Business Buyers: New Buy, Modified Rebuy, Straight Rebuy

Start Your Free Trial To Continue Watching
As a member, you'll also get unlimited access to over 8,500 lessons in math, English, science, history, and more. Plus, get practice tests, quizzes, and personalized coaching to help you succeed.
Free 5-day trial
It only takes a minute. You can cancel at any time.
Already registered? Login here for access.
Start your free trial to take this quiz
As a premium member, you can take this quiz and also access over 8,500 fun and engaging lessons in math, English, science, history, and more. Get access today with a FREE trial!
Free 5-day trial
It only takes a minute to get started. You can cancel at any time.
Already registered? Login here for access.
  1. 0:08 Business Buying
  2. 0:27 Business Buying Centers
  3. 1:07 Buying Situations
  4. 2:57 Lesson Summary
Show Timeline
Taught by

Jennifer Lombardo

A business-to-business sales situation has numerous key differences from a business-to-consumer situation. Marketing managers must understand how a basic buying center works and the different types of rebuy situations.

Business Buying

Marketing managers have to deal with a different buying situation when they sell directly to businesses. The buying center of a business can complicate how a sale occurs. The marketing manager will also have to deal with three different types of rebuys - new buy, modified rebuy and straight rebuy.

Business Buying Centers

A buying center consists of everyone in an organization who is part of the overall business purchase decision. Depending on the company, many different types of business positions are included as part of the buying center. Sometimes the marketing and engineering departments are the biggest influencers of buying decisions, and other times it might be product managers.

For example, Charter Fishing Company sells fresh-caught seafood to area business restaurants. Their sales team must convince restaurants, hotels and catering companies to purchase their seafood. In this instance, the buying center might consist of the owner, chef and marketing manager.

Buying Situations

Not all buying situations are first-time occurrences. There are actually three types of buying situations that can occur:

A new buy is a situation requiring the purchase of a product for the very first time. In this type of buying situation, it is important for the business seller to provide a competitive argument to use their product line and a ton of information to help the business owner make an educated decision. A new buy situation can take longer to occur since research, analysis and more buying center participants are needed to make a final decision.

A straight rebuy is when the purchaser reorders the same products without looking for information or considering other suppliers. The Charter Fishing Company has many restaurants that have standing monthly orders for fish due to their happiness with the fish product line. A straight rebuy is usually an automated purchase where the vendor has a standing order for a set amount of product per week or month. Straight rebuys are what the supplier can use to predict inventory levels since they occur in an easy pattern to track.

Unlock Content Over 8,500 lessons in all major subjects

Get FREE access for 5 days,
just create an account.

Start a FREE trial

No obligation, cancel anytime.

Want to learn more?

Select a subject to preview related courses:

People are saying…

"This just saved me about $2,000 and 1 year of my life." — Student

"I learned in 20 minutes what it took 3 months to learn in class." — Student

See more testimonials

Did you like this?
Yes No

Thanks for your feedback!

What didn't you like?

What didn't you like?

Next Video
Create your Account

Sign up now for your account. Get unlimited access to 8,500 lessons in math, English, science, history, and more.

Meet Our Instructors

Meet all 53 of our instructors