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Management and Marketing > Final > Flashcards

Final Flashcards

1
Q

Time line of the funding context

A

1980s = traditional sources of funding reduced for local programs

1994-2000 = economic growth lead to some funding increases

Now = various recessions since 2000 likely ended that run of prosperity for funding parks and recreation

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2
Q

What are the 4 funding reduction strategies

A

Create a strong volunteer and contractual services program using friend organizations retired employees and local businesses

Reduced expenditures and operational costs

Expand marketing public relations and advertising to reposition organization for recession recovery

Increase financial resources by pursuing an expanded menu of revenue sources

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3
Q

What is sponsorship

A

The provision of assistance, either financial or in kind to an activity by a commercial organization for the purpose of achieving commercial objectives

Negotiated contracts between the sponsor and organization

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4
Q

Types of events and programs that sponsors contribute to

A

Sporting events/teams/leagues

Festivals

Conventions/conferences

Expositions (art shows)

Trade shows

Arts and entertainment

Charitable benefits/cause marketing

Special events

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5
Q

What are sponsor promotional activities

A

Visible identification of sponsor logos (event apps, green initiatives)

Title sponsorship (naming rights)

On site product trials (consumable products/electronics)

Pre/post event advertising (digital print)

Coupons (digital print)

Promotional merchandising

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6
Q

Benefits for sponsors

A

Enhanced image

Product trial or sales opportunities

Hospitality opportunities

Increased awareness

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7
Q

What are donations

A

Gratuitous income

Canadians collectively donated $12.8 billion to charitable organizations in 2013

82% made a financial donation to a charitable donation

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8
Q

How are donations different then sponsorship

A

Donations is changing so many great causes donors are more educated and sophisticated today fundraising has become professional

Organizations may establish a special fund for the purpose of soliciting monies for a specific project which leads us

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9
Q

What are foundations

A

Endowment funds established by a wide range of donors where funds raised are pooled and invested with the income distributed as grants

Non government non profit corporations that are organized and operated for the benefit of the general public

In Canada foundations fall under registered charities category

Recreation directly accounts for just 4.5% of all charities and 0.7% of all charitable revenue

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10
Q

What are roles of foundations

A

Facilitate donations from individuals and corporations that may not wish to donate to public agencies

Accept controversy and risk that public agencies seek to avoid

Provide agility that public agencies can’t

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11
Q

What are the 5 types of foundations

A

Umbrella

Facility specific

Local agency specific

Corporate

Community

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12
Q

What is the umbrella type of foundation

A

Formed when coalition of not for profit and public organizations pool resources to develop facilities or services

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13
Q

What is the facility specific foundation

A

Allow people to make donations to support a specific park or recreation facility

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14
Q

What is local agency specific foundations

A

Can accept a broader range of donations in support of the affiliated leisure service agency’s operations than facility specific

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15
Q

What is the corporate foundation

A

Grant making funds come mainly from a profit making business often target a specific cause

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16
Q

What is the community foundation type

A

Made up of permanent funds established by many separate donors for long term benefit of residents in a geographic specific area, support a broad range of initiatives including leisure services

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17
Q

What are partnerships

A

People organizations working together for a common purpose or toward a common goal

Formed through agreements between 2 or more parties with an interest in satisfying a mural need is common to these parties

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18
Q

Why partnerships

A

Shrinking resources especially financial

Increasing competition for funding

Administrative technical innovations

Eliminate duplication of services/programs

Pool expertise

Increase cooperation

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19
Q

What are advantages of partnerships

A

Better access to resources

Opportunity to build networks

Increase influence with funders

Advocate more effectively as a group

To learn/mentor from each other

Enhance visibility and credibility of partners

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20
Q

What are disadvantages of partnerships

A

Building/sustaining them requires a great deal of work/time

Issues operational matters power struggles may take away from service

Partners always have to compromise, potential loss of identity power control and autonomy

Communication barriers collaboration is challenging

Skilled staff needed to manage partnerships

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21
Q

Branding vs marketing

A

Branding is creating an experience that partners of fans can engage in

Marketing is advertising a product or service, selling something

Social media has changed the dynamic consumers now have a voice that is not only heard but listened to

