Differences in B2B Marketing vs B2C
In the following paper differences in marketing techniques that focus on B2B customers as opposed to marketing to B2C customers will be examined. The different goals and approaches used in marketing to these different business types will also be examined.
In the Business to Business (B2B) marketing as well as Business to Consumer (B2C) marketing, many of the same techniques and methods of marketing are utilized. For example internet advertising, television, mailings, hosted events, print media and word of mouth are some of the popular methods of marketing that will be utilized regardless of rather the end customer is a business or consumer. What will be different is the message that is contained in theses forms of advertising not the methods of delivering the advertising. B2B marketing will be more relationship driven since the goal is to build a longer-term relationship with that business that will yield business on a ongoing basis. B2C marketing is usually more products driven that is appealing to the immediate sale of the product with appeals to the emotional side of the consumer that will result in that immediate sale. Price is also a prevalent part of the marketing information since that is a large factor in the buying decision of the consumer (Murphy D. 2007).
Internet marketing, which is increasingly being utilized in both of these types of companies, can show these content differences in the marketing methods utilized by both the B2B and B2C companies. The B2B internet marketing is conducted to drive the business customer to the business website in order to receive more in-depth understanding of the business provider's abilities. The B2B sale is generally a longer cycle sale so it is important to educate the customer in more depth. The marketing in the B2B company can also help to generate leads that may be followed up by the sales operation. The B2B sale is usually a multi-step process with the customer and may involve multiple approvals in order to complete the transaction. This means that a broad range of benefits and specifications may be needed on the B2B websites with contact information being an important requirement (Warholic J. 2007).
B2C internet marketing is designed to aggressively move the consumer to the purchase step using a variety of methods to accomplish this goal. The use of coupons that can be redeemed, price discounts, bundling techniques, and purchase add-ons are some popular methods that are used on in internet marketing just as they have been utilized in sales for years.
both B2B and B2C is that it gives to both business models a more effective control over theri customer
Success for any small business owner depends on the lucrative employment of sound marketing strategies. It is essential that a business, especially a small business or fledgling company, define themselves as a company, because it only then, that the business can develop a business marketing strategy that is reliable. Moreover, a sound marketing strategy remains a crucial element for the development, as well as, the growth of the company allowing it to achieve, in addition to communicating both the goals and the objective of the business to all concerns (Hemley, 2013). Thus, a marketing consultant, assist the business owner in targeting a specific audience, as well as, correlating the distinguishing factors that separates the business from its competitors. Subsequently, these three components, the discovery of the true business identify, the
In addition to the change in behavior of consumer, many companies or retailers change the sales channel combinations. The greatest impact of the Web-bases electronic revolution has occurred in companies adopting the click-and-mortar approach. Click- and-mortar is one the strategy used by the companies or retailers that they continue to conduct their business in the physical locations and have added the electronic commerce component to their business activities. According to one study, 37% of United States retailers are selling through a combination of the internet, in stores and catalogs. This represents a growing demand for the business-to-customer package delivery service.
Relationship marketing is also a key technique used by businesses because it involves building relationships with customers for example giving out discounts and special offers; this can help a business out as the customers may potentially become repeat customers meaning more products would be bought resulting in a bigger profit.
When providing services either on a B2C site or B2B site there is ethical responsibilities, laws and regulations that each organization/company must follow in order to stay in compliance. There is increasing acceptance that consumer trust is a key foundation for electronic commerce success. If the consumer cannot develop some sense of confidence in the vendor's competence, predictability, benevolence and integrity, then the consumer is likely to abort the purchase and simply look elsewhere for a more trustworthy alternative (McKnight, Chervany, 2002).
There is a belief that firms have a different marketing approach depending on if the firm is trading services or goods. Service firms are assumed to have a more relational approach where they manage the whole buyer-consumer communication process while the goods firms are transactional. The main purpose of this study is to find out how firms relate to their markets and what the relative emphasis of these firms on transactional and relational aspects of marketing are.The study distinguishes the firm type by the most dominant type of product offered and the most dominant of customer
In two distinct e-commerce business types, Business-to-business (B2B) and Business-to-Consumer (B2C), there are many differences in the way they operate. Specifically in marketing, differences include how the marketing is driven and the values of the strategies, the size of the target market and length of the sales cycle, and even the buying patterns of the target consumers. Each of these differences will be better defined and explained in the following paragraphs.
The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both real and Internet) and offers to entice the target market to buy. B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer’s interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store. For example, the goal of an email campaign for a B2C company is to get consumers to buy the product immediately. The email will take the consumer to a landing page on the web site that is designed to sell the product and make purchasing very easy by integrating the shopping cart and checkout page into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the shopping cart.
Marketing (Name of Product/Service) to (Name of two segments of the market chosen)” _ REDO Learner Declaration: I certify that the work submitted for this assignment is my own and research sources are fully
It has been observed since the inception of Marketing that marketers target to only specific market and how they identify such market. There are certain criteria or base they use to identify the consumers who they would be serving to. Customers do have unique requirements satisfaction levels and aspirations. Some customers however are similar with respect to their requirements of goods and services. In such case if their needs are identified and they can be grouped in quantities of a specific size then it can be segmented. Now each customer group have specific expectations and businesses must cater to the needs of the segmented that has been targeted.
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
... It really all depends on your target market. Marketing is always geared towards the customer. Without the customer, your business will not be successful.
B2B serves as the venue for all manufacturers, wholesalers, distributors, and retailers to convene all year long less of the hazards of travel and less of the expensive costs of traditional ways to make business. Through B2B portals, companies can exchange communications, information, and transactions as well as perform regular business processes like purchase orders, invoices, and payment.
Internet marketing is a reliable tool and affordable. It is easy to introduce a product and brand through internet. It is easy for marketers to work on internet marketing. They can show a better thing to consumers in less time and cost. (Jamie Swartz)
The are two basic categories of business conducted over the internet, Business-to-Customer (B2C) and Business-to-Business (B2B), and they share one common key aspect - use of Internet technologies to manage all aspects of the business.