Marketing in B2b Compared to B2c

How do Business 2 Consumer sites market differently from Business 2 Business sites? This question will be discussed and examined in detail to decide the determining factors that separate the two. This paper will also give examples to support some determining factors.

Although the marketing programs are the same for each type of business, how they are executed, what they say, and the outcome of the marketing activities differ (Murphy, 2002). A brief comparison of the two consists in the following descriptions. B2B caters from one business to other businesses, usually providing in-house service on maintenance software or networks for other businesses to use. Other businesses use these tools to increase marketing, function, sales, profits, and efficiency. B2C sites specifically accommodate to a certain group or a target consumer so that they can expose, sell, and market services or goods to the public.

B2C sites usually seem to be more transactional-oriented than a traditional B2B site, although both types of sites have multiple transactions done on a daily basis. Usually consumers get online to make a transaction or purchase immediately, while B2B users are usually more exploratory and have the understanding that getting complete details about the answers they seek may take a little longer than usual. A large amount of business sites encourage the interested buyer to learn more and register, by entering some contact information to get the information that they want. This opens the path for representatives to make contact, when applicable. By taking these steps a company can make an online business transaction easily manageable and enjoyable while simultaneously building long-term business relationships. The majority of successful business sites that consist of an informational vs. functionality perspective, usually have three or more levels of information:

Level 1: Overview of information with main navigational tools somewhere above the field

Level 2: Selective information that will guide businesses to make decisions that will lead them to the answers they truly seek

Level 3: Gives enough information to make a decision and to purchase, sign up, ask for a demonstration, or ask for more information.

Consumers could perceive an experience as being too complicated, if a site has a more complex mechanism than three-levels to make a decision or a purchase. Consumers could make a purchase at that moment regardless, although their return is highly unlikely. On the other hand other businesses, seeking information, may not be dissuaded by the nature of the sites inquiries about contact information.

B2B has one major characteristic, which is, the attempt to improve the trading process by automating it from other companies. Even though automating can save a remarkable amount of time and money, B2C sites still do not transact as much money annually that B2B sites still do regardless of the publicity that B2C sites receive. One other key characteristic of a B2C company is to establish a direct relationship with their consumers cutting out participation from such intermediaries as; wholesalers, distributors, and dealers. One marketing difference, between B2B and B2C