I wrote an article a while back that is posted on my Vista Consulting site called “B2B vs B2C Marketing: Similar but Different“. It’s the most highly visited page on my web site. In the article I contrast the two types of marketing as follows:
B2B:
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Relationship driven
Maximize the value of the relationship
Small, focused target market
Multi-step buying process, longer sales cycle
Brand identity created on personal relationship
Educational and awareness building activities
Rational buying decision based on business value
B2C:
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Product driven
Maximize the value of the transaction
Large target market
Single step buying process, shorter sales cycle
Brand identity created through repetition and imagery
Merchandising and point of purchase activities
Emotional buying decision based on status, desire, or price
This weekend I got an email from a graduate student at Virginia Commonwealth University with questions about these comparisons for a project for her marketing class.
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