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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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VERTICAL EQUITY

A tax equity principle stating that people with a different ability to pay taxes should pay a different amount of taxes. This is one of two equity principles related to the ability-to-pay principle. The other is horizontal equity, which states that people with the same ability to pay taxes should pay the same amount of taxes.

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BROWN PRAGMATOX
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Today, you are likely to spend a great deal of time driving to a factory outlet seeking to buy either a set of luggage without wheels or a how-to book on wine tasting. Be on the lookout for defective microphones.
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The 1909 Lincoln penny was the first U.S. coin with the likeness of a U.S. President.
"The only profit center is the customer. "

-- Peter Drucker, management consultant

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