8 The Buying Process and Buyer Behavior

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Learning Objectives

When you finish reading this chapter, you should be able to

  1. 8.1 Discuss the meaning of a customer strategy

  2. 8.2 Explain the difference between consumer and business buyers

  3. 8.3 Understand the importance of alignment between the selling process and the customer’s buying process

  4. 8.4 Understand the buying process of the transactional, consultative, and strategic alliance buyer

  5. 8.5 Discuss the various influences that shape customer buying decisions

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