Permutation and Combination - Determining Number of Ways

An award presentation has been devised for seven people: Jeff, Karen, Lyle, Maria, Norm, Olivia and Paul.

In how many ways can the awards alternate between men and women with the first award being presented to a woman?

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...y of 4 ladies (4 ways)
2nd - can go to any of 3 men (3 ways)
3rd - can go to any of the remaining 3 ladies (3 ...