30. Identify fi ve products for which surrogate indicators may be used as evaluative criteria in a...

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30. Identify fi ve products for which surrogate indicators may be used as evaluative criteria in a brand choice decision. Why are the indictors used, and how might a fi rm enhance their use (i.e., strengthen their importance)?

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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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