While the principles of marketing (e.g., understanding and delivering customer wants and need) do not change between B2C and B2B, there are many important differences between these two contexts.

For example B2B has:

Fewer, larger buyers

Closer supplier-customer relationships

Professional purchasing, including awarding of long term supply contracts

Multiple influences in the buying firm, and the need for multiple sales calls

What are the IMPLICATIONS of these differences for marketers? One way to approach this issue is to consider: How hard is it to secure a customer order in the B2C market? What about the B2B Market? Also, what are the consequences of losing a single customer in the B2C

market, and in the B2B market?