I agree with a mentioned similarity between B2B and B2C models: the desire to provide support to the end customer. Differences between the two models are also mentioned: working with business partners requires more effort, and there may be difficulties retaining a client. It is necessary to mention more key differences that distinguish B2B and B2C models. The B2B model involves purchasing in large quantities, close relationships and services are required, demand is derived from the production and sales of buyers, demand fluctuations are high, and organizational buyers are trained purchasing professionals (Kotler & Keller, 2015). A distinctive feature of the B2C segment is the highest competition: there are a lot of enterprises and firms offering their product and potential consumers. This forces market participants to look for new ways to retain and expand their share, offering the target audience favorable purchase conditions with high-quality goods and services.
There are practically no intermediaries in the B2C sector; most sales result from direct interaction between company representatives and ordinary consumers. The vast majority of sales in B2C are carried out at low prices. The B2B market is dominated by transactions whose cost is higher than the retail sector (Hinterhuber & Liozu, 2018). In B2C, the number of transactions is much higher than in B2B, while the cost of a single transaction in the retail sector can be hundreds of thousands of times less than when two commercial entities interact. The speed of concluding a transaction in B2C is quite high and ranges from several minutes to several days on average. In the B2B market, the sales cycle is longer, as it takes longer to agree on the terms of cooperation. A huge number of buyers in the B2C market makes it possible to use exclusively mass methods of communication: advertising, mailings, and publications in the media. In the B2B sector, companies communicate directly with each client using an individual approach.
References
Hinterhuber, A., & Liozu, S. M. (2018). Thoughts: premium pricing in B2C and B2B. Journal of Revenue and Pricing Management, 17(4), 301-305.
Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed.). Pearson Education.