Question

1. Discuss 5 types of a business buyers’ potential needs. Provide examples of each need as if you are a Nike athletic sales representative, meeting with Sport Chek.

2. Explain each member of the buying team’s role and responsibility if they were purchasing a document reproduction equipment (photocopiers) on behalf of their College.

Answer 1

1. 5 types of buyers potential needs:

1. Functional needs:

This needs relates to the task of function that must get performed. Example: ''I need sport shoes because I need to exercise and for running."

2. Situation needs:

this need occurs because of circumstances and conditions experienced

Example "I need shoes because my old one got worn out."

3. Social needs:

includes a desire to belong to a particular group or to fit in or present a particular image

Example "I need Nike shoes to show off my teammates that I am rich, and I take care of my fitness."

4. Knowledge needs:

These needs arise from a desire for growth and development to expand the knowledge.

Example "I need shoes to practice or train myself for the upcoming sports event."

5. Psychological needs:

this need includes the desire for assurance and minimal risk or to invoke positive feelings.

Example: "I need shoes that would last longer."

2. members of buying teams role and responsibility for purchasing photocopiers on behalf of college:

1. Users: these include people who would use the product. Firstly they would use the product and then will give a review regarding the level of satisfaction. Here, it would be the staff of the college.

2. Influencers: these include the people who would influence the buying decision of the buyers. They are technical experts who have knowledge regarding the products and use and have excellent influencing skills too.

In this case, it can be any teacher or student.

3. Deciders: Deciders are the person who chooses the product for the users.

4. Buyer: this includes the people who buy the product and pays for the product,i.e., the college.

5. Gatekeepers: this includes people who provide a flow of information between these different people involved.