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
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Chapter 7 Solutions
Contemporary Marketing
- What is a buying center? Describe the roles assumed by people in a buying center and what useful questions should be raised to guide any analysis of the structure and behavior of a buying center.arrow_forwardWhat are the roles in the buying center?arrow_forwardWhat is the importance of Business buying behavior?arrow_forward
- Contemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning