S/M/105. A comparison of a business-to-consumer and a business-to-business organisation in terms of customer DMP, satisfaction and relationship

In today's business world companies face a tough competition. Therefore companies had to move from a product orientated philosophy (product and selling philosophy) to a consumer orientated philosophy (customer and marketing philosophy) to succeed in today's fiercely competitive markets. To have a better understanding of how business to consumer (B2C) and business to business (B2B) organisations are commercially successful this paper compares and contrasts B2C and B2B organisations in terms of approaches to building customer relationship and achieving customer satisfaction by taking a B2C company, Media Markt GmbH, and a B2B company, Gewurzmuller GmbH, as an example. For that reason the author makes use of the Decision Making Process (DMP) to illustrate the different dynamics of customer decision making. Furthermore the author shows how the Marketing Mix is adapted for different marketing segments.