In the purchasing decision process,the ________ are those who have the power to prevent sellers or information from reaching members of the buying center.
A) gatekeepers
B) buyers
C) initiators
D) approvers
E) deciders

Question

Quizplus · Accepted Answer

Gatekeepers are individuals who control the flow of information to members of the buying center. They may include receptionists, personal assistants, IT staff, and others who filter out unsolicited contact from vendors and other sources. Gatekeepers can be a significant obstacle to sellers trying to reach the decision-makers in a company, and so it is important to identify them and try to establish a relationship of trust and cooperation. Buyers, initiators, approvers, and deciders are all members of the buying center, but only gatekeepers have the power to block access to them.

In the Purchasing Decision Process,the ________ Are Those Who Have