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Differences in B2B & B2C Marketing

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Running head: Differences in B2B & B2C Marketing Differences in B2B & B2C Marketing Trewana L. Adams EBUS 400 Michael Chu University of Phoenix January 12, 2008 Differences in B2B & B2C Marketing Marketing practices depend greatly on the intended audience. Business-to-business (B2B) marketing requires knowing the business needs, its current situation, and its competitors. Business-to-consumer (B2C) marketing requires knowing the wants and needs of the intended audience, but it requires an in-depth understanding of the company's internal dynamics, including: competitors, costs, supply chains, distribution, technology and trends (A-K Strategic Business Solutions, 2001). Therefore, it is reasonable to conclude that there are differences in marketing between B2B and B2C business enterprises. This paper will discuss how marketing differs on a B2C website compared to a B2B website. ...read more.


B2B transactions are more complex in the sense that a B2B consumer has many more decisions to make regarding the product ranging from quantity, if there are several to different kinds of products. B2B websites should be more user-friendly then B2C, but due to the complexity of the transactions, companies take advantage and put less effort on improving their websites. B2B transactions are usually big service contracts or big-bill purchases. The products and services that the B2B websites have to offer are usually very uncommon and with very complex specifications. Decisions made in B2B transactions can have long-term significance. A B2B customer most of the time is not only making one purchase, but establishing a long-term relationship with the vendor that will need support, follow-up, and the future add-ons and enhancements. ...read more.


Offline methods, such as field sales, providing customers with access to their inventory and account information and tradeshows have been successful to B2B marketing. In addition, B2C uses offline methods and online tools, such as, pop-ups, email marketing, banner ads, online communities and interactive websites. The major objective for both a B2B and B2C marketing program is to combine integrated online and offline solutions. Conclusion When organizations uses marketing, organizations is attempting to promote their products or services with the intent of being able to maximize ones profit and gain the confidence of the consumer. While there are many marketing similarities to the business-to-business (B2B) and business-to-consumer (B2C) environments, there are significant differentiating marketing strategies between the two types of business that should not be ignored. B2B marketing is often more relationship driven while B2C marketing is more products driven. A B2B company needs to focus on relationship building and communication. In B2C, customers tend to place a great deal of emphasis on price comparisons. ...read more.

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