22

Product

22.1  PRODUCT ITSELF IS NEITHER B2B NOR B2C

Whether a product is B2B or B2C is a simple but interesting confusion in marketing. B2B marketing is often seen as being about buying and selling of PCBs, auto components, blast furnaces and the other such products. Those are surely part of B2B marketing. But there are others that we do not suspect to be in the B2B realm. Consider the following four products: tomato, potato, cement and PC. Which of these is B2C and which B2B? The knee jerk is to put the first two in B2C and the last into B2B. But think again. Tomato when bought by you is B2C, but when bought by an organization for making tomato-flavored chips is B2B. Potato when bought by a housewife is B2C. But when the same is bought to ...

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