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The needs and characteristics of these markets are different; therefore, the marketing
strategies for each are also different.
Table 3.3:The different between business market and consumer market.
Business Markets vs. Consumer Markets
Business Markets Consumer Markets
1 Nature of Buying Unit Nature of Buying Unit
More participants in the purchase. Few participants in the purchase.
Professional purchasing effort. “Amateur” purchasing effort.
2 Types of Decisions & Decision Process. Types of Decisions & Decision Process.
More complex decisions. Simpler decisions.
Often higher risk: more at stake. Usually limited risk.
Process is more formalized. No formal info search or decision.
Buyer and seller have limited interface.
Buyer/seller depend on one another.
Psychology can be important.
Build close long-term relationships with
customer.
3 Marketing Mix Marketing Mix
Predominantly sales force. Mostly mass communications.
Price is often negotiated. Price is fixed.
Advertising and other communication are Advertising is emotional or rational:
frequently technical. reminder, persuasive, comparative or
awareness.
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