Marketing Management, MBA – University of Nairobi, Kenya

Jun 21st, 2015
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Business organizations do not only sell; they also buy vast quantities of raw materials, manufactured components, equipment, supplies, and business services. Business buyers purchase goods and services to achieve specific goals,

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Marketing Management, MBA University of Nairobi, KenyaExecutive SummaryBusiness organizations do not only sell; they also buy vast quantities of raw materials,manufactured components, equipment, supplies, and business services. Business buyerspurchase goods and services to achieve specific goals, such as making money, reducingoperating costs, and satisfying social or legal obligations.In contrast to consumer buying, buying decisions in a business setting are mostly made by agroup of individuals. This group is referred to as the buying center. This term paper, seeksto identify the composition of this decision making unit, and to identify the possible rolesthat its members may play. It also identifies the factors that influence the buying center andexpounds on the challenges it faces. Finally it suggests some of the ways in which theeffectiveness of this important unit can be improved.To help bring out these issues, a study of the buying center at Mater Hospital, a leadinghealthcare institution in Nairobi was done. Mater has defined and documented proceduresfor most of its functions, including its buying activities in pursuit of a high level of quality.It has been awarded the Kenya Quality Award by the Kenya Bureau of Standards.Page 1 of 131. IntroductionMater Hospital located in the Kenyan capital Nairobi. Founded in 1962 by a group ofCatholic sisters, the Sisters of Mercy, it has since grown to be one is one of the mostsuccessful privately owned hos

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