Fixing Large Undefined Problems in Digital Marketing

The provided content is a collection of various research articles and online sources that focus on digital marketing, e-commerce, and social media. The texts discuss topics such as large undefined problems in digital marketing, complementarity of web infrastructure and e-innovation for business value generation, critical examination of IV methods in marketing applications, and more.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing..............................................................................................1
1.2 Internet-Marketing Mix.........................................................................................................2
1.3 Compare internet marketing tool...........................................................................................3
1.4 Interactive order processing...................................................................................................4
TASK 2............................................................................................................................................6
2.1 Mechanics of search engine marketing..................................................................................6
2.2 Email marketing newsletter...................................................................................................8
2.3 Best practices for online public relations.............................................................................10
2.4 Use of digital media communities.......................................................................................12
Task 3.............................................................................................................................................15
3.1 Conducting a secondary market research............................................................................15
3.2 Online survey for understanding barriers to online shopping.............................................16
3.3 Use of electronic customer relationship marketing.............................................................18
TASK 4..........................................................................................................................................18
4.1 Outline of marketing plan....................................................................................................18
4.2 Poster on pay per click.........................................................................................................20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Internet marketing is process of application of internet and its related digital technologies
in conjuction with traditional communications to achieve marketing objectives.
(Chaffey, and et.al. (2009) internet marketing is important for delivering value in it products or
services. It also essential for firm for add some innovation in its business for gaining profits
(McQuarrie, 2015). This is only possible when company is able to identity its needs and
requirements of customers. In order to gain more customer's organization have to develop its
market strategy and effectively implement on firms operations. Expanding business internet
marketing is an effective tool which can be use by organization for developing its market
through internet. It is that types of tool which can be used by any organization for promoting its
services or products. Present report is about Smart Restoration Limited which is deals with
selling and buying of refurbished office furniture systems, present report cover elements of
internet marketing and its mix. Further its covers mechanics of search engine marketing and
included the best practices which for making online public relations. It also includes secondary
market research for gathering information about industry (Malhotra, Birks, and Wills, 2013). At
last it also includes use of electronic customers relationships to manage customers relations.
TASK 1
1.1 Elements of internet marketing
Internet marketing is a tool that helps for accomplishing the goals and objectives of the
business in successful manner. It also helps for developing a distribution channel and a customer
service response medium. Through internet marketing Smart Restoration Limited targets
audience and enhances its sales through online. IM provides a platform for selling the products
and services of the enterprise to a large base of consumers in time saving and cost effective
medium. At present there are various types of internet-marketing elements which is used by
Smart Restoration Limited (Dann, S. and Dann, S. (2003). With the help of these elements
company is delivering adequate services to its customers. Following are elements of internet
marketing.
Digital marketing
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Digital marketing uses a range of access platforms or hardware includes PCs, PDAs,
mobile phones, and interactive digital TV and these tools assist to entity for delivering content
and make interaction with its customers through various commutations tools. Making
communication with customers firm can use different types of tool such as websites, portals.
Search engine and blogs. Smart Restoration Limited can use of digital marketing for making
effective interaction with its customers by using online communication tools of by traditional too
such as voice telephony etc.
E business
E business can be defied as all electronically mediated information exchanges, both
within organization and external stakeholders, supporting the range of business.
It is combination of information and communications technologies which assist to business firm
for managing its operation and activities. It can also define as commercial transaction that
includes sharing information through internet. It focuses on make entity enabled with external
activities and developing relations of business with individuals, groups and other business. Main
aim of this tool is building good relationships with customers, suppliers and other stakeholders
and make effective use of internet for managing external activities as well. Smart restoration
Limited use this technique for sharing information of business with its partners, customers and
employees etc.
