MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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III. EXTERNAL SITUATION ANALYSIS

A. 3. Shopping Behavior

This section should describe the purchase decision process that customers go through when they select your product. It needs to be a detailed breakdown of the purchase behavior of the customer by customer segment. It also needs to be done by channel level and end customer segment. 

 

 

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