Service marketing summarizes our experience, and training can strengthen our ability and improve our professional knowledge. This is also a process that many workers will experience, from which we can realize our work and get some insights. Let's share our service marketing summary.
Summing up experience in service marketing 1 model essay (1)
It is necessary for our marketing major to exercise ourselves through practical exercises. In operation, according to past experience, if an enterprise wants to gain a foothold in the fierce market competition, it must first have a clear market positioning and a clear target market. According to the original data, in the three market segments, traditional families occupy the first place in the market, followed by fashionable families and corporate users.
In the first quarter, the original product xxx of xxx Company was geared to the mass market, and there was no market segment. In order to meet the needs of consumers, our company has specially launched a new brand bx, targeting fashionable families, with high product positioning and a price of xxx yuan, which belongs to high-end products. In order to improve the brand's popularity, advertising and channel support have been launched in an all-round way, and its business performance in the first quarter fully shows that it has achieved good results, and its market share has increased from 7% to 9%.
In the second quarter, due to decision-making mistakes, the company's overall profit declined. The reasons are as follows: First, the importance of product innovation is ignored and no new brand is launched; Second, blindly follow the market, reduce the original brand price, and bring unfavorable factors to the future development of enterprises; Third, the forecast is wrong and the prospect is too optimistic, which eventually leads to an increase in the number of warehouses and an increase in inventory costs; Fourthly, due to the sharp price reduction and rich profits of xxx company, there has been a price war in the market, but there is no doubt that this is not a long-term solution. As can be seen from the later performance of xxx company, the risk taken by this move can bring down a company!
In the third quarter, in order to save the overall downward trend of the company, our company developed a new brand-just choose me. This brand is positioned as a low-end product, positioned in traditional families and catering to consumer demand. The price of this brand is around xxx yuan. The launch of this brand, on the one hand, fills the market vacancy of our company in this market segment and opens up the market, on the other hand, it also meets the demand of consumers to "buy good goods cheaply" and conforms to the market development trend. The operating results of this quarter show that the market share of traditional families has increased, which in turn drives the growth of the company's total sales, sales revenue, stock price and total profit, showing an overall upward trend. It is also from this quarter that the company has been operating steadily and has been on the rise.
In the fourth quarter, our company developed a new product-XXX, which is a new brand specially built for enterprise users. In the market segment, the market share of traditional families has always been among the best, and it is also the most competitive market segment. There are many brands in this market segment, and the price war is fierce and intensified, which makes the company's profit in this market decline. Therefore, it is an accurate choice to transfer the target market in time, and the enterprise user market becomes the first choice. According to the survey, this market has broad market prospects and development space. So our company launched this brand. And vigorously promoted, personnel promotion in place, and finally achieved good results. The market share of enterprise users increased, accounting for more than 30% of the total market, which also increased the quarterly market share, stock price, sales revenue and net contribution. Of course, this is also related to the price reduction of other products in our company.
In the fifth quarter, according to the operating results of the first four quarters, it is found that the market response of xxx brand launched for traditional families is not ideal. Although the market competition is fierce, in order to gain profits in this market, a new brand XXX has been launched. In order to achieve good results and meet the needs of consumers to the greatest extent, great efforts have been made in product design. There is nothing wrong with this product, which promotes the increase of the company's sales and is also an important factor in the overall profit increase this quarter. Of course, the adjustment of brand prices has also improved the overall profit of the company. Although the expected purpose has been achieved, there are still shortcomings and mistakes.
In the sixth quarter, it was thoughtless, just blindly increasing market share, rather than proceeding from long-term interests. Through all-round and substantial price reduction, the sales volume increased, and the market share ranked first in the refrigerator market, but the company's total profit and stock price index declined.
