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The Hajim School of Engineering and Applied Sciences Department of Electrical and Computer Engineering University of Rochester CONTENTS: Introduction ABET Program Accreditation Professional Registration Recommended Curriculum and Requirements Admission Requirements ECE Advanced Elective and Capstone Design Pre-medical Internships and Practicum Transfer Credits Five year BS/MS Program Certificate in Management Studies NROTC Upper-level Writing Requirement Humanities & Social Sciences Requirement Natural Sciences Requirement Appendices
ECE ACADEMIC COORDINATOR Barbara A. Dick EXT. 5-5719 firstname.lastname@example.org
CURRICULUM CHANGES APPLICABLE TO THE CLASSES OF 2011 AND BEYOND
THERE IS NOW A GREATER FLEXIBILITY IN TAKING ECE COURSES. STUDENTS WHO HAVE AP CREDITS IN CALCULUS, OR WHO ARE UNSURE OF THEIR MAJORS, SHOULD CONSULT WITH THEIR ADVISOR IN DESIGNING A SUITABLE SELECTION OF COURSES. ECE 114 HAS BEEN REPLACED WITH CSC 160 ECE101 IS REPLACED WITH ANY EAS 1XX COURSE. NOTE: IF ECE 140 OR EAS 1XX IS NOT TAKEN, THEN A 200 LEVEL TECHNICAL COURSE MUST BE TAKEN SOMETIME IN THE JUNIOR OR SENIOR YEAR.
Undergraduate Program Mission Statement
Our mission is to provide our students with the knowledge and skills that will enable them to build productive careers in the field of Electrical and Computer Engineering. We will teach our students the principles and good practices of modern basic and applied electrical and computer engineering. We will train them to solve problems systematically, yet to think creatively, and we will develop in them an awareness of the role of engineering in modern society. Program Objectives 1. The intellectual breadth and critical reasoning skills to enable them to successfully pursue diverse career paths, both within the engineering profession and in other areas, such as law, medicine, and business. 2. The skills to work productively in collaborative environments. 3. The ability to communicate effectively both within the technical community and with the public at large. 4. Enthusiasm for creativity, research, and lifelong inquiry. 5. Appreciation of the social impacts of engineering and the need to maintain the highest ethical standards in the practice of their chosen profession. Program Educational Outcomes Students will acquire knowledge and skill in the mathematics underlying electrical and computer engineering analysis and design, including calculus, linear algebra, discrete mathematics, and probability. Students will develop a firm foundation in the physical sciences underlying electrical and computer engineering analysis and design, including fundamental physics and electricity and magnetism. In recognition of the broad choice of career paths within ECE and the societal impact of engineering, students will obtain knowledge of modern physics or other sciences such as biology, chemistry, or environmental science. Students will be able to use the tools of Electrical and Computer Engineering, including computer simulation, design and analysis software, and laboratory measurement equipment. Students will be able to design and conduct experiments, and analyze and correctly interpret data. Students will gain a sufficient foundation in the fundamental areas of electrical and computer engineering to understand problems in a broad context. These fundamental areas include: circuits and systems, electromagnetics, microelectronics, digital systems, computer architecture, signals and communications. Students will have the in-depth training in at least one fundamental ECE area to conduct detailed design and analysis and will develop the skills to bring a design project to successful completion. Students will gain the skills and general engineering knowledge necessary to function in an engineering project team. Students will be exposed to the issues of professionalism and ethical responsibility through examples. Students will be able to communicate effectively with their peers and the public in written, oral, and graphical forms. Students will start to understand the societal context and impact of engineering. Students will learn to appreciate the value of the creation and dissemination of new engineering knowledge and the need to engage in life-long learning. Students will broaden their education through exposure to the humanities and/or social sciences.
This Guide supplements information found in the 2009-2011 Undergraduate Bulletin of the University of Rochester for the Electrical and Computer Engineering degree program in the Hajim School of Engineering and Applied Sciences. http://www.rochester.edu/bulletin/index.html. To plan a program of study meeting departmental requirements and satisfying one's objectives, each student must remain aware of applicable curricular requirements. When requirements are changed, the Department is obligated to communicate these changes to students through letters, announcements, and/or meetings. It is the student's obligation to read and study this Curriculum Guide, to attend announced class meetings, and to meet with his or her advisor regularly.
ABET PROGRAM ACCREDITATION
In the State of New York, engineering degrees must be registered for either professional or general purposes. All degrees conferred by the Department of Electrical and Computer Engineering at the University of Rochester are registered for professional purposes. In contrast, all degrees granted through the Interdepartmental Program are registered for general purposes. The State will automatically register an engineering degree program for professional purposes if it is accredited by the Accreditation Board for Engineering and Technology (ABET). The current ABET accreditation criteria require that each electrical and computer engineering student complete a curriculum with the following minimum content: (1) (2) (3) Humanities & Social Science Mathematics & Basic Science Engineering Science and Design 1/2 year 1 year 1 1/2 year (16 credit hours) (32 credit hours) (48 credit hours)
In the item (3) above, students should strive to achieve at least 1 year (32 credit hours) of Engineering Science and at least 1/2 year (16 credit hours) of Engineering Design content. Further, the program must culminate in a meaningful, major design experience. The required courses in the ECE curriculum listed below guarantee satisfaction of ABET accreditation requirements.
The main difference between professional and general degrees is that students with the professional degree may sit for part A of the Professional Engineering Examination, also known as the Fundamentals of Engineering (FE) examination. This examination on fundamentals of engineering and science is the first step toward registration as a professional engineer. All ECE students should consider taking the FE examination in the spring of their senior year. Professional registration brings certain recognized benefits. Furthermore, entry-level engineering jobs with the State of New York, as well as many junior level federal positions, require successful completion of the FE. In addition, private corporations such as Kodak and Xerox require a significant number of professionally registered engineers. Because the path that an engineer's career is likely to take is difficult to predict, the department encourages all students to sit for the FE examination.
