The Buying Center Apply the buying center concept to a firm, a nonprofit organiz

Question

The Buying Center

Apply the buying center concept to a firm, a nonprofit organization, or a government agency you work for, or are familiar with, for the purchase of new laptop computers for their employees. TRINITY HEALTH is my organization of choice

Begin by briefly summarizing your selected organization. What is it? What does it do?

List the different roles in a buying center and analyze who (from your selected firm, nonprofit organization, or government agency) would occupy the different roles of the buying center.

Justify the reason for selecting these job titles or departments for the various roles in the buying center. Which members of the buying center should the salesperson focus on when selling to your firm? Why? Explain how the buying process differs between organizations and consumers as it would be applied to the organization you have selected.

Submission Details:

Submit your analysis in a 4- to 5-page Microsoft Word document, using APA style.

Name your document SU_MKT3010_W2_LastName_FirstInitial.doc

Submit your document to the Submissions Area by the due date assigned.

Explanation / Answer

Organization Selected:

Ernst and Young

Company Description:

It is a multinational firm providing professional services to its clients/ accounting firms across nations. It is one of the biggest accounting firm and operates in number of countries. It renders services to different companies such as auditing, consulting, advisory services etc. It has more than 250,000 employees across nations and works for the welfare and benefit of them.

Different roles of a buying center in the company:

There are main five types of roles of a buying center such as:

In the company "Ernst and young" following will play different roles of a buying center:

While selling laptops to the firm, the salesperson must focus on the Influencer (managers of different departments) as he is the person who actually is in contact with the decider (top executives) and can convince them to make the buying possible. If the influencer is fully convinced with the product, then only can he present the good points/ features of the product in front of the decider and prepare a good report for decision making.

Difference between buying process of organizations and consumers:

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