Peculiarities of Promotion in B2B and B2C

?Leysan Zigangirova, group 1409, Marketing Department Relative importance of promotional tools in consumer and industrial market. Figure 4. 1 shows proportion of promotional tools in b2c and b2b market. Its evident, that advertizing is on the first place in promoting consumer goods. Producers of these goods try to cover mass audience and advertising is an optimum variant. intimately all the population is in touch with media, including TV, radio and newspapers, or target see billboards or advertising placards, so the information about product or service can easily achieve them.Of course, hither comes the question why personal selling is not so popular here. First of all, its because of destine cover. Personal selling is aimed to each customer, so its impossible to communicate with everybody. And secondly, the proportion between wrong and result makes this tool irrational vast sums of money will be spent out, but the in that location will be no confidence in gross sales increasin g. On the other hand is industrial or b2b market, where personal selling is on the top.And this result is understandable. The target audience here is not the homo in the street, but representative of business, the professional, so its better to use personal approach. And advertising campaigns are not so effective here advertising reaches a mass audience, personal or target selling focuses on one customer at a time. Besides, industrial products and services are to a greater extent sophisticated and require detailed explanation, customized application, or careful negotiation over price and payment plan.The sales rep helps the customer identify problems, works out a variety of solutions, assists the buyer in making decisions, and provides arrangements for long-term service. Does advertising do the same? Unfortunately, doesnt. And in b2b market all of the enumerated points are key to the success in business. If we continue examination of promotional instruments, we will see that usa ge of other tools is the same. Both b2b and b2c use sales promotion in order to increase sales volume, as an addition to personal selling and advertising. And overly public relations are on the lowest position as the near unpopular tool.This can be explained by the result of PR it builds image, reputation, not sales. Very few companies use this form of promoting, because most of them put profit on the first place, and the image of the company on the second. Only after some(prenominal) years of stable position in the market they turn to PR. So, to make a conclusion, I motivation to say that its important to remember that choosing promotional tool depends on the market, where you do business. Businessmen should dish out it into consideration, if they dont want to flow out their money without worthy result.