Best Practices of Services Marketing

This is a four-day course covering most everything needed for marketing technical services such as hardware maintenance contracts, depot repair, software support contracts, spare parts, professional services, and product warranty. All four Ps of the marketing mix (product/service offering, price, promotion, and place/channels) are covered as well as the other 3 Ps (people, process and physical evidence) written about by Dr. Mary Jo Bitner of Arizona State University. Each major section of the class has exercises for attendees to actually try using the theories and processes taught in the class. Processes for service segmentation, designing and pricing service offerings are explained in detail. The agenda follows.

Day One:

Introductions
Service marketing organizations and functions
Services research, customer and competitive
SWOT analyses
Services segmentation
Service offering design and development
Designing to segments

Day Two:

The service offering design process
Group exercise in designing services
Making services tangible
Branding and naming
Group exercise in branding and naming

Day Three:

Pricing services
Service price and buying behavior
Pricing relationships
Pricing methodologies
Group exercise in pricing services
Pricing depot repair
Pricing parts

Day Four:

Service channels
Product warranties
Point of sales service attach strategies
Marketing professional services
Services promotion (marcom)