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•INITIATOR: first identifies the need to buy a particular product or service to solve an organizational problem; •INFLUENCER: (their) views influence the buying center's buyers and deciders; •DECIDER: ultimately approves all or any part of the entire buying decision – whether to buy, what to buy, how to buy, and where to buy; •BUYER: holds the formal authority to select the supplier and to arrange terms of condition; •USER: consumes or uses the product or service | ||
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