MS-65

SAMPLE MS-62 FIRST SEMESTER 2017

Course Code MS - 62 Course Title Sales Management Assignment Code MS-62/TMA/SEM - I/2017 Assignment Coverage All Blocks

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School of Management Studies

INDIRA GANDHI NATIONAL OPEN UNIVERSITY

MAIDAN GARHI, NEW DELHI – 110 068

1. (a) What are the major function of Sales Management in the following situations. Sales management facilitates the ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ is the analysis, planning implementation and control of programmes designed to bring about desired exchanges with target markets for the purpose of achieving organizational objectives.

It relies heavily on designing the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------, motivate and service the market.”

Sales or marketing management is ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------execution of these plans to achieve the objectives of the organization. Further their sales plans to a greater extent rest upon the requirements and motives of the consumers in the market aimed at.

To achieve this objective the organization ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------through the best services. To sum up, marketing management may be defined as the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and control of marketing programmes or campaigns.

(i) Cement company with all India operations.

(ii) Leading automobile components manufactures.

(iii) Company assembling Desktop Computers Systems.

Example of Sales Management Function in the current Indian business environment-

Tupperware India Pvt. Ltd is ---------------------------------------------------------------------------------------------------------

------------------------------------------------------------------and serving containers. Tupperware started its operations in

India in 1996 and has been growing steadily over the years.

Tupperware Corporation, -------------------------------------------------------------------------------------------------------------

--------------------------------------------------------------and serving items reaching consumers in more than 100

countries. Tupperware Corporation is -----------------------------------------------------------------------------------------------

----------------------------------------------------------------------------, Tupperware reaches consumers through informative

and entertaining home parties, retail access points in malls and other convenient venues.

The sales organization structure of --------------------------------------------------------------------------------------------------

------------------------------------------------------------------------- he left, his place was taken.

The Tupperware Party Plan method of ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------has recorded remarkable acceptance and success in India. Tupperware India understands the pulse of ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------an effective way of communicating product benefits. Tupperware also provides an appealing business opportunity for women. Today the company has a vast network of sales force, comprising 50,000 --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- experience. Tupperware has carved a niche in the market. Currently no other company enjoys the position enjoyed by Tupperware.

(b) Explain the interdependence of Sales function with the distribution function by taking two examples of your choice. In most organisations both sales ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------as jointly contributing to the accomplishment of the marketing task. Apart from this important fact, some other pointers towards the interdependence of these two vital functions are as under: a) All organisations use their own sales ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------wholesalers/semi wholesalers who in turn sell to retailers. Say for example, the hotels are the suppliers who sell their rooms in bulk to tour wholesalers and tour operators. The tour ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------few firms (like say ITDC) use their own sales force to reach upto the retail level. As both the sales and distribution functions are simultaneously performed to accomplish the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------obvious. In other words, activities of the sales organisation would have to be coordinated with channel operations if sales goals have to be effectively realised. b) The decision of the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------of its own sales force and thereby would determine the type of personnel and training required. c) Even though, an organisation may decide ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------provide to the first and subsequent

level of intermediaries. Since the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------task would have to be defined in context of first level of contact chosen by it. d) The choice before an ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------and depends upon factors such as the degree of control, flexibility, costs and financial requirements etc.

Marketing through channels implies ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------sales personnel and also lower fixed and variable costs of managing the channels. Depending upon its own set of variables the organisation would try and optimise the effectiveness ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------define that of the other (sales management).

e) To implement overall marketing ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------, in-store displays, local advertising, point of purchase promotion. For example, almost half the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------on. And therefore the travel agent can either promote or demote a destination, airline, hotel or a tour package. Within the corporation, the sales organisation is the initiator as well as the ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------becomes the key to successful working operations within the organisation. ----------------------------------------------------------------------------------------------------------------------------------------------------own department and with interacting organisational entities so that the sales task can be performed and coordinated with the overall marketing goals.

Example 1-

Example 2-

2. (a) What is Marketing Communication? Discuss, Explain the various elements in the communication process and their role in the whole communication process. Marketing communication is a critical ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to the right audiences through the right channels. The measure of effectiveness will occur through the achievement of goals and objectives that may focus on such things as raising awareness, ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------: clearly identifying and understanding the target audience, ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------communication channels designed to reach audiences at an optimum time. A critical marketing communication ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------in general terms, such as women age 25 to 55. Instead, marketers should attempt to further refine ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------, living in XYZ area, single, making an average income of $100,000 per ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------to develop appropriate messages that will be delivered through appropriate communication channels.

