The 'buyer's black box' consists of?
Correct answer: D. both a and b
- A. characteristics of buyers
- B. buyer's decision process
- C. the cultural environment
- D. both a and b
Explanation
The buyer's black box contains both the buyer's characteristics and the buyer decision process, which explain how marketing stimuli become a response. The cultural environment is an external influence, not a component of the black box itself.
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