B2C and B2B Marketing Strategies

Paper Summary:

The paper discusses the importance of creating marketing strategies based on buyer behavior. The paper focuses on the business-to-consumer (B2C) and business-to-business (B2B) marketplaces. The paper notes the differences in behavior between B2C and B2B customers and how the B2B buyer behavior is inherently more complex that B2C. The paper examines the online selling strategies of the Nike and Dell companies.

Outline:
Comparing How B2C versus B2B Buyers Like to Buy
Anticipating and Responding to B2B Consumer Behavior
Summary

From the Paper:

"Buyer behavior and attitudes is the cornerstone of any businesses' growth. This transcends the Business-to-Consumer (B2C) and Business-to-Business (B2B) marketplaces, each having significantly different types of buyers and buying processes. The role of electronic commerce to enable initiatives in both the B2B and B2C market sectors is increasing and illustrates through the variations in marketing strategies how each type of customer in these specific markets chooses to buy."

Sample of Sources Used:

• Askegar and Columbus (2002) - Channel Management Best Practices: It's All About Orders. AMR Research Report. Monday September 9, 2002. Retrieved from the Internet on February 6, 2007: http://lwcresearch.com/filesfordownloads/SqueezetheRevenueOutofSPRs.pdf
• AMR Research (2006) - What is Demand Visibility? AMR Research Report. Published March 14, 2006. Lora Cecere and Roddy Martin.
• AMR Research (2005) - The Handbook of Becoming Demand Driven. AMR Research Report. July 15, 2005. Lora Cecere, Roddy Martin, Debra Hofman.
• Columbus (2001) - Defining Your Direction In Guided Selling. AMR Research Report. October, 2001. Retrieved from the Internet on February 6, 2007: http://www.lwcresearch.com/filesfordownloads/DefiningYourDirectioninGuidedSellin.pdf
• Columbus (2001) - Integrating E-Commerce into Exchanges: Risks and Rewards. April 6, 2001. Sam's Publishing Company. Accessed from the Internet on February 6, 2007 from: http://www.informit.com/articles/article.asp?p=21094&rl=1

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