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22
Q

What is sport Manitoba

A

Funding organization

Some programs coaching games

Canada sport for life centre just opened (has everything)

Business changed from this

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23
Q

The 8 steps of sponsorship planning and execution

A

Identify budget goal

Create target list

Identify sponsor-able asserts (benefits)

Sponsorship structure

Sales plan

Adapt to change/be flexible

Communicate

Deliver

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24
Q

Facilitation and coproduction traditionally

A

Leisure service agencies gathered financial resources (taxes user fees sponsorships) + Human Resources (paid staff, volunteers) + built/maintained facilities (parks arenas community centres) = providing services to their constituents

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25
Q

Why is there a shift happening in facilitation and coproduction

A

To reduce the high cost and inherent inflexibility associated with hiring full time personnel whose skills are tied to direct delivery of a specific service and

To avoid the constraining influence or bureaucratic procedures and regulations

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26
Q

What are the 4 forms of facilitation

A

Opportunity referrals

Technical assistance

Brokering

Coproduction

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27
Q

What is opportunity referrals

A

Agency acts as central source of referrals by providing comprehensive information about opportunities in the area

Minimalist level of facilitation: requires few agency resources

Delivery of services remains exclusive responsibility of the community organization offering the service

Technical assistance brokering coproduction

Least resources -> most resources

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28
Q

What is technical assistance

A

Assistance is confined to advice and consultation

Helps community groups define their needs establish effective administrative procedures address legal issues design programs suggest promotional fundraising strategies

Delivery of the service remains exclusive responsibility of the community organization offering the service

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29
Q

What is brokering

A

Agency is like a middleman using a network of contacts in the community to link individuals with organizations that can meet their recreational needs

Moderate level of agency resources required

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30
Q

What is coproduction

A

Individuals or community groups participate jointly with a public agency in the production of park and recreation services of which they or their families are primarily beneficiaries

Requires the most agency resources of the 4 forms of facilitation

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31
Q

What are some reasons that citizens/community groups engage in coproduction

A

An agency reduces the quality level or ends a service

An agency does not provide resources for a new service

If there is a desire to improve the quality of services beyond the level that the public agency has the capacity to deliver

If a community organization perceives coproduction as a way to raise funds for its cause through sweet equity of its members

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32
Q

What are advantages of coproduction

A

Rebuilds an ethos

Rebuilds empathy for government

Cost reductions

Enhanced responsiveness

Use of citizens talents

More opportunities to socialize

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33
Q

What are limitations of coproduction

A

Loss of political support

Equity issues

Quality of service

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34
Q

What is land

A

As a community is immovable and permanent

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35
Q

What is land registration

A

A system used in land administration to recognize formal property rights and for regulating the character and transfer of those rights

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36
Q

What is land ownership

A

Ownership of rights to use land NOT land itself

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37
Q

What do land rights include

A

The right to sell or bequeath the land

The right to keep others off it

The right to use it for farming ranching recreation or timber production

The right to extract minerals from it

The right to erect buildings and other structures on it

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38
Q

What is fee simple

A

Owning all rights associated with a property

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39
Q

What is less then fee simple

A

Ownership with restricted rights consists of one or more rights given up by the land owner

In the context of leisure service delivery less then fee simple approaches offer ways of working with people who own desirable open spaces so that private interests are protected and public park and open space goals are met

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40
Q

What are easements

A

Remember land ownership consists of a bundle of rights that a landowner is permitted to exercise

An easement gives individuals other then the owner permission to use a property fro a specific purpose

Landowner retains title to land may sell lease or bequeath land expect for the right that they give up in the easement agreement

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41
Q

What are three types of easements

A

Affirmative

Negative

Perpetual

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42
Q

What is an affirmative easement

A

Authorizes or allows something to be done on a landowners property

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43
Q

What is a negative easement

A

Prohibits a landowner from doing something on his or her property often called conservation easement

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44
Q

What is perpetual easement

A

Indefinite in length or fixed term usually 5-15 years in Canada

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45
Q

What are conservation easements

A

Voluntary legal agreements between a landowner and a government or qualified conservation organization to conserve a properties natural values and features

Accomplished through a restriction on amount and type of development that can occur on the land

Landowners retain ownership and use of land and its earning capacity

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46
Q

What are extractions

A

Extractions or development change are a local government requirement imposed on developers or builders

