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CCM Review Course > Sevice & Marketing > Flashcards

Sevice & Marketing Flashcards

1
Q

What is the primary focus of Service Management?

A

Member-oriented: From awareness of needs to promotion and service to ensure membership satisfaction.

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2
Q

What are the Seven Qualities of Service?

A

Communication
Patience
Attentiveness
Problem-Solving
Enthusiasm
Trust
Time Management

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3
Q

What is meant by ‘Moments of Truth’ in service management?

A

Any critical interaction between a member and a service provider that significantly impacts their perception of the brand.

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4
Q

Name a strategy for effective service management.

A

Empower employees

Other strategies include delegating authority, providing technology/equipment, treating employees like guests, and rewarding their efforts.

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5
Q

How can clubs identify member needs?

A

Suggestion box/comment cards
* Focus groups
* Member-need surveys
* Active Listening

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6
Q

What is a key aspect of creating a service culture?

A

Identify service ‘gaps’
* Practice service recovery
* Develop a code of ethics

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7
Q

What are the basic questions in marketing principles?

A

What is a market?
* How do we identify needs?
* What is a segment?
* What is a marketing strategy?
* What is a marketing plan?

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8
Q

List the types of market segmentation.

A

Geographic
* Demographic
* Psychographic
* Benefits sought
* Usage

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9
Q

What is the most likely segment referred to in market segmentation?

A

Primary Target Market

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10
Q

What are the different marketing orientations?

A

Production
* Product
* Selling
* Marketing
* Societal

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11
Q

What are the main marketing strategies?

A

Growth
* Maintenance
* Marketing Mix
* Allocation of resources

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12
Q

What elements are included in a situation analysis?

A

Internal dimension
* Strengths
* Weaknesses
* External dimension
* Opportunities
* Threats

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13
Q

What are the types of growth strategies?

A

Market Penetration
* Market Development
* Product Development
* Diversification

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14
Q

What are the key concepts of services marketing?

A

Intangibility
* Perishability
* Simultaneity
* Heterogeneity

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15
Q

What is the consumer-purchase model?

A

A theoretical framework that outlines the steps a consumer takes when deciding to buy a product.

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16
Q

What factors influence family life cycle?

A

Financial profile
* Leisure orientation
* Durables versus discretionary
* Focus on self or family
* Safety and security

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17
Q

What are the types of organizational buyer behavior?

A

Buying centers
* Multiple roles
* Multiple needs
* Buy classes
* New Task
* Straight Rebuy
* Modified Rebuy

18
Q

What does a marketing plan require?

A

Based on SWOT
* Positions the club
* Results in Action Plan
* Requires evaluation

19
Q

What are the components of the marketing mix?

A

Product
* Place
* Price
* Promotion

20
Q

Name the classifications of products.

A

Convenience
* Shopping
* Specialty

21
Q

List the stages of the product life cycle.

A

Intro
* Growth
* Maturity
* Decline

22
Q

What is product differentiation?

A
23
Q

What does product positioning involve?

A

Objective
* Facts/physical features
* Subjective
* Service/intangible benefits
* Defensive
* Repositioning

24
Q

List the components of the promotional mix.

A

Personal selling
* Direct mail
* Newsletters
* Menu merchandising
* Sales promotions
* Advertising
* Public relations

25
Q

What are the steps in the learning hierarchy of promotion?

A

Awareness
* Interest
* Desire
* Action

26
Q

What are the key elements in using technology for promotion?

A

Secure a domain name
* Server to host the site
* Create web content
* Secure site with password

27
Q

What is the difference between goods and services in distribution concepts?

A
28
Q

What are pricing concepts related to elasticity of demand?

A

Sensitivity to price changes
* Affects revenue
* Rational approaches
* Emotional approaches

29
Q

List the pricing approaches.

A

Emotional
* Competition
* Intuition
* Psychological
* Rational
* Full-cost
* Mark-up
* Integrated

30
Q

What is the formula for Member Value Index (MVI)?

A

Value = Experience minus Price
* V = E - P

31
Q

What are the types of marketing research?

A

Qualitative (focus groups)
* Quantitative (member surveys)

32
Q

What are the reasons for conducting membership surveys?

A

Aging membership
* Club renovations
* Membership expansion
* Bylaw changes
* Member satisfaction
* Additions to facilities & services

33
Q

What are the roles of a consultant?

A

Provider
* Prescriber
* Collaborator
* Mediator

34
Q

What are the responsibilities of a consultant to members?

A

Ensure confidentiality
* Avoiding harassment
* Value members’ time

35
Q

What are the responsibilities of a consultant to the club?

A

Assist in design of research
* Conduct study according to plan
* Maintain confidentiality
* Assure accuracy
* Full disclosure of methodology

36
Q

What responsibilities does the club have to the consultant?

A

Payment according to schedule
* Full access to data sources
* Background on previous studies
* Assure integrity of the study

37
Q

What is the outline of the survey process?

A

Objectives
* Method for data collection
* Who to survey?
* Develop the questionnaire
* Pretest the questionnaire
* Collect the data
* Interpret the results
* Present the findings report

38
Q

What begins a membership marketing program?

A

Your current members

39
Q

What are components of internal marketing?

A

New member orientations
* Special-event promotion
* Exceed expectations
* Empower employees
* Merchandise the menus
* Conduct a marketing audit

40
Q

What factors influence new member marketing?

A

Economic need
* Competition
* Aging membership
* New attitude

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