In NZ you will find there will be odds setters who set initial odds and adjust for form etc and where the money is going.
In the UK it can work much the same, but in some cases the odds are adjsuted to reflect the odds on the likes of Betfair (exchange betting). A bookie at the races will base their odds on the back price on Betfair, add a margin and offer that, they then lay that against that particular horse (at a lower price) on Betfair. What this means is that they cannot lose (in theory).
If you've ever seen bookies at the horses in the UK they all have a guy just working the laptop, while someone else takes the bets from the punters, dude on the laptop is monitoring the betfair odds, adjusting their own odds and laying off their bets to minimise risk.
I've probably explained this really poorly, it's far easier to explain when in front of a computer and if you understand exchange betting.
Once you discover Betfair and know how to use it, betting till never be the same.