Mandate is that developers or builders dedicate park land or pay a fee to be used by government entity to acquire and develop. Infrastructure including park and recreation facilities

Are a type of user fee because the intent is that the cost of new parks and facilities and services should be paid for by the landowner developer or new home owner who are responsible for creating the demand for the new facilities

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47
Q

Costs associated with extractions are normally passed on to

A

Homebuyers by developers

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48
Q

What are two types of extractions

A

Land dedication

Fees in lieu

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49
Q

What is land dedication

A

A certain percentage normally a fixed percentage such as 5% of the property to be developed is set aside as parkland

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50
Q

What are fees in lieu

A

Developer provides the municipality with cash instead of land usually equal to fair market value of land

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51
Q

What is revenue

A

Money going in

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52
Q

What is expenditures

A

Money going out

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53
Q

What are two types of expenditures

A

Operating expenditures
- recurring costs associated with doing business. Fixed costs and variable costs

Capital expenditures
- costs incurred by large scale purchases such as land, facilities or expensive equipment

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54
Q

What is the traditional approach of the role of fiscal management

A

Handle, be responsible for all money matters

Financial records, accounting, collections, investments, debt services

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55
Q

What is the creative approach in the role of fiscal management

A

Handle all of the above as well as seek out other resources for the agency and use them for the benefit of agency staff and consumers

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56
Q

What are the 4 reasons to budget

A

Gives a general statement of financial needs resources and plans of the agency (planning)

For public agencies budgets inform tax payers and officials of amount of $ to be spent, sources of revenue and costs of achieving agency goals

Helps promote standardized operational procedures and systemic procedures for approving them

Serves as a way to evaluate success of programs

57
Q

What is a budget

A

A document that allows an organization to plan and control its resources for a specified period of time typically a 12 month period (fiscal year: not always follows the calendar year)

A dynamic and flexible management tool

reflects financial needs resources (revenue and expenditures) and allocations for specific programs or departments

58
Q

What are the 6 steps of the budget cycle

A

Develop a budget calendar

Develop a departmental work plan

Develop an expense budget

Develop a revenue budget

Modify and finalize the budget

Present defend and seek approval for the budget

59
Q

Explain developing a budget calendar

A

Develop a time line of tasks to be completed including when budget preparation begins deadlines for each level presented to and approved by the right folks and when the fiscal year begins

60
Q

How do you develop a departmental work plan

A

Work plan outlines what programs and services will be offered

Forecasts service volume

Evaluating and opportunities to eliminate unsuccessful programs services and products as well as add new ones

Work plan DRIVES the budgeting process

61
Q

How to develop an expense budget

A

Figure out expenses required to provide services (salaries and employee expenses are typically the largest expense)

Determine operating expenses: facility maintenance equipment and supplies

62
Q

How do you develop a revenue budget

A

Figure out sources of revenue

Examples are fees changes taxes investment income etc

63
Q

How do you modify and finalize the budget

A

Analyze if the budget meets goals objectives and priorities of the organization

Review whether the expenditures are too high or revenues too low

Might have to
- reduce expenditures
- increase revenues
Sometimes might be asked to make budget cuts

64
Q

How do you present defend and seek approval for the budget

A

Present or submit budget for review

Might have to defend the decisions you make

Approval is needed to start the new fiscal year

65
Q

What is budget implementation

A

Necessary controls and procedures must be in place to ensure budget is administered properly

The system of keeping financial records is known as accounting

Most large leisure services organizations employ trained accountants and bookkeepers to control financial operations accounting and reporting

66
Q

What are the main types of budgets

A

Cash budgets

Capital budgets

Operating budgets

67
Q

What are cash budgets

A

Show inflows (money coming in) and outflows (money going out) of cash

Provides administrators with a picture of the organizations short term financial needs (credit needs)

Often updated quarterly or monthly

68
Q

What are capital budgets

A

Developed for big projects such as land acquisition facility development or major equipment purchases

Often are one time expenditures on major purchases that have a life expectancy of at least 10 years

Does not include routine maintenance expenses

69
Q

What are operating budgets

A

Helps the manager operate the parks and recreation program m

Annual 12month operating budgets are most common

Contains a detailed statement of all routine expenditures required to operate the department for one year