Looking at the operating results in the sixth quarter, we have to admit that the price war has a great impact on the market. The price war caused by xxx company inevitably involves all the companies in the refrigerator market. Refrigerator prices are falling, and corporate profits are also falling with the evolution of the "war". This strategy is that xxx company occupied the position of market leader from the beginning, but with the increasingly fierce competition, the disadvantages of this strategy are becoming more and more obvious. Because the company was not fully prepared, it was finally dragged down by this strategy. This also shows that if an enterprise only relies on price reduction to make profits, but does not pay attention to the enhancement of its own strength and does not keep pace with the times, it will be eliminated by the times, and it will only be "coming in a hurry and going in a hurry." Therefore, in order to achieve long-term development, we must proceed from long-term interests and enhance our competitiveness, instead of blindly exchanging price wars for temporary interests. On the other hand, continuous innovation is an indispensable factor for the survival of enterprises, but in the process of innovation, we should pay attention to brand prominence and corporate image. Too many brands are not conducive to the establishment of corporate brand image, so it is necessary to carry out appropriate brand integration to improve brand awareness and reputation, which is also a deficiency in our company's operation.
Model essay (2)
This training is to further cultivate their professional level, interpersonal skills, teamwork spirit and interpersonal skills. Through the combination of theory and practice, as well as the communication between individuals and society, especially the practical work ability of observing, analyzing and solving problems, I can improve my practical ability and comprehensive quality, hoping to help me integrate into society more smoothly and devote myself to my work in the future.
First, the purpose of training and research
Generally speaking, there is a big gap between the living environment of the school and the working environment of the society. Schools mainly focus on cultivating students' learning ability and professional skills, while society mainly focuses on the professional knowledge and business ability of employees. In order to meet the requirements of social survival, we should not only strengthen theoretical knowledge in the classroom, but also personally contact the society to participate in work practice and guide classroom learning through the understanding of social work. Actually understand the basic quality requirements of employees in general companies, so as to cultivate employees' adaptability, organizational ability, coordination ability and working ability to analyze and solve practical problems.
Practical training plays a very important role in helping fresh graduates to move from campus to society, and should be highly valued. Through practice, let yourself find out the gap between your own situation and the actual needs of society, supplement relevant knowledge in time during the later study period, and make full knowledge and ability preparations for job hunting and formal work, thus shortening the psychological adaptation period from campus to society.
Second, the training content
The content of the training is mainly to sell cosmetics and learn the company's corporate culture, sales skills, teamwork spirit and etiquette. By knowing our own products and comparing them with those of other companies, we can highlight the advantages of our products and the good reputation of our company, actively explore customer sources, sell products to customers, and try our best to sell a series of products to complete the tasks assigned by our company.
Third, the training report summary and experience
I had a two-week training in xx cosmetics store from XX to XX. During this period, my colleagues in the company gave me enthusiastic guidance and help, and I also humbly learned from them and applied what I had learned. While applying theory to practice, we also deeply understand the knowledge that we didn't understand thoroughly before. After these days of training, I also have a deeper understanding of the company, and I am initially familiar with the actual operation steps of the salesman. More importantly, this is my first step into society. Although only two weeks, but also let me see a lot of shortcomings, let me know that being born in society needs a lot of abilities that I can't learn in school.
First of all, briefly introduce my training unit: the company is located in xx District, xx City, and is a private sales company mainly selling cosmetics. Although its scale is small, with only 10 employees and only two outlets, it is a company that customers can trust and has always had a good reputation in the society. Our company always implements the quality policy of "customer satisfaction is our eternal pursuit". At present, the company directly represents products with a number of production manufacturers, and the quality inspection of incoming products is handled by special personnel. If defective products are found, they can all be returned to the manufacturer. The company always adheres to the "people-oriented" business principle: creating a relaxed environment for high-quality talents in scientific research and development, marketing and management; Pay attention to the cultivation of the professional quality of grass-roots employees, and carry out employee training for the purpose of "strengthening responsibility management and improving brand awareness". By effectively encouraging employees, give full play to their initiative, enthusiasm and creativity, so as to tap the potential of employees and better realize the fit between personal goals and enterprise goals. Company's main products or services: health care products; Cosmetics; Skin care products; Shampoo; Facial cleanser; Perfume; Toilet water; Lipstick, etc. The business philosophy of this company is: quality and service are the most important business, and customers come first. Due to good quality and service, the company has established a good business relationship.
Although I am a senior, I am still at a loss about the actual social work. After all, what I read in the book is only a concept, and I didn't teach you the specific operation. A rare opportunity to exercise, I want to do it well. During this time, I learned some trivial things, but I really realized the bitterness of my work. I feel that my professional knowledge in school is seriously insufficient and I can't adapt to the fierce work requirements. For those practical jobs, those of us who just came out with little work experience and didn't learn the professional courses well in school can't compare with those of the old hands at all, and sometimes we really feel at a loss. Although this is only a company selling cosmetics, during this training period, I devoted myself to my work from training, sorting out products to on-site marketing of products.
