Generated from prompt:
Make a presentation about Business Markets & Buyer Behaviour Based on Kotler / Armstrong – Chapter 6
Explores business markets' traits (fewer, larger buyers; close ties), vs. consumer markets, buying process stages, influences (environmental/organizational), Webster & Wind model, insights from Kotler
This is a title slide titled "Business Markets & Buyer Behaviour." It features the subtitle "Chapter 6: Principles of Marketing by Kotler & Armstrong."
Chapter 6: Principles of Marketing by Kotler & Armstrong
Source: Principles of Marketing by Kotler & Armstrong, Chapter 6
--- Speaker Notes: Introduction to Chapter 6. Presentation on Business Markets & Buyer Behaviour.
The slide presents the agenda for a business markets presentation, beginning with an overview of fundamentals and key differentiating characteristics. It continues with a comparison to consumer markets, stages of buyer behavior, and influences on the decision process.
Introduction to fundamentals of business markets.
Distinct features differentiating business markets.
Comparative analysis with consumer markets.
Stages in the business buyer behaviour process.
Factors influencing and steps in decision making.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: Context: Presentation about Business Markets & Buyer Behaviour
This slide serves as the section header for Chapter 6, titled "What is a Business Market?" It defines business markets as venues where companies buy goods and services for production, operations, or resale, emphasizing a B2B focus.
Chapter 6
Markets where businesses buy goods/services for production, operations, or resale—B2B focus.
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Introduce B2B markets: Businesses buying goods/services for production, operations, or resale. Key distinction from consumer markets.
Business markets feature fewer but larger buyers, close supplier relationships, and professional purchasing. Demand in these markets is derived and tends to fluctuate.
Source: Kotler / Armstrong – Chapter 6
Business markets feature rational purchasing decisions by multiple decision-makers with large-volume orders. Consumer markets involve emotional buying motives from individual decision-makers making small, frequent purchases.
| Business Markets | Consumer Markets |
|---|---|
| Rational purchasing decisions, multiple decision-makers involved, and large-volume orders. | Emotional buying motives, individual decision-makers, and small, frequent purchases. |
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Introduce key differences in buyer behavior between business and consumer markets from Chapter 6.
This section header slide, titled "Business Markets & Buyer Behaviour," introduces Chapter 6 on Business Buyer Behaviour. Its subtitle highlights understanding how organizations buy, including key models and processes.
Chapter 6
Understanding how organizations buy: key models and processes
Source: Kotler & Armstrong, Chapter 6
--- Speaker Notes: Understanding how organizations buy. Key models and processes.
The slide outlines a five-stage timeline for the business buying process, beginning with problem recognition triggered by internal or external needs. It continues through general need description, supplier search, proposal solicitation, and supplier selection based on capability, price, and terms.
1: Problem Recognition Buyer identifies a need or problem from internal or external triggers, initiating the process. 2: General Need Description Organization defines general characteristics, quantity, and specifications of the required product. 3: Supplier Search Buyer searches for potential suppliers through various information sources and networks. 4: Proposal Solicitation Qualified suppliers are invited to submit detailed proposals for evaluation. 5: Supplier Selection Proposals are assessed based on capability, price, and terms to choose the best supplier.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: Context: Presentation on Business Markets & Buyer Behaviour. Cover the 7 buyphases outlined in the textbook.
The slide "Major Influences on Buyers" lists four key categories affecting purchasing decisions. These include environmental factors like economic conditions and technology, organizational elements such as objectives and structures, interpersonal dynamics like authority and roles, and individual traits like motivations.
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Overview of four key influences on business buyer behavior.
The Webster & Wind Model depicts factors influencing organizational buying decisions. It categorizes them as environmental (economic, technological, political, cultural), organizational (objectives, policies, structure, systems), group (buying center roles and interactions), and individual (personal motivations and perceptions).
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Visual of the comprehensive business buying model showing environmental, organizational, group, and individual factors.
This slide, titled "Key Quote from Kotler," presents a notable quote on business buying behavior. The quote states: "Business buyers face fewer buyers but larger; more intricate decisions," by Philip Kotler and Gary Armstrong, authors of Principles of Marketing.
> Business buyers face fewer buyers but larger; more intricate decisions.
— Philip Kotler & Gary Armstrong (Authors, Principles of Marketing)
Source: Kotler & Armstrong – Chapter 6
--- Speaker Notes: Business Markets & Buyer Behaviour: Business buyers face fewer but larger, more intricate decisions.
The "Business Market Insights" slide shows the global B2B market exceeds $20 trillion. It highlights that 80% of decisions are made collaboratively by teams, while 60% of purchases are repeat business favoring incumbents.
Exceeds 20 trillion dollars
Made collaboratively by groups
Business buyers prefer incumbents
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Highlight the scale of B2B markets, team decisions, and repeat business importance.
The slide's key takeaways note that business markets differ in scale and process, urging understanding of influences for effective marketing and application of Kotler insights. Its subtitle calls to "Master business markets with Kotler!"
Business markets differ in scale and process.
Understand influences for effective marketing.
Apply Kotler insights!
Master business markets with Kotler!
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Closing message: Master business markets with Kotler! (5 words). Call-to-action: Apply these insights to optimize your B2B marketing strategy today. (9 words).
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