B2B and B2C Marketing Strategies

1422 Words Oct 8th, 2006 6 Pages
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. Business owners, members of the management team and key decision-makers are primarily the target for B2B marketing programs. According to Management Centre …show more content…
Companies purchase these products or services for what they deem would help the organization become "profitable, competitive and successful" (Bly, n.d.).
• Bly points out that most B2B customers are well-informed on the features of the products/services being offered; hence, marketing copywriters must conduct a comprehensive research to effectively market the product or service. Business customers are more inclined to respond to marketing materials that offer information. On the other hand, the general public has the tendency to be influenced by slogans or curiosity with products which they do not necessarily know, need or want.
• Consumers respond to colorful marketing material; in contrast, business buyers are more concerned with the type and amount of information provided by the marketing material.
• B2B involves a multi-step buying process; therefore, marketing efforts involve the use of several tools/mediums in addition to human intervention before a purchase agreement is reached. In a B2B environment, the decision to purchase a product or service is typically made by several people (management team or department). Therefore, B2B marketing teams "must address the needs of the people involved in the decision" (Bly, n.d.). In comparison, it is usually the consumer's sole decision when he/she wants to purchase a product or utilize a service.
• In a B2B setting, business buyers look for products or services that would
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