Strategic Marketing Basics

Before concluding the study of customer behaviour, let’s touch on the specific case of BtoB marketing.

 

In fact, most of the above considerations concerned marketing consumer products (BtoC). We could ask whether what was said above also applies to BtoB marketing.

 

The purchases are clearly more rationalized in BtoB. Professional needs lead to professional factors and professional decision making. Nevertheless, the attitudes of the people who make the purchasing decisions are also affected by various emotional factors.

 

Every salesperson knows how important it is to understand the personalities of buyers and users in order to adjust the offer and the talk. Purchasers are, for example, influenced as anyone by megatrends. They have their own values, are part of their own cultures distinct from others,....

 

Actually, over the years, BtoB buying probably became more emotional than before while BtoC buying became more reason based than before....