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

question 146

Multiple Choice

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.

• A) adapted buy
• B) new buy
• C) modified rebuy
• D) straight rebuy
• E) generic buy

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Definitions:

Market Structure

The organizational and other characteristics of a market, influencing the level of competition and pricing within the market.

Oligopoly

A market structure in which a few firms sell either a standardized or differentiated product, into which entry is difficult, in which the firm has limited control over product price because of mutual interdependence (except when there is collusion among firms), and in which there is typically nonprice competition.

Innovate

The act of introducing new ideas, devices, or methods to improve productivity, efficiency, or creating new products or services.

Innovation

The process of introducing new ideas, devices, or methods, often leading to technological progress or improved solutions.