Participants In The Business Buying Process

Who does the buying of the trillions of dollars' worth of goods and services needed by business organizations? Purchasing agents are influential in straight-rebuy and modified-rebuy situations, whereas other department personnel are more influential in new-buy situations. Engineering personnel carry the most influence in selecting product components, and purchasing agents dominate in selecting suppliers.8 These are just some of the people who may be part of the buying center.

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