Question

Identify and discuss the importance of the participants in the organizational buying process.

Answer 1

The decision-making unit of a buying organization, sometimes called the buying center, is defined as “all those individuals and groups who participate in the purchasing decision-making process, who share common goals and the risks arising from the decisions.” Six participants in the purchase decision process: users, influencers, deciders, approvers, buyers, gatekeepers.

 

Assign your students different types of organizational events in your market area and ask them to research these events and analyze the participants in the purchase decision process. Ask them to answer the following questions:

• Who are the major decision participants?

• What decisions do they influence?

• What is their level of influence?

• What evaluation criteria does each participant use?