The advantages and disadvantages of internet marketing

The advantages and disadvantages of internet marketing Our Company, Houston Incorporated has decided to expand into online sales. The goal is to continue to sell our products in the retail stores located throughout the United States but also establish a presence on the World Wide Web. Your company has recently decided to expand into online sales. The company wishes to continue to sell its products in the retail stores located throughout the United States opportunities available for retail sales and provide a report to your manager which includes the advantages and disadvantages if marketing online, As Marketing Manager, I was tasked to research online marketing opportunities available for retail sales. This report outlines the advantages and disadvantages of internet marketing, the potential impact of online sales to the company, and the requirements for a successful online marketing campaign. Marketing and selling goods online electronically is made possible by software programs that execute the main functions of an e-commerce application. This soft enables product display, online ordering, and online processing. Online marketing encompasses both e-business and e-commerce. E-commerce typical refers to transactions involving the exchange of money such as selling products to customers. E-business is a broader term that includes providing customers with descriptions and specifications for a given product. Online marketing offer many advantages as this report shall show. Having a presence on the World Wide Web offers the opportunity to reach customers not only on a national level but globally. Doing business 7 day a week and 24 hours a day is a reality with online marketing. The gathering and analysis of information gather via online marketing is possible. This information can be used to improve marketing strategies both online and in traditional retail segment. The advantages far outweigh the disadvantages. Increase sales, increased brand recognition coupled with the low cost of operating online leads to increase revenue. These are only a few of the overall impact of online marketing. Executing a comprehensive online marketing plan encompasses virtually the same processes and procedures as traditional marketing. It also requires the establishment of a web site for product display, online ordering, and online payment systems to process payments. The decision to expand into online sales is justified by this research. Expansion into online sales is a much more cost effective mean of growing the company. The recommended model is integration of the traditional retail segment with the new online arm. This is in opposition to establishing a purely online business. The current marketing strategies can be modified to include the online segment and used to promote the website. Introduction The internet is becoming the town square for the global village of tomorrow. That quote was attributed to Bill Gates, Cofounder of Microsoft. Tomorrow has come and according to an article on Reuters website, Online retail sales in the United States could reach $248.7 billion by 2014, growing 60 percent from 2009. As Marketing Manager, my job is to do market research and develop market strategies. This report will outline the advantages and disadvantages if marketing online, the advantages and disadvantages if marketing online, the potential impact of online sales to the company, and the requirements for a successful online marketing campaign. The goal of online marketing, similar to traditional marketing, is to communicate and provide value to the customer and manage relationships with customers that benefit the company and stakeholders. Online marketing encompasses both e-business and e-commerce. E-commerces typical refers to transactions involving the exchange of money such as selling products to customers. E-business is a broader term that includes providing customers with descriptions and specifications for a given product. Marketing and selling goods online electronically is made possible by software programs that execute the main functions of an e-commerce application. This soft enables product display, online ordering, and online payment processing. The advantages of online marketing, including the ability to reach a larger market, far outweigh the disadvantages. Online selling tends to be very competitive and may necessitate lower pricing. This is one of the few disadvantages. Establishment of a globally presence and increased sales are ways that the company can be impacted. However, having an internet presence does not guarantee success. It requires a comprehensive marketing strategy aimed at attracting new customers to our website. Online marketing has its own process and tools that contribute to the achievement of marketing goals and objectives. . Research Findings Advantages: Similar to traditional business, online marketing presents many advantages and disadvantages. However, the advantages of online marketing significantly outweigh its disadvantages. Online marketing can expand the geographic reach of the company by accessing customers in markets where the company does not have a physical presence. In the ecommerce world, doing business around the globe, 7 days a week, 24 hours a day is a reality. (Hossein Bidgoli, 2002) Online Marketing or e-commerce creates the ability to sell virtually any