PGA 3.0 - Level 1 Facility Management
Which interpersonal skill is being used in the following statement? "While I would like to put more course marshals on the fairways to help solve the pace of play concern, we don't have the budget and have not been able to attract enough qualified volunteers."
providing a compelling rationale
Which type of marketing strategy includes letters to the editor, television appearances, speaking engagements, and special needs programs?
public relations/publicity
Which of the following is not one of the five "P's" of marketing?
publicity
Another name for the Customer Perspective in the PGA Customer Relations Model is the:
reality check
What activities might be included in a "one-minute manager" routine?
recognition of good work
Helping others to look at a situation from a fresh perspective to see new possibilities describes which interpersonal skill?
reframing a difficult situation
Which statement below is correct when talking about customer requirements and expectations?
requirements are fairly stable, but expectations change more rapidly
Running out of scorecards indicates a breakdown of what key requirement for good customer relations?
resources
What is defined as the means available to support staff in completing a task?
resources
Why is customer satisfaction an important objective of the tournament business plan?
satisfied customers return for future events
Which is an element in the consensus-based decision-making process?
select the best alternative
Which of the following is NOT one of the four interaction strategies as defined by the PGA?
selling
What is the primary product of the golf business according to the Customer Relations Manual?
the PGA experience
Which of the following are not a phase in the PGA Business Planning model?
the PGA experience
What factor affects the value of any resource?
the availability of the resource to support staff members
Which of the following is NOT an example of an objective of a promotional campaign.
the competition is doing it
What is the most important customer interaction of the day?
the first engagement
When people try to make a joint decision, every person wants to have his or her needs and point of view accounted for in the final decision and subsequent actions is an example of providing a compelling rationale?
true
In what circumstances would adopting the "directing" strategy be appropriate?
when the person explicitly informs what she wants others to do
In what situations would a staff member most likely rely on the "supporting" strategy?
when the responsibility clearly lies with another party
Should projections for OTB take into account holidays, sales, and increase in sales?
yes
What is the usual business destination for long-range planning?
3-5 years
In a study by TARP, they found that _____% of dissatisfied customers do not complain directly to management.
96%
According to the Business Planning Model, a business plan should build on and refine the operational plan.
False
Financial forecasts should be based on historical data derived from a linear trend analysis.
False
Moments of truth end when the final hole of the groups round is completed.
False
It is illegal for courses that receive any public funds to require a dress code.
False
One advantage that beginner players gain from forming friendships during the learning process is they are more likely to take up different hobbies with their new friends.
False
Promotional efforts don't need to be planned well in advance, you can make them up on the fly.
False
It is appropriate to use this strategy for situations where the employee is not in a position to lead others to a solution and the employee does not directly supervise or control the behaviors related to the outcome.
Involving
You are in the process of completing a business plan for the golf shop. Initial forecasts of sales, expenses, and profit have been made. Past data has been analyzed and important inside and outside factors have been identified. What is the next step to be taken towards completing the plan?
Make assumptions about how inside and outside factors will affect the business
What is an example of facility functions that need written safety procedures to insure uniform actions of staff?
Safety procedures
"How far in advance reservations can be made", is an example of one of the questions a facility should ask itself when determining Tee Time Reservation Policies
True
Helping establish a starting point for goals, objectives, and related strategies is an appropriate use of the SWOT analysis.
True
What is the difference between routine and challenging customer relations situations addressed by the positive engagement process model?
amount of time and effort needed
What quality is most desirable in a person tasked with managing pace of play?
an eagerness to help and ability to communicate
Which part of the PGA Business Planning Model includes gathering information about past and current performance from multiple sources inside and outside the business?
assess the current state of the business
Where should a facility's promotions be directed if the business objective is to increase tournament play in general?
at the golfing public
Which one of the following is not a soft good?
balls
When a manager builds a solution to accommodate the needs or concerns of another person, they are most likely employing which interaction strategy?