Training is a familiar and unfamiliar word to me, because I have experienced a lot of training in my ten years as a student, but this time it is so different. It will comprehensively test my abilities in all aspects: study, life, psychology, body, thought and so on. It is like a touchstone to test whether I can apply the theoretical knowledge I have learned to practice. It is related to whether I can succeed in this challenging society in the future, and it is also the key to building confidence, so my investment in it is also the same! The intense two-week training life is over, and I have gained a lot in these two months. It is necessary to sum up after the training.
The above is a summary of my training work. This is the first time that I officially stepped into the society, set foot on my job and started a completely different life from the past. Go to work at the specified time every day, and finish the work tasks on time during work seriously, and don't be hasty and perfunctory. We are shouldering civil responsibilities, so we should be careful in everything, otherwise we may pay a huge price for a small mistake at any time, which is beyond an apology and an apology letter.
Overview of service marketing 2 Fan Wenyi
After studying in school for more than two years, I have mastered the basic knowledge and basic professional skills of marketing specialty. This topic is a very extensive topic, involving profound contents, which cannot be fully understood in this short period of more than two years. Nevertheless, the knowledge we have learned is an indispensable cornerstone of our work, which requires us not only to have solid theoretical knowledge, but also to have practical operation ability, to use what we have learned to solve practical problems, to put theory into practice, and to truly grasp the important role of marketing means in our lives.
This transformation is an arduous and long process, so we need a platform that can really operate, and this way of going out of school and practicing in society is what we must do. This will not only enable us to learn useful things, but also turn textbook knowledge into professional skills, so as to prepare for graduation and going to society.
I entered the chain marketing service department of xx Branch of xx Property Insurance Co., Ltd. from xx as a customer service specialist of a chain store. Xx Property Insurance Co., Ltd. is a professional insurance company approved by xx and formally established on xx, xx. Headquartered in xx, it mainly deals in all kinds of property insurance, liability insurance, credit guarantee insurance, agricultural insurance, accident insurance and short-term health insurance.
Since its establishment, xx Insurance has always put national interests first, social responsibility and customer interests first, and strived hard with the spirit of continuous innovation and the advantages of professional development. While achieving good business performance, we have devoted ourselves to exploring the development path of China's insurance industry, made positive contributions and won the trust and support of the public. As of xx, xx Insurance has been approved by X Supervision and Management Committee, and has opened X branches and more than X subordinate institutions.
I applied for the position of customer service specialist in chain stores, and conducted professional skills training and on-the-job internship in Guangzhou and xxx respectively in the first two months. The training content in the first month in Guangzhou is mainly based on theory, and the job skills training is centered on the operation of chain stores. We mainly have basic knowledge of insurance, corporate culture, customer service skills, business etiquette and other knowledge, and hired a professional training company to teach us teamwork and personnel management, so that we can quickly become professionals in the insurance industry from a student who knows nothing about insurance in a short time.
The next month, I returned to xxx for the second round of training. This time, it is mainly based on practical work. Is to apply all the theoretical knowledge of the previous month to practical work. With the help and leadership of the company's old employees, we have mastered all the work skills initially, and consolidated the skills we have learned through the internship in the next shop.
After studying in xx for two months, I was transferred to xx for temporary financial insurance because the xx branch was in urgent need of manpower and I knew it locally. Financial insurance is another important part of the company besides chain stores, and it is doing very well all over the country, except xx, which is the second lowest in the country.
This xx is to increase efforts to fully open the market. It is in this situation that we expand the market step by step. The main job is to go to the branches of the Agricultural Bank of China and the Industrial and Commercial Bank of China in the city, open the sales channels by getting through the relationship between the president and the director, train the tellers in knowledge, then maintain the channels in the form of stagnation points, and sell the products themselves in the rest of the time. Everything comes to him who waits. Several of us went from zero market a year ago to millions of achievements a month later.
It can be said that our efforts in this process are indescribable and the value of exercise is immeasurable. In a short period of three or four months in xx, I not only learned skilled driving skills, but also learned how to face people with more status such as bank presidents and directors, how to deal with elders who are more qualified than us, how to open up various channels, carry out long-term maintenance, how to market products and how to deal with customers.
