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Abstract This research investigates the impact of specific buying center activities on its members' satisfaction with new products. The purpose of the present study is to develop a more thorough understanding of buying center roles on satisfaction with a new information technology, in particular, when an information technology is used for interorganizational communications within managed supply chains. The results suggest that supply chain orientation should have a significant effect on buying center members' new information technology satisfaction. Understanding the importance of supply chain orientation in the buying center context—especially when the technologies being purchased are directly related to logistics functions and performance—suggests that more detailed and wide-ranging supply chain concept training and education of center members needs to be put into place. Journal Information The Journal of Marketing Theory and Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field. Publisher Information Building on two centuries' experience, Taylor & Francis has grown rapidlyover the last two decades to become a leading international academic publisher.The Group publishes over 800 journals and over 1,800 new books each year, coveringa wide variety of subject areas and incorporating the journal imprints of Routledge,Carfax, Spon Press, Psychology Press, Martin Dunitz, and Taylor & Francis.Taylor & Francis is fully committed to the publication and dissemination of scholarly information of the highest quality, and today this remains the primary goal. Rights & Usage This item is part of a
JSTOR Collection. Who makes Business Purchase Decisions?
Buying CenterWhen it comes to business customers, most decisions are made by what we call buying centers. Buying centers involve a collection of different people or people in different roles throughout the organization. Gate KeepersGatekeepers are people in an organization (within the buying center) that control the flow of information. As a marketer (especially as a salesperson) it's important for us to recognize who these people are so that we can be in good standing with them and make sure that the information we're trying to get across makes its way to the other decision makers. UsersUsers are the people in in the business that actually use our product. We want them to have a good experience with our product. We also need to identify them and understand what information they need to make their decision. Purchasing Agents or Purchasing ManagerThese individuals negotiate purchases. They set the terms of deals and make sure that all the options out there are being considered. InfluencersInfluencers have some sort of impact on the purchase decision. They could be anyone in the buying center. General ManagersIn most businesses, top managers are going to have a lot of influence on the purchases that are made. They often are charged with setting budgets and planning for the necessary product purchases. Related Topics
What is the role of the gatekeeper in a buying center?Gatekeeper Controls the flow of information and access to buying center members, and usually executes the purchased product or service order. Users Utilizes or consumes the product or service. Technical Influencers Consults regarding technical issues.
Who are gatekeepers in buying centers quizlet?E) Gatekeepers in a buying center are people who authorize the proposed actions of deciders or buyers. D) It is the decision-making unit of a buying organization. 63) People who authorize the proposed actions of deciders or buyers are initiators.
What person in the buying center controls the flow of information multiple choice question?Gatekeepers are people in an organization (within the buying center) that control the flow of information.
What are the common roles and motives of a buying Centre?The five main roles in a buying center are the users, influencers, buyers, deciders, and gatekeepers. In a generic situation, one could also consider the roles of the initiator of the buying process (who is not always the user) and the end users of the item being purchased.
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What is the role of the gatekeeper in a buying center multiple choice question?
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