IntroductionAccording to the American Marketing Association, "Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in a that benefits the organization and its stakeholders" (2006). In other words, it is how a company determines what a customer's needs are and gears its products or services toward those needs so that customers perceive value and the company makes money. Marketing can be divided into two areas, business-to-individual customers (B2C) and business-to-business (B2B). When most people think about marketing, they imagine consumer products being promoted through large advertising campaigns. While this area might be publicly perceived as the largest in marketing, the (B2B) market is actually much larger. According to researchers, “forecasts predict that domestic B2B purchases will amount to several trillion per year” compared to “$269 billion projected [for] 2005” (American Marketing Association, 2006). The following document will look at some of the differences between marketing on a B2B and B2C website. Marketing Strategy When a company creates its marketing strategy, it “must consider both the nature of its products and the nature of its potential customers” (Schneider, 2004, p. What a company is trying to sell or to whom it is trying to sell it will help determine how you market your product or service. B2C site aims to sell your product or service to an individual end user, so that they "organize their websites from an internal point of view, i.e. based on how they have organized their product design and manufacturing processes" (Schneider, 2004, p. 158), which is a product-based strategy. They may include categorized lists of all products and/or services available on their site Web for users to search, making it easier for customers to find what they are looking for. An example of this type of marketing strategy is the OfficeMax website, where there are several categories of office supplies, each with the own products. A B2B site, on the other hand, is based on a consumer-centric strategy. Because they have to exactly meet the needs of a variety of different types of customers, they can't base their marketing on just a few products or services. Instead, they must be equipped to work with the customer to meet their customized needs.