Professional Documents
Culture Documents
Mohd Khairi Anwar Bin Ab Jamil (2012387591) Muhd Burhanuddin Hilmi Bin Ismail (2012797807) Muhammad Nazir Bin Ab Rahman (2012537741)
Mohd Khairi Anwar Bin Ab Jamil (2012387591) Muhd Burhanuddin Hilmi Bin Ismail (2012797807) Muhammad Nazir Bin Ab Rahman (2012537741)
CLUB
Overview of marketing
Effective Marketing
How to ensure that your marketing is
effective ?
Make sure your marketing approaches are meet this criteria :
i.e. Motivation
Potential
achievabilit
y
Congruency
Objective or goals
of any
department must
be aligned and
contribute to goal
of the whole club
Matched to
the
available
resource
Understandabilit
y
Feasibility
Workable
and worth
striving for
it
Easy to be
understood
Dominant Element
Membership Growth
Enhancing
Merchandising
Special Functions
Sales Promotion
Building Goodwill
Public Relations
MEMBERSHIP GROWTH
Who do we
wish to
have as
members?
Membership
Selection
Who are
our
members?
AGE
SEX
FAMILY SIZE
FAMILY LIFE CYCLE
SOCIA CLASS
OCCUPATION
HOME OWNERSHIP
SECOND HOME OWNERSHIP
ETHNIC GROUP
EDUCATION
INCOME
2. Service-related Variables
RECREATION ACTIVITY
EQUIPMENT TYPE
VOLUME USAGE
BENEFIT EXPECTATIONS
EXPERIENCES PREFERENCES
PARTICIPATION PATTERNS
3. Psychographic Variables
PERSONALITY TRAITS
LIFESTYLE
ATTITUDES, INTERESTS, OPINIONS
MOTIVATIONS
LIFE EXPERIENCES
4. Geographic Variables
REGION
MARKET AREA
URBAN SUBURBAN, RURAL
CITY SIZE
POPULATION DENSITY
Enhancing Cautions
Before proceeding, 2 WARNINGS are necessary :
Enhancing Appeals
Three aspects of benefits through communication marketing :
1. Facilities
2. People
3. Club History
Are any
employees wellrecognized
professionals?
Do they have
unusual talents?
Communication Tools
W.O.M
BROCHURES
Pricing
Menu planning
& Development
Point of
purchase
displays
3 pu
r
merc pose of
hand
ising
Know your
members
Know your
staff
Basic Rules
of Success
Train, train,
train
Food &
service come
first
Selectivity
Sensitivity
The Importance of
Perception
Summation
Be Persuasive
-a wonderful
red California
Cabernet-
Be prepared
to sell
4 Suggestion
to Increase
Profit
Be honest
Psychological
box
(optional )
SPECIAL FUNCTION
EMPLOYEE
CONTACT
Ways
Establishing
Incentive
Additional
Performing
marketing intelligent.
Facilitating
member activities
Supporting
Expediting
Maintaining
Promoting
PRINTED MATERIAL
Should
leave
The
2.
3.
4.
5.
GOODWILL
Member-Oriented Approach
2.
3.
Do not make phony excuses for jobs that are not performed well
admit your failing and members will command their respect and admiration
for your honesty.
Marketing Tips
Objectives
What are we trying to accomplish?
Target
audience
Research
What do we know about our target audiences,
competition, pricing?
Theme
and message
Action
plan
Evaluation
How do we judge the success/ value of what we do?
Resources
How much time, people and money need to be
spent?
Priorities
& responsibilities
Promotions
Promotion is one of the 8 ps ( Place, product, price, promotion) which
designed to stimulate consumer interest.
Promotion is the vehicle that :
Develop the appropriate image for the services, products, and programs.
Promotions
Sales promotion
Activities that stimulate
consumer purchasing and
dealer effectiveness such
as displays, shows and
exposition and
demonstration
Personal selling
Promotions
Advertising
Consist of all activities
involved in presenting to a
group, personal, oral or
visual.
Merchandising
Promotions
Publicity
Public relation
DECEMBER 2013
QUESTION 3
a)
Describe five (5) common types of club F&B outlets that can be found in
Malaysia (5M)
b)
You have been appointed by the manager to plan for a new addition of B&B
outlet within the club. Provide five (5) common types of foodservice style
together with relevant explanation to be suggested to the management.
(10M)
QUESTION 4
a)
Discuss five (5) general guidelines in selecting a long-range planning committee for a club.
(5M)
b)
Explain five (5) major tasks of a long-range planning committee for a golf club. (10M)
)
a)
QUESTION 5
Apply five (5) effective design characteristic of signs, banners, and posters to promoting a
Christmas Dinner Buffet for a club. (10M)