marketing

... 1. Introduction In order to identify, analyse and evaluate the major differences along the supply chain between the business-to-business (B2B) and the business-to-consumer (B2C) marketing in the manufacture and retailing of fast-moving-consumer-goods, it is important to define the different terms. According to Wright, the supply chain can be defined as 'the entire network of suppliers, factories, warehouses, distribution centres and retailers that participate in the process from raw materials to finished products.'(www.soltempo.com) The fast-moving-consumer-goods (FMCG) can be defined as 'the retail goods with a short shelf life either as a result of high consumer demand or because the product deteriorates rapidly.' (www.graduateopportunities.com) For instance, meat, fruit and vegetable, dairy products are perishable FMCG and alcohol, toiletries and cleaning products are FMCG with high turnover rates. B2B marketing is according to Wright (2004) 'where one business markets products or services to another business for use in that business or to sell on to

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