Design an effective marketing ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------audience through mass market or target market appeals. Personal selling enables a company to communicate ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------without a third party medium; examples include catalogs and direct mail. Sales promotion provides a customer with an incentive to buy the company’s ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------, suppliers and other groups affected by company operations.

A well-chosen marketing communication ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------increases the company’s chances to accurately transmit the product’s benefits, and to --------------------------------------------------------------------------------------------------------------------------------------------------------------------the company story or customer testimonial strategies are used.

A business owner must utilize a marketing communication strategy appropriate for each product. If the company sells higher-end diamond jewelry, for example, --------------------------------------------------------------------------------------------------------------------------------------------------------------------to use a strategy focusing on its superiority to its --------------------------------------------------------------------------------------------------------------------------------------------------------------------receives by buying the ring.

(b) What is a presentation? Describe the different types of Sales Presentations. Discuss why presentation skills are important for a Salesman. A presentation is a commitment by the presenter --------------------------------------------------------------------------------------------------------------------------------------------------------------------commitments are made by the presenter and the audiences are making judgement, --------------------------------------------------------------------------------------------------------------------------------------------------------------------, presentations and speeches have a good deal in common with formal reports - many of them are oral version of a written document. There are a number of people who often --------------------------------------------------------------------------------------------------------------------------------------------------------------------get enough exposure to the importance of this skill and those who are oblivious of the multitude of benefits that can be derived from its use, The reason why people ask about the importance of this --------------------------------------------------------------------------------------------------------------------------------------------------------------------world today, your success will be directly related to your ability to influence others. Therefore, one of the important attributes for successful people in business today is the ability to present well. Today, it’s not just what you know that --------------------------------------------------------------------------------------------------------------------------------------------------------------------armoury whether you’re a student just starting out or the head of a large organisation. Even if you don’t normally give presentations as part of your day-job, one day you’ll need to address a hobby --------------------------------------------------------------------------------------------------------------------------------------------------------------------information in a manner that creates a compelling need for the ----------------------------------------------------------------------------------------------------------------------------------------------------------- or to create an impression of credibility and stature. Those who understand how to --------------------------------------------------------------------------------------------------------------------------------------------------------------------. Even ‘off the cuff’ presentations are more effective if the

person delivering it has an understanding of what is --------------------------------------------------------------------------------------------------------------------------------------------------------------------– if the person delivering it does so with an understanding of the --------------------------------------------------------------------------------------------------------------------------------------------------------------------. One cannot be a good presenter overnight.

5. Webinar sales presentations are --------------------------------------------------------------------------------------------------------------------------------------------------------------------the webinar sales presentation, viewers can either be invited to join a webinar via email or, depending on the --------------------------------------------------------------------------------------------------------------------------------------------------------------------allow the salesperson to include graphics such as charts and --------------------------------------------------------------------------------------------------------------------------------------------------------------------clients without traveling.

6. Seminar- Seminar sales --------------------------------------------------------------------------------------------------------------------------------------------------------------------your sales pitch to as many people as possible. Usually, the

salesperson will stand on a stage or platform giving --------------------------------------------------------------------------------------------------------------------------------------------------------------------, but sometimes they involve audience participation, allowing attendees to ask questions or somehow be involved in the presentation.

7. Customized Problem Solving- In a --------------------------------------------------------------------------------------------------------------------------------------------------------------------a solution that could be provided by his or her product or service. This type of sales presentation is done face to face. Often, the salesperson will use a real-life example to demonstrate ------------------------------------------------ help the client.

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3. (a) What is recruitment? Discuss the various sources of recruitment that a firm can adopt. Recruitment is a positive process of --------------------------------------------------------------------------------------------------------------------------------------------------------------------then there will be a scope for recruiting better persons.

The job-seekers too, on the other hand, are in --------------------------------------------------------------------------------------------------------------------------------------------------------------------jobs. In simple words, the term recruitment refers to discovering the source from where potential ----------------------------------------------------------------------------------------------------------------------------------------------------------------labour turnover and enhanced reputation. It stimulates people to apply for jobs; hence it is a positive process.

Recruitment is concerned with reaching out, ----------------------------------------------------------------------------------------------------------------------------------------------------------------and qualitative aspect. It is the development and maintenance of adequate man- power resources. This is the first stage of the process of selection and is completed with placement.

Definition:

According to Edwin B. Flippo, “It is a ----------------------------------------------------------------------------------------------------------------------------------------------------.” He further elaborates it, terming it both negative and positive.

He says, “It is often termed positive in that ----------------------------------------------------------------------------------------------------------------------------------------------------------------, tends to be negative because it rejects a good number of those who apply, leaving only the best to be hired. ”

Process of Recruitment:

Recruitment -------------------------- the Following Stages: (i) Searching out the sources from ----------------------------------------------------------------------------------------------------------------------------------------------------------------in business administration will be the best source.

