Mark manages a small family-owned amusement park. He believes the park can increase its profits if its owners will buy three food concession trailers. He has contacted three dealers of such trailers, which come fully customized to user specifications, and has determined Century Industries has the best price. He will present his research to the family tomorrow. In which buying centre roles is Mark acting?

Question

Quizplus · Accepted Answer

Mark is acting as an influencer by researching and identifying the need for the food concession trailers. He is acting as a gatekeeper and decider by contacting the dealers and determining which supplier offers the best price and customization options. However, it is not mentioned explicitly that he is the ultimate buyer, so option D can be eliminated. Option A is incorrect as Mark is not the only buyer and there are other family members involved in the decision-making process. Option C is also incorrect as Mark is not the only decider or gatekeeper, as he needs to present his research to the family. Therefore, the best choice is B, where Mark is acting as an influencer, gatekeeper, and decider.

Mark Manages a Small Family-Owned Amusement Park