RECOMMENDED CURRICULUM AND REQUIREMENTS
Fall MTH 161 Differential Calc EAS 1XX or ECE140 WRT 105 Elective/Natural Sci Spring MTH 162 Integral Calc PHY 121 Mechanics CSC 160 Elective
MTH 165/163 Linear Alg & DE PHY 122 E&M ECE 111 Circuits & Signals Elective
MTH 164 Multivariate Calc PHY 123/Natural Sci/Elective ECE 113 Signals & Systems ECE 112 - Logic Design ECE 200 Computer Org. ECE 222 Integrated Circuits ECE 242 Communications ECE 399 Social Implications of Engineering
ECE 221 Elec Devices & Circuits ECE 230 Waves ECE 241 Signals ECE 270/MTH 201 Probability
ECE 398 ECE Design Seminar ECE 216 Microprocessors Advanced Elective Elective
ECE 349 Capstone Design Elective Elective Elective
Plus the following: - 1 ECE Advanced Elective course (if ECE140 or EAS1XX not taken) - Free electives to complete the balance of 128 credit hours. A total of 12 ECE courses, CSC 160, ECE 349, ECE 398 and ECE 399 are required for graduation. ECE 399 should be taken in the junior year and ECE 398 must be satisfactorily completed, usually in the Fall term of the Senior year, prior to undertaking ECE 349 - Capstone Design course.
Acceptable alternative mathematics sequences: Honors math Sequence: MTH 171, 172, 173, 174, is perfectly appropriate for those with adequate mathematics background. The sequence MTH 141, 142, 143, 165, 164; is acceptable, HOWEVER, it is best to take MTH143 or an equivalent in the SUMMER between the 1st and 2nd years, in order to get back in sequence. Consult with your faculty and administrator to arrange your best sequence. Two physics courses, PHY 121 and PHY 122, are required of all ECE majors. In addition, it is strongly recommended that ECE students also complete PHY123. However selected other courses in natural science from among AST, BCS, BIO, CHM, EES, and PHY may also satisfy the ECE program's Natural Science requirement. Students must check with the ECE department undergraduate coordinator prior to taking any such course to confirm that the course will satisfy the ECE Natural Science requirement. In the ECE program a total of five courses in the humanities and social sciences is required. Three of these courses must constitute an approved Cluster in Humanities or Social Sciences and must be passed with a 2.0 average or better. See the Cluster Search Engine (http://www.rochester.edu/College/CCAS/clusters) and descriptions of clusters in the undergraduate bulletin. ECE 270 OR MTH 201, "Introduction to Probability is required for all ECE majors. Students should normally take MTH 201 concurrently with ECE 241 but in any case MTH201 must be taken prior to taking ECE 242. For graduation, electrical and computer engineering majors must achieve a minimum cumulative grade-point average of 2.0 in the twelve required ECE core courses: specifically ECE 111, 112, 113, 200, 216, 221, 222, 230, 241, 242 and CSC160. In addition, 128 total credits are required for graduation with an overall cumulative grade point average of 2.0.
Students wishing to major in Electrical and Computer Engineering must file a completed "ECE Curriculum Planning Form" (See Appendix 1), along with the Concentration Approval Form, ordinarily during the fourth semester of study. This form constitutes application to the upper-division ECE program. The minimum requirements for admission to the ECE program are completion of the following: (no student may be admitted to the major if on Academic Probation in the College) 1. 2. 3. 4. 5. ECE 111, 112, 113 and CSC 160 with a minimum cumulative GPA of 2.3 in these four courses MTH161, 162, 165, 164 and 165 or the equivalent mathematics sequence PHY121, 122, and one other PHY or natural science course (PHY123 recommended) University primary writing requirement, usually satisfied by taking WRT 105 A minimum GPA of 2.0 in all courses completed to date.
A submitted plan, though never binding, is very useful in helping students to focus their interests within the field of electrical and computer engineering. Before preparing and submitting a course plan, each student should study available written material and then discuss the alternatives fully with his or her faculty advisor or with other faculty. The Curriculum Planning Form, approved by the students faculty advisor, will then be attached to a Concentration Approval form and submitted to the Dean of the Hajim School of Engineering and Applied Sciences. Under special circumstances, such as transfer from another institution or a change of intended major in the early years of study, students may not complete all the requirements for admission by the end of the sophomore year. Such circumstances might include lacking one of the three required ECE or seven freshmansophomore courses in mathematics, physics, and physical sciences. Students in such a situation may qualify for conditional admission by submitting a form, available from the Undergraduate Coordinator in the ECE Office, to the ECE Undergraduate Committee along with an up-to-date ECE Curriculum Planning Form. The application must present a realistic plan, approved by the students advisor, for completion of all ECE program admission requirements within one year. Failure to meet the requirements within one year will result in removal from the major. Only the Administrative Committee of the School of Engineering and Applied Sciences can make exceptions from the general degree requirements published in the Official Bulletin of the University. Petition forms for Administrative Committee consideration may also be obtained from the Electrical and Computer Engineering Office.
ECE ADVANCED ELECTIVE AND CAPSTONE DESIGN
In planning a program of study each student must choose one advanced ECE elective course and the capstone design sequence ECE 399, 398, and 349. This is the minimum requirement and students are encouraged to take as many advanced electives as they may fit into their schedule. This requirement assures that all majors devote some of their advanced level course-work to a specialization within ECE leading to a design project. In the design sequence, students will define their design project in consultation and with the approval of ECE faculty members.
A listing of advanced electives for the various areas of specialization are given below. Multiple advanced electives are listed for most areas; please consult with your ECE advisor to make appropriate course selections. Refer to the undergraduate bulletin for course descriptions. AREA Signals and Communications VLSI and Electronics Computer Engineering Waves, Fields and Devices ADVANCED ELECTIVES 244, 245, 246 261, 223, 234, 235, 266 CAPSTONE DESIGN 349 349
ECE students interested in preparing for medical school are urged to obtain related materials from the Health Professions Advisor at the Center for Academic Support, Lattimore 312. It is essential that such students begin program planning very early and involve both their ECE advisor and the Health Professions Advisor. Some of the courses usually required for admission to medical school are readily accommodated within the BS ECE curricular requirements. These include two semesters of general physics, two semesters of general chemistry, two semesters of math, and two semesters of English. (The English requirement is accommodated by using one of the five H&SS courses over and above the University Primary Writing requirement.) Note that a laboratory in physics is usually required for medical school admission, although not for the ECE program. Only medical schools may decide whether ECE labs can be substituted. Additional requirements for medical school admission include a year of biology with labs and a year of organic chemistry with labs. To accommodate these courses, an ECE student can use the free electives available in the ECE curriculum. Additional courses can only be accommodated by overloads, by use of summer courses, or by advanced placement credit. Scheduling all of these courses with due regard for prerequisites may be complex and the workload demands strong commitment from the student. Thus, consultation with the Health Professions Advisor in Lattimore Hall and the ECE faculty advisor is essential. Freshman orientation is not too early to begin program planning!
