Deck 14: Marketing and Public Relations

Question 1

What are four good locations for placing copies of your center's brochure?

Answer 1

Good locations for placing copies of your center's brochure include
-community Welcome Wagon
-chamber of commerce
-pediatricians' offices
-businesses
-churches
-labor union offices
-schools,

Question 2

In good marketing, it is important to know a lot about the programs that you are competing with.

Answer 2

True

Question 3

The term "servicescape" means:

A)a service that provides escape for the parents of children.
B)a way of structuring fees so that poor families can afford your center.
C)both the physical and social environment of your center.
D)a service that scapes your center.

Answer 3

C

Question 4

The parents of the children at your center can be some of your best public relations representatives.

Question 5

If you're good at public relations literacy but don't know how to apply what you discover, you aren't very good at public relations competency.

Question 6

You should let an answering machine field all calls from prospective clients.If you answer yourself, you'll give the impression of not caring about the children.

Question 7

What does a CCR&R agency do?

A)Creates customer recommendations and references them.
B)Teaches first-aid techniques to be used in case of emergencies.
C)Cross checks your reading and recreational activities.
D)None of the above

Question 8

What are the "journalist's questions" which a good press release answers in its first paragraph?

Question 9

How does a key claim differ from a key proof?

A)A key proof provides some evidence to support a key claim.
B)A key claim has to do with a center's security, while a key proof has to do with its curriculum.
C)Only a well-established center needs a key claim.A new center needs only a key proof.
D)The two terms are just different names for the same thing.

Question 10

Because a newsletter costs so much to produce, it is wise to send it only to the families of the children in your center.

Question 11

Being accredited by an agency like NAEYC is a good thing to mention in the publicity for your center.

Question 12

What are some good ways to market your center?

Question 13

Your public relations are likely to be most successful if you think in terms of the widest audience possible.

Question 14

Thinking about the kind of person who is most likely to use your service and then tailoring your marketing to such a person is called creating a __________.

Question 15

What are four important marketing functions that a servicescape fulfills?

Question 16

Many center directors view licensing representatives as government bureaucrats whose job is to watch child-care centers closely.In reality, though, it is best to:

A)have as little to do with your licensing representative as possible.
B)cultivate relations with your licensing representative.
C)refuse to talk to a licensing representative unless your lawyer is present.
D)tell your licensing representative no more than she asks.

Question 17

How does marketing differ from public relations?

A)You can do marketing yourself, but public relations requires a professional in the field.
B)Public relations aims at a broader audience than marketing does.
C)Marketing means that you talk about fees and costs, while in public relations you just mention the strengths of your center.
D)Marketing is what a small center does, while public relations is what a larger one does.

Question 18

Measuring public perceptions and calculating how these perceptions might change in differing circumstances is known as ____________.

Question 19

Which of the following is a good principle of customer service?

A)Focus on relationships.
B)Understand what you are selling.
C)Ensure that customers can reach the person who can solve their problems.
D)All of the above

Question 20

Consumers who are not very knowledgeable about child-care issues have the effect of:

A)inspiring centers to offer high-quality programs.
B)lowering incentives to offer high-quality programs.
C)being less likely to send their children to child care.
D)they have no effect on the quality offered by programs where they live.