WEEK 1 DAY 7
B2B and B2C Marketing
1. Introduction
Businesses sell their products and services to different types of customers. Some businesses sell mainly to other businesses, while others sell directly to individual consumers.
These two major business models are known as:
B2B — Business to Business
B2C — Business to Consumer
Understanding the difference between B2B and B2C is important in marketing, sales, communication, and business management because each type requires a different approach.
2. B2B — Business to Business
B2B stands for Business-to-Business.
It refers to transactions where one company sells products or services to another company or organization.
Examples
A software company selling management software to a university.
A marketing agency providing advertising services to a company.
A manufacturer selling computers to a technology retailer.
A wholesaler supplying products to supermarkets.
In B2B, the customer is another business, rather than an individual consumer.
Characteristics of B2B
1. Professional decision-making
Purchases are usually made based on business needs, quality, cost, efficiency, and return on investment.
2. Longer sales process
B2B purchases can take longer because several people may need to approve the purchase.
3. Larger transactions
Businesses often purchase products or services in large quantities or sign long-term contracts.
4. Relationship-focused
Building trust and maintaining long-term relationships are very important.
5. Rational communication
B2B marketing usually focuses on facts, benefits, results, and business value.
B2B Example
Imagine a university needs a new student management system.
A software company approaches the university and offers its system. The university evaluates the price, features, security, and benefits before making a decision.
This is B2B because:
Software Company → University
3. B2C — Business to Consumer
B2C stands for Business-to-Consumer.
It refers to transactions where a business sells its products or services directly to individual customers.
Examples
A clothing store selling clothes to customers.
A restaurant selling food to customers.
Netflix providing entertainment services to subscribers.
A supermarket selling groceries to individuals.
In B2C, the final customer is an individual consumer.
Characteristics of B2C
1. Shorter buying process
Consumers can often make purchasing decisions quickly.
2. Emotional influence
Feelings, personal preferences, trends, and brand image can strongly influence purchases.
3. Smaller transactions
Consumers usually purchase products in smaller quantities for personal use.
4. Large number of customers
B2C businesses usually target many individual consumers.
5. Simple and attractive communication
B2C marketing often uses social media, advertisements, discounts, videos, and other engaging content.
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