At the weekly meeting for Choice Hotels (the company that owns Clarion Hotel, Quality Inn, Comfort Inn, Comfort Suites, Sleep Inn, and Mainstay Inn), the marketing manager said, "Since September 11th, there has been a noticeable increase in highway traffic as travelers have abandoned the airlines and taken to the highways. We need an inexpensive, creative way to reach these people and make them aware of our hotels. I want to find some new media that the other hotel chains are not using." The purchase of this new media for the hotel chains' advertising would be an example of a:
A)converted rebuy.
B)new buy.
C)straight rebuy.
D)make-buy.

Question

Quizplus · Accepted Answer

The situation described involves the need to purchase a new form of advertising media, which is a new buy decision. It is not a converted rebuy because it involves a new form of media that the hotel chains have not used before. It is not a straight rebuy because the hotels are not simply reordering an existing form of media. It is not a make-buy decision because the hotels are not considering producing the advertising media in-house instead of purchasing it.

At the Weekly Meeting for Choice Hotels (The Company That