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Consumer and B2B firm---How different are they?
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Contemporary Directions in Marketing Consumer and B2B firm---How different are they? BS28426-M Module Tutor: Ian Wilson Word Count:2,166 Award Title: MGM (2003-2004) Student: Hao Chen (Colin) Registration Number: 03904301 28/05/2004 Contemporary marketing theory and practice Consumer and B2B firm---How different are they? Introduction The marketing concept holds that the key to achieving organizational goals consists of determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors (Kotler,2003). Under the traditional consumer markets environment, company sells mass goods and services to reach and meet different needs of its target customers by means of various marketing channels and try to establish a superior brand image in the market through applying appropriate marketing mix. However, Business-to-business (B2B) market is relatively complicated and involves not just sell, it requires a special, unique set of marketing concepts and principles. Basically, it varies to its counterpart-B2C marketing in terms of organization's structure, participants' behaviors, and other influential factors...
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