B2B vs. B2C Marketing Strategies.docx - Mike Schepers B2B...

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Mike SchepersB2B vs. B2C Marketing StrategiesIn today’s business world, there are several different business models that different companiesuse to reach to certain markets. Two of the most well-known business models consist of the business-to-business and the business-to-consumer models. These two business models consist of many similaritiesand even more differences. The business-to-business (B2B) model involves commerce transactionsbetween businesses; these businesses include all manufacturers, retailers, and wholesalers. The businessto consumer (B2C) model involves the final sale of a finished product from the business to the consumer.B2B transactions take place much more often than BSC transactions, mainly because there are so manymoving parts in the production process. B2B is a form of e-commerce and can be sorted into fivedifferent categories: company websites, product supply and procurement exchanges, specialized orvertical industry portals, brokering sites, and information sites (Rose, 2010). Two companies who will bemainstays for years to come are Cisco Systems and Amazon, both of which have different marketingstrategies.One of the largest and most successful B2B companies in the world is Cisco Systems. On a globalscale, they are one of the most profitable B2B companies around and are wildly successful because oftheir marketing strategies. Based out of San Juan, California, Cisco Systems is the worldwide leader innetworking that transforms how people connect, communicate, and collaborate (Cisco, 2013). As notedon Cisco System’s website, “Cisco drives productivity and growth and an improved customer experienceby enabling Business to Business (B2B) electronic interactions with our largest channel partners,manufacturing partners, parts suppliers, and logistics providers. B2B leverages technologies andstandards by integrating and automating business processes such as Ordering, Configuration andInvoicing between partners and Cisco” (Cisco Systems, 2013). Cisco’s marketing strategy sounds morecomplex than it actually is; Cisco Systems provides essential technology to all its target market, which is
almost entirely made up of IT specialists.These IT specialists can include anything fromtelecommunications specialists and networking engineers to business intelligence specialists.By comparison, the online retailer giant Amazon is one of the most well known and profitableB2C companies in the United States. As said by Alex Cosper of Demand Media, “Amazon.com crafted anew business model in the 1990s for Internet entrepreneurs using the Web as a place for transactions.As consumers learned to replace physical distance with mouse clicks, Amazon created e-business and e-commerce models that generated massive profits for the online clearinghouse” (Cosper, 2013). Amazonis now on of the most successful B2C companies in the United States since first entering the market ofbuying and selling textbooks. Amazon’s mission statement is as follows:We seek to be Earth’s most

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