Which of the following is NOT part of the Multiple Buying Influence, when making a decision to buy a new copy machine in a business?
A. General public
B. Influencer
C. Buyer
D. Decider
E. Gatekeeper
Answer: (A) The Multiple Buying Influence means several people—perhaps even top management—share in making a purchase decision. Because the question pertains to a business, the general public would not influence the decision to purchase a copier. (A) is the correct choice. The next four choices are all part of the Multiple Buying Influence. An influencer (B) could be an engineer or research person who helps to write specifications or supply information for evaluating alternatives. A buyer (C) could be a purchasing agent who has the responsibility for working with suppliers and arranging terms of the sale. Deciders (D) are people in the organization who have the power to select or approve the supplier. A gatekeeper (E) is a person who controls the information throughout the whole organization.