Columbia Industries

Who are the key members of the buying center at Columbia industries, and who will most likely have the most influence on the purchase decision?

Jacques Debre, Stewart West, and Sandra Ogrosky are the key members of the buying center at Columbia Industries. Mr. West will likely have the most influence on the decision because he met directly with the salesman and he has the most in-depth knowledge of the various products that were demonstrated.

Describe the important "needs" Columbia Industries has as they undertake the process to purchase seven new lift trucks.

Columbia Industries needs to find a reliable lift truck because of the high maintenance costs and downtime they are experiencing with their current lift trucks. The union needs to be satisfied that the trucks are safe and the workers are concerned with maneuverability of the new lift trucks due to the narrow aisles in the...
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