Marketing

5. Describe the situations that would lead to the use of the three different buying processes for a particular product – lightweight bumpers of a pickup truck. There are three different kinds of buying processes that would allow an organization purchase their raw material to produce their goods New-Task Buying (Text, Pg182): When a Customer's organization has a new need and wants a great deal of information. It can involve setting customers' specifications, evaluation of sources of supply and prices and establish an order routine. Straight Buy (Text, Pg 182): A routine repurchase that has been made many times before. Buyers probably don’t bother looking for more information or sources. Modify Rebuy (Text, Pg 182): Is the in between process where some reviews of the buying situation is done. But not as much as the New-tasking buy. For a company specializing in lightweight bumpers for a pick up truck New-Task buying is important because the price of steel is very volatile and new quotes for different vendors is important to keep the cost steel at a competitive rate. An example of a straight buy for the light weight bumper company would be a routine purchase like office supplies, or more specialized purchases that would require time to prepare or mold like fixtures on the bumpers that would require advanced CDC manufacturing to produce them. An example for the modify rebuy would be welding materials that are easy to buy in the local hardware stores but would also require some looking around for best buy. A good example of modify re buy could be an electronic purchase that requires some search but is not as complex as a new-task purchase.

20. A marketing manager is considering opportunities to export her firm’s current consumer products to several different countries. She is interested in getting secondary data that will help her narrow down choices to countries that offer the best potential. The manager then plans to do more detailed primary research