The new-task buy is a situation in which the buyer has no experience making a particular type of purchase. The buyer uses extended problem solving, taking time and care as a way of minimizing perceived risk. Marketers can recognize the buyer's specific needs and supply information. A modified rebuy is a purchase situation in which a buyer who has made a type of purchase before now faces some changed circumstance. The buyer uses limited problem solving, gathering needed information.
Marketers can help by analyzing the changes and presenting appropriate alternatives.
In a straight rebuy , the buyer is making a routine repeat purchase. Routine problem solving techniques can be used to move through the reordering process quickly. To encourage loyalty and repeat orders, marketers should look for ways to meet and exceed customer expectations. Who's Who in the Buying Center 1. The buying center is the group of people within an organization who participate in the buying process.