What is B2C Marketing? - Definition & Strategies

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  • 0:01 What Is a B2C Business?
  • 1:34 How Does B2C Marketing Work?
  • 2:09 B2C Strategies
  • 3:22 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield
This lesson explains what B2C marketing is and how companies market their products and services to consumers. Marketing examples and strategies are provided as well.

What is a B2C Business?

Business to consumer, or B2C, marketing is a common term companies use when referring to the type of business they operate. B2C companies focus on selling to individuals and market their products for personal use. They also offer packaging options that are appropriate for individual consumption.

While many companies sell to both businesses and consumers, the focus of selling to consumers alone is drastically different than selling to other companies. Let's look at grocery stores, for instance. You probably go to the grocery store to stock up on food and items for your house. These stores package food in small containers that are appropriate to take home. Promotions and sales are targeted to you, the individual consumer. For example, your local grocery store may offer a small price discount or free product when several other similar items are purchased. They are acting like a B2C company.

But let's say you're not just an individual consumer looking to cook dinner for your family. Let's say you own your own business, a restaurant, and you want to purchase food. Going to the grocery store and purchasing four or five small cans of corn will not go very far to feed your restaurant full of hungry customers. It wouldn't make sense to purchase all of your food at a regular grocery store because they don't have the bulk quantities you need to stock your restaurant. There are stores that focus on business to business sales and offer food in large quantities, a more appropriate option for purchasing food for your restaurant.

How does B2C Marketing Work?

When a business is focused on B2C marketing, they must keep their customer in mind. They need to know the needs, wants, problems, and challenges of their consumers. When they understand their customer, they can create the marketing messages that answer their customers' needs.

Returning to the example of the grocery store, the company sends out weekly ads that highlight the sales and discounts offered to customers. There may be rebates or refunds available that are explained to consumers. Some grocery stores even place ads on their receipts and shopping carts. These are all efforts to market their business to individual consumers.

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