Beruflich Dokumente
Kultur Dokumente
PARTICIPANTS IN THE
BUYING PROCESS
Purchasing agents
Procurement officers
Ne
w
Initiator
Buyer
Initiator
On
prod
requ
User
or supplier
user
Influencer
Decider
Decider
User
Approver
Purchase
Buyer
techs
Gatekeeper
Users or
others that
request
purchase
Who:
Gatekeeper
Influencer
Approver
Authorize
proposed
action
K-I-S
buyers
Own-expert
buyers
Want-the-best
buyers
Want-it-all-done
buyers
Account management
Communication
Next week:
Describe the differences between business-tobusiness and consumer marketing for the following
market elements: products, buyer behavior,
decision making, market structure, channels and
promotion.