Business owners who choose B2C marketing are often surprised by the confusion. Often, the term implies business partners which will continue to work with one another. A Business To Consumer Marketing Program refers to marketing services that are intended for consumers who sell products and not manufacturers.
It should be understood that any Marketing Program which focuses on consumer marketing, even those involving the sale of a product is likely to be B2C. The term B2C has become very popular with entrepreneurs as it has been described by critics as “business to consumer marketing”. If the marketing is for products sold in retail stores, it may be called a Retail Marketing Program.
This term can include entrepreneurs who sell products directly to retailers, or as a sales team that sells to other businesses, or sometimes business people who sell directly to consumers. It is fairly obvious that any business can participate in a B2C Marketing Program, because no matter where the product is sold, the distribution network is consistent with what is done in the main sale channel.
For example, if a business decides to sell used cars on the Internet, they are also marketing with the premise that they are selling to consumers. In this case, the selling business is buying the cars from their own cars for resale purposes and this is what makes them B2C.
However, if the selling business is primarily a dealer of used vehicles, or they offer direct sales, then the marketing can not be termed as B2C. The business would need to partner with a wholesaler to obtain new cars, and the sales team would have to communicate directly with the wholesaler’s customers. This is what would make the business B2C.
There are those that feel that B2C Marketing should never be confused with traditional retail Marketing. They suggest that for companies to realize the benefits of B2C Marketing, they must have a strong retail presence. That is to say, when business people seek to sell goods and services through the Internet, they must have retail facilities that meet consumer expectations.
New technologies have changed the industry in which B2C Marketing functions. It was once the primary channel to sell products, as consumers knew few other channels. Nowadays, there are many more retailers than wholesalers, and consumers have access to many other options such as wholesale clubs, classified ads, classified websites, and local retail stores.
In addition, in order to compete in a B2C Marketing strategy, the business must have a well-defined view of the market and the consumer. For example, many B2C Marketing programs involve a general interest in the way the customers feel about the product, the costs of the product, and the individual characteristics of the product.
These are known as consumer issues, and a business must also take into account the product’s label, price, and marketing. These are known as product attributes, and it is these that must be considered when determining what the market wants.
Because of this, it is important to note that even when B2C Marketing is being utilized, it is not to become a “one size fits all” program. Instead, there are many different forms of B2C Marketing that should be considered in order to be most effective. These can include consumer association promotions, a co-branding program, and efforts to strengthen a company’s own marketing mix.
In order to insure the most effective B2C Marketing program, businesses must be sure that they are cognizant of the differences between B2C Marketing and traditional Retail Marketing. With today’s wide variety of marketing tools, businesses should consider working with local or regional associations that focus on supporting local or regional groups as well as other organizations that can help in the promotion of the business.