Marketing: B2b Vs B2c
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Marketing Defined: B2C vs. B2B
Marketing
Many might say that marketing is marketing no matter to whom or through what medium a company attempts to market their products or services. And to some extent this might be correct. This paper will look to define marketing from a business-to- consumer (B2C) viewpoint and also from a business-to-business (B2B) perspective. Additionally, this paper will seek to explore the differences between these to marketing platforms and give examples of each.
A primary similarity
Whether undertaking a B2C or B2B marketing campaign, a company first needs to determine who its customer is; is the customer a company with varied, high volume needs; or an individual who purchases only occasionally or on impulse. Is the customer a company with supply deadlines and customers of their own to whom they answer; or is the customer a parent with a deadline for getting a certain piece of sporting equipment for their child? The motivation behind the purchases and the emotional involvement of the purchaser can vary dramatically between B2B and B2C transactions. It is imperative that a company determine and define its customer before venturing into marketing campaign with any hope of success.
Business-to-consumer marketing
Business-to-consumer marketing refers to marketing strategies aimed at acquiring and retaining customers within the general populous of shoppers; to turn casual shoppers into buyers. This marketing is geared to individuals rather than corporations. An example of this type of marketing strategy would be found in the actions of Sears. This company is one of the long-time players in the business to consumer marketplace. Originally, this company, founded in the late 19th century, was primarily a catalog company. Its marketing strategy might be thought of as bringing selection and options to people no matter where they were.
Today, this company continues to focus its marketing on the individual consumer though its continued use of catalogs as well as retail outlets, and a web catalog portal.
Business-to-consumer marketing tends to also employ more merchandizing tools such as displays, brick and mortar or virtual store fronts, coupons, and other offers. Debra Murphy states in her article entitled Marketing for B2B vs. B2c – Similar but Different, that
“B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customers interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store.”
Business-to-business marketing
The goal of business-to-business marketing, or B2B marketing, is also to convert prospects into customers, however, the customers purchasing motivation is different and the process can often take longer and become more involved. An example of a company engaged in business-to-business marketing might be Aramark, a provider of a variety of services and products to a variety of business customers. Table 1-1, taken from Aramarks website, outlines the diversity of their offerings and their customers. As noted, Aramark provides not only work apparel, but also everything from facilities management to food service and cleaning services, among others.
Table 1-1
Facilities Management
Business and Industry
Uniforms and Work Apparel
Colleges and Universities
Food Service and Refreshments
Healthcare
Lodging and Guest Accommodations
Parks and Resorts
Clinical Technology Services
Sports and Entertainment
Cleanroom Services
School Districts
Correctional Institutions
Conference Centers
Convention Centers
Public Safety
Senior Living
A marketing strategy for this type of relationship is more focused on building long-term relationships and generating leads. This type of customer may require submitting a response to a Request for Proposal (RFP) at which point, the company must structure its pricing and marketing to fit within the perceived field of challengers for the business.
Companies engaging in B2B commerce often need to pass through a multi-tiered purchasing structure, all the way needing to re-sell their services or products to everyone from the influencer in the purchasing process to the true decision-maker. Use of telemarketing, direct mail, newsletters and webcasts may all be utilized in conjunction with one another in an effort