Greenwich University is buying a distance learning system. Previously, the school had no distance learning technology. For Greenwich University, this represents a(n) ________ situation.

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Question restatement: Greenwich University is purchasing a distance learning system for the first time, having had no distance learning technology before. The options are: modified rebuy, straight rebuy, new buy, generic buy.

Option 1: modified rebuy. A modified rebuy occurs when the buyer has purchased a similar item before but seeks some changes in the specification, price, delivery, or other terms. Since Greenwich University previously had no distance learning technology, this is not a modification of a prior purchase.

Option 2: straight rebuy. A straight rebuy is a routine purchase of the same product under approximately the same terms as before, with little or no modification. This does not fit because there was no prior distance learning system to re-purchase.

Option 3: new buy. A new buy is triggered when the organization is buying a product or service for the first time, or purchasing a more complex or unfamiliar item, requiring more extensive evaluation. Given that Greenwich University had no distance learning technology previously, this situation qualifies as a new buy.

Option 4: generic buy. A generic buy typically refers to purchasing a basic, non-branded version of a product, often with minimal customization. While a distance learning system could be purchased as a generic product, the core point here is that there was no prior system, making it a new buy rather than a generic purchase.

Summary of reasoning: The key factor is the absence of any prior distance learning technology at Greenwich University, which rules out the straight rebuy and modified rebuy paths. The scenario aligns with a first-time acquisition, i.e., a new buy. The notion of a generic buy is not the primary classification for this situation, as the defining feature is the lack of prior experience with the product category.

MARKETNG 211-02 FA 25 Exam #1 (Chapters 1-2, 4-7) - Requires Respondus LockDown Browser

Greenwich University is buying a distance learning system. Previously, the school had no distance learning technology. For Greenwich University, this represents a(n) ________ situation.

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