5621067
Descripción
Test por Chad Collins, actualizado hace más de 1 año
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Creado por Chad Collins
hace casi 8 años
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Pregunta 1
Pregunta
The core benefits to customers who purchase sport products include entertainment, health, and
Respuesta
-
promotion
-
independence
-
achievement
-
adaptability
Pregunta 2
Pregunta
When a professional football expansion team is established in a community, the economic impact might
result in
Respuesta
-
business closures, job layoffs, and high inflation rates.
-
more tourism, lower tax rates, and high interest rates
-
increased job creation and more consumer spending.
-
higher tax rates and fewer financial investment opportunities.
Pregunta 3
Pregunta
The Chamber of Commerce for a large city estimates the income for the city generated by the sales tax,
parking fees, food-service tax, and amusement tax collected as a result of a rock concert. This is an example
of _______________ impact.
Respuesta
-
total
-
indirect
-
fiscal
-
direct
Pregunta 4
Pregunta
One of the main differences between professional and amateur athletes is that for professionals , the game is
often
Respuesta
-
their occupation
-
closed to the public
-
free of charge
-
played for enjoyment
Pregunta 5
Pregunta
Which of the following is an example of marketing the sport event:
Respuesta
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holding a race for a charitable organization
-
selling food products to a concession stand
-
delivering exercise bikes to retailers
-
distributing information about a NASCAR race
Pregunta 6
Pregunta
The National Collegiate Athletic Association and the Professional Golfers' Association are examples of
Respuesta
-
labor unions
-
trade associations
-
sanctioning bodies
-
professional societies
Pregunta 7
Pregunta
A person responsible for matching up corporations with events that reach their target market has a career in
Respuesta
-
sponsorship management
-
sales promotion
-
hospitality
-
advertising sales
Pregunta 8
Pregunta
Which of the following marketing activities involves writing press releases and organizing news conferences
for a sport organization:
Respuesta
-
Promotions
-
Advertising
-
Media relations
-
Community relations
Pregunta 9
Pregunta
You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You
are in charge of advertising. Which of the following would be your responsibility:
Respuesta
-
Researching the target audience
-
Conducting test drives
-
Taking ticket orders
-
Buying commercial time on television
Pregunta 10
Pregunta
Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League
Baseball game. This is called brand
Respuesta
-
awareness.
-
image.
-
image extension.
-
loyalty.
Pregunta 11
Pregunta
Your high-school's basketball team went to the state championship game last year, but didn't even make the
play-offs this year. This is an example of a(n) ____________ sport/event product.
Respuesta
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inconsistent
-
perishable
-
tangible
-
consistent
Pregunta 12
Pregunta
Most sport/event products are classified as
Respuesta
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pure goods
-
pure services
-
a combination of goods and services.
-
a combination of rented and owned-goods services.
Pregunta 13
Pregunta
Jacob started training for the Boston Marathon several months ago and was happy when he finished the
marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth,
which resulted in a(n)
Respuesta
-
appreciation for others' physical strength.
-
need to take emotional risks.
-
sense of pride and accomplishment.
-
feeling of purpose and belonging.
Pregunta 14
Pregunta
Mark enjoys taking his family to professional baseball games because of the memories he has of his dad
taking him to games when he was a young boy. What factor motivates Mark to attend these sports events
with his family?
Respuesta
-
cultural norms and values
-
class and gender relations
-
popular athletes
-
significant others
Pregunta 15
Pregunta
Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the
game's_____________ value.
Respuesta
-
financial
-
entertainment
-
economic
-
physical
Pregunta 16
Pregunta
A primary reason that many colleges and universities sell the naming rights for their new football stadiums
or basketball arenas is to
Respuesta
-
help pay for construction expenses.
-
honor a former student-athlete.
-
create publicity for the new facility.
-
encourage fans to attend sports events.
Pregunta 17
Pregunta
When designing an event program for a charity event, it is important to
Respuesta
-
include the printing costs on the back cover.
-
provide product samples.
-
acknowledge the event sponsors.
-
offer free admission coupons to other events.
Pregunta 18
Pregunta
What should be included in an event program if it is longer than four pages?
Respuesta
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Satisfaction survey
-
Table of contents
-
Local news articles
-
Statement of organizers
Pregunta 19
Pregunta
The team name, mascot, and logo are important elements that a sport/event organization uses to create and
maintain
Respuesta
-
financial accountability.
-
brand awareness.
-
image extension.
-
market segmentation.
