1) Choosing a Market Type

Situation: Your company has capacity and competency to provide accounting services. The company wishes to shift from a "product" focus (providing accounting services) to a customer focus (serving those who need accurate accounting documents prepared). The company needs to determine whether it should pursue the B-B market or the B-C market.

Using the buying processes of customers as described in the text and the course content, describe the following for each market type (B-B, B-C):

• The core need of the customers that will be addressed

• At least 4 steps customers would take to make a buying decision

• Factors that influence purchase decisions

• Most positive reason to pursue each market type

• Most negative reason not to pursue each market type

After compiling this information add a paragraph that explains your recommendation to pursue one specific market type.