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OVERALL EVALUATION A person's overall evaluation of a product can be quantified by multiplying the sum of the performance ratings by the importance weights. Thus, the sales manager's overall evaluation of Apex would be as follows: Using the national sales manager's and CIO's importance weights, the overall evaluations, or scores, for the three laptop computer brands appear at the bottom of Exhibit 3.9. The scores indicate the benefit levels the brands provide as seen by these two buying center members. VALUE OFFERED The cost of the computers also needs to be considered in making the purchase decision. One approach for incorporat- ing cost calculates the value—the benefits divided by the cost—for each laptop. The prices for the computers and their values are shown in Exhibit 3.10. The sales manager believes Apex provides more value. He would probably buy this brand if he were the only person involved in the buying decision. On the other hand, the CIO believes that Bell and Deltos offer the best value. SUPPLIER SELECTION In this situation the sales manager might be the key decision maker, and the CIO might be a gatekeeper. Rather than using the CIO's overall evaluation, the buying center might simply ask her to serve as a gatekeeper and determine whether these computers meet her minimum acceptable performance standards on speed and memory. All three computers pass the minimum levels she established of a 2-gigahertz clock rate and a 3-gigabyte internal memory. Thus, the company would rely on the sales manager's evaluation and purchase Apex laptops for the sales force. 4 × 5 = 20 6 × 8 = 48 7 × 8 = 56 8 × 2 = 16 1 × 4 = 4 1 × 3 = 3 3 × 7 = 21 ¯ 168 Exhibit 3.10 Value Offered by Each Brand Overall Evaluation (Benefits Points) Assigned Value Computer Cost Benefit/Cost Sales manager Apex 167 $1,600 $0.10 Bell 152 1,800 0.08 Deltos 143 1,800 0.08 CIO Apex 130 $1,600 0.08 Bell 169 1,800 0.09 Deltos 177 1,800 0.10 CHAPTER 3: Buying Behavior and the Buying Process 83

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