r goods and services formerly produced in house.Advantages include of it being an opportunity to deal with cost effective outside suppliers or those with specialized technological expertise.Disadvantages include the major risks of losing touch with customers.Q7. Discuss the major influences on organizational purchasing with examples of each.1.Environmental factors:Environment conditions such as economical, political, regulatory, competitive, and technological considerations influences organizational buying decisions.Examples:During a recession, sales to cable companies might drop cause households hesitate to spend money on cable services.2.Organizational factors:It’s important for marketers to understand customers, or policies and purchasing systems.Example:Centralized buyers tend to emphasize long-term relationships while decentralized buyers focuses more on short-term results. 3.Interpersonal influences:Both, groups and individuals, affect buying behavior.Examples:If your friends dress a certain way, you maybe influence to dress the same way. Q8. Describe the roles in a buying center. Identify the person in an organization who would most likely play each role.A company’s buying center consists of participants in an organizational buying action. Users are people who will use the purchased good or service. Their influences may range from negligible to extremely important. People like you and me are users.Gatekeepers control the information that all buying center members will review. They may exert this control by distributing printed product data or adjustments or by deciding which sales people will speak to which individuals in the buying center.Influencers affect the buying decision by supplying information to guide buying specifications. Technically personal such as engineers, quality control specialists, architects, etc. are all influencers.A decider actually chooses a good or service, although a person may have...
