Who is Involved in Business Purchase Decisions

The video tutorial explains the importance of understanding customers for marketers, focusing on the concept of buying centers in business purchases. It details the roles within buying centers, including gatekeepers, users, purchasing agents, influencers, and managers, and their impact on purchase decisions. Marketers need to identify and engage with these roles to facilitate effective decision-making.

What is the role of gatekeepers in the buying center?

How do users influence the purchase decision in a business?

What responsibilities do purchasing agents have within the buying center?

In what ways can influencers impact the purchasing decision?

Why is it important for marketers to understand the roles within the buying center?