿ë°ü·Ã ¿ë¾îÁ¤¸® ······· 241
CHAPTER 06 °ø±Þ»ç½½°ü¸®¿Í Àç°í°ü¸®
Á¦1Àý °ø±Þ»ç½½°ú °ø±Þ»ç½½°ü¸® ········· 244
Á¦2Àý Àç°í°ü¸® ······ 246
Á¦3Àý Àç°í°ü¸®¸ðÇü ······ 248
Á¦4Àý ABC°ü¸®¹æ½Ä ······ 250
Á¦5Àý °æÁ¦Àû ÁÖ¹®·®¸ðÇü ····· 251
Á¦6Àý ÀÚÀç¼Ò¿ä°èȹ ¹× Àû½Ã»ý»ê½Ã½ºÅÛ ··········· 252
Á¦7Àý Àû½Ã»ý»ê½Ã½ºÅÛ ·········· 253
±âÃâ ¹× ¿¹»ó¹®Á¦ ····· 255
PART 05 ?¸¶ÄÉÆðü¸®
CHAPTER 01 ¸¶ÄÉÆÃÀÇ ±âÃÊ°³³ä
Á¦1Àý ¸¶ÄÉÆÃÀÇ Á¤ÀÇ ····· 286
Á¦2Àý ¸¶ÄÉÆà °³³äÀÇ º¯È ·········· 286
Á¦3Àý ¸¶ÄÉÆà °ü¸® ········ 288
CHAPTER 02 ¸¶ÄÉÆà Àü·«
Á¦1Àý ¸¶ÄÉÆà °ü¸®ÀÇ °úÁ¤ ·········· 292
Á¦2Àý ¸¶ÄÉÆà Á¶»ç ········ 292
CHAPTER 03 STP Àü·«
Á¦1Àý STP Àü·« ··········· 298
Á¦2Àý ½ÃÀå¼¼ºÐÈ ·········· 298
Á¦3Àý ½ÃÀåÇ¥ÀûÈ(Targeting) ······· 300
Á¦4Àý ½ÃÀåÀ§Ä¡È(Positioning) ····· 301
Á¦5Àý ½ÃÀåÁ¡À¯À²°ú Àü·« ····· 302
CHAPTER 04 Á¦Ç°
Á¦1Àý Á¦Ç°ÀÇ °³³ä ········ 306
Á¦2Àý Á¦Ç°ÀÇ ºÐ·ù ········ 307
Á¦3Àý Á¦Ç°°è¿°ú Á¦Ç°¹Í½º ········· 309
Á¦4Àý Á¦Ç°¼ö¸íÁÖ±â(Product Life Cycle) ········· 311
Á¦5Àý °³¹ßÀü·« ······ 313
Á¦6Àý ¼ºñ½º ¸¶ÄÉÆà ····· 315
Á¦7Àý ºê·£µå ········· 316
CHAPTER 05 °¡°Ý
Á¦1Àý °¡°Ý°áÁ¤ ¿äÀÎ ····· 319
Á¦2Àý °¡°Ý°áÁ¤ÀÇ ÀϹÝÀû Á¢±Ù¹æ¹ý ··········· 319
Á¦3Àý ¿ø°¡±âÁØ °¡°Ý°áÁ¤¹ý(Cost-oriented Pricing) ······· 320
Á¦4Àý ¼ö¿ä±âÁØ °¡°Ý°áÁ¤¹ý(Demand-oriented Pricing) ········ 320
Á¦5Àý °æÀï±âÁØ °¡°Ý°áÁ¤¹ý(Competition-oriented Pricing) ·········· 321
Á¦6Àý ½ÅÁ¦Ç° °¡°Ý°áÁ¤¹ý ····· 323
Á¦7Àý Â÷º°Àû °¡°ÝÀü·« ········ 323
Á¦8Àý Á¦Ç°º° °¡°Ý°áÁ¤ ········ 324
CHAPTER 06 À¯Åë
Á¦1Àý À¯Åë°æ·ÎÀÇ ÀÇ¹Ì¿Í Çʿ伺 ······· 326
Á¦2Àý À¯Åë±â´É ······ 327
Á¦3Àý ¼öÁ÷Àû ¸¶ÄÉÆà ½Ã½ºÅÛ(VMS£»Vertical Marketing System) ········ 328
Á¦4Àý ¼öÆòÀû ¸¶ÄÉÆà ½Ã½ºÅÛ(HMS£»Horizontal Marketing System)°ú °æ·Î°¥µî ··· 329
