how can Maggie use the multiattribute matrix to guide a sales plan?

case 3.2 BOH Maggie Fields is a relatively new salesperson for CBOH, a German company that sells equipment accessories that makers of manufacturing equipment add to their products or that can be added by the users. She was telling her boss, Bill Ford, about a call she just got from Becky Fires, the head of supply chain management for Stone Products, a mining company "She said that Gil Mcllroy, the company's production director, asked her if he could look into getting the new digital control system for their current production equipment," Maggie reported to Bill. "But she also said that the CFO was against adding more costs." The digital control system Becky referenced is an add-on to certain forms of expensive tools that enables the tool to connect to the user's Wi-Fi. Through this connection, the tool can provide information into a software program that can monitor usage, which can then be used to optimize uptime by optimally scheduling maintenance or alerting users to potential problems such as overheating. "Do you think she was serious about the costs?" asked Bill. "I think so." Maggie's face showed a lack of confidence in knowing the answer. "What I do know is that they have no budget set aside for it." "How will they determine a budget? And what will their process be in making a decision?" "I'm not sure." replied Maggie. "But I do know they are going to put a committee together because she said Page 90 new systems like this are difficult to justify." "So who's going to be involved? Will they have their maintenance department and their equipment operators involved or will it only be management? And is IT going to be involved?" "Not sure, but I have a meeting with them next week, and I'd like you to go with me," Maggie said. Questions 1. What is the likely makeup of the buying center? Who plays or has played which roles? What would be the likely focus of each role in the buying center? 2. What type of purchase situation is this? What are the implications for Maggie? 3. How can Maggie use the multiattribute matrix to guide a sales plan