product that can be sold in a traditional retail environment. Nights, weekends, holidays, and time zones are no barriers to e-commerce. Online marketing can also reach customers that for various reasons can not personally visit a traditional retail store. Another advantage of e-commerce is the ability to gather additional information about the customer via tools such as cookies, email, and online surveys. This information can be used to personalize marketing effort s in a way that can lead to higher trade volumes. E-commerce also provides increased flexibility for customers. Customers can make purchases without having to leave the comfort of their homes. The customer does not have to deal with the hassle of parking or the worry of losing contact with their small children presented by traditional retail methods. Shopping tasks can be accomplished from the safety of their homes with a few clicks of a mouse. Of course, increased sales are the first thing people thing about when they consider online market. Market research shows that online sales are trending up despite the current depressed retail market. . Revenue generated by online businesses and the online part of traditional retail businesses exceed $96 billion in 2006, up from $86 billion in 2004, according to the U.S. Census Bureau. An added advantage of online marketing is decreased cost. Traditional retail businesses have overhead costs that associated with online marketing. These includ e utilities, insurance, store lease, and labor. Lower overhead cost generally result in lower overall cost and increased revenue. Therefore, online expansion will give the company a globally presence at a relative low cost. Disadvantages: Online shopping is not attractive to all consumers. They cite the loss of social contact experienced when shopping with others. While many researchers do not see any fundamental differences between the traditional and online buying behavior, it is often argued that a new step has been added to the online buying process: the step of building trust or confidence. (Constantinides, 2004) Many consumers are concerned with the privacy and security issues associated with doing business online. Almost 95% of Web users have declined to provide personal information to Web sites at one time or another when asked. (Otto Chung, 2000) Credit card fraud, unwanted solicitations, and use of their information for other than its intended purpose are a few of the reasons cited. The difficulty in attracting customers is another disadvantage to online marketing. That, coupled with increased competition due to the ease of comparative shopping greatly decreases the attractiveness of online marketing. Onlin e consumers can quickly access information from other online businesses and make better decisions. In fact, some websites are designed solely for that purpose. Therefore, online pricing is very competitive. Additionally, online marketing does not afford the consumers the luxury of examining and getting a feel for the quality and fit of merchandise sold online and generally require the seller to have liberal return and refund policies. The lack of after sales service is another concern of online shoppers. Time also is a problem with online marketing in that consumers are not able to take immediate possession of their purchases and are faced with added expense for faster delivery. Potential impact of online sales to the company: The greatest impact to the company may be the establishment of a globally presence. This means company growth at relative low cost. . Online marketing does not require the overhead cost associated with maintaining a brick and mortar store. This results in lower cost, increased efficiency and greater profit margin. Another potential impact, online sales increases in-store sales. Having an online presence leads to increased brand recognition and consequently leads to increased in-store sales. Conversely, not having an online presence means loss of potential valuable customers. Online marketing creates the opportunity to interact with customers. Exchange of information facilitates product and process improvement and can lead to greater customer satisfaction. It also allows for greater flexibility in that website information such as price, product availability, and promotion can be readily adjusted in response to market conditions. Information gathered via online sales information can be used when considering future expansion of the traditional retail operations. Requirements for a successful online marketing campaign Developing a successful online marketing campaign comprises most of the same processes and procedures used in traditional marketing. The company will need to establish goals, objectives, strategies and tactics much like traditional marketing. Likewise, market research is required. When formulating objectives, strategies, and tactics for online marketing product display it is imperative that such customers requirements as ease of use, quick access to product information, and effective distribution networks including order tracking for transparency is addressed. Understanding consumers motivations and limitations to shop online are major consideration in making adequate strategic, technological, and marketing decisions. (Monsuwe, Dellaert, De Ruyter, 2004) This is part of identifying your target audience and determining how to reach it, a very critical step. To