Chapter 2 (Continued) Flashcards Preview

MKT 444 Exam #1 > Chapter 2 (Continued) > Flashcards

Flashcards in Chapter 2 (Continued) Deck (10)
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1

Commoditization

buyers perceive little to no meaningful differentiation among the available options

2

Commodity

product or service that has no unique features in the eyes of consumers and potential buyers

3

Buyer center

people within the organization who get involved with a given buying process

4

Buying teams

a more formal version of buying centers

5

Influencer

person providing information or opinions that affect or influence the outcome of the purchase

6

User

individuals who will use the product

7

Gatekeeper

anyone who controls flow of information

8

Decision-maker

person with the final say on whether to purchase or not

9

Buyer center roles

user, gatekeeper, decision market, buyer, influencer

10

C-suite

top leaders in an organization