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Chapter 4 - Buyer Behavior - CHAPTER4 BUYERBEHAVIOR...

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CHAPTER 4 BUYER BEHAVIOR
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BUYER BEHAVIOR Buying Units and Roles Buying Process Influences on Buyer  Behavior
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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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INFLUENCERS OF THE  BUYING PROCESS Doctors                   Prescription drugs Executive                Gatekeeper for Secretary  Vice President Professors  Text Books 
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BUSINESS INFLUENCE  TRIANGLE Bankers                               Lawyers                   Accountants                                 
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BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post Purchase Evaluation
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WANTS AND NEEDS Cure for cancer Bicycles in developing  countries Safe drinking water Mistakes in overseas garments 
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PREPURCHASE  ACTIVITY
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