A business-to-business marketer would be most likely to use a customer reference program to influence the buying center in the ________ stage of the business buying process.

Question

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In the evaluation of alternatives stage, businesses are comparing different solutions to their problem. A customer reference program, which provides testimonials or case studies from current customers, can be very influential in showing the value and effectiveness of the marketer's offerings, helping the buying center make a decision.

A Business-To-Business Marketer Would Be Most Likely to Use a Customer