(ii) Developing the techniques to attract the ----------------------------------------------------------------------------------------------------------------------------------------------------------------being a professional employer may also assist in stimulating candidates to apply.

(iii) Using of good techniques to ----------------------------------------------------------------------------------------------------------------------------------------------------------------salaries, proper facilities for development, etc.

Sources of Recruitment:

The eligible and suitable ----------------------------------------------------------------------------------------------------------------------------------------------------------------in Figure below.

Internal Sources of Recruitment: 1. Promotions:

The promotion policy is followed ----------------------------------------------------------------------------------------------------------------------------------------------------------------pay, position, responsibility and authority. The important requirement for implementation of the promotion policy is that the terms, conditions, rules and regulations should be well-defined.

2. Retirements: The retired employees may ----------------------------------------------------------------------------------------------------------------------------------------------------------------candidates for the post.

3. Former employees: Former employees who had ----------------------------------------------------------------------------------------------------------------------------------------------------------------incentives can be paid to them.

4. Transfer: Employees may be ----------------------------------------------------------------------------- becomes vacant.

5. Internal -----------------------: The existing employees may ----------------------------------------------------------------------------------------------------------------------------------------------------------------of the vacant job. For their benefit, the advertisement within the company is circulated so that the employees will be intimated.

External -------------------Recruitment: 1. Press advertisement: A wide choice for selecting the ----------------------------------------------------------------------------------------------------------------------------------------------------------------of job description and job specification are made available to public in general.

2. Campus interviews: It is the best possible method for ----------------------------------------------------------------------------------------------------------------------------------------------------------------institutes and select students eligible for a particular post through interviews. Students get a good opportunity to prove themselves and get selected for a good job.

3. Placement agencies: A databank of candidates is sent to ----------------------------------------------------------------------------------------------------------------------------------------------------------------get commission in return.

4. Employment exchange: People register themselves with ----------------------------------------------------------------------------------------------------------------------------------------------------------------are sent for interviews.

5. Walk in interviews: These interviews are ------------------------------------------------------------------- for selection.

6. E-recruitment: Various sites such as ----------------------------------------------------------------------------------------------------------------------------------------------------------------upload their resume and seek the jobs.

7. Competitors: By offering better terms and ----------------------------------------------------------------------------------------------------------------------------------------------------------------in the competitor’s organization.

(b) Explain the process of identifying training needs in the following situations.

(i) Missionary Selling Missionary Selling is a form of ----------------------------------------------------------------------------------------------------------------------------------------------------------------decision rather than directly selling the product. This is used to convince a person who has never used a product ----------------------------------------------------------------------------------------------------------------------------------------------------------------exponentially; there is a constant thirst for the best and the brightest of employees. After IT sector, the pharmaceuticals industry is ----------------------------------------------------------------------------------------------------------------------------------------------------------------by Interlink Marketing Consultancy. Job satisfaction had a positive influence on ----------------------------------------------------------------------------------------------------------------------------------------------------------------were not significant but salespersons with higher educational qualifications reported lower levels of job satisfaction. The talent management has arises as a big task ----------------------------------------------------------------------------------------------------------------------------------------------------------------industry for reducing their attrition rate are discussed. The causes of attrition like money factor, working conditions, organization’s culture, opportunities for growth, organization behavior, low self-esteem, ----------------------------------------------------------------------------------------------------------------------------------------------------------------discussed. Strategies to attract best talents, retain and motivate talented people, psychological environment, and career track management are also discussed in this study.

Organizational environment like work ----------------------------------------------------------------------------------------------------------------------------------------------------------------financial and non financial benefits , growth opportunities, training programmes, flexible work-time, quality of life, work-life-balance, MBO practices, posting in the local areas , assignment of higher responsibility and ----------------------------------------------------------------------------------------------------------------------------------------------------------------time and reduce attrition rate in the organization resulting improvement in productivity. (ii) Space Selling Space selling, basically ----------------------------------------------------------------------------------------------------------------------------------------------------------------media, electronic media, radio, internet and so on.

for example:- when an ad comes is a ----------------------------------------------------------------------------------------------------------------------------------------------------------------in behalf of that clients pay a amount which is decided by the media house according to the size of space taken. Similarly in electronic media also ----------------------------------------------------------------------------------------------------------------------------------------------------------------in RADIO also slots are sold. Selling a space in the mind of the ----------------------------------------------------------------------------------------------------------------------------------------------------------------communication. The media can be virtual, electronic, OOH, or even inside retail outlets. Wherever ----------------------------------------------------------------------------------------------------------------------------------------------------------------of the brand, the customer and the medium itself.

