Causes Of Failure Of Amazon

Causes Of Failure Of Amazon
In the case of e–commerce, which is the industry type Amazon works on, a market failure causes
would be: Externalities – those can be positive or negative and occur when a demand for a product
increases or decreases. In e–commerce, if a website sells only a certain category of items it has more
chances to increase sales if there is a high demand on this particular category, when demand
decreases, the website will be less accessed and loose profit. Sometimes profit is so small that it is
not sufficient to sustain the website, leading to its closure. Monopoly or oligopoly market structure:
a new company will probably fail for hardly sustain itself if attempting to enter a market where big
firms already have high dominance. For example, if a company decides to offer what Amazon offers
will not be able to succeed as much as Amazon as it is very ... Show more content on
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The expected result is to achieve a moderate percentage of market share and profit. Challenge: to
expand Fazenda Mirassol company to a global market. To gain awareness within South Africa
market and be able to make contracts through IMC implementation. To go ahead with the new
service of international distribution. To attract international businesses Market description: Fazenda
Girassol is an Angolan based company founded by agricultural engineers and it is actually the leader
in fruit and vegetables of the country. With a team of more than 500 people, with deep experience
and knowledge in production and distribution of fruits and vegetables in Angola, the Fazenda
Girassol was a pioneer producing several national products. Specific segments being targeted during
the first stage include groceries, supermarkets, restaurants and food stores in the country of South
Africa. The most important objective of this communication is to make Fazenda Girassol services
familiar and desired within South Africa. Measurable goals and
... Get more on HelpWriting.net ...

Identifying Differences Among Businesses
Identifying Differences Among Businesses In order to identify, analyse and evaluate the major
differences along the supply chain between the business–to–business (B2B) and the business–to–
consumer (B2C) marketing in the manufacture and retailing of fast–moving–consumer–goods, it is
important to define the different terms. According to Wright, the supply chain can be defined as 'the
entire network of suppliers, factories, warehouses, distribution centres and retailers that participate
in the process from raw materials to finished products.'(www.soltempo.com) The fast–moving–
consumer–goods (FMCG) can be defined as 'the retail goods with a short shelf life either as a result
of high consumer ... Show more content on Helpwriting.net ...
The research market In B2B, Wright states that 'the pressure to get industrial products with the right
benefits to market ahead of the competition is the main concern' (Wright 2004). Secondary
researches such as the market, the trends are more used than primary researches as organisations'
activity is based on economic and industrial trend. In B2B, there is a focus on making the products
matching the consumer demand. Secondary researches are needed but primary researches about
consumers' psychology are more important as their wants and needs are changing over the years.
(Minett 2002) 2.5. The segmentation In B2B, customers are segmented by industry and individual
company needs as they are not numerous. There are two types of segmentation, the macro
segmentation and the micro segmentation. Both must provide the supplier with added value to offer.
The macro segmentation uses different factors: it distinguishes 'one sector from another, one
industry from another and one type of organisation from another' (Wright 2004). Segmentation is
by: · type of market: industrial and/or consumer markets · geographical area · type of industries:
manufacturing, service or agricultural industries · public, private or not–for–profit sector · small,
medium or large companies · products and services offered The micro segmentation subdivides into
smaller segments

The Utilization Of Social Media Marketing
This report provides a detailed analysis of the significant similarities and differences between the
utilization of social media between Business to Business (B2B) marketers and Business to
Consumer (B2C) marketers. This analysis is necessary to combat the widely accepted notion that
social media marketing campaigns primarily serve B2C marketing only. To contest this false
stereotype, this paper will justify reasons that B2B social media marketing is not only pertinent, but
is also crucial in the success of companies to establish and maintain relations with customers in
modern times.
Additionally, previous research has shown that B2B marketers will use media "targeted at
professionals whereas their B2C counterparts tend to utilize more sites targeted to the general public
for engaging in one–on–one dialogue with their customers. Moreover, B2B professionals tend to use
relationship oriented social media technologies more than B2C professionals for the purpose of
prospecting, handling objections, and after sale follow–up." (Moore, Jesse N., Christopher D.
Hopkins, and Mary Anne Raymond) This report will outline directives B2B marketers can take to
better understand their customers and their needs, develop their brand, and efficiently use real time
data to gather analytics and improve relationships. These directives derive from tactics B2C
marketers have incorporated in their social media marketing practices. Specifically, this report will
examine Coca–Cola's successful B2C

Case Study: Hubspot
HubSpot Case Study
HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. They headquartered HubSpot
near MIT in Cambridge, Massachusetts. Brian Halligan became the CEO and served as HubSpot's
evangelizing front man whereas Shah became chief software architect and focused on product
development. HubSpot is internet marketing industry that develops and markets a software–as–a–
service product for inbound marketing.
Inbound Marketing:
Inbound marketing is promoting the company through blogs, Podcasts, eBooks, Videos, software
engine optimization and other content marketing which brings customers closer to the brand.
Pros:
Inbound marketing focuses only on attracting the customers who are interested in the product.
It doesn't require ... Show more content on Helpwriting.net ...
Organization cannot bring leads themselves, they have to wait on marketers to bring the leads.
Outbound Marketing
Buying attention, cold calling, TV advertising, spam, telemarketing and traditional advertising is
considered "outbound marketing".
Pros:
Standardize marketing strategy for all companies.
Marketing strategy that involves direct selling and advertising.
Not so diverse market, making it easy to get new customers as their target is predetermined.
Requires less time to close the sales as organization get their own lead instead of waiting for
marketers.
Cons:
Markets even to people who doesn't care.
Consumers feels bombarded by the daily deluge of commercial message.
Less returns on investments.
More Aggressive marketing and less cost effective.
Inbound marketing include templates to help costumers design contents for websites, blogs; tools to
optimize their content exposure on the internet; tools to help costumers solicit and engage the right
customers; and tools to analyze their results. Companies should adopt inbound marketing as usage
of these tools would help companies get the costumers to view their products more easily and
increase their

B2C and B2B Marketing Comparison
B2C and B2B Marketing Comparison Marketing ultimately depends on who you are delivering your
message to. With Business to Business (B2B), an organization has to know the businesses needs, its
current situation, competitors, trends, technology and costs. Business to Commerce (B2C) is also
about knowing who you 're selling to. You have to know their wants and needs, your competition,
distribution, supply chains and costs. Often, B2B sites are more informational and technical. There
is less branding, or at least a different kind. It is not so much an emotional connection as an
intellectual connection. B2C sites are more entertainment. They often change with promotions and
products, and are made simpler for ease of navigation for the common ... Show more content on
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For example, a vice president of manufacturing does not clip a coupon and order a $45,000 machine
by mail. He would first ask the selling organization for an informative brochure. Then a sales
meeting would occur if the buying organization is slightly interested. Then a demonstration would
be the beginning of a 30–day trial period for the buying organization. If the buyer is satisfied then a
proposal or contract would be conjured up. Therefore, it is not a single piece of advertisement that
wins a pricey contract. It takes a series of letters, brochures, presentations, ads, and mailers
combined with the efforts of sales associates to find a steady paying customer that will contribute to
organizational longevity. When considering to buy personal hygiene items or groceries, now one
consults with a team on the purchase. In almost all B2C selling situations, the purchase decision is
made by an individual. But a business purchase is usually a team effort with many experts involved.
Because of this reason, a business purchase is hardly an impulse buy. There are many influences
involved with the decision such as the purchasing agent and company president, to technical
professionals and customers. Each of these reviewers has different concerns and criteria by which
they judge the product or service. In order to make a successful purchase, all of the reviewer 's
standards must be met. Overall, in order to succeed, business owners must attract and retain a
growing base of

