- Words: 2331
- Length: 7 Pages
- Topic: Business - Advertising
- Paper #: 66607518
Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase. Why is it important to understand the differences?
A straight rebuy is the purchase of standard parts, maintenance, or repair, and operating supplies, or any recurring need purchased on a routine basis (Kotler, 2006). For example, the routine purchase of printing paper is a straight rebuy. A modified rebuy is a situation in which purchasers have experience