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Figure 1.1 Organisational Chart (Source: Zimmerman and Blythe, 2013)Zhang has found from her reading that acquiring a new ERP is extremely complex. Especially important is the formation of the acquisition team. According to experts (Verville et al., 2007), the team should be multi-disciplinary. The head of this team may be chosen from inside or outside the organisation and must be a strong leader. A steering committee consisting of senior level individuals should be selected from the acquisition team. Two of the major firms that provide ERP systems are Oracle and SAP. Assume that you are the director of marketing for the education division of SAP. You see this as a very large potential client. The university will not only make a very large initial purchase but continue an ongoing relationship for the foreseeable future. (Source: Adapted from Case Study –New ERP System, Zimmerman and Blythe, 2013, Chapter 2)
MKT361 STUDY UNIT 1 SU1-17 1.Analyse the political and economic environment and discuss how they might impact the university’s purchase of the ERP system. 2.Discuss the likely members and their roles who might form the DMU or buying centre. 3.Discuss the likely buying situation the university is faced with for the purchase of the new ERP system. Examine the buying decisions involved in this particular buying situation. You should now read: Zimmerman and Blythe (2013), Chapter 2, How Business Organisations Buy 1.Examine all the possible environmental and organisation factors that may influence SUSS in its decision to purchase new audio visual equipment, such as sound systems and projectors, for university’s campus. 2.Identify the likely members in SUSS’s buying centre (DMU) who will be responsible for evaluating the type and brand of audio visual equipment to purchase. Examine the role of each of the members in the DMU. How Business Organisations Buy (Access video via iStudyGuide) Case Study Questions
MKT361 STUDY UNIT 1 SU1-18 Summary 1.The most effective marketing programmes directed at business buyers are based on three basic appeals: increasing sales; reducing costs; and meeting government regulations or avoiding negative public relations (PR). 2.Effective B2B companies often exhibit market orientation over production orientation in their marketing philosophy. Production orientation ignores customers’needs and focuses on building quality products. Market orientation focuses on determining what customers really want and putting the resources of the company on the task of delivering it. 3.Business to business (B2B) marketing is very different from consumer marketing. There are 12 major differences between B2B and consumer marketing which include those which are related to the company, customers and the environment. 4.Business goods / services may be classified as entering (products and services that are entered into the production process to become part of other products), foundation (large capital items used to support the operations of a company),