convincing
What strategy is a good choice for keeping a group discussion on topic?
directing
Which interaction strategy offers the least initiative from the customer?
directing
An interactive calendar allows employees and mangers to see upcoming events and action items, but they can not add on to the calendar
false
Direct Competition is any organization that meets the same customer need with a different product or service?
false
Stakeholders should assume that the return from promotional strategies designed to attract tournament business would be proportional to the level of their financial investment.
false
Moments of Truth are opportunities for golf professionals to:
fine tune their operations
The ____________ with a customer is the most important interaction of the customer's entire day at the facility.
first engagement
Once formed, ____________ are extremely difficult to alter.
first impressions
Employees should always collect feedback after which step in their interaction with a customer?
follow-through
What is the first step of the Open to Buy plan?
forecasting sales
What is one benefit of the team approach?
fosters a positive facility culture
What is an Attraction Program at a facility?
free, short teaching, demonstration, or informational clinic
Telling others how their behavior affected you is an example of what interpersonal skill?
giving and inviting specific feedback
To help others understand your intent, which interpersonal skill would you employ?
giving and inviting specific feedback
When you want to know what someone thinks about your actions it would be useful to rely on what interpersonal skill?
giving and inviting specific feedback
Which of the following would be considered hard goods?
golf balls
What step in the positive engagement process is the first time you show your willingness to engage in problem solving.
greet
The first step toward solving a customer's problem and may prevent the problem for escalating is to:
greet the customer civilly and professionally
What should a comprehensive NOT caddie-training program include?
greeting
what type of competition uses a different product and or service to meet the same customer needs?
indirect competition
"Modifying your ideas to include other's contributions" is more likely to be part of which strategy?
involving
Which is the last step in the Business Planning Model?
monitor performance
The desired outcome of the Involving Strategy is:
participation
____________ is the key to effective listening and customer service.
patience
Which is not important when forecasting monthly sales?
population increase in the area
What is an example of a non-verbal communication to a customer?
posture
What is the result of the task-relationship connection when golf professionals attend to the relationship and have a sufficient task focus?
potential for effective customer relations
According to the Customer Relations Manual, what must accompany good interpersonal skills to achieve quality relations with your members and customers?
procedures
How many steps are there for the OTB Development Plan?
5
Knowledge of competition is an important starting point for putting together a marketing plan.
True
Marketing is a subset of promotion.
True
Typically, a written set of core values is developed in the Defining the Business phase of the business planning process.
True
Others are seeking guidance from the person who has a solution to their concerns in an appropriate situation for using which strategy?
convincing
What single variable has research shown to be most closely associated with long term financial performance?
customer satisfaction
What market conditions are particularly important to remember when developing a tournament plan?
demographic and economic
Drawing others out and getting them to actively express their ideas, feelings, and points of view best describes which interpersonal skill?
encouraging open expression
The skill of getting all parties involved in the decision-making process, drawing them into the discussion, and creating an environment where everyone can express his or her ideas, feelings and point of view actively and honestly, without fear of being judged, penalized, or personally attacked is an example of what skill?
encouraging open expression
What is the reason behind the interpersonal skill involved when the head professional asks his assistant, "What is your opinion on limiting tournaments to active members?"
encouraging open expression
In a routine interaction, what does the greeting step focus on, whereas in the challenging interaction, what does the greeting step focus on?
greet and open question / acknowledge concerns and show understanding
How can a facility elevate the on-course experience of all players when beginners are part of the play mix?
grouping newer players with more experienced players
What is an example of a financial strategy for attracting more tournament business?
hire a tournament department marketing team
It is important to consider which of the following when forecasting monthly sales:
holidays
What is the third step to the OTB plan development?
projecting turnover
What are the two items to focus on during the follow-through step?
timeliness and quality
The entire work force is "the team." But there are many "teams within the team".
true
What could an effective manager use to assess performance, provide feedback, inform a staff person of new responsibilities, and keep staff on track in a very short visit?
