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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 22
Interview an appropriate person at a large and at a small organization, and ask each to identify purchase situations that could be described as straight rebuy, modified rebuy, and new task. For each organization and purchase situation, determine the following:
a. Size and functional representation of the decision-making unit
b. The number of choice criteria considered
c. Length of the decision process
d. Number of vendors or suppliers considered
a. Size and functional representation of the decision-making unit
b. The number of choice criteria considered
c. Length of the decision process
d. Number of vendors or suppliers considered
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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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