文档介绍：Professional Development Program J. Walter Thompson
Toolbox Learning Series
JWT Toolbox Learning Series
Professional Development Skills How to e an Account Person
JWT Toolbox Learning Series
To Talk about…
What our business is
What the job is all about
What the role of us is
How to be most effective and creative.
Look at others
A Service Business
What are services?
Services are deeds, processes, and performances to fulfill customers’ needs and achieve their satisfaction based on perceived expectation.
Differences in goods versus services
Intangibility
Heterogeneity
Simultaneous production and consumption
Perishability
Service Quality
Clients’ expectations and perceptions are central in the delivery of excellent service.
Expected Service
Perceived Service
GAP
A anization
Company
(Management)
Employees
Customers
Internal marketing
“enabling the promise”
External marketing
“setting the promise”
Expanded Marketing Mix
Expanded marketing mix for services:
Product
Place
Promotion
Price
People
Physical Evidence
Process
7P’s if make it simple
An Agency Person
Not only providing services
But also marketing services
Account Person
The only person in the Agency wearing many different hats -
ALL AT ONCE!
That is what makes it hard yet fun.
Account Person
But…
All too often difficult to maintain a clear perspective on priorities!