________ refer to people in an organization's buying center who affect the buying decision; they often help define specifications and provide information for evaluating alternatives.

Question

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Influencers refer to people in the buying center who affect the buying decision by providing information and defining specifications. Users are those who will actually use or consume the product, buyers are those who make the final purchase decision, gatekeepers control the flow of information in and out of the buying center, and deciders make the final decision about whether or not to proceed with the purchase.

________ Refer to People in an Organization's Buying Center Who