What does Business to Business (B2B) refer to?

Business to Business (B2B) refers to transactions that occur between companies rather than between a company and individual consumers. This type of sales and services typically involves the exchange of goods, services, or information between two businesses, such as manufacturers, wholesalers, and retailers. In B2B transactions, the buying and selling activities are more complex and often involve negotiation, contracts, and long-term relationships, unlike business to consumer transactions.

The other options represent different market dynamics. Transactions between consumers and retailers signify Business to Consumer (B2C) relationships, where businesses sell directly to end-users. Marketing directed to the general public again highlights B2C strategies, which focus on reaching individual consumers. Likewise, sales from manufacturers to end-users typically describe direct sales models, which focus on individual consumers rather than the intricate networking that characterizes B2B relationships. Understanding B2B is essential for recognizing the unique marketing and operational strategies that businesses implement to cater to other businesses.