THE BUYING SITUATIONfaced by organizational buyers

Straight Rebuy

Modified Rebuy

New Task

3 SITUATIONS

Straight Rebuy

● The purchasing party reorders supplies on a routine basis.

● The fewest number of decisions are made here.

New Task

● The purchaser buys a product or service for the first time.

● The longest time to reach a decision in this situation.

● New task buying is the marketer’s greatest opportunity and challenge.

● Marketer tries to convert new task to rebuy.

STEPS INVOLVED IN A NEW TASK:

While going through a new task, the following things are to be determined:● Product Specification● Price limit● Delivery terms and time● Service terms● Payment terms● Order quantities● Acceptable suppliers● Selected supplier.

Modified Rebuy

● The buyer wants to change the product specifications, prices, delivery requirements etc.

Disclaimer:““These slides were created by Shine Ali, MEC Cochin, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMinternship.com)”

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