Course Hero 20 - particularly important influencers •...

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5. The buying center consists of all members of the organization who play any of seven roles in the purchase decision process. Name and define each of these roles. Webster and Wind call the decision-making unit of a buying organization the buying center. It consists of “all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from the decisions”. The buying center includes all members of the organization who play any seven roles in the purchase decision process. Initiators – Users or others in the organization who request that something be purchased. Users – Those who will use the product or service. In many cases, the users initiate the buying proposal and help define the product requirements. Influencers – People who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives. Technical personnel are
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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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