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Participants in the Business Buying Process Who does the buying of the trillions of dollars worth of goods and services needed by the business organizations Purchasing agents are influential in straight -re-buy and modified re situations whereas other department personnel are more influential in the new-buy situations Engineering personnel usually have a major influence in selecting the product components and purchasing agents dominate in selecting suppliers Webster and Wind call the decision making unit of a buying organization the buying center The buying center is composed of all those individuals and groups who participate in the purchasing from the decision The buying center includes all members of the organization who play any of seven roles in the purchase decision process Several roles of organization buying Initiators Those who request that something be purchased They may be users or others in the organization Users Those who will use the product or service In many cases the users initiate the buying proposal and help define the product requirements Influencers People who influence the buying decision They often help define specifications and also provide information for evaluating alternatives Technical personnel are particularly important influencers Deciders People who decide on product requirements or on suppliers Approvers People who authorize the proposed actions of deciders and buyers Approvers People who authorize the proposed actions of deciders or buyers Buyers People who have formal authority to select the supplier and arrange the purchase terms Buyers may help shape product specifications but they play major role in selecting vendors Buyers may help shape product specifications but they play their major role in selecting vendors and negotiating In more complex purchases the buyers might include high-level managers Gatekeepers People who have the power to prevent sellers or information from reaching members of buying center For example purchasing agent receptionists and telephone operators may prevent salesperson from contacting users or deciders The average number
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