MARKETING: VARIATIONS BETWEEN B2B & B2C
Variations between business-to-business (B2B) Web-based marketing operations and business-to-consumer (B2C) Web-based marketing operations are identified and reviewed. The variations between B2B and B2C in relation to marketing are as follows:
B2B: Between and Within Value Chains [B2B marketing most typically occurs among and with the value chains relevant to a firm; thus, B2B partners typically are not strangers] (Minett, 2001)
B2C: Through Intermediaries or Directly to End Users [B2C transactions frequently, but not always, involve intermediaries between producer and end user] (Minett, 2001)
B2B: Determined by Utility to Acquiring Firm [firms tend to buy what they need to do business, as opposed to what a buyer may want for other reasons; thus, the value to the buyer of the item purchased is determined by its utility to the buying firm in improving operating efficiency] (Wright, 2004)
B2C: Determined by End-User Perception [B2C buyers seek products to satisfy a variety of needs and wants; however, improving operating profitability is seldom the factor that determines the value of the item to the end user] (Wright, 2004)
B2B: Relatively Small [B2B customer lists typically are relatively short, reflecting the specialized business target market for a product] (Murphy, 2002)
B2C: Very Large [B2C customer lists typically are very long; large customer bases are required in B2B marketing because per capita sales tend to be relatively low] (Murphy, 2002)
B2B: Complex & Lengthy -- May Involve Multiple Decision Makers [typically, the larger the firm is, the greater is the number of people who have an input into the buying decision] (Minett, 2001)
B2C: Relatively Simple & Short [many B2C transactions involve only one buyer decision-maker; few involve more than two] (Minett, 2001)
B2B: Buyer Wants to Purchase [typically, B
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