functions of sales

Companies offer goods and services to satisfy the wants and needs of a wide range of customers. Products and services are marketed in diverse formats to corporate and individual consumers. Marketers in this situation should be familiar with all the parallels and differences between goods and services in order to maximize their marketing campaigns. (Business to Consumer) Business-to-consumer (B2C) and business-to-business (B2B) practices are somewhat different. People believe that marketing is marketing; however, how one markets to customers varies from how one market to companies (Hamilton, 2014 p.107). Furthermore, the person who buys a product specifically for themselves is not the same as the person who buys for a business. In fact, there are various ways which one must remember when developing the market activities. By using the consumer and business-focused strategy to market the products and services, there are few ways on must understand and follow. This essay will elaborate and highlight the various ways in which products and services are marketed to the consumer and business customers.

B2B and B2C Marketing

The business terms were coined to various internet commerce strategies that were sold to the consumers as compared to the market of other businesses. These conditions have also expanded their meaning to refer that, the B2C is any business that sells to the end customer while the B2B sells to another company either online or offline. Despite the fact that the marketing products are the same, for every transaction (straight marketing, events, public relations, internet marketing, and advertising), how they are implemented, and the outcome of the activities occurring in the marketing strategies matter (Fokina, 2014 p.507). For a start, both B2C and B2B have the same developing strategies. For instance, they have to identify the customer, and what there needs are. Then, the marketing plans need to be taken into account with the concerns of the differences. The marketer should also ensure that they are developing the right types of activities for a specific market.

Characteristics of business-to-consumers

The ultimate goal of B2C is to have a product-driven mind, maximise the value of the business, target a broad market as well as to merchandise and point the activities involved in purchasing. When dealing with the consumer, there should be a single step buying process, emotional buying decision, shorter sales cycles that are based on the desire, status and price of the product. B2C companies, therefore, employ more merchandising activities such as displays, coupons, storefronts (both internet and real) and offer that entice the consumer to buy (Kleinaltenkamp & Plinke, 2015 p.296). The B2C marketing campaigns also have special vouchers, deals, and discounts that are used both in stores and online. For instance, the goal of B2C is to encourage the consumer to purchase the product immediately.

The email, in this case, takes the consumer directly to the website that is designed to make the purchasing process more accessible because it is integrated into the checkout page and shopping cart throughout the flow of the transaction. However, when the customer clicks a couple of times they usually end the online cart. One facet of the B2C advertising is that the majority of companies value the position of being loyal. For instance, Best Buy, Staples, and Amazon, for instance, syndicate both education and merchandising to facilitate repeat clients (Fokina, 2014 p.512). These services also add excellent customer service which is also known to have a winning combination.

B2B to B2B marketing

The businesses that sell to businesses usually have a relationship driven target, focus on the small target market, maximize their value of their relationship with other companies, create a brand identity for personal relationships and make rational based decisions based on the value of the business (Fokina, 2014 p.517). Since the motive of B2B marketing is to change the predictions to customers, the procedure is usually more complex because it is longer. The B2B business focuses on communication and connection building by using different selling activities with the aim of generating leads that could be nurtured in the process of the sales cycle (Kleinaltenkamp & Plinke, 2015 p.314).

The companies also use publicising to educate various competitors because the choices of purchasing usually involve multistep operations that require more than one person. For instance, the email has contact information in cases of offline communications while the landing pages have information on benefits, features and possible pricing. This is usually the first step of marketing because it is usually longer and more integrated to touch campaign that may have direct mail. Webcasts, news-letters, telemarketing and follow-ups done by the sales representatives who typically discuss the requirements in details (Fokina, 2014 p.527). Are also the steps B2B take to market themselves. Therefore, the B2B content of marketing by use of white papers, newspapers, and coverage of the services and products assist companies to market their projections.

Influencing the consumer behaviors

One of the easiest and best procedures to control the consumer’s character is by giving them acceptable motives. This has a similarity like asking the type of person and the product they are expected to buy. Consumers usually have the expectations that they are doing something right, eating healthy, make contacts, make the right persons or that they deserve to be spoiled a bit (Meeks, 2010 p.150). The marketers, in this case, can convince the consumers to buy the products they need or service for any valid reason, then the customers usually have a big chance of purchasing the product.

