Scenario 2-1 Golf America Is a Small, National Golf Company That Owns

question 34

Multiple Choice

Scenario 2-1
Golf America is a small, national golf company that owns and operates two dozen golf courses in sunbelt cities in the Southwest, Texas, Florida and North Carolina. The company prides itself on buying older courses and investing in them to increase membership, outside play, and update the facility. Members of existing clubs see tremendous changes in grounds, landscaping, food service and golf amenities when Golf America assumes ownership and management responsibilities. In each market in which it owned and operates, Golf America engages a marketing group or agency to assist with communications and promotions.
-(Scenario 2-1) Golf America enters a new market in which the new course they have purchased has a fifty-year history in the community. It is important to the new owners to enhance the reputation of the course, continue the relationship with existing members, yet at the same time invite new members to join and sponsor promotions to entice outside play to fill in the unused tee times and maximize course revenues. Most likely, Golf America would engage the following type of agency to manage its relationships:

• A) Full-service advertising agency.
• B) Promotional agency.
• C) Interactive agency.
• D) Creative boutique.

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Definitions:

Sales Engineers

Technical specialists who work in high-tech sectors and typically have educational backgrounds in fields like engineering, computer science, and physics.

Nonmanagerial

Pertaining to roles or positions within an organization that do not have supervisory or management responsibilities over others.

Infrequently Purchased

Items or services bought occasionally or rarely, often due to their durability, high cost, or specialized nature.

Personal Selling

The process of interacting one-on-one with someone to provide information that will influence a purchase or action.