Marketing & Business Development Flashcards

A facility identifies its ideal customer as working professionals with high-energy dogs who travel often. This process is called:

Answer: Target market segmentation

Segmentation defines specific customer groups so marketing can be tailored to them.

What does a unique selling proposition (USP) describe for a boarding business?

Answer: The specific benefit that sets the facility apart from competitors

A USP communicates what makes the business different and better for its target customers.

A boarding facility's monthly fixed costs are $12,000 and each boarding night earns $25 after variable costs. How many nights must it sell to break even?

Answer: 480

Break-even equals fixed costs divided by contribution margin: $12,000 / $25 = 480 nights.

Which client-retention tactic is MOST likely to encourage repeat bookings?

Answer: A loyalty program that rewards frequent stays with discounts or free nights

Loyalty programs give clients a tangible reason to keep booking with the same facility.

Sending daily photo or 'pupdate' messages to owners during a stay mainly supports which business goal?

Answer: Building client trust and generating shareable social media content

Updates reassure owners and are often shared online, creating word-of-mouth marketing.

Before posting a client's pet photo in a paid advertisement, the facility should:

Answer: Get the owner's written consent, such as a photo release in the boarding agreement

A signed media or photo release protects the business and respects client privacy.

Which KPI shows the percentage of available kennel nights actually booked during a period?

Answer: Occupancy rate

Occupancy rate equals booked nights divided by available nights, a core boarding performance measure.