CASE STUDIES BLACKBERRY MOBILE SERVICE MAYO CLINIC CUSTOMER SERVICE SIGG PUBLIC RELATIONS SOTHEBY’S INTERNATIONAL REALTY SEGMENTATION STARWOOD LOYALTY

PEDRO DIONÍSIOBLENDED MARKETING

LEONARD BERRYSERVICE MARKETING

KLAUS WERTENBROCHPRICING

11th March 2010EXPONOR

SPEAKERS

FLOOR 0

In last editions we have reflected about Marketing role asmanagement tool for organizations addressing differentcomponents of the marketing and branding processesthrough the presentation of successful strategies.

Interpreting the new trends and needs of the actual momentof the economy, QSP Suumit 2010 elected as the centraltheme the Services Marketing. It is unavoidable the impactof the services sector and recognition of its contributioneach time larger in the world economy.

Thus, the use of marketing services is increasingly importantfor organizations, which tend to affirm its differential valuein the offer of products with aggregated services recognized

and valued by customers, make up it into loyalty and increaseprofitability

By other way, also is clear the importance of “touch points”in the organizations success, where the service processoperationalization will have several strategic factorsthat we will highlight in the different interventionsof QSP Summit 2010.

The QSP Summit 2010 will have 3 prestigious speakers,5 Global case studies, 4 opened workshops for participants,exhibition and networking areas. This last one is a innovationwhere participants can interact with each other in order toleverage their business.

AUDITORIUM

PIZZERIA

BAR

RESTAURANT

CHECK IN

AUDITORIUM

LOUNGEAREA BOGANI

FLOOR 1

ROOM 3

WORKSHOPS

ROOM 5

NETWORKING

ROOM 1

WORKSHOPS

ROOM 2

WORKSHOPS

PRESS

SPEAKERS

THE MARKETING SERVICE TIME

ROOM 4WORKSHOPS

ENTRANCE

SERVICE MARKETING

LEONARD L. BERRYPresidential Professor for Teaching ExcellenceDistinguished Professor of MarketingM.B. Zale Chair in Retailing and Marketing LeadershipMays Business SchoolProfessor of Humanities in Medicine College ofMedicine Health Science Center

Dr. Leonard L. Berry is Distinguished Professor of Marketing, andholds the M.B. Zale Chair in Retailing and Marketing Leadership inthe Mays Business School at Texas A&M University. He is also Professorof Humanities in Medicine in the College of Medicine at The TexasA&M University System Health Science Center. He was one of twoTexas A&M faculty members honored at the University'scommencement ceremony in May 2008 by being named a PresidentialProfessor for Teaching Excellence. During the 2001-2002 academicterm he served as a Visiting Scientist at Mayo Clinic studying healthcaree service. He is the Founder of Texas A&M's Center for RetailingStudies and served as its director from 1982 through June 2000.He is a Former National President of the American MarketingAssociation.

Professor Berry's latest book, Management Lessons from Mayo Clinic,was published in 2008 by McGraw-Hill. Other books include Discoveringthe Soul of Service, On Great Service, Marketing Services: CompetingThrough Quality, and Delivering Quality Service.

Dr. Berry has been recognized on three occasions with the highesthonor Texas A&M bestows on a faculty member: the DistinguishedAchievement Award in Teaching (1990) and the DistinguishedAchievement Award in Research (1996, 2008). He is the recipient ofthe 2008 Paul D. Converse Award from the American MarketingAssociation, the 2007 AMA/McGraw-Hill/Irwin Distinguished MarketingEducator Award, the Career Contributions to Services MarketingAward from the American Marketing Association's Services MarketingSpecial Interest Group, the Outstanding Marketing Educator Awardfrom the Academy of Marketing Science, and the Pinnacle Award asMarketing Educator of the Year from Sales and Marketing ExecutivesInternational. He is a Fellow of the Academy of Marketing Science.Texas A&M University named him a University Distinguished Lecturerfor 2002-2003.