Á¦5Àý À¯Åë°æ·Î ¼³°è ····· 330
Á¦6Àý ¹°Àû À¯Åë°ü¸® ····· 331
Á¦7Àý À¯Åë±â°ü Á¾·ù ····· 332
Á¦8Àý °ø±Þ»ç½½°ü¸®¿Í äÂïÈ¿°ú ········· 333
CHAPTER 07 ÃËÁø
Á¦1Àý ¸¶ÄÉÆà Ŀ¹Â´ÏÄÉÀÌ¼Ç ········· 335
Á¦2Àý ±¤°í(Advertising) ······· 338
Á¦3Àý ÆǸÅÃËÁø(Sales Promotion) ······ 342
Á¦4Àý PR(Public relations) ········· 344
Á¦5Àý ÀÎÀû ÆǸÅ(Personal Selling) ··········· 344
CHAPTER 08 ¼ÒºñÀÚ Çൿ
Á¦1Àý ¼ÒºñÀÚ Çൿ¸ðÇü ········ 346
Á¦2Àý ÀϹÝÀûÀÎ ¼ÒºñÀÚ Çൿ¸ðÇü¿¡ ´ëÇÑ ºÐ¼® ········ 349
Á¦3Àý »ê¾÷Àç ½ÃÀå ········ 353
±âÃâ ¹× ¿¹»ó¹®Á¦ ····· 355
PART 06 ?ȸ°è°ü¸®
CHAPTER 01 ȸ°èÀÇ ±âÃÊ
Á¦1Àý ȸ°èÀÇ ±âÃÊ°³³ä ········ 384
Á¦2Àý ȸ°èÀÇ Á¾·ù ········ 385
Á¦3Àý ȸ°è¿øÄ¢°ú ¿ÜºÎ°¨»çÁ¦µµ ········· 386
Á¦4Àý ȸ°èÁ¤º¸ÀÇ ÁúÀû Ư¼º ······· 387
Á¦5Àý ȸ°è¼øȯ°úÁ¤ ······ 391
CHAPTER 02 À繫ȸ°èÀÇ ±âÃÊ
Á¦1Àý À繫ȸ°èÀÇ °³³äü°è ········· 396
Á¦2Àý À繫Á¦Ç¥ÀÇ ÀÇÀÇ ········ 397
Á¦3Àý À繫»óÅÂÇ¥ ·········· 398
Á¦4Àý ÀÚ»êÀÇ ÃøÁ¤±âÁØ ········ 400
Á¦5Àý ºÎ ä ··········· 401
Á¦6Àý ÀÚ º» ··········· 402
Á¦7Àý Æ÷°ý¼ÕÀÍ°è»ê¼ ·········· 403
Á¦8Àý ÁÖ¼® Æ÷ÇÔµÈ ÀÌÀÍÀ׿©±ÝóºÐ°è»ê¼(statement of appropriation of retained earnings) ··········· 406
Á¦9Àý Çö±ÝÈ帧ǥ ·········· 407
Á¦10Àý ÀÚº»º¯µ¿Ç¥ ········ 408
CHAPTER 03 À繫ºñÀ² ºÐ¼®°ú CVP ºÐ¼®
Á¦1Àý À繫ºñÀ² ºÐ¼®ÀÇ ÀÇÀÇ¿Í ¸ñÀû ········· 411
Á¦2Àý À¯µ¿¼ººñÀ² ·········· 411
Á¦3Àý ÀÚº»±¸Á¶ºñÀ²(¾ÈÁ¤¼º ºñÀ²) ······· 412
Á¦4Àý È°µ¿¼º ºñÀ²(È¿À²¼º ºñÀ²) ········ 413
Á¦5Àý ¼öÀͼººñÀ² ·········· 414
Á¦6Àý ½ÃÀå°¡Ä¡ºñÀ² ······ 415
Á¦7Àý ºñÀ²ºÐ¼®ÀÇ À¯¿ë¼º°ú ¹®Á¦Á¡ ··········· 416
Á¦8Àý Á¾ÇÕÀû ºñÀ²ºÐ¼® ········ 416
Á¦9Àý CVP ºÐ¼® ··········· 418
Á¦10Àý ¿ø°¡È¸°è ··········· 419
±âÃâ ¹× ¿¹»ó¹®Á¦ ····· 422
PART 07 ?À繫°ü¸®
