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1. I am looking for a detailed description and explanation of how marketing differs on a B2C site compared to a B2B site. Please give specifics.
When creating a marketing plan, it is imperative to know what is important to the target audience and create the marketing programs to meet these needs. The main difference between B2B and B2C marketing is the buyers' (business vs. consumer) emotional view about the purchase. The marketing plan needs to consider these different perspectives by matching buyer perspectives with marketing strategies to meet target needs. For example, consumers' buying decisions are based more on status, security, comfort and quality, whereas a business' buying decisions are based more on increasing profitability, reducing costs and enhancing productivity (Murphy, 2007). Both B2B and B2C marketing goal is to change prospects into customers. However, they differ in how they reach this goal based on their differences.
For example, B2B differs from B2C on factors such as being relationship driven as opposed to product driven, so the activities must maximize the value of the relationship through relationship building and communication activities that will generate leads to be built on during the sales cycle. It has a small, focused target market so there is often more respect for the customer (Franz, 2006) and has a multi-step buying process involving ...
Regarding e-business and marketing, this solution describes and explains how marketing differs on a B2C site compared to a B2B site.