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(Tips from the trenches for beginners to experts)

Course Outline:
The strategies and techniques utilized to market high technology services are different than those used for tangible products. This three-day class is unique in its focus on the marketing of services. The seminar addresses both strategies and techniques, as well as implementation. Focusing on common industry practices and incorporating Hahn Consulting Best Practice research, the classic four Ps of marketing: Price, Product, Promotion, and Place, are translated into their service-specific counterparts. The seminar provides examples; exercises and one-on-one consulting time to gain familiarity using these techniques. It is designed for all attendees to walk away with implementation plans that are ready to be put into action. Even experienced marketing professionals can expect to see results at higher levels.

 

1. Marketing Strategies for High Tech Services
   • Service Marketing Strategy
   • Service Marketing Mix - 4Ps
   • Strategy vs. Tactics
   • Marketing Mix Strategy
   • Strategic Marketing Process for Services

    

2. Service Segmentation, Target Markets, and Positioning
   • SWOT and Environmental Scan
   • Finding Opportunities
   • Mass Marketing vs. Target Marketing
   • Segmentation, Target Markets and Positioning
   • Target Market Selection Strategies
   • Positioning for High Technology Services

    

3. Market, Customer, and Competitive Research
   • Types
   • Research Resources
   • Competitive Research
   • Research Methods
   • Guerrilla Research
   • How to Use a Market Research Firm

    

4. High Technology Service Customers
   • Services Buying Center
   • Customer Loyalty and Satisfaction
   • Buyer Motivation
   • Reasons Why Customers Buy Service/Support Contracts
   • Hardware Maintenance, Software Support, and Professional Services

    

5. Service Product Strategies
   • Design Services: A Six-Step Process
   • Design Services to be Tangible
   • Packaging Services
   • New Service Product Trends
   • Branding

    

6. Pricing Services Strategies
   • Pricing Services & Buying Behavior
   • Price Elasticity
   • Price and Customer Satisfaction
   • Strategic Alternatives for Pricing Services
     • Market-based
     • Competition-based
     • Cost-plus
     • Tiered
     • Contract vs. T&M Strategy
     • Platform Pricing
     • Price Banding
   • Value Pricing
     • Process & Tools
     • Price Increases
   • Gross Margins
   • Discounting

    

7. Channel (Place) Strategies

    

8. Marketing Promotion Strategies
   • Promotional Mix
     • Advertising
     • Personal selling
     • Public relations
     • Collateral material
     • Direct-response marketing
     • Sales promotion
   • Making Intangibles Tangible
   • How to Develop Effective Communications: A Six Step Process
   • Promotion Budgets

    

9. Developing a One-Page Marketing Strategy
   • The One Page Marketing Strategy

    

10. Internal Marketing of Service

     

11. Marketing Professional Services

     

12. eCommerce

     

13. Service Marketing Organizations
    • Functions, Structure
    • Budgets