"one minute manager" routine
How many merchandise classifications would a large golf shop have?
25
There are how many types of competition?
3
Which statement below is a statement to avoid when developing an effective mission statement?
A restatement of the facility description
Revising a mission statement for a facility is an indication of what?
A sign that the business changed in response to internal factors and external market conditions
What time frame would be the least effective for monitoring the progress and performance of a business plan?
Annually
Why must a particular facility's clientele and needs be examined in order to effectively manage play?
Customer expectations
What are considered to be hard goods?
clubs, bags, and balls
Reframing difficult situations allows one to accomplish what result?
common ground
What is a good pace-of-play guideline?
communicate policies to players
How can the starter positively affect the pace-of-play?
communicate with the course assistants (marshalls)
improving service starts with:
communication
What does an effective team decision-making process require?
consensus
In a study by Dagger, Danher, and Gibbs (2009), they found that both __________ and __________ had positive effects on customer-reported relationship strength with service organizations.
contact frequency and relationship duration
A new member of your club insists on a tee time that is not available. Which interaction strategy would be most appropriate in resolving the situation?
convincing
Last year a special membership committee suggested that a new parking and bag drop procedure be adopted as club policy. The procedure was tested and worked out very well. What interaction strategy would the head professional likely rely on to obtain board approval for the change?
convincing
Providing clear and specific directions and then modifying them as needed to gain the cooperation of others is a good way to implement which strategy?
convincing
What strategy allows the golf professional to maintain control of the interaction and eventual outcome, but builds the solution to a problem or completion of a task around the needs of the customer?
convincing
What strategy would be most appropriate in situations where one has a solution that may meet the needs of others who are in a position to accept or reject it on its merits?
convincing
Which interaction strategy allows others to see the value of adopting your solution?
convincing
What is the formula for determining cost of goods sold as a percentage of sales?
cost of goods sold divided by total merchandise sales
What coordination tool is being applied when a golf instructor helps a student by fitting him for a set of clubs to be purchased at the facility?
cross-operations marketing
When assessing the current state of a facility's tournament business what data is important to obtain from past tournament records?
customer kudos and complaints
What results does the follow-through phase of the positive engagement process allow the golf professional to achieve?
deliver the necessary service
Which is not one of the steps should one take when forecasting sales goals?
determine what the competition is selling
What is the 4th planning phase in the PGA Business Planning Model?
develop business objectives and related strategies
___________ is any organization that meets the same customer need with the same, or similar, products and services.
direct competition
When does an interactive moment of truth occur for the customer?
direct contact between the customer and a staff member
A customer is trying to find where the driving range is located. What strategy will you use?
directing
What interaction strategy is appropriate when one is clear about what needs to be done and the other person accepts the organizational role assignment?
directing
As a general rule, what should course assistants encourage players to do on the golf course as it relates to pace of play?
encourage players to keep up with the group ahead
What is an example of a revenue item in a tournament budget?
entry fees
Which interpersonal skill is being used in the following statement: "Good afternoon Mrs. Jones. It's been a few days since we talked and I wanted to check and see how your tee times have been working out."
giving and inviting specific feedback
Which interpersonal skill is used in the following statement: "I would like to understand what has upset you like this."
giving and inviting specific feedback
What is the most important interdepartmental relationship for the golf operations department?
golf course maintenance
Who should provide direction for creating the business plan at a golf operation?
golf operation stakeholders
What does the USGA's Pace Rating System help determine?
how quickly a foursome of average golfers should play a particular course on a busy day
When are private facilities exempt from the accommodation requirements of the Americans with Disabilities Act?
if they allow public play
What is one way a challenging interaction usually will differ from a routine interaction?
in challenging situations, the employee needs to be more empathetic
Which statement below is accurately stated according to the PGA curriculum:
in challenging situations, the stakes are generally higher than routine situations
Which type of Moment of Truth is building a brand at a facility?
interactive and non-interactive
selling yourself, selling the facility, and selling the game of golf are the three principal layers of what type of marketing?
