MARKETING IN TURISM

7/21/2019 MARKETING IN TURISM

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MASTER : ADMINISTRAREA AFACERILOR IN TURISM

UNIVERSITATEA DIMITRIE CANTEMIR

FACULTATEA DE MANAGEMENT TURISTIC SI COMERCIAL

POLITICA DE MARKETING LA SOCIETATEA

DE TURISM “RUSTIC TRAVEL”

MASTERAND : ENE I. IRINA GEORGIANA

-2011-



Introducere

Fenomen e m!"#$ %&'("m&) (n%e'n *( (n%e'n!+(on!) ,on"%(%&(e &n&) (neen(men%e)e "o,(!)-e,onom(,e ,& ,e) m!( m!'e '(%m e eo)%!'e /n "e,o)&) .

n Romn(!$ !m3)o!'e! !,e"%&( 4enomen n& e"%e 4o!'%e '((,!%#$ 'em!',n&-"e 3o(+(! moe"%# /n ,ee! ,e 3'(e*%e n&m#'&) "o"('()o' %&'(*%()o' "%'#(n($ !3'e,(!% )!0$56 (n %o%!)&) mon(!)$ (!' /n,!"#'()e !& o 3one'e *( m!( 'e&"#$ e 0$16 (n%o%!)&) mon(!). To,m!( !,e"% !"3e,% emon"%'e!# ,om3)e7(%!%e! *( "&8(e,%(("m&)4enomen&)&( %&'("%(,$ (n4)&en+!% e 4!,%o'(( e,onom(,($ 3o)(%(,($ "o,(!)($ ,&)%&'!)-e&,!%(($ e%,. N(e)&) ",#&% !) eo)%#'(( &ne( +#'( *( ! n(e)&)&( e %'!($ 'e&,4)&7&'()e %&'("%(,e$ ,9(!' !,# 3!%'(mon(&) %&'("%(, e"%e 8o!%.

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&n&( o8(e,%( e ((%o' ,e (e!# ,on&,e'e! &ne( &n(%#+( %&'("%(,e$ m!( 3'e,(" o!en+(e e %&'("m %o&'-o3e'!%o!'e.

Mixul de marketing

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'e!)(!'e! m(7&)&($ eo!'e,e mo(4(,!'e! o'(,#'&( e)emen% %'e8&(e "# +(n# ,on% e

(m3!,%&) 3e ,!'e /) !'e !"&3'! ,e)o')!)%e e)emen%e. A,e"%e e)emen%e "&n%:

1. Produsul turistic - e"%e +(n%# ,e'e'((.

2. Preţul - "(n&'&) ,!'e !&,e 3'o4(%.

. Plasarea - 'e!)(!%# 3'(n ,!n!)e)e e ("%'(8&+(e.

. Promovarea - 'e!)(!%# 3'(n n&me'o!"e !,+(&n($ ,!'e !& men('e! e

(n4o'm!'e *( (n4)&en+!'e ! %&'(*%()o'.

. Oamenii - 3e'"on!)&) *( ,)(en+(( .

5. Premisele fizice- !m8(!n+#.

B. Procesul - (m3)(,# !n&m(%e 3'o,e&'( /n ,!'e "&n% !%'!"( ,)(en+(( .

Produsul turistic

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*( /n%'e3'(ne'((.

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3!,9e% e 3'e"%!+(( e n!%&'# (4e'(%# 2. O ,!'!,%e'("%(,# e"en%(!)# e"%e 4!3%&) ,#

2 G!8'(e) ?'#%e",&$ Do'& D(m!$ Marketing în turism pe înţelesul tuturor $ E(%&'! P"(9ome(!$

S(8(&$ 2002$ 3!. 212



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(n(+(e'(( %'!n!,+(e(. n !4!'! !,e"%o' "e'(,(( e 8!! 3'o&"&) %&'("%(, 3'e"&3&ne *(

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,!'e 3en%'& %&'("m&) e 4!,e'( "&n% 4o!'%e (m3o'%!n%e.

