MKT 2210 Lecture Notes - Lecture 9: North American Industry Classification System, Small Business

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Malcolm C.Smith

Document Summary

Buying center: group of people in an organizaion who paricipate in the buying process. The individuals in this group are called the buying center. They share common goals, risks and knowledge important to purchase decisions. They are a cross-funcional group diferent departments are involved in the purchase. For large muli-store chain resellers, very formal and is called the buying commitee. A irm markeing to industrial irms and government units must understand the structure, technical and business funcions represented and the behaviour of the buying center. Almost always a member of the buying center, but other funcional areas are included depending on what is being purchased. Five speciic roles that an individual in a buying center can play: the same person may perform two or more of these roles. Users: the people in the organizaion who actually use the product or service. Inluencers: afect the buying decision, usually helping deine the speciicaions for what is bought.