Question

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.

Answer 1

Well this isn't actually a question but to market to a company like this you first have to impress a small number of people in a single chain of command. Your products don't have to be marketed to a company as a whole or to a single rung of the food chain but to each successive member in a hierarchy in the company. Firstly to the employee, then to their management then to the ones who actually making the decision to buy.