Passion; Although the latter is in line with the wishes of enterprises, it ignores the diversified needs of employees. Employees rarely have the opportunity to participate in the formulation of welfare plans and cannot express their real needs, which are all areas that enterprises need to improve in the future.
How time flies! It has been more than x months since I came to this company. It is not easy for office workers to relive these months. From a well-fed student family to an office worker who struggles for his own livelihood, this change comes suddenly and will be at a loss at first. I miss the carefree days when I was a student. Now I have to do everything by myself at work, and I often bear great pressure. After working for so long, I learned a lot that I couldn't learn at school.
At the same time, I also found that after leaving school, I was still so naive and ignorant, and I experienced many setbacks and blows before I deeply realized these. All the internship experiences in the past six months are very valuable assets. I hope these can give me experience and lessons, and I will study and explore harder in the next time, so that I can easily control my life after graduation.
Fan wener
I am a 20xx graduate majoring in marketing. I was lucky enough to be hired by xx Beer Group on xx this year as an intern salesman. After passing the training, I entered xx Beer Sales Company. So I was sent to xx sales branch in xx, starting with visiting salesmen and internship salesmen at the grass-roots level. It's been three months now.
During this time, I not only learned a lot of marketing knowledge that books can't learn, but also made myself more mature and strong. During my internship, I encountered difficulties in my work, so I couldn't sleep at night to find a solution, because I always believed that methods were always more difficult than difficulties. In the specific market, I have been rejected and ridiculed countless times, how many times I cried alone in the middle of the night, and how many times I have decided to pack up and leave; But the next day I threw myself into my new job early, because I always believe that life lies in persistence, and I can accept failure, but I refuse to give up!
In this way, a month and two months passed, and I persisted; Now I have become sophisticated and mature. I work actively and am good at finding problems and solving them in time. Many times praised by the manager in charge and the vice president. In the specific market, I can handle the relationship with customers, and at the same time maintain the customer relationship with the terminal, so that I can feel the fun brought by marketing!
First of all, I want to introduce the basic situation of my market. My xx market is a deep distribution model of xx, and the township agency system combining large customers and small customers is implemented. In addition to several big customers in the county, each township has set up a first-class dealer, which is completely intensive by the market.
Secondly, I am very lucky to participate in the 20xx beer war and feel the beer marketing. Our main competitors in the regional market are xx beer in the circulation field, xx beer in the catering channel, and of course, other brands of beer, such as xx beer, xx beer and so on.
Beer competition is the fiercest in March and April, because everyone is grabbing the market; We also organized large-scale distribution activities in xx, such as promoting the new generation of wheat and beer under xx, which quickly occupied the dominant market and won the initiative!
At the moment of seizing the market, when distributing goods in the circulation field, the promotion policy of the new generation xx, the main product of the head office, is X with X plus X, X liters of soybean oil, which is displayed at X yuan/box for two months; The competition is fierce. Every terminal store in the county is a battleground for military strategists, and all manufacturers are grabbing it. It is really a war without smoke! Example of 20xx Beer Sales Practice Report
The competition in the field of catering is also the competition of strength. It is all about buying a store. You pay X and I pay X. After the contest, we bought out most hotels in xx and paid a heavy price, spending nearly xx million to buy a store!
Today, my internship is over. In these three months, I have made a lot of efforts and gained fruitful results. Because of my outstanding performance during this period, I have become a formal salesperson of the group company, enjoying the overall planning of the country and generous salary.
Finally, I would like to thank my alma mater, XX College, for always cultivating me, all the teachers in the marketing department for imparting my marketing knowledge, and all the teachers who have educated me for three years! Students are here to pay tribute to you, you have worked hard!
Thank Duan and Tang who hired me at the beginning, and thank Mr. Tang, Minister of Marketing, for his guidance and education on my marketing knowledge again!
Thank you for your concern for me. Vice President xx of the sales company, Manager Sun, who is in charge of my training, and colleagues of the xx sales branch have always cared about me. Thanks again!
