Business E-Marketing Strategies

Paper Summary:

This paper examines how effective business-to-business (B2B) and business-to-consumer (B2C) marketing strategies account for the differences between these two types of industries and how both are faced with the difficulty in predicting the behavior of their potential customers and marketing accordingly. It looks at how the marketing mix that a company chooses to use should include a combination of strategies to achieve the goals of selling their products and services and how a company website is an integral part of this marketing strategy.

From the Paper:

"Companies commonly divide customer types into segments based on characteristics such as demographics, geographic location, or a particular approach to life and advertise specific messages for each group accordingly. B2B firms are learning from B2C companies the importance of identifying particular groups of customers by segmenting the B2B customer base via aspects such as SIC codes (Ojala, 2005). However, the B2B industry's audience is more targeted and also more difficult to reach (Vence, 2002).The Internet facilitates segmentation as a company's website can be customized for specific groups."

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