Question

Kimberly 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.

Answer 1

Answer:

Users

Explanation:

The students are the users in the buying center.

User(s) refer to a person or group of people who uses a product. They benefit from the production of a product and they can also be called beneficiaries.

The students uses the textbook to gain more knowledge, experience and skills.

The users (students) as used here refers to the consumers of the publishers textbook

When Kimberley get feedback from the students ( users) to the publisher, it makes the publisher have an idea on how to improve on his future publishing. Every producer needs to get information from it's users so as to improve on it's product.

Answer 2

Answer:

The students are the users in the buying center

Explanation:

Even though the students are the one buying the books directly, it is imperative that their feedback are taken and factored into future editions such that the book capture their yearnings not necessarily in the area of syllabus content but in areas relating to features that make reading enjoyable such as graphic designs, placing quiz answers at the back of the text and not immediately after the end of the chapter and so on.

This way all stakeholders including the students are  given a sense of belonging by the publisher.