Information flow
It is correct that the buyer center’s gatekeeper controls information flow. The purchasing center refers to the entire group involved in the purchase process. Generally, the buying center consists of users, influencers, decision-makers, and gatekeepers (Munson & Boggs, 2017). The gatekeeper is the individual who acts as a filter and controls the flow of information that reaches the decision-makers (Guild & Gabor, 2017). The buying center’s gatekeeper controls the information flow. It is the gatekeeper’s responsibility to ensure that decision-makers receive only useful and relevant information. This is because the gatekeeper is the one who knows the decision-makers’ needs and preferences (Guild & Gabor, 2017). Also, the gatekeeper must ensure decision-makers know all available options. The gatekeeper helps to ensure that the decision-makers have access to all the necessary information and resources to make an informed decision (Munson & Boggs, 2018). Cont…
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