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 __________ situation for Caribou Coffee, and she will want to find out why Caribou is considering alternatives.

Question

Quizplus · Accepted Answer

In a modified rebuy situation, the buyer wants to explore alternative suppliers, but may also consider modifying their current purchasing arrangement. In this scenario, Caribou has not previously purchased from Kimberly, but is now considering alternative sources for their coffee makers, indicating a modified rebuy situation. Kimberly will need to find out why Caribou is looking for new sources and position her product accordingly to win their business.

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