9.0 Learning Objectives

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

• Describe how the Marketing Mix should be considered during a membership drive.
• Apply the marketing mix to various distribution channels within the golf industry, such as hard goods, soft goods, and services.
• List some of the factors impacting the cost of a golf membership.
• Explain how PESTEL analysis is useful to organizations.
• Define the five-step process to getting to know your customers in the golf industry.
• Identify revenue streams at a country club/golf facility subjective to the target market.