E commerce
E-commerce is a platform that supports for selling the products and services of the
company to a large base of consumers. Products can be sold through websites or by making use
of other commercial site. It will help for enhancing the sales of enterprise and profitability and
financial revenues can also be enhanced by making use of this platform. This method is used by
organization for selling its products or services to targeted customers. In this methods company
create virtual network for its business (Gong, 2016). It is very important tools which is used by
Furniture Company for making online payments, manage its supply chain management,
inventory management systems and for automated data collection. Main purpose of E commerce
method is expanded business activities through internet
Difference in between E commerce and E business
E commerce and E business both the there are use for similar purposes but have some
difference. E commerce means trading over the internet and its is considered as commercial
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transaction. It can be done through only by using internet. On the hand E business refers to
running business using internet and it is considered as business transactions. It can be done
thorough via internet, intranet, and extranet.
Social media
Social media are computer mediated technologies that allow and sharing of information,
ideas via virtual communities and networks (Mooney and Slobodian, 2016.). This is highly
interactive tools which is used by organization for creating interaction with customers. Smart
Restoration Limited can use this tool for making direct communication with customers.
E mail marketing
E mail marketing tools which is used by company for promoting its products through E
mail. It can be defines as process of sending commercial messages to group of people using
email.
Benefits of internet marketing
Enhances of sales
Through internet marketing Smart Restoration limited can increase it sales by making
wider distribution network. With help for this company can offers wider rages of products and
services as compared to its stores and lower prices.
Add values
It can be achieved through IM by offering extra benefits. With help of internet company
can receive reviews and develop its products as per customer’s feedbacks.
Save costs
Through internet company make communication with its customers via e mail, which
reduces sales services transactions staff, print and postage costs.
1.2 Internet-Marketing Mix
The marketing mix refers to four ps such as product, price, place and promotion. It is
considered as essential part of formulating and implementation marketing strategy (Popa, Soto-
Acosta, and Loukis, 2016). The internet marketing mix incudes products, promotion, price,
place, people, process and physical evidence.
Smart Restoration Limited deals with refurbished office furnitures systems for expanding
its business through internet marketing mix is beneficial for organizations. It gives new
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opportunities to entity for framing inform strategy developments with existing services and with
competitors.
E product
In this element entity offers its products through online. For enhancing sales through
online platform company has to create good portfolio and need to assess customers’
requirements by receiving feedback. Through this feedback entity modify its existing products or
develop new products (Wang, W.T., Wang, Y.S. and Liu, E.R., 2016). In this element
organization has to provide information about product. There are three types of products which
includes Core product, actual products, and augmented products. Core products includes
intangible products which add more values in products. Actual product means in which a person
think about generic banner of products and augmented product's incudes nonphysical part of
products. Main benefits of E product is that it add more new customers in business by offering
complementary services so buyers can easily search out required things. Benefits of E product is
that it gives wide range to its customers and assist to company for conducting online research.
E price
Under this element entity set pricing polices for its products or services. There are two
types of approaches which can be used by Smart Restoration Limited for setting prices of its
products In this element firm need to measure consumers behaviour and set prices as per
availability of product. Furniture Company also give full information about product prices on
wed portal to consumers (Goi, 2015). The main implication of E price is it increases
transparency, downward pressure on price and includes new price approaches.
E place
It refers to way how to distributed products to customers. E place includes place of
purchases which is company's website, new channel of structures channels conflicts which
includes different medium and virtual organization entity's websites and social media.Aim of
place is to maximise its customers through expanding its distribution channel and minimising
cost of inventory, transport and storage (Schneider, 2015). In online business place refers to
reach to potential customers to sell and distributed its product. For online platform place
considers online portals, social media and product comparison sites.
E promotion
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It refers to how marketing communications are used to inform customers and other
stakeholders about entity's products. For promotions communicating organization can use
advertising, sales promotions, public relations and direct marketing.
E People
In this element make customers aware about company's products. Marketing E mails can
be send to consumers for making aware to them about entity's products and services.
E process
It includes about how customers make purchases of entity's products. Smart Restoration
Limited includes different modes of payments such as credit card, debit card, effective delivering
process and receiving feedback form its customers.
