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Essay text:
The difference is how each marketing program is executed, what is said in the program, and the outcome.
Business to Business or B2B marketing and Business to Consumer or B2C marketing follow different rules but the outcome is still to sell the product or service to who needs or wants the item. Below is a listing of how the marketing needs to think to market to the target group they are after.
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 decisions 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 decisions based on status, desire, or price
B2C sites are colorful, animated, and have lots of graphics...
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