Identifying buying influences for a professional service: implications for marketing efforts

Article Abstract:

This study analyzes the structure of a buying center for a professional service - CPA services. The results suggest CPA buying centers are similar in size and in the number of levels of corporate hierarchy and functional areas involved to buying centers for other industrial services. Various buying firm characteristics (size, amount of audit fee, presence of an audit committee) were associated with differences in CPA buying center structure. The relationship of the results to prior industrial marketing research and their implications for marketing CPA services are discussed. (Reprinted by permission of the publisher.)

Industrial research, Accounting and auditing, Accountants

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Segmenting a business market for a professional service

Article Abstract:

Professional services such as those provided by attorneys and certified public accountants (CPAs) are becoming more competitive. Planned marketing programs should include identification of market segments for a firm's services. Using benefit segmentation, the market for CPA services among business firms was analyzed using data collected from a random sample of U.S. business firms that represent a broad cross section of the market for CPA services. Buyer characteristics associated with the most segment differences were size and length of the association with a CPA firm.

Accounting, Accounting firms, Accounting services

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Intuition can help in segmenting industrial markets

Article Abstract:

Issues discussed concern market segmentation in the business-to-business or industrial market. The role of logic and intuition in industrial and marketing management is addressed, and techniques for managers to diagram and rationalize market segmentation are presented.

France, Marketing Management, Statistical Data Included, Analysis, Management, Marketing industry, Market segmentation, Industrial psychology, Business-to-business advertising, Business to business advertising

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