Kotler-Analyzing Business Market-Question 2

1. Buying situations for
organizational buyers

3. Types of Situations
1 •Straight Rebuy
2 •Modified Rebuy
3 •New Task

4. Straight Rebuy
In a straight rebuy, the purchasing department reorders
supplies on a routine basis and chooses from suppliers on an
approved list

5. Modified Rebuy
The buyer in a modified rebuy wants to change product
specifications, prices, delivery requirements, or other terms

6. New Task
A new-task purchaser buys a product or
service for the first time

7. Summary
Organizational buyers face three types of
situations Straight Rebuy, Modified Rebuy
and New Task

8. Credit
KOTLER, P. & KELLER, K. 2011. Marketing
Management 14th Edition,Upper Saddle River,
NJ, Prentice Hall(With due thanks to the owners
of Photographs)