Five roles in the buying center

Initiator

Buyer

Decision-Maker

Gate-Keeper

UserInfluencer

Breakdown for food industries

Food

2035 PickledFruits/Vegs

2034 Dried &Dehydrated Fruits/Vegs

2033 Canned Fruits/Vegs, Preserves, Jams

201 MeatProducts

2032 CannedSpecialities

2037 Frozen FruitsJuices, & Vegs

204 GrainMill Products

203 Canned & Preserved Fruits/Vegs

202 DairyProduce

Other FoodProducts

Tobacco

Apparel

Other Industries

Functions performed by independent wholesaler types

FUNCTIONS PERFORMED

General Merchandise

Specialty Merchandise Rack Jobbers

Drop Shippers

Manufactu-rers Agents Brokers

Buying YES YES YES YES NO NO

Sales call on customers YES YES YES YES YES YES

Store products YES YES YES NO NO SOMETIMES

Transport products YES YES YES NO SOMETIMES SOMETIMES

Provides credit YES YES YES YES NO NO

Provides market information YES YES SOMETIMES SOMETIMES SOMETIMES YES

Full Service Limited Service AGENTS & BROKERSMERCHANT WHOLESALERS

Types of marketing information

Data-Facts & Figures

Primary Data•Newly collectedFor the project

Secondary Data•Already Exists

Internal data – Existing data from

The firm

External data –Existing data fromOutside the firm

Observational data-New data from

Watching people

Questionnaire data-New data from

Asking people quest.

Concepts-Hypotheses &

Ideas