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Why It Matters: Positioning Why learn about positioning? Ever since you were small, you have loved special occasions and gatherings. It started with sprawling extended-family… Read More »Why It Matters: Positioning

Putting It Together: Consumer Behavior Applying the Concepts: Finn’s Family Buys a Pet Do you remember Finn, the newest little consumer who arrived at the beginning… Read More »Putting It Together: Consumer Behavior

The Organizational Buying Process LEARNING OBJECTIVES Explain the B2B purchasing decision process Making B2B Buying Decisions The organizational buying process contains eight stages, which are… Read More »The Organizational Buying Process

Introduction to B2B Purchasing Decisions What you’ll learn to do: explain the B2B buying process and factors influencing B2B purchasing decisions Up to this point, our… Read More »Organizational Buyer Behavior & B2B Purchasing Decisions

Social Factors LEARNING OBJECTIVES Describe social factors that influence what and when consumers buy People Influencing People Social factors represent another important set of influences… Read More »social factors that influence what and when consumers buy

Psychological Factors LEARNING OBJECTIVES Describe psychological factors that influence what and when consumers buy Consumer Decisions and the Workings of the Psyche When we talk about… Read More »psychological factors that influence what and when consumers buy

Personal Factors LEARNING OBJECTIVES Describe personal factors that influence what and when consumers buy In addition to situational factors, there are also individual traits and… Read More »personal factors that influence what and when consumers buy

Situational Factors LEARNING OBJECTIVES Describe situational factors that influence what and when consumers buy Buying Task The buying task refers to the consumer’s approach to… Read More »situational factors that influence what and when consumers buy

Introduction to Factors Influencing Consumer Decisions The consumer decision process helps you understand the steps people go through when they are deciding whether and what to… Read More »Factors Influencing Consumer Decisions

Introduction to Low-Involvement vs. High-Involvement Decisions What you’ll learn to do: explain the different buying processes for low-involvement and high-involvement decisions In our discussion of… Read More »different buying processes for low-involvement and high-involvement decisions