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What is a company buying centre?
in Advertising & Marketing by Platinum (108k points) | 22 views

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A company buying centre, also known as a decision-making unit (DMU), refers to the group of individuals within an organization who are involved in the process of making purchasing decisions. This concept is particularly relevant in the context of business-to-business (B2B) markets, where the buying process tends to be more complex and involves multiple stages and participants.The buying centre encompasses all the members of the organization who play any of various roles in the purchasing decision process.

These roles can include:

1. Users: The individuals or groups within the organization who will directly use the purchased product or service.
 

2. Influencers: People who influence the buying decision, often by providing information and criteria for evaluating potential products or services.

3. Deciders: The individuals with the authority to ultimately choose among product or service suppliers.

4. Buyers: Those who have formal authority to select the supplier and arrange the purchase terms. Buyers might also be involved in more technical aspects of the purchase, such as negotiating contracts.

5. Gatekeepers: People who control the flow of information to and from members of the buying centre. They might be personal assistants, secretaries, or even technical experts who evaluate the information.

 

by Diamond (64.2k points)
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