Editing Marketing (section)

=== Differences in B2B and B2C marketing ===
The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.<ref name=":0" />

*Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and needs.<ref name=":0" />
*Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.<ref name=":0" />
*Number of customers: There are relatively fewer businesses to market to than direct consumers.<ref name=":0" />
*Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.<ref name=":0" />
*Distribution: B2B products pass directly from the producer of the product to the business while B2C products may additionally go through a wholesaler or retailer.<ref name=":0" />
*Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal.<ref name=":0" />
*Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.<ref name=":0" />
*Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.<ref name=":0" />
*Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products.<ref name=":0" />
*Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.<ref name=":0" />
*Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.<ref name=":0" />