INTERNSHIPS AND PRACTICUM
ECE majors are strongly encouraged to participate in internships with local or nationally based engineering firms. Only in a few cases can internship experiences be used for academic credit. Students who wish to obtain such credit for an internship must obtain prior approval from the ECE Undergraduate Committee. The Engineering Practicum program, supervised jointly by the Edmund A. Hajim School of Engineering and Applied Sciences and the Career Center, is a way to gain valuable work experience. A student in this program takes one semester and the summer preceding or following to work for a company. Academic credit is not granted, but the work experience and references obtained are valuable in later job searching. Typically graduation is delayed by one semester, but some students with Advanced Placement credit or summer classes can graduate on time. Additional information, including example programs, is available from the Hajim School of Engineering and Applied Sciences office in Lattimore Hall, or from the Career Center.
If a student wishes to take a course at another institution to satisfy an ECE degree requirement, PRIOR APPROVAL is required and proper supporting documentation about the course must be submitted to the ECE Department Undergraduate Coordinator. An "Undergraduate Transfer Credit Approval Form," available in the ECE Office is to be used for this purpose. Students are strongly advised to seek the advice of their advisor before registering for a course at another institution. Completed forms will be forwarded to the Undergraduate Committee for action.
FIVE-YEAR BS/MS PROGRAM
ECE juniors contemplating graduate work should consider the special five-year program offered by the Department. This program provides the advantage of a smooth transition between undergraduate and graduate study. Program enrollment is competitive and students must apply for admission in the spring of their junior year. Successful applicants begin their masters-level study in the Senior year. Through a special program initiated by the Hajim School of Engineering and Applied Science, students who have been formally accepted into the 3/2 program will be granted a 75% tuition scholarship for the fifth year of study (only after the BS degree has been awarded). Students should consult the UR Graduate Studies Official Bulletin found at: (http://www.rochester.edu/GradBulletin/) for the MS degree requirements and they should meet with a faculty member to develop an integrated BS/MS program of study.
CERTIFICATE IN MANAGEMENT STUDIES
Many ECE students choose to pursue the Certificate in Management Studies, which requires 6 courses (see the Undergraduate Bulletin and the Interdepartmental/Social Science Cluster link for more details). With careful planning, it is possible for ECE students to obtain this certificate without overloading.
By College policy, a maximum of two NROTC courses (8 credits) may be taken as free electives toward the 128 credits required for graduation. Additional NROTC courses must be taken as overloads.
UPPER-LEVEL WRITING REQUIREMENT
It is vitally important for all students to be able to communicate effectively in writing. The University's Upper-level Writing Requirement applies to all majors. Within electrical and computer engineering the requirement will be met through writing assignments in ECE 111, 112, 113, and ECE 399. Students who transfer credit for any one or more of these courses from another institution to the UR must consult with the ECE Departments undergraduate coordinator to determine if their program satisfies the requirement.
13) Humanities & Social Science Requirement
All ECE majors must take a minimum of 5 humanities/social science (H&SS) courses. This includes the three courses taken to satisfy the University Cluster requirement. These five courses can be chosen from any recognized Humanities and/or Social Science field listed below. Courses in the business field may not be used to satisfy this requirement. Students also are expected to take some of these courses beyond the introductory
level. Ordinarily, H&SS Clusters will count for three of the five required courses, but if questions arise, students should consult their advisors. Language courses at the 101 level are only accepted when followed by another, more advanced course in the same language. Acceptable Humanities Courses: Any English course except for ENG101 or the course taken to satisfy the university primary writing requirement (usually WRT 105); any course in art or art history, foreign or comparative literature, a foreign language above 101 level, music theory or music history, philosophy, religious studies, or film studies courses cross-listed in a humanities department. Acceptable Social Sciences Courses: Any course in anthropology, economics, history, linguistics, political science, psychology or sociology. Notes: 1) No computer courses offered in humanities or social science fields may be used as a H/SS distribution course. 2) Ordinarily, courses taken at the University of Rochester to meet the 5 course requirement in H&SS are 4 credit hour courses. Consult your advisor concerning 2 or 3 credit courses (including transfer courses). You may need to petition the Undergraduate Committee to use such courses as credit toward the H&SS distribution requirement. The following restriction applies to all courses used to satisfy the distribution requirement: "The Faculty approved the Committee on Educational Policy motion that two 2-credit courses may be combined to fulfill one 4-credit distribution requirement only if both courses are from the same discipline; that two 2-credit courses from different disciplines may be substituted for a 4-credit free elective; and that no more than two courses may be combined to count toward either a distribution requirement or a free elective." From Summary of Minutes, School Faculty Meeting, September 23, 1977.
Natural Science Requirement
Courses that may satisfy the Natural Science requirement are: Physics PHY123 or higher Astronomy AST111 or higher Chemistry CHM103 or higher Biology BIO110 or higher (BIO115 1st Semester Freshman ONLY) Earth & Environmental Science - EES101 or higher Brain & Cognitive Sciences BCS110 or higher
Revised 7/10 BD
Appendix 1: ECE CURRICULUM PLANNING FORM
ECE students are required to maintain an up-to-date copy of this form in their advising folder, starting with the pre-registration that occurs in the spring of their second year. Additional copies of this form may be obtained from the ECE Office.
