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| Preface | |
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| Acknowledgments | |
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| Exploring Careers in the Retail Flower Business | |
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| Introduction | |
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| Types of Flower Shops | |
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| Full-Service Shop | |
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| Specialty Shop | |
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| Carriage Trade Shop | |
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| Stem Shop | |
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| Studio Operation | |
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| Franchise Shop | |
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| Mass-Market Shop | |
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| Wholesale Florist | |
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| Job Opportunities in the Retail Flower Shop | |
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| Owner or Manager | |
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| Designer's Assistant | |
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| Designer | |
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| Salesperson | |
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| Delivery Person | |
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| Training for a Job in the Retail Flower Shop | |
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| Locating Job Opportunities | |
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| Employability Portfolio | |
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| Letter of Introduction | |
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| Table of Contents | |
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| Letter of Application | |
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| Job Application Form | |
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| Resume | |
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| Letter of Recommendation | |
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| Work Sample | |
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| Follow-up Call | |
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| The Interview | |
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| After the Interview | |
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| Summary | |
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| Student Activities | |
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| Self-Evaluation | |
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| The History of Floral Design | |
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| Introduction | |
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| Classical Period | |
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| Egyptian Period (2800-28 B.C.) | |
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| Greek Period (600-46 B.C.) | |
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| Roman Period (28 B.C.-A.D. 325) | |
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| Byzantine Period (A.D. 320-600) | |
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| European Periods of Floral Design | |
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| Middle Ages (A.D. 476-1400) | |
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| Renaissance (A.D. 1400-1600) | |
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| Baroque Period (A.D. 1600-1775) | |
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| Dutch-Flemish Period (A.D. 1600-1750) | |
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| French Period (A.D. 1600-1814) | |
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| English-Georgian Period (A.D. 1714-1760) | |
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| Victorian Period (A.D. 1820-1901) | |
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| American Periods of Floral Design | |
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| Early American Period (A.D. 1620-1720) | |
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| Colonial Williamsburg Period (A.D. 1714-1780) | |
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| American Federal Period (A.D. 1780-1820) | |
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| Nineteenth-Century American Flower Arrangements | |
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| Oriental Flower Arranging | |
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| Student Activities | |
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| Self-Evaluation | |
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| Principles of Design | |
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| Introduction | |
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| Design Principles | |
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| Balance | |
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| Proportion and Scale | |
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| Focal Point | |
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| Emphasis | |
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| Rhythm | |
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| Harmony | |
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| Unity | |
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| Design Elements | |
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| Line | |
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| Form | |
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| Texture | |
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| Color | |
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| General Guidelines | |
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| Student Activities | |
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| Self-Evaluation | |
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| Selection of Cut Flowers and Greens | |
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| Introduction | |
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| Flower and Foliage Classification | |
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| Line Flowers | |
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| Mass Flowers | |
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| Filler Flowers | |
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| Form Flowers | |
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| Student Activities | |
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| Self-Evaluation | |
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| Conditioning and Storing Cut Flowers and Greens | |
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| Introduction | |
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| Common Reasons for Early Flower Deterioration | |
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| Water Quality and Flower Deterioration | |
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| Conditioning Flowers | |
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| Antitranspirants | |
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| Summary | |
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| Student Activities | |
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| Self-Evaluation | |
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| Mechanics and Supplies Used in Floral Design | |
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| Introduction | |
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| Containers | |
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| Texture | |
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| Shape | |
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| Size | |
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| Color | |
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| Floral Foam | |
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| Adhesive Materials | |
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| Cutting Tools | |
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| Picks | |
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| Student Activities | |
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| Self-Evaluation | |
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| Selecting Wire and Wiring Flowers | |
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| Introduction | |
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| Selecting Wires | |
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| Sizes and Uses of Wire | |
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| Methods of Wiring Flowers | |
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| Straight-Wire Method | |
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| Hook Method | |
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| Piercing Method | |
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| Hairpin Method | |
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| Wrap Method | |
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| Stitch Method | |
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| Floral Taping | |
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| Taping a Wire | |
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| Student Activities | |
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| Self-Evaluation | |
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| Selecting Ribbons and Tying Bows | |
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| Introduction | |
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| Selecting Ribbons | |
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| Ribbon Sizes | |
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| Tying a Bow | |
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| Student Activities | |
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| Self-Evaluation | |
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| Boutonnieres and Corsages | |
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| Introduction | |
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| Boutonnieres | |
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| Constructing a Single-Bloom Carnation Boutonniere | |
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| Corsages | |
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| Corsage Design | |
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| Constructing a Single-Bloom Carnation Corsage | |
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| Constructing a Single-Spray Miniature Carnation Corsage | |
