45
CHAPTER 14
MARKETING AND PUBLIC RELATIONS
SHORT ANSWER
1. What are some good ways to market your center?
1 ___________________
2 ___________________
3 ___________________
2. 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 __________.
3. What are four important marketing functions that a servicescape fulfills?
1 ___________________
2 ___________________
3 ___________________
4 ___________________
4. Measuring public perceptions and calculating how these perceptions might change in
differing circumstances is known as ____________.
paragraph?
1 ___________________
2 ___________________
3 ___________________
4 ___________________
5 ___________________
re?
1 ___________________
2 ___________________
3 ___________________
4 ___________________
46
TRUE OR FALSE
Please circle the correct answer.
1. In good marketing, it is important to know a lot about the programs that you are
competing with.
true
false
2. You should let an answering machine field all calls from prospective clients. If you
ot caring about the children.
true
false
true
false
4. The parents of the children at your center can be some of your best public relations
representatives.
true
false
5. Because a newsletter costs so much to produce, it is wise to send it only to the families
of the children in your center.
true
false
6. Being accredited by an agency like NAEYC is a good thing to mention in the publicity
for your center.
true
false
7. Your public relations is likely to be most successful if you think in terms of the widest
audience possible.
true
false
MULTIPLE CHOICE
Select the best answer.
1. How does marketing differ from public relations?
47
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.
2. How does a key claim differ from a key proof?
a. A key proof provides some evidence to support a key claim.
b.
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.
3. 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
:
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.
5. 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
6. 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.
48
7. 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.
69
Chapter 14
SHORT ANSWER:
70