Compare and contrast the three major types of purchases made by business customers.

Question

What will be an ideal response?

Answer 1

Most business purchases are one of three types: new-task, straight rebuy, or modified rebuy. Each type is subject to different influences and thus requires business marketers to modify their selling approaches accordingly. For a new-task purchase, an organization makes an initial purchase of an item to be used to perform a new job or solve a new problem. A new-task purchase may require development of product and vendor specifications and procedures for future product purchases. A straight rebuy purchase occurs when buyers purchase the same products routinely under approximately the same terms of sale. Buyers require little information for routine purchase decisions and tend to use familiar suppliers that have provided satisfactory service and products in the past. For a modified rebuy purchase, a new-task purchase is altered after two or three orders, or requirements associated with a straight rebuy purchase are modified. A business buyer might seek faster delivery, lower prices, or a different quality level of product specifications.