GOOD MORNING !

DIAH PRABAWATI –
BALI TOURISM POLYTECHNIC

BUSINESS MARKET &

CONSUMER MARKET
Business Market
Business markets is a business to business type of
transaction (B2B). It involves companies transacting
with each other not for their consumption but in
some cases to facilitate production, in other cases
to supply the products to other firms or directly to
resell the purchases to the consumers.
What is B2B?

• Business to business (B2B) is a sales

model that occurs between business
people and other business people.
Defining B2B Marketing Relationship driven
Maximize the value of the
relationship
Small, focused target market
Multi-step buying process, longer
sales cycle
Brand identity created on personal
relationship
Educational and awareness building
activities
Rational buying decision based on
business value
Consumer Market
Consumer markets is a business to costumer
type of transaction (B2C). Businesses sell
products and services to consumers for
household or personal use
What is B2C?

• Business to Customer is a business that

provides services or sales of goods or
services to individual consumers or
groups directly.
Defining B2C Marketing Product driven
Maximize the value of the
transaction
Large target market
Single step buying process,
shorter sales cycle
Brand identity created through
repetition and imagery
Merchandising and point of
purchase activities
Emotional buying decision based
on status, desire, or price
WHAT IS MAKING DIFFRENCE BOTH???
B2B Marketing – What is Different?

B2B: Business to Business B2C: Business to Consumer

Based on relationships with business buyers Products more important than relationships

Often small & focused market Usually larger markets

More complex & longer buying process Single step buying process; often short
(e.g. impulse purchase
More sophisticated buyers Less sophisticated buyers

Aim is to turn prospects into buying Emotional considerations affect buying

customers behaviour
Educational element to promotion Brands very important
B2B vs B2C Marketing

Subject B2C ‘low Involvement’ B2B ‘High Involvement’

Target Market Larger Smaller, Niche

Purchaser (s) Single Multiple

Buying Process Single step Multiple step

Sales Cycle Shorter Longer

Sales Driver Recognition and Relationship and

Repetition Detailed Information
Examples of B2C vs B2B Marketing
1. TARGET AUDIENCE OR MARKET

• B2B is targeting business people. B2C targets purchases by individual

consumers.
2. Number of purchases and prices

• The price per unit on B2B is already very high. compared to

B2C the price of goods per unit is very cheap and requires you
to sell products in large quantities to maximize turnover.
3. Decision making

• B2B business clients are logical business clients. This

client needs to consider many things as well as long-
term benefits before buying a product. Another with B2C
product buyers. Because the product to be purchased is
used in a narrow and personal scope, decision making is
done individually.
4. Seller relations with buyers

• The relationship between traders and buyers as we all know is a symbiosis

of mutualism, a mutually beneficial relationship, of course. In the case of
B2B, for example. A long and complex process makes B2B business clients
tend to establish long-term relationships with their suppliers. The above is
very different from the B2C relationship. Personal motivation and quick
decision making make short-term buyer and seller relationships.
5. Marketing strategy

B2B often uses marketing strategies to enhance its

reputation. Although both require a reputation, B2C
businesses do it differently. Businesses that directly target
consumers will usually use emotional marketing
strategies.
THANK YOU!