attract customers, firms need to offer dynamic content, keep their sites fresh, and to install security devices to protect th eir customers privacy and interests. (Wei, Moreau, Jennings, 2005) Customer retention should also be included in any successful online marketing strategy. Retaining online customers depends on the overall experience when visiting a website, which includes factors such as perceived value and trust (Pitta, Franzak, Fowler, 2006; Wang Head, 2007). In addition, every online business must be able to accept online payment. Customers need a level of confidence with your website and business when making on line payment. Integration between the e-business arm and the traditional business segments helps to promote confidence. (Gay, Charlesworth, Esen, 2007) The reputation of the tradition retail environment can be extended to e-commerce. Likewise, an online presence enhanced the marketability of the traditional business. Traditional firms can adopt a range of strategies to combine offline and online market channels to derive synergies. For example Barnes and Nobles e-business model overla ps its traditional brick and mortal business model. Regardless of whether the merchandise is sold online or in a physical retail outlet, the warehousing operation is the same. (Rich, 2008) Retail companies should also integrate offline and online operations such as allowing customers to order online for pickup at stores. (Steinfield, Adelaar, Liu, 2005) Lastly, print and word of mouth advertisement will be needed to attract customers to the web site. Recommendations Based on research data, the company should expand into the online sales arena by creating an ecommerce arm of our traditional retail operation. Expansion into online sales is a much more cost effective mean of growing the company. The recommended model is integration of the traditional retail segment with the new online arm. This is in opposition to establishing a purely online business. Analysis suggests that firms should tailor their e-commerce approaches to improve service to existing customers in addition to pursuing new customers and markets. (Adelaar, Bouwman, Steinfield, 2004) Integration is advantageous in that perceived shopping risks are lower when a company also provides a physical location. Integrating online and offline operations adds additional cost saving measures such as such as ordering online for pick-up at physical location. . The current marketing strategies should be modified to include the online segment and used to promote the website Conclusion There are advantages and disadvantages to online marketing. While online marketing presents an opportunity for the company to expand its market nationally, even globally, online shopping is very competitive, as consumers have access to comparison shopping. In addition to reaching new markets, online marketing can also improve relationships with existing customers. To be successful, ecommerce websites must be properly designed so that it is easy to use, engages the customer, and provides a pleasant and trusting shopping experience. It must negate all perceived shopping risks such as concerns about giving financial or personal information, and after sale concerns such as refunds and after-sale service. Marketing strategy formulation for ecommerce businesses are very much like traditional marketing. Market research, goals, objectives, strategies and tactics are the making of a successful online marketing campaign. Analysis of the research data indicates that integration of the tradition al brick and mortar operation with an ecommerce business segment is the best method of creating an online presence. Annotated Bibliography Adelaar, T., Bouwman, H., Steinfield, C. (2004). Enhancing customer value through click-and-mortar customer experience. Telematics and Informatics, 21, 167-182. This article explains how traditional retail stores can combine online marketing to increase geographic reach and to improve relationships with existing customers of physical stores. Dr. Thomas Adelaar, Assistant Professor, University of Amsterdam Business School. Ph.D. in Media and Information Studies, Michigan State University. Awards and Honors include; Winner of the Graduate Office Scholarship Best Ph.D. Research Paper in the Dept. of Telecommunications, Information Studies, and Media, MSU (2004). Dr. Adelaar currently has 7 publications in Academic Journals. Charles Steinfield is a professor and chair in the Department of Telecommunication, Information Studies, and Media at Michigan State University. In addition to his faculty position, Steinfield participates with the MSU Eli Broad College of Business Information Tech. Management Program. His research focuses on the organizational and social impacts of new communication technologies. Constantinides, E. (2004). Influencing online consumers behavior: The web experience. Internet Research, 14(2), 111-126. Dr. E. Constantinides conducted research showing that online marketing can increase business for companies at their physical retail locations. Dr. E. Constantinides is and Assistant Professor of Marketing, Netherlands. His research activities focus on strategic and commercial aspects of Ecommerce and E-media, and he is a member of the Scientific Committee of the Social Media Research Center. Gay, R., Charlesworth, A., Esen, R. (2007). Online marketing. New York: Oxford University