24. Interview an appropriate person at a large and at a small organization, and ask each to...

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24. Interview an appropriate person at a large and at a small organization, and ask each to identify purchase situations that could be described as straight rebuy, modifi ed rebuy, and new task. For each organization and purchase situation, determine the following:

a. Size and functional representation of the decision-making unit

b. The number of choice criteria considered

c. Length of the decision process

d. Number of vendors or suppliers considered

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Consumer Behavior Building Marketing Strategy

ISBN: 9780073381107

11th Edition

Authors: Delbert Hawkins, David L Mothersbaugh, Roger Best

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