1. The Buying Center describes different roles in purchasing processes in B2B settings. Name and explain two roles of the Buying Center.

2. When companies introduce new products or services into the market, they need to set a price for which they want to sell it at the time of market entry. Two different price strategies are skimming (high entry price, lowering later) and penetration pricing (low entry price). Please explain in 2 sentences each, whether the following factors rather call for a skimming or penetrations strategy: (a) High experience curve effects (b) High increase of price elasticity over the life cycle of the product/service

3. Measuring customers value perception and preferences regarding different product attributes is vital for positioning and pricing a new product. Name a method that allows to determine the value for each product attribute. Explain in ca. 3 sentences what market researchers need to ask or present to the test customers in order to collect the data?