In the context of buying teams, which of the following is a role of gatekeepers?
A) To evaluate a product on the basis of how it will affect employee performance
B) To identify the need for a product
C) To determine which product or service will be purchased
D) To negotiate final terms of purchase with suppliers
E) To control the flow of information to and between vendors and other buying center members

Question

Quizplus · Accepted Answer

Gatekeepers control the flow of information within the buying team, deciding what information is shared with other members and which vendors can communicate with the buying center. This role is crucial in managing and filtering the information that influences purchasing decisions.

In the Context of Buying Teams, Which of the Following