Because they do so much driving while visiting doctors' offices and hospitals, pharmaceutical sales representatives are often given company cars to drive. When a pharmaceutical company like Merck is preparing to purchase new company cars, sales reps' feedback will be sought on car models and features, but the final decision will be made by higher levels of management. What role(s) do the sales reps play in the buying center?

Users and Influencers

Explanation: The sales representatives are consulted being the ones who will make use of the purchased vehicle in order to aid business growth, the sales representative have become familiar with issues they experience during the use of previous cars which might be related to the model and certain mechanical features of the car. Therefore, the feedback provided may be considered when the ultimate decision is being made, here sales representatives acts as influencers as their opinion is put into perspective, even though other considerations may outweigh those provided by the sales representatives as the final decision is being made by the superior management.

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