Welcome to the Investors Trading Academy talking
glossary of financial terms and events. Our word of the day is “Gatekeeper”
Gatekeepers serve in various roles including academic admissions, financial advising, and
news editing. Various gatekeeping organizations administer professional certifications to
protect clients from fraud and unqualified advice, for example for financial advisers.
Gatekeeper is also a term used in business to identify the person who is responsible
for controlling passwords and access rights or permissions for software that the company
uses. Someone in an organization who decides who
should deal with particular enquiries and customers. Gatekeepers may also restrict who
is allowed to talk to certain people in the organization.
A gatekeeper is a member of a decision-making unit or social group who acts to prevent or
discourage a purchase by controlling the flow of information and or access to people in
the buying center. A mother who does not allow her child to choose a presweetened cereal
at the supermarket is acting as a gatekeeper. A secretary who does not put calls through
to the decision maker is a gatekeeper. Marketers must direct their advertisements not only
to the end user, but also to any potential gatekeepers.