EBK CONTEMPORARY MARKETING
18th Edition
ISBN: 9780357158951
Author: Kurtz
Publisher: VST
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Question
Chapter 7.6, Problem 1LO
Summary Introduction
To discuss: The five roles inside the buying center
Business marketing is a practice of marketing for organization and individuals.
Expert Solution & Answer
Explanation of Solution
Diagrammatic representation:
Figure (1)
The five roles inside the buying center are as follows:
Users: Users are common people who use the services and goods.
Influencers: These people are those who gets affect by the buying decisions through transferring the information to guide the determination of alternatives, or by creating the buying specifications.
Gatekeepers: These are the person who controls the information that is the review of the buying center members.
Buyers: Buyers are those who have the authority to choose their supplier and securing the services and goods.
Deciders: Deciders are those who actually select or choose the services and goods
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