Buying centre: a group of individuals, potentially from any level within an organisation or from any functional area, either contributing towards or taking direct responsibility for organisational purchasing decisions.
See Buying Centre. Decision Flow Diagram see Decision Tree. Decision Making choosing between alternative courses of action using cognitive processes - memory, thinking, evaluation, etc; also called Problem Solving.
Users - those individuals in the buying centre who will actually use the product being considered for purchase.
USP - abbrev. Unique Selling Proposition.
Utility - the inherent quality or ability of a product to satisfy a want.
a tactic used by selling organisations where the buying centre of a large and important company includes many participants, the selling team spends maximum time with company personnel, ...
Deciders - those who actually make the decision in the organisational buying process; the deciders are often difficult to identify because they may not necessarily have the formal authority to buy. See Buying Centre.
 See also: Price, Product, New product, Market, Goods
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