Managers exercise the most control with these budgets because they outline and implement the expenditures and revenues for their departments

70
Q

What are the 4 types of operating budgets

A

Line item budgets

Object classification budgets

Program budgets

Performance

71
Q

What is line item budget

A

Budget is a series of lines each representing a different item of revenue or expense

Agency is limited to spending no more then the $ amount assigned to each of these line items

72
Q

What are the categories or classifies items

A

Personnel service: full and part time salaries

Contractual services

Communication

Transportation

Printing binding and advertising

73
Q

What is object classification budget

A

This is a line item budget with more detail

When a coding system is used to identify each line item it is called an object classification budget

74
Q

What is a program budget

A

Expenditures are clustered into major program areas or even into specific

75
Q

What are the advantages of line item and object classification budget

A

Easy to prepare and appears to be business like orderly and logical

Convenient way to look at the categories in which $ is being spent

Budget cutters can delete bits and pieces of an overall budget without being directly confronted with the consequences of their actions since the link between expenditures and benefits is unclear

76
Q

What are the challenges of line item budget and object classification budget

A

Not useful to reveal the big picture regarding issues such as the impact of a cut or addition to the agency

Makes it difficult to see a direct relationship between expenditures and program results benefits or goals of the organization

77
Q

What are the advantages of program budget

A

Gives decision makers better information about the cost effectiveness of programs facilities and services by matching program objectives to full costs

Effective management took since these budgets more clearly show the effect of additions or cuts than do line item budgets since they focus better on the big picture/goals

78
Q

What are the challenges of program budget

A

More costly to produce than line item since they take time and effort to develop

They don’t answer questions such as why is the organization spending money on this program

79
Q

What are the advantages of performance budget

A

Link funding and program results to gain an understanding of program effectiveness

Improves decision making since those budgets more closely link money to actual services

Increases visibility and accountability of spending to the public

80
Q

What are the challenges of performance budget

A

Must have confidence that performance information is accurate and detailed

Size of an organization and the number of performance indicators may be overwhelming when making funding decisions

81
Q

What is a performance budget

A

Shows performance information alongside budget figures
Shows outputs or performance indicators
Number of people served efficiency of resources cost per day ext

Workload outputs = # of parks managed, # of conferences held

Efficiency measures = cost per person served hotel capacity rates

Effectiveness measures = how satisfied people were with a program how well a program met its goals

82
Q

What are the three approaches to budgeting

A

Zero based budget

Incremental budget

Activity based costing

83
Q

What is zero based budget

A

Agency starts each year as if it does not have an existing budget: justified its total request for funds from a zero base

All programs are treated equally, process focuses on how a program meets organizational objectives

Programs are reviewed relative to their desirability, need beneficiaries, reasonableness of proposed costs, availability of funds

Purpose is to bring rapidly increasing budgets under control

84
Q

What is an incremental budget

A

Budget is based on the previous years budget figures. The process is simple to learn and relatively quick, but it is not outcome focused

Proposed budgets are increased or decreased by a determinant increment usually a percentage

This approach makes it difficult to add new activities or change current activities

85
Q

What is activity based costing

A

Attempts to assign and identify the true cost of providing a service which is difficult to do in a service based environment focuses on inputs and outputs and not outcomes

Multi year budgeting can be done for 2-5 years, this decreases the time spend on budgeting and integrates financial and strategic planning. However this process makes it difficult to project into the future, can be very time consuming when first done and lacks the ability to responded to environmental change

86
Q

Define marketing

A

Is the purposeful planning and execution of the pricing place and promotion of ideas goods and services to create an exchange of time or resources that result in the satisfaction of individual needs and organizational objectives

At set of activities aimed at facilitating exchanges

87
Q

Marketing is a process that includes all activities aimed at

A

Finding out who our customers are and what they want

Developing and implementing the appropriate mix of marketing activities to satisfy those wants

Evaluating marketing efforts performance indicators

88
Q

There tends to be less marketing experience among the ___ and __ leisure delivery professionals compared to ___ businesses

