European Management Center

Modern marketing

MODERN MARKETING MANAGEMENT

                                                                                                                                    Is this for Me?

Fundamental to understanding the customer relationship, we must be aware of the distinction between relationships and mutual exchange processes. A relationship typically has a definite beginning, brief or extended duration and an end, whereas the service-for-service exchange is normally short-term.

That is why relationship marketing, rather than concentrating only on single transactions, takes into account the individual customer features. I.e., relationship marketing goes beyond the scope of separate relationship periods and makes an effort to analyze and picture the overall business relationship.

MARKETING OBJECTIVES – MARKETING STRATEGIES

q  Marketing information system

q  Market research

q  Objectives

q  АBC-analyses to define priorities

q  Marketing mix

q  The product policy tools

q  The pricing policy tools

q  The distribution policy tools

q  The communication policy tools

INTEGRATED COMMUNICATION

Customer Relationship Management – CRM – Is this for me?

q  Transaction marketing

§  Customer satisfaction

§  Customer service

§  CRM – Customer Relationship Management

q  Operative CRM

§  Operative CRM structure

§  Data base

q  Collaborative CRM

q  Analytical CRM

§  Customer segmentation

§  Customer evaluation

              ▪ Evaluation of customer attitude towards the company – methods

              ▪ Scoring model

q  Sales as a profession

§  Main skills

§  Tasks

§  Quality requirements

q  Personal sales

q  Selling technique

§  Basics

§  Establishing the contact

§  Rationale

§  Transaction negotiating technique

q  The telephone as a sales tool

§  Opportunities for application

§  The right attitude

§  The right customers

q  Preparation

§  Conversation targets

§  When and where?

q  The conversation concept

§  Opening the conversation

§  Structuring the conversation

q  “Sound of Service“

§  Active Communication

§  Speaking

§  Listening

q The telephone conversation

§  The first impression

§  Questioning is gold

§  Considering possible objections

§  Successful closing

§  Securing success

q  The significance of letters in direct marketing

Ø  Direct Mail Marketing including

§  The advertising letter

§  The envelope

§  Form of address

§  Offering the product

§  Ease of reply

§  Additions

§  Tips

§  Е- mailing

§  Applications

§  E-mailing as a service

§  Tips on E-mailing

Ø  Direct Mail Marketing

§  Newsletter – design

§  Newsletter – content

q  Internet

§  Features

§  Services

§  Tools

q  Marketing in the World Wide Web

• Architecture
• The Internet as a research tool
• Electronic Commerce

q  Models in the Internet

§  Type A: according to the company objective

§  Type B: according to the commercial model

§  Type C: according to the communication purpose

§  Type D: according to the function

q  Advertising on the Internet

q  Evaluation of Web Sites – factors

 

 

Each participant will receive handouts

The fee for participation in the Open Program is  680 euro

The program can be conducted as In House Training for a particular company, in which case it will take into account the specific company activities. The training will be custom tailored to the specific needs of the client, stressing issues and topics from the content that relates to a particular interest.

In House Training meets the time preferences of the company.

The fee for In House Training is negotiable.

 

 

 

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