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.

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