As the new sales representative for Mackstead Electronics, Sophie is responsible for calling on hospital management and selling electronic hospital equipment such as blood pressure cuffs, scales, and heart monitors. Sophie knows that she needs to be friendly with the administrative assistants in the management offices in order to make sure that Mackstead's information brochures and new product diagrams actually get to the management staff. In this situation, Sophie is exhibiting her knowledge that administrative assistants are often ________ in the buying decision process.
A) gatekeepers
B) users
C) influencers
D) buyers
E) controllers
Question 2
What is one main reason why direct marketing has grown in popularity?
a. its use of only one type of media to get a response
b. its goal of long-term sales promotion
c. its immediate measurement of response
d. its reliance on technology rather than human behavior
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