Cascade Landscaping Service (CLS) has decided to purchase computer-assisted-design (CAD) software for landscape design. Describe the conditions under which each of the three business buying situations would take place.
What will be an ideal response?
NEW BUY. A new buy is a situation requiring the purchase of a product or service for the first time. In this case, CLS has no experience buying such software or has not established any relationship with a vendor of the CAD software. CLS may be a new or small company that currently does not have any type of CAD software. Alternatively, CLS may be value engineering and finding a less expensive alternative than drawing the designs by hand or simply attempting to work them out as the project progresses.
MODIFIED REBUY. In this case, CLS would have experience with CAD software in general and an established relationship with software vendors. The focus would be on the new need of more structured plans to show customers.
STRAIGHT REBUY. In this case, the purchase of CAD software would be a routine purchase decision or a reorder of previously ordered software from the same vendor. Perhaps, CLS is a reseller of supplies for landscaping including software.
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In the pre-purchase evaluation process, consumers take cues from external sources about ways to
A) find sales and other price promotions. B) log into corporate blogs. C) return products they are dissatisfied about. D) value or rank different alternatives. E) change their demographic group.
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B) key-person life insurance. C) term life insurance. D) an annuity.