Ch 18 klicker

Question 1

Marketing

Answer 1

Any activity a funeral home engages in to create public awareness, generate new business, or retain present business.

Question 2

Funeral home marketing must get funeral consumer to take two important action steps:

Answer 2

1. Purchase services other than direct disposition

2. Use your funeral home instead of competitors

Question 3

Brand

Answer 3

A name, term, design or symbol that identifies ones seller goods or services as distinct from those of other sellers. Legal term is a trademark.

Question 4

Brand image

Answer 4

A mirror reflection of the brand personality or product being. What people believe about a brand.

Nike swoosh.

Question 5

In order to create a business that is labeled “remarkable” by those you serve, consider:

Answer 5

• Must cast your vision
• Formal marketing plan
• Goals and objectives in writing
• flexible and ready to adapt
• look for ways to capitalize
• raise bar on customer service
• know what consumers want
• plan advertising campaigns
• focus on new customers and old ones

Question 6

Advertising

Answer 6

Making public aware of services or a commodity that a business has for sale

Papers, radio, tv, mail, billboards, internet, yellow pages, business cards, and word of mouth

Question 7

Promote what makes you unique

Answer 7

• specifically tell people what you do that others don’t
• never use negative words “we, me, I, our”. Use “new, free, you, try, discover”
• 100% satisfaction guarantee

Question 8

General marketing plan

Answer 8

Objective: what is the purpose of advertising? Raise awareness? Move products? Bring people to your door

Audience: who are they? What do they feel?

Promise: what will the preneed and Atneed do for your customers.

Question 9

Repetition

Answer 9

foundation of advertising. Consumer must see advertisement from 9-15 times in a short period before learning the message.

Question 10

Direct mail

Answer 10

Can send brochure or letter directly to individuals.

Question 11

Radio

Answer 11

Active medium with great entertainment appeal

Question 12

Television

Answer 12

Best option. Greater audience. Stronger impact. spend less money than expected.

Question 13

Church bulletins

Answer 13

Keep up good relations with clergy and members

Question 14

Business cards

Answer 14

More sophisticated. Inexpensive, multifunctional, personalized

Question 15

Logos

Answer 15

Sublanguages. Simplest understanding of business

Question 16

Jingle

Answer 16

Pleasant rhythmic tune. Risky for funeral homes

Question 17

Internet

Answer 17

Can increase profitability.
Increase market reach and name recognition
Reach over 65 million people
Give information

Question 18

Billboards

Answer 18

Quick and simple ideas. Repetition. Best in high traffic areas.

Question 19

Newspaper

Answer 19

Smaller and more frequent ad is more effective than a one time big ad.

Question 20

Advertising budget

Answer 20

FH should spend between 2-5% of its yearly gross income on advertising

Question 21

How to measure success of each type of advertising

Answer 21

Return coupon to send in on a pre need ad

Evaluation of overall sales

Evaluation of increase in #of families served

Question 22

Market

Answer 22

Group of potential customers with purchasing power

Question 23

Demographics

Answer 23

Study of human populations with respect to size, density, distribution, composition. And income.

Question 24

Economic base

Answer 24

Wealth produced in or near a community that provides employment to local population

Question 25

Consumer buying motives usually fit into 6 categories

Answer 25

Comfort
Convenience
Security
Prestige
Health
Economy

Question 26

Sources of published market data

Answer 26

Census of business
Census of housing
Census of manufacture 
Census of population
Funeral home surveys

Question 27

Public relations

Answer 27

Inducing the public to have a positive feeling about a particular business. Well organized public relations program can reinforce a funeral homes advertising and increase the credibility of the firm.

Question 28

Public relations activities

Answer 28

Public presentations
Tours of funeral home
Open houses
Newsletters
Company brochures
Seminars
grief literature

Question 29

Public presentations

Answer 29

Value of the funeral
Embalming how and why
Grief and funerals
Children- death and funerals
History of funeral customs
Funeral service as a career
Senior citizens and funerals
Death in today's society
Preplanning

Question 30

People you can speak to

Answer 30

Senior citizens groups
Service clubs
Employee assistance organizations
Nursing associations
Social workers
Police and fire fighters
Business associations
Teachers
Clergy
Support groups

Question 31

Open house

Answer 31

Recognizing the opening of a new building, renovations, change in ownership, celebration of an event

Question 32

Holiday programs

Answer 32

Holiday support programs to include dynamics of grieving during the holidays. Seminars, literature, support groups,

Question 33

Consumers top 10 requirements

Answer 33

1. Treated with respect
2. Follow through on commitments
3. Communicate
4. Talk without interruption
5. Answer phone quickly
6. Provide alternatives
7. Get authority when there’s a problem
8. Clearly state what to expect
9. Know everything about products and services
10. Be a customer advocate

Question 34

Handling complaints

Answer 34

sit and speak with complainant
Assess complaint
Gather info
Review documentation about event
Prepare written explanation
Meet again with complainant 
Rediscuss issue 
Ask what to do to resolve the issue
If you can't fix it, get a third party mediator