Business-to-Business (B2B) and Business-to-Consumer (B2C) Marketing

Foundations of Marketing Management
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Foundations of Marketing Management
Several differences exist between business-to-business (B2B) and business-to-consumer (B2C) environments. Two primary differences between the two environments relate to the number of buyers and supplier-customer relationships (Kotler et al., 2021). In B2B environments, the marketer deals with a smaller number of buyers who purchase large quantities of products or services, while in B2C environments, the marketer deals with far more customers. Regarding supplier-customer relationships, B2B environments tend to be characterized by closer relationships where offerings are customized for individual business needs (Kotler et al., 2021). This is due to the smaller customer base and high power held by the customers. On the other hand, in B2C environ...