DQ1 Topic 2

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School

Grand Canyon University *

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Course

510

Subject

Marketing

Date

Feb 20, 2024

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docx

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Good afternoon professor and class; B2 B and B2C businesses differ in that businesses today require more attention and marketing to reach companies, as previously, marketing was done to reach the general consumer. Increasingly, businesses need more personalization from marketers to address their needs in a more specialized way and not just a simple transaction. This has evolved into new strategies that more effectively reach the decision-makers in organizations, usually several in number, as opposed to the general public business, which is generally a single decision-maker (O'connell, 2021). Another difference is that the organizations base their purchases on different criteria such as product or service specifications, performance, technical support from the company providing the goods, ease of use, complete solutions, and ability to customize the service and speed without neglecting the importance of the customer-business relationship which is as essential as the previous ones. Generally, a business does not buy a product but a complete solution as their projections are long-term, unlike the general consumer, whose terms are much shorter primarily due to the purchase amounts generally much larger in a B2B purchase than for B2C. According to Kerin et al., 2022. Organizational buyers are responsible for 70% of the dollar value of online transactions. That said, it is simpler to understand why businesses have placed more emphasis on corporate marketing. One of the companies that have both B2B and B2C business is Spectrum which provides internet, cable, and mobile telephony services for both the general public and organizations; the difference in benefits is, for example, shared internet connectivity links for B2C and the dedicated internet option for organizations with redundant connectivity links, guaranteeing a more stable or faster connection at peak times. Another difference can be in the specialized technical support for businesses which can solve more specific problems and provide adequate solutions for each need. The following example is that of a RAM dealer. Generally, they sell work vehicles equipped with tools for everyday use to corporate customers who buy complete fleets, as they have developed a vehicle model adapted to their daily work needs in conjunction with a different maintenance plan or shorter delivery times than those offered to the general consumer. While the general consumer shows more attention to comfort over performance or function, the corporate customer, as mentioned above, shows more interest in the long-term package of performance, support, customized service, and, of course, competitive pricing. References: Kerin, R., and Hartley, S. (2022). Marketing: The core (9th ed.). McGraw Hill. ISBN-13: 9781260729184 O'connell, M. (2021, November 1). B2B vs B2C ecommerce: What’s the difference? Salesforce EMEA Blog. https://www.salesforce.com/eu/blog/2021/11/b2b-vs-b2c-ecommerce-difference.html

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