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'e3e',&"(&n( !"&3'! ,oe'en+e( *( (n%e'(%#+(( "!)e. A,e"%e !"3e,%e ne!%(e "e 3o%

!%o'! *( m&)%(%&(n(( 4('me)o' ,!'e 3!'%(,(3# )! 'e!)(!'e! &n&( 3'o&" %&'("%(,.

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,!)(%#+(( 3'o&"&)&(.

Fabricarea produsului touristic



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e%!3e:

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3'o&".

Elaborarea strategiilor de produs

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n ,!&) !3!'(+(e( &no' (n"!%("4!,+(( !en+(! %'e8&(e "# (en%(4(,e mo%(e)e *(

o3o'%&n(%!%()e 3en%'& !%en&!'e! )o' "!& 3en%'& ,'e!'e! &n&( 3'o&" no&. De ,e)e m!(

m&)%e o'( ,'(%(,()e %&'(*%()o' nem&)%&m(+( n& "&n% !'e"!%e ('e,% !en+(e( e !,ee!

e! %'e8&(e "# )e (en%(4(,e 3'(n (n%e'me(&) ,e',e%#'()o' e m!'>e%(n. E"%e ne,e"!'

!,e"% )&,'& eo!'e,e 3)ne'()e %&'(*%()o' o4e'# &n 3o%en+(!) e m!'>e%(n eo"e8(%

/n ee'e! /m8&n#%#+('(( 3'o&"e)o'. Un 'o) (m3o'%!n% /n !,e"% "en" 'e(ne

3e'"on!)&)&( e ,on%!,%$ ,!'e %'e8&(e "# e!)&ee ne!;&n"&'()e !3#'&%e.

An!)(! ,!"9-4)oJ-&)&( 3'o&"&)&( %&'("%(, e"%e ne,e"!'# 3'(n 3'("m! n!%&'((

)&($ !(,# “!n"!m8)&)” e e)emen%e ,om3onen%e (4e'(%e. Pen%'& ,# /n%'e

!n"!m8)&) "# 4(e 'en%!8() %'e8&(e "# "e /n+e)e!# ,on%'(8&+(! 4(e,#'&( e)emen%

,om3onen%.



Co%! 'e)!%(# e 3(!+# "e ,!),&)e!# ,! '!3o'% /n%'e o)&m&) n#'()o'

3'o&"&)&( %&'("%(, 3'o3'(& *( n#'()e ,on,&'en+e(.

P'o&"e)e %&'("%(,e !4)!%e /n "%!%&'! e “ee%e” "&n% ,e)e !4)!%e /n 4!! e

,'e*%e'e$ "&n% )!n"!%e e 3&+(n %(m3 3e 3(!+! *( (n,e3 "# - *( )#'e!",# ,o%! e 3(!+#$

/n"# ne,e"(%# (ne"%(+(( 3en%'& ,'e*%e'e! )o'$ /n "3e,(!) 3'(n 3'omo!'e! 3'o&"&)&(

*( /m8&n#%#+('e! "e'(,(()o'. D!,# "e !,o'# "&4(,(en%# !%en+(e %&'(*%()o' *(

o'(n+e)o' )o'$ !,# "e 'eo)# /n %(m3 &%() 3)ne'()e *( "e 4!,e o 3'omo!'e

e4(,(en%# $ 3'o&"e)e %&'("%(,e (n 3'(m! ,!%eo'(e 3o% een( “!,( e m&)"”.

A,e"%e! "&n% ,!'!,%e'(!%e 3'(n%'-o &*o!'# ,'e*%e'e ! ,o%e( e 3(!+!$ !' ,!'e e+(n o

,o%# '((,!%# ! 3(e+e( 'e)!%(e. E)e n& m!( !& neo(e e m!'( (ne"%(%(( *( )! 4e) ,# *(

,e)e (n 3'(m! ,!%eo'(e !& ,!3!,(%!%e! e ! "e !&%o4(n!n+! *( ,9(!' e ! "&"+(ne !)%e

3'o&"e !4)!%e /n (4(,&)%!%e.P'o&"e)e %&'("%(,e “()em#” "&n% ,!'!,%e'(!%e 3'(n%'-o 3one'e m(,# e%(n&%#

/n ,!'&) 3(e+e( 'e)!%(e$ !' e)e "&n% "(%&!%e 3e 3(e+e !4)!%e /n ,'e*%e'e '!3(#. Pen%'&

men+(ne'e! )o' *( ,'e*%e'e! ,o%e( e 3(!+! e)e !& neo(e e m!'( )(,9((%!+(.

