People who control the flow of information in the buying center, such as technical experts and secretaries, can keep salespeople and information from reaching others in the buying center and are referred to as
A)deciders.
B)obstructionists.
C)gatekeepers.
D)power brokers.
E)influencers.

Question

Quizplus · Accepted Answer

People who control the flow of information in the buying center are referred to as gatekeepers. They can be technical experts, secretaries, or any other person who controls or filters access to information. They control the flow of information to other members of the buying center, and if they do not perceive the information as essential, they may block it. Therefore, salespeople must establish good relationships with gatekeepers to ensure that they can communicate with other buying center members effectively.

People Who Control the Flow of Information in the Buying