Page 167 - E1 Integrated Workbook STUDENT 2018

Further aspects of marketing

Business to business (B2B) and

business to consumer (B2C) marketing

B2C B2B

 Purchased by individuals for own  Sale of goods between businesses.
use.
 Wide range of goods from raw
 Includes fast moving consumer materials to processed goods and
goods and durable goods. capital items.

Derived

demand from
consumer
market

Technical High
complexity purchasing
is common Features of power of
B2B marketing businesses
compared to compared to
B2C marketing consumers

Closer
Fewer
relationship

between buyers buyers
than B2C
and sellers
marketing

Business-to-government (B2G) marketing is a form of B2B
marketing but deals with a government department or public service
rather than another business.

155