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B2B vs. B2C Marketing Differences Essay - 818 Words


    • Once a decision is made to develop a business, whom the customer will be is the next decision to be made.
      Whom will the company target as a customer? Will it be a business? Or will it be a consumer? Business-to-business (B2B) marketing has differences from business-to-consumer (B2C) marketing practices.
      Marketing is an integral part of any business operation, regardless of platform or environment (brick and mortar versus virtual); type of product sold or service rendered and target market. With the advent of Internet technology, new business models or sites such as business-to-business (B2B) and business-to-consumer (B2C), have emerged which require the employment of different marketing strategies and tools to attract and retain customers. The following sections will provide a comparison of the marketing strategies employed and tools utilized by B2B and B2C e-business sites.

      This paper will outline these differences between the two types of e-commerce business transactions.

      'Traditional marketing in the business-to-business environment requires very different strategies from those campaigns directed towards the consumer market.' (ExtraVision, nd., p. 1) 'Consumer competition can be a lot fiercer, with customer loyalty a constant battle.? (ExtraVision, nd., p.1) …show more content…
      After the consumer makes his selection from the landing page, a transition to the shopping cart and checkout page is simply the next step to complete the transaction.
      In a business-to-business e-mail marketing campaign the e-mail is only a part of the marketing. The e-mail to a business must contain contact information for offline communications, and an attachment for downloading catalog or price list information.
      The marketing approach taken by B2B sites involve the use of offline methods such as tradeshows and advertising to emphasize how B2B companies can increase profitability for the clients by improving efficiency and reducing costs. Organizations emphasize this using the supply chain as the focus of the marketing material or program. Businesses can immensely improve its profitability by improving the effectiveness and efficiency of its supply chain. B2C sites also utilize the same offline methods in addition to online methods such as mass email, banner ads and pop-up ads. However, personal benefit or satisfaction is the main message.

      The e-mail is followed up by sales representatives who will also forward quotes and snail-mail an information packet (Weil, 2002).

      The e-mail sent to either a business or consumer must be enticing to the customer. It should be colorful and have pertinent information. A URL leading the customer to the landing page is imperative in order to either generate the lead for a business transaction, or lead a consumer to a ?Specials? page with the current sales displayed. After the e-mail has been received by the business or consumer, the Internet website landing page is browsed by either type of customer. Here is where the business wishing to do business must obtain permission to take information from the customers or businesses perusing their landing page. When doing a business-to-business transaction, permission involves assuring the business information shared will be kept private. This will lead to more lead generation (Weil, 2002). Business-to-consumer transactions require obtaining permission in a different way. Here a…
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