Pregunta 20
Pregunta
If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________
sponsor.
Respuesta
-
dynamic
-
large business
-
sole
-
exclusive
Pregunta 21
Pregunta
The relationship between a sponsor and a sport entity is often described as a
Respuesta
-
merger
-
partnership
-
buyout
-
takeover
Pregunta 22
Pregunta
Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to
view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of
____________ marketing.
Respuesta
-
target
-
ambush
-
direct
-
internet
Pregunta 23
Pregunta
Which of the following is a characteristic of an effective sport/event logo:
Respuesta
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Remote
-
Timeless
-
Practical
-
Ambiguous
Pregunta 24
Pregunta
When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design
to
Respuesta
-
boost fan attendance rates.
-
reduce the tickets' printing costs.
-
discourage counterfeiting activities.
-
offer a discount.
Pregunta 25
Pregunta
What do some professional sport teams do to promote renewed interest in a team that is losing support from
fans?
Respuesta
-
Redesign logos
-
Increase prices
-
Send newsletters
-
Change sponsors
Pregunta 26
Pregunta
Which of the following are the most important considerations when designing a basketball team's logo:
Respuesta
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Mascot and team size
-
Team name and team size
-
Team colors and team name
-
Location and mascot
Pregunta 27
Pregunta
To learn about its target market's needs and wants, a professional soccer league should obtain information
from its fans
Respuesta
-
before it implements organizational changes
-
only when there appears to be a problem
-
if ticket sales show short-term improvement
-
in a proactive and systematic manner
Pregunta 28
Pregunta
What is one way that sport/event marketers use marketing information?
Respuesta
-
To develop new products
-
To determine credit scores
-
To change economic trends
-
To prepare sales invoices
Pregunta 29
Pregunta
Having appropriate data helps sport/event marketers to set goals that are
Respuesta
-
open-ended.
-
realistic.
-
general.
-
broad.
Pregunta 30
Pregunta
A sport/event organization that wants to obtain information about the population in a certain geographic
location might use
Respuesta
-
government sources
-
telephone surveys
-
primary databases
-
personal questionnaires
Pregunta 31
Pregunta
To know what websites and advertisements visitors see, sports and event e-marketers would check
Respuesta
-
text files
-
direct delivery programs
-
clickstream data
-
internet service providers
Pregunta 32
Pregunta
Which of the following is a secondary source of sport/event information
Respuesta
-
personal interviews
-
computerized surveys
-
accounting records
-
demographic reports
Pregunta 33
Pregunta
A database of competitor information often contains information about the competitor's
Respuesta
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budget structure
-
production techniques
-
advertising media
-
creative strategy
Pregunta 34
Pregunta
What internal records do many businesses monitor in order to obtain useful marketing information?
Respuesta
-
Sales reports
-
Trade journals
-
industry projections
-
print advertisements
Pregunta 35
Pregunta
What type of competitor information is important for sport/event organizations to maintain in a database?
Respuesta
-
consumption
-
demographics
-
market size
-
price lists
Pregunta 36
Pregunta
Primary research includes collecting data for
Respuesta
-
marketers across the industry to use.
-
informational purposes only.
-
the current research project.
-
understanding economic cycles.
Pregunta 37
Pregunta
Which of the following sources is the most appropriate for obtaining primary marketing information about
fans' opinions about a rock band's new album:
Respuesta
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concession vendors
-
concert attendees
-
event ushers
-
facility managers
Pregunta 38
Pregunta
One way for the WSC Swim and Racquet Club to obtain primary information about the quality of its
facilities and the level of its services is by
Respuesta
-
reading industry publications
-
surveying club members
-
viewing competitors' web sites
-
collecting promotional literature
Pregunta 39
Pregunta
What should a sports or entertainment event do in order to be successful?
Respuesta
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earn maximum profits
-
generate favorable press
-
satisfy customer wants
-
promote popular causes
Pregunta 40
Pregunta
The promoters of an extreme-sports weekend would most likely target which of the following
Respuesta
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professional athletes
-
older men, ages 40-50
-
business executives
-
young men, ages 12-34
Pregunta 41
Pregunta
Which of the following is a factor that sports and entertainment marketers consider when targeting
customers for a specific event
Respuesta
-
personalities
-
demographics
-
expectations
-
affiliations
Pregunta 42
Pregunta
A business wants to create or emphasize positive associations between a specific sport and itself. What type
of advertising media should the business consider using?
