Final answer:
To match the buying situation to the characteristic that describes it, it is important to understand the different types of buying situations, such as new buy, routine purchase, modified rebuy, straight rebuy, and complex buy.
Step-by-step explanation:
To match the buying situation to the characteristic that describes it, we need to understand the different types of buying situations:
- New buy: This is a situation in which a customer is purchasing a product or service for the first time. It involves a high level of complexity and risk for the buyer as they have no prior experience with the product or supplier. Example: A company purchasing a new software system.
- Routine purchase: This involves a low level of complexity, as the buyer is familiar with the product or service and has prior experience with the supplier. Example: A consumer buying groceries.
- Modified rebuy: This is a situation where the buyer is familiar with the product, but there is some change or modification in requirements that may lead them to consider other suppliers. Example: A company buying office supplies from a different supplier due to lower prices.
- Straight rebuy: In this situation, the buyer is making a repeat purchase of a product or service without any significant changes or modifications. Example: A consumer purchasing their regular brand of toothpaste.
- Complex buy: This involves a high level of complexity and risk for the buyer, as they are purchasing a product or service that is expensive, custom-made, or requires extensive evaluation and consideration. Example: A company purchasing a new manufacturing machine.
Based on the above explanations, the buying situation that matches the characteristic 'new buy' is d) Complex buy.