Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 32

Interview a manager at a business or government agency who has recently been involved in an important purchase decision (e.g., a capital equipment acquisition). Have the manager describe the key influences at each phase of the decision process as shown in Table 19-3. Discuss how this information might be used in developing a marketing strategy for this industry.