Marketing B2c Vs B2b

Marketing Paper

Business to business (B2B) and business to consumer (B2C) marketing is different. Why are the two marketing strategies different? The answer revolves around the end user. Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. The customer in each of these cases is different and as such, the marketing strategies are different. This paper explains how marketing differs on a B2B site compared to a B2C site.

B2B and B2C Marketing

The terms B2B and B2C were established to differentiate e-business or Internet websites that sell primarily to another business or sell to a single consumer. Although the marketing programs are the same for each type of business (events, direct marketing, Internet marketing, advertising, public relations, word of mouth and alliances), how they are executed, what they say, and the outcome of the marketing activities differ (Murphy, 2007). The steps in developing a marketing strategy are similar in both models. The first step is to identify the customers' motivation and examine why they need your product or services. This first step is critical because this step determines the activities that follow. Therefore, certain attributes need to be understood when dealing with both business models. The following are some attributes associated with B2B marketing: relationship driven, small focused target market, multi-step buying process with longer sales cycle, brand identity created on personal relationship, buying decision based on business value. The following are some attributes associated with B2C marketing: product driven, large target market, single step buying process and shorter sales cycle, brand identity created through repetition and imagery, emotional buying decision based on status, desire, or price.

Business to Business

The goal of B2B marketing is to convert a prospective consumer into a customer. This process seems simple, but takes time and dedication. The relationship is also fragile and can be terminated by one simple misstep. A B2B company needs to direct marketing efforts toward relationship building and communication. This marketing is directed toward a large audience in an attempt to introduce the company's brand and educate various players in the targeted audience. A B2B decision often involves many steps and includes more than one decision maker. B2B companies often use conventions as a way of marketing to reach other businesses. This allows a company representative to educate potential buyers about the products or services offered. Some other examples of B2B marketing include direct mail, telemarketing, web casts, newsletters, and direct communication with sales representatives. This type of marketing focuses on content and provides educational information to prospects.

Business to Consumer

The goal of B2C marketing is to convert prospective