Test 3 Flashcards
4 p’s of marketing
product, place, price and promotion
functions of promotion
inform
educate
persuade
remind
Tips for writing effective copy
clarity details use the senses use personal experiences general versus detail
Seven principles of design
unity gestalt space dominance hierarchy balance colour
Registration issues
liability release form distribution timing fees credit cards cancellations and refunds transfers guarantees
Types of queues 4
single line: single service
multiple lines: multiple service
single: multiple service
Station to station
Reducing anxiety in queues
- register the order of service
- improve speed of service
- assure service while in the line
- post the time required in the line
Other registration and queuing issues
- giveaways
- pre-queues
- no queues
- scalping
Registration methods
- central location
- program location
- telephone
- fax-in
- online method
- combination of methods
Aspects of the recreation and leisure industry
- seasonal jobs
- part-time employment
- low wages
- high turnover
- young profession that does not always value education
Staff processing
- job analysis
- job description
- recruitment
- selection
- orientation
- training
- appraisal
- compensation
Supervising operations
- management by walking around: an agenda
- verify: that the program is being conducted
- assure quality level
- observe performance of on-site staff
2 major pricing strategies
- Cost base pricing
- pricing not directly based on cost
Things to remember when building waivers
- is the setting appropriate for the waiver?
- is the waiver easy to understand?
- all activities, parties and risks covered?
- does the person have the authority to sign, did they read, sign voluntarily
What does pricing do?
- determines who can participate
- determines the amount of revenue
- provides info on cost recovery
- allows you to plan
PMAS step 1
-two major pricing strategies:
cost based and pricing not directly based on cost
Two types of pricing not directly based on cost
- going-rate pricing: based on what other competitors are charging
- demand oriented pricing: charge all of your participants what they are willing to pay
Public programs
-funded by taxes, free for participants
Merit programs
-partially subsidized with tax dollars but also have fees attached
Private programs:
Paid entirely by participants
Line units
units directly involved in the production and delivery of an organization’s services and products (recreation staff)
Service units
provides services to other units and to the org as a whole (computer to take registration)
Cost:
a measurement in monetary terms of the amount of resources used for some purpose
Price
the dollar amount the agency charges participants
Cost objective
any activity for which a separate measurement of cost is desired
Direct costs
those that can be traced to a specific cost objective
Indirect costs
costs that an agency can incur regardless of whether or not a agency runs a specific program (cost of a computer)
Cost allocation:
process pf identifying and assigning costs to various cost objectives
Variable costs:
those that change directly and proportionately with changes in volume (i.e.: as many textbooks as participants)
Fixed costs
those that do not change in volume (pool rental even if you have two or six participants)
Changing fixed costs
those that change in the same direction but not proportionately with changes in volume or the number of participants (extra lifeguard if you go over 1:40 ratio)
Break-even point
variable cost and fixed costs have been added
When total costs and total revenue are equal
Pricing ideas and thoughts:
- promos, gorupons
- pricing to fill low demand times
- price barriers (what price will you not pay for?)
- perceived value
- service vs. business
- access vs. quality
- partnering to offer programs
Pricing Products
determining how much to charge for your product
Price considerations: 6
- desired profit
- product quality
- competition
- consumer resistance to price
- company pricing philosophy
- market share desired
Program evaluation
The careful collection of information about a program or some aspect of it, in order to make necessary decisions about the program
Purpose of program evaluation (3)
- program development
- organizational management
- establishing accountability
Why do programs need continuous feedback?
-everything is always changing so you need constant feedback so they can continuously adapt to changing needs
Evaluation planner 9
- purpose
- audience
- process
- issues
- resources
- evidence
- data-gathering
- analysis
- reporting
Steps of program evaluation
- purpose of eval
- process for collecting the info
- analyzing the info
- reporting the info
What is questioned in the purpose of evaluation 4
- what are you going to evaluate?
- What is the purpose of the eval?
- Who will use the dat?
- What questions will the eval seek to answer
What is questioned in the collection of info? 3
- what source of info will you use?
- what data collection methods will you use?
- what collection procedures will you use?
What is questioned in analyzing the info? 2
- how will the data be analyzed?
2. how will the info be interpreted and by whom?
What is questioned in the reporting of the info?
How will the eval be communicated and shared?
What is in the body of a report?
- purpose
- background info
- eval techniques
- findings
- use of the report
What are the components of a comprehensive eval system?
- formative eval
- summative eval
- ongoing in-depth eval
- eval database
- strategic eval
What is a service hour evaluation technique? 1 and example
-expands on the traditional head count
-1 participant per hour
e.g.: 30 participants for 1 hour = 30 service hours
15 participants for 2 hours= 30 service hours
What is satisfaction based evaluation? 2
- participant satisfaction
- the degree to which programs have provided leisure experience for participants
- can be used to judge the worth of the program
What is goal and objective evaluation? 3
- Goals and objectives are developed
- Operation of the program is compared to G/O
- Should be compared by program staff and participants
Triangulated evaluation
- assumes that data is gathered from multiple perspectives
- evaluation of data from three sources
Disposition plan options 3
- operate program with no changes
- modify program
- terminate it
Program lifecycle: Introduction
lots of effort to launch, cost per participant is high due to low registration
Program lifecycle: Growth
number of patrons increases rapidly, programmer must meet demand
Program lifecycle: Maturation
rate of new patrons slows down, most marketing problems occur, longest stage
Program lifecycle: Saturation
almost all repeat business, most competitive stage
Program lifecycle: decline
falling enrolments
Why is PLC useful?
helpful to know your stage to make an appropriate disposition decisions
