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q why must a marketer need to understand the

Q. Why must a marketer need to understand the customer evaluation process?

The answer lies in the type of information that the marketing team needs to provide customers in different buying situations. In high-involvement decisions the marketer requirements to provide a good deal of information about the positive consequences of buying. The sales force may necessitate to stress the important attributes of the product the advantages compared with the competition and maybe even encourage 'trial' or 'sampling' of the product in the hope of securing the sale.

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