The Impact Of Marketing On The World With Hyper Competition
EXECUTIVE SUMMARY:
Globalization and the world with hyper competition, all types of business need strategies to move
forward and survive. Management of finance, cost, transactions, and marketing are all needed. But
with this we also need customers to be managed and to be take care of. The nature of customers is
the same but the nature of a seller is slightly different, in both sectors: B2B and B2C. Attitude and
behavior is considered. CRM is software which has helped many organizations achieve competitive
advantage and make better relations with customers. B2C and B2B sectors are taking advantage of
this software. The report shows the differences of the sectors and also how they can implement it
with different tactics. The importance of ... Show more content on Helpwriting.net ...
CRM software applications support the automation of these processes and best practices."
CRM consists of some prominent features according to Margaret Rouse:
1. Identify the best key customers and then target them with further offerings. Not only has this but
also helps in making quality service by the CRM team.
2. It makes communication very easy. For example when a customer has all his information saved in
the CRM software, hence whenever he calls for a delivery all information of his will be displayed
like address, mobile number etc. The delivery team will not waste time on asking such questions he
would rather pay attention to the service.
3. CRM helps in achieving customer satisfaction
4. A strong relation can be built and also this information can be passed on to the distributors to
make them aware of their customers needs.
Jay Ivey has explained what CRM software basically has:
1. customer data management
2. Interaction can traced on phone, internet etc.
3. The workflow process cannot be stopped. For example if any task is completed it will be deleted
automatically and if any task pending it will remind us on and off
4. Reminders and alerts of new entries and any left from the organization.
Appropriate CRM software helps in managing the sales process easily. If it fits your industry it can
help in solving problems and even avoid problems in the future. Revenues san also boost up.
B2C AND B2B:
B2c is that type of business

The Nature And Complexities Important Aspects Of B2b And...
B2B Assignment 1
INTRODUCTION
This assignment is to understand the nature and complexities included in B2B marketing. This
assignment also includes the important aspects of B2B and B2C marketing. The objective is to
discuss how B2B differs from B2C.
B2B is basically for longtime sales practice called business–to–business while B2C signifies
business–to–consumer. B2B deals with commerce transactions between businesses, not the general
public, and B2C provides products and services directly to the end user. The initial step in forming
marketing strategies for both B2B and B2C is to some extent similar.
UNDERSTANDING THE MARKETS AND THE BUYERS
Identifying needs and wants of the customer should be the first thing to do for a seller. Also
identifying ... Show more content on Helpwriting.net ...
B2C sales representatives are accustomed to a moderately short purchase cycle and a much closer
association with marketing and e–business. Exchanging to the B2B world would have a tendency to
baffle most B2C salesmen because of the more extended term technique and necessities for
relationship building. Then again, moving from B2B to a retail environment may turn out to be
excessively serious for the normal B2B sales proficient, with little of the consistency or arranging
they are utilized to. In either case, while fabricating a successful sales force, you ought to consider
the foundations of your business

Hubspot Case Study Essay
Problems
Founders Brian Halligan and Dharmesh Shah of upstart inbound–marketing firm HubSpot have
come to a crossroads in their business model. The direction of the company must adapt in order to
continue on the stated path of growing as big as possible, as fast as possible. HubSpot is facing two
problems that it must address in order to accomplish its goals.
First, HubSpot has a corporate culture centered on an evangelical attitude towards inbound–
marketing. HubSpot offers the services of inbound–marketing, which uses strategies such as Search
Engine Optimization (SEO), the ability to write compelling content that attracts customers and the
ability to attract and engage a community of followers who interact with the content.
It ... Show more content on Helpwriting.net ...
While not going so far as to begin cold–calling for new clients, HubSpot could develop a targeted
outbound–marketing campaign in environments such as industry trade shows that may open up the
company to potential customers who may have yet to hear of HubSpot, try their services or contact
them about service subscription. If done properly, HubSpot could use an outbound–marketing
strategy for its inbound and outbound services while still staying true to its roots.
Alternatives for pricing
The pricing structure has the potential to evolve in a number of different ways. HubSpot could go
begin selling subscriptions for longer intervals beyond month to month to lock in customers for
longer periods of times. This could be particularly beneficial for keeping the Owner Ollies from
canceling services immediately after receiving the majority of the added value.
HubSpot could also begin charging B2B and B2C customers differently as well. B2B customers
derive greater value and could be charged an added premium or conversely B2C customers could be
given an added discount of services if combined with a longer subscription purchase.
Hubspot could also increase its initial fee of $500 for Owner Ollies who reap the majority of the
benefits upfront and who don't require as much customer service. A discount to this increase could
be coupled with participation with the CMS service, thus increasing the chance the customer stays
with HubSpot

How Mobile Marketing Effectively Engage Customers
How to Utilize Mobile Marketing Effectively to Engage Customers
As the screen spaces of mobile devices are limited especially on smartphones, the first principle,
only present what really matters when originating the content, is a virtue. Besides, since users often
have a habit of scanning their news feeds for news when browsing on their mobile devices, the
screen time of each post is extremely limited or perhaps it is just a three–second trial. No matter a
content is designed for a post or an advertisement, in order to employ such brief exposure wisely, it
is important to devise it much like an orchestra and deliver a succinct message. Here are 10 incisive
guidelines as an ultimate mobile marketing playbook when forming a proposition.
Who is(are) your target audience(s)? What are their habits of browsing online or using the mobile
apps?
Is it a B2B or a B2C campaign?
Therefore, to set the constraints based on the criteria, such as age, gender, occupation, industry,
culture, etc. are the keys to understanding your audiences. For instance, teenagers prefer and tend to
use their mobile devices more often than any other age groups, which they usually spend an
extensive length of hours even after midnight online. Meanwhile, professionals, during office hours,
have increasingly used mobile devices in recent years due to the fast speed, low cost, easy to use
and convenient of mobile communications. Since customers from different countries or regions may
use different