E physical evidence
For physical evidence company includes interoperability and making links with other
company sites. Smart Restoration Limited can use internet for promoting its products via search
engine tools, emails, newsletter and social media (Akgün, Keskin and Ayar,2014). It assists to
entity for promoting products and targeted customers
1.3 Compare internet marketing tool
There are various types of marketing tools which can be used by Smart Restoration
Limited in order for expanding its business. These online marketing tools assists to entity for
expanding its business through online platform. Below gives are various elements of E marketing
tools.
You Tube
By using this tool company can promote its products on national and international level.
Through this entity can increase its sale and capture the large market share (Rossi, 2014). For
this, organization can use small promotional videos related to its products and new offers in
order to gain more customers. Through this Smart Restoration Limited also explains its
operational process for creating better transparency
Blogs
It is better tools as compare to you tube. Through blog entity give in depth knowledge
about entity products and services. It is the easiest way to add content and easy to link with other
tools such as social media. It can also access through mobile and receive customers review.
Newsletter
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It is that tool which is used by company for distribute about ist products or services to its
customers (Melamed, A. and et.al,2013). It generally can be delivery through e mail a gain more
customers.
It is tool which contains zero cost and effective method for attracting customers as
compare to you tube and blogs. Under this method Smart Restoration Limited send emails to its
customers and other stakeholders for about entity new offers, products or new services. Its also
assit to them for developing ist markets. Through this company offers different types of
furnitures design and its prices offers. By using this tool organization make aware to its buyers
about various schemes such as discount offers, new features etc. which assist to them for
enhancing sales.
Affiliated marketing
It is process of earning a commissions by promoting entity's products. In this process
individual promotes product and earn piece of profits after sale (Hollensen,, 2015). In this
method online retailer pay commission to an external website for generated sales form its
referrals. This is most effective tools which can be used by Smart Restoration Limited for
selling its products and make aware to customers. Through this online partnerships company
can generated more sales and capture market share.
Social media manager
A social media manager is the individual in an organization trusted with monitoring ,
contributing to, filtering, measuring and otherwise guiding the social media presence of brand,
product, individual or corporation (Strauss, J., 2016.). The furniture company can use these tools
for monitoring its social media activates.
1.4 Interactive order processing
Interactive order processing is defined as the basic for e commerce in order to be
presented online businesses to customers authentic brands, easy, service. The main aim of
interactive order process is organized the whole process with specific order ( Smith, . & Chaffey,
(2005). Interactive order processing is an integral part of E- commerce. It involves various steps
which are followed by consumers while buying products through internet. Following are steps of
interactive order processing of Smart Restoration Limited
Order processing
In this user created a request for buying products form entity's official websites and then
enter requires details about products so order can further process and details share with suppliers.
During whole process data are saved by entity on database server.
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Online conformations
Customers assess information about product and this add into cart for purchase
(McClure,and et.al. 2016.). Firm send request to internal delivery system and checked
availability of products. After, this firm send link to customers mail address for conformation of
order
Delivery Conformation
When products reached to warehouses of Smart Restoration Limited then systems
generated an automatic mail to buyers e mail address regarding to dispatching of delivery.
Tracking order
It’s new and advance concept which is used company for giving extra benefits to its
customers. Under this system users can track locations of its products.
Online payments and delivery of products
For delivery of products. It is important for company to develop a secure payment's
method. For online payments, corporation can use different types of options such as credit card,
debit card, PayPal account. It ensures customers about that no fraud has been taken place. After
conformations of online payments company delivery of products through its logistics
management and consumers gets message from company.
Data integrity and security systems
For doing business through online it is important for company to develop secure data
integrity systems Organization can use digital signature method in which entity receive signature
of buyers for getting conformations of shipments. Further, company can also use payments
gateway software for making online payments more authentic and safe.
Paypal working process
Paypal is an online payments service which is used by individual for making transfers of
money from one party to another party over the internet. Payments can be made for goods,
services and for online donations (Dann,. and Dann, (2003). Working process of Pay pal started
with customers. First customer submit order and then contact the payment gate way in after that
customers PayPal account is being verified under payments process which are interlinked with
bank and funds transfers in merchant accounts.
