Family members play many different roles in the buying process: initiator, influencer, decision maker, purchaser, and consumer.

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Family members play many different roles in the buying process: initiator, influencer, decision maker, purchaser, and consumer. Identify the person in your family who might play each of these roles in the purchase of a dinner at Pizza Hut, a summer vacation, Froot Loops breakfast cereal, an Abercrombie & Fitch sweater, golf clubs, an Internet service provider, and a new car?

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Marketing

ISBN: 978-1439039427

11th edition

Authors: Charles W. Lamb, Joe F. Hair, Carl McDaniel

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