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| Constructing a Double-Spray Miniature Carnation Corsage | |
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| Net Tufts | |
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| Making Net Tufts | |
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| Constructing a Single-Carnation Corsage Using Net Tufts and Artificial Leaves | |
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| Football Mum Corsages | |
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| Constructing a Football Mum Corsage | |
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| Designing Corsages Using Floral Adhesive and Hot Glue | |
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| Constructing a Corsage Using Low-Temperature Glue | |
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| Student Activities | |
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| Self-Evaluation | |
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| Bud Vases | |
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| Introduction | |
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| Selecting Flowers for Bud Vases | |
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| Foliage for Bud Vases | |
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| Accessories | |
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| Designing Bud Vases | |
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| Constructing a One-Bloom Rose Bud Vase | |
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| Constructing a Three-Bloom Carnation Bud Vase | |
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| Student Activities | |
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| Self-Evaluation | |
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| Circular Arrangements | |
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| Introduction | |
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| The Circular Mound Design | |
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| Constructing a Circular Mound Arrangement | |
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| The Conical Design | |
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| Constructing a Conical Arrangement | |
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| The Oval Arrangement | |
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| Constructing an Oval Arrangement | |
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| The Fan Arrangement | |
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| Constructing a Fan Arrangement | |
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| Student Activities | |
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| Self-Evaluation | |
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| Triangular Arrangements | |
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| Introduction | |
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| The Equilateral Triangle | |
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| Constructing an Equilateral Triangle Arrangement | |
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| The Isosceles Triangle | |
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| Constructing an Isosceles Triangle Arrangement | |
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| Centerpiece Designs | |
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| Constructing a Centerpiece Arrangement | |
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| The Asymmetrical Triangle | |
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| Constructing an Asymmetrical Triangle Arrangement | |
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| The Scalene Triangle | |
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| The Right Triangle | |
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| Constructing a Right Triangle Arrangement | |
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| Student Activities | |
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| Self-Evaluation | |
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| Line Arrangements | |
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| Introduction | |
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| Inverted-T Arrangement | |
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| Constructing an Inverted-T Arrangement | |
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| L-Pattern Arrangement | |
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| Constructing an L-Pattern Arrangement | |
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| The Vertical Arrangement | |
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| Constructing a Vertical Arrangement | |
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| Crescent Arrangements | |
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| Constructing a Crescent Arrangement | |
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| The Hogarth Curve Arrangement | |
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| Constructing a Hogarth Curve Arrangement | |
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| Contemporary Freestyle Arrangements | |
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| Constructing a Contemporary Freestyle Arrangement | |
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| Student Activities | |
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| Self-Evaluation | |
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| Constructing Weaths | |
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| Introduction | |
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| Grapevine Wreaths | |
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| Grapevine Wreath: Method One | |
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| Grapevine Wreath: Method Two | |
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| Evergreen Wreath | |
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| Evergreen Wreath: Method One | |
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| Evergreen Wreath: Method Two | |
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| Permanent Evergreen Wreaths | |
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| Constructing a Permanent Evergreen Wreath | |
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| Eucalyptus Wreath | |
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| Student Activities | |
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| Self-Evaluation | |
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| Holiday Arrangements | |
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| Introduction | |
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| Valentine's Day | |
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| Carnation in a Coke Can | |
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| Valentine Mug Arrangement | |
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| Easter | |
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| Easter Bucket Arrangement | |
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| Cymbidium Orchid Corsage | |
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| Mother's Day | |
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| Rose Bowl | |
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| Thanksgiving | |
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| Constructing a Thanksgiving Table Arrangement | |
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| Christmas | |
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| Evergreen Centerpiece | |
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| Topiaries | |
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| Constructing a Topiary Using Preserved Foliages | |
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| Constructing a Topiary Using Fresh Evergreens | |
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| Minor Holidays | |
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| Holiday Balloons | |
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| Equipment | |
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| Inflating Balloons | |
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| Student Activities | |
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| Self-Evaluation | |
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| Wedding Flowers | |
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| Introduction | |
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| Bridal Consultations | |
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| The Wedding Order Form | |
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| Bridal and Attendant Bouquets | |
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| Arm Bouquets | |
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| Constructing an Arm Bouquet | |
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| Hand-Tied Bouquets | |
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| Constructing a Hand-Tied Bouquet | |
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| Colonial Nosegay in a Bouquet Holder | |
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| Cascade Bouquets | |
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| Corsages and Boutonnieres | |
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| Ceremonial Decorations | |
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| The Entry and Vestibule | |
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| Aisles and Pews | |
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| The Altar | |
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| Reception Decorations | |
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| Serving Tables | |
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| The Cake Table | |
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| Punch and Champagne Tables | |
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| Floating Pool Arrangements | |
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| Additional Reception Hall Decorations | |
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| Rehearsal Dinner | |
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| Delivery of the Wedding Flowers | |
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| Student Activities | |
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| Self-Evaluation | |
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| Sympathy Flowers | |
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| Introduction | |
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| Basic Sympathy Designs | |
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| Casket Covers | |
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| Sprays | |
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| Constructing a Standing Spray | |