B2b And B2b Business Activities
Business to Consumer or B2C, electronic business activities that focus on retail transactions. An
example of a B2C company would be Starbucks. Business to Business or B2B, companies doing
direct business with each other instead of having consumers involved. A great example of a B2B
company would be the Intel Corporation. The Intel Corporation is an American Global technology
company, whom headquarters is located in Santa Clara, California. The overall marketing goal for
both B2B and B2C companies is the same, increase the profit margin, but the marketing strategies
of the two types of companies will differ based on their company's needs. Both B2C companies and
B2B companies have similar qualities when it comes to their marketing plan. Both types of
companies believe in having a strong brand and having a strong positive image of their companies.
However, the companies will differ when it comes to the reasons why they feel that having a strong
brand will be important to the company. The B2C companies need to have a strong brand in order to
maintain and grow the amount of consumers and costumers they have by matching the brand of
their known products. Individual consumers can become attached to a certain company solely based
on their brand. When it comes to B2B companies having a strong brand will only help other
companies consider rather or not to make the purchase from Intel but the ultimate decision comes
down to many other business factors including how Intel will look

Hubspot Essay
HubSpot Web–based software product was a complete inbound marketing system designed to help
business attract prospects, quality their potential, and convert them into paying customers
(Steenburch, Avery, Dashod, 2011). Moreover, HubSpot users friendly product allowed even those
who were not familiar with the web 2.0 to build and manage a thriving in bound marketing program
( Steenburch, Avery, Dashod, 2011).
HubSpot has diverse customer segments such as businesses selling to other business (B2B),
business selling to consumers (B2C), small business owners (Owner Ollie) and marketing
professionals (marketer Mary). Since every marketer doesn't like the same product, HubSpot should
do more to differentiate it products. For Instance, B2B were much sophisticated web users than B2B
companies. Another difference is that B2B customers seemed to derive greater value from inbound
marketing than B2B did. Other differences were that Ollies were less knowledgeable and
sophisticated than marketer Mary. In addition, HubSpot must identify the need of all its customer
segments. By applying ... Show more content on Helpwriting.net ...
According to the table A the churn rate for MMs is 3.2 and OO is 4.3%. On the other hand, HubSpot
must create pricing and informational strategies to retain OO customers since this is one of its
largest customer base. Owner Ollies made up 73% of HubSpot's customer portfolio (Steen Burch,
Avery, Dashod, 2011). Even though OO made up 73% of HubSpot's customer portfolio, its churn
rate is too high. Furthermore, HubSbpot should offer an economy strategy to keep membership price
low to increase OO customer long–term loyalty. Finally, Buffett, billionaire CEO of Berkshire
Hathaway said "The single most important decision in evaluating a business is pricing power. If
we've got the power to raise prices without losing business to a competitor, we've got a very good

Applying the Elements of a Contract in Business Situations...
Unit 4: Marketing Principles
Section 4: Understand and use the marketing mix in different contexts * Plan marketing mixes for
two different segments in the consumer markets
To enable an explanation of the use of marketing mixes for two segments in the consumer market, it
is intended to use a food product which is entering a competitive UK market. In this case, it is
intended to concentrate on two diverse products: 1. Low salt and fat cheddar (blocks) 2. Handy
sealed multi packs each containing 5 long thin strips of cheddar
The benefits and drawbacks attached to cheese consumption must be known to enable the marketers
to develop a strategy:
1. Nutrition
2. Cavity Prevention
3. Cancer Prevention
4. Weight maintenance ... Show more content on Helpwriting.net ...
Price Whilst the company will wish to match its price to its marketing objectives; as a new product
entering an established market it may be tempting to price at a comparable level to other cheeses.
Factoring in production costs, target market, customer demand and life cycle, the pricing is a matter
of balance. A strong promotional push will encourage a consideration to employ penetration pricing
by entering the market at a relatively low price to gain a high market share.
Promotion Promotion should be mainly "above the line" with television advertising aimed at the
target segment. Advertising for the "grey pound" could be specific in late morning and early
afternoon slot relating to healthy activities such as home improvement, cooking and gardening
whilst the young professional could be targeted during the earliest sections of breakfast shows and
prime time in the evenings. Below the line advertising should include magazines which have been
identified as being the preserve of the segments. Strong lines of communication must be developed
with the retailer in readiness for promotional events

Marketing Differences B2B vs B2C
Marketing Differences Paper: B2b vs. B2c In two distinct e–commerce business types, Business–to–
business (B2B) and Business–to–Consumer (B2C), there are many differences in the way they
operate. Specifically in marketing, differences include how the marketing is driven and the values of
the strategies, the size of the target market and length of the sales cycle, and even the buying
patterns of the target consumers. Each of these differences will be better defined and explained in
the following paragraphs.
Drive and Strategy Values
Business–to–Business
Business–to–business companies are relationship driven. They are offering another company a
product or service that the company should use to their benefit, and in order to sell this ... Show
more content on Helpwriting.net ...
Consumer Buying Patterns
Business–to–Business
In terms of marketing, even the buying patterns and reasons for purchase of the consumers play a
large part in the different marketing techniques of B2B and B2C companies. In the business–to–
business companies, the buyers are buying based off of rational decisions and the business value a
product or service brings. This is why the marketing strategy must focus on the relationship between
businesses: the need to communicate the details and benefits of a product or service, to prove it as a
beneficial and worthwhile for another company to have, is critical.
Business–to–Consumer
The consumers in this type of business have buying patterns based on emotions. The products they
seek out often are selected based on price, the desire to own something they don't necessarily need
but really want, or to reflect a certain status within their social circles. These reasons create the need
for an entirely different marketing strategy– one that appeals to the social status, or the price that
most consumers would be willing to pay for that product or service. The need to be competitive, to
market something so that it will sell better than the competitors is critical, as in the technological e–
commerce world there is the possibility for limitless competitors, and not every one of them will
survive (Murphy, 2008).

Marketing Differences Between B2C and B2B Websites
Differences in Marketing for B2C and B2B Sites
March 27, 2006
Differences in Marketing for B2C and B2B Sites
Introduction
Marketing in an electronic–business/commerce (e–business/e–commerce) arena today is truly no
different than the ole ‘brick and mortar' business. Business–to–business (B2B) and business–to–
consumer (B2C) sites need to have a crafty approach to implement marketing strategies and develop
an effective marketing plan to reach the intended (targeted) market. Thus, the mixing or blending of
the four Ps (product, place, price, and promotion) in such a way to attain both the business and
target market's goals and objectives is the key to success. The correct marketing mix, or blend, will
help both a B2B or B2C site ... Show more content on Helpwriting.net ...
This is because the relationships that are developed between a B2C business and a consumer are
normally shorter in duration than the relationship between a B2B business and their customer
(http://www.vista–consulting.com/marketing–articles/b2b–b2c–marketing.htm, 2006).
Business–to–Business (B2B)
Like B2C sites, B2B sites must also have a good understanding on the target market they are
attempting to reach, but B2B marketing is more focused on relationship building than transaction
building like B2C sites. Additionally, "the business buyer is sophisticated, understands your product
or service better than you do, and wants or needs to buy products or services to help their company
stay profitable, competitive, and successful" (http://www.vista–consulting.com/marketing–
articles/b2b–b2c–marketing.htm, 2006). Furthermore, the visitor to the B2B site might not be the
actual buyer, but a member of the decision making team. Thus, B2B sites must fulfill the needs of
the ‘researcher' who may be just wanting to locate detailed information about the product, long–
term customer care, and the financial stability of the B2B (Grove, 2005). And, in most cases, B2B
site's target market is smaller and well defined versus the B2C target market. For B2B sites, they are
building their customer base on long–term relationships, trust, and commitments not on the number
of

