At the Purchase Stage in the Consumer Purchase Decision Process

question 131

Multiple Choice

At the purchase stage in the consumer purchase decision process:

• A)the importance of personal selling is highest, and advertising is the lowest.
• B)direct marketing increases in importance as the buyer moves closer to the actual purchase.
• C)the importance of advertising is highest, and personal selling is the lowest.
• D)all promotional elements should be used if a sale is to be made.

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Definitions:

Correlations

Statistical measures that denote the extent to which two or more variables fluctuate together.

Structural Equation Modeling

A multivariate statistical analysis technique that is used to analyze structural relationships between measured variables and latent constructs.

Confirmatory

Referring to analyses or studies aimed at confirming or validating a previously formed hypothesis or theory.

Exploratory

Referring to analysis or methodologies aimed at discovering insights, patterns, or relationships in data without having a specific hypothesis in mind.