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Who participates in the business to-business buying process?

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Sameer Mathur
Sameer Mathur

Kotler-Analyzing Business Market-Question 3

Marketing
1 of 13
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
Credit KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
Who participates in the business to-business buying process?

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Who participates in the business to-business buying process?