(iii) Capital goods sales force. Capital goods are defined as man-----------------------------------------------------------------------------------------------------------------------------------------------------------------goods are also known as durable goods, real capital, economic capital, and even just the work "capital." ----------------------------------------------------------------------------------------------------------------------------------------------------------------, otherwise known as plant, property, and equipment (PP&E). Capital goods are one of the four factors of production.

4. (a) What are the major responsibilities of a Sales Manager? Discuss by taking an example of your choice the role and challenges of a Sales Manager. A sales manager is responsible for the ----------------------------------------------------------------------------------------------------------------------------------------------------------------products or services, as it is the sale of company goods that brings in revenue. The ----------------------------------------------------------------------------------------------------------------------------------------------------------------roles a general sales manager must fill. Let us understand Roles and responsibilities of a sales manager:

A sales manager is ----------------------------------------------------------------------------------------------------------------------------------------------------------------planning and budgeting.

A sales manager can’t work alone. He needs the ----------------------------------------------------------------------------------------------------------------------------------------------------------------of the organization. He is the one who sets the

targets for the sales executives and other sales representatives. A sales manager must ensure the targets are realistic and achievable.

The duties must not be ----------------------------------------------------------------------------------------------------------------------------------------------------------------who can perform a particular task in the most effective way. It is his role to extract the best out of each employee.

A sales manager devises strategies and ---------------------------------------------------------------------------------------------------------------------------------------------------------------- team members.

It is the sales manager’s duty to map potential customers and generate leads for the organization. He should look ----------------------------------------------------------------- organization.

A sales manager is also responsible for brand promotion. He must ----------------------------------------------------------------------------------------------------------------------------------------------------------------placed at strategic locations; hoardings should be installed at important places for the best results.

Motivating team members is one of the ----------------------------------------------------------------------------------------------------------------------------------------------------------------. He must ensure team members don’t fight amongst themselves and share ----------------------------------------------------------------------------------------------------------------------------------------------------------------best. Appreciate whenever they do good work.

It is the sales manager’s duty to ensure his team is delivering desired results. Supervision is essential. Track their ----------------------------------------------------------------------------------------------------------------------------------------------------------------out the week or month. The performers must be encouraged while the non performers must be dealt with utmost patience and care.

He is the one who ----------------------------------------------------------------------------------------------------------------------------------------------------------------and stand by their side at the hours of crisis.

A sales manager ----------------------------------------------------------------------------------------------------------------------------------------------------------------of inspiration for his team members.

A sales manager is ----------------------------------------------------------- maintaining and improving relationships with the client. ------------------------------------------------ is also his KRA.

As a sales manager, --------------------------------------- and records for future reference.

Challenges of a Sales Manaher-

1. Sales coaching is one of your biggest ----------------------------------------------------------------------------------------------------------------------------------------------------------------responsibilities and neglect the development of your reps. Don’t try to tell your team what to do. ----------------------------------------------------------------------------------------------------------------------------------------------------------------end results are important, the right process and a keen understanding of the process can be just as paramount.

2. Data-driven approaches and data analysis should ----------------------------------------------------------------------------------------------------------------------------------------------------------------while your team is waiting for your insight. You also can’t be careless about your data or it ----------------------------------------------------------------------------------------------------------------------------------------------------------------analysis and share these actionable insights with your team. Good-quality data and the key sales performance metrics will help ----------------------------------------------------------------------------------------------------------------------------------------------------------------reps from underperforming ones.

3. Time management can be a tricky beast -------------------------------------------------------------------------------------------------------------------------------------------------------------. Still, you need to stay on track and carve out enough

time to focus solely on managing your reps. You should be meeting -------------------------------------------------------------------------------------------------------------------------------------------------------------you see everyone you need to see regularly.

4. Stepping back from the act of selling can -------------------------------------------------------------------------------------------------------------------------------------------------------------in and close a deal if your reps seem to be in danger of losing it. You need to remember that you are not r job is -------------------------------------------------------------------------------------------------------------------------------------------------------------own mistakes – and learn from them.

5. Maintaining consistency is key for a sales manager, so -------------------------------------------------------------------------------------------------------------------------------------------------------------You might let your top sellers get away with using their own techniques rather than the company-established selling process. You might expect one rep to make significantly more calls than -------------------------------------------------------------------------------------------------------------------------------------------------------------differently, and will become frustrated. Inconsistency from you will undermine your company culture.

