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