Explain the differences in marketing products and services to organisations rather than to consumers

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Explain the differences in marketing products and services to organisations rather than to consumers

First, I assure them. You see, I admit that there are certainly vital differences between B2B and consumer marketing, but in my experience, the differences too often overshadow the similarities.

And this can lead to some truly bad selling messages. If you begin with the assumption that business people are all emotionless, money-making robots, as many B2B marketers do, you end up with flaccid offers, ponderous copy, and do-nothing design.

Just look at the mail you get in your office.

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In truth, business buyers are just people, with the same problems, fears, feelings, and dreams as everyone else. They simply experience their problems, fears, feelings, and dreams in their office instead of their living room. In fact, because of the stress of the workplace, their emotional responses are often far more intense than consumers.

For the most part, business buyers respond to the same motivators and techniques as consumers. I never, therefore, divide the known world into consumer and B2B marketing. This is part one of a two-part post on this topic. Therefore, most purchases need to be justified in quantifiable terms.


The buying process for major purchases is often complicated. It can follow a formal, rigid pattern of bids, budgets, bargaining, and analysis. Business buyers need plenty of information to make a decision, often over a long period of time.

You must sometimes talk to many layers of a company.

This includes decision makers, buyers, influencers, and users. And you may or may not be sure who is who.

Explain the differences in marketing products and services to organisations rather than to consumers

Business buyers are particularly wary of taking chances on unknown products and services. The cost for mistakes — in time, money, and personal reputation — is too great.

While some like to be on the cutting edge, most prefer to play it safe. They are especially influenced by the actions and opinions of colleagues and competitors.

And they have elephantine memories when it comes to bad experiences. Business buyers are time-conscious during business hours. They are barraged with mail and sort through it quickly.

However, if something interests them, they will read it, though they want to get to the point fast. Does that really sound so different? I wish to stress that business marketing is very different in terms of pricing, planning, buying cycles, and so on.

Explain the differences in marketing products and services to organisations rather than to consumers

From a creative standpoint, they are more alike than different. Keep this in mind.The 7 Key Differences Between business-to-business and consumer marketing by Robert W.

Bly When asked if he could write an effective direct mail package on a complex electronic control system. Jun 29,  · Marketing products and services can have many similarities as well as differences. Products and services benefit from adding trust and name recognition into the marketing materials, but products.

Decision-making. In many cases, the consumer decision-maker is the person that ultimately buys the product. For example, the mother of a family may decide to buy a new sandbox for the children, so. Consumer behavior involves services and ideas as well as tangible products.

Marketing Your Products/Services and Promoting Your Organization

The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for .

Analyse the additional elements of the extended marketing mix in Sainsbury’s Explain how and why international marketing differs from domestic marketing Explain how buyer behaviour affects marketing activities in two different buying situations in Sainsbury’s Explain the differences between when Sainsbury’s is marketing.

The differences in marketing of products and services to organisations rather than consumers are: 1. The business buyer wants to nationwidesecretarial.com consumer advertising offers people products they might enjoy but don’t really need.

B2B vs. consumer marketing: 5 key differences