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Buying decision making process:
Marketers have to go beyond the various influences on buyers and develop an understanding of how consumers actually make their buying decisions. Specifically, marketers must identify who makes the buying decision, the types of buying decisions, and the steps in the buying process.
Intensity of the distribution (market coverage): The nature and intensity of the competition in the industry will determine the distribution pattern adopted by a firm. Some
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what is down-market stretch?
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