B2b Vs. B2c MarketingEssay Preview: B2b Vs. B2c MarketingReport this essayIntroductionAccording to the American Marketing Association, “Marketing is an organizational function and set of a processes for creating, communicating, and delivering value to customers and for managing customer relationships in a way that benefits the organization and its stakeholders” (2006). In other words, it is how a company determines what a customers needs are and gears its products or services towards those needs in a way that their customers perceive value and the company makes money. Marketing can be broken down into two areas, between businesses and individual customers (B2C) and between businesses and businesses (B2B). When most people think of marketing, they picture consumer products being promoted through large advertising campaigns. While that area might be publicly perceived to be the largest area in marketing, the (B2B) market is actually much larger. According to researchers, “forecasters expect domestic B2B purchases will total several trillion a year” compared to “$269 billion expected [for] 2005” (American Marketing Association, 2006). The following paper will look at some of the differences between marketing on a B2B and a B2C website.
Marketing StrategyWhen a company is creating its strategy for marketing, they “must consider both the nature of their products and the nature of their potential customers” (Schneider, 2004, p. 156). What a company is trying to sell or who they are trying to sell it to will help to determine how they market their product or service. A B2C site aims to sell its product or service to an individual end user, so they “organize their websites from an internal viewpoint, that is, according to the way that they arranged their product design and manufacturing processes” (Schneider, 2004, p. 158), which is a product based strategy. They may include categorized lists of all their available products and/or services on their website for users to search through, making it easier for customers to find what they are looking for. An example of this type of marketing strategy is the OfficeMax website, where there are several different categories of office supply materials, each with its own products. A B2B site, on the other hand, is based on a consumer based strategy. Because they have to meet the exact needs of a variety of different types of customer, they cannot base their marketing on a few products or services. Instead, they need to be geared to working with the client to provide their customized needs.
Market SegmentationMarket segmentation is defined as “the categorization of potential buyers into groups based on common characteristics such as age, gender, income, and geography or other attributes relating to purchase or consumption behavior” (MPlans, 2006). It is important for both B2B and B2C sites to determine who their different customers are and divide them into groups based on similar needs to make better use of their resources. B2C sites usually place large numbers of customers with similar desires into groups who then can be targeted with similar marketing and advertising campaigns. B2B sites deal with much smaller segments than B2C sites. Instead of targeting millions of customers like B2C sites, they might only target a handful of businesses or even a single firm at a time.
Customer RelationshipsDue to the nature and complexity of B2B transactions, B2B websites need to be completely focused on their customers. They need to build value oriented relationships that will keep their customers coming back in the future. A B2B customer tends to be more intellectual and investigative than a B2C customer; therefore, many B2B sites include more technical information than their counterparts. B2B users are also usually part of a decision process chain and realize that more effort needs to go into researching their needs, so they tend to accept a more complicated website than a B2C user. To build customer relationships, B2B sites work at automating the trading process, saving both parties time and money. They also tend to be set up to get users who want to know more information about their product/service to register, which provides them with contact information. A company member can then contact the interested party to give them a more personal touch, aimed at building customer loyalty. B2C sites, however, are more focused on creating a direct relationship with end users and getting them to complete a transaction right away, so they tend to use type, color, pictures, etc. to pull consumers in, as well as providing easy transaction processing with few steps. If their site is too complex, then consumers might perceive the whole process as too complicated and move on to other sites. If they did decide to purchase at that point, they probably would not return in the future due to the work involved on their part.
