Marketers need to understand their customers' buying centers. A series of questions can be used to facilitate this process. Which of the following questions would be the least useful when trying to understand the operations of a buying center?
A) Which individuals are in the buying center for the product or service?
B) What is the relative influence of each member of the group?
C) What are the buying criteria of each member?
D) How does each member of the group perceive our company, our products and services, and our salespeople?
E) What criteria were used to select the members of the buying center?

Question

Quizplus · Accepted Answer

Understanding the criteria used to select members of the buying center is less directly useful for marketers compared to understanding who the members are, their influence, buying criteria, and perceptions, which are more directly related to influencing the buying decision.

Marketers Need to Understand Their Customers' Buying Centers