Author Question: Explain how purchase decisions for business products may be influenced by persons in a buying ... (Read 83 times)

hbsimmons88 · **on:** Jun 29, 2018

Explain how purchase decisions for business products may be influenced by persons in a buying center.

Question 2

An up-and-coming chain of green grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way and considers creating a show on the Food Network. What concept is this grocer considering?
a. brand loyalty
b. branded entertainment
c. product placement
d. Madison & Vine

macagn · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Relatively few purchase decisions are made by a single person. Often they are made through a buying center. The buying center is the group of people within the organization who makes business purchase decisions. They include users, influencers, buyers, deciders, and gatekeepers. One person may perform several roles within the buying center, and participants share goals and risks associated with their decisions. Users are the organizational members who will actually use the product. They frequently initiate the purchase process and/or generate purchase specifications. Influencers are often technical personnel, such as engineers, who help develop product specifications and evaluate alternatives. Buyers select suppliers and negotiate terms of purchase. They may also be involved in developing specifications. Finally, gatekeepers, such as secretaries and technical personnel, control the flow of information to and among the different roles in the buying center.

Answer to Question 2

B