participants in business to business buying process
TRANSCRIPT
Influencers..
People who influence the buying decision, often by helping define specifications and providing
information for evaluating alternatives
Gatekeepers..
People who have the power to prevent sellers or information from reaching
members of the buying center
SUMMARYBuying center is the decision making unit of a buying organistaion. To influence them marketers must be aware of environmental, organisational, interpersonal and individual factors.