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The figure shows that marketing and other stimuli enter the consumer's "black box" and produce certain responses. For effective marketing, marketers must figure out what is in the buyer's black box. The stimuli consist of the four Ps as shown: product, price, place and promotion. Other stimuli include major forces and events in the buyer's environment: economic, technological, political and cultural. All these inputs enter the buyer's black box, where they are turned into a set of observable buyer responses: product choice, brand choice, dealer choice, purchase choice and purchase amount.
To understand how the stimuli are changed into responses inside the consumer's black box, marketers must first know how the buyer's characteristics influence his or her perception and reaction to the stimuli (as shown in Figure 2...
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