Sevice & Marketing Flashcards
What is the primary focus of Service Management?
Member-oriented: From awareness of needs to promotion and service to ensure membership satisfaction.
What are the Seven Qualities of Service?
Communication
Patience
Attentiveness
Problem-Solving
Enthusiasm
Trust
Time Management
What is meant by ‘Moments of Truth’ in service management?
Any critical interaction between a member and a service provider that significantly impacts their perception of the brand.
Name a strategy for effective service management.
Empower employees
Other strategies include delegating authority, providing technology/equipment, treating employees like guests, and rewarding their efforts.
How can clubs identify member needs?
Suggestion box/comment cards
* Focus groups
* Member-need surveys
* Active Listening
What is a key aspect of creating a service culture?
Identify service ‘gaps’
* Practice service recovery
* Develop a code of ethics
What are the basic questions in marketing principles?
What is a market?
* How do we identify needs?
* What is a segment?
* What is a marketing strategy?
* What is a marketing plan?
List the types of market segmentation.
Geographic
* Demographic
* Psychographic
* Benefits sought
* Usage
What is the most likely segment referred to in market segmentation?
Primary Target Market
What are the different marketing orientations?
Production
* Product
* Selling
* Marketing
* Societal
What are the main marketing strategies?
Growth
* Maintenance
* Marketing Mix
* Allocation of resources
What elements are included in a situation analysis?
Internal dimension
* Strengths
* Weaknesses
* External dimension
* Opportunities
* Threats
What are the types of growth strategies?
Market Penetration
* Market Development
* Product Development
* Diversification
What are the key concepts of services marketing?
Intangibility
* Perishability
* Simultaneity
* Heterogeneity
What is the consumer-purchase model?
A theoretical framework that outlines the steps a consumer takes when deciding to buy a product.
What factors influence family life cycle?
Financial profile
* Leisure orientation
* Durables versus discretionary
* Focus on self or family
* Safety and security
What are the types of organizational buyer behavior?
Buying centers
* Multiple roles
* Multiple needs
* Buy classes
* New Task
* Straight Rebuy
* Modified Rebuy
What does a marketing plan require?
Based on SWOT
* Positions the club
* Results in Action Plan
* Requires evaluation
What are the components of the marketing mix?
Product
* Place
* Price
* Promotion
Name the classifications of products.
Convenience
* Shopping
* Specialty
List the stages of the product life cycle.
Intro
* Growth
* Maturity
* Decline
What is product differentiation?
What does product positioning involve?
Objective
* Facts/physical features
* Subjective
* Service/intangible benefits
* Defensive
* Repositioning
List the components of the promotional mix.
Personal selling
* Direct mail
* Newsletters
* Menu merchandising
* Sales promotions
* Advertising
* Public relations
What are the steps in the learning hierarchy of promotion?
Awareness
* Interest
* Desire
* Action
What are the key elements in using technology for promotion?
Secure a domain name
* Server to host the site
* Create web content
* Secure site with password
What is the difference between goods and services in distribution concepts?
What are pricing concepts related to elasticity of demand?
Sensitivity to price changes
* Affects revenue
* Rational approaches
* Emotional approaches
List the pricing approaches.
Emotional
* Competition
* Intuition
* Psychological
* Rational
* Full-cost
* Mark-up
* Integrated
What is the formula for Member Value Index (MVI)?
Value = Experience minus Price
* V = E - P
What are the types of marketing research?
Qualitative (focus groups)
* Quantitative (member surveys)
What are the reasons for conducting membership surveys?
Aging membership
* Club renovations
* Membership expansion
* Bylaw changes
* Member satisfaction
* Additions to facilities & services
What are the roles of a consultant?
Provider
* Prescriber
* Collaborator
* Mediator
What are the responsibilities of a consultant to members?
Ensure confidentiality
* Avoiding harassment
* Value members’ time
What are the responsibilities of a consultant to the club?
Assist in design of research
* Conduct study according to plan
* Maintain confidentiality
* Assure accuracy
* Full disclosure of methodology
What responsibilities does the club have to the consultant?
Payment according to schedule
* Full access to data sources
* Background on previous studies
* Assure integrity of the study
What is the outline of the survey process?
Objectives
* Method for data collection
* Who to survey?
* Develop the questionnaire
* Pretest the questionnaire
* Collect the data
* Interpret the results
* Present the findings report
What begins a membership marketing program?
Your current members
What are components of internal marketing?
New member orientations
* Special-event promotion
* Exceed expectations
* Empower employees
* Merchandise the menus
* Conduct a marketing audit
What factors influence new member marketing?
Economic need
* Competition
* Aging membership
* New attitude
