Today, many business-to-business (B2B) organizations are marketing their products to companies and organizations where the “buyer” is not a single individual. Instead, there may be a variety of people or stakeholders including product users, a buyer (e.g., from the purchasing department), a specifier (e.g., an engineer), and many others. In such instances, the seller must assume who might be involved in purchase decision making without any knowledge or certainty. In the course text, Perreault, Cannon, and McCarthy define the concept of the buying center as “all the people who participate in or influence a purchase” (2013, p. 148).
For this Discussion, imagine that you are the marketing manager for an organization. Look at the scenario below and consider who (job type or title) you would expect to be a part of the buying center and if outside consultants should be involved.
A local school system is seeking to upgrade its computer systems for its middle school classrooms. This means new hardware and software for every classroom. It may also require new classroom configurations, desks, lighting, additional electrical service, and cable or T1 data support. Who is likely to be included in the purchasing decision?
Post by Day 3 your response to the following:
1. Provide a list of stakeholders (e.g., person, department representative) who have influence on buying center decision making and why. Explain the types of influence each person (e.g., person acting individually) might have on the decision and why.
2. As the marketing manager for the company hoping to win the business, how would you advise reaching the decision makers to promote your product or service? What obstacles might you encounter and what marketing strategies might work to ensure that you best position a product or service in the minds of the decision makers and buying center?