Chapter 2 (Continued) Flashcards
1
Q
Commoditization
A
buyers perceive little to no meaningful differentiation among the available options
2
Q
Commodity
A
product or service that has no unique features in the eyes of consumers and potential buyers
3
Q
Buyer center
A
people within the organization who get involved with a given buying process
4
Q
Buying teams
A
a more formal version of buying centers
5
Q
Influencer
A
person providing information or opinions that affect or influence the outcome of the purchase
6
Q
User
A
individuals who will use the product
7
Q
Gatekeeper
A
anyone who controls flow of information
8
Q
Decision-maker
A
person with the final say on whether to purchase or not
9
Q
Buyer center roles
A
user, gatekeeper, decision market, buyer, influencer
10
Q
C-suite
A
top leaders in an organization
