Question

For the promotion ( from the 4 Ps) and market demand, what is the differences between B2B and B2C marketing in selling/buying a product in Lenovo?

Answer 1

B2B is more personal marketing which requires building mutual beneficial relationships with clients and partners. For Lenovo, institutions and organizations are customer and these clients place the order as per their requirements. There can be either a direct sales or through tender. therefore, marketing and sales require convincing the client about the benefits of Lenovo products over their competitors. Pricing negotiations also pay a key factor in promotions. Products are different and more industrial grade for B2B applications. The promotional activity takes place personally or in seminars, industrial exhibitions or trade events etc. The pricing depends on the customers requirement and numbers.

In B2C, Lenovo caters to retail markets and retail customers. Promotions can be a mix of media promotions, advertising through tv, social media connect. This is a mass advertisement. Promotions are also done in retail shops. Products are not industrial grade and pricing is less than those of B2B products. There is intense competition which determines pricing. Different price points are required to cater to different customers from various income levels. Brand image plays a key role in B2C. Customers want some amount of customization in B2C.