NAME__________________________________________________ID#_______________________________DATE____________ CAMPUS ADDRESS___________________________________________PHONE_______________________CLASS OF _______
NOTE: Indicate in the extreme right column: TC=transfer credit, SR=summer course, AP=advanced placement
Fall semester First year: _________________ Acad. year _______________ _______________ _______________ _______________ _______________ Spring semester ________________ ________________ ________________ ________________ ________________ Summer or Transfer ________________ ________________ ________________ ________________ ________________
Second year: _________________ Acad. year
_______________ _______________ _______________ _______________ _______________
________________ ________________ ________________ _________________ ________________
________________ ________________ ________________ ________________ ________________
Third year: _________________ Acad. year
Fourth year: _________________ Acad. year
Advisor UG Program Coordinator
Undergraduate Committee Chairman Prof. Jack Mottley HPN306 Undergraduate Committee Prof. Paul Ampadu CSB 417 Prof. Roman Sobolewski CSB 425 Undergraduate Program Coordinator Barbara A. Dick HPN 205 Class Advisors CLASS 2014 Hanan Dery Jack Mottley CLASS 2013 M Bocko Z. Ignjatovic CLASS 2012 M. Doyley K. Parker CLASS 2011 A. Vosoughi G. Sharma CSB 411 HPN 306
3-5753 5-1551 5-5719
email@example.com firstname.lastname@example.org email@example.com
CSB 518 CSB 419 HPN413 HPN 203 HPN 308 HPN 419
5-4879 5-3790 5-3774 5-3294 5-5302 5-7313
firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com
BASIC GUIDE TO ECE UNDERGRADUATE REQUIREMENTS
REQUIREMENTS FOR ADMISSION TO THE CONCENTRATION
ECE111 ECE112 ECE113 CSC 160 WRT105 (must obtain a C or better) Curriculum Planning Form Course Approval Form nd (Forms filed 2 sem. Soph. Year) 2.3 GPA or Higher
NEED TO GRADUATE
CREDIT WRT105 (must obtain a C or better) 4 ECE CORE COURSES ECEECEECECSCECEECEECEECEECEECEECEECEECEADVANCED ELECTIVE 4 ECE Concentrations Required (one) Computer Engineering 201 Signals/Communications 244, 245, 246 VLSI/Electronics 261, 266 Waves,Fields and Devices 223, 234, 235, 266 * Concentration chosen must be courses not taken before. CAPSTONE DESIGN (ECE349) 4 (60)
BASIC SCIENCE AND MATH
MTH141 (If you take 141, Must take all three in the 14X sequence) 4 each MTH161/MTH162/MTHMTH165/ECE PHY121/PHY122/NAT.SCI - (CHOOSE ONE) 4 (32) AST111 or higher CHM103 or higher BIO101 or higher EES101 or higher BCS 110 or higher PHY123 or higher **(See UR Cluster site http://www.rochester.edu/College/CCAS/clusters/) Cluster 4 Cluster 4 Cluster 4 H/SS 4 H/SS 4 (20)
DISTRIBUTION COURSES (At least one cluster required) *Must maintain a 2.0 GPA
FREE ELECTIVES any Humanities or social sciences courses
(16) TOTAL CREDITS
The Department has made it possible for students to participate in a Co-op type program, in which the student takes off 2 semesters to co-op and graduates in 5 years. We propose simply that if a student takes their first Coop in a Spring semester and their second in a Fall semester, then they can be accommodated. Presumably these would not be in successive semesters, and would not be the final semester. We recommend that students co-op in their sixth and ninth semesters:
PROGRAM w/ Co-op
Yr 1 EAS 1XX WRT 105 Elective/Gen Sci 2 MTH 165/163 Linear Alg & DE PHY 122 E&M ECE 111 Circuits & Signals Elective ECE 221 Elec Devices & Circuits ECE 230 Waves ECE 241 Signals ECE 270/MTH 201 Probability ECE 398 ECE Design Seminar ECE 216 Microprocessors Adv Elective Elective Fall MTH 161 Differential Calc Spring MTH 162 Integral Calc PHY 121 Mechanics CSC 160 Elective MTH 164 Multivariate Calc PHY 123/Gen Sci/Elective ECE 113 Signals & Systems ECE 112 - Logic Design Co-op Semester
ECE 200 Computer Org. ECE 222 Integrated Circuits ECE 242 Communications ECE 399 Social Implications of Engineering ECE 349 Capstone Design Elective Elective Elective
Your holiday marketing success stories
10 PRODUCT REVIEWS pAgES 14, 22
RESOURCES FOR SUCCESSFUL HOBBY RETAILING
Whats new at iHobby 2009
Gift cards and your bottom line
Vol. 36 Issue 1
New The Edge column Trainfest draws huge numbers German makers stay in business Robey receives HMA recognition
10 PRODUCT REVIEWS PAGES 14, 22
Volume 36, Number 1
In this issue, Rich Kizer and Georganne Bender share 10 retail tips from their 2009 iHobby Expo Hobby University seminar. Illustration/Roen Kelly
ON THE COVER
Visit our Web site for these bonus Product Lab reviews:
F E AT U R E S
1:18 Toyota Celica 1600GT (TA22) Autoart Aerobatics Made Easy DVD Air Age Publishing Ticket to Ride: Europa 1912
Our first impression of seven new products: Losi Micro Rock Crawler RTR Konami Gamera: Little Braves Collection Schuco 1:32 Claas Axos 330 with front loader Acrylicos Vallejo Game Color Extra Opaque Basecoat Set Revell 1:Ford Fairlane #17 David Pearson Woodland Scenics Woodland Classic Trees Revell V-19 Torrent Starfighter
From R/C to die-cast, there were plenty of exciting products to see at the 25th Annual iHobby Expo.
iHobby expo products lots of new things
Days of Wonder
Plus the latest news, business articles and much more!
Dont let the economy get you down! Here are some easy (and inexpensive) things you can do to fight back.
Business Basics 10 steps to store survival
We review three new products:
Are we missing the boat?
Moebius Models Conan the Barbarian ParkZone Ultra-Micro P-51 RTF/BNF Model Power Postage Stamp Planes
The Edge debuts in the news, Trainfest attracts 21,000 attendees, German model railroad makers keep chugging along.
model railroading MOdels
Gift cards, certificates and profits.
W H AT S S E L L I N G
What are you doing for the holidays to actively pull customers into your store?
IN THE NEXT ISSUE
Make new friends, keep the old: retailers discuss how they attract different customers while continuing to satisfy their regulars.
MODELRETAILER JANUARY 2010
BOOKS & VIDEOS
model railroading MOdels/ DIE-CAST
MODELRETAILER (ISSN 0191-6904, USPS 395-730) is published monthly, except two issues in October, by Kalmbach Publishing Co., 21027 Crossroads Circle, P.O. Box 1612, Waukesha, WI 53187-1612. Periodicals postage paid at Waukesha, Wis., and additional offices.
Postmaster: Send address changes to Model Retailer, 21027 Crossroads Circle, P. O. Box 1612, Waukesha, WI, 53187-1612. Canada Publication Mail Agreement # 40010760.
Are you ready?
Your business in a Recession
Control costs. Maintain liquidity. Be efcient. Cut spending. Key phrases of our current economic times, right? But how far can you go before your business suffers?
