Knowing Which Stage of the Purchase Decision Process the Consumer

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The Answer is The importance of advertising, personal selling, and sales promotions varies with the three stages in the consumer purchase decision process. In the prepurchase stage, advertising is more helpful than personal selling because advertising informs the potential customer of the existence of the product and the seller. Sales promotion can encourage trial through the use of free samples. At the purchase stage, the need to close the sale increases the importance of personal selling. Sales promotion in the form of coupons, deals, point-of-purchase displays, and rebates can be very helpful in encouraging demand. In the postpurchase stage, the salesperson and advertising are important to help reduce the buyer's postpurchase anxiety. Sales promotion in the form of coupons can encourage repeat purchases from satisfied first-time triers. See Figure 18-4.

Knowing Which Stage of the Purchase Decision Process the Consumer

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