A

Public and voluntary

Commercial

89
Q

What is the evolution of marketing concept

A

Production orientation

Selling orientation

Marketing orientation

Service market

90
Q

What are the key changes relevant to the leisure marketer

A

Products now include goods services etc

Emerging role of the consumer

Changing role of the workplace

91
Q

What are products

What are services

A

Products = tangible

Services = intangible

92
Q

What are the 4 key differences between products and services
*****

A

Intangible (can try it or not)

Inseparable(product is separate services is same time)

Heterogeneous (like products or different services)

Perishable (product=stored)

93
Q

Explain the emerging role of the consumer

A

Early marketing efforts focused on production of goods then the selling of goods ignoring roles of customers or their reasons for participating

Changed somewhat in early 1960s to consider customers, acceptance of involving consumers was slow

Today internet and social media tools have lead to an explosion

94
Q

Explain the changing role of the workplace

A

Marketing responsibility was initially assigned to marketing staff

Now all staff are involved in marketing from the person who answers the phone all the way up to the big bosses, integrated throughout the organization

95
Q

What are the two alternative marketing philosophies

******

A

Societal marketing

  • primary focus = satisfy individual needs/wants
  • secondary focus = improve society’s well being

Social marketing

  • primary focus = improve society’s well being
  • secondary focus = satisfy individual needs/wants
96
Q

Marketing is led by a marketing plan which outlines 4 processes

A

Strategy development

Planning the marketing mix

Implementation

Ongoing assessment

97
Q

What is marketing research

A

The systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services

98
Q

What are the 3 purposes of marketing research

A

Exploration = gathering insights into emerging areas of interest (online shopping, new apps)

Description = snapshots of conditions on populations (travel patterns, pool preference)

Explanation = looks into reasons behind trends or behaviour (the why)

99
Q

What are specific applications to the marketing research

A

Competitive intelligence
- research on other providers, competition

Market surveys
- research on the general public

Program use/participation patterns
- research on users

Client profiles
- describing clients

Program evaluation
- describing outcomes

Forecasting/predicting the future
- establishing intentions

100
Q

What are the 5 steps of the marketing research process

A

Define research problem

Situation analysis

Obtain problem specific data (research plan to collect data)

Interpret data

Analyze results for problem solution

101
Q

Define primary data

A

Information specifically collected to solve a current problem

Mail phone internet surveys

102
Q

Define secondary data

A

Information that has already been collected by someone else

Company records libraries governments universities

103
Q

Define quantitative research

A

Statistical basis, seeks structured responses that can be summarized in numbers

104
Q

Define qualitative research

A

Subjective and personal seeks in depth open ended responses like focus groups

105
Q

Define sampling

A

Studying a portion of a population to learn about the whole

106
Q

What is market segmentation

A

Dividing potential customers into identifiable groups whose characteristics desires and behaviours are similar

Directing marketing efforts to the distinct preferences of relevant market segments (target marketing)

107
Q

What are the three criteria for effective segmentation

A

Large/important

Quantifiable/measurable

Accessible

108
Q

What are 5 common segmentation strategies

A

Demographics

Geography

Psychographics

Behavioural

Benefits based

109
Q

What are three strategies to reach target market segments

A

Undifferentiated (mass)
- some marketing message

Differentiated (mixes)
- separate marketing mixes

Concentrated (niche)
- clearly defined market segment

110
Q

What is the marketing mix

A

Integration of product place or distribution pricing and promotion

A set of tactical tools which marketers can manipulate blend to influence

4Ps plus 3additional Ps

111
Q

What are the 4 Ps of the marketing mix

A

Product/service

Price

Place

Promotion

112
Q

What is the P product/service

A

Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need

Product typically pass through a product life cycle of 5 phases

113
Q

What are the 5 phases of a product life cycle

A

Introduction

Growth

Maturation

Saturation

Decline

114
Q

What is the P price

A

Total value assigned to a product (monetary and non)

115
Q

Price can be viewed as including the following costs

A

Monetary (direct/indirect)
- what you pay directly/indirectly

Opportunity
- what you’re giving up

Effort
- the time/effort

Psychological
- fun of event

116
Q

What are the 3 pricing strategies

A

Penetration pricing
- prices set low to attract customers, focus = attract and retain

Neutral pricing
- pricked not high or low (middle) not set below break even point , focus = value, service, quality, reliability

