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Chapter 15 discusses marketing strategies based on information search patterns and makes recommendations of preferable strategies based on decision-making patterns and the position of a brand (whether it is in the evoked set).

a. Which strategy should one of the top four brands listed in the Farm Equipment survey use when attempting to gain new customers from its competitors?

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b. Which strategy should one of the top four brands listed in the Farm Equipment survey use when attempting to retain its existing brand loyal customers?

c. Which strategy should a brand that is NOT listed in the Farm Equipment survey use when attempting to gain new customers?

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