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

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The production manager is playing the role of an influencer in the newspaper's buying centre as they are providing advice and recommendations regarding specific features, components, and capabilities of the system. As an influencer, they have an impact on the final purchase decision, but are not the ultimate decision-maker (i.e. the buyer).

The Publisher of the Redwood Falls Gazette,a Weekly Newspaper,decided the Production