Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 25

Purchases by businesses may be described as new-task, modified rebuy, or straight rebuy. Categorize the following purchase decisions and explain your choices.
a. Bob has purchased toothpicks from Smith Restaurant Supply for 25 years and recently placed an order for yellow toothpicks rather than the usual white ones.
b. Jill's investment company has been purchasing envelopes from AAA Office Supply for a year and now needs to purchase boxes to mail year-end portfolio summaries to clients. Jill calls AAA to purchase these boxes.
c. Reliance Insurance has been supplying its salespeople with small personal computers to assist in their sales efforts. The company recently agreed to begin supplying them with faster, more sophisticated computers.