Respuesta
-
Stadium signage
-
Opt-in e-mail
-
Contest
-
Newspaper
Pregunta 43
Pregunta
A vital promotional technique for entertainment marketing is the use of
Respuesta
-
distribution.
-
vertical integration.
-
broadcast webs.
-
trailers.
Pregunta 44
Pregunta
Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising.
Respuesta
-
out-of-home
-
newspaper
-
direct
-
radio
Pregunta 45
Pregunta
Advertising copy that states "Only 3 days left" is trying to
Respuesta
-
encourage action.
-
describe features.
-
identify benefits.
-
make a claim.
Pregunta 46
Pregunta
The basic elements of a print advertisement are the
Respuesta
-
artwork, illustrations, logo, and colorwork.
-
headline, illustration, copy, and business identification.
-
layout, arrangement, white space, and border.
-
headline, subheadline, copy, and price.
Pregunta 47
Pregunta
Computers are complex products and have features that need to be explained. Which of the following
elements would be crucial to include in an advertisement for a new computer:
Respuesta
-
Slogan
-
Headline
-
Copy
-
Illustration
Pregunta 48
Pregunta
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is
pointing out the product's
Respuesta
-
uses.
-
producer.
-
price.
-
features.
Pregunta 49
Pregunta
Which of the following is an effective design technique that adds a personal touch to a direct-mail piece?
Respuesta
-
Stamping "Open Now" in neon pink on the back of the envelope
-
Addressing the recipient as “Current Resident” on the mailing label
-
Using a font that looks like handwriting in the envelope's address section
-
Placing the return address at the bottom of the envelope
Pregunta 50
Pregunta
Currently, which of the following mobile advertising strategies has been most successful:
Respuesta
-
Rich media
-
Text message with coupon
-
Cross-platform campaign
-
Banner ad campaign
Pregunta 51
Pregunta
Which of the following statements regarding direct-mail marketing campaigns is true:
Respuesta
-
They should contain detailed data.
-
They are highly cost-efficient.
-
They are easy to track.
-
They should include a call to action.
Pregunta 52
Pregunta
To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams and compete against other fans' sport teams. This growing industry is referred to as
Respuesta
-
online exchange.
-
data interchange.
-
game works.
-
fantasy sports.
Pregunta 53
Pregunta
One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n)
Respuesta
-
complicated operating system.
-
sophisticated computer keyboard.
-
high-speed internet connection.
-
cloud computing.
Pregunta 54
Pregunta
One of advantage of using e-mail marketing is that it is
Respuesta
-
anonymous.
-
profit oriented.
-
cost effective.
-
impersonal.
Pregunta 55
Pregunta
A business that asks customers to forward an e-mail to their friends or associates is engaged in
Respuesta
-
suggestion selling.
-
direct advertising.
-
image building.
-
viral marketing.
Pregunta 56
Pregunta
Which of the following is an example of an email attachment?
Respuesta
-
nike.com
-
resume.doc
-
smith@aol.com
-
http://www.org
Pregunta 57
Pregunta
The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of
a/an ______ message.
Respuesta
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understandable
-
compelling
-
focused
-
personalized
Pregunta 58
Pregunta
What should businesses do to detect any problems before sending an e-mail to everyone on their list?
Respuesta
-
Finalize a signature
-
Format the message
-
Prepare a response
-
Conduct a test run
Pregunta 59
Pregunta
What mailing technique do businesses often use if they do not have mailing-list software?
Respuesta
-
Autoresponder
-
Internet Service Provider
-
Bookmark feature
-
Blind Carbon Copy
Pregunta 60
Pregunta
Which one of the following computer programs prevents email messages containing the word "free" in the
subject header from entering an inbox:
Respuesta
-
Queens
-
Gophers
-
Filters
-
Servers
Pregunta 61
Pregunta
Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate.
Respuesta
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preferred-position
-
run-of-page
-
contract
-
frequency
Pregunta 62
Pregunta
A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per
thousand (CPM).
Respuesta
-
50
-
5
-
25
-
2.5
Pregunta 63
Pregunta
When an advertiser wants to reach specific target markets, which type of print medium would be most
cost-effective?
Respuesta
-
Newspapers
-
Billboards
-
Direct mail
-
Yellow pages
Pregunta 64
Pregunta
One reason it is important for professional sport/event organizations to develop advance ticket sales plans is
because the generated revenue helps organizations to
Respuesta
-
increase general admission ticket sales.
-
decrease operational costs.
-
cover pre-event expenses.
