This is one question that has been bugging me ever since I have come
across these two terms and actually studied them, which would be pretty
much my MBA days.
I will start with formally defining the two terms:Business 2Business(B2B) Marketing
as in intra-organisational communication, collaboration, and commerce -
normally electronic, normally using websites and/or web services (source:wikipedia)Business 2 Consumers Marketing (B2C)
: Business that sells products or provides services to end-user consumers ( source: http://www.marketingterms.com/dictionary/b2c/
my doubt/confusion is that are businessess, not customers? Dont
business houses buy things. I will answer this question later. ...Here
again I think and believe that all marketing is B2C marketing, albeit
the 'C' stands for something slightly different.
As I said, all
marketing, according to me, is B2C marketing or 'Business to Client'
marketing. Now, many would argue the difference between a consumer/
customer and a client and why does it make the term B2B marketing
The word 'Customer' , to me, signifies a one time
buyer. It does not imply relationship of any kind. A person who makes a
one time purchase would be a customer. On the other hand the word
'Client' implies a consumer with whom the seller has a relationship and
a scenario where the consumer stays with the seller for a certain
length of time. To put it simply, 'repeat purchase'!!!
Loyalty/ Repeat Purchase is the ultimate nirvana for Brand
Managers...Then why should it be any different for FMCG/FMCDs. The aim
is to transform the 'customer' to a 'client', be it any kind of
sales/marketing activities, B2B or B2C.
For Example, take a
medicine shop. I have been visiting my local medicine shop for 10-15
years. The shop owner, knows me by my first name and knows my parents
by their first name as well. He also acts as my local physician at
times when I have a cold etc. By the text book definition, this is a
typical B2C scenario. So, what am I to the medicine shopwallah.
Am I a client or a customer??
in my current professional capacity, I sell education solutions to students. My organization helps students in preparing themselves for the various management entrance examination/s. This business works purely on word of mouth publicity. However, goin by the definition, it will still be in the B2C segment, since it deals with individuals. I address my clients on first name basis and
at times even share a drink with them. So , are they my 'clients' or
are they merely customers. We all know one thing that businesses dont
buy and businesses dont sell. It is we human beings who buy and sell.
is my justification in favor of my argument that there is no separate
thing such as B2C or B2B Marketing. To me, every marketing effort is
B2C Marketing,i.e. 'Business 2 Client' Marketing.