Question.5070 - Discussion #4: B2B - Discussion Group B: 6Use the concepts from Chapter 6 in the discussion assignment. Instructions: UAB Health System has decided to open a new state-of-the-art Sports Medicine Clinic. Among many vital decisions will be the purchase of a Magnetic Resonance Imaging (MRI) machine for diagnosis, treatment and recovery.For this discussion, assume you are the sales representative for GE HealthCare and you want to understand who at UAB Health System will be involved in the decision so you can prepare your sales strategy. GE healthcare.pngThe General Electric Company (GE) is a major provider of MRI equipment. It is important for the sales manager of GE Healthcare to understand who is likely to be involved in the "buying center" for this purchase at UAB Health System. Each person may influence the purchase – and perhaps influence it in different ways. The sales manager needs to see if all of the different buyer center's needs are being met, and if not, why not. Clearly, this kind of thinking can help guide the sales strategy.See the section in the book about “Multiple buying influence in a buying center” for more discussion of the buying center concept.INITIAL POST:In a few sentences, introduce yourself to your new discussion group. Then address these points related to the case above:What is a "buying center"?Who is likely to be involved in the buying center for this purchase by UAB Sports Medicine Clinic? Answer this question using the five types of buying influences listed in Chapter 6, page 153 (Users, Influencers, Buyers, Deciders and Gatekeeper)Give possible job titles for each type and describe the role played by these different buying influences in this purchaseRESPONSES:Read the other group members' posts. Compare your analysis of the buying center to the others. What are the similarities and differences compared to yours?How can this type of thinking help in business-to-business marketing?
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Hello xxxxxxxx I xx X x senior xx the xxx Collat xxxxxx of xxxxxxxx pursuing x degree xx Business xxxxxxxxxx I xxxxxxxxx reside xx Trussville xx and xxx excited xx engage xx this xxxxxxxxxx To xxxxxxx the xxxx of xxx UAB xxxxxx Medicine xxxxxx purchase xxxxx start xxxx the xxxxxxx of x buying xxxxxx A xxxxxx center xx a xxxxx of xxxxxxxxxxx within xx organization xxxxxxxxxxx for xxxxxx purchase xxxxxxxxx These xxxxxxxxxxx play xxxxxxxxx roles xxx have xxxxxxx levels xx influence xx the xxxxxxxxxx process xxx the xxx Sports xxxxxxxx Clinic xxxxxxxx which xxxxxxxx marketing xxxxx services xx products xxx buying xxxxxx would xxxxxx include xxx following xxxxx based xx the xxxx types xx buying xxxxxxxxxx Users xxxxx are xxx individuals xxx will xxxxxxxxxx use xxx products xx services xx this xxxxxxx the xxxxxxxxxx and xxxxxxx staff xx the xxxxxx medicine xxxxxx would-be xxxxx They xxxx a xxxxxx interest xx how xxxxxxxxx the xxxxxxxxx strategies xxx in xxxxxxxxxx patients xxxxxxxxxxx Marketing xxxxxxxxxxxxx and xxxxxxxxxxx would xxxxx as xxxxxxxxxxx They xxxxxxx insights xxx recommendations xx guide xxxxxxxxx decisions xxxxxx The xxxxxxxxxx department xx responsible xxxxxxxxxxx for xxxxxxxxxx the xxxxxxxxx budget xxx act xx buyers xxxxx role xx to xxxxxx the xxxxxxxxx aspects xx the xxxxxxxxx efforts xxxxxxxx High-level xxxxxxxxxx or xxxxxxxxxx within xxx clinic xxxxx act xx deciders xxxx have xxx final xxx in xxxxxxxxx or xxxxxxxxx marketing xxxxxxxxxx and xxxxxxx Gatekeeper xxx gatekeeper xx this xxxx could xx the xxxxxxxxxxxxxx staff xx individuals xxxxxxxxxxx for xxxxxxxx communication xxxxxxx different xxxxxxxxxxx and xxxxxxxxxxxx the xxxxxxxxxxx process xxxxxxxx job xxxxxx for xxxxx roles xxxxx include xxxxxxxxx Manager xxxxxxxxxxx Chief xxxxxxxxx Officer xxxxxx Chief xxxxxxxxx Officer xxxxxxxx Clinicians xxxxx and xxxxxxxxxxxxxx Assistant xxxxxxxxxx Each xxxx of xxxxxx influence xxxxx a xxxxxx role xx shaping xxx marketing xxxxxxxxxx for xxx UAB xxxxxx Medicine xxxxxx ensuring xxxx they xxxxxxxxxxx reach xxx attract xxxxx target xxxxxxxx ReferencesHair x F xxxxx M x Ortinau x J xxxx R x Essentials xx marketing xxxxxxxx McGraw-HillMore Articles From Marketing
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