A purchasing organization's buying center makes decisions. It includes gatekeepers, initiators, users, influencers, buyers, and deciders. Identify six members of the buying center of a university that is in the process of buying a new textbook. What role would each play in the decision process?

A purchasing organization's buying center makes decisions. It includes gatekeepers, initiators, users, influencers, buyers, and deciders. Identify six members of the buying center of a university that is in the process of buying a new textbook. What role would each play in the decision process?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter15: Retailing, Direct Marketing, And Wholesaling

Section: Chapter Questions

Problem 1DYMP

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Concept explainers

Purchase Process

Purchasing refers to the act of procurement of products or services from a market of resources. The procedures used to accomplish the acquisition of the requisite resources are referred to as the purchasing process. Consumer behavior, customer strategy, product pricing, consumer necessity, and other variables are various parts of the process.

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