Business Marketing vs. Consumer Marketing

Sheree M. Johnson II
January 29, 2012
BUS 367 Business to Business Marketing
Business Marketing vs. Consumer Marketing

Business Marketing vs. Consumer Marketing
Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner (2006) note that business marketing generally entails shorter and more direct channels of distribution.
While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While that advertising is limited, it often helps the business marketer set up successful sales calls.
Marketing to a business trying to make a profit (business-to-business marketing) as opposed to an individual for personal use (Business-to-Consumer, or B2C marketing) is similar in terms of the fundamental principles of marketing. In B2C, B2B and B2G marketing situations, the marketer must always:
  * successfully match the product or service strengths with the needs of a definable target market;
  * position and price to align the product or service with its market, often an intricate balance; and
  * communicate and sell it in the fashion that demonstrates its value effectively to the target market.
These are the fundamental principles of the 4 Ps of marketing (the marketing mix) first documented by E. Jerome McCarthy in 1960.

While other businesses might seem like the simple answer, Dwyer and Tanner (2006) say business customers fall into four broad categories: companies that consumer products or services, government agencies, institutions and resellers.
The first category includes original equipment manufacturers, such...