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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...
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
Credit
KOTLER, P. & KELLER, K. 2011. Marketing
Management 14th Edition,Upper Saddle River,
NJ, Prentice Hall(With due than...
Who participates in the business to-business buying process?
Who participates in the business to-business buying process?
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Who participates in the business to-business buying process?

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Kotler-Analyzing Business Market-Question 3

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Who participates in the business to-business buying process?

  1. 1. participants in the business-to- business buying process
  2. 2. Business buying center
  3. 3. Initiators who request that something be purchased
  4. 4. Users Those who will use the product or service
  5. 5. Influencers People who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives
  6. 6. Deciders People who decide on product requirements or on suppliers
  7. 7. Approvers People who authorize the proposed actions of deciders or buyers
  8. 8. Buyers People who have formal authority to select the supplier and arrange the purchase terms
  9. 9. Gatekeepers People who have the power to prevent sellers or information from reaching members of the buying center
  10. 10. Summary
  11. 11. Credit KOTLER, 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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