Decision Making Units (DMUs) in Industrial Marketing
It is essential to understand the roles of buying-center members or Decision Making Units (DMUs) before identifying the individuals and groups involved in the buying-decision process. It is helpful to the industrial marketers to develop an effective promotion strategy. The roles of buying center members are as follows: Initiators: The initiators might be any individuals in the buying firm. Often, the users of a product/service play the role of the initiators. Buyers: The major roles of buyers are obtaining quotations (or offers) from suppliers, supplier evaluation and selection, negotiation, processing purchase orders, speed up deliveries, and implementing purchasing policies of the organization. Generally, they are the purchase (or material) officers and executives. Users: The user is those individuals who use the product or service that is to be purchased. Generally, users play the role of the initiators. The influence of the users in purchasing decisions may vary from minor to Continue reading