第一部分 營銷觀念的演進
1．傳統(tǒng)營銷理論
一． 生產(chǎn)觀念
二． 產(chǎn)品觀念
三． 推銷觀念
2、現(xiàn)代市場營銷理論
一、市場營銷
二、社會市場營銷
三、綠色營銷
四、大市場營銷
3、新興營銷理論
一、整體市場營銷
二、顧客讓渡價值
三、從4P到4R
市場營銷觀念50年變遷
實戰(zhàn)訓練：1、亞都加濕器：給皮膚喝點水
　　 2、市場營銷寓言
第二部分 新經(jīng)濟與新營銷
1． 新經(jīng)濟
一． 新經(jīng)濟的含義
二． 新經(jīng)濟時代微觀經(jīng)濟的特點
三． 新舊經(jīng)濟的主要區(qū)別
2．新營銷的形成
一．新經(jīng)濟對現(xiàn)代市場營銷的影響
二．新營銷的基本內(nèi)容
三．新舊經(jīng)濟市場營銷的主要區(qū)別
四．互聯(lián)網(wǎng)是新營銷的最佳平臺
五． 新營銷法則
第三部分 新營銷實戰(zhàn)
一、戰(zhàn)略營銷
二、全員營銷
三、觀念營銷
四、整合營銷
五、關(guān)系營銷
六、品牌營銷
七、深度營銷
八、文化營銷
九、服務營銷
營銷縱橫
一．營銷新哲學：三角博弈論
二．權(quán) 變 市 場 營 銷
三．游 擊 營 銷
實戰(zhàn)訓練：1、戴爾成功秘訣：低成本+高效率+好服務
Strategies & Skills to keep your customers happy & make your job easier
Customer focus, vision and excellence are meaningless words?unless they are seriously integrated into the day-to-day thinking and activities in the business.
Everyone throughout an organisation has potential impact on customers. All need to understand how their communications and attitudes affect others and how to positively enhance their impact.
Customer service comprises of many, sometimes silent, sometimes small and insignificant relationship interactions between the organisation, public or customers.?
Every time a staff member interacts with a customer face-to-face, by telephone, letter or email, a public relations statement is made either positively or negatively.
This program addresses not only to improve quality service, but also help to build staff confidence and self-esteem.
The outcomes will maximise service impact through awareness of the real value of the customer for organisational growth and development.
Anyone involved in meeting the needs of internal or external customers, either face to face or by phone. The concepts develop better communications and conflict management in interactions between staff and customers. The ideas developed address how to present quality service delivery.
PROGRAM OUTCOMES
At the conclusion of this program, participants will have:
. Awareness of customer focus and service in positively positioning the organisation in the mind of the customer.
. Understanding of the rights, motivations and expectations of the customer and the values necessary to professionally represent the organisation.
. Specific interpersonal skills to positively influence the customer interaction, face-to-face and by phone.
. Practical strategies and skills to cope with difficult customers. To use self assertion and behaviour choices in managing difficult customers.
. Tools to create a climate of service excellence.
. Techniques to effectively manage telephone discussions and project a positive message even when dealing with difficult situations.
. Awareness of the importance of self-esteem and self-image in behaviour choices.
. An action plan to implement new levels of customer service at work.
PROGRAM CONTENT
Customer perceptions and expectations
§ How customer perceptions and expectations are created and how every interaction with customers will positively or negatively influence their attitudes and perceptions.
Quality customer service
§ Why quality customer service needs to be integrated in day-to-day thinking and activities as the positioning point for business excellence.
Managing customer motivations
§ How customer motivations have changed and why they need to be managed effectively to build loyalty and good will.
Obstacles to quality service
§ How to recognise the eight basic reasons that form negative attitudes towards customers in a work group. How to anticipate these obstacles and overcome them.
Causes of customer dissatisfaction
§ How to identify the most common causes of customer dissatisfaction. How to use practical ideas to overcome the causes to achieve better customer relationships.
Interpersonal influence skills
§ How to use concepts and principles of influence. How to use empathy, assertiveness and positive interpersonal skills for influence and better understanding.
Managing difficult people and situations
§ How to maintain poise and confidence when dealing with difficult customers. Learn practical coping and positive influence skills to manage the interaction for results. The principles developed have application to both face-to-face and telephone interactions.
Managing the telephone effectively
§ How to apply a 20-point check list to enhance telephone effectiveness. How to manage the power of the telephone impression on the customer.
Self-esteem, self-image, attitudes, beliefs and responsibility
§ Key concepts on the role that self-esteem and self-image play in the ability to manage customer interactions. How the impact of work-group culture, self-perception, attitudes and beliefs influence how we respond to others. Options on behaviour choices and taking personal responsibility for reactions.