Today, many business-to-business (B2B) organizations are marketing their products to companies and organizations where the “buyer” is not a single individual. Instead, there may be a variety of people or stakeholders including product users, a buyer (e.g.

Today, many business-to-business (B2B) organizations are marketing their products to companies and organizations where the “buyer” is not a single individual. Instead, there may be a variety of people or stakeholders including product users, a buyer (e.g., from the purchasing department), a specifier (e.g., an engineer), and many others. In such instances, the seller must assume who might be involved in purchase decision making without any knowledge or certainty. In the course text, Perreault, Cannon, and McCarthy define the concept of the buying center as “all the people who participate in or influence a purchase” (2013, p. 148). For this Discussion, imagine that you are the marketing manager for an organization. Choose one of the scenarios below and consider who (job type or title) you would expect to be a part of the buying center and if outside consultants should be involved. A local school system is seeking to upgrade its computer systems for its middle school classrooms. This means new hardware and software for every classroom. It may also require new classroom configurations, desks, lighting, additional electrical service, and cable or T1 data support.

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