Janelle has just learned that Peale’s Coffee is looking for a new source of commercial-grade coffee makers, one of the products she sells. She knows Peale’s has been in business for many years, but she has not been able to get any business from them. When developing her marketing strategy, Janelle will probably assume that this represents a(n) ________ situation for Peale’s Coffee, and she will want to find out why Peale’s is considering alternatives.

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Question restatement: Janelle infers that Peale’s Coffee is seeking a new source of commercial-grade coffee makers, a product line she sells. Although Peale’s has longstanding business, she hasn’t yet secured them as a customer. In developing her marketing strategy, she will likely view this as a ________ situation for Peale’s Coffee, and she wants to understand why Peale’s is considering alternatives.

Option 1: new buy. This would apply when a business is purchasing a product for the first time, with no prior experience or history with the supplier. In this scenario, Peale’s Coffee already has a relationship with the product category (commercial-grade coffee makers) and is considering a new supplier, so it’s not a first-time purchase. Therefore, this option is not the best fit.

Option 2: modified rebuy. A modified rebuy occurs when a business buyer wants new information or changes specifications, price, delivery requirements, or supplier performance on a product it has purchased before. Since Peale’s is seeking a new source of a product it has previously bought (the same category of coffee makers) and has reasons to explore alternatives, this aligns well with a modified rebuy scenario.

Option 3: straight rebuy. This describes a routine repurchase of the same goods with little or no modification in terms of specifications, quantity, or suppliers. Janelle’s description indicates Peale’s is evaluating alternatives, implying there may be changes or new considerations, so it does not fit a straight rebuy.

Option 4: generic buy. The term generic buy is not a standard classification in business-to-business buying situations. It lacks the precise meaning needed to describe Peale’s situation, making it an incorrect or at least nonstandard choice.

Putting these interpretations together: Peale’s is considering a different supplier for a product category they’ve historically purchased, suggesting they are not buying for the first time (not a new buy), and they are not simply repeating a routine purchase without change (not a straight rebuy). They are seeking options and possibly revised terms, which characterizes a modified rebuy. The remaining option, generic buy, does not correspond to established B2B buying taxonomy and is thus implausible.

In summary, the reasoning points toward a scenario where the buyer has prior experience with the product family but is seeking to modify terms or supplier, fitting the modified rebuy pattern. The explanation highlights why the other options do not match the situational cues (first-time purchase, routine repurchase, or nonstandard terminology).

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

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