Customers are Detectives and Employees are VolunteersLeonard L. Berry

Customers always have an experience when they interact with anorganization. The customer's experience consists of the technicalquality of the goods or services used, the quality of the tangibles(such as the service facility), and the quality of interaction withemployees. Excellent organizations “manage the clues” that makeup the customer's experience to strengthen the organization'sreputation and appeal. In effect, customers function like “detectives”in processing the clues that make up the service experience.The most powerful clues are those provided by employees whointeract with customers. All service jobs are characterized bydiscretionary (or voluntary) effort, which is the difference between themaximum amount of effort an employee can give to serving customersand the minimum amount of effort required for the employee to avoidpenalty. Excellent organizations get more “volunteerism” from theiremployees.This presentation focuses on orchestrating the clues for customersand getting more volunteerism from the employees who servecustomers.

KEY POINTS:• Excellent service organizations manage the “clues” that make up

the customer's experience.• The customers' confidence is the organization's most precious asset.• Service reliability is most important for meeting customer's

expectations; human interaction between employee and customeris most important for exceeding expectations.

• Disrespectful service is always poor service.• An organization's core values influence how much volunteerism

employees put into their service.• The pursuit of quality service is more profitable - and more fun.

PROGRAMME SPEAKERS

08:00am-09:15am REGISTRATION

09:15am WELCOME SESSION

09:30am LEONARD BERRY

11:15am COFFEE BREAK / NETWORKING

11:45am STARWOOD CASE

12:15pm MAYO CLINIC CASE

12:45pm AUTOGRAPHS SESSION

13:00pm-15:00pm LUNCH BREAK / WORKSHOPS*

15:00pm KLAUS WERTENBROCH

16:00pm BLACKBERRY CASE

16:30pm COFFEE BREAK / NETWORKING

17:00pm PEDRO DIONÍSIO

17:30pm SOTHEBY’S INTERNATIONALREALTY CASE

18:00pm SIGG CASE

14:00pm -15:00pm WORKSHOPS

ENDOMARKETING ROOM 1

PERSONAL MARKETING ROOM 2

WEBMARKETING ROOM 3

NEUROMETRICS ROOM 4

* Limited Capacity to 50 registrations each one.Free admission for participants in advanced reservation.

Professor Wertenbroch is Professor of Marketing at INSEAD, EuropeCampus, in Fontainebleau, France. His teaching focuses on behavioraleconomics and consumer decision-making, strategic brandmanagement, and pricing, and he directs INSEAD's InternationalMarketing Programme. He has taught in M.B.A., Ph.D., and executiveprograms in the US, Europe, and Asia and has worked with clientsincluding Allianz, Booz Allen Hamilton, Cemex, Citigroup, IBM, Lafarge,LG, L'Oreal, Metro, Nissan, Petronas, Philip Morris, and StarwoodHotels. He holds a Ph.D. and an MBA from the University of Chicagoand an M.Sc. (Diplom) in Psychology from the Darmstadt Universityof Technology in his native Germany. At INSEAD, he has been basedin both Singapore and Fontainebleau and has served as the directorof the INSEAD Social Science Research Center in Paris. Before joiningINSEAD in 1999, he was a faculty member at Duke University and atYale University. In 2009, he taught as Visiting Professor of Marketingat the University of California, Berkeley.

Klaus's research focuses on behavioral economics and its strategicMarketing and public policy implications. He is an expert on consumerself-control problems, with a focus on overconsumption, overspending,and consumer debt, and has contributed to financial educationinitiatives by the public and the private sector (e.g., U.S. TreasuryDepartment, OECD, Citigroup). His research has appeared in leadingscientific journals such as the Journal of Consumer Research, Journalof Marketing Research, Marketing Science, and Psychological Science.It was featured by the Financial Times, Sloan Management Review,and Harvard Business Review and has received international newspaper,radio, and TV coverage by, among others, BBC Radio, Le Figaro,National Public Radio, Nightly Business Report, Psychology Today,Tagesspiegel, The Economist.com, and U.S. Industry Today. Hisresearch won the 1995 American Marketing Association dissertationaward and the 2005 O'Dell award, the most prestigious annual awardin marketing, for the Journal of Marketing Research article that hasmade the most significant long-term contribution to marketing overthe previous five years. He was also a finalist for the 2006 Journal ofConsumer Research Best Article Award. Klaus is an Associate Editorfor the Journal of Consumer Psychology and is on the Editorial Boardsof the Journal of Consumer Research and the Journal of MarketingResearch, among others.

