Chapter 18: Business and Marketing

Question 1

Independent Contractor

Answer 1

Someone who works for themselves and is contracted to provide services for a company as a nonemployee.

Question 2

Business Plan

Answer 2

Outlines the structure, marketing, and growth of a new business.

Question 3

Cueing

Answer 3

A communication that prompts a client to engage in a movement pattern or conveys proper technique.

Question 4

In-Person Training

Answer 4

Live, face-to-face fitness training done individually or in small or large groups.

Question 5

Virtual Training

Answer 5

Remote training sessions conducted via website, phone applications, or social media platforms.

Question 6

Hybrid Personal Training

Answer 6

A training approach that utilizes in-person and virtual training styles to allow for easier, more frequent access to the fitness professional.

Question 7

Buddy Training

Answer 7

Exercise instruction between a personal trainer and two clients at the same time.

Question 8

Small Group Personal Training

Answer 8

Exercise instruction delivered to two to four clients at the same time.

Question 9

Group Exercise

Answer 9

Large group training that is often choreographed and where all participants are executing the same exercises simultaneously.

Question 10

Certified Group Fitness Instructors

Answer 10

Fitness professionals certified in delivering large group fitness classes. These classes are often choreographed and require specific training in a particular class format.

Question 11

Small Business Administration

Answer 11

A US government agency established in 1953 to promote economic growth by helping new and existing small businesses and providing advice, financial assistance, counseling, and tips for sustainable business growth.

Question 12

Sole Proprietorship

Answer 12

The most common business structure, in which the single owner has complete control over and liability for a business.

Question 13

Partnership

Answer 13

A business structure with two or more people running the business who share liability and responsibility for the business’s performance.

Question 14

Limited Liability Company

Answer 14

A corporate structure in the US limiting the liability of the owner; it combines aspects of corporations and sole proprietorships.

Question 15

Corporation

Answer 15

A business structure in which the owners and operators are separated from the liabilities of the business.

Question 16

C Corporation

Answer 16

The business itself is liable for the tax burdens of financial losses and gains of the corporation.

Question 17

S Corporation

Answer 17

The shareholders are responsible for the tax burdens of losses and gains.

Question 18

Mission Statement

Answer 18

A short statement of why a business exists and their overall goal for operating.

Question 19

Market Analysis

Answer 19

A qualitative and quantitative assessment of a business market that examines product and service volume, buying patterns, regulations, and business competition.

Question 20

Target Market

Answer 20

The particular group(s) of consumers that a product or service targets.

Question 21

Customer Life Cycle

Answer 21

The steps a customer goes through when considering, buying, and using a product or service, including awareness, engagement, evaluation, purchase, experience, and bonding and advocacy.

Question 22

Client Persona

Answer 22

A fictional person that represents the key characteristics of a trainer’s preferred clientele.

Question 23

Branding

Answer 23

A name, logo or symbol that identifies and differentiates a product from other products.

Question 24

Calls to Action

Answer 24

Marketing statements that demand an immediate response from the recipient—for instance, “Sign up now” or “Click here to learn more.”

Question 25

Hashtags

Answer 25

Social media tags users can create to help others find messages and posts with a specific theme or content.

Question 26

Social Proof

Answer 26

A success story of a program or something similar to prove that the style of training works.

Question 27

Prospect

Answer 27

A person who has shown interest in a product or service and is a potential customer.

Question 28

Relationship Emails

Answer 28

Emails used to engage with clients and prospects and build a relationship.

Question 29

Strategic Emails

Answer 29

Email communications that explain why a trainer does what they do, training philosophies, and more about themselves.

Question 30

Promotional Emails

Answer 30

An email communication series that presents an offer or promotion for a limited time.

Question 31

Onboarding Emails

Answer 31

A series of email communications that gather the required documentation and assessments to begin a training program.

Question 32

Leads

Answer 32

Potential clients not yet using a professional’s services.

Question 33

Reengagement Emails

Answer 33

An email communication method to reach out to former clients and prospects and encourage a reply.

Question 34

Client Referrals

Answer 34

A method of marketing where current or former clients refer friends and family to a professional for services by word of mouth.

Question 35

Upsell

Answer 35

A sales technique where a client is encouraged to purchase additional services, products, or add-ons to generate more revenue.

Question 36

Scope of Practice

Answer 36

The practices, procedures, and actions a personal trainer is permitted to undertake in keeping with their professional certification.

Question 37

Profit and Loss Statement

Answer 37

A financial statement summarizing revenues, costs, and expenses in a given time period.

Question 38

Code of Ethics

Answer 38

A set of guiding principles that drives the actions of a professional.

Question 39

Integrity

Answer 39

being straightforward, honest, and transparent

Question 40

Objectivity

Answer 40

remaining unprejudiced and avoiding conflict, bias, or outside influence

Question 41

Professional competence

Answer 41

committing to education and professional knowledge to improve coaching skills throughout one’s career

Question 42

Confidentiality

Answer 42

protecting the privacy of clients in all forms

Question 43

Professional behavior

Answer 43

acting to build and preserve one’s reputation as a health coaching professional