But there are shining counterexamples. The marketer who fully understands this trend will be able to adapt and thrive, while the one who doesn't will perish. The chart below delineates some of the traditional distinctions. Every business that is a buyer is also a seller. Businesses are both users and producers.
Individuals are simply consumers.
The buyer has the resources to gather reliable information about a seller's products, and make informed comparisons among competitors. Each industry has its own press who provide a forum for discussion and disseminating news. The average consumer does not have the time or money to read specialized industry news. Consumers and businesses do share characteristics when they decide to purchase something. Both are heavily influenced by peer decisions - businesses are just trying to keep up with the Jones, Incs.