Fordham Hardware Is Known for Its Consensus Buying Center Culture

question 148

Multiple Choice

Fordham Hardware is known for its consensus buying center culture. Recognizing this corporate culture, someone attempting to sell to Fordham Hardware should

• A) focus exclusively on the head of the buying center.
• B) address the concerns of all buying center members but understand there is just one decision maker.
• C) focus on providing information to and making the sales approach to the one decision maker.
• D) attempt to facilitate the collective agreement of all members of the buying center.
• E) attempt to get one "friend" on the committee to support his products.

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Definitions:

Conjugation

The overlapping of p-orbitals in adjacent atoms creating a system of connected π-electrons across the molecule, leading to stabilization and coloration in compounds.

Absorption Frequency

The specific frequency at which a substance absorbs electromagnetic radiation, often used in spectroscopy to identify materials.

C=C

A carbon-carbon double bond, representing a type of covalent bond between two carbon atoms, involved in unsaturated organic compounds.

Terminal C-H Stretch

A term used to describe the absorption feature in infrared spectroscopy corresponding to the vibration of C-H bonds at the end of carbon chains.