B2B and B3C Marketing
A successful business knows that marketing is everything. Whether the business is a traditional brick and mortar, a Business to Consumer (B2C), or a Business to Business (B2B) e-commerce site a companys ability to effectively market its products or services can mean the difference between success and failure. This paper will compare and contrast the types of marketing strategies of B2B and B2Cs as examined in this class.
Business to business (B2B) and Business to Consumer (B2C) marketing are thought to be only on-line types of marketing when in fact they are also offline. Marketing programs like direct marketing, advertising, and events are done for both types of businesses; these activities are just done differently. The characteristics of the types of business are fundamentally different. A B2B organization is/has:Relationship drivenMaximize the value of the relationshipSmall, focused target marketMulti-step buying process, longer sales cycleSupport Educational and awareness activitiesRational buying decision based on business valueKnow your customers. In a B2B environment whether your target audience is another business owner, an upper level business manager, an office supply clerk, or a seasoned buyer a businesss marketing plan must know how to attract and maintain the relationship. A B2Bs marketing plan is more effective in accomplishing this goal by understanding their customers particular need and offer solutions, services, or products that fit that specific need. When formulating a marketing plan it is important to remember the person making the purchase usually knows the product well and is less likely to be responsive to flashy marketing techniques. This type of customer is more responsive to price, delivery requirements, level of service, product information, and other value-adds. In general, the purchase is rarely transaction driven, and the customer is likely researching new ideas, looking for a new vendor, or better pricing, and will not be making a
Business to business (B2B) and Business to Consumer (B2C) marketing are thought to be only on-line types of marketing when in fact they are also offline. Marketing programs like direct marketing, advertising, and events are done for both types of businesses; these activities are just done differently. The characteristics of the types of business are fundamentally different. A B2B organization is/has:Relationship drivenMaximize the value of the relationshipSmall, focused target marketMulti-step buying process, longer sales cycleSupport Educational and awareness activitiesRational buying decision based on business valueKnow your customers. In a B2B environment whether your target audience is another business owner, an upper level business manager, an office supply clerk, or a seasoned buyer a businesss marketing plan must know how to attract and maintain the relationship. A B2Bs marketing plan is more effective in accomplishing this goal by understanding their customers particular need and offer solutions, services, or products that fit that specific need. When formulating a marketing plan it is important to remember the person making the purchase usually knows the product well and is less likely to be responsive to flashy marketing techniques. This type of customer is more responsive to price, delivery requirements, level of service, product information, and other value-adds. In general, the purchase is rarely transaction driven, and the customer is likely researching new ideas, looking for a new vendor, or better pricing, and will not be making a