In a buying center, the person who has the formal or informal power to choose or approve the selection of a supplier or brand is known as the _____
a. decider
b. purchaser
c. gatekeeper
d. influencer
ANSWER: a
In a buying center, the decider is a person who has the formal or informal power to choose or approve the selection of a supplier or brand. In complex situations, it is often difficult to determine who makes the final decision.
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