Mark Shepherd, a salesperson for Kone Elevator, reflected on his day. His company built a reputation as a low-cost provider of industrial elevators but had recently developed a new technology that deserves a premium price. The new system included many new features, of which a few were critically important. The new technology requires significantly less room to house the motor. Maintenance is also significantly less, reducing operating costs. When selling the system, Mark found it easy to convince Architects of the value of the new system. Still Architects had to convince the building owners and the general contractors building the buildings. The latter most often work on a cost- plus basis and are usually not excited about cutting costs. Mark has shown the information on the new system to some independent elevator technicians. They realized the value of the new design and were quite enthused by it. What role does each of the architect (note the architect is hired by the building owner and is independent. of t