From there, the marketing activities diverge. Table 1 – Comparison of Differences B2B • Relationship driven • Maximize the value of the relationship • Small, focused target market • Multi-step buying process, longer sales cycle • Brand identity created on personal relationship • Educational and awareness building activities • Rational buying decision based on business value B2C • Product driven • Maximize the value of the transaction • Large target market • Single step buying process, shorter sales cycle • Brand identity created through repetition and imagery • Merchandising and point of purchase activities • Emotional buying decision based on status, desire, or price The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible...

From there, the marketing activities diverge. The following table summarizes the differences between B2B marketing and B2C marketing. Your marketing plan needs to take into account the differences and ensure you are developing the right types of activities for your particular market...

The major characteristics of B2C are that businesses try to establish a direct relationship with consumers without involving distributors, dealers, or wholesalers...

Businesses use the marketing mix to impact the development of the businesses marketing strategy and tactics to promote their products to either other businesses or consumers...