The rst reaction is to cut, cut, cut, and advertising is one of the rst things to go, says Wharton marketing Professor Peter Fader, however, as some companies slash their advertising they leave empty spaces in the minds of consumers allowing savvy marketers to take control of their customers. Todays economy provides an unusual opportunity to differentiate your business and stand out from the crowd, says Fader.
A McGraw-Hill Research study examined 600 companies from 1980-1985 and found that those who maintained or increased their advertising during the 1981-1982 recession had sales 256% higher than those who did not continue to advertise.
Advertising in a Recession
Magazine ads are the most effective and efcient ways to boost purchasing decisions. - Marketing Evolution Study, 2008 If you cut advertising it takes 4 or 5 times the amount saved to get the momentum back just to be where you were when you stopped advertising once the economy turns around. (David Sable, COO of Wunderman) Magazines are the most successful medium in engaging consumers to notice advertising - Simmons Multi-Media Engagement Study, 2007
Kalmbach magazines in a Recession
Kalmbach Publishing Co. has been in the magazine publishing business for 75 years. In fact, The Great Depression is the reason the company came to be and had a profound impact on the company values and mission. Today, we remain committed to the hobbies we serve with our magazines, books, Web sites and e-newsletters. More importantly, our customers remain committed to us because of our determination to deliver value and quality 100% of the time.
The success of a business depends on several factors: Quality of service, quality of product, but more than anything else, an overall integrity, honesty, and consistency of policy. Al Kalmbach, founder of Kalmbach Publishing Co.
Just as you may have made plans to weather the current recession, you need to make plans for the economic recovery
by HAL MILLER
EDITORIAL OFFICE 21027 Crossroads Circle, Box 1612 Waukesha, WI 53187-1612 Phone: (262) 796-8776 Fax: (262) 796-1383 Web site: www.ModelRetailer.com E-mail: firstname.lastname@example.org EDITORIAL AND ART Editor Hal Miller Associate Editors Sue Brettingen, Tim Kidwell Editorial Assistant Jenny Maaske Art Director Tom Ford Photographers William Zuback, Jim Forbes Publisher Terry Thompson ADVERTISING Ad Sales Manager Rick Albers (x652) Ad Sales Representative Aaron Jors (x537) Ad Services Representative Sue Hollinger-Yustus Production Coordinator Diane Olp K ALMBACH PUBLISHING CO. President Gerald B. Boettcher Executive Vice-President Charles R. Croft V. P. Editorial Kevin P. Keefe V. P. Advertising Scott Stollberg V. P. Marketing Daniel R. Lance Ad Director Scott Bong Corporate Art Director Maureen M. Schimmel Managing Art Director Michael Soliday Production Manager Annette Wall Assistant Circulation Manager Janice Zimdars TO ADVERTISE Toll-free: (888) 558-1544 x652, x537 TO SUBSCRIBE Toll-free: (800) 558-1544 x818 CUSTOMER SERVICE (Weekdays 8:30 a.m. to 4:30 p.m. Central time) Toll-free: (800) 558-1544 x818 E-mail: email@example.com
Subscription rates: Distributed free to qualified hobby shop owners and managers. Others U.S.: $85/year. International, payable in U.S. funds: $85/year, surface mail. 2009 by Model Retailer, division of Kalmbach Publishing Co. All rights reserved. Title and tagline registered as trademarks. Model Retailer is an associate member of Game Manufacturers Association, International Model-Hobby Manufacturers Association, Kite Trade Association, National Retail Hobby Stores Association and Radio Control Hobby Trade Association. Printed in the U.S.A.
The consumer success of iHobby Expo and Trainfest (see page 8) has me thinking. Were all familiar with the thought that hobbies are recession proof, which I think we can all agree is pretty much bunk. However, I think we can all agree, especially given the numbers at these shows, that hobbies are recession resistant. folks. Shows are just a start. Its going to take some creative and very bold thinking to figure out how to get the products in front of people who dont know much about them or dont know they exist. This isnt an undertaking that can be left to just one part of the industry, either. Getting the message out is necessarily going to take the combined efforts of all parts manufacturers, distributors and retailers. People have to know about the products; the products have to be available; and people have to know where to get them. Its going to require a complete change in thinking, from We cant do that because its too expensive, to We have to because our survival depends on it. What venues do we use to do this? How Were getting people to the shows. Now how do we capitalize on it? People are looking for inexpensive entertainment. Hobby shows fit the bill perfectly, hence the good attendance. More importantly, lots of people are interested enough in whats at the shows to come. All of this really makes me wonder if were missing a huge opportunity to reach a bigger audience that might be more receptive now to the products in our industry than it has been in years. In other words, theres momentum here, about all of them? Never before has there been so much media available and so many ways to reach potential customers. Moreover, the current economic climate has driven the price of promotion down. If you wait until the economy comes back, its going to be too late.
New in Industry News
Youll notice that section is a little different with the addition of The Edge column. Its full of quick, interesting and hopefully thought-provoking items. Let us know how you like it at firstname.lastname@example.org.
Send your comments to Hal Miller at email@example.com.
A Real Blast for the Buck
New CHA board officers
The Craft & Hobby Association (CHA) Board of Directors recently elected new officers. For the 2010 term, they include Michael McCooey, president and chief executive officer of Plaid Enterprises, board chairman; Larry Olliges, president of Dees Crafts, vice chair; and Mark Peters of iLoveToCreate, secretary. McCooey and Olliges were re-elected to second terms; it will be Peters first. Board officers were elected during the October board of directors meeting. David Murray, vice president of Activa Products, will fill the board vacancy created by the resignation of Sara Naumann, the board also announced.
New show policies, too
HQ Kites opens in U.S.
Dark Horse picks up marketing wunderkind
Micha Hershman, a 13-year veteran of retail and online marketing for Borders Group, has joined the Dark Horse. Hershman developed successful marketing campaigns for brands like Star Wars, Lord of the Rings and Twilight. Dark Horse believes that Hershman will help grow its brands in all markets.
HQ Kites & Designs, a German-based kite distribution company, has announced plans to locate its North American headquarters in Powells Point, N.C. The new location will provide office and warehouse space for products to be distributed to retail stores throughout North and South America. Currently, its North American base is in Chesapeake, Va., which it plans to keep. The company chose to locate in Powells Point because of business costs, proximity to kite and kiteboarding retailers, and enhanced exposure for HQs product line and customer base.
