The marketing strategies of a business must be understood in order to differentiate business-to-business (B2B) from business-to-consumer (B2C). Business-to- business marketing is a form of marketing through which a company markets products or services to other companies, governments, or not-for-profit organizations. Business-to-consumer marketing is a form of marketing through which a business or company initiates a business transaction directly with the consumer of the good or service.

In my analysis, the two primary differences that exist between B2B and B2C are i) the target audience (or customers) for the B2B and B2C; ii) the transaction process for both B2B and B2C. The first step in understanding the B2B marketing environment is to determine the target audience or the consumers who are participating in the transaction. In most cases, B2B transactions are often performed between larger organizations. For example, Vista Equity Partners, a multi-billions dollars enterprise software company, founded by Robert F. Smith, is a business that develop and market enterprise software to some of the most successful businesses in theU.S., China, and EU.

The target audience (or customers) for a B2C marketing environment are individuals. In B2C marketing environment, the marketing goal is dedicated to the needs, interests, and challenges people face in their everyday lives (Zenn, 2019). For example, Walmart is a business that mostly operates in a B2C marketing environment; Walmart sell all kind of consumer goods ranging from groceries to homes and personal care products.

The transaction process in the (B2B) environment is quite complex compared to B2C. In a B2B transactions, the customer (usually an organization) goes through various channels before the purchase becomes approved. For example, a large purchase in an organization must go through the finance department for an approval before the purchase can be initiated. The transaction process in a B2C marketing environment is mostly simple; the customer will enter into the transactions once he or she has made the decision to purchase the item or materials.

The marketing simulation that I am participating in directly relates to B2C marketing environment because the team is manufacturing bicycles for direct consumers. We are not selling bicycles to another business; therefore, we're not engaging into a B2B marking.

Reference,

Zenn, J. (2019). We break down b2b vs. b2c marketing. Retrieved from: https://blog.hubspot.com/agency/differences-b2c-b2b-marketing.

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