Marketing Chapter 7: Roles in a Buying Center

Initiator
Person who first suggest making a purchase
Influencer / Evaluator
People who influence the buying decision
Gatekeepers
Group members who regulate the flow of information
Decider
The person who has the formal or informal power to choose or approve the selection of supplier or brand
Purchaser
Person who actually negotiates a purchase
User
Members of the organization who will actually use the product
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