1. Top 10 Concepts
Chapter 7
ANALYZING BUSINESS MARKETS
1

2. Outline:
1. Business Market
2. Buying Situation
3. Systems Buying and Selling
4. Buying Center
5. Satisfying Key Buying Influencers

3. Outline:
6. Supplier Diversity
7. Buy Phases
8. Benefits of Vertical Coordination
9. Business Relationships
10. Institutional Market

4. Concept 1:
What is a business
market?
Organization
Suppliers Suppliers

5. Concept 1:
What is a business
market?
 Kotler: Texas Instruments, PPG
Industries
 Local: Starbucks, PLDT/SMART, Neo
laptop
 Medical: Hospital services, B Braun

6. Concept 2:
Buying Situations
 Affects the decisions in making a
purchase
Straight Rebuy Modified Rebuy New Task

7. Concept 2:
Buying Situations
 Kotler: Orica
 Local: Light Railway Transit (LRT),
Smartmatic PCOS
 Medical: hospitals and pharmaceuticals,
B Braun

8. Concept 3:
Systems Buying and
Selling
Total solution
Problem to problem from Bidding Primary
!!! 1 !!! Contractor
seller preferred
Subcomponents Secondary
Contractor System
“TURNKEY SOLUTION”

9. Concept 3:
Systems Buying and
Selling
 Kotler: Shell Oil
 Local: Architectural Firms
 Medical: Information Technology used
by TMC

10. Concept 4:
Identifying the Buying
Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers

11. Concept 4:
Identifying the Buying
Center
 Kotler: General Motors, Consultants and
technical advisors
 Local: Government officials
 Medical: Patients, hospitals administrators

12. Satisfying Key Buying
Influencers
Constant communication

13. Satisfying Key Buying
Influencers
 Kotler: Symantec Corp (Norton)
 Local: Market research companies
 Medica: Medical representatives

14. Concept 6:
Supplier Diversity
Ex. Factory producing But you can reach out
processed meat to others too!
(for human consumption)
**Broaden the customer base!

15. Concept 6:
Supplier Diversity
 Kotler: Pfizer
 Local: McDonalds (w/ Mc Café)
 Medical: TMC

16. Stages in the Buying
Process

17. Stages in the Buying
Process
 Kotler: Lincoln Electric
 Local: Tiangge
 Medical: Canvasing for doctors

18. Concept 8:
The Benefits of Vertical
Coordination
Activities that create more Trust and
Efforts to build.. teamwork
value for both parties

19. Concept 8:
The Benefits of Vertical
Coordination
 Kotler: Motoman inc & Stillwater tech.
 Local: Food stalls inside schools
 Medical: Maxicare inside TMC

20. Concept 9:
Business Relationships
Profit
Risks
Customer Supplier
Opportunism
Relationship

21. Concept 9:
Business Relationships
 Kotler: Xerox
 Local: Seven Eleven franchising
 Medical: Mercury Drug and drug
suppliers

22. Concept 10:
Institutional Market
Schools
Hospitals
Nursing homes
Prisons
Institutions that provide goods &
services to people in their care **Thus suppliers must
adapt to their offers

23. Concept 10:
Institutional Market
 Kotler: Aramark Corp.
 Local: Car customization shops, Korean
barber shops
 Medical: American Eye

24. Top 10 Concepts
ANALYZING BUSINESS
MARKETS
Mitsuharu Enatsu
MD 07 0072
ASMPH
24