CHAPTER 01 À繫°ü¸®ÀÇ ÀÇÀÇ¿Í ±â´É
Á¦1Àý À繫°ü¸®ÀÇ ÀÇÀÇ ········ 438
Á¦2Àý À繫°ü¸®ÀÇ ¸ñÇ¥ ········ 440
Á¦3Àý À繫°ü¸®È¯°æ ······ 442
CHAPTER 02 ÈÆóÀÇ ½Ã°£°¡Ä¡
Á¦1Àý À¯µ¿¼º¼±È£¿Í ÈÆóÀÇ ½Ã°£°¡Ä¡ ······· 444
Á¦2Àý ´ÜÀÏ ½ÃÁ¡ÀÇ Çö±ÝÈ帧ÀÇ ½Ã°£°¡Ä¡ ········· 444
Á¦3Àý ¿©·¯ ½ÃÁ¡ÀÇ Çö±ÝÈ帧ÀÇ ½Ã°£°¡Ä¡ ········· 446
Á¦4Àý Ư¼ö ÇüÅÂÀÇ Çö±ÝÈ帧 ······· 446
CHAPTER 03 ÀÚº»¿¹»ê±â¹ý-ÅõÀÚ¾ÈÀÇ °æÁ¦¼º ºÐ¼®
Á¦1Àý °³ ¿ä ··········· 448
Á¦2Àý ȸ¼ö±â°£¹ý ·········· 450
Á¦3Àý ȸ°èÀû ÀÌÀÍ·ü¹ý ········ 451
Á¦4Àý ¼øÇöÀç°¡Ä¡¹ý(NPV¹ý) ········ 452
Á¦5Àý ³»ºÎ¼öÀÍ·ü¹ý(IRR¹ý) ·········· 452
Á¦6Àý ¼öÀͼºÁö¼ö¹ý(PI¹ý) ····· 454
CHAPTER 04 ÀÚº»ºñ¿ë°ú ·¹¹ö¸®Áö È¿°ú
Á¦1Àý ÀÚº»ºñ¿ëÀÇ °³³ä ········ 455
Á¦2Àý ·¹¹ö¸®Áö È¿°ú ····· 455
Á¦3Àý Æ÷Æ®Æú¸®¿À ÅõÀÚ ········ 457
Á¦4Àý Àڻ갡°ÝÀÇ °áÁ¤ ········ 459
CHAPTER 05 ÀÚº»½ÃÀå°ú Áõ±ÇÆò°¡
Á¦1Àý ±ÝÀ¶½ÃÀå ······ 464
Á¦2Àý ÁÖ½ÄÀÇ Æò°¡ ········ 464
Á¦3Àý ä±Ç ······ 465
CHAPTER 06 ÀÚº»±¸Á¶ÀÌ·Ð
Á¦1Àý ÀÚº»±¸Á¶ÀÌ·Ð ······ 469
Á¦2Àý ÀÚº»±¸Á¶ÀÌ·ÐÀÇ ¹ßÀü°úÁ¤ ········· 470
Á¦3Àý ÀüÅëÀû ÀÚº»±¸Á¶ÀÌ·Ð ········· 470
Á¦4Àý MMÀÇ ÀÚº»±¸Á¶ÀÌ·Ð ·········· 471
Á¦5Àý ±âŸ ÀÚº»±¸Á¶ÀÌ·Ð ····· 473
Á¦6Àý EVA¿Í °¡ÁßÆò±ÕÀÚº»ºñ ¿ë ········ 475
Á¦7Àý ±â¾÷ÇÕº´ ······ 476
CHAPTER 07 ÆÄ»ý»óÇ°
Á¦1Àý ¼± ¹° ··········· 478
Á¦2Àý ¿É¼Ç°ú ½º¿Ò ········ 479
CHAPTER 08 ±¹Á¦ À繫°ü¸®(ȯÀ²ÀÌ·Ð)
Á¦1Àý ȯÀ²°áÁ¤ÀÌ·Ð ······ 481
Á¦2Àý ȯÀ²º¯µ¿ ······ 482
±âÃâ ¹× ¿¹»ó¹®Á¦ ····· 484
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4. ȯºÒ
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5. ÁÖÀÇ
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6. ÁÖ¹®Ãë¼Ò, ±³È¯, ¹ÝÇ° ¹× ȯºÒÀº ´çÀÏ 5½Ã ÀÌÀü¿¡ ÇØÁÖ¼Å¾ß °¡´ÉÇÕ´Ï´Ù.
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