Buying Centers: This is buying decision-making unit (DMU) often
called buying center.
- Initiators define the buying situation and start the buying process.
- Users actually use the product.
- Buyers can commit the organization to spend money.
- Decider have the authority to choose among potential product offerings and
- vendors.
- Influencer add information or constraints in the buying process.
- Gatekeepers can control the flow of information into the buying process.
- The buying center may include people outside of the target customer organization,
- such as government officials, consultants, technical advisors and other member of
- marketing channel.
| Sanjay Kumar Sharma Internet Marketing Consultant sanjay@internet-marketing-consultancy.com |
