While advertising is limited, it often helps the business marketer set up successful sales calls. However, because the academic study of marketing makes extensive use of social sciencespsychologysociologymathematicseconomicsanthropology and neurosciencethe profession is now widely recognized as a science,  allowing numerous universities to offer Master-of-Science MSc programs.
A notable characteristic of B2B marketing is that it is rarely 'product first' or 'service first'. When selling through distribution channels also, the number and type of sales forces can vary tremendously and success as a marketer is highly dependent on their success.
Promotion techniques rely heavily on marketing communications strategies see below. As an example, a marketing department could ascertain via marketing research that consumers desired a new type of product, or a new usage for an existing product.
In fact, the U. A meta analyses  has found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge knowledge of market segments, sales presentation skills, conflict resolution, and productsdegree of adaptiveness changing behavior based on the aforementioned knowledgerole clarity salesperson's role is to expressly to sellcognitive aptitude intelligence and work engagement motivation and interest in a sales role.
The marketing mix is affected by the B2B uniqueness which include complexity of business products and services, diversity of demand and the differing nature of the sales itself including fewer customers buying larger volumes.
These include: Lack of skilled workforce; Assuming the requirements of the consumers without conducting a thorough research; Changing demographic of the consumers; Management issues.
Dwyer and Tanner say the purchases made by companies, government agencies and institutions "account for more than half of the economic activity in industrialized countries such as the United States, Canada and France. But this category also includes state and local governments.
In B2C, the buyer is mostly an individual who needs the product or service for his or her own use.