ACD Games Day 2009
More than 40 exhibitors including heavyweights like Wizards of the Coast, Games Workshop, Fantasy Flight Games and Privateer Press and over 100 retailers from as far away as Redding, Calif., attended ACD Distributions Games Day in Madison, Wis., this past September. A spokesperson for ACD said that the company is seeing a lot of growth this year and that it is adding more stores to its distribution lists every day.
10 MODELRETAILER JANUARY 2010
New lines at Casemate
Casemate, a publisher and distributor of military history books throughout North America, is adding titles from UK-based Mushroom Model Publications (MMP) and Warlord Games to its offerings. MMP was established in 1996 to publish Mushroom Model Magazine, a quarterly that expanded on Mushroom Monthly, the club newsletter. In 1999, MMP introduced books to its range of publications. Since 2006, MMP has focused exclusively on book publication and has expanded its catalog to include books on military models, aircraft and military history. Warlord Games was established by gamers
The CHA has announced several new components to its winter convention and trade show, Jan. 24-in Anaheim, Calif. New badge policy: Non-exhibiting CHA supplier member companies are now allowed four free badges. Supplier member companies exhibiting at CHA trade shows may have four free badges per every 100 square feet of exhibit space. The CHA will charge exhibitors a discounted rate of $50 per additional badge. Additional badges requested by non-exhibiting CHA supplier members will be available at a discounted rate of $100 per badge. Nonmember attendees will continue to pay the full price of $150 per badge. ShowBiz Connections: The CHA has introduced a new business-to-business component to the trade show registration process. ShowBiz Connections matches exhibitors and attendees based on product and service interests indicated during the process. All participating registrants will receive a weekly update with their ShowBiz Connections and access to their ShowBiz Connections message center. Real email addresses and contact information are not revealed through this system. You may opt out at any time. The CHA will automatically generate the updates each week. More information: e-mail firstname.lastname@example.org. Recruit-A-Member program: New to the 2010 winter show is a CHA member referral program. By referring members, youll receive a discount on your 2011 membership dues. For
Worlds Largest Selection
Over 100 Styles
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Professional Quality Rock Polisher
The tumbling of stones is as old as the earth, for Nature has been doing so in may ways since the beginning. Glaciers, wind, rivers and the oceans provide an incessant tumbling of Natures variety of rocks. There are very few people who have not at one time or another carried home a pocketful of interesting or "pretty" rocks from a hike or vacation trip. It is a natural interest and curiosity we all experience, for in the world of Nature, surely few things are more important than earth and rocks beneath our feet.
Model B No. 140
An Exciting Hobby for the Entire Family. An Ideal Gift!
MODEL A-R1 Special Kit No. 102
3 lb. Capacity tumbler. One rubber barrel. Deluxe kit contains Model A-R1 tumbler (pictured above) which has larger motor than Model T, set of 4 grades of polishing abrasives, generous supply of polishing rock, jewelry findings.
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FIRST LOOK products to help you sell today information on selected
Micro Rock Crawler RTR
Prod. No.: LOSB0236; Also available Bind-N-Drive (BND), LOSB0236BD MSRP: $199.99 Availability: Horizon Hobby Target consumer: The guy who doesnt want to quit rock crawling when he goes back to work on Monday, and his friends who want to get into it but dont want to spring for the larger-scale version yet
wheels, tube-style frame and nicely articulated suspension show this little crawler is all business. Why you should stock it: These little vehicles are going to be big sellers because of their pedigree and size. Literally, you should be able to demonstrate these on a countertop, to great effect. The Spektrum 2.4GHz that comes with the RTR version is the gateway to sales of BND versions of the Micro Crawlers larger brethren. Hal Miller
First impression: Remember the little Stompers 4x4 trucks and how great they were at climbing things and how you always wished they could do something besides go in a straight line? Well, your wish has been finally been granted. I can pull this little crawler out at lunch and conquer the piles of paper and magazines on my desk! As much as it makes me wince to say it, its cute (ever consider a pink body, Losi?). But the beadlock
Gamera: Little Braves Collection
Prod. Nos.: Gamera (No. KON001); Original Gyaos (No. KON004) MSRP: $11.95 each Availability: Georgetown Hobbies Distribution; call 626-203-9737, e-mail email@example.com Target consumer: Pop-culture fans, particularly those who enjoy kaiju, which is Japanese for giant monster movies. First impression: The Gamera: Little Braves collection features six figures
Just testing the water, Testors Randy Ferguson said that the line could be ready to go early in 2010 if retailers are receptive.
1:35 Jupiter 2
Continuing a winning line of licensed sci-fi, fantasy and comic-book themed models, Moebius Frank Winspur says that there are additional 1:35-scale models coming to complement the huge Lost in Space Jupiter 2 (No. 913, $109.99). Phoenix 2.5 Flight Simulator with DX5e
Dune Buggy Body
Pilots can take what they learn on the simulator directly to the field! The Phoenix 2.5 flight simulator (No. RTM25R5500, MSRP $249.99/Street $174.99) offers great graphics, free downloads of new aircraft and flying sites, includes over 100 models and best of all, comes with a fully operational Spektrum 2.4GHz DX5e transmitter. Distributed exclusively by Horizon Hobby. Hobby Tools
Trains on the brain video
the choo choo bob show
Parmas new Dune Buggy body (No. 1236, $36.99) is a direct fit for the Traxxas Slash. The rear cover hides body mounts and is held in placed with Velcro fasteners. Tub sides are included, along with window and body masks, and decals.
One of the displays that grabbed the attention of retailers and manufacturers alike was that for the proposed Testors tool line.
This is the sixth in the childrens series by Minnesota hobby retailer Bob Medcraft. The characters visit railroad museums, ride trains and sing songs. Each video is 48 minutes long and retails for $12.95. Info at www.choochoobob.com
Tank Engine locomotives. The turntable connects to Bachmann EZ Track for quick set-up. MSRP is $175.
being developed to help retailers better display the die-cast models. model rocket kits
Bill Stine, president of Quest Aerospace, shows off some of the latest model rocket kits, including, from left, the Magnum Sport Loader (No. 3012, $15.99), the Future Launch Vehicle (No. 3013, $19.99), and the MLAS (Max Launch Abort System) sport scale (No. 3014, $28.99).
