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Make a presentation about Slide 1 — Title Slide Business Markets & Buyer Behaviour Based on Kotler / Armstrong – Chapter 6 Prepared by: Aena Efroz Slide 2 — What Are Business Markets? Business markets involve companies, institutions or governments buying goods/services for use (not personal use). These buyers behave differently than normal consumers: purchases are larger, fewer buyers, long-term relationships, professional procurement. My view: In a world where businesses are global and supply chains complex, understanding these differences is key — especially for firms trying to expand beyond local markets. Slide 3 — Why Business Markets Differ: Key Characteristics Derived demand: business demand depends on consumer demand. Inelastic demand: even if price changes, demand may remain stable. Fluctuating demand & joint demand: connected, unpredictable dynamics across industries. Direct purchasing and supplier relationships. Current‑affairs example: During global supply‑chain disruptions (e.g. with chip shortage in automotive industry), fluctuations in consumer demand (for cars) drastically impacted the demand for raw materials and components globally. Slide 4 — Who Decides in Business Buying? The Buying Unit Buying decisions aren’t made by one person: there is a “buying center.” Roles: Users, Influencers, Buyers, Deciders, Gatekeepers. My perspective: In multinational companies especially, buying centers can be cross‑border teams — meaning marketers need to adapt messages for varied profiles (technical teams, financial decision‑makers, compliance officers). Slide 5 — Different Buying Situations Straight Rebuy (routine repurchase) Modified Rebuy (some change) New Task (first-time purchase, high risk) Systems/Solution Selling (complete solutions rather than parts) Real‑life tie-in: As many companies adopt sustainable practices, they often engage in “new task” buying — e.g. investing in renewable energy infrastructure. Slide 6 — What Influences Business Buyers External environment: economic, legal, technological, competitive pressures Organizational context: objectives, policies, procedures, structure Interpersonal dynamics: power, influence, personal relationships inside company Individual traits of decision‑makers: risk tolerance, preferences, experience Current example: Post‑COVID economic recovery: many firms reevaluate suppliers based on reliability, cost, and resilience, rather than just price — showing how environment + organizational priorities shape decisions. Slide 7 — The Business Buyer Decision Process (8 Steps) Problem recognition General need description Product specification Supplier search Proposal solicitation Supplier selection Order‑routine specification Performance review Personal reflection: These steps mirror a vetting process. In high-stakes markets (e.g. pharmaceuticals, infrastructure), this ensures accountability. It also means marketers must support buyers at each step — from awareness to after‑sales. Slide 8 — Digital & Social Evolution in B2B Buying E‑procurement, online purchasing, digital supply‑chains. B2B digital marketing: content marketing, thought leadership, social selling, CRM integration. Relevance today: As remote work and global sourcing expand, many firms — even in developing countries — rely on digital platforms to find suppliers. A small supplier with good digital presence can now compete globally. Slide 9 — Institutional & Government Markets — Different from Private Sector Institutions (schools, hospitals, NGOs) and governments buy based on mission, regulations, public interest. Buying is formal, transparent, regulated; success needs compliance, documentation, trust. Real-world connection: With government health and education budgets under pressure globally (due to inflation, pandemic aftermath), public tenders for supplies/equipment are competitive. Suppliers offering value + compliance have advantage. Slide 10 — Key Takeaways & My Perspective Key Takeaways Business buying is structured, rational, and complex — not impulsive. Decision-making involves many people & factors beyond price. Digital tools are reshaping B2B buying and opening doors for new suppliers. Institutional and government markets present distinct challenges and opportunities. My Perspective The biggest shift now isn’t just about what firms buy — it’s how they buy. Global supply shocks, digital procurement, transparency requirements, and sustainability concerns are pushing business marketing into a new era. For anyone interested in marketing or business development, mastering this B2B mindset is more important than ever.
Explores business markets vs. consumer: key traits like derived demand, buying centers, decision processes (8 steps), influences, situations, digital shifts, and institutional/gov markets. Insights fr
This is a title slide titled "Business Markets & Buyer Behaviour." It is based on Chapter 6 of Kotler and Armstrong, and prepared by Aena Efroz.
Based on Kotler / Armstrong – Chapter 6 Prepared by: Aena Efroz
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: Slide 1 — Title Slide
Business Markets & Buyer Behaviour Based on Kotler / Armstrong – Chapter 6 Prepared by: Aena Efroz
Business markets consist of companies, institutions, and governments buying goods/services for operational use, not personal consumption. They involve larger purchases, fewer buyers than consumer markets, long-term relationships, professional procurement, and are vital for global firms expanding markets.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: In a world where businesses are global and supply chains complex, understanding these differences is key — especially for firms trying to expand beyond local markets.
