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Christina manages the accounting department of a consumer electronics firm. She recently sent in a request to purchase 5 0 new computers for her accounting
Christina manages the accounting department of a consumer electronics firm. She recently sent in a request to purchase new computers for her accounting staff because the computers they are working on are outdated. Miguel was given the task of choosing the supplier and purchasing the products. Since Miguel is not as knowledgeable about computers, he turns to Natalia, who works in IT for advice. Natalia knows all about the latest computers, systems, and software. With Natalia's help, Miguel looks at the alternatives and selects Dell as their supplier.
Refer to Scenario Miguel is the in the buying center, while Natalia acts as an
user; buyer
buyer; influencer
buyer; decider
gatekeeper, influencer
decider; gatekeeper
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