by Chui Kit Yee, Gloria, Mak Oi Yi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 76-78). / ABSTRACT --- p.ii / ACKNOWLEDGEMENT --- p.iv / TABLE OF CONTENTS --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / Scope of the study --- p.3 / Objectives of the study --- p.3 / Justification of the study --- p.4 / Chapter II. --- CPA FIRMS' EXISTING MARKETING PRACTICES --- p.5 / Service marketing vs. product marketing --- p.5 / Service characteristics vs. product characteristics --- p.5 / Characteristics of professional services --- p.5 / Consumer evaluation of CPA firms' services --- p.3 / Relationship marketing --- p.9 / The Importance of Relationship Marketing to Service Industry --- p.9 / Definition of relationship marketing --- p.10 / Strategies used by CPA firms --- p.11 / Promotional activities of CPA firms --- p.12 / Different practices between CPA firms in Hong Kong and other English-speaking countries --- p.12 / Promotional tools used for existing and potential clients --- p.14 / Chapter III. --- METHODOLOGY --- p.15 / Secondary Data Collection --- p.15 / Primary Data Collection --- p.15 / Exploratory research with CPA firms in Hong Kong --- p.15 / Preliminary Field Research --- p.16 / Descriptive Research --- p.17 / Questionnaire Design --- p.17 / Chapter IV. --- DATA ANALYSIS AND INTERPRETATION --- p.19 / Data Analysis --- p.19 / General Characteristics --- p.19 / Characteristics of External Auditors --- p.20 / Consumer Decision Making --- p.20 / Deloitte louche Tohmatsu --- p.21 / Interpretation of Results --- p.22 / General Characteristics --- p.22 / Characteristics of External Auditors --- p.23 / Consumer Decision Making --- p.24 / Chapter V. --- MARKETING IMPLICATIONS FOR ALL CPA FIRMS IN GENERAL --- p.27 / Marketing Strategies for CPA firms in influencing the selection process of potential clients --- p.27 / Product --- p.29 / Price --- p.30 / Place/Presentation --- p.31 / Promotion --- p.32 / People --- p.33 / Processes --- p.33 / Strategies to sustain clients' satisfaction level --- p.34 / Customer focus --- p.36 / Process improvement --- p.38 / Total involvement --- p.38 / Chapter VI. --- MARKETING IMPLICATIONS FOR DELOITTE TOUCHE TOHMATSU --- p.40 / Data Collected from Market Survey --- p.40 / Marketing in Deloitte Touche Tohmatsu --- p.41 / Competition Analysis --- p.42 / Recommendations to Deloitte Touche Tohmatsu --- p.44 / Marketing Orientation --- p.44 / Situation Analysis --- p.46 / Competition Analysis --- p.47 / Business Environment Analysis --- p.47 / Product Analysis --- p.48 / Marketing Analysis --- p.48 / Marketing Opportunity Analysis --- p.48 / Chapter VII. --- LIMITATIONS --- p.49 / Secondary Study --- p.49 / Sampling Method --- p.50 / Questionnaire Design --- p.51 / Chapter VIII. --- CONCLUSION --- p.52 / APPENDICES / IN-DEPTH INTERVIEW QUESTIONS --- p.53 / PRELIMINARY QUESTIONNAIRE --- p.55 / QUESTIONNAIRE --- p.57 / RESULTS OF DATA ANALYSIS - OVERALL SAMPLE --- p.60 / RESULTS OF DATA ANALYSIS - BIG SIX GROUP --- p.62 / RESULTS OF DATA ANALYSIS- NON-BIG SIX GROUP --- p.64 / RESULTS OF DATA ANALYSIS -DELOITTE GROUP --- p.66 / RESULTS FROM ANALYSIS OF VARIANCE AND CROSS-TABULATION… --- p.68 / DELOITTE'S COMMUNICATION CIRCLE --- p.74 / DELOITTE'S 10 CLIENT SERVICES STANDARD --- p.75 / BIBLIOGRAPHY --- p.76