6. Motivating reps can be a challenging -------------------------------------------------------------------------------------------------------------------------------------------------------------of bonuses. Others will be more motivated by intrasquad competition. Make a varied program based on coaching and rewards that will motivate each one of your team members.

7. Aligning with marketing has never -------------------------------------------------------------------------------------------------------------------------------------------------------------. You should have regular meetings with the marketing team just like you do with the sales team. Make sure that you are united around common goals so that you can tackle selling together. Each team should have -------------------------------------------------------------------------------------------------------------------------------------------------------------way toward ensuring that the sales pipeline is always full of high-quality, marketing-provided leads that the sales team and work on closing.

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Organizational Example

Jane is an experienced and successful district --------------------------------------------------------------------------------------------------------------------------------------------------------------driven, a very good coach and a people person. Each month Jane is put to the test with different sales reps she must coach to success.

IBZ is a mid-sized technology company -------------------------------------------------------------------------------------------------------------------------------------------------------------. This year the bonus plans have a super bonus portion which accelerates when a rep is 5% over quota.

For some background, Jane took over an -------------------------------------------------------------------------------------------------------------------------------------------------------------to reach the top 10% of the country and she is focused. Her key area of focus is on finding innovative ways to grow the business. She wants her team to develop new business opportunities for lagging product lines.

As she reviews her team, the one rep -------------------------------------------------------------------------------------------------------------------------------------------------------------programs (PIP) and has won several sales contests in the last few years.

Ray knows his stuff, he knows his -------------------------------------------------------------------------------------------------------------------------------------------------------------whether he works full days when she is not with him. He picks her up at 8:30 and drops her off around 4:30. The day is well planned and Ray has a good rapport with his customers.

Jane has invested a lot of energy --------------------------------------------------------------------------------------------------------------------------------------------------------------end review. She would like to see the results if he would put the extra call each day.

She followed many good approaches and makes Ray’s business successful.

(b) What are the objectives of Sales Planning? Pick up an example of any FMCG Company and elaborate its importance. The sales planning process is very -------------------------------------------------------------------------------------------------------------------------------------------------------------stage of planning and can be carried out only when the company has a strategic marketing plan in place.

The first thing that an organization -------------------------------------------------------------------------------------------------------------------------------------------------------------, and also, the consumer buying behaviour for that segment. Accordingly sales’ planning is done.

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Let us go through the sales planning process with the example of Air conditioners

1) Setting objectives – Your sales planning is --------------------------------------------- for the sales team. For example – The objective of an air conditioning company -------------------------------------------------------------------------------------------------------------------------------------------------------------planning is to penetrate a new market to increase market share.

2) Determine the actions necessary – Once you -------------------------------------------------------------------------------------------------------------------------------------------------------------you implement the sales plan. This is a crucial step in the sales planning -------------------------------------------------------------------------------------------------------------------------------------------------------------you in meeting your sales objectives.

For example – The air conditioning -------------------------------------------------------------------------------------------------------------------------------------------------------------territory. The marketing department should also know the new territory so that they can come up with aggressive marketing tactics to target that territory.

3) Organize your actions – Coming back to -------------------------------------------------------------------------------------------------------------------------------------------------------------your sales planning. For example – The first priority of the air conditioning company in new territory will -------------------------------------------------------------------------------------------------------------------------------------------------------------the new territory with aggressive marketing tactics. Thus an organized action --------------------------------------------------- planning process.

4) Implement – Once you have your -------------------------------------------------------------------------------------------------------------------------------------------------------------problems you may face while implementing a sales plan. For

example – The customers of the new ------------------------------------------------------------------------------------------------------------------------------------------------------------- customers and you might not be able to adapt with the unexpected demand which can make your brand lose face from the start.

5) Measure results – As in any -------------------------------------------------------------------------------------------------------------------------------------------------------------are very easy to measure because everything is documented and recorded. For example – the air -------------------------------------------------------------------------------------------------------------------------------------------------------------sales as well for record keeping.

6) Re evaluate – When you have the -------------------------------------------------------------------------------------------------------------------------------------------------------------. The analysis will -------------------------------------------------------------------------------------------------------------------------------------------------------------as well as the bad work which has to be avoided.

For example – Your sales report shows that you -------------------------------------------------------------------------------------------------------------------------------------------------------------you will plan increasing your brand equity through quality of sales and service. If on the other -------------------------------------------------------------------------------------------------------------------------------------------------------------planning should be done taking these negative results into account and the sales objectives should be re planned.

Remember that sales is a dynamic -------------------------------------------------------------------------------------------------------------------------------------------------------------of the vigorously growing segments across the world and it comes with its own share -------------------------------------------------------------------------------------------------------------------------------------------------------------the strategic marketing plan.

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