Week 4 EOC: Business to Consumer vs Business to Business Marketing

In explaining the difference between business to customer and business to business marketing one must first understand the meaning of both. One supplies for the needs of the many establishing a fad and selling to a large number of small sellers; while the other one confirms the capability of management in a larger scheme and selling to fewer large buyers. Business marketing or business-to-consumer (B2C) marketing sales are made to individuals who are the final decision makers, though they may be influenced by family members or friends. A consumer marketing or business-to-business (B2B) marketing sale is made to a business or firm. “B2B markets to individuals acting on behalf of organizations, while consumer marketing targets single individuals who pay for their own transactions”.    <http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/pg159>

Business to business marketing is relationship driven, with a small focused target market, and a multi-step buying process, with longer sales cycles. Also promotional channels such as events provide ways for B2B sellers to move prospects along the buying process. On the other hand business to consumer marketing is product driven, with a large focused target market, and with a single step buying process, and shorter sales cycle. “B2B markets to individuals acting on behalf of organizations, while consumer marketing targets single individuals who pay for their own transactions”. <http://www.slideshare.net/wynnaaron/business-to-consumer-marketing-b2-c-presentation>

Whereas emotional factors play a large part in a consumer’s decision to purchase a product, B2B purchasing decisions are less emotional and more task-oriented. Business customers tend to look for specific product attributes that will deliver efficiency, productivity, and quality. B2B purchasing decisions are more rational than consumer decisions, since organizational purchases require more money and more risk for the organization. However they also have similarities such as: Successfully matching product or service strengths with the needs of a specific target market. Positioning and pricing products or services to align products and service offerings with the market. And communicating and selling products or services so that they effectively demonstrate value to the target market. “Marketing to a business and marketing to an individual are similar in terms of the fundamental principles of marketing”. <digitalbookshelf.artinstitutes.edu/books/9780558851903/id/pg159>