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TASK 2
2.1 Mechanics of search engine marketing
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Mechanics of search engine marketing
On site Optimisation
It includes all those things which increases visibility of webpages such as websites pages,
Title pages and contents. It's also include keywords search. By putting right keywords company
can generated more traffic for its websites (Swoboda,, Schlüter, and Olejnik, 2011.). It put rights
keywords and linked with its websites for making websites more users friendly so users can
easily assess information’s.
Content
Under this method company hire writers which write content for entity's products or services. Its
provides in depth informations about products so users can generated more detail about entity
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services. It put information in such manner that buyers make correct decisions regrading
company's services and it also assists to organization for targeting customers.
Back links
Under this method company use two approach i.e. one way and reciprocal. In one way put
websites content out of web and reciprocal is exchanges link in between websites. These
methods are use for improving quality and quantity of web pages .
Transcript:
E marketing manager: Hello sir!!
Leslie Mann : hi
E marketing manager : As scripted above there are various benefits of SME which aid value in
company's performances.
Leslie Mann: can use please tell me benefits?
E marketing manager: its add more customers on entity's webpages and promoted entity at
international level.
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2.2 Email marketing newsletter
12

13

Transcript:
E-Marketing Manager: The above presentation is about email marketing in order to gain
customers attentions
Leslie Mann: how does it help to our organization?
14

E – Marketing manager: Through this you make aware to customers about entity's products and
also give in depth information’s about entity's services
2.3 Best practices for online public relations
15

16

Medium for developing online relations
Entity's websites
Social media
Blogs
Different communication process
Transcripts
E marketing manager : Online public Relation is the best practices which can used by your netity
for developing health business relations with customers?
Leslie Mann: How can we create online public relations ?
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E marketing manager: your company can use interactive displays ads where in people will be
taken to organization's websites and attract more visitors in websites.
2.4 Use of digital media communities
Medium of digital communities
Social media
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Social media is the best techniques which is used by company for promoting its products. There
are various types of social media such as Facebook, twitter and you tube.
File sharing
Under these customers are uploaded their file shared with other people. Capacity of such services
is very high and also provide useful informations about the company. Through this data are
shared to many people at the time.
Transcripts
E marketing manager: by using digital marketing you can exchange information about your
products?
Leslie Mann: How and can use please provides some examples?
E marketing manager: Google, Drop box, SugarSync, which can use by company for sharing its
files through this tools you can share informations and create high level of online reputation.
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TASK 3
3.1 Conducting a secondary market research
Secondary market research is a process through which an individual can gain reliable
information without making rigorous efforts (Secondary Market Research, 2017). This type of
research is based on reports and statistics that are already presented by some other individuals. It
is conducted because it provides a background information about the operational industry and
competitors that are existing in the market.
The secondary market research which is to be conducted for getting an in-depth
understanding of the related industry and operating market, can be performed using following
sources of information (Market Research Techniques: Primary and Secondary Market Research,
2017).1. Internal sources: Balance sheets, profit-loss statements, inventory records, sales and
finance reports, etc. are certain documents which are considered as the internal sources of
information or secondary data. The company that wishes to conduct this kind of market
research doesn't spend much capital on techniques and procedures and utilises self
produced documents and records (McQuarrie, 2015).2. External sources: Many a times, internal sources are not sufficient for gathering
appropriate information regarding secondary data. Hence, external sources are
approached for better acquisition of information. The reliability and validity of data is
more when external sources are considered because it is a form of reference to previous
works of researches and individuals. These include:
◦ Government sources: These sources provide qualitative and quantitative information
on diverse subjects. Census reports, statistics, analytical data, etc. are some sources of
this category.
◦ Universities and colleges: Reports and files which are produced by students, teachers
or academicians are considered as sources of secondary data from universities and
colleges.
