Ron is an engineer working in Affinity Technology Group Inc.,a provider of consumer financial services.He is the primary contact for his company with vendors,AND controls all of the information,deciding what to pass along to others in the decision-making process.The result is that Ron is able to slant perceptions of the vendors by choosing which information is passed along,and the final decision reflects his own personal preferences.In terms of the buying center,Ron is a(n):
A) Purchasing agent
B) Gatekeeper
C) Decision maker
D) User
E) Controller

Question

Quizplus · Accepted Answer

Ron's role as the primary contact for vendors and controlling information makes him a gatekeeper in the buying center. He decides what information is passed along to others in the decision-making process, which can influence the final decision based on his personal preferences.

Ron Is an Engineer Working in Affinity Technology Group Inc