I. The differences between marketing products and servicesto organisations rather than consumers
There are some differences in marketing products and services to organisations rather than consumers. Looking at some aspects of both business to business and business to consumer marketing to see how different they are.
* Business-to-business marketing.
Emphasis of seller: the B2B marketing do not focus on satisfying the individual needs, but it concentrate on the economic needs, that is also the buyer organisation demand.
Buying process: to sell the products for an organisation, the company has to go through many stages, and each stage has its own influence in buying decision.
Target market: B2B marketing has small and focused target because the company just wants to sell their product for particular organisations not a large number of customers, and the sales cycle is longer than B2C marketing.
Brand identity: This is created on the personal relationship. It means that the seller has to have the relationship with the direct buyer so that it can make the buyer easy to choose the product brand based on their belief.
Customer service: It is very important for the success of the company in selling the products.
Time effects: The relationship between the seller and the buyer is built in long-term. The seller can support the products for the buyer in time that is signed in the selling or buying contract.
* Business-to-consumer marketing
Emphasis of seller: B2C does not like B2B marketing. It just focuses on the satisfaction of the individual needs.
Buying process: In B2C marketing, there is just one single step in buying. The customer comes to the distribution systems of the products to buy them. It has shorter sales cycle than B2B.
Target market: The products are produced to serve the demand of groups with similar needs, so it has a larger target market.
Brand identity: It is different from the B2B because the brand image is creatied through the...