Relationship Driven

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  • Topic: Marketing, Business-to-business, Business-to-consumer
  • Pages : 3 (995 words )
  • Download(s) : 283
  • Published : September 11, 2007
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B2B vs. B2C Marketing
Business-to-business (B2B) is a term used to describe transactions of goods or services between businesses as opposed to business-to-consumer (B2C) which describes activities of commercial organizations serving end customers with products and/or services. B2B and B2C marketing is different. There are profound differences that a business must remember when developing marketing activities. Although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth, and alliances), how they are executed, what they say, and the outcome of the marketing activities differ (Murphy, 2007). 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
•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. A B2B company needs to focus on relationship building and communication. This requires a commitment of time and good customer service prior to ever making the first sale. In B2C, customers tend to place a great deal of emphasis on price comparisons. Customers go shopping online for the best possible price. B2C companies employ more merchandising activities like coupons, displays, store fonts, and offers to entice the target market...
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