CPRP – Communication Exam Questions with correct Answers

Benefits - Answer- the underlying reasons people participate in parks and recreation services. They include exercise, relaxation, stress reduction, socialization, etc. Individual Benefits - Answer- experienced by those who directly participate in an activity Community Benefits - Answer- to the betterment of the community at large, regardless of whether a particular person uses the services or not Services - Answer- parks and natural areas, constructed facilities, and programs Community-wide benefits order - Answer- parks and natural areas, constructed facilities, programs Individual benefits order - Answer- programs, constructed facilities, parks and natural areas NRPA Three Pillars - Answer- conservation, health and wellness, and social equity Positioning - Answer- process of establishing and maintaining a positive image of the agency in the minds of the community and elected officials Friends groups - Answer- support parks and recreation agencies through activities such as fundraising, providing volunteers, working on projects, and supporting the agency in achieving its mission and goals Public meetings - Answer- held to inform the public of specific items or changes, used to consult the public on issues or to garner reactions to items such as policy changes, used to involve the public by getting their input on topics Focus groups - Answer- small but representative group of patrons are assembled and asked various questions about a topic Citizen Advisory Groups - Answer- formed to provide valuable feedback and direction, charged with investigating a specific issue or problem and to provide a report for public consumption Surveys - Answer- means of gathering input regarding policies and procedures via email, mail, telephone, or the web Methods to communicate with the public - Answer- public meetings, focus groups, citizen advisory groups, surveys, and the referendum process Referendum - Answer- an issue is placed on the ballot and the voters give feedback; places the decision of a given issue directly in the hands of the voters Vision Statement - Answer- an ideal image of what the organization will look like in the future Mission Statement - Answer- who the customers are, what services are provided by the agency, how services will be provided; fundamental purpose statement depicting what the agency does Collaboration - Answer- two or more stakeholders working together to solve a set of problems that neither can solve alone Alliance - Answer- defined by formal agreements and address matters such as joint programming and joint facility use Partnership - Answer- formed when two or more partners come together to create an entirely new entity Marketing plan - Answer- a detailed description of how the marketing mix will be implemented in order to facilitate the exchange of resources so the goals and objectives of both participants and the organization are satisfied Market - Answer- a set of actual and/or potential buyers of a product who have similar characteristics and are willing and able to spend money or exchange other resources to obtain a product 4 P's - Answer- product, price, place, and promotion Price - Answer- determines whether or not a segment of the population is willing and able to pay for the product Place - Answer- distribution of products, includes accessibility of programs and the facilities where they are offered, the atmosphere, and the distribution intensity; day of the week, time of programs/events, and the format of the program Promotion - Answer- means of communicating the value of the product Promotion mix - Answer- advertising, sales promotions and incentives, personal selling, and publicity Advertising - Answer- paid form of communication that is distributed through the media Sales promotions and incentives - Answer- some financial value to the customer such as buy one get one free, prizes, or free passes Personal selling - Answer- direct oral communication with a particular market Publicity - Answer- exposure gained through the media that is not paid for by the agency Market segmentation - Answer- process of subdividing a larger heterogeneous market into small homogenous markets that are more similar in the media they are exposed to, their product wants, and how they will respond to the marketing mix To be viable for possible segmentation, the market must be... - Answer- measurable, accessible, and sizable Demographics - Answer- income, age, race, and sexual orientation Geography - Answer- travel time and proximity Psyschographics - Answer- values, attitudes, and beliefs; include personality, lifestyle, or social class Behaviors - Answer- skill level and product loyalty Target market - Answer- those markets the agency chooses to concentrate on for a particular product Mass marketing - Answer- marketing to the entire population; both inefficient and ineffective Undifferentiated marketing approach - Answer- used when no visible market segments are identified or the agency chooses a mass-market approach Differentiated marketing approach - Answer- distinct market segments are identified and the agency chooses to target one or more with a specific marketing mix for each Concentration marketing approach - Answer- selects one or two distinct market segments and focuses the marketing efforts specifically on these markets Market positioning - Answer- how the community perceives the agency and services Branding - Answer- the process whereby the agency creates an image in the mind of consumers as to who it is; includes the name of the agency, logo, and image of the product/service Organizational structure - Answer- how job tasks are formally categorized and designed Organizational chart - Answer- depicts where each employee falls within the organization, in which department they are, and who supervises each position Chain of command - Answer- the line of authority between supervisor and employee Interdepartmental or interorganizational coordination (structural integration) - Answer- process of coordinating tasks, roles, functions, and units so that work gets done efficiently and effectively. Marketing strategic plan - Answer- written document that assesses the current state of marketing as well as its future direction Contents of marketing plan - Answer- 1. executive plan 2. situational analysis 3. customer analysis 4. marketing and branding goals and strategies 5. implementation, monitoring and evaluation Executive summary - Answer- stand-alone piece of the marketing plan and summarizes the entire plan Situational analysis - Answer- evaluates the internal and external environment in which the agency is operating Customer analysis - Answer- identifies market segments within the community and establishes target markets for key programs and facilities Public information - Answer- news releases, printed materials, websites and apps, social media