The initial post is due Wed. March 23rd and the responses are due Sunday, March 27th. Wait until after March 23rd to post your replies when everyone has posted their initial content. Look back at the feedback you received on the previous discussions before working on this discussion.

Instructions: Read the description of a purchase that is being made by UAB hospital. Then write and edit your initial post in a Word document before copying and pasting it into the reply area of the discussion. Be sure to come back and respond to your group members.

Description: UAB Hospital has decided to purchase a unique, and very expensive, type of MRI scanning equipment (to detect tumors).

It is important for the marketing manager of the MRI equipment company to think about who is likely to be involved in the buying center for this purchase. Each person may influence the purchase and perhaps influence it in different ways. The marketing manager needs to see if all of the different buyer center's needs are being met, and if not, why not. Clearly, this kind of thinking can help in guiding promotion planning.

See the section in the book about Multiple buying influence in a buying center for more discussion of the buying center concept.

INITIAL POST: Address these points in your initial post:

• Who might be involved in the buying center?
• Explain your answer and describe the type of influence that different people in the buying center would have on the purchase.

RESPONSES: Read the other group members' posts.

• Compare your analysis of the buying center to the others.
• What are the similarities and differences compared to yours?
• How can this type of thinking help in guiding promotion planning?

Reply to at least two peers (after the initial post is due).

Be sure to use the concepts from the course in the discussion assignment.