Z Laser-Cut Sawmill Kit
This kit (No. 923) features the mill plus the log ramp, loading bay, detailed head saw and machinery deck, saw pit, acetate windows, a shingled roof and wood-slat siding. MSRP is $74.95.
Norscot 1:50 Caterpillar 784C
One of b2bReplicas fastest-selling items is the 1:50 Caterpillar 784C tractor with TowHaul trailer (No. 55220, $219.95) made by Norscot.
Gift card benefits
Gift cards are an extremely popular form of gift-giving. Customers have not only accepted gift cards, but have now come to expect retailers to offer them. The benefits of selling gift cards to customers are clear. In addition to the obvious advantage gift cards offer by eliminating the paper process associated with gift certificates and the ability to track and manage gift cards, it is also an easy and effective behind-the-scenes form of marketing. For regular customers, gift cards increase the convenience by which they can make purchases and provide a sense of community with the retailer, helping to develop and sustain customer loyalty. By refunding or rebating directly to a gift card instead of offering cash back, the retailer encourages repeat traffic and up-selling. Whats more, because minimal balances can be maintained on the cards, stores dont have to give cash back for low card balances. Benefits for offering gift cards/certificates are not limited to sales. The delay in the transfer of goods and services provides significant and operating cash flow and inventory management benefits. The greatest benefit to retailers is that historical consumer behavior trends show a portion of many gift card purchases are never redeemed. The unspent balances of a gift card/certificate are referred to as breakage.
Unspent = breakage
In many states, gift cards that go unused
For tax and accounting purposes, receipts from the sale of gift certificates or gift cards are usually treated as advance payments. Although the tax rules generally do not apply to advance payments received for inventoriable goods, they do apply to other types of gift certificates or gift card transactions. For example, gift certificates or cards for redeemable services (e.g., repair or finishing services) would be eligible for a one-year deferral under the IRS guidelines provided the requirements for the
Worth the work
While gift cards can present a number of difficulties for hobby shops, they remain a popular choice among consumers. The benefits are wide-ranging, from encouraging larger purchases to enhancing inventory and cash flow management. Mark E. Battersby has been reporting on tax and financial news that impacts small businesses for more than 25 years. He is the author of four books plus weekly and monthly columns for various business publications.
This is a big one. How old is the product merchandised on your stores shelves? The scary thing is that most retailers we consult with cannot tell us when product was received, nor can they identify slow sellers or those items that are dead on the shelves. The stores problem then becomes decreased inventory turns, increasing cash-flow problems, and soon the owner is eating out of inventory sales. From here, the downward spiral quickens. To avoid this, you need to be disciplined. Add a code to the product labels and/or bin tickets that tell you how old the mer-
PRODUCT LAB ITEMS IN YOUR STORE REVIEWS AND MARKETING IDEAS FOR
Moebius Conan is one mighty model
Product: Fans of Robert E.
Howard rejoice! Moebius Models has released an assembly resin kit of the authors most famous character! Moebius takes its inspiration from the cover of the first issue of Conan the Barbarian, released in 1970 by Marvel Comics. It depicts Conan, standing protectively over a damsel in distress, ready to fend off a horde of attackers. Included are 15 resin pieces (counting the display base), as well as a wooden dowel for the spear shaft, toothpicks for the spear spikes and a thin wire to accompany the spear. A full-color instruction sheet is also provided. Shadow and Fair Highlight on his female counterpart. Using Reapers triads can be helpful to less experienced figure painters, and is also a useful tool in a figure modelers arsenal. I used a combination of Ceramcoat Rain Grey, Quaker Grey and Black on the base. Ceramcoat is great for covering large areas, since the bottles are large and the paint is pretty thick. Suggest that modelers pick up some acrylic paint retarder Reaper has a retarder, but other brands will work to slow drying times and allow for better shading. Also recommend an acrylic thinner or Windsor & Newton Artgel to keep brushes clean. For modelers who may be looking for some guidance with painting, there are a number of books available dedicated to finishing large-scale figures. Osprey Publishings Modelling Scale Figures (ISBN: 978-1-84603-238-7, $19.95) has fine advice regarding use of acrylics, oils and enamels, as well as techniques to get more realistic finishes. Lastly, there are a number of products you can add to this model that will really enhance its overall appeal and make it pop. For instance, I used summer grass (No. 1303) and late summer grass (No. 1304) from model-scenery manufacturer Busch for weeds in crevices in the display base. This added color, texture and realism. Small translucent beads, such as those used in O-scale model-railroad marker lights, could be added as jewels to the hilt of Conans dagger. Reviewed by Tim Kidwell
equipped airplanes. Because the plane design does look very scale, it may have a wide range of potential customers.
Marketing: Since the ParkZone Ultra-
Performance: The 2.4GHz radio sys-
tem supplied with the Ultra-Micro P-51 provides true 4-channel proportional flight and maneuverability incorporating the Spektrum DSM2 AR6400 6-channel receiver. This includes ailerons, rudder, elevator and throttle controls. The 2.4GHz technology eliminates interference and allows for multiple planes to be flown at the same time. This is a great feature when casually flying with friends. Since no assembly was required, I was off to my local school yard after charging the flight battery for 15 minutes. After testing all the controls, I gave the Ultra-Micro P-51 a light toss and flew for it for about 10 minutes. The little-scale 1.2-oz. warbird flew very well in light wind conditions. I was impressed with the amount of control I had right out of the box and could easily fly it in a small area. The plane is so light that it would be difficult to damage when flying over grass. The P-51 performs scale aerobatics and is designed for intermediate pilots who have had some experience with aileron-
Micro P-51 comes with everything you need to fly, it makes a perfect gift for experienced hobbyists that got to have the latest technology. The attractive box will help sell the product, and the Front Yard Fighter campaign is certain to attract the sport-scale warbird flyers. The plane is light enough to fly indoors, and the power system strong enough to fly outdoors in calm conditions. When I first started using the Bind-NFly products, I preferred to use my own Spektrum and JR transmitters. I later realized that I was always passing my good transmitter around for others to try. Once I tried the Ready-To-Fly (RTF) versions that include a lower-cost DSM2 transmitter, I discovered that it worked just as well as my more expensive transmitter and I was no longer apprehensive to let others have a try. Having both RTF and BNF versions on hand will allow your customer to choose the right fit for their own preference. Some key spares to keep on hand would be the 3.7V 120mAh LiPo (PKZ1035) and the prop with spinner (PKZ3601). Note that just about every part of this model can be purchased as a spare part. Reviewed by Greg Covey
Visit Our Web Site: www.aztrainsca.com
(Webpage expected to go live rst week of December)
Guilford (Boston & Maine)
Family Lines (L&N)*
Ferrocarril del Pacico (HO models from previous run shown)
Norfolk & Western
HO locomotives are available with DCC/Sound or DCC ready. Other features include: Road Name specic details, Golden-white LEDs Directional lighting, and Realistic die-cast underframe
Union Pacic *CSX Licensed Product Products bearing Union Pacic Marks are made under Trademark License from Union Pacic Railroad Company.
