3.1.4—Consumer and industrial marketing

Consumer marketing addresses individuals or households buying for personal use. Industrial or business-to-business marketing addresses organisations buying inputs, equipment or services for operations or resale.

The decision unit, order size, buying process, relationship length and evidence needed can differ. A business should adapt the offer and communication to the context.

A laptop brand may use emotional retail messaging for students but technical specifications, procurement support and service contracts for a hospital.

The distinction is about the buyer and use, not whether the product is physical; the same product can enter both contexts.