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| Wreaths | |
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| Constructing a Wreath | |
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| Baskets | |
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| Other Floral Designs | |
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| Student Activities | |
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| Self-Evaluation | |
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| Drying Flowers | |
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| Introduction | |
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| Hanging Method | |
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| Dessicant-Drying | |
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| Sand and Borax | |
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| Cornmeal and Borax | |
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| Kitty Litter | |
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| Silica Gel | |
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| Microwave Drying | |
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| Glycerin | |
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| Bleaching and Dyeing | |
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| Student Activities | |
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| Self-Evaluation | |
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| Arranging Permanent Flowers | |
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| Introduction | |
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| Silk Flowers | |
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| Paper Flowers | |
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| Dried and Preserved Flowers | |
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| Freeze-Dried Flowers | |
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| Identifying Dried and Preserved Flowers | |
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| Mechanics for Permanent Flowers | |
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| Constructing a Basket Arrangement of Permanent Flowers | |
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| Constructing a Contemporary Arrangement | |
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| Student Activities | |
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| Self-Evaluation | |
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| Selecting Indoor Plants | |
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| Introduction | |
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| Plant Names | |
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| Light Requirements | |
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| Watering | |
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| Permanent or Temporary Plants | |
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| Identifying Potted Plants | |
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| Student Activities | |
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| Self-Evaluation | |
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| Decorating Potted Plants | |
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| Introduction | |
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| Poly Foil | |
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| Wrapping Pots Using Poly Foil | |
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| Preformed Pot Covers | |
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| Jardinieres | |
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| Decorating Dish Gardens | |
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| Care of Potted Plants in the Shop | |
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| Light | |
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| Watering | |
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| Temperatures | |
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| Student Activities | |
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| Self-Evaluation | |
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| Pricing Strategies | |
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| Introduction | |
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| Determining the Unit Cost of Goods | |
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| Standard Ratio Markup Pricing | |
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| Retail Cost of Goods Plus Labor | |
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| Divisional Percentage Pricing Method | |
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| Leader Pricing | |
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| Summary | |
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| Student Activities | |
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| Self-Evaluation | |
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| Selling in the Flower Shop | |
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| Introduction | |
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| Characteristics of a Professional Salesperson | |
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| A Friendly, Helpful Attitude | |
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| Thorough Product Knowledge | |
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| Effective Selling Skills | |
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| Selling by Telephone | |
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| The Telephone Sales Presentation | |
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| Sending Flowers by Wire | |
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| Benefits of a Wire Service | |
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| Using a Wire Service | |
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| Selling over the Internet | |
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| Student Activities | |
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| Self-Evaluation | |
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| Displays | |
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| Introduction | |
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| Primary Purposes of Displays | |
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| Attract Attention | |
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| Arouse Interest | |
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| Create Desire | |
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| Initiate Buying | |
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| Secondary Purposes | |
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| Artistic Display | |
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| Categories of Display | |
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| Theme Displays | |
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| Product-oriented Displays | |
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| Designing Display Arrangements | |
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| Repetition Arrangement | |
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| Step Arrangement | |
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| Zigzag Arrangement | |
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| Pyramid Arrangement | |
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| Radiation Arrangement | |
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| Student Activities | |
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| Self-Evaluation | |
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| Delivery | |
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| Introduction | |
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| The Delivery Person | |
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| Training | |
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| The Delivery Vehicle | |
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| Delivery Categories and Charges | |
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| Processing an Order for Delivery | |
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| Loading the Delivery Vehicle | |
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| Making the Delivery | |
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| Delivery Pools | |
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| Student Activities | |
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| Self-Evaluation | |
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| Professional Organizations | |
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| Introduction | |
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| Trade Organizations | |
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| SAF (Society of American Florists) | |
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| AAF (American Academy of Floriculture) | |
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| AIFD (American Institute of Floral Designers) | |
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| AFMC (American Floral Marketing Council) | |
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| PFCI (Professional Floral Commentators--International) | |
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| RMC (Redbook Master Consultants) | |
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| Allied Florists' Associations | |
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| State Florist Associations | |
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| Wholesalers' Open Houses and Design Schools | |
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| Trade Publications | |
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| Student Organizations | |
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| Certification Programs | |
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| Student Activities | |
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| Self-Evaluation | |
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| Cut Flowers | |
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| Cut Foliages | |
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| Dried Materials | |
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| Foliage Houseplants | |
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| Permanent Flowering Potted Plants | |
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| Temporary Flowering Potted Plants | |
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| Flower Arrangement Rating Scale | |
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| Floral Design-Related Web Sites | |
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| Glossary | |
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| Index | |