$1$: Who are the key members of the buying center at Columbia Industries, and who will most likely have the most influence on the purchase decision.

$2$: Describe the important $“$needs$”$ Columbia Industries has as they undertake the process to purchase seven new lift trucks.

$3$: What type of buying decision is this, and what impact does that have on how the forklifts should be marketed?

$4$: What roles are being played by each member of the buying center for this product?

$5$: Which forklift company did the best job of identifying the key member of the buying center and developing appropriate approaches for dealing with their concerns?

Read and analyze the Case of Columbia Industries. Elaborate on the specific B$2$B marketing tools to answer the above questions.

 

 

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