Marketing_B2B_vs_B2C Write a 700 -1050 word paper (18 points) that explains how marketing differs for a B2C site compared to a B2B site. Give Specifics. Two references are required.

Essay by alfredruizUniversity, Bachelor'sA+, April 2008

download word file, 3 pages 5.0

Marketing: B2B vs. B2C � PAGE \* MERGEFORMAT �1�

Running head: MARKETING: B2B VS. B2C

Marketing: B2B vs. B2C

Al Ruiz

University of Phoenix


Marketing: B2B vs. B2C

Business-to-business (B2B) and business-to-consumer (B2C) marketing is similar but different. Even though both businesses operate in the same environment, the differences in the marketing message can be very different. This paper will analyze the marketing differences and any similarities that exist between the B2B and B2C entities.

Marketing Programs

Marketing programs tend to be the same for a B2B and a B2C. Marketing tools such as direct marketing, advertising, internet marketing, public relations, and alliances are the same for both types of businesses. The big difference between the marketing of a B2B compared to a B2C comes down to how these marketing tools are used, what they say, how they are conducted and what the outcome of the marketing effort is.

The first step in marketing for a B2B and to a B2C is the same. This task is to identify the target audience and determine what they need to hear from the company. Once this is determined, the B2B and B2C marketing programs diverge. (Murphy, 2002)

B2B Marketing Plan

The B2B marketing plan normally tries to convert potential prospects into actual customers. This marketing campaign tends to be a long and very involved process. The B2B will focus on building a solid relationship with leads of the prospective business that can eventually be converted into a customer and an actual sale. The B2B marketing programs attempt to educate many different groups in the target audience since in a B2B the decision to purchase products normally involves many individuals from a company. As an example, in an email campaign the object is to have prospects go to the B2B's website to...