Which is a gatekeeper in organizational buying?

Rationale

Secretary blocking sales calls.

In the context of organizational buying, a gatekeeper is typically someone who controls access to decision-makers, and a secretary often fulfills this role by screening calls and managing communications with external parties. This function is crucial for ensuring that only relevant information reaches the appropriate individuals within the organization.

A (Secretary blocking sales calls) CORRECT

Secretaries often serve as gatekeepers in organizational buying by filtering sales calls and managing communications. They determine which sales representatives or information are allowed to reach decision-makers, thereby controlling the flow of information and protecting the time of key personnel.

B (Final user) YOUR ANSWER

The final user is typically the individual who utilizes the purchased product or service within the organization. While they provide valuable input regarding user needs, they do not control the buying process or access to decision-makers, thus not fulfilling the gatekeeping role.

C (Decider) YOUR ANSWER

The decider is the person with the authority to make the final purchasing decision. While they are critical in the buying process, they do not act as a gatekeeper. Instead, they rely on information filtered through gatekeepers to make informed choices.

D (Purchaser) YOUR ANSWER

The purchaser is responsible for executing the transaction and managing the procurement process. Like the decider, they are essential for finalizing purchases but do not fulfill the gatekeeping function, which is primarily about controlling access to information or decision-makers.

Conclusion

In organizational buying, the role of a gatekeeper is essential for filtering communications and managing access to decision-makers. A secretary blocking sales calls exemplifies this role effectively, as they help control which sales representatives can engage with the organization. Other roles, such as the final user, decider, and purchaser, are crucial in the purchasing process but do not function as gatekeepers.

Which is a gatekeeper in organizational buying?

Secretary blocking sales calls.

Related Questions

Related Quizzes

How familiar were you with this question?

Report an Issue

Rate this Practice Test