Question

 The buying center is the decision-making unit of a buying organization. It consists of initiators, users, influencers, deciders, approvers, buyers, and gatekeepers. To influence these parties, marketers must consider. As a stakeholder of the SZABIST University. Discuss how this buying center will play a role to buy a high-speed internet from a well-known internet service provider for the students in the COVID-19 situation

Answer 1

Explanation:

Different Members of the Buying Centre of an Organisation are as follows: 1. Initiators 2. Users 3. Buyers 4. Influencers 5. Deciders 6. Approvers 7. Gate Keepers.

As we have seen earlier under different situations of purchase, different personnel are participating.

The Purchasing department is influential in straight rebuy and modified rebuy situations. Engineering personnel usually have a major influence in selecting product components and purchasing managers dominate in selecting suppliers.

Thus in new buy situations, the industrial marketer must first direct his product information to the engineering personnel. In rebuy situations and at supplier-selection time, communication must be directed at the purchasing department personnel.

A buying centre is comprised of all those individuals and groups who participate in the buying decision-making process, who share some common goals and the risks arising from these decisions. Before identifying the individuals and groups involved in the buying decision process, a marketer must understand the roles of buying centre members. Understanding the buying centre roles helps industrial marketers to develop an effective promotion strategy.

Within any organisation, the buying centre will vary in the number and type of participants for different classes of products.

The major roles or responsibilities of buyers are obtaining proposals or quotes, evaluating them and selecting the supplier, negotiating the terms and conditions, issuing of purchase orders, follow up and keeping track of deliveries. Many of these processes are automated now with the use of computers to save time and money.

4. Influencers:

Technical personnel, experts and consultants and qualified engineers play the role of influencers by drawing specifications of products. They are, simply put, people in the organisation who influence the buying decision. It can also be the top management when the cost involved is high and benefits long term. Influencers provide information for strategically evaluating alternatives.

5. Deciders:

Among the members, the marketing person must be aware of the deciders in the organisation and try to reach them and maintain contacts with them. The organisational formal structure might be deceptive and the decision might not even be taken in the purchasing department.

Generally, for routine purchases, the purchase executive may be the decider. But for high value and technically complex products, senior executives are the deciders. People who decide on product requirements/specifications and the suppliers are deciders.

6. Approvers:People who authorise the proposed actions of deciders or buyers are approvers. They could also be personnel from top management or finance department or the users.

Answer 2

Answer:

The correct answer to this question is Approvers are those who provide their approval to the suggested activities of deciders or purchasers. They could also be members of senior management, the financial team, or users.

Explanation:

Approvers are those who provide their approval to the suggested activities of deciders or purchasers. They could also be members of senior management, the financial team, or users.

The following list includes several members of an organization's buying center: A. Founders B. Users 3. Clients 4. Power players 4. Judges 5. Verifiers 7. Security guards.

1. Prompters:

Typically, users are the ones that have a demand for a product or item and then a supplier. However, there may be times when senior management, maintenance, the engineering department, or other parties sense the necessity or recognize it.

2. Users: Users of various goods fall under this group. If they have strong technical skills like engineers and R&D personnel and are also effective communicators They are essential to the purchasing process.

3. Buyers: Those with the official power to choose the supplier and determine the conditions of the purchase are known as buyers. They are crucial in choosing suppliers, engaging in negotiations, and occasionally influencing the product specifications.

4. Influencers: Qualified engineers, technical staff, specialists, and consultants act as influencers by creating product requirements. Simply described, they are members of the organization who have a say in a customer's purchase.

5. Deciders: Among the members, the marketing representative has to be aware of the organization's decisions and make efforts to get in touch with and keep in touch with them.

6. Approvers: Approvers are those who provide their approval to the recommended acts of deciders or purchasers. They could also be members of senior management, the financial team, or users.

7. Information filters: A gatekeeper functions as an information filter. He is the person the marketer must get through before he can speak with the decision-makers.

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