Management of Fitness Facilities Exam #2
Industry data from the IHRSA 2006 survey shows that __________ of clubs reported some form of a bonus plan
70%
According to Sales and Marketing Magazine (1999), what percentage of sales reps do not ask for the sale at all?
73%
What is Nike's brand mantra?
Authentic Athletic Performance
"Closed-book management" refers to being comfortable sharing more in-depth information at the department level during meetings (T/F)
False
Identifying compensation needs involves regular monitoring and observation, feedback from reliable sources, and obtaining information on past trends in the industry (T/F)
False
Internal data is specific data gathered by other people or organizations from your organization's external environment. (T/F)
False
Salary-based pay is a salary or wage paid to employees based on how well they perform the tasks required of their jobs (T/F)
False
The goals in creating a superficial connection are facilitating the buying process, building trust, keeping the new member as a long-term member, and creating a referral stream (T/F)
False
The highly-driven membership representatives take the time to perform all of the steps and use the tour to build desire by creating differentiation, showcasing the club's benefits, using trial closes, and handling objections so they can close the sale (T/F)
False
The quality of one's phone skills has no relationship with transforming an interested party into a prospective member and ultimately into a full-fledged member (T/F)
False
Using the technique of newsjacking (aligning your brand with a current event) is on the list as one of the Top 12 Social Media Marketing Mistakes.
False
Which of these is NOT a guideline for an effective recognition program?
Get the staff involved
What should be done before establishing a compensation plan?
Make a list of every employee position
What should be done before establishing a compensation plan?
Maker a list of every employee position
The logic behind ____________ is that improved performance should result in greater employee productivity, which in turn should result in improved business results.
Performance-based pay
What is the correct sequence of steps for presenting the price?
Relax-they've already said "yes"; close each option before you move to the next one.
Which word is part of the acronym SMART?
Relevant
Mastering the art and science of identifying and communicating what makes a fitness facility's programs and services different is paramount to effective marketing and is directly tied to ____________.
Revenue performance
Which statement is NOT correct?
Strong sales skills are about technique or manipulation.
Which statement regarding commission based pay is FALSE?
The average commission paid top personal trainers who earn a commission based on revenue is 29.3%
Ideally, an effective program name should be appropriate to the business, unique enough to capture attention, and indicate the program's key points of difference to the consumer. (T/F)
True
Measuring and analyzing an organization's marketing effectiveness using quantitative and qualitative methods are paramount to the success of the program. (T/F)
True
The social media calendar's main function is to guide, organize, and plan all promotion using the social media channels or network (T/F)
True
The trends analysis report should serve the organization in determining the direction and viability of future products, services, or programs based on the data, driving decisions to establish future market projections. (T/F)
True
Through effective marketing and promotion initiatives, prospective members will visit your health club for a look around or trial visit (T/F)
True
Which of these is NOT a basic approach to management style?
Work on your weaknesses
Which of these is NOT a function of a well-written job description?
[defining why the job exists, defining the expected results, identifying the experience needed for someone to fulfill the job]All of these are a function of a well-written job description
Conducting __________analysis can provide the situational analysis data needed to communicate this information within the organization.
a SWOTT
A follow-up call to an appointment is termed
a conformation call
The face-to-face selling process should be viewed as
a process that has multiple steps
Incentives are
a way to create a direct relationship between behavior and results
In brand planning, what usually consists of three to five words that capture the essence of the brand?
brand mantra
All successful sales philosophies have what element in common?
building a good relationship with the prospective member
The method of ____________ is considered one of the more challenging aspects of someone's management style
compensation
Specific target market factors such as age, location, gender, income level, education level, marital status, ethnicity, and occupation are examples of ____________.
demographics
Which of these is NOT a guideline that should should be followed during the meeting phase of the employee termination process?
discuss your view
What information includes brief descriptions about the company and program; current status; products, services, and programs; market analysis; company objectives; financial ROI; top-level pricing; and funding plans?
executive summary
Some prospective members don't join a club on their first visit because they lack motivation or they aren't financially qualified. Such reasons are examples of
external aspects
When you've got a solid partnership between the service desk and the membership department, the service desk staff will NOT
give information that to the best of their knowledge may be inaccurate
Making first contact with a prospective member is a drawback on the phone because you
have no visual cues have no environmental control
What does being accountable mean?
having the authority to act if needed
One of the greatest challenges many fitness managers face is ____________their target markets and aligning the appropriate amount of marketing activity toward those specific target markets.
identifying
Developing a compensation program begins with
identifying needs
Which of these is NOT a key to effective listening?
judging
Which of these is NOT a suggestion for compensation?
manage payroll costs, not just pay increases
Which of these is NOT a role of the manager in staff performance?
managing with a narrow philosophy
Which is these is NOT a component of a typical performance evaluation form?
