Buy$-$Class Situations

This activity is important because marketing managers need to understand how buy$-$classes affect organizational buying behavior. Organizations face three different types of buying situations called buy$-$class situations; new buy, straight rebuy, and modified rebuys. The type of buy$-$class affects the way buying centers make purchase decisions.

The goal of this activity is to demonstrate your understanding of the three different types of buy$-$classes.

For each purchase, choose the type of buy$-$class situation it represents.

$1.$ Solar panels$$General Mills purchases solar panels for all of its factories for a company$-$wide conversion to solar power.

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$2.$ Copier paper$$Your university replenishes its copier paper when the purchasing agent places an order with its preferred vendor.

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$3.$ Service trucks$$Before replacing two trucks, the purchasing agent of Bob's Building Co$.$ discusses product and price options with contractors and the chief financial officer.

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$4.$ Legal pads and pens$$The purchasing manager of the Brown, Jones, and Smith law firm places an order with Staples to replenish its stock of legal pads and pens.

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$5.$ Shipping crane$$The Port of Baltimore purchases a state$-$of$-$the$-$art crane packed with new technology to unload the latest mega$-$ships which hold $18,000$ containers.

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$6.$ Record$-$keeping software$$Before a dental office replaces its record$-$keeping software, key users such as receptionists and records managers are asked about functionality requirements.

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