Additionally, in marketing sensory stimuli is very crucial. People usually find food to taste better when the packaging is appealing or if it is connected with other positive qualities. Most people taste with their eyes which makes them discern the differences in products and when on a blind taste test they are unable to recognize the differences (Meeks, 2010 p.160). A good example is when loyal Coca-Cola customers were adamant that no soda could be its equal. When they saw what they were drinking, they maintained their position, but when they did a blind test, there were some who were unable to pick out the difference between Coke and root beer. The last alternative that can influence the buying behavior of a customer is by offering specialized goods.

There was a time when commonality was popular, but today many people are seeking diversity in their personal taste, preference, and lifestyles. The Rules Have Changed by Dodge and This is different by Arby are examples of campaigns that tout the way their goods stand out in the market (Meeks, 2010 p.192). Marketers are usually very successful in targeting rebels and the counterculture. Today consumerism is not about conformity as it used to be but instead about the difference. It is not based on the strict devotion to the taste of the consumer but the attentive and continuously renewed individualism. The differences have become the driving force of American capitalism.

How Market and Sales Strategies Influence Business Buyer Behaviours

Business buyers usually have different interest and decision criteria. Apart from the characteristics of products these buyers also have personal preferences and motivations which depend on the age of a person, personality, education, culture, and job position. Their buying behavior is one that is developed from many attributes (Meeks, 2010 p.197). Some of the business buyers prefer to have a simple buying process, some prefer the marker leader product, while others just want things to be done. Most of the time an individual makes the purchasing decisions and not the company. These people usually make the decisions in consideration to their needs while still maximizing the rewards given by the company.

These awards can include feelings of success, advancement, and recognition. The product that is purchased to serve personal needs is also obtained to solve the strategic issues of the company. Business buyers usually examine potential suppliers based aspects such as the quality of the product, company image, and reliability (Kleinaltenkamp & Plinke, 2015 p.264). Most of the time price becomes the most essential criteria for purchasing decision when the product is a commodity like but when a product is unique there are other criteria that are used, and it gives the supplier an opportunity to establish a strategic relationship with the customer. The total capacity of the supplier and their ability to help the company gain a competitive advantage influences the business buyer behaviour. The best price of the product is not one that necessarily low but one that comprises of the best-quality ratio.

The paying of attention to quality consistency and customer service by the supplier influences buying behaviour of a business especially when they are trying to choose between two suppliers. The supplier can influence the buying character of a company when they maintain reliability and continuity. The organization buying the products or services needs to have the assurance that the supplier will be consistent even into the future so that it secures the value of the procurement (Kleinaltenkamp & Plinke, 2015 p.274). The seller can also influence the business buying behaviour through friendships and social needs because trust and respect when built on a personal level between the seller and buyer organizations are valued. Trust is very crucial to develop because this is a determinant for the buyer that the supplier will act in a way that will be advantageous for both of them. Trust is usually established on an organizational level quickly, but personal contacts are a significant cause of the trust between organizations. It is important to note that most business buyers want the products they purchase to have met specific standards.

Conclusion

The main difference between business buyer and consumer buyer marketing is the emotional judgment in regards to the purchase. Consumers usually decide on buying a product by considering comfort, status, security, and quality. Business buyers, on the other hand, consider an increase of profitability, cost reduction, and productivity enhancement when making buying decisions. For businesses that sell to other companies, it is essential that they invest in marketing programs and materials that provide their target market with what they need so as to make rational buying decisions. The supplier has to help the business to identify the value of the goods and services that are offered through quality materials, testimonials, and other methods that establish credibility. For companies that sell to consumers, they need to understand what interests their buyers and the emotional perspective integrated into the buying decision. The industry should develop materials that are compelling which build awareness for their brand and embellish their comfort in buying from them, and portray the best price and quality service.























References

Fokina, E. K. (2014). The Internet marketing features of main categories of ecological business: B2B and B2C. V mire nauchnykh otkrytiy, 0(9.1), 500-537. doi:10.12731/wsd-2014-9.1-11

Hamilton, D. M. (2014). Business-to-Consumer (B2C) Internet Business Models & Business to Consumer (B2C). The Internet Encyclopedia, 104-124. doi:10.1002/047148296x.tie012

Meeks, Kleinaltenkamp, M., & Plinke, W. (2015). Fundamentals of Business-to-Business Marketing Mastering Business Markets. Cham: Springer International Publishing. 262-330

C. (2010). Factors Influencing Consumer Insulation Activities. Insulation Materials, Testing and Applications, 144-212. doi: 10.1520/stp23334s