-
reduce the risk of ticket scalping activities.
Pregunta 65
Pregunta
An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was
the cost per GRP?
Respuesta
-
975.5
-
585.5
-
712.5
-
487.5
Pregunta 66
Pregunta
To increase revenue, professional baseball and football teams often sell advertising that appears
Respuesta
-
on national television.
-
in local magazines.
-
on the back of tickets.
-
in community newspapers.
Pregunta 67
Pregunta
Rachel is selling program advertisements for a marching band competition that her high school is hosting. Which of the following sales prospects is most likely to purchase ad space in the program?
Respuesta
-
Local music shop
-
National piano manufacturer
-
International symphony conductor
-
State/Provincial museum director
Pregunta 68
Pregunta
Camille is developing a rate card for advertising space in her school's yearbook. Which of the following layouts is the most expensive for advertisers to purchase?
Respuesta
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1/16 page two-color
-
1/2 page black and white
-
1/4 page black and white
-
1/2 page four-color
Pregunta 69
Pregunta
To sell advertising space in an event program, the first thing Kyle should do is
Respuesta
-
design the front cover of the program to show prospects.
-
call all businesses to determine their interest.
-
develop a list of local businesses to contact.
-
obtain printing supplies for the program.
Pregunta 70
Pregunta
A charity organization is holding a fundraising event in New York. The event will include a dinner prepared by the chef of a five-star restaurant and an upscale style show. To generate interest, the event organizers plan to have a celebrity serve as master of ceremonies for the event. Who would be the most appropriate person to fulfill this role?
Respuesta
-
Sophia Sanchez, a Venezuelan talk-show host
-
Bella Marie, a well-known international fashion model
-
Richard Roberts, a Canadian theater critic
-
Karl Kamden, a Chicago-based restaurant owner
Pregunta 71
Pregunta
Author Randall McPeak's new thriller, Race to the End of Time, was recently released. McPeak's publisher arranged for him to do book signings and readings at several bookstores across the country. The author's appearances are beneficial to the bookstores because
Respuesta
-
their sales will likely increase.
-
most of their customers are fans of McPeak's books.
-
McPeak supports literacy initiatives.
-
online book sales will begin to stabilize.
Pregunta 72
Pregunta
After event organizers released information to the press that a well-known country singer will perform at an upcoming fundraiser, ticket sales for the event increased dramatically. This situation exemplifies how a celebrity appearance can
Respuesta
-
create a sense of community.
-
improve an event's television ratings.
-
provide performers with supplemental income.
-
stimulate interest in an event.
Pregunta 73
Pregunta
When making appearances at special events, a well-known rock star asks that the event organizer to pay for the air travel, lodging, and meals for his/her band and back-up singers. These requirements are examples of
Respuesta
-
rider terms
-
financial requisitions.
-
organization charters.
-
non-negotiable conditions.
Pregunta 74
Pregunta
What do professional sport teams design for use during games that often become promotional tools because fans take them home?
Respuesta
-
Posters
-
Tickets
-
Programs
-
Samples
Pregunta 75
Pregunta
The purpose of designing an event program that contains space for advertisements is to
Respuesta
-
promote the team.
-
get more people to buy the program.
-
generate more revenue
-
pay less money for program printing costs.
Pregunta 76
Pregunta
When a sport organization employee creates a promotional script for a sport announcer to read during a pregame award ceremony, the employee should
Respuesta
-
include a joke in the introduction to capture the audience's attention.
-
number the copy pages in reverse chronological order.
-
make sure the final copy is single-spaced and the typeface is bold.
-
identify name pronunciations that might be difficult to read.
Pregunta 77
Pregunta
Which of the following do event organizers often include in an event to add interest and excitement to the event:
Respuesta
-
Dress rehearsal
-
Long intermission
-
Celebrity appearance
-
Sponsor recognition
Pregunta 78
Pregunta
What is a primary consideration for fans who are attending a professional football game in a large city?
Respuesta
-
Availability of parking space
-
View of the city from stadium seats
-
Accessibility to souvenir stands
-
Surface of athletic field
Pregunta 79
Pregunta
When attending a sporting event, most fans expect that the facility will provide them with a(n)
Respuesta
-
learning situation.
-
winning experience.
-
safety environment.
-
ordinary performance.
Pregunta 80
Pregunta
A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations.
Respuesta
-
Adequate facilities
-
Aesthetics
-
Dedication usage
-
Sense of safety
Pregunta 81
Pregunta
What is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game?
