Consumer marketing is based on the need for the product (“business demand is derived demand—it ultimately comes from (derives from) the demand for consumer goods…If consumer demand for computers drops, so will the demand for microprocessors., page 39”). It appeals to the direct need of the consumer and what the product can give to them that don’t seem so apparent on the surface. For example, your train company wants to buy locomotives from GE, but you’re concerned about the image it’ll project to the general public, the consumer marketing tries to sidestep it all (“GE locomotives might not seem glamorous to you, but they are beautiful brutes to those who buy and use them. In this market, GE’s real challenge is to win buyers’ business by building day-in, day-out, year-in, year-out partnerships with them”- page 40). Whereas Business marketing is a more complex situation dealing with the little details and formalities, to establish a long-term and satisfactory relationship with the customer (“In the long run, however, business-to-business marketers keep a customer’s sales and create customer value by meeting current needs and by partnering with customers to help them solve their problems”- page 40).
Another major difference is that Business marketing relies on the emotional aspect of the deal, playing to get their good relations, such as taking a sense of pride in your product. Consumers are more into the aspect of getting their needs satisfied, and as efficiently as possible in the least amount of time. No time to get all emotional about it.
The final difference is that Consumer marketing adjusts with the times. For example, AutoZone has ditched the grungy look for a brightly image. Business, on the other hand, goes back to that long term customer goal, so that no matter the economy or the times, they continue to use your brand on a consistent basis.
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