When Natasha took over as facilities manager for Burlington Furniture Manufacturing, she was shocked to see the factory was still heated with a coal-fired boiler. She made an immediate decision to upgrade the heating system to something more efficient, and began to research available options. For Natasha and Burlington Furniture, this represented a(n) situation.

The correct word, that fills the gap is: New buy.

Explanation:

Direct repurchase: it is a shopping situation in which the purchasing department repeats orders routinely. The buyer chooses among the suppliers that appear on an "approved list". "Excluded suppliers" will try to take advantage of inefficiencies or dissatisfactions with respect to Current suppliers. Modified repurchase: it is a situation in which the buyer wants to modify the product specifications, prices, delivery requirements or other conditions; In general, it involves additional participants in the decision by both parties. New task: it is a purchase situation in which a buyer acquires a product or service for the first time (building, security system).

New homework purchases have several stages: awareness, interest, evaluation, trial and adoption.

The industrial buyer: It makes the least number of decisions in the situation of direct repurchase and the largest, in the situation of new task. This is the biggest opportunity and the biggest challenge for the marketing people, which tries to reach as many key influencers as possible and provide useful information and help. Due to the complexity of the sales work, many companies use a missionary sales force composed of their best sellers.