Firms selling consumer goods or services often try to reach thousands or millions of individuals or households. Firms selling to organizations are often:

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Firms selling to organizations are typically restricted to far fewer buyers, as B2B marketing focuses on building relationships with a select number of customers who will provide repeat business and larger orders. These customers are often industrial, commercial or governmental organizations. Unlike B2C marketing, where firms can reach large numbers of individuals or households, B2B marketing focuses on quality over quantity.

Firms Selling Consumer Goods or Services Often Try to Reach