Atlas Model Railroad Co., Inc 378 Florence Avenue Hillside, NJ 07205 www.atlasrr.com
MONTH 2000 www.ModelRetailer.com MODEL RETAILER 33 1
Atchison, Topeka & Santa Fe; Burlington Northern; Erie Lackawanna; Hudson Bay; Pennsylvania RR; and Union Pacific. Each locomotive features upgraded ex-Mantua tooling, blackened metal wheels, and Bachmann E-Z Mate magnetic knuckle couplers. MSRP is $47.98.
main building, five tanks, three distillation towers, outside stairway, exterior heat exchanger, handrails, roof vents and decals.
O Laser design kits
N RS-3 & RSD-4/5 locomotives
Atlas model Railroad Co.
Atlas announced new paint schemes and road numbers for its RS-3 and RSD-4/5 locomotives. New paint schemes for the RS-3 include Central of Georgia, DelawareLackawanna, Lehigh Valley, New Haven and Southern. MSRP is $119.95. June delivery is expected. Ho GE ES44AC locomotive
Intermountain Railway Co.
New Atlas Laser Design kits include Maywood Station (one per customer, No. 4001000, $125); Section House (No. 4001001, $24.99); Outhouse (No. 4001002, $5.99); and Telephone Shanty (No. 4001003, $9.99).
Woodland classics ready-made trees
Road names for this new model include Union Pacific, Kansas City Southern de Mexico, Canadian Pacific, Ferromex, BNSF and General Electric demonstrator (one road number). Four numbers each unless noted. Standard DC model is $179.95; with SoundTraxx Tsunami DCC and sound, $259.95. March-April delivery is expected.
All new tooling! This detailed kit (No. POL820, price TBA) is approximately 12 inches long fully assembled. Features a display stand with ball-and-socket joint for displaying in a variety of angles. Also includes aztec decal. Snap-together assembly. For ages 10 and up.
1:48 F/A-18C Hornets VFA-37 & VFA-97
1:48 Sukhoi Su-24M Fencer-D
1:350 USS Wasp (LHD-1)
All new tooling! The Su-24M (No. 2835, $149.95) comes with more than 600 plastic parts, six rubber tires, and features metal struts on the landing gear and numerous external loads. Markings for Russian Air Force Red 42 included. Imported by Stevens International.
The first ship built to accommodate LCACs, the Wasp kit (No. 64001, $249.98) includes two hovercraft, along with numerous additional aircraft, trucks, tanks and Humvees. The completed kit measures more than 30 inches long when complete. Distributed by MRC.
Decals for U.S. Navy Hornets are included in this set (No. MS481225, $10) from Squadron Products: VFA-37 Ragin Bulls CAG and VFA-97 Warhawks Commodore. Distributed by MMD. Hobby Film 10 Pack
Alpha Precision Abrasives
1:350 Japanese Navy Heavy Cruiser Mogami
1:12 Martini Brabham BT44B 1975
Unique and cool looking, this assembly kit (No. 12042, $130) celebrates the 50th anniversary of Brabham racing. It includes
40 MODELRETAILER JANUARY 2010
The Mogami represented in this kit (No. 78023, $200) is the mid-war heavy cruiser, with five 20.3cm gun turrets, modified front and rear masts and redesigned bridge equipment. Included in the kit are photo-etched metal parts, as well as a metal anchor chain and propeller shafts.
New on the hobby scene, Alphas hobby film 10 pack includes two sheets each of 150, 320, 480, 600 and 1000 grit sanding film. E-mail info@ alphaabrasives.com or call 1-800-506-9618 for ordering and distribution information. Spray Gun
Great for basecoating large numbers of models at once, the spray gun (No. 99239999047, $30) comes with a paint jar and hose. Citadel
also offers a 400ml can of propellant (No. 13209999030, $8.25). E-mail Brendan Bell at brendan.bell@ games-workshop. com for more information.
Mr. Color Flesh Tone Colors for Figures
This kit (No. 28090, $19.99), designed for ages 14 and older, includes a reusable woodburning pen,
50 MODELRETAILER JANUARY 2010
Anatex has released a number of magnetic mazes that promote eye-hand coordination, visual tracking and fine motor skills while simultaneously introducing kids
AX 1500 Innerscan RM-AX4000 DI-614 Plus Edition Tube Lowrance X-5 DF6260ML-1 RD-6105 Fridelys Spad-502 EX-Z90 Casio 3053 C326BEE Metadec2 X-snipe 300 Turbo BL-C11 Pro 6204 60PL9200D WZR-HP-g300NH SC-MX20R Touring Mouse Review P7389 SCX-6345N-XEE 3000-504 M602BLK HF S10 RS-DC8 Roland MT-2 Heybrook HB1 AJL308 37B M3000-24 7040-1W 29PT8520 12 7600 GT Xenyx 1002 Icl-FR-dual Printer Server ITD60 ES Sporting Kala 6523 4014NV Deluxe E-RDA-850-LW DVR-200 A-X440 DS 300 M7-S7331 P1500 AVR 3550 SU-C3000 EM550SP WMP 540 Dyson DC07 Xpander 565SD Fuel 3100 CD722 Modules WL-173 S30AWN Nd0 20LS1R 2333SW HT-Z320 Stylus 1520 - D300 ICD-P210 Blmon529 Nokia E73 FBX-900 HT-C460 C 214 KDL-46W2000 SRS-Z750 Switcher BDP-LX70 ATA 188 DVD-S1800 Pcl UM HXA40X Brownies IAD80 CD1351S-02 NAV 35E Motorola H670 VC9800 Backtrack NV-SX30EG NW8240 Mexico DVD-228 DD148P2WM DCR-SR82E AS140 LP-XG1 Laserjet 4M Smartphone Baot
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