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Mark 5311 Marketing

Behavioral Inputs. What do we Know About Buyer Behavior?

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Mark 5311 Marketing

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    1. Mark 5311 Marketing Behavioral Inputs into Marketing Management

    2. Behavioral Inputs What do we Know About Buyer Behavior? “Buyer behavior” represents a process The process is learned The process can be represented as a hierarchal steps The steps are organized as a Purchase Decision Process The Decision Process consumes resources As a outcome – a purchase As a process – occurs over time The process begins TABLA RAZA The decision maker is compelled to reduce resource use in subsequent repetitions The logical end of the process is LOYALTY

    3. Behavioral Inputs CONSUMER BEHAVIOR P. 123 NEED RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION PURCHASE DECISION PURCHASE POST-PURCHASE

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