B2B Marketing Paper
What do you see as the major differences between business marketing and consumer marketing?
Which of these differences do you believe are the most important? Support your position with
reference to an example of a company chosen from one of the following industries:
Although business markets and consumer markets share common values and theories, they differ in
the way that they function in their respective markets. Organisations need to ensure they understand
what makes up a consumer and business market as well as the reasoning behind the purchases of
goods and services. Your typical business market sees transactions completed amongst different
businesses, i.e. a wholesaler to a retailer, whereas, in a consumer market, a good or ... Show more
content on Helpwriting.net ...
In consumer markets the customer is influenced emotionally when making a purchase decision
hence why a business must ensure its product or service has superior benefits to its competitors
(Anderson et al, 2004).
Consumer marketing is product driven; a need to maximize the value of the transaction; serves a
large target market; single step buying process, shorter sales cycle; brand identity created through
repetition and imagery; and emotions affect the buying decision based on status, desire, or price.
Whereas, Business marketing is relationship driven; its aim is to maximize the value of the
relationship; generally serves a small, focused target market; multi–step buying process, longer sales
cycle; brand identity is created on personal relationship; and a rational buying decision is based on
business value.
From the evidence above all the differences listed between business and consumer marketing are
deemed important. Customer relationship management I feel is a key factor that needs to be
acknowledged. Business–to–business companies are relationship driven, whereby a business will
offer another organisation their product or service – in order for repeat business to occur relationship
management is vital, hence the need for

Importance of Branding
Introduction
Successfully building an appropriate brand for a company does more than merely provide an
appealing design, picture and slogan for a consumer to view. It provides a value that which is
necessary to obtain in order to stay competitive in most industries in modern day society. This is
both valid in Business to Consumer (B2C) marketing and Business to Business (B2B) marketing.
The approach and importance of successfully branding ones service or product both tangible and
intangible through B2C and B2B are similar, but also do have key differences. In this report, we will
discuss the advantages of building a strong brand name and image, risks, and some techniques.
Relative Literature
Brand pundits refer to our modern day ... Show more content on Helpwriting.net ...
Evaluation are key tools needed to ensure that the implemented strategy is actually going as
planned.
There are two ways of evaluating brand strategies. The first is a research–based evaluation. The aim
of this approach is to put a financial value on the brand measured by customer's behaviours and
attitudes towards the brand itself. Components of the measurement are: awareness, knowledge,
familiarity, relevance, satisfaction, and recommendation (Robert Vitale). Second approach is
financially driven. This time brand valuation is used to approximate the value of the brand and it is
based on subjective judgments of people within the organization in question. The earnings stream is
estimated then divided by those attributable to the brand, to the fixed assets, and to other intangible
assets. Next there's an estimation of value for the brand in the market (Robert Vitale). These tools
are so important because without checking up on ones brand image, it could possible take a turn
down a path in the minds of the market in a direction the company does not want to go.
It takes a long time to successfully establish a brand because it takes a long time to establish trust
and confidence in the customer (Robert Vitale). Here B2C and B2B marketing differ. Because B2B
business is simply so much larger then B2C, gaining a trustworthy relationship proves to be

B2B vs.B2C Marketing Differences
B2B vs. B2C Marketing
Marketing differs between business to business and business to consumer in a few different ways
the main one is the emotional experience of the buyer. The marketing programs are the same, which
includes: events, direct marketing, internet marketing, advertising, public relations, word of mouth
and alliance. The difference is how each marketing program is executed, what is said in the
program, and the outcome.
Business to Business or B2B marketing and Business to Consumer or B2C marketing follow
different rules but the outcome is still to sell the product or service to who needs or wants the item.
Below is a listing of how the marketing needs to think to market to the target group they are after.
B2B
Relationship ... Show more content on Helpwriting.net ...
Sabre has the Sabre Travel Network and Sabre Air Solutions both business sites, and then there is
Travelocity a consumer site. At saber.com there is very little on the website, a paragraph describing
work done by the company, stats about the company, a link to corporate and then three links to the
three websites that sell the products. At Travelocity the consumer site sells travel, airline tickets,
hotel rooms, rental cars, cruises, and special packages. The website is loaded with graphics, and
links within the site. The work is done by the consumer and transactions are quick (point, click,
decision, credit card, email confirming). On the Sabre Travel Network a B2B site, businesses using
the site are suppliers, corporations, government and travel agencies. The website has a table of
contents link, promotions currently in use, and a career link. For Sabre Airline Solutions there are
comprehensive solutions to optimize operations and reduce costs for airlines, airports, and
government agencies. The web page is almost the same as the Travel Network website. The business
websites for Sabre are very plain with little graphics. Marketing to either business or consumer is a
challenge by following what needs to be accomplished will depend on how you market the product
or service. Graphics, table of contents, company information and links are all determined by who
the buyer is. Promotions, duration of those

Difference Between B2B and B2C
Marketing: Differences Between B2B and B2C
Linicha Hunter
University of Phoenix
EBUS 400 E–Business
Dr. Hee Lee
September 27, 2006
Marketing: Differences Between B2B and B2C
Marketing allows organizations to promote their products or services with the intent of maximizing
their profit and gaining consumers ' confidence. In today 's society marketing the correct
product/service can be difficult but implementing the marketing process and planning accurately can
alleviate potential obstacles. This week 's paper will discuss the meaning of marketing, define
business to business (B2B), define business to consumer (B2C), and compare how marketing differs
between B2B/B2C websites.
Marketing
According to Warholic, ... Show more content on Helpwriting.net ...
The value of the relationship in B2B is maximized whereas B2C the value of transaction is
maximized. In B2B the target market is smaller compare to B2C, which has a large target market.
The purchasing aspect in B2B is a multi–step process whereas in B2C the purchasing process is a
single step.
For example, if a consumer wanted to purchase a book for Amazon.com the only thing they would
have to do is click on the shopping cart to add the item to the cart, once that was done the
purchasing screen is displayed which allows the consumer to purchase the book. This is not true
with a B2B website because the funding for the same book has to be authorized through many
channels before the purchasing process can be completed.
According to Murphy, "B2C companies employ more merchandising activities like coupons,
displays, store fronts (both real and Internet) and offers to entice the target market to buy" (Murphy,
2006, para. 6).
For example, the goal of an email campaign for a B2C company is to get consumers to buy the
product immediately to make this process as short as possible, so the email navigates consumer to a

landing page on the web site that is designed to sell the product and make purchasing very easy by
integrating the shopping cart and checkout page into the flow of the transaction (para. 6).
Other differences are the sales cycle, brand identity; educational/awareness building activities (B2B)
concept, merchandising /point of purchase activities (B2C)

