Differences in B2B & B2C Marketing

organizations to promote their products or services, organizations will need marketing. Marketing activities involves outsmarting the organizations competitors and identifying the target consumers wants and needs. Within a Business to Business (B2B), it requires an organization to understand the cost, business needs, technology, competition and trends. Business to Consumer (B2C) basic concept is to know who the organization needs to sell to, competitors, cost, the wants and needs of their target market, supply chain and distribution. Commonly, one will notice that B2B websites have fewer branding and that it is more technical and informative. B2C websites theme is entertainment; users will feel more of an intellectual connection to the website than an emotional one. When viewing a B2C website, users will notice easy navigation and that products and promotional items are often modify. Regardless of the high complexity of transactions that are conducted through B2B websites, B2B websites are usually less user-friendly then B2C websites. 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. For these motives, multi-criteria decision-making and research, overwhelm the B2B customer experience, this is why a much wider range of information must be provided in B2B websites then what is common in B2C websites. A B2B website has to have available simple facts that can be quickly and easily comprehended by a prospect that is just looking around to see what is on hand and for the best deal. A B2B website must be able to provide detailed information to help buyers comprehend concepts like return on investment (ROI) and total cost of ownership, and whether or not the product will suite them.         Improving the buying and selling process within an organization is a main characteristic for B2B. By creating one on one relationship with customers without involving wholesalers, dealers and distributors is a main characteristic for B2C. Due to the numerous competitions, B2B have to find other avenues to market itself. 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. References A-K Strategic Business Solutions. (2001). What Is The Difference Between B2B and B2C?         Retrieved on January 11, 2008 from http://www.akstrategic.com/b2b-or-b2c.html Schneider, G. (2004). Electronic Commerce: The second wave. Retrieved January 11, 2008         from https://ecampus.phoenix.edu/content/eBookLibrary/content/eReader.h