Lori is the sales representative for a major textbook publisher. When she calls on the business faculty at Bishop University, her first stop is to chat with David, the business department administrative officer. From David, Lori learns which professors have left the university or have newly arrived. David also helps Lori make appointments to see professors to discuss textbook choices. David acts as the ________ in the business department buying center.

Question

Quizplus · Accepted Answer

David is acting as the gatekeeper in the buying center by controlling access to the professors who are the primary decision-makers for textbook purchases. He provides information and sets up appointments, but he does not make the final decision on which textbooks the department will use.

Lori Is the Sales Representative for a Major Textbook Publisher