The Psychology of Value and PricingKlaus Wertenbroch

Marketing gurus have long preached that companies must producevalue for their customers. And economists have long worked with theassumption that buyers can ascribe a value to a seller's offering. Howelse could there be a market price? What's more, pricing is the mostimportant element of the marketing mix, given its direct effect on thebottom line. But what is value? Do consumers really know how muchvalue a service provider actually delivers for them? The financial crisishas provided ample evidence that consumers have trouble figuringout how much things are worth. This presentation will introduce avariety of recent findings from consumer psychology and behavioraleconomics that will demonstrate that consumer valuations areinherently malleable. Knowledge of these psychological factors allowsmarketers to influence consumers' willingness to pay in new directionsbut also illustrates that some long-cherished assumptions about theefficiency of free markets need to be questioned. We will illustratethe effect of psychological factors on pricing decisions and valuationswith research findings and practical examples to provide the audiencewith food for thought on how they themselves can use psychologyto influence their own customers' willingness to pay.

KEY POINTS:• How framing and reference prices influence perceptions of price and value.• What role fairness perceptions play in affecting willingness to pay and

accepting prices.• How to use insights from behavioral economics to find new methods of

price discrimination.• How and why consumer psychology prevents markets from working

efficiently, especially in financial services.

Degree in Sociology and Management from ISCTE, Pedro Dionisio hasa Master in Business Strategy from University of Paris-Dauphine and aPhD in Management with specialization in Marketing by HEC - Paris. Heis professor of Marketing in ISCTE-IUL, where he is Director of ExecutiveMaster Programs of Marketing Management and Sports Marketing.Member of Scientific committee of Marketing FutureCast Lab.He is Invited Professor in the MBA of EGE and in the master programof Marketing in Portuguese Catholic University. He has developedbusiness consultancy, studies and lecturer with more than three dozenlarge national and international companies and is currently partnerof Gconsulting.He is co-author of books that has been best-sellers, such as the variouseditions of Mercator, and more recently Publicitor, b-Mercator BlendedMarketing.

Blended MarketingPedro Dionísio

In this presentation Pedro Dionísio will speak about the issue ofBlended Marketing, a concept resulting from the needs of companiesto integrate coherently all brand touch points, whether physical ordigital.In order to face changes in the competitive environment and newchallenges faced by marketeers, the answer must go through a newstrategy of relations with the targets.This presentation will characterize a new business ecosystem, withnew forms of segmentation and value creation, where the processesof communication, sales and customer loyalty have to be rethought.

KEY POINTS:• A world in profound change - the growing power of consumers.• The concept of Blended Marketing and its impact on marketing

strategy.• New forms of segmentation and value proposition.• Challenges of a Blended communication.• The sales processes and customer loyalty.

PRICING BLENDED MARKETING

KLAUS WERTENBROCHProfessor of MarketingInsead Europe Campus

PEDRO DIONÍSIODirector of Executive Master Programs in INDEG/ISCTEProfessor of Marketing in ISCTE-IUL

SPEAKERS

The workshops will report the relevant and current themes that are in the agenda. Endomarketing, Personal Marketing, Neurometrics and

Webmarketing are the chosen themes for the QSP Summit 2010. With free access for participants, those workshops will be leaded

by specialists and certainly, they will be privileged interactive spaces to share knowledge and reflections.

WORKSHOPS

• What is Endomarketing?Explanation and importance as process of marketing management.

• Characteristics of EndomarketingSpecificity and variable tactics and strategies involved.

• Steps and implementation dynamic'sStakeholders involved in multiple phases of implementation in the context of company goals. Examples.

ENDOMARKETING

Degree in Economics by Oporto University and an MBA fromINSEAD in France. José Fortunato is actually Modelo ContinenteHipermercados, S.A. Administrator. He worked as Marketing Directorof the follow Modelo Continente brands: Continente, Modelo,Modelo Bonjour, Worten, Vobis e Modalfa; Adjunt-Director ofStrategic Marketing Department in Espírito Santo Bank, S.A.;Direction Controller of Sonae Investimentos, S.A.; Director of SonaeCommerce and Services S.A. and has served Banco ComercialPortuguês - CISF - Banco de Investimentos, S.A..

Duration 45 minutes

JOSÉ FORTUNATO

Modelo ContinenteHipermarkets Administrator

KEY POINTS

QUESTIONS AND ANSWERS

• What are Neurometrics?A discussion of current equipment/methodologies.

