B2b Marketing Vs. B2c Marketing

Introduction

In an ever-changing world, the way of doing business has dramatically evolved to accommodate the needs of the global market. Before the introduction of technology the traditional way of doing business was precisely through brick and mortar buildings. However, since the Internet, business has changed the way they reach new and existing customers. The use of the web has given businesses the capability to invade additional markets. B2B and B2C are two major categories in E-Commerce. B2B involves electronic transactions that take place among two or more companies. B2C symbolizes the Business-to-Consumer transactions that take place among a business and a customer. Business-to-Business is one business selling, or attempting to sell products to another business, while Business-to-Consumer is a company that sells directly to individuals. With these two different types of customer bases, the marketing methods used to reach and attract businesses can be quite different from those used to reach individual consumers. Once a decision is made to develop a business the owner must consider quite a few things such as who will be the target audience; will it be a business, or a consumer? Business-to-business and business-to-consumer marketing is very different. Some believe that marketing is the same whether marketing to a consumer or to a business. Despite what others may think the two are very different. An explanation of the differences in marketing among the two shall be presented throughout this paper.

B2C Marketing

Marketing on a Business to Customer site is basically described as targeting the masses. An example would be when a company has a product offer that applies to millions of potential buyers and the message is targeted directly towards them. To be successful the company is most likely to position the product in a way that the average person will take notice. Companies attempt to make the decision easy for the customer by making a product that is appealing, easy to buy and easy to obtain. Another tactic that the company uses is offering a price range that is comfortable for the consumer. For example, the starting package may begin at $9.99 and increase up to a few hundred dollars. This will allow the customer to try it out at a low price and determine whether or not the item is for him or her.

There are many rules that apply to the B2C market. The most popular is to make good use of positioning tactics. This includes trends. For example, the iPod has become a very popular gadget that has taken the world by storm. Companies that produce these products are aware of this and want to make customers feel like they have to have one to be a part of the in-crowd. Much of today's marketing techniques play on the customer's feelings by making them believe that if they purchase a certain product they will feel better, look better, or even have more confidence.

Fear is another tactic that companies will use to lure more customers to their product. Sending the message that the product will address a specific need or problem will get the attention of those that are looking for the next solution. Along with this message companies want to make others feel that their products are the safest and most well-known, or most used brand.

B2B Marketing

In B2B marketing a company attempts to target a prospect that has a specific set of problems or needs that relate to the business he or she may work for. The price range of products for a B2B can be much higher than the price of consumer goods. A good example would be software. It can cost anywhere from hundreds to millions of dollars. Companies that participate in B2B marketing need to clearly address the key points of the selected audience to be successful. The company will need to explain the value of the product for the business, how it will assist in resolving issues, and how it will measure up in the future.

B2B can be extremely challenging because companies are looking for products that will accommodate their needs for years to come. Businesses will not spend money on something that they can use only for a couple of months. The commitment is meant to be for years. This factor makes the decision making process even more complex which results in even more hard work for the marketer.

The terms B2B and B2C were invented to decipher the difference in internet commerce business that has a predominant customer base versus those whose market specifically to businesses. Although the marketing programs are the equivalent for most

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