Thus, B2B marketing precedes what might later lead to a consumer packaged-goods marketing.
These then constitutes 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, relationships between the buyer and seller, the marketing environment, and the overall marketing strategy. Although much of the theories principles of marketing are similar, the two contexts differ in which the theories and principles are applied.
In B2B, the important characteristics to be acquainted with are business buying behaviour rather than consumer buying behaviour. 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 such ‘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 behaviour is very much different from analytical business behaviour. 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