This additional time is used to actively gather relevant information and evaluate alternative products, services, and suppliers. The more people that are involved for only a short period of time in the purchase process, the more fragmented the buying center is over time. If a purchase decision involves a number of people who move in and out of the buying center over time, their influence is limited to only a few stages in the purchase process. The marketer must balance that influence with the cost of reaching those people. B. Vertical and horizontal dimensions 1.
Vertical dimensions refer to how many layers of management are involved in the purchase decision.
Increases in either or both dimensions usually increase the time needed to make the purchase decision. C. Marketing to buying centers 1. The real challenge for the marketer is to uncover the true decision makers, because organizational position may not reflect who will really make a particular decision. In addition to the decision makers, it is probably most important to determine those buying center members who will be most influential. Buying centers are usually created in the following purchase situations a.