1.0 Learning Objectives

By the end of this chapter, you should be able to:

• Define marketing.
• Outline the 4P’s of marketing.
• Define what value means in marketing.
• Discuss the scope and size of the golf industry.
• Identify business opportunities within the golf industry.
• Explore stakeholders in golf marketing.
• Identify the differences between market-oriented, product-orientated, and selling-oriented companies within the golf industry.
• Describe the basic types of channels in business-to-consumer (B2C) and business-to-business (B2B) markets.