marketing 1 - Assignment 2 A. Describe the different roles...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Assignment 2 A. Describe the different roles in a business buying center. Then outline which individuals might play those roles in the process of buying food for a school cafeteria. B. Imagine that you are a marketer for one of the following companies: Amazon.com, Apple Computer, Starbucks, Burger King, or a nationally recognized company of your choice. Decide whether your company will expand internationally into Mexico, India, or China. Write a brief report outlining and describing the issues your company must consider regarding each of the following environmental areas: economic, social-cultural, technological, and political-legal. C. What are several pluses for businesses that use outsourcing techniques? What are several minuses? What can companies do to make the best of these widespread practices? A In the consumer market a single person makes a very large percentage of purchase decisions. However, there are many situations in which multiple people may be involved in a consumer purchase decision. For example, a May child may influence a parent to choose a certain brand of cereal or a husband and wife deciding together to buy a house. Most of the time purchases are individual decisions. The business market is significantly different than that. Where as single person purchasing is not unusual, within a small company, a significant percentage of business buying within larger organizations requires the input of many people. All of the people associated with the purchasing decisions are a part of a buying center, which consists of individuals within an organization that perform one or more of the many roles. One role in a buying center is a buyer. A Buyer is responsible for dealing with suppliers and placing orders and is also known as a purchasing agent. Another role would be the decider. The decider has the power to make the final purchase decision on buying roles. Another role in a buying center would be an
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
influencer. An influencer has the ability to affect what is ordered such as setting order specifications and other similar order specifics. Another role in a buying center is a user. A user are those who will actually use the product when it is received such as Office Staff
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/25/2010 for the course MK MAR-301 taught by Professor Brown during the Spring '10 term at Thomas Edison State.

Page1 / 6

marketing 1 - Assignment 2 A. Describe the different roles...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online