B2B vs. B2C Marketing
Business-to-business (B2B) is a term used to describe transactions of goods or services between businesses as opposed to business-to-consumer (B2C) which describes activities of commercial organizations serving end customers with products and/or services. B2B and B2C marketing is different. There are profound differences that a business must remember when developing marketing activities.
Although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth, and alliances), how they are executed, what they say, and the outcome of the marketing activities differ (Murphy, 2007). The following table summarizes some of the differences between B2B marketing and B2C marketing.
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......
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