Robert, a marketer uses detailed, educational advertisements to draw organizational buyers to try his products as a substitute for old purchasing methods. He uses promotion tactics that include demonstrations at large trade shows to showcase his products. An organization extensively searches for information on various marketers and it involves all its functional areas in the decision making process. Considering the marketer's strategies and the organization's needs, this scenario is more likely to be a _____.

Question

Quizplus · Accepted Answer

The marketer's use of educational advertisements and promotion tactics such as demonstrations at trade shows suggest that he is trying to introduce a new product to the market. Additionally, the organization's involvement of all functional areas in the decision-making process indicates that they are taking a thorough, comprehensive approach to evaluating the potential new purchase. Therefore, this scenario is more likely to be a new task purchase.

Robert, a Marketer Uses Detailed, Educational Advertisements to Draw Organizational