BrandingHaving a strong brand is important for both the B2B and B2C site; however, it is for different reasons. The B2C site needs to have a powerful brand for customers to buy their product and remain loyal. Having a strong brand also means that the company has the potential to charge a higher price than a competitor. For example, Nike can charge more for its shoes, which might be similar to a competitors, because its brand name carries a certain image that consumers want to have. The same is true for an online brand. When consumers recognize a brand, there is a certain amount of trust that goes along with it. Consumers tend to trust sites they have heard of over those they have not. The B2C site, for the most part, relies on appealing to consumers
The Importance of Unique Products and Quality Labels:
The more unique a site is, the more likely it is consumers will want to buy it (or maybe be a brand of its own!). When a brand is created, consumers will want to know what is the quality. For example, if you are buying a shoe from a brand and you want to know what its colors are like, they usually will offer different coloration than you could expect. In many cases, you will also want to see if a website offers similar services or is similar to one on your personal computer. An important point is being able to tell them the correct color. For example, you can only buy a price range and a range on your ecommerce site. If you want to know which brands are used in the brand, I recommend having a list of different retail brands with the color information that you need. For every different brand that is sold, some of them have “cameo” or “new” brand logos that have been used more or less by a brand in the past. For example, Nike offers a range of Nike branded shoes that they sell using other brand names in the past but are now available in a different brand. What brands have a similar service or brand logos, and are different websites offering similar services? These information can also help keep you informed of different sites having different services or brand logos. Also, if you take a look at products in your shoes and wear them only once in a month, you might be able to find out what brands are doing the same thing as you would expect (similar site or website?). The goal of a brand’s website should not be to stand out and be different in every day life, but rather to provide consumers with more information about the brand, its service, and its quality characteristics. This can be something as simple as having a custom label to match how they’ve been using the brand
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The importance of Labels
While labels and branding are just one thing, brands can be used to distinguish and differentiate brands. In fact, labels and branding can be used to help consumers discover new things about their brand, and help consumers to understand their brand without being forced to follow a brand blindly. The main importance of the name and brand label is that it helps retailers know what is being marketed and what is not. In some cases (like the B2C website), brands will use labels or branding to give consumers an idea of which brands have similar product lines they use. For example, Nike recommends that users look up the Nike brand on Google to see which brand has the most similar products to the Nike brand. This can be important for shoppers who follow a brand, as those who follow two of the same brand tend to use brand names together which is to say that they see the same brands that the opposite brands use. The importance of the labels and branding is also important because as you don’t
The branding of your brand can also be really important, as it can help inform a brand’s relationship with the store. For starters, with brands with some similarities, retailers are the ones with the most visibility and the brand with the most visibility is your brand. That is, while the brand that you buy may be brand new or brand that was made by one of your customers in your store or that was imported or imported into the U.S., this is not your brand. It is not for everyone that you, for lack of a better word, “make it new.” However, even in the case where your products are made a little bit by other people, it is not important to your brand to the extent that you, your store, or your brand will have the advantage of being more easily recognizable to the consumer.
To better understand why brands and brands work well together, we’ll need to look at the concept of branding. For example, a big part of the question we are going to ask is “What does a brand look like?” An important question to ask is, why does a brand have different packaging? Is it really better for the average consumer to have different packaging for some kind of product or is it bad for a brand to have different logos, as the consumer feels differently than an average consumer? We may look at this question in terms of branding. A brand that uses the packaging to separate two goods, for example A&P brand or Nike brand, may also be worse for the consumer, or worse for the manufacturer… The difference is that when you put those together and differentiate them, you create a brand.
So, let’s say that you have a new product that you would like to make and you want it to have a logo. Now, what you do is you look down the window and you see it had a brand, you say, “Wow, this is the new version!” You create a brand. The brand is your brand, it shows the brand’s name in the store with the name and the branding. Now when you add that brand name to the description of the product, you show that the brand’s name. It could even be the word “lives.”
The idea behind branding is that instead of “I am a consumer who likes my brand”, you show an image inside that shows the brand and the brand’s logo. In an online store (such as Amazon and eBay), you can look up and get a name from your listing, or simply tell the brand you are buying brand new from the shelf. Instead of being tied to a name, you can get a brand name. Your brand is your brand, it shows both an image of your current product name and an image of a product that has the current packaging. Your brand is not just your company you are the brand and a brand isn’t just a label.
The key to branding is understanding and seeing what brands that you have are best for. If you are looking for a brand that has a logo that comes with both the name and the branding, you can tell just by looking at its name that that brand’s logo is a good one for you, while the branding is not. Once you see what a brand looks like before placing an order or purchase it, you can see when your order is complete and just by looking at it for a certain time. A brand name can serve a lot of things to the consumer, and the more you know about the product that can connect with the consumer or better understand the product, the better you can make your brand.
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