Brittni is an account executive for a financial services firm that specializes in employee benefits services. She is meeting with the owner of a small business who has grown to the level where he needs to provide extended employee benefits to be in compliance with the Affordable Care Act. In the past, the small business provided a small stipend to employees to cover some of their insurance costs, but they now must offer comprehensive health-care insurance coverage or face a fine. Brittni is happy to help the small business owner and is excited about the opportunity to gain another customer. The company owner has purchased other insurance services such as property and casualty for the business, but has never purchased a group insurance plan and anticipates that it will take a considerable amount of time in the purchase process since this represents a significant decision for the company and its employees. What type of business purchase does this represent?

Question

Quizplus · Accepted Answer

This situation represents a "new-task" purchase because the small business owner is buying a group insurance plan for the first time, which involves a significant decision-making process.

Brittni Is an Account Executive for a Financial Services Firm