• Why use Neurometrics in Marketing?A discussion of the key benefits of the new metrics and how they interface with traditional methodologies.

• Outputs explainedWhat do neurometrics look like and how are they be reported? Case studies.

NEUROMETRICS

Based in Sussex University, in England, Duncan Smith was degreedin 1995 in Demonfort University with honor and postgraduate atLeicaster University.He works with research, teaching and management. He has passionfor the Neuroscience and is committed by finding new methodologiesto can help to understand the heart and soul of the consumer.

Duration 45 minutes

DUNCAN SMITH

Managing Partnerof MindLab International

• Retain the maximum potential of onlineHow to define winning strategies of Digital Marketing.Requirements for success.

• Ensure successful implementationsKey-points of success.Implementation examples.Lessons to retain.

WEBMARKETING

Expert in Digital Business, he is Lecturer and co-author of B-Mercatorbook, where are developed new perspectives of blended marketing(traditional+online).He was responsible for the business development of Google in Portugal.He worked in Boston Consulting Group and he had executivepositions on Spring Wireless and Telefonica B2B.He holds an MBA from Harvard Business School and a bachelordegree in Management from ISCTE.

Duration 45 minutes

RUI CORREIA NUNES

Founder and ExecutiveDirector of Karma Network

• Recent trends in Digital MarketingTools and practices which are in the order of the day.Phenomena to observe.

Sara Maria Pereira Guedes is Master in Pshicology at FamilyPsychological Counselling area at Oporto University since 2005 andgraduated in psychology from the same institution since 1998. Sheis actually technician of Diagnosis and Referral in Courses ofeducation and training of adults and Psychologist of education andtraining courses of young people in the Vertical Group of Vieira deAraújo, in Vieira do Minho. She was responsible during six yearsfor giving support in the establishment and accomplish of nationaland international trainees for students of professional instruction(under Leonard da Vinci programme). She was Clinical psychologistat full time during four years and at part-time since last six years.She taught Sócio-Antropology at High School of Health of Vale doAve in 2003.

• What is the personal marketing?

• Fundamentals and reasons to work personal marketing

• Main elements to practice personal marketing

• Mistakes to avoid

• Personal Marketing Plans: Two proposals

PERSONAL MARKETINGDuration 45 minutes

SARA GUEDESPsychologist

KEY POINTS

QUESTIONS AND ANSWERS

KEY POINTS

QUESTIONS AND ANSWERS

KEY POINTS

QUESTIONS AND ANSWERS

SIGG (SUI)Public Relations

Michele StarvaggiVice President Sales and Member of the Executive Management

SIGG is a brand of optimism and hope, of forward thinking and positive action that produces reusable metal water bottles. Recycling PET plastic water bottles isgood… but using a reusable water bottle is much better for the environment. Worldwide, over 60 billion tons of plastic waste is produced every year. SIGG is thehealthy choice to ensure a “green and clean future”. SiGG makes bottles that are ecologically sound, reusable and ultimately, recyclable. They make bottles thatare as fashionable as they are functional, “Hydrate in Style”. Every year, thousands of designs are submitted from people around the world to SIGG Switzerland inthe hopes that this artwork will be transformed into a SIGG bottle. The beautiful shape of the bottle is one of the reasons that in 1993, SIGG was incorporated intothe collection of the Museum of Modern Art in New York.SIGG is also a proud member of “1% For The Planet”, donating 1% of our worldwide sales to protection of the environment.

SOTHEBY´S INTERNACIONAL REALTY (UK)Segmentation

Tiago QueirogaManaging Partner

Thirty years of experience in the luxury real estate market and 260 in the auctions market, Sotheby´s is synonymous of excellence and trust relationships. Sotheby´sObjects of Art, as well their properties, are unique and exclusive and only available to a sophisticated audience.Sotheby's International Realty has actually more than 500 offices distributed for 39 countries all over the word which integrates 11.000 collaborators which makethem the bigger player in the luxury real estate market.Their customers include more than 70% of the rich people of Forbes Magazine list. Sothebys.com and sothebysrealty.com allow its frequent users, bidder's art,jewellery and antiques, simultaneous access to buildings and unique properties all over the world.