internal focus
An upset customer is concerned about the lack of action to speed up play. He seeks out the golf professional to express his displeasure. What needs to be in place for the golf professional to resolve the situation?
interpersonal skills in challenging situations
A co-worker is having difficulty setting up a merchandise display. What strategy would the head professional use to assist her if her intent was to avoid her losing a sense of ownership in creating the display?
involving
Offering to suggest some options would be an example of employing which strategy with a member who has arrived ten minutes after his tee time on a fully booked day?
involving
What is the most appropriate strategy to use when a volunteer has begun to come up with her own ideas after the two of you have worked together for a while?
involving
What strategy requires the golf professional to invite the customer's input and to share in the solution to a problem or the best way to proceed in a specific solution?
involving
When a manager modifies an idea to include other people's contributions, they are most likely employing what interaction strategy?
involving
In a challenging interaction, what should the golf professional do when the possibility of a negative result is increasing?
keep interaction as positive as possible
The greatest challenge for the PGA professional in challenging situations is what?
keeping the interaction as positive as possible
Which of the following is NOT a characteristic of an effective team?
let conflicts pester them
In challenging interactions, what phase of the positive engagement routine includes a restatement of the problem in a way that suggests a workable solution?
listen
In order for the PGA professional to offer the best possible service, s/he must first:
listen to what the customer needs
This is the most underestimated component of customer service and is the most important.
listening
What is the most underestimated and important component of good customer service?
listening
Which of the following is a non-interactive Moment of Truth?
locating the golf shop
What would be a design characteristic that would assist in speeding up pace-of-play?
make green contour relatively flat and even
What step of the positive engagement process is being used when an employee pays particular attention to details and then takes independent action consistent with those details?
making an extra effort
Determining a facility's tournament business goals largely depends on what?
market conditions
What does having an OTB not help to achieve?
marketing items to customers
Which departments do instruction and player development have the most opportunity to engage in mutually beneficial coordination and support?
merchandising
Which of the following is NOT a component of starting the retail business planning process with a professional?
mission
A _______________ occurs any time a customer has an opportunity to evaluate the quality of a facility's products and services.
moment of truth
What is occurring when the customer evaluates the quality of a facility's products and services?
moment of truth (MOT)
What has occurred when a customer's bag has been incorrectly tagged at the bag drop?
negative non-interactive MOT
What is a clear policy on how to handle customers who arrive late for a tee time?
new reservation for a later tee time if available that day
Is average inventory level the sum of the of goods sold and projected turn rate?
no, it is the cost of goods sold divided by the projected turn rate
Practice facilities should be designed so golfers will face what direction?
north or east
In retail terms, _______ identifies how much of a particular product to purchase or the planned purchase dollar amount.
open-to-buy plan
What do all customer interactions involve in addition to relationships?
operational tasks
A customer is upset when he discovers his tee time reservation has been lost. Which interpersonal skill would be most useful in resolving the situation?
providing a compelling rationale
What interpersonal skill typically requires you to list important criteria that need to be addressed if the problem is to be satisfactorily resolved?
providing a compelling rationale
What is the interpersonal skill defined as "communicating the benefits of pursuing a particular course of action?"
providing a compelling rationale
Which interpersonal skill is being used in the following statement: "By buying the smaller golf bag, you'll be dealing with a lot less weight, and you'll be able to walk the course more often in the spring and the summer."
providing a compelling rationale
Which interpersonal skill is being used in the following statement: "Let's use the camera setup to take some video of your swing. It will be easier for you to understand the changes to your swing if you can see what I'm taking about."
providing a compelling rationale
What is one way to use the skill of "reframing difficult situations"?
sharing more than one perspective
The "greeting" step in a challenging customer-relations situation allows the golf professional to achieve what result?
show willingness to engage in problem solving
Every person, regardless of their situation or role, feels the need to be understood is an example of what skill?