◦ Competitor data: Market values an information regarding current trend can be
captured with help of business reports of competitors. Although it involves certain
costs or investment but it can turn to be valuable (Malhotra, Birks and Wills, 2013).
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◦ Internet sources: e-Books and journals, papers and other material that is present on
the web is considered in the internet sources. Credibility of this information is too
less.
Secondary market research must be conducted for Smart Restorations as it will yield
quality information that can be useful in devising strong strategies regarding internet marketing.
Moreover, current and past market trends with future market forecast can be produced using
secondary market research (Celuch, Kasouf and Strieter, 2015). This type of research when
conducted for refurbished office furniture depicts that the company is the first of its kind to
develop an online platform for such unique product. Furthermore, market potential of the
company is also understood using this research process.
About 930,000 tonnes of furniture is placed in the market every year. Moreover, about
752,000 tonnes of furniture is disposed and recycled. It implies that Smart Restoration holds a
great opportunity in acquiring waste furniture and recycling it for further use.
3.2 Online survey for understanding barriers to online shopping
The following online survey produced on survey monkey is conducted to get information
about the limiting agents that are stopping shoppers from making online purchase.
ONLINE SURVEY
1) How often do you opt for shopping online?
 Very often
 Extremely often
 Moderately
 Never made an online purchase
2) What kind of products do you prefer to buy online?
_______________________________________________________________________
3) Please share your views about online purchases
_______________________________________________________________________
4) Did you ever make a purchase on our website of Smart Restorations?
 Yes
 No
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 If Yes, please specify the reason_________________________________
5) How would you rate your shopping experience with Smart Restorations?
 Extremely good
 Good
 Moderate
 Poor
 Very poor
6) How will you mark the confidentiality and credibility level while shopping online
 Excellent
 Very Good
 Good
 Moderately
 Poor
 Very poor
7) How much confident were you while making a purchase transaction or online payment?
 Extremely confident
 Quite confident
 Moderate
 Have no faith in online payments
8) What kind of payment mode is preferred by you while shopping online?
 Debit card
 Credit card
 PayPal
 NetBanking
 Cash on delivery
 Others
9) Choose the website that is considered to be most convenient and secure by you:
 e-commerce
 Official company websites
 Social networking websites
 Other (Please specify)
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________________________________________________________________
10) If you have shopped online before with Smart Restorations, would you like to repeat
purchase?
 Yes
 No
 If No, please specify___________________________
https://www.surveymonkey.com/create/?
sm=e09N1jQCj3q_2F00VKtctVFIRPGRxn0munygYRyPTyBg0_3D#
The above link will direct to online questionnaire on survey monkey (Survey Monkey, 2017).
3.3 Use of electronic customer relationship marketing
Digitalisation has caused major industries to use electronic gadgets and computerised
software for managing their business operations.
CRM or customer relationship management is basically a technique or practise that helps
in handling interactive processes that take place between company and customers.
(Greenberg,2009). Customers are provided continuous guidelines and supervision regarding their
problems in context of products and services of the company.
Complaints, suggestions, feedbacks and several marketing approaches are easily executed
and controlled using E-CRM. Electronic customer relationship management or E-CRM is a tool
that is used for handling customer relations on the internet. For instance, websites, chatrooms,
forums, etc. are certain channels which are established for dealing with customers on a real time
basis.
There is a basic difference between E-CRM and CRM. There is no specific time limit
described in E-CRM. Clients and customers are mechanised using computerised software in E-
CRM with help of internet. On the other hand, customer relations management is not digitalised.
It is performed by direct interaction between human resource and the clients.
The following are benefits of this tool:
1. Customers perceive brand loyalty because of the preference that is provided through this
tool.
2. Customer service and support providing facilities are improved.
23

3. The cost of application and maintenance is too less which makes it cost effective and
efficient in meeting respective purpose.
4. Efficiency of business operations increases when this toll is implemented strategically. It
also implies that less amount of human resource is involved if E-CRM is installed. As a
result, company's expenditure on maintenance and satisfying human resource is
controlled or reduced.
