How is marketing to business markets different than market t

How is marketing to business markets different than market to consumer markets? Provide examples to support your answer.

Solution

Business to business marketing is substantially larger and very different from consumer marketing. The business market includes all businesses, institutions and governments who buy virtually every product and service to help them in turn provide products and services to other businesses and to consumers. Marketing to these customers requires a different orientation than that used in consumer marketing.

The main difference is that unlike the consumer market the buyer in the industrial market does not purchase for final consumption. Purchases in the business-to-business market are made for further processing, for adding value, or for incorporation into finished products. The target buyers are not end consumers, but those in the supply chain that reach the end consumer, such as manufacturers who make the products, internal users within companies ,wholesalers who buy the product in bulk and distribute them, and retailers who merchandise and sell them to final consumers. The business to business market is characterized by large purchasers, fewer buyers and buyers concentrated in a particular geographical area.

Example would be car manufacturers . These companies buy products from various vendors who market their products to car manufacturers and in turn car manufacturers use the products brought from vendors to be incorporated into the final product i.e. an automobile which is then sold to the consumer.