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Which steps in the buying process should a marketer focus on? Why? Does the level of involvement with a product or service impact the buying process? If so, how? If not, why not?
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Several steps involved in buying process are:
Awareness -> Consideration -> Preference -> Purchase.
A Marketer needs to understand the conversion of customers from one step of the buying process to another and accordingly identify which steps to focus on. For example: if 100% of the customers are aware of the product but only 10% of the customer who are aware consider the product, then marketers should focus on understanding the drivers of …
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