Some organizations conduct a formal vendor analysis , rating each supplier's performance. C. Types of Buying Situations 1. Organizational buyers face three buycases , buying situations, that affect the way they move through the buying process. 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.