5. Marketing strategies are efficiently implemented and have more effective impact when
electronic customer relationship management tool is applied simultaneously.
The E-CRM technology is used in SalesForce software which handles and forecasts sales
and inventory that is presently existing or would be required in the future. This tool can be used
in following areas:
 For acquiring more customer share by targeting new and existing consumers.
 Smart Restorations brand image can be improved with this technology because
complaints and feedbacks that are acquired by the company from customers shall be
addressed appropriately using E-CRM software. If they are addressed on time, customers
shall not feel neglected or cheated. Hence, application of this software will help in
improving brand or corporate image.
 Online and offline communication with customers is efficiently managed.
 VRM that is vendor relationship management software is also classified as an extended
application of E-CRM (Choudhury and Harrigan, 2014).
TASK 4
4.1 Outline of marketing plan
Due to recession’s company's sales is continuous declining so for that company is
planning to expanding its business by launching its own websites (eCommerce Order Processing
Services, 2015.). Through this websites company sales will be enhances and entity can add more
customers in its business. This marketing plan assists to Smart Restoration Limited for
generating customers through online. Following are steps which is considered by company for
making internet marketing plan.
Visions
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Visions of company is offering the best services furniture’s market by delivering value
add services to its customers (Melamed, and et.al,2013.).
Marketing Goal
The marketing goal of company is to enhance it sales by 5 % in one year and expend its
business through internet.
Product or services
The company is offering buy and sells second hand furniture’s to its customers.
Marketing strategy
Expanding its marketing entity is using focus more on offering lavish and new design
products to its customers (Hollensen, 2015). It's also giving online ads through google AdSense.
Pay per click. Create a community on social media such as Facebook and twitter. So entity
gather more customers in its business
Situational Analysis
For situational analysis company can use SWOT analysis which assist to them for
developing its market and making their strategy more competitive in nature. Through this
analysis company make modifications in products and develop new products.
Strengths
Low cost as compare to competitors
Excellent workforces
strong historical background
Weakness
Low quality products
lack of branding and marketing
High import duty timber
Opportunities
Growing local market
Global export market
Expanding business through online
Threats
No knowledge about online business
Import of low cost products from china and
India.
Tactics
Tactics means way to selling company's products or targeting customers. For selling its
products through online platform company can use various types of medium such as social media
marketing, E mail marketing, search engine marketing (McQuarrie, 2015). For targeting more
customers company can use social media because its gives wider range to them at national and
international level
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Budget
Estimated budget for this marketing plan is 8000 pounds are to be considered.
Measure results
For measuring results company can use SMART objective (Mathur. and Evans 2013.). This
approach assists to company for setting their priorities and through this company can easily
measure its results for long term purposes.
Analytics
For analysis of performances company can use post purchase decisions and also gather
feedback from customers. Another analytical tool such as Google for tracking its campaign's
success.
Review Monthly
By making monthly review of marketing plan company make modifications in its plan
and identity new business opportunities for its marketing plan. Its also assist to organization for
making changes as per consumers requirements (Parks, 2015.).
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4.2 Poster on pay per click
CONCLUSION
Summing up the present report it can be concluded that internet marketing has provided
new and innovative ways for selling products and services of the enterprise. Globalization has
provided method for selling commodities and services to large consumer base. In addition to
that it is required that existing consumers of the business should be retained so that products
and services should be sold to large buyer base. E-commerce platform provides an innovative
and effective medium through which company can attract more number of people. Marketing
activities of the enterprise gets influenced and consumers can be offered goods of the
company. In addition to that pay per click advertising and some other methods can also be
used for influencing buyers for selling commodities of the entity. It is required that proper
internet marketing plan should be formulated in the company so that all the necessary
activities of the company should be accomplished in strategic and systematic manner.
Internet marketing provides a innovative and effective platform for enhancing the
profitability and financial revenues of the company.
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