Essay questions for 2nd exam - 6-What do we mean by...

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Ch.6 1- What are the major stages in the consumer buying decision process? a- List them b- Are they all used in all consumer purchase decisions? Why or why not? 2- What is selective exposure? Please provide an example Ch.7 3- List three characteristics that differentiate transactions involving business customers from consumer transactions. 4- What are the major components of a firm’s buying center? Ch. 10 5- How do convenience and shopping products differ? Explain by listing identifying the major characteristics of each type.
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Unformatted text preview: 6-What do we mean by “Product adoption process”? Please list and define each stage. Ch. 11 7-Why do companies perform “Concept testing” and how? Ch. 12 8-List and identify the five components of “service quality? Please explain how the consumer evaluates each component. Ch. 13 9-What do we mean by “brand equity”? Please list and explain its four major elements. 10-I guess you heard about “Brand licensing”? Please tell me its advantages and disadvantages....
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