Jared Harless shattered his elbow in a snowboarding accident and decided to visit a doctor at Smith Union Hospital for treatment. While at the hospital, he interacts with many individuals who attempt to make his experience at the hospital a positive one. In most large organizations, several people are responsible for the buying decisions. These buying center participants can include employees who have a formal role in purchasing decisions (i. e., the purchasing or procurement department), members of the design team for a new product, top managers, and employees who will be using the item being purchased. These employees are likely to play different roles in the buying process. Vendors must understand these roles and adapt the marketing process appropriately for different individuals and for the buying center as a whole.

a. Patient
b. Vista Insurance
c. Shattered Elbow
d. Smith Union Hospital
e. Elbow-Med Sales Rep
f. Materials Manager
g. Alternative Treatments
h. Specialized Purchase
i. Physician
j. Surgery
k. Price and Success Rete
l. Cost-Effectiveness

Role player Prompters
Initiator
User
Decider
Buyer
Influencer
Gatekeeper