Initiators: who suggest purchasing a product or service.
Influencers: who try to affect the outcome decision with their opinions.
Deciders: who have the final decision.
Buyers: who are responsible for the contract.
End users: of the item being purchased.
Gatekeepers: who control the flow of information.
Question:
Assume you have written a Marketing textbook and are going to attempt to sell it to a university.
1. Identify the six members of the buying center. Try to identify their job titles/roles at the university. Briefly describe what role each would play in the decision process.
2. Rank them in terms of how much influence they would have on the decision, with1 being most influential and 6 being least influential.