Week 4 EOC "B2B versus Consumer Marketing"

When comparing business-to-business marketing to consumer marketing, at a broader lever, one can find a main similarity between the two. “It requires a deep-down understanding of customer needs and customer-driven marketing strategies that create superior customer value. But that’s about where the similarities end.“ Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  pg 134  Whether selling to business or consumers, both require the seller to understand the customer’s needs and customer driven market strategies. When dissecting the intricate weaving of the marketing quilt the differences between business to business and consumer marketing are made clear.  Rather than selling to a large market with small buyers, business-to-business marketing focuses on selling to a small market of large buyers.  That means when a business marketer loses a customer or sale, the financial loss is greater.  Since the loss is greater, that also means the buying process for business customers is more complex.  Of course all consumers do research before a big purchase, but buying a fleet of jet planes versus purchasing a refrigerator requires a more detailed process.  Every level in the buying organization must agree before making a purchase as a business customer, and that could be anywhere to dozens or hundreds of people involved in the decision making process.  Can you imagine consulting with one hundred others before purchasing a television set?  Your family environment, and also, the end user may influence your purchases, not a board of directors.  Ultimately business-to-business marketing is a more complex, tedious way of problem solving.  “The entire GE organization knows that success in business-to-business markets involves more than just developing and selling superior products and technologies. Business customer buying decisions are made within the framework of a strategic, problem-solving partnership.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 135