Business services are expense items that are not part

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BUSINESS SERVICES are expense items that are not part of the final product. When it is cost-effect- ive, firms often retain outside companies to provide services. Text examples include janitorial, advert- ising, legal, consulting, research, and maintenance services. PTS: 1 REF: 108-110 OBJ: 07-7 TOP: AACSB Communication | TB&E Model Product 14. What is a buying center? What are some implications of buying centers to the marketing manager? ANS:
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The buying center is NOT a place. A buying center includes all those persons in an organization who become involved in the purchasing process. Membership varies from company to company. Marketers must identify the players in the decision-making unit so that interaction can take place. Once the members of the buying center are identified, the marketer should identify the role(s) played by each member and their relative influence. This determines where sales efforts should be concen- trated. Finally, a marketer should identify each member's evaluative criteria to focus on correct attrib- utes in a sales presentation. PTS: 1 REF: 110-111 OBJ: 07-8 TOP: AACSB Communication | TB&E Model Customer 15. Assume you are the vice-president of marketing in a medium-sized company that includes the follow- ing departments: marketing, finance, purchasing, data processing, and production. The sales force manager has mentioned to you that one of the salespersons thought a Web-based salesforce automation service would help the sales force become more efficient. The sales manager requests that this service be purchased. Illustrate the six buying decision roles that would take place for the purchase of this ser- vice. ANS: The INITIATOR of the buying decision could be identified as the salesperson who identified the need but more likely would be the sales force manager who suggested the purchase be made. INFLUENCERS/EVALUATORS might include the finance office (which would control the amount of dollars available for spending), members of the sales force (who might provide information about the services competitors are using), and the data-processing department (which would have a good knowledge of alternative services). GATEKEEPERS could include the data-processing department (which would approve of only certain services that are compatible with existing systems) and the purchasing department (which would re- commend matches with likely service providers). The DECIDER might be the president of the company, the vice-president of marketing, or the sales force manager; the decider is the person with the power to approve the service provider. The PURCHASER will be the purchasing agent in the purchasing department who will negotiate the terms of the sale. USERS will include all sales force members who will use the service. PTS: 1 REF: 111 OBJ: 07-8 TOP: AACSB Communication | TB&E Model Customer 16. Business buyers use a variety of criteria to evaluate alternative products and suppliers. Name and define specific aspects of the three most important criteria.
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