Sevice & Marketing

Question 1

What is the primary focus of Service Management?

Answer 1

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

Question 2

What are the Seven Qualities of Service?

Answer 2

Communication
Patience
Attentiveness
Problem-Solving
Enthusiasm
Trust
Time Management

Question 3

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

Answer 3

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

Question 4

Name a strategy for effective service management.

Answer 4

Empower employees

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

Question 5

How can clubs identify member needs?

Answer 5

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

Question 6

What is a key aspect of creating a service culture?

Answer 6

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

Question 7

What are the basic questions in marketing principles?

Answer 7

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

Question 8

List the types of market segmentation.

Answer 8

Geographic
* Demographic
* Psychographic
* Benefits sought
* Usage

Question 9

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

Answer 9

Primary Target Market

Question 10

What are the different marketing orientations?

Answer 10

Production
* Product
* Selling
* Marketing
* Societal

Question 11

What are the main marketing strategies?

Answer 11

Growth
* Maintenance
* Marketing Mix
* Allocation of resources

Question 12

What elements are included in a situation analysis?

Answer 12

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

Question 13

What are the types of growth strategies?

Answer 13

Market Penetration
* Market Development
* Product Development
* Diversification

Question 14

What are the key concepts of services marketing?

Answer 14

Intangibility
* Perishability
* Simultaneity
* Heterogeneity

Question 15

What is the consumer-purchase model?

Answer 15

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

Question 16

What factors influence family life cycle?

Answer 16

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

Question 17

What are the types of organizational buyer behavior?

Answer 17

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

Question 18

What does a marketing plan require?

Answer 18

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

Question 19

What are the components of the marketing mix?

Answer 19

Product
* Place
* Price
* Promotion

Question 20

Name the classifications of products.

Answer 20

Convenience
* Shopping
* Specialty

Question 21

List the stages of the product life cycle.

Answer 21

Intro
* Growth
* Maturity
* Decline

Question 22

What is product differentiation?

Question 23

What does product positioning involve?

Answer 23

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

Question 24

List the components of the promotional mix.

Answer 24

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

Question 25

What are the steps in the learning hierarchy of promotion?

Answer 25

Awareness * Interest * Desire * Action

Question 26

What are the key elements in using technology for promotion?

Answer 26

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

Question 27

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

Question 28

What are pricing concepts related to elasticity of demand?

Answer 28

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

Question 29

List the pricing approaches.

Answer 29

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

Question 30

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

Answer 30

Value = Experience minus Price * V = E - P

Question 31

What are the types of marketing research?

Answer 31

Qualitative (focus groups) * Quantitative (member surveys)

Question 32

What are the reasons for conducting membership surveys?

Answer 32

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

Question 33

What are the roles of a consultant?

Answer 33

Provider * Prescriber * Collaborator * Mediator

Question 34

What are the responsibilities of a consultant to members?

Answer 34

Ensure confidentiality * Avoiding harassment * Value members’ time

Question 35

What are the responsibilities of a consultant to the club?

Answer 35

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

Question 36

What responsibilities does the club have to the consultant?

Answer 36

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

Question 37

What is the outline of the survey process?

Answer 37

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

Question 38

What begins a membership marketing program?

Answer 38

Your current members

Question 39

What are components of internal marketing?

Answer 39

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

Question 40

What factors influence new member marketing?

Answer 40

Economic need * Competition * Aging membership * New attitude