Marketing the Decision to Shop Essay

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In the case of my decision to purchase a new car, I would consider all the most critical buyer characteristic factors and create a short list of makes and models that met my criteria. Next, I'd evaluate each of the makes and models online to learn as much as possible about them including getting pricing quotes. As is consistent with the buyer decision process, I would also concentrate on alleviating the risk of a bad decision by trimming makes and models from the list as my criteria list became more focused (Kotler, Armstrong, 2005).

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Ultimately the black box approach to making the decision of which car to purchase would be defined first using my criteria as the benchmark to evaluate all competing models. Second, the buyer decision process would involve trial or test-drives and eventual negotiation for the best price and terms......

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