Each buying role may be performed by more than one individual, and each individual may perform more than one buying-center role.

Question

Quizplus · Accepted Answer

This statement is true. In a buying center, there may be multiple individuals involved in the decision-making process, and each individual may take on multiple roles within the center. For example, the purchasing agent may also be involved in the user role, or the influencer role may be shared among multiple people.

Each Buying Role May Be Performed by More Than One