4. Buyer Behavior - CHAPTER 4 BUYER BEHAVIOR BUYER BEHAVIOR...

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    CHAPTER 4 BUYER BEHAVIOR
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    BUYER BEHAVIOR Buying Units and Roles Buying Process Influences on the Buying  Process
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    BUYING UNIT # of                 Consumer                Business People                Market                     Market One                  Individual              Purchasing                                                        Agent More                  Family                    Buying Than One                                      Committee
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    BUYING ROLES Buyer Purchaser of the product Influencer Person(s) who influence  the sale User Person(s) who use the  product
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    EXAMPLE OF BUYING  ROLES Buyer Boyfriend buys perfume for  girlfriend at Christmas Influencer Clerk at Macy’s suggests a  brand of perfume User Girlfriend receives the gift from her  boyfriend
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    INFLUENCERS OF THE  BUYING PROCESS Doctors Prescription drugs Executive Gatekeeper for Secretary Vice President Professor College Textbook
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    BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post Purchase Evaluation
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    EXAMPLES OF NEEDS Clean Water Bicycles in developing countries Safe drinking water
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This note was uploaded on 02/16/2009 for the course BUSINES 3336 taught by Professor Cox during the Spring '09 term at Houston Baptist.

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4. Buyer Behavior - CHAPTER 4 BUYER BEHAVIOR BUYER BEHAVIOR...

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