Summary of Service Marketing 3 In order to improve personal professional ethics, classroom knowledge is combined with practical work to achieve the purpose of combining theory with practice. Understand the internal and external factors affecting consumer behavior, the types of purchase behavior and the main steps of purchase decision through practice, and be familiar with the main factors affecting brand pricing. Adapt to society faster, improve their own quality, learn more sales skills, and learn to contact and communicate with customers. Understand the company management mode, further deepen the understanding of theoretical knowledge, and further familiarize yourself with the application of theory and skills in practice. Master the methods and skills of automobile sales exhibition hall sales, master the reception process of automobile maintenance business, master the service skills for customers in automobile after-sales service, and be familiar with the procedures and methods of handling customer emergencies. I came to xx Company as an intern. My job is car sales. The following is my internship report.
First, the purpose of training
Understand the automobile marketing environment and composition, brand composition and brand strategy of cars sold, price composition and pricing strategy of automobile products; Understand the internal marketing organization structure and business model, and master the introduction method of automobile products; Master the skills of customer reception, telephone service and handling customer complaints, as well as the business processes of automobile sales and after-sales reception; Grasp the process of consumers' understanding of automobile products, the types and basic characteristics of demand, the process of car purchase motivation, and the consumption psychology and behavior characteristics of different consumers; Understand how automobile enterprises create differentiated services for automobiles, the composition of automobile product costs and the main factors affecting prices; Master the planning and organization of automobile promotion activities.
Second, introduce training units.
This automobile sales internship was conducted in the 4S shop of xx Company. Xx Company adheres to the spirit of "pursuing excellence and scientific development" and practices the working philosophy of "people-oriented, customer first" and the working style of "earnest, conscientious, passionate and resolute". This is the slogan we heard at the morning meeting on the first day of registration. Hearing this slogan, we stood in awe. This is a goal. This day also impressed me deeply. After all, it is the first time to enter such a big company. Facing so many employees, in such a formal form, I am very excited.
Third, the training content
So, on the day of registration, we went earlier. Actually, every day is similar. We go to work at 8: 30 in the morning and leave work at 5: 30 in the afternoon. I met the manager soon on the first day, and then I went to work, so we started our future work. To tell the truth, it was difficult at first, because I was new here, I was unfamiliar with the staff and lacked communication. I spent a lot of time there observing alone and didn't know what to do.
On the first day, after the manager explained the history of the company to us, he arranged for the head of the sales department to take our interns. Without saying anything, the person in charge first sent each of us a stack of configuration tables of all models in the exhibition hall, and let us go to the conference room to see them. It was very hot, and we looked at the configuration table in the conference room with the air conditioner on, which was quite comfortable. But it's really hard to think about when to get off work every day. Looking at the boring configuration table every day, because I am not familiar with the model, I can't teach us anything else if I want to. How much we wish we had something to do, even if it was a coolie.
However, the sales department is the busiest. No matter who is here or not, people should stand in the exhibition hall and wait for customers. When customers come, they have to be received all the time, and executives don't have much time. We can only look at the configuration table and see their process of receiving customers. After that, we will visit the sales department and maintenance department in the back. The planning of the whole store is quite big. At least three floors are for cars. It is said that the stock 150 vehicles. In this way, after the holiday, the executives can freely assign masters to us in groups. My host is very kind. Let me see how he receives customers.
The process is relatively simple. The master gives me assignments every day. I remember the carnival configuration today, Mondeo configuration tomorrow, and then he took the exam the next day, which really made me remember quickly. During this period, I once received a client myself, which was called excitement. It went well, no problem. I asked about the discount in the store and gave it to the master. After the morning meeting, our newcomers will clean the car. Car washing can learn how to maintain it, and you can also look at the configuration of the car and so on. The master often tells me that if you want to sell a good car, you must first learn to clean it. Only people who know how to love cars can convey their desire for cars to customers.
During the period, both the master and the tutor asked us how we felt about the short internship. I think it's ok, but I'm lucky. They say this is the way to do sales. You are the busiest when others are free. When others are busy, you are not available. You stand in the exhibition hall all year round. Moreover, if you want to make money, you have to work hard. Not if you don't work hard. Sales can't go up, and wages are not enough for rent. I think so, too, but without this society, nothing is easy, and it is not easy for people with our education to make money. Only with a high degree can we have a good meal.
