Question

Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should
A. treat all members of the buying center as equally important.
B. address the concerns of all members of the buying center with particular attention to the decision maker.
C. focus on providing information to and making the sales approach to the one decision maker.
D. attempt to facilitate the collective agreement of all members of the buying center.
E. focus attention on the gatekeeper in the buying center's team.

Answer 1

Answer: B. Address the concerns of all members of the buying center with particular attention to the decision maker.

Explanation:

If a person is making an attempt to sell the Markham publishing, then he/she has to take into consideration all the possible factors that maybe able to affect each person in the buying center, but the factors affecting the decision maker should be given special consideration.

Thus, Address the concerns of all members of the buying center with particular attention to the decision maker.

Answer 2

Answer:

B) address the concerns of all members of the buying center with particular attention to the decision maker.

Explanation:

In a consultative buying center, one person is in charge of making the final purchase decision (i.e. the decision maker), but in order for this person to make a decision, he/she will previously consult with the other members of the buying team. Therefore the seller must pay special attention to the decision maker but without forgetting about addressing the concerns of the rest of the team, since their opinion is important.