Editor's Note: This article is the second of a two-part series. In this second piece, Marcus uses a case study, and other points, to show the acute role marketers play in developing a new service. You can read part one to look at what particular concerns marketers should have about new services.

An Accounting Example

A partner in a major international accounting firm, working on the accounting problems of major construction projects for large companies, developed an auditing process that preempted classic construction problems.

By using the firm's systems and techniques, and instituting them at the earliest possible time in the inception of a project, such problems as cost overruns and time delays could be avoided. There was sufficient history of the success of the technique to warrant its being marketed by the accounting firm. And the size of the market was easy to assess -- it included every major plant being planned, every pipeline or refinery, and every generator facility.

The problem was not how to determine the market for this new service, but how to design the best marketing approach.

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