Marketing to equine clients: B2B, B2C or both?

At its most fundamental, buyers in B2B markets are motivated by the desire to meet a business need, while those buying in a B2C market are meeting a personal need or want. To understand the difference between B2B and B2C markets is to understand clients’ perception of value in each market. Value judgements are central to decision making because clients want to make sound purchasing decisions. However, value is difficult to pin down and is psychologically complicated. In economic terms, value consists of two major aspects: benefits and sacrifice, with clients perceiving value as a trade of between relative quality and relative price [1] ...