The document outlines three types of buying situations in B2B transactions: straight rebuy, modified rebuy, and new task, each varying in complexity and requirements. It highlights the significance of B2B marketing as the largest market, where companies like GE and IBM spend heavily on goods essential for operation. The document is a recap created during an internship under the supervision of Mr. Sameer Mathur at IIM Lucknow.

1. BUYING SITUATIONS AND
B2B

2. BUYING SITUATIONS A
COMPLEXITY?

3. THREE TYPES OF BUYING
SITUATIONS:
How many depends on the
complexity of the problem
being solved, newness of
buying requirements,
number of people involved
and time required
1. Straight Rebuy
2. Modified Rebuy
3. New Task

4. Straight Rebuy
In a straight rebuy, the
purchasing department
reorders supplies such as
office and bulk chemicals
on a routine basis and
chooses from suppliers on
an approved list.
Out Suppliers: their aim is
to get a small order and
then enlarge their purchase

5. Modified Rebuy:
The buyer in a modified
rebuy wants to change
product specifications,
price, delivery requirements,
or other terms. The out
suppliers see this as an
opportunity to propose a
better offer to gain some
business

6. New Task :
A new task purchaser
buys a product or service
for the first time. The
greater the cost or risk,
larger the number of
participants, and greater
the information gathering.

7. BUSINESS TO BUSINESS
Business-to-business
marketing involves the sale
of one company’s product or
service to another company.

8. B2B
The B2B market is the largest of all the markets, and
exceeds the consumer market in dollar value. Companies
like GE and IBM spend an estimated $60 million a day on
goods that support the operation of their business.
B2B marketing is largely employed by companies that
make products that consumers have no practical use for,
such as steel. However, it is also used by companies
selling products and services bought by consumers and

9. RECAP:
1. Buying Situations
2. Three types: straight buy, modified buy, new task
3. B2B

10. DISCLAIMER:
Created by,
N.VishwaPriyatham, during an internship.
under Mr, Sameer Mathur, IIM Lucknow.
www.IIMinternship.com