Question: ( a ) Mentoring Moment: Buying Centers Depending on the complexity of the purchase, firms may use a buying center to complete a transaction. Buying

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Mentoring Moment: Buying Centers

Depending on the complexity of the purchase, firms may use a buying center to complete a transaction. Buying centers vary in size and composition but generally cover six roles: initiator, user, gatekeeper, influencer, decider, and buyer.

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(a) Mentoring Moment: Buying Centers Depending on the complexity of the

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