Mark Thompson a sales representative has been assigned the business account at Compu -Tech Ltd. He has been involved in selling products to consumers for over ten years at his previous employment. In the interview for the new job he was informed that he might find his new role challenging as the approach to organizational buying is not the same as consumer buying.

The Sales Manager at Compu Tech Ltd. has enrolled him in several training sessions, the purpose of which is to sensitize him to the process involved in organizational buying. Mr. Thompson has noticed an area of significance that has been emphasised at all training sessions he has attended at both his previous and present job. This is the importance of relationship management. He has decided to continue practicing relationship management.

Define the term Consumer Buying Behaviour. 2 marks

Explain THREE differences between consumer and organizational buying. 6 marks

Explain the five steps in the consumer decision-making process. 15 marks

Discuss the importance of relationship management in sales. 5 marks

If you had the option to sell organization versus consumers which would you prefer? Justify your response. 5 marks

Discuss THREE factors that affect the consumer decision- making process. (use examples) 12 marks

Explain what is meant by the decision making unit (DMU). Why is identifying the DMU particularly difficult when selling to public sector organisations? 5 marks