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Essay text:
The following table summarizes some of the differences between B2B marketing and B2C marketing.
B2B
? Relationship driven
? Maximize the value of the relationship
? Small, focused target market
? Multi-step buying process, longer sales cycle
? Brand identity created on personal relationship
? Educational and awareness building activities
? Rational buying decision based on business value
B2C
? Product driven
? Maximize the value of the transaction
? Large target market
? Single step buying process, shorter sales cycle
? Brand identity created through repetition and imagery
? Merchandising and point of purchase activities
? Emotional buying decision based on status, desire, or price
(Murphy, 2007)
As mentioned in the previous table B2B marketing is often relationship driven while B2C marketing is more product driven...
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