Business markets differ from consumer markets due to derived demand (tied to consumer needs), inelastic demand (stable despite price changes), and fluctuating/joint demand (unpredictable across industries). Key traits also include direct purchasing by buyers and the essential role of strong, long-term supplier relationships.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: Current-affairs example: During global supply-chain disruptions (e.g., chip shortage in automotive industry), fluctuations in consumer demand for cars drastically impacted demand for raw materials and components globally.
The slide describes the business buying center as involving multiple roles: Users, Influencers, Buyers, Deciders, and Gatekeepers. For multinationals, it notes cross-border teams and the need to adapt messages for tech, finance, and compliance.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: In multinational companies especially, buying centers can be cross-border teams — meaning marketers need to adapt messages for varied profiles (technical teams, financial decision-makers, compliance officers).
The slide outlines four types of buying situations: straight rebuy for routine repurchases of familiar products and modified rebuy for purchases with some changes. It also covers new task for high-risk first-time buys and systems/solution selling for complete solutions.
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Real-life tie-in: As companies adopt sustainable practices, they engage in “new task” buying—e.g., investing in renewable energy infrastructure.
The slide "What Influences Business Buyers" divides influences into external and internal factors. Externally, economic conditions, regulations, technology, and competition shape decisions; internally, organizational policies, interpersonal relationships, and individual preferences play key roles.
| External Environment | Internal Factors |
|---|---|
| Economic conditions, legal regulations, technological advancements, and competitive pressures significantly influence business buying decisions from outside the organization. | Organizational (objectives, policies, procedures); Interpersonal (power, influence, relationships); Individual (risk tolerance, preferences, experience). |
Source: Kotler / Armstrong – Chapter 6
--- Speaker Notes: Post-COVID, many firms reevaluate suppliers based on reliability, cost, and resilience rather than just price—highlighting how external environment and organizational priorities shape decisions.
The slide depicts a timeline of the first four phases of the 8-step Business Buyer Decision Process, starting with problem recognition and need description, followed by product specification and supplier search. It continues with proposal solicitation and supplier selection, ending with order specification and performance review, including tailored seller supports like campaigns, guides, demos, and post-sale service.
Phase 1: Problem Recognition & Need Description Buyer recognizes problem and outlines general needs. Support with awareness campaigns and educational content. Phase 2: Product Specification & Supplier Search Develop detailed product specs and search for potential suppliers. Provide specs guides and supplier directories. Phase 3: Proposal Solicitation & Supplier Selection Solicit proposals from suppliers and select the best. Offer customized proposals, demos, and case studies. Phase 4: Order Specification & Performance Review Finalize order routines and evaluate supplier performance. Ensure seamless delivery and post-sale support.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: These steps mirror a vetting process. In high-stakes markets (e.g. pharmaceuticals, infrastructure), this ensures accountability. It also means marketers must support buyers at each step — from awareness to after-sales.
Digital and social tools are revolutionizing B2B buying through e-procurement, online purchasing, and streamlined global supply chains. Content marketing, thought leadership, social selling, CRM integration, and digital presence build influence, relationships, and enable small suppliers to compete worldwide.
Source: Based on Kotler / Armstrong – Chapter 6
--- Speaker Notes: Relevance today: As remote work and global sourcing expand, many firms—even in developing countries—rely on digital platforms to find suppliers. A small supplier with good digital presence can now compete globally.
Institutional and government markets buy based on mission, regulations, and public interest, adhering to formal, transparent, regulated processes. They demand compliance, documentation, and trust amid competitive tenders and budget pressures.
The slide outlines key B2B takeaways: structured multi-person decisions beyond price, digital reshaping with unique challenges, and shifts from global shocks, digitalization, and sustainability demanding mastery. It calls to master B2B in a changing world and apply these insights to elevate strategy.
• Structured, multi-person decisions beyond price
Master B2B in a shifting world.
Apply these insights to elevate your strategy
Source: Aena Efroz | Kotler/Armstrong Ch. 6
--- Speaker Notes: Closing message: 'Master B2B in a shifting world.' Call-to-action: 'Apply these insights to elevate your business strategy today.' Emphasize: Structured decisions beyond price, digital transformation, institutional challenges, and global shifts demanding B2B expertise.
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