STARWOOD (USA)Loyalty

Steven TaylorSenior Director Digital, Loyalty, Partner Marketing Starwood EAME

SPG is a loyalty program strongly associated with innovation and has taken significant steps in transforming member dialogue across multiple touch points andincorporating social media into the core fabric of its communication strategy. This case study will review how SPG and other Starwood brands have incorporatedsocial media into their communication strategy to create engagement and loyalty across multiple customer touch points.

MAYO CLINIC (USA)Customer Service

Richard S. Zimmerman, M.D.Medical Consultant in Neurosurgery, Associate Professor of NeurosurgeryPresident of Quality Counsel of Mayo Clinic in Arizona

Mayo Clinic is the first and largest integrated, not-for-profit group practice in the world. Doctors from every medical specialty work together to care for patients,joined by common systems and a philosophy of "the needs of the patient come first." More than 3,300 physicians, scientists and researchers and 46,000 allied healthstaff work at Mayo Clinic, which has sites in Rochester, Minn., Jacksonville, Fla., and Scottsdale/Phoenix, Ariz. Collectively, the three locations treat more than half amillion people each year.

BLACKBERRY (USA)Mobile Service

Rory O'NeillSenior Director of Business Marketing of RIM for EMEA

Research In Motion (RIM) is a world-leader in the design, development and manufacture of solutions for the global communications market. RIM's flagshipBlackBerry® smartphone and platform has become indispensable for businesses and consumers around the world. The company has an impressive globalfootprint with over 500 carrier and distribution partners making the BlackBerry® solution available in over 170 countries, with 32 million global BlackBerry subscriberaccounts of which more than 50% is non-enterprise. One of the fastest growing regions for RIM is Europe, Middle East and Africa (EMEA)

CASE STUDIES

INSCRIPTIONSTo enroll, you must send the attached form (you candownload it in www.qspmarketing.pt/qspsummit)with the proof of payment, to the e-mail, fax oraddress indicated. The payment method can beby bank transfer order to QSP - Consultoria deMarketing.

Help desk: 91 625 2000Fax: 226 108 552E-mail: conferencia@qspmarketing.pt

QSP - Consultoria de Marketing, Lda.Av. da Boavista, 1167 - 4º andar, Sala 54100-130 Porto

www.qspmarketing.pt/qspsummit

Plus 20% VAT

PROTOCOLSAEP - Associação Empresarial de Portugal;APPM - Associação Portuguesa de Profissionaisde Marketing; Associacion de Marketingde España; British-Portuguese Chamber ofCommerce and Deutsch-PortugiesischeIndustrie- und Handelskammer - 20% discountfor Individual Passes and 15% discount forcorporate and Premium passes, non-cumulativewith discount of anticipated sale.

THE PASSES INCLUDED:- Free Access to the conference- File folder of conference- Coffee-breaks- Participation certificate- Access to the exposition area- Access to Workshops (with reservation)- Access to Networking area (with reservation)

Limited Capacity.Lunch-non included.

NOTES:*The content of the presentations is theexclusive responsibility of the speakers.

*For unavoidable circumstances it may occur smallchanges in the agenda. For additional informationabout the agenda of this event, please go towww.qspmarketing.pt/qspsummit

*The number of inscriptions is limited to theauditorium capacity.

NETWORKING AREAQSP Summit 2010 will have an exclusive networking area where professionals, previously enrolled, may interact with each other, increasing

immediately their potential business or their network of contacts. This space will run during the coffee-breaks - two 30 minute intervals

in the morning and afternoon -, and will have capacity for 200 participants. Pre-registration is free for participants and can be made on

the event website at www.qspmarketing.pt/qspsummit

The professionals registered on the networking sessions will be properly identified with name and company they represent and will be

supported by a team of professionals of networking to maximize this experience.

FEEPASSES

550€

1.500€

4.100€

INDIVIDUAL

CORPORATE (3)

PREMIUM (10)

480€

1.300€

FEE FOR ANTECIPATEDREGISTRATION

UNTIL 20 TH JAN

Fee for antecipated registration until 20th Jan - 20%discount for individual passes and 15% discountfor corporate and Premium passes.

NIB: 0010 0000 33823510002 86IBAN: PT050 0010 0000 3382 351000286

ENTITIES

Informations: QSP - Consultoria de Marketing, Lda. - Av. da Boavista, 1167 - 4º andar, sala 5 · 4100-130 PortoHelp Desk: 91 625 2000 · conferencia@qspmarketing.pt · www.qspmarketing.pt/qspsummit