1
Q
Initiator
A
person who first suggests buying the product/service
2
Q
Influencer
A
person who views influence over members of the buying center
3
Q
Gatekeeper
A
controls info or access to decision makers/influencers
4
Q
Decider
A
determines buying
5
Q
Buyer
A
actual purchaser
6
Q
User
A
consumes/uses the product
7
Q
Autocratic
A
one person makes decision alone
8
Q
Democratic
A
majority rules
9
Q
Consultive
A
1 person makes decision but near input from users
10
Q
Consensus
A
ALL members must agree
11
Q
New buy
A
customer purchases good or service for first time
12
Q
Modified rebuy
A
purchaser who wants some new or improved version of an existing product
13
Q
Straight rebuy
A
most common, some familiar product, producer does NOT look for new info or vendors
MKT 320 Exam #2
flashcards
Decks in class (5)
# Cards
