Ques

Even though Ryan had worked diligently to try and meet

people at the new firm in his territory, he could not get past

the receptionist who kept putting him off. He was

extremely disappointed when he found out the firm had

decided on a purchase without even considering Ryan's

firm or its products. Ryan was having difficulty with which

person in the buying center?

Influencer

Gatekeeper

Controller

Decidertion $14$

$1$ pts

A company with a strong brand name and recognition

decides to enter a new product category. There are two

major competitors; one is very high priced, the

other is very

low priced. Their positioning, respectively, is based on

status and affordability. The company that is new to the

product category prices between the two major

compefitors. The new company spends relatively little on

promotion, instead relying on what to drive consumer

purchases?

Brand loyalty

Brand recognition

Pricing

Heuristics