TABLE OF CONTENTS
M A RKE T ING
AMA’s Advanced Course in Strategic Marketing SEMINAR #5537 Take the next step toward becoming a marketing guru. You’ll discover cutting-edge strategic marketing models—and their real-world applications. Obtain the knowledge and tools you need to increase the spending rate of current customers and cost-effectively acquire new ones, integrate your marketing mix elements with corporate goals and maximize the benefits of e-commerce technology.
HOW YOU WILL BENEFIT Understand the strategic value of sales vs. the strategic value of marketing ■ Learn the stages of the customer buying process—and generate incremental value at each stage ■ Use the growth audit gap model to select the most effective options for marketing programs ■ Efficiently target your campaigns to core buying influences ■ Successfully develop and manage new product and service launches and increase overall market share ■
WHAT YOU WILL COVER Strategic growth perspectives: the SMART growth segmentation Marketing strategies for distinct psychographic groups ■ Moving beyond pricing as an objective to pricing as a strategy ■ The role of marketing in CRM: understanding the lifetime value of a customer ■ Changing the buying structure through the Internet ■ Promotions and communication as an integrated process ■ The seven stages of new product/service development ■ ■
WHO SHOULD ATTEND Experienced marketing managers, directors and vice presidents of marketing—as well as executives and managers in finance, operations, customer service, R&D and other departments who interact with colleagues in marketing. Knowledge of the fundamentals of marketing is highly recommended. Visit www.amaseminars.org and search 5537 for details about CPE credits.
Customer Service Excellence: How to Win and Keep Customers
SEMINAR #5165
Providing better, faster service will keep your customers coming back. Quality service will give you the competitive advantage you need to survive in a tough business climate. In today’s customer-oriented business environment, people skills are critical for personal and organizational success. How you handle your customers can directly affect your individual goals as well as your team’s and company’s performance. This seminar gives you the skills you need to enhance customer relationships and secure an overall competitive advantage.
HOW YOU WILL BENEFIT Deliver better, faster service and increase customer satisfaction Learn how to gain and maintain repeat business ■ Know what customers expect ■ Increase your credibility with customers—and your value to your organization ■ Manage stressful situations more effectively ■ Recognize the signals of customer irritation—and how to quickly find a workable solution to your customer’s problem ■ ■
WHAT YOU WILL COVER The benefits of excellent service Focusing on customer service success ■ How customer service creates revenue ■ Why customer satisfaction is based on perceptions ■ Focusing on customers’ top two expectations, to save time and reduce stress ■ Managing customer expectations by personality style ■ Dealing with difficult customers ■ Responding effectively to specific customer behaviors ■ ■
WHO SHOULD ATTEND Customer service representatives, technical and support personnel, field service representatives, account managers, credit and billing specialists, small-business owners—as well as managers who want to reinforce their skills and train their staffs. Visit www.amaseminars.org and search 5165 for details about CPE credits.
AMA is approved by the Society for Marketing Professional Services (SMPS) to offer SMPS CEUs. This course qualifies for 18 CEUs toward your recertification as a Certified Professional Services Marketer (CPSM). For more information please visit www.cpsmnow.org
American Management Association is accredited by the International Association for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.
3-Day Classroom Schedule 1.8 CEUs/18 SMPS CEUs
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$2,345/AMA Members $2,095 AMA Members Save $250
March 25-27........................ Chicago, IL.......................................................... 5537-00192 June 15-17........................... New York, NY..................................................... 5537-00193 July 27-29............................ Atlanta, GA........................................................ 5537-00196 Aug. 19-21.......................... San Francisco, CA............................................... 5537-00194 Sep. 16-18........................... Chicago, IL.......................................................... 5537-00195
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2-Day Classroom Schedule 1.2 CEUs
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$2,095/AMA Members $1,895 AMA Members Save $200
March 30-31........................ Atlanta, GA........................................................ 5165-00432 April 2-3.............................. Scottsdale, AZ..................................................... 5165-00439 June 8-9............................... New York, NY..................................................... 5165-00435 Sep. 21-22........................... Atlanta, GA........................................................ 5165-00436
AMA seminars are GSA approved and are available for onsite group training — 1.800.262.9699 — www.amaseminars.org
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