overview of past performance levels
Causes for revising a compensation program include
payroll regulations, financial, management
What do bonuses and profit sharing involve?
periodic lump-sum payments
Once management has developed its views and strategies on compensation, what should be established that reflects the values of the organization?
policies
Marketing researchers and practitioners recently contended that the key to driving business performance success using the new digital marketing landscape is to create a cohesive and forward-looking strategy that leverages
social media and big data analytics
What hot trending topic has emerged among practitioners and marketing scholars alike as marketers leverage their social media marketing efforts to advance their brand, products and services, and business revenue performance?
social media engagement
Characteristics of a well-designed guest card include
space for referral information
If you have given a club tour, and the prospective member did not join, how often should you call before you stop?
until the person answers either yes or no
When we build desire, we take information that prospective members have already given us and use it to build anticipation for them to become members. Which of these does NOT help us to build anticipation?
using the prospective member's name
What are the five ways to craft engaging content that can be shared easily across social media channels?
vary your content, keep it short, develop you social media voice, create attention-grabbing titles, and master the art of storytelling
Elements of compensation include
wages and salaries
Phone tips you can implement immediately include
be prepared and organized, use a script, set goals for phone calls
One of the effective ways a health and fitness manager can connect and establish trust with their employees is through providing ______________ when necessary.
feedback? (not monetary rewards)
What is considered to be a guideline for providing effective feedback?
find the appropriate setting
Which of these is NOT one of the five standards to follow when developing a compensation program?
focus the plan on performance
The _____________ is one of the first points of contact with a prospective member
guest card
____________ play a major role in social media marketing because they provide an easy method to search for specific content.
hashtags
The first and most important step in marketing is making sure that all goals established are ____________.
measurable
What are two methods for measuring job performance?
setting goals with employees, providing performance feedback
What does "managing with an open-book philosophy" refer to?
sharing several key numbers with staff members
Who is eligible for profit-sharing business?
some salaried employees, hourly employees
As a best practice, the environmental (i.e. internal and external) data must be used by fitness managers or marketers to drive
strategic marketing planning decisions
What is the next step after designing a compensation program?
testing the program
There are several formats for leaving messages or speaking live to prospective members. If you have toured with someone, one of the most effective tools is
the "great news" call
When creating an effective marketing plan, what two critical questions must be answered first?
who specifically is your target market? How do they receive marketing information?
If you have given a club tour, and the prospective member did not join, when do you follow up?
within 24 hours
A straight commission plan pays employees a percentage of what they obtain in total sales (T/F)
True
Although commission-based pay can motivate employees, commission-only plans may cause employees to sell too aggressively, sometimes generating unfavorable member reaction (T/F)
True
Causes for compensation program revisions may be due to change in operations, management, payroll regulations or financial status as managers will want to stay abreast of economic conditions affecting inflation (T/F)
True
Choosing a good name that represents the brand makes it easier to spend more time on prospecting new clients because you will not waste time explaining or justifying your company name. (T/F)
True
Controlling compensation means optimizing the margin between output and payroll costs (T/F)
True
Data analytics using digital channels now provides fitness managers the ability to evaluate their marketing effectiveness in real-time. (T/F)
True
Fitness managers marketing their programs should communicate to the public WHY they offer what they do, according to Simon Sinek (T/F)
True
From a marketer's perspective, incorporating live streaming video into your social media marketing strategy would be game changing-as long as the video content is relevant to your brand and your followers want to consume the content. (T/F)
True
In performance-based pay system, any pay increases or bonuses given to employees are based on an evaluation of their performance, usually on a bi-annual or annual basis (T/F)
True
Incentives are one of the best ways to create a direct relationship between behavior and results; that's why so many clubs pay commissions as a large part of the compensation package for membership representatives (T/F)
True
It is vital to the sales and growth of a company to be aware of the impact the person answering the phone has on their business as a potential customer's first impression often begins on the telephone, rather than when they walk in the door (T/F)
True
You should relate to prospective members based on their energy and adjust your own energy to be at a similar, if slightly higher, level (T/F)
True
A best practice for a fitness manager or marketer is to conduct ____________in which individuals view side-by-side comparisons of different program names and logos to see the initial perception of the brand logo and name.
a focus group
A new employee provides a manager with a fresh opportunity to_____________
ensure that staff understand the club target market, and instill the values of the club
In January 2017 New York Times estimated that an individual residing in a city viewed up to __________ advertising messages per day.
5000
According to a Forbes report, what percent of the adult U.S. population are visual learners?
