When Tim was calling on a potential customer,he found that the school principal he wanted to see was too busy to meet with him.The principal's secretary offered to look through Tim's product brochures and pass them on to the principal if Tim's product was potentially useful.Which role in the buying center does the secretary have?

Question

Quizplus · Accepted Answer

The secretary in this scenario is acting as a gatekeeper, as they are controlling access to the principal and potentially filtering information that reaches them. They do not have the power or authority to make purchase decisions on behalf of the school or act as a buyer or purchaser. The principal would be the decider in this situation, as they would ultimately decide whether or not to purchase Tim's product, and the potential users would be the teachers or students who would actually use the product.

When Tim Was Calling on a Potential Customer,he Found That