Answered: Identify the roles within thebuying…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Identify the roles within the
buying center

Expert Solution

Step 1

In any organization, the purchasing center will differ in the number and type of participants for diverse types of products. Knowing the role of the buying center helps marketers to expand an effective promotion strategy.

Step 2

There are various roles within the buying center which are discussed below:

Initiators: Usually, the demand for a product or item comes from the customer and the supplier. There may be opportunities for the top management, maintenance or engineering department to identify or experience any such need. These sorts of individuals who begin the purchasing activities are called initiators.
Buyers: They have the formal authority to select the supplier and adjust the terms of purchase. They play a very important role in selecting and discussing vendors and sometimes helping to shape product features. The main responsibilities of the buyer are to obtain and evaluate suggestions or quotes, select a supplier, place purchase orders, follow up, and monitor deliveries.
Influencers: Technical officers, experts, advisers and qualified engineers play an influential role in designing product features. In general, they are the people in the organization who influence the purchase decision. Influencers provide information to strategically evaluate alternatives.
Deciders: Within the members, the marketing person must be knowledgeable about the decision-makers in the organization, try to contact and interact with them. Usually, for regular purchases, the purchasing executive can make the decision. But for high value and practically complex products, the decision is up to the senior executives.

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