Press. This book provides an overview of the advantages and disadvantages of online marketing as well as the techniques that can maximize revenues. Richard Gay is a professor at the Newcastle Business School, North Umbria University. Alan Charlesworth is a Senior Lecturer in marketing and emarketing at the University of Sunderland. Rita Esen is a Law Consultant and Visiting Lecturer at Durham University. Hossein, B. (2002). Electronic commerce: principles and practice. Amsterdam, The Netherlands: Academic Press. This book is a four-part overview of electronic commerce. The book provides a balance of theories, applications, and hands-on material. Dr Hossein Bidgoli is a Professor of Management Information Systems. School of Business and Public Administration                California State University, Bakersfield, California Monsuwe (2004). , P., Dellaert, B., De Ruyter, K. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management. Using the technology acceptance model framework, the authors conducted a review of literature and identified website characteristics such as ease of use and usefulness as well as personal consumer traits as critical factors for online shopping. P. Monsuwe is a professor at Maastricht University, The Netherlands. His research focuses on the effects of media on strategy and decision-making processes, such as corporate environmental management. Otto, J., Chung, Q. (2000). A framework for cyber-enhanced retailing. Electronic Markets, 10(3), 185-191. This article describes the advantages and disadvantages of online retailing for companies with existing brick and mortar retail locations, and provides a framework for analyzing whether the company should engage in online retailing. Q.B. Chung is an Associate Professor at Villanova University. He earned a PhD in Management from Rensselaer Polytechnic Institute, as well as an M.B.A. in Management Information Systems. He has over twenty two published journal articles, numerous published books and is a seminar speaker. J. Otto is an Assistant Professor with many publications involving Management Information Systems and Operations Research and Management Science. Pitta, E., Franzak, F., Fowler, D. (2006). A strategic approach to building online customer loyalty. Journal of Consumer Marketing, 23(7), 421-429. The article integrates previous research to draw the conclusion that customer loyalty to online websites depends on the perception of value as well as emotional factors such as trust. Danielle Fowler, Ph.D. is an Assistant Professor at the University of Baltimore. She has many awards and grants including The John and Margaret Thompson Professorship in Management Information Systems, and the Presidents Teaching and Learning Initiative Competition. Frank Franzak is a professor with Monash University and Director of Information Systems Honors Program. Steinfield, C., Adelaar, T., Liu, F. (2005). Click and mortar strategies viewed from the web. Electronic Markets, 15(3), 199-212. The authors analyzed retail store websites and found that few engaged in online and offline integration such as allowing customers to order products online for pickup at physical store locations. Dr. Adelaar currently has 7 publications in Academic Journals. Charles Steinfield is a professor and chair in the Department of Telecommunication, Information Studies and Media at Michigan State University. In addition to his faculty position, Steinfield participates with the MSU Eli Broad College of Business Information Tech. Management Program. His research focuses on the organizational and social impacts of new communication technologies. Wang, F., Head, M. (2007). How can the web help build customer relationships? Information Management, 44(2), 115-129. The authors conducted empirical research to identify the factors critical for building customer relationships online and found that satisfaction, trust, and switching costs determined whether a customer would continue using a website. Dr. Milena Head is an Associate Professor of Information Systems and the Associate Dean at the DeGroote School of Business, McMaster University, Canada. Specializing in eBusiness and Human Computer Interaction, she has published over 50 papers in academic journals, books and conferences. Her research interests include trust and adoption in electronic commerce, interface design, mobile commerce, identity theft, cross-cultural issues in electronic commerce and human computer interaction, e-retailing, and web navigation. Dr. Fang Wang is an Assistant Professor of Marketing at the School of Business Economics, Wilfrid Laurier University, Canada. Her research interests include e-commerce, e-marketing and marketing strategy. She has published in journals such as Journal of Consumer Marketing, Journal of Comparative International Management, Internet Research, and Journal of Business Strategies. Wei, Y., Moreau, L., Jennings N. (2005). A market-based approach to recommender systems. ACM Transactions on Information Systems, 25(3), 227-266. The research described in the article uses simulations to demonstrate the effectiveness of recommender systems for personalizing customer experiences and customer retention. Yan Zheng Wei is Director of The Department of Broadband Wireless Management, Shenzhen, China. Dr. Nicholas Jennings is an Assistant Professor at The School of Electronics and Computer Science, University of Southampton, UK.

