Administrative assistants that control the flow of information to other people in the organization often play the ____ role in the buying center.
A) gatekeeper
B) user
C) influencer
D) buyer
E) controller

Question

Quizplus · Accepted Answer

Gatekeepers are responsible for controlling the flow of information to other people in the organization. They may limit the amount of information that reaches the buying center, which can influence the final decision. Therefore, administrative assistants that perform this function are considered gatekeepers in the buying center. The other roles, such as user, influencer, buyer, and controller, are typically related to the actual purchase decision-making process, and not the flow of information.

Administrative Assistants That Control the Flow of Information to Other