showing understanding
One might focus on the implication of what is being said when using what interpersonal skill?
showing understanding
What interpersonal skill should be used when you need to build trust and purpose?
showing understanding
What interpersonal skills is most readily supported in the greet phase of the positive engagement process?
showing understanding
Which interpersonal skill is most appropriate to use first when you find yourself in a repeating cycle of arguments and counter arguments with a customer?
showing understanding
According to the PGA, what is needed to consistently deliver high-quality customer service?
skills and procedures
What is a method that professionals can use to directly communicate with potential and existing customers?
social networking sites
The head professional made the following observations at the staging area for a shotgun event: - Area not fully staffed - Necessary supplies were available - Cars were missing towels, scorecards, and divot sand A breakdown in what key customer relations requirement would most likely account for this situation?
staffing
During contract negotiations between a landscaping contractor and her golf facility, the head professional was able to successfully communicate her role and intent in asking for a meeting. Identify the interpersonal skill utilized in this situation?
stating your purpose clearly
Which interpersonal skill is being used in the following statement: "I would like to sell you this driver, but first I want to make sure it has the right specifications given your swing. It will make both of us more comfortable to ensure we have the right fit before you make the investment."
stating your purpose clearly
How should the Head Golf Professional respond to threatening weather?
stop play and evacuate the golf course
What are the key requirements for good customer relations?
strong customer relations orientation
A customer arrives late for his assigned tee time on a solidly booked day. He says this is the second time he has been late because a full parking lot forced him to wait for a parking place. He wants assurance from the head professional that this situation will be resolved in the near future. What is the most appropriate interaction strategy for guiding the head professional's response?
supporting
A golfer arrives ten minutes after his assigned tee time on a booked solid day. Which strategy would likely be used to explain why his tee time was given to someone else?
supporting
A long-time member of your golf committee is reluctant to endorse a tournament format change that the head professional has proposed. Which interaction strategy would likely be most helpful in resolving the situation?
supporting
A member complains about how the club guest policy affects his adult children. However, the policy has been carefully developed and is widely supported by the membership. Which interaction strategy is the best choice for defending the policy?
supporting
A member complains about how the guest policy affects his adult children. The head professional knows that the policy is unpopular with many members. What strategy might she use effectively in this situation?
supporting
The successful use of what strategy characteristically involves encouraging others to find a solution and then helping them to understand your role in implementing it?
supporting
What strategy gives the most control to the customer?
supporting
Detailed policies and procedures lie at the heart of which one of the three elements necessary to support the delivery of superior customer service?
systems
What government act has significant application to the terms of caddie employment?
the Fair Labor Standards Act (FLSA)
What lies as the centerpiece of the PGA Customer Relations Model?
the PGA Experience
In the golf business, what is the primary product?
the golfer's experience
What distinguishes the four interaction strategies from each other?
the level of control of actions and the level of initiative from others
All customer interactions include two components...they are:
the task and the relationship
What is the purpose of "providing a compelling rationale?"
to explain to stakeholders why the course of action is being taken is ultimately beneficial to them
What is the purpose of a step-by-step engagement process?
to treat and interact with each individual customer the same with no deviations
Why would strategies for promoting tournament business differ from strategies for promoting tournaments?
tournament business is about attracting events to the facility whereas tournament promotion is about attracting players to the event
From a strategic marketing view of the business, customer service plays an important role in creating customer loyalty.
true
In addition to the key characteristics of a team, a team needs structure that specifies who is involved, team member's roles, and the process that supports team decision-making and performance, in order to succeed
true
The merchandise classification is a category of products that can be logically grouped together.
true
Which of the following would be a non-interactive Moment of Truth?
using the website to make a tee time
Which tee time starting system compensates well for no-shows?
walk on and play policy
What is a good question to ask when evaluating a promotional event?
was the right audience targeted
When defining the role of a tournament, what is important to remember about specific tournament objectives and strategies as it relates to those in the facility's overall business plan?
what the tournament business is supposed to accomplish
When is the Convincing Strategy commonly used?
when an employee is building a solution around the customer's needs
What situations call for initiating the "involving" strategy?
when the employee is not in a position to lead others to a solution
When would one most likely rely on the "convincing" strategy?
when the employee understands the appropriate solution and is trying to get the customer to make a good choice
What are the five phases (in order from first to fifth) of the PGA Business Planning Model?
