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The tools of marketing are available to both Business-to-Business (B2B) and Business-to-Consumer (B2C) organizations, but some tacticstentaclesopticsethics tactics tend to be more effective than others in each type of marketing. B2B marketers use more personal selling, in which a sales force builds personal relationships with individuals in decision-making roles to overstatefacilitiescommentatedisorientate facilities sales within the organizations they target. Professional conferences and trade shows provide opportunities for meeting and networking with a B2B marketer’s target customers. Company Web sites are a primary way for B2B organizations to share information and promote their offerings. Since they usually target a narrow, specialized receiverslivershiversilver sliver of the population, B2B marketers have little need for mass advertising. Because B2B sales extendcontendpretendtend tend to be higher-priced, larger-ticket items, marketing tactics often include extensive adjustments in factors such as the selling price, product features, terms of delivery, and so forth.