Compared to B2C, however B2B markets operate at a much higher level. br • The B2B consumer is much more demanding, and hence the marketing response must be much more responsive and sustainable. br • The role of the marketing manager in B2C is far more inclusive comprising; br o Planning and forecasting – anticipating the demand and accordingly planning the marketing strategy. br o Directing – Synergizing leadership skills, empowerment, motivation, and decision making. All these involve people. br o Organizing – Leveraging resources, people, information, money etc across the whole organization for maximum customer satisfaction.