The Buying concept center / DMU / BUM
Users:
Members of the organization who will use the product or service. In many cases, the users initiate the buying proposal and help define ttie product specifications,
Influencers.
Persons who influence the buying decision.
They often help define specifications and also provide information for evaluating alternatives. Technical personnel are particularly important as influencers.
Deciders:
Persons who have the power to decide on product requirements and/ or on suppliers.
Approvers: A persons are persons who must authorize the proposed action of deciders or buyers.
Buyers: Buyers are persons with formal authority for selecting the supplier and arranging the terms of purchase.
Buyers may hefp shape product specifications but they play major role in selecting vendors and negotiating.
In more complex purchases, the buyers might include high-level officers participating in the negotiations.
Gatekeepers: Gatekeepers are persons who have the power to prevent sellers or information from reaching members of the buying center. For example, purchasing agents, receptionists, and telephone operators may prevent salespersons from talking to users or deciders.