Returning College Students

When high school is over, many students choose to work full time or start college right away. Those students, who choose to go to start college sooner, makes the right choice because they want to get a career started as soonest possible. Seventy-five percent of students from high school decided to start college late. A long absence of no school causes no motivation for a college education. Another cause, they can have a hard time being surrounded with younger students. They can find it hard using technology such as computers, and getting into the habit studying can be a problem.Several areas, it can be difficult for such students to succeed. New college students need all the support not to find college a difficult experience. First, must students start from the bottom, which means enrollment is number one on the list, so returning students need to enroll and choose their major carefully. Many students choice their major based on a good career where they can be happy and not everythin g is about money. Many students start off with their basics and then transferred to another college/university. Other students start off right away with their associate’s degree; is a type of undergraduate degree.It requires a minimum of study of sixty semester credits. The traditional Associates degree program consists of three points: general education, major requirements, and electives. Besides the associate’s degree, all universities offers bachelor’s degree is an academic conferred by a college or university upon those who completed the undergraduate curriculum. Above the bachelor’s degree, there’s another higher degree is called master’s degree; is an academic degree granted to individuals who have undergone study demonstrating a mastery or high order of a field of study professional practice.Returning students might have a job history that would like to try a new occupation in their lives. Besides the enrollment and degrees, tuition i s a huge part of college, so returning students need to understand there’s ways to pay college. Colleges and Universities will provide a flat rate for tuition. This is a unique challenge for parents and students are making sure; they’re getting their money’s worth by taking enough classes each semester. There’s two ways to pay for your tuition. One is with financial aid; students apply at the beginning of year to get it. Financial aid pays all the classes and books for each semester.Scholarships are a great source to help them pay half of the tuition. Where to apply for scholarships? Online, school or anywhere there’s good places that can offer scholarships. Sometimes when students don’t qualify for either scholarships or financial aid, they paid their tuition with their savings. In addition, today students are allowed to use computers, laptops and recorders on campus, Therefore, returning students to college should use one these technology to help them with their assignment. A college campus can have over two-hundred computers to have access to the internet or any other sources to complete any assignments.Laptops are allowed to use in class because instructors knows best that students use laptops to work in an assignment. Other than, it can be a distraction for the teacher and for other students. Recorders are also available to use if a student has a disability to remember. Students take advantage for these opportunities and use them for their benefit to succeed in their classes. The fourth step returning students to be successful is to have a flexible schedule. Flexible schedules are for students to make it to class without struggling and have free time to get assignments done.Most students have jobs and sometimes they take morning or nigh classes. All depends on student’s availability. The most recommended for a college student is to take four classes, equal twelve hours to be a fulltime student. Some student s take five or six classes in a semester, but are really stressing and hard to handle. As a returning student, is a good way to start off with a flexible schedule with four classes. Furthermore, returning college students need good study habits to do well in their classes. Especially for freshman students, who would like to know some good study methods? One method is to form a study group to help each other.No matter what field study, don’t not worry about hanging out with old or younger students, they have the same right to learn. Other classmates can learn from each other. Another study method, whenever college students take an exam, they always study at least four hours of the material. Make sure to take good notes in class, pay attention and read the chapters twice every night. The last method, make sure to find a good quiet place to study with no distractions around the area. Like at home it can be difficult to study because you have TV’s, video games and other en tertainment systems; that a house can hold.But one great place to study it can be a library or study rooms from campus. Another place it would be a good peaceful park, to enjoy the fresh air and a good view for a small break. Overall, a college education can be hard and expensive. But the end, everything will be worth it with excellent opportunities later on in life. Just remember hard work always pays off at the end. Never is too late to start a college education. These five steps can help an older student prepare for a new college life and help them to become a successful student.

Everyone Can Feel Happy - Free Essay Example

