Difference Between B2B and B2C Marketing

Running head: CASE STUDY ANALYSIS
CASE STUDY ANALYSIS
Name of Student
Name of the University
Author Note

1CASE STUDY ANALYSIS
Background- two people meet to discuss on important marketing issues.
MrA- Good morning Mr B
Mr B- Good morning Mr A
Mr A- I hope the purpose of our meeting is clear because I have some important questions to ask
about B2B marketing.
Mr B- I know Mr A the purpose of our meeting today. Even I have a few questions to ask to you.
Mr A- ok Then let me ask my question first- what is the difference between B2B Marketing and
consumer based marketing?
Mr B- consumer based marketing is also known as business to consumer marketing and it is different
from business to business (Lau & Lim, 2018). B2C marketing involves directly selling to the
consumers and is therefore influenced more by consumers whereas the B2B marketing is carried out
between two businesses and it involves more logic. B2B transaction involves more money because
they have to consider many things- people, resources and others. In case of B2B marketing the
purchasingdecisions not at all influenced by emotions rather it is influenced by logic. The marketer in
case of B2B marketing focuses on understanding the buyers within the other organization and what
are their roles and other information. This type of marketing does not focus on the product but
rather the person who uses the product. In this form of marketing the main concern is on the return
on investment expected by the buyers when they purchase the product. It also focuses on how to
save money, time and resources of the buyers. The marketers need to explain to the buyers that
how using a certain product will save their time, resources and provide other benefits. In case of a
B2C marketing, the marketer will have to focus and discuss about the benefits of the products. The
customer’s decision about a product is affected by emotions. The customers want convenience and
for that they need various channels of distribution. The customers are not interested in knowing
much information about the product they just want to know the exact to the point explanation of

2CASE STUDY ANALYSIS
the same (Lilien, 2016). The message in case of B2C marketing should be clear and simple so that it
can be easily understood by the consumers. The purchasing process for B2C marketing is also
different depending upon the consumer’s decision. The consumers may decide to purchasethe
goods immediately or they may take many day’s time for purchasing the product (Iankova et al.,
2018). The marketing strategy that will be used in case of B2C is that the focus is on the benefits of
the products and services to the consumers. The marketing strategy should focus on solving the
needs of the consumers.
Mr A-I have understood the difference between B2B and B2C marketing. Do you have any questions
that you wish to ask?
Mr B- Yes I have a question to ask. What are the characteristics of B2B marketing, including the
market structure and demand, the nature of the buying unit and the decision process in B2B
marketing?
Mr A- I will discuss the main market characteristics of the B2B marketing related to the market
demand and structure. A characteristics of the B2B marketing is that they have larger buyers but
they are small in number as compared to the B2C marketing. The amount of the purchases by these
purchases is much larger (Cortez & Johnston, 2017). The demand for the goods in casae of the N2B
marjeting depends on the demand of the consumer goods in the B2C market. Therefore the demand
on the B2B market is a derived demand. The demand in case of the B2B marketing is inelastic
demand. The price in case of B2B marketing remains unaffected by the any changes in price in the
market because they buy in bulk and their purchase is not affected by the pre changes. The B2B
market goes through a phenomenon called the Bullwhip effect. In this case the demand will
fluctuate more than it fluctuates in the B2C market structure (Anees-ur-Rehman et al., 2018). This is
because the retailers purchasing capacity is dependent on the demand by the consumers so if the
demand increases than the demand by the retailers will also fluctuate more than proportionately.
The buying unit in case of the B2B marketing is more buyers which results on a larger decision