Business-To-Business Marketing - Essay Example

The other business may also ‘consume’ the good in a sense but the goods are usually used in a process, which may eventually lead to further marketing later on. For example, a manufacturer could obtain parts from another business and then sell the completed products later on to consumers. Thus, B2B marketing precedes what might later lead to consumer-packaged-goods marketing.
These then constitute the most fundamental differences between the two types of marketing. However, as far as the business conducting the marketing is concerned, the purpose of both is similar in that both are usually designed to support the company’s sales strategy. More such differences can be highlighted when we consider the nature of the markets, the buying processes, the relationships between the buyer and seller, the marketing environment, and the overall marketing strategy. Although many of the theories and principles of marketing are similar, the two contexts differ in which the theories and principles are applied.

In B2B, the important characteristics are to be acquainted with our business buying behavior rather than consumer buying behavior. Moreover, the need in B2B is to deliver a ‘value proposition’ considering the goals of the other business. Consumers or households usually only have simple ‘goals’, but for a business, purchasing takes on a more structured and strategic objective. Therefore, extra components must be considered in B2B such as how businesses evaluate ‘value propositions’ and suppliers, employ business purchasing decision processes, assess environmental variables, and so on. Some consumers for packaged goods may exhibit a degree of similar technicality but on the whole consumer behavior is very much different from analytical business behavior. Besides, depending on the packaged good, consumers are unlikely to be buying the same product repeatedly or in bulk.
In addition, there is a greater possibility that in B2B marketing, the two businesses could be collaborating or even have a strategic alliance. This also makes the negotiation process more personal. The other business might have specific technical or design needs, which it would seek to acquire through a close relationship with its supplier. This could make it necessary for the brands of both businesses to be aligned closely as well.
Consequently, it would also be less likely for consumers to have to pay premiums for packaged goods.
The table below summarises important distinguishing characteristics between B2B and consumer goods marketing. Read More