Business to Business Marketing
, Explain the major differences between Consumer and Business Markets regarding: number of
customers, sales-volume, buyer-seller relationships
Characteristic B2B Market B2C Market
Sales volume Greater Smaller
Purchase volume Greater Smaller
Number of buyers Fewer Many
Size of individual Larger Smaller
buyers
Location of buyers Concentrated Diffuse
Buyer-seller Closer More
relationship Impersonal
Nature of channel More direct Less direct
Buying influences Multiple Single/Multiple
Type of More complex Simpler
negotiations
Use of reciprocity Yes No
Use of leasing Greater Less
Key promotion Personal Selling Advertising
method
BUYER-SELLER RELATIONSHIP
- Technical expertise an asset - Less technical expertise
- Interpersonal relationships between buyers - Non-personal relationships
and sellers
- Significant info exchanged between participants - Little info exchanged
between
, Explain the major differences between Consumer and Business Markets regarding: number of
customers, sales-volume, buyer-seller relationships
Characteristic B2B Market B2C Market
Sales volume Greater Smaller
Purchase volume Greater Smaller
Number of buyers Fewer Many
Size of individual Larger Smaller
buyers
Location of buyers Concentrated Diffuse
Buyer-seller Closer More
relationship Impersonal
Nature of channel More direct Less direct
Buying influences Multiple Single/Multiple
Type of More complex Simpler
negotiations
Use of reciprocity Yes No
Use of leasing Greater Less
Key promotion Personal Selling Advertising
method
BUYER-SELLER RELATIONSHIP
- Technical expertise an asset - Less technical expertise
- Interpersonal relationships between buyers - Non-personal relationships
and sellers
- Significant info exchanged between participants - Little info exchanged
between
