Jose owns an ice cream and frozen treat restaurant and is considering adding new menu items. He recently met with the representative of a yogurt company who is trying to convince Jose to add the frozen yogurt to his menu. Jose has never offered a yogurt product in the restaurant and has concentrated on ice cream items. The yogurt product would not need a different freezer or dispensing unit, so the investment would be similar to changing flavors of ice cream. However, since he’s never offered yogurt, he’s unsure what the market response will be and how much profit he can achieve with the frozen yogurt. What type of purchasing decision does this represent for Jose?

A. Modified rebuy

Explanation:

There are three types of buying situation:

1. Modified rebuy

2. Straight rebuy

3. New task

1. Modified rebuy: This is a buying situation in which an individual or organisation buys goods that have been purchased previously but changes either the supplier or some other element of the previous order. It is a buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers.

2. Straight rebuy: It is also known as Extensive problem solving situation. Customers are aware of his or her choices, what they are searching for, his/her needs which is based on personal experience of the customer or friends and families.

3.The new task: This is a business buying situation in which the buyer purchases a product or service for the first time. The buyer has no past experience about the products. It takes a longer time for the buyer to decide because of the risk involved.

in 2001, dell computer became the world’s largest personal computer vendor, continuing to

gain market share and post profits in an industry struggling with slumping sales and billions of

dollars in losses. dell sells 90% of its pcs directly to the final customer, largely bypassing the

reseller channel that accounts for most of the world’s pc sales. this direct customer relationship

is the key to dell’s business model, and provides distinct advantages over the indirect sales

model. dell’s direct relationship with the customer allows it to tailor its offerings to customer

needs, offer add-on products and services, and use the internet to offer a variety of customer

services. in addition, dell’s pcs are built to customers’ specifications upon receipt of an order,

giving dell additional advantages over indirect pc vendors who must try to forecast demand and

ship products based on those forecasts. dell’s direct sales and build-to-order model has achieved

superior performance in the pc industry in terms of inventory turnover, reduced overhead, cash

conversion, and return on investment (kraemer, et al., 2000).

explanation: