I need to explain how marketing differs on a B2C site compared to a B2B site. Specifically, I would like discuss the music industry (i.e. ticket master, etc). Citations/ references must be included, but the majority of work is expected to be original. I appreciate any and all help that you can provide! (I'm looking for about 600 words to help clarify the matter for myself). Thanks!
Online Marketing Strategies in B2B versus B2C
Creating a sound marketing strategy from the elements of the marketing mix is just as important in e-business as it is in the brick and mortar (B&M) environment. The essential difference between e-business marketing and B&M marketing is that the Web creates an environment that allows buyers and sellers to engage in far more precise communications than those allowed through conventional mass media outlets. Internet technologies enable companies to build Web sites that can be customized to meet the specific needs of their various users. Companies can choose to employ a product based marketing strategy, which works well for most businesses selling to a wide variety of consumers in the business to consumer (B2C) format or a customer based marketing strategy to meet the specific needs of a relatively small variety of customers in the business to business (B2B) format (Schneider, 2004). Each of these approaches affects the elements of the marketing mix in different ways.
Because B2C sites sell less complex products to a wider variety of customers, they often choose the product approach. This approach organizes products according to product categories much the same as old fashioned product catalogs such as the Sears catalog (Schneider, 2004).
B2C sites are also more transaction-oriented than B2B sites. Although both types of businesses process transactions, consumers shopping on a B2C site are usually there to purchase right away, while B2B users are more investigative because they are buying more complex products ...
This is a discussion of how marketing differs on a B2C site compared to a B2B site specifically as this relates to the music industry.