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Which of the following about the B2B buying process is true?
a. The B2B purchasing process usually involves a large number of people.
b. People rationalize buying decisions based on feeling, but they make buying decisions based on facts.
c. Although trust is a positive emotion that can influence a sale, an even stronger emotion in B2B buying is fear.
d. Organizational risk, which is usually not articulated, has a more significant impact on the buying decision than personal risk.
e. In the B2B buying process, the buyer is the person who experiences the benefits of the product or service she purchased.
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