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    B2B/B2C 1

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    suljo atlagic
    This document discusses and compares B2B and B2C marketing. It notes that while B2B marketing focuses on building long-term relationships through targeted campaigns catering to specific industries, B2C marketing aims to quickly convert prospects into buyers through promotions and brand-building. The document outlines typical B2B marketing processes including informative emails and sales visits, while B2C often relies on coupons, displays, and web popups to drive immediate purchases. In conclusion, it finds that while the goals are the same, B2B and B2C differ in relationship focus, speed, and use of technology to reach customers.

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    B2B/B2C 1

    Uploaded by

    suljo atlagic
    71 views5 pages
    This document discusses and compares B2B and B2C marketing. It notes that while B2B marketing focuses on building long-term relationships through targeted campaigns catering to specific industries, B2C marketing aims to quickly convert prospects into buyers through promotions and brand-building. The document outlines typical B2B marketing processes including informative emails and sales visits, while B2C often relies on coupons, displays, and web popups to drive immediate purchases. In conclusion, it finds that while the goals are the same, B2B and B2C differ in relationship focus, speed, and use of technology to reach customers.

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    This document discusses and compares B2B and B2C marketing. It notes that while B2B marketing focuses on building long-term relationships through targeted campaigns catering to specific industries, B2C marketing aims to quickly convert prospects into buyers through promotions and brand-building. The document outlines typical B2B marketing processes including informative emails and sales visits, while B2C often relies on coupons, displays, and web popups to drive immediate purchases. In conclusion, it finds that while the goals are the same, B2B and B2C differ in relationship focus, speed, and use of technology to reach customers.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    71 views5 pages

    B2B/B2C 1

    Uploaded by

    suljo atlagic
    This document discusses and compares B2B and B2C marketing. It notes that while B2B marketing focuses on building long-term relationships through targeted campaigns catering to specific industries, B2C marketing aims to quickly convert prospects into buyers through promotions and brand-building. The document outlines typical B2B marketing processes including informative emails and sales visits, while B2C often relies on coupons, displays, and web popups to drive immediate purchases. In conclusion, it finds that while the goals are the same, B2B and B2C differ in relationship focus, speed, and use of technology to reach customers.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
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    of 5

    B2B/B2C 1

    B2B/B2C Marketing Paper

    Alfred Ward

    University of Phoenix

    Course #: EBUS400

    John Harper

    January 3, 2008
    B2B/B2C 2

    B2B/B2C Marketing Paper

    Marketing is a term that generally is associated with consumer-packaged goods and

    overdone advertising campaigns. However, in this new technology driven age, marketing has

    become a multi-billion dollar business. In recent years, B2B (business-to-business) and B2C

    (business-to-consumer) online sales have dwarfed retail sales, and in B2B specifically, e-

    business has become the norm, as opposed to the exception.

    B2B Marketing

    B2B transaction sales have grown into the trillions of dollars range annually. So much

    business today is being done globally because of the technological advances that have been made

    in the world. B2B business is more relationship driven, and because of that, maximizing the

    value of relationships between consumers and producers is key. Typically marketing in this

    arena is focused on target marketing within the specific industry that the consumers are

    associated with, and thus this type of marketing caters to longer relationships, multi-step buying

    processes, customer service and a longer overall sales cycle. Producers generally want to have

    consumers associate their brand with great customer service and personal relationships.

    Frequently, these transactions are keyed by rational buying decisions by the consumers based on

    the continued business value of the product the producer is providing. The ultimate goal of B2B

    marketing is to convert prospects into consumers, however this is a potentially arduous and

    lengthy task. A B2B entity needs to first focus on building the relationship and communicating

    via its marketing initiatives, then generating the leads to key the sales. Producers in this type of

    business are responsible for not only generating the business, but also educating the consumers

    in their industry about their needs for continued business. A process flow for marketing in a

    B2B campaign may start with an informative email from producer to consumer. This email may
    B2B/B2C 3

    detail the various features, benefits and pricing of a particular producers product line. From

    there, an integrated touch campaign including direct mail, telephone calls, online presentations,

    and informative newsletter may follow. The entire exercise may conclude with an “in-house”

    visit from a sales representative to meet with the consumers decision makers and move the

    process from prospect to contract. Essentially, content rules the decision-making realm of B2B

    transactions. Thus, producers must ensure that they educate consumers and give adequate

    coverage for their products.

    B2C Marketing

    Ultimately, the purpose of B2C marketing is to ensure that shoppers become buyers and

    continue to buy over their consuming lifespan. In the B2C environment, marketing initiatives

    such as coupons, end caps, floor displays, and Internet popups are used to lure in prospective

    buyers. B2C marketing objectives frequently push the sales transaction, have shorter life spans

    than their B2B counterparts, and are designed to get consumers to the purchase point

    immediately. As an example, a company may have specials on their web site that are not offered

    in the stores. A detail of this special will be sent via email to hundreds of thousands of

    consumers per day driving them to purchase directly at the site, or send them into the brick and

    mortar stores. The main aspect in B2C marketing is creating brand loyalty through good

    products and great customer service. B2C marketing is much more product driven than B2B

    marketing. It is designed to maximize the value of the transaction, shorten up the sales cycles

    and buying process, and create brand identity through repetition and imagery. Add to that

    various merchandising options and point of purchase activities and producers will gain the

    consumer’s current and future business.


    B2B/B2C 4

    Conclusion

    The main differences between B2B and B2C are mainly apparent in the speed of the

    marketing process, the type of marketing (visual vs. product driven), and relationship formed

    through the marketing between produces and consumers. Other items that are taken into

    consideration in these transactions are the size of the consumer base that is marketed to, and the

    technological advances that can be used to market to the consumer base. In the end, it is

    important to recognize that B2B and B2C companies share the similar goal of selling the

    products to the consumer base. However, the means by which they make these sales can be very

    different. The key is for these businesses to know their consumer base, reach their consumer

    base, and continue to support their consumer base. Gaining this understanding and use of the

    new technology will allow both B2 and B2C to meet the needs of each entity.
    B2B/B2C 5

    References

    Murphy, D. (2007). Marketing for B2B vs. B2C - Similar but Different. Vista Consulting.

    Retrieved on December 26, 2007 from http://www.vista-consulting.com/marketing-

    articles/b2b-b2c-marketing.htm

    Varon, E. (2007). ABC's of B2B. The E-Business Research Center. Retrieved on December 26,

    2007 from http://www.cio.com/research/ec/edit/b2babc.html

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