OPPapers.com

Marketing: B2B Vs B2C

Marketing Defined: B2C vs. B2B


Marketing
Many might say that marketing is marketing no matter to whom or through what medium a company attempts to market their products or services. And to some extent this might be correct. This paper will look to define marketing from a business-to- consumer (B2C) viewpoint and also from a business-to-business (B2B) perspective. Additionally, this paper will seek to explore the differences between these to marketing platforms and give examples of each.
A primary similarity
Whether undertaking a B2C or B2B marketing campaign, a company first needs to determine who its customer is; is the customer a company with varied, high volume needs; or an individual who purchases only occasionally or on impulse. Is the customer a company with supply deadlines and customers of their own to whom they answer; or is the customer a parent with a deadline for getting a certain piece of sporting equipment for their child? The motivation behind the purchases and the emotional involvement of the purchaser can vary dramatically between B2B and B2C transactions. It is imperative that a company determine and define its customer before venturing into marketing campaign with any hope of success.
Business-to-consumer marketing
Business-to-consumer marketing refers to marketing strategies aimed at acquiring and retaining customers within the general populous of shoppers; to turn casual shoppers into buyers. This marketing is geared to individuals rather than corporations. An example of this type of marketing strategy would be found in the actions of Sears. This company is one of the long-time players in the business to consumer marketplace. Originally, this company, founded in the late 19th century, was primarily a catalog company. It's marketing strategy might be thought of as bringing selection and options to people no matter where they were. Today, this company continues to focus its marketing on the individual consumer though its...