65%
As a best practice, make sure you are using advanced vocabulary that will impress the prospective member with your erudition (T/F)
False
As a marketer, being able to differentiate your brand from your competition is not pivotal to business survival. (T/F)
False
For each position, the expectation for the job should be reflected in some type of measurement standards, as a best practice is to micromanage or patronize the staff, it is to help everyone understand what is expected and how performance will be measured (T/F)
False
Only a small percentage of workers in the health and fitness field are neither full- nor part-time employees but are instead independent contractors (T/F)
False
Specialty employees, such as massage and spa therapists or sales personnel, are increasingly compensated through basic salary-based pay (T/F)
False
The last task for the performance-oriented manager is to establish the club's competitive strategy and business goals so everyone knows what the purpose is and what the club is trying to accomplish (T/F)
False
The social media enterprise platform ____________ offers features businesses can use to build their brand, grow followers, and manage social media.
Hootsuite
Performance management is the process of achieving you business by building and working with your staff, as it is not simply a matter of conducting performance appraisals annually-it encompasses virtually everything in this textbook, from hiring ti business strategy development to financial management and requires the manager to integrate staff, strategy, and business objectives (T/F)
True
Sydral and Briggs (2018) argued there currently is no consensus on exactly what constitutes social media engagement as this notion has created an interesting situation for fitness owners, managers, and marketers in the fitness industry seeking to take advantage of and leverage the use of social media marketing. (T/F)
True
Taking a prospective member on a tour of your club is a unique opportunity to have a relaxed conversation with the prospect, sell your club, gauge interest level, and begin to build a personal relationship (T/F)
True
The first step for a manager to help an employee become successful is to clarify the expectations for the specific job, both in terms of expected results and the ongoing responsibilities and tasks (T/F)
True
The job of the manager is to ensure the achievement of club goals through the most effective and efficient use of resources, including people, money, and time (T/F)
True
The main driver behind performance management is ensuring that everyone in the organization is working towards the goal and that each person understands how her role contributes to that of the greater team (T/F)
True
The ultimate measure of a manager's skill at performance management is the final score-the financial results-as well as the more qualitative and subjective staff satisfaction (T/F)
True
To remain innovative, you must update technology, stay in compliance with changing payroll laws, and adapt to the ever-changing needs of the organization (T/F)
True
Traditionally, marketers have relied upon the foundation of the four Ps of marketing (product, price, place, and promotion) to guide strategic planning. (T/F)
True
When hiring a personal trainer, the club manager should consider not only the candidate's technical skills but also his attitude, enthusiasm, and ability to get along with clients (T/F)
True
When the staff member takes the position of directing the guest rather than asking the guest, the guest is less likely to be irritated by the process and more likely to provide complete information (T/F)
True
Which of these is NOT a mistake that can cause you to sound as if you are selling the club over the phone?
asking for the caller's name too late
As a general rule, __________ is the first step for success in social media marketing.
attention
What is the correct sequence of steps in managing performance?
clarifying job expectations, hiring, training, measuring job performance, address performance problems, offering recognition and providing incentives and compensation
The health and fitness business is a ______________-driven industry
customer service
The starting point in any marketing endeavor begins with marketing research data analysis because
data drives decisions
The strategic leveraging of customer information for precisely focused media buying and creative messaging is what type of marketing?
data-driven
When determining the identity of a facility, the first task for a performance oriented manager is to
determine the club's business goals and evaluate the employees current performance
The __________ is considered data collected from within the organization, such as past performance reports (e.g. revenue and retention), customer relationship management (CRM) database(s), and analytics data generated from any of the digital marketing channels.
internal
Before beginning the employee termination process, a ________________ should be prepared
script of what to say
The model that says that the most successful managers are those who are willing to base their success on the success of others and share the credit is known as the _____________________
servant leadership model
A common way to identify target markets is to organize them as primary, secondary, and __________.
tertiary
Which of these recommended approaches for developing compensation programs is in sequential order?
test the program, implement the program
Which statement is the most accurate regarding incentives and compensation?
the power of incentives may be even greater for part-time or lesser-paid employees than for management
The _____________-round call system will allow you to make enough calls and achieve higher phone success
three
Which of these is a system that helps fitness managers identify and target the organization's best customers, manage marketing campaigns with clear goals and objectives, track and measure details about customer behavior, and guide data-driven decisions and more profitable relationships?
CRM
In a typical health and fitness club structure, there are at least four groups of employees to consider: full-time staff (salaried), full-time staff (hourly wage), part-time staff (hourly wage) and independent contractors (T/F)
True
In performance-based pay system, any pay increases or bonuses given to employees are based on an evaluation of their performance, usually on a bi-annual basis (T/F)
True
Once the fitness manager has assessed where the company is equal to the competition (POPs) and the competitive differences (PODs) that exist in the marketplace, the manager can then refine effective strategies to improve the company's competitive position. (T/F)
True
Part of being a health and fitness manager is providing accountability when necessary, including accountability to employees (T/F)
True
The fundamental purpose of marketing is to grab the audience's attention. (T/F)
True