Customer Behavior Of The B2b Space And The B2c Space
General Electric is a great example of a company that operates within both the business–to–
consumer space and the business–to–business space. As far as consumer products are concerned,
GE provides a number of products and services including, electronics, appliances, lighting, personal
healthcare, and housewares. In the B2B space specifically, GE has a number of divisions, including
aviation, energy consulting and management, healthcare, oil and gas, mining, power, and
transportation. There are many differences between the customer behavior of the B2B space and the
B2C space. For one thing, the wants and the needs of these two customers are entirely different.
Individual consumers only need to worry about their own needs, whereas B2B customers need to
look at the needs of the company as a whole. It behooves B2B companies to seek out influencers
and powerful executives, while B2C companies may focus on any one consumer seeking a product
or service. In this corporate space, customers' needs are based less off personal reflection and more
on the company's overall business strategy. Businesses customers are more likely to research
product attitudes, including quality, productivity, and overall value. Additionally, when it comes to
choosing or identifying the products that they need, businesses generally have a process that they
follow when they go about making purchasing decisions that is more strict than your everyday
consumer. There are, in most cases, specifications set

Strategic Performance Of A Company Essay
1.0–Introduction– Since Encocam is a global company, its customer base has reflected this and the
company deals with a variety of different clients, ranging from automotive and chemical businesses
(B2B), to its motorbike distribution (B2C). In today's fast paced business environment marketing
has got the central importance in overall performance of a company. Process how a company
handles the competition with its competitors to fulfil its customer's needs, will decide the
performance of a business. In this report first we will discuss, the differences between the business
to business and business to customer markets, the ways these two operate in the present world.
Discussion will be on the ways company operating in one sector can go in other market sector. As
Encocam is operating in business to business and business to customer environment report will
recommend the strategy for the company as well. In this fast paced world companies cannot survive
in operating only on kind of market like only in business to business or business to customers. This
report wills high–light different operational criteria for the success of Encocam. Report is going to
discuss how encocam can go into different countries and how it can gain edge in competition. 2.0–
Company's Background:– Encocam (www.encocam.com) is a company operating in private sector.
It was formed in 1988 and run by the owner of the company, Dr Mike Ashmead. It has grown into a
big company containing 8 branches with more

Key Issues in B2B Marketing and a Need to Develop...
KEY ISSUES IN B2B MARKETING AND A NEED TO DEVELOP APPROPRIATE THEORIES
AND MODELS Muhammad Sajid Saeed Glasgow Caledonian Business School Glasgow
Caledonian University, Scotland – UK ABSTRACT B2B marketing is an ongoing debate since
1990s but the researcher's community is unable to agree on any convincing B2B branding model
because of lack of strong empirical support. This paper aims to fuel the discussion on examining
B2B marketing research by discussing various key issues that are currently being debated in the
literature. The study also investigates the importance of brand management in developing
relationships between manufacturers and resellers. Findings of the paper suggest that organizational
buyers and other marketing professional ... Show more content on Helpwriting.net ...
In purchasing matrix high risk products such as materials and plant machinery are normally
purchased by top–management; and middle & lower level managements are responsible in buying
low risk products such as office insurance and stationary. The Figure 1 shows the purchasing
decision matrix of industrial products.
Figure (1) – The Risk–Value Purchasing Decision Matrix
Source: Harrison et al. (2006)
In B2B markets, the buying process is often more complex as compare to B2C markets because of
purchasing risky products, B2B buyer needs to be more rational and should have comprehensive
knowledge about products and markets. Another problem associated with B2B marketing is that
B2B products are more complex and a B2B marketer needs to have full knowledge and technical
expertise in providing technical details to the customers at the time of sale (Harrison et al., 2006)
and the success of whole product line greatly depends on sales team in B2B context. In addition, in
business–tobusiness markets, companies buy limited number of buying units by following Pareto
Principle or 80:20 rules, so it is necessary for the B2B marketers to emphasise on establishing long
term relationships with buyers especially in emerging markets such as China, India and Russia.
From the past two decades, the most complex issue concerned with B2B marketing is B2B
branding that has received little attention of the

E Commerce : An Effective And Efficient Way Of...
Electronic commerce, commonly known as e–commerce or eCommerce, is a type of industry where
the buying and selling of products or services is conducted over electronic systems such as the
Internet and other computer networks. Modern electronic commerce typically uses the World Wide
Web at least at one point in the transaction 's life–cycle, although it may encompass a wider range of
technologies such as e–mail, mobile devices, social media, and telephones as well. Electronic
commerce is generally considered to be the sales aspect of e–business. It also consists of the
exchange of data to facilitate the financing and payment aspects of business transactions. This is an
effective and efficient way of communicating within an organization and one of the most effective
and useful ways of conducting business.
SEVEN FEATURES OF E–COMMERCE .
Ubiquity
In traditional commerce, a marketplace is a physical place you visit in order to transact. For
example, television and radio typically motivate the consumer to go some– place to make a
purchase. E–commerce, in contrast, is characterized by its ubiquity: it is available just about
everywhere, at all times. It liberates the market from being restricted to a physical space and makes
it possible to shop from your desktop, at home, at work, or even from your car, using mobile
commerce. The result is called a market– space–a marketplace extended beyond traditional
boundaries and removed from a temporal and geographic location. From a

The Four Ps Of Marketing
Question # 1: Four Ps of Marketing
a. List and explain the Four Ps of marketing (Short explanations – in your own words.)
Price – What a consumer is willing to give up to obtain your product. If a supplier sets a price higher
than what a consumer is willing to pay, then the consumer is unlikely to complete the transaction.
Product – The good or service a supplier provides for a consumer.
Promotion – How a company communicates their product or service to the public and specifically to
their desired customer. Without effective promotion and advertising, customers are unlikely to hear
about and understand what's being sold.
Place – How and where a product is presented to a consumer. It involved the location and placement
of the product.
b. ... Show more content on Helpwriting.net ...
Place relates to Major League Soccer in terms of location of each teams stadium. This is key in all
sports, teams must locate themselves in places where they will be able to attract fans to attend their
matches at high rates. Teams like Atlanta United F.C. and the Seattle Sounders have placed
themselves in prime locations to succeed. They both have done a great job with perfecting where
they play to help increase attendance to their games. While the MLS average attendance per match
is a mere 21,823, Seattle have averaged 42,892 and Atlanta have averaged 46,721 per match. These
two teams aren't even in first place in their conference, but they were able to place themselves in
locations that are effective for them to record these much higher averages of attendance.
c. Rank the four in order of importance to your product. Explain your rankings.
Promotion– Promotion is going to be the most important aspect of our product since there is
currently not enough marketing of MLS. You can find an advertisement for the NFL on almost any
channel but you will rarely see a commercial or promotion for major league soccer.
Product– The MLS has recently been lacking competition. There tends to be a handful of teams that
compete for the top spots and then the rest of the league, who battle for the bottom ranks. These top
teams garner the most attention and fan base while the other teams struggle to keep fans interested.
Place– We ranked place as the third most important factor

