Mar/301

MAR 301

A. The different roles in a business buying center are users, gatekeepers,influencers, deciders and buyers. Users the people who will actually use the good or service. Their influence on the purchase decision may range from

negligible to extremely important. Sometimes users initiate purchase actions by requesting products, and they may also help develop product specification.Gatekeepers control the information that all buying center members will review.

They may exert this control by distributing printed product data or advertisements or by deciding which salespeople may speak to which individuals in the buying

center. Influencers affect the buying decision by supplying information to guide evaluation of alternatives or by setting buying specifications. Influencers typically are technical staff such as engineers or quality-control

specialist. Sometimes a buying organization hires outside consultants such as architects who influence its buying decisions. The decider chooses a good or

service, although another person may have the formal authority to do so. The indetity of the decider is the most difficult role for salespeople to pinpoint. A

firm’s buyer may have the formal authority to buy, but the firm’s chief executive officer may actually make the buying decision. The buyer has the formal authority

to select a supplier and to implement the procedures for securing the good or service. The buyer often surrenders this power to more influential members of

the organization, though. The purchasing manager often fills the buyer’s role and executes the details associated with a purchase order.

B. I will use Burger King for my company which will expand internationally and I will expand into China. I chose China because I don’t see an economic issue with

he company, the infrastructure is already in place, transportation,

communication, banking, utilities, and public services. The only issue would be the competition with McDonalds. I don’t...