Business to Business (B2B) marketing can extend to the 1890s, while significant contributions to this marketing theory have only been made in the last thirty years. B2B marketing research has been an area that has not been studied for a long time. Marketing theory and concepts were originally developed in the United States prior to World War II and did not take commercial considerations as a consistent approach in the modern world for a long time. When organisations and organisational behaviors were examined in the 1950s and 1960s, it was noticed that companies operate in very different ways while purchasing more products and services than recent consumers, and therefore applied different marketing strategies.
Increased interest in B2B
In recent years, B2B organizations are increasingly entering international markets. Developments in technology, especially the internet, enable organisations to do business in many places. When compared to consumer (B2C) markets, international business emerges as an easier option. The markets of Goods And Services bought and sold among businesses are huge. The business market, which is much larger than the consumer market, consists of many types and sizes of establishments that interact selectively and interact with each other with varying importance and continuity. These institutions are often interconnected as a key feature, even though they are independent organisations, both structurally and legally.
In other words, they have to work at various levels to achieve their goals. Global companies are working in a complex, multi-player system where they buy and sell all the component parts they need to create a product.
B2B marketing is fundamentally different from B2C
Operational complexity is enormous and the value of total materials, components, labor power and energy exceeds consumer spending in many markets.
Regardless of whether they sell their products and services to consumers or other organisations, all businesses buy and sell products to create their own proposals. B2B marketing is fundamentally different from marketing consumer goods or services because buyers do not consume products or services on their own. Unlike the consumer markets, which are personally consumed by those who buy goods and services, the essence of Business markets is the undertaking of the consumption movement by individual organisations.
It has been developed around this important principle that is critical to marketing strategies and associated programs used to satisfy organisational buyers. In today's society, the relative superiority of a product is not enough to guarantee a market success. Rapid economic growth rates and advancing technology have led to a more competitive global market.
Companies have international activity due to various reasons
In today, the relative superiority of a product is not enough to guarantee a market success. Rapid economic growth rates and advancing technology have led to a more competitive global market. Increased accessibility to information and cross-border transactions are a result of market transparency and advanced communication techniques.
It is easier to create, market, and distribute product imitations or similar products, thus reducing the overall lifespan of products. To attract and protect buyers, exclusive rights and legal protection tools are required. For this reason, the creation of strong brands and legally protected brands has vital importance for companies to survive and expand on the market. Early on, it could have been enough to make a business deal with innovative products, great engineering or a big salesperson. However, today's companies are facing a different situation with a focus on shorter product lifecycles and global competition that no longer offers luxury. For this reason, it is necessary to concentrate on how companies should communicate with their marketing and customers today.
In the field of marketing there has always been a perception between B2B and B2C markets. This is a general perception of marketing theory. B2B markets need to be dealt with differently from B2C markets, as they are unique because of a derived demand, long purchasing cycles and a changing and fragmented market structure. In B2B marketing, a distinction is made by focusing on the complexity of product complexity and the complexity of the procurement process.
