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Be updated with state-of-the-art service marketing practice!
In 2 days, learn how to gain, sustain and grow profitable market share and share of customer business in the service categories you'e in, and do so more than you would if you just follow the FMCG (fast moving consumer goods) marketing paradigm. The pioneer marketer companies were those in the FMCG categories. Service marketing was a latecomer. But its learning curve has been short and fast moving. It has now reached practically the same level of maturity and sophistication. And it did this with its own distinct concepts, planning tools and performance metrics. This seminar presents the state-of-the-art service marketing practice specifically tested in several service categories in the Philippines.
Key benefits for participants
Each participant will learn: - how to craft a service marketing plan that recognizes and pays particular attention to the strategic differences between the marketing of a consumer service and that of a consumer product
- what to be careful about in effectively organizing and flawlessly implementing a service marketing plan
- how to be proactively accountable for the total service marketing program and its component sub-programs
Key benefits for companies
The company will gain: - a more enlightened mindset that service marketing has to be managed and planned with its own distinctive concepts, tools and performance metrics, and need no longer borrow from product marketing
- a marketing planning model appropriate for the service category where the company belongs
- a framework of practical performance metrics for objectively assessing total service marketing program and its component sub-programs
Program Concept
Today's successful practice of service marketing will come from 3 interrelated drivers: (1) good marketing planning, (2) stick-to-it marketing plan execution, and (3) sensitive and correct marketing control metrics. To be weak in one is to be weak in all. The consequence? A flawed and weak service marketing. How do you assure that your marketing planners are in sync with your plan implementers? How do you design a service marketing plan that integrates within it the sales-district-by-sales-district and territory- by-territory-by-territory market and competitive variations? What should your marketing control system include? What role should your control metrics play in your setting of marketing objectives, your plan and your implementation?
Program Overview
Module 1: Understanding Service - Service Categories By Customer Size And By Customer Contact: Where Do You Belong?
- What Is Your Core Service And Supplementary Services (Facilitative + Enhancing)?
- Service As A Product: Configuring Your Service Staff, Service Venue And Service Processing
Module 2: Bringing The Service To The Market - Where Are You In The Range Of Customer Interaction Vs. Physical Availability?
- Managing Customer Service Encounters: With The Service Venue Or "Service Scales", And With The Service Staff
- Managing Service Quality And Customer Satisfaction
Module 3: Planning, Implementing And Controlling Service Marketing - Putting Planning And Implementation Together
- Controlling The Implementation Results
Case examples from the following service categories: - Accounting and Auditing
- Airlines
- Advertising Agencies
- Broadcast Media
- Coffee Shop
- Consultancy
- Education
- Entertainment
- Fast food
- Fine Dining Restaurant
- Hotel and Motel
- Hospital
- Medical Professional
- Newspaper and Magazines
- Real Sstate
- Sports
- Telecom
Who should attend:
Service Marketing Managers, Store Managers, Merchandising Managers, Ad and Promo Managers, Sales Managers, Heads of Support Services, Research Managers, Ad Agency Account Planners, Event Agency Managers
What our past participants said:
"Only a few people get to meet and learn from a very dynamic marketing guru like Dr. Ned. I'm so proud to be one of those few!"-- Ma. Zyra Manalo, Service Quality Head, Chinatrust Commercial Banking Corp.
"Thanks, Dr. Ned, for your very useful insights. I've learned a whole lot in 2 days!" -- Eloisa Marie Lacap, Marketing Officer, Goldilocks Bakeshop, Inc.
"What a GREAT speaker! I'm looking forward to attending more seminars of Dr. Ned." -- Joyce Delos Santos, Training Operations and Marketing Team Lead, dB Wizards.
"Brilliant insights and terrific examples." -- Nino Ramos, Product Branch Specialist, Malayan Insurance Co. Recent participants include: - Chief Executive Office of InnoGen Pharma Group, Inc.
- President of Sophia Jewelry
- President & CEO of PMP Diagnostic Center,Inc.
- President of Tricore Solutions, Inc.
- President of Container Bridge Phils., Inc.
- Vice President of Bank of Philippine Islands
- Assistant Vice President of Ayala Land Corp.
- General Manager of Hagonoy Water District
- Marketing & Sales Manager of Bayer CropScience,Inc.
- Marketing Manager of Gen-Ex Cargo, Inc.
- Marketing Manager of CitiFinancial Corp.Corporate
- Marketing & Administration Manager of Asian Terminals, Inc.
- Sales Manager of Star Value Electronics, Inc.
- Communications Manager of Belo Medical Group
- Senior Product Manager of Pfizer
- Marketing Assistant of NEC Philippines, Inc.
- Dealer Dev't. Officer of Isuzu Philippines Corporation
- Credit Policy and MIS Staff of Chinatrust (Phils.) Commercial Bank
- Staff of Poro Point Management Corp.
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