In the context of a buying center, which of the following statements is true of gatekeepers?

Question

Quizplus · Accepted Answer

Gatekeepers are individuals or groups in a buying center who control the flow of information to other members of the buying center. They are typically responsible for screening salespeople, limiting access to decision-makers, and regulating the flow of information about products, prices, suppliers, and other relevant data. They do not initiate the buying process, negotiates purchases or have the formal power to approve a brand.

In the Context of a Buying Center, Which of the Following