Francesca is a textbook company salesperson about to call on the Philadelphia School District. She would like to know in advance whether the school district's buying center is autocratic or democratic. What types of behavior might she observe that would help her to tell which of these two types of buying centers it is? How should she change her sales approach depending on which type it is?
What will be an ideal response?
In an autocratic buying center, there may be multiple participants but one person makes the purchase decision alone. If Francesca can identify that person, she can focus information and attention to the decision maker. In a democratic buying center, a majority vote or opinion will likely determine which textbooks are adopted. In this environment, Francesca will need to address each buying center member's concerns equally.
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