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B2b vs b2c marketing differences
B2b vs b2c marketing differences
B2b vs b2c marketing differences
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Introduction
According to the American Marketing Association, "Marketing is an organizational function and set of a processes for creating, communicating, and delivering value to customers and for managing customer relationships in a way that benefits the organization and its stakeholders" (2006). In other words, it is how a company determines what a customer's needs are and gears its products or services towards those needs in a way that their customers perceive value and the company makes money. Marketing can be broken down into two areas, between businesses and individual customers (B2C) and between businesses and businesses (B2B). When most people think of marketing, they picture consumer products being promoted through large advertising campaigns. While that area might be publicly perceived to be the largest area in marketing, the (B2B) market is actually much larger. According to researchers, "forecasters expect domestic B2B purchases will total several trillion a year" compared to "$269 billion expected [for] 2005" (American Marketing Association, 2006). The following paper will look at some of the differences between marketing on a B2B and a B2C website.
Marketing Strategy
When a company is creating its strategy for marketing, they "must consider both the nature of their products and the nature of their potential customers" (Schneider, 2004, p. 156). What a company is trying to sell or who they are trying to sell it to will help to determine how they market their product or service. A B2C site aims to sell its product or service to an individual end user, so they "organize their websites from an internal viewpoint, that is, according to the way that they arranged their product design and manufacturing processes" (Schneider, 2004, p. 158), which is a product based strategy. They may include categorized lists of all their available products and/or services on their website for users to search through, making it easier for customers to find what they are looking for. An example of this type of marketing strategy is the OfficeMax website, where there are several different categories of office supply materials, each with its own products. A B2B site, on the other hand, is based on a consumer based strategy. Because they have to meet the exact needs of a variety of different types of customer, they cannot base their marketing on a few products or services. Instead, they need to be geared to working with the client to provide their customized needs.
Marketing is the process of appealing potential buyers to products or services. Marketing is a two-way process that aims at achieving mutually beneficial sales
Routes of marketing in business today include e-mail, pop up advertisement, television and banner advertising. This paper will primarily focus on e-mail marketing. E-mail marketing is different when marketing to a business versus a consumer. Debbie Weil (2002) lists five ways business-to-business marketing is different from business-to-consumer email marketing. Weil (2002) says these five ways are:
Marketing is that broad area of business activity that directs the flow of services provided by the carrier to the customer in order to satisfy customers’ needs and wants and to achieve company objectives. Marketing is more than selling: it involves a number of business activities, including forecasting, market research and analysis, product research and development, price setting, and promotion, including advertising. Marketing also involves the finance activities such as credit and collection that are associated with ticket sales. Marketing is customer oriented…Without marketing and sales, there would be no airlines. (p. 274)
The difference in marketing is that a B2B seller tries to differentiate itself from its competition by marketing its value towards its specific market as one that will save the buyer companies a great deal of time and money by automating as much of their supply chain as possible. They do this through the traditional offline methods of advertising, tradeshows, field sales, etc. along with websites that provide customer only access to their accounts and inventory. In addition, e-mail marketing and other communications using the supply chain channels is effective. B2C also uses traditional offline methods along with the integration of online tools such as interactive websites, email marketing, online communities, pop-ups and banner ads. B2B may also utilize some of those mentioned for B2C and vice versa. The goal of any marketing program for either one is to find the combination of integrated online and offline tools that can produce maximum sales, minimum expense and maximum profit.
In order to evaluate the differences between a B2C site and a B2B site it is required to know what B2C and B2B represent. B2C is a consumer that shops on the Web and a B2B is a transaction conducted between businesses on the Web (Schneider, 2004). Reviewing ethical, legal and regulatory will provide a better understanding of what the requirements are for a B2B and B2C site. According to dictionary.com, ethical is being in accordance with the accepted principles of right and wrong that govern the conduct of a profession. Legal is defined as in conformity with or permitted by law and regulatory is identified, to control or direct according to rule, principle, or law (dictionary.com).
B2B and B2C are very similar, in fact, "B2B typically takes the form of automated processes between trading partners and is performed in much higher volumes than B2C applications". (Reference.com, 2006). As B2C is "the retailing part of e-commerce and is often contrasted to B2B. (Whatis.com, 2006). B2B and B2C each has five classifications in which businesses fall under. B2B classifications are; "company web site, product supply and procurement exchanges, specialized or vertical industry portals, brokering sites, and information sites". (Whatis.com, 2006). B2C classifications are; "direct sellers, online intermediaries, advertising based models, and fee based models". (Reference.com, 2006).
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
Marketing is a way with which companies create customer interests in services and products. It includes techniques of sales, business development and business communication. Marketing is one of the main features of the competitiveness & profitability of an organization. It is undoubtedly proven that the organizations that were led by traditional marketing philosophy have been more successful than others. However, in the current competitive business environment, things do not move as planned. Hence, today it is not sufficient to only have a well-framed and a well-designed concept of marketing to survive
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.
Marketing is relating with maintained creating greater demand, the business to Consumer (B2C) market research is the research which is conducted with the consumers regarding businesses. This is also known as ‘Consumer
Many organizations are using the internet to promote their business through website, blogs and twitter. Online marketing is important since it aligns with the way consumers make purchasing decisions. Through the created website you are able to inform the visitors about your products or services and promote special offers. Providing all the details about your product in the website is a way to attract clients to your website. The reason to this is because numerous consumers use social media and research to carry out preliminary product and price before making final decision. Good relation and trust is built since the clients can browse your online store and place orders anytime.
Business to Business (B2B) is a transaction which occurs between two companies, that is to say, the consumer is not involved in the transaction of a company. The term may also refer to the total information of the company that provides goods or services to another company (Investor Words, not dated).
Internet marketing falls under the category of digital marketing. Internet marketing encompasses digital marketing services such as search engine optimization, display advertising, and email marketing of world population. Today, the internet has become an important part of our daily routines. We use Digital Marketing to make shopping, to socialize, to access information, for entertainment or many other purposes. These developments have also brought changes in the way of doing business and led to the foundation of electronic commerce. Digital marketing as “both financial and informational electronically mediated transactions between an organization and any third party it deals with”. By the nature of business transactions, Digital marketing is classified into business-to-business (B2B), business-to consumer (B2C), consumer-to-consumer (C2C), consumer-to-business (C2B), and intra-organizational ecommerce (Dou and Chou, 2002) B2C, the focus of our research, is defined by Chaffey (2006) as, “commercial transactions between an organization and
The Internet invention can create and/or improve competitive advantage based on two perspectives. At the first, businesses can incorporate and establish an accurate market segmentation mechanism (Ryan, 2004), seeing that market segmentation information can help marketing managers learn more about their target market, take enhanced stock of market through the process of product growth (Kotler and Keller, 2006) and enhance the opportunity of delivering and creating personalized goods and services throughout a better understanding of the feelings and motives of the targeted customer segment. Second, studies have often applied various hypothetical bas...