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

Question

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A modified rebuy situation occurs when the buyer has purchased a similar product in the past but is now considering alternatives due to changes in their needs or the market. In this case, Kimberly knows that Caribou has been in business for many years and has not purchased from her before, suggesting that they have likely already purchased commercial-grade coffee makers from another supplier. However, because Caribou is now considering alternatives, it indicates that their needs or the market may have changed, leading to a modified rebuy situation. Therefore, Kimberly will need to find out why Caribou is considering alternatives in order to tailor her marketing strategy to their specific needs.

Kimberly Has Just Learned That Caribou Coffee Is Looking for a New