Consumer Marketing: Business Market Vs. Consumer Market

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BUSINESS MARKET VS CONSUMER MARKET Broadly speaking, the practice of a purveyor of goods trading with another is as old as commerce itselfMichael Morris, Leyland Pitt and Earl Dwight Honeycutt say that for several years business marketing took "a back seat" to consumer marketing.In relation to marketing today, its history is more recent He adds that the bulk of research on business marketing has come in the last 25 years. This entailed providers of goods or services selling directly to households through mass media and retail channels. David Lichtenthal (professor of marketing at Zicklin School of Business) notes in his research that business marketing has existed since the mid-19th century. This began to change in the middle to late 1970s.…show more content…
consumer marketing Despite the differences between business and consumer marketing from a surface perspective being seemingly obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner note that business marketing generally entails shorter and more direct channels of distribution. While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While advertising is limited, it often helps the business marketer set up successful sales calls. Marketing to a business is trying to make a profit (business-to-business marketing) as opposed to an individual for personal use (Business-to-Consumer, or B2C marketing) is similar in terms of the fundamental principles of marketing. In B2C, B2B and B2G marketing situations, the marketer must…show more content…
In B2C, the buyer is mostly an individual who needs the product or service for his or her own use. Offerings are evaluated mainly on price, reviews and word of mouth, although these are factors in B2B marketing as well A B2C sale is to a "Consumer" i.e. to a single person who pays for the transaction. A B2B sale is to a "Business" i.e. organization or firm. Given the complexity oforganizational structure, B2B sales typically involve multiple decision makers. The marketing mix is affected by the B2B uniqueness which include complexity of business products and services, diversity of demand and the differing nature of the sales itself (including fewer customers buying larger volumes).[5] Because there are some important subtleties to the B2B sale, the issues are broken down beyond just the original 4 Ps of marketing developed by
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