Two primary differences between business-to-business and business-to-consumers are the marketing audience and the "buying processes and characteristics," (Kerin & Hartley, 2022). The marketing audience for a business-to-business (B2B) is going to be other companies, businesses, and corporations rather than what people typically think of as the "consumer." This means that marketing strategies, tactics, buyers, and products will be different than someone shopping online for new pants or in a store for a new TV, for example (Kerin & Hartley, 2022). Often there will be a purchasing department for different needs throughout a buying company and the needs of that company will be vastly different than what we typically do as consumers day-to-day (Kerin & Hartly, 2022). The buying processes and characteristics of B2B marketing may involve different policies, procedures, timelines, and relationships. One thing that stood out to me is that "buying objectives and criteria are typically spelled out," (Kerin & Hartley, 2022). This was interesting and helped better inform me just how different these two environments are.

An example of a company engaged in the B2B environment would be Deloitte. They sell auditing, tax, consultation, and marketing services to other businesses (Deloitte, 2023). An example of B2C would be a company like Amazon which sells everything from groceries to clothes to home goods to electronics. The environment of the marketing simulation that I am participating is a B2C model - a bike shop.

Deloitte (n.d.) About Deloitte. Deloitte. Retrieved on October 15, 2023 from https://www2.deloitte.com/us/en/pages/about-deloitte/articles/about-deloitte.html.

 

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