Enifer
Case Study:
QUESTION 1
1.1 who are the various members of the buying center that Larry should take time to get to know? What role or roles within the buying center is each person filling?
Sue Wilson (Purchasing Manager) – Buyer/Purchaser
Tom Roberts (Plant Manager) – Overall In-Charge
Vicki Sievers (Plant Engineer) – Suggestor/Influencer
Greg Runyon (Production Manager) – Equipment User/Suggestor/Influencer
1.2. What are the primary needs of each member of the buying center? How much influence do you expect each member of the buying center will have on the final decision?
Sue Wilson – Needs to search for a bidder for the needs of their plant.
Tom Roberts – Decider of the proposal of the bidders and the production of the plant
Vicki Sievers – High-quality Equipment needed for the production.
Greg Runyon – Needs supplies need for the production of the finish product.
1.3. Discuss the buying process being followed by National Agri-Products Company. How does this buying process differ from that discussed in chapter 2 of the prescribed text book? At what stage of the buying process is it most beneficial for Larry to get involved?
The Consumer Buying Decision Process
The purchase is only the visible part of a more complex decision process created by the consumer for each buying decision he makes. But what happens before and after this purchase? What are the factors influencing the choice of product purchased by the consumer? These questions are going round and round to the minds of the consumer before taking in to action.
1. Problem/Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior
At stage 1 is the most beneficial stage for Larry to get involved because of the fact that their needed some equipment before they can start their own product line in the market.
QUESTION 2
Consider the following six critical drivers of change in relationship selling and sales management. Research these drivers in a sales
QUESTION 1
1.1 who are the various members of the buying center that Larry should take time to get to know? What role or roles within the buying center is each person filling?
Sue Wilson (Purchasing Manager) – Buyer/Purchaser
Tom Roberts (Plant Manager) – Overall In-Charge
Vicki Sievers (Plant Engineer) – Suggestor/Influencer
Greg Runyon (Production Manager) – Equipment User/Suggestor/Influencer
1.2. What are the primary needs of each member of the buying center? How much influence do you expect each member of the buying center will have on the final decision?
Sue Wilson – Needs to search for a bidder for the needs of their plant.
Tom Roberts – Decider of the proposal of the bidders and the production of the plant
Vicki Sievers – High-quality Equipment needed for the production.
Greg Runyon – Needs supplies need for the production of the finish product.
1.3. Discuss the buying process being followed by National Agri-Products Company. How does this buying process differ from that discussed in chapter 2 of the prescribed text book? At what stage of the buying process is it most beneficial for Larry to get involved?
The Consumer Buying Decision Process
The purchase is only the visible part of a more complex decision process created by the consumer for each buying decision he makes. But what happens before and after this purchase? What are the factors influencing the choice of product purchased by the consumer? These questions are going round and round to the minds of the consumer before taking in to action.
1. Problem/Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior
At stage 1 is the most beneficial stage for Larry to get involved because of the fact that their needed some equipment before they can start their own product line in the market.
QUESTION 2
Consider the following six critical drivers of change in relationship selling and sales management. Research these drivers in a sales