The three types of buying situations are straight rebuy, modified rebuy and new task buy. What difference in approach, costs and structure does each have?
Straight rebuy: buyer reorders something without modifications-Maintain old customer relationships through quality and ease
Modified rebuy: buyer wants to modify product specifications, prices, terms, or suppliers-supplier become nervous to put best foot forward whereas receiving B just wants high quality
New Task Buy: B buying a product or service for the first time; marketer wants to reach these groups, but it also is risky to spend money trying to get them and not get sales
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Principles of Marketing
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