The Buying Center

Jared Harless shattered his elbow in a snowboarding accident and decided to visit a doctor at Smith Union Hospital for treatment. While at the hospital, he interacts with many individuals who attempt to make his experience at the hospital a positive one.

In most large organizations, several people are responsible for the buying decisions. These buying center participants can include employees who have a formal role in purchasing decisions (i.e., the purchasing or procurement department), members of the design team for a new product, top managers, and employees who will be using the item being purchased. These employees are likely to play different roles in the buying process. Vendors must understand these roles and adapt the marketing process appropriately for different individuals and for the buying center as a whole.

Hover over each label to read more about Jared's hospital experience. Then, click and drag each label which represents a 'role player or a 'prompter to the correct spot in the table Price and Success Rate Alternative Treatments Prompters Role Players Shattered Elboww Patient Alternative Initiator Surgery Smith Union Hospital Surgery User Physician Specialized Purchase Shattered Elbow Smith Union Hospital ElbowMed Sales Re Price and Succes Rate Decider Treatments Cost-Effectiveness Specialized ElbowMed Sales Rep Vista Insurance Buyer Physician Patient Influencer Purchase Cost-Effectiveness Materials Manager Gatekeeper Vista Insurance Materials Manager