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Unformatted text preview: particularly important influencers. • Deciders – People who decide on product requirements or on suppliers. • Approvers – People who authorize the proposed actions of deciders or buyers. • Buyers – People who have formal authority to select the supplier and arrange the purchase terms. Buyers may help shape product specifications, but they play their major role in selecting vendors and negotiating. In more complex purchases, buyers might include high-level managers. • Gatekeepers – People who have the power to prevent sellers or information from reaching members of the buying center. For example, purchasing agents, receptionists, and telephone operators may prevent salespersons from contacting users or deciders. Several people can occupy a given role such as user or influencer, and one person may occupy multiple roles. A purchasing manager, for example, often occupies the roles of buyer, influencer, and gatekeeper simultaneously....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11