A Short Note On B2b And B2c Marketing
Differences in eCommerce for B2B and B2C Marketing
Differences in eCommerce for B2B and B2C Marketing
Building a B2B eCommerce platform generates big differences from trying to market retail products
to consumers. Unlike B2C marketing, cultivating each potential buyer is more critical and
challenging. Most business buyers are highly educated, logical and perceptive, so they tend to
appreciate platforms that offer them conveniences for researching products and product lines,
managing complex shipping strategies and handling special needs such as winning approval from
buying committees or multiple decision–makers. That 's why it 's important to develop a business–
marketing strategy that incorporates buyer identification, expedited searches for product and, third–
party information about product specifications and supply chains. B2B platforms share some
similarities with B2C websites, but there are many inherent differences that marketers need to
understand.
Traditionally, B2C versus B2B was often defined as business marketers being more sensitive to
price, customer loyalty and working business relationships while B2C marketers tried to create
excitement for their products through emotional connections. While this definition remains true, the
lines are blurred because B2B companies now use B2C techniques, social media and heightened
user experiences to nurture long–term business relationships. The goal of a savvy business marketer
is to generate an emotional response for the

Difference Between B2B and B2C Marketing
The following table summarizes the differences between B2B marketing and B2C marketing. Your
marketing plan needs to take into account the differences and ensure you are developing the right
types of activities for your particular market.
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 B2C
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 ... Show more content on Helpwriting.net ...
Although you can find the products on the Internet at many different price points, many consumers
will still buy from a trusted source. In that respect, B2C marketing needs to convince the person to
buy and build trust and loyalty with their customers.
Both buyers are interested in quality customer service. B2B customer service comes into play prior
to ever making that first sale and begins with a customer 's very first contact with your company,
whether you call them or they call you. B2C customer service helps build customer loyalty where
customers will be willing to pay a slightly higher price to know that they can return the product
easily and can trust the source they are dealing with. In other words, customer service is critical and
although may not be considered "marketing", bad customer service can render all of your marketing
efforts useless.
Importance of Brand
A strong brand is important to both the B2B and the B2C markets, but for different reasons. With
B2C, a strong brand can encourage the consumer to buy, remain loyal and potentially pay a higher
price. In B2B markets, brand will only help you be considered, not necessarily chosen.
Business buyers are using more rational thought when selecting a product or service for their
company. They are motivated by saving money, increasing productivity or raising profitability.
Consumers are motivated by desire, style and prestige.

Hubspot Case
Problem Statement
Hubspot'S Challenge: Hubspot emphasizes that it will do only INBOUND marketing. That is the
real problem and hence Hubspot's real problem is the business strategy and not the marketing
strategy. Inbound marketing cannot be a stand–alone strategy for a company but since Hubspot
champions it, it has in effect cornered itself. Problem with Inbound is , it is a "carpet–bombing" air–
war scheme which works in limited mode but in reality market demands "more targeted" ground–
war scheme to break through the clutter. This means delivering high quality content to "right"
audience and not just to everyone. You also have to do it across multiple channels, which may smell
of some "outbound" marketing strategies like phone, direct ... Show more content on
Helpwriting.net ...
Customers don't seem to see enough value in Hubspot's inbound marketing and that explains churn
rate and cancellations. Marketing departments of large customers are missing from segments.
Customer Type Definition Skills Customer Needs Ease of Customer

Is B2b Branding Different For B2c Branding?
Is B2B branding different to B2C branding?
Jaimee–Lee Owen – 24208752
Benjamin Flint – 25979140
Kanyi Wang – 23706481
EXECUTIVE SUMMARY: The research question in discussion in this essay is whether branding of
Business to Business organisations differs from that of Business to Consumer organisations. It is
often overlooked, that B2B and B2C brands are not only about very different types of decisions, but
they also involve inherently different types of decision making. These decisions ultimately come
down to what the buyer wants and who the buyer is – in a business to business sense, it is evident
that a decision to buy is based on quite a complex set of systems and procedures, the reasons to buy
are calculated and reasonable and ... Show more content on Helpwriting.net ...
This is why it's essential for brands to get to know their markets, their buyers & the brand elements
required of them, in order to build and create effective branding strategies. The following essay
discusses this further.
Brands were once described by Philip Kotler as things that helped people make decisions. In our
current saturated markets and with the 'paradox of choice' being an everyday struggle, brands are the
quickest and most effective tools for us to link a name to a perception of value. What we often
overlook, is that B2B and B2C brands are not only about very different types of decisions but they
they also involve inherently different types of decision making. There are many factors to consider
when assessing whether B2C and B2B branding are similar or different. Put simply, branding for
B2C opposed to B2B is inherently different. At the beginning of developing a branding strategy, the
initial goal is the same; sales revenue and getting the end user to purchase your product – whether
it's business or consumer. After that, the branding and marketing campaigns will vary immensely for
a variety of reasons.
When assessing the similarities and differences in branding to consumers as opposed to businesses,
it is important firstly, for brands to get to know their buyers. Across the board, business or
consumer, the buying process starts

Marketing Analysis : B2b And B2c Market Segment
Introduction
Marketing, in its most basic form, is the ability to break down consumers into small segments, and
be able to utilize a variety of tools to target and entice them to make a purchase. Marketing can be
seen in the branding of products, the promotional materials for products, the name recognition of the
company and the appeal of the product overall. Additionally, the need for certain products also
drives purchasing. Overall, there are three main market segments that marketers focus on to gain
their clients or consumers: Business–to–Business, Business–to–Consumer, and, especially in the
Washington, D.C. area, Business–to–Government. Each segment, although profitable in their own
way, requires different techniques and methods in order to reach the prospective customers. In order
to identify these consumers, and what appeals to them, is where market research comes in. This
document will evaluate the B2B and B2C market segment, evaluating them as a whole, identifying
how marketers target each segment, how market research is utilized in each segment, and how one
company, Sprint Mobile, markets to both of these segments.
Business–to–Business Marketing
Business to business marketing is the sale of a product from one company to another. This segment
type is not specific to one industry; companies such as Cox Communications, Sprint Mobile and
other service providers all have Business to Business as a large part of their sales. Although many of
the techniques of Business

Relationship Driven
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 ... Show more content on Helpwriting.net ...
If a B2B company can provide a quality product or service, even if the price is higher than the
competition a customer will be willing to pay, provided there is a perceived value in what is being
sold. That value can be in the form of customer service, engineering design assistance, on–time
delivery, and quality.
In conclusion, marketing for B2B and B2C markets are quite different. While marketing programs
are the same, how they are executed, what they say, and the outcome of the marketing activities
differ. B2B marketing is relationship driven while B2C marketing is more product driven. The
market size also varies between B2B and B2C markets. B2B markets are measured in the
"thousands" while B2C markets are measured in the "millions." Not only is the market different in
B2B and B2C but so is the buyer. The business buyer understands the products or services and
needs to buy the products or services to help the company to stay profitable, competitive, and
successful. Therefore, B2B marketing must be more complex. Consumer buyers are looking for the
best price and trust within the company and products. Therefore, B2C marketing needs to convince
customer of their trust and loyalty. Brand building is also important in both B2B and B2C marketing
but for different reasons. In B2B markets brand will only help a business be considered, not
necessarily chosen. In B2C

