Who buys the goods and services needed by business oganizations? The decision-making unit of a buying organization is called its buying centre, defined as all the individuals and units that participate in the business decision-making process.10
The buying centre includes all members of the organization who play any of five roles in the purchase decision process.11
1. Users. Members of the organization who will use the product or sendee. In many cases, users initiate the buying proposal and help define product specifications.
systems buying Buying a packaged solution to a problem and without all the separate decisions involved.
buying centre All the individuals and units that participate in the businessbuying-decision process.
Members of the organization who •will use the product or service; users often initiate the buying proposal and help define product specifications.
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