In the context of organizational market,individuals who controls the flow of information to other people in the purchasing process is referred to as:
A)deciders.
B)buyers.
C)users.
D)gatekeepers.

Question

Quizplus · Accepted Answer

Gatekeepers are individuals who control the flow of information to other people in the purchasing process. They may be administrative assistants or other employees who determine which suppliers or salespeople have access to key decision-makers. Identifying and building relationships with gatekeepers is important for marketers looking to sell to organizations. Deciders make the final decision about whether to purchase a product or service, buyers are responsible for executing the purchase, and users are the individuals who will actually use the product or service once it is purchased.

In the Context of Organizational Market,individuals Who Controls the Flow