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Columbia Industries
Who are the key members of the buying center at Columbia industries, and who will most likely have the most influence on the purchase decision? In addition, the company is considering changing suppliers of its lift trucks because of maintenance costs and parts delivery issues.
Jacques Debre, Stewart West, and Sandra Ogrosky are the key members of the buying center at Columbia Industries. Mr. West will likely have the most influence on the decision because he met directly with the salesman and he has the most in-depth knowledge of the various products that were demonstrated.
Describe the important "needs" Columbia Industries has as they undertake the process to purchase seven new lift trucks.
Columbia Industries needs to find a reliable lift truck because of the high maintenance costs and downtime they are experiencing with their current lift trucks. The union needs to be satisfied that the trucks are safe and the workers are concerned with maneuverability of the new lift trucks due to the narrow aisles in the warehouse.
The new task buying has an impact on the marketing because business buyers, like Columbia Industries, are more knowledgeable about the equipment they are buying and often need more time and stricter purchasing requirements such as detailed proposals and equipment demonstrations. Information is very important to the business buyer and the lift trucks should be marketed in a comprehensive manner identifying the participants who will be involved in the buying decision and providing…
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