Target Market Selection : Should Hubspot Cast A Wide Net...
Target Market Selection Should HubSpot cast a wide net or narrow their focus? The potential
market for HubSpot is worth approximately $12 billion. However, within this market there are two
methods of segmentation and two categories within each segment. The market can be divided into
Owner Ollies and Marketer Marys or B2B and B2C companies. HubSpot provides a service that
provides significantly more customer value across the three dimensions of customer value
(functional, monetary, and psychological) to the B2B segment than the B2C segment. The
differences in each dimension of customer value will be discussed later, but the results are evident in
the large disparity between customer lifetime value for B2B customers ($7,368) compared to B2C
customers ($3,269). Additionally, the needs of these two customers are significantly different.
Concentrating resources on the higher value market segment will enable HubSpot to maximize
customer value by providing a product that best meets that segment's needs and therefor profit for
the firm. Should HubSpot target B2B or B2C customers? HubSpot should target B2B customers
because Hubspot's product provides more customer value to this segment which also has the largest
potential market size. Customer value is a combination of value from three dimensions: functional,
monetary, and psychological. The B2B customer receives more value from HubSpot than the B2C
customer in each dimension. Functionally, HubSpot's products best address the

B2B vs. B2C Marketing Differences Essay
B2B vs. B2C Marketing Differences
Once a decision is made to develop a business, whom the customer will be is the next decision to be
made. Whom will the company target as a customer? Will it be a business? Or will it be a
consumer? Business–to–business (B2B) marketing has differences from business–to–consumer
(B2C) marketing practices. This paper will outline these differences between the two types of e–
commerce business transactions.
'Traditional marketing in the business–to–business environment requires very different strategies
from those campaigns directed towards the consumer market.' (ExtraVision, n.d., p. 1) 'Consumer
competition can be a lot fiercer, with customer loyalty a constant battle.? (ExtraVision, n.d., p.1) ...
Show more content on Helpwriting.net ...
After the consumer makes his selection from the landing page, a transition to the shopping cart and
checkout page is simply the next step to complete the transaction. In a business–to–business e–mail
marketing campaign the e–mail is only a part of the marketing. The e–mail to a business must
contain contact information for offline communications, and an attachment for downloading catalog
or price list information. The e–mail is followed up by sales representatives who will also forward
quotes and snail–mail an information packet (Weil, 2002).
The e–mail sent to either a business or consumer must be enticing to the customer. It should be
colorful and have pertinent information. A URL leading the customer to the landing page is
imperative in order to either generate the lead for a business transaction, or lead a consumer to a ?
Specials? page with the current sales displayed. After the e–mail has been received by the business
or consumer, the Internet website landing page is browsed by either type of customer. Here is where
the business wishing to do business must obtain permission to take information from the customers
or businesses perusing their landing page. When doing a business–to–business transaction,
permission involves assuring the business information shared will be kept private. This will lead to
more lead generation (Weil, 2002). Business–to–consumer transactions require obtaining permission
in a different way. Here a

Essay about B2B v. B2C Supply Chains
B2B v. B2C Supply Chains
Introduction In the age of technology business has come a long way and evolved tremendously. It
used to be that brick and mortar was the only way to open and run a business. However, the internet
has changed all of that now businesses can use technology to reach customers and other businesses
all over the world. This has caused a great surge in the world wide economy. In 2003 Business to
Business (B2B) commerce tipped the scales at $1.41 Trillion. This is in comparison to Business to
Consumer (B2C) that was $90.1 Billion (Naraine, R.2003). All of these purchases need to get
transported and that is where businesses supply chains come in play. Contrary to popular belief the
supply chains of B2B and B2C ... Show more content on Helpwriting.net ...
However, these are just the tip of the iceberg. B2C eCommerce now has matured and includes a
myriad of online services. These services can/ do include online banking, travel services, online
auctions, health information, real estate as well as some less reputable sites (Patton, S., 2001).
B2B vs. B2C Supply Chain The B2B and B2C supply chains might appear to be similar however,
that assumption can not be further from the truth. The main difference between the two is the
amount of channels a product must flow through before reaching the end user. With B2B there are
less total channels however they are greater in size when to compared to the greater amount of
smaller channels with B2C. (Marketing Profs, 2005) For example: A new car manufacturer is
looking for tires to put on their new line of cars. They would deal directly with a tire manufacturer
to get their product. The channels would simply be from the car manufacturer – tire manufacturer –
raw supplies dealers. Now let's look at an individual looking to book a flight and hotel in Las Vegas.
The chain would be as follows, individual – online store – airline – airline staff – hotel – hotel staff.
The next difference comes with technology and that is integration, B2B needs to be integrated to
their business partners software for smooth resupply , billing, etc. This is an

Case Study Of B2B And Customer Experience
B2B and Customer Experience Ever found yourself returning to same restaurant again and again
just because you found the staff warm and attentive or buying from the same store just because you
felt that the employees were very attentive towards your needs and treated you in a special manner.
Well, that is customer experience for you. Customer experience is increasingly becoming a
differentiating factor for B2C companies. But is this the case for B2B companies? Let us have a
look at the state of customer experience in B2B companies. A recent research by Accenture reveals
that only 23% of B2B companies receive strong returns on their investments in improving customer
experience. At the other end of spectrum are those 20% which receive low or ... Show more content
on Helpwriting.net ...
First, they should refrain from replicating the successful practices from B2C companies as it is. The
reason behind this is that B2B customer experience is different from that of B2C. These 5 reasons
explain why B2B customer experience differs significantly from B2C customer experience:  The
issues in the B2B are more complex than those in B2C companies which lead to different types of
support requirement. Therefore, there are significantly lower First Contact Resolution (FCR) in B2B
companies as compared to B2C companies.  B2B companies spend significantly higher time with
their clients than a B2C company which engages differently with its clients and spends much less
time. This allows B2B companies to engage and interact at a much deeper level with its client. Thus
a B2B executive is expected to know its client – its needs, business, goals, history etc.  B2B
relationship is more about the relationship than the individual interactions. While this allows for
some loose handling in one or two interactions if the relationship is solid, it is also the reason for
complacency to seep in.  There are higher amount of revenues from a single client as compared to
a B2C company. This means that the expectations are also much