“P&n,%e)e ,'(%(,e” "&n% 3'o&"e ,& &n ((%o' "&m8'& 3'(n 3'("m! "emen%&)&(

e 3(!+! 'e&" *( 3'(n 3'("m! 4!3%&)&( ,# !& o ,'e*%e'e ",!&%#$ e,( 3'o&, 3&%(ne

)(,9((%!+(.

n &'m! !n!)(e( m!%'(,(( o !en+(e e %&'("m 3o!%e !o3%! o "e'(e e "%'!%e((:

eo)%!'e <3en%'& !n&m(%e 3'o&"e “()em#”= men+(ne'e *( /m8&n#%#+('e <3en%'& 3'o&"e)e “ee%e”= 3'eo,&3!'e *( e73)o!%!'e <3en%'& “!,( e m&)"”= *( 'en&n+!'e

<3en%'& “3(e%'e)e e mo!'#”=. O !n!)(# ! m!%'(,e( 3e'm(%e "# "e e%e'm(ne !,#

e)emen%e)e ,om3onen%e !)e 3'o&"&)&( %&'("%(, "&n% /m8(n!%e e,9()(8'!%$ !,# n&

,on+(ne 3'e! m&)%e 3'o&"e “()em#” "!& )(3"(%e e (m3o'%!n%# <“3&n,%e ,'(%(,e”=.

C& %o!%e )(m(%e)e *( ,'(%(,()e !&"e !,e"%e( me%oe e! o4e'# 2 !!n%!;e 3'(n,(3!)e: e!

(4&e!# !!n%!;e)e )o8!)e ,!'e 3o% 4( &*o' (4&!%e /n ,!'&) o'!n(!+(e( %&'("%(,e

*( !3o( (n%e'e!! 2 (men"(&n( 4(n!n%e *( m!'>e%(n- ,!'e "&n% 4&n!men%!)e

3en%'& "%!8()('e! "%'!%e(e( /n%'e3'(ne'(( e %&'("m.

G!8'(e) ?'#%e",&$ Do'& D(m!$ Marketing în turism pe înţelesul tuturor $ E(%&'! P"(9ome(!$ S(8(& 2002$ 3!. @



E!)&!'e! 3o(+(e( ((%o!'e ! 3'o&"&)&( %&'("%(, e"%e &)%(m! e%!3# ! !n!)(e(. n

3'(m&) 'n "e !'e /n ee'e ",9(m8#'()e 3o"(8() ! (n%e'en( /n mo%(!+(()e %&'(*%()o'$

e !,ee! e"%e (m3o'%!n% o 8&n# ,&no!*%e'e ! 8!(n&)&( ,e'e'((. U'me!# e!)&!'e!

",9(m8#'()o' (n me(&) 4('me( <3'e"%!%o'(( e "e'(,(($ (n%e'me(!'((=$ !3o(

",9(m8#'()e (n me(&) ,on,&'en+(!) *( e,onom(,.

Po(+(! 'e)!%(# ! &n&( 3'o&" %&'("%(, "e 3o!%e mo(4(,! 4(e ,# &'m!'e !

!3!'(+(e( &no' no( ,on,&'en+( $ 4(e eo)&+(e( ,on,&'en+e( !,%&!)e. Se 3o!%e ,! /n &'m!

!n!)(e( 3o(+(e( !,%&!)e "!& ((%o!'e ! 3'o&"&)&( %&'("%(, "# (!"# )! (e!)# o "e'(e e

")#8(,(&n( !)e 3'o&"&)&($ ,!'e "# /m3(e(,e !%(ne'e! o8(e,%(e)o'. n !,e"% ,! e"%e

ne,e"!'# (m3)emen%!'e! &ne( no( "%'!%e(( ,e (e!# 3'o&"&) %&'("%(,.

