Unit 37-P5 Evaluate how marketers can influence the different stages of the decision-making process of B2C and B2B, giving specific examples-BTEC-HND-Level 4 & 5

Course: Pearson BTEC Levels 4 and 5 Higher Nationals in Business

Marketers must approach a B2C customer differently than a B2B customer to influence the different stages of the decision-making process.

For example, when marketing to a small business owner, they may use an expert endorsement or testimonial from another business owner to persuade them and raise their credibility among other small businesses. When marketing to an individual consumer, marketers may utilize social media influencers who have large followings within related demographics.

Also Read: Unit 37: Consumer Behaviour and Insight assignment sample_BTEC-HND-level 4 & 5

The goal is to find others who are similar in demographic and lifestyle similarities and can be persuaded by your product or service. Your message needs to resonate with people like them for it to gain any validity or weight in the minds of buyers before purchase.

What might work well for somebody influencing another business professional may not hold up for an individual consumer, and vice versa.

Social media enables the marketing of products straight to the target demographic, making a more direct relationship with potential clients possible. This is especially valuable in B2C sales where close interaction with customers is valued over time-sensitive business transactions.

As stated above, there are many ways to influence consumers before they even think about purchasing a product or service: testimonials; social media influences; celebrities using your product; word-of-mouth endorsements (which can be positive or negative); advertising campaigns to raise brand awareness generally; music videos featuring popular artists using or endorsing your product/service; etc.

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