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Marketing and sales Block 2 Chapter 5 Summery
Recognize the elements of the model of buyer behaviour and distnguish the marketng
stmuli from other stmuli.
The model of buyer behaviour
Understanding the whys of buying behaviour is very difcult
The environment is divided in 2 groups
o Marketing stimuli product, price, place, promotion
o Other stimuli economic, technological, social, cultural
Buyers black box turned into buyer responds
o Its is difcult to ‘see’ inside the consumers head and fgure out the whys of buying
behaviour (that’s why it’s called the black box)
o Buyer’s characteristics how he/she perceived and reacts to the stimuli
o Buyer’s decision decision afects his h her behaviour
We look frst of buyer characteristics as they afect buyer behaviour and then discuss the buyer
decision process
Comprehend how buyers can respond to various marketng eforts and situatons in the buyer’s
environment
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