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  新营销与实战
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文章发布时间   2007-01-07 02:17:54 文章类别 最新课件
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                                                                  市场营销培训




销售设计与管理、      销售技巧、       销售人员综合能力、       网络营销实战技巧、            销售谈判技巧、   如何做一个合格的销售经理高效商品展示、 新产品开发、     销售队伍管理、           如何有效解决客户争异、促销管理、       如何培养营销竞争优势、    如何寻找潜在客户、  大客户管理 、 营销渠道管理 、  店铺营销
 
                                     
新营销原理与应用


                              www.cnlongs.cn


培训时间:两天
培 训 师:龙氏培训机构首席培训师 龙云安博士
第一部分 营销观念的演进
1.传统营销理论
一. 生产观念
二. 产品观念
三. 推销观念
2、现代市场营销理论
一、市场营销
二、社会市场营销
三、绿色营销    
四、大市场营销
3、新兴营销理论
一、整体市场营销
二、顾客让渡价值
三、从4P到4R    
        市场营销观念50年变迁
实战训练:1、亚都加湿器:给皮肤喝点水
        2、市场营销寓言 
第二部分  新经济与新营销
1. 新经济
一. 新经济的含义
二. 新经济时代微观经济的特点
三. 新旧经济的主要区别
2.新营销的形成
一.新经济对现代市场营销的影响
二.新营销的基本内容
三.新旧经济市场营销的主要区别
四.互联网是新营销的最佳平台
四. 新营销法则
第三部分   新营销实战


一、战略营销
二、全员营销
三、观念营销
四、整合营销
五、关系营销
六、品牌营销
七、深度营销
八、文化营销
九、服务营销
营销纵横
      一.营销新哲学:三角博弈论
二.权 变 市 场 营 销
      三.游 击 营 销
实战训练:1、戴尔成功秘诀:低成本+高效率+好服务
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. 



课件详细大纲见:中华龙氏培训商城www.longstrain.tang3.com




         

  

 

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