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Buying situations

Imagine you are a salesperson for a company that sells office supplies to buyers in different buying situations. Briefly develop three scenarios that illustrate each of the three situations.

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 8,9, and 10, Pages 215-306. LEVEL - MBA

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Buying situations that are distinguished on four characteristics: newness to decision makers, number of alternatives to be considered, uncertainty inherent in the buying situation, and the amount of information needed for making a buying decision. There are three buy classes: new task purchase, modified rebuy, and straight rebuy. A new task purchase is a problem or requirement that has not arisen before such that the buying center does not have any relevant experience with the product or service. A modified rebuy is a situation such that the buying center ...

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Imagine you are a salesperson for a company that sells office supplies to buyers in different buying situations. Briefly develop three scenarios that illustrate each of the three situations.

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