In terms of the buying center roles,_____ are the people who control information into and out of the buying group or between members of the group.

Question

Quizplus · Accepted Answer

Gatekeepers are the people who control the flow of information within the buying center. They can be individuals such as administrative assistants, secretaries or departmental assistants, who have the power to grant or deny access to the decision makers or other members of the buying group. Gatekeepers can be instrumental in shaping the perceptions of the decision makers by filtering the information that they receive.

In Terms of the Buying Center Roles,_____ Are the People