DIMIS Mark Swanson is a relatively new salesperson for DIMIS, a company that sells tools used in mining and oil fields. He was telling his boss, Sally Turcotte, about a call he just got from Betsy Price, the head of supply chain management for Austin Stone, a mining company "She said that Gary Herman, the company's production director, asked her if he could look into getting the new digital control system for their current production equipment." Mark reported to Sally. "But she also said that the CFO was against adding more costs." The digital control system Betsy referenced is an add-on to certain forms of expensive tools that enables the tool to connect to the user's Wi-Fi. Through this connection, the tool can provide information into a software program that can monitor usage, which can then be used to optimize uptime by optimally scheduling maintenance or alerting users to potential problems such as overheating. "Do you think she was serious about the costs." asked Sally. "I think so." Mark's face showed his lack of confidence in knowing the answer "What I do know is that they have no budget set aside for it." "How will they determine a budget? And what will their process be in making a decision?" "I'm not sure," replied Mark. "But I do know they are going to put a committee together because she said new systems like this are difficult to justify." "So who's going to be involved? Will they have their maintenance department and their welders involved or will it only be management? And is IT going to be involved?" "Not sure, but I have a meeting with them next week, and I'd like you to go with me." Mark said.

Questions 1. What is the likely makeup of the buying center? Who plays or has played which roles? What would be the likely focus of each role in the buying center

2. What type of purchase situation is this? What are the implications for Mark?

3. How can Mark use the multi attribute matrix to guide a sales plan?