STRATEGII DE PRODS A!E FIRMEI TRISTI"E

D!%o'(%# ,'e*%e'(( ,on,&'en+e( *( ! ,o"%&'()o' e"%e neo(e e &n m!'>e%(n m!(

“"o4("%(,!%”$ (!' 4('me)e 3'e"%!%o!'e e "e'(,(( %&'("%(,e 3&n !,,en%&!) 3e m(;)o!,e

e m!'>e%(n 3en%'& "&3'!(e+&('e *( e4(,(en+#:

a) Gradul de diferenţiere a serviciilor în raport cu concurenţii.

b) Îmbunătăţirea calităţii serviciilor..c)Creşterea productivităţii.

D(n%'e ,e)e o3%(&n( !en+(()e e %&'("m !3e)e!# /n 3'(m&) 'n )! ,'e*%e'e!

,!)(%#+(( "e'(,(()o' *( )! (4e'en+(e'e! !,e"%o'!$ e ,e)e m!( m&)%e o'(

3'o&,%((%!%e! 4((n "!,'(4(,!%# /n 4e)&) !,e"%! 4('me)e "e 8!e!# 3e "%'!%e(( 3e

%e'men )&n$ (!' ,'e*%e'e! 3'o&,%((%#+(( 3o!%e 4( o %!,%(,# !3)(,!%# 3e %e'men ",&'%.

Politica de pret

E"%e &n 3'o,e" ,e !3!'+(ne /n %o%!)(%!%e n(e)&'()o' /n!)%e !)e "%'&,%&'(( !en+(e(

e %&'("m$ (n ,!&! ,# e"%e "(n&'&) e)emen%$ !) m(7&)&($ !&,#%o' e 3'o4(% 3en%'&

/n%'e3'(ne'e$ (!' 3e e !)%# 3!'%e e"%e "(n&'&) e)emen% !) m(7&)&( 3en%'& ,!'e



%(m3&) 3en%'& e,((! e 4(7!'e *( ,e! e !3)(,!'e e"%e 4o!'%e 'e&"$ ,ee! ,e (m3)(,#

e,((( (m3o'%!n%e 3en%'& ((%o'&) !en+(e( .

S%!8()('e! 3'e+&)&( "e !7e!# 3e 2 e)emen%e: n(e)&) 3'e+&)&( *( mo!)(%!%e! e

3)!%# <momen%&) 3)#+((=.

N(e)&) 3'e+&)&( e"%e e%e'm(n!% e ,+(! 4!,%o'( e%e'm(n!n+( :

!= preţul şi mixul de marketing : 3'e"&3&ne ,# 3'e+&) "# "e /n,!'ee /n

3o)(,! e !n"!m8)& ! /n%'e3'(ne'((. Po)(%(,! e m!'>e%(n e"%e &n m(;)o, e

!%(ne'e ! o8(e,%(e)o'$ o8(e,%(e ,e (e!# /n 3'(m&) 'n 'en%!8()(%!%e!$ 3en%'&

,!'e 3'e+&) e"%e e)emen%&) e 8!#.

8= preţul şi costurile:%'e8&(e "# "e 4!,# o ,o'e)!'e /n%'e o)&m&) e

!,%((%#+( $ 3'e+&'( *( ,o"%&'(. D!' ,o"%&'()e n& %'e8&(e "# 4(e "(n&'&) e)emen%e%e'm(n!n% /n "%!8()('e! 3'e+&)&(. De"(&' ,# /n "%!8()('e! o'(,#'&( 3'e+ "e +(ne ,on%

e 3'e+$ ,9(!' (n 3&n,% e ee'e ,on%!8() "e *%(e ,# "%!8()('e! 3'e+&)&( 3o'ne"%e e

)! ,o"%&'(.

