Question

Depending on the complexity of the purchase, firms may use a buying center to complete a transaction. Buying centers vary in size and composition but generally cover six roles: initiator, user, gatekeeper, influencer, decider, and buyer.

Match the description of the responsibility to the role to which it belongs.

a. initiator
b. user
c. gatekeeper
d. influencer
e. decider
f. buyer.

1. Customers who come into Caffè Gustoso's Naperville location will benefit from the relaxing ambience the fish tanks will create.

2. One of the owner's spouses recently visited an upscale coffee shop in San Francisco whose internal walls were created out of fish tanks. She wants to replicate the relaxing feeling in the Naperville location.

3. Before the fish tank specifications were finalized, the owners talked to a tropical fish retailer to gain some information and inspiration about what fish to acquire for the tanks.

4. Caffè Gustoso's secretary collects, sorts, and organizes all of the fish tank catalogs and bids submitted in response to the request for fish tank proposals

5. With the winning proposal identified, Caffè Gustoso's purchasing agent completes the transaction by placing the order and negotiating delivery and installation.

6.The co-owners of Caffè Gustoso review the proposals submitted by the tropical fish companies and choose a finalist.

Answer 1

1. user 2. initiator 3.influencer 4. gatekeeper 5. buyer 6. decider

Step-by-step explanation:

See the definitions below to understand th answer choices

initiator: who initiates the purchase or who identifies the need or a problem

user: the person who is ultimately going to use the product.

gatekeeper: the person who maintains and handles flow of information

influencer: the factor or person that decides what to buy or determines specifications

decider: who makes the purchase decision whether a product will be bought or not.

buyer: who manages the buying process

Answer 2

1. User

2. Initiator

3. Influencer

4. Gatekeeper

5. Buyer

6. Decider

Step-by-step explanation:

A buying center is comprised of a group of individuals in an organization that play specific roles in the business purchase decisions.

1. Customers who come into Caffè Gustoso's Naperville location are the User because they will benefit primarily from the relaxing ambience the fish tanks will create.

2. One of the owner's spouses who recently visited an upscale coffee shop in San Francisco whose internal walls were created out of fish tanks is the Initiator of the purchase.

3. Since the owners talked to a tropical fish retailer to gain some information and inspiration about what fish to acquire for the tanks. The fish retailer is influencer, because he suggestions might affect the outcome of the decision.

4. Caffè Gustoso's secretary that collects, sorts, and organizes all of the fish tank catalogs and bids submitted in response to the request for fish tank proposals is Gatekeeper, because he controls the flow of information.

5. The purchasing agent who completes the transaction by placing the order and negotiating delivery and installation is the Buyer, in the sense of been responsible for the purchase contract.

6.The co-owners of Caffè Gustoso who review the proposals submitted by the tropical fish companies and choose a finalist act as Decider because they make the final decision.