Recommendations and comments made by an individual with informal power will carry considerably more weight than comments by others within a buying center.
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Q17: Straight rebuys are routine purchases from a
Q18: Modified rebuys are not as complex as
Q19: The buying center can involve as few
Q20: The roles within the buying center can
Q21: Since buying centers involve multiple people making
Q23: Personal objectives such as seeking a promotion,
Q24: The more an individual has at stake
Q25: Factors determining who will be involved in
Q26: In terms of the buying decision, the
Q27: If company executives or high-ranking personnel are
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