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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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      • B2B And B2C Marketing Strategies Essay

        1379 Words | 6 Pages

        However, the marketing approach and tools used to reach out to the general public (consumers) and business customers are very different.

      Steve Minnett stated in his book B2B Marketing (2001) that one of the major differences between B2B and B2C sites is that the latter is determined or influenced by fashion or trend while B2B, is driven by technological progress. Furthermore, B2B is driven primarily by need and not want. The marketing approach taken by B2B sites involve the use of offline…

      However, these are just the tip of the iceberg.

      B2C eCommerce now has matured and includes a myriad of online services. These services can/ do include online banking, travel services, online auctions, health information, real estate as well as some less reputable sites (Patton, S, 2001). B2B vs. B2C Supply Chain The B2B and B2C supply chains might appear to be similar however, that assumption can not be further from the truth. The main difference between the two is the amount of channels a…

      Online Ethical, Legal, And Regulatory Issues In B2B Versus B2C

      1012 Words | 5 Pages

      In the B2C framework, ethics are important in that they establish and promote the credibility of the business to its online customers. B2C merchants, therefore, also must safeguard their customers' information, but without the level of customization offered by B2B businesses. for example asks for a username and password each time a site visitor asks for any type of customer account information, but they do not offer customized pricing for each customer as a B2B site would. Legal Issues…

      product or service has superior benefits to its competitors (Anderson et al, 2004). Consumer marketing is product driven; a need to maximize the value of the transaction; serves a large target market; single step buying process, shorter sales cycle; brand identity created through repetition and imagery; and emotions affect the buying decision based on status, desire, or price. Whereas, Business marketing is relationship driven; its aim is to maximize the value of the relationship; generally serves…

      Intellectual property is a general term that includes all products of the human mind.

      Accuracy is a term used to describe the authenticity and accuracy of information which is being collected and processed. Accessibility describes the right to access information and payment of fees to access it. Legal Environment of E-Commerce Companies operating on the web must comply with the same laws and regulations required for all businesses. Failure to do so may result in the same penalties as…

      and/or sucking. As for Erikson’s stage is the trust vs. mistrust stage that has the child to learn to gain the trust or mistrust of their parent’s or caregivers. The second stage is 1 to 3 years old and in the Freud stage it is the anal stage. In the anal stage for Freud, the children get a sense of power to control and learn how to potty train themselves to become masters at a sense of growing up. In Erikson’s stage it is Autonomy vs. Doubt. Autonomy vs. Doubt contributes to children controlling their…

      Book vs Movie, Disappointment in the Difference of Gone with the Wind

      751 Words | 4 Pages

      movie, and “Gone With the Wind”, the book, tell an epic story of life in Georgia at the time of the Civil War and Reconstruction Era and the effect of the war on the life of a spoiled Southern belle, Scarlett O’Hara. But there are significant differences in the characters, events and perspectives that made me realize that a screen adaptation will never be able to capture the details and background stories that are included in a novel. Characters . For those who have never read the book, the…

      but based on the possible outcomes it should be deemed wrong or right. Should Nestle have used the Act Utilitarian theory prior to practicing their marketing tactics on third world countries, instead of being set in egoism, they would have concluded that what they had planned to do was ethically wrong. The positive values of using these marketing tactics would have been: greater profits to the Nestle company, worldwide recognition of the brand name itself, assistance to those mothers in third…

      Global Marketing Strategy - Standardization vs. Adaptation Essay

      2170 Words | 9 Pages

      Companies, 2003) . To standardize or adapt when going or planning to go international is the most difficult and delicate decision to make for any company. This decision may affect all the operations of businesses of the company i.e. Human Resources, Marketing, Research & development, Production and Finance. Every company has a different outlook towards foreign markets, this outlook is explained by three models which help the company analyze whether they should standardized or adapt in international markets…

      Marketing industry has evolved exponentially.

      Since the days of late 20th century when advertisers were limited by medium and demographics, this industry has came a long way. This dramatic evolution was set in motion by Internet. Internet reaches and touches every aspect of our lives and brings with it a set of new rich colored graphical ads and catchy phrases. All of this digital marketing mania is mostly controlled by two IT giants, Google and Facebook. In this article we discuss the marketing…

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