The publisher of the Redwood Falls Gazette, a weekly newspaper, decided the production department would be more efficient if a new computerized advertising layout system was purchased. In an effort to ensure a high quality, functional system was purchased, the publisher asked the newspaper's production manager for advice on specific features, components, and capabilities of the system. The production manager played the role of _________in the newspaper's buying centre.

Question

Quizplus · Accepted Answer

The production manager played the role of an influencer in the buying centre, providing the publisher with advice and recommendations on specific features, components, and capabilities of the new computerized advertising layout system. The influencer is responsible for providing expertise and guidance to the decision maker, without making the final purchasing decision.

The Publisher of the Redwood Falls Gazette, a Weekly Newspaper