Sample details Pages: 2 Words: 728 Downloads: 5 Date added: 2019/04/22 Category Society Essay Level High school Tags: Happiness Essay Did you like this example? William James claimed that the human mind is a theater of simultaneous possibilities (Bok p.23) and I feel that different forms of art are an important key part to enhance the depth and scope someone can feel to the world. Personally, I remember going to the Milwaukee Art Museum when I went to Wisconsin for spring break and it was one of my favorite parts of the whole trip. Some of my favorite pieces from visiting MAM were Carnaval des Fleurs by Riguad Benoit and View from the Artists Studio by Pierre Bonnard. I love the use of color and they made me appreciate the beauty of the new blooming flowers of springtime. I have also looked into art therapy and its benefits because I suffer from depression, and I found that taking time to paint and draw helped me feel relaxed and peaceful. I took art all four years of high school and it was my absolute favorite class because I didnt have papers and assignments due every night and I could work at my own pace. I remember feeling sat isfaction when I finished a piece or did a really difficult or new art medium that I wasnt used to. I think that different forms of art are a necessary part to becoming a happier person because creating something gives you a new found sense of joy. I also found that being able to share my artistic creations with others and seeing the happiness that my art gave them made me feel happy all over again. Being able to appreciate writing and poetry also brings me happiness. My mom bought me a set of poetry books for Christmas last year and I am currently re-reading them all again. I also like writing poetry and it helps me to sort of map out my emotions when everything in my head seems like a chaotic mess. Music also gives me a happy feeling. Several of the presentations that have been given on music definitely resonated with me because when I listen to happy songs, I feel happier and more motivated. I also like playing my ukulele because it helps me relax when Im stressed. Growing up as a kid, my grandmother had a piano in her living room. I never learned it play it, but as a kid, I liked strumming all the keys and humming little songs. My grandmother also used to sing me twinkle twinkle little star to help me sleep. I feel that being able to understand and appreciate different forms of art also enhance someones freedom and individualism. If someone grows up not knowing how to appreciate art, whether written, painted or musical, they cant appreciate all that life has to offer them. And being able to appreciate them in your own way, makes you the individual you are. I appreciate and see different things in a painting than my best friend would. We are both artistic and smart so we can appreciate the artwork in front of us, but we have different life experiences and central life interests so we see the same piece of artwork differently. So, when you combine the importance of the arts and the effects that they have on freedom and individualism, I feel that they directly affect a persons pursuit of happiness because being able to freely express yourself will allow you a sense of happiness. I know that when I finish a piece of artwork or a poem, I feel accomplished and proud of myself and that makes me feel happy. I think luck plays some part in all of this because if you seek out happiness, you may not find it. But the chance or luck of being able to find happiness is the greatest reward of all, They have no assurance of success, no assurance that happiness is owed to them (Bok p.2). That quote from Exploring Happiness really resonates with me personally because when you suffer from depression, every day is a battle of its own and finding happiness in a bad day, even if it is as simple as watching the sunset, makes all the bad things fade away. In the beginning of Exploring Happiness, Bok discusses how she may have not come to existence if her mother hadnt believed that only child families had less happiness that families with more than on e child. Don’t waste time! Our writers will create an original "Everyone Can Feel Happy" essay for you Create order

A Look Into Post-Traumatic Stress Disorder - 1214 Words

A Look into Post-Traumatic Stress Disorder Rachael S 09/15/2013 PTSD affects 7.7 million American adults, but it can occur at any age (NIMH, PTSD, Who is at risk). The sight of violence and death leaves lasting effects on people. How do you think those people cope with what they saw when the Twin Towers went down? How do people cope with such traumatic experiences? The events that lead to post traumatic stress disorder (PTSD) can impact one’s life, fortunately there are ways to treat it. Post-traumatic stress disorder (PTSD) develops after a terrifying ordeal that involved physical harm or the threat of physical harm (National Institute of Mental Health (NIMH), post-traumatic stress disorder Para 2). It is the consequence of†¦show more content†¦In some people symptoms can become chronic. After the diagnosis has been established, it’s best to start treatment right away. The main treatments for people with PTSD are psychotherapy, medications, or both (NIMH, PTSD, treatments). It’s important to find a mental health provider that is experienced with PTSD. There are different types of psychotherapy also known as â€Å"talk† therapy (NIMH, PTSD, treatments, Page 5). Cognitive behavioral therapy (CBT) has several parts to it including Exposure therapy, Cognitive restructuring, and Stress inoculation training. Exposure therapy helps people face and control their fear. It exposes them to the trauma they experienced by using mental imagery, writing, or visits to the place where the event happened. The therapist uses these tools to help people cope with their feelings. Cognitive restructuring helps people make sense of the bad memories. This therapy helps people look at what happened in a realistic way, because sometimes people remember the event differently than how it happened (NIMH, PTSD, treatments, Page 6). People with PTSD may feel guilty for what happened, even though it was not their fault. Stress inoculation training therapy tries to reduce PTSD symptoms by teaching a person how to reduce anxiety, by helpingShow MoreRelatedPost Traumatic Stress Syndrome Essay1722 Words   |  7 Pages There are numerous different mental disorders that people are diagnosed with on an everyday basis. Some mental disorders are genetic, but yet other disorders come from the things that people encounter in life. One mental disorder that is being diagnosed more often every day is called Post Traumatic Stress Syndrome. This is a disorder that does not discriminate based on genetics, race, age, or even sex. This mental disorder occurs due to events in a person’s life. As everyone knows it is naturalRead MoreEssay about Post Traumatic Stress Disorder939 Words   |  4 Pagesbeen hearing about a disorder that is seemingly new. This disorder is known as post traumatic stress. We hear on the news that a veteran had hurt his or he r family and this disorder was the cause. 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