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Essay

B2B vs. B2C

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Issue:

Business

 

Written by:

Paul B

 

Date added:

August 3, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

5 / 1141

 

Was viewed:

2998 times

 

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Essay content:

Marketing techniques differ between B2B and B2C. There are differences if a person is purchasing something for themselves or purchasing for a company. The emotional experience is different. B2B will depend on relationship building marketing efforts. Even though the marketing programs can remain the same (direct marketing, events, internet marketing, public relations, advertising, recommendations (word of mouth), other areas are different such as execution...
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The strategy after this first step changes between the two. The following table is a summary of the differences between B2B and B2C marketing. B2B ? Relationship driven ? Value of the relationship is maximized ? Small target market ? More steps in buying process ? longer sales cycle ? Personal relationship creates brand identify ? Educational and knowledge building activities ? Subjective/rational buying decision based on business value B2C ? Product driven ? Value of transaction is maximized ? Large target market ? Single step purchase process, short sales cycle ? Imagery and repetition create brand identify ? Merchandising and point of purchase activities ? Emotional buying decision based on desire, cost or status ? (Murphy, 2006) B2B Even though the ultimate goal of B2B marketing is to change prospects into customers, the process is longer and more involved...
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