Final answer:
Participants in the business buying decision process can include initiators, users, influencers, gatekeepers, and decision-makers.
Step-by-step explanation:
Participants in the business buying decision process can include individuals or groups within an organization. Here are examples of participants:
- Initiators: These are individuals who recognize a need for a product or service and initiate the buying process. For example, an employee realizing the need for new computers for the office.
- Users: These are individuals or departments who will actually use the product or service. For example, employees using the new computers for their work.
- Influencers: These are individuals or groups that have the power to influence the decision-making process. For example, IT managers who can recommend a specific brand of computers.
- Gatekeepers: These are individuals who control access to information or resources. For example, purchasing managers who have the authority to approve or reject purchase orders.
- Decision-makers: These individuals have the final authority to approve or reject a purchase. For example, top-level executives who make decisions about major investments.
These examples represent different roles and levels of influence within the business buying decision process.