Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 10

You work for Siemens Power Generations systems and are responsible for the sale of large, expensive ($2 million to 5 million) turbine generators to Power Utility companies. You have been contacted by the Ever-sure Utility Corporation in Anytown, USA. Identify the buying center you are likely to find inside the company and how you would market the generators to the buying center group.