CH 7- Purchasing Roles

Business Marketing- is the marketing of goods and services to individuals and organizations for purposes other than personal consumption.
However, Chanel is for personal consumption therefore Chanel is is not a business market but a consumer market.  But the basic philosophy and practice of marketing are the same whether the customer is a business organization or a consumer.

For example the buying behavior is quite similar.I will use my visit to the boutique to explain the roles.

Purchasing Roles:
1.) Initator: the person who first suggests making a purchase. ( that would be me- Stef)
2.) Influencers/evaluators: people who influence the buying decision  (celebrities)
 

3.) Gatekeeper: group members who regulate the flow of information (Public Relations- they maintain a public image)
4.) Decider: the person who has the formal or informal power to choose or approve the selection of the supplier or brand. ( Stef- I have the control of choosing to buy)
5.) Purchaser: the person who actually negotiates the purchase. ( In a consumer market there is no negotiation regarding price, the purchaser would be the initator or it can be the decider, whoever has the money).
6.) Users: members of the organization who will actually use the product.  ( Me & Mom)