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Axios Business Consultants - Seminario de Marketing de Servicios Profesionales
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Inicio arrow Servicios para Profesionales arrow Listado de Servicios arrow Seminario de Marketing de Servicios Profesionales
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Seminario de Marketing de Servicios Profesionales
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Este Seminario busca, en un día completo de trabajo, transferir conocimientos, brindar elementos conceptuales estratégicos y sensibilizar a la audiencia hacia el cambio de su cultura, incorporando el pensamiento, metodologías y herramientas de marketing específicos para el área de servicios profesionales.

 

PROGRAMA ANALÍTICO:

 

Tema I: El Marketing de Servicios Profesionales

Definiciones de Marketing. Los diferentes tipos de Marketing. El Marketing de Servicios y de Servicios Profesionales. La intangibilidad. Las relaciones y los vínculos interpersonales. Imagen, prestigio y relaciones a largo plazo.

 

Tema II: Principales aspectos que hacen a la Cultura de Marketing en un Estudio de Servicios Profesionales

La confusión entre ventas y marketing. Diferencias entre ambos procesos. Estadios en la cultura de Marketing en un estudio de servicios profesionales. El marketing estratégico. El Marketing como proceso. Variables cualitativas: el marketing state of mind, la actitud ganadora. Problemas habituales: la coyuntura, el día a día, el seguimiento, la postergación, la integración. La nueva cultura en marketing, el cambio y el manejo.

 

Tema III: Las Estrategias de Marketing - Plan de Negocios y Plan de Marketing

Conceptos de estrategia competitiva. Los escenarios. Relación macro-micro. Impacto de las variables del contexto. El Plan de Negocios. Etapas que lo componen. El Plan de Marketing. Etapas que lo componen. Relaciones entre los dos planes y su vinculación con las estrategias generales de la empresa. Complejidad organizativa. Divisiones por industria, producto y área de especialización.

 

Tema IV: El Plan de Marketing

La metodología del Plan de Marketing. Definición d mercados. Segmentación de mercados. Determinación de puntos clave de negocios. Análisis de necesidades del comprador. Análisis de la capacidad del estudio para satisfacerlas. Los factores de éxito en las firmas de servicios profesionales. El análisis de la competencia. El ciclo de marketing. Objetivos, estrategias y actividades de Marketing. Los planes de acción.

 

Tema V: El Plan de Imagen

Definiciones de imagen. Concepto de relaciones públicas. El plan de imagen. Las áreas que lo componen. El sistema integrado de imagen y sus vinculaciones con la comunidad. La participación de los miembros del estudio en las acciones de imagen.

 

Tema VI: Las Herramientas del Marketing

  • Publicidad. Conceptos de comunicación, mensajes y audiencia. La agencia de publicidad y las campañas. Los principales medios y su uso racional.
  • Prensa. Concepto de prensa y su relación con las relaciones públicas. Estructura interna de un medio de prensa. Artículos, entrevistas y gacetillas.
  • Mailings. La base de datos. Su uso y resultados esperables. El telemarketing. Su uso y resultados esperables.
  • Eventos. Diferentes clases. Ventajas y desventajas de cada una. La logística de un evento.
  • Los materiales escritos. Folletería y otros materiales. El proceso de elaboración. Manejo de costos. Uso racional de los materiales escritos.
  • Las acciones de ventas. Presentaciones. Entrevistas. Otras acciones directas y a distancia.
  • Las acciones globales institucionales y su inserción en el Plan de Imagen. Las acciones por industria y su relación con el liderazgo de los miembros del estudio.

Tema VII: El concepto de Compañía Target

Definiciones de segmentos y compañías target. Metodologías. El seguimiento y la división de tareas en los planes respectivos. El concepto de inteligencia competitiva. Los sistemas de información. La investigación de mercado. Las propuestas como cierre del proceso de ventas. El trabajo integrado de marketing estratégico ene le proceso de targeting.

 

Tema VIII: Análisis de un caso

Análisis de un caso de Marketing de Servicios Profesionales. Discusión entre todos los participantes. Cierre del Seminario.

 

 

INSTRUCTOR: MANUEL SCHNEER

 
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