Promo#area reali$ata de agentiile de turism

A,%((%!%e! e 3'omo!'e ! 3'o&"&)&( %&'("%(, ,on"%# /n %'!n"m(%e'e! 3e(4e'(%e ,#( e me"!;e *( (n4o'm!+(($ men(%e "# (n4o'mee 3e o3e'!%o'(( e %&'("m *(

3e %&'(*%(( 3o%en+(!)( !"&3'! ,!'!,%e'("%(,()o' 3'o&"&)&( %&'("%(, *( !"&3'!

e)emen%e)o' ,om3onen%e !)e "e'(,(()o' %&'("%(,e o4e'(%e "3'e ,ome',(!)(!'e.

A,e!"%# (n4o'm!'e !'e 'o)&) e ! ,'e! o !%(%&(ne 3o(%(#$ !%% !"&3'!

3'o&"&)&( %&'("%(, ,% *( !"&3'! !en+(e( e %&'("m$ e,( e ! mo(4(,! 4!o'!8()

men%!)(%!%e! *( o8(,e(&'()e %&'(*%()o'. n mo no'm!) 3'omo!'e! "e 'e!)(e!#

3en%'& 4(e,!'e 3'o&" %&'("%(, e"%(n!% ,ome',(!)(#'(($ o'(,% e "(m3)& "!& ,om3)e7!' 4($ "!& e 3e'(o!! (n !n /n ,!'e e"%e o4e'(%. E !e#'!% ,# (n%en"(%!%e!

3'omo#'(( 3o!%e 4( (4e'(%# 4(e /n 4&n,+(e e 3'o&"$ 4(e e "eon . D(n !,e"% 3&n,%

e ee'e /n (e'"e momen%e !)e ,(,)&)&( e (!+# !) 3'o&"&)&( %&'("%(, "&n%

O">!' Sn!> - conomia şi organi!area turismului$ E(%&'! S3o'%-T&'("m$ ?&,&'e*%($ 1@B5$ 3!.0



!)o,!%e m(;)o!,e 4(n!n,(!'e (4e'(%e. n !,e"% "en" "&n% ne,e"!'e m!'( e4o'%&'(

4(n!n,(!'e !4e'en%e 3'omo#'(( /n e%!3! )!n"#'(( 3e 3(!+#$ ,n %&'("%&) *( e%!()(*%((

%'e8&(e (n4o'm!+( !"&3'! ,om3onen%e)o' 3'o&"&)&( %&'("%(,.

S4e'! !,%((%#+(( e 3'omo!'e e"%e e"%&) e !"%# *( ,&3'(ne n&me'o!"e%e9n(,( e (n4o'm!'e *( (n4)&en+!'e ! %&'(*%()o' (n%'e ,!'e:

• "ublicitatea turistică$ e"%e &n&) (n%'e ,e)e m!( &%()(!%e e)emen%e

!)e 3'omo#'(( &%()(!%e /n !,%((%!%e! e 3(!+#. P&8)(,(%!%e! ,on"%(%&(e &n&) (n

m(;)o!,e)e 3'(n ,!'e /n%'e3'(ne'e! "e (m3)(,# *( "e '!3o'%e!# )! eo)&+(! 3(e+e($

4o)o"(n o 3!)e%# /n%'e!! e %e9n(,( 3'o3'(( m!( m&)%o' (",(3)(ne <"o,(o)o(e$

3"(9o)o(e$ '!4(,# e%,.=.

Un! (n%'e ,e)e m!( &%()(!%e 4o'me e 3&8)(,(%!%e e !en+(! e %&'("m e"%e 3&8)(,(%!%e! '!4(,#$ !(,# 4o)o"('e! 3)(!n%e)o'$ 3'o"3e,%e)o'$ 8'o*&'()o'$

,!%!)o!e)o'$ 9(&'()o' %&'("%(,e e%,. .A,e"% %(3 e 3&8)(,(%!%e /m8(n# %e7%e

(n4o'm!%(e *( m!%e'(!)e ()&"%'!%(e. I)&"%'!+(()e !& 'o)&) o8+(ne'(( &no' e4e,%e

emo+(on!)e 3'(n 3'een%!'e! &no' o8(e,%(e %&'("%(,e e !%'!,+(e ,&3'(n"e /n

3'o&"&) %&'("%(,. Te7%e)e !& 'o)&) e ! !,,en%&! !,e"%e e4e,%e emo+(on!)e 3'(n

e73)(,!+(()e ne,e"!'e o8+(ne'(( &ne( (m!(n( ,% m!( 'e!)e *( !%'##%o!'e ! one)o'

'e"3e,%(e.

