Funeral Service Management (Ch. 18) – Flashcards
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What must the funeral home marketing motivate the client with?
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purchase services other than direct dispo with only basic services, select your funeral home instead of another
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How is effective marketing accomplished?
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the services and products you offer, how your service and products are better than others
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What should effective marketing plans include?
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everyday functions of the funeral home, human resources, pricing, merchandising, credit and collection policies,community activities
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What should the marketing plan start with?
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long term vision that is refined into specific goals
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Effective marketing plans include what?
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branding, advertising, public relations, publicicty
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What is Brand?
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name or term, design, symbol, or any other feature that identifies one sellers good and services as distinct from competitors
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What is a Brand Image?
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the perception of a brand is in the mind of the person, what people believe about the brand
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Branding can produce what?
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a unique definition of your business
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Its not always about the lowest price but about?
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value received from price
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Having a vision is what?
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determine long term ideas and what your business will look like, define you standards of care
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Having a formal marketing plan is what?
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make sure your goals and objectives have been defined and shared with all employees
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What does putting goals and objectives in writing mean?
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makes them real and holds everyone accountable to them
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Being flexible in business means what?
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stay on top of market trends and adapt when you need to.
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How do you make your business stand out?
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capitalize on strengths and recognize weakness, capitalize on competitors weakness, raise the bar, know what customers want, plan advertising campaigns, focus on keeping your present customers and attracting new ones
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What is advertising?
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making the public aware of services or a commodity that a business has for-sale
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What should you never be negative about when it comes to advertising?
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negative about your competitor
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What should effective advertising plans include?
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objective, targeted audience, promise to the customer, advertising should be consistent and repetitive
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Direct mail is a form of advertising which is?
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usually expensive, may not get read, reaches targeted group,
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Radio is a form of advertising which is?
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useful for general recognition, covers large audience, most listeners will not use services, shorter adds played more frequently, listener attention very short
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Television is a form of advertising which is?
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effective in large metropolitan area, smaller markets can use local cable channels,
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The yellow pages are a form of advertising which is?
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standard form of advertising, small ad is more effective
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Church bulletins are a form of advertising this is?
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necessary for good relations with clergy and to keep name infant of members, not effective form of advertising, should be viewed as a way to support the church
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Business cards are a form of advertising which is?
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low cost, conveient for pre-need customers, easy to make available
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Logos are a form of advertising which are?
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appeals to most basic sense of association, should be used for the long term
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Jingle is a form of advertising is?
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really used, has to be used in a tasteful manner,
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The internet is a form of advertisind is?
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necessity in funeral service, easy way to search, provide services online
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Billboards are forms of advertisement that is?
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quick and simple, more effective in metropolitan areas, promotes nearby locations,
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The newspaper is a form of advertising that is?
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most common, smaller ads more effective, obituary page best place for ads
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What is the percentage that advertising should take of your yearly income?
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2-5% of yearly income
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What are some methods for evaluating how effective your advertising is?
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return coupon, overall sales on a particular item advertised, analyzing any increase in your business through a questionnaire,
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What should you do before you spend the money to advertise?
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get a professional expert to do research on your market area
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What are consumer buying motives based on?
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comfort, prestige, health, convience, security, economy
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What percentage of consumers visited or called one funeral home before making their choice?
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89 percent
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What percentage called 2 funeral homes before making their decision?
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8 percent
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What percentage called three or more funeral homes?
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2 percent
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What is the percentage people that called funeral homes for price?
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47 percent
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what percentage did people call funeral homes for service options?
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30 percent
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What percentage did people call funeral homes about availability?
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26 percent
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What percentage did people call funeral homes not about price?
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55 percent
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What do 72 percent of people believe that funerals should do?
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Wear a suit
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What do 68% of people believe that funeral directors do not have visible?
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tattoos
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63% of people do not want to she their funeral director with?
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body piercing
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$2 percent of people believe what is important with the service?
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religious component
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33 percent of people state that?
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a religious component was not important
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Marketing surveys are effective how?
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gain knowledge of consumer, create value, help combat competition based on objective survey, brings awareness to shrinking markets, increase profitability,
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What does market mean?
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a group of potential customers having purchasing power and unsatisfied needs
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What is demographics?
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study of human populations with respect to their size and density, distribution, composition, and income
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What is psychographic?
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fundamental personality traits of a specific culture or group of people
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What is economic base?
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wealth produced in or near a community that provides employment and income to the local population
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What is public relations?
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inducing the public to have a positive feeling about a particular business
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What should a public relations program support?
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your advertising campaign in order to reach your target market
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What should public relations include?
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your role as a community educator on the values of the funeral as well as volunteer community work
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What should PR goal be?
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consumer awareness of your service, promoting your business as a local leader, creating a positive public image
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What is a press kit?
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folders containing relevant information about your busniess
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What percentage of americans have internet access ages 59-68?
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46%
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How many americans ages 40-58 have internet access?
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62%
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What are benefits of good Customer Service?
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increased market share, increased sales profit, repeat business, new customers,few complaints
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When handling a complaint you should?
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listen and don't argue, document all info, admit mistakes if there is one,
