In the context of a buying center, the person who requests that something be purchased is known as the:
A) initiator.
B) gatekeeper.
C) decider.
D) approver.
E) influencer.

Question

Quizplus · Accepted Answer

The initiator is the person who first recognizes the need for a product or service and recommends it to the buying center. This person may be a user or influencer within the organization. The gatekeeper controls the flow of information to the buying center, the decider makes the final decision, and the approver gives formal authorization for the purchase. While influencers can affect the decision-making process, they are not the ones who initiate the buying process.

In the Context of a Buying Center, the Person Who