Question

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, she also tries to meet with several students to get their feedback on textbooks. She passes this feedback to her managers to guide the development of the publisher's future textbooks. The students are the __________ in the buying center.

a. buyer
b. user
c. gatekeeper
d. initiator
e. influencer

Answer 1

Answer:

The answer is: B) User

Explanation:

In this specific case the students can be both only final users of your products (books) or they can also be the buyers/users of the books. They are obviously going to be the product’s end-users. They will need to read and study the books for their university classes.

That doesn´t necessarily mean that they are going to buy the books. They definitely are not going to decide whether those books are appropriate and useful for the university´s courses or not. When I went to college sometimes our professor told us to buy certain books and other times textbooks were given to us.