Week 4 EOC Business to Bussiness vs Consumer Marketing

Marketing to businesses shares some similarity in marketing to consumers. They are both the customer and desire to be delighted.  However there are some significant differences in the marketing process between businesses and consumers. Where consumers are numerous and very diverse and require potentially numerous marketing campaigns based on how to appeal to differences in region, gender, age or possibly ethnicity,  Businesses are more limited and concise. Another significant difference is the size of the purchase. Consumers marketing is based on typically smaller quantities and is a simple transaction.  however, "Compared with consumer purchases, a business purchase usually involves more decision participants and a more professional purchasing effort."(Kotler, Gary Armstrong and Philip p.160) Due to typically larger quantities of overall cost marketing to businesses needs to address more criteria and undergo much more scrutiny. "Business buyers usually face more complex buying decisions than do consumer buyers. Business purchases often involve large sums of money, complex technical and economic considerations, and interactions among many people at many levels of the buyer’s organization. " (Kotler, Gary Armstrong and Philip p.160) These coplexities make the overall process more involved and involve more back and forth dialog between purchaser and seller. Due to the need for more dialog and the complexities of the process  "The decision-making unit of a buying organization is called its buying center—all the individuals and units that play a role in the business purchase decision-making process." (Kotler, Gary Armstrong and Philip p.160)