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Review questions 1 What are the main differences in buyer behaviour between retail and business consum: ers for financial services? 2 How might consumers collect

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Review questions 1 What are the main differences in buyer behaviour between retail and business consum: ers for financial services? 2 How might consumers collect information to help them choose between financial ser vices? How can marketing help this process? 3 Why is it important to tangibilise a financial service? 4 How can financial services organisations build trust and confidence

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