Gateway Credit Union Mission Statement
INTRODUCTION
Gateway Credit Union (GCU) was established in 1955 as the Commonwealth Bank's staff credit
union, CBOA. In 1959 the ties with CBS were removed and Gateway became .B.O.A Credit Union
Co–operative Ltd before evolving into Gateway Credit Union Ltd on 1 July 1998.
GCU's Membership isn't confined to a particular industry or community. GCU competes against all
financial institutions including mutuals, "Big four" and the second tier banks for loan and deposit
accounts. Still it has a loyal following amongst older CBA staff.
Being a member owned financial cooperative, GCU does not pay dividends and operates for the
purpose of the financial well being of its members by providing financial services at a competitive
rate to its members. Hence GCU has a "Societal Orientation" to help the people and the community.
The Vision, Mission and Values of GCU are1:
Vision
To provide excellent service and great value Mission
To supply high value, low cost financial services to our Members.
Values
Service : We are here to please our Members, without them nothing else matters
Excellence : We strive for continuous improvement in everything we do
Respect : We treat others fairly, consistently and with dignity
Integrity : We are fair and honest in all our interactions
Learning : We are committed to developing the skills and capabilities of staff
Teamwork : We trust, respect and support fellow employees and operate as a team
Fun : We will have some fun along the way and value a sense of

Supply Chain Paper
Supply Chain Paper Michael Mariano University of Phoenix EBUS/400 Bert Hoff November 20,
2006 Through the years, brick and mortar buildings seemed to have been the most effective way of
having a successful business. Today, with the creation of the internet many businesses now have the
opportunity to reach millions of customers and other businesses worldwide. The internet has caused
an enormous surge in the world 's economy through business to customer (B2C) and business to
business (B2B) transactions. According to Nariane (2003), in 2003 B2B sales worldwide accounted
for $1.41 trillion. B2C sales accounted for ... Show more content on Helpwriting.net ...
The car manufacturer would deal directly with a tire manufacturer to get their product. The different
supply channels in this situation would travel from the car manufacturer to the tire manufacturer to
the raw supplies dealers. An example of a business to consumer model would include an individual
looking to book a flight and hotel in Las Vegas. The supply channels would typically travel through
a variety of more channels compared to the B2B model that include the individual, the online store,
the airline, the airline staff, the hotel and hotel staff. Another key difference between B2C and B2B
has to do with properly integrating technology characteristics. B2B needs to be integrated to their
business partner 's software for adequate re–supply of inventory, billing and other elements. This is
an aspect that the B2C does not have to deal with since the customer will return to them out of
loyalty and satisfaction versus convenience. Using once again an example with a car manufacturer
and a tire manufacturer, Mars Auto signs a deal with Firestone tires. Mars Auto must accurately
communicate to Firestone in order for Firestone to know exactly how many vehicles are going to
need tires delivered for the upcoming weeks, months and years. Firestone will also have to account
for the tires received and charge the company accordingly, so the integration of the billing and
payments can be transferred back and forth effectively

Business-2-Business vs Business-2-Consumer
Business–2 Business
VS
Business–2–Consumer
Charletta Key
EBUS 400 – E–Business
Mark L. Schlam, M.S.
June 22, 2006
Business–2–Business VS Business–2–Consumer
Just about every business today has a web site. Weather they are doing business with other
businesses or selling directly to the public, a business today needs to have a web site. This paper
will discuss Business–2 Business (B2B), Business–2–Consumer (B2C). The paper will look at the
marketing concept, and the similarities and differences of brick–and–mortar and eBusiness. Every
business, rather online or at a physical site, falls in one of the following categories.
A Comparison of Business–2–Business and Business–2–Consumer
B2B and B2C are very similar, in fact, "B2B ... Show more content on Helpwriting.net ...
These firms make up the largest group of B2C companies today. There are two types of online
intermediaries: brokers and infomediaries.
Brokers – A broker is a company that facilitates transactions between buyers and sellers. =Types of
Brokers:=
Buy/Sell Fulfillment A corporation that helps consumers place buy and sell orders, like eTrade or
Smith Barney. The difference between these two companies is the eTrade is a completely online
service and Smith Barney is a physical company and was around before the internet became a way
of life.
Virtual Mall – A company that helps consumers buy from a variety of stores, like Yahoo! Stores.
Shopping.Yahoo.com is a store where you can shop till you drop and never leave the house. They
offer everything you can imagine and more.
Metamediary – A firm that offers customers access to a variety of stores and provides them with
transaction services, such as financial services. Example: Hotwire.com or Webflyer.com. Both of
these websites offer a host of services to the consumer to allow for assistance and easy bookings of
hotel, airfare, and other travel arrangements needed for the perfect vacation. Another source of
services is "ImproveNet". This is a service website that displays various contractors so that the
consumer may find a contractor for that improvement project on their home. These contractors have
been "prescreened to create the most effective, comprehensive and targeted internet marketing
solution for residential

B2B and B2C Marketing Strategies
Marketing is an integral part of any business operation, regardless of platform or environment (brick
and mortar versus virtual); type of product sold or service rendered and target market. With the
advent of Internet technology, new business models or sites such as business–to–business (B2B) and
business–to–consumer (B2C), have emerged which require the employment of different marketing
strategies and tools to attract and retain customers. The following sections will provide a
comparison of the marketing strategies employed and tools utilized by B2B and B2C e–business
sites. Business owners, members of the management team and key decision–makers are primarily
the target for B2B marketing programs. According to Management Centre ... Show more content on
Helpwriting.net ...
Companies purchase these products or services for what they deem would help the organization
become "profitable, competitive and successful" (Bly, n.d.).
• Bly points out that most B2B customers are well–informed on the features of the
products/services being offered; hence, marketing copywriters must conduct a comprehensive
research to effectively market the product or service. Business customers are more inclined to
respond to marketing materials that offer information. On the other hand, the general public has the
tendency to be influenced by slogans or curiosity with products which they do not necessarily know,
need or want.
• Consumers respond to colorful marketing material; in contrast, business buyers are more
concerned with the type and amount of information provided by the marketing material.
• B2B involves a multi–step buying process; therefore, marketing efforts involve the use of several
tools/mediums in addition to human intervention before a purchase agreement is reached. In a B2B
environment, the decision to purchase a product or service is typically made by several people
(management team or department). Therefore, B2B marketing teams "must address the needs of the
people involved in the decision" (Bly, n.d.). In comparison, it is usually the consumer's sole decision
when he/she wants to purchase a product or utilize a service.
• In a B2B setting, business buyers look for products or services that would

Marketing Research and Marketing Mix
Introduction Marketing research also known as consumer research comprises an element of applied
sociological case study which focuses on understanding consumers the behaviors, notions and
preferences. This mostly deals with the present and future of consumers in an economy that depends
on the market. Marketing research is done by companies to study their customers and other
businesses. It seeks to find the best methods of connecting with consumers and a commodity, with
the expectations that the customer will buy. This involved assessing the present marketing presently
being undertaken for that commodity or similar products created by the same firm.
Types of marketing research mechanisms The process assists in determining how efficient the
marketing campaigns are operating. This also includes studying the marketing methods used by
other companies.There are two main types of marketing research mechanisms termed as B2B which
means business to business, as well as business to consumer (B2C).The techniques are two diverse
entities hence there is an urgent need to make use of different assessment techniques to the
challenges that both the entities face (Dant & Brown 2008). The market of B2B is businesses, while
B2C are customers. Despite the foundation, of both marketing strategies being the same, method of
execution and the outcome strategies differ. The marketing mix of the strategies is often affected by
the degree of complication in marketing using a consumer and a

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