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February 21, 2026 

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DECISION MAKING PROCESS: The five step decision making process the consumer uses to complete a purchasing decision. Step one is defining the problem. Step two is collecting data on possible choices. Step three is evaluating the alternatives. Step four is making a decision. Step five is post-purchase behavior, sometimes buyerÕs remorse.

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INNOVATION

The initial application of new products, technologies, and ideas that usually generate a beneficial improvement in society and the economy. In contrast to an invention, which is the act of creation, an innovation is the implementation of a product, technology, or idea. Innovations are changes in existing institutions and the status quo, prompted by risk-taking entrepreneurs, that promote prosperity and improved living standards.

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What Do You Have Against DISCRIMINATION?

Hunger is, of course, an avoidable malady when ambling through the economy. At the present, I'm easily tempted by a hamburger, fries, and large cola -- a pedestrian meal if there ever was one. As luck would have it, we've found ourselves at the door of Big Ott's Boiled Burger Buffet. Luck, though, is not totally on our side. Big Ott's has a large sign prominently posted at the entry to his establishment. It screams in no uncertain terms: NO PEDESTRIANS ALLOWED. As a well-known, card-carrying pedestrian, I am, to say the least, taken aback. Why on earth would Big Ott's Boiled Burger Buffet refuse service to pedestrians? A quick quiz of an employee reveals that Big Ott once swerved off the sidewalk to avoid striking a pedestrian, causing extensive damage to his sleek, new OmniMotors XL GT 9000 convertible sport coupe. His anger has been since extended to all who travel by foot.
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Today, you are likely to spend a great deal of time at a going out of business sale seeking to buy either a desktop calendar with all federal and state holidays highlighted or a half-dozen helium filled balloons. Be on the lookout for jovial bank tellers.
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This isn't me! What am I?

Sixty percent of big-firm executives said the cover letter is as important or more important than the resume itself when you're looking for a new job
"No man, for any considerable time, can wear one face to himself and another to the multitude without finally getting bewildered as to which may be true."

-- Nathanial Hawthorne, Author

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