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

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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:, 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
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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
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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.

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

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