Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 4

A member of the buying center for a large shoe manufacturer tries to purchase soles for shoes from an outside vendor (or vendors). Study the individual and organizational factors that affect buying center members. Discuss the effect of each factor on the roles of members in the shoe company's buying center. How does the factory foreman's role differ from that of the purchasing agent How do these roles differ from the company president's role