Major Types of Buying SituationsNew TaskBuyingModified RebuyStraight Rebuy
6 New Task Buying Involved Decision Making Modified Rebuy Major Types of Buying Situations Straight Rebuy
MajorTypesof Buying Situations(SeeP95)There are three major types of buyingsituations.At one extreme is the straightrebuy,which is a fairlyroutine decision.Atthe other extreme is the new task buyingwhich may call for thorough research.In themiddleis the modified rebuy,whichrequiressomeresearch.In a straight rebuy,the buyer reorders somethingwithout any modifications.It is usually handled on aroutine basis bythe purchasing department
7 Major Types of Buying Situations (See P95) There are three major types of buying situations. At one extreme is the straight rebuy, which is a fairly routine decision. At the other extreme is the new task buying, which may call for thorough research. In the middle is the modified rebuy, which requires some research. ◼ In a straight rebuy, the buyer reorders something without any modifications. It is usually handled on a routine basis by the purchasing department
In a modified rebuy,thebuyer wantsto modifyproductspecifications,prices,terms,or suppliersThe modified rebuy usually involves more decisionparticipants than does the straight rebuy.The insuppliers may become nervousand feel pressuredto put their best foot forward to protect anaccount.Out suppliers may see the modifiedrebuy situation as an opportunity to make abetter offer and gain new business..Acompany buying aproduct or servicefor thefirst time faces a new-task situation.In suchcases,the greater the cost or risk,the larger thenumber of decision participants and thegreatertheir efforts to collect information will be
◼ In a modified rebuy, the buyer wants to modify product specifications, prices, terms, or suppliers. The modified rebuy usually involves more decision participants than does the straight rebuy. The in suppliers may become nervous and feel pressured to put their best foot forward to protect an account. Out suppliers may see the modified rebuy situation as an opportunity to make a better offer and gain new business. ◼ A company buying a product or service for the first time faces a new-task situation. In such cases, the greater the cost or risk, the larger the number of decision participants and the greater their efforts to collect information will be
Thenew-task situationisthe marketer'sgreatest opportunity and challenge.The marketernot only tries to reach as many key buyinginfluences aspossiblebutalso provides help andinformation.Thebuyermakes thefewest decisionsin thestraight rebuy and the most in the new-taskdecision. In the new-task situation,the buyermust decide on product specifications,suppliers,price limits,payment terms,order quantities,delivery times, and service terms.The order ofthese decisions varies with each situation, anddifferent decision participants influence eachchoice
◼ The new-task situation is the marketer's greatest opportunity and challenge. The marketer not only tries to reach as many key buying influences as possible but also provides help and information. ◼ The buyer makes the fewest decisions in the straight rebuy and the most in the new-task decision. In the new-task situation, the buyer must decide on product specifications, suppliers, price limits, payment terms, order quantities, delivery times, and service terms. The order of these decisions varies with each situation, and different decision participants influence each choice