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Three Buying Situations 1. New Task 3. Modified Rebuy 2. Straight Rebuy
Three Buying Situations 1. New Task 3. Modified Rebuy 2. Straight Rebuy
1. Judgmental Situations
2. Strategic Decisions
New Task - Judgmental Situations
This is the greatest amount of uncertainty
because there is little information or experience
to support a decision.
To overcome this, decision-makers conduct
outside research to analyze key aspects of the
buying decision.
An example of key questions might include:
• What kind and model of production equipment should we
purchase?
• Who are the available suppliers?
• Will they provide the services we need?
New Task - Strategic Decisions
Internal Forces:
Search for quality improvement
Cost reductions
Modified Rebuy