Respond to each in Q&A format. Minimum 75 words

1.The decision-making unit of a buying organization is the buying center. There are numerous members which include initiators, users, influencers, deciders, approvers, buyers, and gatekeepers. Within my career field of supply chain in a healthcare setting, my team and I participate in all these roles. We have buyers creating the purchase orders to get the product to the hospital. We have a clinical resource team made up of registered nurses assisting with product selection and acting as the deciders in conjunction with being an influencer. My role is the approver but working closely with my other team members as gatekeepers to ensure consistency and prevent leakage of further non-compliance. It is a very diligent game that has to be played and vendors work very hard to sell their products as they should. It is the facility's job to ensure what comes in for our patients is cost effective and safe for their care. As technology advances and Amazon, Berkshire, and JP Morgan advance their healthcare consortium efforts, it will be interesting to see how this plays out as the world is changing in supply chain. 2.What are some specific branding guidelines for small business? Develop buyer personas A buyer persona is simply a description of the person you're trying to reach. You might have several. Give the persona a name. Write out the features of that person to illustrate her/him and get to know her/him. Then, when you do your marketing, keep that "person" in mind and address your messaging to her/him specifically. Establish your tone of voice How you communicate your marketing message is referred to as the tone of voice you use. It might be professional, casual, or even funny. The tone you use should resonate with your audience. Just make sure to choose a tone that is consistent across all marketing channels. If you're outsourcing your content, your writers will need to use your brand's voice as if it were second nature. Know your brand's values Establishing what your brand stands for can help you immensely in your marketing because you can then communicate those values to your customers. Blog consistently Blogs are hugely important to your marketing strategy 81% of Americans trust the information they read in blogs. They can take you further than any ad campaign. Write about things that matter to your customers: write about topics that they have questions about or that can enhance their lives in some way. And if you really don't have time to blog, hire someone to do it for you. Don't know what to write about? Come up with a list of questions you've been asked by prospects and clients. Google other brands in your industry and see what they write about. Keep a spreadsheet of topics so you always have one to write about. Kotler, P.T. & Keller, K.L. (2016). Marketing management (15th ed). Upper Saddle River, NJ: Pearson/Prentice Hall. https://www.forbes.com/sites/allbusiness/2017/09/14/branding-for-small-businesses-made-simple/#7999c6e64107