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Essay / Research Paper Abstract
A 3 page paper discussing the differences between B2B and B2C marketing. The ultimate goals of each are the same, but the methods they use to accomplish those goals can and do differ immensely. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSecomMktB2x.rtf
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Unformatted sample text from the term paper:
ultimate goals of business-to-customer (B2C) and business-to-business (B2B) marketing are the same, but the methods they use to accomplish those goals can and do differ immensely. The concept of
the marketing mix - the four "Ps" of marketing that have guided marketing efforts for years - is entrenched in traditional marketing, but changing environments and changing markets have led
to the need to know more about customers than the traditional marketing mix approach can provide. Successful marketers in the B2C and B2B environments approach their marketing tasks from
differing perspectives. B2C Marketing B2C marketing fits better into the traditional concept of marketing. Though the mass market is largely a thing
of the past, B2C marketing still focuses on large target markets for many products (i.e., Tide detergent) and much more narrowly-segmented target markets for others (BMW, Australian wine makers).
The point of the effort is to sell the organizations products or services; the value of the single sale is attached to the transaction rather than to any ongoing relationship
with the customer. Besides the large target market, advantages include a short sales cycle and the value of brand identity. Many products
and services are available at many outlets. Further, sales often are influenced by status or emotional attachment to an item. Likely the
leading disadvantage is that there is no relationship between the company and its customers, except for the brand loyalty that the company can manage to generate. When there is
a large target market, often there are many competitors as well. B2B Marketing B2B marketing does not fit the traditional concept of the
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