(i) What are the main differences between consumer (B2C) and business markets (B2B)?

(ii) Your company manufactures and supplies electric motors as components to companies making products such as refrigerators and air-conditioning units. Some of these manufacturers produce very expensive, premium products, top of the range. Other manufacturers produce more inexpensive, basic products.

(iii) What are the key issues facing your company in choosing between which of these two markets to target? What would you recommend they do? Why?