...@Chapter 6 @... #consumer surplus: the amount a buyer is willing to pay for a good minus the amount the buyer actually pays for it. #willingness to pay: the max amount of money a consumer will pay for a given good/service. #systems selling: buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation. #straight rebuy: a business buying situation in which the buyer routinely reorders something without any modifications. #modified rebuy: a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers. #new task: a business buying situation in which the buyer purchases a product or service for the first time. #buyer center: all the individuals and units that play a role in the purchase decision-making process. #users: members of the buying organization who will actually use the purchased product or service. #influencers: people in an organization's buying center who affect the buying decision. #buyers: the people in the organization's buying center who make the actual purchase. #deciders: people in the organization's buying center who have formal or informal power to select or approve the final suppliers. #gatekeepers: people in the organization's buying center who control the flow of information to others.