Skin pricing
- commercial sector, differential pricing, based on willingness to pay, focus = revenue generator
Senior pricing, business class, economy class

117
Q

What is the psychology of pricing

A

Psychology of pricing focuses on how people respond to set prices

Price quality inferences- higher price equates with increase quality

Odd-even pricing strategies - 20$ vs 19.99

Reference pricing as a value people assign to an item based on what they think it should cost

118
Q

What is the P price

A

Process of making products and services available to existing and potential customers

Also referred to as distribution

Refers to questions such as when where and by whom a program or service will be offered

Elements of place -> location accessibility, atmosphere, direct/indirect distribution channels, community composition

119
Q

What is the P promotion

A

Communication designed to inform educate persuade and or remind clients (potential) of the benefits of using your program or service

Inform = provide basic info
Educate = value 
Persuade = convince 
Remind = tell again
120
Q

What is successful promotion AIDA approach

A

A= increase awareness

I = attract interest

D = arouse desire

A = initiate action

121
Q

What are the 4 types of promotional tools

A

Advertising

Sales promotion

Personal selling

Publicity

122
Q

Choosing media for promotion

A

Preferences of target markets
Types of product being promoted
Cost of choice
Complexity of message

123
Q

What is the promotion mix advertising

A

How you promote the features of your business using various media’s such as print broadcast internet digital outdoor retail displays direct mail telemarketing ext

124
Q

What is the promotion mix sales promotions

A

Covers any promotional activity other than personal selling and advertising such as: sampling coupons discounts free trials sign up rebates gifts prizes contests

125
Q

What is promotional mix personal selling

A

A verbal exchange presentation conversation with 1 or more prospective purchases for the purpose of making a sale or build goodwill includes: selling sales calls customer service enquires training word of mouth trade shows

126
Q

What is promotion mix publicity

A

A way to keep your organization in the public eye without having to pay for advertising includes: press releases media units, press/media conferences recognition and award programs special events sponsorship

127
Q

What are the three additional Ps

A

Process

People

Physical evidence

128
Q

What is the additional P process

A

Actual procedures mechanisms and flow of activities by which the service is delivered, registration payment, policies, parking

129
Q

What is the additional P people

A

All people who play a part in service delivery and influence the buyers perceptions

Ie) employees all levels, the participant customer and other participants in the service environment interactions include

Participant/employee interact
Participant interactions with facilities where service is produced and delivered and participant interactions with other participants

130
Q

What is the additional P physical evidence

A

Environment in which the service is delivered and where the firm and customer interact. Any tangible component that facilitates performance or communication of the service

Ie) cleanliness of facility, dress of staff members, website

131
Q

Public relations in marketing

A

Public relations is not the same as marketing

PR= a communication tool that seeks to influence awareness and attitudes whereas marketing tried to solicit certain behaviours, such as purchasing key differences
PR is a communication tool, influences attitudes, doesn’t define goals of organization

132
Q

How has the customer change in social media marketing

A

Wants to be in control does not want to be marketed to. Is very demanding and has high expectations when researching online. More brand aware but less loyalty. More price sensitive. Wants instant in depth information

133
Q

What is social media

A

Collective online communication channels dedicated to community based input interaction content sharing and collaboration

134
Q

What is social media marketing

A

Process of gaining traffic attention and interactions with customers through social media sites

135
Q

What are three purposes of social media marketing

A

Broadcast
- get message out and to more people

Network
- reach employees volunteers stakeholders

Promote
- stake out your place in media

136
Q

How do you get started with social media

A

Social media strategy
- do your research define your audience and analyze your competition, align your goals, plan, measure

Execution
- who’s job, calendar w priorities goals monitor respond engage follow plan marketing scorecard

137
Q

What are the 7 pitfalls of social media marketing

A

Forgetting about traditional marketing strategies

Not valuing your audiences time

Not having a documented social media strategy

Being on every social media channel

Not engaging with followers

Not being consistent

Not tracking analytics

138
Q

What are 8 social media tips for leisure service organizations

A

Ask for input from citizens

Conduct a photo contest/video

Post before/after photos

Link all of your web presence

Conduct a contest

Incentive people to friend/follow

Encourage hashtags

Monitor your repetition/reviews

Management and Marketing (2 decks)

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