Problem:
Question 1) Identify sources of risk for each member of the buying center. What are they risking? How important does that risk seem to be?
Questin 2) How would you reduce that risk if you were a scanner salesperson?
Question 3) Assume that you make scanners and this situation is pretty typical of what you would find. How would this information influence your marketing activities? Be as specific as possible. Explain the solution in detail.