Description
Understand the specificities of the services with regard to customer expectations to take them into account in the development of offers. Develop management through quality of service that builds customer loyalty. Design and implement a marketing mix and specific action plans.
Who is this training for ?
For whom ?
Product manager. Marketing research manager and manager.
Prerequisites
Training objectives
Training program
- Specificities of services and consequences on consumers
- The positioning of services marketing in relation to traditional marketing.
- The search for a definition of services.
- Services and their segmentation criteria.
- The qualification of the specificities of services through sectoral examples.
- The implications in terms of Consumer behavior.
- Exercise: Positioning of different sectors services and qualification of consumer behavior.
- Segment your market, target your customers and position your service
- Segmentation.
- Targeting.
- Positioning.
- Exercise: Identification of possible criteria for segmenting the given market in the world of services.
- Build the mix of your service offering
- The "7 Ps" versus the "4 Ps".
- Which "Product" service? Which Personnel? Which ) Price? What "Place"? What Promotion? What Participation? Exercise: Simulation of building a marketing mix for a new service.
- Integrate the optimization and management of its quality of service
- The overall model.
- The issues.
- The quality criteria.
- The measurement of quality.
- The establishment of a quality policy.
- Case study Based on satisfaction questionnaires.
- Develop your marketing plan
- Current situation.
- Deployment of objectives.
- Action levers.
- Action plan.
- Budget.
- Monitoring action plans.
- Contributions.
- Exercise: Illustration of methods for determining objectives.
