The Buying Center
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. …
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