Respuesta
-
Ensures higher sales
-
Lowers promotional expenses
-
Provides free publicity
-
Increases brand awareness
Pregunta 82
Pregunta
A soft-drink manufacturer is a sponsor for a professional baseball team. Which of the following signage placement options would provide the most exposure to the manufacturer's products:
Respuesta
-
Rear entrance of stadium
-
Interior wall of the outfield
-
Next to concession stands
-
Backside of the scoreboard
Pregunta 83
Pregunta
How do sponsors typically use signage at sports events?
Respuesta
-
As promotional tools
-
As safety reminders
-
To provide directions
-
To prohibit behavior
Pregunta 84
Pregunta
Which of the following factors is most likely to cause people to not want to return to the annual fireworks show that attracts hundreds of thousands of people to the downtown area:
Respuesta
-
public transportation
-
nearby accommodations
-
Traffic
-
Parking fees
Pregunta 85
Pregunta
A stadium deciding to place messages and team logos on electronic boards is an example of selecting
Respuesta
-
event signage.
-
media usage.
-
sponsorships.
-
network support.
Pregunta 86
Pregunta
In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the
Respuesta
-
value of the overall experience.
-
quality of the media advertising.
-
elements of the marketing plan.
-
location of the facility.
Pregunta 87
Pregunta
Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
Respuesta
-
below-market stock value.
-
unallocated resources.
-
limited capacity.
-
few distribution intermediaries
Pregunta 88
Pregunta
Wintergreen Ski Area knows that the area will be most successful if it bases its pricing structure on
Respuesta
-
costs associated with renovations.
-
what the market will bear.
-
total cost of the experience.
-
inelastic demand for skiing.
Pregunta 89
Pregunta
Ticket prices for the World Series increase dramatically, but all the games still sell out. The price change had little to no impact on sales. This is an example of __________ demand.
Respuesta
-
inelastic
-
unitary
-
smoothing
-
elastic
Pregunta 90
Pregunta
Which of the following is one of the main features of a sport product:
Respuesta
-
Franchises
-
Athletics
-
Tickets
-
Extensions
Pregunta 91
Pregunta
When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?
Respuesta
-
Determine how to get the news out.
-
Determine creativity.
-
Determine delivery.
-
Determine incentive.
Pregunta 92
Pregunta
Brian needs to generate some "out-of-the-box" sales promotion ideas for an upcoming tennis tournament. He's not sure how to start, but he does know that the tournament's marketers want to reach the 18-to-35-year-old crowd. How is Brian prepared for inspiration?
Respuesta
-
He knows his target market.
-
He knows his competition.
-
He's putting a new twist on an old idea.
-
He's brainstorming.
Pregunta 93
Pregunta
Sales promotion is a major part of sport/event marketing because
Respuesta
-
the most important task in sport/event marketing is ticket sales.
-
there aren't very many sport/event customers.
-
the industry is so highly competitive.
-
the industry can get very boring.
Pregunta 94
Pregunta
What is a step in the sales presentation process that salespeople should prepare for in advance?
Respuesta
-
Referral
-
Feedback
-
Approach
-
Follow-up
Pregunta 95
Pregunta
When preparing handout for a sales presentation, it is important for a salesperson to know the __________ of the audience.
Respuesta
-
gender
-
size
-
income
-
personality
Pregunta 96
Pregunta
When customizing a presentation, the salesperson determines a prospect's needs by developing a
Respuesta
-
business proposition
-
professional outline
-
sales quota
-
customer profile
Pregunta 97
Pregunta
Why should salespeople create favorable impressions during the initial contact with sport/event customers?
Respuesta
-
Customer rapport is unimportant.
-
Customers want to ask for assistance.
-
First impressions seldom last very long.
-
First impressions are difficult to change.
Pregunta 98
Pregunta
How can sport/event marketers establish positive relationships with their customers/clients?
Respuesta
-
Ask close-ended questions
-
Use generic sales presentations
-
Prepare a product demonstration
-
Communicate specific benefits
Pregunta 99
Pregunta
To develop long-term relationships with fans, professional sport teams should
Respuesta
-
have inflexible ticket sales policies.
-
build emotional connections with them.
-
increase licensing fees to ensure profitability.
-
redesign branding elements.
Pregunta 100
Pregunta
A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets
Respuesta
-
fluctuates every season.
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is lower than originally anticipated.
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remains consistent over time.
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is higher than the available supply.
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