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Chapter 15: business markets and business buying behaviour

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Chapter 15: business markets and business buying behaviour

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awretsrydtufyiuoipo[ưp

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Linh Bùi
Linh Bùi
Viet Nam

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Chapter 15: business markets and business buying behaviour
 

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Chapter 15: business markets and business buying behaviourOnline version

awretsrydtufyiuoipo[ưp

by Linh Bùi
1


1 . Business Buyer Behaviour & Business Market
Business buyer behaviour = how buy products / services to use in other products , , or their operations .

Business market vs . consumer market :

Market structure : Business markets have buyers , but each buyer buys in quantities . Consumer markets have millions of small buyers .

Demand : Business demand comes from ( e . g . , Intel chips are bought because people buy laptops ) . It ? s often sensitive to price but more volatile .

Buying unit : Business purchases multiple people ( committees , specialists ) , while consumer purchases are usually individual or family decisions .

2

2 . The Buying Centre
Think of it as the " team " inside a company that makes .
Roles :

? people who will actually use the product .

? experts who set requirements or give technical advice .

? handle contracts , negotiations , and paperwork .

? the boss or senior manager who gives the final " yes . "

? control access to information or decision - makers ( e . g . , assistants ) .

? Complexity : Sometimes it ? s just one person ( routine buys ) , but for big purchases , it can be 20 ? 30 people across departments .

3

Types of Buying Situations
: Routine reorder , no changes ( like buying the same office paper every month ) .

: Buyer wants to change something ? price , supplier , or specs .

: First - time purchase , high risk , lots of people involved ( e . g . , buying new software for the whole company ) .

4

4 . Factors Influencing Business Buyers
: Economy , technology , politics , competition .

: Company goals , rules , and procedures .

: How people in the buying centre influence each other .

: Personal preferences , risk tolerance , age , education , personality .

5

5 . Eight Stages of the Business Buying Process
? Realizing a need ( e . g . , machine breaks down ) .

? Outline what ? s needed ( e . g . , type of machine ) .

? Detailed technical requirements .

? Look for possible vendors .

? Ask suppliers to submit offers .

? Evaluate and choose the best supplier .

? Finalize order details ( delivery , warranties ) .

? Assess supplier performance for future decisions .

6

Recent Trends in B2B Marketing
: Buying online through platforms , often automated with AI and predictive analytics . Saves time , reduces costs , and increases transparency .

: Companies now use LinkedIn , webinars , and even creative ads to connect emotionally with buyers . It ? s not just about specs and price ? trust , reputation , and relationships matter too .

7

? Quick way to remember :

= fewer , bigger buyers , complex decisions .

= team roles ( users , influencers , buyers , deciders , gatekeepers ) .

= straight rebuy , modified rebuy , new task .

= environment , organisation , interpersonal , individual .

= 8 steps from problem recognition ? performance review .

= e - procurement + digital / social engagement .

 
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