So is our sales department. On the wall of the office, there is a monthly sales target without groups, and then it is subdivided into everyone's goals. The same is true for sales, and commissions are also earned. The more you sell, the more you earn. There are no shortcuts, only efforts that are not afraid of hardship and fatigue. Sales consultants have little time to rest at noon. Generally, when it is not their turn to stand guard, they will set up a table in the office and change a group every two hours. Moreover, during this time, I began to understand the sales consultant. At first, I just thought that a sales consultant was similar to a salesperson in a supermarket. Things are far from simple. I want to be an excellent sales consultant. I know nothing about cars. It's hard in the early stage. At least I need to know the configuration, structure and differences of the car, such as the types of rear suspension, including fully independent suspension, semi-independent suspension, dependent suspension, multi-link suspension and torsion beam. What's the difference between them? Which is better? These are questions that may be answered to customers. There is also a braking system, including disc and drum. Disc type has better heating performance than drum type, and drum type has better braking force.
These are all questions that customers may ask. If you can't answer them one by one, customers are reluctant to buy a car here. Configuration information is even more important. The supervisor asked us why we should recite the car configuration, because we don't even know the information of the car we sell. Why should customers trust you? The master also gave an example. A sales consultant was complained by a customer and fined 5000 yuan for miscommunication of configuration information. Therefore, if you want to become a professional sales consultant, you need to learn a lot. In addition to the configuration table, you should also know the brand model of your competitors, because if you want to beat your competitors, you must first know your competitors. The average car buyer will definitely have several choices in mind. Why did they choose Ford? What they need is not only the discount, but also the differences in configuration and the highlights of each model. To defeat the weakness of the opponent with his own brilliance, this requires the ability of each sales consultant to transmit information. In addition, service is also an important factor. 4S shop is not only a sales industry, but also a service industry. Without good service, there will be no customers. No matter how good your car is, it will not be accepted by customers. What customers want is respect and attitude.
What is difficult in car sales is not the configuration behind it. What is difficult is to understand customers. When a customer arrives at the store for the first time, he needs to make a customer profile, then follow up with the customer, file it and so on. No customer has characteristics, and they will not spend impulsively. As the saying goes, they make decisions through constant comparison. Customer follow-up is to pay a return visit to customers from time to time to understand their trends. In the last few days of the internship, we studied the customer's return visit and watched the related return visit speech. It's simple.
To put it bluntly, it is to let customers go to the store to see the car. If customers can go to the store, they have already sold half the cars. The key is how to say and persuade customers to come to the store. If there is no discount or the customer doesn't get much benefit from it, the customer will directly find a reason to hang up. In other words, gimmicks are needed, such as auto show, latest offers, gift packages, group buying meetings, test drive meetings, road trips and so on. These can induce customers, express clearly, and do not hesitate to answer customers' questions. Generally speaking, it is not easy to do sales. On that day, we interns, on average, dozens of phone calls were not returned, and our mouths were thin.
Fourth, practical experience.
Although there is no school bus here, because the route is not here, our daily internship in xx company is very substantial, which makes us forget the fatigue of getting up early and coming home late every day. I thought about retiring several times during the period, but I won by reason. We are a group of prospective graduates who are about to enter the society, and nothing can make us contact and integrate into this society better than practice. Maybe others will say that there are many hidden rules in the workplace and interests are paramount, but this is not wrong or morally wrong. This is a society. We have studied for more than ten years, so as to gain a foothold in this society. Besides, we haven't graduated, so what do we want to do? Generally speaking, the enemy will block the water. What we have to do is to learn more useful knowledge and skills to lay a good foundation for our upcoming entry into society.
Since then, I have learned something that I can't learn in my study, taught me how to get along with customers, and made me realize that many things in life are not so easy to do, and I can only do well by my constant efforts and persistence. When I first went, I was full of confidence. I believe that since there is a new beginning, there will be new gains.
Summary of verb (Verb's abbreviation) Practice Training
Through this automobile sales internship, I found that there are still many shortcomings in integrating me into this society, not only knowledge and skills, but also interpersonal relationships. I don't take the initiative to study, and I also have a passive learning stage at school. This is a bad habit that must be changed. You must practice more and improve yourself constantly in the future. I have been here for a month, and I have gradually adapted to life here. In other words, I learned to live in frustration. This stage is very big, but you still need to learn a lot if you want to climb it. Social practice is our training.