As discussed many times during lecture, a fundamental difference between business-to-business (B2B) selling and business-to-consumer (B2C) selling is: Question 1 options: B2B very frequently finances the deal, as opposed to paying cash or with credit. B2B purchases generally have more than 1 person involved B2B purchases tend to take longer to complete than B2C sales B2C purchases can be driven by wants or needs, whereas B2B are almost always driven purely by needs All of these represent important differences between B2B and B2C