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participants in the business-to-business buying process
Business buying center
Initiators
who request that something be purchased
Users
Those who will use the product or service
Influencers
People who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives
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
Gatekeepers
People who have the power to prevent sellers or information from reaching members of the buying center
Summary
CreditKOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
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