Define the business; assess the current state of the business; develop goals, objectives, and strategies; develop financial forecasts and budgets; monitor performance
A well thought out business plan will typically focus on achieving financial goals.
False
Assessing the current state of the business is the most significant advantage of strategic business planning.
False
Business goals are typically developed in the Defining the Business phase of the business planning process.
False
Clarification of job responsibilities is one of the added values provided by the strategic planning process?
False
What are the steps in order of the Open to Buy plan?
Forecasting sales, forecasting the cost of goods sold, projecting turnover, establishing beginning-of-month inventory levels, and calculating open-to-buy budgets
A _____ turn rate means that _____ inventory must be on hand to reach sales targets, but the inventory must be replaced more often.
High turn rate, less inventory
What is an example of indirect competition to an 18-hole daily fee facility?
Jet-ski rental
What is a major advantage of an internal online reservations system?
Keep all reservations in house (DOUBLE CHECK)
Which tee time starting system can reliably prevent players from monopolizing the best tee times?
Lottery System
A golf professional is purchasing a golf course. The business plan he presented to his banker included his history of successfully operating similar facilities, budget projections for the first five years under his management, and objectives and strategies for reaching his goals. The banker rejected his loan application because of missing information. What important element is missing from the business plan?
Proposed mission statement
What is the most significant benefit of strategic business planning?
Provides long-term vision and destination
What criterion should management consider when determining the correct tee time interval?
Service Mission
Under what law are golf facilities required to provide all people with goods and services on an equal basis?
Title III of the federal Americans with Disabilities Act (ADA)
A way to gauge the success of a promotional effort is to perform a cost/benefit analysis.
True
Proactive planning is one of the anticipated outcomes of strategic business planning?
True
Staff should be involved in effective business planning to create a sense of ownership.
True
The process for developing a business plan stars before you establish the goals you would like to achieve for the shop's coming year.
True
The two common methods for determining a promotional budget are: 1) establishing a dollar amount as a percentage of revenues and 2) building a budget based on established business objectives.
True
To measure the success of efforts designed to raise revenues, a facility can track increases in dollar sales and number of purchases and compare them against those of the same period the previous year.
True
What is a cooperative facility?
a competitive facility that works with other facilities to improve both facilities
What may be required in both a routine situation and more challenging situation?
a consistent engagement process
An outcome of the "Prepare Financial Forecasts and Budgets" Phase of the Business planning model is:
a specific one-year-cash-flow budget
What interpersonal skill lies at the heart of all the others?
acting with integrity
What is a benefit of having a caddie program at a club?
add to the overall playing experience
What is an example of a non-verbal communication in a customer interaction?
attitude
Open-to-buy plans help merchandisers do the following:
avoid over- or under-investing in inventory
Open-to-Buy plans help merchandisers do the following:
avoid over- or under-investing in inventory, avoid running out of individual products or merchandise categories, maintain inventory at levels that support forecasted sales, identify how much money must be spent each month to purchase or restock inventory
Cost of Goods Sold Formula
beginning of month inventory + new inventory purchased - end of month inventory at cost = cost of goods sold in dollars
Successful professionals in the golf retail sector focus primarily on _______ to help benefit the customer.
business practices, planning and budgeting, procedures
Which is not a part of the Open-To-Buy Plan Development?
buying merchandise
How does a golf course fine-tune their merchandise operation to their customers?
by purchasing merchandise that attract customers and members and fits their style
Key concepts for Forecasting the Cost of Goods Sold include:
calculate total sales and the COGS as a percent of total sales