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.

Answer 1

Answer:

Users

Explanation:

The users be the ones to use the product, initiate the purchase process, generate purchase specs and evaluate product performance after the purchase.

Answer 2

Answer:

users

Explanation:

A buying center is a consists of a group individuals that contributes to the decision of making a particular purchase at any time. This group of individuals which serve as a decision-making unit, play several roles in the process of purchasing a product or service. They may include, users, influencers, deciders, buyers, and gatekeepers.

The users are the ones who generate the specification of the product or services needed in the buying process as they are the end users.  They are also responsible for evaluation of the performance of a product or service.

The students in the question given above are the users in the buying center