Week Four EOC: Business to Business Marketing

Business to Business Marketing is much different than that of Business to Consumer Marketing. To begin with, “the first distinction is the way they sell their products or services. In business to consumer, the marketer sells to the consumers, who are the end-users. While in business to business, the marketer sells the commodities to organizations or companies, such as to a business dealer so that they can resell the commodities as well and turn in profits.” http://www.strategicbusinessteam.com/small-business-marketing-strategy/business-to-business-vs-business-to-consumer-marketing-what%E2%80%99s-the-difference/.  The definition of business vs consumer really explains itself.  The saying goes “business IS business.”  Well, that is accurate.  Businesses want profit and to get to that profit is to keep gaining the consumers.  “The first step toward thinking like a B2C marketer is to create great brand recall.” http://www.marketingprofs.com/articles/2012/8838/how-the-best-b2b-marketers-think-like-b2c-marketers-five-strategies-to-emulate.  Say you want to make a “knock-off” brand of a “name-brand” box of crackers; we’ll use Ritz Crackers for this instance.  You, as a business must catch the consumer’s eye, make SOMETHING “better” about YOUR product than the original.  So, you use “Organic” materials to create the same tasting and same size cracker.  Now, consumers will see an ad stating YOUR crackers are exactly like Ritz Crackers, only better because they are organic.  THAT is Business to Consumer Marketing.  “B-to-B marketers sometimes promote their products directly to final consumers to increase business demand” Once you, as a business, have a demand for a product, your partners also benefit from your actions.  The demand shoots DIRECTLY to the demand supply, causing the consumers the need to purchase the affiliating products that come with YOUR product.  The example the book used was Intel.  “Intel advertises heavily to personal computer buyers, selling them on the virtues of Intel and its microprocessors. Recent ads from Intel position its people as “Sponsors of Tomorrow”—just the folks you’d want making the chip in your computer. “Making microprocessors is a tricky business,” says one ad. “This is why our clean rooms are 10,000 times cleaner than a hospital operating room. It’s also why our workers must wear those silly-looking outfits.” The increased demand for Intel chips boosts demand for the PCs containing them, and both Intel and its business partners win.” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 158).