"rospectele şi pliantele "&n% ,e)e m!( "(m3)e m!%e'(!)e 3&8)(,(%!'e '!4(,e$

!n &n n&m#' 'e&" e 3!(n( *( e",'(& "&m!' ,!'!,%e'("%(,()e 3'(n,(3!)e !)e

3'o&"&)&( %&'("%(,.

#roşurile "&n% m!( o)&m(no!"e$ ,on+(n (n4o'm!+(( m!( e%!)(!%e *( ,'ee!# o

(m!(ne m!( e%!)(!%# !"&3'! 3'o&"&)&(.

Cataloagele "&n% %(3#'(%&'( m!( o)&m(no!"e e,% 8'o*&'()e *( 3'e(n%#

!m!n&n+(% !n&m(%e 3'o&"e %&'("%(,e "!& 'e(&n(.

G$idurile turistice "&n% "3e,(4(,e "e,%o'&)&( %&'("%(,$ &'m#'(n 3o3&)!'(!'e!

&no' one %&'("%(,e$ ,&3'(nn 9#'%($ ",9(+e e %'!"e&$ e73)(,!+(()e ne,e"!'e

%&'("%&)&(.

Do'(n Co(%! - Marketing turistic$ E(%&'! Un(e'"(%#+(( (n O'!e!$ 2002$ 3!. 1



%fişele publicitare "&n% 3'o&"e 3&8)(,(%!'e ,!'e "e !'e"e!! m&)+(m(( *( n&

&n&( "emen% e 3(!+! 8(ne e%e'm(n!%. E)e "e 8!e!# 3e 'e3e%!'e! me"!;e)o' /n

%(m3 *( "3!+(&. n 4&n,+(e e )o,&) e e73&ne'e <(n%e'(o'&) &ne( ,)#('($ (%'(n! &ne(

!en+(( e %&'("m e%,.=$ "e ! e)!8o'! ,on+(n&%&)$ (men"(&n()e *( %('!;&) !4(*e)o'. E)e

%'e8&(e "# ,on+(n# (m!(n( *( %e7%e ((8()e e )! ("%!n+#.

De ,e)e m!( m&)%e o'( e4e,%&) 3&8)(,(%!' !) !4(*e)o' e"%e e ",&'%# &'!%#$ e

!,ee! !4(*&) %'e8&(n ,om8(n!% *( ,& !)%e 4o'me e 3&8)(,(%!%e.

%nunţurile în presă ,on"%(%&(e ,e) m!( 3&%e'n(, m(;)o, e ,om&n(,!'e /n m!"#.

Pe e !)%# 3!'%e 4(e,!'e 3&8)(,!+(e !'e !n&m(%e ,!%eo'(( e ,)(en%e)#$ ,ee! ,e

3e'm(%e !en+(e( "e)e,%!'e! !n&m(%o' "emen%e e 3(!+#. De !"emene! 3'e"! e"%e

&n "&3o'% 3&8)(,(%!' 3e'm!nen% *( 3o!%e 4( /m3'&m&%!% *( !)%o' ,(%(%o'(.

• "articiparea la t&rguri şi burse de turism "e e"4#*o!'# m!( !)e" /n

"eo!ne)e “mo!'%e”. n ,!'&) 8&'"e)o' "e 4!, m!( m&)% ,&no",&%e 3'o&"e)e

4('me)o' ,o)!8o'!%o!'e$ "e /n,9e(e ,on%'!,%e$ (!' /n ,!'&) %'&'()o' "e 3o!%e 4!,e

,&no",&%# o4e'%! *( 3o%en+(!)()o' ,)(en+(.

• %cţiuni în domeniul relaţiilor publice$ ,!'e !& 'o)&) e ,'e! &n

,)(m!% 4!o'!8()$ o (m!(ne 8ene4(,# !"&3'! !en+(e( .

MARKETING IN TURISM

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